Inside the Industry - Fly Racing 7

By Jeff Brines

If Charlie and the Chocolate Factory was written by a mountain biker in today's era, Fly Racing's headquarters may serve a better symbol to every mountain biker's dream than candy ever could. Fly, a division of Western Power Sports, is based in Boise, ID, an off-the-radar gem for those who are into playing in the outdoors.

Like Charlie, we were invited to check out the promised land with a few other media cohorts and a legendary racer/coach by the name of Shaun Palmer (maybe you've heard of him).

I wasn't sure what to expect when making the pilgrimage to the company's headquarters. My initial impression upon arrival was simply "wow!" The company's headquarters is big. Very big. So big it has an onsite moto track, putting green, and a full fledged workout facility. I'm not sure how one would get any work done with such awesome distractions around every corner (not to mention the riding around Boise - more on that later), but make no mistake, Fly is not a generic catalog company. Instead it is doing everything they can to foster two-wheeled passion toward anyone who chooses to work there.

Fly Racing is a division of Western Power Sports, the largest power sports distribution company in the United States. If you ride moto, ATV, street bikes or snowmobiles, there is a strong chance you've ordered from them in the past.

This strong distribution business has allowed the company to branch out into their own line of soft and hard goods (Fly Racing) in addition to new disciplines (mountain bike racing).

Fly Racing is hardly a newcomer to the mountain bike scene (they came on in the 2000s) though it's clear WPS has given the mountain bike division more resources to create some of the best apparel and protective gear around. They've also brought on Mr. Palmer to help consult with respect to style, fit and function - something Shaun takes very seriously.

Walking around the premises, it was clear Fly is dedicated to putting out the best gear at prices mortals can afford. The entire line is diligently thought of and drawn up by guys and gals who are as passionate as one can be about playing in the dirt on two wheels. This passion is trickling down into some very well-thought out gear.

Having strong distributor roots, any shop interested in getting on board with Fly also gains access to the various bike-specific products WPS distributes such as Maxima Racing Fluids, SDG, and Michelin (to name a few). A nice bonus to those who are in the business.

Riding with Fly employees and Mr. Palmer from Bogus Basin ski resort back into Boise was an experience not soon forgotten. There are more top-notch singletrack trails just a few minutes outside town than one might think. A very worthy visit for any trail rider. And yes, Palmer (still) rips on a bike.