OUR WORK
FOX BRAND
STATUS: Active
Fox Racing is the global leader in motocross and mountain biking gear and apparel. We outfit the world’s best competitive athletes and enthusiasts with products that combine innovation and style, rooted in the brand’s original competitive motocross spirit.
OVERVIEW
As a powerful lifestyle brand transitioning to group private equity ownership, the leadership was seeking an experienced, independent board operator to insure and provide the broader strategic lifestyle insights and oversight, fortifying the relevance and strength in the powersports space while enabling a step level improvement on broader brand evangelism, outreach and distribution to adventure seeking enthusiasts.
CAPABILITIES DEPLOYED
Strategy, Business Development, Executive & Operations Leadership, Brand Architecture & Brand Management
STACYC
STATUS: Complete, Continued Advisory
STACYC was designed to be a non intimidating way for young children to lean and enjoy riding two wheels. A STACYC™ is the first “powered” balance bike and is confidence inspiring for a child who has only been walking for a short time.
OVERVIEW
TWG engaged with a formative company with a great concpet to grow, shape and develop riders at a young age that needed a higher view, more robust vision and for growth. Formulated a focused & robust strategic vision to drive 25k riders to sport, create associated industry awareness, build relevance & engagement which resulted in a strategic purchase of the brand by a leading OE mcy manufacturer. Today’s results continue with over 75k new riders to sport in 2020.
CAPABILITIES DEPLOYED
Strategy, Business Development, Brand Architecture & Brand Management, Vector Mapping/ Scenario Planning
INTENSE
STATUS: Active
STACYC was designed to be a non intimidating way for young children to lean and enjoy riding two wheels. A STACYC™ is the first “powered” balance bike and is confidence inspiring for a child who has only been walking for a short time.
OVERVIEW
TWG had the opportunity to identify unrealized potential in an emerging space with an innovative, legacy bike brand. TWG team was able to engage, strategize and transform the founder’s vision to an operational growth model that included operating with the Founder as the office of the CEO, realizing new horizon potential in every aspect of the business (Product development, branding, outreach, global distribution and customer experience) as well as breakthrough integration of the ebike platform into the powersports space. Took on active leadership and structured the business to capture next horizon growth. Streamlined supply line and operations, renewed Intense Europe distribution.
CAPABILITIES DEPLOYED
Strategy, Business Development, Executive & Operations Leadership, Brand Architecture & Brand Management, Vector Mapping/ Scenario Planning
OVERVIEW
Motorcycle industry was experiencing chronic decline due to ease of lack of entry, particularly with new and younger ridership. TWG worked with industry associations & leadership, identified, ideated & incubated the concept & business structure, built interest, established funding, developed and staffed the USMCA with operating President & leadership. Outcome is industry unique platform to have a destination for 500 coaches to connect to prospects & returning riders to grow sport by 250,000 within 5 years.
CAPABILITIES DEPLOYED
Strategy, Business Development, Executive & Operations Leadership, Brand Architecture & Brand Management, Vector Mapping/ Scenario Planning, Philanthropy
SDI
STATUS: Complete, Continued Advisory
STACYC was designed to be a non intimidating way for young children to lean and enjoy riding two wheels. A STACYC™ is the first “powered” balance bike and is confidence inspiring for a child who has only been walking for a short time.
OVERVIEW
TWG engaged with a formative company with a great concpet to grow, shape and develop riders at a young age that needed a higher view, more robust vision and for growth. Formulated a focused & robust strategic vision to drive 25k riders to sport, create associated industry awareness, build relevance & engagement which resulted in a strategic purchase of the brand by a leading OE mcy manufacturer. Today’s results continue with over 75k new riders to sport in 2020.
CAPABILITIES DEPLOYED
Strategy, Business Development, Brand Architecture & Brand Management, Vector Mapping/ Scenario Planning
KURT CASELLI FOUNDATION
STATUS: Active
The Kurt Caselli Foundation was established in 2013 in loving memory of Kurt Caselli. The focus of the foundation is the safety of riders and racers in the off-road motorcycling industry.
OVERVIEW
Formulated with Don Emler & the Caselli family during the era Jon-Erik and Christy were at their previous leadership role at KTM, the Kurt Caselli Foundation was established in 2013 with the focus of the foundation is the safety of riders and racers in the off-road motorcycling industry. It has shaped the legacy and continues to be the inspiration to innovate dirt bike safety, protection, leadership and teamwork within the off-road community. Jon-Erik and Christy continue as board members, leaders, activists and strategists for the foundation
CAPABILITIES DEPLOYED
Strategy, Business Development, Executive & Operations Leadership, Brand Architecture & Brand Management, Vector Mapping / Scenario Planning, Philanthropy