Put John Aldersley in a boat and he's all at sea but, despite that, he's developed a lifejacket that's unique and he's just started marketing.
Mr Aldersley is a director of Sales Pitch, a company based at his home in the Turakina Valley. As an importer and distributor of safety gear around the country getting involved in lifejackets was new territory for him.
"But I had this idea of a neoprene jacket with a zip-off collar and that's the thing that makes this unique. As far as I know there's no one in the world doing this," he said.
He isn't one for boating because he said he gets "crazily sea sick" but said he saw a need for the jacket.
His lifejackets are currently manufactured in Asia but he's hoping a contact he has in Fiji could see production move to that island nation soon.