Shona Bracey

Amped on life and business

Shona Bracey is the woman behind AMPED, the Ski Adventure Travel Specialists, otherwise known as AMPED4SKI. With two kids, now aged 8 & 9, Shona realised she wanted to return to the workforce, but not working for someone else. She decided to create an opportunity for herself and AMPED has been her passion for the past 7 years... the rest as they say is history...

When did you decide to start your own business? In 2012 with a wee bun in the oven, alongside my then 1 year old son, and managing the build of a new home, somewhere, somehow I had this crazy idea that … I’d return to the workforce! But I didn’t actually want to work for anyone else, instead I was going to create an opportunity for myself – I apparently needed a challenge.

Describe your business in more detail – what

are you – what do you do? In short at AMPED we sell the ‘Ski Dream’. Think deep white fluffy snow, leg burning groomers, steeps that bring on vertigo, and in destinations where every day feels and looks like Christmas.

Effectively, AMPED is fully bonded and accredited TAANZ travel agency. This protects a customer’s funds, and gives them reassurance that we follow industry standards, and are regularly audited by the governing body of our industry.

We ‘sell the ski dream’, and that’s what drives us in this business to continuously be skiing or snowboarding around the globe, and hunting out the next ‘big’ thing for our customers. We are very aware that people can buy their holidays online, and many will have the most amazing experiences I am sure. But with us, you pay no more – in fact often you actually pay less, with the benefit of our extensive “hands on” knowledge, recommendations and resort I.P. for FREE!

The hardest thing we see is clients trawling through the internet, talking to many (often) ill-informed , or self-titled critics who all have conflicting advice. Whereas here with us, we’ve been, seen there, and will critically give our customers a very raw and true descript of these resort destination. Enabling our clients to make some really good decisions about where they are going, and what they are spending their money on. After all, ski & snowboarding holidays are not always, shall we say exactly ‘cheap’, so getting some qualified help is probably the best thing one can do.

What were the biggest challenges? Ha, where to start?!. Maybe the question would be better asked as ‘what was easy’, as I really could count those points on the 5 fingers of one hand. Meh, but hey, I am so proud to look back now at the journey and realise where AMPED once was, and where it is today – what a blast.

In life, ‘there’s always someone who wants what you have’, and in many cases they will do almost anything to get it. Unfortunately for those people, I am a true-blue fighter. So, whilst the biggest challenge for AMPED was the ‘Big guys’ trying to take us out, we’ve always just continued on our path and not worrying about anyone or anything else but us, and that has absolutely paid off. We are all surrounded by so much noise, so it pays to keep the distractions to a minimum, otherwise you will just land up chasing ghosts, jumping shadows and worrying about things that haven’t happened yet, nor will ever likely happen, unless you let them.

Do you think being a woman gives you an advantage in your type of business? Its not necessarily an advantage or disadvantage, more of a 50/50, depending on my approach. See, I am soft spoken, I’m polite, somewhat reserved, perhaps a little bit of an introvert, I sometime see others who seem tougher and wonder if that would help my success. Therefore, surrounding myself with people who can bring strength where perhaps I am lacking, helps. I have also learnt in my lifetime, anything that scares me in business or my career, is good. Pushing boundaries, stepping outside of comfort zones, and sometimes being a little more ‘manly’ in my approach, and taking charge, rather than sitting back and being led by others. There is a place and a time for every action and reaction, and as a woman in business, patience, considered replies and virtue goes a long way.

Does a family with young children make running

your own business more difficult? Actually it really does, especially being a single parent also. Trying to find a balance is not something I have ever found, but everyday I feel like we are getting closer to it; for me and my family, having a balance is the dream. But, good things come to those who work hard, and we are absolutely doing that. My children love AMPED as much as I do, and actually my 9 year old asked me the other day if he would be able to take over the business when he gets older – wow!

I have to say, my children are proud of their mummy and proud of the business. I have often received praise from them, and my son regularly says ‘I can’t believe you have your own business mummy, that is so cool’. Without we would have nothing, with it, we have everything, particularly for them – it will provide a great future. Also, let’s be real, I mean what child doesn’t want to go skiing in Canada for their next school holidays?!

What’s is the best of running Amped? Just creating something and looking back and seeing where you’ve come from. Being a boss, and a good one to – I’ve personally just had so many bad ones, that I love to now be a positive inspirator to my team. Rather than holding them back, I encourage them to have an opinion and put in their 5 cents. I can’t run and grow this thing on my own, and so important to have my most valuable stakeholders have a real vested interest.

What is the worst? I suppose the 7 days a week, 12 months a year, working around the clock for the last 8 years. Working every night after the kids are in bed, often into the morning to keep up with demand and not let people down. That’s a lot of hours, no wonder some days I am tired.

How do you see the company growing? This is an interesting question, and one I ask myself almost every day. With so much opportunity out there AMPED is in a growth stage right now, so that is super exciting! Bringing on new ski resort destinations, obtaining new contracts and client channels, and establishing partnerships with complimentary businesses. We are super proud to be aligned with Snowplanet in Silverdale in Auckland, the only indoor ski facility in New Zealand/Australia with ‘real snow’, and we run a few initiatives through this award winning business. One of which is the Aylwin Alpine Academy, a ski race development program whereby Brad Aylwin, Head of Ski School at Snowplanet, takes his ski race athletes to Canada in our off season (January/April), to continue their technical and gate training while the mountains are bare, down under.

Would love to switch AMPED up into providing ‘summer’ offerings at our amazing ski destinations also. So much to do, and so little time – one day I am sure I will be packing just a beach town and bikini, or perhaps my tramping shoes and sunnies, hot in pursuit of yogi bear in the Rockies, or whale watching in the Fjords of Alaska!

What should a client come to your over other

travel suppliers ? Soooo many reasons, but hey, I would be a liar to deny that I am bias. First reason, cost. We are extremely competitive – especially given the 40+ hours we are going to save yourself from trawling through the internet , to then be even more confused and unsure on where it is you want to go, to then turn around and come to someone like us; its simple math.

Secondly, our care and attention. We are ‘holiday partners’, and the team at AMPED are fully invested in providing the absolute best experiences, ever, within the time frame and cost parameters we have to work within. We are the experts for sure, we know stuff our customers don’t, and we really go out of our way to ensure that EVERY little detail is noted and fulfilled. Satisfaction is the goal – with so many repeat customers and referrals a sign we are doing things right.

How has your role in the company changed and

developed? Gosh, looking back at the inception of AMPED, and I was the sales, accounts, marketing, support, I.T.– it was manic! I used to sit in a dark corner at the top of the stairs of a very cold and dismal 3-bedroom town home in Albany that I rented, without a window – how on earth did I survive. Head down, tail up to be fair, there was no time for anything else!

Then I had this revelation of needing to talk to others, apart from my children. So, I rented a small office in Albany, That lasted for about a year, and it was great to be in amongst the living, but the decision to get more space and a support person to delegate some of the workload to was well overdue. From here my role changed drastically, however there is still some work to be done before I perhaps sit in the perfect position. AMPED has a fabulous team consisting of another full-time consultant, Madi, full time sales support, Courtney, and a part time accounts person, Lindy. The next piece of the puzzle is another ‘Ski Travel Specialist’ Consultant, to then free up just a little bit more of my time – so fingers crossed on that one. If you know any one ... please give them my number Ph: 021 766780 (wink wink, nod nod)

How would someone that knows you well

describe you? Hmmmm... hard one, so I asked ‘someone’ and this is what he said: "Hard. Hard. hard working. Goal focussed. Determined. Street fighter with a conscience. Amazing life Juggler. Amazing mum....and dad." But if you asked me (Shona) I am a "fake it till you make it" sort of girl.... but then who isn't?

What would a you today tell a young Shona

Bracy – what advice would you give? Oh, what I would do to go back there. Ok, so firstly, don’t marry that dickhead. Yup, we’ve all got that skeleton, right? Secondly, stay at school, for god’s sake, it really wasn’t that bad. Oh yeah, and go to Uni, and get that education, make those connections – open your mind, and then start your career. A little qualified knowledge can go a long way, and a business degree would have been a great foundation in my quest to create something new.

Oh, and don’t start smoking – hardest thing ever to give up! Phew, 14 yrs. on, mission accomplished, but seriously ... don’t start what you’ll then struggle to give up!

Any women want to start their own business what advice would you give them about starting

up? Do it, do it, do it! Whilst the sacrifices are real and the commitment is great, it is so worth it. Give yourself 5 years from a start-up to even begin seeing the rewards and finding a balance, because lets be real here, when you have your own business, it essentially really owns you!

Best advice probably do it before you have babies and not ½ way through having them like I did (omg), so timings your best friend. ‘

Also, align yourself with someone who can perhaps give you some insight, help you trouble shoot, or even just a trusted confidante that you can lean on in times of uncertainty. A talented accountant can go a long way, and one who’s specific to your industry.

Future proof your business – don’t be tempted by shortcuts. Honestly, there’s going to be so much regression that goes on anyway, so do as much as you can right the first time, and save time! Have a vision and structure your business for that, so essentially ‘think big’.

Surround yourself with other amazing people. Recently I went to a ‘Business North Harbour’ Woman’s in Business function and heard Paula Bennett speak, and that was a revelation for me on what amazing opportunities are out there for woman, and I had been missing out. Blue, red or black – I didn’t care what she represented, I went to hear the words from a very strong and successful woman in politics to see if I could find some inspiration for my team, and perhaps take my staff next time if this kind of channel was worthy, and it absolutely was.

So, hunt out those support networks and opportunities to mix and mingle with other women, there are lots! 200 odd woman I think filled the room that day, and I walked away feeling part of a bold and strong society – which was literally, just a room filled with good woman, doing great business!

Call us here at AMPED on Ph: 09 4798929 or free phone 0508 4 AMPED, and speak with either Madi or myself. Email info@amped4ski.co.nz. Ski & snowboarding holiday deals https://www. amped4ski.co.nz/hot-deals/ski-holiday-deals/

"There is a place and a time for every action and reaction, and as a woman in business, patience, considered replies and virtue goes a long way."