Secretlab CEO Gets Real: Battling Copycats, Skipping AI, and Why Their Chairs Cost a Premium!

Ever wondered what goes into making those legendary Secretlab gaming chairs that practically every streamer and pro gamer seems to swear by? We got the inside scoop from none other than Ian Ang, the CEO and co-founder of Secretlab, straight from their HQ in Singapore. And let us tell you, it’s a fascinating journey of passion, innovation, and a serious commitment to quality.

So, who’s the mastermind behind these thrones? Ian Ang, along with Alaric Choo, kicked off Secretlab back in 2014. What started it all? Believe it or not, these guys were semi-pro StarCraft II players who just couldn’t find a decent chair that could keep up with their intense gaming sessions. Sound familiar? That frustration led Ang to a simple, albeit ambitious, thought: “If it’s not out there, I’ll make one myself!” And thus, Secretlab was born, aiming to fill that gaping void in the gaming furniture market.

From those humble beginnings, Secretlab soared. Their Omega chairs were game-changers, followed by the original Titan, and now the Titan Evo which is practically a staple in any serious gaming setup. But here’s a surprise: Ang revealed they don’t even have a dedicated “Twitch strategy.” Their secret? Focusing on esports from day one, understanding what pro players truly need.

Now, let’s talk about something that hits close to home for many successful brands: copycats. Ian Ang isn’t shy about his frustration with companies cloning their designs. “Of course it bothers us,” he states, emphasizing the hard work of designers like Vincent Sin, their head of industrial design. That’s why, for the past five years, Secretlab has been vigorously patenting its core products and concepts, protecting their unique innovations like the Titan Evo’s design.

And innovation is truly where Secretlab shines. Forget off-the-shelf components; these guys go all out. Take their InfinitePrecision armrests, for example. Achieving infinite adjustability required convincing a manufacturer to create a custom gas piston just for them. Ang admitted this was a “loss-making venture” for the company, largely inspired by the meticulous setups of esports legends like StarCraft’s Flash and League of Legends’ Keria, who are known to measure their peripherals down to the millimeter. For most of us, it might seem overkill, but for the pros, it’s a game-changer.

This commitment extends to their materials too. If they want a specific leatherette or foam that isn’t available, they’ll invest millions to set up their own manufacturing lines. Ang proudly says, “No other chair brand is able to have this kind of push when it comes to the supplier level.” This proprietary, premium approach is why their chairs, like the new Atlas starting at $499 (approx. Rs 139,720), come with a higher price tag. When asked about a budget option, Ang was clear: Secretlab is built for innovation and quality, not “cash-grab” sell-outs. They are exploring other categories, but only if they can bring something truly great to the table.

Beyond the tech, Secretlab is also big on ergonomics. They work with experts like Dr. Lindsey Migliore, an esports medicine physician, and firmly believe in the philosophy of “the best posture is your next posture,” advocating for movement and adaptability over a single “perfect” sitting position.

Perhaps the most intriguing part of our chat with Ang was his take on the big tech buzzwords: Metaverse and AI. Unsurprisingly for a CEO focused on tangible product benefits, he’s a skeptic. The Metaverse, for him, was just “MMOs already out there” without a real purpose. As for Artificial Intelligence? “If we were owned by outside investors, you can bet that AI will be somehow jammed down our throats,” Ang quipped. But since Secretlab is still founder-owned, they have the freedom to only adopt AI where it genuinely provides significant benefit, not just for hype. Right now, he doesn’t see it applicable for 99.9% of their users.

So, there you have it. Secretlab’s success isn’t just about cool designs; it’s about a relentless pursuit of quality, a genuine understanding of gamers’ needs, and the guts to say no to trends that don’t align with their vision. For them, “the product is the most important thing,” and after hearing Ian Ang speak, you really get the feeling he means it.

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