Sometimes you're the bug...sometimes you're the windshield
Maverick - Sep 9, 2010

For Brian Klock, the windshield wins 95% of the time. Considering a margin of error of + or – 5%, this level of achievement is really quite outstanding!!

I’m not sure this a good title for an article about an extraordinary individual who continues to build a motorcycle business in Mitchell, South Dakota.   It is a metaphor for a success story about Brian Klock, who has been creating his business for at least 33 years; starting at a young age working on motorcycles, and sketching images in margins of school books and notepads.  “Everything we do, accrues into our contemporary skill set,” according to Klock.

He exemplifies a “can do” attitude, and he believes challenges are made to be overcome. With an ear to the rail and an eye on the horizon, Brian makes timely, practical, and visionary decisions. 

The business is Klock Werks; the creator of custom motorcycles and manufacturer of custom parts and accessories for “baggers” and other motorcycles. Since 2004, Klock Werks has gone from a 700 sq. ft. building to a 7500 sq. ft. custom motorcycle shop, and from 3 full-time staff to 22 full-time staff. In addition to creating winning show bikes, Klock Werks has created upwards of 350 new parts, a list that grows daily, and experienced 80% growth in 2009.

While all of our questions were about Brian Klock and Klock Werks, Brian is more likely to talk about his team, including his wife Laura, their two daughters – Erika and Karlee – the Klock Werks employees, and many other notable motorcycle industry professionals who have provided support, counsel, and solutions to the challenges and opportunities inherent in the motorcycle business.

In a humble and self-depreciating sort of way, Brian articulates lessons learned as if teachers, mentors, or industry leaders are present and speaking directly to him. He often begins like this: “Kid, here is what you need to do…” or “Dude, here is what will make this project work…” when recounting lessons learned from others who have provided direction or counsel by invitation or because its what industry colleagues do in a fraternal environment, such as the motorcycle industry.

Again, considering the windshield metaphor; motorcyclists know the extent to which the front of a motorcycle, windshields specifically, attracts bugs. Brian attracts talented people to his company the same way...from the front! 

Laura is his life partner in business and family. They met in 2003, but didn’t really connect until 2004, when Laura stopped at Klock Werks on her way home to Wisconsin. Computer problems were the order of the day, and Laura agreed to stay a few weeks to install new software and initially take on the challenge of setting up and operating the Klock Werks Dealer Management System. Laura’s background in graphic design, marketing, and her organizational development experiences, provided the skills necessary to take on the challenge of developing a management information system that would support the diversity of this rural custom bike shop. 

Laura loves a challenge. She grew up in Wisconsin where riding and wrenching on anything motorized was her pastime, so it seems only natural that she end up a key partner on the Klock Werks team. True to her love for speed and motorcycles, she is currently Vice President of Klock Werks Kustom Cycles. 

Brian describes the years preceding courtship with Laura as an intense time of negotiation and conflict to get the MIS right. The work was not unlike many of us have experienced at one time or another in the work place: do more with less, working in less than ideal conditions, working long hours, and sometimes wondering if you could sustain the pace required to achieve your goals. 

Laura and Brian prevailed. Their partnership, with the help of other members of the team resulted in the confidence and courage to accept an invitation to join the Discovery Channel Biker Build Off in 2006. The Klock Werks Krew had 10 days to build the Way Fast Bagger (WFB). 

Before they could start the project, however, Brian had to overcome a ground swell of sentiment that a bagger was not the type of bike to enter into such a high profile competition. Again, Brian’s vision and determination prevailed. He insisted that Klock Werks would build a bagger for the competition, believing that they may be competing for second place, but a bagger was what the industry needed. The winner of this competition would go on Drag Specialties 2006 FatBook. 

Klock Werks WFB won the Discovery Channel’s Biker Build-Off at the Broken Spoke Saloon in August of 2006. 

Momentum was building, and inspired by the World’s Fastest Indian, Brian decided to take the WFB to Bonneville that same year.   Laura, now a regular anywhere Brian went, was thrilled when Brian asked her to “make the ride!”

When Laura came to the line for her first run, Brian advised her to take it easy. “Ease on the throttle at the start and don’t use the brakes,” he said. “Let the bike roll to a stop.”

Laura steadily accelerated through the first three gears, but things changed when she shifted into fourth. She rolled on the throttle and the engine announced to the Bonneville Salt Flats crowd that Laura and the WFB were making a land speed run. 

Brian was a nervous wreck; had he “made sure the bike was safe for a speed run?"  What few knew was that he was in love with Laura, and he intended to ask her to marry him during this time at Bonneville. On this speed run was more than his winning bagger and a co-worker. This was his future wife, and he was worried.  The run seemed like a lifetime! 

Laura finished the run at record pace of 137.5 mph. When Brian and daughter Karlee found her, she was in line waiting to go again.  She shouted, “Honey, it’s got more!”   Brian could only be sure she had the right amount of fuel. Laura clocked 143+ mph in her second pass.

Laura and the WFB set a world land speed record in their first two passes. What had been known as the Way Fast Bagger became the World’s Fastest Bagger! 

And, the rest of the story: Brian asked Laura to marry him, Laura accepted, and they were married the next year at - you guessed it, Bonneville Salt Flats. 

Brian was intensely concern for Laura’s safety when he heard the wail of the WFB at the start of Laura’s first run at Bonneville. It may have been a hunch, it may have been intuition, but it was real. 

Laura came back with the feedback he needed; ”The bike seemed to lift up a bit at speed,” Laura told him. Brian immediately analyzed that the windscreen presented aerodynamic issues causing the front of the bike to wobble.  

Brian had an idea for a new windshield design, which he believed, would improve the bike’s stability. In May of 2007, the Klock Werks team took its prototype of the new design to Gastonia, NC to test at an A2 Wind Tunnel. While there, they discovered that the stock bat wing fairing created 30 lbs of lift on the front of the bike. During the wind tunnel test they could feel it and see it. This dynamic was causing the bike to be unstable at high speeds. Brian’s assessment was right.

After installing Brian’s prototype flare windshield and testing it in the same wind tunnel conditions, they discovered the “Flare” produced 15 lbs of down force.

The Flare became another world-class win for Klock Werks and the Team behind it. It was voted “Accessory of the Year” at the Easy Riders V-Twin Expo in February of 2008. Following its introduction to the industry, it became one of the top selling motorcycle accessories on the market.

Let’s take a look at the Klock Werks Team and Brian Klock’s values.

Klock Werks custom build for Michael Lichter's Eternal Combustion Exhibit

John “Quigley” Patton came on the scene in 1996 and empowered Brian to follow his dreams, while mixing in some practical know-how about “baggers” and the operation of motorcycles, including mechanical systems. In the hours before this interview with Brian, he had learned that Quiqley was facing a challenge of a different kind – heart “bypass” surgery. Brian’s thoughts never left his friend.  

Dan Cheeseman joined Brian because he “wanted to do what Brian does.” Brian promised that; “I would starve before Dan would go hungry.” A memorable moment in Dan’s career is completing his project "Hobo" and seeing it on the cover of Iron Works. Dan’s customizing talent is imprinted on all of Klock Werks motorcycle projects.

Joe Mielke has been working at Klock Werks since 2005.  He was fortunate enough to run the Cherry Bomb Bobber at the Salt Flats. Joe has taken on new responsibilities as Project Manager. 

Noah Arens works with Lance in the shipping and warehouse department. He is also learning the ropes in the call center. 

Lance and Noah are joined by Preston Van Pelt who is also a student at Mitchell Technical Instute 

Chris Degen says his most memorable moment thus far at Klock Werks is just having the opportunity to work with great people and to have fun doing it.  Chris was recently promoted to Service Manager.  

Vic Briggs is the first point of contact for the majority of Klock Werks customers, whether it is on the phone or when they walk in the door. 

Melissa Waddell is a part of the media and marketing team at Klock Werks.  She works with Laura on the media relations, marketing, and website development. 

…Brian instills excellent customer service. Brian says “take the time to value customers, to understand their questions, to connect with their needs.”

Steve Moeckly has taken over the accounting and bookkeeping duties for Klock Werks.  Steve has an extensive background in Accounting, IT, and HR.

…Brian builds organizational systems that support the complex work that employees do.

Dave Sietsema, a/k/a Cowboy, is the National Sales Manager and head of the Klock Werks Sales Krew.  Dave's background is in marketing and journalism.

Adria Pazour is a member of the Sales Krew and also a member of the Road Krew.  She also helps out with website development.  

Makel Juarez is a member of the Sales Krew and works closely with Colby Fitzgerald on ordering and receiving product from manufacturers and inventory control. 

…Brian recognizes the diverse skills and talent needed to build a strong business model.

Jason Hanson came to Klock Werks with a lot of CAD experience, which has been helpful with the design team, and R&D.  Josh Lutter joins him in this department.

Chris Meeks is the former Corporate Director of DRM and has a strong background in manufacturing, leadership development, and strategic business planning.

…Brian creates strategic focus in organizational and product development. 

Brian says “I am a sensitive guy.” So true, but it is always others before self. He is motivated to do the right thing; for his employees, his community, and his family. He is motivated by his will to succeed.

Klock Werks is a value driven company. Brian holds a strategic Team Meeting every morning for 30 minutes. That’s just the beginning. Anytime any member of the team faces a challenge – business related or personal – the Team is there to help. Brian also supports planned aversions away from the office, because he believes the gains in resource development and team building for Klock Werks far exceed the cost of time and compensation. 

Brian is a hands on leader. Many of Klock Werks’ products come from his vision and design, often first sketched out on a napkin, or scrap of paper, all while listening to input from valued employees, customers, colleagues, and mentors, (I have not included friends in this group of advisors, because Brian considers all of the above…”friends!”); always shaping the final product. 

Since winning Discovery Channel’s Biker Build-Off with the WFB at the Broken Spoke Saloon in Sturgis, and Laura’s first pass at Bonneville Salt Flats in 2006, there have been many more successes for the Klock Werks family. New custom bike victories, land speed records, 350+ new parts and growing, and charitable bike build giveaways.  

There is pride in Mitchell S.D. What was not long ago a small but vigorous custom motorcycle shop has become a world-class manufacturer of an extensive line-up of very desirable custom bikes, parts, and accessories.

There is more to come. Just as Quigley has been a consistent steadying force in the development and growth of Klock Werks, Brian and Laura have dedicated themselves to the industry. They believe in giving back and on any given day, week, or month you will find them telling their story to others who dream of forming a place in the history of the motorcycle industry. 

Click here for more on Klock Werks.