Living The Life | Biltwell Backs The Youth

The three amigos and the perro (left to right) Harold, Bill, Mike, and Willis the dog, aka

The past decade has been pretty unstable for the custom motorcycle scene. In the early 2000s, the long, low, $75,000 chunks of rolling billet with 420mm wide rear tires ruled the streets. But eventually the trend died out, the money dried up, the TV shows tailed off, and all those who jumped into the game trying to capitalize on a burgeoning industry were up a creek. Unfortunately, that is what happens with trends.

In the middle of the decade, Harley's median age demographic was 45 years old. Four years later it crept up to about 48. And while it's true that the older generation have the time and money to enjoy a Harley, if the industry is to survive and progress it needs to focus on the younger generation. Harley knows this, hence the Dark Custom segment, the continual tweaking of the Sportster line, and why it's targeted the action sports scene (skateboarders, surfers, BMX and motocross riders, etc.). For the most part these are pretty much individual sports that don't require a lot of money to get into; you can do them anytime, anywhere, you don't need a group or team of people to participate, and most importantly these forms of self expression are about one thing: having fun.

While Harley is doing its best to try and shift gears and recruit a younger audience, Biltwell out of Temecula, California, is making it a top priority. The name may ring a bell, that's because we've offered up its retro mini flake 3/4 helmets as prizes for our Letter of the Month winners in past issues. It's almost as if Biltwell has singlehandedly brought the 3/4 out of obscurity and resurrected the popularity of the '70s dome protector, as now every major helmet manufacturer is revamping and updating its 3/4-helmet line.

Comprised of three friends, Bill "Billdozer" Bryant, Harold "McGoo" McGruther, and Mike "Mike D." Ellis (no relation-at least I don't think so) Biltwell is steeped within everything that comprises this younger generation. Harold and Bill have been heavily involved in the BMX scene for the past couple decades in just about every facet from parts manufacturing and event organization to creative content, and advertising/marketing. While Mike is the younger of the trio, his roots are in motocross and brings another important element to the group, a strong knowledge of digital media; i.e. web base development, online store creation/management, social networking, and article management development.

Together the three have helped progress the custom motorcycle seed to the younger masses through reasonably priced, cool, and functional parts, and grass roots events that are mysteriously reminiscent of the early days of the chopper scene. They have also heavily relied on the internet/new media to tie it all together and get kids talking, building, riding, and enjoying motorcycles via blogs, forums, and online articles on their websites, biltwellinc.com, and chopcult.com.

Some Mexican potholes are larger than the towns around them.

Unlike some companies that feel the need to flood the market with every part and knick-knack idea they can come up with, Biltwell has a very select line of parts that include, handlebars, seat hinges, risers, an exhaust kit, seat pans, stash tubes, solid struts, and an alcohol-powered ignition cover. "In the beginning of Biltwell Harold and I noticed the market was flooded with parts that were overpriced and under-delivered, it would take you months to get a part you ordered," Bill told us.

"We wanted to build affordable parts that we weren't embarrassed of. Parts that would last forever, stand the test of time like a classic Bates seat, and still be affordable. We want to share the wealth and build quality parts, and help bring young blood into this scene. And we've done it," Harold said. "We have $109 handlebars made of seamless 4130 chromoly with a 3mm wall thickness." Biltwell's handlebars offer the widest selection of their parts line with nine different styles, and the least expensive set is $77. In fact the most expensive part in the Biltwell lineup is its DIY exhaust kit, which is only $165.

Parts design is a collaborative effort between the three guys and they have strived to keep their parts line simple and consistent with what they feel the market is missing or what they would want for their bikes. Sure the brainstorming sessions end up with tons of what they call "becoolifs," you know "it'd be cool if we made this," or "it'd be cool if we did that."

Pop a top!

"We've restrained ourselves on our products. We just want to focus on doing a better job on what we have and make sure we have things in stock we say we have. It's all about practicing discipline when it comes to product development," Bill said. "Products are market needs. We want to focus on products that have limited competition, market appeal, and hopefully multi-decade shelf life," Harold told us. Oh and if you're wondering about that alcohol-powered ignition cover, it's an ignition cover with an oval cut out of the center so in a pinch you can pop open your beer bottle.

On the event side of things, a Biltwell shindig can't even be put on the same scale of comparison of what has become the "typical" Harley event. No vendors, no entry fees, no jerky guy, no leather chaps, and most importantly, no rules! From the El Diablo Runs to the Biltwell Bash and Slab City Riot, at the heart of every Biltwell event are the three Bs; bikes, beer, and brotherhood. It's all about riding to a destination with your buds, throwing out a bed roll when you get there, popping a cold one, and then telling lies and fixing bikes as you reminisce about your journey. No fancy hotels with $300/three night minimums, $75 concert tickets, and $8 Coors. The events are bare bones and nothing but the essentials, much like the majority of the bikes you'll find at the events.

"We want to do free events people are happy to be a part of," Harold said. "We want to put on events where we can under-promise and over-deliver. If we say there is going to be a bonfire at a crack house in the Salton Sea and there might be five kegs, and we deliver a bonfire, a band, and six kegs, we've hit it out of the park! At the end of the day, what makes us happy is seeing 300 people with smiles on their faces having a blast."

The inaugural El Diablo Run was a no-frills-all-thrills trip crossing the SoCal border, weaving down pothole-riddled Mexican roads to San Felipe and Ensenada. A rag tag crew of about 47 people, running everything from hardtailed Sportys to oil-slinging Knuckleheads, blazed the path to a beachside camp resort complete with the requisite warmed-over golden yellow Jose Cuervo that tries to pass as tequila and chilled Mexican beer. The first run was the stuff of legends. So much so that by the second and even more so the third annual ride, word had spread via the Biltwell website and blog that riders from all over the country and even across the pond made arrangements to put their latest builds to the test and tackle the untamed and sometimes unpaved roads of Mexico. By the time the EDR3 had wrapped, the group had gotten so large (about 450 people) and the ride and all the debauchery that went along with was so incredible, the Biltwell team knew it would be tough to surpass it, so it was put on hiatus. "We left on a high note, we left 'em wanting more; lactating strippers, pimps named Jesus, great food, cold beers, cool bikes, dirt track racing, and no arrests. Everything apexed right there," Harold said.

"The EDR3 had reached max capacity for us to guarantee the same good time for say 450 people as it did for the first 47. We always want to exceed expectations," Bill commented.

Through their commitment to provide thought-out and practical parts and offering up no-nonsense, down-and-dirty rides and events that provide just the bare minimum-a starting and ending location with some free music and beer sprinkled in-Biltwell has helped open the eyes of many young people to custom motorcycles. And it's this younger generation of builders and riders who will shape the next progression of the custom motorcycle scene.