The mail-order company YT Industries from Forchheim in Franconia began as a one-man show in 2008. Markus Flossmann's label was initially known for its aggressive pricing policy. In 2013, delivery delays almost lead to insolvency. The crisis is overcome. The manufacturer now employs 220 people. YT has been expanding into the USA since 2015. YT's company philosophy is to promote young talent and offer bikes at a favourable price. The costs are now on a par with other direct mail order companies.
The pumper
Markus Flossmann's heart beats for bodybuilding. He started training in the gym at an early age. His role models were Dorian Yates and, of course, Arnie. His ambition and perseverance were rewarded. In 1996, he became German junior champion.
"Go biking," said the doc
At the age of 20, Markus trains for the World Bodybuilding Championships and suffers a serious injury. The result: a double slipped disc. The doctor said that he would not be able to lift weights for the time being and that he should go cycling instead. Flossmann follows the advice (for the time being) and discovers his love of biking.
The path to becoming a businessman
Flossmann remained loyal to weight training, trained as a trainer and rose to become head of marketing at a large fitness chain. Here he learnt how to negotiate rental contracts, find staff and advertise. Important skills that he needed for his future career.
The foundation of YT Industries
Why do bikes always have to be expensive? Markus wants to change that and designs a dirt bike with Nils Peter Jensen. Flossmann soon has it produced in Asia. Our sister magazine FREERIDE tests the bike (price of the bike: € 499) in issue 3/2008 and names it the price-performance winner. In no time at all, all 150 units are sold and Flossmann decides to think bigger.
Markus Flossmann the marketing genius
YT is known for its visionary marketing campaigns. Many of these ideas originate from Flossmann. For example, the slogan "I hate Jeffsy", with which YT teased its trail bike months before the presentation and caused curiosity and chin rubbing in the scene. Flossmann also developed a penchant for producing elaborate video trailers for model launches. He even hires Hollywood celebrities such as Christopher Walken for this. No one in the industry had ever dared to do anything like this before.
Extravagant hobbies
Flossmann has a weakness for fast cars. One of his latest hobbies is driving Formula 1 cars on original race tracks. He also likes to open the throttle on his motocross bike.
Retirement for YT CEO Flossmann?
Flossmann steps down from the CEO position in 2020. Ex-Amazon manager Sam Nicols takes over the job. However, Flossmann has been back at the helm since February 2024.
Laurin Lehner
Editor
