After a long research and design process, Full Throttle has just released two new models to our already huge offering of dual-purpose batteries. The all new 24F and 24M batteries bring our total to 35 fitments. Full Throttle has always striven to offer true OEM fitments whenever possible, and a lot of design effort was put into ensuring these new units would meet or exceed specifications. Using the same design principles as the rest of Full Throttle family, these batteries are built using 99.994% pure lead, over-the-partition cell connections, brass terminals, and epoxy sealed ABS cases to stand up to the rigors of harsh environments while continuing to provide peak performance day after day.
The FT840-24F boasts 840 cold-cranking amps, a full 30% more than the BCI recommendation of 585. The reserve capacity is a more than ample with 163 minutes at 25A. The case incorporates side baffles for durability and heat mitigation. While incorporating hold-downs and cleating that conform to OEM design to ensure the battery stays put.
While we were designing the 24F it made sense to offer it in a marine variation. The FT840-24M offers all the power and performance of the 24F, but instead of the standard SAE terminals utilizes our beautiful brass dual-terminal setup combining SAE and threaded stud terminals in a left-hand positive configuration. The FT840-24M has all the cranking and reserve capacity for peace of mind no matter what the conditions are like.
Distributors can contact Fullriver directly or use our dealer locator to purchase locally.
After Fifty Years, What's Still so Great about AGM?
AGM batteries have been on the market for right around 50 years, preceded by gel batteries by almost 40 years. With all the excitement surrounding newer technologies in energy storage, it’s time to take a step back and consider some of the great things this half-century old technology still has going for it. The usual caveat applies, this article will focus on what we know, high-quality Fullriver AGM batteries.
Part of the original appeal of AGM, remains a giant consideration today, zero-maintenance. In a commercial setting, maintenance means down-time, and down-time means lost revenue. Maintaining a conventional battery also means special equipment for watering, replacing lugs and cable segments due to corrosion, and timing all of this around charging cycles. Who will maintain the battery, and who will train the battery maintainer, and who will maintain the schedule of battery maintenance? When maintenance is neglected, the results are failed batteries, equipment downtime, and replacement costs.
For rental fleets, remote applications, or hot environments that necessitate frequent watering, maintenance-free AGM is the obvious choice, but even a warehouse setting, airport, and especially on large campus, maintenance demands can quickly become overwhelming.
This leads us to our next consideration, safety. Of course, with conventional batteries, free-flowing sulfuric acid and hydrogen gas emissions both present opportunities for disaster. In today’s workplaces, there’s no room for accidents because the stakes and implications are not good. “But” you say, “We replaced our flooded batteries with lithium!” Here we will not delve into fear-mongering polemics, but only note that even among the “safest” chemistries of lithium, it is undisputed that thermal runaway is still far more likely than in an AGM battery. While all batteries carry with them inherent dangers, a case could easily be made that a brand like Fullriver AGM are the safest form of deep-cycle battery available.
While sensitive environments like hospitals and museums already demand AGM batteries, food processing facilities also find it advantageous. But what industry doesn’t need a high-level of safety from its equipment?
Of course, the most widely used battery type in commercial and industrial applications is still the conventional/flooded cell battery. Flooded batteries boast an attractive price point up front. Next in line for initial cost after flooded is of course AGM, and then comes lithium with the highest price point by far.
Admittedly, for small fleets working in a manageable footprint, the maintenance of a flooded battery could easily be managed if the budget calls for it. And, if the workforce isn’t limited by a busy workload, of course. As the scale of the operation shifts or the footprint of the worksite increases (e.g., hard to get to all the vehicles for maintenance) then the upfront savings of flooded can quickly dry up (wink).
Lithium to the rescue, right? It’s low maintenance, so no worries there, but the cost is a real issue for many corporate bottom lines that typically want to realize ROI in 3 years, not the 4-5 that it typically takes lithium.
Every business will have their own priorities, and existing infrastructures to support them. Fullriver AGM’s upfront cost is typically supported by a longer warranty, and a much higher cyclic capability compared to conventional. While AGM doesn’t claim as many cycles as lithium, the analog nature of AGM (i.e., no internal electronics to fail) ensures it will be much more likely to attain its published cycle life in the real world.
Reality can be unforgiving, and that means things will go sideways without notice. People make mistakes, things get broken, or they break themselves. When this happens, as it inevitably will, how easy will it be to replace quickly? Thanks to several factors, you can find conventional and AGM batteries within spitting distance of most businesses in all but the most rural of locales. With lead-acid batteries aplenty, you could be down in the morning and up by the afternoon. With newer battery technologies in commercial applications, you could be down for weeks waiting for a replacement, and because lithium is shipped under Class 9, Dangerous Goods, forget about air freight.
End of Life
A very good question customers should ask their sales reps is, “What happens when the battery needs to be replaced?” If it’s a lead-acid battery (i.e., flooded, agm, gel) then not only is the entire battery going to be recycled, but it’s likely to be of significant value. It never takes very long to get these types of batteries picked up and a check in hand for their exchange. Lithium is nowhere near this easy type of exchange. In some cases, you may even have to pay to have it removed and disposed of. Wow, thanks. Sadly, if the company that sold it to you does pick it up for free, it will likely sit in their warehouse until they pay for its disposal. Lithium advocates will note that this will change, but many have tried, and none yet succeeded.
ICE Vehicle Fleets
Servicing the battery needs of fleets of work trucks, emergency service vehicles, rapid transit buses and vans, is a monumental task. In addition to all the maintenance that flooded batteries require (e.g., periodic boost charging), other challenges exist in these environments. When it comes to climate versality, AGM outstrips everything else. TPPL batteries especially like Full Throttle aren’t impacted by hot-start issues. In the cold of winter, firing up a bus has often been a thorn in the side of conventional batteries. Then there are the accessories that modern vehicles must support that the old sponge lead battery just can’t keep up with, not for long anyway.
At this point, lithium has had little impact in this space, mostly due to the specialization required to design a battery for these applications. The lithium that has been produced for mixed-use (starting and cycling) has either underperformed or been too costly to justify. In the end, the cost of lithium for these applications just doesn’t add up compared to the all-around performance capability of AGM.
50 Years and Counting
As AGM achieves a half century of usage, and familiarity with the technology grows, there is almost no application that it is not used in. Whatever the application may be, safety, reliability, cost of ownership, and ease of recycling and replacement are the biggest factors that continue to contribute to the popularity of high-quality AGM products like Fullriver has been making for 25 of those 50 years.
Make Sure Your Battery Isn’t An Anchor This Spring!
The new year is upon us, so there's never been a better time to start addressing things you need to be prepared for what's to come. Spring happens upon us very quickly, and you can beat the rush on essential gear and preparations now.
And this year, with the rampant supply chain and freight issues affecting every aspect of our lives, you will be best served by looking ahead to that one part that gets you moving and keeps you on the water - batteries!
Fullriver AGM has the only application specific lines built to perform for each of the different functions the Marine market demands, and it’s best you familiarize yourself with and secure your products now, rather than wait for every other boater, angler, and weekend warrior off the water looking to get out there first.
For your starting batteries and accessories, we recommend the high CCA, high Reserve Capacity Full Throttle (FT Series) AGM.
A thin-plate pure-lead monster, the FT Series comes in the widest range of sizes available, and is built for high shock and vibration. This allows our batteries to provide a clean start and consistent performance no matter if you are running a personal water craft, a jet boat, a twin outboard, a bass boat, a trawler… you get the idea.
And don’t worry about how many fish finders, coolers, speakers, or radars you run to make your time on the water productive - our industry leading Reserve Capacity will keep them running from sun up to sundown.
We can even provide power to run a bow thruster, but we recommend you add a separate battery for those little gremlins - they may not be a big machine, but they can cause some major problems if you don’t keep them in mind, so make sure you give them their own power supply so you don’t wind up running out of battery away from the dock, or run into some major damage when you get back.
A lot of us also have need for separate batteries to run trolling motors as we fish that perfect spot nobody else knows about, which is where our Deep Cycle products come in. The Fullriver DC Series and EGL Series are thick plate pure lead batteries designed for electric vehicles and motors, which is exactly what a trolling motor is.
Our competitors will try to get you sold on a ‘dual purpose’ battery, which may seem like a great option, except you don’t have ‘dual purpose’ applications - and the last thing you need when you are trying to reel big fish is having your boat float out of your sweet spot and having to light up your outboard to get back, scaring all the fish away in the process.
Our DC Series and EGL Series lines - which, again, come in the widest range of sizes of any Deep Cycle Battery manufacturer - are made to provide long lasting, consistent power to electric motors, and come with the longest warranties in the industry - 2 year free in the DC Series, and 4 year free in the EGL.
So as you get ready to get back on the water in ’22, make sure you are prepared not just to get out there first, but to stay out there all year with a battery pack that will keep your boat out of the shop* with the right combination of power for your marine needs - Full Throttle, DC Series, and EGL Series AGM from Fullriver Battery.
*We cannot be held responsible for you winding up in the shop due to non-battery issues, like allowing your idiot cousin to drive your boat, or forgetting to untie from the dock before lighting up the engine. Yeah, we heard about that.
UTV Takeover Utah 2021 Recap
UTV Takeover Utah has something for everyone. Fast-paced drag races to satisfy your need for speed, vehicles flying at the exhilarating Huckfest jump competition, group rides out in the sand for those looking to explore some new terrain, and finally ending the night with games and performances that are sure to entertain.
The rock-crawling in Sand Hollow is legendary. Not for the faint-of-heart, it takes serious skill to navigate the twists and turns. Storm-weathered ravines and sharp drop-offs present a challenge for all but the most experienced drivers. No matter what happens, there’s always friends nearby to help you out if you get stuck in a pinch.
For those with a need for speed, there was no shortage at Takeover 2021. Full Throttle was honored to host the short course race this year. Drivers raced against each other for two laps while fans watched an intense battle for the quickest time. Rallyfest provided a chance for riders to race with the added obstacle of some light rock-crawling.
The people at UTV takeover are what set this event apart. Like-minded people sharing a weekend together in the desert, making memories that will last a lifetime. With crowds numbering in the thousands, you can get lost in the buzz of excitement that fills the air.
Sand Hollow State Park is great for both the newbie who wants to learn and the experienced driver who’s looking to challenge themselves amongst some of the best in the off-road scene. Come on out next year and see for yourself.
Vandeto's Endless Power with REDARC and Fullriver Battery
Tyson's Personal Project
Just before the pandemic started, Tyson purchased a custom 4x4 conversion van. His plan was to build the interior out for use as a crossover between a weekender and overlander vehicle. The timing was perfect for Tyson to start this project because it kept him busy during the entire lockdown.
Naturally, Tyson employed our very own DC Series batteries to power the equipment he planned to install. Not to mention, installed were Full Throttle Series batteries for getting this powerhouse van on the road. When Tyson started planning the auxiliary electrical, a REDARC BCDC charger was a must have. For the power demands of the equipment Tyson wanted to install, Fullriver batteries and REDARC was a match made in heaven. This is what Tyson has to say:
Since I first connected the REDARC BCDC1250D last November, it has worked flawlessly. We recently spent six nights off-grid on Pine Mountain in the Las Padres National Forest. Every day by noon, the REDARC had the four DC105-12’s completely charged; thus, empowering me to fire up the 3000W stereo. With good sunshine, it was evident I could keep my fridge, inverter, stereo, and other accessories running indefinitely while off-grid. The only limiting factor would be food and water. It’s great! On the road with the alternator spinning, the REDARC charger was especially swift and efficient when it gets to operate at full output. Just a couple hours of driving and the batteries were charged. Having both solar and the alternator as charge sources add tremendous flexibility. There’s always a way to get energy back into my battery bank!
The Vandeto Build
1x 200A HO Alternative (internally regulated at 14.7V)
2x 170W Zamp RV solar panels (340W total)
1x REDARC BCDC1250D
4x Fullriver DC105-12 (420AH total)
4.2CF DC fridge
Fresh air intake fan
SMB pop top
Switch Pros 9100
Switch Pros RC Force 12
REDARC and Fullriver Battery are a Perfect Pair
Knowing what chargers best pair with our batteries is what sets Fullriver Battery apart of our competition. Battery capacity, voltage, and a precise charge algorithm are a few of the many factors that contribute to the long and efficient life of your batteries. This is why we choose REDARC chargers for many of our builds - including personal builds like Tyson's Vandeto. REDARC also only chooses premium products. This is why REDARC recommends Fullriver Battery to their customers and even use our batteries for custom builds. Don't take our word for it...
Mark Bruce is an integral part of REDARC's North American Customer Support Team. He has been with REDARC for 15+ years and is a qualified automotive electrician. Not to mention, Mark has over 30 years of experience in the trade, wholesale, design, and manufacturing business. It's safe to say Mark is a reputable source when asking why Fullriver Battery is a perfect pairing with REDARC chargers. Here's what Mark had to say:
REDARC has been providing on-board power solutions, such as the REDARC BCDC in-vehicle battery chargers, the Manager30 Battery Management System, and the RedVision Total Vehicle Management System for many years to various customers with RVs, camper-trailers and overlanding vehicles. Many of these builds feature Fullriver Batteries. The unanimous results are: 'More power for longer.' The range of Fullriver AGM batteries, when combined with our award winning range of on-board charging solutions, continues to result in what is most important to REDARC: High Customer Satisfaction. So much so, we continue to promote and even use Fullriver batteries in our own company vehicle builds. For the ultimate combination enabling industry best performance, we trust Fullriver Battery, powered by REDARC.
Saving the Oceano Dunes - Rugged Radios and Destination Polaris
Bringing Awareness with the Destination Polaris' Project X Build
This spring, Full Throttle Battery was asked to participate in a UTV build for Rugged Radios. We get asked to participate in hundreds of builds every year. But, this one was a little different and quite special. So we drove north from our headquarters in Camarillo, California along the Pacific Coast Highway to Arroyo Grande.
Upon completion, the four-seater Polaris General build would be raffled off to raise awareness and funds to support “Friends of Oceano Dunes.” This effort brings together off-road enthusiasts that enjoy the Oceano Dunes to help promote responsible recreation. The hope is that access will not be taken away or limited in the future.
On hand to assist with the build were a number of off-road companies and manufacturers passionate about the cause. This included the production crew of the hit TV show, Destination Polaris.
Touring Rugged Radios' New Digs
While on-site, we were able to tour the amazing new location that Rugged Radios had built in Arroyo Grande. This brand new, state-of-the-art headquarters is complete with a two-story base where orders are shipped and processed, products are developed, tech support is handled. Even some of the amazing vehicles Rugged Radios is notorious for are displayed.
As if that weren’t enough, the Rugged Campus boasts an on-site garage: The Rugged Garage. This is the home of custom machines we see at the numerous off-road events Rugged participates in. Across from the Rugged Garage is another building that houses more Rugged Radios machine - complete with a full art studio.
The campus and the designs of the buildings pay homage to the architecture of the 1950’s. But, nothing says 1950's more than the final structure: a taco shop in the styling of a vintage gas station. Needless to say, Rugged Radios has built an amazing facility that will surely serve as a destination for those traveling up and down the California Coast. This a truly a must see stop for off-road enthusiasts.
To stay in the loop on the news and events that the Friends of Oceano Dunes have upcoming, or if you want to get involved, please visit https://www.oceanodunes.org.
Gravity Defying Rock Crawling with Full Throttle Battery
Adventure for Everyone
Sand Hollow State Park in Hurricane, Utah is a picturesque landscape with pockets of adventure for every type of thrill seeker. This "Mini Moab," as commonly coined by many, has rolling sand dunes for side-by-sides, a reservoir for wake boarders, and countless rock obstacles for those wanting to get technical with their 4x4. That's only naming a few of the many activities in this vast park. Full Throttle Battery proudly participated in a rock crawling event called the Winter 4x4 Jamboree.
Off the Beaten Path - Rock Crawling
When you own a machine specifically designed for tackling the nastiest terrain, you'd want to put it through it's paces. This is why hundreds of Jeeps, Broncos, and custom 4x4 builds congregate every year at the Winter 4x4 Jamboree. With over 30 rock crawling routes to choose from, each morning is chalk full with new, challenging terrain. There's routes for beginners who desire a taste of the rocky ride. There's routes for seasoned veterans who have an itch to scale near vertical rock faces. No matter your skill level, there's a route for you. And boy, did we have fun while on our route!
While the established event routes are great for those who need veterans to guide and spot you, thrill seekers always have the option to go further off the beaten path. Grab a group of friends and create your own rock crawling adventure. Just make sure you have friends who know their way around the local terrain. So that's what we did on our second day.
Starting Our Own 4x4 Adventure
We tagged along with our fellow vendors for one of the best experiences we've had at Sand Hollow. We started with cutting through the red dunes that UTVs play in. Then, found ourselves facing a intimidating obstacle called "The Chute."
This near vertical rock crawl is a challenge in of itself. Now, try pairing The Chute with a Jeep that has a manual transmission and is without lockers. This what our very own David Schumacher (@offroad_battery_guy) experienced. Without the advantages a newer Jeep has, the only viable game plan for David was to brute force the obstacle. After a several attempts, David finessed past the sticking point and sustained his momentum all the way to the top. This was easily the most satisfying win that David achieved during the event considering all the challenges David needed to overcome. This is a testament to a driver knowing his vehicle, but also having the right equipment onboard like a Full Throttle battery.
A Match Made in Heaven
Having enough CCAs is a non-issue... Until it's not. Full Throttle batteries have more CCAs for starting your 4x4 and higher cycling capacity for sustaining lights and equipment. This is why people in the off-road world prefer a Full Throttle battery - so they can set it and forget it. A great scenario for needing high CCA is a manual transmission Jeep on a rock crawl course.
While modern day 4x4s have automatic transmission and lockers, David's Jeep doesn't. For many people like David, engine stalls are inevitable for the trial and error, that is, rock crawling. Every stall means having to cycle the battery for another restart. Because of a naturally higher CCA and capacity, Full Throttle batteries can recover from multiple stalls and still have the power to get you through the rest of rock crawl course.
It's also worth mentioning that our batteries are sealed and maintenance-free AGM. Full Throttle batteries can take a beating from heavy vibrations and will still function flawlessly when your 4x4 is put at a near vertical angle from rock crawl lines. This is why Full Throttle Battery and off-road is a match made in heaven.
That said, our time in Sand Hollow State Park was one worth remembering. We left the Winter 4x4 Jamboree event wanting more. We plan on attending next year. So be sure come find us either at vendor row or, most likely, carving through a rock crawl course.
Not Just Another SxS Guy: Zach Jeffers
In this interview, we take a deep dive into who is Zach Jeffers (@sxsguys). Then, we find out why Full Throttle batteries are the perfect fit for an adventurous podcaster, filmmaker, and photographer.
Let us start off by getting to know you. Where did you get your start in the off-road scene? And how long have you been riding?
So I traditionally have been in IT for the last 25 years. I started my first commercial website that was an actual paid gig when I was in junior high. I have been behind a desk most of my life, but I enjoyed the outdoors. I would recreate, mountain bike - all that stuff. And I always figured the off-road scene was something that was unattainable in my economic stature. You can’t just jump into a three-quarter million-dollar trophy truck, right?
In 2016, the company I worked for, 509, was bought out by Polaris. Polaris obviously makes the RZR UTVs. I was afforded basically a company vehicle and I had the option of a various group of things which included RZRs. At the time, I jumped into the Polaris RZR Turbo, the initial 2016 launch vehicle. And since that day, there has been a passion to be riding or filming off-road. I knew it as soon as I got it into a garage. From that day forward, I had a subconscious motivation to move away from a desk job and towards doing what I am passionate about. Something that doesn’t stress you out every day and linger in the back of your mind when you go to bed. I have a background in IT, but also my family has always been big into photography. Over the last 10 years, video has really taken over the media markets base. So I have really got into that these last few years. Now I'm basically trying to generate a career path that involves passion, what I love doing in all angles, and doesn't bring home any stress at the end of the day.
I am in that generation where we grew up without internet. Then, as I was growing through my pre-teen and teenage years, we started understanding what internet was and the benefits of it. So it really transformed the landscape for my family. I’m not from a wealthy family. I wasn’t able to even think about college without some sort of huge amount of debt. I’ve never liked the idea of debt. The internet provides everybody such an opportunity. If you have a good idea and the motivation to pursue it, pretty much, the world is your oyster. You just have to find people that are willing to jump onboard with you. I went to college - about 2 months into it, realized it wasn’t for me. I followed my IT passions at the time and that got me to a point where I could then follow my off-road passions.
You have a successful podcast called, SxS Guys, where you interview other off-road personalities. You also cover off-road news, first look product announcements, and post informational videos. How did creating a podcast come about? Was it something you always wanted to do?
Growing up, I was always the kid who made fun of my parents for listening to AM radio and said that is where all the “old people” are. In my young adulthood days through my IT connections, I had helped facilitate a couple guys run AM shows out of their home or out of a building. It really intrigued me that this was really a thing. It’s not just these old people playing records on the AM radio. It was an information system and a discussion system that people actually engage in.
Obviously, AM’s really not the big thing anymore. Podcasting really took the place of that. I first realized the podcast scene was taking off was when I started getting more aware of Joe Rogan’s podcast. That’s kind of the gold standard for everybody’s aspirations for a podcast. I didn’t really see it as I want to be as successful as him. It was that I recognized that he was simply discussing things he was passionate about with people he was interested in. Since my passion is all around this UTV off-road scene, I always had this idea in the back of my head that our industry, while big, is still in its infancy and has a lot of room to grow. One of the ways that it can grow and needs to grow is in the media coverage space.
I’ve always had this idea in the back of my head that I’m technically capable. I’m proficient in all these different productions systems. So I could do a good job doing a podcast. It was never really an idea that I needed to be in front of a camera or I needed to be behind a mic. It was never that approach. It was a mechanism for me to discuss things that I’m interested in and share with people. That is really the motivation behind it - to involve the community in a new platform that they are not used while using it in a way that allows me to be mentally stimulated, but also further my off-road passion.
The off-road scene, if you look back in the late 80’s, early 90’s, was growing pretty fast. But it only grew in regional areas that facilitated it. We are talking Glamis, Southern California, and more along the desert areas. It was kind of a niche thing. When something is niche like that as an industry and no one is pushing it to grow, it kind of dies out. The interesting thing is that these manufacturers like Polaris, Kawasaki, and Yamaha - all those guys are coming out with these UTVs. And in 2001/2003 is when it started to start an upward trajectory again, which prepared itself to really take off in 2015. And the industry has exploded ever since then.
We’re at a point now where everybody’s passion for off-road is being realized because they’re so used to just grinding everyday out at the office. They’re used to being surrounded by brick-and-mortar downtown. They have lost a little bit of that touch. You look back at the Jeep Cherokees and all these other things that were huge in the 80’s and 90’s. Everybody was about camping and there was a big push to get everyone into national parks. Then, suddenly, all these eco guys came in and said, “Hey stay away from our national parks!” So everybody stayed home. Now were seeing the opportunity that we can go further and faster. We can be more capable in the forest, down the trail, on the desert. People are realizing there is so much to be seen and experience. They are willing to invest in it. We are seeing with this last year during COVID. Everybody’s reserved money for that big vacation or that house upgrade - pretty much into "what kind of memories are we going to take away from this year?" We do not want to sit here and remember all the bad things. We want to go out and experience something and have a good memory.
There is this influx of this new generation of off-roaders that are going out to experience something with a bunch of other people. There is a ton of interest in being with people and experiencing something awesome. I think that goes for everything right? Everybody wants to go to a 10,000-person concert. This is a new dynamic because you have a personal experience shared with a bunch of different people. So you share a communal experience. UTV or off-roading, in general, is becoming the new car club.
What would you say was the most awesome episode or interview that you have had on your podcast?
Because we don’t stick to one topic, I think it’s hard to judge. I find a lot of value in getting interesting and unique personalities on the show. Whether that be everybody’s favorite redneck, Hubert Rowland, or some of these off-road guys that people know in the industry. It’s more about getting new people that I haven’t met and hearing their stories, what makes them unique, or what makes them tick.
For example, we have been planning for a while now trying to get a couple people on the show. We were going to be doing the Paqui One Chip Challenge. It is not off-road, but it’s with an off-road person and three completely different personality types all doing something extreme together and talking shop while doing it. That is probably going to be my favorite episode of the year. It goes back to the experience and the memories that you are making while doing something. That is really what we are trying to follow. How can we have a memorable experience just for myself as a selfish ambition, but also communicate that to our audience? It is going to be a lot of fun.
Not only are you an amazing podcast host, but you are also an Editor, Filmer and a phenomenal photographer. What drew your interest in capturing the UTV/SxS lifestyle?
It’s about telling my story through other people’s experiences. It’s a hard thing to do when you have a certain feeling or mental picture. It is hard to translate that into something that other people can consume. In 2016, I was burnt out on technology. I wanted to jump into something different and my passion just got sparked there. Now I have a passion to explore every avenue I can. With our culture being socially driven with social media, it is a perfect platform to express that.
I’m not on Instagram to become an influencer. I’m not on YouTube to have the biggest subscriber count. I’m not on Facebook to pump as many ads as I can. Every platform is different. They all have a different reason to be there and they have a different community around them. I think that is very interesting. I love interacting and experimenting. Everything I do is an experiment of how can I reach more people that are interested in it? Not just how can I reach more people so I can get paid? That is what makes us different. I’m way more interested in telling an interesting story or capturing a moment and having somebody else react to it.
Our community is so grass roots and honor based. You go into an off-road ride with 20 other people, all 20 are willing to give you the parts they have bought with their money. They are the ones who are going to save your butt when you crash and get a stick through the leg. You are going out with a community of people who are equally invested in this experience.
In our industry, there is a TON of competition. But it is more of, "I want to edge you out" and hold that over your head; while, at the same time, making sure you got as close as you possibly could of. When you're off road and you are with a guy, then you remember that person almost rolling his rig over an obstacle. Or you remember that guy you pulled out of a mud hole. You may have never known that person before that trip but after that trip you can’t wait to go out with that person again.
You look at something like UTV Takeover. We have a unique situation where we have tens of thousands of people joining together to do one thing: to have fun. Fun is different to everybody. Everyone has a different way of doing that. You can come and enjoy an activity, play a game, race, jump, wheelie, or you can just hang back and watch everybody else go crazy. The whole family can have memories that, otherwise, would not even be comprehensible in any other mechanism. You go to a UTV Takeover in Oregon where there are over 10,000 people congregating on this dune. You don’t see those people ever - except maybe on social media. Then, you join with them and you can talk shop, look at your upgrades, throw ideas back and forth, and then you can go rip with them.
There is a lot of community building that happens at these events. That community evolves to being outside of the events. These things keep evolving and changing to become a year-round community of people that want to support it and be together.
How did Full Throttle Battery integrate into your life?
When we are talking about off-road, there is an inevitable path that every single UTV owner or off-roader takes. And that is beyond the ignition of the vehicle. They are going to start plugging in more and more things. When you are going on some long expeditions where you are overlanding for multiple days at a time, you don’t have resources like a tire shop, or a battery store, or any kind of repair shop of any sort. You’re out in the middle of the woods relying on yourself, the equipment, and tools you take with you. We have so many things tied into the electrical system. You have your GPS and comms. You have so many things that you tie into your experience that are life requirements. They are going to be part of what is going to keep you alive during this adventure. You can’t second guess the heart of that whole system.
There are two parts of that. There is the generative power and then there is the storing of the power. The generation of power is your vehicle. The storing of power is your battery. Full Throttle Battery has, time after time, become the most reliable platform to integrate. You have exponentially more battery capacity and that returns to cranking whenever you need it. When you are out in the middle of the forest 100+ miles away from civilization, you do not want to be figuring out how to start your car on a downhill - with a car that doesn’t have a pop clutch. You want to make sure your car starts at the end of the day and Full Throttle Battery is what gets it done.
Last question for you, what goals do you have for the future, anything you are looking forward to doing?
With my foray into the marketing media side of UTV Takeover, I am looking forward to surviving this year. That would be a good start. This year, I have been investing heavily into finding tools that enable me to do more. That includes completely changing camera system platforms and software changes. I am relearning a lot of things to step up our quality game so we can tell our stories better. The hardest thing in any kind of media platform is opportunity.
I am really looking forward to having the opportunity to experience and convey story telling and experiences that people stuck at work, at home, or on a different side of the country can tune into and experience through what were doing. I am looking forward to meeting more people, more brands, and doing more and going further. So that next year, we can pick a handful of major topics to cover and really knock them out of the park. This year is all about community building, platform building, and tooling. This year is really kind of the nose to the grindstone - get things done and figure out what works. 2022 is really the year that I think we are really going to blow up and make an impact in our industry.
Interviewed by: Alexis Moore // Photo credit: Zach Jeffers (@sxsguys)