Located in Traverse City , Michigan , Tribal Motorworks is not your average parts and accessories supplier for motorcycles. Nor is it your everyday custom motorcycle production facility. These are parts and bikes with an attitude! Recently, the crew had the opportunity to visit with the staff at Tribal Motorworks to get an idea of just why they are setting the custom bike industry on fire.

We discovered the success of Tribal Motorworks began with Dodd Russell, the President of the company. Dodd had been a highly successful auto parts maker, so his transition to the motorcycle industry was natural. "I have been into hot rods and motorcycles since I was a little kid," Dodd told us. He also mentioned that his father used to take him to car shows which only fueled the fire inside to be in the industry.

Later, when he decided to start the business, he joined forces with the father and son team of Don and Kip Watkins (better known as The Watkins Boys) to create a line of motorcycles, parts, and accessories that would be second to none. The crew had a chance to speak with Don and Kip to get their ideas about the business and what it's like working together on a daily basis. Concerning their relationship, Kip stated that it is a good thing. Don said that when they collaborate on a bike, it is like they "have one head." Regarding the business, Dodd told us that he takes care of the marketing end of the business on a daily basis, including maintaining the catalog and dealing with other media relations. Dodd said that he likes it that way because it gives Don and Kip the opportunity to focus on their talents in the shop. Both Don and Kip agree that the arrangement works great, and the biggest plus is they have the freedom to do what they want to do.

Much of the success of design and production is due to the fact that Don and Kip understand their own roles in the process. Don does the sculpting and bodywork, while Kip handles the fabrication and wiring of the bikes. However, while Don does a lot of the finish work, he is quick to acknowledge that Kip is the idea guy behind the designs. When asked if they have a theme or a style, Kip said that he really didn't know or simply couldn't pinpoint it. He said he knows that he doesn't want to build "cookie-cutter bikes." If pressed, he would say that part of their style is to, "Keep 'em guessing." Evidently this strategy is working because they have received many awards in the process. According to the company website, " They were recognized with first and second place finishes at the 2004 Detroit Autorama, and were chosen as participants for the invitation-only 2004 Las Vegas Bikefest Artistry in Iron-Master Builders' Bike Show." Ultim ately, Kip says he is lucky to have the opportunity to build what he wants to build, and by only focusing on building four to six bikes per year, they have the luxury to make sure their bikes are the best in terms of design and quality.

Dodd also knows the value of establishing strong ties within a community. Recently Tribal Motorworks joined together with TBA ISD Career Tech Center to give local students the opportunity to build and market a professional-quality custom motorcycle. The program began with the 2004 school year and will continue through 2006. The final product will compete in the 2006 Detroit Autorama and will then be auctioned to benefit the Father Fred Foundation. What a great project to tie together school, business, and community for the betterment of all!

It's easy to see why the bikes and accessories from Tribal Motorworks are making folks stand up and take notice within the custom motorcycle industry. With such commitment to quality and community, we believe they will be around for a very long time. If you would like more information on the bikes and parts from Tribal Motorworks, visit them on the web at www.tribalmotorworks.com . That's it for this week, so until our next ride, "Keep the shiny side up and Ride On!"

Back to Episode CRN10005