by Rick Doughty
If you are familiar with JT Racing and/or One Industries, you are familiar with the creative genius that is Marc Blanchard. Marc emigrated from France to the US decades ago, landing his dream job at JT Racing apparel. At the time, JT was a premier brand in off-road gear, both in the US and abroad. Marc’s fresh take on fit, function, and especially style, bumped the company to a new level within the industry. Marc did what he loved to do, and people loved it. As they say, all good things come to an end and, eventually, JT Racing was sold off.
It was not long before Marc teamed up with Ludo Boinnard on their newest venture, One Industries. Marc’s creative talents combined with Ludo’s business acumen produced a “Lennon and McCartney”-like partnership. Everything they touched seemed to be a hit. So, what do you do with a hit? Sell it while it is hot. Which is exactly what they did.
Their next start-up was 100%. It was a resurrected brand from the 80s and 90s that they thought they could build a multi-product company around. Their first offering was a full line of goggles which was met with considerable skepticism within the industry. Many insiders were scratching their heads and wondering if the sport really needed, or even wanted, a new goggle company. After all, there were many well-established goggle companies that made high-quality products. These companies had big budgets, big distribution, and even bigger market share. All essential elements to business success.
100% would be a “David vs Goliath” undertaking. Their secret weapon was, first and foremost, Marc’s ability to identify and create style trends. They were wide open to addressing various design issues with existing market offerings. Fit, feel, function, and style were all on the table for a major overhaul when it came to building the best goggles. Field of vision, lens quality, interchangeability, tear-off system, strap width, etc… It was a ground-up approach to a product that had seen very little real evolution over the past 25 years.
Designing a great goggle was only half of the job though. Selling the goggle was equally as daunting a task. That is where Ludo and his marketing/business sense became essential to the success of the brand. Marc, Ludo and a small band of believers worked relentlessly to create market awareness and engagement. One of their early coups was hiring long-time “Scott Goggle Czar” Bevo Forte. Everyone knew (and loved) Bevo. When he came to 100%, everyone knew (and loved) 100%. Without going into every peak and valley, every triumph and setback along the way, 100% become the number 1 selling goggle in the world for one simple reason. 100% is how much effort they give.
Oh yeah, they also happen to make great MTB gear, helmets, gloves, socks, sunglasses and more.
