BIKEsutra: Tell us
about those days after you left school to work at the local
bike shop. What were your ambitions and thoughts about the future
then?
Robert: I think back then my only ambition for the
future was to ride my BMX all day everyday.
BIKEsutra: What was it like to work for Repco in those days?
Robert: Interesting...it was my education process
for Craftworks. I watched and learned.....what to do, but also
what not to do. I saw plenty of guys in suits and ties making
some pretty bad decisions about products to stock. It gave me
confidence that Craftworks could make it...the old case of "I
knew I knew more than the big wigs at Repco".
BIKEsutra: Tell us what you can remember when the very first
Craftworks bicycle was completed.
Robert: Well it was nothing too special...when we
were selling in the beginning we didn't have much bargaining
power, so all we could do was buy the generic brand from our
manufacturer. The really exciting times where when we got our
first sample frames back from the factory from our own
designs. For us, we still get a buzz when we see some guy ride
past us at the traffic lights on a Craftworks...something I
hope I never loose....
BIKEsutra: How much has your experience with motocross helped
you with designing Craftwork bicycles?
Robert: It has helped a lot to understand about suspension....this
is the key to a great downhill and freeride bike. It has also
helped in knowing how to make frames strong and also about general
handling of bikes (what it should do and what it shouldn't
do), like rake and head angles etc. Although Motocross was a
big part of my life for a while, it's worth remembering that
I actually had one of the first BMX bikes in South Australia....big
deal right!
BIKEsutra: How difficult was it when you first started Craftworks?
What were several of the hurdles you've had to overcome to get
where you are now?
Robert: Capital.....luckily I was a 'tightarse' and
saved my pennies...so I could afford to start the business up
the right way. By partner has a degree in Business so we had
the perfect complimentary skill sets. Our biggest hurdles are
about to come with the focus for the next 2 years on international
sales. This is when you've got to know about everything, finance,
law, contracts etc. The biggest hurdle in the early days was
brand recognition. It was easy in Adelaide as I was know in
the industry and raced to promote the bikes, but interstate
was a different story. Getting Craftworks Australia wide was
hard work, but I knew I had a good product and once I got frames
into retail shops interstate they spoke for themselves.
BIKEsutra: How hard is it running a bicycle business?
Robert: As my partner keeps telling me..."if
it was easy everyone would do it". The hardest things are
the general business things, like enough stock, but not too
much that you can't sell it, balancing the books, listening
to customers, not getting sucked into new fads. I guess I'm
just lucky that all this business stuff revolves around a product
I love.
BIKEsutra: What do you do to relax, when you don't want to think
about work?
Robert: Take Drugs...only joking, I'm too old for
that kind of stuff. I go motocross riding with friends, we've
just found a great new track so we're out exploring it whenever
I have a buddy that has time. Apart from that, music.
BIKEsutra: What is your philosophy at Craftworks?
Robert: I guess the driving force behind Craftworks
is, to cut through all the crap and talk that I see and hear
and just produce bikes that work and don't cost too much. Less
Talk more Riding!
BIKEsutra: Can you tell us in one word what makes Craftworks
bikes unique?
Robert: The "Owner"...
All of the above...I think the main thing is that I ride a lot
and I listen a lot to people that have purchased a Craftworks.
Listening in business is a key to success and something that
is free, but so few do it. Feedback from riders is one of the
main things that keeps me going and also helps in the next lot
of design refinements. The fact that anyone can get on the phone
or email and talk directly with the person that is responsible
for the design of the frames is a unique thing in our current
world of big business.
BIKEsutra: Describe a typical Craftworks customer.
Robert: Deliriously insane about bike riding! 20
something with a 'go for it' attitude, but this is a bit too
cliché now as we've seen cool chicks on them and 50 year
old blokes.
BIKEsutra: How has the bike world changed since you first started
working in the bike industry? What do you hope to see in the
industry in the future?
Robert: The whole industry has got bigger. From what
use to be a bit of a 'backyard' industry it has now become a
major sporting industry. The last couple of years has been real
interesting to watch as many of the big players are now bankrupt
or have been sold off. Most of this has been to due to bad management,
big egos and people's stupid need to show off in front
of other bike companies. The future like many industries
will be focused on 'back to basics' good companies that don't
need to be large in size, making good quality products
and a reasonable price for consumers, without wasting money
on hype...let the product speak for itself.
BIKEsutra: What is your personal ride? Any specifications available?
Robert: A crusty old hard tail..that I'm too embarrassed
to list the specs for, oh and my beloved Koz Cruiser. Actually
there's a different bike to ride up hear each week....at the
moment I have to steal my partner's bike when she's not looking.
BIKEsutra: One of your frames is called "Rail", the
other "FRM125". How did those names come about and
what do they represent?
Robert: The 'Rail' came from the term 'railing it'
around corners....the 'FRM125' came about from my old days in
Motocross and motorcycle names. It's a Freeride with 125mm of
adjustable travel..so it just made sense. The names relate to
what the bikes do...nothing more really.
BIKEsutra: What are some of your other loves besides bikes and
cycling?
Robert: Surfing and Yorks and Motocross....buying
and doing up old motorcycles...oh and of course my partner Jane
(I have to include her)!
BIKEsutra: Tell us something about yourself that we don't know.
Robert: I can't stand Saturday top 40 music programs
on TV, and I wish I was still 15 years old riding around
my suburb with my mates on my BMX.
BIKEsutra: Where is your favourite place for riding?
Robert: Locally in South Australia it is Belair National
Park as it's 10 seconds for where I live.....
BIKEsutra: How often do you ride, and with whom?
Robert: I try and ride a couple of times a week,
with basically anyone that asks me...I depend on my friends
to push me to go ridding.
BIKEsutra: Who makes up your team at Craftworks?
Robert: Me and my business partner and the guys I
sponsor. There's actually a lot of friends that also have had
a lot to do with Craftworks. These are the people that test
and ride my bikes, give me feedback when I need it, and give
me the enthusiasm to keep going.
BIKEsutra: Where do you see Craftworks ten years from now?
Robert: Hard question....10 years seem like a
long time. I guess it would be nice to see Craftworks selling
more quantity world wide but remaining in the niche market space. I'm
definitely not interested in seeing it turn into
a large retail brand (something you'd find in KMart). If
I can we want to stay in Australia, which is always harder than
being in the USA, but Australia has produced some of the best
downhill riders in the world, so I see no reason for moving.
It would be nice to be able to fully sponsor a Craftworks team
and travel around the world with them.... My partner asked my
only yesterday "when you think of downhill what is the
first brand that comes to you mind?" I guess in 5 - 10
years hopefully people will be saying "Craftworks".
BIKEsutra: Robert,
thanks so much for spending time with us for this interview.
All the best to you and the guys at Craftworks Cycles!
