Earlier in the year, we reported on
a court case involving Whyte Bikes and Rich Energy, a new energy drinks company that had apparently copied the British bike brand's logo. The saga was made all the more interesting by the fact that Rich Energy sponsored a Formula 1 team, Haas F1, and had the logo plastered all over its car. The court awarded in favor of Whyte bikes and we thought that would be that. How wrong we were.
The saga soon descended into soap-opera farce as the spat played out across social media and ended in the demise of Rich Energy. Here's everything you need to know about one of the most bizarre mountain biking stories of the decade.
What is Rich Energy?Rich Energy is an energy drinks brand, based in Richmond, London. It describes itself as an "elite" energy drink for "the discerning customer". From the outset, it was clear that it had its eyes set on a very specific goal, toppling Red Bull as the most prominent energy drink on the market. Even its slogan, "forget the wings, Rich Energy gives you horns", was aimed at the Austrian brand.
There was just one problem: Nobody could find it anywhere to buy. Despite Rich Energy's CEO William Storey claiming the brand was distributed in 40 countries with 100 million cans sold, it's very hard to track down a brick and mortar shop with a can for sale.
Rich Energy first gained attention in Formula 1 when it tried to save the ailing Force India Formula 1 team with two £15 million installments. The offer was rejected and Force India put into administration despite Rich Energy's owner, William Storey, claiming he was backed by "four sterling billionaires." Next, Storey tried to court the Williams F1 team before finally finding his way into the sport via Haas F1. Rich Energy became a title sponsor of the American team for an undisclosed, but likely not inconsiderable, sum.
It wasn't long before curious fans started digging into the company's filing history. They found that Rich Energy reported having £581(about $770 USD) in the bank in 2017, up from £103 ($134 USD) the year before. So how did they fund the sponsorship of a Formula 1 team? Well, the company claim they have had significant growth since then, including gaining the backing of David Sullivan, the owner of West Ham football club who made his money in soft-core pornography, who reportedly bought a share of the company in 2018. If you want to know more about the funding questions surrounding the brand, there's a great investigation
from Jalopnik here.
Whyte Bikes first became aware of Rich Energy and their logo in the summer of 2017 but the issue came to a head at The Cycle Show at the NEC in Birmingham when a number of visitors came up to Whyte and asked them about it. When Whyte issued a cease and desist on October 11 of that year, Rich Energy came back through their lawyers and the legal proceedings began.
The copyright caseThe case was brought before the UK High Court and the judgment was passed in favor of Whyte Bikes on May 14, 2019, as we
reported here. The key thing from the case is that William Storey, the CEO of Rich Energy came out of it very badly.
Judge Melissa Clarke described him as a "poor witness" and wrote. "He often did not answer questions directly, preferring to make speeches about his vision for his business or alternatively seeking to evade questions by speaking in generalities or in the third person plural. He only answered several questions when I intervened. He had a tendency to make impressive statements, which on further investigation or consideration were not quite what they seemed." She called him a liar and concluded that some of Storey's evidence was "incorrect or misleading" and that he was involved in "the manufacture of documents during the course of litigation to provide additional support for the Defendants’ case." Matters were adjourned until a hearing on June 27, when the sanctions would be decided.
The aftermath of the copyright caseIn the aftermath of the court case, Whyte released a press release that included gleeful phrases such as, "‘We only use the finest ingredients. Unfortunately, until now, those ingredients have included an unauthorized copy of the Whyte Bikes’ Stag’s Head Logo."
The taunting continued as Whyte Bikes held their 2020 dealer launch at Mercedes HQ and posted a picture of their logo next to the Mercedes F1 car. Rich Energy was quick to respond by saying, "Looks like the logo we own around the world. Not as good but similar." on Instagram and "Enjoy the free PR while you can guys. Those with an IQ higher than their age realise you are Mickey Mouse. Oh, how we will laugh in due course. We are actually investing money in F1 whilst you are investing zero. Total parasites who knew about us for two years before piping up."
This accusation seemed a bit hollow as just a few days earlier Whyte had posted pictures of Romain Grosjean, a current racer for Haas, riding one of their bikes in 2014 while another Twitter user dug up an old Tweet announcing Whyte's sponsorship of the Lotus Junior F1 team, a development program that races in lower-ranking motorsport events such as Formula Renault and Formula E with the aim of developing young, talented drivers. All of this is forgetting that the founder of Whyte, Jon Whyte, was the head suspension engineer for Michael Schumacher and the Benetton team that claimed the Driver's World Championship in 1994.
Rich Energy and HaasThen the real circus began. Haas continued to run the Whyte logo for the Monaco Grand Prix, a week after the court case, but by the time the Canadian Grand Prix rolled around two weeks later on June 9, the logo had gone and instead only the brand name remained on the Haas cars. A Tweet from Rich Energy claimed they had asked the team to remove the logo to avoid the "any media circus... whilst we contest baseless case with Whyte Bikes and win." The logo has not reappeared on the cars since.
The Court OrdersOn July 2, the court orders were announced from the copyright case. The punishment for Rich Energy was as follows:
- Rich Energy had to remove the offending logo from all products and merchandise from July 18
- All remaining products or merchandise containing the logo must be delivered to Whyte Bikes or destroyed by August 1
- Rich Energy to pay costs of £35,416 to Whyte Bikes within 14 days.
- Rich Energy has been ordered to disclose to Whyte Bikes the total UK and global sales to date of cans of Rich Energy featuring the logo, as well as the total sums received from these sales.
We've spoken to Whyte this week and confirmed that the damages have still not been paid. We understand they are now seeking to have Rich Energy wound up to recover the money through liquidation and the sale of assets. They said: "[Whyte] will now be forced to take appropriate action to recover the costs that they have been awarded. This may include applications to the Court to wind up both Rich Energy and Staxoweb and to petition for the bankruptcy of Mr. Storey."
The Demise of Rich EnergyIn the week leading up to the British Grand Prix, Rich Energy announced it would no longer sponsor the Haas energy team. They did so via a Tweet, citing "poor performance" and politics. They said: "We aim to beat Red Bull Racing and being behind Williams Racing in Austria is unacceptable. The politics and PC attitude in F1 is also inhibiting our business. We wish the team well."
Just a day later, Haas denied the partnership was over, with Gunther Steiner, Team Principal, saying: “Rich Energy is currently the title partner of Haas F1 Team. I cannot comment further on the contractual relationship between our two parties due to commercial confidentiality.”
Then, even stranger, Rich Energy released a second statement on a subsidiary account (that has now been deleted), claiming the original Tweet was posted by a rougue individual and that the sponsorship of Haas was still going ahead. It read, "We wholeheartedly believe in the Haas F1 Team, its performance, and the organisation as a whole and we are fully committed to the current sponsorship agreement in place. We also completely believe in the product of Formula 1 and the platform it offers our brand.
Clearly, the rogue actions of one individual have caused great embarrassment. We are in the process of legally removing the individual from all executive responsibilities. They may speak for themselves but their views are not those of the company. The incident is very regrettable; we will not be making further comment on this commercially sensitive matter and will be concluding it behind closed doors.”
It looks like an internal struggle between Storey and the rest of the shareholders for control of Rich Energy had begun with Storey controlling the Twitter account and public face of the company and shareholders behind the scenes trying to oust him. Later that day, Storey described the actions of the shareholders as a "coup" and attempted to re-assert himself as still a vital part of the company.
Storey then spent the weekend of the Silverstone Grand Prix taunting the Haas F1 team on social media as his pit pass had reportedly been revoked at this point. He first Tweeted his amusement that Haas was still running the Rich Energy livery:
And then compared the Haas car to a milk float when its drivers, Romain Grosjean and Kevin Magnussen, crashed into each other on the first lap.
The day after the Silverstone Grand Prix, a flurry of documents appeared on the British Companies House website that showed Storey ousted from the company as well as an address change from Richmond to Central London and a new name for the company - Lightning Volt Energy. One thing to note is the hurried change of address that omits BDG Group, an unlicensed insolvency practitioner, from the public record.
Note: Change of address twice in one day - fourth row from bottom and second from top.
Whyte's last laughSo it looks like a two-year ordeal is almost finished for Whyte. They were the unlucky brand that William Storey allegedly spotted when he strolled into a local bike shop a few years ago and since then they've been to the High Court, spent a small fortune on legal costs, and in that time only ever seen one pallet of actual cans of Rich Energy. The case is unfortunately likely to lose them money as it seems unlikely that their costs will be paid at this point (and even if they are, costs are capped in the UK and often don't represent the true cost of the trial). They have received a wave of support from both the F1 and mountain bike communities that they will hopefully be able to capitalize on in future.
The most recent support came from Rick Parfitt Jr, the son of the guitarist of British rock band
Status Quo. He races for the JRM Bentley Continental GT 3 team that also used to be sponsored by Rich Energy. He now runs the Whyte logo and name in the same spot the Rich Energy sponsorship was free of charge. Speaking to Whyte, this wasn't about money or publicity, though, simply standing up to a bully who tried to roll them over.
Next up for Whyte is the release of the financial documents from Rich Energy that were part of the court orders, which Whyte have confirmed they intend to publish if they receive them. If they don't receive them, William Storey will be in contempt of court and could face jail time. Whyte is also expecting the delivery of Rich Energy goods that display their logo soon. If Storey was being truthful then they are set to receive tens of millions of cans of Rich Energy but told us they will "cross that bridge if [they] come to it."
Is this the end?Unfortunately not. It certainly doesn't look good for Rich Energy at the moment with a London based fine wine company,
Vin-X, recently awarded 20% of the company following a court case about an agreement made on a £20,000 loan in 2016. On top of this,
Haas are apparently seeking 35 million GBP in damages for a breach of contract and
Red Bull has also begun court proceedings with the beleaguered brand too for trademark infringements.
Matthew Kell is now the majority shareholder in the company. He is listed as a director for 8 businesses, including others that operate from the same address as BDG. BDG, the insolvency company, boasts that they, "can’t do anything that breaks the law", but that they will "represent your best interest to help you avoid proceedings and problems." As
Formula Spy succinctly explains, "This suggests that the story isn’t quite over yet, with Storey selling his shares voluntarily to a company that will do their absolute best to avoid the duty of a licensed insolvency practitioner – those being legal and financial responsibilities to the company’s creditors."
We have heard that a group of minority shareholders are looking to buy back the brand and rebuild it, which would be the best outcome for Whyte to potentially regain some of their lost costs, but it's unclear if that will come to fruition.
It appears that Storey also still controls the brand's Twitter profile and recently left a chilling warning: "I'll be back." He's clearly hoping to emerge cockroach-like from this nuclear carpet bombing of his own making, but let's hope he gives mountain biking a wide berth next time he does.
Fyre Rich Energy Drink - Sick in a can.
New T-shirts landing for pri*ks to preorder today. Get them quick or not at all.
(hope you feel our love )
The real question here is: why does a poor criminal, who steals energy drinks from a shop, eventually end up in prison, while a crooked jerk like Storey, who (as it seems) breaches Million-Dollar-contacts, steals someone elses logo and manufactures documents in a court case, runs around frrely planning his next coup?
it's an age old story.
www.youtube.com/watch?v=7bCdrDhUjPo
"i'll be back" - thanks for the warning douche bag.
To be fair, the Sick fiasco seemed to me to be one of gross naivety and business incompetence. This guy is a straight-up crook, playing fast and loose with other people's money, simply lying when put under scrutiny, and still trying to cheat his way out of any repercussions.
A cynic might say he has a successful future in politics ahead of him.
Props to Whyte for remaining classy and professional throughout the whole social media shitfight, as well as the legal one...
As for getting away scot free - sure he was thown out of his own company, but as that is essentially worthless and being sued into oblivion why would he want to remain part of it, you might even say being removed was by design...
@Franziskaner - he wont be persued by anybody - he was the director of the LTD company that is being persued, he wont be liable for a penny, all that is coming to him will be another business deal somehwere, nobody in their world will give a shit
Shady people populate the business and political world in huge numbers, occasionally they make it to the press, or president, or prime minister of the UK, Russia, etc etc etc.
Might be a personality trait.
You have stated "they dont have anything on him". You have to be blind or extremely stupid to not acknowledge what crimes Trump has committed in plain view. I gave you an example: He wrote checks from the Oval Office to Stormy Daniels to hide his invlolvement with her. Trump directed his lawyer to lie about the entire situation. He lied to the investigators (a crime), he directed his lawyer to lie to investgators (a crime). Those are crimes and they are consequential. Cohen is in jail principally for this sordid affair. Every single detail is known and is publicly available as the proof you demand, so you cannot say they dont have anything on him. The people giving you info wont tell you about this because they have been lying to you because they know there are gullible people who dont have the intelligence to comprehend legal exposure. It is only because of the opinion written by the DOJ in the 1970's following Watergate that states DOJ cannot indict a sitting President that Trump has not been indicted. Trump committed crimes. I have just told you one of the dozen crimes he has committed. The more consequential crimes of colluding with Russia are still being investigated by the FBI and you can be assured these will send Trump to face justice when he is voted from office. You can no longer say "THEY DONT HAVE ANYTHING", because i just told you what WE (the USA) has on Trump. He is an un-indicted co-conspirator to a crime - there is proof, it's in writing and its all legal, but it requires some level of intelligence - about a 5th grade level - to understand it. You may have mental deficiencies and cannot comprehend these facts and might ask someone for help to understand. I'll repeat: Trump is an un-indicted co-conspirator to a crime. That means he was involved in the crime but cannot be indicted while President. The indictments are unsealed and are available for public view. It is only your lack of intelligence that prevents you from seeing what 90% of the world already understands. Trump is a criminal.
This is just one crime. There are literally several dozen crimes under investigation, but how can someone be so stupid to not see all the businesses he bankrupted, the lawsuits he lost (like Trump University where he was ordered to pay $25 million in damages/restitution), and racist directives, and cozying with despots and other criminals. How do you ignore all this? These arent lies, these are facts, but once again you will reply calling all these facts something else. Thats your problem. You are defending a despicable human and you will be ashamed in the future or you will be just like the f*cktards who completely deny there was a Holocaust. Yes, there are people today who deny the Nazi's ever killed 6 million Jews. Serious question: do you believe there was a Holocaust? Thats the one question I want you to answer. You seem kinda dumb or cowardly so you probably wont answer it, but you are in danger of being so brainwashed that you end up being like one of those people who cant believe millions of Jews were murdered by Nazi's. Was there a Holocaust?
There are white, black and brown Trump supporters.
Show proof trump is a child rapist if you want people to belive what you are saying. Until you can do that your just talking.
The wealth equity in the states is the worst of any country.
1. Trump's tweets.
2. Pinkbike comments.
HA HA (Nelson from The Simpsons voice)
Rich Energy has a bigger problem now that Red Bull has filed a law suit against them. lol
There is another connection to F1 and thats John Whyte. He was an F1 suspension designer who was employed by Marin bikes back in the day to help with their designs. He then started his own business.
Also loved my Whyte Bike, which was one of the first they made, which I also still have to this day...
www.pinkbike.com/photo/1541214
My mate snapped his prst1 forks clean lol
"...he had been quoted in the press in February 2019 as saying that the First Defendant [Rich Energy] had produced 90 million cans, Mr Storey explained that it had produced 90 million cans, but had not yet filled and sold them."
Storey is obviously a big time narcissist (theTrump similarity, Hillary too) and we should all understand the narcissist's game.
One of the main tools a narcissist uses is to accuse others of what they are doing, shifting responsibility and blame,
diverting attention and competely disregarding or ignoring that their direct actions have caused the real problem.
I want to know who got suckered into lending Storey $30million, how stupid does that guy feel? Crazy time.
Seriously, these are the times we live in. A person who has the intelligence of a hard boiled egg can start a business with the ability to sponsor an F1 team, act like a 6 year old on the playground all over the internet when his stolen logo gets some attention, and then run it in to the ground faster than a hydraulic free fall hammer (not to mention that stupid hobo beard).
We have truly reached the pinnacle of greed, stupidity and flat out arrogance. But you know what they say, it's all downhill from here...
Not the rich with $2,000 to spend on a tattoo and a beard most people can grow naturally. Just my 2 cents.
Whyte are being quite gentlemanly with their approach to having their logo and image stolen.
But the Hells Angels are criminals and have been for decades.
Just ask The Rolling Stones.
@ctd07:
What the actual f**k? How were these guys supposedly sponsoring an F1 team with under a grand in the bank...
I get a kick watching people with this kind of attitude fail HARD. You fell on your own Horn's a*sholes. Hahaha
I know a lot of dissatisfied trek owners, yet all the Whyte owners I’ve met are quite happy.
@homerjm:
Storey sounds liek a piece of work. Trump like rants.
Whyte is a lil cheeky in their posts but they’re pretty much a ringer in this case.
richenergy.com
www.youtube.com/watch?v=daWJTSvi97c