Forum Hot Seat - Craig Stikman Glaspell, International Marketing, Bicycle at Troy Lee Designs

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12/17/2015 3:02pm
I just want to say I'm sorry for over reacting over some dumb tweet about Oregon we threw back and forth at each other when you...
I just want to say I'm sorry for over reacting over some dumb tweet about Oregon we threw back and forth at each other when you were at Intense. I knew you where joking but my fingers didn't. You don't hold any grudges do you?

-Mike Estes, A dummy.
I don't even remember the actual incident haha, so no, no grudges....just ask Luc Albert.

Hope you are well Mike! Good to hear from you.
Cheers.
12/17/2015 3:05pm
xyian wrote:
"I will tell Troy, he will be stoked on this, thanks man." Thanks for sharing with us. I love these industry forums. It helps you get...
"I will tell Troy, he will be stoked on this, thanks man."

Thanks for sharing with us. I love these industry forums. It helps you get to know more about the industry. Even if I can't seem to wedge my way into this or skateboarding...I can live vicariously! On the webs! In a forum!
I'd love to get Troy to do something like this, but i've never met someone more spun out! haha
He is here everyday and just in every department just making sure everything is dialed-it's not micromanaging, he just cares that much "My name is on the building and the packaging, what was I thinking!???" haha.
It's a heavy load for the dude, but man he loves to have fun, and is the biggest smart ass, good hearted dudes i'll ever know, with one of the most creative brains i've ever seen-him and Jeff Steber, the 2 greatest artists in the biz.

ripdogg1
Posts
15
Joined
7/12/2011
Location
Portland, OR US
12/17/2015 3:05pm
I have been thinking it was smoke and mirrors, for years, until I rode in a competitors helmet with MIPS, I have been analyzing a lot...
I have been thinking it was smoke and mirrors, for years, until I rode in a competitors helmet with MIPS, I have been analyzing a lot of MIPS data, and I am convinced it is a help or added layer of defense against concussion. That being said, you can't just put MIPS into a shit helmet. The helmet has to be built well, designed well first. Our helmets are the best in class, so, could only make things a bit safer with MIPS right?
midwestguy wrote:
Thanks for your thoughts. I hit up the wife for a new A1 for my b-day, gotta protect what few brains cells I have left. You...
Thanks for your thoughts. I hit up the wife for a new A1 for my b-day, gotta protect what few brains cells I have left. You have have some great designs on them, nice work to the design team.
A1 has done phenomenally well for us, well beyond Troy's goals and it keeps growing-people love the comfort, and the styling we are known for-but I...
A1 has done phenomenally well for us, well beyond Troy's goals and it keeps growing-people love the comfort, and the styling we are known for-but I get to see so many helmets from customers and athletes that took massive impacts and walked away safely, thats the great payoff.
The A1 is a great helmet but let's talk about sweat management. Any chance the 2016 helmets will address this?
MtBiker14
Posts
2
Joined
12/17/2015
Location
OR US
12/17/2015 3:07pm
Great answer Stik! Thanks for taking time to do this! #TLD4LIFE
12/17/2015 3:15pm
midwestguy wrote:
Thanks for your thoughts. I hit up the wife for a new A1 for my b-day, gotta protect what few brains cells I have left. You...
Thanks for your thoughts. I hit up the wife for a new A1 for my b-day, gotta protect what few brains cells I have left. You have have some great designs on them, nice work to the design team.
A1 has done phenomenally well for us, well beyond Troy's goals and it keeps growing-people love the comfort, and the styling we are known for-but I...
A1 has done phenomenally well for us, well beyond Troy's goals and it keeps growing-people love the comfort, and the styling we are known for-but I get to see so many helmets from customers and athletes that took massive impacts and walked away safely, thats the great payoff.
ripdogg1 wrote:
The A1 is a great helmet but let's talk about sweat management. Any chance the 2016 helmets will address this?
midwestguy!
We set out to make the safest trail helmet on the market that fit the best, we achieved that. Moving forward, our design group has been testing some different liner shapes and materials that will be in the future line, we are also working on shortening up our time to market with new helmets in the future. When I am surveying people around the world about our brand, more often than not people know us for COLOR first and foremost, and helmets-our helmet launches are the biggest web traffic for our website, so we are listening to all of this.
ripdogg1
Posts
15
Joined
7/12/2011
Location
Portland, OR US
12/17/2015 3:24pm
xyian wrote:
Is there a reason TLD stuff has SO MUCH branding on it? The Skyline is my favorite short and they are pretty tame as far as...
Is there a reason TLD stuff has SO MUCH branding on it? The Skyline is my favorite short and they are pretty tame as far as TLD gear but other stuff I don't buy because I don't like looking like a freakin billboard. Are there any plans to have more stuff like the Connect shorts that have next to no logo stuff on them? I like the gloves and the helmets and stuff but I don't want to look BroCal very often. I'm old and have no desire to advertise(unless I'm gonna be sponsored).
Well, Probably because we are 'moto inspired' brand? and the formula has worked for us in bike as of late. That being said, the 16' line...
Well,
Probably because we are 'moto inspired' brand? and the formula has worked for us in bike as of late. That being said, the 16' line has a LOT of toned down pieces on the logo driven vibe.

I love this comment though, I am old and have no desire to advertise also. When I came to TLD 5 years ago, I was always wearing black and grey, no logos, Tshirts, board shorts in black, etc....I owned some dakine trail stuff, with no logos, but then I got here and said "well, I'm gonna try some of the loud kits" and I haven't looked back. But we are listening for sure, making more less logo driven, our customers have gotten older-but I pushed hard for us to make grom trail kits and grom gravity kits, we finally came out with those last year and those always gotta be classic, loud TLD kits.

I read way too many apparel industry financials, and there is a trend to shy away from logo-driven garments, we have reacted and we are listening to you, you will like the 16' line.

I second this. I'm old and grumpy.
12/17/2015 3:30pm
Ok, I guess I am out....but I will certainly cruise back here later if there are any late-comers.

Thanks bro's

Thanks VitalMTB.com

Happy Trails and Happy Holidays everyone.
Twitch
Posts
10
Joined
6/7/2014
Location
UT US
12/17/2015 3:34pm Edited Date/Time 12/17/2015 3:40pm
Hey Stik,

Not so much a question, but had the chance of meeting you at interbike and really appreciated the outgoing friendliness, despite the fact things were busy.

You are killing it, and love that you keep in touch with riders and recieve and deliver feedback so well, no doubt the 2016 lines are gonna be sick.

-Brock
12/17/2015 3:41pm
I just want to say I'm sorry for over reacting over some dumb tweet about Oregon we threw back and forth at each other when you...
I just want to say I'm sorry for over reacting over some dumb tweet about Oregon we threw back and forth at each other when you were at Intense. I knew you where joking but my fingers didn't. You don't hold any grudges do you?

-Mike Estes, A dummy.
I don't even remember the actual incident haha, so no, no grudges....just ask Luc Albert.

Hope you are well Mike! Good to hear from you.
Cheers.
Cheers Stikman! Merry Christmas!
12/17/2015 4:17pm
Twitch wrote:
Hey Stik, Not so much a question, but had the chance of meeting you at interbike and really appreciated the outgoing friendliness, despite the fact things...
Hey Stik,

Not so much a question, but had the chance of meeting you at interbike and really appreciated the outgoing friendliness, despite the fact things were busy.

You are killing it, and love that you keep in touch with riders and recieve and deliver feedback so well, no doubt the 2016 lines are gonna be sick.

-Brock
Twitch,
Interbike, what a shit show that is! Everyone is always so flat out. It is a great time to meet bike people, especially dealers/customers who are the lifeblood and pick they brain on what they need, so glad we got to chat.
Troy Lee is killing it, our riders are killing it, its a great time for sure, business is good!
Thanks man.
Chuck Norris
Posts
10
Joined
1/14/2013
Location
Beverly Hills, CA US
12/17/2015 4:19pm
Mr. Stik!

Some questions for you:

1) Is funding the largest hindrance to supporting, organizing, and setting up a race series? Is it the venues and their funding? I seem to hear some of the same complaints about the GES and ESC that I used to hear about the NORBAs back in the day.

2) Some of my favorite helmet graphics were the Palmer lids, the 09' TLD Kabuki SE2's, the 06' Wardy, Pinstripe, and Razor collections, and the 09' Eagle D2 Collection. The current early 70's lowrider/van graphics are kind of... meh - not to mention the "Squirt" and "Speeda" designs... I think it would be pretty rad if the D3 series returned to a specific motif and played off that - like the 09 SE2 Kabuki for example... Art is subjective, but what do you think? I also agree that some of the TLD branding for the cycling line has gone WAY over the top. I'm not saying it should be completely subdued like POC, but it would be nice to have smaller branding for the bike division - I'd say the "Air" gloves are a good place to start in this regard.
12/17/2015 5:13pm
Mr. Stik! Some questions for you: 1) Is funding the largest hindrance to supporting, organizing, and setting up a race series? Is it the venues and...
Mr. Stik!

Some questions for you:

1) Is funding the largest hindrance to supporting, organizing, and setting up a race series? Is it the venues and their funding? I seem to hear some of the same complaints about the GES and ESC that I used to hear about the NORBAs back in the day.

2) Some of my favorite helmet graphics were the Palmer lids, the 09' TLD Kabuki SE2's, the 06' Wardy, Pinstripe, and Razor collections, and the 09' Eagle D2 Collection. The current early 70's lowrider/van graphics are kind of... meh - not to mention the "Squirt" and "Speeda" designs... I think it would be pretty rad if the D3 series returned to a specific motif and played off that - like the 09 SE2 Kabuki for example... Art is subjective, but what do you think? I also agree that some of the TLD branding for the cycling line has gone WAY over the top. I'm not saying it should be completely subdued like POC, but it would be nice to have smaller branding for the bike division - I'd say the "Air" gloves are a good place to start in this regard.
Mr Norris!
1) I'd rather a race promoter answer that, and I am certainly no race promoter. But, It seems like it was easier to get funding to put on an event years ago, from outside the industry and even within the industry than it is now. VISA, Coors Light, Chevy, etc etc all were putting in vast amounts of cash back then. Hell, when I was with GT/HYUNDAI, Hyundai paid us 3 million (for GT and Schwinn, and for the freestyle, MTB and BMX programs) for example, those kind of deals are not happening anymore.

2) Man, you are throwing out some history lids!, loved all of those, except the wardy one haha. Troy is the leader of the ship, he is an artist and he is influenced by so many things in the world. We also birth a lot of helmet designs in our paint shop, so the guys down there create some great pieces that Troy just falls in love with and wants to see come to life in production helmets. I want to see a tighter story line with the designs, MTBing lends itself so well to that. Troy could create a collection of gear based on a sick ride trip, with inspired helmets and gear, etc....

As I said before, TLD's core is in art, design, use of COLOR and our ATHLETES, so we have to honor our roots of that and we will always be wild, different and take risks-but we also know most MTBers are pretty low key and chill. Like I said, we are listening, and that is key. Nothing I love more than hearing perspectives of our brand.

Sorry, bit of a rambling reply, sorry, trying to finish a TPS report while replying haha.
Eisma
Posts
70
Joined
7/18/2015
Location
Denver, CO US
12/17/2015 6:10pm
Any advise for someone who wants to get into Marketing, and specifically in the bike industry?
jhmckean563
Posts
14
Joined
9/5/2015
Location
Amsterdam, NY US
12/17/2015 6:31pm
1. Should I rebuild my old 2001 Straight 8 or is time to stop living in the past?

2. What could mtb learn from the moto industry, and vice-versa?
biggybuggy
Posts
5
Joined
12/15/2015
Location
Fallon, NV US
12/17/2015 8:07pm
Kinda out of place here, but any plans on a more bmx/park oriented helmet? Been rocking a D2 for all my riding, but a park helmet would be rad.
12/17/2015 8:07pm
Eisma wrote:
Any advise for someone who wants to get into Marketing, and specifically in the bike industry?
I sure as hell don't have 'the' answer. I spent most of my years in product development, race support, race team management (most of those being a part of sports marketing) it was only the last 6 years as a 'marketing' dude per say.
I got to that point from experience and relationships. Internships seem to be the avenue of choice for marketing gigs as well, but you have to network with people in the industry ultimately...I don't want to say its 'all who you know' but that is important. Having big ideas, even if they are crazy seems to be sticky (memorable) for people hiring. A lot of marketing is how well you can build smoke and mirrors, I am way too honest and forthcoming to be a 'great' marketer, I can't lie to people-thankfully I work for brands that have a product I believed in before I even was getting a paycheck from them. We are still building the bike side of TLD, I have a long range plan to build a larger team, and I want people who live and breathe the sport, but also are paying attention to other cool things from other industries, people who aren't afraid to work, people who don't think social media is the end all-be all of 'marketing' because at the end of the day we deposit profits, not likes! haha.

12/17/2015 8:14pm
1. Should I rebuild my old 2001 Straight 8 or is time to stop living in the past? 2. What could mtb learn from the moto...
1. Should I rebuild my old 2001 Straight 8 or is time to stop living in the past?

2. What could mtb learn from the moto industry, and vice-versa?
1. I had some old parts for that and GT DH-i and when my wife and I sold our house in Murrieta in 2011, I tossed it all out to the trash. I had to stop living in the past-even though it was one of my wife's favorite bikes.

2. I think moto takes itself way too seriously, they could learn from us MTBers, to have a little more fun and realize they are just riding a motorcycle. I know more money is at stake, but, its a bit ridiculous sometimes how serious and important they all think they are. I think I answered the question backwards. MTB could learn from the MOTO calendar, its a healthy dose of season long racing that seems to never end, i'd love that. Moto could learn from bike in terms of the technical apparel, fit, and protection too. We are lucky that all of this is shared between bike and moto at TLD, designs, protection, materials, etc....
MTB also learned from MOTO in regards to race teams, and SRAM TLD RACING was born out of the TLD Moto team, that started out for Troy as a pipe dream, almost bankrupted him over a decade ago, but it's now become a major factory team (TLD/KTM) and between all of the sponsors Troy is bringing in, is a large source of revenue and a tremendous marketing tool for the brand-more MTB teams could follow in Troy's footsteps, that team is the model to follow.
depeche4
Posts
198
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Location
the wood CA
12/17/2015 8:21pm
Have any good stories about working with as the color man with Warner?
csermonet
Posts
82
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Location
GA US
12/17/2015 8:40pm
I'd love to get Troy to do something like this, but i've never met someone more spun out! haha He is here everyday and just in...
I'd love to get Troy to do something like this, but i've never met someone more spun out! haha
He is here everyday and just in every department just making sure everything is dialed-it's not micromanaging, he just cares that much "My name is on the building and the packaging, what was I thinking!???" haha.
It's a heavy load for the dude, but man he loves to have fun, and is the biggest smart ass, good hearted dudes i'll ever know, with one of the most creative brains i've ever seen-him and Jeff Steber, the 2 greatest artists in the biz.

I saw in a previous post that you "get told you're an ass hole all the time"

I just want to say I don't believe that for a second! You are one of the nicest, most awesome, genuine guys on the forums. The fact that a guy from one of(the most) legendary brands out there is so engaging and ready to talk everything bikes with random strangers on the internet is really refreshing.

On the point about Troy doing one of these...I'm sure he would like to do one, at least from what you've said about the guy, I imagine him being down. But instead of him sitting down to do it by himself, maybe you could/should moderate it for him and ask him the questions, and type for him kind of deal.

My question is, the D3 has been around since 2009/10(not sure exactly), and I know the D2 had a long service life before the D3 was released. If you are allowed to speak about it, do you guys have an idea for how long you want the D3 to be the flagship DH helmet? Are there plans to implement a MIPS system into the D3, or would that be on the table for the next flagship helmet(if MIPS are even in the plans at all)?
12/17/2015 9:02pm
Right now, who wins in a gnarly head-to-head race down a DH track, you or Leigh?

Don't answer that, Stik. I'll take you to task at the next TLD ride! :-)
bizutch
Posts
1105
Joined
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Location
Fletcher, NC US
12/17/2015 9:08pm Edited Date/Time 12/17/2015 9:10pm
@stiksandstones

1. Looking back on your time on the NORBA National circuit, if you had known that handing me your wash bucket and letting me use your "Pros Only" hose out the back of the team pit was going to result in me stalking, harrassing, pissing you off.and leeching off of you from time to time.....if you had that moment back, do you wish you'd have just told me no? If so, why?

2. During the golden age of downhill, what do you think was the absolute greatest event you ever attended on US soil?
A. Durango World Cup
B. Helen, Georgia racers protest of the uphill mud bog DH give more swag away than could fill a landfill in China
C. Seven Springs "we are rock stars" Cannondale Semi, GT Semi, Palmer F-ing bus, Shaums desperately hucking for dollars
D. Park City Bender's gonna huck himself and obviously die day
E. Snowshoe monsoon on a cliff and everything doused in mountain poo for a week of Staf Infection
F. Mt. Snow we're all gonna die on a deadly grass hill somehow from mystery moss rock
G. Big Bear East Coast don't care but heh it's the mecca of sandy dirt roads so F' it
H. Squaw Valley holy crap when did Australia get here and what the F' is a Rocket Parts?
I. Mammoth Mtn sure it's fun, but dusty and nowhere near anything relevant
J. Snoqualmie how do we even get down this

3. Why the hell would you mention @Acadian and @Kidwoo and leave me out? We're the 3 douche Amigos...well...at least me and woo. Acadian's a douche because he's just always right about stuff...like too much.



12/17/2015 9:14pm
Hey Stik, I hope to see you at another TLD ride. When are you coming back out? They are pretty big, man.

Also, thanks for what you do. I love TLD and I have a feeling you are a major part of the authenticity of the brand and the quality of the gear. Superb.

Now for my real question! Can you let us in on the creative process? How do you decide on neon leopard print or khaki and orange? What are the sources of inspiration? How do you know you have "it"?

Thanks man.
bturman
Posts
2102
Joined
8/1/2009
Location
Durango, CO US
12/17/2015 9:50pm
Explain your Rampage podium shot technique:

12/18/2015 7:57am
Mr. Stik! Some questions for you: 1) Is funding the largest hindrance to supporting, organizing, and setting up a race series? Is it the venues and...
Mr. Stik!

Some questions for you:

1) Is funding the largest hindrance to supporting, organizing, and setting up a race series? Is it the venues and their funding? I seem to hear some of the same complaints about the GES and ESC that I used to hear about the NORBAs back in the day.

2) Some of my favorite helmet graphics were the Palmer lids, the 09' TLD Kabuki SE2's, the 06' Wardy, Pinstripe, and Razor collections, and the 09' Eagle D2 Collection. The current early 70's lowrider/van graphics are kind of... meh - not to mention the "Squirt" and "Speeda" designs... I think it would be pretty rad if the D3 series returned to a specific motif and played off that - like the 09 SE2 Kabuki for example... Art is subjective, but what do you think? I also agree that some of the TLD branding for the cycling line has gone WAY over the top. I'm not saying it should be completely subdued like POC, but it would be nice to have smaller branding for the bike division - I'd say the "Air" gloves are a good place to start in this regard.
I forgot, I wanted to add that this year-the red/yellow speeda carbon D3 was our best selling helmet.
12/18/2015 8:01am
depeche4 wrote:
Have any good stories about working with as the color man with Warner?
Many, but I will share one....

I think it was 2011, I was working in the booth with Rob at few world cups, but, I wanted to be more of an assistant because my on air voice is horrific, I sound like death, so providing data, stats, sounds (like a Fred on Howard Stern)....so we were in Mt St Anne, rooming together, and I lasted one night in the hotel, because he was so disgusting, pee all over the bathroom, spitting, staying up all night doing research and yelling "Holy fuck stik! did you know Peaty has entered (X) amount of races and finished (X) percentage of them, incredible mate!".

I was trying to have a holiday, and he interrupted it.

I am a great fan of Rob and his work, TLD is a proud partner of his, but he is a disgusting human often times.
Big Bird
Posts
2178
Joined
2/1/2011
Location
Oceano, CA US
12/18/2015 8:28am
I may be too late, but I gotta ask. What are your thoughts on HBCutthecourse from a while back. Sounds like it was somewhat similar to sticksandstones. Did you ever post there? Follow it?
Big Bird
Posts
2178
Joined
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Location
Oceano, CA US
12/18/2015 8:30am
bizutch wrote:
@stiksandstones 1. Looking back on your time on the NORBA National circuit, if you had known that handing me your wash bucket and letting me use...
@stiksandstones

1. Looking back on your time on the NORBA National circuit, if you had known that handing me your wash bucket and letting me use your "Pros Only" hose out the back of the team pit was going to result in me stalking, harrassing, pissing you off.and leeching off of you from time to time.....if you had that moment back, do you wish you'd have just told me no? If so, why?

2. During the golden age of downhill, what do you think was the absolute greatest event you ever attended on US soil?
A. Durango World Cup
B. Helen, Georgia racers protest of the uphill mud bog DH give more swag away than could fill a landfill in China
C. Seven Springs "we are rock stars" Cannondale Semi, GT Semi, Palmer F-ing bus, Shaums desperately hucking for dollars
D. Park City Bender's gonna huck himself and obviously die day
E. Snowshoe monsoon on a cliff and everything doused in mountain poo for a week of Staf Infection
F. Mt. Snow we're all gonna die on a deadly grass hill somehow from mystery moss rock
G. Big Bear East Coast don't care but heh it's the mecca of sandy dirt roads so F' it
H. Squaw Valley holy crap when did Australia get here and what the F' is a Rocket Parts?
I. Mammoth Mtn sure it's fun, but dusty and nowhere near anything relevant
J. Snoqualmie how do we even get down this

3. Why the hell would you mention @Acadian and @Kidwoo and leave me out? We're the 3 douche Amigos...well...at least me and woo. Acadian's a douche because he's just always right about stuff...like too much.



How about that one year only National at Crystal Mountain Washington. Freeride start, two chairs so you could avoid the crowds and one hell of a party!
12/18/2015 9:31am
Well, I hate to be the guy asking the gear related question, but given that my knowledge of North American DH racing is essentially zero I'll stick to what might apply to me.

With helmets now being developed to suit the higher speeds and meaner terrain (Parachute and Super 2R spring to mind) trailbikes are being ridden and raced on these days do you have an opinion on these lighter / halfway house lids that split the difference between trail helmet and a traditional DH Full Facer? Is that something Troy Lee are likely to get into at some point or do you see them as neither one thing nor the other?
12/18/2015 9:35am
biggybuggy wrote:
Kinda out of place here, but any plans on a more bmx/park oriented helmet? Been rocking a D2 for all my riding, but a park helmet...
Kinda out of place here, but any plans on a more bmx/park oriented helmet? Been rocking a D2 for all my riding, but a park helmet would be rad.
Yes there are, but I can not give an ETA or Troy would throw tequila on me.

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