To fully grasp and exploit the essence of the brand, Pierer exhorted Kiska to immerse himself in the off-road world. “He sent me to [former motocross racer] Heinz Kinigadner’s training grounds in Ibiza, Spain,” Kiska recalls. “I had to survive one week with Heinz, who was known as a very hard nut when it came to introducing the sport to newbies. I looked 10 years older after that week.” The training proved invaluable. “Bikers are all a little mad,” he says, “and if you do not share the same madness, it’s difficult to figure out what really drives them. But once you are one of them, it’s rather easy.” Riding off road not only informed Kiska of the cultural quirks of the dirt-loving crowd, but he learned firsthand insights into dirt bike setup and ergonomics.