Inside Marin: Reawakening the Historic Brand
Marin Bikes' presence in the bike industry may have diminished over the past few years, but the brand has an extensive history in the cycling world. With the introduction of their first mountain bike, the Madrone Trail, way back in 1986, the brand has truly withstood the test of time though not without some ebb and flow in an evolving industry. After a change of ownership, the brand is refocusing its gaze with an emphasis on the continually growing mountain bike market. To help facilitate this refocus, the brand has worked to build a team that can bring the historic Marin name to the next level. In 2012, the brand hired on Matt VanEnkevort, who had previously worked with Raleigh USA as a product manager and most recently at FSA. VanEnkevort brings a new passion to Marin along with extensive amounts of industry experience which seems to be a vital breath of air for the midsized brand. On our recent trip to California, we had a chance to tour the Marin facility and sit down with Matt and some other employees. We spent some time wandering the massive Novato, California, facility that originally served as a home base for the legendary Grateful Dead. Here's what we found out about the brand and VanEnkevort's vision on our recent visit.
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 Marin's Novato, California, facility was once owned by the legendary Grateful Dead, and the warehouse and office feature a variety of unique remnants of the band. |
Grateful History
In 2004, Marin moved into a building previously owned by the cannabis-fueled Grateful Dead; the space offered a perfect balance of office and warehouse space with a sprinkling of unique quirks. The 32,000 square foot building features a nicely sized office space situated at the front of the building with a few simple conference rooms and a large warehouse space in back. As the world headquarters of all the brand's sales, marketing, quality control and shipping, the space was immensely larger than we had anticipated as we rolled into the parking lot. We made our way through the fluorescent lit offices through the product development area where parts and prototype frames lay about. As we emerged into the massive warehouse space, historic Marin bikes hung from the rafters above seemingly endless aisles of boxed bikes.
We made our way to a smaller room also filled with bike boxes but also adorned with studio lighting, a large glass window and sound deadening floors. "This is where the Grateful Dead practiced sets and did a little recording," explained Tsering Alleyne, Marketing Director at Marin and our tour guide for the day. "They sound proofed the entire building so they could deaden the sound from trucks rumbling down the highway. So it's plenty quiet for us as a warehouse space now." The office has a distinct level of history wafting through its air. The museum of bikes littering the walls and rafters, The Grateful Dead's remnants, and the extensive history among some employees make Marin a pretty rad office environment. It wasn't until we were lucky enough to run into an industry icon and long time race team mechanic, Gravy, that we really took a trip down memory lane. Gravy has a deep history wrenching for many pro teams in the heyday of mountain biking, mentioning top racers like Myles Rockwell and John Tomac and telling stories about them many have probably never heard. His presence filled us with history and knobby tired knowledge as we spent a little time reminiscing with him about all of his time wrenching on the World Cup circuit. Though Gravy has only been with Marin for a short time, his various connections to the music and bike industries and his library of stories definitely added to the history lesson tour we experienced at Marin.
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| The bike and music relationship is vibrant within Marin, and Grateful Dead guitars interspersed with jerseys and frames decorate the California office; look a little more closely and you will find trinkets like this past press piece which features OG badass and musician Rick James. |
New CEO, New bikes, New Mentality
As an proponent of full suspension bikes in the early 90's, Marin implemented extensive early innovation. But as the market has progressed, Marin has seen their fair share of ups and downs. As one of the original brands in the mountain bike world, they have a rich history on two wheels and a prominent namesake, but one key component that really helps a brand tick is an upper management that understands and embraces the bike culture to help keep the passion reverberating on a daily basis. In 2012, Marin made underwent some ownership changes and with that some extensive managerial shifts, one of which brought on a longtime bike industry mainstay, Matt VanEnkevort. Matt's previous industry experience give him an extensive understanding of the inner workings of a successful brand. With VanEnkevort heading up as the brand's new CEO, Marin has collectively chosen to narrow their focus a bit and work on redeveloping the brand's direction and quality. For 2014, Marin has upped the ante and cut back significantly on their once mile long bike line. A few well designed bikes will provide the momentum to bring the brand's name recognition back and shift consumer's perception of the brand.
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| Marin's CEO, Matt VanEnkevort, brings a rich knowledge of the bike industry to the brand. |
Since taking over as CEO, VanEnkevort has been hard at work helping to reestablish Marin as the top level brand they once were known as. We spent some time catching up with Matt on our recent visit to get the inside scoop on his direction and goals for the company. Here's what he had to say:
What has your role been with Marin and how have you helped shape the future of Marin bikes? Matt: Well, as CEO, technically I should be flying at 30,000 feet over the company, directing business units, holding board meetings, and swilling champagne and caviar. In actuality, Marin is a fairly small company, and there's not much room for that kind of elevation. I'm probably more of a product guy than most CEO's, so I've been pretty intimately involved with product, sales and marketing, as well as keeping the day to day operations of the company on task.
I hope that I have brought steady, competent leadership to the company, plus a good understanding of the bike business, the needs of riders, and our dealers and distributors. I'm stoked on the bikes we've launched so far, and have been closely involved with the teams that have brought them to life.
What were the three biggest challenges when moving into your position with Marin? Matt: Challenges.....there are a lot of them. Coming into a company that had so much history, and a well established culture, and attempting to alter that culture, without losing the soul of the company, that's a challenge. Stepping on the gas to accelerate the product development process, making sure they don't cut themselves on those sharp new tools they've been given, that's also a challenge.
And, changing myself from a component maker mindset (FSA/Gravity) to a bike maker mentality was surprisingly hard. We have very different struggles, and operate quite differently. Moving to Marin has been the one thing that was quite easy. This place is paradise, except the lack of rainy days still freaks me out. The Pacific Northwest still feels like home. I miss those long Cascade singletrack trails.
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| Marin's office was a fun place to hang out for the morning. A young, vibrant buzz resonated throughout the historic space. |
As CEO, how do you see the brand's direction and help shape it to move in a direction you want, especially with a company like Marin who has been around for so long? Matt: I think it's important to wrap your arms around a brand. Understand where it's been, and filter the good from the bad. Marin has done some amazing things over the years, from some of most desirable first mountain bikes available, to some of the first full suspension production bikes, titanium bikes, and sponsoring some of the best riders of our time.
When you come to grips with that, you see potential. Strengths that we have that are unique, in our history, our brand, and our product. From that, I see where we can go, and be real and genuine when we get there. So, rather than trying to shape the company, I try to focus on its strengths, and bring them out. It's like the guy who cuts stone into statues. The trick is to see the statue already inside the stone, and just bring it out.
Focusing on the MTB and road segments seems like your main goal currently, what can we expect to see from Marin in the future, similar focus or continuing to branch out like previously? Matt: Actually our main goal is to make cool bikes, eke out a small profit (seriously, the bike biz is not for high flyers, it's humble), and have fun. However, since we often express ourselves in the bikes we make, our main focus is MTB. Road is something that comes from a passion, and most of us ride on the road somewhat, but MTB is our roots as well as our passion, and we're committed. So, expect to see more refined designs like the new Mt. Vision, the Attack Trail, and the new Carbon Rift Zone we just showed at Sea Otter. We're doing some major updates to the hardtails in 2015, with some very smart designs that enhance the ride, and the look. We're also going to be launching some big things in 2016, but it's too soon to talk about that.
Pavement is another big category for us, which is based more on our understanding that riding bikes is a lifestyle choice for some, a passion for others, and necessity for many others. I love the fact that we make bikes that allow any kind of rider to commute, shop, or just cruise with, while also making bikes you can fully rip on.
Frankly speaking, if it's something you can do on a bike, I am down with it. Well, I should probably think that last bit through a little more.....
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| The Madrone Trail was Marin's jaunt into the blossoming mountain bike world. |
After touring the facility, it was amazing to see how big the brand's presence is, but how reasonable the staff size is. Would you say that helps or hinders your growth and development? Matt: If you're doing your job right, a company can appear to be much bigger than it actually is. That involves a huge amount of work in getting info out, images, demo's, test bikes to the mags and web sites, and being at shows, and events. Our staff works a lot of weekends, and so do I. I haven't had a day off in about 3 weeks (I've been meaning to talk to myself about that.....), but I hope that we're having fun doing it, and meeting the people that ride our bikes.
As far as it's effect on our growth, of course it's a challenge to do more with less. It means efficiency in all you do, asking more from the assets you have, and stretching every penny until it becomes copper wire. But, at the end of the day, the company will grow as it can sustain that growth, and expand as needed. For now, the staff is turned up to eleven, like a Marshall Amp.
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| As the world headquarters for Marin, the Novato facility offers a nice balance of soul and useable workspace. The conference room doubled as a museum to some of the brand's early bikes. |
The Future of Marin
With VanEnkevort's extensive industry experience, passionate drive and personable approach Marin is in good hands. As we toured the facility we spotted many eye catching bikes. Marin's latest push has been directed toward the trail bike market, with the recent release of a 27.5 150mm travel bike and a 120mm travel 29er. Both bikes are aesthetically pleasing, with stout carbon tubes and subtle graphics and colors. With a dedication to creating a new level of high end bikes, we are excited to see what Marin can do. As the bike market continues to grow Marin hopes to be at the forefront of creating top level bikes in a variety of important segments.
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| Marin is looking to the future, but they haven't neglected their past, illustrated by the the vintage bikes and head tube badges found throughout their headquarters. |
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| Marin's new bikes have a new sense of design and development. The Mount Vision is one that caught our eye, while the new Rift Zone Carbon 29er looks like it could to be a winning bike for the brand with its versatile demeanor. |
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Employees like marketing man Tsering Alleyne (above) are helping to bring a youthful vibe to Marin, while well established industry figures like "Gravy" (below) help to keep the brand grounded in their distinct history.  |
 | We are really excited with all the recent developments in product, staff, and mentality. We have an passionate team and a great guy leading the charge. Having Matt V. in the office has been really great. He is excited and has some great ideas, but is also very open to listening to everyone's input. I think that will help us be more productive and progressive as a brand. - Tsering Alleyne, Marin Marketing Manager |
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dv42 0.033205
You want some meatloaf? HEY MA! THE MEATLOAF! WE WANT IT NOW! What is she doing? I never know what she's doing, back there.
www.winstanleysbikes.co.uk/product/65529/Marin_Attack_Trail_XT8_275Inch_2014_Bike
Now Is the first time since I would demo and consider a Marin again.
Like GT, they are doing good again.
It's nice to see iconic brands like GT, Marin and Kona making a better name for themselves again. Pioneers of the scene.
How long will it be before Raleigh release a new dyna-tech series? hehe
www.raleighusa.com/bikes-mountain-29-hardtail-talus-talus-29-carbon-pro
:
www.bikerumor.com/2011/08/02/2012-raleigh-mountain-cyclocross-bikes-carbon-29er-twinsix-collaboration-more
The Muirwoods was £369 or was that the Palisades Trail... Can't
Remeber!
Loved that Quake series... those we the bomb.
Hybrid's and casual bikes are a lot nicer (IMO) than the same price point big-box brands like Trek, Giant, Specialized...
That DH rig they had for a few years was killer but you didn't see them very often.
That new Attack Trail is off the hook... love it. The 29ers are great too.
Out of all the units we sold, I think I had to pull up the warranty card maybe 3 times through the years... each time, it was handled just fine...
To Note - Marin bikes have new ownership as per the article, and as of November 2013 a NEW distributor in the UK , Paligap Ltd based in Bristol. From November 2013 ATB Sales have no current involvement with Marin Bikes. As I understand this is all part of the increased / Renewed focus Marin now has as a brand.
as for the Grateful Dead.... a bit of Rock and Roll around the design team is always a good thing.
That's what I'm interested in too...from what I understand John Whyte worked for the Marin distributor "ATB Sales". He designed the short-link virtual pivot suspension they became famous for, and had great success in the UK.
I never saw if this brand was then distributed into Europe and the USA with any success or penetration, as we only saw it from a UK point of view?
Whyte was then spun off as a seperate high end concept brand using the same suspension design and his own forks, etc. (a bit like Specialized's S-Works)
From what I have read, he retired a few years ago, and a young guy stepped up to take over the Whyte brand design, they do hybrids for city riding and other bikes too now? whyte.bike/2014
fcdn.mtbr.com/attachments/downhill-freeride/776723d1362211374-metabief-wm-1993-yeti-team-scan.jpg
Cool, extensive use of extensive.
Where wars of mediocrity are waged between Marin and Jamis,
Where head badges are the defacto and accepted gauge by which we measure brand neglect,
Where carbon frame designs look like off the shelf designs pawned by Taiwanese Carbon Manufactures at Interbike,
Where Jerry Garcia may have puked whilst on heroin in the same proximity of someone who is answering phones,
Stop me anytime now... I think its cool that an old, non-competitive, non-relevant brand is trying to make a comeback, but there isn't anything compelling in this pay-for-pr looking piece in the way of "legitimizing", which is its intended purpose I wager. For the brand, what they need in addition to Engineers, is real marketing. These half assed release/write-up/things really are a marketing fumble, executed like a staggering drunk college graduate getting paid to Marketing 101.
You need to bring game if you want to help Marin with their brand, in fact, Marin ( In a world voice ), needs to break off some budget and hire a real PR/Marketing firm, because their in-house shit is just that...