Roland Sands

from https://lbbusinessjournal.com/ by Brandon Richardson

‘Nitro Circus’ star, ex-motorcycle racer team up to open creative business campus in Zaferia

A gearhead and an adrenaline junkie meet at a trade show. There is no punchline.

Andy Bell and Roland Sands hit it off immediately nearly 20 years ago and have been friends ever since. The two went on to create separate businesses—Roland Sands Design and Sweatpants Media—and, after years of operating out of their respective headquarters, have come together to create a joint home base in Long Beach’s Zaferia neighborhood.

The companies together purchased a multi-building property at 1365 Obispo Ave. with a vision for a creative campus. Along with their firms, the graphics company Spin Imaging and Moxi Roller Skates also will call the campus home in a building separate from Sands’ and Bell’s space.

“We just wanted like-minded but different companies here to fuel a vibe of people that are stoked and doing rad stuff,” Bell said.

“People we can hang out with,” Sands added. “Fabrication, 3D fabrication, film, photography, graphics, printing—it’s all here. Almost any project is possible here, and that’s a pretty special thing.”

The friends almost missed out on the space, Sands said. The building was listed in 2018, but he was not in a position to take on the project by himself—and Bell was not ready to jump into such a massive undertaking. But when another buyer went into escrow on the site, the pair said they instantly knew they made a mistake.

“This place was built in the ’40s, and it’s gorgeous,” Sands said.

After months in escrow, the deal fell through, and Bell and Sands pounced. They bought the property for about $3 million in July 2019.

The tenant had a few months left on their lease, so the roughly $2.5 million buildout did not get underway until just before the pandemic, which slowed progress on the rehab. But after nearly two years, the companies are celebrating their grand opening Saturday.

The space features a retail store (open Monday through Saturday from 10 a.m. to 6 p.m.), a screening theater, 3D and other fabrication facilities, a wood-working space, a motorcycle garage, design rooms and a slew of offices. It also includes a bar, a two-chair barbershop for special events for clients that could also be utilized by a tattoo artist, and dozens of motorcycles and helmets on display.

A third building is currently set up as a jam space for musician friends of Bell and Sands. The room has a stage and is full of vintage and modern musical equipment. The two said they have toyed with the idea of turning it into a legitimate music venue, but that won’t happen until well into the future, if at all.

Bell and Sands each had a career riding motorcycles—the latter racing on the roads of the U.S., the former flying through the air in freestyle motocross—before they met each other in the early 2000s at a motorcycle trade show in Indianapolis.

Sands, a Long Beach native, grew up around motorcycles.

“I was fully immersed in the culture because my dad was in the motorcycle industry,” Sands said, adding that he would work in his dad’s shop as a kid.

In 2005, after a racing career that included winning the 1998 American Motorcyclist Association 250cc Grand Prix Championship, Sands turned his success—and name—into a brand. The firm specializes in creating custom bikes and parts (some of which are 3D-printed). The company has grown to include a clothing and apparel line as well as a racing team.

Bell, meanwhile, was not so much into the technical side of the sport.

“I’m more of an adrenaline junkie,” Bell said, sitting in his new office complete with a beer tap. “I never liked building and working on the s—, I liked riding and jumping them.”

After his professional freestyle motocross career, Bell went on to become a stuntman, appearing on numerous TV shows and films, including “Rob Dyrdek’s Fantasy Factory” and “Jackass 3D.” Most notably, Bell starred in the “Nitro Circus” films and MTV series alongside Travis Pastrana and a host of other extreme-sport athletes.

Bell founded Sweatpants Media in 2012.

“I needed a change from getting hurt for a living and all the crap we used to do,” Bell said. “I didn’t know anything about production, but I’d been around it as talent. I’ve never owned a real business before and a decade later, here we are.”

Today, Sweatpants has numerous high-end clients, including Toyota, Red Bull, Mercedes, Lexus and Japanese powertool manufacturer Makita. With over 15 million views on YouTube, Sweatpants’ “The Pitch” for Toyota was the most widely viewed commercial in the U.S. in the third quarter, Bell said.

“The Pitch” – 2022 Toyota GR Supra Commercial by Sweatpants Media (15 million+ views since June 2021)

Bell and Sands try to utilize each other and their respective businesses as much as possible. The companies have teamed up on projects, including creating a custom bike for BMW with an accompanying video. After the premiere, the pair and their wives rode BMW bikes around Italy’s Lake Como.

On another project, Sweatpants flew three Toyota trucks into Vietnam and then drove them across the country. Sands and Bell were two of the three drivers who made the trek.

“We don’t like to fake s—,” Bell said. “Instead of pretending we were in Vietnam and pretending we flew trucks under helicopters, we actually did it. There is a tinge of adventure in everything we do.”

“We like to combine work and play,” Sands added.

Sands convinced Bell to move into a house around the corner from his on Naples Island in 2010. The best friends were neighbors for years before Sands moved to Park Estates.

For the last 12 years, Los Alamitos was home to Sands’ business, but he said he has always wanted to open a space in his hometown, closer to where he lives. For nearly nine years, Sweatpants operated out of the historic Villa Riviera in Downtown. But the two are looking forward to the quasi-business merger.

“We’re stoked. It’s fun being best friends and business partners,” Bell said. “There’s a little bit of yelling and a lot of hugging; a lot of wanting to punch each other and then a lot of wanting to drink beers together.”

“Thankfully for us,” Sands added, “we want to drink with each other more than we want to fight.”