去年9月,我们开启了第一期的【CN面对面】的采访专题;这是我们第一次尝试与业内的大咖们对话。

专题一经刊出,就获得了相当广泛的关注,并且深受大家的喜爱。

在上一期的【CN面对面】中,我们采访了ANIMAL BIKES的国际销售经理Nick Bardzilowski。

今天刊出的这一期【CN面对面】,也是我们2018年的第一期【CN面对面】;我们邀请到了PRIMO的产品经理兼STRANGER/LOTEK的品牌创始人Rich Hirsch,让我们一起来听听他的故事。


First of all, thank you for accepting our interview.

I think perhaps this is the first time an exclusive interview for your brand from a Asian BMX website.

Hope this time the interview will allow more Chinese riders to gain insight into your brand.

(CN:首先,感谢您接受我们的本次访问,我想也许这是第一次有亚洲的BMX资讯网站对您的品牌进行专访;希望这次访问能让更多的中国车手深入了解您的品牌。)


CN:Let’s start with our topic from Tipplus! Please briefly explain this company, Which brands are they running?(seems a lot of people do not know the relationship between them with Primo & Stranger.)

(CN:让我们从TIPPLUS开始我们的话题吧!请简单为我们介绍一下这间公司吧!它主要运营哪些品牌?似乎很多人都不太清楚它与PRIMO和STRANGER之间的关系。)

RICH:Almost 14 years ago I started Lotek from my apartment and through a series of fortunate encounters was offered to have it become part of Tip Plus under my management with their infrastructure. For me this was an amazingthing as I had no idea what the next step was for Lotek at the time. Setting up accounting, warehouse, shipping etc. can be a nightmare for one person to start up. Fast forward to 2009 I had a back injury and then surgery that left me with a lot of time to think about things and Stranger had been in my mind for a while. I was parting ways with Subrosa and my “Pro” riding duties so I had more free time to explore this endeavor. I made a Fit video for Chris Moeller and he asked me one day if I had thought about starting a bike brand and I pitched him this one but things didn’t really align for us and I ran it from my apartment until I was getting pretty in over my head and my back injury had no properly healed and some other health issues surfaced so I was in a pretty rough spot. Colvin the owner of Tip+ was aware of the tough time I was going through and offered to bring Stranger into Tip+ the same way we had Lotek many years before with my management and product design and their infrastructure and backing. At this time he also asked that I take over the Primo management as well. Since then things have been good with the brand growing fairly steadily year after year.

(RICH:大概14年前,我在我的公寓里开始萌生出了LOTEK品牌的构想并开始创立这一切;一系列的机缘巧合,让我有幸成为了TIPPLUS公司的一份子,并开始从事相关的管理岗位的工作。对我而言,这是相当幸运的一件事,因为当时我身处迷茫之中,不知道LOTEK的下一步该如何进行。资金核算,仓储,物流配送对于每一个创业者来说都是噩梦般的存在。当时间来到2009年,我的背部受伤,在进行完手术之后,让我有了一段相当充裕的时间来考虑下一步的人生和事业规划。STRANGER一直以来是我内心酝酿着的一个品牌计划,我当时因为伤病等诸多原因,不得不在SUBROSA告别我的职业生涯,那个阶段,让我们有了更多的时间来探索关于STRANGER的一切。那段时间,我为Fit拍摄制作了一个影片,也就在那个合作的阶段,有一天Fit和S&M的老板Chris Moeller问我,有没有打算过创立和运营一个属于自己的品牌?我把有关STRANGER的想法告诉了他,他给予了许多中肯的意见,让我觉得一切已经万事俱备。正当我准备大展拳脚的时候,由于我的背部伤势没有得到适当的治疗,我个人的健康问题开始凸显,那一段,我步入了一个相当尴尬的窘境。TIPPLUS的老板Colvin意识到我正在度过一段艰难的时光,便提出让我把STRANGER品牌的构想纳入TIPPLUS的品牌体系,这一切的信任源于我们多年前一起经营LOTEK品牌时所建立起来的良好合作关系;也就在那个时期,Colvin希望我可以接管PRIMO品牌的运营和管理工作。从那时开始,这几个品牌就在TIPPLUS的品牌体系里持续并且稳定的发展。)


CN:How long have you been in this company?
As far as I know, you are the brand manager, sales manager, team manager, and even the products manager of Primo / Stranger / Lotek.
In the face of such a huge workload, how do you allocate your time?

(CN:你在这间公司工作了多久了?据我所知,你现在正担任PRIMO/STRANGER/LOTEK的品牌经理、销售经理、车队经理以及产品经理的职务;面对如此巨大的工作量,你是如何合理分配你的时间的?)

RICH:This will be my 14th year technically with Tip+ and I manage the art direction, product design, branding etc. as well as the international sales currently. Everything except for the accounting, warehouse/shipping and the USA sales. Having the support we have in these areas is what allows me the time to be able to cover the other bases. As for time management I use a variation of the GTD technique. 

(RICH:这是我在TIPPLUS公司从事技术方面工作的第14年。我负责品牌的艺术方向,产品设计以及品牌推广方面的工作,目前我也同时兼顾着这几个品牌的国际销售。准确的说,除了财务、仓储、运输以及美国本土销售以外的工作基本都是由我负责。我能做到现在的这一切,离不开整个TIPPLUS团队给予我的支持。至于时间管理和分配,我在GTD时间管理方法的基础上结合了自己的实际情况进行了调整定制。)


CN:In the past few years, Primo and Stranger seems have huge changes.
Many young riders joining and many famous riders left. What do you think about this?

(CN:在过去几年里,PRIMO和STRANGER队伍发生了翻天覆地的变化。许多年轻的车手加入,而一些效力以及的知名车手却离开了,你对此怎么看?)

RICH:I think that is pretty natural as time goes on younger riders must replace the older ones in most cases or they both learn to co-exist together. Due to the free and open nature of the internet the situations with riders departing can be less than ideal as with any employee departure but we are happy with the riders we are working with. 

(RICH:我认为随着时间的推移,这一切都是正常的。在大多数情况下,年轻的车手将取代较为资深的老车手,或者学会相互共存,这是新旧更替的自然规律。伴随着互联网时代的到来,互联网的开放性和自由性,车手的去留不再像曾经那么理想化,但我对于现在效力于我们的品牌的车手感到满意。)


CN:In the past 2 years, we noticed that Vlog is changing the life of the riders.
John Hicks, Nate Richter and Dylan Stark all starts Vlog.
What kind of change or promotion do you think this phenomenon will bring to the industry?

(CN:过去的两年里,我们留意到网剧正在逐渐改变车手们的生活。John Hicks, Nate Richter, Dylan Stark都已经开始拍摄网剧并经营自己的Youtube频道。你认为这种现象会给业界带来怎样的改变或者影响?)

RICH:I think video has always been a huge part of BMX but the lack of cameras and friends who can film has always been a barrier for many to creating. That barrier does not exist any longer and with youtube being the second most used website in the world it seems like it will be the place more and more BMX content will go regardless of the filming style. From the emails I get on my own emails I can say that vlogs in particular seem to appeal a lot to the younger 10 – 18 year old riders as well as the 30+ ones that don’t have as much time to get out on the bike anymore. There is a small group in the middle that love true form BMX videos like we do as well as we will definitely also be making more traditional riding focused videos as well. 

(RICH:我一致认为视频是BMX运动发展的重要载体。但缺乏可拍摄的器材和摄影师一直以来是困扰着大多数人创作的障碍。如今,这个障碍已经不复存在,Youtube作为全球范围内使用频率最高的视频传播网站,它已经成为了BMX呈现在世人面前最好的平台,无论什么风格,也不受地域限制。从我自己整理的邮件反馈信息中我发现,网剧的宣传形式吸引了大多数10-18岁的年轻车手,以及一些30多岁因为工作和其他原因没有足够多时间骑车的车手。这一部分人会更乐于通过网剧来了解BMX行业发展的动态;当然,我们也会坚持拍摄更加原生态的BMX影片。)


CN:It seems that Stranger’s team operating model is running counter to the traditional model.
Pro team and Flow team no longer have a clear definition, As long as the riders has a role in promoting for the brand, you can have your own signature products.
Do you think this is the future trend of development?
Where will the rider’s personal benefits be guaranteed?

(CN:似乎STRANGER团队的运营模式正在与传统的运营模式背道而驰;职业队伍与Flow队伍不再有明显的界定,只要车手对于品牌的推广和发展具有推动作用,就可以拥有属于自己的签名款产品。你认为这是未来的发展趋势吗?车手的个人利益从哪里得到保障?)

RICH:From my point of view signature products are a way for us to say thank you to riders who are representing our company and have good ideas for products. I don’t think I’m the one with the blurred line between pro and am, that is a problem in BMX in general. These classifications were traditional decided by competitions but BMX does not really have traditional competitions for street riding and there is no ranking system. At this point the there are two ways to look at it. 1. A rider is so good they are pro, the issue is that this is subjective so two people will feel the same. 2. Pro mean professional, meaning they earn and income. Both of these factor in when we give a rider a signature product as they will make money from the product and any rider we sponsor is at a high level. Being sponsored is 50% being a good rider and 50% being a good person. A lot of this can not be seen through isntagram.

(RICH:就我的角度而言,签名款的产品意味着我们对于车手对公司所作出的贡献的感谢,并且对产品线本身也有积极的促进作用。我不认为我们有意在模糊职业车手和FLOW车手之间的界定,因为这两者之间的关系是传统BMX发展过程所遗留下来的。真正的职业车手和FLOW车手通常情况下是由比赛来进行界定的。但BMX没有真正意义上的传统比赛和排名系统。针对这个问题,我们可以从不同的角度来看待它。1,一个车手足够好,他就是职业的PRO, 但这个评价只是品牌的主观评价,不同的人会有不同的看法;2,职业意味着专业,车手通过技能赚取收入。所以,当我们给予一个车手签名款产品的同时,从上述任何一个方面来看,都是对于车手的肯定。而车手也可以通过签名款产品所赚取收入。我们所赞助的车手都是具有高水准的车手。我们对赞助车手的要求很简单,首先这个人要有需要具备一个好车手的专业技能,而另一方面则必须要有良好的人品。当然,第二个方面我们通常无法通过Instagram来了解到它。)


CN:Lotek seems to have been silent for a long time.
As Lotek founder and owner, can you tell us about the recently status of Lotek?
(In fact, many riders complain to us that no shoes can be worn. haha~)

(CN:Lotek品牌似乎已经销声匿迹了很长一段时间。作为Lotek的品牌创始人和老板,你能告诉我们一些Lotek的最新动态吗?P.s:事实上,很多车友跟我们抱怨似乎已经没有车鞋可穿了,哈哈~)

RICH:We had to find a new manufacturer for the shoes and then spend a good amount of time testing them. They will be back better than ever in the next 6 months. 

(RICH:我们必须找到一个全新的鞋子供应商,然后花费大量的时间来测试新的产品。不过,值得庆幸的是,很快,在未来六个月内,新的产品即将上市,它会比以往任何一个时候更好!)


CN:BMX freestyle into the Olympic Games is a major event throughout the industry in 2017.
How do you think about this?
Will it really promote the development of the industry?

(CN:自由式BMX进入奥运会是在2017年震撼了整个行业的一件大事,你对此怎么看?这将真正有助于行业的宣传和发展?)

RICH:Yeah I think it will promote skate park riding a lot. There are a large amount of free outdoor cement skate parks all across the USA now that you don’t see that many BMX riders at. I’m sure this will cause some boost although the issue is BMX in general is pretty dangerous let alone the type of riding they will be showing in the Olympics. Pretty intimidating to newcomers for sure.

(RICH:是的,我认为这将成为公园式BMX车手们的福音。在此之前,美国有大量的免费户外混凝土板场,但你却看不到车手们的身影。我相信BMX进奥运会改变这一现状,对行业带来一些提振。但BMX本身的危险性始终是存在的,且不谈具体哪一种形式的BMX比赛出现在奥运赛场,单从比赛形态上来说就足够让刚刚接触到这个项目的人胆战心惊了。)


CN:I know you stays in Taiwan most of the time last year.
What were you do out there?
What do you think of the future development of BMX industry in Asia?

(CN:我知道你去年几乎花了一整年的时间待在台湾。你在那里做了些什么?你认为未来亚洲BMX行业的发展趋势怎么样?)

RICH:I loved it in Taiwan, and the BMX scene was good with a lot of street riders. I’m very not familiar with the Asian BMX scene outside of Taiwan but it seems like it is growing.  

(RICH:我喜欢待在台湾。那里有相当丰富且不错的街式点。我对台湾以外地区的亚洲市场还并不太熟悉,但整体趋势看起来发展迅猛。)


CN:I believe you have noticed that Japanese rider Yumi has become a part of the Fit Bike Co’s pro team.
This is in the real sense the world’s first Pro rider from Asia.
Would you expect your team to usher in the first Asian face?

(CN:我相信你已经留意到日本车手Yumi Tsukuda成为Fit职业车手的消息。这是真正意义上的第一个来自亚洲的职业车手。你有没有期待你的队伍里出现一张亚洲人的面孔?)

RICH:Yeah Yumi is a great rider, I remember there used to be some pretty high level sponsored Japanese riders in the early 2000’s but now with the internet everything is so much more open it’s great to see more opportunity. I try and follow as many up and coming riders as I can to see how everyone is progressing riding.

(RICH:是的,Yumi是一个伟大的车手。我记得大概在2000年初左右,我们曾经赞助过一些高水平的日本车手。但随着互联网时代的到来,一切变得更加开放,能看到越来越多的车手通过这样的方式展现自己真的是太棒了!我的Instagram有关注来自世界各地的我认为不错的车手,并且会时刻留意他们的近况。)


CN:Can you tell us some new plans of Primo / Stranger / Lotek in 2018?

(CN:你能告诉我们一些有关PRIMO/STRANGER/LOTEK在2018年的新的计划吗?)

RICH:Right now we are working on a magazine with the riders and a mixtape that will be out in August. Plenty more to come.

(RICH:现在我们正在忙于拍摄全新的纸质杂质和混合剪辑,大概会在8月上市与大家见面。当然,还有更多惊喜会陆续到来,敬请期待!)


CN:Can you talk about your opinion of BMX in China. For 2018, what would you like to say to Chinese riders?

(CN:你能谈谈你眼中的中国BMX吗?对于刚刚到来的2018年,你有什么想对中国车手们说的话吗?)

RICH:I spent a month doing shows riding in China when I was younger and the spots were amazing but at that time I did not see any other riders. I’m curious how any riders there are now as it seems like such an amazing place.

(RICH:我记得我年前的时候曾经花了一个月的时间在中国做表演。但那时候我基本上没有看到太多的中国车手的身影。我很好奇这个神秘的国度,因为它的发展速度看起来真的很令人惊讶。)


文末,再为大家奉上一段TCU对Rich Hirsch的专访,

在这部采访影片中,Rich Hirsch对BMX行业的现状和未来有作更为深入的剖析和阐述。

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