We featured Keith Slight of Factory Edge in one of our first installations of Industry Insider. Factory Edge is a motocross store in every sense of the word. Ask yourself this question, when was the last time you passed a store totally devoted exclusively to moto? The environment is very much like that of the local skate shop you grew up in, minus the skate stuff, of course. The vision behind Factory Edge was to open a store dedicated 100% to motocross and Keith Slight did just that in Rio Rancho, New Mexico a little over two years ago. The store is subdivided into two sections, a retail and service division. Within the retail front you can find everything from helmets, tons of casual, and a full supply of parts. The service department is known regionally for the Factory Edge Suspension services, but is actually a full repair/suspension center that has become recognized as the premiere motocross service shop this side of Corona.

A lot of people would have doubted the life span of a motocross specific shop and for good reason. It’s not something that has been done before, at least here in the Rocky Mountain region. Throw up a moto store in So Cal and you might be onto something, but the strategy at Factory Edge reaches far outside the dreams of a thriving storefront. Keith Slight, in his early twenties, set out to build a successful business, and to prove that working towards dreams is something we should all entertain.  Two years later and he has outgrown his original storefront and has taken the apparel division to the next level with the introduction of the Factory Edge Clothing mall store. The store opened in the Cottonwood Mall in Rio Rancho at the beginning of June and we headed down to visit with Keith and to take a first hand look at a mall store devoted solely to motocross.

Enter Keith Slight-

V: Keith, we know that you are a visionary and fighting to make your stamp in the world of moto. What drives a young guy like yourself to start up a unique business that seems to be somewhat reaching into un-chartered waters?
KS: I put a lot of time into researching my path and in doing so I truly found a void that I felt could be filled and supported in a healthy manner by the moto community here in New Mexico. For the most part our riders are limited to having their buying and service needs limited to local dealers. That’s not a bad thing, but my demographic are passionate about motocross and dealers not devoted 100% to moto. It’s like this, would you rather buy your snow or skate stuff from a general sporting goods store, or would you rather shop at and support a core snow or skate shop. There is something beautiful about independently owned and operated businesses and when you throw passion into the mix you can build upon a strong branding foundation.

V: With the introduction of the Factory Edge Clothing store at the mall, what changes can we expect to see at your original location?
KS: The original will stay the same for the most part, but our focus over there is on suspension, parts, and service. The suspension side of things is booming right now and I have plans to build that side of the brand into a nationally recognized suspension identity.

V: Moto is becoming more visual on a daily basis in reference to popularity with the action sports demographic. Having brands such as Fox, Spy, Electric, Metal Mulisha, and Fly Racing in a location that is flooded by the general public must be attractive to potential buyers. Have you been able to identify your mall store buyer?
KS: It’s your youth culture kid. For the most part a large percentage of today’s youth are in tune with the moto scene to some degree. Brands like Fox and Mulisha are household names and they are putting out casual that is amongst the best in action sports. I get a lot of people who know nothing about the sport when they enter the store, but ask a bunch of questions and get intrigued by the videos and point of purchase marketing elements. You can see them falling in love with the  sport at times and that to me is the power of motocross.

V: So you are onto another successful venture, what can expect to see from you in terms of growth in the future?
KS: I have my heart set on taking on the suspension world and I want to eventually get a hauler that allows me to role into nationals with a huge suspension shop and an unrivaled presence. My true passion is being at the nationals and if I can be there giving back to the community through quality work then I have reached some personal goals. The stores are doing well and I expect to grow that side of business while exploring new opportunities. I have a pretty rad project on the table right now and I believe within the next year that you will be reading a lot about it.

V: Thanks for your time Keith, we wish you the best and certainly hope that our readers can learn something from your ethic.
KS: Thank you! I put a lot into what I’m doing and I have taken a lot of gambles at a young age. Believing in your dreams is one thing; following through is another.