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The key words are: support your local shop!

Usual presentations:
I’m Benoit Ducourtioux, I’m 40 and I’ve been riding Bmx for over 20 years now, I’ve stopped counting… I started riding when I got my very first Bmx when I was 12. It was a red and yellow Gitane Bmx. I really started riding when I got my driving licence. At the time, I lived in a small village about 25km away from Montluçon and it was quite hard to find other riders.
As soon as I could, I went to ride the «   Vercher   » race track in Désertines (the one and only spot for 100km around) and I met other riders there. That is where everything actually started.

Why did you create Lowrider?
I’ve created Lowrider 12 years ago now. First, it was to earn money without having to work as hard as in a factory, and secondly because the bmx and skate «   fashion   » was coming back strongly at that time. The skatepark of Montluçon was freshly made, and the internet wasn’t very much developped. There was a demand in the area for  bmx and skate parts, as well as clothing and shoes.

How did the local scene change during those years   ?
We’d made a dirt track on the old race track at Désertines and created an association in the end of the 1990’s ; and I put together a website in html (it was the early beginning). We met the local Bmx riders so it started changing a bit, but it’s really when we got the skatepark in 2001 that the local scene (Bmx and skate) actually developed. Well, it wasn’t madness but there was a few people out there. It has changed since there are now less Bmx and skate riders. The young ones start with scooters…and the skate fashion tend to go for longboards and cruisers.

How did Lowrider adapt   ?
Since the beginning, I knew I wasn’t going to sell a lot of parts (the local scene wasn’t big enough), I was turning towards skate clothing and shoes that weren’t easy to find in the area. Now you have to find the good brands that work out.
It’s harder now as you find some of these brands in the sport shops, it got more «mainstream». It’s not the exclusive niche it used to be; of course there are more people wearing those clothes but more shops sell them. E-shops boomed and it obviously doesn’t help the small shops at all. I also have an e-shop for Lowrider but the rivalry is tough.
I’ve started to sell scooters. At a time I was also selling Pit-bike parts. Between 2007 and 2011, it was Pit-bike madness around here, everyone had one, but it’s over. In my opinion, I think skating is coming back, especially with longboards and cruisers.

What are you selling now?
Mostly skate and Bmx clothing, shoes and accessories…and also Bmx, skate and scooter parts.

You had to create a website, what does it mean for the shop?
The website is only a small complement, there’s so much competition on the internet…and you have to be able to afford to have one. It’s also a good advertising, it’s a bit like the store front, the locals look it up before they come by, others discover me through it.

The booming of e-shops was harmful, a lot of Bmx and skate shops have closed down. But You are still going! How do you explain this?
I think I don’t have a lot of running costs. I’m on my own, the rents are not expensive in Montluçon, so I don’t need to make a lot of money.
Then again, you cannot hope to make a fortune that way, but I’m living from it, it’s a good thing and it’s much more attractive to me than many other jobs. But sure, it’s been harder these few last years. The internet rivalry is hitting hard.

What kind of relation do you have with your suppliers?
Nothing special. It’s business. The more you sell, the better the relations become. But overall, people are friendly and passionate too.

How do you see the future of Lowrider during the next 5 years?
I don’t know. Business is getting very hard in general, we’ll see… It would be a good thing if the local scene could develop. They’re talking about a brand new skatepark, but it’s a very slow process…

You can’t have much stock. You work a lot on order. Is it fast?
For parts, when suppliers have them available in stock it is quick, only 1 or 2 business days to receive the parts at the shop.

Do clients understand it?
Some do. But it’s not on orders that I sell most, people tend to come by for what I have in stock. This is why I always try to have the basic parts in stock so the riders can repair their bikes / skates.

Also, you created an association. What have you been able to do together with the municipality so far?
The association, Bmx Vibes, is less active than it used to be. It is difficult to find people with motivation. Since the beginning, we had about ten demonstrations and organised a few contests. Now, it’s only here to show the municipality that there are still riders around here and to keep us in touch with them when there are projects regarding skateparks / bikeparks.

The new skatepark will soon be here. Do you think that will breathe new life into these riding sports, into this town and into your shop?
That’s for sure! We need a new skatepark, a lot of people would be remotivated to ride again because for now they are no longer interested into the old skatepark. And it would be good for business too. I actually don’t know when it’s going to happen, it depends on a lot of other things, we have to be patient. The sooner the better!

Where will the new skatepark be?
It should be at the end of the «avenue du Canal de Berry», but it’s still in draft form.
We are still waiting for news, but I’d rather not get too excited about it, we’ve already been disappointed with projects that didn’t succeed. We have to be patient.

Will Lowrider move or will it stay where it is now?
If the new skatepark ever comes, the old one will disappear. Then, I will move towards the center of town I think, I will not longer be able to be right in front of the skatepark. The area where it shall be built is not a business area, even though, it could well work too. We’ll see.

There was a time when there was a good team of Bmx and skate riders who represented Lowrider. At the present time, can you still sponsor some riders?
I’ve never really sponsored anyone. I help the good local riders – which also are friends – making discounts and it’s mutual because they promote the shop localy. It’s as simple as that.
To actually sponsor someone, I’d need a good rider who can move on contests, and it could well happen with Tristan Jouandane…

What is/are your best memory(ies) with the shop?
The beginning was great. This kind of shop was new in Montluçon and there wasn’t real rivalry yet. To see that I could live from my passion creating my own business starting with almost nothing (tiny budget), it was awesome!
Otherwise, good highlights: the very first Bmx/skate contest right in front if the shop, the Animal Bikes road trip that stopped in Montluçon, the WeThePeople tour that came to the shop, and more recently the Bunny’s (French street contest).

…your worst memory?
The worst is when you cannot pay the bills in time.

A final word?
I’d say, like a skate brand said – I can’t remember which one – «support your local skateshop!».
It’s important, beyond saying this to get clients over here, I don’t want to live in a world where there would only be online business. It’s nice to be able to see, touch an try on the products before buying, and to have a local shop to visit when you break a part to be able to repair quickly and get back to riding.
Go into your local shops instead of buying online whenever you can. It strengthens the local scene and allows your shop to grow to offer you more choice and events. We meet people too, we give advices on parts and local spots.
We have the same prices than on the internet, except for special offers. If it’s not the case, let us know, if it’s possible we will do the same price. Ride for fun. It’s not a competition, we’re here to have fun.

Pics and interview by Freestyle BMX