I started Greenlite Heavy Industries eight years ago with two goals:
I know that I accomplished the first goal, and I hope that in some small measure I accomplished the second and third.
It’s been a great trip. I’ve learned a lot and met a lot of interesting people along the way, but like any adventure you eventually come to an endpoint and have to re-direct your energy towards new challenges.
I very much appreciate all of the positive feedback that I’ve received from my customers. I didn’t go into this business to make a mountain of cash, but instead I started Greenlite with the intention of providing a needed product, at a fair price, produced here in the United States.
Best of luck to all of you as you move forward with your next adventure.
The drive from Seattle to the outdoor recreation playground of Bend, OR is tough, but the effort always pays off. In mid-July my buddy Steve and I made the six plus hour trek to Bend in order to ride the Oregon 12/24 mountain bike race. We entered as a team of two (duo) in the twelve hour event.
We arrived after dark and were unable to pre-ride the course, so the only information that we had to go on was the basic paper stats: 11 miles and 900 feet of elevation gain per lap. The course profile showed two significant climbs with a third kicker at the end; 900 feet over 11 miles is fairly significant, especially on a mountain bike.
The race started promptly at 9:00 AM with a Le Mans start (I think a number of folks at the line thought it was a “Lemond” start). I took the first leg, which meant that if we needed a thirteenth lap I would be the guy to do it. This wasn’t a really big deal, as if we needed a thirteenth lap to win I would be able to ride it at any pace, just so long as I finished.
Our goal was to turn twelve laps which meant that we’d have to average sub hour laps; with the Le Mans start and a congested course I ended up with a first lap time of slightly over an hour – Steve would have to get us back on schedule. Which he did. Despite a couple of hard falls, Steve came in with time to spare. The remainder of the race fell into this pattern: me slightly over an hour, Steve significantly under an hour.
Two thirds of the course was moderately technical with the final third being double track and a screaming descent down a forest service road. By lap two the course had thinned out significantly and only occasionally was I passed by a downhiller or passed an uphiller. The slower than average on the downs and faster than average on the ups seems to be the fate of many a road rider turned mountain biker. Many of the turns were nicely banked, but covered in a deep layer of volcanic dirt. It wasn’t sand, it was fine powder dirt, and I really had to focus on not losing grip in the front and sliding out. A bigger knobby in the front might have granted me more speed in the corners. The one thing that you want to avoid in these long races is hitting the deck as falling seems to really kill the mojo.
Duo teams have many different strategies, but the two most common are: one lap on one lap off or two laps on two laps off. Steve and I opted for the former. Doing an hour on and an hour off allowed us to eat off of the bike. After the first ninety minutes of riding you need to be ingesting somewhere in the neighborhood of three hundred calories per hour; going back to the campsite, sitting down and ingesting calories allowed us to eat in a somewhat rested (i.e. normal heartrate) state. Eating while not exercising allows for better digestion (at least for me). Another reason for going one hour on and one hour off is the fact that sitting by oneself at the campsite got boring fast, and sitting there for two hours seemed like it would have been an hour too long.
In the end we turned twelve laps – good enough for second place. The winning duo – a super strong pair from Boise - managed thirteen laps. Unfortunately, the food truck had left by the time I’d finished my final lap so Steve and I were forced to forage race food for a late night dinner. Before bed we heated up some water, put it in gallon jugs and each had a backwoods shower – not ideal but adequate.
On the drive down we bought groceries at the Safeway in Madera and I think that we did a good job creating a varied, yet calorie and salt rich, race day diet, here is a list of what we ate:
Ham and cheese sandwiches (on cheap 100% glucose white bread)
Pickles (I drank the juice between laps)
Boiled beets (prepackaged)
Red Vines (my secret energy food)
Over the course of the day I drank nine liters of water along with a bottle of beet/carrot juice.
I bought my 29er for Leadville in 2014, and since that time my beloved 26 inch Yeti ARC has hung silently in the garage. Fortunately, I’m a subscriber to Bicycle Quarterly magazine and for the past several years I’ve been admiring Jan’s 26 inch Firefly “all-road” bike. The Yeti seemed to be a solid base from which to construct an all-road machine, basically all that I needed to do was mount a rigid fork and some drop bars.
The fork was the easy part. I simply sent Chris Igleheart of Page Street Cycles the measurements of the bike with the suspension fork and asked him to create a new steel fork that maintained the biek’s original geometry. The result, which is picked up at his (you guessed it) Page Street (Portland) shop was perfect. The drop bars weren’t so easy.
I first tried to live with the existing flat bars; nope. Next came the Jones bars, an improvement, but not what I was looking for. I wanted drop bars so this spring I went down to the Seattle Bike Swap and picked up a some bars, bar end shifters and, as a bonus, a Brookes Cadmium saddle. I try to use the same bars and saddle on all of my bikes and I was fortunate to find exactly what I needed.
For brakes I bought a set of TRP Hylex RP hydraulic discs. These are the only non-shifting hydraulic brake levers that I could find and they work great. I especially like the retro ergo levers.
The key to this entire setup is the tires: Rene Herse cycles Rat Trap Pass 26 X 2.3 road tires. I am shocked by how well these tires roll – even at 30psi. Neither the small diameter of the wheel nor the extraordinary width of the rubbers seems to negatively impact my speed. The smooth ride, even on gravel, however, is extraordinary.
I completed the build with a Tubus Tara front low rider rack. I hindsight I should have gone with the Tubus Ergo as the Tara doesn’t play well with my Ruth Design Works panniers. Fortunately, the Tara does accommodate my eighteen year old Ortlieb panniers.
Once the bike was completed, I was eager to get it onto some gravel for a good shakedown. A post on the Seattle Randonneurs Facebook page noted an ideal ride through the Campbell-Global tree farm. The Campbell-Global tree farm is a massive chunk of land between the town of Snoqualmie on the south and the town of Index to the north. For either eight dollars a day or fifty dollars a season, cyclists can enjoy well over a hundred miles of prime, low traffic gravel riding.
I met my buddy Dan in the town of Preston early on a Saturday, it was still early season and the air was cool but not cold – arm warmer weather. The descent into Fall City is on a mixture of paved trail and narrow road, this would be the only vehicle infested portion of the route. From Fall City it’s a quick jump onto the Snoqualmie Valley Trail which took us north to Duval.
A little roadwork through Duval took us to the Tolt Pipeline Trail which goes arrow straight to NE North Fork road and the entrance gate of the Campbell-Global Tree Farm. A flat in my high volume tires required some significant work with the mini pump, but after only a few extra minutes of pumping we were back on the road. The road ended at a gate past which it was made clear that trespassing would not be taken lightly (this is the entrance to a municipal water supply reservoir). After several back and forth efforts Dan and I found the correct route and we continued on blissful gravel to the exit above Snoqualmie Falls. We had only been passed by one truck during our entire three hours riding through the Tree Farm.
A quick downhill and we were back on the Snoqualmie Valley Trail. The final few miles of uphill back to Preston went easier than expected and soon we were back to our cars. The Yeti made it through her shakedown without an incident. The ride was smooth and stable and I don’t believe that I had any disadvantage to Dan on his Specialized Diverge. Perhaps Dan was holding back a bit but in the end we rode as fast as we both wanted/needed to ride.
As it is with most issues I’m of two minds when it comes to Facebook. On the one hand I’m a middle-aged person with Midwest roots and I enjoy my privacy. On the other hand I’m a small business owner who appreciates (though doesn’t fully understand) the marketing power of social media.
Embarrassing as it may sound it took me years to appreciate marketing – I still don’t understand it, but at least I understand it a bit more than I did in the early days. In 2011, when I started Greenlite Heavy Industries, I was laser-focused on bringing my ideas to market, and scarcely gave a thought to actually selling my product. As you can well imagine my company floundered. I slowly realized that half of the business is making the product and that half of the business is selling the product.
So how do you sell product? There are numerous marketing techniques, but in order to sell product online (as opposed to having shelf space in a store) you must advertise. When I started I had this Yvon Chouinard-like pipedream of “oh I’ll make some stuff for me and my friends and it’s just going to take off organically and …” Yeah well forget that. Advertising comes in many forms: news stories, radio, TV, print, blogs and, last but not least, social media. News stories, radio, TV, print and blogs all take some upfront investment, while social media is – at least at first – relatively inexpensive (nothing is free but social media is close).
Back in the day a new clothing company had to decide: are we going to sell retail or are we going to be mail order. If you chose retail, you had to produce in large quantities and you had to convince the retail market gatekeepers to stock your product. One way to do this was pay dearly for a spot at the Outdoor Retailer Show. If you decided to be mail order you could sell direct to consumer, but you had to invest significantly in advertising. Either way the first step for most companies was towards a bank.
The internet changed all that. Now a small company can set up on a shoestring budget, make a small production run, create an online store and start building a brand via social media. Obviously, this only goes so far, but it’s a fair start without requiring a big bank loan or creativity-stifling investors.
While I don’t have a lot of sympathy for Mark Zuckerberg - I don’t believe that he’s either as smart or as innovative as he presents himself – I do worry that the value of social media (of which Facebook is the dominant player) to small independent business is poorly understood by the majority of Senators and Representatives who were questioning him.
Online retailing and marketing via social media have allowed small businesses to gain a foothold in the marketplace without first taking on a potentially crushing debt load. Innovation comes from the fringes – the dreamers on the outside who aren’t constrained by corporate think. I’m certain that regulation of social media is on the horizon – and some regulation is overdue – I merely hope that the architects of this regulation understand the power and independence social media provides small entrepreneurs.
While I’m super happy that Peter Sagan won Paris-Roubaix on Sunday I have to say that Sylvan Dillier didn’t get the credit that he deserves.
Bicycle racing is a odd in that it is an team event that crowns an individual winner and that it’s a super aggressive sport that often rewards wimpy (some say smart I’ll stick with wimpy) behavior. What made Sunday’s race extraordinary was courage and downright guts shown by Sylvian Dillier.
Dillier would have been justified to just sit on the World Champion’s wheel and say “you wanna win you do the work.” Instead every time Sagan flicked his elbow Dillier went to the front and pulled. When the Terpstra crew were eating up the gap Dillier didn’t play around, instead he went to the front and did monster pulls despite the fact that he’d been off the front nearly all day.
As the pair approached the Velodrome and it became clear that Sagan and Dillier were going to go one two I was fully expecting the old cat and mouse game wherein each rider tries to force the other into the front position. I think Sagan was figuring the same thing when he pulled over and slowed up on Sector 1, but instead of slowing Dillier pulled through and kept it hot. I think that move cost Dillier any chance at victory, but it showed a lot of guts.
I wonder what Dillier’s calculus was at that moment. Was he just acting on instinct – guys pulls over I pull through? I don’t think so. I think he had a plan, I’m just not sure what it was. At first I was thinking that maybe he was looking to score some points with the World Champion – see what a good teammate I could. I’m not saying that threw the race or even planned to throw it, instead I’m saying that he took a longshot that he knew probably wouldn’t pay off in a win but could pay off in a future contract. After watching the podium ceremony I re-thought that theory: Dillier clearly was upset about second place. Whatever the reason it was a great finish to a great race.
Here at Greenlite we're working on a selection of riding shirts. In keeping with our design philosopy we're starting with a classic timeless design and tailoring it to the cyclist and outdoor athlete. The fit will be athletic: slightly broader at the shoulders and a little tapered at the waist, and the style, well let's say it's classic but bold. Keep an eye on our blog for more updates.
I managed to talk Steve B and Mike R into taking a mid-week day off from work and join me on a ride up to Artist Point – the end of Highway 542, above the Mt. Baker Ski area. The three days following the Autumnal equinox were predicted sunny and so we set off on the morning of Sept 23rd driving to the tiny town of Maple Falls, just six miles south of the US/Canada border.
On these rides oftentimes the biggest logistics problem is simply finding a suitable place to leave the car, but on this occasion we had no such trouble as the super nice lady manning the Maple Falls Visitor Center invited us to park in their lot. Problem solved.
The weather was sunny but the temperatures were crisp; arm warmers, full finger gloves and, for Steve and myself, knee warmers were in order. The route from Maple Falls to Artist Point is literally a no-brainer: stay on the road, ride to the end, turn around and come back.
After about twenty miles of shady rolling terrain we hit the steady eleven mile uphill portion. I’d just finished reading the latest issue of Bicycle Quarterly and one thing that Jan is really good at in his articles is reminding me to enjoy the ride, the physical motions, the scenery, the scent of the clean air, the silence, the warmth of the sun. While I was busy enjoying all of this bounty, Steve and Mike were well on their way to Artist Point. As John Wayne once said: “a man’s gotta know his limitations,” luckily I know mine, so I just settled into my locomotive pace and rolled steady onwards and upwards. I was riding a dead-end road on a weekday in late September traffic, hence was light and those few cars/motorcycles that did pass gave me plenty of space and some even flashed an encouraging wave.
The gradient was never too steep (four to six percent) the road surface was surprisingly well-maintained the sun was warm the air cool, all seemed right with the world. As I neared the Mt. Baker Ski Area Mt. Shuksan and its formidable Price Glacier came into view. One of the most photographed peaks in North America Shuksan is ruggedly beautiful, especially in the fall, but it’s a daring climb – from any side – and one that I never attempted.
Above the ski area the road makes some gutsy switchbacks, the engineers who surveyed this must have been inspired by those crazy roads that serpentine through the Alps and Dolomites. Peddling through the hairpins was a lot of fun and soon I could see Steve and Mike waiting for me at the end of the road parking lot.
The descent promised to be chilling so Mike and I donned vests while Steve opted for the full sleeved jacket. With his mountain bike handling skills Mike droped in first railing the corners. Steve descended with me as I took the curves cautiously – this was my first big descent on carbon rims and I wasn’t one hundred percent trusting.
We made quick work out of the return trip and after fueling up at the local gas station we decided to tack on an eighteen mile loop that Martha W has suggested. The fifteen minute stop combined with a tall can of Full Throttle had left my stomach sloshing and my legs dead. “So this is going to be a conversational pace,” I asked hopefully. The road was rolling chipseal with practically no traffic and for much of the first eight miles we rode three abreast at a moderate pace. At Highway 547 we turned left and motored down a steady descent into the microscopic town of Kendall. From there we climbed the final few miles back to Maple Falls and the car.
Pizza in Mt Vernon and a no traffic post rush hour drive home finished out a wonderful day of bike riding. For more photos go to: https://greenliteheavyindustries.smugmug.com/Artist-Point-2015/
What I love most about cycling is the sense of community. Whether you be a racer, a commuter, a cyclo-tourist, a randoneur, or a messenger, whether you ride carbon, steel, titanium or aluminum, whether you have thirty three gears or just one we're all in this together. Here at Greenlite our number one purpose is to support and promote cycling - not simply cycling for sport but cycling as an everyday activity.
At Greenlite we absolutely love bicycle racing. The sport is physical, mental and emotional, it's an "all-in" experience, and like in most sports we have our elite professional athletes. Like elite athletes in any sport bike pros give us a glimpse of what is possible while also providing us mortals with thrilling competition. A few professional cyclists make a comfortable living, but the vast majority do it for love of the sport. In order to, in admittedly a very small way, promote professional cycling Greenlite Heavy Industries has begun a Support a Pro program.
The Support a Pro program will support a chosen cyclist for a six month period by donating 100% of all proceeds from the sale of our Waxed Cotton Tool Roll. The first Support a Pro will be Seattle Native Jessica Cutler. Here's a little bit about her.
Jessica Cutler is a Seattle native who cut her teeth on the muddy cyclocross races of the Pacific Northwest. She's been racing on the professional road and cyclocross circuits since 2012 nabbing a few professional podiums and wins along the way. Jessica hopes to have a strong 2015-16 cyclocross campaign with the ultimate goal of winning singlespeed cyclocross nationals. She's so happy for the support of Greenlite Heavy Industries as well as her other sponsors who are the reason that she can do what she does!
…Cycling is an especially favorable type of exercise. It has a very good effect on the brain, on the mental state, and on the psyche. It’s the best antidote-this kind of muscular exercise-for stress and mental fatigue. Instead of tranquilizers, I advise muscular action-even to the point of fatigue, so that you won’t need medicine to tranquilize you.”
Dr. Paul Dudley White, from the President’s Council of Physical Fitness, as quoted in the 1967 Schwinn catalog
The purpose of GHI is to facilitate a more active lifestyle through cycling. I didn't set out to make a political statement or change the world. I made my products here in my hometown of Seattle because it felt right. I use Swiss Schoeller fabric because I can stand behind it.
I just finished watching the movie True Cost and I must say that I feel a bit vindicated. Everyone to whom I spoke in the fashion industry has said that I must produce overseas if I want to even have a chance at success. I'm holding firm on my business model of hometown production using the finest fabrics available. Only 3% of garments sold in the US are made onshore, I'm proud that Greenlite Heavy Industries is a three percenter