The road racing 'wing' of Mat Mladin Inc. has always been single-minded and focussed on the job at hand.
That pragmatism, strength of character and innate confidence in his own ability has not only delivered him multiple Australian and American superbike titles, but it's also made him one of this country's richest sports man. And he looks like adding another American title to his CV in 2009.
While Mladin continues to kick goals on the blacktop, he's also been working on another massive project in 2009 - totally transforming the business model for his motorcycle accessories emporium.
This one's a major paradigm shift, as Mat Mladin Imports closed its doors and relaunched as Bike Gear Warehouse on July 1 - a direct to the public outlet which jettisons the traditional retail network.
"I have been thinking about doing this for some time, and the current economic problems have probably helped to fast-track the decision," said Mladin. "The whole idea is to0 get products to the consumer at the right price, and we are the first importer to make this change."
Mladin understands his new business model hasn't been a popular decision in some sections (read: the disenfranchised retail network), but the Camden (NSW) rider makes no apologies.
"The margins that dealers command in Australia are a lot higher than America and, as result, products retail too high.
"People wil now be able to buy products cheaper here than shipping them in from America."
Mladin expects Bike Gear Warehouse, which currently sells products and accessories from the likes of Joe Rocket, Yoshimura, Jardine and Vortex, to increase its inventory over the next few years.
"Because of my racing success in America, I have made a lot of contacts over the years, and there are a lot of possibilities for new products," continued Mladin. "But first we've got to get a feel for what's going on, although we already know that when on-line selling is done well it is a very potent tool."
Click here to visit the Bike Gear Warehouse website, or if you're in the vicinity of Sydney, you can visit the 6000m2 warehouse at 72A Topham Road, Smeaton Grange, near Narellan.