Drysure go "All In" for MSP Film tour

Drysure are delighted to be teaming up with our friends from Holmlands, as part of the upcoming MSP Films Tour in the UK this Autumn.

MSP Films is the most award-winning ski film production company in history with eight “Movie of the Year” awards and this year have two amazing movies, with "ALL IN" and “HOJI” being screening at select locations in the UK in October and November.

Drysure Extreme is the perfect companion for your ski and snowboard boots, and we couldn’t be more thrilled to be part of two of this year’s best winter sports films.

“ALL IN” is a film that delivers a first of its kind experience. This concept is spearheaded by a talented group of hard-charging women who wanted to disrupt the male-dominated ski film formula. Skiing isn’t exclusionary. True fun in the mountains can be shared by everyone. This isn’t your typical “Women can shred too” film, this is a kick-ass ski film that just happens to feature as many women as men.

Captured in stunning 4K definition. Shot on location in British Columbia, Alaska, Utah, Washington, Japan and South America. Starring: Angel Collinson, Michelle Parker, Tatum Monod, Elyse Saugstad, Mark Abma, Wiley Miller, Johnny Collinson, and Cody Townsend.

Eric Hjorleifson lets his skiing speak for itself. He doesn’t stand on the bar and shout out his accolades. He skis for brands that give him 100% creative control over the equipment that he designs and uses. He chases storms. He ditches his cell phone for weeks at a time. His exploits are rarely flaunted on social media. In spite of all of this – or maybe because of it – he is a hero to legions of skiers across the globe. This is who Eric is – this is “HOJI”. Directed by Scott Gaffney and featuring Eric Hjorleifson, Chris Rubens, James Heim and more…

The film tour kicks start in London on October 18th with the UK Premiere of “HOJI”, with Drysure attending the UK Premiere of “ALL IN” at the Ham Yard Hotel in London on Friday 2nd November, where skiers and outdoor enthusiasts can come along, check out our products and get excited for the new ski season.  

We’ll also be giving away a pair of Drysure Extreme’s at all UK screenings, as part of a special prize draw at each event – so make sure you snap up your tickets, and get ready for winter with some breath-taking, inspiriting and fun filled ski films!  

Book your tickets and find out more at www.skimovielondon.com/tickets


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Nordics respond as leading distributor partners with Drysure

We are delighted to announce a new partnership with Response Nordic AS, a leading distributor of strong sporting brands across the Nordic and Benelux markets.

Response Nordic share in our passion for sport distributing GoPro in Norway, Sweden, Denmark, Finland, Iceland, The Netherlands, Belgium and Luxemburg and also Volcom, Alpinestars, Armada Skis, Nitro Snowboards and other brands in specific geographic areas – with Drysure the latest addition to their sporting goods family.

Our Founder, James Robbins says, “The Nordics is a major market place for Drysure and we’re excited to be working alongside Response Nordic to expand the reach of our products into new regions and new sports.”

Paul Fredrik Berg, Sales Director & Brand Manager for Response Nordic AS says, “We went through an analysis of over a dozen new brands and Drysure was the standout product. The Drysure Extreme’s and Drysure Active’s are advanced, technical, efficient and something the entire family can use.”

Paul continues, “In the Nordics we’re into the outdoors and Drysure is a product that fulfills a lot of important needs. Because Drysure doesn’t use electricity or require power, that’s a big benefit. The products can be used instantly, are mobile and dry footwear in a gentle way that won’t damage insoles or liners.  It’s a product we can sell all year round. Drysure just as good in summer and winter.”

Response Nordic have already placed products with high street retailer XXL in Norway, Sweden, Finland and Austria. Products will also be disturbed to key alpine stores throughout each country in addition to established rental stores in the Norwegian mountains.

As part of the agreement, XXL will be receiving a special shipment of Black and Green products – the two core colours of the Nordic retailer.

James says, “It’s an exciting chapter in the Drysure journey. We see huge growth potential in the Nordics and Response Nordic are the perfect partner to help us realise that potential.”

Click here to read more.

Top tips to improve your golf game

Our Drysure Active range is designed to help you dry low ankle footwear anywhere at any time.

When conditions on the golf course are wet and damp, or if you suffer from sweaty feet, having a pair of Drysure Active’s in your golf bag mean you can start drying your golf shoes immediately after your round.

We can’t guarantee Drysure will improve your performance on the course, so we spoke to an expert for some advice…

Nigel Turner is the resident Golf Pro at Fulwell Golf Club in London, a course he has called home for more than 20 years. Having started out at Lindrick – a former Ryder Cup course - Drysure caught up with Nigel ahead of the 2018 Ryder Cup to gain some insight and top tips on how to reduce your handicap and improve your golf game…


Wearing golf shoes that have strong grip and feel comfortable is vital when it comes to having a good swing. What you wear on your feet affects your stance, and in golf, everything starts from the feet up.  Your feet provide a foundation for your swing. Maintaining your grip through decent footwear, will ultimately enhance your golf shot.


A good grip will help improve your shots. Gripping the club in a natural handshake position will help to keep the club face square during impact and improve your accuracy. To check this, take your grip on the club then lift your hands up in front of you and see if you feel you’re in a shaking hands position and have a square club face.


Always practice using alignment sticks to make sure your body is lining up properly and introduce good habits. When the alignment is out, people tend to compensate with the swing and steer the ball in the direction of their target.

One stick should be used to help you go through the ball to your target line, and the second should be placed in front of your feet so your body is parallel to your target line. If you don’t have alignment sticks, you can use clubs from your bag as markers. Working on alignment in practice will help you get into good habits to help bring that handicap down.

Weight transfer

When you take your stance and you look down on the golf ball, imagine its sat at 12 o’clock on a clock face and then place your feet pointing at the eleven and one, this helps to allow your hips to turn back and through during the swing aiding weight transfer and gaining power.


Always try to feel your weight is on the inside of your right foot (right hand golfer) during your back swing. If your weight is on the outside of the right foot it will either mean you have swayed or not transferred your weight correctly in the back swing.

Follow through

To help you feel your body gets through the shot when following through, throw a tee peg on the ground just beyond the golf ball, then when you swing imagine you’re trying to catch the tee peg with the club head as well as the ball, this encourages the weight and body to go through the shot.


To keep your golf shoes dry, check out our Drysure Active range, the perfect companion for your golf bag and a perfect gift for any golfing enthusiast.


Nigel Turner



Drysure’s top five adventure races

At Drysure, we love an adventure!

Taking care of your feet is vital preparation for any challenge and especially long-distance races. Happy and healthy feet make the event experience all the more enjoyable.

Here are our top five picks for the craziest adventure races in the world, with a few top tips for making sure your feet are in great shape for race day …


  1. Polar Circle Marathon

Why run on the road when your can run on a polar ice cap?! Each year the remote town of Kangerlussuaq in Greenland welcomes marathon runners from around the world to participate in the Polar Circle Marathon. The route is largely on a snow-covered road but includes a section on the ice sheet. If 26.2 miles in sub-zero conditions isn’t quite enough adventure, the “Polar Bear Challenge” gives the most eager runners the opportunity to run a half marathon the very next day – the ultimate “cool down” run!

Top Tip: when running in sub-freezing conditions, there’s a temptation to wear thick socks or multiple pairs of socks – don’t! A thin pair or socks/your regular running socks will be just fine. Thin socks allow for more air in the shoe.  Your feet will then warm the air to keep you cosy. Thick layers block the air and will actually make your toes colder!


Polar Circle Marathon


  1. The Uganda Marathon

Most marathon’s take place on one day … the Uganda Marathon takes place over one week! Staying in athlete villages, engaging with local communities and supporting grass roots projects … this is more than just a marathon. The event combines running with volunteering, embedding you in local culture like no other race! The route is challenging too, so not one to enter if you’re going for a PB!

Top Tip: Before race day, don’t forget to trim your toes nails! 26.2 miles is a long way to run with nails overdue a clipping!


Uganda Marathon 


  1. Manaslu Trail Race

Manaslu is the world’s eighth highest mountain, with its namesake trail race taking runners on a 220km journey through the Himalayas over seven days.  The penultimate stage from Samdo to Bimtang is so high (one pass is 5160m above seas level), that competitors will often walk the remaining 22km – with gives a chance to pause, reflect and take in the beautiful scenery before the final day decent.

Top Tip: Don’t rush a trail run. It’s not a road race. You need to be aware of your surroundings the whole time and it’s OK to stop and walk when you need to. Your feet will thank you for it!


 Manaslu Trail Race


  1. UTMB

The Ultra Trail Mount Blanc is as daunting as it sounds, running through the night up to 2500m above sea level through variable weather conditions. What’s more, the 166km route takes in more than 9600m of vertical.

The pay off?  The route is spectacular! Taking in some of the most stunning mountainous trails in the world before crossing the finish line in Chamonix with the jaw dropping presence of Europe’s tallest mountain there to welcome you.

Top Tip: Before any endurance event, make sure your footwear is well broken in but still provides you with the cushioning and support you need. We all have an old pair of trainers too comfy to throw away but when running in the mountains, keep a close eye on your tread, so on race day your shoes aren’t worn too thinly. Definity don’t wear new shoes for the first time on the day of any endurance event either!




  1. Barkley Marathons

You may have seen the documentary on Netflix, and if you haven’t, go check it out! Quite simply the Barkley Marathons is the most insane race you will ever come across…

Each year up to 40 ultra-runners gather in Frozen Head State Park Tennessee, USA to take on not one, not two but five back to back marathons! This is not a road race, it isn’t sign posted and there’s not an aid station in sight!

Each “loop” is different and takes in the most extreme trail running terrain. To track progress, up to eleven books are randomly hidden on the route, with each competitor given a number. Runners have to rip their page number from the books and present the evidence at the finishing line – within a time limit of 60 hours. It’s fair to say there aren’t many who have completed the challenge.

If that all sound too ridiculous, you can always take on the “Fun Run” a mere 60-mile course. Easy peasy.   

Top Tip: When running multiple loops, treat your feet by rotating your shoes between each loop. Pop in a pair of Drysure Active’s into your spare pair of shoes and by the time you return to swap back, your shoes will be nice and dry and ready to go again!


Barkley Marathons


Check out our Drysure Active range here, perfect for running footwear of all types. 

Superhero success for team Drysure

This weekend our Founder James Robbins joined forces with Drysure ambassador Chris Lloyd and Cameron Hall from Holmlands, to compete for Disability Snowsport UK (DSUK) in the annual Superhero Triathlon at Dorney Lake, Buckinghamshire. 

Chris, who raced in the Men's Standing Downhill and Super G events at the Winter Paralympic Games in South Korea in March 2018, fulfilled his dream after being left paralysed from the neck down in 2011, following a rally car crash.

Having being told by his medical consultant he would never ski again, Chris was determined to prove the professionals wrong, and less than a year later, he was back on skis - thanks to the support of DSUK.

A long and difficult journey followed, but with the determination to represent his country and make his family proud, Chris turned his dream into a reality. 

Drysure founder James says, "Chris is a real inspiration and a fantastic example of how organisations like Disability Snowsport UK play such a vital role in transforming lives; giving  people of all disabilities the opportunity to get outside into the great outdoors and enjoy snowsports.

"We are thrilled Chris chooses Drysure, and that our products were used at the Paralympic Games. It makes us feel incredibly proud.

"We are even more thrilled having the opportunity to compete alongside Chris in the Superhero Triathlon and help spread the good word of the important work carried out by DSUK."

To find out more visit www.disabilitysnowsport.org.uk

Chris Lloyd Drysure

Drysure takes to the skies with Flybe

This summer our Founder James Robbins caught up with Flybe Flight Time Magazine, discussing how Drysure is helping to revolutionise foot care for people who enjoy an active lifestyle. 

Read the full interview below and click here to read the e-edition. 


5 MINUTES WITH . . . James Robbins

James Robbins, 38 is the Founder of Drysure – an innovative eco-friendly shoe and boot drying product for outdoor sports enthusiasts. 


What’s your business background?

I studied business at Durham University in the early 2000’s and worked for a clothing start-up at the same time – which gave me a taste for entrepreneurialism.

Having left university, I entered a graduate scheme at Barclays Wealth, before leaving the corporate world to take on the challenge of running a hotel in Morocco and turning it around. I helped to established Tigmi, Marrakech as one of the leading Yoga hotels in Morocco before returning to the UK as a business consultant; helping start-ups and SME’s develop and grow their business and reconnecting with my entrepreneurial spirit. 

If you had told me 10 years ago I would now be running a footwear drying business, I would never have believed you!


Where did the idea for Drysure come from?

I love all sports, but my biggest passion is skiing. Whilst on a family ski holiday in Austria, my ski boots became wet and the thought of putting on soggy boots the next day wasn’t very appealing. My hotel didn’t have boot dryers and I thought there must be a way to solve the problem with a mobile boot dryer but couldn’t find one anywhere. I had the same problem at home when I would go to the gym or go for a run – soggy and sweaty running shoes. It was a common problem my friends seemed to experience too; so the idea of a boot and shoe dryer you could take anywhere developed naturally and out of necessity. If I couldn’t find the product I wanted, I’d make it! 


How did you get started?

After having the initial idea, I checked it wasn’t already out there and got the product patented right away. Then I brought in a design team and had some prototypes made. I repeated that process a few times until the design was just right and we had a great looking, practical product that could dry footwear twelve times faster than air drying.

After struggling to find a manufacturer in the UK, I jumped on a plane to China and found a company that could create the product we needed. The first batch then went to market in spring 2016 as a test, before we officially launched at the Ski and Snowboard Show in London later that year. By the end of 2016 we had completely sold out.

Today, we have expanded internationally and ship products all over the world.


How long did it take from initial idea to production?

The overall process took two years. Now we are supplying skiers, runners, cyclists, farmers, ice hockey players and every other type of outdoor enthusiast you can image – all over the world!


What were the main challenges along the way?

Initially it was tricky to make the idea work. The design must allow enough air to flow through the footwear to dry effectively, whilst at the same time being easy to insert. Once we solved that problem, finding a manufacturer was the next task. The product design is very unique, so we needed to find someone with the right tooling capability and who could produce products at the right price. The final challenge, as I’m sure any start-up will understand, is funding. Drysure was totally self-funded before securing a loan from the Start Up Loans Company – which helped us kick on to the next stage – increasing our product range to more colours.


How do you market Drysure?

We primarily use eCommerce, Amazon and a few key retailers. We also have some celebrity fans which has helped us a lot, including Winter Paralympians Millie Knight and Brett Wild, and Olympic Skier Peter Speight. Promoting the brand online and generating PR helps us greatly too.


Are sales where you anticipated they would be at this point?

Yes and no! We are very happy with sales considering the difficultly we have had in raising capital. We hardly spend anything on marketing and therefore we rely on word of mouth. If we had funding and the ability to invest in Drysure then sales would be much higher. As it happens we have to re-invest our profits to increase stock to grow.


What’s the best piece of business advice you’ve been given?

Wow the best is hard…I have three:

  • Keep an eye on the pennies …. start-ups are costly and if you are not careful they will consume the cash too quickly.
  • Make the relationship with your factory as strong as possible. They are part of your start up.
  • Listen to others but also listen to your gut, you are the entrepreneur.


Is there anything you would have done differently, with hindsight?

Mistakes are a natural part of business but it’s important to learn from them. There’s nothing I would do differently as the steps we’ve taken have ultimately led to Drysure now being sold in North America, New Zealand, Australia, Japan and Europe - which may not have happened without learning from the odd stumble.


What are your plans for the future?

We’re keen to grow by creating jobs and hiring great people, expanding our product range to incorporate a wider variety of footwear dryers and accessories, and we are hungry to enter new markets globally. As more and more people are enjoying active lifestyle’s it’s an exciting time to be involved in the action sports industry.

Flybe Flight Time Magazine