Pictured above: Dale Folland alongside a Freeze Tub.
From his role as Sales Director to his portfolio of side hustles, Dale Folland has mastered the delicate dance of entrepreneurship while maintaining a successful career. NZBusiness discovers the driving force behind his latest Freeze Tub venture and the strategies he’s employing to drive growth while working full-time.
It’s tough out there – business owners will tell you. It’s equally as difficult for employees trying to navigate a cost-of-living crisis. And, it’s especially tough for entrepreneurs looking to get new ventures off the ground. But in a challenging business landscape, entrepreneurship often blends passion with opportunity, showcasing the potential for to carve out niche markets.
One such niche market serial entrepreneur Dale Folland has dipped into with his latest venture, Freeze Tub, is the health trend of ice baths which are revolutionising the way people approach recovery and wellness.
Founded as a side hustle to his full time role as Sales Director at Pure SEO, Freeze Tubs is not Dale’s first dip into the gig economy.
His entrepreneurial journey began during his early twenties on his travels across Europe and the Caribbean. Alongside his brother Chris, Dale – like most Kiwi school-leavers – immersed himself in diverse international cultures and landscapes, which broadened his perspective on life and business.
“We spent years exploring different countries, enjoying adventures on motorbikes and soaking in the local cultures,” Dale recalls. This period of exploration sparked a curiosity for entrepreneurship as the brothers encountered various business models and opportunities abroad.
A pivotal moment came when Dale and Chris ventured into network marketing while working in the Caribbean. “We were selling timeshare when someone introduced us to Amway,” Dale recounts. This encounter planted the seed of entrepreneurial ambition, igniting his desire to forge a path independent of traditional career trajectories. “We didn’t want to be part of the statistic where people retire without financial security, and we got excited by the prospect of earning extra income alongside our jobs,” Dale says, reflecting on Chris’s and his motivation to explore alternative income streams.
Returning to New Zealand after nearly a decade abroad, Dale went on to study human and sports nutrition, landing a role at a private clinic in Takapuna. Here, he gained valuable insights into health product efficacy and consumer needs. It was during this time that Chris introduced Dale to a health product line, USANA, marking the beginning Dale’s journey into entrepreneurship.
“My brother gave me a call one day and said, ‘Listen, I’ve come across a health product I want you to have a look at,'” Dale recounts. Intrigued by the prospect of supplementing his income, Dale dove headfirst into the world of health supplements, laying the groundwork for what would become an ongoing side hustle.
“My interest in digital marketing grew alongside my work with USANA.” This passion led Dale to join Pure SEO, a leading digital marketing agency known for its expertise in search engine optimisation (SEO). “Pure SEO provided me with further skills and knowledge to optimise online presence effectively,” Dale says, highlighting the synergy between his career and entrepreneurial endeavours.
Freeze Tub frenzy
As a qualified nutritionist and former owner of Newlives Nutrition, Dale has worked alongside thousands of individuals over the years helping them affect positive health and lifestyle choices.
Dale’s personal experience with cold water therapy – a practice known for its health benefits, including improved circulation and enhanced recovery – seemed like a natural progression of his business pursuits and passion for wellness. “I got a taste of how effective cold therapy was for recovery from playing competitive football, often soaking my legs in the bathtub after a game. Ice bath benefits are many,” Dale recalls. Intrigued by its potential and recognising a gap in the market, he tapped into New Zealand’s Original Ice Bath and now runs a business dedicated to supplying the portable ice baths tailored for cold water therapy enthusiasts.
“Overnight, I launched the Freeze Tub website and partnered with a reputable manufacturer,” Dale recounts, emphasising the agility and strategic thinking required to capitalise on emerging trends. His background in digital marketing proved instrumental in establishing Freeze Tub’s online presence, which quickly garnered attention not only locally but also internationally.
As Freeze Tub gained traction, Dale faced the challenge of balancing his full-time role with the demands of entrepreneurship. “Finding balance is crucial,” Dale notes. Evenings and weekends became dedicated to managing Freeze Tub’s operations, from customer inquiries to logistics and marketing strategies. “It’s all about efficient time management and leveraging digital tools to maximise impact,” Dale explains, highlighting his commitment to both professional roles.
“I really enjoy my time at Pure [SEO],” he explains. “So when I’m at work, my focus is on there, and I do quite well.” However, he recognises the importance of maintaining a healthy work-life balance. “When I get home, I smash straight into the gym,” he adds. “It’s really important to clear my head and get some exercise.”
Currently, Freeze Tub receives more traffic from the US and Australia than locally, explains Dale, underscoring the global appeal of Freeze Tub’s products. Scaling up his operations locally – as he doesn’t currently ship internationally – means considering strategic investments in digital marketing. “I’m carefully evaluating the next steps,” Dale remarks, pointing to the importance of prudent decision-making in business expansion.
Looking to the future, Dale contemplates the prospect of scaling his businesses globally. “I could build Freeze Tub up into a full-time business relatively quickly,” he muses. However, he remains cautious, recognising the risks and challenges associated with rapid expansion. “Do I invest? Because I’d have to work. I’d have to get some capital,” he says.
Entrepreneurial insights
Reflecting on his own entrepreneurial journey, Dale shares valuable insights for aspiring business owners. “Research and passion are key,” he advises. Understanding market trends and consumer behaviour has enabled Dale to make a success of his side hustles in competitive markets. “It’s about building a brand that resonates with your audience,” Dale emphasises, stressing the significance of authenticity and customer-centricity in business growth.
Looking ahead, Dale remains optimistic about Freeze Tub’s potential for further growth and innovation. “I see opportunities to enhance our product offerings and expand our market reach,” he reveals. Embracing tech advancements, including AI and digital marketing strategies, will play a crucial role in shaping Freeze Tub’s future trajectory. “Staying agile and adaptable is essential,” Dale asserts, acknowledging the rapid pace of digital evolution and its impact on business operations.
As Dale continues to navigate the challenges associated with the gig economy, alongside his full-time career, he remains committed to driving sustainable growth and fostering meaningful connections within the health and wellness community. And of course committed to the hustle.
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