Off-road riders have Risk Racing in their corner

Apparel, helmets added to help promote motocross brand

By Liz Keener
Managing Editor

Risk Racing never set out to be a motocross gear company. In fact, as owner James Burry explains, the Mooresville, N.C.-based company is more focused on inventing new parts and accessories that help off-road riders make the most out of their rides.

“What we try to focus on here is our own designs, our own patents and try to come up with unique and useful things that are good for riders,” he told Powersports Business.

But last year Risk added riding apparel and helmets to its lineup, in an effort to grow its brand.

Products out of necessity 

Burry and his wife started Risk Racing in 2005. The company was borne out of one product — the Ride On Lift, which Burry developed for his wife. His wife was a motocross racer, but she had a problem hoisting her bike onto a traditional lift.

Burry then had the idea to create a lift that his wife could easily ride onto herself.

“It started in our garage, kind of on the side,” Burry said.

However, Burry knew riders other than his wife could use the Ride On Lift, so he took it to a trade show and received great response. Soon, Risk found a partner in Tucker Rocky, which began distributing the lift.

Since then, Risk has grown, partnering with more distributors and dealers and developing more products, including its Seal Doctor, which has been well received by consumer media and riders alike. Risk announced on Oct. 8 that Western Power Sports had joined its distribution network.

What has drawn customers to Risk is the uniqueness of its products. Burry is an inventor, spending his pre-Risk days designing products for non-powersports industries. Now he uses his family’s experience with riding to develop first-of-its-kind parts and accessories.

“We’re tying to come out with some of the things out there that solve the problems that a lot of weekend warriors might have,” he said. “We’re offer a completely unique solution, and our stuff’s patented, so we’re the only place you’re going to get it.”

Marketing with a flair

Risk Racing’s products are unique and designed to be useful. However, with a staff of four, Risk has some challenges when it comes to marketing, but gets plenty of creativity from its in-house crew. Much of the company’s marketing has been focused on social media, and it’s a segment on which the employees have shined.

Posts are focused on connecting personally with the customers, rather than selling. Risk’s mannequin, Manny, has become a social media star, as the mannequin can be seen frequently  on Facebook, drawing fans to ask if Manny will be present at each trade show Risk attends.

Risk’s staff has also created entertaining  videos, such as one where Manny scares everyone by jumping out and yelling “Hump Day” and another in which a staffer claims he’s the father of her baby. And, the group filmed an “All About That Risk,” video, a spoof of the popular “All About That Bass” song by Meghan Trainor. The song was written and sung by a Risk employee.

With all that creativity, it’s no surprise Risk Racing was able to conceive of its apparel line, which is also aimed at marketing the brand.

“As a smaller company and with the type of the product that we design, a lot of it’s hidden,” Burry said. “A lot of our customers were just requesting something.”

To appease its brand loyalists — and to increase brand awareness at the track — Risk Racing developed a line of high-quality gear. Among the features are high-quality fabric, convertible venting, stylized differences from competitive gear, breathable and moisture-wicking materials, real leather on the inner knee and room for knee braces. There’s also waist adjustability in the pants, which allows rider to wear one size of pant, whether they’re wearing pads, a kidney belt or no protection.

“All the guys gave great feedback, saying it’s as good as any gear that they’ve ever ridden with,” Burry said.

Year 1 of the new gear went so well that Risk added to the line in 2015, showcasing the Vector MX jersey and pants and Carbide Gloves at AIMExpo.

“Our goal was just to continue to grow our banding, give some of our core customers some gear and just learn about it and keep growing our brand,” Burry explained.

Though Risk has already shown how innovative it is with product and marketing, the company, which will be celebrating its 10th anniversary next year, has big plans to continue to grow its line and to bring new, unique parts and accessories to market.

“We’ve got more ideas and designs than we know what to do with,” Burry said. “I think the more things we have in our basket, the stronger the brand is.”