Helmets are Corona designer's canvas
3/16/2010
Troy Lee's desk reflects his eclectic business style. To one side are his hand-drawn sketches for motorcycle helmets, including a series of helmets in tribute to the late actor and race car enthusiast Steve McQueen. On the other is a to-do list with projects that range from opening a new dealership to talking with Hot Wheels about developing a new toy.
"It is just crazy. All these things I need to take care of," said Lee with a laugh. But Lee clearly has succeeded in merging his artistic creativity and love of fast moving sports into a thriving business. He started as a youth who raced motorcycles and painted the helmets of his buddies. In 1981, at the age of 19, he founded Troy Lee Designs, a company reputed for designing eye-catching helmets and other gear for some of the biggest names in motorcycle, bicycle and sports car racing.
Troy Lee Designs expanded from a home garage in Corona to a stylish building in Corona where Lee, whose formal schooling ended in seventh grade, sells about 30,000 helmets a year to customers worldwide. The upscale helmets are designed in Corona, manufactured in China and returned to Corona for painting.
Q: What is your job?
A: My job is to tell people what's cool out there. I have a lot of confidence because I have worked with a lot of racers. Their helmets are a canvas for me.
Q: How do you choose the designers you hire?
A: They have to have more style than me. I like them to be great artists but also to ride motorcycles or mountain bikes or something. If you are making a motorcycle product you need to make sure you can test it. The design has to start with function and then you put graphics on it. The fit needs to be right, the safety needs to be right, the ventilation needs to be right. Performance is first.
Q: How do you manage designers?
A: My job is to work with my 16 artists a little bit each day. I ask what they are working on and make sure it is going down the right path. I make all my artists put what they think will inspire me on a wall next to their desk. I don't want motorcycle gear. They hang up silverware or plates or blouses... anything that gives you an idea to go in a different direction.
Q: How do you make a decision on whether to go ahead with a new design in a helmet or other item?
A: First the artists have to be happy. The other thing that is super important is to make sure our racers endorse it. If the designers and racers like it, I have to convince my sales staff it is the right direction because they have to convince our 51 distributors worldwide and our 27 sales representatives in America. If I can't sell them on a story, usually the product doesn't work very well.
Q: Is there a business advantage to making racing products in Corona?
A: There are five motorcycle tracks we can be to within half an hour to test the gloves, the helmets, the gear and having the Fontana speedway nearby is great. The racers sometimes come by with mud still on their face. They say this worked and this didn't.
Q: How has the economic recession affected you?
A: It hasn't really affected us too much. What happened is our motorcycle sales went down but our bicycle related sales picked up a bit. Our sales are off in the United States but the euro is really strong and our European sales have picked up a lot and saved us.
Q: How have you been able to manage such a diverse, international company without formal management training?
A: I keep it simple. You pay four bucks for something and sell it for ten....You don't have to be too smart to figure it out. But I definitely cannot take all the credit myself. You surround yourself with good people. Every time I hire somebody I try to hire somebody who is better in that area than me.
Troy Lee
Title: President and founder
Company: Troy Lee Designs
City: Corona
Age: 49
Projected 2010 annual revenue: $16.5 million
Employees: 58