Everywhere I look, businesses are closing.
Retailers are struggling. Hospitality is doing it tough. People are cutting back on spending, and apparently nobody has any money left.
So naturally, I’ve decided it’s the perfect time to expand Ragged Edge.
Makes perfect sense.
The Economy vs The Excavator
I’m not ignoring what’s happening out there.
Running a small business in Australia isn’t getting any easier. Insurance, advertising, fuel, equipment, maintenance — pretty much everything costs more than it did a few years ago.
And when you’re selling something people don’t actually need, you could be forgiven for feeling a little nervous.
Nobody needs to drive a V8 rock crawler over a ridiculously steep hill.
Although, having watched a few thousand people do exactly that, I’d argue some people need it more than others.
But here’s the interesting bit.
Ragged Edge has experienced significant growth over the past year.
And rather than pulling back, I’m investing in making the experience even better.
Why?
Well, I’ve got a few theories.
One Driver. One Buggy. One Instructor.
A few years ago, I made the decision to focus entirely on one-on-one driving experiences.
One driver. One buggy. One instructor.
Me.
I’m not training staff to teach you how to drive. I’m teaching you directly, drawing on nearly two decades of experience coaching people through some fairly ridiculous terrain.
And that makes a difference.
You’re learning faster, becoming more confident and tackling more challenging obstacles sooner.
No waiting around for other drivers. No trying to keep a group moving at the same pace.
Some people arrive nervous and leave wanting more.
Others arrive full of confidence and discover they’re not quite as talented as they thought.
Both are entertaining.
The one-on-one format has become the heart of Ragged Edge, and I think it’s a big part of why we’re doing well.
Maybe People Are Holidaying Closer to Home?
An overseas holiday can cost a small fortune these days.
Even a family weekend away can put a serious dent in the bank account.
Maybe people are choosing memorable experiences closer to home rather than spending thousands on holidays.
And while Ragged Edge is a one-on-one driving experience, it’s certainly not something the rest of the family has to miss out on.
We’ve offered free passenger rides since 2009, allowing family and friends to get involved, share the excitement and occasionally discover just how loudly Dad can squeal.
It’s been a staple of Ragged Edge since the beginning.
You don’t need two weeks off work, an airport or a second mortgage.
Just a few hours and a willingness to do something a little ridiculous.
Whether that’s contributing to our growth, I can’t say for certain.
But it’s an interesting thought.
Eighteen Years Makes a Difference
I started Ragged Edge in 2008.
And I can tell you, I’d hate to be trying to run the business today with all the overheads I carried during those first ten years.
The business is much simpler now.
I own the buggies. I know the tracks. I understand when people buy experiences, when they redeem their vouchers and what makes them come back.
And after thousands of drives, I’ve got a pretty good understanding of what customers actually enjoy.
That doesn’t mean running a small business is easy.
It just means I’ve spent 18 years figuring out how to make this particular one work.
And these days, I spend far more time doing what I enjoy — driving buggies, teaching people and building ridiculous obstacles — rather than managing all the moving parts of a much bigger operation.
Which brings me back to the excavator.
So, Why Expand Now?
Because standing still doesn’t seem like a particularly good idea either.
If people are being more selective about where they spend their money, I want to give them every reason to choose Ragged Edge.
And just as importantly, I want the people who’ve already driven with us to have a reason to come back.
I’ve been asked “What’s next?” often enough to know there’s an appetite for more.
So, construction is underway on some new challenges for 2027.
I’m not giving away too much just yet, but let’s just say I’ve been looking at perfectly good pieces of dirt and wondering how to make them considerably more difficult to drive over.
Details to follow.
Is It a Good Idea?
Ask an economist and they might tell me to be cautious.
Ask my accountant and he’d say, “No. Just no.”
But I’ve been doing this since 2008, and I’ve learnt a few things along the way.
I can’t control the economy.
I can control the experience I deliver.
And if people are going to spend their hard-earned money with me, I want them leaving convinced it was worth every cent.
So while everybody else seems to be tightening their belts, I’m building something new.
Because apparently, my solution to a cost-of-living crisis is to build a harder hill.
Chris
Ragged Edge 4×4
