Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/126912
Jim Holley A factory MXer who likes being liked By Tom Mueller You can mix them up and juggle it around, but the facts remain the same: Jim H olley has become a financial success by racing motorcycles, and he didn't use a factory ride to get where he's at. When you take the time to stand back and examine just what makes Holley tick, you'll see that he possesses the traits ofany successfu I businessman. Holley, 24, has promoted himself throughout his racing career, constantly working on projects that offer him maximum exposure to fans and the media. In 1986, Holley received his "kickback" in the form of a factory ride from Yamaha. No, it's not one of those half-a-million-up-front-deals that have surfaced in years past. But Holley's making a good living doing what he does best -racing and promoting himself and his sponsors. Need a TV inteTView~ Go see Holley, he's the best. Want some facts about Team Yamaha~ Go see Holley, he's professional and informative when he makes comments. Need someone to represent your product~ Go see Holley, he takes care of those who believe in him. Jim Holley is the consummate racerlbusinessmanlself-promoter, a guy who knows how to make people pay attention and take notice. A while back we were taking a break from the racing action, having a casual talk with Holley. We decided to turn on a tape recorder, so that you could be included in the conversation: 24 Jimmy, in 1986 you came up with a factory ride, after riding privateer (or many years. How did you pull it off? During tbe Golden State Series in 1980 I went to Kenny Clark (at Yama- hal and asked him what it would take to ride for them. He told me to prove myself in the Golden State, and if I did he would find a way to help me in the Nationals. That was enough (or me. I shined off all my (riends, and went to work witb my uncle in evada. We'd work from 6:00a.m. to 2:00 p.m. everyday, then I'd go riding (or a couple o( bours. AIter that I'd run six miles, have dinner, and then do my pushups, sit-ups and stretches - all this was to prepare (or the Golden State. I went out and won the Golden State, and Broc Glover even showed up (or a few of the races. I went to Yamaha and told them that I was ready (or my ride, but they told me that due to budget cuts they couldn't set me up. In addition to that, they took all the bikes back that I had used at the Golden State Series! I hit the National circuit (in 1980), and finished ninth overall (in the I25ccdass)and top privateer. O'Mara finished 12th overall, but he ended up with the factory Honda ride because he bad a great PR man (AI Baker). Can-Am picked me up (or 1981, but they didn't really know wbatthey were going LO do that year. I rode for them until April, and then they aboned the whole program. That son of left meout in the cold. and I felt like I wasted a year. It's no secret that motocross is a young man's sport. At that point all I wanted was for people to think of Jim Holley as a survivor, not a quitter. Some folks in Yamaba engineering gave me one bike to race in 1981 after the Can-Am deal fell through, so I mowed lawns for money and went racing in a pickup truck. I never lost sight of my dreams of becoming a factory rider. Six years later. you got that factory ride. How did you change from thua until now? Through those years after 1981 I was young and immature. Age-wise I was getting older, but mentally I didn't know that much about the motorcycle business. That's when I Slaned to work at PRo I was a privateer. but I was making really good money. I owned a house and had money in the bank before I got my factory ride. I learned how to promote myself and the products I represent. I learned how to write up a proposal and go into corporate offices and ask for x amount of dollars, and to tell them what they'll get for that money. I traveled to other countries, like Japan, and gave motocross schools. I looked (or every possible option to be a good businessman and make money. I think I landed a factory ride in 1986 because Yamaha, like Suzuki, Slaned to look at their teams a bit differently. Instead of paying all kinds of money on a guy like Barnett. you hire a group o( guys in the $20,000$30,000 range. That way, you aren't just promoting the pie., you're pr0moting aLI the pieces of the pie. When Rick Johnson Idt Yamaha. they had a bunch of money to play with. I think they went looking for guys who can do well at the Nationals and qualify for the supercross finals. I was lucky enough to be one of the guys who got a (ull ride. I've been loyal to Yamaha over the years. I've promoted them in Europe, Canada, South AIrica, and other places. I gave them world-wide coverage,andalsooffered them big exposure in the motorcycle magazines. You've always been outgoing. and have solicited covaage. What do you think of the riders who are anti-PR? I'm always conscious about results, but I think that's all a bunch of the factory riders think about. Sure, it's great to win, but we all know that only one guy can win. That sells bikes, but it's also the nice guys who sell products. I realize the public looks down on a rider who doesn't have time to sign an autograph, but I also realize thai the top riders have a lot of pressure 0 them to win. There are pros and cons but I'll always take time to sign an autograph, even if I'm running for a ational championship. The fans make racing. If it weren'l (or the fans we wouldn't be racing, so I respect them and try to relate to them. What do you think of the state or motocross at present? Look at Atlanta, there were 50,000 people there. That generates a lot of money, and I don't think it's rigb that the winner takes home $1100 in purse money. I finished up II th and made $600. At Anaheim this yeali there were 70,000 fans. I fi nished 12th and made $1200. I think the promoter can do a 10 more. The guys who finish lOt through 30th need the cash. It takes 40 guys to race, not just the first 10 The major sponsors pay big mone~1 to the promoters, and the riders should have some of that money (ilter dow to them. The quickest way to solve the prob lem would be to have aJl the riders ge~ together and have someone represen~ them. That way they could start to gain the respect of the promoters. Some sort of riders' union, I think i would work. Our media coverage in motocross isn't what it should be, eilher. We get 50.000 fans at a supercross, but don' get any major media coverage" We Deed coverage like NASCAR auto racing. Everyone in the sport needs to look at racing as a business ralher than a circus, and then we'll move ahead. You won the 1985 Rodil Cup World SDpdUCMS Series. despite the fiasco at the final round in Los Angeles,; Califoruia. Was the title an asset to your career? The title was ddinitely worth it. was my first time in Europe, and I got to do some traveling. People don't know how bard it is traveling over there. I didn't have a mechanic, and I had to travel with tires, forks, shocks, and everything else. I got great exposure (or winning, and I made about $20,000 for winning the lhree-ra series - that isn't bad. The (iasco at the LA Coliseum was just a deal to sell tickets. (Promot Mike Goodwin opted for a two-row start. with the top A mericans initially placed in the back TOW, Europeans in front, in order to equalize the field in the main event . .. Editor.) It was promoted as a big showdown, and I came up with the series title. It was great. Is your ride with Yamaha a new start? I'd like to stay with Yamaha. I'm not one to jump around. I've been withl O'Neal Products, AXO boots andl Arai helmets for as long as I can remember. I WOolS brought up to sti ' with someone who treats you right. I'd like to finish the Supercross Series in the top five, and I'm hopin for a good finish in the new outdoo ational (ormat. I have a one-ye contract with Yamaha with a second year option, so I have to perform. think the year-to-year deal keeps th riders on their loes. The Yamabas are up there wi everyone else, so lhere's no room fo excuses. It's still early in the year fo me, so I'm optimistic. What about all those crazy things yo do for lOme of the magazines, lik jumping a Harley dresser? Will yo keep it up? I'll keep doing those stunts for th mags, it's good for my image! I jus did a sunrise shot with a Kawasak: KDX200, and there's always time fo other crazy stuff, like jumping lh Harley or drag racing a CR500 Hon against a 500 Interceptor. I'm als working on a new ridingvideolhat'l be out soon.