ESPN BMX

In the first two parts of our interview with Eastern Bikes, we spoke with the one of the initial founders and the main guy at the company, Jon Byers, and since then, the article raised a whole raft of debate about the products that they're making, tinkering with titanium and knuckle sandwiches, with slots in the frame tubes being the main bones of contention. Of course, this sort of development is obviously just not everyone's cup of tea. However, as Leigh Ramsdell puts it, "I've seen first-hand some other companies' frames break, but it's easier to just pick on the guy who's being different." So what else makes Eastern different?

Without question, Eastern is a popular bike company. Any session at any skatepark will testify to that claim, and just judging by the sheer amount of Easterns doing the rounds, they must be doing something right. It should come as no surprise that a lot of that is down to marketing, which includes your team, your brand image and your promotion. And a lot of Eastern's success is down to Leigh Ramsdell. Leigh is the go-to guy at Eastern. He runs their media, their videos, manages the team, liaises new product design between the team and the designers and even cleans out the toilets. You name it, he does it. So to that end, I decided we needed to know a little more about Eastern and what makes it tick.

So, Leigh, when did you get involved with Eastern? Was that 2001, with the Ace Of Spades?
It was actually at the end of 2000 that I started riding for Eastern, but the Ace of Spaces didn't come out until 2001. And then in 2004 we redesigned the Ace of Spades, but decided to change the name to The Night Prowler.

What were you doing beforehand? Working at DK if I'm right? Filming ads with Huffy?
Before Eastern I rode for DK, but didn't work them. I did film an ad for Huffy, but it was for a toy called the Green Machine. I did some goofy acting in it. I had to audition for it and beat a real actor for the part. Pretty silly stuff. The team on DK ruled and it was some great times! Winklemann, Freimuth, Doyle, Sweet Lou and all the guys. We had a blast doing tours and hitting contests. Before that I rode for Bully bikes for a little bit. My first bike sponsor was Wilkerson Airlines, which became 2-Hip bikes. I'll never forget the day Ron called me up to ride for him. I thought the whole time it was my friend Craig messing with me. I went on my first cross-country tour with Wilkerson hitting bike shops for the whole summer. It's crazy to think that I've been riding for over 25 years. And pretty much that whole time I was sponsored by Play Clothing and 2B Homecooked, which was Hal Brindley's clothing companies. He started out as my very first sponsor and became my best friend then eventually a Reverend that married my wife and I.

I still have those old 2B shirts stored away somewhere. What attracted you to Eastern in the first place?
I remember talking with Jon in 2000. I really wanted to be with a company that I could have a future with after riding. Plus I've known Jon [Byers] and Mike [Corley] for a long time and I knew that their hearts were in the right place and really cared about riding and making a company for riders. Plus I had the chance to do more for a company than just ride for them. I was able to design ads, do graphics and have a beer at lunch.

What sort of roles do you have there then?
We all wear many hats at Eastern. But my main hat is a crash helmet. The biggest role is Team Manager/Media Coordinator. But if something else needs to get done, like unloading a truck or unclogging a toilet then I'm down for the cause.

So, I'd imagine that you deal with the team on a daily basis. What can you tell us about how that works?
The Eastern Bikes team is coming into its own. We have a real diverse group of guys that pretty much cover the spectrum of riding. Our team has grown through the years and managing everyone can be a big job. I talk to someone on the team at least a couple times a day. It's good now that they can do their own blog on the site to keep everyone up to date.

I saw you on VitalBMX talking about tires: so how involved do you get with product design there?
Most of the product design is from Mike and Jon. After they get something on paper they go over it with us for input. It's pretty nuts seeing something go from us talking about it, to a drawing, then a prototype and finally the real thing. It's crazy when two companies come out with similar ideas. We've had a prototype come in and the next week you see something similar from another brand on the Web. But that's just how progression is and the fact that ideas get passed around behind companies backs in Taiwan by the factories.

No doubt you help with frame design too. What are your main focus points on a frame at Eastern?
I helped designed my signature frame when I had one, but now it's mainly Mike who starts the process off and then we chime in after that. We are always focused on the strength of the frame while keeping the weight down, but like to play with other ideas like built-in chain tensioners, seat clamps and other things.

A few other companies really focus on signature pro frames, but Eastern doesn't. What makes that so?
We did have signature frames in the past, Leif [Valin], Todd [Walkowiak], Pascal [Guerard] and myself, but haven't had any in a few years. Now that we have a kick a** team, the idea is being thrown around for some signature stuff.

I asked Jon this also, as Eastern push the boundaries with frame design, such as introducing slots and so on, how do you think this goes down with the riding scene? What sort of feedback do you get, and what do you do with it?
I remember when I first saw the Grim Reaper at Interbike a few years ago. Mike designed it and had the manufacturer bring it over for the show. At first I was worried what people thought about the holes, but after Mike talked about it I was sold. It's funny because I hear people talking s**t about breaking them all the time. I've seen first hand some other companies' frames break, but it's easier to just pick on the guy who's being different. Kelly Bolton rides one with no problem and he is a big guy.

How much does the team help out with your products?
The Eastern team definitely throws ideas our way. I mean that's one of the reasons to have a team other than getting coverage. If you don't listen to the riders then you are going to end up making stuff no one wants. Another cool thing we do is a line of shirts called the Rider Concept Series. The riders give us an idea and if the shirt gets made, then they get a royalty from each one sold. It's just another way to keep fresh ideas and help out the guys more.

Let's talk media, since you're the Media Man there. What sort of things do you cover daily?
This is a constantly changing thing. Every day is different. Here's a list of some of the things I do from day-to-day: Talk to the team, update the Web site, send product to magazines or Web sites, make ads, send out newsletters to the riders to keep them up to date, take product photos, check out the media on the Web, talk with the employees about products, names and whatever else pops up. There's so much more but that's a sample.

As BMX companies really start taking media into their own hands, with company Web sites that can be more popular than media sites, videos, Web edits, and even printed mags such as Volume Bikes' Gypsy publication. How do you see this development and change?
BMX companies should take the media into their own hands. When you keep the media side in-house, you have the ability to get your image across exactly how you want it. Plus you can make changes quicker if you don't like it. With the Internet, you almost need to be able to do it yourself. If I get a new product in, I can take a photo of it in my office studio, clean it up and ad a logo on the computer and bam! It's on the Web within an hour of opening the package.

Your video project is pretty dialled. Tell us all about it.
We have a full-length video that will be out around September called The Death of Fun. It will actually be Eastern's first team video. I'm pretty excited about it and everyone is busting their a** filming for it. Mike McQueen is the main filmer and editing it. He's been doing the Inside/Out series and has skills. Look for Manglevision" in full effect. Oh yeah. We were doing our Inside/Out series for the Web site and those were well received and tons of fun too. We will be getting those started back up after we complete filming for The Death of Fun. Making a full-length video and making Web edits is two different worlds. Riders get crazier if they know it's going to be a full-length video that's on DVD. The Web edits always are a bit more mellow riding wise but we try and show the riders personality a bit more on those.

So which Eastern do you ride yourself?
Right now I am riding a prototype frame that we had lying around. It's a 20" top tube. I went from a 20.5" and love how much easier it is to toss around. I also have a Reaper that has front brakes for when I ride mini ramps. I've never had a bike with this of a short rear end before and it's fun. If I were to go ride some vert, then I would want a longer rear end, but there's no way I want three bikes.

Which other BMX companies do you admire, or look to?
As for parts, I'm into Animal and Tree. Both of those guys just do their own thing and put out good products. I've also been a long time fan of FBM and Hoffman. It's a weird because I am friends with a lot of the guys involved in the companies and don't see them as competition or anything like that. I see 'em as guys to ride and have a beer with when I see them. I also admire Robo and the Fit team. He seems to have this special power to pick the next kick ass rider.

And finally, what are you going to be doing right after this?
I'm going to answer this, then take the rest of the day off.