Case Study: Discovering the Story Behind PBI Ride Farm in Gippsland
- 3 days ago
- 4 min read
At Diakuma Studios, one thing we constantly discover is that some of the best marketing opportunities already exist inside the real stories behind a business.
Recently, we reconnected with PBI Ride Farm - a business we originally knew from our earlier days in the merchandise printing industry. This time, however, the conversation was about content creation, marketing ideas, and future event concepts.
What we found was far more than just a motocross property.
The Drive Into Gippsland Was Part of the Experience
PBI Ride Farm is located out in Gippsland, Victoria, surrounded by rolling hills, mountains, and farmland.
The drive itself immediately felt important to the overall story.
As we made our way out from the city, it became clear that this was exactly the type of destination many people from Melbourne and surrounding suburbs would be drawn to - not just for riding, but as an escape from city life itself.
That feeling became a major part of the messaging in our minds almost immediately.
When we finally came over the hill and saw the property for the first time, it was honestly eye-opening.
The Ride Farm sat tucked away in the middle of a valley surrounded by hills and mountains, with open land stretching in every direction. It had a peaceful but exciting energy to it at the same time.
You could instantly understand why people would want to spend an entire day there.
More Than Just a Ride Park
The business itself operates as a ride farm where visitors can bring:
Dirt bikes
Motocross bikes
BMX bikes
Mountain bikes
Trail bikes
And soon, even horses, with plans already underway for horse trails and mounted riding tracks.
The property had plenty of space, and on the day we visited, the existing motocross tracks were already packed with riders and enthusiasts enjoying the facilities.
The owners explained that they already had a strong return customer base, but wanted to explore new ways to market themselves and continue growing the business.
That’s where our conversations around storytelling and content creation began.
The Story Behind the Business Was the Real Gold
One thing that stands out to us constantly at Diakuma Studios is that the most valuable part of a business is often not the product or service itself.
It’s the people behind it.
As we spent more time on the property, we noticed something that immediately changed the feeling of the entire place.
The 15 or so people working across the property - from the ticket gate, to the café, to the track supervision and general operations, were all family.
There was a genuine warmth and community feeling around the business that could not be faked.
It felt welcoming.
It felt authentic.
It felt personal.
And those are exactly the kinds of things modern audiences connect with.
Discovering the Founder’s Backstory
One of the most memorable parts of the experience was spending time with the founder himself.
At first, he admitted he was nervous about the idea of being filmed or appearing on camera, so we simply spent time chatting casually and getting to know each other properly.
As the conversation relaxed, it became very clear that he was actually the perfect person to appear in the content.
His passion for the land, the sport, and the community around the business was obvious almost immediately.
Then we discovered something fascinating.
The PBI logo itself secretly contains the number 18 hidden within the lettering - something subtle enough that many people would never even notice.
It turns out the number was deeply personal.
The founder was once a champion motocross rider who competed around the world for many years, and 18 was his racing number throughout his career.
That detail alone instantly transformed the logo from just a design into part of a much bigger story.
Returning to the Place Where It All Started
What made the story even more powerful was discovering that this very property was where he grew up as a child.
While driving around the farm together, he pointed down toward a small office building and explained that it had once been his childhood home.
This was the exact place where he first learned to ride motorbikes with his father.
This land was where he discovered his love for motocross.
It was where his passion began.
And eventually, it became the foundation for a worldwide riding career.
Now, years later, he has returned to that same property with a family of his own and transformed it into a place where other people can experience the same love for riding and outdoor adventure.
At one point, he shared memories of riding around a particular tree on the property as a child.
The emotion and authenticity in the way he told the story was incredibly powerful.
Those are the moments we believe businesses should be sharing more often.
Why Storytelling Matters in Marketing
One thing we consistently notice is that many businesses underestimate how valuable their story really is.
Customers today connect with:
Authenticity
Real people
Passion
Community
History
Family businesses
Behind-the-scenes stories
At Diakuma Studios, we specialise in helping businesses uncover and communicate those deeper layers of their story in a way that still supports the business goals and marketing objectives.
For PBI Ride Farm, the real opportunity was not simply showing bikes riding around tracks.
It was showing:
The family behind the business
The founder’s history
The emotional connection to the land
The lifestyle and escape from the city
The welcoming atmosphere
The sense of community
The passion for the sport
That’s the kind of content people remember.
Helping Businesses Tell Their Story
At Diakuma Studios, we work with businesses across industries including:
Motorsport
Trades and construction
Hospitality
Food and beverage
Retail
Real estate
Tourism
Manufacturing
Signage
Events and festivals
Family-owned businesses
Our goal is not simply to create content.
It’s to uncover the human side of a business and help tell that story in a genuine and engaging way that builds trust, community, and long-term customer connection.
Because often, the most powerful part of a business is the story people were never told.
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