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Dealer

MARK ‘JUNIOR’ SKOLNICK, LIFESTYLE CYCLES

Mark Skolnick, or Junior as he prefers to be called, told us his first exposure to motorcycles started with mini bikes when he was a kid. “I can remember dragging my mom around town in her old brown 1969 Plymouth Fury III to buy used mini bikes when I was 10 years old,” he recalled, adding, “Those cars had huge trunks, so I’d buy a bunch of junked mini bikes, throw them in the trunk, take them home to fix them up and sell them. From there it was a natural move into motorcycles both on and offroad. I’ve been riding motorcycles ever since.”
At 16, Junior opened his first business venture, an auto parts store in Whittier, CA, called Atlas Automotive Supply, where he said he sold replacement and performance car parts. “I’ve always been into anything with a motor and I love going fast!” he explained. Two years later that business venture ended and Junior then started a mobile tool service out of the back of a beat up pickup truck that catered to onsite contractors. Eventually, this led him to opening a tool store known as Junior’s Tools. “What started out as a single retail outlet grew into a multi state, 13 store chain of tool superstores,” he explained.

Junior added, “As far as motorcycles go, the first bike I built and sold for money was when I was still doing Junior’s Tools. One of my managers went and bought a new Harley Wide Glide. Well, he ended up crashing it into our sign out in front of the store and wrecking the bike. I decided to rebuild it for him.” Junior said he got an Arlen Ness frame, which he used to build him a new bike using his drivetrain. “He wouldn’t let me do it for free, so I charged him one dollar. He gave me one of those old silver certificate dollars, which I have framed with pictures of the bike behind my desk,” he told us.
In 1999, after growing tired of the corporate culture involved in owning a tool empire, Junior sold the business and decided to follow his true passion É riding and building custom motorcycles. “I was pretty burned out on the whole corporate thing and decided to relax and build bikes for fun,” he told us. Junior added, “My hobby started taking up 10 to 12 hours a day in my garage at home. My mom and other people started telling me I needed to open up a little retail shop where I could go build bikes and make a couple of bucks doing what I love to do. So I did and LifeStyle Cycles was born.”
The inspiration for the name of his store came from his belief that riding a motorcycle for the first time, for most people, is a life changing experience, Junior explained. “I remember the feeling of freedom when I was riding and that became just as much a part of me as breathing.” He told us he clearly remembers someone once asking him what it was about motorcycles he liked. “I said, ‘It’s not the motorcycle, it’s the lifestyle that goes with it.’ I realized that I wasn’t really selling motorcycles as much as I was selling a lifestyle. So when it came time to open my dealership, naming it was pretty easy.”
Based in Anaheim, CA, LifeStyle Cycles quickly grew from its modest beginnings into a major motorcycle dealership for Intrepid, Saxon and BMC, as well as pre-owned Harley-Davidson motorcycles. The store also has a 12 bay full service center with an in-house Dyno, expansive parts and accessories section and a huge apparel department with its own popular line of LifeStyle Cycles brand clothing. 
Seeing people walk into his store because they WANT to, not because they HAVE to is the best part of being in this industry, Junior said. “Unlike going to the dentist or doctor, our customers come in because we can help make their dreams a reality. They are looking to have fun, join a group of people and spend their free time relaxing,” he explained. For example he recalled the time when a man walked into his store looking for a new bike. They had just gotten one of the new Intrepid Resolute bikes on the floor, he told us, and the guy walked around the bike a couple of times before sitting down on it. “He took hold of the grips and pulled the bike up. As he was sitting on the Intrepid, he got the biggest smile on his face and started nodding his head,” Junior exclaimed, adding, “THAT’S the moment I like best about being in this industry, seeing people happy and getting what they really want. I get to be the candy man! How cool is that?”

The poor reliability issues that continue to plague some of the custom production motorcycle manufacturers would be the single biggest threat he sees in this industry. “The overall lack of thorough research and development behind their product will continue to frustrate consumers and push them toward proven products they can trust,” he explained. “Another major threat right now is the instability of the aftermarket companies and the general economic climate, which I believe is based in the sub prime lending issues you read about everyday,” Junior added.

He told us he believes the pursuit of product excellence has the greatest potential for growth in this industry; however, there’s the ‘good enough’ disease that’s been infecting a lot of companies out there. “Be the Leader in your field,” he recommended, adding, “What’s that saying: unless you’re the lead dog the scenery never changes? It’s true.” The question he said to ask is: how can we improve the product to increase consumer confidence? “If you are in the motorcycle business today, you have to take a good hard look at the companies that have folded. At what point did they get off course and where did they drop the ball? What can you learn from their mistakes? What strategies can you put in place to make sure this doesn’t happen to your company?” he explained.
“They say if we don’t learn from the past we are doomed to repeat it. I know that’s been true in my other business endeavors and I honestly think striving to make the best motorcycles and motorcycle products is the greatest area of growth potential we have in the custom production motorcycle industry,” added Junior. On the other hand, look at the companies that are still around; ask yourself what they are doing right and how you can learn from them, he advised. “We became an Intrepid dealer some time ago,” he explained, adding, “There’s a good reason why we chose them. It’s their innovative designs, quality workmanship and use of the S&S Twin Cam style motor. We think it’s a refreshing change from the other blah-blah-blah bike companies out there.”
There are two pieces of advice Junior said he was given, when he first started going into business, that he would like to pass along. “The first is under promise and over deliver. The second is don’t treat the customer how YOU want to be treated, treat them how THEY want to be treated.” This advice has really changed how he has done business since he was 16. 


Distributor

CHRIS STANGL, MTA

Chris Stangl, MTA’s outside sales manager, enjoys riding his 2008 KTM 505 both on the track and offroad with his family. But his passion for motorcycles is nothing new. His father started riding young and encouraged Chris to do the same. Stangl got his first bike when he was eight. “It was a YZ 80É a used one,” Chris explained, "It was a lot more than an eight year old could handle, but I loved it." Stangl said he used to ride the bike on the trails throughout Southern California, on dunes and, when he was older, at raceways. 

Chris first started working in the industry in high school, in the parts department at the Granada Yamaha dealership, located in Granada Hills, CA. After Granada, Chris worked at Woodland Hills, CA-based Kolbe Honda, then at Dick Allen Honda in Newhall, CA, also for the parts department. While at Dick Allen Honda in late 1990, a manager from AXO came into the store and was impressed by Chris’ knowledge and communication skills, so called to offer Stangl a position in AXO’s sales department. Chris accepted and worked at AXO until 1998, when he took a position at American Honda as a district sales manager.
This is Stangl’s first year at MTA. In the outside sales management position, he explained he works with all of the road reps selling to dealers and works closely with some of the brands MTA distributes, such as AXO and Sunline. 
Being in this industry is challenging, but at the end of the day, Chris said he asks himself, "How much better can it be when you're playing with motorcycles and accessories?" If you have to work, it's better to do something you like. Stangl explained. He added, "This industry has always been fun and good [to work in]."
"In business, the constant innovation is really what I see as my favorite aspect," Chris told us. "There are concepts that haven't even been considered before and then all of a sudden, these products are created," he continued, "Customers at motorcycle shops are excited to be there. This is their hobby, not a requirement, so they have a passion and enthusiasm you don't see elsewhere." That feeling, he said, brings out innovation in the manufacturers.
The industry's political stature is one threat Chris sees facing the market. "It's better than it has been, but we're not connected politically as well as we need to be for offroad use," he explained. "Particularly in California,” he added, “Since so much land isn't accessible, we really need to get more involved in land use issues."
The economy is also somewhat of a concern, Chris said, “But people seem to continue riding regardless of how the economy is.” 
Rather than seeing the Chinese imports as a threat, Stangl said he tries to focus on the opportunities they create. Chris said governmental entities need to figure out what's going on with the Chinese imports by clarifying regulations on the product. “But at the end of the day,” he added, “It’s the same scenario as what happened with the Japanese bikes.” When the Chinese start building reliable machines and start going after performance, there will be good bikes out there at a good price and Stangl predicts it will bring more people into the market.
Another way to bring in the budget-conscious consumer is through the continued drive to create a vehicle that uses little or no fuel, Chris added. When it comes to hybrids or electric vehicles, whoever markets the right program could really take off with this type of product, he explained.
For those wishing to get into this industry on a business level, Stangl told us the best route is via the dealerships. "There are a lot of people who don't understand this business, so it is absolutely important to focus on customer service, follow through and commitment to customers,” Stangl explained. “Good people are really hard to find, so as a whole, if you're intelligent, there's money to be made," he concluded.

Manufacturer

DARYL SCHOUEST, OXLITE MANUFACTURING

While attending the University of Louisiana – Lafayette in the 1970s, Daryl Schouest recalled his major mode of transportation was his Honda 550 motorcycle. Originally, he said, he purchased the bike as a means of transportation, not as a toy, but found himself joining his friends on weekend rides touring the countryside for a little pleasure riding. “I thoroughly enjoyed the fresh air on those country rides and reminisce about that often,” Schouest told us.
Daryl was hired as a consultant for Oxlite Manufacturing in 1996 and given the task of solving some of the financial issues that had come up following the death of founder Jim Parker in 1995. At the same time, Schouest took on the position of general manager and began learning about the company from the ground up. “I worked in the shop, for a very short time, handled all the accounting and figured out that the shipping department gave the best view of the entire operations of the company,” he explained, adding, “I worked in the shipping office for about three months, learning the ins and outs of how Oxlite operated. Of course I also maintained the other duties of general manager at the same time.”

Having earned his MBA degree, Daryl said he was happy to test his skills through Oxlite. “Fortunately my education paid off and the company prospered,” he stated. His wife, Ginger, worked as the company’s national sales manager at the time and she focused on sales and marketing while Daryl concentrated on operations. “We worked as a team to move Oxlite forward. We were, and remain, a good team,” he explained. When the two bought the company in 1998, Daryl said Ginger then became the president, while he took on the position of executive vice president. “I still use the working title of general manager and my duties really haven’t changed, they have only broadened,” he added.
Schouest told us he has enjoyed working with the Oxlite team of employees. “We still have some of the original employees and they have been invaluable to our growth,” he told us. Daryl continued by saying, “In addition, being involved in a national marketplace was always a desire I held.” Being able to work with and serve not only US companies, but international ones as well, he said has been very rewarding.
Working in this industry, Schouest said he has noticed that the people he has encountered have been exceptionally hard working and friendly. “I really enjoy getting on the phone and talking with our customers and I have found them to be focused on solutions and very upbeat and positive in their approach to their business,” he explained. Daryl added, “They live and breathe the industry and are completely devoted to it.”
So far, his favorite moment has been when he worked his first industry trade show, the Dealer Expo. “What a way to start! From the first moment we opened the show to the very end, we had a steady line of people wanting to get information and meet us,” he told us. Schouest added, “It was extremely exciting and time flew. I met lots of existing Oxlite customers and learned (from Ginger) how to sell Oxlite. That first show still brings a smile to my face when I think about it.”
The cheap Chinese imports have the biggest threat potential to the industry, Schouest told us, because they lower the bar on quality and performance, as well as create confusion on price. He explained he has seen a number of products being brought in from foreign manufacturers, mostly in the larger chain stores, that focus on having the lowest prices as their business strategy.
“While ramps may seem to be simple products, every part is crucial and must meet high specifications for the ramp to perform under loading and unloading conditions,” noted Daryl, who added, “While some of these imports may look similar, they do not use top quality aluminum. There is no engineering in some of these products. In my opinion, they are simply ‘knocking off’ the product so it looks similar to a quality product.”
He continued by saying that he had an opportunity to question one of these foreign ramp manufacturers and discovered that the man couldn’t tell him the alloys used in the ramp, nor could he list the safety standards set on its load capacities. “When I pressured him further, he said they put weight on a prototype of the ramp for two weeks and if it doesn’t break they assume it’s okay,” Schouest described, adding, “Then they mass produce it. Hardly a quality control program, by anyone’s standards.”
Schouest told us that all of Oxlite’s ramps meet engineering design criteria, which includes a safety factor with regard to its load capacities. “In addition, we utilize a machine to actually ‘break-test’ our prototypes to prove the engineering calculations are correct, before we go to production,” he continued, “And during production, we will periodically pull a ramp to ‘break-test’ it, to make sure our production is meeting our engineering specifications.” When Oxlite’s ramps are sent out into the market, we are confident that it will do the job it was designed to do, he added.
To combat the problems these imports cause, dealers need to pay close attention and learn how to sell against them, he recommended. “Dealers are more than retailers; they provide information and support to their customers: the consumer. Powersports dealers are critical to overcoming cheap, less-than-good, imports,” he explained. Schouest added, “While price is at times an issue, our dealers need to point out the importance of the relationship between the dealership and the consumer; it’s why they are successful in business.” He added that dealers should “smile, customers are people and will listen to good advice when considering making purchases.”
The use of powersports equipment in a work environment is one of the industry’s largest areas for potential growth, noted Schouest. “I see a move from ATVs to UTVs in these operations and I think we’ll see more accessories being developed for the ‘work’ aspects of ATVs and UTVs rather than just as a toy,” he told us. Though he doesn’t own a motorcycle anymore, Daryl said he does have a Kawasaki Mule, which he said is a mainstay of his ranch operation. “It is used everyday of the year. And it’s fun too,” he explained, adding, “We haul hay, crawfish traps, feed, tack and tools all over our 120 acre ranch. When our Mule is being serviced, we wonder how we ever did without it.”
Currently, Oxlite is focusing on redesigning its existing products so that its dealers can compete with the mass merchandisers who are bringing in low quality products into the market, Schouest explained. “Our dealers’ success always comes first and we are working diligently to maintain the Oxlite quality in a redesigned competitively priced ramp,” he added.
Daryl wanted to take this opportunity to thank Oxlite’s many loyal customers. “Our success comes from you and your continued support. Our phones are always open and we are always glad to hear suggestions and comments from our dealers and from those who want to be Oxlite dealers,” he continued. Schouest concluded by saying, “Our promise remains the same: to never sacrifice quality for price and to stand by our dealers at all times!”
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November 2007
October 2007
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December 2007 People Profiles

 

 

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