Honesty: it’s the new policy in the professional pits of Lucas Oil Pro Motocross
WORDS: JASON WEIGANDT
PHOTOS: Alec Gaut & ALIGN MEDIA
Kevin Windham pointed out that he would have to choose his answers carefully, because Chad Reed’s trainer, Jeff Spencer, was in the back of the room taking notes. At a press conference. Because back in 2004, everyone was so serious. It was mind games 24/7. You couldn’t get along with your competitors if you wanted to beat them. Ricky Carmichael had programmed the entire industry to say “work hard” in every interview, because if your brand wasn’t “work hard,” you clearly weren’t working hard enough to win, and winning was all that mattered. Be serious. Work hard. Win. Say nothing else. Repeat.
Back then, that was all that mattered. Today, if that’s all that matters, you might not even matter at all.
We are deeply rooted in Moto—We’ve been here all our lives. Back in 1998 when we turned an underground newspaper into a shiny color magazine, it immediately changed the game with its unprecedented depth of coverage, sense of humor, and access to the sport’s biggest names. Today, our readers know they can go to Racer X Online for all the news, race results, and event coverage they need, and then enjoy even more detail and perspective in the pages of Racer X Illustrated. The mag offers a chance to learn something new on every page and stay connected with the people and personalities that shape our sport—the competitors out on the racetrack, as well as the ones behind the scenes—through our exclusive deep-dive stories and columns.
Our trademark has always been insider knowledge from the experts who are at the races and around the sport. We have long prided ourselves on our unparalleled race reporting and detailed storytelling. We go deep with the riders and teams to provide comprehensive coverage you won’t find anywhere else—all with first-class photography and design. It’s a full education in motocross past, present, and future.
Davey Coombs
Editor-in-chief & Founder
Racer X Illustrated
Subscribe Now
to continue reading Marketing 2021
and other premium content from the pages of Racer X magazine
Get immediate access to this issue + 12 more issues
Subscribe or Renew for your FREE 2025 Racer X Calendar! (Subscribe now!)
Already have a subscription?
Login to your Account