YT Industries, currently one of the world’s most popular bike brands, commands you to “Live Uncaged.” We rode bikes, drank beer and lifted weights with founder and CEO Markus Flossmann to take a look behind the scenes and understand what’s behind the brand’s guiding principle.
He doesn’t look like your typical high-flying CEO. Tattooed, broad shouldered and with a physique that’s befitting of someone who spends more time in the gym than behind the desk, Markus looks like bodybuilder-meets-business punk. This unconventionality is confirmed when you start talking to him. Instead of a pure fixation on figures and turnover, he’s got a boyish energy that sees his eyes light up as he talks about new projects. He’s the sort of CEO that wants to be part of the action – riding alongside the athletes out on the trails, actively shaping the bikes’ designs, and, of course, running his pet project: marketing campaigns. A glance at his Instagram reveals a lot about the direction that Markus and YT want to take. Don’t do things by half measures and to hell with what the rest of the industry thinks. With such rapid growth behind them, YT Industries have thrown the industry into disarray by not following rules: take the Jeffsy video with Hollywood star Christopher Walken, the bike ad without a bike and the cinematic treat that is their short film on hunting and riding.
Unafraid to try new things in its marketing, be it outlandish or more thoughtfully probing, the German brand aims to set itself apart from the competition through its campaigns and stories. But we won’t dwell on those today. There’s one man at the centre of this article: Markus Flossmann, whose personal motto has also become the one YT lives by, becoming a source of inspiration for thousands of riders around the world.
Back in 2008, when he was living what many would consider a perfectly successful life, Markus began laying the foundations for this new, more inspirational path. His daughter had just started school and he had a well-paid job as head of marketing at one of Germany’s biggest chains of gyms. Was there anything that needed changing? In his mind: yes. Others thought it was crazy to give up a stable life and start afresh. But where they were blinded by the risks, Markus saw the chances.
His idea to launch a company was set in stone when he bumped into two kids riding local dirt jumps on sub-par bikes. In Markus’ eyes, this was no introduction to the sport and something had to be done to make decent dirt jump bikes more affordable for ‘young talents’ – the kids who would take the sport’s reins in the future. At the age of 33, Markus busied himself in his mother-in-law’s garage assembling YT’s first 150 bikes while a mate worked on programming the website for his new-born brand, Young Talent Industries. The concept was straightforward: foster the next generation of talent with affordable bikes through direct-to-consumer sales to keep prices down.
Markus’ grand ambitions for media coverage didn’t amount to much at the beginning, but eventually, entrusting Dimitri Lehner at Freeride Magazine with one of the first samples proved critical. Thrown into its first group test, the YT bike came out on top as best buy. Within 10 days, that first run of bikes sold out. In the second year of business, Markus produced 650 bikes, introduced new models and the brand grew dramatically. But, like any good video game, each new level brought new challenges. “With each year that passed we went all-in again,” explains Markus, outlining how he would hunt around for investors and apply for bank loans. At times, he questioned the sense of quitting his previous job. “Back then I didn’t even consider the possibility that it would get this big, but now it’s easy to say that it was all worth it.”
These days YT counts 120 employees amongst its ranks, business is going well, and the new HQ screams the success of a self-made man ready to move up to the next level.
Day-to-day business sometimes drains you of any sense of creativity, but before you’ve got time to get it back in check, you’re back in the cage.
For this reason, Markus has taken a step back from day-to-day running to better consider how to steer YT into the future. By sourcing new staff who bring a lot of experience to the team, it gives him the freedom to concentrate not only on what he’s best at, but also what truly fulfils him. It’s a win-win for him and the brand.
But Markus is clear about one thing.“The team is the brand, but it’s not easy to make sure that everyone from accounts to assembly understands the spirit. When you’re growing, so much has to happen on its own and you’ve got to be able to trust people.” This applies just as much to letting go and relinquishing control at times. While in the past Markus could be found in his office all day, every day, that’s happening less and less as he’s seen much more frequently across the different departments when he’s not with senior management.
But even with the growth and the much larger size of the company, Markus emphasizes the need for a family-like atmosphere. “It’s my dream to spend afternoons in the workshop, fiddling with bikes like I used to, maybe with a beer in my hand, a return to the earliest days.” he muses.
When, or if, Markus returns to that vision depends on where he puts his priorities. Clearly he has fun doing almost everything: jetting around the world with YT athletes, taking charge of the BBQ at bike presentations, deep-diving into business talk while in flip-flops at the pool, starring in YT films, and chatting like a wizened pro about design and marketing concepts. For Markus, launching a new bike is like giving birth to twins: the product that’s been in development for years is one baby, while the other is the marketing campaign that wants to command just as much attention. Restrictive? Not at all. After the background he’s had, he sees everything with an eye for spontaneity and potential. Isn’t that how the best things come to life?
“My life has been a series of coincidences, most of it hasn’t been planned. After an injury in 1997 my doctor advised me to try mountain biking instead of lifting weights [Editor’s note: Markus happens to be a former German bodybuilding champion]. I did what he said and unlocked a brand new passion. When something unexpected happens, it might feel like the world is caving in and you’ll say to yourself, ‘Shit, why me?’ but if you roll with it, something even better will happen.”
With World Cup-winning athletes and the ability to bag big name actors like Christopher Walken, it’s easy to presume that YT is constantly taking things to the extreme. However, that’s far from reality:
“Having a good time and going to parties are an important part of my life, but not everything. I’m a country guy. I like the peace and quiet. When I’m home I crave normality. You need to be kept grounded. And then I have an even better time when I’m on the road.”
The more you hang out with Markus, the more you realise that “Live Uncaged” isn’t the brand’s motto or marketing hype – it’s how he lives his own life too.
“Live Uncaged doesn’t necessarily mean you’ve got to act off the chain like a rockstar. It’s about living consciously and being aware of your options, reaching decisions without feeling the need to justify them or adapt your behaviour to fit in with society and its so-called standards.”
If I wanted to knit then I’d start tomorrow. Why the hell not?
Proving his point, he got into motocross four years ago and is totally hooked. “Motocross helps me to push my limits. If you can nail a 15 metre jump on an MX bike then 5 metres on your mountain bike is nothing.” More recently Markus tried ski mountaineering and climbed his first mountain. As we talk, it’s clear from the glint in his eyes that he’s far from finished when it comes to exploring what’s out there. But, as we discover, the cage sometimes closes in. And the biggest factor is time. With work, family and six sessions of sport per week, knowing how to split his time takes some careful planning. Skip training for the sofa? Crash in front of Netflix or strive to get ahead? In front of us, Markus wipes sweat from his brow, moving nimbly across YT’s fitness studio. From within the gym he explains that it takes a lot of motivation to keep on track.
He strongly believes that we’re each in charge of our own lives. Many people long to do their own thing or change their lives for the better but don’t know how or where to begin. “Sure, you need a plan, but you can’t plan every detail. The first step is the most important – no matter how small it is. Then it’s about moving forward but being ready at all times to readjust your direction. You’ll be surprised how good it feels.” Markus gestures to his heart. “Usually your heart knows what it wants, so listen to it.” By the end of our visit we’re convinced that Markus is nowhere within sight of a cage – far from being a dry, facts-and-figures CEO, he’s one of the most passionate people we’ve met and one that’s unafraid to tread his own path. From Hollywood to Forchheim and back again, he’s living proof that anything is possible.
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Words & Photos: Robin Schmitt
