Ohio skater Andy Schrock turned selling shirts to promote a skating video into a fast-growing skateboarding brand— ReVive Skateboards—that now includes sister brands Force Skateboard Wheels and AmGrip. The operation rivals some of skateboarding’s biggest brands and is distinguished by self-contained marketing, design, distribution and media.
Schrock and his friends were working on a video titled Skate ReVenge in 2009 when Schrock took outtakes of the crew hanging out and turned them into a series called We Want ReVenge. He sold shirts to hype the video, and then followed up with a video asking his then-10,000 YouTube subscribers whether he should produce skateboard decks.
Their comments persuaded Schrock to start his company called ReVenge Skateboards in his Cincinnati basement in July 2011. The first order of 100 boards arrived in September. Schrock enlisted Brian Ambs as his partner in November 2012, and in April 2013 renamed his brand ReVive Skateboards after discovering a longboard truck company already used the name Revenge.
Those YouTube subscribers now serve as an extremely informal focus group and a force behind Schrock’s’ success. YouTube uploads showing Schrock as an average guy who loves to skate have appealed to a wide range of different skaters in an era when the industry splintered as core brands targeted specific markets.
ReVive Skateboards Grows Along with YouTube Audience
Today YouTube figures for ReVive Skateboards surpass most of skating’s biggest brands. Schrock’s subscriber count has climbed over the 1.1 million mark, and his total views are above 387 million. Skateboarding icon Tony Hawk said he believes accessibility and openness drive Schrock’s YouTube success. Skaters appreciate the vulnerability Schrock shows in his videos.
ReVive Skateboards growth is driven by the expanding YouTube audience and a product line that has diversified into stickers, sunglasses, wax and hardware even while boards continue as the ReVive mainstay. If the company did not keep skateboard decks in stock, his customers would not continue to buy the additional products, Schrock has said.
As sales grew along with Schrock’s social media fan base, ReVive Skateboards moved into a succession of larger warehouses. He opened the first totaling 1,000 square feet in March 2014 and added a second 7,500-square foot facility seven months later. ReVive and its sister brands expanded to an additional 5,500-square-foot warehouse next door in 2016.
Revive has recruited team skaters such as Aaron Kyro, John Hill and Josh Katz to expand the brand’s marketing and message further.