Alex Perry Interview | Endtroducing

Mountain Biking Magazine



Alex Perry Interview | Endtroducing

We get a lot of industry types rocking up here at the Dirt office, but one of the most ‘colourful’ has to be Alex Perry. Dressed for the beach (most of the time), smoking a roll–up, straight talking, but easy to get on with…what’s not to like!? Whilst some companies give us the hard sell Alex lets the products do the talking, there is no pressure, it is all very easy. Here’s the man from Mordor…

From Dirt Issue 118 – December 2011

Words by Mike Rose. Photo by Jodie Bent

Who is Alex Perry?

I’m a guy selling rad bikes to rad shops for rad customers, and I’m also a happy–go–lucky guy who just can’t wait for the next sesh on the dirt.

Where do you live?

Margam South Wales, or ‘Mordor’ as I like to call it.

What’s your job title?

Western Technical Sales Territory Manager for Surf Sales.

What do you do?

At work I visit shops daily showing and selling them all the latest top–notch product we supply from Transition, Kali and Dakine. At home I like to (of course) just go and ride, spend time with the family, chill with friends, smash the Xbox and my dirty little secret is watching the footie…go on Arsenal.

How long have you been working for Surf Sales?

Almost a year now.

What’s the worst job you’ve ever had?

Probably has to be a toss up between strawberry farming in Australia (sounds good but it sure as hell ain’t) or working nights in a hotel.

Where’s your favourite place?

Gotta be either the Alps or Australia.

Where’s your favourite place to ride?

Recently I’ve been doing Brechfa red and black runs, as I’m recovering from a shattered wrist, but usually I’d say either the Forest of Dean DH or Rheola.

When are you happiest?

When I’m with the family or out riding a new course I’ve never done before.

What makes you angry?

Lorry drivers. Oh and arrogance.

What makes you happy?

Riding, beer, mates, family and the occasional new bit of bling for the rig.

What’s the best piece of advice you’ve ever been given?

You only live once, use it!

What’s the best piece of advice you’ve ever given?

Don’t wear a thong with a fat arse.

What are your extravagances?

Bike bling, good food, rad trainers.

Who do you admire?

Anyone who can go through life never stressing and just consistently be happy with what they’ve got.

What’s the most important thing in your life?

My son and girlfriend, closely followed by my bikes.

What would you never throw away?

A million pound cheque.

What’s your greatest fear?


What was your luckiest escape?

Probably back in Oz when I was tuna fishing out on the coral sea and got caught up in a storm where the waves where twice the height of the boat and the boat was about 6 metres above sea level…so quite big and gnarly.

What’s the first thing you do in the morning?

Coffee, ciggie, breaky, emails, get ready.

What’s the last thing you do at night?

Mmm tea/whisky, ciggie, check Facebook, depending on the missus…then sleep.

What would be your dream meal?

A Whopper with Big Mac sauce made by Jamie Oliver, just for irony purposes.

What things do you always carry with you?

Phone, wallet, lucky coin, smokes, keys, inflatable sumo suit, hands free and a banana for snacking.

Do you have any regrets?


What’s the most important lesson that you’ve learnt?

Like Mr T says “Go ta school kids”.

If you could have dinner with three famous people (dead or alive) who would they be?

George Bush, Saddam Hussain and Rob Warner for running commentary as the civilised debate turns to food fight, wrestlemania and a cage fight.

Who is your favourite rider?

Got to be Sam Hill, I just love the way he smashed the scene a few years ago, but I’m leaning towards Troy Brosnan now as he is just loose–as…and so talented.

What’s your favourite bike product of all time?

Burgtec pedal. Just cant fault them, big up to Dave over there…ay Up Lad!

What’s your least favourite bike product of all time?

Call me old school but carbon bars, I just don’t trust em.

What’s your favourite motto or saying?

“I hope you like prison food…and penis”, The Other Guys.

What saying do you use too much?

Awesome or arwight mate.

What bike are you riding at the moment?

Transition Covert customized to hell, and a TR450.

What was the last magazine you read?


What are you listening to at the moment?

My boy demanding I get the Play–Doh down from the shelf while I’m tryin’ to answer these questions.

What one thing would you change about yourself?

Nothing personality wise, if you don’t like me…well tough. Physically, mmm, yeah I could lose a few pounds.

What are your weaknesses?

Bike bling.

What does the future hold for you?

No idea, just rolling with it.

What does the future hold for mountain biking?

I think enduro events are gonna kick off big time, i.e. World Cup styley. 29’ers will work in the UK, just ride one if you don’t believe me. More effort made by the local councils to maintain/build tracks and skinny jean riders will realise that it ain’t cool and it ain’t hip, keep that shit for after riding.

How would you like to be remembered?

Exactly, I would just like to be remembered, in a positive way mind. I guess for giving something back to the sport that will benefit everyone, like a charity or something that looks after all those pro riders who perform for our entertainment or just everyday riders who have jobs, kids, mortgages etc and total themselves and the charity supports them in either physio or confidence training. You know, just to get them on the trails again and ultimately happy. Imagine ‘Stay Strong’ but for everyone.


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