Joey Ruiter’s latest stripped down urban commuter for INNER CITY BIKES.

Bike smaller without compromising comfort, ride position, and efficiency. Small for easy storage, light weight and very maneuverable. Offering quick start ups, and a fashion first first culture approach. Standard with a 1×10 drive train disc brakes and completely customizable.

Set yourself apart from the crowed field of commuters.

quote your new ride at-

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Combining our love of American muscle and off-roading.

When products work well in the worst extremes, it will work that much better in normal use. No curb, parking gate, city ramp, pot-hole, or incline will ever be an issue.


Meet the CONCEPT Dodge Challenger A/T with more muscle than ever. It’s sleek enough for the city nightlife and rough enough for the off-road landscape.

New Products developed for the 2015 challenger:
• Front long travel arms
• Rear trailing arm with links
• Body armor with rock sliders
• Fender flares
• Front skid plate
• Integrated lower light bar
• A/T logo badge

Body Modifications:
• Wheel well trimming
• Inner fender wall construction
• Exhaust tuck and reposition
• Spare tire truck mount
• Graphic twin striping
• Off-road tool storage and details
• Safety equipment

We pushed the performance, power and capabilities of the iconic Challenger from the street to the dirt. From body armor to racing seats, this ride is customized from top to bottom and ready for some serious use.
No matter where you’re going, this car will get you there. So pick your road, we’ve got the car.

We would love to build one for you.

images by:

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REBOOT BUGGY: photos by Brain Kelly | Aug 2014

silver lake state park, 8-25-2014 @ 6pm

photo by Brian Kelly

Prints available upon request / subject BKbuggy print

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Decouple E-bike (concept) | May 2014

We wanted to create an E-moto without the time stamp of technology. The idea of future proofing objects is explored with this electric city scooter. As a stand alone non-intelligent physical object, users can build up as desired for years to come.

The frame and fork is the heart of the concept. They should be first of all really interesting, fun, and inspire thoughts to create with.

With a few simple off-the-shelf components, users can create their own electric ride.

Too often our products have a short life dictated by changing technology. the wheels, ergonomics, forms, and gestures, don’t really change much in time but the technology does.

Frame and fork: innercitybikes, prototype

Hub: User choice (1000w-48v electric shown)

Battery: User choice (LiFePO4, 48v10AH shown)

Design: joey ruiter

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REBOOT BUGGY film / baas creative | Oct 2013

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Riff Raft | Aug 2013

The Riff Raft is for the non-boaters. People who enjoy the water but not all of the headaches.

It’s really simple; ride, swim, travel, layout, play, splash, and be with each other. The covers, cleaning, fuel, docking, all seem to keep us off the water. Even an E-Car could pull this to the launch.

Riff Raft is about letting the ride dictate what will be on the boat. The decking provides tie down grommets every 12” in from tip to tip and side to side. Elastic cords provide the attachment means. Umbrellas, chairs, coolers, tubes, bikes, basically whatever hooks up easily.

Remember the people you’re with, what you did, what you saw or experienced, not the boat.

Hull: aluminum

decking: SeaDec foam

length: 18’

weight: 250 lbs

motor: 200# electric motor

fuel: Sun / solar charging battery system

range: 4 hours

capacity: 980 lbs

options: colors

At J.RUITER we are always looking for opportunities to link up with manufacturers. Our prototypes are to lead discussions about products we have options for. To image more or maybe less, to wonder why.


photo credits: Dean Van Dis

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REBOOT BUGGY, release interview Q&A | Aug 2013

An interview with Joey Ruiter

*why the automobile?

“The automobile starts with the simple task to move us from one point to another. Anything extra is purely for our personal comfort and enjoyment. It has very little to do with getting us somewhere.”

*why did you decide to design and build a car?
“The answer is two parts, First, I wanted to learn how to make a car. To really know what it takes from every system, aspect, and physical packaging. To figure out why they are the way they are. There is no better way to find out why than to do it for yourself. Taking something apart and putting it back together is a completely different story.
Secondly, I’ve personally becoming more and more frustrated with new automobiles. The fluff, the marketing, the gadgets, the nicknacks, and the do-dads are overwhelming. I want to go back to the drive. When the drive was enough. We’ve layered and layered until I saw a cover for a cover under a hood covered in paint with a cover to protect the paint?… Seems silly to describe but that is a true statement. It’s just all gotten out of control. I drive old era cars. Cars that need your full attention when driving. I can feel the road, I hear the motor, and I understand whats happening around me mechanically.

As an artist I want to make a statement about the car. Starting over from the beginning seemed the right choice. First, we rode horses, then in buggies behind a horse, engine replaces horse, the horseless carriage began.
That to me was the start to all of this stuff we lump together as the automobile. What if we kept that notion of a carriage without a horse. That is really what this project became. Roads aren’t needed, infrastructure isn’t needed, and most folks in any town could fix whats on it. Although most parts can take a pretty good beating.”

*So what is it then?

“Its basically an exercise in creating a capable vehicle with really common parts. It doesn’t fit into a category since it came from nothing. As the thoughts started to become reality, I shifted towards something more fun for me personally.

It’s free design expression. To allow yourself expression as thought, as a physical thing, and not just in rendering form, really pushes the thinking. To allow yourself to do it is the biggest challenge.

I wonder and ask why a lot. Too much really. I want to investigate those thoughts to the fullest. Sometimes that means I have to build it and drive around.”

*What was challenging about this design, or process of design?

“Building a car from scratch was not easy. I’ve restored, modified, re-imagined lots of cars personally and through my design firm, but from nothing is a completely different story. We don’t really have the collective knowledge we used too. The products around us just are, and just do and we don’t really know how and where they came from.
It takes parts confidence, one part naive, and the rest is about finding really talented people to work with.
I learned that everyone’s opinion is really valid and correct. Although each opinion is different from person to person. There are many ways to solve a problem. Its easy to get bogged down with what should be done and when. That is what is challenging, sifting through the collective thoughts and picking a direction.
I learn and fail and win. Each new part or thought failed twice at least on every aspect. Keeping the momentum moving forward is hard. Really hard. The saying, “third times a charm.” is really correct.

The nice thing about metal is you can add and take away. Having the balls to cut apart something you just spent a lot of time and money on is hard but in the run its better. It only hurts when you go back to where you started, but only for a bit. Realizing why you had it right in the first place is worth the pain later. Then the next time you feel more confident to back up your intuition.
Designers don’t trust themselves because they hadn’t had their hands dirty. My advise to them is to get your hands dirty, make something that holds something up. You’ll learn a lot really quickly.”

*photo credits, Dean Van Dis

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REBOOT BUGGY, testing | May 2013

5-17-13, reboot buggy seen on 28th street sw Grand Rapids Mi.
6-14-13, reboot buggy dune testing, silver lake state park, Mi.
8-28-13, youtube test link
9-21-13, reboot buggy dune film shoot (snapshot)

EMAIL for press and upcoming motoring events-

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the GROWLER city bike | Jan 2013

This “Growler” concept concept city commuter is a working sketch prototype in a series of thoughts on what we carry around with us and the importance of those items. We took a Growler from a local pub and set off to design a bike around it. With or without the beer, this changed how we view typical beach/ city “cruisers.”

29er fat wheel set, monarch springer front end, 2 speed internal kickback hub, disc brakes

photo: dean van dis

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“one horse” electric moto

“one horse” electric moto | Jan 2013

At JRUITER we build, test, and reshape all sorts of things. This “one horse” concept E-bike was a working sketch prototype in a series of electric thoughts. E-bikes don’t need to be bikes with motors and batteries.

34mph + single front brake + 48v 1000watt hub motor = sketchy…

photo: dean van dis

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reboot buggy

reboot buggy | Jan 2013

We have decided to unleash our design philosophy on the automobile. Particularly the notion of a city car.

project-named “reboot buggy”, it’s an exercise in curiosity and what-if’s. Starting from nothing, we gathered hot-rodders, race car builders, trained and “home-grown” experts to see what is possible without what we already know.

I want to know what a vehicle would be without the “user-centered” philosophy. What does it want to be without the things we place in as needs. we are sure to polarize our fan base with this one.

The automobile starts with the simple task to move us from one point to another. Anything extra is purely for our personal comfort and enjoyment. It has very little to do with getting us somewhere.

“I drive old era cars. Cars that need your full attention when driving. I can feel the road, I hear the motor, and I understand whats happening around me mechanically.”

This isn’t a shape contest. With little body work highlighted and no decorative grille shapes to design around, the raw parts necessary for movement become highlighted. The resulting vehicle, like objects in the rear view mirror, appears larger than it is.

“It’s grossly basic and crude, and I am loving it.”

The car will be powered by a small block chevy, gasoline, high power motor. It may seem like an odd choice, but anyone knows this motor, anyone can work on them, and they are easily re-built from local sources. In all, over 90,000,000 small-blocks have been built in carbureted and fuel injected forms since 1955.

“I think this car is somewhere between a prius and a horse & buggy. It almost needs to be both at the same time. We have to reconsider everything and ignore what we should do.”

Stay tuned… our nuts and bolts, locally sourced, re-used, re-claimed, and re-thought vehicle is becoming a reality.

EMAIL for press and upcoming motoring events-

*a special thanks to a couple of our supporters already-

Spectrum Sand Sports, Holland MI

FabFarm LLC, Holland, MI

p. 616-532-5200

Metro Engineering, Grand Rapids, MI
p. 616-458-2823

Dean Van Dis photography

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front runner video/ oddlyeven

front runner video/ oddlyeven | Aug 2012

the frontrunner conceptual video by oddlyeven

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front runner prototype FOR SALE | Aug 2012

The frontrunner prototype is up for sale. This is a full sized, non-functional prototype. This prototype would be a great addition to an interior space, car collection, boat collection, or museum setting. We would offer set up and installation if needed.

This boat has been featured all over the world. Discovery channel, and popular mechanics to name a few. If interested email us at to discuss pricing and conditions-

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riff raft (prototype test)

riff raft (prototype test) | Aug 2012

Riff Raft is for the non boaters, to the low class, and to those who don’t know what boating shoes are. Simple, cheap, and with no up-keep. Riff Raft is a floating, moving platform for the water. Feel from to swim, sit, lay, and be still. It’s as basic as you get.

High res photos and press release with details will be available in September

email, for information

photo: melissa vannest

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1962 lincoln continental

1962 lincoln continental | Apr 2012

“triple white”

Accuair air bags, Detroit Steel Wheels, Ford Racing 460, fast EZ 2.0 throttle body, Magnaflow exhaust, Nick Hardy interior,

I can’t believe I found this car just a few miles from our shop. After 18 years of sitting, this 1962 Lincoln Continental was basically all intact and rust free. An awesome example of American 60’s design at it’s finest or worst. It was heavy, slow, and big. Now, it’s just big.

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moto undone | Aug 2011

From the familiar to the unexpected, moto undone ignores what makes motorcycles interesting.

At jruiter I.D. we want to re-set the definition of a motorbike by stripping away historical attributes that make them so great. It’s hard to image a motorcycle without fancy paint, overpowered motors, exposed mechanical genius, and sweet exhaust tones.

Moto undone is pure generic transportation and by motorbike category definition it isn’t very cool.

There motorbike references are small and when someone is riding they are all you see. The bike almost disappears. The rider just floats along the streets silently.

Powered by a 1000w 48v electric hub motor, moto undone has a range of 90 miles or about 3 hours. All gauges and riding information, like speed and gps, is displayed through smart phones by downloadable apps.

On display at the GRAM, Grand Rapids Art Museum, september 21 – October 9, 2011

photo credits, Dean Van Dis
rider, Pete McDaniel

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inner city bike 36er, (big city cruiser) | Sep 2010

big city cruiser

the inner city bike, big city, is ready to ride. check out for more information-

The Inner City Bike is how I’m starting a conversation about new products and how they change the world. The bicycle is iconic. Throughout its history, its design has evolved. Big wheels, small wheels, even the number of wheels. It’s been made of wood, metal, and plastic. Is there room for another take on the bike? Can we re-define classic objects? I think so.

It is about simplicity in design. The Inner City Bike is the ultimate stripped away piece. So stripped even the chain is gone. Its a statement on bare essential transportation and new ways of thinking about materials, scale, manufacturing processes and function.

For me, the art of design happens when you change the way things are perceived, when a new word is coined to express what you’ve done. It challenges conventionality and creates new stories, interactions and
rarity we strive for.

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inner city bike | Nov 2009

Our project, simplicity in inner city bicycling, was at first glance a fun aesthetic opportunity in new trends, color, and materials. Our target lived / worked in an inner city environment with minimal space. Bicycling at this level can be more about fashion and culture than speed and performance.

After the first few brainstorm sessions we knew there were bigger opportunities. The project rethought what a “frame” meant, getting rid of basic key components, and creating a new type of compact bicycling. Inspired by the “hobby horse” from it’s simplicity and the cafe race scene. Each is an exercise in stripping something down to its core.

The final design came down to a frame system and a free-wheeling unicycle rear hub. Everything else is rider preference.

Before all of the bike fanatics get all fired up, we know this bike doesn’t solve everyone’s personal transportation dreams. Performance wise, the bike is on the slow side, quirky, and fatiguing over longer distances. Consider it a cafe racer with the performance of a beach cruiser. The positives are easy quick turns, huge power to the rear wheel to go over curbs and other city scape structures, and great start / stopping / sitting situations. 

We rethought everything 2 wheeled with simplicity in mind. This is as stripped as you can get.

Very few parts.

29 × 2.35 tires
29” rims, choice
Fork, shock choice
handle bars, choice
rear hub (planetary internal freewheeling, unicycle through axle)
brakes, front disc only
pedals, choice

The Inner City Bike is how I’m starting a conversation about new products and how they change the world. The bicycle is iconic. Throughout its history, its design has evolved. Big wheels, small wheels, even the number of wheels. It’s been made of wood, metal, and plastic. Is there room for another take on the bike? Can we re-define classic objects? I think so.

It is about simplicity in design. The Inner City Bike is the ultimate stripped away piece. So stripped even the chain is gone. Its a statement on bare essential transportation and new ways of thinking about materials, scale, manufacturing processes and function.

For me, the art of design happens when you change the way things are perceived, when a new word is coined to express what you’ve done. It challenges conventionality and creates new stories, interactions and rarity we strive for.

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power boat | Oct 2009

We need to look forward again-

“First of all, it’s a sculpture, a visual prototype, that explores simple forms and gestures,” says Ruiter. “I think that we should be able to see ourselves in objects. These objects should point us in a direction, and should create situations where we can be inspired.”

“’Power Boat’ has a few simple lines, a wicked sweet surface-drive propeller and some shiny paint,” he adds. “All the nouns you’d associate with a power boat are there and bring it to life. Nothing visually suggests a watercraft, yet its design is all about speed and performance. One can easily imagine themselves driving this, especially since you can see the reflection of your head in the driver’s seat.”

Ruiter used welded aluminum to create the core structure. Surface drive propeller, OEM controls, electric motor, batteries and some trick hydrofoils, make up the rest. “When you connect the lines and arrange the marine type objects in an unconventional way, it doesn’t feel like a boat,” he says. “That’s the whole idea. In reality, it isn’t an abstract version of a vessel, but a small step forward in performance, fuel consumption and natural un-disturbances – low horse power, no noise, no wake and nearly zero intrusion into the water.”

“Power Boat” is intended to raise questions, inspire new ways of thinking and challenge stereotypes of why we do things the way we do today. That is Ruiter the artist and the designer together at work.

Technical details:
width: 60” x height: 72” x lenght: 160”

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airboat | Sep 2009

personal watercraft airboat. The ultimate, go anywhere, personal watercraft.

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Pontoon - Huck Finn | Jun 2008

No covering, minimal parts, open to the elements, and useful even at the end of the dock as it is parked. Built with Michigan grown wood deck, 26” aluminum pontoons, 25hp tiller style motor, and solar navigation lighting. This boat needs as much upkeep as your dock.
24ft length, 8.5ft beam, 10” draft

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Front Runner | Feb 2008

Imagine the thrill of off-roading, but on the water. Carve. Spin out. Drift a corner. Or imagine packing up your camping gear into a boat and setting off to a deserted island for an overnight adventure.

The boat is the Front-Runner, a full-size hydrofoil watercraft made unique by twin forward-mounted jet-drive motors. More aircraft than boat, it has an airplane-like steering system that allows changes in heading, pitch and bank. The Front-Runner can navigate waters that are usually inaccessible. It is 11’ long and has two 215 horsepower motors, ergonomic crew chairs, a retractable top and ample space for storing gear. On top of it all, it’s made of entirely recyclable materials. 

In the boating industry, options for the adventure seeker are limited. But the Front-Runner is one notable exception. Its estimated production cost and selling price are comparable to any typical twin-engine jet boat of its size. This design isn’t far from reality. 
Ruiter has designed, engineered, and constructed an innovative watercraft. What makes this boat unique are the twin forward-mounted jet-drive motors.

“You can take the this kind of boat into un-chartered waters.”

The Front-Runner is more aircraft than boat. It has an airplane-like steering system that allows changes in heading, pitch, bank, and a design that allows it to navigate waters usually inaccessible.

The position of the motors, along with the suspension, allow it to pierce the water and carve in and out of turns. The rear hydrofoil lifts the boat body out of the water so the driver can control different aspects of the ride. This design changes the rider’s experience. Because the motor is extended in front of the bow, there is more of a ‘pulling’ feel compared to the “pushing” feel of a traditional boat. “The advantage is this boat can do more, with more control and function, and go so many more places,” comments Ruiter, a local award-winning industrial designer. “This boat will go where most boats can’t because it will run in extremely shallow water, and it’s got a tremendous range.” The boat itself is eleven feet long, and features a robust interior roll cage. Twin supercharged 215 horsepower motors provide a small boat like this with a lot of power.

Ruiter has designed boats, motors, and interiors for the boating industry
before, but this concept boat brings a whole new attitude to small boating.
He calls it the Front-Runner. It is functional yet loaded with design

Ruiter describes why he focused on a new design for a smaller boat. “Large scale boats get most of the attention in this industry. Smaller boats for the average weekend boater are often ignored when it comes to new and innovative approaches. I wanted to challenge the thinking about small boats. The Front-Runner takes advantage of new technology, and creates a new boating experience. There isn’t another small boat out there like this.”

Ruiter brought in Spectrum Sand Sports of Holland, MI to help construct the Front-Runners unique tubular frame. They build long-travel sand cars for west coast style Baja racing. Andrew Prinns, owner of Spectrum, was surprised when Ruiter asked him for a tubular frame with full suspension and articulation for a boat. Ruiter and Prinns built the boat’s ‘suspension’ together and both enjoyed collaborating on this innovative concept.

In addition to the forward-mounted jet-drive motors, the Front-Runner features:

Modified four-link suspension and steering for aircraft-like controland feel
Hydrofoil on four-bar linkage to control boat elevation and ride
Environmentally sustainable design
An all-aluminum frame and skin that resists rust, dents, and dings
Materials are easily separated, and recyclable
Retractable California style top
Ergonomic crew chairs for all-day cruising comfort
Spacious cargo area (approx. 30 sq. ft. of deck space) with integrated lash cleats
Tambour rear door that allows for easy loading and unloading
Overall dimensions: 18’2” L x 8’6” W x 5’2” H
Twin 215 horsepower motors

The Front Runner could be produced and sold at a price comparable to a typical twin-engine jet boat. Ruiter would like to see a manufacturer put the Front-Runner into production. “This design isn’t that far from reality. It’s a new way of thinking about small boats. From a production standpoint, I’ve reorganized and repositioned semi-standard components in new ways.

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3 Rms, Lk Vu | Jun 2007

The first goal of the 3 Rms, Lk Vu concept was to create an inspiring living environment that jettisoned old ideas about what a “pontoon boat” should be. This is a study in creating small interior spaces for the exterior environment: how a comfortable boat on the water can offer a variety of spaces for dining, entertainment, relaxing, and cruising.

The second goal was to bring an up-to-date residential furniture perspective to a boating environment.

3 Rms, Lk Vu is part apartment, part outdoor living space, part family room. It includes a kitchen/dining space, a living room area, and a “basking deck” complete with fireplace pit and teak floor. The deck is ideal for practically any activity under the sun, from swimming, sunbathing or picnicking during the day, to sunset cruising or stargazing during the evening. Its varied spaces give users more freedom to use the boat on their own terms.

The boat’s defined spaces work equally well for small groups or one large gathering, and offer varied seating choices. The living room space is a welcoming space positioned amidship –a step down from the dining and deck areas– and integrates the two ends of the boat. The residential furniture aesthetics suggest actions to users: mingle, relax, move about, gather, adapt the spaces to your activity.

Traditional needs for a water craft are not ignored, but are designed to be both more efficient, and inspire and comfort boat users: Partitions above the main sidewalls protect from the wind, but they’re translucent and provide light and visibility. The dining area’s canopy is peaked, echoing a house roof, shedding rain and offering shade. Safety equipment is stowed, yet visually apparent and easily accessed. A full-length bumper rail is quietly integrated into the hull Typically unused space here becomes storage area. The pilot’s space for operating the boat has also been reconsidered. The controls and seat are positioned near the center of the boat, bringing the captain into the conversation.


The new concepts here are simple, low cost, and easy to manufacture. Yet the boat uses space in new ways to create more opportunities for people to interact with sun, wind, and water, as well as with each other. Space is also used in new ways for equipment and storage. Finally, the residential aesthetic offers a new take on comfort and convenience.

3 Rms, Lk Vu speaks to my design philosophy: the design process is less about creating a product than it is about creating a person’s experience with the product. I see people using 3 Rms, Lk Vu as an efficiency apartment floating on the water: entertaining, cruising with family or friends, fishing, enjoying a sunset by the fire, dining –with many ways to move about the boat to find a space that works just right.

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