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INTERVIEW: Deity Components
9th Febuary 2005 - James
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Deity somewhat exploded onto the scene, getting huge exposure from many different media's.. even we advertised their opening!
We took some time out with the main man Eric Davies to get his views on the company and what they are doing. Check it out...
FTMB: Where did the idea for Deity come from?
With so many years spent within the industry...I knew that it was inevitable that I would eventually launch my own company that embodies my influences, style, and desire for something different. It was a natural progression for me and after leaving the helm at MRP...I began work on my own project...deity.
FTMB: What does Deity mean exactly?
Ambiguity is so critical in everything that I have ever done, so even though I may have my own interpretations of what deity means...I leave it open for others to walk away with their own take on what it all means.
To me, it is never clear cut or a simple word that may have sounded good to us...instead...it is a name that I have carried for years that bares so much weight, meaning, history,...while always complimenting what this company stands for. From the battle between good and eveil, white and black, the necessity to make god like statures out of the personalities of our sport, to so much more...deity to me means everything...and...to somebody else it can mean something completely their own.
I feel like that is so critical in this society that people make their own interpretations as definitions to everything are so readily available nowadays...that people can lose the sense to probe a bit deeper than the surface level.
FTMB: You've pretty much exploded onto the scene and everyone seems to know a little about it, did you expect that?
It has been a great ride with so many more plans for down the road...but...I was surprised as we never approached it as a hope to explode onto the scene. We simply did our own thing, avoided being influenced by the rest of the industry, and in the end...I always knew that there would be somebody else just like me, seeking the same thing, and wanting a company that is more than a parts manufacturer.
Nevertheless, I am so incredibly humbled by it everyday...that I find myself sitting back and looking at what has happened and being grateful that our vision is being received with open arms.
It has not been easy by any means and with every supporter...there are the haters...but...we feed off of that and in the end, it drives us even more to dwell deeper into what threads us as a company, so that we keep doing things our way...for the riders! We love adversity and we never take accomplishment for granted.
FTMB: What gives you the inspiration for the products?
So many things...
I wanted to bring products that addressed a few issues. First is weight...our parts have been at times tagged as a "it must be heavy" cliche since we have such a strong roster of street and dirt riders...but our parts are actually some of the lightest components in the industry for the genres of downhill, "freeriding", street, and trails. This was accomplished by effectively removing the unneeded material, focusing on the areas of highest stress, and coming to terms that simple is always better.
The second is price...WOW are mountain bike parts expensive! No wonder kids cannot even afford to get into this sport! So, we strove to bring parts that rivaled the mid level parts in price...but could go head to head with the highest end equipment in terms of quality!
Thirdly, the technical features. Each part brings something needed to the table...from knee clearance in stems that are still stiff, to custom butting methods on our bars to create a stiff but supple feel to our handlebars, to the first splined sprockets that eliminate so many of the issues people have ran into before with 3 piece drivetrains as the tolerances are spot on making a stiffer, stronger, more responsive drivetrain, to a Crankset that utilizes different wall thicknesses to bring you a complete kit (that includes fully assembled BB) that only weighs 2.3 lbs, to lastly, a Clamp that is just different, stylish, and not boring.
FTMB: What background did you come from before the company? Engineering?
I have been in the industry for over a decade. From managing some of the largest shops in the US, to working at GT Bicycles, to heading MRP/Mountainspeed for a few years...I have had the priviledge to learn from many people and to see what to do and most of the time...what not to do. I was a sponge and I left each situation with a thorough understanding of what it takes to run a shop, a multi million dollar company, a leading niche specific company, a distribution company, to OEM sales and so much more.
At MRP I headed the entire program and oversaw the manufacturing process, created some of their current products, and led them in their design department. But, it has been my many years of working with a couple leading overseas factories where I have had the opportunity to have them embrace my ideas and designs. This allowed me to refine parts that they have worked on for years, to creating new offerings that are currently used by some well known companies, to challenging some of the thought processes that went into fabrication and design. This hands on experience on so may levels has left me exhausted at times...but...knowledge is power and I cannot stop learning every aspect of what drives this industry.
FTMB: Where do you ride?
I ride everything! I just love bikes!
From downhill, street, dirt jumps, xc (which I even view as "freeriding")...to even interval training on a stationary bike...I am always pushing myself in every way. Oregon is so incredibly amazing for the trail systems that are available...the terrain changes from smooth groomed fast trails, to trecherous, rocky and rutted areas, to nasty, muddy, rooted, dense singletrack! I sometimes look at it in awe...I love where I am at. From the rain, the mud, the dusty summers, the vacant trails, the incredible street riding in Portland, to the people here...Oregon is home to deity!
FTMB: Whats the spec on your bike at the moment?
We are fortunate to have a solid fleet of bikes. Some of them are changing this year as we need to keep up to date even though I have always come from the mentality of ride it until it breaks...But, as a company owner with so much foot traffic through the building...we need the bikes to be supporting the industries latest developments and designs.
Some of my personal bikes are a pimped out .243 Racing frame with Atomlab wheelset, Sherman Jumper, Magura disc brake, and of course deity components...a black ano Heckler with Sun SUV wheelset, e thirteen DRS, FOX DHX rear, Rock Shox Psylo front, and of course full deity components gruppo that includes the entire new 05 kit (single bolt clamp, new Crankset graphics, 31.8mm bar and 31.8mm stem!)...she is a beauty...a Specialized proto Big Hit with upcoming Intense Mag 30 wheelset, Marzocchi 66RC, Magura brakekit, and of course, go figure...the deity kit...a custom built 20' street bike with Barely Legal wheelset, S&M pitchfork, custom fitted Magura HS33, plus more...a couple of GT I Drives...and some classic Bontrager frames that are handbuilt by the best frame builder ever...Keith Bontrager!
Nevertheless, I am looking to change my street frame to possibly a BLK MRKT...eventually change the Big Hit to something without the rear 24"....and sell the I Drives and move on from the past.
Man...I love bikes!
FTMB: Do you manufacture in-house or does someone else do it?
We have some local machinists, but the predominant portion of manufacturing happens overseas with a couple of companys. One of them is a company that I have been working closely with for the last 5 years, so the relationship has been so supportive and healthy...that they are part of our family!
Just dont go catching yourself.. you have been warned!
FTMB: You've got a few sponsored riders, does their input feature a lot in a product?
Of course, their input is vital, but even the 05 products reflect the input of not only our pros...but also from our consumers, dealers, and friends. We believe in listening to people and not only nodding our head at them...but truly weighing the pros and cons of their input. It is important as most companies delete feedback...with deity...we love it!
FTMB: Whats the office like? Tidy?
Amazingly so...it is tidy beyond belief! It has to be though as we have so many projects going at one time! Then again...we also want it to be an atmosphere that is supportive of creativity, so you will find odd things around the place, frames hanging on the wall, many signed posters and jerseys, and proto parts from yours truly! Everything is black, so deity is alive and kicking at all times in there!
FTMB: Who's on the Deity team and whats their part?
The deity roster is made up of BC legend Chris Donahue, 2003 Masters World Champion Lars Tribus, street icon Joe Prisel, 2002 NORBA DH Champion Lisa Sher, the BC strongarm Nigel Quarless, street and dirt shredder Jason Smith, East Coast multi talent Kyle Ebbett, and BC local Preston Blackie! They mean far more to us than being just riders!
Who they are off of their bikes is just as important, if not more, than who they are on their bikes! People like Chris, Lisa, Lars, Nigel and more work so hard with careers that they have created for themselves that their talents reach far beyond bike riding. Some of them are husbands, some are dads, some work 60+ hours a week, and some do it all...they embody what we are all about. These are my heros and people that I look up to. For example, recently I went to an event where Chris Donahue, his wife, and his son attended. To see Chris be everything to everybody with unconditional love, support, and focus was amazing. When people were frustrated with their runs...Chris was signing autographs for a little kid, patting him on the head, and telling him to keep moving forward. All along with a wonderful wife and friend by his side and a son that may become the next best thing to ever touch a bike. No kidding...he is already hooked on bike vids and his first word was...you guessed it...bike!
Everybody brings a special trait to the company as they are all unique in their own way, but they all carry one thing in mind...work ethic, dedication, sacrifice, and a love to live life to the fullest.
I could talk about each and every one of them for hours as I have been fortunate enough to get to know some of them on a different level than simply being their friend or sponsor. I appreciate what they have done for the sport as they have been motivational figures for me for years before I started deity!
There is so much more that I want to do for them and for the riders that want to be a part of what we are about for years to come...they will be pleasantly surprised at what our plans are!
Pearly goodness!
FTMB: What have you got up your sleeve for 05?
We have been spending months refining our existing parts, working on a new bar with the same bends as the 04 model, and bringing to fruition a parts line that is a step above what we have done before.
We will be launching our 31.8mm Handlebars, 31.8mm Stems, a new lighter DH 4B 104 Sprocket, a SS Sprocket with bolt on Bash, new Crankset Graphics, single bolt clamps to join our double bolt design, and a multitude of new softgoods! It will be exciting for sure as we feel that we are elevating our game to another level.
FTMB: Got any teasers of new products for us to drool over?
Not as of yet...we like to keep things under wrap...but keep your eyes on www.deitycomponents.com as the goods will be launched on our site a month prior to their availability in mid Spring!
FTMB: Anyone you'd like to thank etc?
I first would like to thank the deity family that consists of our riders...specifically, Chris, Lars, Nigel, Lisa, Joe, and Jason who have gone the extra mile believing in us...Don Hampton and Aaron Lutze at DH Productions, the crew at Decline Magazine for always being the best, Santiago at Atlantic Bicycle, our dealers, our customers, our grassroots riders, the greatest person I know...Sadie, my family for their love, the horror movie genre for kicking ass, Mike Patton for providing the soundtrack to my days, all of my friends, the haters who fuel me everyday (you know who you are...wink wink), our machinists for doing the best work out there, everybody I have missed, and lastly...every single peron who pedals any kind of bike! You are my inspiration!
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