Secretlab's CEO is getting tough on copycat chairs and doesn't feel pressure to adopt AI: 'If we were owned by outside investors, you can bet that AI will be somehow jammed down our throats'

Secretlab's CEO on Copycats and the Future of Gaming Furniture

Secretlab has become a household name in the gaming and tech world, known for its high-quality, ergonomic chairs that have become staples in the setups of top streamers and esports players. But behind the success is a man who has taken a firm stance on copycats and the role of AI in the future of the company. That man is Ian Ang, CEO of Secretlab, who recently opened up about his views on these issues.

Ian Ang, born in 1992, co-founded Secretlab in 2014 with Alaric Choo, a fellow ex-semi-professional Starcraft II player. Their journey began with a simple idea: to create a chair that would complete their own gaming setup. At the time, the gaming chair market was virtually non-existent, and that void became the catalyst for their entrepreneurial spirit. "Back then, I was young, I was naive, so the thinking was simply as stupid as, since it's not available out there, I'm going to make one," Ang recalls.

Secretlab's rise to prominence has been nothing short of meteoric. The Omega chair, launched in 2018, was rated the best gaming chair from 2018 until 2021. It was soon followed by the Titan and the Titan Evo, which still holds the top spot today. These chairs have become synonymous with high-end gaming setups, and it's not uncommon to see them behind Twitch streamers and professional esports players.

Protecting Innovation in a Competitive Market

Despite the company's success, Ang has been vocal about the issue of copycats and product clones. "People copy us. Of course, it bothers us. I would say decreasingly so over time," he admits. The concern is not just about the loss of revenue, but also about the impact on the designers and engineers who create these products. "Think of Vincent [Sin] and his designers. Of course, it affects them. It's like their work is getting plagiarised."

Secretlab has taken steps to protect its innovations, including filing patents for some of its core products and concepts. These patents, often filed around 2021 or later, include the design for the Titan Evo and other features like monitor arms and chair-mounted footrests. "Since five years ago, we realized that we should be proud of the work that we create. We should go and patent it. We should protect it," Ang says.

Vincent Sin, head of industrial design at Secretlab, is a key figure in the company's design process. He walks us through the features of the new Atlas chair and explains the challenges of creating an armrest with infinite positions. "It was only made possible after the company convinced a manufacturer to make a gas piston to our exact specifications," Sin explains. This level of detail and precision is what sets Secretlab apart in the industry.

The Role of AI in Gaming Furniture

When asked about the potential integration of AI into Secretlab's products, Ang is clear about his stance. "If we were owned by outside investors, you can bet that AI will be somehow jammed down our throats," he says. However, for now, Secretlab is not rushing to adopt AI technology. The company is focused on perfecting its current products and ensuring that they meet the needs of gamers and professionals alike.

Ang and Choo view AI as a potential tool for the future, but one that should not come at the expense of the company's core values. "If we want to be more of a sell-out cash grab, then we could do something," he says, but that's not the direction he wants to take. The focus remains on creating high-quality, ergonomic products that are both functional and aesthetically pleasing.

Secretlab's approach to product development is a blend of passion and pragmatism. While some features may be over-engineered for the general public, they serve a specific purpose for professional gamers. For instance, the InfinitePrecision armrest was inspired by the habits of top esports players like Flash and Keria, who rely on precise measurements for their setups. "We know that this is a loss-making venture for us," Ang admits, but the value it brings to professional gamers is undeniable.

As Secretlab continues to grow, the company remains committed to innovation and quality. Whether it's through patents, design excellence, or a cautious approach to emerging technologies like AI, Ian Ang and his team are focused on ensuring that Secretlab remains at the forefront of the gaming furniture industry.