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Fyxation on The Eastside

Off The Cuff with Nick and Ben Ginster

Jun. 8, 2013
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Brothers Nick and Ben Ginster co-founded Fyxation, a bicycle parts and accessories company that services hundreds of domestic shops, and the international market. They recently opened a local facility at 3618 W. Pierce St. and have released their first bicycle: The Eastside.

They spoke with Off the Cuff about disappointing brothers and Chinese food’s health advantages.


The Eastside - how would you describe it?

Ben: The culmination of four years of work. Very versatile - it can be a single speed or fixed gear. High quality, but won't break the bank. Looks as good as it rides. 


Tribute to the Milwaukee neighborhood, or to where the bicycles are made -- in Taiwan? FarEastSide? 

Nick: Milwaukee. Where we grew up, rode our bikes, worked on bikes, built bikes. Naming a new product is hard – especially your first one - but this was easy. 


Which brother is older? 

N: Me.

B: But we graduated college the same day. 


Better looking? 

Both: I am. 


Other siblings we should know about? 

N: Younger brother Aaron, in Chicago. Bit of a disappointment. A F.I.B. and only ended up an emergency medicine physician at Cook County Hospital. 


Fyxation opened in 2009. What were you in your previous manifestations? 

N: UW-Milwaukee, majored in engineering. Worked for Hayes in Mequon designing disk brakes. I moved to Taiwan to manage Hayes’ overseas sourcing and manufacturing. 

B: UW-Madison, marketing. San Francisco, for Black and Decker. Managed sales and marketing for tech start ups, too. I live in Utah, now. 


How was Taiwan? 

N: I was in Taichung, a city of 2 million, middle of the island. It isn't very international. I moved there with my wife and son and returned 5 years later with a daughter. 


Milwaukee’s best Chinese food? 

N: I don't eat Chinese food any more. You don't want to know why. 


Your first release was a tire (the Session 700). What made it unique? 

N: Vibrant colors, an aggressive tread pattern and a Kevlar puncture protection layer. We think it is the perfect city tire. 


“Just 2 guys and a tire!” was your startup slogan. 

B: It was actually "2 dudes and a tire" but we wanted to appear bigger. 


How about: "Many dudes and Tires" or "Guys with a Tire and Many Chinese behind them"?

N: You don't want to call people from Taiwan Chinese. They don't like that.

B: The new name speaks to our core; anybody passionate about cycling - it's their Fyxation. 


How many products do you offer? Where are they locally? 

N: Tires, saddles, handlebars, grips, stems, pedals, pedal straps and now bikes. 

B: Our first purchase commitment was Ben's Cycles. Now: Truly Spoken Cycles, Rainbow Jersey and Cory the Bike Fixer. They weren’t afraid to take a risk with a smaller local company.


Rodeo themed parts: bullhorn bars, rodeo stems, seats and rodeo colors? A wild, western Utah thing?

 B: I'm surprised you didn't ask how many wives I have...


The U.S. Supreme Court announced that it will hear the case to determine if Wisconsin Republicans’ redistricting maps are too partisan. Do you believe the U.S. Supreme Court will order Wisconsin to redraw our legislative maps so the majority of legislative districts are competitive and voters will actually have a real choice between a Democrat and Republican?

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