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James had become fascinated with motorcycles as a child, and he opened his own shop, West Coast Choppers, in Long Beach, California in 1992. The company grew into a builder of super-high-end bikes with price tags of $100,000 and more. His choppers attracted celebrity customers like Shaquille O`Neal and Kid Rock, which in turn caught the eye of The Discovery Channel, which put him on the air in the 2001 special Motorcycle Mania. When that show was a hit with viewers, the series Monster Garage was born.
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