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Article: Cycle chic: Easyriders hits the road
- Article from:
- Orange County Business Journal
- Article date:
- October 26, 1998
- Author:
CopyrightCopyright CBJ, L. P. Oct 26-Nov 1, 1998. Provided by ProQuest LLC. (Hide copyright information)
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John Martin has found a way to wed his wild side and his corporate image. The former Taco Bell chairman and CEO is blazing a new trail to Wall Street, but this time on two wheels.
His ambitious five-year plan is to grow his latest venture, Easyriders Inc., from a hodgepodge of restaurants, motorcycle accessory stores and a magazine publisher, amounting to $SO million or so in annual revenue, into a $2 billion-a-year international company promoting the biker lifestyle. Easyriders Inc. is especially interested in reaching RUBs - rich urban bikers - a species that Martin himself happens to be.
The national road show heads out to woo Wall Street this week, with Martin, as chairman, heading an ...