July 8, 2025 • 58 mins
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome back to another edition of Be Forever Cool podcast.
My name is Rex 45. We got the real Luis Ortega in
the building. Welcome to the show, man.
How you doing? I I still see sunlight in the
background, so I don't think you're on the East Coast.
How are things, man? Things are good.
Things are good. No, I'm, I'm reporting in from
the West Coast this week. I'm out here for some work and
(00:23):
then I'm heading up to Laguna Seca for the Moto Macro round
this weekend up at Laguna Seca. So it should be a good weekend.
See how racers do at the track. I haven't actually been to
Laguna Seca in several years. So it's been my my first trip up
there. Actually, it's been a pretty
long time since I actually made a in person visit to Laguna
(00:45):
Seca. So it it'll be interesting
because I haven't been up to Monterey in in a in a long time.
I think the last time I went there, I think it was the last
time world super bike race there.
Oh wow. Wow, so.
It's been like 7 years. Yeah.
Is it a little bit of nostalgia for you going back or you
sitting here like I can't wait to get back on my flight?
(01:07):
You know, and I actually, it's alittle bit of nostalgia because
I mean, I've seen, I've been to Laguna Steak a lot of times
throughout the years. And every time I go there, like
I remember all the racers and riders and races that I've
attended there. And, you know, I remember
watching, you know, Nikki Haydenriding there years ago and you
know, Nikki Hayden is, is one ofmy all time favorites.
(01:28):
I mean, obviously he's an American, but even on my race
bike, I was raced the number 69.So, you know, and, and, you
know, in my youth, you know, I looked at, I looked at Nikki
Hayden as like, you know, one ofthe best riders we had in the
US. And then he went over to Moto GP
and and found a long career in Moto GP as a last American to
(01:51):
have a really long career. I know Ben Spies went after him,
but, you know, I don't think Ben's fees reached the levels of
success that Mickey Hayden reached to this.
To this. Yeah.
To this day, like, you know, people still speak about Nikki
Hayden, it seems. Like also Nikki stayed in Moto
GP longer than Ben's fees. Yeah, yeah.
(02:11):
I mean, he stayed in GP longer. He had a longer career.
He he he had more of a cultural impact.
You know, unfortunately, Ben Spies, his time was cut short in
Moto GP due to injury, not due to himself.
I mean, the elbows has is an amazing talent.
I mean, after Nicky Hayden, he was the next big guy that I
followed in the US And you know,I loved his riding styles, his
(02:35):
aggressive elbows out, you know,riding styles and one of the
first guys to really like, you know, scrape elbows on the track
and so forth. So he had a whole different
style than Nicky Hayden. Yeah, yeah.
Yeah, but but as far as like world relevancy, I think Nikki
Hayden just made more of a global impact than any other
(02:55):
American rider since nobody elsehas done that.
I mean, Colin Edwards was close,but you know, Colin Edwards
never won on the GP level. He, you know, he did really
well, but he never got that top podium.
Yeah, and, and I think, you know, Nikki Hayden like came
along at the right time like that, you know, MTV era, you
(03:17):
know, action sports and and and stuff like that.
And and, you know, motorcycle racing was huge in in the US as
far as eyes on watching and stuff like that.
And, you know, it, it like he, he, he just had so many to me,
iconic moments in Moto GP that just, you know, like a lot of
(03:37):
riders, you know, it, it, it's, it's the equivalent of, you
know, maybe somebody may not know who's certain Hispanic
football stars and stuff like that.
It's like they're people that may not ride motorcycles, but
they know who Nikki Hayden is, you know what I mean?
And he, you know, he's the closest thing to like Michael
(03:57):
Jordan of motorcycle racing in the US in a sense, because, you
know, I mean, he has a statue when he won the, the title, his
dad on a bike, the flag, you know what I mean?
It's it's, it's iconic. Yeah, no, it's, it's one of
those things that's burned in the the tapestry of Moto GP.
(04:19):
You know, we haven't had an American rider win a
championship since. And before Nikki Haidan, we
hadn't had an American rider wina championship for almost 2
decades. And and so he's he's our only
barometer of success. And, and he's a great ambassador
to the sport. You know, he's he's, you know, a
(04:40):
guy from, you know, humble, somewhat humble beginnings from
a racing family came up, you know, as a dirt track racer.
His family still runs a dirt track racing Academy in his
hometown in Owensboro, KY. They still have a lot of riders
that come from that area that can kind of, you know, say
thanks to the Hayden family for getting them on the map.
(05:01):
You know, guys like Jake Lewis, a few other guys, dirt track
guys like Dallas Daniels, flat track guys like Dallas Daniels
and like a lot of these guys allreally owe a lot to the Hayden
family and to what, you know, Nikki kind of presented.
And you know, it's an unfortunate loss that we lost
Nikki Hayden at such a young agein in the weirdest way that
(05:22):
could possibly happen. I was actually in Italy when the
accident happened and, and we were supposed to meet Nikki
Hayden that weekend while we were in Italy.
Like he was kind of do a little Q&A for us at the time.
And then while we were at have the offices in a meeting,
somebody came in and say, hey, we just got a report.
(05:44):
You know, Nikki Hayden was involved in a bicycle accident
of all things. And yeah, it really was.
It was really a a huge loss. I think we lost a lot of
superstars in a very short period of time between Nikki
Hayden and Marco Simicelli. These guys would just, you know,
these guys would light up the room.
And it's sad, you know, Sad dude.
(06:06):
Yeah, you know, you, you. I was thinking of some of the
other guys in Moto 3 and Moto 2 as well.
Yeah, Louis Salaam, you know, I mean, we've, we've definitely
lost a a a lot of great talent, a lot of young riders with huge
futures ahead of them. Like, I think we just celebrated
the 10 year anniversary of LouisSalam.
(06:28):
Yeah. And, and Can you believe that?
Yeah. And that was like, dude, I can't
believe one. I can't believe 10 years has
gone by so fast. And, and to this day, I still
can't believe like, you know, Louis Salam is gone, man.
Like he was such a great talent.He just, you know, another guy
that lit up the room. Have you ever like spoke with
(06:49):
him or have you ever seen him get a mic put in his face?
Like the dude love to like have fun and talk and just one of
those guys and do. You give do you give Maverick
points for having a tattoo on his arm?
You know what, man, I give, I give him and a couple of the
other Spanish guys a lot of lovebecause every year on Luis
(07:10):
Salon's birthday, everybody shouts him out.
Every year on the weekend that we lost Louis Salaam, like they
remind him every time they go tothat track, they always do like
a little bit of a remembrance for Louis Salaam.
Like he, you know, in the short time he was with us and in the
short time he was in the paddock, he just made so many
friends, you know, and not too many riders make a lot of
(07:32):
friends. Like, you know, most riders make
a lot of enemies, Right? Right.
For sure. Talk about a couple.
For sure. There's there's more than a few
that you know when the cameras are off, somebody wants to punch
him in the face. Yeah, for sure.
Yeah, no, it's crazy how that accident happened to go back to
Nikki Hayden and stuff like that.
(07:53):
And you know what he's done for,for motorcycle racing in the US
and globally, because like I said, he's, you know, like I, I,
I, I, like, I got, I, I watched the race after he had already
won and stuff like that. I started following Moto GP in
2015. So before, I mean, I went back
and watched the 500CC races, allthe stuff they had on motogp.com
(08:15):
and stuff like that. But like he, he was an icon
that, you know, you know, and, and just, and, and you know, he,
he was the Kentucky kid. So it's not like he was from New
York City or somewhere Flash, you know, I'm not saying
Kentucky's not flashy, but you know, you know, he wasn't a city
kid And, and he's embraced that.And it seems like globally like
(08:36):
everyone embraced that wherever he was racing at in the world.
Yeah, no, they look, you know, again, globally at the time, the
way they looked at him and as anAmerican is like, oh, this is
like, you know, a country, you know, apple pie American guy.
And that's what he was. He was like, you know, if you
had to like in the dictionary, if they had a picture of like,
(08:58):
hey, show me a picture of an apple pie American guy, like
it'd probably be Nikki Haid. And they're like waving like
that's an apple pie American guy.
So. And here and from.
What I could tell, he embraced it.
You know, there's, there's some people and especially like I, I
now, you know, we'll talk until,you know, now, you know, media
and how the writers carry their business is different than the
(09:19):
back then. You could have been a hole back
then and it was OK, But he wasn't he, he seemed like he
just embraced everyone and, and everybody just like, like enjoy
being around him and stuff like that.
I mean, Rossi and all these guysthat you wouldn't think maybe I
want to, you know, be good friends.
He was good friends with like the best of them.
Yeah, I again that I think a little bit has to do with him
(09:40):
and a little bit has to do with the time that he came into GP.
You know, we don't have the success we have as Americans in
GP anymore because the transition from a super bike to
a Moto GP bike now, you know, it's, it's a chasm.
It used to be like there is a possibility to jump from super
bike to Moto GP. There's a chance to world jump
(10:01):
from world super bike to Moto GP.
Now the path has completely changed and Nikki Hainan was one
of the last guys to be able to do that direct path to Moto GP
from a super bike and not have to make that step in World Super
Bike. Like he actually went from the
US straight to the top racing class and went racing.
And if you think about it, everybody else before him and
(10:24):
nobody had done that in a long, long time.
You know, everybody else went went the path of either BSB or
World Super Bike and then to Moto GP and like Nikki Hayden
just, you know, just a lot of the things that he did.
And then when he got to the paddock, he ingratiated himself
to everybody because he didn't show up with a lot of ego
because, yeah, he was a championhere in the US, but he was like,
(10:46):
you know, now I'm with the greatest writers in the world.
I have to enjoy this moment. I have to sit back and like,
take a deep breath, take all this in and understand like,
hey, man, I'm on the track with Danny Pedrosa.
I'm on the track with Valentino Rossi.
And like these, these huge namesat the time, it was Markham
Alandry, it was Tony Elias. It was, I mean, it was a
(11:07):
killer's. It was a killer's alley of, of
racers back then. It was a murderer's role.
Like this dude had to like run the Gaul.
And when he got there and he he killed him with kindness, man.
He was like, no man, we we, we can't hate this dude.
He's too fucking nice. Say something dumb like so we
can hate you a little bit. But no man, he just was like
what about his business? Always shaking the always
(11:29):
shaking fans hands, always taking pictures, signing
autographs, like doing all thosethings.
And he deadly ingratiated himself to Valenciano Rossi
because after being there for a while, I mean, he beat Rossi for
one of the titles that Rossi thought he had, you know, locked
in. And then Rossi lost it to him.
(11:49):
And in another scenario, Rossi would have been like, I'm never
talking to this guy again. And instead he's like, Hey, how
about you come ride with me? I'm going to get you a a suit
deal with Dianeze. Then he he left the team he was
on because, you know, Rossi was like, hey, if you're going to
ride with me, you got to be in the same suit that I'm in.
I don't care about the helmet, but you got to be in the same
(12:10):
suit that I'm in. And he was like, all right,
cool. And then all of a sudden like
open up all these new opportunities for him and
everything else. So it's, it's, it's a, it's a
really interesting story that hehas.
Man, I hope that at some point, the same way they're doing
documentaries about Marquez and Rossi and Giacomo Augustini and
all these guys, I really would hope someday somebody does a
(12:31):
really good documentary on like the Kentucky Kid.
Yeah, I, I, I hope so as well because that would be a dope.
Because, you know, like being inthe the racing community, we get
to hear stories from different people and you can kind of piece
it together and stuff like that.But for folks that don't get
(12:52):
that opportunity like to be ableto see something like this and
we, we need more after F, not even after F1, even after that
other motorcycle movie came out last year.
We need more motorcycle movies in general, but definitely
that's one that should be made about, about Nikki Hayden.
And, and you know, we can, you know, some of these other
writers are, you know, in the 500CC days too, 'cause you know
(13:15):
that that that flag was, was, was shining bright for a while.
Yeah, I mean, you know, they back in the day, Moto GP used to
make these like, like seasonal kind of event movies.
Like they have the the Kentucky Kid, the Tornado and something
else. And they haven't done that in a
(13:36):
long time. And I'm really hoping that now
that this new company owns Moto GP, Liberty Media, I hope
Liberty Media does similar to what they've done with F1, is
try to engage fans by using documentary style filmmaking to
kind of to kind of ingratiate new fans into what is Moto GP.
(13:58):
Because if you don't watch Moto GP, you're not going to wake up
1 morning at 4:00 AM and be like, hey, let me turn on Moto
GP. Like you kind of have to like
build a fan base and to build a fan base like what they did with
Formula One, Like they did that show, they put it on on TV and
all of a sudden that show becamelike the biggest streaming show
that that was airing at the time.
(14:20):
And now look at Formula One. I mean, it was already huge, but
now it's grown exponentially in other parts of the world and
even in the USI think it's grownmore in the US than anywhere
else because we didn't really pay a ton of attention to
Formula One in the US as a market.
Now it's like, dude, we've got three races in the US for
Formula One. Well, yeah, if, if I, you know,
if I just to finish on the Formula One section, I think
(14:43):
over 500,000 1000 people went toSilverstone this past weekend
F1. That's crazy.
Like what? That's crazy, man.
We. Were just talking about 200 and
something ass and thinking like yo they blown it out the park
and it's just like it's a rainy day in Silverstone and it's over
5 people coming out. There's 500,000 umbrellas out
(15:05):
there enjoying the time man and and Formula One tickets aren't
cheaper than Moto GP tickets. They're more money and they're
still packing in the fans. So again, I think, you know, I
think yesterday was the day thatofficially Liberty Media now
owns 86% of Dorna Moto Gpi. Think it was this past week
(15:29):
where it like became official, where it passed the last
government's. Oh, got you, got you.
OK, so I heard something about that and, and because I know it
it, I thought it went in 80% last year, the end of the last
season, but maybe just passed a area or one of the steps.
Because when I heard it the other day sound like they owned
(15:50):
100% of it. Not necessarily the 80% when
they reported it, but it could just be the media reporting it
in a way that made it seem like they owned the whole thing.
Because I was just like, oh OK, they got rid of the other 20% or
whatever. Yeah, whatever it is.
Like they are now officially themajority stakeholder in Moto GP
and everything that falls under the Dorna umbrella, which is
(16:11):
great because even though they've been actively working
with Dorna, like now they can kind of direct Dorna.
Now there's like, you know, we're, we're not a majority
owner anymore. We're the majority owner and
we're going to we're you know, we've already started to lay the
groundwork of what we want and now we're just going to keep
blaming this groundwork. So I, I look forward to see what
they're going to do because it'sgood to change sometimes the,
(16:34):
the blood within a company, because blood can get stale,
like ideas can get stale. People can get very set in their
ways and not look at new opportunities and and Liberty
Media is looking at new opportunities.
You know, hey, the United Stateshas a lot of money.
Why aren't we doing more in the United States?
You know, why aren't we doing here?
Like there's a lot of expendable.
(16:55):
Why aren't we going to more places in South America?
Oh, well, economically, some of these countries don't spend as
much money. That's all right.
There's also winning by losing and there's losing by winning.
We might lose some money, but wegain a massive amount of fans.
Right, right. I agree.
So I agree and changing, changing like, you know, looking
at Carmelo, I think is his name,right?
(17:16):
Carmelo that you know, yeah, he's up there.
He was longing a tooth. You know what I mean I mean.
I don't know how how often he's checking his Twitter page, you
know, a blue sky page. He he was longing the tooth when
he was longing the tooth. Man, I don't even know how to do
this. Now, so, you know, no disrespect
(17:36):
to him in the sense, but like, you're right, I mean the
attention span where we are for,you know, yeah, listen, man,
I'm, I'm, I'm playing a video game in in one, one monitor.
I'm I'm listening to something or watching something.
I'm listening to separate thingsat once.
So like, you know, the the focusof just focusing on one thing
alone is, is that doesn't happenanymore.
People doing like 5 to 10 different things at once
(17:58):
sometimes. And you know, like Formula One
and I think get, get that and, and the way we're seeing stuff,
the way they've been able to getI, they may have more
celebrities come out than like NBA games.
It's just a lot more NBA games. But like when you look at these
F1 races, celebrities are comingout from all walks of life and,
(18:21):
and they're mingling with the crowd and, and, and being a part
of the crowd, not being ushered off into this private box and,
and no, and no, not taking photos with fans.
So like that whole interaction, I don't want to say it's
normalized being around the celebrities and stuff like that,
but as a fan, if you know, you can sit here and oh, they go
(18:42):
Finialis or they go so and so would be really cool.
And I think that this is one of the places where in the past,
Dorna has not done a great job of retelling the story of the
the people that are coming to see the events, especially here
in the USI mean, we have our only Moto GP event in Austin.
(19:05):
There's a person in the Austin area that has one of the biggest
outreaches in the entire US. So you so you have the potential
for someone in the US that can reach hundreds of millions of
people in the US. The person lives right there in
Austin. You should be actively trying to
(19:27):
get that person to the track that weekend.
When we go to Austin and have them interviewing these people,
have them interviewing some of the celebrities, have them going
first hand and seeing what Moto GP is.
You know Joe Rogan is in Austin,TX Joe Rogan has the biggest
podcast in the US. More people listen to Joe Rogan
(19:50):
and listen to all three news. Network major new network
combined. Right, that's true.
Why would you not have Joe Roganat Moto GP?
Meeting with every single rider and trying to get the riders
there maybe a week before to sitwith Joe Rogan and try to
explain to him what Moto GP is trying to explain.
Like, dude, I you don't think I would want to see Mark Marquez
(20:12):
get interviewed by Joe Rogan so he can explain the so Joe Rogan
maybe because Joe Rogan is goingto do his research on Mark
Marquez. Although I would say Dax Shepard
though, because he he's a, he's AF1 and motorcycle guy.
He's a actor. He he has a he has a podcast as
well, but not. As yeah, he doesn't have the Joe
(20:33):
Rogan podcast, Joe Rogan. But again, and for Joe Rogan,
it's not a big, I mean, Jack Shepherd is there every weekend
at Moto GP anyway. Yeah, yeah, yeah.
Because he rides the Monday after Moto GP with Aprilia at
that track day. Every year at On That Track day,
I see Jack Shepherd showing up and riding for the day.
But again, man, like these are all opportunities.
(20:56):
And maybe it's again because Carla Merlo Espala Espalada is
80 years old. Like this dude doesn't know who
Joe Rogan is. This guy doesn't maybe doesn't
know how YouTube works. And then the.
Sheet the sheet the stock, if the stock is going up to your
liking every year, you may not really think like, oh, I mean, I
don't know, I, I, you know, if I'm fortunate to get to 80, I
(21:16):
don't know. But maybe he's happy with the
numbers and think things are going really well, right?
I mean, obviously they sold and obviously these changes are
happened. So something happened to say,
hey, we need new blood in here. But, you know, maybe he thought
they were doing fine. I mean, money wise they were
doing fine, but that doesn't mean that you're growing the
sport. And you know, over the past few
(21:37):
years we saw attendance going this way and now over the last
two years we saw the attendance going this way.
And this is a combination of a lot of things. 1A new way of
marketing Moto GP, trying to outreach outside of the normal
customer base. And some of that is the changing
of the guard of some of the races that we're racing, the
dynamics of the racing and the slow comeback of like, you know,
(21:59):
Mark Marquez. I mean, a lot of people don't
like to give him credit, but youknow, Michael Jordan, when
Michael Jordan left the NBA, there was no Michael Jordan.
The NBA viewership went like this.
And then they found new, They found new stars.
And, you know, Michael Jordan came back.
We're in the 4-5, and all of a sudden the NBA went like this
again. So, you know, you need
(22:20):
superstars. You need to get the superstars
in front of the right people that can then let these
superstars attract more customers, attract more
viewerships. Again, I still don't understand,
like, how does Moto GP not get Joe Rogan, who's already in
Austin, TX? Dude, I would literally rent the
(22:42):
track with nobody there and I'd set up the studio in the middle
of the start finish line. And I have Joe Rogan interview
Mark Marquez right there when nobody else is around.
Yeah, that'll be dope. That that definitely would be
dope for sure. I'm available for marketing and
research. You know, and and you know,
Speaking of before we talk aboutwhat's going on with Dainese,
(23:05):
like, yeah, I think that Ducati like seeing these commercials
roll out by Mark Marquez. This is the most commercials
I've seen from Mark Marquez since he's been in Moto GP.
Maybe what's happening on Spanish networks or over in
Europe and stuff like that. But you know, he got, he got
the, the Ditchy camcorder, he's running, he's pushing the V2.
(23:29):
He, he's actively like, you know, trying to, you know, be
the face of, I don't know, Moto GP per SE, but definitely
Ducati. I mean, this is a, when you're
an alpha predator kind of like him, you got to do these things
that separate you from the guy in the box next to you.
(23:49):
You know, I know Peko Bag 9 has a a big fan base and everything,
but he doesn't have the fan baseMarc Marquez has.
He doesn't have the reach that Marc Marquez has.
So Ducati needs to capitalize why they have him and he needs
to capitalize why he has them. Yeah, yeah, yeah.
Because, you know, this this might be for his forever,
forever home after this. He you know this might be his
last stop at Moto GP. Right.
(24:10):
My, my 14 year old daughter is aMarc Marquez fan.
And, and so there's a bunch of 1417 to, you know, four years
old like Marc. Marcus, I mean, it's, you know,
it's going to take a big pitch for him to convince me.
It's going to take a big, big pitch from him to convince me to
buy another Ducati. But who knows?
(24:32):
Maybe he one day he'll he'll do the commercial.
Like, you know what, I'm gonna have to go buy Ducati.
He gonna sign the Dionysia and then you're like.
I I got Mark, that happens, thenI don't, then it's mandatory.
I got to buy Ducati. So yeah, man, let's let's, let's
bring it all full circle to talkabout.
Yeah, for sure. Danaise, how are things been
(24:53):
this this season so far? You're out in Cali right now
doing some Danaise stuff and going to Lagoon La Seca.
So how things been with the tariffs and and and just racing
in general? Yeah, the tariffs have been like
the most interesting thing. There's actually two things
happening right now in the US that have both happened at the
(25:13):
same time this year that have impacted the entire motorcycle
industry. And one of them most people have
no idea about. And the other ones, the tariffs.
And so the tariffs are the ones that most people know about.
We didn't get really heavily impacted by the tariffs because
the areas that were most impacted by the tariffs, we
don't make products there or we don't make many products there
(25:35):
like in China. We make very few products we
produce on the AGV side. There's two helmets that are
made in China. All the other helmets are made
in our own factory in Vietnam and in our factory in Italy.
So we only have two helmets thatwere necessarily impacted.
So overall, our pricing didn't move that much.
I think we did like a 5 or 7, 5 to 7% increase on a few items
(26:00):
because even in the countries where we didn't get 120% tariff,
they're still tariffs. And so we do have to make some
small price adjustments, but we calculated them out very early.
We try to keep them very small, but unfortunately, you know, it
does impact the end consumer, which is kind of weird because
normally we base our pricing in other parts of the world on the
(26:24):
US pricing and now we can't. Now we actually have to base our
pricing on pre tariff US pricing.
So we actually have AUS price and then we have the US price
that we actually charge the restof the world, which is not the
US price because the US price ishigher because of the tariffs
(26:44):
and we don't want to penalize other countries are Tara
Freight. You know, you know there there
are people in countries in Africa is like y'all are
stealing my model. I can't free prices for
tourists. But we, you know, comparatively
here in the US, we still have the most competitive price
(27:07):
because when you sell that product in Canada, now you have
to do the exchange rate for Canada.
And the exchange rate for Canadaright now compared to the US
dollars what like 1.46%. So it's still cheaper to buy it
in the US if you're Canadian, come over the border.
So, so it's still comparatively cheaper.
(27:27):
It just kind of sucks that we had to like increase some of
these prices. We try to keep it as minimal as
possible. The bigger issue that we've had
this year is California, New York and New Hampshire.
We haven't been able to sell a lot of our products and a lot of
other manufacturers can't either.
And that's because of a regulation that California put
into place the beginning of thisyear where you can't sell
(27:49):
anything that has PFAS, which are chemicals that are like last
forever. And the most the most common one
of those is Gore Tex. So Gore Tex has chemical inside
of it that once you make it, it can never be unmade.
Like it never like disintegratesin nature.
So a lot of a lot of like pots ago, pot companies like it to be
(28:12):
losing some money. I, I don't know, I don't know if
it actually effects Teflon too much because Teflon's a whole
other chemical, but it does affect a lot of products
because, you know, these PFAS products are, are in tires,
These PFAS products are in a lotof different materials.
Anything that's waterproof typically has some sort of PFAS
(28:33):
in it. So we have been for many years
now working on non PFAS or PFAS compliant products and we were
planning on putting them into the market.
And unfortunately, like not unfortunately, I mean, we're
glad that this is happening because we were planning on
eliminating it. On the Dianese side, you know,
(28:55):
we've actually started to use a lot of recycled cardboards and
recycled materials in a lot of our products because we want to
be a little bit more, you know, ecologically compliant.
You know, if we can use recycledcardboard, let's use recycled
cardboard. Let's use less plastic, let's
(29:15):
use more natural paper instead of like synthetic type of paper.
Let's use it like, you know, we're trying to find ways to be
a little bit more environmentally friendly and we
were already working on this, but this kind of not that it
came up unannounced, but it's definitely something that came
up in a very short period of time.
So we're making PFAS compliant products.
(29:38):
The thing is we already have nonPFAS compliant products in the
market and we have to move them out of these States and sell
them in other states. So some of our more popular
items we can sell in California and New York, which are two
really big markets. But even losing those two big
markets, like we're having a really great year here for all
(30:00):
of our products. Dionysia is doing great, AGV is
doing phenomenal. I mean, AGV helmets in the US in
the past 10 years, I mean, the growth has been unreal.
And, and it's a combination of alot of things.
I mean, before we purchased the brand, the brand kind of bounced
around to a lot of different owners and there wasn't a great
(30:22):
fit in the helmet. The quality wasn't always the
best quality. Sometimes it had quality issues,
fitment issues, the degradation issues like the helmet would
fall apart. And then after we purchased the
and brought it back in house andstarted developing the products
in Italy and started producing them ourselves, you know, we
were able to really work out allthese things, work on a, what we
(30:46):
call an AGV fit, an AGV fit for the Japanese for the Asian
market and AGV for the US market.
We were able to just fix all thelittle things that we knew were
the only problems that the helmet had because the brand is
legendary and the products are great.
You just need to get the fit right.
And once we got the fit to wherewe wanted it, like now, you
(31:07):
know, I, I, you know, driving around now, I see so many more
AGV helmets than I saw even fiveyears ago.
OK, I might, I might get one now.
Because that that was that was, I wanted a AVAGVA helmet as well
and it wasn't fitting my head back in 2013.
It wasn't comfortable, which wasinteresting.
(31:27):
So it it it's it's cool to hear that you guys recognize that as
an issue and also dealt with it because again, I think even for
myself, I didn't realize that you guys had to fix that because
it's because it's like, yeah, I'd love to go to AVAGV helmet,
but it I didn't get the fit. So I definitely want to look
into that now. So that's pretty dope.
(31:50):
Yeah, Yeah. So overall the company's doing
really good. Sales are great.
You know, all of our partners here in the US, AGV is
distributed by Parts Unlimited. And you know, they're they're
loving the product now because the sales are great.
So that's, you know, when your sales are great, people love
your product. So and we have some really
great. I just saw the new graphics for
(32:11):
2026 and we have some really, really nice new graphics across
the entire line. So from 250 bucks all the way to
1800 bucks for the pizza. There's a lot of really nice
graphics that are coming down the pipe.
And then on the Dainese side, wehave a lot of really nice
textile new designs, new features.
(32:33):
You know, with the change in ownership, you know, also came a
change in a little bit of the ideology of the design.
And you see it on the AGV sign where if you look at the last
five years, we went from a very generic type of helmet design to
now a very dynamic type of helmet design.
And I can see the progression, especially from the inside where
I'm like, I can see 10 years worth of graphics and I'd be
(32:55):
like, oh hey, wow, how do we gethere?
You know, like this is this actually looks cool and modern
and and it's happening on the dine as a side as well.
Like next year we're going to introduce a couple of new mesh
jackets that are in the right price point between that like
that 220 to $360.00 range. We're introducing a lot of new
(33:17):
gloves. We're introducing some new boots
St. and track some new technologies in one of our track
boots that's going to make it even more appealing to do like
the boot in the suit kind of thing.
Got you. OK, so, you know, a lot of you
know, this is the time of year Iget excited because I get to see
(33:38):
I get to see stuff well ahead oftime.
But when I actually see the final products that are going to
be put into play. And now it's the tangibleization
of what I've been seeing for like the past two years where
it's like, you know, we got to fix this.
We got to fix that. Like it takes a long time to
develop some of these products because we're, we're, our, we're
our worst critics, right, Right.Like we look at something and
(34:01):
somebody else will be like, thatlooks cool.
And then we'll look at it and belike, we can make it better.
We can make it better. Can you make make a a a Ducati
Dynase suit that give you more patent on the right leg for the
heat shield to help with the heat?
Well, exhaust. I I can, I can build one for
you, you know, I can't, I can't make one for Ducati.
(34:22):
Ducati doesn't, you know that's.Fine, yeah, I'll take I'll take
a nod Ducati. It's just like you know, you
know a little bit more insulation on on the right leg
would be would be good a hamstring just to keep some
separation from the heat. I.
Definitely. Thought I definitely thought
about doing the the exhaust heatshield that you could put on
(34:43):
your, you know, your racing fairings in the bottom.
I was like I could. Probably get away with that.
What's there's a bait Leathers? I don't know if you've heard of
them. They do a lot of drag racing
Leathers. No, no.
So Bates Leathers is a company that makes a lot of drag racing
Leathers and they actually put heat shielding, a lot of heat
(35:04):
shielding inside the legs because when you're drag racing,
you're pretty much laying on themotor in one of these drag
bikes. So they put a lot of heat
shielding and you also need to have a very rude fire retardant
suit at a certain level of drag racing.
So not only is it leather, but they has a lot of fire retardant
material inside of it so it doesn't burn through.
So yeah, we can look into it. That's, that's, that's what's
(35:28):
up. How have the customer base been
so far this year? Do you find that there are first
time customers coming in or a lot of repeat offenders or
combination? Well, through our retail stores
we've noticed a lot of new customer, first time customer
sales. We've also started to notice a
(35:50):
lot of of people coming to the stores like our, our, our turns,
our door turns. This is a way that retail stores
track people coming in and out of the stores are are up
significantly. So we've had more people coming
into the stores and even if theydidn't buy on their first visit
and they just came to visit, they eventually do buy on a
visit because based on the door turns and the overall sales,
(36:14):
like our retail stores are definitely seeing a lot of
attention, especially in areas where dealers aren't carrying a
lot of our products. You know, those customers still
want Dainese. And you know, in the past the I,
the idea was, well, I'll just buy it online And there's still
a lot of online sales. But we're finding that customers
(36:36):
buying these particular productslike to touch it, feel it, see
it and try it on. And if they're, and if they're
already in the store and they tried it on and they had a great
experience in the store, then I'm just going to buy it here
because it's going to be the same price if I buy it online.
And back in the day, you would buy it online because you didn't
have to pay sales tax. Now that you have to pay sales
(36:58):
tax when you buy online, like that's kind of become a moot
point. If you, if you have it in the
store and you deliver the service, now I get instant
gratification. I was going to buy it anyway.
The price matches online anyway.So I'm just going to buy it
today and. Go ahead.
And online, unfortunately onlineis kind of like a self-service.
(37:19):
So you have to, you don't reallyhave somebody that can instantly
answer your questions. You can't try it on.
So what we've seen is that our stores are actually
outperforming online in most cases because again, and I've
said this for years to dealers all over the US and to all the
dealers that watch this, if you're not stocking product in
(37:40):
your store, don't blame the customer for buying it online.
That's your fault. That customer customer was could
easily, while sitting on a toilet taking a shit, order that
product. But that customer chose to wipe
their ass, put their pants on, drive to your store because I
don't. I'll tell you right now, I've
been to dealerships all over thecountry.
There's no dealership next to anything where I'm just going to
(38:02):
walk by and walk in. I have to drive to that dealer
with the purpose of wanting to buy something.
So I took the time to wipe my ass, put my pants on, drive to
your store, walk in your store, and you didn't have shit.
And then you're complaining. Oh, everybody's buying it
online. No, no, no, no.
It's your fault for not having it in the store or not having it
leave some selection that I can choose from in your store.
(38:25):
You have nothing in your store. You don't want to invest in the
retail side of your store. That's fine.
Live off your parts and accessories and motorcycle sales
where you're missing a huge portion of business when you're
not doing helmets and apparel right and this is what we see.
Yeah, I was going to say it. It's almost because, and you,
you know, you could tell me how long the stores have been around
(38:46):
in the US because it's, it's notnormal for a, a, a motorcycle
brand to have a store. They usually part of some other
things like, you know, the cyclegears or that's the only thing I
can think of outside of going. And so to to have your own, you
know, you know, unique store andand only selling your product
(39:07):
and stuff like that. That's that's AI don't want to
say big gamble, but that's a that's a bold move.
No, no, that's a big gamble. That's the right word.
It's a huge gamble. It's a huge gamble except for
the fact of the industry that we're in and it is still a big
gamble because again, we are a corporate store, so we're only
(39:31):
going to sell our products. So you know, we don't have the
opportunity when you walk in ourstore to sell you oil or oil
filters or other fast turning small products.
Like we're focusing on one thing, but that also makes us
unique because we're focusing onone thing.
So we train all our employees very, very much on our products,
but not just our products, on products in general, why we wear
(39:54):
these products, what the use of the product is for how it works.
So that when a customer comes in, you know, they feel that
experience where almost everybody that works in our
stores rides motorcycles. So you're talking to other
riders. You're not talking to just some
guy that we hired or some girl that we hired to just, you know,
fill a place in a store. So we already have that
(40:16):
community feeling because if youlook in front of our store,
there's typically at least one or two motorcycles parked all
the time there. Why?
That's our employees. Got you and and now do you are
you and you know, are you more like on, you know, Rodeo Dr.
store Ocean Dr. store Newbury Street in Boston and are you
around more of the you know, theLamborghinis and the fast like,
(40:38):
you know, expensive stuff or. I mean, we have some stores that
are in in prime locations, like for instance, our New York City
store, it's New York City. So it's, it's got to be prime.
It's, it's got to be prime like this.
But like our, our first store, we opened it here in Orange
County. It was originally the store was
(41:01):
our original office. So the so we kind of used the
front of the store to sell samples and stuff that we didn't
need, like stuff that we would bring in to like demonstrate and
then we open up a little storefront to sell these samples
and then that. And then it grew a little bit
more because now we were sellingsamples and leftover inventory
from the year before. And then it grew a little bit
(41:23):
more and it kind of kept growingand eventually became our first
real store. And that store has been there
now for 1520 years. And, and from that store, we
kind of learned a lot of things,good and bad.
And, and overall, globally, we started opening stores around
(41:46):
the world. I mean, we had a store in
Vincenza and we have a store andnow we have stores in like
China. We have a store in Japan, we
have a store in Italy and London.
And, you know, and it's kind of become this global thing where
we have stores in like all thesemajor locations.
And the main thing is 1. We want to build a sense of
community, but we also want to build a sense of, hey, you can
(42:06):
come here and you don't have to buy our products.
You can just ask like ask us questions.
Like we're going to give you very, you know, unbiased
answers. Like if you come in here and
like, hey, you know, how do you think this fits?
Even if it's our stuff, we can tell you like, hey, you know,
that's a little too loose. That's a little too tight.
You know, next time you're goingto buy something, look for these
features. Look for this, look for that.
(42:28):
Well, you know, this armor is good, but in the future, look
for this type of armor or look for this kind of fit.
And again, there's not a lot of knowledge that's shared with the
consumers. Most of the consumers have to
figure it out for themselves. And we provide that.
So you don't need to buy anything from the store.
You can always just come in and ask questions.
(42:48):
Nice, I, I like the sound of that and, and, and the store
factor as I'm, you know, listening to you talk and
thinking about it now, just globally and stuff like that.
The closest thing that comes to mind is like, you know,
Starbucks and, and what they're doing and, and how they, they,
they, you know, you know, they making coffee like everyone
else, but they, they also doing their little spin on it and
(43:09):
makes it so much more comfortable for the consumer
coming in and stuff like that. And not just the regular store.
They got these fancy stores as well that that's just doing one
off stuff and every, every location is a little bit
different and stuff like that. And it's not the same
experience, not the same things on the menu I mean.
(43:30):
I mean, we have stores now. They're just outlet stores
because we still have a lot of inventory in our warehouse that
maybe like carries over a year or two and we just send it to
these stores and we sell it at adeeper discount to the
consumers. So these are the outlet stores.
Then we have the flagship storesthat have all the newest, latest
and greatest products. So it's a good mix and, and you
(43:52):
know, we continue to learn, but we still partner with Komodo,
which owns Cycle Gear and Revzilla.
So in a lot of the Cycle Gear and Revzilla stores, you'll
still see a lot of Dionysia, AGVand TCX products.
You know, our core business is still that wholesale business
selling to vendors, selling to distributors and letting them
get as much of our product out to all these dealers as
(44:13):
possible. I mean, our goal is the stores
is kind of a little bit, I'm notgoing to say like the Nike idea,
because Nike I think pulled awaytoo much from wholesalers.
Like we don't have 300 stores across the US.
We got 13 stores, man, and we placed them strategically in
markets. What we know that they're
(44:35):
underserved by our product. So by bringing our product to
these customers, now more of thecustomers are going to be
engaged in getting these products.
And maybe that pushes them to goto their local dealer and be
like, hey, man, every time I go to buy an AGV, like you never
have AGV, you should get a GVI would buy AGV from you.
But since you don't have it, I drive 2 1/2 hours to the Dianese
(44:56):
store because I know that they have it.
So whose fault is that? Is it the dealer?
The customer's telling you what they want, You're just choosing
not to bring it to your store. And now the customer's going to
drive 2 1/2 hours and have the experience of coming to the
store. I mean, we would prefer you had
it. But if that area is underserved,
then we need to serve that area.We can't wait for somebody else
(45:18):
to serve that because we know that the customers are there.
We know that they want our product.
That's that's huge. And, you know, that's a, a big
initiative for a company like Dainese to do because there's
other manufacturers that are, are not doing that, you know,
and not thinking about the customer that effect.
So if, if dealers aren't puttingthe stuff in, in, in their, in
(45:40):
their shops, we got to find it online and we got to figure out
what country I'm in and what size I, I should be, my fitment
should be. And it's, it's, it's, it's a
process if you're not used to that stuff.
I mean, I've been fortunate enough now that I've gone gone
through it enough time that you get the hang of it.
But definitely it it would have been nice and easy if I had a a
place I can go to and get fittedand get get get all my questions
(46:03):
answered without having to figure out how to use a tape
measure a tailored. Tape measure.
No, it's, it's, it's again, it's, it's helping us just kind
of get that reach to the end consumer and create that
relationship. The stores are a great outlet
(46:24):
even for our racers. You know, our racers use the
stores all the time to, you know, I need a set of epochs
today. They'll run to a store and, or
they'll call the store and say, Hey, I need three sets of
epochs. Can you mail them to me?
And they'll buy them from the store and the store will mail
them directly and it'll get there even faster than buying it
online. If there's a warranty issue or a
(46:47):
crash, they can contact the store.
The store will tell them how to go about getting the suit ready
to send it back to get a crash. They pay for the repairs right
through the stores. Like it's a really convenient
thing. And, and it, like I said, it's
still evolving, but it's gotten to the point now that it's
become like essential for the overall customer experience.
You know, hey, my zipper pull broke.
(47:09):
You can take it to a store. Any of our stores can replace a
zipper pull. Hey, my snap broke.
Take it to any of our stores. They all have the equipment to
take snaps versus mail it to California, wait 15 days and the
whole process like it's, it's, it's becoming a very, very
essential part of the business to just deliver on that premium
(47:31):
experience. Right without waiting too long
or having to ship things too farthat that's definitely that's,
that's truly ingenious, man. And you know, and it and it's
definitely needed because like Isaid, and we've been we've been
talking about on the show for a little bit now.
You know, some of these dealerships are in some remote
(47:52):
places and, you know, you show up sometimes and you're looking
around and it's like. Flying the right.
Flying the right place you. Know exactly Joe Rocket jacket
from 94 still hanging there likewhat the fuck?
Yeah, no. Seriously, you know.
You know they haven't dusted in a while, and you know they might
(48:13):
make more money from the servicedepartment than they do from
parts and sales. I I've always, I've always told
and, and a lot of dealer groups know this.
Parts and parts and apparel are two different things and helmets
and apparel are are very important revenue stream for a
(48:35):
dealer. It's not the biggest revenue
stream, but it's an important revenue stream because you can
sell helmets and apparel all year round.
No matter where you are in the country.
You can only sell motorcycles orthe peak of motorcycle selling
season is you typically from February to right about now,
July, August. In July, August, most dealers
will tell you they see a significant drop in sales
(48:57):
because in the minds of most customers, once you hit July
4th, summer's almost over. If I don't want to buy a bike
now, I'll wait till next year. So you, you don't think like
that, but most consumers see July as kind of the end of the
OR the beginning of the end of the summer.
And so overall, motorcycle salesstart to drop in July, but
(49:20):
helmets and apparel keep selling, people keep needing
jackets, keep needing gloves. I don't have a winter glove.
I don't have a winter jacket. I need to get something when it
gets a little cooler 'cause I'm planning on riding my bike deep
into October or maybe November. So it's a very important, like I
say that in a dealership it's got three legs and it needs
(49:40):
three legs to stay upright. It can't stay upright with just
two legs. And you have your motorcycle
sales, you have your service, you have your parts and apparel
and parts and apparel is only asstrong as the second part of an
apparel because what the margin that you make on apparel is so
much more than you make on a motorcycle.
You can ask any dealer. So if you give me $30,000, I
(50:06):
could buy 1 1/2 bikes. And when I sell those 1 1/2
bikes after F and I after I try to get you on your extended
warranty on your wheel and tire protection on all that extra I
might make let's say it's a 30,000 bottle, but I might if
(50:27):
I'm lucky, I might make 2700 bucks, maybe 3000 bucks.
If you give me $30,000 to buy helmets and apparel, I can
easily get you back. You know, twelve, $15,000,
that's. Huge.
(50:48):
That's huge dealerships. You got me some phone calls.
You got to make phone calls, youknow, even if you give them
stuff at like 10, fifteen, 20% off, like you get more margin on
helmets and apparel and you get more customers.
And once customers understand that your dealership does that,
like there's a couple of dealerships that do it great,
all of a sudden there's people that go to your store not to buy
(51:10):
a bike. They literally go there to buy
helmets and jackets and gloves and boots and pants and
everything else. And eventually they're going to
come in there and they're going to buy oil, oil filters, spark
plugs. And when that day comes to buy a
bike, they're going to come to your shop to buy the bike as
well. Listen, I'm getting off topic a
little bit, but I wish more dealerships would understand.
(51:30):
If you treat a customer really good, they're probably going to
bring you at least three to 8 customers, and each person they
bring is probably going to bringyou a few because the motorcycle
community is very loyal if they like you and.
And they'll. Keep going back.
They'll drive, I'll drive 24 hours to get to somewhere if
you're the best guy for the job and, and I like what you're
(51:52):
doing. I mean, there's no, there's no,
you know, there's people ship their stuff all around the world
to get people to work on them and so forth.
So that, that that's priceless because like I've done that, you
know, to some dealers and you know, and, and I don't think
they appreciate or, or get or get that and, and, and you know,
(52:13):
don't and I don't feel the love and, you know, I've moved on to
other places and now my friends and I going to those places.
Yeah. It's, you know, it's, I mean
it's a retail market, so you cannever have 100% satisfaction.
But even if you have a 90% satisfaction, that 90% can drive
(52:33):
your business for years. And and they're gonna, you know,
it's gonna organically grow because they're gonna tell their
friends, their friends are gonnatell their friends.
And it kinda, you know, you're gonna end up creating your own
like little like regional dedicated fan base to your
(52:56):
dealership only because like, hey, this person said this, this
person says that, you know, our Google ratings are super high.
We always have stuff in stock. There's always an option for
somebody to come here. And there's only, I mean, I've
been around the country on the West Coast, there's a lot of
dealers that do it better than most places.
But on the East Coast, like there's a handful of dealers
(53:18):
that are really, really honed inon that.
And the ones that are good at it, I mean, there's dealers that
are making millions of dollars just on helmets and apparel,
which is it's not chump change, man.
Because when you're making millions of dollars on helmets
and apparel, your net profit is going to be a lot more than if
you sold $1,000,000 worth of motorcycles.
Right, right. And yeah, no, it's, it's
(53:38):
unbelievable. I don't, you know, and we'll
move on and kind of get out of here for that.
But I'll say no. I'm still waiting on a
dealership to call me about a bike and then like we'll call
you when they get it when it comes in and, and it's already
sitting in my my garage and. I'm just like.
I still have yet and got a call say, Hey, that bike is in that
you wanted you interested. It's like and I and I you know,
(54:01):
I get like there's people that may come in and and browse and
stuff like that, but you can't make assumptions on people
whether they're going to buy something or not buy something.
You got to treat them all the same and and the ones that come
back, you know you treat them even better next time.
Yeah, in in retail, in any kind of retail sale, they always say
(54:21):
don't pre qualify the customer don't because you don't know
what that customer is up to. That customer could have showed
up that day in his son's beat upHonda that his son just happened
to slam to the ground and has cambered wheels because it's his
Ferrari's in the shop. Exactly.
Exactly. And now, you know, you treat
(54:41):
this guy like you know all this guy's on a, you know, a 1990
Honda with cambered wheels with five different paint jobs from
all the crashes. He's got no money.
And you don't realize like this guy's got more money than you
can imagine. Like everybody that comes in,
you treat them always the same, like they're the last customer
you're ever going to have. So treat them.
Treat them great, man. And and then this weekend, we're
(55:03):
going to go up to Laguna Seca and we're going to watch guys go
fast, man. Nice, nice.
And so Daneze will have a tent up and and all that have merch
up and stuff. Or is it more?
No, it's more of a fan experience.
No what? We'll have a tent up.
We'll have a a 20 by 20 inflatable gazebo.
We'll have some giveaway items. We'll have a little few promo
(55:26):
items to give away. We'll have some suits on display
so people can kind of see what the suits look like up close.
We're going to work with some ofour racers there to just make
sure that everything's good, that they're happy with the
service this year. So far this year, knock on wood,
we've had a pretty good year. As far as like the Dianeze
(55:48):
family of riders we've got in stock 1000, we've got the number
one and #2 rider. So we've got Andrew Lee and
Jason Uribe one and two on the BMW in the Kramer Cup.
Demario is leading that in the the twins Cup, the Mario's
leading that. I mean, I think the Mario would
(56:09):
be leading a lot of different cups if they let us let him race
more bikes in the Super sport class.
Blake Davis is like right there third in the points won his
first race a few races ago. So like good for him.
And then Bobby Fong in super bike is hanging in there in the
top three. So overall we have our top
(56:30):
three, top 4, but overall we have a really good group of guys
racing for us this year. And you know, considering that
there's other companies out there with like 15/16/17 guys
and we're out there with five and all five of them, or at
least in the top three or four in their class.
It's not a bad, it's it's not bad, dude.
(56:52):
You know, if I wanted to, I could, I could put 30 guys in
there. So I can guarantee I'd be in the
top three. But to do it with like 5 or
yeah, do it 5 or 6 really quality riders.
I'll I'll stick to that. So before you get out of here,
you're out in Cali for a little bit like, you know, what are you
eating? Are you going back to some of
(57:12):
your favorite places? Like what?
What are we? What are we eating?
I last night I had chronic tacos.
OK. That's what sucks.
Which is like one of my when I was out here.
I love chronic tacos, man. They just, they're just good
tacos, man. Does that means it's infused
with something? When you say?
When you call it? No.
No, no, it's just, it's just called chronic.
(57:34):
I mean, I don't believe they have any chronic in them, but
they're that's they might. I mean, the logo does have some
chronic on it. Like I I just saw nobody was.
Just sitting on my chest. I don't.
Know what happened there's another place out here so I, you
know at some point I'm probably going to have in and out because
(57:55):
you have to have in and out at least once you do and.
And the other place that I it's not located near me yet is
Raising Cane's chicken fingers. Yeah, dude, I love their chicken
fingers. And you didn't get them in many
places. So those are really the main
three. Other than that, like pretty
(58:15):
pretty pretty simple palette. Hey listen, as long as it's good
eating and and you get some good, create some new good
memories. Yeah, and Thursday night, if
anybody wants to meet up with me, we will be at the Cinemark
in Salinas, which is close to Laguna Seca.
We'll be there Thursday night towatch Superman.
(58:35):
So the Dionysic crew will be watching Superman Thursday night
before the Laguna Seca round. There you have it, people, Luis
Artiga from Dainese man, welcometo thank you for coming on the
show and we'll talk soon, man peace.
Take care.
Welcome back to another edition of Be Forever Cool podcast.
My name is Rex 45. We got the real Luis Ortega in
the building. Welcome to the show, man.
How you doing? I I still see sunlight in the
background, so I don't think you're on the East Coast.
How are things, man? Things are good.
Things are good. No, I'm, I'm reporting in from
the West Coast this week. I'm out here for some work and
(00:23):
then I'm heading up to Laguna Seca for the Moto Macro round
this weekend up at Laguna Seca. So it should be a good weekend.
See how racers do at the track. I haven't actually been to
Laguna Seca in several years. So it's been my my first trip up
there. Actually, it's been a pretty
long time since I actually made a in person visit to Laguna
(00:45):
Seca. So it it'll be interesting
because I haven't been up to Monterey in in a in a long time.
I think the last time I went there, I think it was the last
time world super bike race there.
Oh wow. Wow, so.
It's been like 7 years. Yeah.
Is it a little bit of nostalgia for you going back or you
sitting here like I can't wait to get back on my flight?
(01:07):
You know, and I actually, it's alittle bit of nostalgia because
I mean, I've seen, I've been to Laguna Steak a lot of times
throughout the years. And every time I go there, like
I remember all the racers and riders and races that I've
attended there. And, you know, I remember
watching, you know, Nikki Haydenriding there years ago and you
know, Nikki Hayden is, is one ofmy all time favorites.
(01:28):
I mean, obviously he's an American, but even on my race
bike, I was raced the number 69.So, you know, and, and, you
know, in my youth, you know, I looked at, I looked at Nikki
Hayden as like, you know, one ofthe best riders we had in the
US. And then he went over to Moto GP
and and found a long career in Moto GP as a last American to
(01:51):
have a really long career. I know Ben Spies went after him,
but, you know, I don't think Ben's fees reached the levels of
success that Mickey Hayden reached to this.
To this. Yeah.
To this day, like, you know, people still speak about Nikki
Hayden, it seems. Like also Nikki stayed in Moto
GP longer than Ben's fees. Yeah, yeah.
(02:11):
I mean, he stayed in GP longer. He had a longer career.
He he he had more of a cultural impact.
You know, unfortunately, Ben Spies, his time was cut short in
Moto GP due to injury, not due to himself.
I mean, the elbows has is an amazing talent.
I mean, after Nicky Hayden, he was the next big guy that I
followed in the US And you know,I loved his riding styles, his
(02:35):
aggressive elbows out, you know,riding styles and one of the
first guys to really like, you know, scrape elbows on the track
and so forth. So he had a whole different
style than Nicky Hayden. Yeah, yeah.
Yeah, but but as far as like world relevancy, I think Nikki
Hayden just made more of a global impact than any other
(02:55):
American rider since nobody elsehas done that.
I mean, Colin Edwards was close,but you know, Colin Edwards
never won on the GP level. He, you know, he did really
well, but he never got that top podium.
Yeah, and, and I think, you know, Nikki Hayden like came
along at the right time like that, you know, MTV era, you
(03:17):
know, action sports and and and stuff like that.
And and, you know, motorcycle racing was huge in in the US as
far as eyes on watching and stuff like that.
And, you know, it, it like he, he, he just had so many to me,
iconic moments in Moto GP that just, you know, like a lot of
(03:37):
riders, you know, it, it, it's, it's the equivalent of, you
know, maybe somebody may not know who's certain Hispanic
football stars and stuff like that.
It's like they're people that may not ride motorcycles, but
they know who Nikki Hayden is, you know what I mean?
And he, you know, he's the closest thing to like Michael
(03:57):
Jordan of motorcycle racing in the US in a sense, because, you
know, I mean, he has a statue when he won the, the title, his
dad on a bike, the flag, you know what I mean?
It's it's, it's iconic. Yeah, no, it's, it's one of
those things that's burned in the the tapestry of Moto GP.
(04:19):
You know, we haven't had an American rider win a
championship since. And before Nikki Haidan, we
hadn't had an American rider wina championship for almost 2
decades. And and so he's he's our only
barometer of success. And, and he's a great ambassador
to the sport. You know, he's he's, you know, a
(04:40):
guy from, you know, humble, somewhat humble beginnings from
a racing family came up, you know, as a dirt track racer.
His family still runs a dirt track racing Academy in his
hometown in Owensboro, KY. They still have a lot of riders
that come from that area that can kind of, you know, say
thanks to the Hayden family for getting them on the map.
(05:01):
You know, guys like Jake Lewis, a few other guys, dirt track
guys like Dallas Daniels, flat track guys like Dallas Daniels
and like a lot of these guys allreally owe a lot to the Hayden
family and to what, you know, Nikki kind of presented.
And you know, it's an unfortunate loss that we lost
Nikki Hayden at such a young agein in the weirdest way that
(05:22):
could possibly happen. I was actually in Italy when the
accident happened and, and we were supposed to meet Nikki
Hayden that weekend while we were in Italy.
Like he was kind of do a little Q&A for us at the time.
And then while we were at have the offices in a meeting,
somebody came in and say, hey, we just got a report.
(05:44):
You know, Nikki Hayden was involved in a bicycle accident
of all things. And yeah, it really was.
It was really a a huge loss. I think we lost a lot of
superstars in a very short period of time between Nikki
Hayden and Marco Simicelli. These guys would just, you know,
these guys would light up the room.
And it's sad, you know, Sad dude.
(06:06):
Yeah, you know, you, you. I was thinking of some of the
other guys in Moto 3 and Moto 2 as well.
Yeah, Louis Salaam, you know, I mean, we've, we've definitely
lost a a a lot of great talent, a lot of young riders with huge
futures ahead of them. Like, I think we just celebrated
the 10 year anniversary of LouisSalam.
(06:28):
Yeah. And, and Can you believe that?
Yeah. And that was like, dude, I can't
believe one. I can't believe 10 years has
gone by so fast. And, and to this day, I still
can't believe like, you know, Louis Salam is gone, man.
Like he was such a great talent.He just, you know, another guy
that lit up the room. Have you ever like spoke with
(06:49):
him or have you ever seen him get a mic put in his face?
Like the dude love to like have fun and talk and just one of
those guys and do. You give do you give Maverick
points for having a tattoo on his arm?
You know what, man, I give, I give him and a couple of the
other Spanish guys a lot of lovebecause every year on Luis
(07:10):
Salon's birthday, everybody shouts him out.
Every year on the weekend that we lost Louis Salaam, like they
remind him every time they go tothat track, they always do like
a little bit of a remembrance for Louis Salaam.
Like he, you know, in the short time he was with us and in the
short time he was in the paddock, he just made so many
friends, you know, and not too many riders make a lot of
(07:32):
friends. Like, you know, most riders make
a lot of enemies, Right? Right.
For sure. Talk about a couple.
For sure. There's there's more than a few
that you know when the cameras are off, somebody wants to punch
him in the face. Yeah, for sure.
Yeah, no, it's crazy how that accident happened to go back to
Nikki Hayden and stuff like that.
(07:53):
And you know what he's done for,for motorcycle racing in the US
and globally, because like I said, he's, you know, like I, I,
I, I, like, I got, I, I watched the race after he had already
won and stuff like that. I started following Moto GP in
2015. So before, I mean, I went back
and watched the 500CC races, allthe stuff they had on motogp.com
(08:15):
and stuff like that. But like he, he was an icon
that, you know, you know, and, and just, and, and you know, he,
he was the Kentucky kid. So it's not like he was from New
York City or somewhere Flash, you know, I'm not saying
Kentucky's not flashy, but you know, you know, he wasn't a city
kid And, and he's embraced that.And it seems like globally like
(08:36):
everyone embraced that wherever he was racing at in the world.
Yeah, no, they look, you know, again, globally at the time, the
way they looked at him and as anAmerican is like, oh, this is
like, you know, a country, you know, apple pie American guy.
And that's what he was. He was like, you know, if you
had to like in the dictionary, if they had a picture of like,
(08:58):
hey, show me a picture of an apple pie American guy, like
it'd probably be Nikki Haid. And they're like waving like
that's an apple pie American guy.
So. And here and from.
What I could tell, he embraced it.
You know, there's, there's some people and especially like I, I
now, you know, we'll talk until,you know, now, you know, media
and how the writers carry their business is different than the
(09:19):
back then. You could have been a hole back
then and it was OK, But he wasn't he, he seemed like he
just embraced everyone and, and everybody just like, like enjoy
being around him and stuff like that.
I mean, Rossi and all these guysthat you wouldn't think maybe I
want to, you know, be good friends.
He was good friends with like the best of them.
Yeah, I again that I think a little bit has to do with him
(09:40):
and a little bit has to do with the time that he came into GP.
You know, we don't have the success we have as Americans in
GP anymore because the transition from a super bike to
a Moto GP bike now, you know, it's, it's a chasm.
It used to be like there is a possibility to jump from super
bike to Moto GP. There's a chance to world jump
(10:01):
from world super bike to Moto GP.
Now the path has completely changed and Nikki Hainan was one
of the last guys to be able to do that direct path to Moto GP
from a super bike and not have to make that step in World Super
Bike. Like he actually went from the
US straight to the top racing class and went racing.
And if you think about it, everybody else before him and
(10:24):
nobody had done that in a long, long time.
You know, everybody else went went the path of either BSB or
World Super Bike and then to Moto GP and like Nikki Hayden
just, you know, just a lot of the things that he did.
And then when he got to the paddock, he ingratiated himself
to everybody because he didn't show up with a lot of ego
because, yeah, he was a championhere in the US, but he was like,
(10:46):
you know, now I'm with the greatest writers in the world.
I have to enjoy this moment. I have to sit back and like,
take a deep breath, take all this in and understand like,
hey, man, I'm on the track with Danny Pedrosa.
I'm on the track with Valentino Rossi.
And like these, these huge namesat the time, it was Markham
Alandry, it was Tony Elias. It was, I mean, it was a
(11:07):
killer's. It was a killer's alley of, of
racers back then. It was a murderer's role.
Like this dude had to like run the Gaul.
And when he got there and he he killed him with kindness, man.
He was like, no man, we we, we can't hate this dude.
He's too fucking nice. Say something dumb like so we
can hate you a little bit. But no man, he just was like
what about his business? Always shaking the always
(11:29):
shaking fans hands, always taking pictures, signing
autographs, like doing all thosethings.
And he deadly ingratiated himself to Valenciano Rossi
because after being there for a while, I mean, he beat Rossi for
one of the titles that Rossi thought he had, you know, locked
in. And then Rossi lost it to him.
(11:49):
And in another scenario, Rossi would have been like, I'm never
talking to this guy again. And instead he's like, Hey, how
about you come ride with me? I'm going to get you a a suit
deal with Dianeze. Then he he left the team he was
on because, you know, Rossi was like, hey, if you're going to
ride with me, you got to be in the same suit that I'm in.
I don't care about the helmet, but you got to be in the same
(12:10):
suit that I'm in. And he was like, all right,
cool. And then all of a sudden like
open up all these new opportunities for him and
everything else. So it's, it's, it's a, it's a
really interesting story that hehas.
Man, I hope that at some point, the same way they're doing
documentaries about Marquez and Rossi and Giacomo Augustini and
all these guys, I really would hope someday somebody does a
(12:31):
really good documentary on like the Kentucky Kid.
Yeah, I, I, I hope so as well because that would be a dope.
Because, you know, like being inthe the racing community, we get
to hear stories from different people and you can kind of piece
it together and stuff like that.But for folks that don't get
(12:52):
that opportunity like to be ableto see something like this and
we, we need more after F, not even after F1, even after that
other motorcycle movie came out last year.
We need more motorcycle movies in general, but definitely
that's one that should be made about, about Nikki Hayden.
And, and you know, we can, you know, some of these other
writers are, you know, in the 500CC days too, 'cause you know
(13:15):
that that that flag was, was, was shining bright for a while.
Yeah, I mean, you know, they back in the day, Moto GP used to
make these like, like seasonal kind of event movies.
Like they have the the Kentucky Kid, the Tornado and something
else. And they haven't done that in a
(13:36):
long time. And I'm really hoping that now
that this new company owns Moto GP, Liberty Media, I hope
Liberty Media does similar to what they've done with F1, is
try to engage fans by using documentary style filmmaking to
kind of to kind of ingratiate new fans into what is Moto GP.
(13:58):
Because if you don't watch Moto GP, you're not going to wake up
1 morning at 4:00 AM and be like, hey, let me turn on Moto
GP. Like you kind of have to like
build a fan base and to build a fan base like what they did with
Formula One, Like they did that show, they put it on on TV and
all of a sudden that show becamelike the biggest streaming show
that that was airing at the time.
(14:20):
And now look at Formula One. I mean, it was already huge, but
now it's grown exponentially in other parts of the world and
even in the USI think it's grownmore in the US than anywhere
else because we didn't really pay a ton of attention to
Formula One in the US as a market.
Now it's like, dude, we've got three races in the US for
Formula One. Well, yeah, if, if I, you know,
if I just to finish on the Formula One section, I think
(14:43):
over 500,000 1000 people went toSilverstone this past weekend
F1. That's crazy.
Like what? That's crazy, man.
We. Were just talking about 200 and
something ass and thinking like yo they blown it out the park
and it's just like it's a rainy day in Silverstone and it's over
5 people coming out. There's 500,000 umbrellas out
(15:05):
there enjoying the time man and and Formula One tickets aren't
cheaper than Moto GP tickets. They're more money and they're
still packing in the fans. So again, I think, you know, I
think yesterday was the day thatofficially Liberty Media now
owns 86% of Dorna Moto Gpi. Think it was this past week
(15:29):
where it like became official, where it passed the last
government's. Oh, got you, got you.
OK, so I heard something about that and, and because I know it
it, I thought it went in 80% last year, the end of the last
season, but maybe just passed a area or one of the steps.
Because when I heard it the other day sound like they owned
(15:50):
100% of it. Not necessarily the 80% when
they reported it, but it could just be the media reporting it
in a way that made it seem like they owned the whole thing.
Because I was just like, oh OK, they got rid of the other 20% or
whatever. Yeah, whatever it is.
Like they are now officially themajority stakeholder in Moto GP
and everything that falls under the Dorna umbrella, which is
(16:11):
great because even though they've been actively working
with Dorna, like now they can kind of direct Dorna.
Now there's like, you know, we're, we're not a majority
owner anymore. We're the majority owner and
we're going to we're you know, we've already started to lay the
groundwork of what we want and now we're just going to keep
blaming this groundwork. So I, I look forward to see what
they're going to do because it'sgood to change sometimes the,
(16:34):
the blood within a company, because blood can get stale,
like ideas can get stale. People can get very set in their
ways and not look at new opportunities and and Liberty
Media is looking at new opportunities.
You know, hey, the United Stateshas a lot of money.
Why aren't we doing more in the United States?
You know, why aren't we doing here?
Like there's a lot of expendable.
(16:55):
Why aren't we going to more places in South America?
Oh, well, economically, some of these countries don't spend as
much money. That's all right.
There's also winning by losing and there's losing by winning.
We might lose some money, but wegain a massive amount of fans.
Right, right. I agree.
So I agree and changing, changing like, you know, looking
at Carmelo, I think is his name,right?
(17:16):
Carmelo that you know, yeah, he's up there.
He was longing a tooth. You know what I mean I mean.
I don't know how how often he's checking his Twitter page, you
know, a blue sky page. He he was longing the tooth when
he was longing the tooth. Man, I don't even know how to do
this. Now, so, you know, no disrespect
(17:36):
to him in the sense, but like, you're right, I mean the
attention span where we are for,you know, yeah, listen, man,
I'm, I'm, I'm playing a video game in in one, one monitor.
I'm I'm listening to something or watching something.
I'm listening to separate thingsat once.
So like, you know, the the focusof just focusing on one thing
alone is, is that doesn't happenanymore.
People doing like 5 to 10 different things at once
(17:58):
sometimes. And you know, like Formula One
and I think get, get that and, and the way we're seeing stuff,
the way they've been able to getI, they may have more
celebrities come out than like NBA games.
It's just a lot more NBA games. But like when you look at these
F1 races, celebrities are comingout from all walks of life and,
(18:21):
and they're mingling with the crowd and, and, and being a part
of the crowd, not being ushered off into this private box and,
and no, and no, not taking photos with fans.
So like that whole interaction, I don't want to say it's
normalized being around the celebrities and stuff like that,
but as a fan, if you know, you can sit here and oh, they go
(18:42):
Finialis or they go so and so would be really cool.
And I think that this is one of the places where in the past,
Dorna has not done a great job of retelling the story of the
the people that are coming to see the events, especially here
in the USI mean, we have our only Moto GP event in Austin.
(19:05):
There's a person in the Austin area that has one of the biggest
outreaches in the entire US. So you so you have the potential
for someone in the US that can reach hundreds of millions of
people in the US. The person lives right there in
Austin. You should be actively trying to
(19:27):
get that person to the track that weekend.
When we go to Austin and have them interviewing these people,
have them interviewing some of the celebrities, have them going
first hand and seeing what Moto GP is.
You know Joe Rogan is in Austin,TX Joe Rogan has the biggest
podcast in the US. More people listen to Joe Rogan
(19:50):
and listen to all three news. Network major new network
combined. Right, that's true.
Why would you not have Joe Roganat Moto GP?
Meeting with every single rider and trying to get the riders
there maybe a week before to sitwith Joe Rogan and try to
explain to him what Moto GP is trying to explain.
Like, dude, I you don't think I would want to see Mark Marquez
(20:12):
get interviewed by Joe Rogan so he can explain the so Joe Rogan
maybe because Joe Rogan is goingto do his research on Mark
Marquez. Although I would say Dax Shepard
though, because he he's a, he's AF1 and motorcycle guy.
He's a actor. He he has a he has a podcast as
well, but not. As yeah, he doesn't have the Joe
(20:33):
Rogan podcast, Joe Rogan. But again, and for Joe Rogan,
it's not a big, I mean, Jack Shepherd is there every weekend
at Moto GP anyway. Yeah, yeah, yeah.
Because he rides the Monday after Moto GP with Aprilia at
that track day. Every year at On That Track day,
I see Jack Shepherd showing up and riding for the day.
But again, man, like these are all opportunities.
(20:56):
And maybe it's again because Carla Merlo Espala Espalada is
80 years old. Like this dude doesn't know who
Joe Rogan is. This guy doesn't maybe doesn't
know how YouTube works. And then the.
Sheet the sheet the stock, if the stock is going up to your
liking every year, you may not really think like, oh, I mean, I
don't know, I, I, you know, if I'm fortunate to get to 80, I
(21:16):
don't know. But maybe he's happy with the
numbers and think things are going really well, right?
I mean, obviously they sold and obviously these changes are
happened. So something happened to say,
hey, we need new blood in here. But, you know, maybe he thought
they were doing fine. I mean, money wise they were
doing fine, but that doesn't mean that you're growing the
sport. And you know, over the past few
(21:37):
years we saw attendance going this way and now over the last
two years we saw the attendance going this way.
And this is a combination of a lot of things. 1A new way of
marketing Moto GP, trying to outreach outside of the normal
customer base. And some of that is the changing
of the guard of some of the races that we're racing, the
dynamics of the racing and the slow comeback of like, you know,
(21:59):
Mark Marquez. I mean, a lot of people don't
like to give him credit, but youknow, Michael Jordan, when
Michael Jordan left the NBA, there was no Michael Jordan.
The NBA viewership went like this.
And then they found new, They found new stars.
And, you know, Michael Jordan came back.
We're in the 4-5, and all of a sudden the NBA went like this
again. So, you know, you need
(22:20):
superstars. You need to get the superstars
in front of the right people that can then let these
superstars attract more customers, attract more
viewerships. Again, I still don't understand,
like, how does Moto GP not get Joe Rogan, who's already in
Austin, TX? Dude, I would literally rent the
(22:42):
track with nobody there and I'd set up the studio in the middle
of the start finish line. And I have Joe Rogan interview
Mark Marquez right there when nobody else is around.
Yeah, that'll be dope. That that definitely would be
dope for sure. I'm available for marketing and
research. You know, and and you know,
Speaking of before we talk aboutwhat's going on with Dainese,
(23:05):
like, yeah, I think that Ducati like seeing these commercials
roll out by Mark Marquez. This is the most commercials
I've seen from Mark Marquez since he's been in Moto GP.
Maybe what's happening on Spanish networks or over in
Europe and stuff like that. But you know, he got, he got
the, the Ditchy camcorder, he's running, he's pushing the V2.
(23:29):
He, he's actively like, you know, trying to, you know, be
the face of, I don't know, Moto GP per SE, but definitely
Ducati. I mean, this is a, when you're
an alpha predator kind of like him, you got to do these things
that separate you from the guy in the box next to you.
(23:49):
You know, I know Peko Bag 9 has a a big fan base and everything,
but he doesn't have the fan baseMarc Marquez has.
He doesn't have the reach that Marc Marquez has.
So Ducati needs to capitalize why they have him and he needs
to capitalize why he has them. Yeah, yeah, yeah.
Because, you know, this this might be for his forever,
forever home after this. He you know this might be his
last stop at Moto GP. Right.
(24:10):
My, my 14 year old daughter is aMarc Marquez fan.
And, and so there's a bunch of 1417 to, you know, four years
old like Marc. Marcus, I mean, it's, you know,
it's going to take a big pitch for him to convince me.
It's going to take a big, big pitch from him to convince me to
buy another Ducati. But who knows?
(24:32):
Maybe he one day he'll he'll do the commercial.
Like, you know what, I'm gonna have to go buy Ducati.
He gonna sign the Dionysia and then you're like.
I I got Mark, that happens, thenI don't, then it's mandatory.
I got to buy Ducati. So yeah, man, let's let's, let's
bring it all full circle to talkabout.
Yeah, for sure. Danaise, how are things been
(24:53):
this this season so far? You're out in Cali right now
doing some Danaise stuff and going to Lagoon La Seca.
So how things been with the tariffs and and and just racing
in general? Yeah, the tariffs have been like
the most interesting thing. There's actually two things
happening right now in the US that have both happened at the
(25:13):
same time this year that have impacted the entire motorcycle
industry. And one of them most people have
no idea about. And the other ones, the tariffs.
And so the tariffs are the ones that most people know about.
We didn't get really heavily impacted by the tariffs because
the areas that were most impacted by the tariffs, we
don't make products there or we don't make many products there
(25:35):
like in China. We make very few products we
produce on the AGV side. There's two helmets that are
made in China. All the other helmets are made
in our own factory in Vietnam and in our factory in Italy.
So we only have two helmets thatwere necessarily impacted.
So overall, our pricing didn't move that much.
I think we did like a 5 or 7, 5 to 7% increase on a few items
(26:00):
because even in the countries where we didn't get 120% tariff,
they're still tariffs. And so we do have to make some
small price adjustments, but we calculated them out very early.
We try to keep them very small, but unfortunately, you know, it
does impact the end consumer, which is kind of weird because
normally we base our pricing in other parts of the world on the
(26:24):
US pricing and now we can't. Now we actually have to base our
pricing on pre tariff US pricing.
So we actually have AUS price and then we have the US price
that we actually charge the restof the world, which is not the
US price because the US price ishigher because of the tariffs
(26:44):
and we don't want to penalize other countries are Tara
Freight. You know, you know there there
are people in countries in Africa is like y'all are
stealing my model. I can't free prices for
tourists. But we, you know, comparatively
here in the US, we still have the most competitive price
(27:07):
because when you sell that product in Canada, now you have
to do the exchange rate for Canada.
And the exchange rate for Canadaright now compared to the US
dollars what like 1.46%. So it's still cheaper to buy it
in the US if you're Canadian, come over the border.
So, so it's still comparatively cheaper.
(27:27):
It just kind of sucks that we had to like increase some of
these prices. We try to keep it as minimal as
possible. The bigger issue that we've had
this year is California, New York and New Hampshire.
We haven't been able to sell a lot of our products and a lot of
other manufacturers can't either.
And that's because of a regulation that California put
into place the beginning of thisyear where you can't sell
(27:49):
anything that has PFAS, which are chemicals that are like last
forever. And the most the most common one
of those is Gore Tex. So Gore Tex has chemical inside
of it that once you make it, it can never be unmade.
Like it never like disintegratesin nature.
So a lot of a lot of like pots ago, pot companies like it to be
(28:12):
losing some money. I, I don't know, I don't know if
it actually effects Teflon too much because Teflon's a whole
other chemical, but it does affect a lot of products
because, you know, these PFAS products are, are in tires,
These PFAS products are in a lotof different materials.
Anything that's waterproof typically has some sort of PFAS
(28:33):
in it. So we have been for many years
now working on non PFAS or PFAS compliant products and we were
planning on putting them into the market.
And unfortunately, like not unfortunately, I mean, we're
glad that this is happening because we were planning on
eliminating it. On the Dianese side, you know,
(28:55):
we've actually started to use a lot of recycled cardboards and
recycled materials in a lot of our products because we want to
be a little bit more, you know, ecologically compliant.
You know, if we can use recycledcardboard, let's use recycled
cardboard. Let's use less plastic, let's
(29:15):
use more natural paper instead of like synthetic type of paper.
Let's use it like, you know, we're trying to find ways to be
a little bit more environmentally friendly and we
were already working on this, but this kind of not that it
came up unannounced, but it's definitely something that came
up in a very short period of time.
So we're making PFAS compliant products.
(29:38):
The thing is we already have nonPFAS compliant products in the
market and we have to move them out of these States and sell
them in other states. So some of our more popular
items we can sell in California and New York, which are two
really big markets. But even losing those two big
markets, like we're having a really great year here for all
(30:00):
of our products. Dionysia is doing great, AGV is
doing phenomenal. I mean, AGV helmets in the US in
the past 10 years, I mean, the growth has been unreal.
And, and it's a combination of alot of things.
I mean, before we purchased the brand, the brand kind of bounced
around to a lot of different owners and there wasn't a great
(30:22):
fit in the helmet. The quality wasn't always the
best quality. Sometimes it had quality issues,
fitment issues, the degradation issues like the helmet would
fall apart. And then after we purchased the
and brought it back in house andstarted developing the products
in Italy and started producing them ourselves, you know, we
were able to really work out allthese things, work on a, what we
(30:46):
call an AGV fit, an AGV fit for the Japanese for the Asian
market and AGV for the US market.
We were able to just fix all thelittle things that we knew were
the only problems that the helmet had because the brand is
legendary and the products are great.
You just need to get the fit right.
And once we got the fit to wherewe wanted it, like now, you
(31:07):
know, I, I, you know, driving around now, I see so many more
AGV helmets than I saw even fiveyears ago.
OK, I might, I might get one now.
Because that that was that was, I wanted a AVAGVA helmet as well
and it wasn't fitting my head back in 2013.
It wasn't comfortable, which wasinteresting.
(31:27):
So it it it's it's cool to hear that you guys recognize that as
an issue and also dealt with it because again, I think even for
myself, I didn't realize that you guys had to fix that because
it's because it's like, yeah, I'd love to go to AVAGV helmet,
but it I didn't get the fit. So I definitely want to look
into that now. So that's pretty dope.
(31:50):
Yeah, Yeah. So overall the company's doing
really good. Sales are great.
You know, all of our partners here in the US, AGV is
distributed by Parts Unlimited. And you know, they're they're
loving the product now because the sales are great.
So that's, you know, when your sales are great, people love
your product. So and we have some really
great. I just saw the new graphics for
(32:11):
2026 and we have some really, really nice new graphics across
the entire line. So from 250 bucks all the way to
1800 bucks for the pizza. There's a lot of really nice
graphics that are coming down the pipe.
And then on the Dainese side, wehave a lot of really nice
textile new designs, new features.
(32:33):
You know, with the change in ownership, you know, also came a
change in a little bit of the ideology of the design.
And you see it on the AGV sign where if you look at the last
five years, we went from a very generic type of helmet design to
now a very dynamic type of helmet design.
And I can see the progression, especially from the inside where
I'm like, I can see 10 years worth of graphics and I'd be
(32:55):
like, oh hey, wow, how do we gethere?
You know, like this is this actually looks cool and modern
and and it's happening on the dine as a side as well.
Like next year we're going to introduce a couple of new mesh
jackets that are in the right price point between that like
that 220 to $360.00 range. We're introducing a lot of new
(33:17):
gloves. We're introducing some new boots
St. and track some new technologies in one of our track
boots that's going to make it even more appealing to do like
the boot in the suit kind of thing.
Got you. OK, so, you know, a lot of you
know, this is the time of year Iget excited because I get to see
(33:38):
I get to see stuff well ahead oftime.
But when I actually see the final products that are going to
be put into play. And now it's the tangibleization
of what I've been seeing for like the past two years where
it's like, you know, we got to fix this.
We got to fix that. Like it takes a long time to
develop some of these products because we're, we're, our, we're
our worst critics, right, Right.Like we look at something and
(34:01):
somebody else will be like, thatlooks cool.
And then we'll look at it and belike, we can make it better.
We can make it better. Can you make make a a a Ducati
Dynase suit that give you more patent on the right leg for the
heat shield to help with the heat?
Well, exhaust. I I can, I can build one for
you, you know, I can't, I can't make one for Ducati.
(34:22):
Ducati doesn't, you know that's.Fine, yeah, I'll take I'll take
a nod Ducati. It's just like you know, you
know a little bit more insulation on on the right leg
would be would be good a hamstring just to keep some
separation from the heat. I.
Definitely. Thought I definitely thought
about doing the the exhaust heatshield that you could put on
(34:43):
your, you know, your racing fairings in the bottom.
I was like I could. Probably get away with that.
What's there's a bait Leathers? I don't know if you've heard of
them. They do a lot of drag racing
Leathers. No, no.
So Bates Leathers is a company that makes a lot of drag racing
Leathers and they actually put heat shielding, a lot of heat
(35:04):
shielding inside the legs because when you're drag racing,
you're pretty much laying on themotor in one of these drag
bikes. So they put a lot of heat
shielding and you also need to have a very rude fire retardant
suit at a certain level of drag racing.
So not only is it leather, but they has a lot of fire retardant
material inside of it so it doesn't burn through.
So yeah, we can look into it. That's, that's, that's what's
(35:28):
up. How have the customer base been
so far this year? Do you find that there are first
time customers coming in or a lot of repeat offenders or
combination? Well, through our retail stores
we've noticed a lot of new customer, first time customer
sales. We've also started to notice a
(35:50):
lot of of people coming to the stores like our, our, our turns,
our door turns. This is a way that retail stores
track people coming in and out of the stores are are up
significantly. So we've had more people coming
into the stores and even if theydidn't buy on their first visit
and they just came to visit, they eventually do buy on a
visit because based on the door turns and the overall sales,
(36:14):
like our retail stores are definitely seeing a lot of
attention, especially in areas where dealers aren't carrying a
lot of our products. You know, those customers still
want Dainese. And you know, in the past the I,
the idea was, well, I'll just buy it online And there's still
a lot of online sales. But we're finding that customers
(36:36):
buying these particular productslike to touch it, feel it, see
it and try it on. And if they're, and if they're
already in the store and they tried it on and they had a great
experience in the store, then I'm just going to buy it here
because it's going to be the same price if I buy it online.
And back in the day, you would buy it online because you didn't
have to pay sales tax. Now that you have to pay sales
(36:58):
tax when you buy online, like that's kind of become a moot
point. If you, if you have it in the
store and you deliver the service, now I get instant
gratification. I was going to buy it anyway.
The price matches online anyway.So I'm just going to buy it
today and. Go ahead.
And online, unfortunately onlineis kind of like a self-service.
(37:19):
So you have to, you don't reallyhave somebody that can instantly
answer your questions. You can't try it on.
So what we've seen is that our stores are actually
outperforming online in most cases because again, and I've
said this for years to dealers all over the US and to all the
dealers that watch this, if you're not stocking product in
(37:40):
your store, don't blame the customer for buying it online.
That's your fault. That customer customer was could
easily, while sitting on a toilet taking a shit, order that
product. But that customer chose to wipe
their ass, put their pants on, drive to your store because I
don't. I'll tell you right now, I've
been to dealerships all over thecountry.
There's no dealership next to anything where I'm just going to
(38:02):
walk by and walk in. I have to drive to that dealer
with the purpose of wanting to buy something.
So I took the time to wipe my ass, put my pants on, drive to
your store, walk in your store, and you didn't have shit.
And then you're complaining. Oh, everybody's buying it
online. No, no, no, no.
It's your fault for not having it in the store or not having it
leave some selection that I can choose from in your store.
(38:25):
You have nothing in your store. You don't want to invest in the
retail side of your store. That's fine.
Live off your parts and accessories and motorcycle sales
where you're missing a huge portion of business when you're
not doing helmets and apparel right and this is what we see.
Yeah, I was going to say it. It's almost because, and you,
you know, you could tell me how long the stores have been around
(38:46):
in the US because it's, it's notnormal for a, a, a motorcycle
brand to have a store. They usually part of some other
things like, you know, the cyclegears or that's the only thing I
can think of outside of going. And so to to have your own, you
know, you know, unique store andand only selling your product
(39:07):
and stuff like that. That's that's AI don't want to
say big gamble, but that's a that's a bold move.
No, no, that's a big gamble. That's the right word.
It's a huge gamble. It's a huge gamble except for
the fact of the industry that we're in and it is still a big
gamble because again, we are a corporate store, so we're only
(39:31):
going to sell our products. So you know, we don't have the
opportunity when you walk in ourstore to sell you oil or oil
filters or other fast turning small products.
Like we're focusing on one thing, but that also makes us
unique because we're focusing onone thing.
So we train all our employees very, very much on our products,
but not just our products, on products in general, why we wear
(39:54):
these products, what the use of the product is for how it works.
So that when a customer comes in, you know, they feel that
experience where almost everybody that works in our
stores rides motorcycles. So you're talking to other
riders. You're not talking to just some
guy that we hired or some girl that we hired to just, you know,
fill a place in a store. So we already have that
(40:16):
community feeling because if youlook in front of our store,
there's typically at least one or two motorcycles parked all
the time there. Why?
That's our employees. Got you and and now do you are
you and you know, are you more like on, you know, Rodeo Dr.
store Ocean Dr. store Newbury Street in Boston and are you
around more of the you know, theLamborghinis and the fast like,
(40:38):
you know, expensive stuff or. I mean, we have some stores that
are in in prime locations, like for instance, our New York City
store, it's New York City. So it's, it's got to be prime.
It's, it's got to be prime like this.
But like our, our first store, we opened it here in Orange
County. It was originally the store was
(41:01):
our original office. So the so we kind of used the
front of the store to sell samples and stuff that we didn't
need, like stuff that we would bring in to like demonstrate and
then we open up a little storefront to sell these samples
and then that. And then it grew a little bit
more because now we were sellingsamples and leftover inventory
from the year before. And then it grew a little bit
(41:23):
more and it kind of kept growingand eventually became our first
real store. And that store has been there
now for 1520 years. And, and from that store, we
kind of learned a lot of things,good and bad.
And, and overall, globally, we started opening stores around
(41:46):
the world. I mean, we had a store in
Vincenza and we have a store andnow we have stores in like
China. We have a store in Japan, we
have a store in Italy and London.
And, you know, and it's kind of become this global thing where
we have stores in like all thesemajor locations.
And the main thing is 1. We want to build a sense of
community, but we also want to build a sense of, hey, you can
(42:06):
come here and you don't have to buy our products.
You can just ask like ask us questions.
Like we're going to give you very, you know, unbiased
answers. Like if you come in here and
like, hey, you know, how do you think this fits?
Even if it's our stuff, we can tell you like, hey, you know,
that's a little too loose. That's a little too tight.
You know, next time you're goingto buy something, look for these
features. Look for this, look for that.
(42:28):
Well, you know, this armor is good, but in the future, look
for this type of armor or look for this kind of fit.
And again, there's not a lot of knowledge that's shared with the
consumers. Most of the consumers have to
figure it out for themselves. And we provide that.
So you don't need to buy anything from the store.
You can always just come in and ask questions.
(42:48):
Nice, I, I like the sound of that and, and, and the store
factor as I'm, you know, listening to you talk and
thinking about it now, just globally and stuff like that.
The closest thing that comes to mind is like, you know,
Starbucks and, and what they're doing and, and how they, they,
they, you know, you know, they making coffee like everyone
else, but they, they also doing their little spin on it and
(43:09):
makes it so much more comfortable for the consumer
coming in and stuff like that. And not just the regular store.
They got these fancy stores as well that that's just doing one
off stuff and every, every location is a little bit
different and stuff like that. And it's not the same
experience, not the same things on the menu I mean.
(43:30):
I mean, we have stores now. They're just outlet stores
because we still have a lot of inventory in our warehouse that
maybe like carries over a year or two and we just send it to
these stores and we sell it at adeeper discount to the
consumers. So these are the outlet stores.
Then we have the flagship storesthat have all the newest, latest
and greatest products. So it's a good mix and, and you
(43:52):
know, we continue to learn, but we still partner with Komodo,
which owns Cycle Gear and Revzilla.
So in a lot of the Cycle Gear and Revzilla stores, you'll
still see a lot of Dionysia, AGVand TCX products.
You know, our core business is still that wholesale business
selling to vendors, selling to distributors and letting them
get as much of our product out to all these dealers as
(44:13):
possible. I mean, our goal is the stores
is kind of a little bit, I'm notgoing to say like the Nike idea,
because Nike I think pulled awaytoo much from wholesalers.
Like we don't have 300 stores across the US.
We got 13 stores, man, and we placed them strategically in
markets. What we know that they're
(44:35):
underserved by our product. So by bringing our product to
these customers, now more of thecustomers are going to be
engaged in getting these products.
And maybe that pushes them to goto their local dealer and be
like, hey, man, every time I go to buy an AGV, like you never
have AGV, you should get a GVI would buy AGV from you.
But since you don't have it, I drive 2 1/2 hours to the Dianese
(44:56):
store because I know that they have it.
So whose fault is that? Is it the dealer?
The customer's telling you what they want, You're just choosing
not to bring it to your store. And now the customer's going to
drive 2 1/2 hours and have the experience of coming to the
store. I mean, we would prefer you had
it. But if that area is underserved,
then we need to serve that area.We can't wait for somebody else
(45:18):
to serve that because we know that the customers are there.
We know that they want our product.
That's that's huge. And, you know, that's a, a big
initiative for a company like Dainese to do because there's
other manufacturers that are, are not doing that, you know,
and not thinking about the customer that effect.
So if, if dealers aren't puttingthe stuff in, in, in their, in
(45:40):
their shops, we got to find it online and we got to figure out
what country I'm in and what size I, I should be, my fitment
should be. And it's, it's, it's, it's a
process if you're not used to that stuff.
I mean, I've been fortunate enough now that I've gone gone
through it enough time that you get the hang of it.
But definitely it it would have been nice and easy if I had a a
place I can go to and get fittedand get get get all my questions
(46:03):
answered without having to figure out how to use a tape
measure a tailored. Tape measure.
No, it's, it's, it's again, it's, it's helping us just kind
of get that reach to the end consumer and create that
relationship. The stores are a great outlet
(46:24):
even for our racers. You know, our racers use the
stores all the time to, you know, I need a set of epochs
today. They'll run to a store and, or
they'll call the store and say, Hey, I need three sets of
epochs. Can you mail them to me?
And they'll buy them from the store and the store will mail
them directly and it'll get there even faster than buying it
online. If there's a warranty issue or a
(46:47):
crash, they can contact the store.
The store will tell them how to go about getting the suit ready
to send it back to get a crash. They pay for the repairs right
through the stores. Like it's a really convenient
thing. And, and it, like I said, it's
still evolving, but it's gotten to the point now that it's
become like essential for the overall customer experience.
You know, hey, my zipper pull broke.
(47:09):
You can take it to a store. Any of our stores can replace a
zipper pull. Hey, my snap broke.
Take it to any of our stores. They all have the equipment to
take snaps versus mail it to California, wait 15 days and the
whole process like it's, it's, it's becoming a very, very
essential part of the business to just deliver on that premium
(47:31):
experience. Right without waiting too long
or having to ship things too farthat that's definitely that's,
that's truly ingenious, man. And you know, and it and it's
definitely needed because like Isaid, and we've been we've been
talking about on the show for a little bit now.
You know, some of these dealerships are in some remote
(47:52):
places and, you know, you show up sometimes and you're looking
around and it's like. Flying the right.
Flying the right place you. Know exactly Joe Rocket jacket
from 94 still hanging there likewhat the fuck?
Yeah, no. Seriously, you know.
You know they haven't dusted in a while, and you know they might
(48:13):
make more money from the servicedepartment than they do from
parts and sales. I I've always, I've always told
and, and a lot of dealer groups know this.
Parts and parts and apparel are two different things and helmets
and apparel are are very important revenue stream for a
(48:35):
dealer. It's not the biggest revenue
stream, but it's an important revenue stream because you can
sell helmets and apparel all year round.
No matter where you are in the country.
You can only sell motorcycles orthe peak of motorcycle selling
season is you typically from February to right about now,
July, August. In July, August, most dealers
will tell you they see a significant drop in sales
(48:57):
because in the minds of most customers, once you hit July
4th, summer's almost over. If I don't want to buy a bike
now, I'll wait till next year. So you, you don't think like
that, but most consumers see July as kind of the end of the
OR the beginning of the end of the summer.
And so overall, motorcycle salesstart to drop in July, but
(49:20):
helmets and apparel keep selling, people keep needing
jackets, keep needing gloves. I don't have a winter glove.
I don't have a winter jacket. I need to get something when it
gets a little cooler 'cause I'm planning on riding my bike deep
into October or maybe November. So it's a very important, like I
say that in a dealership it's got three legs and it needs
(49:40):
three legs to stay upright. It can't stay upright with just
two legs. And you have your motorcycle
sales, you have your service, you have your parts and apparel
and parts and apparel is only asstrong as the second part of an
apparel because what the margin that you make on apparel is so
much more than you make on a motorcycle.
You can ask any dealer. So if you give me $30,000, I
(50:06):
could buy 1 1/2 bikes. And when I sell those 1 1/2
bikes after F and I after I try to get you on your extended
warranty on your wheel and tire protection on all that extra I
might make let's say it's a 30,000 bottle, but I might if
(50:27):
I'm lucky, I might make 2700 bucks, maybe 3000 bucks.
If you give me $30,000 to buy helmets and apparel, I can
easily get you back. You know, twelve, $15,000,
that's. Huge.
(50:48):
That's huge dealerships. You got me some phone calls.
You got to make phone calls, youknow, even if you give them
stuff at like 10, fifteen, 20% off, like you get more margin on
helmets and apparel and you get more customers.
And once customers understand that your dealership does that,
like there's a couple of dealerships that do it great,
all of a sudden there's people that go to your store not to buy
(51:10):
a bike. They literally go there to buy
helmets and jackets and gloves and boots and pants and
everything else. And eventually they're going to
come in there and they're going to buy oil, oil filters, spark
plugs. And when that day comes to buy a
bike, they're going to come to your shop to buy the bike as
well. Listen, I'm getting off topic a
little bit, but I wish more dealerships would understand.
(51:30):
If you treat a customer really good, they're probably going to
bring you at least three to 8 customers, and each person they
bring is probably going to bringyou a few because the motorcycle
community is very loyal if they like you and.
And they'll. Keep going back.
They'll drive, I'll drive 24 hours to get to somewhere if
you're the best guy for the job and, and I like what you're
(51:52):
doing. I mean, there's no, there's no,
you know, there's people ship their stuff all around the world
to get people to work on them and so forth.
So that, that that's priceless because like I've done that, you
know, to some dealers and you know, and, and I don't think
they appreciate or, or get or get that and, and, and you know,
(52:13):
don't and I don't feel the love and, you know, I've moved on to
other places and now my friends and I going to those places.
Yeah. It's, you know, it's, I mean
it's a retail market, so you cannever have 100% satisfaction.
But even if you have a 90% satisfaction, that 90% can drive
(52:33):
your business for years. And and they're gonna, you know,
it's gonna organically grow because they're gonna tell their
friends, their friends are gonnatell their friends.
And it kinda, you know, you're gonna end up creating your own
like little like regional dedicated fan base to your
(52:56):
dealership only because like, hey, this person said this, this
person says that, you know, our Google ratings are super high.
We always have stuff in stock. There's always an option for
somebody to come here. And there's only, I mean, I've
been around the country on the West Coast, there's a lot of
dealers that do it better than most places.
But on the East Coast, like there's a handful of dealers
(53:18):
that are really, really honed inon that.
And the ones that are good at it, I mean, there's dealers that
are making millions of dollars just on helmets and apparel,
which is it's not chump change, man.
Because when you're making millions of dollars on helmets
and apparel, your net profit is going to be a lot more than if
you sold $1,000,000 worth of motorcycles.
Right, right. And yeah, no, it's, it's
(53:38):
unbelievable. I don't, you know, and we'll
move on and kind of get out of here for that.
But I'll say no. I'm still waiting on a
dealership to call me about a bike and then like we'll call
you when they get it when it comes in and, and it's already
sitting in my my garage and. I'm just like.
I still have yet and got a call say, Hey, that bike is in that
you wanted you interested. It's like and I and I you know,
(54:01):
I get like there's people that may come in and and browse and
stuff like that, but you can't make assumptions on people
whether they're going to buy something or not buy something.
You got to treat them all the same and and the ones that come
back, you know you treat them even better next time.
Yeah, in in retail, in any kind of retail sale, they always say
(54:21):
don't pre qualify the customer don't because you don't know
what that customer is up to. That customer could have showed
up that day in his son's beat upHonda that his son just happened
to slam to the ground and has cambered wheels because it's his
Ferrari's in the shop. Exactly.
Exactly. And now, you know, you treat
(54:41):
this guy like you know all this guy's on a, you know, a 1990
Honda with cambered wheels with five different paint jobs from
all the crashes. He's got no money.
And you don't realize like this guy's got more money than you
can imagine. Like everybody that comes in,
you treat them always the same, like they're the last customer
you're ever going to have. So treat them.
Treat them great, man. And and then this weekend, we're
(55:03):
going to go up to Laguna Seca and we're going to watch guys go
fast, man. Nice, nice.
And so Daneze will have a tent up and and all that have merch
up and stuff. Or is it more?
No, it's more of a fan experience.
No what? We'll have a tent up.
We'll have a a 20 by 20 inflatable gazebo.
We'll have some giveaway items. We'll have a little few promo
(55:26):
items to give away. We'll have some suits on display
so people can kind of see what the suits look like up close.
We're going to work with some ofour racers there to just make
sure that everything's good, that they're happy with the
service this year. So far this year, knock on wood,
we've had a pretty good year. As far as like the Dianeze
(55:48):
family of riders we've got in stock 1000, we've got the number
one and #2 rider. So we've got Andrew Lee and
Jason Uribe one and two on the BMW in the Kramer Cup.
Demario is leading that in the the twins Cup, the Mario's
leading that. I mean, I think the Mario would
(56:09):
be leading a lot of different cups if they let us let him race
more bikes in the Super sport class.
Blake Davis is like right there third in the points won his
first race a few races ago. So like good for him.
And then Bobby Fong in super bike is hanging in there in the
top three. So overall we have our top
(56:30):
three, top 4, but overall we have a really good group of guys
racing for us this year. And you know, considering that
there's other companies out there with like 15/16/17 guys
and we're out there with five and all five of them, or at
least in the top three or four in their class.
It's not a bad, it's it's not bad, dude.
(56:52):
You know, if I wanted to, I could, I could put 30 guys in
there. So I can guarantee I'd be in the
top three. But to do it with like 5 or
yeah, do it 5 or 6 really quality riders.
I'll I'll stick to that. So before you get out of here,
you're out in Cali for a little bit like, you know, what are you
eating? Are you going back to some of
(57:12):
your favorite places? Like what?
What are we? What are we eating?
I last night I had chronic tacos.
OK. That's what sucks.
Which is like one of my when I was out here.
I love chronic tacos, man. They just, they're just good
tacos, man. Does that means it's infused
with something? When you say?
When you call it? No.
No, no, it's just, it's just called chronic.
(57:34):
I mean, I don't believe they have any chronic in them, but
they're that's they might. I mean, the logo does have some
chronic on it. Like I I just saw nobody was.
Just sitting on my chest. I don't.
Know what happened there's another place out here so I, you
know at some point I'm probably going to have in and out because
(57:55):
you have to have in and out at least once you do and.
And the other place that I it's not located near me yet is
Raising Cane's chicken fingers. Yeah, dude, I love their chicken
fingers. And you didn't get them in many
places. So those are really the main
three. Other than that, like pretty
(58:15):
pretty pretty simple palette. Hey listen, as long as it's good
eating and and you get some good, create some new good
memories. Yeah, and Thursday night, if
anybody wants to meet up with me, we will be at the Cinemark
in Salinas, which is close to Laguna Seca.
We'll be there Thursday night towatch Superman.
(58:35):
So the Dionysic crew will be watching Superman Thursday night
before the Laguna Seca round. There you have it, people, Luis
Artiga from Dainese man, welcometo thank you for coming on the
show and we'll talk soon, man peace.
Take care.
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