Issue link: https://read.dmtmag.com/i/410969
FOCUS PSB Helmet & Apparel 20 • November 3, 2014 • Powersports Business www.PowersportsBusiness.com Apparel, helmets added to help promote motocross brand BY LIZ KEENER MANAGING EDITOR Risk Racing never set out to be a motocross gear company. In fact, as owner James Burry explains, the Mooresville, N.C.-based company is more focused on inventing new parts and accessories that help off-road riders make the most out of their rides. "What we try to focus on here is our own designs, our own patents and try to come up with unique and useful things that are good for riders," he told Powersports Business. But last year Risk added riding apparel and helmets to its lineup, in an effort to grow its brand. PRODUCTS OUT OF NECESSITY Burry and his wife started Risk Racing in 2005. The company was borne out of one product — the Ride On Lift, which Burry developed for his wife. His wife was a motocross racer, but she had a problem hoisting her bike onto a traditional lift. Burry then had the idea to create a lift that his wife could easily ride onto herself. "It started in our garage, kind of on the side," Burry said. However, Burry knew riders other than his wife could use the Ride On Lift, so he took it to a trade show and received great response. Soon, Risk found a partner in Tucker Rocky, which began distributing the lift. Since then, Risk has grown, partnering with more distributors and dealers and developing more products, including its Seal Doctor, which has been well received by consumer media and riders alike. Risk announced on Oct. 8 that Western Power Sports had joined its distribu- tion network. What has drawn customers to Risk is the uniqueness of its products. Burry is an inventor, spending his pre-Risk days designing products for non-powersports industries. Now he uses his family's experience with riding to develop first- of-its-kind parts and accessories. "We're tying to come out with some of the things out there that solve the problems that a lot of weekend warriors might have," he said. "We're offer a completely unique solution, and our stuff's patented, so we're the only place you're going to get it." MARKETING WITH A FLAIR Risk Racing's products are unique and designed to be useful. However, with a staff of four, Risk has some challenges when it comes to market- ing, but gets plenty of creativity from its in- house crew. Much of the company's marketing has been focused on social media, and it's a segment on which the employees have shined. Posts are focused on connecting personally with the customers, rather than selling. Risk's mannequin, Manny, has become a social media star, as the mannequin can be seen frequently on Facebook, drawing fans to ask if Manny will be present at each trade show Risk attends. Risk's staff has also created entertaining videos, such as one where Manny scares Off-road riders have Risk Racing in their corner See Risk Racing, Page 21 (Above) Risk Racing showcased its apparel and parts and accessories in mid-October at AIMExpo in Orlando. (Right) Even with a full-time staff of four, Risk Racing comes up with inventive marketing elements.