Interview with Yves Tchao, founder of Ride All Day skateboard shop

As I open the shop door, I find Yves at his workshop just behind the counter, assembling a skateboard. 

| Hi Yves, could you introduce yourself for those who don't know you?

My name is Yves Tchao, I’m 59 years old and I am the founder of Ride All Day skateboard shop in Brussels. I was born in the Marolles district in St. Pierre and grew up in Uccle. I’m one of the few survivors of the first wave of skateboarders that swept across Europe in the 1970s

| How did you get into skateboarding?  

I started skateboarding in 1977 at the age of 11 because it was trendy at the time. When the trend faded, I never stopped skating.

| What role does skateboarding play in your life?

I’ve been skateboarding my whole life; it’s something I need. When I don’t skate for several days, I start dreaming about skateboarding, and in my dreams, I skate like a pro. I land tricks I could never land in real life, haha.

| Do you still skate today?

I’m still fully into skateboarding despite my age. I skated intensively for a long time, maybe a bit too much. Back then, all I could see was skateboarding. For example, the only thing I remember about Prague is the skate spots. If I were to go back today, I’d be amazed by the city, visiting churches and historic buildings.

| When did the Ride All Day skateshop adventure begin?

I opened the shop in April 1994. It's the oldest skate shop in Belgium.

| Do you have to be a skater to run a skate shop?

For me, a guy who sells skateboards but doesn’t skate, that’s not compatible. I sell skateboards because I’m passionate about skateboarding; otherwise, I’d do something else. You only truly understand skateboarding if you skate.

| Is it difficult to open a skate shop nowadays?

Yes, opening a skate shop and building a customer base is very difficult today. I’m lucky to still have quite a few old customers and regulars. I also have a lot of Flemish customers. Having the central station right next door helps as well.

Shops also have a tough time with the competition from the internet. It’s sad because there was a time when a skate shop was like a second home to all skaters. Now, when I run into kids on the street and we talk about gear, they tell me they buy everything online. They miss out on the experience of coming to a shop: meeting people, making plans to hang out, watching a video premiere, flipping through a magazine… All of that is gone..

| Speaking of websites, Ride All Day doesn’t have one. Why is that?

There was a website at one point, but there wasn’t much activity. Maintaining a website and making it look professional is like having a second shop for little profit. I prefer to see people in person. When someone walks into the store, there’s an immediate connection because he is interested in something that’s my passion. The interaction is easy, even though overall, I’m not the most sociable, haha. I enjoy welcoming people, advising them, and seeing them leave with a big smile. You don’t get that online.

Today, I do everything through social media; that’s enough for me, and it’s free.

| What’s your opinion on all these online purchases?

People are lazy, and that’s one of the reasons why they buy online. They buy online and then say it’s a shame that stores are closing. Bad experiences on the internet sometimes bring them back to physical shops but they still need to make the effort to come in at least once...

What bothers me about online business is the environmental impact. All the small packages, the plastic, the returns. I see delivery vans on the street every day.

| Did skateboarding have its golden years?

There have been several waves and the last big one was during COVID, when there was a huge surge in demand. A lot of people started or got back into skateboarding.

| How was the COVID period for you?

During the COVID period, I felt really useful. People reached out to me, I made deliveries all over Brussels, sent packages and received people discreetly. People could book an appointment and I was fully booked all the time.

| What do people appreciate about Ride All Day?

I focus on service and hospitality. I often hear, "This is still a real skate shop." In the US, chains like Zumiez in shopping malls don’t have the atmosphere of a true skate shop like we have here in the shop. I think that’s what people appreciate. 

| Do your values impact your shop?

My personality influences the shop; I’m a purist. I have an ethic when it comes to how I run my shop. I’ve never wanted to sell brands like Nike SB or Adidas, even though, commercially speaking, it wasn’t the best decision. But at least I sleep peacefully haha.

| Why refuse these brands?

Where is the legitimacy of these brands in the skateboarding world? They’re not here because they’re fans of skateboarding; they’re here for the profits generated by selling shoes. They’ve understood that it’s a sport where you go through a lot of shoes. I’m not knocking them, they make good shoes, but I question their legitimacy.

| What has kept Ride All Day going after all these years?

The edge I had over other shops is that I’m not here to make money. I’m a skate fan, I want to support the skate scene, I want to be present, support my fellow skaters, and have a job that has meaning.

| How is the shop doing today?

The shop is still running but compared to the golden years, it's nothing like it used to be. I’m doing well because I have low expenses. I live simply but I lack for nothing and I do a job I love. For me, that’s the most important thing. I wish for everyone to have a job that has meaning.

| How do you see the future of the shop?

I see it as stable. I can't imagine any more growth and since I'm nearing the end of my career, that satisfies me. Ideally, when I retire, I would pass it on to someone who shares the same mindset and will ensure the shop continues, but we're not there yet.

| A few words about skateboarding in the Olympics?

It doesn’t really excite me either way. I’m happy to see skateboarding recognized as a sport, and it warms my heart a bit when I see the crowds at competitions. But it doesn’t change my view or how I skate. On one side, there will be guys who want to compete and show they’re the best, and on the other side, there will be guys who skate with their friends and create a DIY spot under a bridge. For these guys, it doesn’t matter that skateboarding is in the Olympics.

| Is the future of skateboarding worrying?

Yes and no, because there are a lot of young people starting skateboarding. Here, I see quite a few kids buying their first skateboard, so there is a future.

| To wrap up this interview, you celebrated the shop's 30th anniversary last April at BYRRRH & SKATE. What did you think of the event?

I only heard good feedback and it made me happy. Personally, I could not really enjoy it. Organizing an event is a job in itself. We were lucky with the weather and the concert was almost sold out. I’m really glad we did it but never again. Maybe we’ll do something more intimate for the 35th anniversary if I’m still around, a little farewell event.

Photo taken during the 30th anniversary of Ride All Day, at BYRRRH & SKATE.

End

Thanks for reading! Don’t hesitate to share the article to support the Gazette.

Big thanks to Yves for this interview!