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Gold Shocks: From F1 to the Snowmobile Backcountry, The Öhlins Story

With Micke Nordström, Öhlins powersports R&D and distributionWith Brett Turcotte, Co-host, 10x X Games medalistHosted by Trevor Erikson
Season 3, Episode 7Recorded live at Hay Days 2025Dec 24, 202536 min

You've seen the gold snowmobile shocks, but most riders don't know the story behind them. In this episode, recorded at Hay Days 2025, we sit down with Micke Nordström, the guy leading Öhlins into the snowmobile world, alongside backcountry legend Brett Turcotte.

We get into how Öhlins built its name in motorsports, what makes their suspension tech different, and why they're betting big on snowmobiles. And if you've ever wondered what the Scandinavian Polaris Riders Club event is all about, Brett calls it one of the coolest things he's ever experienced and gives us a taste of what it's like.

Guests

Micke Nordström

Micke Nordström

Öhlins powersports R&D and distribution

Micke runs research, development and distribution of Öhlins powersports suspension, covering snowmobiles and side-by-sides, through his own company in Sweden, and has worked with Öhlins products since the late 1980s. He first came to Hay Days in 1992 with a Yamaha drag racing crew and was back most years through 2003. He builds Brett Turcotte's shocks by hand and is now setting up an Öhlins snowmobile dealer network in North America.

Brett Turcotte

Brett Turcotte

Co-host, 10x X Games medalist

Brett is a freestyle and backcountry snowmobile rider from British Columbia, a 10-time X Games medalist, and one of Deviant Ink's signature athletes. He co-hosted this episode a year after breaking his leg, and runs the Tee Off with Turcotte golf tournament for the Hunter Hull Memorial Foundation.

Show notes

  • 4:28
    Micke's first Hay Days was 1992, with a Yamaha drag racing crew
  • 5:16
    How Brett and Micke met through Emil Ahrling, and the first set of shocks
  • 6:34
    Öhlins at nearly 50: from dirt bikes and snowmobiles to NASCAR, MotoGP and Formula 1
  • 8:25
    Why Micke is picky about riders after sponsoring some who only wanted free shocks
  • 9:18
    Brett's year-round program, and why he runs his own socials with no agency
  • 12:19
    Shipping a replica of Brett's wrap to Sweden, in gloss instead of matte chrome
  • 14:05
    How Tiffany became Stiffanie: one-of-one oversized shocks
  • 14:59
    Inside the Polaris Riders Club: moose chili, reindeer and 20 riders lining up behind the pros
  • 19:32
    Brett's visit to Micke's shop and the Öhlins factory floor
  • 21:17
    What makes Öhlins different: internals, a plush initial stroke and a progressive ramp-up
  • 24:32
    Brett ran the same shocks a general customer buys for the last two seasons
  • 28:48
    Building a North American dealer network, and the big Rovaniemi show in Finland
So the Tiffany turned to Stiffanie, because the suspension on that rig is out of this world. Like, 100-footers to flat.

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It was the most insane experience of my life. I've been snowmobiling in Chile. I've been all over North America.

Questions answered in this episode

Who founded Öhlins and where is it based?

Öhlins was founded by Kenth Öhlin in Sweden, with headquarters near Stockholm, and Micke says it turns 50 in 2026. It started with dirt bikes and was building snowmobile shocks by the early 1980s. Today its suspension runs in NASCAR, MotoGP and, in Micke's words, five Formula 1 teams. 6:34

What makes Öhlins snowmobile shocks different?

Micke points to quality internals (compression valves, shims and everything inside), which is also why OEMs can't fit them to every model on cost. Brett describes the feel as plush early in the stroke with a progressive ramp-up that resists bottoming, so it feels bottomless. Micke adds that the adjustment range is much wider than a stock shock. 21:17

Can you buy Öhlins snowmobile shocks in North America?

Yes. At the time of recording (Hay Days 2025) Öhlins was shipping shocks directly and slowly building a North American dealer network, starting with powersports and Polaris dealerships. Micke says they want to pick the right dealers and use rider feedback to keep improving the shocks for this market. 28:48

What is the Polaris Riders Club in Scandinavia?

It's a series of Polaris owner events in Europe, four a year, running Thursday to Sunday with a couple hundred riders. Lunch is cooked by locals in a tepee out in the backcountry, a Polaris parts trailer sits in the parking lot, and pro riders session features alongside the customers. Brett calls it the most insane experience of his life. 14:59

How do you become an Öhlins snowmobile ambassador?

Micke says to reach out through Instagram at @ohlinspowersports or through the contact page at ohlinscenter.com. They look at who the rider is, what they want, and how the partnership can benefit both sides. 30:53

It feels bottomless. Like it always feels like there's more stroke to give.
Full transcript36 minutes · 12 sections
Read it

Lightly edited for readability. Click any timestamp to jump the video to that moment.

0:00 Intro

Trevor

All right, everybody. Welcome back. Brett just came off the track, right?

Brett

Yeah, I was out doing some freestyle moto. Just came off the course there and switched into a t-shirt and grabbed a fresh one and here we are.

Trevor

Nice.

Brett

Crazy weekend, man. I am

Trevor

Did you actually switch t-shirt?

Brett

Yeah. Yeah. Okay.

Trevor

Yeah. He brought a little friend with him, too. Micke.

Micke

Yeah.

Trevor

Yep. Micke, what's your last name? Sorry.

Micke

Nordström.

Trevor

Nordström.

Micke

Yeah.

Trevor

Like the big warehouse store. There we go.

Micke

That's right.

Trevor

There we go. We've had a great couple of days here. Brett showcased he premiered his film. And I was telling Brett via text, I thought like out of everything that I saw here that one kind of like just kept my attention the entire time. I love the feel to it, the commentary, you know, it wasn't just like huge big hit sends one after another, but there was just like Did you do it in chapters?

Brett

Yeah, we did it in chapters.

Trevor

That chapter sequence was just kind of fun. It was good.

Brett

Yeah, exactly. We tried to make it a film. So, you know, the whole idea behind that film was let's expose where I started and how I got there and where I am now and how I can give back to the sport. And the early release that we got to see here this weekend is a condensed version of where we're going to land on the director's cut for the final upload for the final upload will be, you know, late November, early December. So, we still got a lot of meat to add to the bone and refine. But you know the feedback and being able to just watch it on a big screen was super fulfilling.

Trevor

Mhm. Yeah. That was

Brett

I'm glad to hear that you're stoked that like the storyline worked. You know when Tim Gray and I were working together and you know there's all these inspirational things on the walls in my shop, right? And he's like we got to touch on that and we're going to touch on this and we're going to show this.

You know and then it came time for voiceovers you know standing in the studio aka my garage with the door shut ripping these voiceovers you know and I would start rolling and he's like no we got to script it and then I'm like dude I'm not good at script and then we would rip script he's like okay that's a good one now I want you to half script half freestyle and I'm like holy smokes and we did land some amazing you know voiceover work and I'm no Morgan Freeman by any means, but you know to hear that the voice over transitions between chapters really made people feel like, I had guys like Keith Curtis being like man I had goosebumps watching your movie.

Trevor

Yeah.

Brett

And for me that was like okay we're on track.

Trevor

We're on the track. Yeah. We're on it.

Brett

Yep.

Trevor

Yeah. No, that was fun. Well done. Loved it. Can't wait to see the full rendition of it here in a few months. So

Brett

Absolutely.

Trevor

Yeah. So, but we're here. Brett's kind of, this is your second co-host this trip for us, huh?

Brett

Second co-host. I mean, you had the Cboys before. Hopped on, helped out with that one. And yeah, I love BSing. So, it's, you know, it's at the end of the weekend here for me and, I'm able actually finally relax. My schedule is opened up. I just rode my last, you know, moto event, as far as I know, for the summer. And I've got my eyes set on the horizon. So, it's it feels great. I mean, my wife flew out this afternoon. Didn't get to watch me ride. And she's like, “Oh, I'm so bummed. Like, the weather's great. I know that you're going to the best day.” I know. She's like, “The weather's great.

I know you're going to throw down.” And I'm like, “You know what, babe? Like, I'm on cruise control.” You know, but then I started riding and then the cruise control got flicked off by accident.

Trevor

Oh.

Brett

And it just went right into gnar mode again.

Trevor

Oh, gnar mode. Yeah.

4:02 How Brett connected with Micke

Brett

Yep. But enough about me, dude. Let's talk about how Micke has made his way. This is your second year at Hay Days, right, Micke?

Micke

Actually the third

Brett

Third year. And prior to coming here as a vendor or a you know an industry support, you have been here not specifically to this venue, but you've been a participant in Hay Days also, right?

Micke

Yeah. Yeah, I was there first time 1992 going out with a race team that was deeply involved with Yamaha. They actually drag raced here in '96 and '97.

Trevor

Okay.

Micke

At the old place. So I think between '92 and 2003 I was here every year.

Trevor

Have you got to collect some Hay Days hardware ever or you kind of right on the

Micke

I was really close but I No, that's my big sorrow for this. I didn't win. I didn't win anything, but I you know,

Brett

I think you're kind of in the winning circle now, though.

Trevor

I guess with your position in the industry, you're winning.

Micke

Yeah, that's what it seems like. I It's a revenge. Big revenge.

Trevor

Yeah. So, where did when did you guys first personally meet?

Brett

Oh, frick. That was probably two years ago, right?

Micke

Yeah, I think it was through Emil Ahrling.

Brett

Yeah, we met through Emil Ahrling.

Trevor

Mhm.

Brett

And I had always had my eye on Öhlins suspension. And I was in a position where I didn't really have a suspension sponsor or the support that I was finding necessary. And I seen an opportunity to jump on with a brand that was on the come up.

Trevor

Yeah.

Brett

And for me, I knew that the company was more than just snowmobile. You know, I've ridden dirt bikes. I've ridden mountain bikes with Öhlins on them and always loved it and so it made sense to try and yeah just through industry connections, you know, being able to connect the dots and it led me to Micke and you know, he sent me a specialized set of shocks for a video part that we were doing another Monster Energy project and it was a home run right from the get-go. So, I think that really kickstarted our relationship and yeah, now I'm just riding around the best suspension in the world. That's amazing.

6:21 Backstory on Öhlins

Trevor

Yeah, we'll get into why it's the best suspension in the world here shortly, but I think we covered Micke for those who don't know like where are you guys located?

Micke

Headquarter is located in Sweden, Stockholm. That's where it all started. Actually, next year is 50 years anniversary.

Trevor

Did you say 50?

Micke

50.

Trevor

Atta boy. Good work.

Micke

The founder, his name is Kenth Öhlin.

Trevor

Okay.

Micke

Kenth. And they started out with dirt bikes and then even as late as early as in the 80s have snowmobiles and so actually dirt bikes, snowmobiles were kind of the first thing start. But now it's grown to a like I said not that many know about it, but like say for over here like all the NASCAR runs.

Trevor

Okay.

Micke

We have MotoGP. They're like first, second, third spot in the world championship last 20 years.

Trevor

Yeah.

Micke

We got five teams in Formula 1 running Öhlins. And we got boats. We got and sailboat. They got Öhlins. It's a lot of different stuff. So

Trevor

And you focus mainly on the powersports segment. Is that correct?

Micke

Yeah. I got a separate company who kind of I've been running you know working with all their products since late ' 80s.

Trevor

Uhhuh.

Micke

So but last 10 years my companies they kind of let us you so we do all the development and research development on and distribution on the powersports side, snow and side-by-side. So we do that and basically what happened we got a lot of requests like way back from all even from over here but I wanted to get all the settings all the shocks and everything set up before we started ship stuff over here. So I think actually three years ago we met first when I shipped the shocks to Brett

8:20 Why Micke sent Brett shocks

Trevor

So Micke what got you to ship a shock to Brett? Why what got you to do that?

Micke

I actually I think it was actually through email and I you know I've been working with some influencers whatever you can call it over there and I know the importance of it and I did a lot of research and see what kind of people I want because I did even that I did some amazing mistakes. You kind of think it's going to work and that didn't really do anything for you. They just want to have a set of shocks and

Trevor

Yep.

Micke

Yeah. I can take a picture. Oh, I can take a picture of a sled in the snow. So,

Trevor

Photos.

Micke

Yeah. Yeah. Yeah. Yeah. Yeah. So, that's we know all about that. But I saw Brett and it was he's been doing a lot of stuff and I like his so the professionalism in him and all the he's doing a good job and I with

Trevor

Yeah. Yeah. Brett's heard me say this before, but the nice thing about Brett and what's really cool about his program is it's a year round thing.

Brett

Yeah.

Trevor

And where snowmobiling is more obviously a season. If there's a season to it, a lot of times you get, you know, you get guys who will turn it on and then they turn it off and they turn it back on. And Brett does a really good job of just keeping her pinned all year.

Brett

Yeah. I was telling somebody that last night at the party. I was like, they're like, “Oh, don't you ever have an off season?” I was like, “Yeah, 3 weeks in September.” But then

Trevor

That's hunting season, right?

Brett

Those three weeks in September, I'm getting up at 4 in the morning to go chase bucks and bulls. So, it feels like work some days. But, yeah, my program does run year round, you know, and, you know, to be able to stay visible and to show value to sponsors and be consistent is my number one goal with, you know, with my program. And, you know, luckily I'm in a position where I can do that. I can, you know, I can be on the bike three days a week and be at shows and be visible, you know, have conversations and it brings conversations up organically when I'm riding my dirt bike.

People are like, I thought you were a sled guy, you know, and so then I'm still talking about snowmobiling at a dirt bike event. And yeah, no, it's a wild life that I live, man. But I wouldn't trade it for anything. And to hear Michael you know, speak to the professionalism is like I try to do the best job possible. Sure, there's probably some things that I could be better at, but where I think that I really, you know, strive to really nail it is like taking the time to just interact, you know. Yeah. Whether that's YouTube comments, you know, direct messages on Instagram. I run all my own stuff. I don't have an agency.

You know, even on the ride over here, Michael and I were doubling on my dirt bike.

Trevor

We saw that he rolled up like Dumb and Dumber.

Brett

Yeah. Doubling on the dirt bike over here and a little kid comes up to us and he's just like starstruck, you know, and his parents are there and they're like, “Oh, you know, he really looks up to you.” And my bike was in gear and I had the clutch pulled in. I gave him a knuckle bump and I was like, “Man, you want to do something really fun?” He's like, “Yeah.” And he's like, and I told him, I said, “Just give the throttle a couple of good whacks, you know.” And I got the clutch just clamped. I don't want to loop us out. And he grabbed a handful of And just to watch him light up, I was like, damn, that's sick.

Micke

Yeah, that's cool.

Trevor

That dude made that kid's weekend for sure, right?

Brett

Oh, he's going to be talking about that forever. Yeah. You know, so you know, that's where I try, you know, albeit I'm a dad of, you know, four children, I have that relationship or that connection to that younger generation that maybe some other riders just don't understand. So for me, that's where I try and like really lay the stamp on it.

12:19 Brett's Swedish snowmobile

Trevor

Awesome. Speaking of the wild program that you put on. So Brett, shoot, you hit me up in the spring and you're like, “Hey, I'm just giving you a heads up. I'm going to need a direct replica of my wrap. I need it shipped to this address in Sweden.”

Brett

Yeah.

Trevor

And you had a big trip planned to do some cool stuff at Öhlins headquarters. We did that replica. We shipped it over to I guess it was probably you, right? Like your shop.

Brett

Showed up at Michael's shop

Trevor

And we had a direct replica so that you know kind of that branding kind of stayed together with last season and wrap turned out sick. But I think this shot right here, we were talking about it, Micke. Isn't this shot from Sweden on our back wall over here?

Brett

Yeah, Caleb and I were having a little like slushy tech session and yeah, got a little hop over in there on the 146. Yeah, you guys nailed it on that kit. Also, being able to, you know, just answer the call. We made some, you know, some graphics changes a little bit. To the naked eye, it's not visible, but, you know, you and I understood what it what we were looking for. And, yeah, it was either, chrome or gloss. And I had sort of or sorry, matte or gloss. And, Tiffany was matte chrome at home. And we went to Sweden. No, Micke, it's going to be sunny. I hope it's sunny. Let's make it pop.

So, we went with the gloss option and yeah, it turned out stunning, dude. It's Michael said it's the best looking snowmobile in Sweden.

Trevor

Wow!

Micke

Yeah, it's beautiful. Yeah, it a lot of people, everybody who's seeing it, it's like it's nice. It's real nice.

Trevor

So, where's it at? Where's it at right now? Does she have a name?

Brett

What's the Swedish name of Tiffany? Well, so this name just kind of spurred on me last night. We're talking to Ty and we were talking about suspension. Michael may have talked to Ty earlier and Ty's like, “Man, look at the size of the shocks on that sled on Tiffany in Sweden.” I was like, “Yeah, Michael specially built me those shocks. Like, they're oversized. They're one of one as far as I know.” Right. So the Tiffany turned to Stiffanie because the suspension on that rig is out of this world. Like 100-footers to flat and just, you know, like so yeah, we got Tiffany in Canada and we got Stiffanie in Sweden.

14:53 The Polaris Riders Club

Trevor

Love it. Love it. So tell us about that trip. So what was that trip all about?

Micke

What was it all about? Yeah, it was it's really impressive because Polaris they have a it's called a Riders Club. All the people loves Polaris go out. They got four events every year.

Brett

There's a couple hundred people that go there, right?

Micke

Yeah. And they have like a final season final and that's where Caleb was there this spring too. It was there last year. So it's like all those Polaris people, Polaris Europe got a they have some food trucks and stuff to eat food, cook food out in the nature and it's like a kind of like a give back to all the customers. So and it's really nice.

Brett

It was the most insane experience of my life. I mean I've went snowmobiling in Chile. I've been all over North America. I've, you know, I've seen some you know, and Micke's like, “Yeah, we got this idea, you know, can you get some suspension or can you get some, you know, some products?” We did some Backwoods bumpers and, you know, rail braces and the wrap obviously. And I sent my bar setup. So, I had all the comforts at home, your ideal setup in Scandinavia. And like he says, like cooking in nature, dude. We were deep in the backcountry and there's like this tepee setup and they're like homecooked meals in the middle of the tundra, dude.

So, you leave from the parking lot, go and do your riding and then the clock dings and you're like, “Oh, shoot. It's lunchtime and then everybody that's on that ride just conglomerates in this massive sort of tundra open area and there's this tepee looking tent in there and the locals, right? Yeah,

Micke

Their locals.

Brett

Are cooking. You know, the one day was moose chili and shaved reindeer meat and mashed potatoes. Like it's it wasn't like a muffpot meal. Let's put it that way.

Trevor

Yeah. You know, a little bit better.

Brett

And you know, they got a drink spread. It inspired me so much to see the passion that they put into giving back to their riders. Like it was a full production. There was a Polaris parts trailer parked in the parking lot for people if they needed to pick parts because they had issues. Like it was like having a dealership on the road. It was insane.

Trevor

That's rad. So that was is that the Polaris Riders Group?

Brett

Riders Club.

Trevor

Is it a weekend thing or is it a week-long thing or what is it?

Micke

Yeah, it's like Thursday to Sunday. Yeah.

Trevor

Okay. Yeah. Yeah. I was talking to one of the I was talking to someone on the phone the other day on a call, someone who we're going to be working with hopefully over there, and they were like, “You need to get to this. If you come over, if you cross the Atlantic, this is the one you got to go to.” So,

Brett

I've never experienced anything like that, dude. You have like all of the best riders that are on Polaris, you know, support, and then you have all of these rippers. Like Michael says that it's, you know, the people that love to ride, but it's not like one or two good guys. There's like 20 of them that are just willing to huck themselves to get one landing that's going to stick and like get the shot, you know? And so you have like the pros, you know, myself, Caleb, Emil Ahrling, you know, all these other dudes. You know, we're ripping around.

We're looking for features and we'll like maybe start prepping one and sessioning one and then you're just like swarmed by 20 dudes that are so keen. They're like lining up in behind you like you'll go in to get your try in and before you're landed and down they're already on the run and going and like getting their piece

Trevor

Like Disneyland, man. Just feeding them through.

Brett

Absolutely. And just like to see that passion and that I mean it's spring, right? It's been a long winter for those guys and you know in the they're still going for it in you know in this like slushy snow. I call it refer to it as like slush pow

Trevor

You know slush pow

Brett

You got to wait until lunchtimeish before it actually softens up to the point where if you got to bail off you can

Trevor

Yeah.

Brett

It's not rock hard cuz at night it freezes and gets quite stiff. But yeah just an unreal experience.

Trevor

That's rad. Looking forward to the next one.

Brett

Yeah,

Trevor

It'd be cool to get over there. So,

Brett

And aside from the, you know, the riding and the experience. You know, I got to spend a ton of time with Michael, stayed at his family home, met his, you know, met his wife and his kids, and got to, you know, go in the shop and see where he's hand-building all of these suspension packages. And you know along with that going to the factory and seeing you know, he was saying all the different categories that they're involved in right F1, NASCAR, MotoGP, motocross, mountain bike. To see the production that they can send out of that building was astonishing.

Yeah, you know, and I had never ever thought of it that F1 cars are running and NASCAR, every single NASCAR is sitting on, you know, and you go into these divisions and they have techs and they have their own bays and they're sitting there, you know, I don't know team names or anything, but Team A, they're working on team A's right rear or their front left, you know, feedback from the weekend before that they're trying to get better for the next time they go race that track the you know the next year probably and to get that product in your hand and to be able to like look feel like

20:47 What makes Öhlins different

Brett

It was yeah it was world class it was cool

Trevor

So like so speaking of world class I think like those who are watching and listening here the big question is what makes Öhlins different and you've kind of you've been able to ride probably a few different you know brands throughout the time and then obviously we've got Micke who's in there, you know, eating, breathing, sleeping. Öhlins, what makes your products the best out there?

Micke

I would say quality. We I mean, we have different levels of snow shocks too, but we don't we have a the quality is in all the compression valves, shims, everything is like top quality. And that's maybe one of the reasons you won't see Öhlins shocks on all the snowmobiles because costwise you can't the manufacturer can't put all on all models because you're going to be the cost is going to be too high.

Trevor

Mhm.

Micke

But we have we have developed this series for snow now is as low as you can but the quality is the cost is so high. So it's that's the whatever the most important thing I would say it's so I mean and people asking what's the difference between and other brands and I would say two things stick kind of I would say lift is like the usually all the shocks are really soft and comfortable like low but without bottoming is the ramp up or the progression in it is going to make it like really soft, but what I'm bottoming, you can see those guys, you know,

Brett

It feels Yeah, it feels bottomless. Like it always feels like there's more stroke to give. So, if that makes any sense. It's plush in the initial and then Micke referred to, you know, the ramp up. So, you have to think of the stiffness, call it a stiffness chart. And if we're going to go right to left, you would shape it like a radius, right? And that plush stays nice and low for a long time before it starts ramping up. So you do get that nice supple feel in the small bumps and on the you know on the small angle terrain.

But it also has that progression ramp that when you hit something hard or you hit something with a large impact, it ramps up and just continually adds resistance in the stroke as opposed to just blowing through the stroke and hitting the bump stop every time. Like you can go look at the bump stops on my 9R XR that's over there from that film project and the bump stops don't show wear. And so for me, that tells me that the suspension or the hydraulic is doing the work versus, you know, the springs and obviously there's some

Trevor

Stuff going on behind us. That's for sure.

Brett

It's tear down day at Hay Days. I guess the quick and dirty of it is it's plush in the bottom, but it'll take the abuse needed to get it done, you know. And that's why it's so diverse. I mean, I'm constantly changing clickers.

You know based on feel in the ski shocks my skid stays fairly consistent all season long but with the backing that Micke has in snocross and you know the feedback that I'm able to give because I race snocross like we have a solid understanding of what we need my suspension to feel like and to be completely honest the suspension that I ran in my snowmobiles the last two seasons is the exact same one that comes out of the box for an OEM or not an OEM, but for a general customer.

Trevor

Oh wow.

Brett

You know,

Trevor

Yeah.

Brett

So, it has that adjustability factor. You know, mind you, there is times where I'm like, Micke, I need more.

Micke

And yeah, that's another thing. The second thing I was going to say, the adjustment rings are so wide if compared to other shock and OEM shocks. So that's the other thing, you know, you can it's when I kind of manage this to customer is they feel like they don't really believe what I'm saying since they're working with us like a stock shock. So it's

Trevor

Yeah, it's

Micke

We've been working a lot with those. So to have that range that the wide range of adjustments. So

25:25 Why the shocks are gold

Trevor

Okay. From a consumer standpoint and looks wise, where did the gold come from? Cuz you guys haven't strayed away. You haven't strayed away from that, right?

Micke

No.

Trevor

Like the color

Micke

The color is like the oldest.

Brett

Hey, don't let that guy start that.

Trevor

Oh, hey.

Brett

It was wrecked quick. Yeah, was sitting on the skid and we fire someone fired it up. I think we got it out in time.

Trevor

Yep. Dude, you got out of this seat quick, man. That was a close call right there.

Brett

Yeah, that was a quick little fire drill there. Yeah. He's like, “No, no, dude. I'm just warming it up.” I was like, “Okay, well, I made it all weekend without crashing my bike. I don't need to get it twisted up here.”

Trevor

Yeah. So anyways, the gold color is pretty iconic, you know, for someone who I'm not like a big NASCAR guy. So I the familiarity there is not there for me, but you know, when I started seeing it hit more on the powersport and the snowmobile side, it's cool. It's a smart branding thing. Like it sticks out. You know, you know who the manufacturer is of that shock. Super easy and quick and it looks sharp. Yeah. So, so that you answer your own question, I guess. Yeah. Why? Right.

Micke

Yeah. I shouldn't give other brands a lead here about why painted black. You don't see it.

Brett

It's well distinguished. I mean, I've had sleds of all different colors in the last few years. And that the most consistent part of it is that the suspension stands out. And you wouldn't think that the yellow and the gold would pop like it does until you get it out in the snow or you put it against another color. I thought maybe it was going to clash. Yeah, I think that it has this like there's this distinction and it's not a ton like there's not a ton of it. So, it's just kind of like

Trevor

Yeah.

Brett

A nice little splash there, you know? Totally. And it's like it's very distinct. I mean, for example, look at my dirt bike right now. Black fork legs on it, a black rear shock body. You're like, what is that? KYB? Is that Showa? What is that? Given the chance to have Öhlins on that, the fork tubes would be gold and the shock body would be gold. So you would look at it and be like, “Yeah, 100%.” That's Öhlins in it. You know what I mean?

Trevor

So you guys have done a really great job and I say you guys as a general term because you work so closely with Öhlins. Has done a great job of stepping outside of the box and being very distinguished.

Micke

Yeah.

Brett

Yeah. Absolutely.

28:39 What's next for Öhlins

Trevor

My take on it. Anyway. Yeah. So, for those of us out there wondering, what's next? What do you got? What do you got cooking? What's in the hopper?

Micke

The bigger thing for us to try to set up a dealer network here.

Trevor

I was going to ask that. I was going to say network. How are we getting product over here?

Micke

Yeah, we're shipping like it is right now. We're setting up dealers and we're, you know, hoping we get more dealers preferably. We're working against like dealerships like Polaris dealerships since we got, you know, a lot of stuff for I mean we got ATVs. Actually, Polaris there's a lot of stuff happening in Europe they don't know because in Polaris Europe has all the shocks in the accessory catalog for the Khaos. Oh, really? Yeah. And we made a running ATV, a Sportsman 570 Öhlins Edition they had for like six, seven years now.

Trevor

Okay.

Micke

Yeah. With Öhlins shocks. So well trying to set up a dealer network work slowly to get the right dealers. So and that's what we focusing on you know powersports dealers and that's another big what we're working and but otherwise just to get feedbacks is the market over here is a little bit different back home it's not much but a little bit different but just improving parts and improving shocks and the fielding and everything and listen to customers so that's it. I would say, like Brett with the little kid there, we're kind of we don't want to do like this, you know, give the customer what you what we think they want to have.

We want them to have take the input for customers change if and you know being humble about it. So

Trevor

Yeah, they're the ones who are on the snow, you know, typically the most, right? Getting the most paces put in various

30:34 How to become an Öhlins ambassador

Trevor

Terrain and whatnot. So for that guy or gal who's out there and you know is like wants to be some sort of sponsorship and ambassador. Is there some sort of program that someone can get on or someone can work towards? What how do you guys run that? If you're not if you're not a Brett Turcotte, how do you get involved here?

Micke

Yeah, they either contact us on social media like Instagram at @ohlinspowersports, which we run and contact us there or go to our website ohlinscenter.com and go under contacts and we send us a mail and we kind of evaluate to see what who the person is and what they want and what kind of what we and this person can benefit for a corporation. So,

Trevor

Yeah. Awesome.

31:27 Brett on pushing the limits

Trevor

Brett, what am I is there anything I'm I haven't asked that I should be asking? Is there something out there that you know, maybe you know, you've been able to see, you know, working more closely with Öhlins and Micke?

Brett

You know, I think really what it comes down to is just like the benefits. You know, I try and work with the best companies that I have available to me to complete my program, right? Obviously everybody is trying to be the best. But I'm trying to surround myself with like-minded individuals, products that work, and products that are going to, you know, be long-term and to be supportive of my brand. You know, I'm not a cookie cutter athlete by any means.

You know, I a little rough around the edges, a little, you know, a little, you know, out there sometimes in the stuff that I say or do, but having, you know, brand partners that are willing to back that and to be able to get that from Michael, it's just it completes the package of what I think is the best setup that I could have. Yeah. And it also allows me to maybe push the limits a little bit more and maybe find where that edge really is for myself. You know, Michael was saying, the range between a stock shock versus, you know, an there's a difference there. And that difference allows me to push my abilities.

And you know that comes in multiple different facets whether it's you know confidence you know the ability to just trust that if you need it you can you know take a massive case or you know you end up deep. All those things go into account and you know I think just having the relationship with Michael to you know tell him what I'm feeling you know what we think that we could change all of those things hold a value and for me that's what really completes is you know that's important to me to you know to be able to communicate and understand and come up with a solution you know Currently got a great solution.

We got a shock that works and looks amazing.

34:01 Shows ahead and wrap-up

Trevor

Yeah. Love it. So, Micke, what's next for you guys? You guys head back home? You have a you going to do any more shows in North America this season?

Micke

No, we're not going to do that. I'm thinking maybe going out to Epping. You're going to go there

Trevor

To Epping.

Micke

Or is it with Backwood? What's that? Hastings.

Trevor

Yeah, that's the Epping New Hampshire show. So, I haven't I haven't looked at the dates on that. Yeah.

Micke

Well, I want to go out there. I did some grass drag racing there in the 90s. I would I haven't been there since.

Trevor

See what it looks like now. Huh?

Brett

I went last year, though. I was there, too. Yeah.

Micke

Yeah. So, but we'll we'll see. We got a 1 and 2nd of November, we got a big show in Rovaniemi in Finland. Yep. Exactly where they make the Lynx snowmobiles. So, it's really big. And last year turnout on Saturday was like 15,000 people.

Trevor

Wow.

Micke

So, it's kind of like a Hay Days for Europe, the snowmobile and powersports. So, we're going to be there and

Trevor

Okay.

Micke

Planning to do a big thing there. So, that's going to be great.

Trevor

Perfect.

Micke

Yeah.

Trevor

Okay. Well, I know we kind of had a time here cuz there's chaos is about to strike here any moment with takedown and people, you know, the mass exodus here. So, Brett, you got a long way home. You got a long way home. You got even longer way home.

Micke

No, he got a longer way.

Brett

30 hours in the pickup.

Micke

I got to look forward to 17 and about. So

Trevor

You're 17. You got the shortest trip home, bud.

Micke

I know.

Trevor

Sheesh.

Micke

Yeah, it's nice. Hey.

Trevor

Yeah, that's nice. All right. Well, thanks for tuning in. Thanks Brett, and Micke from Öhlins, for jumping on and

Micke

Yeah.

Trevor

And rounding out our podcast sequence at Hay Days. So,

Brett

Yeah. Love it.

Micke

Hope to see you in Europe.

Trevor

Yeah, I hope to get to Europe. Yep. That'd be so fun.

Micke

Hey, maybe Riders Club next year. Great.

Trevor

Seems like that's the place to be. So, okay. All right. Thank you everybody. See you on the next episode.

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