There’s always a pretty interesting concept behind coming up with a name for a brand. A lot of the time it can be pretty intricate and based around a word or words that are not necessarily common. Then you look at Tree Bicycle Co. and you have to wonder where the name comes from. Is it something simple like a Tree? Or is there something more to it? Well, we caught up with Sam Schulte to find out more about where the name came from… Let’s take a look.
I know that Tree has always had a pretty natural image that fits well with nature, but what is the true meaning behind Tree Bicycle Co.? How did you decide on that name?
It was 11 years ago, I thought about what I should call it for a long time. I wanted to name it something that stood for strength and timelessness. Of all the names I thought of nothing felt right until I thought of the name Tree. And for some reason I just knew that it was the one, even though at the time it didn’t really make sense to call a bike company Tree.
When you were first starting to toss around ideas of starting a brand, did you come up with any other possible name ideas? What could Tree have been?
Haha when I was in 5th grade in 1991, I used to draw BMX frames for a fake company that was called Intrepid. I drew a whole line of frames all slightly different called the “Intrepid year 2000 collection” with steel wires in place of important tubes to save weight!! Some had a wire instead of a downtube others with wires instead of chainstay tubes. I actually took an old frame and hacksawed off the chainstays and attached some steel cable that I had bought from the hardware store. I put the bike together and when I went to take off pedaling out the driveway I soon found out that my idea was shit!
But it’s funny now to think back that as a little kid I had no idea about how to design anything but I just loved thinking of how to design better bike parts so much that I was able to start my own BMX company and come up with really good designs without any formal training.
Last year you guys announced you were making some pretty big changes with the brand that has allowed you to get a bunch of new products rolling, new distributors and more. What does 2012 have in store for Tree?
I am now learning more about business and how to run one. Which now even after running Tree for 10 years has been a big help. Haha. I’ve created Tree’s purpose statements and values. It helps us focus on what we are doing and why we are doing it. Like how are we benefitting the world and what is our point? So some of what I came up with is:
The primary purpose of Tree is to serve people and not for people to serve it. The business does need to be fed in order to thrive. The more it eats, the bigger it grows for the purpose that it better can serve BMX with positivity, products, and ideas.
Most notably for 2012:
We are now being distributed through Blackout Distribution, ourselves, and QBP.
• We have partnered Blue Six Bikes to help distribute all of its unique products and to expose this brand to the world. Charles Chappell has been designing and running Blue Six for several years. Blue Six makes Titanium bolt hardware retro fit upgrades for most major component brands.
• I hired Kyle Askew, CPA(BMX rider) to control our accounting, inventory management, purchasing, and scheduling. He recently moved from Atlanta, Georgia with his wife, Jennie to live in St. Louis and work for Tree.
• I hired Justin Brayton (BMX Rider) is now doing our sales and warranty. He has many years of experience working at a bike shop, doing sales, purchasing, and he created a BMX scene from scratch in his town. He is a detailed and thorough guy, and he’ll be sure to make buying from Tree is an easy and quick process.
We recently added Scootie as a flow rider to our team. And we have added 2 really sweet dudes to the team that will be announced in the next 2 months. They really embody what we want to share with the world.
You can find out more about Tree at their website, TreeBicycleCo.com. Check it out!
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