An interview with founder Bently Anderson

An interview with founder Bently Anderson

 Bently contacted CW back in the fall of 2015 to let us know about Entitlement Urethane. A few weeks ago Entitlement brought out a new wheel called the Marina and we were interested to find out more. 

Why did you decide to start up a wheel company?

It has been a lifelong dream to start a wheel company. I have been a riding a Freebord for nearly ten years. Over this period of time I have tried several different types of wheels. Roughly 7 or 8 years ago Freebord the company decided to develop a custom mold and shape. After having the chance to prototype several different formulas, I became somewhat obsessed with urethane. ​

When I took on the identity of a team rider and videographer I slowly began to loose interest in the sport. My lack of interest was a combination of less than desirable politics and close friends who stopped riding. Around this time I met a local freeride oriented guy name Byron Essert. I was genuinely stoked to see a downhill skater ride something steep entirely stand up. Fast forward a number of years and Entitlement Urethane was born..

What have you been doing to try and have entitlement urethane stand out?

To fully enjoy the process of social media. I don’t want the ego of the company to outgrow the riders who represent Entitlement Urethane. I believe that a rider owned and operated company should be transparent via social media. 

I believe that the purpose of social media is ultimately for branding. It provides a platform for our riders to gain recognition among other companies and demonstrates the function of our products. No one would ever believe that a wheel used by freeborders would also perform on a longboard.

 

What are some of the biggest challenges you have had to deal with?

The current market. After talking with a number of sponsored riders and shop owners, it seems that the downhill skate industry is experiencing low tide. Beyond that we cater to a very niche market. Our products are designed to fit the needs of those who are interested in downhill freeride. It seems nearly impossible to compete with large corporations who can pay for subscribers, pay for events, and pay their riders but f**k it.. 

 

How has social media helped you?

I believe that the purpose of social media is ultimately for branding. It provides a platform for our riders to gain recognition among other companies and demonstrates the function of our products. No one would ever believe that a wheel used by freeborders would also perform on a longboard. 

I am assuming it increased the interest of the product ….but has this lead to sales?

 Honestly…. no. There is great amount of brand loyalty among downhill skaters. It could be driven by an individual’s hope to become sponsored by a specific brand, an individual looking to emulate a professional rider, or a specific wheel’s performance on a local hill.  I believe there is currently a big split between people looking for a wheel with the longest slide or a wheel that provides the most grip. Entitlement Urethane wheels are universal and will cater to the needs of a rider looking to progress his or her skills.