One Man Army

Diving Deep With Ed Subias

Photos: Ed Subias & Geoff Kowalchuk

Like other men of a certain age who are contributing to the evolving motorcycle culture, Ed Subias got his first taste of two-wheeled fun on a BMX bike. Ed’s passion for pedaling, combined with his skills and curiosity for all things digital—photography, desktop publishing, video production, and social media—mutated over decades to bring Brown Bear where he is today. When Ed’s not riding or camping on his beloved Tenere 700, you might see him at a dirt track race in Sturgis or at the Biltwell 100 in the Mojave—Ed runs at the sharp end of the Hooligan pack on a well-worn H-D XL. For fun, Subias chronicles his adventures on Instagram reels, YouTube channels, and in a slick, self-funded and 100% hand-crafted magazine called “The Faction Moto.” Biltwell’s events and social media manager Mike “Otto” Deutsch is a member of Ed’s tribe, and caught up with his friend and fellow fun seeker for this thought-provoking chat.

Ed: Sportsters have been my favorite Harley model since day one. A young me on my Dad’s Ironhead. When my Dad came riding home from work, I would hear the bike and run to the front door to greet him and see the bike. A good running Sportster is always music to my ears.

What’s your deal, Ed? Who are you, what are you up to, and how’d you get here?

I grew up in SoCal doing typical SoCal things: Riding BMX bikes and dirt bikes, bodyboarding at local beaches, camping and off-roading in the desert with family. I’m into other stuff, too: Graffiti, vintage mountain bikes, synth punk bands, lowriders, Japanese motorcycle and car culture, architecture, graphic design, trying to make music on an electric keyboard… I’m all over the place. Lately I’ve really been into cooking Korean food. On the business side I manage social media and websites for a couple motorcycle clients and do freelance photos and video. Of course, you and I do The Fool’s Gold Junk Show on YouTube. My career as a media and content creator in the motorcycle industry grew organically. My favorite thing in life is riding motorcycles, so I’m always meeting people at races, trade shows, and other events. I got my break into the motorcycle world through my job in the BMX industry—there’s a lot of people and crossover between these two-wheeled realms.

“...do it because you love it, not because you want to make a lot of money or be famous, because neither of those things are likely going to happen.”

Do you have any mentors in the motorcycle or journalism worlds, or are you 100% self-taught?

My technical skills with cameras and computer programs are all self-taught. I failed photography classes in high school and community college because I always interpreted assignments my own way instead of following the rules. I have a mentor in motorcycle media and it’s Michael Lichter, the famous custom motorcycle culture photographer. I ran into Michael at a bunch of events about 15 years ago and we developed a great friendship. He has guided and supported me in all aspects of what I do, whether it’s how to deal with clients, how to tell a story through photographs, where to eat in a certain town, and just how to be a professional. He’s like a second father to me.

Ed: Peak Hooligan days. This was at the first ever Super Hooligan event in Las Vegas where the winner won a brand new motorcycle. I stunk in the heat race and didn’t qualify for the Main and a few of us started partying in the pits much to the dismay of the professional racers and teams that were parked next to us.

What’s one trait that’s worked well for you to build your career?

This may sound crazy, but simply showing up and being on time. Nobody likes a flake, and there a quite a few on the creative side in this industry. This simple thing will always get you more work and help you build a solid reputation. Let it be known, however, that being “on time” really means being 20 minutes early, whether it’s a day in the office or a gig in the field.

“I failed photography classes in high school and community college because I always interpreted assignments my own way instead of following the rules.”

You’ve ridden a lot of motorcycles over the years—what’s your all-time favorite?

Hands down, the factory Indian FTR750 flat track racer. I got to ride one in 2016 the day after Joe Kopp debuted it at the American Flat Track season finale at the Santa Rosa Mile. The bike was one of two in the entire world at the time. It oozed the “full works” vibe: Carbon fiber bodywork, fully CNC’ed engine, hand-welded frame, the works. There wasn’t one cast piece on it except for the rear brake caliper. The power was very linear and so useable; no crazy hit or hiccups. It was probably the most perfect engine I’ve ever experienced. It handled like a magic carpet, and felt as light as a beach cruiser. Indian’s FTR750 went on to win the AFT National Championships eight years running.

Racing in the Hell On Wheels Halloween Hillclimb dressed as a Taco.

What’s your favorite kind of riding?

Weekend or week-long trips with two or three good friends. Definitely off-road on a dual-sport or ADV bike, where everyone carries their gear and we camp out for few nights along the ride. A tight crew all on the same page makes for some amazing, memorable trips.

Anything you love or hate about the motorcycle industry?

Lots of things I love, such as all the rad people in the industry I know from all over the world who have become great friends. I love the actual bikes, but something people outside the industry don’t understand is that you rarely have time to actually ride, because moto industry jobs tend to be a lot more time consuming than average nine-to-fives. Hate is a strong word and requires a lot of energy, so I wouldn’t say there is anything I hate. There are things that aren’t my cup of tea, but I don’t waste a lot of time letting those things affect me.

Ed (14) and Pops(37) in the SoCal desert way back in the day

Tell us about “Faction Moto.” What makes it worth doing in an era when newsstands barely exist. How do you make it successful?

“The Faction Moto” is a print magazine that features all kinds of bikes and motorcycle culture. Its main objective is to show all the amazing people, adventures, and motorcycles that fly under mainstream radar. The word “faction” means a small group within a larger group with differing views that refuse to conform. Faction Moto doesn’t conform to regular motorcycle magazine formulas. For instance, the first issue had a feature on lowrider cars and how they influence the custom motorcycle scene. The second issue has a story about a band called Mac Sabbath who dress like McDonalds characters and cover Black Sabbath songs to explain the evils of fast food. The Faction doesn’t do bike or gear reviews of any kind. The Faction doesn’t have a staff. I literally do everything myself. I guess it boils down to passion, because I don’t know many people who would work a couple hundred hours on something to just break even on expenses.

When it comes to journalism you seem to do it all. What’s your most and least favorite parts of the job?

Race photography is my favorite. I love being on the track mere feet away from the bikes. It’s like being in a battlefield. You don’t have much time to think, the bikes are coming at you loud and fast, dirt is flying, the adrenaline is flowing and you’ve got to do everything instinctively. I get the same rush photographing racers as I do when I’m actually racing. Least favorite is writing a magazine article or a blog. It’s the most challenging for me. I’m OK at best, and it takes me forever to formulate a story that makes sense.

Rooftop gap jump on the BMX bike, 20 something plus years ago when Ed’s fear and good judgement were lacking.

Is there a place you haven’t ridden that is really high up on your list?

Adventure riding in New Zealand. I would love to rent a Tenere 700 over there, load it up, and take off for a few weeks.

What are you doing to make the world a better place? 

I always try to be the best human I can be every day. I treat others like I want to be treated and try to project a positive, friendly attitude. I do little stuff, like returning the grocery cart to the corral instead of leaving it loose in the parking lot. I recently sold some merch at the Parts and Labor Motorcycle Expo in San Diego, then spent the money on supplies for victims of the LA fires. I delivered that stuff to an organization in LA the next day. Just not being an asshole is a good start because there are a lot of them out there.

Any last words of advice to  the aspiring moto journalists out there?

I say it all the time, but do it because you love it, not because you want to make a lot of money or be famous, because neither of those things are likely going to happen. Also, you have to put in the work… crazy amounts of work. Never do any work for free. You won’t be taken seriously, and you’ll never get paid. Never burn any bridges, because the moto world is pretty small. And finally, get off your phone and computer as much as possible and go ride your motorcycle. Passion is the one thing that will get you through everything.

Ed testing a new bike in Colorado for an ADV bike magazine article.

→ FOLLOW ED HERE: @edsubias