How 5 content creators are building brands

Founded by Mike Osterman, Waltz Skateboarding helps unlock your full potential on a skateboard with equipment and videos developed by top freestyle skateboarders.

What is the story of building Waltz Skateboarding? I’ve been skateboarding since I was 12 years old. Being from a small town in Illinois, skateboarding was not the most accessible activity. It usually requires ramps, parks, or access to other skaters who know what they’re doing. Discovering YouTube in 2006 absolutely changed my life since I was suddenly exposed to freestyle skateboarding — the earliest form of skateboarding which requires nothing more than a board, flat ground and an imagination. More importantly, YouTube introduced me to an online community of skaters who all worked together to help each other progress. That young kid living in small town Illinois quickly made friends all over the world. My business is focused on uniting folks through educational skateboard content, specialized freestyle equipment and local community activations.

What are some milestones you achieved? Though 2020 was a scary year, for many of us, it sparked interest in new hobbies like skateboarding. Waltz was extremely fortunate to find a brand new community online during the pandemic. Many folks were excited to learn a new skill and since freestyle skateboarding does not require ramps or rails, beginners could learn the basics in the comfort of their living rooms. Now, as pandemic restrictions ease, many of these new skaters are meeting up for the first time. Waltz sponsored competitions and skate jams are bringing together folks of all ages who — just like myself at 12 years old — never could have imagined how far a skateboard could take them.

How has being a YouTube creator been part of your business model? I’ve been making videos since 2006. Since then I’ve won world championships. I’ve traveled all over the world to skateboard. New skaters can see every stage of my journey through my YouTube channel. I’m so grateful to have a catalog like this for new skaters to learn from.

YouTube has also offered me a direct line of communication with my community. Fast feedback on new products, ideas for new trick tips, suggestions for regional events and more. I know so many of our oldest customers by name. We talk about changes to our product line regularly. It makes my business much more of a collaborative endeavor.

In some ways, building a brand has challenged me to focus my content. I don’t necessarily see myself as a content creator most of the time, but rather an educator and conversation moderator. Sometimes that means digging into old videos for a lesson about the history of a skateboard trick, or interviewing another creator about a contest they’re organizing.

What have you learned since building a brand? So many of us feel lonely and isolated. I’m excited to see so many businesses focused on community activations. I think that using a brand as a means to unite people in person has the potential to make the world a bit less lonely. We’ve seen this with many of our recent skate meet-ups. After a single scheduled meet-up, we see weekly gatherings happening.