As
summer hits and skateboarders make their way around the city,
competitions start to open (which we'll discuss next week) and shops
start seeing business rise again.
Lenitech
Snow & Skate has been holding shop up by the U for the past year
and a half, providing a more localized vibe to both the street and
slope riders, who aren't too keen to go shopping in domesticated box
stores. I got to pop in and take some pictures of the place, as well
as chat with co-owner Rob Leni about the store and his time spent
there, thoughts on the industry and a few other questions here and
there. ---
Rob Leni (with wife Shelby)
http://www.lenitech.com/
Gavin:
Hey Rob, first off, tell us a little bit about yourself.
Rob:
Well, I'm 31, I grew up in Northern California, went to school at Cal
State University Sacramento where I got a degree in mechanical
engineering. I moved to Utah for a job at ATK and to
snowboard.
Gavin: How did you first take an interest in boarding growing
up?
Rob: I started
skateboarding in about the 4th grade. My first board was a
Variflex. My second board was a Vision Jynx with indy trucks and OJ
wheels. I guess that dates me pretty well. I used to read Thrasher
Magazine a lot and I would always see those old Burton ads with
Craig Kelley in them. Snowboarding looked way fun. I used to go
skiing with my parents at Boreal Ridge on I-80 and I would see the
older kids snowboarding. I think that was about 1987. I first went
snowboarding for myself in 1989. It was actually on a Boy Scout
campout in the snow. One of the guys brought a board. We hiked and
built little jumps all weekend. I have been hooked ever
since.
Gavin: Was it more
of a pastime for you or did you aim to compete professionally at
all?
Rob: I did enter a
few slopestyle and boardercross contests in the mid 90's but I never
really thought I would do it professionally. I pretty much knew that
I was going to have to go to college. I never thought I would open a
shop either.
Gavin: Where did the idea come from to open up a shop?
Rob: I have some friends that own shops in the Sacramento area. I
helped them with a few remodels and also contracted with them to do
all of their tuning and repair work. I got to see how a shop was run
and always thought it would be fun. One day my wife and I were
driving past our location on 13th East at 2nd
South and we saw the vacant building. It seemed like the perfect
location. It is close to the University, across from Graywhale and
around the corner from The Pie. My friends have a shop next to UC
Davis in Davis, California and it is their highest grossing store.
Shelby and I thought “wow, what an opportunity.” We called the
landlord immediately.
Gavin: You
told me you co-own it with your wife. Was there much convincing on
your part to get her involved?
Rob: No, she actually always wanted to start her own shoe store.
She had already done a lot of research for that in the past and she
was the one who actually pushed me to into this. I was hesitant at
first because I had a good job as an engineer.
Gavin: Was it difficult getting everything set up or pretty easy
going?
Rob: Actually,
everything just kind of came together. We threw the store together in
about a month. We signed the lease on October 24th 2007
and opened on December 1st. We wanted to take advantage of
the Christmas sales.
Gavin: How
was that first year of business for you?
Rob: The first year was a lot tougher than we ever imagined it
would be. The recession started the day we opened for business, then
gas prices went really high over the summer and at the end of our
first year the economy collapsed. We only did 30% of our projected
first year sales. The good thing, is that we are continuing to grow
and sales are up 40% our second year in business.
Gavin: Did clothing and accessories becomes a natural addition or was
it something that eventually was worked in?
Rob: We opened with clothing and accessories. We did a lot of
research and talked to our friends in California. Most shops make
their money on clothing, shoes, and accessories.
Gavin: Do you have any plans to expand beyond what you're doing
now?
Rob: Not at the
moment. We are adding some brands and expanding our footwear
selection. We also launched our website with Ecommerce.
Gavin: A little state-wide, what's your opinion on the way
skateboarding is handled by the city and state?
Rob: Actually, Salt Lake City and Utah are very tolerant of
skateboarding. I grew up in California where practically everybody
skates. The cops out there really suck. I actually had a board run
over by a cop out there. The number of skateparks there is pathetic,
too. Utah has a ton of parks and a lot of places to skate. The U
actually allows skateboarding on campus. It is one of the only
college campus' in the US that allows skateboarding.
Gavin: Is there anything you wish you could change?
Rob: I want to help put the fun back into snowboarding and
skateboarding. There are too many "cool" kids doing it
these days with attitude. When I grew up, skateboarders and
snowboarders were the outcasts and everybody supported each other.
Today it seems like a lot of the kids at the skate park vibe each
other and snowboarding is a whole other story. There needs to be a
lot less shit talking and a lot more riding and having fun. My wife
and I want to bring the fun goofy aspects back to the
sports.
Gavin: What's your take, both good and bad, on the way "extreme
sports" are presented nowadays with the X-Games and time on
ESPN?
Rob: I think it is
good for the industry because the sports get exposure. It also helps
to sell more products. The thing that sucks is now a lot of these
athletes are making so much money and are so famous that they get big
attitudes and are no longer grateful for what they have. I think it
is great you can become famous and make a lot of money, I just want
to see people be humble about it
Gavin: How do you feel our slopes and resorts compare to ones across
Denver and California?
Rob: You
can't really compare. Utah resorts and snow are in a total league of
their own. Snowbird is just amazing.
Gavin: Do you see anything on the horizon changing for snowboarding
or skateboarding, or do you think things will remain the same for a
few more years?
Rob: I
think a lot of smaller companies are probably not going to survive.
There are a lot of "me too" companies out there that don't
really have any new technology. They just have a new graphic and new
pro-rider. Those kinds of companies won't make it. I think there is
going to be a big consolidation in snowboarding brands. As for
skateboarding, I think a lot of small brands will still survive. The
overhead on skateboard companies is a lot smaller than on snowboard
companies.
Gavin: Being a
local business, what's been your take on surviving in the current
economy?
Rob: I think the
biggest thing is to provide value to your customers and by having the
best customer service possible. We have a lot of customers tell us
they like our attitude. We try to be ultra friendly to everybody that
comes in our door and so far it has been working. We also have some
great deals like $20 skate decks and free hot wax's. We also give
away a free skate deck with every pair of shoes priced over
$60.
Gavin: What can we expect from Lenitech and yourself the rest of the
year?
Rob: Watch for our
skate truck at skate park near you. We will be driving it around all
summer giving away free skate stuff, free pizza, and free drinks. We
are gonna hook you up SLC.