You and your people are up against some pretty big opposition in the mega dollars they have for advertising and sponsorship.
What your team do have as an advantage is knowledge of and backup for your products. I am impressed with the way you and your people deal with customers. You seem to have a philosophy of trying to give the best advice and point the customer in the direction of the most suitable wetsuit for their needs rather than selling them what you have the most of in stock. You offer a custom suit service which not a lot of wetsuit stores can or do and you seem to go beyond the warranty offer to back your suits up. You also have a large range of suits and sizes which obviously is extended with a custom fit service.
On the use side I find the suits given good care outlast most if not all the other brands available and I guess this is due to both workmanship and materials. The wetsuits are warm and flexible and in each passing year seem to get thinner but warmer. Some of the suits currently on the market by other brands seem overcomplicated to me and look like they are designed with too much emphasis on aesthetics and will fall to bits in a short period of time. I think you people make sure your wetsuits are made to be used and last rather than to meet a current trend or be compromised by using cheaper or short life materials."