Today we interview Naia Espinosa, Dryfing co-founder, the Álava-based company that cleans, dries and disinfects wetsuits. 

How did the idea of creating a machine capable of automatically washing, drying, and disinfecting wetsuits come about?

The idea came from something very simple: after surfing, I didn’t like having to put on a wet wetsuit for my next session because it took days to dry. Later, while working at surf schools, I realized the problem was even bigger. Wetsuits are shared by many students, often without proper hygiene and almost always still wet. That’s when I saw an opportunity to improve wetsuit management in a rapidly growing industry.

At what point did you think, “This could become a real business”?

The turning point was winning the Explorer program for young entrepreneurs. It was the first external validation that our idea made sense beyond our own experience. From there, we started talking to companies in the industry, and when we realized that our solution perfectly matched the challenges they were facing, we confirmed that it wasn’t just our own need.

Shortly afterward, three investors from Álava decided to support us financially to develop the first prototype, and that’s when we knew there was a real business opportunity behind the idea.

You’ve developed the first machine capable of washing, drying, and disinfecting up to 10 wetsuits at the same time. What was the biggest technological challenge in making it a reality?

The biggest challenge was finding the right balance between what we envisioned and wanted to build, and what could actually be manufactured at a cost that made business sense. It was all about bridging the gap between the ideal concept and real-world feasibility.

How long did it take to go from the initial idea to the product that’s now on the market?

It took about four years to go from the original idea to the product we have on the market today. The early stages were slow because I was still studying and my co-founder was running another company, so we developed the project alongside other commitments. But once we had the product well underway, we focused on it completely, and everything accelerated significantly.

What has surprised you the most about the market’s response?

What has surprised us the most is that the market we initially thought would be the most natural fit for us—surfing—turned out to be much more challenging than we expected. It’s a sector with slower decision-making cycles, and there isn’t always the same willingness to invest in solutions like ours. As a result, we’ve had to be patient and work much harder than anticipated.

On the other hand, we’ve found opportunities in sectors that weren’t even on our radar at first and that have turned out to be an excellent fit. Diving, for example, has been a very pleasant surprise. It faces exactly the same wetsuit-related challenges as surfing, but with a much stronger culture of equipment maintenance and care, so customers immediately understand the value of our machine.

Other industries have also emerged almost organically—companies and organizations managing large volumes of technical textiles that face the same washing, drying, and disinfection challenges, even though the garments involved aren’t wetsuits. Through conversations with people across different sectors, we’ve realized that the problem we’re solving is far broader than we originally imagined.

What has it been like developing Dryfing from Álava/the Basque Country? What kind of support have you found within the entrepreneurial ecosystem?

It’s been a very positive experience. From the beginning, we’ve received tremendous support from the local ecosystem. BIC Araba has been with us at key moments, the Chamber of Commerce has been especially helpful with everything related to internationalization, and the Provincial Council of Álava has also supported us throughout the journey.

Overall, we’ve been treated exceptionally well, and these organizations have been there precisely when we needed them the most, providing both training resources and financial support. We truly value that because developing a project like this from Álava/the Basque Country wouldn’t have been the same without their backing.

If you had to define Dryfing in three words, what would they be?

Innovation, internationalization, and passion.

You’ve identified opportunities in sectors such as firefighting and law enforcement. How did this diversification come about?

It came from speaking directly with them. Firefighters and police officers also use wetsuits in many of their operations, and during those conversations they told us something we weren’t expecting: besides wetsuits, they faced exactly the same challenges with their personal protective equipment (PPE). They explained how difficult it was to properly wash, dry, and disinfect that highly technical and delicate equipment.

That’s when we realized that the core issue wasn’t the wetsuit itself, but the need to properly manage any technical textile that is constantly exposed to water, sweat, or contaminants. It made perfect sense for us because our products already had the foundation to solve a problem they had clearly identified, yet for which there was no dedicated solution on the market.

So diversification wasn’t part of a carefully planned strategy from the outset—it emerged naturally as we engaged with more industries.

You’ve already sold your first machines outside Spain, including one to a world-renowned surfer. What has this milestone meant for the company?

Our first international sales have reached very different destinations: Kelly Slater’s Surf Ranch, a dive resort in Indonesia, and an accommodation business in Portugal. That’s what makes this milestone especially meaningful to us. It wasn’t just about selling abroad—it was about proving that our machine works and creates value across completely different markets and industries, from elite surfing to diving and hospitality.

It confirmed that the problem we’re solving is universal and that Dryfing has the potential to succeed anywhere in the world where technical textiles need to be properly managed.

What have you learned from this first step toward internationalization?

We’ve learned that you need to surround yourself with people who know more than you do. As soon as you start selling internationally, you realize you’re playing in a completely different league, with different regulations, logistics, and ways of doing business in every country.

That’s why it’s essential to rely on professionals with expertise in those areas. Our team has become increasingly complete as we’ve brought in people and collaborators who provide the knowledge we were missing. That has been crucial in enabling us to take this step with confidence.

Which markets or countries are next on your radar?

We’re continuing to focus on entering the United States in a significant way because it’s a market we’re very interested in. Chile could also surprise us, so we’re keeping a close eye on it. And hopefully, we’ll soon make our way to what we consider the paradise of surfing and water sports: Australia. It would be an outstanding market for Dryfing because of everything it represents for our industry.

How do you deal with uncertainty in your day-to-day life as entrepreneurs?

Uncertainty is simply part of everyday life when you’re building a company. We don’t try to eliminate it—we learn to live with it. We rely heavily on our team, share responsibilities and concerns, and trust that when you’re surrounded by the right people, difficult decisions are made with better judgment and less fear.

What advice would you give to someone thinking about launching their own startup?

Don’t wait until everything is perfect before you start. We’ve learned as we’ve gone along, and the most important thing is to surround yourself with people who know more than you do in each area and never be afraid to ask for help.

Quick-fire Questions

Which entrepreneurship-related film would you recommend?

The Wolf of Wall Street. Beyond the ethical issues and the main character’s behavior, I find it inspiring because of the energy, ambition, communication skills, and salesmanship it portrays. I believe every entrepreneur needs passion and the ability to communicate a vision—always grounded in strong values and a different way of doing things.

Which brand or company inspires you?

Dyson, because it proves that even everyday products can be reinvented through engineering and innovation.

What’s the quote that motivates you most in your work?

“Entrepreneurship is a marathon: be patient, stay persistent, and celebrate every step that brings you closer to your goal.”

If you could meet any historical figure, who would it be?

Leonardo da Vinci. He had an extraordinary ability to combine creativity, science, and innovation. I’d love to understand how he viewed the world and how he turned ideas into inventions.

If you could go back in time, would you become an entrepreneur again?

Absolutely. Entrepreneurship has forced me to learn about sales, fundraising, product development, people management, and internationalization. It has been an education I don’t think I could have found anywhere else.