Pontoon - Huck Finn | Mar 2019

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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inner city bike | Mar 2019

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 x 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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Front Runner | Mar 2019

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 | Mar 2019

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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MOTO UNDONE | Mar 2019

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 1500w 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.

photo credits, Dean Van Dis
rider, Pete McDaniel

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49Bike Jruiterblack300Tallwebfinal

$49 bicycle - | Jul 2018

By design we can disrupt whole industries. By design, we can change the norms, set new expectations, and create new stories. 

This concept pushes toward simple urban transportation that we don't need to worry about as much. 

The $49 creates new opportunities for many new stories. 

Fly to a new city, bike a bike online for $49 and have it shipped to your destination. When you're done with your trip, give it away. Its cheaper than rentals, more reliable, and no stiff penalties for theft or damage.

$49 isn't a pipe dream. We purchased adult bikes shipped free for less than $65. Stripped the access, found lower cost alternative components, and simplified construction by reducing welding, material, and cutting.

We want to work with a major brand to make this reality. So if you are Huffy, Kent, Granite Peak, Roadmaster, Mongoose, Dynacraft, Schwinn, or Next, please shoot us a line....


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Snopedv2 Bk Websmallx300

SNOPED version 2 | Feb 2018

Bonkers x 2

110cc Yamaha power train

4 speed

Timbersled Ripper 90 track system

dog named "Brandy"

photo by: Brian Kelly  https://www.briankellyphoto.ne...

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SNOPED / video | Apr 2016

A very cold night somewhere in Michigan...

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SNOPED / | Apr 2016

Experience winter travel on a whole new level. Lightweight chassis and cafe bike race posture, the Snoped will get you there in style. Inspired by some of our favorite winter apparel brands, this bike extends riding on top of the snow even further.

length: 76”
width” 6” (handle bars 26”)
motor: 90cc
materials: aluminum / composite
track: 1980/something Chrysler Sno-runner

design: Joey Ruiter
fabrication: Jeff Long
Photography: Dean Van Dis
Photography: Brian Kelly
Film: Baas Creative


Helmet: Electric Mash-man
Jacket 1: Aether Apparel
Jacket 2: G-Star RAW
Pants: Belstaff
Boots 1: Ralph Lauren Black
Boots 2: Aldo
Gloves: Burton

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1971 Porsche 911t | Mar 2016

Experience design with a vintage 911. The lines, gaps, forms, noise, smell, views, feel, and stance are a prefect combination of form and function.

photo by Mike Vanderkallen, studio V

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ICE CYCLES, from Baas Creative | Feb 2016

Awesome to collaborate with Baas Creative on this shoot, super fun! 

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LO-RUITER longboard / skateboard | Jan 2016

Getting to your destination matters. But how you get there matters too.
What if the daily commute was your favorite part of the day? It might be with one of these.
Introducing the Lo-Ruiter longboard / Skateboard designed by Joey Ruiter.
It’s a modern twist on the traditional skateboard that creates the illusion of floating.  

Deck: molded maple multi-ply and carbon fiber

Wheels: Arbor MOSH, the sucrose initiative, 65mm 82A, CP 36mm/OS 0.0mm

Trucks: Caliber II Legacy Blackout 10" 50 degree

Q&A with Joey Ruiter

Why a skateboard?
I personally love skating but we don’t set out to design anything specific like a skateboard, toothbrush, car or chair.  We explore problems and imagine the possibilities.  A lot of my work is the constant search for simple, pure and obtainable transportation.  In this case, it was to create a simple mobile device to fill in-between traveling after a car, train or bus ride.  The result was a redefined skateboard, not just for skaters but for everyone.  

How does it ride?
It’s just as functional as it is sophisticated.  It’s smooth, fast and easy to use.  It has quick starts, you can break with your foot over the rear wheels and you can get some speed due to the longer wheelbase. The generous size of the top allows for multiple positions, walking front to back, riding switch, and since the wheels are enclosed, it’s hard to kick the wheels on accident while pushing.  It’s super easy to carry around and lean against a wall.  So, if you’re first thought does it carve?  Don't worry, it doesn’t scrap the ground.

Who’s it for?

Since it has a traditional longboard ride its for a lot of riders in many landscapes. I envision a “suit” riding it into the office. Someone who at heart is still a skater but is a bit more modern.

What was challenging about this project?
The world of skateboarding is already awesome, so there was a distinct challenge right up front to reinvent this mobile staple in a new and inspiring way.  That’s the power of design.  It can transform and point us toward something completely new with a simple form or gesture.

The biggest challenge of all my projects is always to keep it simple. Then it’s actually listening to the data and criteria. As a designer, I’m presented with crazy thoughts, forms and ideas that don’t really apply to projects but I want them too. Listening to the clear answers is sometimes difficult if it is going against where you thought it should have gone.  But it’s always better in the end.

Why is the shape so different from traditional skateboards?
We wanted be as close the icon hover-board without any ridiculous technology. Skating is so great because it is so simple. So the biggest challenge was to give the look and feel of floating above a surface. The cutout shapes are a result of the low deck and wheel clearance, the holes allow you to break when you put your foot over them, and the flat ends allow it to easily be stored upright. The lines, language and gestures add up to a sleek human powered product on wheels that has a personality of it’s own.

Where can I get one?
Not sure yet. J.RUITER might make a limited run and then look for an existing brand for full production. Let us know if you want one and we will get back to you. $295

photo credit: Dean Van Dis


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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 1x10 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: Oddlyeven.com

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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
info@jruiter.com / 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.

Contact: info@jruiter.com

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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