Also in San Francisco, Pointech manufactures Spitfire exclusively, and Ruben says that this arrangement allows Spitfire to protect its formulas and constantly test new ones. One technical edge that Spitfire certainly does have over some of its competition is its own wheel factory. Look at every mag – every other photo’s a guy with a big Spitfire sticker on his board. Everyone rides the wheels, but it’s our team guys who really come through and promote. Guys with pro wheels on other brands call us up. “We give wheels to all kinds of guys – you’d be surprised. “The main thing is the urethane,” he says. He seems utterly convinced not only of Spitfire’s market dominance, but of his team’s and products’ superiority. Ruben isn’t one to bring up business in a casual conversation, but when asked about his work, his eyes light up and his face fans out into a smile.

“We were always making as many wheels as we could, but we couldn’t keep up with sales,” he says. In 1997 the company doubled its production capabilities to handle the constant log of back orders and other special manufacturing. In the four years that he’s been there, Spitfire’s line has grown from about 30 wheels to over 100, and according to Deluxe President Jeff Klindt, total wheel sales have also grown about 1,000 percent. So we’ve pretty much just stayed straight on the game, as far as that goes.” When he joined the Deluxe family, he says he saw no need to change the direction of what was already a very established and successful brand: “Spitfire’s always been from the ground up just gnarly skateboarding wheels – we’re not really trying to portray an image other than just gnarly skateboarding. With the help of friends Tommy Guerrero and Jim Thiebaud at Deluxe, he learned the urethane trade and the particulars of managing a company.

Spitfire was established in 1988, and in 1994 Ruben inherited what he describes as his dream job when Steve Ruggi left the company. Married and at the helm of skateboarding’s most popular wheel company, you might think that Ruben has it made. His energy is infectious, and at a session, he’s the perfect companion – he skates anything, he skates like mad, and if you pull something, his is the first hand to pat your back. But when prompted, he’s talkative and engaging, his speech sporadically interrupted by compulsive laughter. That’s because the affable 29-year-old team and production manager for the Spitfire wheel brand comes across as an easy-going, laid-back skater. If you ever have a chance to meet him, you might not detect the motivation and determination he embodies – characteristics that have won Spitfire the lion’s share of the wheel market, and characteristics that quite literally keep him alive.

Ruben Orkin is winning, and he’s not about to give up.

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