Published in MC avisa 06.10.2019 at 21:49

In a series of articles throughout the fall and winter, we will present exciting names in the motorcycle industry.
First up is Bjørn Richard Johansen:

Motorcycle enthusiast Bjørn Richard Johansen, one of Norway’s foremost strategists and communication advisors, is adamant that much is lacking in the storytelling about the Norwegian motorcyclist.
Much more can be done to increase interest in and acceptance of motorcyclists and the great riding experiences we have on two wheels.
He now encourages everyone to help create a better narrative about the great touring experience we have when we have the pleasure of riding a motorcycle.

Text: Anders Eidevik.
Photo: Private.

Bjørn Richard is an active man, and communicating the riding experience and motorcycle culture helps create joy in everyday life.
This is something that is well demonstrated in the focus areas of the Straand event, which Johansen helped to initiate together with the Straand family and motorcycle tester and journalist Ole-Andreas Isdahl.
There’s also a large team of volunteers who help to create what has become a unique event in motorcycling in Norway.
Among other things, we get to try out a large proportion of the models that are currently on the market.

Active fall and winter:

– I’ll be riding for another couple of weeks, but then the bike will be ready for winter storage.
It’s been a great season, and this fall and winter I’ve been invited to a number of events organized by motorcycle clubs, NMCU and NAF MC to talk about motorcycling and storytelling, as well as the Straand event.
It’s really fun and will give us a lot of good ideas for how we can further develop the event,” says Bjørn Richard Johansen.

– At the Straand event, we have been keen to facilitate good motorcycle touring experiences, motorcycle testing and, not least, storytelling along the way and afterwards.
Good professional content on safety and driving techniques and, not least, a good social framework have also been focus areas in the development of the Straand event,” says Bjørn Richard.
– “By giving lectures and participating in debates throughout the fall and winter, we will collect ideas and input so that we can further develop the meeting.

On tour with the Motorcycle Importers Association (MCF) in Austria.

A better story:

It’s natural for accidents to be highlighted in the media.
It doesn’t matter whether it’s an ugly car or motorcycle accident.
But it’s our responsibility to help even out the picture by telling about the good riding experiences and highlighting the good things about motorcycling.
Be it on social media, in the local and national media, TV channels or through the motorcycle newspaper.
It is a common challenge to address the fact that motorcycles are usually mentioned in connection with headless driving or serious accidents.
This is only a small part of the story, and here we can all help to create a better narrative about owning and riding a motorcycle in Norway.
We can also highlight the focus on young riders and the increasing proportion of women who ride motorcycles.
This will help to create a stronger position and greater acceptance for good and wise motorcycle riding in Norway.

– “As a group, Norwegian motorcyclists have a lot to gain if we become better at communicating the positive aspects of motorcycling,” says a committed Bjørn Richard.
– “It’s about so much more than speed and hard riding, such as magnificent nature experiences and an inclusive community.
When we ride, we use all five of our senses.

How would you say that “the man in the street” can contribute to good storytelling, Bjørn Richard?

– In the past year, we have seen more and more sharing of good riding experiences on social media.
This is the most important contribution from you and me as motorcyclists.
Furthermore, share the good stories with friends and colleagues who have not yet experienced riding a motorcycle.
And invite them out for a test drive.
With the L on your back, it’s easy to arrange safe test drives.
That’s often all it takes before you decide to get your driver’s license.
Avoid posting “silly posts” with pictures and videos of speeding situations.
Instead, be active and share and talk about good driving experiences, good friends, stops for a good cup of coffee and a meal along the way, maps and driving routes.
As we all know, a picture and a short movie say more than a thousand words.

In full swing on the enduro trail that Asbjørn Sletholdt (head of enduro) and the national enduro team built for the 2019 Straand meeting.

Want to create good experiences for everyone:

It’s easy to be inspired in a motorcycle conversation with Bjørn Richard.
A recurring theme is the desire to make motorcycle experiences accessible to everyone.
One practical way of doing this is to offer accommodation to suit all tastes and budgets at the Straand event.
Here, participants can choose between everything from hotel rooms, apartments and renting a bed at a reasonable price in a “get-to-know-you” cabin, to camping.

– We have listened to input from NAF MC and the 15 motorcycle clubs that have participated in the reference group and in idea meetings when we have developed the focus on motorcycles and vintage cars,” says Bjørn Richard, who is also a board member of Straand Hotel.

– At Straand-Treffet, we had a large number of women and worked closely with Eli Johanne Stene and Emilija Kostovska of WIMA, the Women’s International Motorcycle Association in Norway.
They are also active in the Women Riders World Relay, WRWR, with 19,000 members worldwide and 1,000 members in Norway.

From left: Wanda Hvitstein, Eli Johanne Stene, Gerd Berit Lindalen, Mai Britt Johannessen and Emilija kostovska.

– “I would like to give a big salute to the Straand family, and in particular to senior Johan Straand, who has given his fifth-generation sons free rein to develop the fresh focus on motorcycle and classic car tourism that the hotel has had for the past three years.
“Setting the goal of becoming Norway’s best motorcycle and classic car hotel is a great ambition.
It has also inspired De Historiske Hotel & Spisesteder to invest in increased and better service for us motorcyclists.

De Historiske hotel & Spisesteder, with a focus on comfort, food and cultural experiences, has 87 members from south to north in Norway.
They are now developing more services with a focus on motorcyclists in their app.
Furthermore, they will focus internally on training hotels in what constitutes good service for motorcyclists.
This includes a warm welcome, the opportunity to hose down and wash their bikes, good parking facilities close to reception, drying of wet clothes and shoes, rooms not too far from reception, a good cup of coffee – if you’re cold on arrival – help and an overview of the nearest workshop facilities, maps and directions/recommendations to the great roads in the area, etc.
etc.

Lars Arne Straand, Bjørn Richard Johansen, Johan Straand, Ole-Andreas Isdahl and Sigmund Straand can be very satisfied with the first two editions of the Straand meeting.
And there’s more to come!

– “We’re now working on developing a standard description and recommendations for hotels that want to become more motorcycle-friendly.
If you have any suggestions for service requirements for the hotels, just get in touch with me,” says Bjørn Richard.
– “My guess is that the other hotel chains in Norway and the Nordic region will follow suit when they see the purchasing power of the motorcycle segment, which includes approx.
500,000 Norwegians.
If we include motorcycle riders from Sweden, Denmark and Finland, everyone realizes that we’re talking about a lot of guest days.
The vintage car segment includes around 100,000 Norwegians.
It’s a target group with strong purchasing power who are on the road and need food, service and accommodation when they’re out and about.

– By developing the service concept for motorcyclists, the hotel is showing the way for other tourism operators, which will benefit both the industry and us motorcyclists in the years to come.
Telemark County Council, with its county mayor Sven Tore Løkslid (Labor Party) and the mayor of Kviteseid Tarjei Gjeldstad, have also been fantastic supporters.
They see the potential this has for Telemark County and Kviteseid municipality as a tourist destination.
They have also been used to being told off for winding roads, but we praise them.
It has surprised and delighted them greatly,” says Bjørn Richard with a smile.

On a trip to Iceland last year.

Together we are strong:

Bjørn Richard is clear about the potential we motorcyclists have in organizing ourselves more strongly.
This will enable us to make even stronger demands for service and information from the tourism industry and others who are keen to sell services to us.
Furthermore, it is important to help develop a good motorcycle policy in Norway in the years ahead.

– The Norwegian Motorcycle Union (NMCU) together with the Norwegian Motorcycle Dealers Association (NMCF), the Motorcycle Importers Association (MCF) and NAF MC have done a tremendous job in recent years to reduce motorcycle taxes.
Now, ever-improving environmental requirements and electric bikes will further modernize the fleet and help reduce emissions.
It’s important that we all support NMCU, MCF and NMCF so that they get input and support for their projects to make everyday life better and safer for us motorcyclists,” emphasizes Bjørn Richard Johansen.

I conclude the article with Bjørn Richard’s praise and encouragement to NMCU:

– NMCU is the most important opinion leader and organization for all of us on two wheels with a motor.
They should be rewarded and praised for their good cooperation with importers, dealers, NAF MC and the major motorcycle clubs in securing political breakthroughs for us motorcyclists and for the motorcycle industry.
There are 165,000 registered heavy motorcycles in our country, and if they manage to create relevant and good benefits for their members, NMCU has great potential for growth in the years ahead.
If we include everyone with a motorcycle license, we’re talking about 500,000 Norwegians who have the heart and opportunity for the good life.
From this perspective, we have great opportunities to have a stronger voice in the public debate and thereby increase service and safety on the road as active taxpayers and contributors to society around us.

BRIEFLY ABOUT:

Name:

Bjørn Richard Johansen

Role:

Strategic advisor for clients in the private and public sectors, as well as organizational life in First House (www.firsthouse.no), which I was the founder and initiator of in 2009/2010.
Also central to the management and development of Conceptor Bolig AS (www.conceptorbolig.no), which builds and develops 2,500 apartments in the Intercity area.
Holds a number of directorships, including Straand Hotel (www.straand.no) and the project management company Insenti AS (www.insenti.no), a leader in Norway in construction and real estate development.

Live:

Snarøya when I have the kids, and Kolbotn with my dear Liv (who also rides a motorcycle) when I don’t have children.
Her ex-husband and two of her children also ride motorcycles, and together we all have lots of contact.

Driving:

BMW R 1200 GS Adventure, 2017, driven approx.
28,000 kilometers.

Member:

BMW-MC club, Norwegian Motorcycle Union, NMCU and NAF MC.

Hobbies:

Motorcycle and driving experiences on winding roads, training/running and host of the talk show and public meeting TorsdagsPorten (www.torsdagsporten.no) on the last Thursday of the month at Fornebulandet together with NRK veteran Erik Wold.

Launched in 2019:

Together with my dear and good friends, I’ve been lucky enough to drive winding roads in Norway, Sweden, Germany, Austria, Italy, Slovakia and the San Francisco area in California, USA this year.
The greatest experience was driving around Iceland over eight days in 2018.