Craft&Ride Co-Founders Mike and Nick Vitale
In the heart of Rancho Cucamonga, California, a father-son duo, Mike and Nick Vitale, ignited a revolution in the world of Onewheel riding. On April 14th, 2017, Craft&Ride LLC was born, fueled by their shared passion for innovation and a deep-seated understanding of the electric rideables community. Mike, the COO, brought 27 years of tech industry expertise from giants like AT&T and Research in Motion, while Nick, the CEO, a Computer Science major from UC Santa Barbara, contributed his innate grasp of the online landscape. Together, with their dedicated Craft&Ride team, they’ve cultivated a thriving business empire, built on the cornerstone of exceptional customer experience and genuine personal connections. Their philosophy is simple yet powerful: create what they love, and trust that the world will share their enthusiasm.
Mike’s lifelong love for skateboarding and snowboarding, dating back to his Southern California skate competition days, led him to the discovery of electric skateboards in 2010. This fascination deepened when he encountered the Onewheel Kickstarter campaign by Future Motion Inc. in early 2014. The Onewheel encapsulated everything he cherished about board sports, and it quickly became a shared passion with Nick.
By early 2015, both Mike and Nick were avid Onewheel riders. They recognized the immense potential of the Onewheel but, as innovators, they immediately began exploring ways to elevate the riding experience. Their first point of focus was the Onewheel’s stock footpads, which were flat, unlike the concave decks of traditional skateboards. They hypothesized that concave footpads could significantly enhance control and comfort. In a true spirit of DIY innovation, they repurposed a skateboard deck, sawing it in half and attaching it to their Onewheel. The transformation was immediate and profound. The makeshift concave deck provided superior foot lock-in, enabling riders to leverage their toes and heels for unprecedented carving and control. The comfort was also dramatically improved. The seed of the first aftermarket concave footpad for Onewheels had been planted.
This initial experiment sparked a relentless pursuit of perfection. Mike and Nick refined their design and developed a sophisticated manufacturing process. Using seventeen layers of hard maple wood veneer, pressed and machined, each footpad was hand-beveled, stained, and sealed with meticulous care in Southern California. The OneTail was born, and it was poised to introduce a new dimension of riding to the Onewheel community.
Sharing their creation with fellow Onewheel enthusiasts confirmed their vision. The unanimous feedback was that the OneTail dramatically improved the riding experience, boosting both comfort and control. Demand surged, and Craft&Ride officially launched on April 14th, 2017, with the OneTail as its flagship product. The rapid success of the OneTail revealed a clear demand for high-quality aftermarket Onewheel accessories, setting the stage for Craft&Ride’s expansion.
Driven by their innovative spirit, Mike and Nick expanded Craft&Ride into the premier destination for Onewheel aftermarket accessories globally. They developed a wide array of Craft&Ride branded products and fostered partnerships with other innovators in the Onewheel space.
Today, Craft&Ride serves a global customer base, becoming the go-to source for riders seeking to enhance their Onewheel experience. However, Craft&Ride’s leadership in the Onewheel community extends far beyond its product catalog. It’s rooted in their genuine appreciation for every rider and their unwavering dedication to customer satisfaction. In a world where direct customer communication is often minimized, Craft&Ride stands apart. CEO Nick Vitale openly shares his personal phone number, ensuring customers have direct access to him. He, Mike, and the entire Craft&Ride team are deeply committed to prioritizing the customer above all else, ensuring this principle remains at the heart of their operations.
Craft&Ride continues to be a driving force in the burgeoning electric board sports culture. Through continuous innovation, premium design, efficient manufacturing, and an unwavering focus on the rider’s journey, they are shaping the future of Onewheel riding.
Podcasts
Mike and Nick share their entrepreneurial insights and the Craft&Ride journey on the GoldenComm Podcast. Listen now on YouTube to gain valuable business learnings.
Creator All-Stars PodcastDiscover the unscalable strategies Mike and Nick employed to scale Craft&Ride on the Creator All-Stars Podcast. Listen on Callin, Apple Podcasts, and Spotify.
Mike and Nick join The Pushback Army podcast to reveal untold stories behind Craft&Ride. Tune in on YouTube to hear more.
Features
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