Todd Lyons

SE was founded in 1977 by the godfather of BMX, Scot Briethaupt. The brand has sponsored more riders in the BMX Hall of Fame than any other company, and it is responsible for the most famous BMX bike of all time: the PK Ripper. Along with the Quadangle & OM Flyer, SE has a full range of bikes that resonate heavily in BMX History. It is a company with undeniable heritage and respect within BMX racing.

Yet in spite of this reputation, the brand has had its difficulties. For a time doors were shut, production stopped, and the legendary name lay dormant. After receiving a breath of new life from Advanced Sports Inc., owner of FUJI bikes, SE then faced the challenge of reinventing itself for the contemporary BMX rider, as well as finding the right balance to appeal to a solid and rabid fan base.

The man charged with managing the brand and furthering the quest for “BMX Innovation” is Todd “Wildman” Lyons. The Wildman has a long and decorated history in BMX. He turned pro in 1990, and was crowned World Champion dirt jumper on two occasions. In 2003 he signed with SE. As the first pro rider in the company's relaunch, Lyons has been integral to redevelopment from the jump. In the middle of 2004, he was hired as brand manager. From there, the Wildman has helped reintroduce the world to the classic SE look, bringing back the PK RIpper, OM Flyer and Quadangle.

Some time back I headed up to SE headquarters to meet with Lyons. I was interested in learning more about the company and the issues of bringing back the brand. Additionally, I wanted to talk about SE’s move into single speeds. While there I got the opportunity to check out the forthcoming DC x SE fixed gear bike. In that, we see the future of SE, bringing BMX innovation to a new style of riding.