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Chaordent Info

Chaordent is a company utilising a unique combination of business, online sales, marketing, communications and technology skills to reshape the scuba diving, freediving, spearfishing, snorkeling and watersports industry. It’s all about enabling businesses to achieve sustainable growth and measurable results.

Lloyd Borrett

Lloyd Borrett, Founder, Chaordent


With a background over some thirty years in information technology, late in 2005, Lloyd Borrett felt that the time was right to “go global” with his own brand. Personal fulfillment for Lloyd comes from building a trusted relationship between a company and all of its stakeholders — customers, employees, investors, partners, suppliers, and more — and developing those relationships into long-term revenue streams for the business. And so Chaordent was born.

Lloyd took on the challenge to create the web sites and online dive shop for The S.C.U.B.A. Doctor. Thus he was instrumental in transforming a local dive shop into Australia’s largest online dive store, selling nationally and internationally (www.scubadoctor.com.au).

Lloyd created new branding and messaging, built company web sites, plus produced sales and marketing collateral for numerous small to medium businesses (SMBs), including: AESG, Chapman Hill, Insite Architects, Omniton, Pragmatic Training, WINenergy and The Trust.

Armed with a solid foundation in the matrix approach to online business, Lloyd took on the responsibility for the company web sites, online sales, marketing, communications, advertising, brand development, search engine marketing, email marketing, direct marketing and strategic market development activities at AVG (AU/NZ). During his time at this security software distributor, they achieved growth from $5 million to more than $12 million in online sales. Innovative online and print advertising campaigns resulted in an increase from 800 to more than 3,500 resellers. AVG obtained a 20% increase in renewal rates by revamping and revising renewal email communications, plus optimising the online renewal process.

Lloyd also built the AVG brand and educated people about online security issues by leveraging social media, blogs, plus PR and communication skills. He devised and executed the AVG (AU/NZ) social media program across Twitter, Facebook, LinkedIn, YouTube and blogs. Lloyd created informative, educational media releases and YouTube videos which were picked up and used by media outlets and bloggers worldwide. He regularly appeared as a guest on national TV and radio, plus popular podcasts. Lloyd was a sought out speaker for numerous events, business and community groups, giving security workshops across Australia and New Zealand.

A New Era Begins

In August 2013, Lloyd decided to take a sea change from the IT industry and buy into water sports businesses. He purchased the import, wholesale and retail dive shop businesses of The S.C.U.B.A. Doctor, which now include:

Lloyd also purchased the import, wholesale and retail business of Sonar Wetsuits of Australia, which is now Sonar Watersports Australia – www.sonarwetsuits.com.au.

Lloyd has since also created the business/brand Dive Perfect Australia to import and wholesale high end dive equipment – www.diveperfect.com.

Lloyd has set about to integrate these businesses and slowly bring changes to the way they operate.

If you think you could benefit from becoming a part of, or partner with, these businesses,
please feel free to send an email,
or call anytime on +61 (0)418 170 044.

Chaordent Pty Ltd
ABN: 88 116 755 170 • D-U-N-S: 75-414-4962
1/49 Peninsula Avenue • Rye VIC 3941 • Australia
tel: +61 (0)3 5985 1700 • mobile: +61 (0)418 170 044

The Scuba Doctor Dive Shop