Tuesday, 20th May 2014

Pure Magic

     Pure Magic is water sport shop and school. They are specialized in Kitesurfing and Stand Up Paddle Boarding. The company is located in two places in Ireland, the first in Dublin and the other in Achill Island on the Irish west coast.
The two owners of Pure Magic are Catherine and François who are both french.

Pure Magic Dublin

     Pure Magic Dublin is situated in Clontarf, just in front of the spot of Dollymount on Bull Island and at 5km from Sutton. These two spots are complementary, are easy for beginners and make the north of Dublin the perfect place for Kitesurfing. It works with all the wind directions and is just 10 min from the city centre of a European capital.

• In 2006, François and Catherine set up the first Pure Magic shop in 326 Clontarf road in a very tiny place of 10m². More than a shop Pure Magic is also a school and delivered lessons with very qualified instructor. Today a real Kitesurf community is present thanks to Pure Magic.
• In 2007, the 1^st Battle for the Bay is organized. The Battle for the Bay is the biggest water sport competition in Ireland and growth up every year.
• In 2008, the Pure Magic shop moved to 370 Clontarf road and is now 45m², it is still small but the shop is optimized to sell water sport equipment.

Pure Magic also organizes some trips in other countries to flee the Irish weather to warmer place like Morocco, Brazil or Capo Verde. 


Pure Magic Achill

     Pure Magic in Achill is a wonderful place with a Lodge (B&B) and restaurant where they provided Kitesurf & Stand up lessons and organized some events like the Battle for the Lake. Achill is perfect for Kitesurfing from beginners to professionals. The wind blows all year long on different spots, you can enjoy the flat water of the lake or the west coast wave on different beach break.But Achill is not just about kitesurfing, you can do everything you want in Achill island, Stand Up Paddle Boarding, Surfing, sea kayaking, angling, horse riding, land yachting, walking, cycling, climbing, snorkeling.

Internal Analysis
     Pure Magic have different activities but is generally on the market of Watersport. The activities in Dublin that I will develop are the Watersport shop and the Kitesurfing/Stand-Up-Paddle-Boarding school. 

Mystic is the waterwear brand
sells in the Pure Magic Shop

The shop
Pure Magic sells all the equipments for the practice of Watersport, from the wetsuits to the boards. They works with many of the sector best brands such as Mystic, Cabrinha, North, F-One, Best-Kiteboarding, Bonz or Ozone. 
The shop is also online and is accessible by the Website www.shop.puremagic.ie. By the way internet is the most important competitor of Pure Magic because other companies sells only in internet and from anywhere so the price is often very low. However Pure Magic bring additional services to be different than the competition like individual advices, material repairs or the gear test on the beach with the Pure Magic team. Moreover one of the strength of Pure Magic is all the new clients bring by the school who need new equipments after have done the full lessons package. 
The school
Pure Magic provided Kitesurfing and Stand-Up-Paddle-Boarding lessons by few options. 

Christophe is like the Kitesurfing guru on the beach

The Kitesurfing lessons are providing by session of three hours. The full package is use if you really want to learn Kitesurf and permits to almost be independent but if you just want to try you can also make lessons after lessons and decide to continue or not. 
It is a bit different for the Stand-Up-Paddle-Boarding "sup" . The first lessons is always, if you have never did Sup before, a discover lesson. You will learn all the basics of the sport (the balance, the paddle technique) and all the security aspects. After this session you can follow trips organized around Dublin in the magical of Howth or the Dublin Bay. 
There are few other watersport school in Dublin like Surfdock, Aboveboard, IrishSup or Kiteessence but Pure Magic is always the biggest Kitesurfing school. 

The Battle For The Bay
     The Battle For The Bay is a very big event organized every years on Dollymount beach. 
This year the show will be very impressive with competition in Kitesurf, Stand Up Paddle and Wakeboard. 
Kitesurf
The Battle For The Bay host the World Kiteboarder Cross Tour, and many of the world best riders in the world. 
Stand Up Paddle
New from this year the Battle For The Bay host also the Waterman league Sup world Series "SWS". 
Wakeboard
Wakeboarding joins also the list of the sport presents at the Battle, with the Mystic Big air and the presence of the World champion Nick Davies the show will be amazing. 

But not only competition you will find fun attractions a kids zone and a music festival on the beach. 
For the night big parties are schedule to doesn't stop the fun. 

To Conclude
     Pure Magic is more than we can expected first and thanks to the imagination of the team the company continue to grow's up every year. 

Life is Pure Magic