When most people of talk of doing things ‘island style’, it is little more than a half-hearted notion of what they think it is like in a tropical paradise. However, Greg Bertish knows more about true ‘island style’ than most, since his company, True Blue Surf and Island Travel differentiates itself by ensuring that any venue it recommends to customers has been personally visited by one of its staff. Greg says that travel and the ocean has always been his passion and that at the time it launched, his company was the first surf and adventure tour operator in Africa. Specialising in the Indian Ocean destinations, the company caters to surfers, divers, beach lovers, water sports fanatics, as well as couples, honeymooners and families. The focus is on specialised, boutique-style destinations and venues, says Greg, and he offers first-hand information and advice on these, because employees of the company have actually been there personally. This, he says, means that they can offer very specific, personalised information, details and ideas for clients going on a trip. He says part of the company’s success has been built on the Internet and social media, as it has helped to cut costs and time spent on processes like flight bookings, visa applications and other administrative tasks. Looking forward, Greg wants the business to become even more online, and simpler, with a more automated back end, which in turn will allow for a more personalised and professional front end. More crucially, he wants the business to continue successfully operating alongside and in conjunction with the non-profit entities he has launched – namely www.sharkspotters.org.za and www.all-heart.org.