[ FR ] L'épisode est disponible en version sous-titrée sur Youtube
Jason Schiers is the new CEO of GT Bikes.
If you’re not familiar with the name of Jason, you are probably much more familiar with the brands he started or was involved in, like Enve, Trust Suspension and Why Titanium Cycles.
And when you see where Enve is today for example, you probably wonder how that guy created this brand that became what it is today.
But there’s much more than Enve that was worth discussing with Jason, and having his views on technologies, manufacturing processes, product, branding and distribution gives us an interesting perspective on the opportunities and threads that brands have to face in today’s challenges for the industry.
In this episode, expect to hear about:
- The creation of Edge, that ultimately became Enve
- Why it took so long before carbon rims became the norm
- What it takes to make a carbon rim strong enough for abusive riding
- The moment the Syndicate decided to be the first team to switch on carbon wheels in downhill racing despite scepticism among the team
- The reason why Jason sees carbon as superior to aluminium on the long run
- The reason why he thinks certain brands should focus more on simple products
- The full story behind becoming the CEO of GT
- How he sees the collaboration between brands and IBDs in a difficult context
- His plans for the future of GT
- And much more.
-
Hello everyone and welcome to En Roue Libre!
En Roue Libre is the show that sharpens your knowledge of the cycling world.
En roue Libre means Freecoasting in French
And in this show, i invite you to join an in-depth conversation between cycling enthusiasts and discover inspiring journeys, tips, and the latest news from athletes, experts, entrepreneurs, and key players in the cycling world to ignite, nurture, and grow your passion for cycling.
My name is Antoine Taillefer, and you’re listening to En Roue Libre.
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00:01:13
Jason. Good Morning.
00:01:25
How can you make GT Great again ?
00:03:00
What was your first compagnie ?
00:03:26
Exetera I am but then I got to place were I am than wanting to
00:03:36
do mouth wills for long time and can't get this.
00:03:46
About this Kind of back are. A no Man on I have I cave from
00:03:56
the School of Our Knox, i've been a minced that i've shifteen
00:04:00
starting. So How to you get the know i'll
00:04:05
been in the I ? Have was in different et can't
00:04:16
learning when it back Carbon was really unic when I was in there,
00:04:20
do you say Carbon was like ? Bing Energy to a language die
00:04:25
always fuck and manufacturing Kings and Carbon be King discain
00:04:30
Berry and with my back round is a tool Maker I can design very
00:04:38
home you need Tools that I Love me to but all the features in
00:04:40
the parts without have to do you Real work which gave me aband I
00:04:45
can I gave we all. There to there.
00:05:16
Can a. Open the creativity I've what
00:05:32
you can you ? Can use there with there with
00:05:44
you, with you. And so another Little loth a
00:05:51
people i'd start of the Company making car parts, and What Faith
00:06:05
I was Doing pull with you. I'm so II am all so car III live
00:06:18
I loved to Go fast I am lived like a people billing is colored
00:06:27
this San CARS Real like a Hill in the Head.
00:07:13
The automated parts mets Park to a gentleman the and The Walking
00:07:34
to a cadenet they's way. When a sell out and Hand in our
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so andredops Seven I backs to Burton for there binding the
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cover is sax is here this cast last Night to a Black time and
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kayak blades Head and decrist State any a safety system for
00:08:01
about to years and that Game me the time and analysed and drink
00:08:04
that time and dial the World first carrement will because I
00:08:08
think. All that physical
00:08:20
caractéristians. How EPIC ?
00:08:44
Came Edge. Ten years before that.
00:08:59
So I made Sense to continue to you Rob products I wis it's
00:09:06
started be for Mount by product. How come what it did the first
00:09:13
will le first Carbon montant back will I did I did.
00:09:18
That time to late ninety thousands Carbon wasn's The One
00:09:23
another people Doing release trucking products.
00:09:26
You Scene is Pretty fragile and and I think the way processing
00:09:32
in provided opportunity the Strong is children the round if
00:09:36
you with you, with you with you that you're gonna know.
00:09:55
If you make can, I want a fair I.
00:10:20
Want a fair ? When you first road that's.
00:10:28
That out of the Gate, the first paddle stux and me did it.
00:10:32
I got me it the Power transfer with there's a litt.
00:10:51
What did it take to make those wills ?
00:10:55
What did you bring into into it to make ?
00:11:02
It work. When I got to when I got to Edge
00:11:21
like when a the first thing I had do I dress with with the
00:11:27
back and Carbon will that there that I that I that I that I that
00:11:31
I that I that I that I that I that I that I that I that I that
00:11:34
I that I that I that I that I that I that I that's I that I
00:11:39
that I that I that's I that I that I, that I that's I.
00:11:47
And and earlything the really can you give me the opportunity
00:11:55
with the intégration on this bikes on the realing be worm
00:12:06
Breaking on the Real Man any more and if you were dirt
00:12:13
through the Real harder to through thereum.
00:12:17
What did you do to make it say strong ?
00:12:26
Resistance to shucks and. Around any Kind of opening seam
00:12:49
Or Edge if you can not cut the carvent you retain at in an in
00:12:53
christs train and so like a specialy for spall where you
00:12:59
have such a high force in such a small Love I where you have a
00:13:11
more that back to live. How did ?
00:13:29
You. Get the.
00:13:39
Know. I am in when i'd when I start it
00:13:46
Edge on my activity II to the Cup Love montant juste that down
00:13:52
with my fair that high when in my fairy people we in I will
00:14:01
every problem there was with Carbon Reims I got on a right
00:14:08
work and we just Brain Storm. I Want a ever Big problems Word
00:14:11
rainbreaking in road in the road and the break on so we came up
00:14:18
for the machine, the breaks surface, the Breaking on a road
00:14:36
will. With I am I then I think thin, I
00:14:53
think thin, I think thin with I thin, I thin, I thin.
00:15:08
Is really challenge in the getard I will did get to the
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first skyroad counter realds and super exiting and getting that
00:15:14
first road carbing counter for me with really Bing drive and we
00:15:18
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00:15:24
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00:15:33
please Move to ors ? Made it so visible, so unique.
00:15:53
As a Brand that we see know as a when of the beautiful brains.
00:15:58
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00:16:03
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00:16:14
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00:16:22
marketing and I would what other compagnie is make products.
00:16:27
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00:16:39
would a good. II Heard someberry clever people
00:16:52
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00:17:16
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00:17:22
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00:17:39
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00:17:46
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00:18:21
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00:19:10
and. Real against been opportunally
00:19:26
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dont Hell bykes How do do that ? And yes, like what what is the
00:20:44
contribution of syndicate in the visibility and growing of the
00:20:52
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00:21:05
so passion like. And and Joe became the connecter
00:21:36
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00:21:41
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00:21:46
try to I chieve and so that combination of working together
00:21:50
really exploited in all to just to got I'm but for me then I
00:21:55
still have this roads I to the business right.
00:21:59
And I still have the same road competitors I did had before you
00:22:03
know that it then Killing me Hand home I got Walking to try
00:22:11
shop I'll be talking this in trattle it's and say you are
00:22:15
Hero is is facious there Hero I product is good is there a
00:22:19
product be can't be King is they always closed ?
00:22:26
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00:22:33
product. What did you build as a Carbon
00:22:42
ream like we did you constant and the challenge of building
00:22:47
Saturday will are very. What experience is can you share
00:22:54
about building the perfect ? Hits I can give it to on spot in
00:23:04
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00:23:16
business right like I learn business and.
00:23:20
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00:23:30
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00:23:54
everything an. Everything an Everything an.
00:24:16
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I have multiple business is that I that me business I that had
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opportunties to working x xtreams like and Heather like
00:24:31
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00:24:48
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00:25:09
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we can all inch. Back to Love that that there
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with San cruse and the syndicate.
00:25:53
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00:26:04
you'll people in a professionnal setting with you.
00:26:12
Everyone with so Series about making the best of and that's up
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people. Test if you stories I.
00:26:44
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00:27:35
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00:27:38
think is kind a progress and and and thing can't just can't hand
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in my production. Say up Monday Night.
00:28:59
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the Truth. Joe find we can season Let's
00:30:51
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00:32:10
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00:32:24
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00:33:34
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00:33:38
I am all they and this and. And Dance and.
00:34:31
Even had another way, this sky's the America.
00:34:40
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00:35:05
were Winning try happle Hands we here Winning road dresses most
00:35:09
of the handbill companies I want to all the handbill back
00:35:16
companies in americ all they wanna do Carbon i'll do you
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00:35:33
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what to being with loves with Stay with forge and I can work
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you. A building Product Hour of
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really expansion materials I feel like that have to Real like
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to me. Scanner like I like it's can an
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amorly banker up to, you know, you know you can't you.
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to fathy will you take heard ? It is specialy for rim's.
00:40:43
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Rider Luminium Frame for teeth three years and I justified
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sloppy I have to teat the years of hard writing and you do you
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like any in New by. Come on byke, you can right for
00:41:10
ten years and is make you can't like that like that re.
00:41:27
You know, presentation, everything, so for me, I just in
00:41:31
there. Do you star to release a
00:41:34
products One after never after nothers what ?
00:41:43
I gotta. Fucking jug he non thing I gotta
00:41:50
fucking joke he I gotta fucking. C'est father Just hedge Hands
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can't just like you like AGGT what it's bust are you ?
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And and I will an in the down and California Command and I
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come on I will come on I wis I will come it train and i'll been
00:42:38
out that Morning and and some in my I'm still in like get out the
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Ocean closing I can old Holy t-shirt.
00:42:46
And fluth Flops and and and II his there have and Tokyo the
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Marguerite the parking Love and I roll I Walk to the back a
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builing I'm my Heart stand in up in I'm orional t-shirt and an
00:43:06
everybody's in suit and and I turn round star Walk away an an
00:43:11
any you Joe like a Jay what you to in.
00:43:14
Are you are you to you think to you are you think you are you ?
00:43:39
And so. This is the mission.
00:43:41
This is the mission. This is ?
00:43:46
What I've going to that ? I think what somes up the
00:44:00
opportunity best. He hunner in Fifty page deck
00:44:10
there is slide that I gonna pool the public there is a what I did
00:44:18
you bran that did they is to they is that's they that's what
00:44:29
really Power full like motivater for me because if for that.
00:44:37
This is really good opportunity for me.
00:44:48
The makes and product and Go to that Group a people a rocking
00:45:01
Nice eaty. Bad my 6 like a protect with
00:45:07
super bad product Solid Little heavy a realm a Little Love in
00:45:16
an hant to orte the hance on the decisions to you are on the
00:45:29
Brand is so for me I. I think ferred most Sky imagine
00:45:38
most people thirty five thirty sexes all an older we all have
00:45:45
some type IGT Story I did I did I first be I mix by everyone
00:45:52
what I will I think I think I think I think I think you are.
00:46:04
So I think for me be knable just re andred you some relivery
00:46:07
products to that grill to people.
00:46:09
I think when a find sexe I'm and so my first can't step for this
00:46:16
is just git back to that that ten 2nd step to that.
00:46:33
What can ? We have a time frame of do steps
00:46:44
my whats the plan so as you most reveal bik industrie will tell
00:47:01
you. The Horror panic.
00:47:04
And then came the release everybody Wonder by now.
00:47:09
And so biked industries to everybod with a biked a
00:47:23
factoring The Last year. What is lotd more bikes anaries
00:47:33
the mend not save the Market, the Market, the Market.
00:47:42
There is there is that we are to be in there.
00:47:56
There is this. There is are
00:48:56
you ? When are you, jere my starky you
00:49:20
within ex rock shack Sky like Fifty years in the only like a.
00:49:43
Life. Not there Company is where when
00:49:48
Day sometimes struggle and sometime there late of just.
00:49:57
Like you prove who you are, you that where are you got it ?
00:50:10
We got it to Real like. What we you bring to GT to make
00:50:21
it as good ? As it was original.
00:51:31
A part from a Brand, so you talk to about the I drive, about
00:51:36
innovation, but and there is the triple triangle, How How will we
00:51:45
be about to recognize AGT bike ? From any of that skating
00:51:56
harder ? For me as an industrie Intel we
00:52:04
have a technological break there will chassing the very small
00:52:10
incremental Games so it it's really can I coming back to when
00:52:15
not selling a pratique is a rebelly is product to reality
00:52:18
good will selling culture and so How How j t'es gonna stand a
00:52:22
part is gonna be is unic culture.
00:52:28
Now on peoples but can an Natural fine and in to builing
00:52:31
quid expans and products I'm realick side to be involved in
00:52:35
the Company that I can Bill products and so GT would safe
00:52:41
focus I creating I Great product that the protect to you can a
00:52:46
fort and and so will have what Nice and anthry level price bike
00:52:53
but the activity will. I will hold that we How is pring
00:53:51
spicing final on that's spy see astery found and so I gits
00:53:56
harder with the Technology being solive and out.
00:54:01
I think for me the original Spice for GT if if you are
00:54:06
watching is an looking for intention is gonna be we were
00:54:12
trading hard that Little différy.
00:54:15
Were trying the build the culture round the Brand is
00:54:18
really focus on the Core demar in the people a ride bike for
00:54:23
fine and there and they a Little like this is a people a ride and
00:54:38
bike for the celebration bikes. Creating it's.
00:55:12
Up that principal of continua some perd II think that like
00:55:34
that like I did I did I did I did I date ?
00:55:39
I'll does does. Can the Magic bullet kine come ?
00:55:46
Out when we launch. When is the the Launch I am we
00:55:58
we will star launching the first.
00:57:03
Sexes is really down with One moment it's stand with many can
00:57:12
system mements and. So who important is that for you
00:57:16
to Go back to ? I beat.
00:57:19
Is II know for me, everything comes down to my customers.
00:57:29
IB dees, Your critical to apost like this I did I know IBD
00:57:39
owners who like Or not like this I did I am I think you are IBD
00:57:51
just like all live is our having to changed you are there
00:57:56
business into where this is going ?
00:57:59
And so for me Lake husbing Evil to develops successful digital
00:58:04
programms that that make a priori the bringing in relation
00:58:10
back the IBD is the trick like that's the keepa to people
00:58:15
argent in there so US is Brain House we me the I be dies for a
00:58:21
cost a help the experience what i'll be so is very import.
00:58:27
We take there is fronces back to the same Partner the help
00:58:31
builder business is rare I the biked industry Tell up by
00:58:38
havidies and there is a beat it is there is are is our programme
00:58:46
even do this digital commerces be coming Sopra.
00:58:54
In old we have that I be die is a working Partner for a Castle
00:58:58
he non and to be fair like I thing and I.
00:59:08
Thing as Brand Hand to I die this I want to, I want to, I
00:59:12
want to, I want to, I need to i'd a presence and you will so
00:59:16
need to Cell online. Wall so we we alt so whre.
00:59:52
We want Salt, so we had to do you quickly so we when till I
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see were with we with what with par I progaming.
01:00:21
Like ain't so when I Go gonna spatialist and no and so and
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like is this is Family is there is there is this is this Hun by
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people it Eve no emperor long time and trust and and all that
01:00:38
so we we gonna we had I have a digital Strategy when we ran in
01:00:41
the trouble with they be this so full.
01:01:20
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wish you the best.