Stands, ramps, mats, tie-downs, utility cans-if you need it at the track, Matrix Concepts likely has it in their warehouse. And if not, it’s probably being sketched out by one of Matrix’s designers. A relatively new name in the motorcycle industry, Matrix is an innovative startup run by young brothers Chadd and Cameron Cole, two racers-turned-businessmen who have an eye for cool plastic products and graphics-clad track essentials. Together with their father-legendary industry icon Eddie Cole-and a handful of motivated young employees, the Cole bros are pushing Matrix to the next level through a no-nonsense business strategy and a bunch of fun, simple products. Dirt Rider recently took a trip through the Matrix lair to get a behind-the-scenes look at this growing project, as well as the numerous Matrix products on the horizon. Check it out!
Cameron, Eddie and Chadd Cole. This moto-loving father-son-son trio is the muscle behind Matrix Concepts, and together they are developing a calculated line of products designed to meet the needs of the real rider.
Matrix has a pretty diverse product line, from pit boards to utility cans to tie-downs, and just about everything in between. Eagle-eyed readers may even spot some new products here that are not yet listed anywhere in the Matrix catalog…
The sales staff at Matrix is largely made up of motivated moto-enthusiasts who have shown a knack for pushing the boundaries of the brand and drawing lines in marker on the big map on the wall. D.J. (left, seated) and Robert (right, on phone) may be young, but they help to run an extremely tight ship.
Stacks of M2 Worx Stands wait to be packaged up and shipped to customers both domestically and abroad. The lower shelves are for products that go out first, while the top shelves are used for overstock.
Yep, you guessed it: More product. This shelf holds enough M5 Stand Mats to cover an entire Supercross track!
Matrix has some innovative new products coming out that sound like they’ll be a sure hit with everyone from the weekend warrior to the Factory MX teams. Can you guess what these shelves are for?
Obey the sticky note or the king will get you!
During our visit, the Matrix crew was prepping product to take up to the Mammoth motocross event. These two stands were waiting to be dressed up for Jeremy McGrath.
Several updates have been made to Matrix’s bike stand, including the addition of molded plastic feet to keep the unit from rocking.
Bob Hannah is a lifetime family friend of the Cole’s, and the Hurricane has undoubtedly had some influence on the company.
It’s good to see that the Matrix lounge is properly stocked on magazines!
This trick toolbox had just been dialed in for Monster Kawasaki rider Adam Cianciarulo. Check out those graphics!
Got mud? Scrape that crud off with a Matrix tool!
Here’s another look at some of the products in the current Matrix product line, as well as a few that are just being introduced to it.
Eddie’s mother Stella helps make Matrix a family affair by lending a hand wherever she can, including assembling contingency packages for the upcoming race in Mammoth. What a lady!
Matrix is driven by a set of core values that are posted on the wall and referred to often.
It takes a pretty smart calculator to build the world’s smallest toolbox. Luckily, Matrix can do anything, and they are just getting started!
For more info, product updates and a complete online catalog, be sure to visit www.matrixracingproducts.com
