SKY'S THE LIMIT WITH NOAH NEIMAN

This month, we've been sharing a number of people that have been focused on building their brands that impact the lives of others. Joining this group is Noah Neiman, who is known for his successful studio fitness gyms that include RUMBLE Boxing and Rumble Training. He's known for his dynamic personality and pushing people beyond their limit while also empowering them to believe in themselves. We took some time to talk about how he came to the industry, building his gyms, how he continues to grow his brand as well as his recent partnership with EASTBAY.

ATHLEISURE MAG: We remember the first time we saw you when Work Out New York premiered. How did you come to fitness and when did you decide to work in the industry?

NOAH NEIMAN: Wow! Not the Bravo throwback! Do you remember when Andy Cohen had me half naked on his show!? Sorry mom! My start in the fitness industry was one of those stories that was a lifetime in the making; I just didn’t realize it at the time.

I was one of those overweight kids that would always try to finesse my way onto the shirts team instead of skins playing pickup ball. T-Shirt on in the pool type. So early on, I started to study and learn all I could about physical fitness and nutrition. I had a lot of behavioral problems as a kid, and I found the more that I trained, the less likely I was to act a fool running around the streets of Pittsburgh, Pa. Fast forward to post-college, where I went to Hofstra and got my degree in accounting, a series of unfortunate events led me to leave NYC and returning to my hometown of Pittsburgh.

During my stint in Pittsburgh, I was being incredibly self-destructive again. I was heavily depressed, suffering panic attacks regularly, and forgot how training my physical body helped me keep me emotionally in control. I let myself spiral into a pretty dark place. I remember being in the hospital after a hard night of partying and seeing the concerned and disappointed look on my parent’s faces as they rushed to see me. Seeing that look is one I will never forget. That night, I stopped doing drugs! Now over 13 years ago!

That following week I happened to be driving by a new jiu-jitsu studio that was opening up near my hood: Warren Stouts Renzo Gracie Training Studio. I traded the drugs for jiu-jitsu. I trained with those guys for a year while going through on and off again anxiety issues; 'til finally my parents told me that I needed to head back to NYC. They conveyed in me the belief that I was destined to accomplish great things, but I had to do so in New York.

So I returned back to NYC with very little money and no real purpose. A friend asked me to attend a workout class with him at the newly opened Barrys BootCAMP; and that ended up being the serendipitous moment that most underdogs stories have at the beginning.

I was in that class cheering on my friend and losing myself in that workout. Fortuitously, the now CEO of Barrys, Joey Gonzalez, was the trainer leading the class. He approached me and asked if I wanted to become a trainer there. All my football, strength, conditioning, jiu jitsu, training and a lifetime of studying was about to pay off!! I was READY for a moment, I didn’t even know was coming; but you know the old saying “if you stay ready, you don’t have to get ready.”

I found my purpose. For those hours I was training people and leading these big group classes; all my anxiety and all my depression seemed to just melt away. I had to focus on OTHERS. Making sure they were hustling and making sure they were having a great time. It was therapeutic to me. So I THREW every ounce of effort and energy into it. The world quickly responded; and I became one of the most talked about and featured trainers. Finding myself featured in everything to Vanity Fair to the New York Times, then ultimately landed that show on BRAVO!

Fast forward a few years of building my reputation, my now business partner Eugene Remm; the founder of iconic CATCH restaurants (CATCH HOSPITALITY GROUP) and I got together and started planning what our own gym experience would look like. We wanted to bring an elevated experience to the group fitness game; one the was highly effective, but highly FUN. One that had the aesthetic and vibes that only we could create because of our unique lenses built by decades of our own tastes…. and so RUMBLE was born.

AM: If we wanted to train like you do in an average week, what are your workout routines and what are the foods/meals that you are eating throughout the day?

NN: I actually take RUMBLE Boxing and Rumble training for a majority of my workouts each week. That’s why I created the space! For my body; strength training coupled with conditioning via running and boxing has always had me feeling and looking my best; and the MENTAL benefits of punching things, hard, throughout the week are immense! I try to eat as healthy as I can so I normally hit up my go-to spot HONEYBRAINS to eat fresh whole foods. Throughout the week I eat a lot of fish, steak, eggs, and chicken coupled with potatoes, white rice, spinach, salads, beans. Then when I feel like it, it’s burgers and fries..pizza and ice cream. I try not to be one of those holier than thou trainers. I like to keep it real, eat sloppy when I want, and then get right back to eating clean when I want.

AM: I remember a few years ago I took a class led by you at Barry's Bootcamp and then when Rumble Training opened, I attended an editor event that was led by you. As a well-known group fitness instructor, your passion for motivating and empowering people is so impactful regardless of your workout level - what is your approach to working out with your celeb as well as daily clients and why is this important?

NN: I call fitness the great equalizer! It doesn’t matter who you are, how many followers you have, I treat everyone the same! I keep that same energy like Teyana Taylor (coincidentally also one of our investors). My passion and energy is the driving force of what I do, and I treat every class like it’s Jay Z's My First Song; I treat my first class, like my last class, and my last class, like my first class, so my thirst and energy is the same as when I came!

Everyone is the same at the end of the day. You either do the work and get better by it, or you don’t. I think that’s one of the most refreshing things about training with me, and our philosophy at Rumble. We treat every like Jason Derulo, or Justin Bieber…you just might also happen to work out next to them one day.

AM: Boxing is one of my favorite sports to watch and I know you are passionate about it. Why is this your preferred workout method?

NN: The efficacy of boxing is undisputed as the champ! There’s a reason they call fighters “Lean mean fighting machines,” but to be honest, boxing was always mediative for me. I had a lot of problems growing up. ADHD, getting kicked out of schools. So training to me became therapeutic. It was an outlet for a lot of anger and the vast well of energy I had. Meditation comes in many forms, and this one is mine!

AM: You’re the Co-Founder of RUMBLE Boxing. When you were in the early days of launching this brand, what was it like to know that you had people such as Sylvester Stallone and Justin Bieber as investors?

NN: When you open a boxing gym, and have Rocky believe in you; the provides you with a certain level of confidence. However, at the end of the day, if the experience and workout doesn’t live up to that level of hype, you’re going to fail. It was important for us to come correct, especially knowing we had so many powerful and renowned personalities backing us!

AM: Tell us about RUMBLE Boxing, Rumble Training and Rumble TV and why you wanted to create this universe. For Rumble Boxing and Rumble Training, what cities are you located in and are there new cities you will open in?

NN: Plainly put, I wanted to bring boxing to the masses. Polish and package it in a way that I thought our clients would love! So Rumble Training, Rumble TV, and our OG RUMBLE Boxing were just ways we could positively impact our already highly engaged customers. We’re in NYC, DC, Philly, San Francisco, LA, Chicago; and with our new partnerships with Xponential; you’re going to see Rumbles popping up from Alaska to Australia with 100’s of locations opening up across the world.

AM: In terms of working on the Rumble brand, what is an average day like for you?

NN: As an entrepreneur in general, there are no average days. Especially living in NYC! My role is to really make sure our brand is staying just that; OUR brand. To ensure consistency and clarity in delivery; and making sure our trainers and staff have the discipline and help they need to execute. I’ve never been a great boardroom leader. I need to be in the mix with my team. Teaching classes, seeing how the front desk engages with clients, cleaning the benches and studio if need be! I try and keep that Herb Kelleher of Southwest Airlines approach; don’t tell. Show! Be there for your team and they’ll be there for you. It requires a tremendous amount of energy to lead in that manner; which is why I’m so passionate about health and mental wellness. It provides you with that unlimited well to tap into. You said you responded to my energy when you were at my classes long ago; and I told you I have to keep that same energy. So when I can; I’m investing in myself, so I can better serve others!

AM: What is the best piece of business advice that you received that has allowed you to navigate the industry as a fitness entrepreneur?

NN: I’d like to think I’m just an entrepreneur; working and consulting with companies in a variety of spaces; but my number one rule of thumb is 'chase relationships, not checks”. Everything I have been able to achieve has been a collaborative effort. I’ve earned my spot at the table by freely giving my energy and skills to whoever engages with me. You’d be surprised the return you get on an energy investment when you invest in PEOPLE.

AM: Recently you partnered with EASTBAY with the release of their new line EASTBAY Performance. You were a team captain for a flag football game in McCarren Park in Williamsburg, Brooklyn. We heard that your team was impressive through 3 of your games and you just missed out on the championship game. Why did you want to participate in this event?

NN: I’m on that Peter Pan! I was so honored to get the call to participate it was a no brainer. Thinking back on my childhood; running home to check out the EASTBAY catalogue, or taking a girl on the date to the Monroeville Mall in Pittsburgh to check out the FOOTLOCKER, is super nostalgic. To be surrounded by such iconic brands, in iconic Brooklyn, and most importantly surrounded by such positive and powerful PEOPLE; I HAD to be a part of this. I'm still rocking scabs on my knees as I answer this question. I look at it as a badge of honor. Young me would be so proud that I’ve worked hard enough to be recognized by EASTBAY and Footlocker; and to be honest, old me is too! Plus, that new EASTBAY line is fire, had to be one of the first to cop!

AM: What are your 3 favorite products from the Eastbay Performance line?

NN: The t-shirt, tights, and shorts combo is a trifecta. Deion Sanders said “if you look good, you feel good. If you feel good, you play good. If you play good, they PAY good!" I took that to heart as a child, so rocking the new line it not only LOOKS fresh, but it’s functional to enhance you playing good too...and you know what happens when you PLAY good. Ka-ching $$$!!!!!

AM: In looking at your IG, beyond your passion for fitness and style, we know that you love your dog Oz. How has he been impactful in your life especially when we were all going through the craziness of quarantine?

NN: I’m gonna go super mayonnaise corny on you now; Oz saved my life. He taught me firsthand what it was like to care about something, and have to take care of something other than myself. I learned not to be selfish from him. This dog has been with me from first blood; through thick and thing. Through happiness, depression, poor, rich; Oz has been by my side. During the pandemic I actually rescued two more dogs that look exactly like Oz from Buddy’s Rescue. I may be biased, but I have the sweetest and best-looking trio of dogs on the island of Manhattan.

During the pandemic, I was feeling very anxious and uncertain like the rest of us; so once again I found myself needing to get out of my own head. Who better to escape with than with two little puppies and one sage old pitbull. The puppies even earned a little money over the pandemic shooting for brands like KITH and PETCO.

AM: When you’re not working out, focusing on your business, appearing on TV etc, how do you take time for yourself?

NN: I’m an ambivert so to contrast the extreme extroverted nature of my job, I like to spend a lot of time by myself. I love to walk the dogs through Washington Square Park, read a book, going to ZERO BOND which is my friend’s members-only club. I like to ride my Ducati motorcycle around NYC like the island-ordered Batman on WISH! Sorry mom, I won’t sell it! It’s also meditative to me. The correlation between boxing and riding a motorcycle is strong. In both pursuits, you have to be present. You have to live in the moment. You can’t think about the past or the future; you have to live in the now. I think more people would be better served if they could find those things they love that ground them and bring them home to the present moment.

Growing up, I was never ok to be by myself, because I didn’t love the person I was spending time with; so as I get older, I’m learning to love and invest in that person more. To contrast all that; when I’m really trying to get after it. I will 100 percent get a table at CATCH and hit that dance floor full up on a belly full of the best steak, sushi, and tequila. The perks of being in business with Eugene Remm are numerous; but that is definitely one of the best!

AM: As someone who is always on the go and working on the next thing, are there any projects that you can share that you are working on?

NN: The universe provides if you know how to harvest, so I keep working on my universal agricultural skills. I’ve been fortunate to work with brands across a variety of industries, from NIKE, to BOSE, to Tag Heuer, to Vital Proteins, to MCLAREN to name a few, and each one has been a great learning experience. Its enabled me to spot opportunities across a wide spectrum.

The biggest things I’m focusing on now is helping EMERALD EQUITY GROUP create a brand around their new high end luxury rental building they just purchased 2 COOPER SQUARE. Helping create that elevated living experience people have come to expect from me, albeit in a different arena, with Rumble.

I'm a longtime fan and investor in HONEYBRAINS, the restaurant I mentioned before where I eat 80 percent of my meals. I used to just be a customer and ending up striking up a conversation with one of the owners. Now I’m an investor and helping them grow the brand! All because of giving off that welcoming energy that created the environment for me and the co-owner to strike up a conversation. Remember what I said about chasing relationships! You have to be open, aware, and receptive to the early stages of them!

I’m working with my boy Louis Denaples who owns Ducati New York City on some branding projects for his motorcycle shops; and helping him create a retail line around the Ducati lifestyle.

I’ve been in talks with SIRIUS and other networks about my own show which is something I’m extremely passionate about now. At the end of the day, I just want to impact people. I want people to engage with me, through a variety of platform; yet always know that they are going to get that positive energy and support they need to unlock the greatness within themselves. I pitched a lifestyle travel show with my own unique twist pre-pandemic that is picking up some attention and steam; so stay tuned for announcements on that!

IG @noahdneiman

PHOTOS COURTESY | Noah Neiman

Read the OCT ISSUE #71 of Athleisure Mag and see Sky’s The Limit with Noah Neiman in mag.

RIDING WITH HUSQVARNA NYC LAUNCH PARTY

We enjoyed Husqvarna Motorcycles' launch of their highly anticipated new range of “real street” motorcycles to the North American market in NYC. The VITPILEN 401, VITPILEN 701, and SVARTPILEN 401 feature new advanced technology for the world of motorcycling. Inspired by the minimal simplicity of classic Swedish design, Husqvarna's new urban motorcycles combine high quality, state-of-the-art technology and progressive technology to redefine the modern riding experience.

Guests enjoyed previewing the three sophisticated, urban-styled models to celebrate Husqvarna's return to street motorcycling. Hasselblad X1D camera demos were on hand for motorcycle photography amidst the backdrop of Husqvarna's VR experience, its 2018 fashion accessories preview and a cocktail party atmosphere at the Skylight Modern event space in Chelsea Gallery District, NYC.

Read more from the Feb Issue and see Riding with Husqvarna NYC Launch Party in mag.

TRAILBLAZERS MICHAEL HEJTMANEK

We caught up with Michael Hejtmanek (pronounced het-man-ick) for our next Trailblazer feature just before he was heading out to ride with some friends.

Trailblazers is our series where we catch up with active creative leaders and innovative thinkers to learn more about our out-of-boardroom adventures, expertise and passions.

Michael has been with Hasselblad Bron since 2008. Hasselblad Bron is a distributor of professional photography products in North and South America, which acquired control of Hasselblad Americas in 2012. Michael rejoined the photography industry after 20 years in the technology industry. Prior to then, Mr. Hejtmanek had been with Oracle Corporation and Compaq (formerly Digital Equipment Company) designing and building large-scale enterprise application solutions. He studied photography and anthropology at Ohio University and holds an MBA from Columbia Business School. He lives in New York City.

ATHLEISURE MAG: How did you get involved with motorcycling? How quickly did your passion evolve?

MICHAEL HEJTMANEK: It started as a midlife crisis activity. I have been doing extreme sports all my life pushing the limits any way I could. But when I turned 45 years old I got rid of my mountain bike and took a Motorcycle SafetyFoundation class. The driving force was the romantic notion that motorcycles represented freedom coupled with some sort of masculine desire to prove my manhood as I entered my mid-forties.

I remember texting my MSF instructor the day after the course ended. “I just bought a Ducati and I am so excited.” She replied “Be careful, keep learning, and be careful.” The first thing about motorcycles that burned into my brain was the MSF instructor telling me that it takes about 100 actions to drive a car and over 2,000 to ride a motorcycle. I found this intriguing and a challenge. I was determined to learn. So I rode. I rode a lot. And I took classes and read books. I soaked it up the way I approach everything. Total focus and commitment. The best way to learn is to ride with professionals who know how to teach. So that’s what I did. I quickly hit the limits of what could safely be done on the streets and within a year of getting my license was on the race track to learn from professional instructors. For me riding is very technical, its all about precision and speed. And while I do own a few vintage motorcycles, my love is the fast sport bikes.

AM: Do you bike to work, what are some of the pros and cons and how do you maximize safety?

MH: I ride to work almost every day. Safety is definitely the number one thing that you can think about when riding especially while travelling through Manhattan, over the Hudson river and onto the NJ Turnpike like I do every day. I have met some people who ride while listening to music. And I have met some who ride with a headset so they can talk on the phone. The statistics are against those who do not put 100% of their attention on staying alive on a motorcycle. I commute every day from the Upper West Side of Manhattan about 45 miles to our North American headquarters in New Jersey. I always ride with full armor because crashes happen and I have had my share of them. I always wear all the gear all the time (AGAT). Riding the NJ turnpike is sort of like playing Frogger. The entire ride is an effort of focus and concentration. Every car is a potential killer waiting to make a sudden lane change. You can never be in a blind spot. You watch for drivers who are texting. You see them drinking beers, you smell them smoking pot. You are always analyzing the lay of traffic and thinking, “Hey there is an opening there for that guy two lanes over, he might make a lane change and cut me off.” It is like a paranoid chess game in real time where you need to anticipate all the drivers’ possible moves before they make them. But then there are the moments when you can slide through traffic, find a great big sweeping turn, and accelerate through the whole thing like you are riding on rails…its magic. It's worth the risk…I get better gas mileage than a Prius (well I actually don’t know that to be true!). But I arrive to work each morning with a huge grin on my face. The commute is cerebral and exciting. It wakes me up, I know I am alive. But getting hit by a taxi cab a few weeks ago at 40MPH was not fun. Just like everything in life, you assess the damage and decide whether you want to get back in the saddle. 

Photo courtesy of eTechPhoto

Photo courtesy of eTechPhoto.

Photo courtesy of Hasselblad.

AM: Are you part of any clubs? How often do you meet?

MH: You mean a gang? Motorcyclist in NYC can be a real problem. There is a lawless out of control faction. We have seen too many incidents in NYC over the past few years that shed a very bad light on motorcycles. Anytime I see more than 20 motorcycles riding together weaving in and out of traffic I cringe. But that said, I do ride with a few very conscious groups of other people who value their own lives as much as they value the others in the group. We ride with a maximum of 8 riders all about the same skill level, all very competent and fast. There are no written down standards of safety because everyone has their own skillset and comfort zone. When we ride with new riders we watch them very closely. People are quickly scolded for risky behavior and are eliminated from the group when they show behaviors that may be dangerous to themselves or to others. When we are not at the racetrack we ride at least two big rides each month. Riding the roads is different from the racetrack. The roads are public, dangerous, and fun for riding with constraint. The racetrack is the place for pushing the limits and also the place where our safety standards get set and reset. On the street, our rides are generally 300 to 350 miles up from NYC usually into Connecticut or the Catskills and we are usually back in the city before 3pm…before the deer come out.

AM: What kinds of physical and mental preparation are needed? Do you work with any mentors to improve and push your bounds? (loved handling higher speed turns)

MH: You are right to point out that the prep is both physical and mental. If I have a head cold or if a have a huge fire burning at work, my performance will be more affected that if I am physically out of shape. But being in shape is absolutely important as well. Some people imagine riding a motorcycle to be like riding a bicycle. But from the perspective of your body I would say that riding a motorcycle is much more like riding a horse. On a horse your legs do most of the work. Your hands are only used for steering input. The same is true on a motorcycle. The handlebars are not for holding on, they are for steering and throttle control. If someone gets off a motorcycle and complains about their wrists and forearms hurting, then they are doing it wrong. On the contrary, when someone gets off a motorcycle after a long ride and their legs hurt so bad that they can barely walk…well that person is doing it right, but probably should hit the gym some more.

But the physical is almost irrelevant in terms of importance compared to the mental. Riding smooth and fast is mostly mental. Its about vision and fear. The conscious control of your vision and your fears is the hardest thing about riding at your limit..and hence expanding that limit. Sure there is a lot a things to understand like traction, body position, and throttle control. But the thing that makes most riders crash is fear and vision. Keeping your eyes wide open and able to see the big picture in any turn without getting drawn into some detail is critical for smoothly executing a turn. But vision isn’t everything. As speed comes up, fear enters the picture. Your own brain can become your worst enemy as fear tries to govern your actions. A perfect example would be to ask any non-rider what you should do if you enter a turn so fast that the tires start sliding. Most would say to slow down or hit the brakes. If you touch the brakes while your wheels are sliding, you will crash. But if you add speed gently you will come through that turn just fine.

AM: Do you do things to take your involvement further, such as track racing or competition? What’s next?

MH: I did about 20 days at the racetrack last year which was my second full year on a motorcycle. The first time I got on the racetrack I was completely addicted. I do about half of my days on the track at the California SuperBike School. I find that on my own I can make minor improvements in technique and lap times, but with the school I can make leaps and bounds. The Superbike school is one of those high performance organizations that is so well run that it is a real rarity. I can’t say enough good things about them. They create a professional environment that allows you to safely improve your technique by leaps and bounds. A good example would be how not only my laptimes but also my confidence through fast turns improved from a track day in April to a track day at the same track in June. I was having a mental problem with a really fast turn. I was hitting the turn at 70MPH on average. Keith Code, the founder of the school worked with me on how to think about the turn, how to see the entrance and exit differently, and how to really see and understand that part of track. He coached me through relaxing and worked with me on how to slow down my mental process. By the end of the day I was taking the same turn at 104MPH….That’s not the type  of improvement I can do by yourself. The Superbike School is really responsible for making me the rider that I am today. All the coaches there are sort of magicians. They work through the physics of the motorcycle and the operation of the brain.

Anytime one is doing a sport where a mistake could end very very badly, concentration and focus are extremely important. Riding at the track has heightened my ability to focus, to see the big picture, and to respond more calmly but incredibly quickly to problems as they arise. Any member of my team at Hasselblad has seen how this has spilled over into how I manage people at the company. We have become more confident, less reactive, but quicker in our execution…And I don’t tend to get as angry when things go wrong…which makes everyone a lot happier. The next thing for me is to start working on is simply finding more time for the race track or the dirt track in between launching some really exciting new cameras and lighting products.

AM: As part of the leadership at Hasselblad, are you also passionate about racing photography? Have you experimented with any drone sports photography when riding?

MH: We have supported a few photographers who take a very artistic approach to motorsports photography. Many members of the high end professional car and motorcycle shooters use Hasselblad cameras. But trackside racing photography it is not our core market. We have some new products that might change that though. 

Regarding drones, I have been on a few racetracks where drones have been used to make photos and videos of riders. But these are mostly at unregulated or lesser regulated tracks where we do Supermoto riding. The big tracks have a general rule against them as they could be extremely dangerous to the riders on the track if not kept out of the way. The drone market is an incredible one. It is one that we at Hasselblad are very excited about. Our relationship with DJI (a minority investor in Hasselblad) is just starting to bear fruit as we launched our first joint product with DJI in early July 2016. The M600 Drone is a fully integrated combination of the Hasselblad A5D-50c 50 megapixel medium format camera and the DJI Matrice 600 drone. The solution provides a professional long range solution for high resolution aerial photography with unmatched resolution and flexibility.

AM: What brought you to Hasselblad? Tell us more about its ethos - ‘Create to Inspire.’

MH: In 2012 I had the chance to meet some of the board members of Hasselblad. I was running a distribution company that sold a handful of high end photographic products and knew the market quite well. During the meeting it quickly became clear that we shared an opinion that drastic changes were afoot in the imaging market and that drastic changes were needed by the companies that supplied tools to the imaging market. We shared a common vision of how the market would play out and what products were needed to not only survive, but to thrive in the new reality that faced the industry. The thing that really sealed the deal was when I pulled out my iPad and showed them a 3 slides that I had made to show where the market was heading. The chairman of the board cut me off, reached into his bag and pulled out his iPad, he spun it across the table and showed me that he had exactly the same three slides. At that moment we both knew that we had the same vision for how to grow Hasselblad. And today, we are in the middle of realizing that vision. The Launch of the Hasselblad X1D camera is the most important camera that Hasselblad has launched in over 10 years. The X1D is a game changer that redefines
high end photography. The response to this camera has been incredible. It packs more image quality into a package smaller than most small sensored 35mm DSLRs. It truly redefines the market. 

Create to Inspire are the words that drive us. We want to create products that inspire all Hasselblad employees. These products must enhance the pride we feel in carrying the Hasselblad name. And on the other side we want to create products that our customers can used to create images that inspire others. When we made the X1D we kept asking ourselves if this camera really can live up to the name, does the image quality inspire us, do the ergonomics inspire us, does it look inspiring? And then finally we ask will this camera inspire photographers to reach beyond the normal, beyond the rules, beyond whatever roadblock they may have? Will this camera be used to create the new iconic images of our time? We believe the answer is yes.

AM: Hasselblad is known for superior image quality and elegant ergonomic design, what are the core values that drive such continued craftsmanship and high performance?

MH: Hasselblad is uncompromising. The employees all take pride in the brand. The company has employees who have been building of repairing cameras for 40 years. These veterans help anchor the brand by providing a living reminder of the past and of the core values of Victor Hasselblad. For a camera to be a Hasselblad it must first and foremost have the best image quality. This means that we must have the best imaging sensors, the best image processing algorithms, the best color, and the best optics. Then, the camera must also have the best ergonomics. It needs to fit in your hand comfortably, the controls need to be easy to adjust. Basically, the ergonomics should make the camera melt in your hands so you can forget about it and use it as a natural extension of your vision. And finally, it must look great. Design is a key component to everything we do.

AM: We loved checking out the new (and first) medium format mirrorless X1D camera prototype at your NYC launch. (US $8995 body, US ~$2.3k for lenses). Boasting a brilliant 50 MP for image quality, we found it to have a fancy feel and UI, while remaining light-weight for walking about. With luxe function meets form solved, what kinds of photographers do you feel the X1D will take off with?

MH: The X1D opens up Hasselblad again to a much broader market. In the days of film, the Hasselblad 500 series cameras were the go to cameras for anyone who was serious about photography. While providing similar image quality, the X1D is different from our H6D series of cameras. The H6D cameras are system cameras. To non-professionals they may seem intimidating with controls functions and modularity that may not be appreciated by a photography enthusiast who may not have special camera needs. The H6D is also heavy and more at home in the studio on a camera stand then in a back pack in Bur-
ma. On the contrary, the X1D is lightweight, small, and unintimidating. It is a really great easy to use camera with an imaging sensor that is much much larger than any other camera in its weight class. So the X1D is a camera for anyone’s camera bag, anyone’s backpack. It is equally at home on a tripod shooting beautiful landscapes, or shooting street photography in the beautiful afternoon light in Paris. It has great resolution and high ISO performance which also makes it an excellent camera for wedding photographers. Take it anywhere and shoot anything, you wont be disappointed with the results.

AM: How is it to balance handmade Swedish craftsmanship with modern chic features, such as the pop-up function flywheel, Wi-Fi/GPS connectivity and touchscreen UI?

MH: Sweden is where are roots are. We are located in Gothenburg which is an amazing city. Our headquarters is right next door to one of the best engineering schools in Europe. The city is home to many high technology companies. We don’t have a problem with modern and chic. Our engineers and designers come from a diverse set of industries and product ideation meetings provide a literal smorgasbord of ideas and practical studies of feasibility and implementation.

AM: Extraordinary high resolution, tonal balance and depth are hallmarks from Hasselblad, what are your latest high-range cameras and where are some notable places they are used?

MH: Our cameras are deployed throughout the world for critical imaging applications. The applications range from the top fashion photographers, the best portrait photographers, the most amazing landscape photographers, to the most demanding museum. There are too many names to name, but if a photographer is really serious about image quality you can bet that they are shooting with a Hasselblad.

AM: Optimized life is much about being focused, tell us about True Focus feature and your Phocus image processing software.

MH: Optimized life is something that we think about all the constantly. We only get to live each moment once. So be present in that moment and make it count. We pick and choose our focus very carefully in the way we work, in life, and in our cameras. The True Focus feature sets Haselblad apart from the competition. It is a unique focusing system that allows a level of focus accuracy not available in other cameras on the market today. It works by allowing you to select the point of the image where you want to be have the most critical sharp focus and press the True Focus button. The True Focus system locks critical focus onto that point and keeps it there even if you recompose the image or change the way you frame the image. A set of gyro sensors take into account the camera position as well as the curvature of the lens to make sure that your focus stays true.

AM: Entering your 75th Anniversary, Hasselblad has a legendary heritage from the first Apollo 11 moon landing to a host of iconic sports, fashion and lifestyle moments, what are some of your personal favorites?

MH: It’s impossible to name only a few, so I will just name one. I am partial to the ephemeral work of Hiroshi Sugimoto. His work can be both beautiful and soft while being technically perfect and deeply meaningful all at the same time. In terms of iconic imagery nothing can beat the moon landing images. Those images changed humanity on a scale that no other image even come close to (pioneer Buzz Aldrin pictured on page 123 with Michael and son Jackson).

AM: We love that the Masters program continues to be a time-honored tradition, who are some of the spotlights for 2016?

MH: The Hasselblad Masters is a really important program for us.  It allows us to celebrate creative photographers who excel in their area of imaging.  The Masters awards are granted to 12 photographers every two years. It's not just a portfolio review and a prize. It is a process that ends with the 12 selected photographers going out into the world and making new original works to be included in the Hasselblad Masters book. The process is a lot of work and the winners join a family of other photographers who carry membership in a very special club. We look forward to honoring all of them at a ceremony during Photokina in September.

2016 Masters List: Art - Katerina Belkina, Fashion/Beauty - Roy Rossovich, Landscape/Nature -Lars Van De Goor, Portrait - Natalia Evelyn Bencicova, Product -  Giorgio Cravero, Project//21 - Jake Reeder, Street/Urban - Ali Rajabi,  Wedding - John Paul Evans, and Wildlife - David Peskens.

AM: Having global ambassadors on a mixture of different subjects is great for younger aspirational photographers, who are some to watch in fashion, fitness, sports and lifestyle.

MH: Its become very difficult to set yourself apart as an up and coming photographer. You must work harder now than ever before to set yourself apart from the crowd. There are so many young photographers doing such great work. We feature some of them on the Our World section of our website.

AM: What’s next for announcements to look forward toward with the X1D, we can’t wait!

MH: The X1D is out of the bag, but the Photokina Trade Show is coming up in September in Cologne, Germany. Keep your eyes on us as we may have some surprises.

P. 116 photo courtesy of Erik Vanlind. P.120 + 128 photo courtesy of eTechPhoto. P.128 photo courtesy of Hasselblad. Picture to the right courtesy of Tom Oldham shot on his H6D-50c.

Read more from the July Issue