A Culture in Flux
The State of Modern BMX
2017
Issue #3: Steering the Ship - The Future of BMX
by Mike Hinkens
October 22, 2017
The State of Modern BMX
2017
Issue #3: Steering the Ship - The Future of BMX
by Mike Hinkens
October 22, 2017
Since the rebirth of BMX in the early 1990’s, this culture has prided itself on being in the hands of those who do it. The pillars of this incarnation of BMX have been: rider owned and operated bike companies and shops, rider created and controlled media, and rider designed and focused skateparks and competitions. That DIY rider-centric mentality is, in my opinion, what has allowed BMX to thrive and evolve into such a rich and meaningful culture. Paradoxically, those same strengths may be at the root of some of the problems many feel BMX culture is facing in 2017. Low sales and profits, the loss of major outside support, the shuttering of bike shops, skateparks, and brands, and the general disunity and discord amongst riders are all changes indicative of serious issues in the culture. On one hand, some shout that doomsday is upon us. Others, optimistic or in denial, claim that things are completely fine. And though BMX riders are still out there every day pushing the sport and living the lifestyle, many say that BMX culture and the industry that it supports are both changing dramatically and facing the direst of times. The conundrum is: We have maintained a large amount of control of our own destiny since the 90’s rebirth, yet here we are, facing a host of problems and challenges. If we have been in control for all of these years, how did we end up here? And, can’t we just right the ship? I believe that BMX can and will overcome the new challenges it faces, if not, simply because of the perseverance innate in those who ride BMX. Yet, we can do more to help this process along. As mentioned in the inaugural piece on imprimaturBMX.com this culture, like all complex social groups, deserves intelligent discourse in order to help it grow and evolve in positive and sustainable ways. In this series I plan to discuss some of the major changes and challenges that our BMX culture is facing and through a discussion of the complexities of those issues, propose some positive ideas about how we can better BMX as a whole.
In the last issue of A Culture in Flux, I worked hard to show that:
The conflicts so many BMXers see as presently tearing apart BMX culture are ones mistakenly framed as being about the identity of BMX. Yet that is a mistaken interpretation. Identity is important and guides us, yet other factors are at play. BMX culture is made up of two elements, both important and necessary to its survival: The Riders and The Industry. They are often in conflict and need to be balanced—since our beginnings. But we have cast Industry as a changeable and removable identity (not an element) and thus are battling our very nature. The real battle is about how to balance the two as guided by our identity.
I then went on to state that our identity—our guiding moral principle—is contested, yet could be unified if summed up and agreed upon as on thing: diverse. I argued that if we can put aside differences and look for commonalities, we can work together to move BMX forward in a way that benefits all those involved, rather than one group over another.
My main point was that arguing about identity can be important in some ways, but often it was simply distracting from the more relevant argument: how we should use a shared and diverse identity to guide our Industry institutions into the future in a positive and constructive way that allows for all interpretations of BMX identity and ideology to thrive and exist.
I closed asking this question:
How can we use our identity, a shared and diverse one, to help guide us in balancing the twin elements of BMX culture in order to achieve stable and meaningful growth?
The answer, though in need of the explanation that will follow, is straightforward:
Those who are part of BMX culture need to understand the necessity of both elements of BMX and then consciously look to and plan for the future of the culture overall.
Simply put, we actually need to make plans.
Bungling through this world is proving poisonous to our culture. The lack of direction and chaos that defines much of BMX culture and politics, in the Industry and amongst Riders, has descended into jealous and selfish action as evidenced in almost every piece I have written as well as seen in the real world of messy sponsor changes, shady team managers, undercutting business practices, and spiteful discourses about each others’ styles and tricks.
But, in order to get to my suggestions for plans, I need to keep a promise I made in CIF #2 and give an explanation of why we need the second half of our culture: the Industry and its institutions.
Why We Need the Industry
From CIF #2:
Some would argue that without The Industry, they would “still ride no matter what.” And for the most part, I believe that; but let’s step back and think of The Industry in the larger sense. Let’s look past the recklessly thrown around idea of “the fat guys sitting behind the desks who never ride anymore.” Let’s look at what The Industry actually does for us:
Functions of BMX Industry
I know most people are not calling for the end of brands or institutions, yet the general attitude of “us versus them” (Riders versus Industry) pervades our culture and seeps into the actions we take. Those actions, based on a negative and misguided understanding of Industry, are detrimental to it and BMX as a whole. People talk the talk, and often end up walking the walk. We forget that many of the people behind the curtain are actual riders. People who care about bike riding and pedal down the street after they punch out. They are us.But, we cast them as the “other” and that makes it easier for us to demonize and mistreat them and the Industry they make up. Riders often expect deals or complete discounts on parts. They watch DVD’s ripped to YouTube or a disc. They spend their money on brands in BMX, but not actually part of BMX such as energy drinks, skateboard brands, and non-rider owned shoe companies. They opt to skip events rather than pay to be part of them. And they complain that they wouldn’t do these things if BMX were better, cooler, etc. Yet they make no effort to make BMX any of those things. They tear down those that do and if they do take action it is often times to create something exclusive and self-serving.
In general, they lament the lameness and high cost of supporting BMX Industry and by extension, our entire culture.
So, in reaction to those attitudes and actions, here are deeper explanations of all of the complex and—I believe—important things the BMX Industry does in its partnership with the Riders.
A Little More on Identity
If we can’t generally agree that we need the Industry and its institutions, then you may as well stop reading. But, assuming you see that we do need the Industry, let’s review how identity within BMX culture is diverse and should be used to shape and guide the Industry.
We may all think we have different identities in BMX, and we do to a certain extent, but the reality is, we have one strong identity flowing through all of us, from the beginning till now, that can connect all different conceptions of identities and help us move forward. I call it the freestyle identity.
To quote myself in Specialization and The Myth of the All-Around Rider[iv]:
The spirit of BMX is what really matters in the end. It is what has allowed us to survive the changing world around us as well as the forces of modern society that pressure many of us to move away from BMX. Nowhere in the definition of BMX…does it say what you can or cannot ride. Nowhere does it say what BMX really is and, therefore, no where does it say what BMX is not. Freestyle BMX is free. It is free to be shaped by all those that are a part of it. In the end, I would think that the spirit of BMX we all love so much would remind us that with no rules and a strong spirit, we must accept that BMX is what everyone makes it for themselves.
BMX is an all-inclusive ideology—a freestyle lifestyle—one where we can all agree to be open-minded, understanding, supportive, and positive. If we can agree that the freestyle identity is the core of our beliefs, we can work together to better BMX as opposed to fighting each other and wasting time and energy.
Plans
The point of much of my writing, besides recording our history and culture for posterity, is to offer suggestions in order to help move BMX forward. Here I write to ignite action. And I think it is important that we recognize that we need to stand up and steer the ship in these tumultuous times.
These are just my starting points for bigger discussions. There are certainly many more. In addition, I do not pretend to have all of the answers, or even that many correct answers. Remember—as I try to every day—BMX is bigger than you or I and thus it needs more than just a few voices driving it.
Below are some thoughts on a few major topics regarding the changing state of BMX which I believe need to be discussed and analyzed in order to help us plot our course into the future.
1. Grow the pie instead of slicing it into smaller pieces.
What happens when every kid has a lifetime-warrantied, sub-five pound, indestructible frame under him? Do we hope that new paint styles and strange shaped gussets pull them into buying another few-hundred-dollar piece of metal that they don’t need and can’t afford?
BMX as a whole, needs to look past itself. We have hit a critical mass where we are too big to turn back to DIY underground and limited production, but too small to support the brands, institutions, and happenings in our culture. On one hand, this is freestyle—do your own thing—but on the other hand, do we really need another small parts company with pre-made Taiwanese parts with a different logo on them? If our Industry is going to survive, it must do so intelligently. As mentioned above, growth in the Industry can be a good thing. More influx of cash can allow for Riders to travel, ride, and progress more and for media companies and brands to create more media and hold more events. This sounds like something we want—or need—to support the semi-large market and dense Industry that we already have. And this should not be a surprise. Lots of people have asked: How we can keep the BMX market from collapsing? Why is no one buying things? How can we survive in this new global marketplace? Brett Downs, in an insightful piece discussing the challenges of surviving in the BMX Industry, summed it up nicely: “I realized that everyone is asking the wrong question[s]. The right question is: What can we do to get kids back on bikes?”[v]
Simply put, BMX needs more customers to support it. We need more bike riders. It’s that, or more brands go out of business, more paychecks get cut, and we painfully head back to where we came from. And though to some this is seen as an acceptable shrinking back to some bygone idealized hey-day, cleansing BMX of its “lameness,” I disagree and think that we can maintain our freestyle roots as well as grow if we remember that BMX can include everyone. It is here that our shared freestyle identity needs to step up. Sure, lately our growing is causing some pain (vlogs anyone?). And, yes, we should call out lame stuff and push for the things we value. But that doesn’t mean we can’t grow. If we just took the time to reach out to new Riders and show them the ropes from the beginning, every 15-year-old would not be asking how to get sponsored and then starting a vlog. Instead, they would already know “what’s up,” because we already raised them right.[vi]
We can and should take action to grow BMX in our own image. And though kids find out about BMX in various ways, we know the ropes, and can show newcomers how to climb. Though some parts of becoming a rider are best left as adventures, imagine what you would tell your 14-year-old self if you could go back in time: “Don’t drill holes in your frame for weight savings. Don’t send a sponsor-me VHS tape to every brand. Pro’s are just people on bikes like everyone else. Make sure to take lots of pictures and save everything.” The list goes on.
Proactively bringing people into BMX can be awesome in many different ways. So how do we do it? The suggestions below deserve much more attention, but for the sake of this piece staying a manageable length, I'll make my descriptions short and simple.
The goal of these actions is not only to reach out to newRiders, but alsoto maintain those who already ride. One of the saddest parts of BMX culture is how so many that step into it, leave too early and often forever.
2. Innovate, don’t reinvent.
Closely tied to number 1, here I call for us to think beyond our immediate need to sell a new-fangled doo-hickey, and try to add to BMX culture, instead of watering it down. The Riders are out there doing stuff every day, so let’s look at what they need, what they are into, and work from there. We shouldn’t be telling the Riders what they need. We are not mainstream consumers in this way. If you don’t think what you are selling (products, ideas, events, etc.) will better BMX, then don’t do it. Our identity is closely tied to authenticity (see CIF #2) and if you do something for the bettering of BMX culture, people will see that and will buy into it. People will support it. And that feedback loop will grow us. More people will be stoked, more people will do cool stuff, and more stuff will bring more people into BMX (the kind of people who will “get it” because they will have already been taught correctly from the get-go).
I won’t name any names as negative examples, but, when it comes to frames for example, why add weird waves and gussets and why start changing tube sizes? Don’t we think that frames are pretty damn perfect at this point? We have done all of this before and we have come back to a pretty standard and amazing understanding of how a BMX bike can work well, be affordable, and look good. Why mess with a good thing? For the sake of art? Sure. But to sell kids on some new made-up statistic and bullshit pseudo-science product testing; no way.
Let’s turn to positive examples. From skateboarding, The Berrics[vii] seems like a pretty amazing idea: an elite park dedicated to producing amazing skateboarding and high quality media amongst other things. And there is no doubt that the The Bakery[viii], Brian Kachinsky’s Chicago-based private park was modeled on that idea. Though it folded due to the high costs associated with running such a facility, it was an amazing place that produced incredible riding, awesome events, and more. It took hard work, money, and support, but those are all things that we in the BMX culture can provide if we step up to the challenge. The Bakery was an innovative idea in BMX and it only gave back, as opposed to sucking money and resources out. And what about the Subrosa rail?[ix] Many of us have bought a pre-fab something or other at some point in our lives. And young kids getting into BMX will certainly continue buying such products. Instead of that money leaving BMX to some playground equipment retailer, Subrosa did the research, made the investment, and created the best pre-fab flat rail on the market. Every one that is sold supports a BMX brand, and by default, a BMX rider. “And apparel?” you say. Look at SCG Shoes. A real bike rider owns a shoe company. Yet we support Nike—a brand rumored to be pulling entirely out of BMX any day now. The shoes we bought helped a few Riders for a few years, but now what? Those Riders will be on their asses. Nike saw the writing on the wall (ha!) and jumped ship, leaving us hanging. Is BMX better because of Nike? Maybe a little, but now we are faced with supporting shoe brands who do not support us in any way; sending money out ofBMX. Don’t like SCG shoes or the clothes in our Industry, well start your own damn company. The “freestyle” identity was born in these conditions. Let’s nurture it again, but with purposeful direction in this evolving and crowded market. Yes, do you own thing, but do it for BMX as a whole.
Just like the pie, we can grow, be awesome, and be more in line with our own identities if the Riders and Industry work together to make cool stuff that we need and want and stuff that will bring money and Riders into our culture.
3. Make our relationship “Facebook Official”
BMX has gone through a lot of changes in the last 30 years and as such, there are some areas that have become messy and complicated. Those confusions, such as the one regarding the relationship between Riders and Industry (CIF #2), often end up harming our culture. Another confusion that we need to address in order to help BMX move forward—one that is bigger than I am able to or allowed to define—is what makes a rider “professional?” And “am.” Or is it flow? Or hooked up? I’m not sure anymore. Not only do we need to remember that we are two elements, but also, that we are complex enough to have various classes. We sure aren’t afraid to attempt to separate ourselves by classes and label ourselves “professional athletes” on our Instagram profiles, so why don’t we do it uniformly? One reason we will have trouble raising new, informed, and committed BMX Riders is because we don’t understand how the relationship between Riders and Industry in regards to sponsorships works. And sadly that means that Riders are often taken advantage of (maliciously and/or accidentally) and a culture of secrecy and even greed has developed. One way we can define “professional” is to make clear the expectations on both sides. Make it clear and apparent for all to see. Update that status! Transparent pay scales and contracts may seem overly idealistic, but if we want to stay true to our anti-corporate roots, let’s be the exception. Let’s pay our Riders fair wages based on merit. Bigger Riders get more money and lesser known Riders understand what it takes to make more money. The entire community should know what is expected of the Rider and the Industry. Instead of sponsor-hopping and back-room deals, lets put our money where our mouths are and have some transparency. With clear expectations and relationships Riders can work harder (or not) and brands can expect more (or less). We can stop wastefully allocating resources by paying one rider $100,000 a year and another $6,000 for riding that is only fractionally less amazing and for work that is only a tiny bit less impactful. Let’s be clear why we are paying Riders and what we expect. And Riders, let’s be clear what we deserve (like fucking health insurance). All of this secrecy and confusion only contributes to the sad state of affairs that takes advantage of the fact that we all “would do this shit anyway, even if we weren’t getting paid.” Just because we love it, doesn’t mean we shouldn’t get paid for risking our lives to help a brand sell some parts. And just because people in the industry expend their life energies and savings because they are passionate and committed, doesn’t mean we should let them sink because they are willing to. Yet, we all stab each other in the back when we tell a sponsor, “Yeah, its cool. I know you fired him cuz he wanted more cash, but I’ll do it for parts and some t-shirts.” Have some damn standards. But then expect that the Industry will have standards as well. A Rider’s job is to represent the brand, to sell product, to grow the pie, to blah, blah, blah… you get it. Well, if you aren’t reppin’ the brand through the creation of media and through your presence at events and at skateparks, you are not doing your job. On the other side, stop paying Riders for being cool. Pay them for working. We love the work! If you want to pay a legendary Rider after he has quit, think about how that “pension” is nice, but maybe should be paired with some health insurance for the active Riders risking their lives. And yes, this all costs money. But a bit more equal distribution of the pie that already exists, plus growing the pie all together will allow this to work. More on this hazy relationship in another piece.
4. What is up with distribution?!
This is a tough one. I have weighed in on this before[x] as have many others[xi], but we haven’t come to a consensus yet. That’s not because we aren’t smart enough, but rather because this problem is bigger than us and we aren’t working on it together. These issues are affecting the global market in general, but maybe we can be the innovators. After all, we are a small and responsive market. We can directly control much of what happens within the BMX market, so let’s use that power and take some action.
In the past, I have argued for supporting what I have seen as the backbone of the BMX Industry: local bike shops. Yet, I admit, I am unsure of what to do. With the advent of internet shopping and its inevitable creep into our Industry, everything is changing. Harry Main argued for direct sales. And others for the elimination of middle man distribution companies. With the seeming collapse of Dan’s Competition[xii] (though they pretend they are fine), it is apparent that even the most resilient bulk-ordering, price-bottoming, ruthless brands are struggling.
My suggestion here is a little bit less comprehensive, but I feel the need to share it nonetheless so that those more informed and with more power than myself think about it and work with the rest of the Industry—keeping the pie-growth-idea in mind—to come up with some solutions. We have to figure out how to sell products and where in that formula falls the Rider, the brands, mail-order companies, local bike shops, and online retailers. One thing I can say is that we need to grab this bull by the horns before it is lassoed by Amazon and eBay. Those retailers will give nothing back to BMX. Whatever the solution is, it needs to be our solution. Riders and those in the Industry come from all walks of life. Yet again, let’s harness our diverse experiences and our out-of-the box ideas to figure out how best our market should function for our benefit. This is a call to arms to those in power: get together, work together, do something together. Just do it before it is too late.
Conclusion
BMX is a complex culture. It spans age, gender, race, country, politics, and more. With such a rich font of resources and the endless passion and motivation found in BMXers, we should be able to confront and overcome any challenges we face. This series has focused on the changing nature of BMX, yet more accurately, it has been about the changing nature of all things, specifically the world-at-large, and about the complex and creative ways we are adapting to those changes within our special sub-culture. I am calling for proactively taking action in a unified and positive way. The energy and ideas are there, lets just aim them in the right direction. The direction of a big, bright, and badass future for BMX culture and all within it.
ENDNOTES:
[i]Rider-owed brands have defined much of BMX culture since the early 90’s but they often struggle to survive and face production challenges due to their size in a volatile and small market. Past and present examples include: 2Hip(www.2hip.com), FBM(www.fbmxbmx.com), Standard Byke Co. (www.standardbyke.com), Tree Bicycle Co. (www.treebicycleco.com), TerribleOne(www.terribleone.com), Solid(www.solidbmx.com), Deluxe(www.deluxebmx.com), S&M(www.sandmbikes.com), NoWear(www.nowearextremeriderapparel.com), Animal (www.animalbikes.com) and more.
[ii]Examples: BMX Plus! – Done - http://www.bmxnews.com/2015/09/bmx-plus-ceases-publication/, The Albion - Done - http://www.ridebmx.com/news/albion-bites-dust/, Props Visual - Ended issues and Road Fools series in 2011 – www.propsbmx.com, DigBMX - Ended print - http://blog.defgrip.net/2014/08/qa-will-smyth-discusses-digs-new-direction/.
[iii]Specialization and the Myth of the All-Around Rider, September 2016: http://www.imprimaturbmx.com/specialization-and-the-myth-of-the-all-around-rider-part-1.html
[iv]Specialization and the Myth of the All-Around Rider, September 2016: http://www.imprimaturbmx.com/specialization-and-the-myth-of-the-all-around-rider-part-1.html
[v]Written by a rider who has seen almost the entire history of BMX first hand. Brett Down’s Conspiracy Blog, August 25 2013: https://brettdownsconspiracy.wordpress.com/2013/08/25/asking-the-right-question/For more of his work, hosted on ImprimaturBMX, click here: http://www.imprimaturbmx.com/history-speaks-for-itself.html
[vi]Future topic, in the works: “What is BMX Sponsorship?”
[vii]www.theberrics.com
[viii]Now defunct, http://xgames.espn.com/xgames/action/bmx/article/6570296/brian-kachinsky-new-project-bakery-moves-bmx-forward
[ix]https://bmxunion.com/reviews/the-subrosa-street-rail/
[x]One of my earliest essays. A little raw and unrefined, but relevant to the topic at hand: http://www.imprimaturbmx.com/in-defense-of-bmx.html
[xi]In January of 2016 Harry Main posited a drastic approach to changing the direction of BMX sales and distribution that many, myself included, decried as selfish and short-sighted: https://www.vitalbmx.com/features/Harry-Main-Explains,5727. A few other responses: Kurt Hohberger at The Union: https://bmxunion.com/blog/bmx-shops-and-direct-to-consumer-war/#forward, Steve Crandall from FBM: http://www.fbmbmx.com/why-are-bike-shops-important/, Cleggy at RideUK: https://rideukbmx.com/news/harry-main-is-wrong-direct-sales-wont-change-bmx-for-the-better.html#kP8bcpbxRtWK0OoF.97.
[xii]http://www.ridebmx.com/news/dans-comp-drops-team-may-filing-bankruptcy/
The conflicts so many BMXers see as presently tearing apart BMX culture are ones mistakenly framed as being about the identity of BMX. Yet that is a mistaken interpretation. Identity is important and guides us, yet other factors are at play. BMX culture is made up of two elements, both important and necessary to its survival: The Riders and The Industry. They are often in conflict and need to be balanced—since our beginnings. But we have cast Industry as a changeable and removable identity (not an element) and thus are battling our very nature. The real battle is about how to balance the two as guided by our identity.
I then went on to state that our identity—our guiding moral principle—is contested, yet could be unified if summed up and agreed upon as on thing: diverse. I argued that if we can put aside differences and look for commonalities, we can work together to move BMX forward in a way that benefits all those involved, rather than one group over another.
My main point was that arguing about identity can be important in some ways, but often it was simply distracting from the more relevant argument: how we should use a shared and diverse identity to guide our Industry institutions into the future in a positive and constructive way that allows for all interpretations of BMX identity and ideology to thrive and exist.
I closed asking this question:
How can we use our identity, a shared and diverse one, to help guide us in balancing the twin elements of BMX culture in order to achieve stable and meaningful growth?
The answer, though in need of the explanation that will follow, is straightforward:
Those who are part of BMX culture need to understand the necessity of both elements of BMX and then consciously look to and plan for the future of the culture overall.
Simply put, we actually need to make plans.
Bungling through this world is proving poisonous to our culture. The lack of direction and chaos that defines much of BMX culture and politics, in the Industry and amongst Riders, has descended into jealous and selfish action as evidenced in almost every piece I have written as well as seen in the real world of messy sponsor changes, shady team managers, undercutting business practices, and spiteful discourses about each others’ styles and tricks.
But, in order to get to my suggestions for plans, I need to keep a promise I made in CIF #2 and give an explanation of why we need the second half of our culture: the Industry and its institutions.
Why We Need the Industry
From CIF #2:
Some would argue that without The Industry, they would “still ride no matter what.” And for the most part, I believe that; but let’s step back and think of The Industry in the larger sense. Let’s look past the recklessly thrown around idea of “the fat guys sitting behind the desks who never ride anymore.” Let’s look at what The Industry actually does for us:
Functions of BMX Industry
- Create products (bikes, parts, clothing, tools)
- Create/Propagate Media (videos, magazines, etc.)
- Fund Riders (paychecks, travel, entrance fees)
- Host Events (contests, jams, trade shows)
- Advocate (help build skateparks, expose BMX to the outside world)
- Maintain Cohesion (serve as guide for culture)
I know most people are not calling for the end of brands or institutions, yet the general attitude of “us versus them” (Riders versus Industry) pervades our culture and seeps into the actions we take. Those actions, based on a negative and misguided understanding of Industry, are detrimental to it and BMX as a whole. People talk the talk, and often end up walking the walk. We forget that many of the people behind the curtain are actual riders. People who care about bike riding and pedal down the street after they punch out. They are us.But, we cast them as the “other” and that makes it easier for us to demonize and mistreat them and the Industry they make up. Riders often expect deals or complete discounts on parts. They watch DVD’s ripped to YouTube or a disc. They spend their money on brands in BMX, but not actually part of BMX such as energy drinks, skateboard brands, and non-rider owned shoe companies. They opt to skip events rather than pay to be part of them. And they complain that they wouldn’t do these things if BMX were better, cooler, etc. Yet they make no effort to make BMX any of those things. They tear down those that do and if they do take action it is often times to create something exclusive and self-serving.
In general, they lament the lameness and high cost of supporting BMX Industry and by extension, our entire culture.
So, in reaction to those attitudes and actions, here are deeper explanations of all of the complex and—I believe—important things the BMX Industry does in its partnership with the Riders.
- Create Products – I am starting with the strongest and simplest argument: we need the manufacturing strength that the Industry has amassed. For many, cost and availability are a main concern. We cannot ride bikes if we don’t have them to buy. And we cannot ride bikes if we cannot afford to buy them. The ability of multiple brands to manufacture plentiful products (sometimes in bulk) creates a sufficient supply to satiate demand and keep price down (maybe even too low). We have (and have had) rider-owned and small-batch American made brands[I] in BMX for many years, but you could general classify them as more-expensive and often back-ordered. There is nothing wrong with that, but imagine if all brands were at that level or if we only had one or two of these. For those of us who could pay and wait, I guess it wouldn’t be a big deal, but for the majority of BMX Riders, this wouldn’t cut it. Our supply would be dangerously low. We need a robust manufacturing industry of both small and large brands to maintain an affordable supply of quality parts.
- Create/Propagate Media – Even with the advent of the internet, the free or cheap blog, and the iPhone putting a camera in everyone’s pocket, the creation of meaningful and quality media costs money. Without brands to invest thousands of dollars into plane tickets, rider budgets, camera equipment, videographers, and photographers, long-play videos and substantive content would not exist in a significant fashion. Look back to the beginning of BMX when videos were either “lame” or just looked terrible; homemade and DIY for sure, yet limited in many ways. Now look at how they have progressed into epic and amazing pieces of art. Yet, look again at how hard it is for those amazing pieces to continue being created as people are unwilling to pay for their production. Media brands have shrunk, faltered, or failed.[ii] The companies that make this media need capital to make things happen and that comes from the Riders financial support. In addition, magazines, chocked full of cultural goodies, especially photographs are nearly dead. Without a publisher to back a magazine, photographers/journalists cannot travel, cannot document, cannot share, and cannot help propagate our culture so it can grow. Just because it wasn’t shared in the media, doesn’t mean it didn’t happen, but it does mean that a vast majority of BMXers around the world didn’t get to experience it through photos or videos and thus didn’t learn from it and connect to it. The Industry institutions are vital to high-quality and meaningful media as they have the infrastructure to build or capture it and then share it. Without them, we would be connecting to BMXers outside of our friend circles only via 1-minute-long 2x2inch square blurbs or selfie-laden click-baiting raw footage vlogs.
- Fund Riders – Some people ride for nothing. And that is everything. And that is admirable. Yet, for those who wish to push themselves and BMX as a whole they often need money. Money to travel with to ride the best spots. Money to pay their bills so they have time to ride and progress daily. Money to pay a filmer. Money to get to a contest. Money to pay for their doctor’s bills. With no brands and no Industry to speak of, the rug would be pulled out from so many amazing Riders. The rate of progress in BMX has skyrocketed in the last 5-10 years, and I believe one reason is the ability of the top rider to focus on BMX as their only task (as they are paid to do so) and thus push themselves so much further. (See my piece Specialization and the Myth of the All-Around rider for an exhaustive discussion of this.[iii]) The only other place money would come from is outside sponsors and that raises the issue of: what would they expect from us if they knew we were beholden to them, and them alone?
- Host Events – More often than not, Riders put on events. However, almost all events, even if run by Rider, are heavily subsidized and supported by the Industry. Events require money and resources. They require infrastructure and supplies. And they often do best when promoted across our culture to as many people as possible. Brands and media companies have the power to do that and the funds to support these events. In addition, they have the connections and clout to bring in support from outside places, yet on our own terms (terms better for BMX).
- Advocate – BMX is in many ways an underground culture. Half or more of what we do is illegal and thus faces challenges integrating with mainstream culture. BMX may be its own culture, but is part of a larger society and as such, does intersect with the “real word.” That intersection has proven thorny—think of getting tickets for brakeless bikes or no-bikes-allowed-skateparks. Our media, our brands, and our leaders act as spokesmen for us. They present us to the world. They answer the questions outsiders have about us and they allow people to see us as more than just crazy-stuntmen jumping off of shit. Like it or not, they give us legitimacy in a world where having things seems productive, and making money legitimizes you. And though some people are okay rebelling and living in the shadows, a large portion of BMXers would probably prefer not to be discriminated against, treated as immature punks, or disparaged by society en-masse. A mature and organized Industry can help alleviate those pains and again, do so on ourterms.
- Maintain Cohesion – A culture cannot exist in the mind of one person. It thrives in society, where humans interact, share, grow, build, etc. BMX is constantly evolving and strengthening and much of that is thanks to the power of our institutions to bind us together. Across cities, states, countries, and oceans, we share and grow together. We do so because Industry helps do all of the things listed above. They help us organize and connect. And when we do those things, everything that is BMX happens: tricks, friendships, events, art, progression, etc. Though each rider can do as they please (this is freestyle!), the institutions of Industry help solidify our common bonds so we can identify and work with each other.
A Little More on Identity
If we can’t generally agree that we need the Industry and its institutions, then you may as well stop reading. But, assuming you see that we do need the Industry, let’s review how identity within BMX culture is diverse and should be used to shape and guide the Industry.
We may all think we have different identities in BMX, and we do to a certain extent, but the reality is, we have one strong identity flowing through all of us, from the beginning till now, that can connect all different conceptions of identities and help us move forward. I call it the freestyle identity.
To quote myself in Specialization and The Myth of the All-Around Rider[iv]:
The spirit of BMX is what really matters in the end. It is what has allowed us to survive the changing world around us as well as the forces of modern society that pressure many of us to move away from BMX. Nowhere in the definition of BMX…does it say what you can or cannot ride. Nowhere does it say what BMX really is and, therefore, no where does it say what BMX is not. Freestyle BMX is free. It is free to be shaped by all those that are a part of it. In the end, I would think that the spirit of BMX we all love so much would remind us that with no rules and a strong spirit, we must accept that BMX is what everyone makes it for themselves.
BMX is an all-inclusive ideology—a freestyle lifestyle—one where we can all agree to be open-minded, understanding, supportive, and positive. If we can agree that the freestyle identity is the core of our beliefs, we can work together to better BMX as opposed to fighting each other and wasting time and energy.
Plans
The point of much of my writing, besides recording our history and culture for posterity, is to offer suggestions in order to help move BMX forward. Here I write to ignite action. And I think it is important that we recognize that we need to stand up and steer the ship in these tumultuous times.
These are just my starting points for bigger discussions. There are certainly many more. In addition, I do not pretend to have all of the answers, or even that many correct answers. Remember—as I try to every day—BMX is bigger than you or I and thus it needs more than just a few voices driving it.
Below are some thoughts on a few major topics regarding the changing state of BMX which I believe need to be discussed and analyzed in order to help us plot our course into the future.
1. Grow the pie instead of slicing it into smaller pieces.
What happens when every kid has a lifetime-warrantied, sub-five pound, indestructible frame under him? Do we hope that new paint styles and strange shaped gussets pull them into buying another few-hundred-dollar piece of metal that they don’t need and can’t afford?
BMX as a whole, needs to look past itself. We have hit a critical mass where we are too big to turn back to DIY underground and limited production, but too small to support the brands, institutions, and happenings in our culture. On one hand, this is freestyle—do your own thing—but on the other hand, do we really need another small parts company with pre-made Taiwanese parts with a different logo on them? If our Industry is going to survive, it must do so intelligently. As mentioned above, growth in the Industry can be a good thing. More influx of cash can allow for Riders to travel, ride, and progress more and for media companies and brands to create more media and hold more events. This sounds like something we want—or need—to support the semi-large market and dense Industry that we already have. And this should not be a surprise. Lots of people have asked: How we can keep the BMX market from collapsing? Why is no one buying things? How can we survive in this new global marketplace? Brett Downs, in an insightful piece discussing the challenges of surviving in the BMX Industry, summed it up nicely: “I realized that everyone is asking the wrong question[s]. The right question is: What can we do to get kids back on bikes?”[v]
Simply put, BMX needs more customers to support it. We need more bike riders. It’s that, or more brands go out of business, more paychecks get cut, and we painfully head back to where we came from. And though to some this is seen as an acceptable shrinking back to some bygone idealized hey-day, cleansing BMX of its “lameness,” I disagree and think that we can maintain our freestyle roots as well as grow if we remember that BMX can include everyone. It is here that our shared freestyle identity needs to step up. Sure, lately our growing is causing some pain (vlogs anyone?). And, yes, we should call out lame stuff and push for the things we value. But that doesn’t mean we can’t grow. If we just took the time to reach out to new Riders and show them the ropes from the beginning, every 15-year-old would not be asking how to get sponsored and then starting a vlog. Instead, they would already know “what’s up,” because we already raised them right.[vi]
We can and should take action to grow BMX in our own image. And though kids find out about BMX in various ways, we know the ropes, and can show newcomers how to climb. Though some parts of becoming a rider are best left as adventures, imagine what you would tell your 14-year-old self if you could go back in time: “Don’t drill holes in your frame for weight savings. Don’t send a sponsor-me VHS tape to every brand. Pro’s are just people on bikes like everyone else. Make sure to take lots of pictures and save everything.” The list goes on.
Proactively bringing people into BMX can be awesome in many different ways. So how do we do it? The suggestions below deserve much more attention, but for the sake of this piece staying a manageable length, I'll make my descriptions short and simple.
- Support local skateparks and bike shops– Simply put, these institutions provide more services than you know. Help them continue to do so by paying to get in to the park, buying your bike parts in their shops, and repping and promoting them to other Riders.
- Be positive ambassadors of our culture– You don’t have to talk to every kid, but make BMX a welcoming community. Be friendly to everyone and be supportive of all types and styles of Riders. Talk to someone at the skatepark, meet the parents of the kids at the bike shop, be respectful when kicked out of spots, and keep in mind who the audience of your internet media is (the whole world!).
- Take local kids under your wing– Help nurture young Riders by showing them the ropes. Show them the etiquette, tell them what makes a good bike rider aside from doing tricks, and help raise a generation of cool kids who will stick with BMX.
- Hold and support jams– Make BMX more than just about you. Share the experiences we value by going to jams and events and paying the admission. If you can, run your own events. We are a DIY culture, so ask one of your supportive friends to help you make something a reality.
The goal of these actions is not only to reach out to newRiders, but alsoto maintain those who already ride. One of the saddest parts of BMX culture is how so many that step into it, leave too early and often forever.
2. Innovate, don’t reinvent.
Closely tied to number 1, here I call for us to think beyond our immediate need to sell a new-fangled doo-hickey, and try to add to BMX culture, instead of watering it down. The Riders are out there doing stuff every day, so let’s look at what they need, what they are into, and work from there. We shouldn’t be telling the Riders what they need. We are not mainstream consumers in this way. If you don’t think what you are selling (products, ideas, events, etc.) will better BMX, then don’t do it. Our identity is closely tied to authenticity (see CIF #2) and if you do something for the bettering of BMX culture, people will see that and will buy into it. People will support it. And that feedback loop will grow us. More people will be stoked, more people will do cool stuff, and more stuff will bring more people into BMX (the kind of people who will “get it” because they will have already been taught correctly from the get-go).
I won’t name any names as negative examples, but, when it comes to frames for example, why add weird waves and gussets and why start changing tube sizes? Don’t we think that frames are pretty damn perfect at this point? We have done all of this before and we have come back to a pretty standard and amazing understanding of how a BMX bike can work well, be affordable, and look good. Why mess with a good thing? For the sake of art? Sure. But to sell kids on some new made-up statistic and bullshit pseudo-science product testing; no way.
Let’s turn to positive examples. From skateboarding, The Berrics[vii] seems like a pretty amazing idea: an elite park dedicated to producing amazing skateboarding and high quality media amongst other things. And there is no doubt that the The Bakery[viii], Brian Kachinsky’s Chicago-based private park was modeled on that idea. Though it folded due to the high costs associated with running such a facility, it was an amazing place that produced incredible riding, awesome events, and more. It took hard work, money, and support, but those are all things that we in the BMX culture can provide if we step up to the challenge. The Bakery was an innovative idea in BMX and it only gave back, as opposed to sucking money and resources out. And what about the Subrosa rail?[ix] Many of us have bought a pre-fab something or other at some point in our lives. And young kids getting into BMX will certainly continue buying such products. Instead of that money leaving BMX to some playground equipment retailer, Subrosa did the research, made the investment, and created the best pre-fab flat rail on the market. Every one that is sold supports a BMX brand, and by default, a BMX rider. “And apparel?” you say. Look at SCG Shoes. A real bike rider owns a shoe company. Yet we support Nike—a brand rumored to be pulling entirely out of BMX any day now. The shoes we bought helped a few Riders for a few years, but now what? Those Riders will be on their asses. Nike saw the writing on the wall (ha!) and jumped ship, leaving us hanging. Is BMX better because of Nike? Maybe a little, but now we are faced with supporting shoe brands who do not support us in any way; sending money out ofBMX. Don’t like SCG shoes or the clothes in our Industry, well start your own damn company. The “freestyle” identity was born in these conditions. Let’s nurture it again, but with purposeful direction in this evolving and crowded market. Yes, do you own thing, but do it for BMX as a whole.
Just like the pie, we can grow, be awesome, and be more in line with our own identities if the Riders and Industry work together to make cool stuff that we need and want and stuff that will bring money and Riders into our culture.
3. Make our relationship “Facebook Official”
BMX has gone through a lot of changes in the last 30 years and as such, there are some areas that have become messy and complicated. Those confusions, such as the one regarding the relationship between Riders and Industry (CIF #2), often end up harming our culture. Another confusion that we need to address in order to help BMX move forward—one that is bigger than I am able to or allowed to define—is what makes a rider “professional?” And “am.” Or is it flow? Or hooked up? I’m not sure anymore. Not only do we need to remember that we are two elements, but also, that we are complex enough to have various classes. We sure aren’t afraid to attempt to separate ourselves by classes and label ourselves “professional athletes” on our Instagram profiles, so why don’t we do it uniformly? One reason we will have trouble raising new, informed, and committed BMX Riders is because we don’t understand how the relationship between Riders and Industry in regards to sponsorships works. And sadly that means that Riders are often taken advantage of (maliciously and/or accidentally) and a culture of secrecy and even greed has developed. One way we can define “professional” is to make clear the expectations on both sides. Make it clear and apparent for all to see. Update that status! Transparent pay scales and contracts may seem overly idealistic, but if we want to stay true to our anti-corporate roots, let’s be the exception. Let’s pay our Riders fair wages based on merit. Bigger Riders get more money and lesser known Riders understand what it takes to make more money. The entire community should know what is expected of the Rider and the Industry. Instead of sponsor-hopping and back-room deals, lets put our money where our mouths are and have some transparency. With clear expectations and relationships Riders can work harder (or not) and brands can expect more (or less). We can stop wastefully allocating resources by paying one rider $100,000 a year and another $6,000 for riding that is only fractionally less amazing and for work that is only a tiny bit less impactful. Let’s be clear why we are paying Riders and what we expect. And Riders, let’s be clear what we deserve (like fucking health insurance). All of this secrecy and confusion only contributes to the sad state of affairs that takes advantage of the fact that we all “would do this shit anyway, even if we weren’t getting paid.” Just because we love it, doesn’t mean we shouldn’t get paid for risking our lives to help a brand sell some parts. And just because people in the industry expend their life energies and savings because they are passionate and committed, doesn’t mean we should let them sink because they are willing to. Yet, we all stab each other in the back when we tell a sponsor, “Yeah, its cool. I know you fired him cuz he wanted more cash, but I’ll do it for parts and some t-shirts.” Have some damn standards. But then expect that the Industry will have standards as well. A Rider’s job is to represent the brand, to sell product, to grow the pie, to blah, blah, blah… you get it. Well, if you aren’t reppin’ the brand through the creation of media and through your presence at events and at skateparks, you are not doing your job. On the other side, stop paying Riders for being cool. Pay them for working. We love the work! If you want to pay a legendary Rider after he has quit, think about how that “pension” is nice, but maybe should be paired with some health insurance for the active Riders risking their lives. And yes, this all costs money. But a bit more equal distribution of the pie that already exists, plus growing the pie all together will allow this to work. More on this hazy relationship in another piece.
4. What is up with distribution?!
This is a tough one. I have weighed in on this before[x] as have many others[xi], but we haven’t come to a consensus yet. That’s not because we aren’t smart enough, but rather because this problem is bigger than us and we aren’t working on it together. These issues are affecting the global market in general, but maybe we can be the innovators. After all, we are a small and responsive market. We can directly control much of what happens within the BMX market, so let’s use that power and take some action.
In the past, I have argued for supporting what I have seen as the backbone of the BMX Industry: local bike shops. Yet, I admit, I am unsure of what to do. With the advent of internet shopping and its inevitable creep into our Industry, everything is changing. Harry Main argued for direct sales. And others for the elimination of middle man distribution companies. With the seeming collapse of Dan’s Competition[xii] (though they pretend they are fine), it is apparent that even the most resilient bulk-ordering, price-bottoming, ruthless brands are struggling.
My suggestion here is a little bit less comprehensive, but I feel the need to share it nonetheless so that those more informed and with more power than myself think about it and work with the rest of the Industry—keeping the pie-growth-idea in mind—to come up with some solutions. We have to figure out how to sell products and where in that formula falls the Rider, the brands, mail-order companies, local bike shops, and online retailers. One thing I can say is that we need to grab this bull by the horns before it is lassoed by Amazon and eBay. Those retailers will give nothing back to BMX. Whatever the solution is, it needs to be our solution. Riders and those in the Industry come from all walks of life. Yet again, let’s harness our diverse experiences and our out-of-the box ideas to figure out how best our market should function for our benefit. This is a call to arms to those in power: get together, work together, do something together. Just do it before it is too late.
Conclusion
BMX is a complex culture. It spans age, gender, race, country, politics, and more. With such a rich font of resources and the endless passion and motivation found in BMXers, we should be able to confront and overcome any challenges we face. This series has focused on the changing nature of BMX, yet more accurately, it has been about the changing nature of all things, specifically the world-at-large, and about the complex and creative ways we are adapting to those changes within our special sub-culture. I am calling for proactively taking action in a unified and positive way. The energy and ideas are there, lets just aim them in the right direction. The direction of a big, bright, and badass future for BMX culture and all within it.
ENDNOTES:
[i]Rider-owed brands have defined much of BMX culture since the early 90’s but they often struggle to survive and face production challenges due to their size in a volatile and small market. Past and present examples include: 2Hip(www.2hip.com), FBM(www.fbmxbmx.com), Standard Byke Co. (www.standardbyke.com), Tree Bicycle Co. (www.treebicycleco.com), TerribleOne(www.terribleone.com), Solid(www.solidbmx.com), Deluxe(www.deluxebmx.com), S&M(www.sandmbikes.com), NoWear(www.nowearextremeriderapparel.com), Animal (www.animalbikes.com) and more.
[ii]Examples: BMX Plus! – Done - http://www.bmxnews.com/2015/09/bmx-plus-ceases-publication/, The Albion - Done - http://www.ridebmx.com/news/albion-bites-dust/, Props Visual - Ended issues and Road Fools series in 2011 – www.propsbmx.com, DigBMX - Ended print - http://blog.defgrip.net/2014/08/qa-will-smyth-discusses-digs-new-direction/.
[iii]Specialization and the Myth of the All-Around Rider, September 2016: http://www.imprimaturbmx.com/specialization-and-the-myth-of-the-all-around-rider-part-1.html
[iv]Specialization and the Myth of the All-Around Rider, September 2016: http://www.imprimaturbmx.com/specialization-and-the-myth-of-the-all-around-rider-part-1.html
[v]Written by a rider who has seen almost the entire history of BMX first hand. Brett Down’s Conspiracy Blog, August 25 2013: https://brettdownsconspiracy.wordpress.com/2013/08/25/asking-the-right-question/For more of his work, hosted on ImprimaturBMX, click here: http://www.imprimaturbmx.com/history-speaks-for-itself.html
[vi]Future topic, in the works: “What is BMX Sponsorship?”
[vii]www.theberrics.com
[viii]Now defunct, http://xgames.espn.com/xgames/action/bmx/article/6570296/brian-kachinsky-new-project-bakery-moves-bmx-forward
[ix]https://bmxunion.com/reviews/the-subrosa-street-rail/
[x]One of my earliest essays. A little raw and unrefined, but relevant to the topic at hand: http://www.imprimaturbmx.com/in-defense-of-bmx.html
[xi]In January of 2016 Harry Main posited a drastic approach to changing the direction of BMX sales and distribution that many, myself included, decried as selfish and short-sighted: https://www.vitalbmx.com/features/Harry-Main-Explains,5727. A few other responses: Kurt Hohberger at The Union: https://bmxunion.com/blog/bmx-shops-and-direct-to-consumer-war/#forward, Steve Crandall from FBM: http://www.fbmbmx.com/why-are-bike-shops-important/, Cleggy at RideUK: https://rideukbmx.com/news/harry-main-is-wrong-direct-sales-wont-change-bmx-for-the-better.html#kP8bcpbxRtWK0OoF.97.
[xii]http://www.ridebmx.com/news/dans-comp-drops-team-may-filing-bankruptcy/
Responses
Rich - 11/26/2018
In regard to 006: Culture in Flux, I think you've done a great job of outlining some potential paths for BMX to develop a richer cultural foundation. My only real point of differentiation is that when I was a kid BMX was drastically cornier and riders made much more money, not sure if one was the result of the other but it seems like accepting that you need to do corny shit to grow sales leads to that shitty 80's industry model at its logical conclusion. If how-to's or vlogs or imo bike checks are considered cringe-worthy by people in our positions in the industry (decision makers), why can't we sit down together and agree to not touch them, or to make them better? I've tried to have this type of talk with people from other brands before but it seems like the level of competitiveness doesn't allow for this. With that said, it seems to me that same competitiveness may be the thing holding us back the most. Thanks for taking the time to write this and build a cool platform.
In regard to 006: Culture in Flux, I think you've done a great job of outlining some potential paths for BMX to develop a richer cultural foundation. My only real point of differentiation is that when I was a kid BMX was drastically cornier and riders made much more money, not sure if one was the result of the other but it seems like accepting that you need to do corny shit to grow sales leads to that shitty 80's industry model at its logical conclusion. If how-to's or vlogs or imo bike checks are considered cringe-worthy by people in our positions in the industry (decision makers), why can't we sit down together and agree to not touch them, or to make them better? I've tried to have this type of talk with people from other brands before but it seems like the level of competitiveness doesn't allow for this. With that said, it seems to me that same competitiveness may be the thing holding us back the most. Thanks for taking the time to write this and build a cool platform.