Phoenix Pro Scooters starts "SESSION by Phoenix" Brand

For as long as I can remember, Phoenix has been one of the few companies that manufactured all of their products in the USA. However, when 90% of all other companies are going to China, making cheaper parts not only in price, but some, in quality as well, you as a company have to act. Phoenix has done just that, by starting SESSION by Phoenix. For more information check out the press release, and the interview with Phoenix founder, Tom Floyd.

PRESS RELEASE:

 

Phoenix Pro Scooters announces new brand: SESSION by Phoenix

 

From: Phoenix Sports, Inc.                                                                           Date: 9/17/2013

 

Beaverton, Oregon – Phoenix Pro Scooters announced today that it will debut a new line under the “SESSION by Phoenix” brand name.  For years, Phoenix Pro Scooters has produced a high-end line of freestyle scooter decks and parts handmade in the USA and aimed at the professional level rider.  As the sport has grown, and more brands have surfaced, Phoenix has stood alone as the leader in the high-end segment of the market.   While this has been a prestigious position, it has also come with unique challenges and obstacles.  Dan Barrett, recently appointed Marketing Manager had this to say, “Being on Phoenix and growing my relationship with Tom has been the best decision ever. The years I have been on Phoenix I've never broken a part or had any major problems with my scooter. That being said, it's one of the main reasons I'm a part of Phoenix. It's a huge relief not to worry about my scooter. It's our main focus over here to make sure our scooters are the best.”

 

In an interview, company founder, Tom Floyd talked about the new line:

 

Q: What was the reason for starting a new brand? -

A: From the beginning, when I started Phoenix, I have always been dedicated to providing riders with the best decks and parts I could make. I want riders to be able to trust our products and push themselves and the limits of the sport.  As the sport has matured, we have found our retail pricing to be out of reach for most riders.  The reason for starting this new brand is to make our products more affordable.

 

Q: How do you plan to accomplish that? –

A: I have always been dedicated to manufacturing here in the USA.  However, with high manufacturing costs and long lead times, we have not had the ability to lower our retail prices.  It has literally forced us to hold our pricing higher due to those costs.  As the scooter scene developed and more riders have come into the sport, Phoenix became an “Aspirational Brand”.  We have done ok in America, but internationally, we have never been able to offer big enough discounts to keep our retail prices within reach of the riders in foreign countries.  For that reason, our team has decided to make the SESSION by Phoenix line in China. 

 

 

 

Q: Do you think you can still produce quality parts that live up to the Phoenix name? –

A: Yes.  All the parts in the line are still designed here at the Phoenix factory with our riders input as well as our years of design and engineering experience.  We are not simply choosing our new parts out of some catalog as others have done.  For example; The SESSION deck was designed by Evan Larson and myself and has been tested and produced here in the USA before taking the manufacturing overseas.  Any parts we decided to make were carefully considered for the cost savings and no compromises were made in material selection or manufacturing techniques.  In fact, our lead welder and myself went over and spent a week in the factory training workers in our welding and production methods.

 

Q: What about keeping jobs here in the US? –

A: I have personally struggled with this and at the end of the day I am ok with what we are doing because it allows us to continue to employ riders like Evan Larson, Cooper Klaar, Dan Barrett and Chase Robertson, all of whom I met through scootering.  My loyalty IS to my riders, employees and their families.  Phoenix is an American company, plain and simple.  My job is to grow our business and protect our employees’ jobs.  Everything we are doing ensures that our employees and our Pro Riders will continue to get a paycheck. 

 

Q: How can you be sure the quality will be there? –

A: These are 100% Phoenix designs which have engineering, material specifications, heat treating methods and production procedures carefully spelled out.  Additionally, we have a production manager in place who works at the factory every day to oversee that those standards are being met.   Each and every component has been submitted for testing and cannot be produced until our riders sign off on the control sample. 

 

Q: What about Phoenix Pro Scooters? –

A: We will still be making an exclusive range of decks and bars here in the US under the Phoenix Pro Scooters name.  Reventon decks and SV2 bars will still be made in our shop and our new Reventon V2 is in the planning stages and our riders sig models are underway. I felt it was important to create a new brand to preserve the prestige of the American Made product.  Of course, it will also have the higher price tag as well.  

 

Q: So how does this move affect the sport?

A: It allows us to grow our marketing budget and keep our team employed and travelling.  Our riders have so many creative ideas for filming trips and places they want to see the sport exposed.  We believe that our riders involvement in the scene is critical to keeping our brand message on point.  Running a profitable, healthy business also allows us support more comps and events and provides the resources to send our team to those events on a more consistent basis.

 

Q: What will SESSION by Phoenix be offering? –

A: We have a new 4.25 complete at $249 and the new 4.5 complete at $349 US Retail.  We will be offering the SESSION 4.5 as a deck only in 20” and 21” lengths and we have new wheels coming which the riders have already been testing and love.  Also, we will have grips, headsets and griptape.

 

The new SESSION by Phoenix product range will debut at the 2013 Interbike tradeshow in Las Vegas and be available for dealers in November in time for Christmas.