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Interview With Dave Henline Of Dent Wizard |
If you’ve recently
attended either the Gateway Cup or the previous Tour of
Soulard, it would have been difficult to overlook “Dent
Wizard”, one of cycling’s newest race sponsors here in
St. Louis. I don’t know about you but curiosity got the
best of me and I spent a few minutes getting to know one
of racing’s newest hi-visibility sponsors. Has anyone
not seen their big blue truck?
Dave Henline, their marketing art director, quickly gave
me a few facts that sparked my interest to know more.
Dave agreed to an interview after everything slowed down
a bit. I think you’ll get some insight on several
levels.
STLBIKING
Back at the Gateway Cup you highlighted a few facts that
include demographics that worked for Dent Wizard when it
came to cyclists. Refresh my memory?
Dave
Cyclists span all ages and socio-economic level, leaning
toward males 25-45 with discretionary income and nice
cars. That’s just a bonus for us. Avid cyclists and
athletes like high end gear and that can translate into
investing in a nice quality vehicle to get you from home
to the trail. Lets face it, people who take care of
themselves physically, tend to maintain their cars,
houses, boats and other gear. Cyclists love stuff that
runs well and looks good, they also understand proper
maintenance.
STLBIKING
Does this mean that cyclists are more prone to have
those little mishaps on the road?
Dave
Not at all. We all park in parking lots, in the street
and in the same place in our garage. I suppose the more
bikes you have, the greater the risk that one may fall
against a door or quarter panel.
STLBIKING
I’ve heard you’ve done cycling in the past. What type of
cycling are you are interested in?
Dave
As a kid I rode a bike everyday for my paper route. As a
college student (around 1988) the mountain bike was easy
to come by and a great investment. I spend lots of time
riding in Mid-Missouri and then to Colorado, Montana and
Wyoming during a few summer months. As a native of
Oklahoma, our destinations also included riding in
Arkansas and New Mexico.
When I moved to St. Louis (1993) I became an urban
cyclist. I ride a modified MTB set up for the hazards of
curb jumping, broken glass and dodging traffic. I am
really interested in the activity of cycling as a way to
stay in shape. I am not too competitive, but as a person
who rides 4 to 5 times a week the crit season is very
tempting.
STLBIKING
What happened that caused you to stop riding?
Dave
I am guilty of falling into the trap of career and
married life while the bikes just sat. It wasn’t that I
quit riding, it just wasn’t as frequently. Last summer I
was diagnosed with Colon cancer. The surgery pretty much
put me down for a few weeks and all I could think about
was all the fun stuff I couldn’t do. While my friends
and family were heading to the lake every Friday, I was
a SLU getting the IV drip of some pretty heavy stuff. I
really wanted the fastest recovery possible and that
meant the next six months were going to be a challenge.
Three weeks after getting out of the hospital, my
surgeon gave me the Okay to hop on the bike. One speed
beach cruiser at first, then I started getting my legs
back. It made a world of difference and made me feel
like I wasn’t so sick or suffering from a disease.
(Well, not sick until a few rounds of Chemotherapy.)
Cycling kept me in check mentally. Hey, who doesn’t look
forward to the next ride on a bike?
STLBIKING
Sounds as if there are some strong common threads
between you and Lance Armstrong?
Dave
This definitely was a serious reality check. I have a
front row seat for a bit of fear, pain, suffering and
knowing people who have died recently. Like Lance, I’m
not sitting back and waiting for this disease to get the
better of me. Instead, it’s made me embrace life more
than ever and live each day to its fullest. Because of
my wife and two small children, I still worry whether or
not cancer will rear its ugly head again. But I don’t
let it consume me. I have no problem talking about my
experience and how it has affected my life and the
people around me. Everyone should make it a point to
talk to a cancer survivor if they need a little
perspective on getting the most out of life.
STLBIKING
I was impressed with seeing a Dent Wizard crew working
the wheel pit during several of the events at the
gateway Cup. You don’t see many sponsors doing the grunt
work and getting their hands dirty.
Dave
Hey, we know what goes into these races and a little
experience goes a long way. One of our vice president’s,
Jennings Dorn is the man you want in a wheel pit. As a
past racer Jennings, more than I, would know how best to
help an athlete in a hurry, with a flat and have fun
doing it. Besides, standing around isn’t in our nature.
I have to admit, unless I am having a beer, I get pretty
fidgety during a race.
STLBIKING
Race sponsors like Dent Wizard just doesn’t just say
“yes” when someone comes knocking on the door looking
for financial support for competitive cycling. How did
you involved?
Dave
It is probably easier to
approach us since there are a core of us who are hot on
cycling (or running or just being in good physical
condition). I am sure if you had another type of event
(such as auto racing) we’d be happy to listen as well.
Recommendations from friends and family are a big part
of our business.
I personally like the community involvement and the fact
that many races occur in a neighborhood. It is more fun
on the street level than, say, throwing a logo up on the
Jumbo-Tron. Cycling events are cool because they are
grass roots, in the community, and parents can hang with
their kids as well. Give me a free event that I can take
my kids to and I will highly consider it as an
entertainment option.
Besides, Tim Ranek presents himself well and I like what
he is doing despite some very limited resources.
STLBIKING
It’s easy to see that Dent Wizard wants to really
get involved. The rumor out on the street is that Dent
Wizard will take an even strong role next year. Can you
give us some idea of what we might expect for 2004?
Dave
That decision is a little higher up on the chain than
me, but you can bet I will be prodding for some extra
monies as far as local events go, not just here but in
other markets in the Midwest.
STLBIKING
In order to make the sport of competitive cycling become
even stronger we need more sponsors like Dent Wizard.
Any words of wisdom for those possible sponsors that are
sitting on the fence?
Dave
Hey, why not. Where else can you get in front of
healthy, athletic people who like to spend time and
money on their lifestyle. Pull up to any trailhead and
you will see a healthy mix of vehicles in the parking
lot. Sure some bikes may be worth more than the car they
are on, but who knows what the rider will be into next?
I have a love for electronics, computer gear and other
gadgets related to technology.
STLBIKING
Before I let you go, I’ve got another question. It’s
about my car. What’s the difference between a ding & a
dent?
Dave
A ding on your car is something that is small (half
dollar size) and pretty shallow. Dents can be in many
shapes. A dent is anything that is large (think baseball
and softball) and may run through a bodyline or around
the curve of a fender or quarter panel. Creases and hail
damage can also be removed with our proprietary
paintless dent removal.
STLBIKING
What’s the limitations on getting these things
fixed?
Dave
Some limits are set with what may lie behind the damage.
There is a lot more technology related to safety (side
curtain airbags for example) on newer vehicles. Our
technicians and service people are trained and updated
constantly in the ever changing design of vehicles. We
work diligently to insure our process does not harm or
interfere with existing vehicle structure.
While most areas of the vehicle can be worked on,
limitations usually include the proximity to the edge of
a door, headlight, or areas that may be effected by
broken paint.
STLBIKING
Over the years, I’ve picked up a few tiny spots where
small rocks from the road scratched off the paint. Now
there’s a little rust showing from the dime size dings.
Did I wait too long?
Dave
The dents and dings shouldn’t be a problem. The paint
however, is best left to an experienced paint tech who
knows corrosion and how far it has spread.
STLBIKING
I just couldn’t hold back from asking car questions
from someone who wasn’t trying to sell me something on
the spot.
Dave
My hope is that you take as good care of you car as you
do to your bike
STLBIKING
Thanks for taking the time to work this interview.
Dave
Hey no problem, just remember, the best way to avoid
parking lot dings and dents is to ride your bike to do
those errands around town.
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From
STLBIKING
A simple word to all cyclists. The next time you
need some get some work done on your vehicle
shouldn't you patronize the company that gives of
itself to the cycling community.
Click on The Logo For More Information
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