In the world of motorcycles, where passion and authenticity are paramount, few individuals and companies embody the spirit of the open road as much as Mike “Otto” Deutsch and Biltwell. Otto’s official title, stated on his business card, is the “Good Times Coordinator,” and he lives up to that role with his remarkable marketing involvement with the company. The beloved “Good Times Coordinator” got his nickname from a motorcycle blog he started, showcasing his dedication to the motorcycle community. Otto discusses the secret to being a great brand is by being authentic and putting in the hard work. During his tenure with Biltwell, he has managed many events that have played a large role in the company’s success. Otto’s journey to becoming a key figure in Biltwell’s success is as unique as the products they create. In this blog, we delve into Otto’s story, his involvement with Biltwell, and the company’s steady commitment to timeless design, staying authentic, hard work, and the joy of riding.
Russ Brown Motorcycle Attorneys: First of all, are you a big Simpsons fan and did you used to drive a bus? How did you get the name Otto? Also, your last name, Deutsch — It means German. Talk to me about your name.
Otto Deutsch: Well, first off, good job referencing The Simpsons. Arguably the best show ever, I am a Simpsons fan. I will never be as cool as Otto, who drives the bus. He sets the bar very, very high. I got the nickname Otto because I used to have a blog called Blotto Parts and my God-given name — my slave name is Michael. Michael Deutsch. I know so many Mikes that are just liars and sluts and I started being called Blotto. I then kind of started to go by the pen name, Otto Bob Blato. I would write some articles for magazines and stuff. Again, there are a lot of Mikes. Maybe not all of ’em are liars and sluts, but a lot of ’em are — and I just started to go by Otto. So, Otto’s kind of the name that has stuck with me. Deutsch is German for German. And on my dad’s side, they’re all dairy farmers from Minnesota that immigrated here, from Germany, which I guess was a thing.
Caption: Otto on an adventure with his Honda (Photo:Owned by Otto Deutsch)
Russ Brown Motorcycle Attorneys: You’ve worked 15 years in the motorcycle industry. What’s the story of how you got involved with Biltwell?
Otto Deutsch: Well, Biltwell is founded in Temecula, California. That’s where we are today. Temecula, California. We’re still headquartered here. We distribute out of this warehouse — our 30,000-square-foot warehouse in Temecula. As I got more and more into motorcycles, I started to see this company called Biltwell. I saw that they’re in my local town. This is a small town now. It used to be even smaller. So I said, I’m gonna meet these guys from Biltwell. Well, they look like they party a lot. I’m looking at their ads, you know, and that they do fun things. And so I started hanging out with Bill and McGoo and I realized quickly that they party a little bit, but mostly they work really hard and they have a well-defined goal.
Russ Brown Motorcycle Attorneys: You started with Biltwell 12 years ago. Where did you start in the company? Where are you now? What is your job position?
Otto Deutsch: I’m a licensed general contractor. My first job for Bill [owner of the Biltwell], well, actually it wasn’t going to the swap meet. I lied. They bought a building down the street, and I built all their offices. And I put in the offices and the bathrooms. So that was my first job, really. And then I started doing events for them. Going on rides, going on cross-country trips and representing Biltwell. They just got me to do more and more of that. My card says, “Good Times Coordinator”. With my boss Bill, we produce four or five events every year to promote our company.
Russ Brown Motorcycle Attorneys: Do you have any involvement in creating any of the moto accessories or parts for Biltwell?
Otto Deutsch: Absolutely. There are a few of us, the core guys that absolutely love motorcycles. We definitely steer the design team and help — “Hey, this is what we would like to make.” So we come to those guys, McGoo and Westy are their names and come to them with an idea. And they say, “Okay, let’s reverse engineer and figure out how we can get there”, you know? So I think it’s important for any company — if your job is to make lawnmowers, you better have mowed a couple of lawns.
Caption: Riding in style on his red Chopper (Photo: Owned by Otto Deutsch)
Russ Brown Motorcycle Attorneys: What is a trait about this company that makes it unique?
Otto Deutsch: Hard work. You know, a couple of people that are passionate about the subject and people that are in the right time of their life where they know what their options are as far as work and careers. A lot of us are here because we like coming to work, you know? None of us are watching the clock every day. We’re proud of our accomplishments. We’re proud of the events we’ve put on and the products we’ve turned out, and all of the friends that we’ve made all over the world because of those things.
Caption: Otto and his wife proudly wearing some Biltwell threads (Photo: Owned by Otto Deutsch)
Russ Brown Motorcycle Attorneys: Any new projects or collaborations that are in the works right now?
Otto Deutsch: We have some new helmets in the works. We’ll probably be debuting it in a couple of weeks at Born Free, it is our Gringo SV, it’s called. It’s a modified Gringo, it’s a new Gringo with some vents on it.
Caption: Otto embracing his inner cowboy while horsin’ around (Photo: Owned by Otto Deutsch)
Russ Brown Motorcycle Attorneys: There’s such a distinct aesthetic with Biltwelll, especially with the helmets. So how would you describe the design philosophy at Biltwell?
Otto Deutsch: We call it timeless.
Russ Brown Motorcycle Attorneys: What’s the secret to making a company last, especially a brand like this that is so distinctive and has their own look and aesthetic. Would the secret be to stay timeless and classic?
Otto Deutsch: The secret. How are you gonna make a relationship last with your significant other? It’s communication. It’s being honest. Saying, “I don’t know”, that’s not us. We sit down and we will lay out a bunch of stuff that we might want to make and talk about it and put it on and go ride in it and then come back and say, “That’s not a no, but it’s not a yes.” So we try to do that. That’s kind of the formula, you know?
Russ Brown Motorcycle Attorneys: I think some of the elements that I’m really picking up from our conversation and about this brand is to stay authentic. Be passionate about what you’re doing and just keep it timeless and classic. I think that’s the secret, people, If you want a great brand.
Otto Deutsch: Hard work is hard work. That’s the secret nobody likes. Get up early, stay up late, and work in the middle. That’s still the magic. That’s still the algorithm. That’s still the secret hashtag. That’s still the secret website code. That’s still the work in the middle. Just work. And if you’re passionate about the things, it’s still a little bit easier to work.
Russ Brown Motorcycle Attorneys: Have you ever got into a motorcycle accident?
Otto Deutsch: I’ve been in a few, but I was in one really good one about 10 years ago.
Caption: For a man who dislikes selfies, he sure knows how to strike a pose (Photo: Owned by Otto Deutsch)
Caption: Otto out for a ride with his lovely wife (Photo: Owned by Otto Deutsch)
Russ Brown Motorcycle Attorneys: What did you learn?
Otto Deutsch: I learned that, wear all your stuff and as much as possible.
Russ Brown Motorcycle Attorneys: What role do you see this company playing in the future of the motorcycle industry, specifically with trends and innovations?
Otto Deutsch: We’re gonna continue to do what we’ve always done. We encourage people to ride motorcycles and have fun. We want to make the products that allow them to do that. Get out, go on an adventure, get off your couch, get off Instagram, get off your phone and go have some fun.
If you want to learn more about Biltwell Inc. or need some new gear and parts, check out the website. Ride safe, and thanks for reading!
