Hard Luck Motorcycles Leader: Building Dreams
For nearly 10 years, Brooks Robinson has crafted custom motorcycles and restored vintage bikes at his shop, Hard Luck Motorcycles. Born from a need to give his passion and energy about motorcycles and their care an outlet, Robinson has built a shop dedicated to superb customer service.
“I tell all my new customers, ‘I’ll be your best friend and your worst enemy when it comes to your bike,’” Robinson said. “My first priority is the very best care for their bike that I can provide, because my second priority is their enjoyment of the bike and their safety while on it. They go hand in hand and must be in that order. The most rewarding part. . . is knowing the customer is pleased with a job well done.”
The shop performs all the basics – tires, K services, custom handlebars, audio, cam swaps, full motor builds and carb rebuilds, Robinson said, in addition to the custom builds. The shop is open Monday-Friday, from 10 a.m. to 6 p.m.
Acknowledging his customers and their motorcycles are the glue that binds his shop together, Robinson is holding an open house and customer appreciation party from 10 a.m. – 5 p.m. on Oct. 28th at Hard Luck Motorcycles. In addition to food provided by Craig Lane, the South Texas Marketing Manager at Law Tigers, there will be a DJ spinning tunes and a Bikini Bike Wash during the event.
What’s In a Name?
The shop name was born not from a life led by frustration, but one from determination. Robinson said not depending on luck to guide his success and instead focused on doing the hard work required to be successful is what drove him to the name “Hard Luck Motorcycles.”
“For me, Hard Luck doesn’t mean bad luck or a bad situation, it’s more along the lines of self-made,” Robinson explains. “I had a vision of what I wanted to do, and instead of counting on luck to find me, I guess I made my own and it didn’t come easy, so Hard Luck Motorcycles is what it became.”
Being a small shop, Robinson must rise to the challenge of working in several positions at once: From lead designer and mechanic to the guy everyone wants to talk to, he must manage his time to accomplish everything that needs to be done. He and his fellow brothers-in-arms – Josh Hoekstra and Anothny Vela – are part of the team that makes the dream happen, Robinson said. And while things get hectic with builds and tune-ups, the one thing Robinson won’t compromise on or forgo is outstanding customer service.
“The most challenging part of my job is time management,” Robinson said. “We’re a small shop, so I wear a lot of hats. I also believe that great customer service is one of the most important parts of what we do. Managing time during the day for everything involved with the business and still taking the time to visit with customers about their bikes is always a challenge. I love the bikes, I want the very best care for them, and I have great customers, so it’s easy to get lost in conversation at times.”
The Bike That Put Hard Luck on the Map
Everyone remembers their first kiss, their first significant other, their first car. For Robinson, the “first” motorcycle that pushed Hard Luck into the custom-builder spotlight is a 1977 XLH custom bobber. From there, other memorable builds and custom makeovers include some trikes, a rat bobber, a 70s-inspiried XLH bobber and a frame-off FXR restoration. And for those not in the know, a “rat” bike is a motorcycle that has fallen into disrepair or just plain falling apart, maybe fixed with improvised repairs, with no care taken as to the appearance of the bike.
Robinson said the meticulous process of rebuilding a motorcycle and transforming it into a work of art is seconded by the thrilling feeling of firing up the engine for the first time. This tangible achievement after countless hours of labor, tightening of bolts and refining the mechanics of the motor is what brings Robinson great joy.
“When it comes to a custom build, when you’ve finished all the work, the first time you fire that motor and set out on the first ride!! Man, there’s nothing like it!” Robinson said. “There’s a feeling of accomplishment and the thrill of all the planning, blood, sweat, and sometimes tears, (that) comes together in a work of art that now you’re riding and cruising down the road on. I’ve had the pleasure to have been entrusted with reviving a few one-owner bikes that were very special to the owners. It’s amazing to see the spark in their eye when they arrive to pick up their rides, almost as if they are seeing it for the very first time again, like when they first bought it.”
Customer Satisfaction = Success
Ultimately, at the end of the day, when the shop lights are turned off, the grease pan is poured into the recycling container and the wrenches are all put back into their proper place, it’s the customer satisfaction that makes Hard Luck Motorcycles a success. And when you’ve poured your heart and soul into making the customers and their motorcycles your Number 1 priority, you leave an indelible mark on your community and custom-builder legacy.
“I love the machines, I love working on them, I love riding them and I love the camaraderie of the riders that comes with all of that,” Robinson said. “I’m very blessed to have the clientele that I do and know that I’m trusted with their rides and their lives. It’s a huge responsibility. I set out to do something different and it seems to be doing pretty well. I wanted an old school shop feel where there is a sincere concern for the customer being #1. That is what we strive for every day. It’s a big responsibility when someone trusts you to build their dream for them. So, I guess you could say, ‘Hard Luck Motorcycles are Dream Builders.’”
Hard Luck Motorcycles is located at 18355 Bracken Dr., San Antonio, TX 78266.
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