Joe Rich: The Soul of BMX

If BMX had a heartbeat, Joe Rich would be one of the pulses keeping it alive. A rider, a visionary, a photographer, and a deeply philosophical soul—Joe Rich has carved out a legacy that transcends tricks and trophies. His story is one of passion, creativity, and an unwavering commitment to the culture of BMX.

🧒 Early Life & Origins

Joe Rich was born in 1970 in the United States, and like many BMX legends, his journey began with a simple love for riding bikes. Growing up in an era when BMX was still finding its identity, Joe was drawn to the freedom and expression the sport offered. He started riding seriously in the 1980s, and by the early '90s, he was already making waves in the BMX community.

🚲 Getting Into BMX

Joe’s entry into BMX wasn’t about competition—it was about connection. He was captivated by the DIY ethos and the raw creativity of street and trail riding. His early influences included the gritty, underground BMX scene that valued style and originality over medals. That mindset would define his entire career.

🔥 Signature Style & Tricks

Joe Rich was never the flashiest rider, but he was always one of the most stylish. Known for his smooth flow and deep bag of tricks, he excelled in all terrains—vert, street, trails, and park. His riding was marked by:

• Fluid transitions and high-speed lines

• Stylish turndowns and lookbacks

• Technical lip tricks and airs with perfect form

• A deep appreciation for trail riding, especially at legendary spots like the Eastside trails in Austin

He wasn’t just doing tricks—he was painting with motion.

🤝 Sponsors & Collaborations

Joe’s most iconic sponsorship was with Etnies, a relationship that spanned over 25 years. He was also deeply connected with Terrible One (T1), the BMX company he co-founded with Taj Mihelich. T1 wasn’t just a brand—it was a philosophy. Built on the idea of rider-owned, rider-driven design, T1 became a symbol of authenticity in BMX.

Other notable sponsors and collaborations included:

• Primo (featured in their classic “Made in Taiwan” video)

• DIG BMX (where Joe was both a rider and later a contributing photographer)

• Empire BMX (frequent video appearances and collaborations)

🎥 Video Sections & Media Presence

Joe Rich’s video parts are a masterclass in style and soul. Some of his most memorable appearances include:

• Primo’s “Made in Taiwan” (1998) – A legendary section alongside Robbie Morales

• Etnies’ “Why Didn’t We Do This Before?” (2006) – A road trip classic

• DIG BMX’s “Fragments” series – A reflective look at his career and transition into photography

• The Diggest’s “Perspective” – A beautifully shot documentary capturing Joe’s philosophy and riding

These videos weren’t just about tricks—they were about storytelling, emotion, and the essence of BMX.

📸 Beyond the Bike

One of the most fascinating chapters in Joe’s journey is his evolution into photography. After a series of injuries, Joe found a new way to express his love for BMX—through the lens. His photos have graced the pages of DIG and other BMX publications, capturing the spirit of riders and the culture they inhabit.

He’s also known for his thoughtful interviews and writings, often reflecting on the deeper meaning of riding, creativity, and community.

🌟 What’s Joe Rich Up to Now?

Today, Joe Rich continues to live in Austin, Texas, where he remains a cornerstone of the BMX scene. He still rides, still shoots photos, and still inspires. His work with Terrible One continues, and he’s often seen at trail spots, skateparks, and behind the camera documenting the next generation.

Joe Rich East Coast Destruction 2 BMX video 1993

Joe Rich - Etnies

Rare Air With BMX Legend Joe Rich: Crooked World