What is the direction of the company setting up for the next 20 years?
No matter how big we get we want to stay true to our rider owned philosophy and be an approachable company that genuinely loves to ride with our customers and make killer bikes and sometimes drink beer.
What influence has Dirt had on your company?
Dirt has always been the holy grail of mtb journalism. If you saw it in Dirt you knew it was legit so it was always something you could get a real pulse on the industry. We also share the same vibe as you guys about having fun and calling bs on the industry when you need to.
What do you dislike about working in the bike industry?
Companies that run themselves like law firms.
Give us a story from your wildest moment in mountain biking?
I think one of wildest was our first trip to Taiwan to figure out how to manufacture our first bike the DirtBag. We had no experience, had never been there and had no idea what we were doing.
It was a cluster F of learning the ropes. From getting a hotel room, buying train tickets (pre bullet train era) and navigating the transportation system. Plus we went in the summer and it was blistering hot. Definitely a slap in the face. Now traveling to Taiwan is an absolute joy.
What has been your favourite moment of Dirt’s history?
Definitely the first time we got a bike into the magazine with the TR450 and then part of a sweet article about new up and coming small brands with a giant two page spread of Sam and I holding Kyle up in an awkward pose at Eurobike. Also the time we rode with Jonsey in his home village and we spent 8 hours at his local pub and finished the night with shots of gin.
Your favourite or most memorable Dirt Cover?
The world champ cover with Danny Hart because we were at that race and before the race we all stated on camera that Danny would win!
Dirt is well known to be controversial, what experience do you have of this?
This is why we love everyone at Dirt. Not afraid to call it like it is even at the expense of pissing someone off. Some people call it controversial others call it the truth. This is why we have always loved bike reviews from Dirt, you know it will be completely honest.
What would you like to see from Dirt over the next 20 years?
I know everyone wants to see the return of print but I don’t think that is necessary to still stay relevant and continue the legacy of Dirt. I do like the idea of an annual book about the highlights of what happened that year in our industry. You could call it a Year Book and then get other people to sign it and wish you happy summer vacation.
What would be the first question you would ask Dirt?
Have you found a time machine and traveled into the future and know something about e-bikes we don’t?
Press releases or journalism?
You mean propaganda or freedom of the press? We like press releases that feel like journalism.
Who have been your favourite riders of the past 20 years?
Bryll (Bryn Atkinson and Jill Kintner), Mike Metzger (not moto mike, please watch this: https://www.youtube.com/watch?v=e19MsQvCywg), LarsN’Bars Lars Sternberg (Also an employee so we are a bit biased on that)
What Rider has most pushed the boundaries over the past 20years?
Eddie Masters and his work with Fat Bikes
What has been your favourite or most memorable race?
World Champs 2011 (Champery) Gnarly conditions, perfect for Danny.
What does the next 20 years bring for Mountain biking?
Microrefinement to product and ways to streamline production of carbon fiber to make it more affordable and easier to produce. Plus tons of e-bikes, right Steve?