Surf champion expands Beach Beat
Cornwall-based surfboard designer who has sold his creations
to artist Damien Hirst is taking advantage of groundbreaking
technology to stay ahead of the competition.
Peter "Chops" Lascelles, himself a champion
surfer, owns and runs Beach Beat. He is using the revolutionary
computer technology to help build surfboards and to involve
his customers in the process.
"I have embraced the new computer technology for
designing/shaping surfboards by introducing it into a retail
store on a 42" plasma screen which allows the public
to actually participate in their own design. I believe this
is a European first. I have also worked in conjunction with
a Newquay firm Ocean Magic where the machine is based, in
introducing this revolutionary shaping technology which allows
me to be in constant touch with the production. I can do designs
from wherever I am in the world as long as I can plug my laptop
into the internet and send the design directly to the machine.
From there they finish it at our Wheal Kitty factory. It is
very versatile and can do all sorts of weird designs if required."
Mr Lascelles has been involved in surfboard design since
the 1960s when he worked with the family business in Australia.
He moved to Cornwall about 30 years ago and his company is
now based at Wheal Kitty workshops, St Agnes.
His business has recently expanded into e-shopping and is
offering another first via the Internet. The new website –
– will allow customers to design their own board online.
This will be the first time this service has been available
The web design and consequent business expansion plans came
about with support from Unlocking Cornish Potential, a scheme
that has received Objective One investment and places graduates
with businesses. Toby White-Chambers is a surf science graduate
who is responsible for setting up the e-shop.
Ben Leonard, UCP spokesman, said: "The project
that Toby is undertaking is going to be invaluable to their
future success. His drive and abilities will enable them to
capitalise on the company's already excellent reputation
and the high regard which Beach Beat is held in the market.
The online shop that Toby is creating and will manage will
be far more targeted and considered than many of the other
'online superstores' that are in existence and should reflect
the quality driven approach of the organisation as a whole.
UCP is tremendously excited to be supporting Toby and we wish
him every success with the project."
Mr Lascelles has also been supported by actnow - a partnership
involving British telecom and Objective One that has meant
the roll out of high speed Broadband Internet access across
From a one man band Mr Lacelles now has seven employees,
rising to nine in the summer season. He sells from 800 to
1,000 surfboards a year and is hoping to expand even further.
His most famous client is Damien Hirst who initially met Mr
Lascelles during a fund raising project for Surfers Against
Sewage. Mr Lascelles made two surfboards with Mr Hirst's
designs on them that were auctioned to raise funds for the
environmental charity. The whole auction raised tens of thousands
"He recently asked me to make a couple more that
he wanted to give as presents so I showed him how to work
with the foam and what we can do and sent him six different
designs," said Mr Lascelles. "I shape
and he paints."
For further information please contact Clare Morgan on 01872
223439 or email: email@example.com.
The Objective One Programme for Cornwall and the
Isles of Scilly has invested in the Wheal Kitty Workshop Project
and the actnow project through the European Regional Development
Fund (ERDF). The Programme has also invested in the Unlocking
Cornish Potential Project through the European Social Fund
The first phase of Wheal Kitty Workshops, where Peter "Chops"
Lascelles is a tenant, was completed in 1997. Phase two has
seen more than £1 million invested in transforming the
Grade 2 listed Engine House, and the construction of new units
providing flexible modern business accommodation. Phase Two
has received investment from Objective One, Carrick District
and the Isles of Scilly Councils and the South West Regional
UCP: UCP programmes place graduates with
small and medium sized businesses in Cornwall and can last
for up to 12 months. Investment in UCP through Objective One
means that participating businesses receive 30% of the cost
of taking on their graduate for the duration of the project.
Graduates and their employers also receive support from an
independent mentor, 70% of previous UCP graduates have been
offered a permanent position with their host company at the
end of the project. UCP was the first project launched by
the Combined Universities in Cornwall (CUC) initiative to
offer direct business support. It is managed by Cornwall College.
actnow: A £20 million project of which
£6,920,818 came from the Objective One ERDF (European
Regional Development Fund). Broadband operates at much higher
speeds than a standard internet connection with consumer products
typically 10 times faster and business products up to 40 times
faster. Products can be ordered from a range of service providers.
Project partners include Cornwall Enterprise, BT, Cornwall
County Council, South West of England Regional Development
Agency, Cornwall County Council, Business Link, Cornwall College,
DEFRA and Objective One.
Peter "Chops" Lascelles won his first Queensland
title in 1965 against great surfers including Wayne Deane
and Paul Nielsen and has continued to compete since settling
in St. Agnes taking English titles in both shortboard and
longboard. Internationally, he has competed for England in
two world championships placing equal 17th in Australia and
surfed in two European championships placing 2nd. Chops was
also responsible for introducing the current coaching system
to the BSA and coached the last English team to bring home
the European title. In 1999 Chops took the Hossegor Masters
title at La Nord, in Hossegor, and continues to travel constantly.
Media Relations Manager
Objective One Partnership Office
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01872 223439