CoolCabana beach shelter: Mark Fraser defends Noosa invention that shades people on the sand

CoolCabana beach shades have become so popular on Australian beaches this summer that some are now complaining there are too many of them.

But the company’s Queensland CEO – who quietly started the company almost 10 years ago – has defended his genius business idea, saying the tents show Australians are finally embracing sun safety and getting serious about skin cancer.

‘On a beautiful summer’s weekend, the most popular beaches are filled with people enjoying the beach, that is awesome regardless of whether or not they are under a CoolCabana,’ he told news.com.au.

‘It’s one of the best things about Australia but if we are taking melanoma seriously then people need to be able to enjoy the beach whilst also protecting themselves from overexposure to UV rays and sun damage.’

Architect Mark Fraser came up with the idea of an easy to use shade while holidaying with his wife and children at Noosa on Queensland’s Sunshine Coast in 2014. 

He saw people struggle to put up umbrella shades and thought he could design something far better.

His genius hack to one of life’s little annoyances has since turned CoolCabanas into a multi-million dollar global empire. 

However, in a bitter twist of irony, some of CoolCabanas’ biggest detractors are from Noosa with locals taking to social media to blast the beach shelters.

‘The natural beauty is being ruined,’ one wrote on a photo of Noosa beach awash with CoolCabanas. 

‘Yeah, sun smart, but looking more and more like a European beach these days,’ another wrote. 

Many social media users have taken to TikTok in recent weeks asking if they missed the memo about CoolCabanas

CoolCabana beach shades (pictured) are proving very popular this summer across Australia

CoolCabana beach shades (pictured) are proving very popular this summer across Australia

‘We’ve always enjoyed the beach and like everyone, have seen beach umbrellas blow away or mum and dads struggling to fold away a springy beach shelter while in full view of beach goers,’ Mr Fraser told The Sunday Mail back in January, 2021.

The basic plan was that it must be wind resistant, easy to use and comfortable enough for families to spend the entire day under.

He sketched out design options there and then while sitting on the beach and came up with the core idea of a centre pole and corner arms held up by sand bags.

Mr Fraser, who was born and educated in New Zealand, didn’t immediately see dollar signs with his invention, he was simply trying to help people avoid the dangers of the sun.  

He thought a better shade design would help lower sunburn – and potentially skin cancer – levels in Australia and give people better memories of their beach trips.

The budding entrepreneur hired a seamstress in Brisbane to put his design together and tested it with his own family over the summer of 2014/2015.

CoolCabanas inventor Mark Fraser (pictured) said his success has not changed how he lives his life

CoolCabanas inventor Mark Fraser (pictured) said his success has not changed how he lives his life

Thinking about what users would and would not need in the end product led to additions such as pockets for car keys, wallets and sunglasses.

Within five months of coming up with the idea on a beach in Noosa, Mr Fraser was selling first CoolCabanas to the public.

By then it was winter in Australia, so he looked abroad for sales, and it worked.

He launched a crowd-funding campaign through US company Kickstarter with a very modest goal of raising $4,450.

He soon had more than double that, with 100 backers pledging $11,470.

Mr Fraser used social media marketing in the US and soon had a hit and hip new product on his hands.

It was then time to test the home market, and CoolCabanas launched in Australia in time for the 2015-2016 summer.

Over the years, feedback from customers has led to a larger size option and simplified design.

Though it may seem like it was plain sailing from the very start, Mr Fraser said there were tough times at first, but the very visible presence of his invention helped enormously.  

‘I’ve spent a fortune on marketing and building the brand and set up and sat under a CoolCabana countless times for half an hour then relocated further along the beach using this as an opportunity to demonstrate the product to build interest.’

Online commenters defended the hot item (pictured), touting about how easy it is to put up and put down

Online commenters defended the hot item (pictured), touting about how easy it is to put up and put down

When he did that, most times at least two people asked where they could buy one.

CoolCabanas, which are made in China, are on sale across the world, with the main markets being the US, Europe and Australia and have earned their designer prestigious awards in both Australia and New Zealand.

But the success of the shades has inevitably led to a backlash, mostly from people complaining there are too many of them on the beach. 

‘Legit when we were at Noosa we were wondering how much money they’ve made because they were EVERYWHERE,’ one person wrote on social media.

‘I don’t get it – people aren’t taking up more space than they normally would, they just have shade,’ a second said.

Jodie Thring took to social media with a photo of her $200 blue and white striped cabana after she joked it did not provide 'any shade' (pictured, Ms Thring's cabana)

Jodie Thring took to social media with a photo of her $200 blue and white striped cabana after she joked it did not provide ‘any shade’ (pictured, Ms Thring’s cabana)

A third commenter said ‘You need to see Noosa’s main beach. Wouldn’t even know what colour the sand is. It’s covered with them.’

But Mr Fraser said ‘we actually have the most efficient footprint on the beach.

‘A square area of shade is much more efficient for a human body to lie or sit under than the circle of shade provided by an umbrella.’

He commissioned a study comparing umbrellas and CoolCabanas set up socially distanced on a beach at 1.5metres and two metres.

‘What this showed is CoolCabanas were over 20 per cent more efficient and they have the benefit other beach goers can see through them,’ Mr Fraser said. 

'I think they're dumb, better off with something with sides,' said one person on social media, while one more wrote: 'So annoying when the whole beach is full of them though, they take up so much space'

‘I think they’re dumb, better off with something with sides,’ said one person on social media, while one more wrote: ‘So annoying when the whole beach is full of them though, they take up so much space’

Despite his huge success, he said how he lives his life has not changed.  

‘I’ve always done my own thing and I’m not driven by money,’ he said.

‘Life’s about memories, besides demand is such that everything goes back into the business anyway.’

Mr Fraser has not been resting on his laurels, with new designs including a new type of rain umbrella, surf products, toddler products, building products and marine products.

But he is well aware that it all stemmed from his original development of CoolCabanas.

‘It’s fantastic. Beachgoers are loving them, staying safe, and enjoying summer … all I can say is wow,’ he said.

But there will always be someone complaining. 

A woman called Jodie Thring took to social media with a photo of her $200 blue and white striped cabana and said it did not provide ‘any shade’.

One person said ‘I think they’re dumb, better off with something with sides’.

Another said ‘So annoying when the whole beach is full of them though, they take up so much space’. 

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