USA BMX – The Best-Kept Secret Out There

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Episode 18 – Bicycle Retail Radio

Tue, 8/18 10:41AM • 45:05

SUMMARY KEYWORDS

BMX, sport, USA BMX, BMX track, bike, racing, happening, years, bicycle, track, build, industry, worked, nbl, kids, opportunity, cycling, people, aba, local

SPEAKERS

Chad Pickard, Rod Judd, Pat Hus, John David

Rod Judd  00:10

You are listening to Bicycle Retail Radio brought to you by the National Bicycle Dealers Association.

Pat Hus  00:16

Howdy, everybody. This is Pat Hus, and I’d like to welcome you all to the Bicycle Retail Radio, which is presented by the National Bicycle Dealer Association. I’m here today as your host for today’s podcast. And I’m really excited because today our guest is a gentleman by the name of John David. And John is the current chief operating officer of USA BMX, out of Gilbert, Arizona. So welcome, John. 

John David  00:42

Hey, thank you, Pat. So glad to be here today. 

Pat Hus  00:44

appreciate you taking the time and I think there’s gonna be actually a very interesting discussion. So I’m looking forward to it. But before we jump into the meat of this, I thought might be a good idea to kind of introduce ourselves and tell a little bit about our backgrounds and I’ll kick off just by kind of shedding some light on who I am and why I’m on this call. People might know me from my days as the show director and VP over at Emerald expositions. And I oversaw the Interbike trade show for seven years, but I’ve held a number of positions within the bike industries at companies like Cannondale and Titus, my wisdom with American bicycle group. I was an independent rep for many years. But what’s interesting that I thought I’d share with you john, because I’d shed some light on sort of my background and why I was anxious to jump on this opportunity. My background goes back to Southern California. I grew up in the 60s, and I was part of what started us started BMX. I had the Schwinn sting rays I had on the weekends, my brother and all of our friends would take our bikes apart and rebuild them build the Bendix hubs, rebuild those every weekend, we paint our frames, we’d go down to the Schwinn shop and buy handlebars and it’s just I was part of that whole era and my dad saw how into it that we were my brother and I that he thought of you Great idea to buy a bike shop. So he did. And at 14 I was a mechanic and a bike shop in Newbury Park, California. So I learned retail and I learned how to you know, ranch, and sell bikes. And that led to a job down by San Diego State where I went to college. And the bike shop that I worked at and eventually ran the store was a shop called wheels and things. And this was back in 1982 83. And that shop was basically the home base for the Diamondback national racing team. So I worked in the store that was the host to Harry, Larry, and Eddie and Mikey King and kind of in the heyday of BMX, and the owner of the store, Sandy Finkelman was the manager of the Diamondback national racing team and he and Mike Bobrick. Back in the day, were really one of the pioneers in BMX racing if I’m not mistaken and left the legacy of BMX, so it’s something that’s near and dear to my heart. So I’m excited to hear what’s happening in the world of BMX. And who better than you, john to tell us all about what’s happening with USA BMX. Share your background with me I’d love to hear.

John David  03:06

I started out as a racer, BMX racer, and actually it’s funny you mentioned some of the brands he did. Our local BMX track and in Baton Rouge, Louisiana growing up was ran by capital Schwinn cycles. It was a great Schwinn dealership back in the day a classic vintage Schwinn dealership and started out racing, my sister and I, and did that for quite a few years got into motorcycle racing. It was really competitive in motocross racing, when in the garden, the college when it was going to LSU stop the motocross stuff and jump back on the BMX bike and ended up working for the parks and recreation department which was now you know, operating the local BMX track and just fell right back in love with BMX racing again and just really, really enjoyed it. And I mean as a kid, I was a bike shopper Adam and I was the kid that was in there. I must have looked at my Hutch Junior Pro that my dad finally bought me about 4000 times before. You know my dad actually took the bait and bought it and got me into this But running the club in Baton Rouge, Louisiana. Shortly thereafter, I got hired on by the governing body to come in and started off as being one of their field directors and just kind of managing, you know, the network of BMX tracks. This was in the late 90s. And so my career’s about as boring as it gets because literally BMX is all I’ve ever done. In 2000, I got brought on board with ABA, the American Bicycle Association, this is my 20th year with the company. So I feel like I am truly one of the lucky ones because out of college and for my entire career, all I’ve been able to do is help kids get on BMX bikes and enjoy the great sport of BMX racing and I just honestly I just feel blessed.

Pat Hus  04:39

Man, that is great. I had no idea you’ve been in it that long. That’s fantastic. And that brought you to USA BMX, which I don’t know that everybody knows sort of the history of BMX and how it came to be, what it is today and how we have USA BMX, but it wasn’t always that way. And I remember back in the day it was the man. It was a dogfight between the ABA and the NBL. Can you talk a little bit about that history and just sort of what’s led us to where we are today?

John David  05:06

Sure. It’s so fascinating. I mean, I tell you, I tell everybody one of these days I’m gonna write a book and, you know, so I was a track operator, I actually was a track operator of an NBL club and national Bicycle Club. And my first job as a college was with the National bicycle League, and in 2000, made that shift to come and work for ABA. Historically, ABA was founded in 1977. The NBA was founded a few years before that, and they were really kind of your two majors. There were definitely some other brands and other associations usba National pedal sports, but really, you know, in in the mid 80s, it really evolved into just these two associations. You know, ABA was with tended to be more of a West Coast brand and more of a West Coast Association NBL more of an East Coast Association. And quite frankly, for the, you know, half of my career really it was this just fierce battling Among these two conferences, I mean, even at Interbike Pattabhi, we’ve entered bikecad awkward moments between these organizations, and unfortunately, to be honest with you, the sad byproduct was is that you had both entities that love their sport, love BMX racing. And we all did. We were all guilty of spending too much time worrying about each other and not the growth of the sport. And we were working really, really hard in 2000 2005, six and seven, and the sport became an Olympic sport in away. And quite frankly, the NBL really just came on some tough times. There was a great opportunity for us to unify the sports American bicycle Association came in and bought the assets of the national bicycle Li and unified the sport in a process of that unification. our leadership team sat down here and said, You know what, we need a whole new brand. We can’t continue to go on with this legacy of either ABA or NBL. The sport is finally unified for the first time in almost 40 years. When You need a brand new brand that is representative of what we are and who we are. And that’s what American Bicycle Association created that brand of USA BMX. And that’s what we’ve been operating under since 2011. And it has been such a joy because all that energy of that competition among the associations is now just shifted the growth of the sport. In a day in and day out every day in these offices. We’re sitting here talking about how do we get more kids on bicycles? How do we get more kids racing BMX? How do we help our local clubs be more successful? And that’s where all that energy and focus is, and it’s just been a blast. It’s a crazy history. I think we’ve been a part of it.

Pat Hus  07:37

That’s great. That sheds a lot of light on what’s going on and part of the reason we’re here today and talking is that I’m also I’ve been a board member of people for bikes. I’ve been on the BPSA board for a number of years, and there’s been a lot of discussions about the future of our sport of cycling in general, not just BMX, but we’re how do we get more kids on bikes You know, being next to me was a gateway. It’s always been a gateway to getting into creating our future customers. And so people will be on this listening to this podcast going well, why are these guys on this? What does this have to do with my retail business? Well, to me, it has a lot to do with the retail business. And we’ll bring that all back into focus over this next 30 minutes, 40 minutes. But that’s to me, the crux of what we’re here to talk about is how does what’s going on in the USA BMX? And in the BMX world, how does that benefit and how can retailers play a bigger role in that? So we’ll get to that in a minute in a minute. But before we do, I want to ask that you mentioned it a little bit in the last statement, but talk to us a little bit more about USA BMX is the primary mission. What are your objectives as an organization, what’s your mission statement? 

John David  08:48

Truly, truly for us, it’s all about expanding the sport of BMX racing, and offering just great BMX Family Fun entertainment at our 320 and grow BMX clubs across the United States every day, again, as I mentioned, I mean, our mission is, is to provide the best, you know, membership association that we can and in doing so providing the best service that we can to our local clubs and their volunteers in our track operators, and just exposing as many families and children to what is just, I mean, honestly, in our opinion, the best-kept secret that’s out there. That’s really what it’s all about for us. 

Pat Hus  09:25

Yeah, it’s awesome. You say that because that’s really you go out to a BMX track on the weekends. It’s a family. It’s all about family. It’s mom and dad and brothers and sisters, and it’s a day of being outdoors and doing something good for your kids and but it brings the family together and people are going off to their own rooms to go get on computers and get distracted. I love it. It’s if you haven’t been to a BMX race lately, pack up your stuff and get to one because it is really a fun fun day. Go ahead if you want to add anything to that, please.

John David  09:55

Oh, yeah, you know, I mean, it’s a story that we love to tell. I mean, it we’re so passionate about it because our staff I mean, we’re not we literally we were born and raised at the BMX track, I’m going to take our entire staff, it’s here I mean that’s really in our DNA. And I’m so I love so much this opportunity to bring families to bring new people to our sport and share what it is. And it’s so rare. It’s so rare in today’s society, that what you see at the BMX track in this culture that’s there in this family activity that it’s there because Nine times out it’s not just little Johnny that’s out there racing BMX participating, you know, he’s out there, he’s been out there two or three months, statistically, we see mom or dad go in and buy a membership next, and now they’re participating in that and that’s really what you know, we talked about cycling as a sport. You know, what we want to advocate for them and BMX is the gateway to the gateway to getting families involved in the sport. And right now one of our major initiatives is on our balance bike classes. You know, we just were We were in Virginia, for our Blue Ridge nationals, the second race of the season, we had almost 30 Kids signed up in the age groups of 234, and five-year-olds. balanced bikes? I mean, how phenomenal is that? I mean it from cycling as a sport and as a business, what a competitive advantage that we have over other sports that we can get these children actively participating with membership is young as two years old. What are the sports that can say that they have the ability to do that? Not many. And we’re taking advantage of that. Now,

Pat Hus  11:20

I’m telling you when those kids get out there on those bounds, like, it’s the highlight of the day for a lot of people because they’re freaking adorable. And it’s just they’re so competitive. It’s It’s awesome. And just watching the parents out there cheering on their little Johnny or Susie, it’s just amazing. So get out to the tracks, folks, it’s all I want to tell you. One thing I wanted to ask is I don’t think I know and I’m not sure our audience knows very well. But where does your funding come from? What pays for you guys to exist and be this you know, governing body and sanctioning body? Are their corporate sponsorships? Are you getting much from the industry? Where’s the support coming from?

John David  11:57

It’s a great question and it’s kind of an interesting one of the great news is with BMX is if, if right now today, if we didn’t have corporate sponsor, number one, our business would be completely self-sustainable. We’re not like, it’s just kind of a, it’s not something we’re happy about. We certainly would love to have, you know, more corporate support, which we do and that’s growing every day. That segment is getting bigger and better. But really, for us, I mean, it’s our primary sources of revenue courser membership at $60 to purchase an annual membership for BMX racing. There is some revenue that comes in from terms of different various fees that the clubs pay, but that’s really nominal. But one of the things that’s very unique about the founders of the American Bicycle Association is when they created the national series. So the program really started off with just local racing. Then there became district level racing, then state series and state-level racing, then regional racing, then the national series Well, the National series over the last 40 years has developed into a very, very strong operational aspect of our business. So we About 25 National races across North America. And on average these events are at least about 1000 riders in participation. Some of our grand nationals have over 3000 riders, you know, but really that average is about 1000. So, riders Of course, like any major event, pay entry fees that it should be revenue is retained by USA BMX, and we own and operate the event. But the beauty of the system is that for us, while that’s such a major driver of revenue, the way that we look at the business is that the only way that we can succeed on this national level is if we’re supporting the local level. So while we have major operations in 218 wheelers on the road and 20 of our staff members that are constantly going to all these events all across the country, really for us the primary focus has always been in retains to be what’s happening at Chandler BMX. On Tuesday night during their practice, how many new members are they signing up? How can we help them with their marketing efforts? What can we do to support them? Prosocial media aspect, you know, in what’s happening on, you know, their Saturday night race. That’s really the focus of who and what we are. Because if we’re successful on the local grassroots part of the track, every other layer within that Stairway to success, as we call it will be successful. From a sponsorship standpoint, you know, we’ve got a lot of great partnerships, you know, that are out there and developing more and more every day, things that we’re really proud of, but But honestly, it’s nowhere where we would like it to be in the more corporate partnerships that we can bring to the table, just the more opportunity that we have to go and grow the sport.

Pat Hus  14:32

Well, I’m glad you said that because I looked at this almost more so from where there’s such an opportunity at the local level. And I was running the 661 protection and helmet gear company out of San Diego and we went over and met with the guys running the Kearny Mesa track down in San Diego and came out there and it’s this great looking track and you know, the guy who runs it, he’s kind of a kook, but he’s awesome. And he loves that. He loves the kids and he’s just out there everywhere. And he Buses but there’s no sponsorship, there’s no signage on the tracks. There’s nothing from local retail and I’m scratching my head going, why is this happening? Why aren’t local shops recognizing that this is happening during the week and on the weekends, it’s packed with potential customers get out there? And those track guys are looking for support and they’ll give you so much love and promote you, your store. If you get involved. And it’s a new customer and it’s a family.

Chad Pickard  15:31

Your NBDA membership helps support bicycle retail radio, go to NBDA.com to join or renew your membership today.

John David  15:43

And again in for us in the way that we look at it from a BMX perspective. Look, that’s the lifeline. I mean, that’s the lifeline of the future customer that’s going to come out and buy the carbon fiber mountain bike when he’s 30. You know, that’s a guy when he’s 35. That’s going to buy the unbelievably expensive road bike, and we really do feel like that’s our task within BMX is to get these kids on the track at a young age, get them involved in this in a great family sport, and create love and a passion for cycling. And it’s interesting because, you know, we had really we’ve had this phenomenal growth really ever since 2008. And steadily year over year adding more members adding more new programs adding more new BMX clubs, growing BMX. I mean, if you look at it from a segment perspective, it is a shining star among the cycling community. But you know, the one thing we really realized we hadn’t done is we hadn’t been our own best advocate within the cycling industry, we kind of got used to the cycling industry, kind of ignoring what was going on in BMX and just kind of not paying attention to it. It doesn’t have a high-profit margin. It’s a small item, you know, on the list of what’s in the store. We really hadn’t done that. And that was an initiative of ours. We really started about two years ago, I reached out to NBDA to talk to them about hey, how do we tell our story a little bit more because we’re doing In great things, and truly to do even better things, we need industry support. We need the retailers to come back home to BMX, to come back to what their roots in their foundation are so we can build lifelong cycles. So, I mean, what you saw the current attorney mesa is such a great example of what BMX is, have people out there when you’ve got 320 BMX tracks across the United States that are actively going out marketing, promoting and creating brand new cycling customers. Who else is doing that?

Pat Hus  17:29

No, not many. And I’ve talked to retailers. I have a number of big retailers that are friends of mine, and I say what do you guys do with BMX? And their typical responses we gave up on BMX years ago, and I kind of just shake my head like, do you not get what’s going on? And that’s part of what I was hoping you could share with us a little bit today is talking to us. You mentioned some growth and can you do you have some hard numbers you can talk about the number of riders and the and the growth over the last, say five to 10 and what’s happening in BMX because I think it might shift some people’s minds dime’s to hear what’s happening with BMX because they’ve dismissed it. And I keep hearing from companies in the BMX market. They’re like, Pat, we’re kicking ass. Don’t tell everybody.

John David  18:11

You know, we’re so excited. Because really, last year in our at the beginning of this year, we’re starting to see those seeds that we’ve planted years ago really kind of start taking off, we’re seeing some great growth. And we made some really strong strategic alliances, and some really approach that we’re just really happy in what the results have been. And so from a membership perspective, literally, for the last almost eight years, BMX has experienced anywhere from a three to an 8% growth rate, every single year, year over year. I mean, so we keep growing and growing and growing and adding more new members. I mean, we’re on an annual basis. Right now we’re bringing in almost 30,000 brand new athletes into the sport with a membership base. It’s right now it’s right at about 70,000 total members, for us to be honest with you, Pat We’re scratching the surface. I mean, we were really just now with some of these new programming initiatives that we’ve created, starting to really figure out within the new day of social media and advertising on how to get families to show up at the BMX track. We’ve done some really neat things recently that have shown that but one of the great studies that came out in the 80s a couple of years ago and it was the same again in 19. But you know, the sports fitness industry association, which does a lot of reporting on tracking sports, you know, found that BMX was the fastest growing sport in 2018. In 2019, we were the third fastest growing sport. So we’ve got great data they can show it to you we see it our membership database every single day and the growth that we’re experiencing year over year. BMX is a healthy be in really great hands. I see you got an enthusiastic group over here at USA BMX is fired up, to take this sport to the next level, in some of the things that we didn’t have Before BMX, you know appeared to be this niche for well now it’s an Olympic sport. It appeared to be to have the heyday back in the 80s. Well, I’ll tell you that right now we’ve got more people actively racing BMX than in the history of the sport. When you tell the story, and you tell it through some of the avenues in which we’re doing now we’ve got educational programming, that’s absolutely phenomenal. We’re hiring highly active in sports tourism. were one of the premier brands when you go to some of these sports tourism trade shows people love BMX racing. I love walking around all these different booths from all these different Conventions and visitors bureaus, and 50% of them show a picture of a kid on a BMX bike because they’re so proud of hosting one of our events. So we’re doing some great things and the numbers show it from a retailer perspective. That’s the new message that we’re trying to broadcast to say, listen, everybody understands what’s happening in retail. Let’s not be our own worst enemy. We’re ignoring a segment because there’s not much profit margin, there’s not much traction. Listen, gauge that segment. let’s engage that segment and recognize Okay, look, this really Is the breeding ground of future cyclists, and let’s be a part of something that’s special and something that’s great might not have the biggest profit margin today. But watch what happens in 10 and 15 and 20 years.

Pat Hus  21:10

Absolutely, I applaud you for what you’re doing. It’s not unlike what’s happened with travel on it became traveling became a tough category, and a lot of shops gave up on it because the investment on the bikes was on the high side of things, you had to buy wetsuits you gotta get, you gotta make the commitment to the category and so a lot of people gave up on it and what happened the customer ended up going to an online retailer to find their needs. And that’s what’s kind of happening a little it happened with BMX to a large degree or became an online business. I’m hoping people get from this podcast that there is an opportunity to come back in the investment is not like getting into the tribe bike market. It’s a reasonable investment and you’re building a customer base for the life of that customer. You’re getting it on the front end, you know what I mean?

John David  21:54

One of the great stores again, I love anytime I have a chance to talk with Brandee from NBDA In hearing our stories, and she’s such a savvy retailer as well, but one of the statements she said that just stuck with me, she goes, Hey, I love the BMX or the former BMX or because they get the concept of the upgrade, these guys understand what it means to go and upgrade a derailleur and upgrade some of the high-end parts in that’s unique within our customer base. And we’ve got so many great examples, the two of retailers that have partnered with their local bike shop and are with a local BMX track, I should say. And they’ve created that partnership, they’re helping with the fleet of loaner bikes that every new kid who comes in tries, you know, their first lap on a bike is from a loaner bike from this particular bike shop and different programs like that, that they can honestly engage with a BMX track, in a very low point of entry, show that support and take a local BMX track that’s bringing in 100 brand new real racers into the sport and getting 100 brand new customers right to their doorstep. I mean, it’s not a hard conversion. It’s a very, very easy country. version in the ROI is extremely strong ordering with that local club that local BMX track.

Pat Hus  23:05

So John, do you guys have pretty good demographic numbers? I’m curious to see, you know, in the bike industry, one of the struggles we have is we don’t have enough women we don’t we don’t have enough ethnicity in our sport. It’s, it’s a white male-dominated sport. And it’s not ideal if we’re hoping to see the pie grow. We need to get beyond what we are today. And we need to embrace more women and young girls getting on bikes and we need to see different ethnicities getting involved in sport, and this to me seems like BMX can open that up and get all of that going at an early age. What are you guys seeing and what do you have any specific recruitment efforts in that world in that realm? 

John David  23:48

We recognize the same thing and I would say that historically, the demographics of BMX has really tracked that other traditional other disciplines of cycling, one of the challenges certainly that we face with bringing girls into our Sport is again, you’ve got this helmet, you’ve got this gear, you’ve got race pants. And notoriously, this stuff is just not made for girls not made for women. What we’ve tried to do internally within the BMX industry is we’ve tried to challenge our partners and said, Listen, Hey, guys, you know, I’ve got two daughters myself. I’m like, Grace. David has no interest in wearing that BMX helmet. None whatsoever. So what can we do to make something it’s going to appeal more towards the female athlete? What can we do to make it to where it’s more fun for them? Well, we’ve had some great responses, fly racing, who’s a big sponsor of ours and is just terrific to work with. Those guys have really done some great stuff with some of their apparel and their gear, to make it more female-friendly, just from a look and feel standpoint and just make something that’s cool for the girls to wear. That’s been a great initiative for us. And we really recognize the importance of growing that category. We’ve got one of the best representatives of our sport that you could ever have in our national champion. In Olympian, the least post you’ve never seen her is just one of the most unbelievable bike riders that you could ever see in your life and World Champion, that she’s going to be going into Tokyo as the favorite. We are so excited for her, you know, in what our efforts are, we’ve really tried to take that opportunity of just such an iconic BMX racer, that’s a female and really honestly, she’s the most popular racer in our sport right now. And we’ve done everything we can to really expose her, you know, to the masses to we’re really using her primarily right now is kind of the poster child for BMX racing. So she was recently on NBC on the Today Show, on the preparation for the Olympics and coming out. Our PR directors, they’re working with her daily on more and more exposure. That was done intentionally. We particularly wanted to have an amazing female athlete to take the lead for us and we couldn’t be proud of with that. So we definitely have some initiatives to break up that diversity, a lot of different ways. In we’re starting To incrementally see some growth there, which we’re really excited about, traditionally, we’ve been about, you know, 13% female participation. And we’re starting to see that grow our goals in the next three years is to get that to about 20%.

Pat Hus  26:12

Fantastic. That’s great. And do you have any ethnicity numbers at all? I mean, that shed some light because I would think we’re starting to open that up. I mean, but I don’t know. That’s good. It’s just a question. I’m just curious to know if we’re seeing diversity come in,

John David  26:26

You know, we’re historical. We haven’t I mean, historically, it’s been exactly as you described earlier, some of the initiatives, though, that we are doing, especially within some of the educational programs in the schools, we’re starting to see that open up some more. And we see great hope in that opportunity. And it really, I mean, the great part, you know, when it comes to that is just the more that we can expose the sport to get more athletes on it from all backgrounds. I mean, the better we were going to be in it again, to your point, this is an industry-wide problem, and then we all have to work to solve together.

Pat Hus  26:55

Yep, you’re absolutely right.

Chad Pickard  26:59

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Pat Hus  27:14

So I want to come back to Tokyo a little bit because it’s exciting. And I, unfortunately, you’re gonna have a little competition this year because now skateboarding is an official Olympic event. And I had the benefit of working with a company out of San Diego that we had pro-tech. And we had sector nine on the skate side of things. And man I was they were pretty pumped in my office because they were seeing this spike in demand for skate, which had kind of been flatlining for a number of years now. We’re seeing a resurgence in skateboarding and kids getting back out on the streets and doing it. So it’s awesome. But talk to me a little bit about BMX and Tokyo and beyond the galleys that you just mentioned is what else can we do with this Olympic opportunity for us

John David  27:56

capitalizing on that opportunity has been Paramount, and we’re putting some have the strongest efforts that we ever have in making major major investments in capitalizing off of the exposure opportunity in so much of that. I mean, if you’ve been around a long time, it’s early positioning. You know, I mean, literally with it with the guys from NBC. I mean, you’ve got to be in their ear in their, in their ear often. And one of the best things that we did is we hired a PR director by the name of Katie Moses Swope, who was the PR director for the X Games and just knows the industry in and out. And she’s been on our team for about four years gearing into Tokyo. And we just we couldn’t be more thrilled at the kind of exposure that she’s gotten Elise and our athletes in New York City. Going through the media gauntlet, you know, I think three or four different times and the exposure that we’re starting to see is phenomenal. Lisa was featured on the cover of Southwest magazine. Turner has been I mean, she got a lease on today’s show. So we’re seeing the fruits of that labor really come out and it’s a really kind of a delicate situation, though, to be quite candid with you because the Olympic side of our sport You watch that it was designed in purposefully to be unbelievably thrilling and unbelievably exciting. You got riders coming off of this 27 foot tall starting Hill. It’s just enormous. The jumps are the biggest things that you’d ever see the conundrum with that. While it’s great, and it’s thrilling, and it’s exciting on TV, is there’s not a lot of moms that are going to look at that and say, I want my eight-year-old kid to go. Right. So it’s been this bizarre learning lesson for us here in where honestly, we touted Olympics and Olympics and Olympics, really, really strong in that side of of what our sport is on that elite level. And I’ll tell you what we really found, we found that, again, the counter to that is pretty strong. When you see the sport on that level, it looks so extreme. It’s not necessarily the best life for the sport to be under. So we’re taking all of those opportunities, but again, really making sure the messaging comes back to Hey, Come out to Chandler BMX, come see what it’s like at the local level, come and join a sport with your family where no one sits on the bench, where there’s not a team. But the team, there is a team, the fact that the team is the family unit. So that that crafting that message. And getting, you know, taking that opportunity and really molding it into that message is not easy. But we’ve got some really talented people making that happen.

Pat Hus  30:25

Well, I think it’s great. I think you guys are doing fantastic. I think you got to also look at the tail end of the Olympics because it’s always you know, there’s a lot of excitement generated in the lead-up. But a week after the Olympics are over, everybody’s forgotten. So there’s a lot of opportunities, I think to follow that up and keep it on people’s minds and try to get another 30 days at least out of it. So just out of I mean because we’re all pro-American. How’s the rest of our team look at Do we look like we got a shot at some other metals? How do we look at the least

John David  30:53

we look really good so so are in the female category. We look really strong with Elise and the other riders that you Coming in, in the women’s group from the elite men category, we’ve got Connor fields who’s just man, he is just an unbelievable professional athlete that we’re so proud of Corbin surahs looking really good at Tucson Ryder out of Arizona here. We were so proud because, in the last Olympics in Rio, we nailed both gold and got a silver Connor got the gold medal at least got the silver and we’re, we’re feeling pretty confident going into it. I mean, it looks at the end of the day, though, I’ll be what I always remind everybody is you got to think about this, you know, the Olympics goes down, you get to that main event, you’ve got eight riders in that starting gate, and you’ve got 1000 feet of track in front of them we’re averaging at say clap and so who is hopeful as we are, you just never know what’s gonna happen in that lab. You know, that’s gonna last the grand total of probably 20 seconds so but we feel really good. We feel as good as we ever have. Going into the Olympics in the best part about it truthfully is the athletes that we have going into the Olympics. We’ve really worked with these athletes year over year to tell them hey guys, any opportunity can tell them how to get started in BMX or tell them what it was like for you as a kid. Tell them what it meant for you and you’re a candidate you and your dad are best friends tell that story. tell that story from Henderson, Nevada from Boulder BMX over there and what that meant to you, because that’s how we can grow our sport. And I’m so proud to say that these guys on that level, they are so cognitive of that and they really will do anything we ask them to help kind of grow the sport, but we’re very very intentional in those efforts.

Pat Hus  32:35

Fantastic. Well, I’m gonna shift gears on you just a little bit here because I know you guys have you’ve got a new facility in Tulsa Oklahoma that you kind of proud of and I think it’d be great for you to share with this audience what’s going on in Tulsa and they come out what might they see

John David  32:50

Well, you know, look for anybody who’s thinking that this BMX thing it’s a fad it’s not you know it’s nothing is what is not you know, it’s not much of a segment it Tulsa such a great example for the last time Yours USA BMX is hosted our season finale in Tulsa, Oklahoma grand nationals. It happens over the week of Thanksgiving. Believe it or not, I mean in BMX, that weekend, you don’t spend that at home. If you’re a BMX racer, you’re in Tulsa, Oklahoma, we bring in almost 15,000 people to this event. The building that houses the grand nationals is a quarter-mile long building. This got 200,000 square feet of Expo space in the lower level where we build the BMX track. And this city has just been such a phenomenal partner of ours, and so supportive over our sport. They’ve really watched this grow over these last 20 years in simultaneously we have watched them grow, you know, and become, you know, a really a very entrepreneurial, strong city that shifted, you know, out of just being nothing but an all based economy to a really strong economy with a lot of small businesses and growing every day. And we were looking for a new home. We’ve been based in Phoenix, Arizona is one of the suburbs for several years, actually, since the beginning, I should say We really we just outgrew our office space, if you had a chance to come to see our offices, you would laugh. I mean, we basically turned every clause that we could into an office depleted most of our warehouse space and in turn that into various offices, as our grant, our office staff has almost tripled in size. We’re now you know, almost 40 staff members working for us full time. Well, the guys in Tulsa said, why not here? And we’re like, wait, we can’t we’re not moving to Tulsa, like, No, no, we love this. And we want to submit an Olympic sport in our community. We need this as a community. We want to be able to tell the story to any sport that wants to bring their event, potentially to Tulsa, Oklahoma. They look at what we do. We build partnerships and look at USA BMX. We worked with them for 20 years. And we just moved them here permanently, because we want them to have their business here that’s, you know how strong tolls are and what we do. And believe it or not, we worked with their city leadership and their city leadership committed $26 million to build a new headquarters and an array Nina is going to house USA BMX. Basically, there’ll be several components to the facility of Olympic level BMX track that’s covered with seating for more than 2500. So that we can host some of our biggest and best events are permanent Hall of Fame is being constructed that the design is just coming out. Absolutely. phenomenally got a great firm out of Kansas City that actually the Hall of Fame for Evel Knievel and they kind of get our space in our sport. So the designs in the Hall of Famer grade, we’ve got great training facilities that are built into this so that the elite athletes can come and train and spend time here and a whole educational programming center, then it’s going to be out of there. Honestly, it was just us creating a partnership with a community growing with them and taking it to that next level. And I mean, those guys in the city leadership just said, hey, you’re here every Thanksgiving, just come make this place your home and we’re excited to do it.

Pat Hus  35:54

That’s awesome. I mean, I got to tell you, I was out on the east coast. We were doing an event you know Carolina outside of Charlotte that was at this amazing US National whitewater center. And I got to see the facility that was built out there just outside of Charlotte. And it’s amazing. They’ve got a velodrome. They’ve got a BMX track, they’re doing night criteriums on this protected road. It’s I mean, it’s an amazing facility.

John David  36:20

That’s what’s unique and what’s happening with USA BMX every single day. So the facility you’re talking about is Rock Hill. And it’s a great example. We ran into these guys Rock Hill, I’m extremely active in the realm of sports tourism. I’m one of two sanctioning bodies or what they call rightsholders that sits on the national board for sports tourism for the sport CTA and I’m a board member there. And in this realm of sports tourism, we’ve really in the last, you know, eight years have done a yeoman’s job of selling the passion that we have for BMX racing and really building it ran. It’s very recognizable, but we did it with the angle of new track, develop a newbie BMX tracks development so it’s comical because we’ll go in and we’ll sit down with a city or a convention visit bureau Sports Commission, and they just want to talk about one of these national events that are gonna bring $5 million in economic impact. And I flipped the script on and I’m talking to them about, hey, okay, your local BMX track is good. But look, if you made this capital improvement investment, you would make it better. And I’m doing two things. One, I’m helping to get that local BMX club some extra funding, because that’s going to really take them to the next level up and grow the sport in their community. And then also as a byproduct, yeah, we’re making a little bit more attractive to host the national event. And oftentimes, we’re having the same meetings with people that did have, you know, they don’t even have a facility and the first question is, okay, well, look, you don’t have a facility you don’t have an array that we can use to do a temporary race, man, let’s build a permanent one. Rock Hill’s an example of that. We just partnered with some unbelievable groups in Houston. And in Houston, they built a $28 million Bike Park. The $20 million bike part pad if you install this thing, you would be so blown away. It’s right off George Bush International Airport. Unbelievable facility. It’s got an Olympic caliber BMX race track there. It’s hosting the World Championships in 2020. And literally it started as a conversation in a speed dating ceremony at the annual conference. Wow, that’s just the mission of what we’re trying to do. And for us, it’s let’s build the BMX tracks. We have to strengthen our relationships with the IBDs and become a partner and we have to have a louder voice in the industry. We’ve got to share the success of what we’re doing because we’re making things happen.

Pat Hus  38:37

Now you sure are. And I’m super excited to have had you on this podcast. I got a couple of last questions, and then we’ll, we’ll wind it down. And I’ll thank you again. But you’ve already kind of said it all through the conversation and just in terms of your outlook on kids and cycling in the future, and obviously you’re very bullish on it and God bless you because we need more of that in this industry. But here’s where I come from. I’m an in The street guy been at it for 40 plus years. And there’s a lot of investment going into making it safer for people to ride bikes on the streets and creating green lanes and doing a lot of really good important work. But I think we’re losing sight of getting more kids out there. And that’s one that I’m frustrated with. And I guess my point my question to you is, what can we as an industry, how can we do more to get more kids on the bikes? Yes, BMX, but what else can we be doing to get just get kids on bikes and offer computers?

John David  39:31

Well, look, you hit the nail on the head with the very last statement that you said, We in society are facing the toughest times that we’ve ever faced when it comes to volunteerism, and when it comes to our own children and getting them outside to do something active, just like I did, you know, I talk about my local bike shop and being you know, literally a bike shop rat. I mean, I rode my bike. You know, my Schwinn Sting-Ray. I rode my Schwinn Sting-Ray, five miles to my local bike shop when I was 10. years old sat there and stared at 100 Junior Pro for every day for an entire summer to my dad bought me one. That wouldn’t even happen today I would even be allowed to ride a bicycle five miles to go out. So, so we’re challenged, we’re challenged as a society because of helicopter parenting. In this protectionism that we have in this isolation was literally that freedom. In that thing that we experienced that made us love cycling so much because we got on our bike and we were free. We have to find ways to challenge that we have to find ways to break that mold. You know, and I think that there are a lot of different avenues. We’ve got some major school initiatives. And then we’ve got the executive director of our foundation, Mike Duvarney going to talk to you on a school level about what we’re doing there, which I think is major, we’ve got to go to where the kids are. Find a way to get them excited about riding their bicycles and get them out. For us with BMX racing. I think it’s really simple. That target audience that we talked about earlier these 234 and five-year-olds. We have to make A major initiative around there, we have got to do everything we can to take that competitive advantage that we have as an industry and get people on bikes at a very early age in Blitz some of those first family photos of a kid being on a balanced bike. That’s to me is step number one. As an industry, what we would challenge any retailer, manufacturer or distributor is to find your local BMX track, give me a call personally Call me at you know, at the office, look me up on LinkedIn, look me up on on our website at USA BMX calm and if you need help to get information about where your local bike shop is or how we can partner together, were you, local trackers, I should say, let me know and we’ll guide you in the right direction there. There’s so much opportunity to create partnership within the world of BMX racing alone, that again, this is not major investment stuff. This is just making a commitment to your cycling and making a commitment to have some presence in some relevancy, but what you’re ultimately doing is you are 100% Building the demand for your supply. It’s not going to happen overnight. It’s not a huge profit margin that’s going to be there. But it’s a long term play. If right now, if all we do as a retail side of the industry, if all we just keep doing is chasing the next fad also, hey, we’re in e-bikes. Everything’s e-bikes. That was a huge profit margin. And that’s what saved our business. That’s great for the short term. What are we doing in the long run?

Pat Hus  42:24

That’s a great, great way to end this conversation because that is this is the long run. And I think our industry because we’re so competitive in nature, we are looking to you know, as road bike sales drop, you know, e-bikes are the Savior and it’s a quick fix to plug in that hole. And it doesn’t solve the long term. We’ve got to get more kids, we’ve got to get safe places for them to ride. We got to get parents comfortable letting those kids go out and enjoy that freedom because the end of the day that’s why we all love cycling right

John David  42:56

without a doubt and what we love about the BMX facility MX track is this culture that we create where everybody fits in. You know, when you go to your local BMX track, I like to tell everybody, it’s a funny thing because it’s almost this Island of Misfit Toys. It’s the one unique place where you go to and you’ve got the kid that could be the starting quarterback at the high school. It’s no more popular than the kid that has no athletic ability, but at the BMX track, they’re there, they’re racing, they’re having fun, and they’re participating together in a great family sport. And I think getting back to that level of where the IBDs are intimately involved in BMX track, maybe even running a BMX track and doing 100 200 brand new customers. You know, we’ve got great programs and staff are dedicated, nothing to do nothing more than building BMX tracks across the United States with great support there. But this is this place wherein that controlled environment, it really matches the trends in society right, where we’ve got this helicopter parent where we’re not going to let them go out. Well, hey, you want to come to learn how to ride a bike, come to the local BMX track, we’ll show you how we’ll build that love for cycling and us The family environment it really pairs well with what’s happening in society today.

Pat Hus  44:04

Great way to end it. JOHN, I can’t thank you enough for the time you invest in here today. And hopefully, we want some people over. That was the objective. But I think we’ve shed some light on things that maybe they’re not thinking about, and maybe they’ll go back to their stores and think about that today. If you all have any questions, don’t hesitate to reach out to john. He’s, he’s a great resource. His team is there to answer any questions and help you do whatever it is you have a thought to do. I want to thank you again for your time. This is the bicycle retail radio presented by the NVDA. And thanks for joining us today.

John David  44:38

Thank you so much. Appreciate the time the opportunity 

Pat Hus  44:40

You bet. 

John David  44:41

This has been bicycle retail radio by the National Bicycle Dealers Association. For more information on membership and member benefits, join us @NBDA.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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