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Nick Swanson, Managing Director, Sideways
Driving Club
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Australian pilot Nick Swanson must get more thrills than most in his daily job, but it’s his latest venture in Hong Kong that really gets the adrenalin pumping.
A Hong Kong resident for seven years, Mr Swanson took over Sideways Driving Club in 2010. “We were making money from day one, but there was the potential for improvement,” the ex-Melburnian says of his acquisition of the then-fledgling business.
Operational efficiencies, a more professional image, marketing strategies and a revamped website paid off in a short time, and the business has “never looked back.” The company’s robust growth over the past 12 months has convinced Mr Swanson that he has a model to expand across the region.
In what’s billed as the first of its kind in Asia, Sideways Driving Club puts the layperson at the wheel of high-powered racing cars in the form of state-of-the-art simulators. These simulators – the type used by race drivers around the world – immerse the driver in a wide range of performance vehicles, including Formula 1, Formula 3, GT, rally and sports cars, on their choice of international racing circuits.
“Big-name racers like Mark Webber and Sebastian Vettel have used these simulators to hone their skills,” Mr Swanson said. “The software we use is exactly the same as the major teams” and, according to the drivers, the only thing closer to actually racing is to get behind the wheel in reality.”
Fun for All Ages
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Sideways Driving Club’s address in Central is conveniently located for corporate events
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Up to 13 drivers can battle it out at one time. Mr Swanson said the experience is enjoyed by men, women and children.
“We’ve had birthday parties for 12-year-old girls, and corporate events for bankers and lawyers,” he said, citing employee teams from Morgan Stanley, JP Morgan, HSBC, the Commonwealth Bank and Merrill Lynch among its clientele. It helps that the outlet has a fully licensed bar. It is, says, Mr Swanson, “the only place in Hong Kong where you can drink and drive.”
In addition to being “a great party venue,” the air-conditioned, indoor environment of Sideways Driving Club in Central is a convenient place for professionals, semi-professionals and amateur enthusiasts to hone their driving skills.
“When we get big groups in here, the atmosphere is electric,” Mr Swanson said. The experience is so intense that people get really carried away, and you see a real competitive edge coming over them. Naturally, most guys think they are the best, but we frequently find it’s the girls who walk away with the number-one spot.”
Ideal Launchpad
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Cutting-edge software creates a realistic race-car experience
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Hong Kong is the perfect place to launch a business, which Mr Swanson hopes will become a region-wide enterprise. Apart from money spent on corporate entertaining and team-building in this city, the word-of-mouth factor “is huge,” he says.
“I estimate that probably 70 per cent of our business comes from friends or associates of members. I don’t know of any other place where we could have enjoyed such growth so quickly: Hong Kong offers that opportunity.”
Hong Kong’s reputation for business, its central location in Asia and government support in “looking after employers” have all contributed to the venture’s success. Mr Swanson was particularly impressed with the Hong Kong Government’s Invest Hong Kong, which supported him as a start-up.
“From the first phone call, they began helping us out, offering legal advice, helping find sites, talking to landlords, assisting with visas – and it’s all free,” he said. “This is such a great service that it makes Hong Kong a stand-out. Things like the low tax rate help, too, in keeping costs down, which is so important when you are building a business.”
Franchising is “definitely on the cards,” Mr Swanson said. “We’ve identified a few places in Asia where we want to expand, notably in Thailand, Singapore and Taiwan.” As the business slips into top gear, he sounds like a man well in control.
Related Link
Sideways Driving Club
