Driven by his love for motocross, Craig Pownall, a Douglas Shire local, defies conventional business standards with his innovative flair. In 1997, he established Ringmaster Images as a groundbreaking online sports decal business  among the first of its kind in the world.

It all started on the racetracks of Victoria in his early teens, where the young Pownall drew attention with his bikes decked out in hand-cut vinyl graphics matching those on professional team bikes abroad. His mantra, “Look fast before you go fast,” set the tone from the get-go.

Reflecting on those days, Mr Pownall recalled, “I’d have Mum grab contact vinyl from the store, then I’d sketch and cut out stickers, selling them to other kids at the track for $2 each. I always had a knack for graphics, even in school, so I taught myself to screen print and create bike stickers.”

At just 19, he opted for entrepreneurship over pursuing a professional racing career in motrocross racing, becoming a pioneer in Australia, if not globally, manufacturing specialised, one-off graphics kits for the off-road/dirt bike industry.

“Seeing a gap in the market, I started making custom graphics for race teams, catering to individual riders when others only offered mass-produced bulk orders,” Mr Pownall explained.

With a meticulous attention to detail and commitment to quality, Ringmaster Images soon earned recognition in the industry. While others focused on quantity, Mr Pownall prioritised quality, setting a new standard in the field.

Fast forward to today, Ringmaster Images has become a household name not only in the motocross community but also in a diverse array of Action Sports industries, including BMX, Karting, MTB, and more. With most orders made through the website, which showcases throusands of products, Mr Pownall’s reach extends far beyond the borders of Australia. 

Understanding the importance of aesthetics in motocross, Mr Pownall highlighted the significance of custom graphics.

"When you acquire a motocross bike, they’re often plain," he said. "Racers need to display race numbers, and even if you're not the fastest, looking the part is essential. That's why custom graphics are a popular investment, not just for racers but also by enthusiasts who want their bikes to stand out. I handle all design work personally. For custom orders, clients contact me via the website or email, sharing their ideas and I then create tailored proofs for their bikes.”

Throughout the years, Mr Pownall has collaborated on memorable designs, including fully custom-printed bikes for Team Yamaha Australia in 2001 and bold flame designs for Team Honda Australia from 2002 to 2004.

Despite the emergence of cheaper alternatives, Mr Pownall remains committed to offering durable, high-quality products. “While off-the-shelf materials have gained popularity for their speed and affordability, my meticulous sticker-making process prioritises durability,” he noted.

Operating his business from his new home in Douglas Shire after relocating from Victoria, Mr Pownall is ready to also cater to the local motocross community. “People are welcome to explore my website or contact me personally to discuss their design ideas,” he added.