Ripp Speaks Interview: Vicki Butler-Henderson We talk to Keith Ripp about his racing days, the birth of Ripspeed and what the future hold. Where did you go to school? To an ordinary secondary modem What qualifications did you get? I left school when I was 15 and didn't pass any exams. But I was good at art, physical training, metal and woodwork Were you a good pupil? I was a rebel who always played up and got caught Is there anything you regret during your school days? I regret not being academic. But when you're at school, you don't care. It's different when you join the real world though What was the worst thing you did at school? Probably playing truant every other day How have you done so well, considering your school years? I just put it down to being street-wise, having a good memory and common sense Are you married? Yes. My wife and I have a good relationship -I earn the money and she spends it How many children do you have? Two sons; Adrian who's 17 years old, and Jason who's 14 Can you see them taking over Ripspeed in the future? It's up to them. Adrian wants to be a part of Ripspeed but Jason just wants to go skateboarding at the moment What car did you learn to drive in? Actually it was a tractor. When I was 14 years old I drove it collecting cucumbers in a nursery during the school holidays What was the first car you owned? A Mini. I made it look like a rally car, and in those days it really turned heads Do you enjoy watching motorsport? Yes. I don't have time to go to meetings though, so I watch a lot of it on satellite. Rallycross is my favourite, obviously because of my background How did you start racing? I started racing my road car in autocross and won my first event. I have a great father who became interested in the sport and he injected some money into it. Racing soon became our hobby You then progressed to rallycross. How did you get on? We won quite a lot, but because of the pressures of business, we retired for two years. We then came back in a Resta and I became a semi-works driver for Ford. Over the next three years we won the British Championship every year. Nobody had ever achieved that. We also created a lot of television coverage which promoted the name of Ripspeed Why did you retire? It's tough at the top and people tried to knock me off so I wasn't winning all the time. I then had a bad crash at Brands and I crushed three discs in my neck. I was OK for the first six months, but it got to the point where I was in so much pain I had to retire. I am now a walking wreck Do you miss racing? No, because I am in the business and have connections with the racing world Is there anything you would like to have raced? I'd love to have raced a 4WD supercar for Ford What's the most fun you've ever had on four wheels? It has to be rallycross. I got such a kick out of racing, but I did it to win, not just to make the numbers up What's the most frightening experience you've had behind the wheel of a car? It has to be rolling during a race. I was strapped inside, there were no marshalls nearby and all I heard was the petrol pump ticking away behind my ear. That happened quite a few times Have you ever been in trouble with the police? Only for motorway speeding Has being in the tuning industry made you a better person? No, I don't think so. I'm not any different today than when the business started. I am down to earth and am man enough to apologise to anybody if I'm wrong Do you have a recurring dream/nightmare? (Huge chuckles as he thinks). No I can honestly say I don't Is there anything you feel you've missed out on in your life? I regret not seeing my children grow up because I was busy with the business How and why did Ripspeed start? When we raced, we had to travel miles to get parts for the cars. I thought there was room for a speed shop, so Ripspeed was bom to supply enthusiasts with products. We've now been going for 21 years Where was the first Ripspeed outlet? Six miles away in Waltham Cross. We moved along the road twice before we settled here Why have you got just the one shop? When we opened this shop - the first specialise superstore in England - we framed the whole company on the theme "Enter the World of Ripspeed". We couldn't advertise through that image with the two small shops we still had, sowe shut them down How many people ran the show at the beginning? One. Me! How many people do you have working for you now? 30 Do your staff fear you? No, because I'm a down to earth person. Our staff turnover is very low. I am always on hand to help - or delegate! There is nothing I would ask my staff to do that I wouldn't Would the company collapse if you weren't around? No. The company is synonymous with the tuning industry around the world. What I do is add that final link which makes Ripspeed number one. You can't run a company our size without a good team of staff What's your best-selling item? We have such a large range of products and such a mix of customers that it's hard to say what sells the best How do you know what items will sell? When I was younger, I knew what would sell. But now if I find a product, I take it round to the guys in the shop - a young environment - and ask them If you had £200 to spend on a car what Ripspeed items would you buy? I would fit lowered springs and tint the windows; whether it was a Mercedes or a Mini. Then if I had more money, I would buy a set of wheels Why is window tinting so popular? I think because it looks good, it's good for security and it's relaxing to drive with tinted windows. That's why I wear my dark glasses - I can relax behind them Will Ripspeed eventually be franchised around the country? To become franchised, we need a group of companies with multi-store experience to help u; into franchises around the world. I call the idea Ripspeed Generation 2. It may be borm one day if an entrepreneur comes along and sees the potential in Ripspeed International Is Ripspeed well-known across the world? Yes. We export a lot and have people from around the world in the shop every day. We are even on the coach tour for Japanese Mini enthusiasts Has the recession affected your business? Not really. I am in the leisure and hobby business, and if people are car enthusiasts they will spend money on their cars What type of customers do you get? Two types; the Mini and the Mercedes owner. People aged 17 upwards. You are never too old to shop with Ripspeed if you are a car enthusiast How bad is rivalry in the tuning industry? About 10 years ago, we had no real rivals. In the last five years this business has become more competitive. But I still think Ripspeed is the most exciting place to shop owing to the vast range we carry Has the industry changed since insurance prices rose? We have a lot more people asking about tuning for non-performance cars now What changes have you seen in the industry since you started? Being in the business for 21 years, we have seen the birth of the furry dice and custom cars right the way through to the tinting of windows, alloy wheels and bodystyling. What's your lifetime's ambition? It used to be to have the largest specialist store in the UK, which I have achieved. Now I want to see Ripspeed Generation 2 born, and have more time to enjoy my family and possibly take up golf. Copyright June 1993, Max Power. Interviewer: Vicky Butler-Henderson Photos: Glyn Barney