Budgy Smugglers owner Adam Linforth on building an iconic Australian brand | #525

Budgy Smugglers owner Adam Linforth on building an iconic Australian brand | #525

According to the Oxford English Dictionary, the term Budgie Smugglers is Australian slang for men’s close-fitting swimming trunks. It’s also an iconic Australian brand, slowly but surely being built by today’s guest and Chief Smuggler Adam Linforth. It’s an eye-popping episode 525 of The (11 year-old, award-winning) Small Business Big Marketing podcast.


Big Episode Today

  • We find out why Budgy Smugglers owner Adam Linforth is in no rush to build an iconic Aussie brand.
  • This week’s Monster Prize Draw winner lost it all, and now finds himself back at the foot of the mountain and raring to go!
  • Plus I let you in on next week’s New York-based guest who (in his own words) …  has killed Zoom!


A Little More About Budgy Smugglers owner Adam Linforth

If you’re a long-time listener you know that I love everything about ocean swimming; most days pulling on the Speedos, and swimming 2-3KM off Noosa’s beautiful main beach with a bunch of mates. It’s not a pretty site, but geez we love it!

So when I had the opportunity to interview Adam Linforth, the owner of Budgy Smugglers, I jumped at it. Between you and I, it’s a brand I’d love to own.

Adam bought the business back in 2008, when it was selling 1,000 pairs a year. Today, well over 100,000 pairs of Smugglers are sold around the world plus he’s added a women’s and kids range.

There’s a lot to love about the Budgy Smugglers brand and the way Adam’s growing it … but I also think he’s leaving a fair bit of dough on the table. You may sense my frustration during the chat, so I’ll share what I think he could be doing better after the interview.

I started off asking Adam how he came to owning this legendary brand …


Timbo’s Top 3 Attention Grabbers

  1. I love his approach to growing slowly. And not just slowly, but debt-free and manufacturing everything in Australia.
  2. I thought it was interesting that he didn’t go full-time in the business until 10 years after buying it.
  3. I love his Australia’s Most Ordinary Rig competition.


Adam Linforth Budgy Smugglers


Last Week’s Episode of The Small Business Big Marketing Podcast

Episode 524 –  Smart social media usage grew this 3rd generation chocolate show.


Monster Prize Draw Winner

Coffee fanatic Dinesh Nair of Follow The Black Herd.


Thanks for tuning in. May your marketing be the best marketing.



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