everything RF recently interviewed Jason Privett, the Founder and Managing Director of Flexiguide. After graduating from university, Jason’s early career was spent working for Nortel, setting up production lines and troubleshooting wireless backhaul systems around the globe. He went on to work with manufacturers of microwave components, before designing his own core winding machinery and founding Flexiguide in 2002.
Q: Jason, can you tell us a bit about Flexiguide and how the company came to be?
Jason Privett: I founded Flexiguide in 2002 after recognizing a gap in the market for more reliable manufacturing processes for flexible twistable waveguides. At the time, I’d worked with other manufacturers and was frustrated with the existing methods for winding the flex twist waveguide core—they simply weren’t sophisticated enough and I knew I could do better. So, I designed new machines that allowed me to wind better-performing cores more consistently, and that was the beginning of Flexiguide. We’ve been building on that foundation ever since, but that commitment to performance and consistency has always remained at the heart of what we do.
Flexible Twistable Waveguide
Q: You’ve recently expanded your product offering to include rigid waveguide assemblies, waveguide-to-coax adapters, and more. What drove this expansion and what does it mean for your customers?
Jason Privett: Over the years, our customers, impressed by our service level, began asking us if we would be interested in supplying other products alongside the flex-twist waveguide. We gradually expanded our offering over time, simply in response to customer demand as it arose. We plan to continue growing our portfolio in this way so our customers can benefit from a wider range of solutions from a single trusted supplier.
Rigid Waveguide Assemblies
Q: One of the standout features of your company is the new website you’ve launched. You’ve described it as the "first of its kind" in the industry. Can you tell us more about how that came about and how it’s benefiting your customers?
Jason Privett: Yes, the website is something we’re really proud of. We know that systems integrators are nearly always under some degree of time pressure, so our goal was to create a platform that empowers our customers with the tools they need to configure and purchase bespoke products quickly and cost-effectively. Using our new website, customers can configure products, view 3D models, download datasheets, generate live pricing and place an order, all in real-time. This new service has really resonated with our existing customers and it’s changing the way we do business. We already have a program of enhancements for 2025, increasing the range of configurable products and bringing additional functionality such as the ability to purchase on account.
Q: You’ve managed to reduce lead times dramatically in a traditionally slow-moving industry. How have you managed to achieve that, and why is it so important to you?
Jason Privett: The key to reducing lead times is innovation, not just in the products themselves, but also in how we design and manufacture them. We saw an opportunity to reduce both cost and lead times by adopting a modular approach to design; each device is the sum of interconnected functional blocks that enable the customer to quickly create bespoke parts using an online configurator tool using rule-driven algorithms. This modular design approach has enabled us to streamline production, CAD data, work instructions and export documents are generated automatically, meaning we can turn around products faster than anyone else. We’ve always understood that time is critical for our customers, and we’ve worked hard to build processes that give them the best products in the shortest possible time frame. With our large stockholding and ability to scale production, we can react quickly to demand, which is something we know our customers appreciate.
Q: You’ve had significant experience working with global OEMs. How has that shaped your approach to customer service?
Jason Privett: Working with global OEMs has been an invaluable experience. It has taught us the importance of maximizing our flexibility in order to ensure on-time deliveries under conditions of sporadic high-level demand together with ever-changing logistics requirements.
Q: Flexiguide has been known as a "quiet leader" in the industry for many years. Why have you decided to become more visible now?
Jason Privett: It’s been a bit of a shift for us. For many years, we’ve been quietly focused on delivering high-quality, reliable products to a loyal customer base. We were always content to let the work speak for itself. But as we’ve expanded our product range and rolled out our new website, we felt it was time to share what we’re doing with a wider audience. We’re proud of what we’ve built, and now we want people to know how we can help them meet their objectives and why they can trust us to deliver the best products.
Q: Your company is known for taking on the challenging projects that others shy away from. What is it about your team and approach that makes that possible?
Jason Privett: It’s definitely part of our culture. We thrive on finding innovative solutions to problems, and it’s something we’ve been doing since day one. When I started Flexiguide, I was frustrated by the incumbent technology being used to manufacture flexible waveguides, so I created something better. That mindset has stuck with us. We’ve built a team of people who are passionate about solving problems, embracing new technologies and pushing the limits of what’s possible. It’s not always easy and we don’t always succeed, but it’s what we love doing.
Q: You’ve mentioned that sustainability is a key consideration for Flexiguide. Can you explain how that has influenced the business, especially in terms of product design and manufacturing processes?
Jason Privett: Sustainability has been embedded in Flexiguide from the very beginning. I never wanted to start a business that would harm the planet, so we’ve always worked hard to ensure that our products and processes are as environmentally friendly as possible, avoiding harmful chemicals and energy-intensive processes. I think we have set the benchmark for the industry in that respect. Fundamentally, I believe that a quality product that lasts longer is better for the planet. That’s why, for example, we use silicone jackets on our flex-twist waveguides rather than the inferior and more harmful neoprene.
Q: Let’s talk about the leadership team. How do those different passions and experiences influence the company?
Jason Privett: Flexiguide is not a large company so I can’t boast a broad & diverse management structure, but I believe we each bring unique strengths and experiences to the table, which combine to create a well-rounded and innovative leadership team. Paul, our operations manager, has recently developed a passion for STEM, and he’s been instrumental in our sponsorship of a youth electric karting team. What is interesting and unexpected is that some of the electronics experience he has gained in that endeavor has directly helped us to cost reduce the development of our in-house process equipment.
Storm, our business manager, brings a wealth of experience and a philosophy of continuous improvement. As a double world champion sailor, she’s all about pushing boundaries and always seeking incremental micro-improvements. Her mindset has helped us refine our customer service and improve the experience for everyone who interacts with Flexiguide.
It’s difficult to objectively assess one’s own skill set but I know I’m excited by innovation and I’d like to think that I help to foster our appetite for continuous improvement. Also, I understand that for innovation to flourish it is vital to give innovators the freedom to fail.
Q: You’ve worked with some fascinating customers over the years. Could you share a couple of your favorite stories?
Jason Privett: The market for waveguides is truly global and I always enjoy scrutinizing the world map we have on our office wall where we have dozens of pins marking some of the more remote and exotic locations we have delivered to over the years. We even have waveguides operating in the Antarctic.
Memorable customers that first come to mind are those who we have helped out in situations of global significance – Rushing a waveguide to Montreal just in time to enable the live broadcast of the Canadian Grand Prix. Or, during the Gulf War, the US military who were in urgent need of a flexible waveguide to repair a vital radar installation - scrambled a jet from an airbase in the Mediterranean to collect a single waveguide that we had hastily manufactured and sent by taxi to RAF Culdrose. It’s a real testament to the trust our customers place in us when the stakes are high.
Perhaps my most enduring memory will be of the first waveguide I ever sold. I worked late into the night to produce an urgently needed flexible waveguide for a BBC outdoor broadcast vehicle. Over 20 years later, we’re still working with the BBC. They were the pioneers for us, and it’s been an honor to support their iconic outside broadcasts all these years.
Q: What’s next for Flexiguide?
Jason Privett: We’re excited about what the future holds. We will of course continue to innovate and expand our offering in the communications realm, but there are also some really interesting applications for waveguide in the production of green energy which I would like to get involved in.
Q: Finally, what would you say to potential customers considering Flexiguide for the first time?
Jason Privett: I’d tell them that Flexiguide is a partner they can trust. We have decades of experience, we’re passionate about innovation, and we’re committed to delivering high-quality products with exceptional service.
