Exhausts and iPhones: Gadget geeks find a home at Two Brothers

Publish Date: 
Jun 12, 2013
By Dennis Johnson

Backing up this product knowhow is a tech-heavy group of individuals who were early adopters of the Internet and social media such as YouTube and Facebook to help market exhausts and reach customers, said Erion, a self-proclaimed computer geek. Each new exhaust gets its own online video produced in-house by Zach Zombek. This not only offers a visual of the products, but the audio of each pipe’s sweet song. “The Internet has proven to be the ultimate marketing tool,” Erion says. “It’s relatively free and has no limit in scope or potential to reach our customer.”

According to Erion, all of this has contributed to growing sales and market share, even in the face of an estimated 60 percent drop in sales across the powersports business over the last few years. Two Brothers’ five top-selling segments are road race bikes, ATVs, side-by-sides, off-road bikes and pit bikes.

What’s all this have to do with iPhone covers? You see, when Erion and Whitten took a look at this big business “machine” they’d built, the two started to think about branching into the consumer goods business to broaden the company’s reach beyond a tiny fraction of a small percentage of the general population (sorry, motorcycle business, but it's true).

“I would kid around that we should make toothbrushes because everybody has at least one,” Erion said. “Then we stumbled upon a billet aluminum iPhone case made in Japan. We looked at it and said, we can do this. That was two and a half years ago. Now we’re producing a line of products that has a customer base of anyone in the world more than 8-years old.

“And, our stuff is a lot sexier than a toothbrush, me thinks,” he continued.

Given that most of the Two Brothers crew are gadget geeks, the idea of doing a unique phone case was exciting. And, being the first model was machined from billet aluminum; they outsourced it to avoid big start-up tooling costs. Armed with an aluminum case, they ventured to the MacWorld/iWorld trade expo to find they had an instant hit. There were a few hiccups, like the fact that the 100 percent billet case shielded the iPhone’s cell antenna, but mostly the company realized it was on to something that would open up a wholly different market segment. (continued)