In this installment of our interview series, we sat down with Steve Callow, Founder and CEO of Perfect Fit Brand. Upon meeting Steve, his passion for and dedication to the brand are evident. Despite his muscular physique, he easily and calmly walks the curious through the features and benefits of the Perfect Fit line.
We are proud to consider Perfect Fit one of our cornerstone brands. Steve's enthusiasm, commitment to quality and vision changed our perspective on what our business offers to our customers.
How did your company or organization get its name?
I named the company after receiving feedback from one of my designs - it was being described by individuals as the “Perfect Fit” product. I thought about my design philosophy and how I always want my products to perform exceptionally above anything else and that description seemed like a good name to describe my companies intentions.
Your company has posted more videos on YouTube lately featuring you discussing your products and how customers can use them. How did these come about? What prompted you to develop these?
We started the videos to give a high level overview of the products, and those YouTube videos have been quite popular, with over a million views. We recently launched a new series of videos with me talking about the products from behind my desk. I have witnessed consumers and people in our industry looking at a wall of my products and wondering what the heck to do with them. Rob – our VP Marketing – has always said that the way I explain the products at tradeshows is better than anyone else can and he proposed this casual video format of talking about the products.
What is the appeal of your product? What differentiates your products from those of your competitors?
I think we are true innovators. We have pioneered many concepts that have become incorporated into other manufacturers product lines, like the Tunnel Plugs, soft stretchy sheaths, penetrable butt plug, oversized cock rings, and anatomically shaped butt plugs. I think our consumers like our quality, innovation and minimalist styling.
How do your products enhance customers' experiences?
Very broad question, but I think we have looked at all aspects of the product, from the design to the material selection and performance. This all adds up to creating a product that does what it’s supposed to without causing other problems, like discomfort. For instance, our design philosophy for the Fat Boy extender was different than anybody else’s: it was to design an extender that gave both partners a new pleasure, not just the receiver. The result was product unlike anybody else’s at the time – the Fat boy continues to be one of our best-selling lines, even though it has been on the market for five years now.
Your marketing has primarily targeted gay men but PERFECT FIT recently rolled out the ZORO which has a much broader appeal. The color and design definitely have women in mind. Was this a development part of a larger plan to broaden your offerings?
I think the industry has recognized us now as a male pleasure products brand, we even won the XBIZ award “2016 Male Pleasure Products Company of the Year”. But you are definitely right, we have been very successful in the gay markets and we continue to develop products specifically for our gay customers. I think the Fat Boy and Zoro lineup are two product lines which are very mainstream – straight couple oriented. And we are definitely designing products for women now so this is the future of our company – we will have products for him and her.
A lot of our customers have limited experience with Cock Rings, Ball Stretchers, etc. To be honest, they can appear not only intimidating but downright painful. I noticed that however that the Silaskin™ material is exceptionally soft and stretchy. What are the benefits of using these products? What should they look for? Also where should they start when using these? Also, since a man’s scrotum tends to sag as he ages, does use of devices like ball stretchers hasten this process?
I’m glad you brought this up. I agree – cock rings can be intimidating and uncomfortable. I think we have developed some of the most comfortable cock rings. Our Armour series was designed with fresh thinking – it fits on your body, instead of just strangling your goods. It may look more intimidating then most cock rings, but the reviews are pretty consistent – it is the ultimate in comfort because of way it hugs your body. Our SilaSkin™ is one of the softest materials available in our industry. We pioneered the super soft oversized cock ring and it has been a huge success. The gentle restriction, combined with the softness for bouncing up against, makes for a unique experience where comfort is never an issue.
The adult toy industry is largely unregulated from a medical perspective so there are some manufacturers who market their use of "body safe" and "medical grade" materials (e.g. the industry has moved from rubber, to PVC to Silicone among others). Do you think the industry would benefit from more regulation and oversight when it comes to materials?
We developed our own materials and we’ve had them tested to comply with EN-73-1 material safety standards. Most people notice right away that our products do not have that terrible odor you often find when you open an new package. However, I think regulation would probably kill innovation in the industry – it’s a very small industry compared to regulated industries like condoms etc.
What criteria do you use in selecting your materials? How do you test/evaluate your products?
We develop our own materials (except of course Silicone), it took a year to develop SilaSkin, and another year to develop PF Blend. We actually run focus group testing here in Fort Lauderdale – it has given us a lot of insight into what consumers like and don’t like.
Adult toys have gone mainstream. How has greater mainstream acceptance affected your business and how you develop products?
This is an exciting time for the industry. Recently the Zoro was discussed on the Jenny McCarthy’s Sirius XM radio show. That was fun to listen to! By the way – she said it was the most comfortable strap-on she’d every worn. No question about it, we all benefit from the changing attitudes of people towards our industry and products.
How has Amazon affected your business?
We sell a lot of products on Amazon and they move well, but I feel that Amazon resellers don’t explain products well or service customers properly so this is a challenge area we are addressing. Amazon is a great marketplace and it is here to stay, we are working to make it a great experience for our customers.
What would you like customers to know about your products and company that marketing materials might not adequately communicate?
We have a one year 100% satisfaction guarantee. We want the customer to have an Amazing experience with our products.
What are three products in your line that you think do not get enough recognition?
Great question: The Boss Stroker is a great product and extremely well priced. The Master Plug is a thoughtfully designed anal plug. The Hump Gear, now in its fourth generation is an incredibly fun product.
Our company believes that enjoyable sexual activity is important to healthy adult lifestyle regardless of physical disability. One group of consumers whom we are trying to serve are the physically challenged. What kinds of products do you offer or recommend which can help those with physical disabilities reconnect with partners?
First of all I applaud you for this. I guess it depends on what you mean by “disabilities”. Our line of Zoro and Armour Knight products allow a man or woman to pleasure their partners without needing an erection. Our cock rings are really very functional.
Customers (okay me really) are curious as to how you do product research. How do you develop products? Are there focus groups? Are there online discussion groups? Do you use market trends?
Most of the time, if I have an inspiration I just design the product and if my team likes it we take it to production. We use focus group testing to work out details on functionality and how to market.