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WORLD’S LUCKIEST MAN Bob Althoff On Two Truisms
EDITOR’S NOTE Robin Hartfiel On The Big Picture LETTERS+ The Industry On The Industry
NEWS+ Made In America: Honda Hits Half Million Mark, Windy City Group Sold, AIROH Takes Flight
SHIFTING
DEALER
DEALER
DENAGO
HAY
INDUSTRY
PRESS
EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Unique Powersports
Charlie Williams Off Road Editor
Don Amador Quiet Warrior Racing
Joe Bonnello Joe B Photography
Uncle Paul Wunsch Love Cycles
The Anonymous Dealer
Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com
Blake Foulds Account Executive (760) 715-3045 blakefoulds@dealernews.com
Brenda Stiehl Production Manager brendastiehl@dealernews.com
John Murphy Publishing Consultant johnmurphydn@gmail.com Dealernews Magazine
By Bob Althoff
Tariffs, mismanagement, declining customer bases, lack of wholesale & retail financing, inaccessible co-op money, lack of techs, razor thin margins… the one cure for all that ails our industry is growth!
Growth is the cure for all of our industry issues. Period.
From its very inception the NPDA has focused on growing the powersports Industry. Dealers, after all, exist to create final demand for the great products designed and built by the manufacturers. As Dealers, we are built to sell… and sell we must.
We believe GROWTH IS NOT JUST A THING: IT IS THE ONLY THING that can cure what ails our industry. The question becomes how can we grow it in these incredibly restrictive times? We have to tell our collective story! Got Milk? Go RVing… history shows us telling the story sells the message and gets buy-in from an engaged audience. We have great stories to tell… and tell them we must.
In today’s world, where consumers are on screens for more hours than they sleep, we must employ new media to inform, excite and unite new participants to our sport.
It is for this reason NPDA built POWERSPORTS WORLD TV which now has 1 million discrete viewers and 119 million views over the past 6 months.
We have deemed PSWTV as necessary but insufficient to effectively grow our industry at a fast enough pace. As a result we offer a multi-faceted solution:
And we offer a funding plan to pay for it. Just as Go RVing revitalized an entire industry by buying terrestrial TV time, the powersports industry is going to have to create an On Any Sunday Meets The Nicest People On A Honda movement and convey the story of our sport to the masses.
As you peruse the pages and reflect on the problems and solutions we face, ask yourself these questions:
How are we doing?
Are we doing all we can?
Will you throw your support In?
Is there another better approach? If so, please weigh in.
We look forward to joining you as this industry grows… and grow we must!
And that second truism? The best time to fix something is when it isn’t broken! Now we have to do the hard work in the face of bad timing!
By Robin Hartfiel
As my dealer friends at NPDA always say, “We Are Better Together.” However, in a strange paradox of human nature, it takes the worst to draw out the best in us… something catastrophic has to happen to make humans set aside their differences and find ways to work for a common goal. Months ago our own Bob Althoff began sounding the alarm that tariffs were an existential threat to the entire powersports industry.
“The global tug-of-war over tariffs no doubt has profound effects. But to the average American, it is profoundly confusing; deeply troubling and profoundly unfair… he wrote back in June. “Our industry has become unintended roadkill in the international game of chicken that is playing out.”
More recently, the OEMs, the aftermarket, the dealers and the industry associations have all rallied to the cause. “New 50% tariffs on steel and aluminum products are putting America’s entire powersports industry at risk — from the motorcycles, ATVs and side-by-sides we ride and drive, to the parts and accessories we depend on,” explains MIC Government Relations VP Scott Schloegel. “These steep tariffs are already driving up costs, limiting supply, and threatening layoffs, business closures, and fewer choices for consumers. Even first responders and local governments who rely on powersports equipment are facing higher prices for vehicles and replacement parts.”
My friend and MIC Aftermarket Chair Tim Calhoun cautions, “Even though the average consumer is just now realizing it, these tariffs are already threatening jobs, as well as longstanding dealerships in your communities and aftermarket
companies across the United States. We have to put aside our differences.”
LeMans Corporation Chairman and CEO Paul Langley underscores the value of collective action: “Tariffs are one of the biggest challenges our industry is facing, and it’s imperative we come together with a unified voice. The work the MIC and their Government Relations team is doing is critical to the future of powersports. If you aren’t already an MIC member, you should be, and I encourage you to join.”
“I feel that as an industry, even if we compete in some ways, we all need to work together,” Langley explained at this year’s NVP. “We need to build the resources for the industry that helps everyone. A healthy AIMExpo is good for everyone, including us. A successful NPDA is good… So the bottom line is, as an industry, we need to work together. That’s the way I see it.”
And he is willing to put Parts Unlimited’s money (and resources) where his mouth is. If you look at the size of our business as an industry, and then you look at automotive, there’s many more resources in automotive that help you run your business. But we can have some of the same resources for powersports if we work together. I would like to see the MIC have the best data, whether it’s in regards to new or used unit sales, how many tires have been sold, etc. down to the SKU level in a database that’s accessible to all of the members, and As a board member, I would support that, and as a member of the MIC we would be prepared to share more data to help the MIC be able to provide its members with good quality data.”
This issue is not just for LeMans and the OEMs to fight… It is bigger than the AMA, NPDA, MIC et al. It is about you and your business! “Our President and his trade team will, of course, be criticized from all quarters… Watching the sausage get made is like that,” admits Althoff. “From my perch, I simply must side with small-town Ohioans who have lost their factories and their jobs, their tax base and their schools… I know that all of us recognize that truly fair, reciprocal and ideally zero tariffs would serve the entire world well.”
“We need your help,” concludes Schloegel. “Please take a moment to send our pre-drafted letter to your U.S. Senators and Representative urging them to reconsider these tariffs or provide relief. By speaking up together, we can protect goodpaying jobs, local dealerships, aftermarket suppliers, and continued access to powersports products.”
Take action here: mic.org/#/actioncenter?vvsrc=%2FCampaigns%2F130213 %2FRespond
Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.
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Welcome to the Harley-Davidson family Artie!
The H-D family consists of a dedicated group of riders, dealers, suppliers and employees. Each are passionate about the brand, and many have dedicated a good portion of their lives and livelihood to this storied brand. We want and need you to be successful as you navigate and lead the company through challenging times. We stand ready to do our part to see that you and The Motor Company prosper. Please bear in mind that many of the dealers have felt taken for granted and in some cases abandoned over the past few years, however our commitment to and belief in the brand remains strong. We hope you see the dealer network as the competitive advantage that it is and lean back into us. To be clear, we aren’t jockeying for handouts or jobs at Corporate, we are looking for a full channel partnership that delights our customers, innovates, consults and grows the business for all stakeholders. The job won’t be easy however the foundational elements of a successful business and renowned brand remain intact. The goal seems clear: deliver a robust product offering, invest in authentic customer experiences and attract new riders and the results will follow. We understand very clearly that Harley-Davidson is a for-profit company and that
shareholders demand and deserve strong returns. Motivated channel partners and employees are key to prospering. I hope you focus your early days on listening and learning. I know we are committed to that.
Onward,
Sean Cummings House of Harley-Davidson
Milwaukee, Wisconsin
His stint as CEO started with a 500-mile motorcycle journey. When he returned, he replaced company cars with company motorcycles. Thus began the transformation that made Royal Enfield quality the standard by which many other companies, worldwide, are judged. A similar journey of passion began a transformation at HarleyDavidson long before the leveraged buyout saw the light of day. Some of the more prominent names include Vaughn Beals, Richard Teerlink, Jeff Bleustein and Willie G. Davidson.
Without passion there is no motorcycle industry. Unfortunately, people with passion for the motorcycles have become an unwelcome intrusion at Harley-Davidson. Harley-Davidson’s leadership has become out of touch with the customer and divorced from the people who carry that passion. Structural changes are required and the Board of Directors is the place to start.
There should automatically be a Davidson on the board – their name is on the gas tank. Today that would be Bill or Karen Davidson. The Dealer Advisory Chairman also needs to be on the board. This should be automatic. Another seat should be filled by someone who has a deep well of experience at Harley-Davidson and related companies — such as Rod Copes. This person should be nominated and elected by the dealers. Of the 9 members of the Board, at least
4 of them should have a deep well of experience in the Motorcycle Industry and at least 1 should have a deep well of experience in the Automotive Industry. I am suggesting creating balance on the Board of Directors and listening to stakeholders. Anything less is a recipe for failure.
Robert S. Cascaddan, M.B.A. Via LinkedIn
CEO DOESN’T EXIST… Assuming there was no perfect combination of an experienced public-company CEO who is also a rider and HD enthusiast, I would’ve preferred someone with auto OEM experience. Any top executive from Toyota to Cadillac would quickly identify 2 areas of obvious concern: (1) where is our product pipeline that aims to capture new business, and (2) what are we doing to improve the health of our dealer body? These are issues that the best run auto OEMs constantly prioritize, and I fear the HD board simply doesn’t get it. Sure hope i’m wrong.
Michael Maledon, Partner Elway Dealership Group
This is probably very unfair, but I predict the first new model after he takes over will be a Harley-Davidson golf cart, just like they had in the ‘60s during the AMF regime.
Don Emde, President Don Emde, Inc.
When Dealernews ran the announcement that Artie Starrs would be replacing Jochen Zeitz on October 1, we received a flood of feedback! More than 2,000 comments in 24 hours on our Facebook page alone: www.facebook.com And when he bought a Harley from his local Dealer, fuggedaboutit! We could fill a couple issues with the back-and-forth comments, memes and mayhem… However the guy hasn’t even started yet!
On Wednesday, August 6, Honda South Carolina Manufacturing (SCM) marked a historic occasion when the 500,000th Honda side-by-side rolled off the Timmonsville, South Carolina, plant’s assembly line. Throughout the plant’s 27-year history, SCM has invested a total of over $460 million in its operations, and its associates have proudly produced more than 3.8 million powersports products.
“I’m extremely proud of our team in Timmonsville,” said Travis Lee, SCM site lead. “Their work and ongoing commitment and passion for our business and customers are the reason we’ve achieved this impressive milestone and many others over the years. No matter where our associates are in their careers at SCM, they are a part of our success, and I appreciate their continued efforts and teamwork.”
SCM began production of the Honda Foreman 400 ATV in 1998 and added ATV engine production in 2000, Honda AquaTrax™ personal watercraft in 2003 and side-by-side vehicle production in 2013. Today, the 950,000-squarefoot plant is the exclusive global production home of all Honda side-by-side vehicles, including the Pioneer multipurpose series and the Talon sport family. (All Honda ATVs are now produced in Swepsonville, North Carolina).
To commemorate this latest milestone, SCM associates gathered at the end of the line as the half-millionth side-by-side vehicle — a Pioneer 1000 — was driven off the ramp by 24-year veteran Honda associate Glascow Montgomery. Montgomery started in machining at SCM in 2001. While he says he has lost count of how many side-by-sides he has personally driven off the line over the years, his focus has always been and continues to be on the quality of the units.
“I want to make sure these units are perfect for our customers,” Montgomery said. “When the unit makes its way to me, I’m listening to the engine, testing the steering wheel and checking the lights — it’s important to me that we do things right.”
Posts Production Cycle, Postpones Super Duke GT
Noting that “We can’t wait to bring these bikes to our riders soon,” KTM CEO Gottfried Neumeister announced a shift in the production dates for the 2025 Street and ADV product lines. As a result of the revised production schedule, the affected models will transition from the 2025 model year to the 2026 model year and postponing the 1390 Super Duke GT until 2027.
“The excitement surrounding the new model lineup has been tremendous, especially after the announcements at EICMA and other national trade shows,” states Neumeister. “By focusing on achieving complete readiness, we are confident that the new models will offer superior performance and innovative technology that will set new standards in the motorcycle industry.”
KTM looks forward to bringing the first exciting new models to market in late 2025 and early 2026, delivering motorcycles that represent the pinnacle of performance, technology, and innovation. Production for the 2025-turned-2026 models is slated to be:
• KTM 990 RC R – OCTOBER 2025
• KTM 1390 SUPER ADVENTURE S – OCTOBER 2025
• KTM 1390 SUPER ADVENTURE S EVO – OCTOBER 2025
• KTM 1390 SUPER ADVENTURE R – OCTOBER 2025
• KTM 990 DUKE R – NOVEMBER 2025
• KTM 1390 SUPER DUKE GT – PRODUCTION DELAYED TO 2027
To further enhance customer confidence, KTM is offering a complimentary 4-Year Premium Manufacturer’s Warranty on all new 2023, 2024, 2025 and 2026 LC8 and LC8c Street and Adventure models. This extended warranty adds two additional years of coverage to the standard 2-year Manufacturer’s Warranty.
“We are committed to delivering the best possible experience for our riders. This decision ensures that every model will be fully ready to deliver on the high standards our customers expect,” concluded Neumeister.
Windy City Motorcycle Company, one of the largest HarleyDavidson dealership groups in the midwest, has been bought by “legendary” leaders Marc Ingwersen and Jerry Carillo, owners of Legendary Harley-Davidson Dealer Group. While the ownership is changing, the mission remains the same. This sale marks a new era for the midwest motorcycle market, notes Windy City founder Ozzie Giglio. “It will build on Windy City’s legacy of excellence in motorcycle sales, service and community engagement.” Terms of the sale were not announced.
“Windy City Motorcycle Company was built with passion and a deep respect for the riding community,” explains Giglio. “Marc and Jerry share that same passion, and I couldn’t think of a better group to lead this midwest motorcycle dealer network into the future.”
Founded in 2000 by Ozzie and Jill Giglio, Windy City Motorcycle Company began as a single point Harley-Davidson dealership in the Chicago suburb of Villa Park, created by riders for riders. Over the past 25 years, it has grown into a multi-dealership/ multi-brand company with a strong regional presence, offering riders across the Midwest access to leading motorcycle brands, expert service and a vibrant community of enthusiasts. The dealerships included in this transaction are Wild Fire HarleyDavidson, Illinois Harley-Davidson, Woodstock Harley-Davidson, Woodstock KTM and Triumph, Lake Shore Harley-Davidson, Starved Rock Harley-Davidson and Starved Rock KTM.
Marc Ingwersen and Jerry Carillo are seasoned professionals with decades of experience in the powersports industry. They are best known for their leadership in dealership operations and dedication to rider-focused business practices. With this acquisition, Ingwersen and Carillo bring a strategic vision for innovation, growth, and continued customer satisfaction. “Windy City Motorcycle Company is an iconic name in the Midwest, known for its incredible team, loyal customers, and commitment to the motorcycle lifestyle,” Ingwersen expressed his enthusiasm for the opportunity. “We are excited to build on that legacy and explore new ways to serve riders with the quality and care they’ve come to expect.”
The transition is expected to be seamless, with current employees remaining in place. Under Ingwersen and Carillo’s leadership, the company will continue its focus on high quality service, expansive inventory, and community involvement, while also exploring new growth opportunities across the region.
With the 85th Anniversary on hand, the annual Sturgis Rally was one for the record books. Across its five Harley-Davidson dealerships in the Black Hills, including the flagship Sturgis Harley-Davidson and Black Hills Harley-Davidson, Sonic Powersports delivered historic results in motorcycle sales, parts, service and rider engagement. The record breaking retail numbers included more than 1,100 motorcycles sold during the Rally!
“The Sturgis Motorcycle Rally isn’t just the largest motorcycle rally in America, it’s one of the country’s most iconic annual events that draws hundreds of thousands of riders from across the nation,” said Sonic’s Chair and CEO David B. Smith, “What we saw at the 85th Sturgis Rally was a powerful confirmation of why we’re in this space: to lead with passion, scale and world-class execution for our guests and teammates.”
In its first year of sales at the iconic Sturgis Rally, the new Sturgis Harley-Davidson location far exceeded expectations, finishing second only behind the largest Harley-Davidson store in the world — Sonic’s own Black Hills Harley-Davidson. This record-setting performance underscores Sonic Powersports’ growing momentum in the Harley-Davidson community.
“Our Sonic Powersports team delivered an all-time record performance and cemented Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in America in combined new and used motorcycle sales,” Smith continued.
2025 Sturgis Rally Highlights
• Record-breaking retail performance, with more than 1,100 motorcycles sold and unprecedented demand across parts, service and merchandise
• Bike sales registered to all 50 states, with four days surpassing 100 motorcycles sold
• Single-day peak of 135 motorcycles sold, surpassing the previous record of 86
• More than 500 Sonic Powersports teammates on-site delivering exceptional guest experiences
“We prepared all year for this moment, and the results speak for themselves,” concludes Sonic President Jeff Dyke. “From retail strategy to team deployment, we executed at the highest level. Selling more than 1,100 bikes and seeing the energy across all five dealerships was something special, and we’re only getting started. With this debut, Sonic Powersports has shattered expectations and set a benchmark that will drive even greater presence in future rallies.”
Viva Italia! Bitubo Suspension brings its history of racing to U.S. dealers as Turn 14 Distribution has added Bitubo to its line card. The addition of Bitubo to Turn 14’s dealer network provides a new opportunity to deliver premium, customizable suspension components backed by a storied racing history. Bitubo’s suite of suspension products is designed for professional racers and enthusiasts seeking proven real-world performance from the street to serious track sessions.
“Bitubo brings a race-proven pedigree and an unmatched engineering legacy to our powersports program,” said Alex Lesslie, divisional purchasing director at Turn 14 Distribution. “Their focus on innovation and rider-centric design makes them an ideal partner for dealers who want to offer precision suspension upgrades with proven performance.”
“This partnership is a huge milestone for us,” adds Sean Delshadi, Marketing Director, Bitubo USA. “Turn14’s reputation for service, speed, and dealer support makes them the perfect partner to grow Bitubo’s presence in the U.S. market.”
Founded in 1963, Bitubo leveraged its storied racing pedigree to earn its global reputation for precision engineering and real-world performance across the motorcycling spectrum. This brand has remained at the forefront of two-wheeled damping technology, creating cutting-edge damping components that raised the bar in the motorcycle segment. These technologies, designed initially for elite racing, now power Bitubo’s suspension solutions for V-Twins, metric machines and off-road applications.
Authorized Turn 14 Distribution dealers can access Bitubo Suspension products when they log into their portal at: www.turn14.com
AIROH USA now has nationwide availability of its worldchampionship winning helmets — 151 World Titles at last count — via its fledgling network of certified local dealers. This marks a significant milestone for the high flying Italian brand, known globally for its uncompromising standards in safety, innovation and lightweight design. To
ensure accessibility and service excellence, AIROH USA has established a trusted dealer network supported by 20 dedicated sales representatives nationwide.
“We’re excited to officially bring AIROH’s most innovative helmets to riders throughout the United States,” notes Dennis Bloch, CEO, AIROH USA. “For decades, AIROH has been synonymous with safety, performance, and Italian craftsmanship. Now, with our nationwide network and online availability, U.S. riders can fully experience what makes AIROH a leader in helmet innovation.”
Dealers had the holeshot in the April issue of Dealernews, including an exclusive heads up video interview with Bloch… see the full value proposition for your dealership here: www.youtube.com/watch?v=uKUwbz64s40
“AIROH has built its reputation by crafting helmets that exceed worldwide safety certifications while maintaining the hallmark Italian passion for design and performance,” adds Bloch. “With a commitment to pushing the limits of technology and rider protection, every helmet is engineered to deliver the perfect balance of comfort, durability and style.”
Missed the launch but still want to have helmets flying off your shelves? Click here: www.airohusa.com
FORE! As previously announced, October 1 marks the start of Artie Starrs’ new gig as President & CEO of Harley-Davidson. Starrs joins The Motor Company from Topgolf Callaway Brands, where he served as CEO of the Topgolf International, Inc. subsidiary. Prior to that he was with Pizza Hut. “Artie is an accomplished business leader who brings extensive experience managing strong brands and global operations,” states Troy Alstead, Presiding Director. “His track record of delivering top and bottom-line growth, combined with his experience in franchise driven industries, are both huge assets for Harley-Davidson at this time in the company’s history. Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders. I’m confident that Artie can further enhance this connection with current riders while bringing new people into the H-D community.” Former CEO Jochen Zeitz will remain a senior advisor to the company through February 2026 to facilitate a smooth transition. The Board has appointed Troy Alstead to succeed Zeitz as Chairman of the Board effective October 1, 2025.
Speaking of golf, long-time Yamaha exec (16+ years), one-time director of motorcycle strategy for CFMoto and most recently VP of Sales & Dealer Development for Moto Morini, industry veteran Chris Peterman has decided to hit the links! No, he hasn’t retired to play golf at Mar-a-Lago, Peterman is now CEO of Custom Drive | Village Discount Golf Car | Cartworks. Originally launched in 2012 when Village Discount Golf Car (VDGC) opened its doors in Central Florida to meet the Low-Speed Transportation Vehicle (LTV) needs of the growing local community, the Custom Drive/Cartworks portions of the business have boomed. Despite the growth and bringing in top tier talent like Peterman, VDGC has remained committed to three core principles: sharing unmatched industry expertise, driving innovation in carts and delivering an exceptional customer experience.
long-serving and well-respected professional John Bible has joined the Dealer Development Team at Piaggio Group Americas . After a decade learning the ropes as a road rep with the old MTA and Motorcycle Stuff operations, Bible shifted gears from aftermarket distribution to OEM representation Benelli, SSR and most recently Moto Morini . His proven track record of reliability and trustworthiness has consistently delivered results throughout his career. “I’m excited to pursue new opportunities with quality dealerships,” believes Bible. “Using the knowledge acquired over the years, and my passion for the industry, I look forward to welcoming all dealers to reach out and teaching them about the Piaggio Group Americas family.”
After starting his powersports career as a sales manager for a multi-line European motorcycle dealership, Josh Marsh has parlayed his position with Piaggio Group Americas to become Sales Director, North America, effective immediately. A true motorcyclist at heart with more than 15 years industry expertise, Marsh brings a proven track record of performance, leadership and dealer-focused execution to his new role. His passion for the ride gives him a unique connection to the brands he represents and the customers they serve. “These brands have incredible heritage,
As a SCARAB Jet Boat dealer, you’re joining a family of boating enthusiasts committed to delivering the ultimate experiences on the water, backed by a rich heritage of performance excellence. Built in Cadillac, Michigan, the iconic SCARAB performance legacy continues with a new generation of boats designed to excel in every recreational dayboating activity. Your journey begins with SCARAB.
Continued from page 16 and I’m excited to help lead a passionate and driven team,” says Marsh. “Josh has consistently demonstrated the kind of strategic thinking, energy and team-first leadership that our business needs,” adds Michael Angeli, VP of Sales for Piaggio Group Americas. “His deep industry knowledge and strong dealer relationships make him the right person to help take our U.S. sales operation to the next level.”
Most recently Vice President of SWMOTECH USA (and still Management Team Member for Women Riders Now), Sarah Schlike announces her latest industry gig. “I’m excited to join the Motos America Inc. team as PA&A Concierge, focusing on apparel.” And she is working from her local dealership. “I’m based at the Cascade Moto location and look forward to drawing upon my extensive experience in motorcycle apparel and accessories to outfit riders in the PNW-and their motorcycles,” she notes. “Big shout out to Cascade Moto Portland GM Wayne Monahan and Motos America founder Vance Harrison for bringing me on board!”
Gryphons are mythological beasts with the head, wings and front talons of an eagle combined with the body, hind legs and tail of a lion. This hybrid is considered especially powerful and majestic because it combines the “king of beasts” (the lion) and the “king of birds” (the eagle). Gryphon is also the name of a Canadian riding gear specialist , eh? Appropriately enough, Gryphons represent power and protection — perfect symbols for a powersports gear company. “Gryphon is thrilled to announce that Scott Lockhart has joined our sales team as the Eastern Canada Sales Manager ,” says Gary Cuzner , Owner/Founder of Gryphon. “Scott brings with him a wealth of experience and industry knowledge, having spent over 40 years working in the powersports industry , currently representing 6 additional brands with his own operation at Scott Powersports . Scott has also raced motocross for more than 50 years and ice racing championships in the 50+ vet class. “Scott’s extensive experience in the powersport industry makes him a valuable addition to the Gryphon team – Now he is taken!” exclaims Cuzner.
When we ran the OEM Update on the “new” Sherco in the August issue, we missed the fastest guy on the team: Warehouse Manager Lane Hyatt! “Lane is likely the fastest rider among all of us at Sherco United States,
“concedes Sherco President James Jordan. “He finished 2nd in A-Open and 6th overall in the Arkansas Hare Scramble series in 2024. In 2025 he moved up to AA and is currently 4th in the overall standings.” When he is not roosting the competition in the Arkansas woods, Hyatt is handling Sherco United States’ supply chain at the Jonesboro warehouse. More importantly, his favorite bike: SEF 300 four-stroke
While Lane Hyatt thinks he is the fastest rider at Sherco United States , Technical/AfterSales boss Steve Leivan may have something to say about that. Steve continues to race GNCC, MORE, AHSCS and National Enduro rounds at a very high level. He has won countless championships (many aboard his Shercos). When he isn’t chasing championships Leivan handles the technical relationship with Sherco’s growing dealer network . His favorite bike: SEF 300 four-stroke !
Since it was launched back in 2012, East Central Sports has remained a family owned and operated business focused on families. Carrying multiple brands and a range of products, lines include KAYO, SSR Motorsports, KYMCO, TORO, Hammerhead, YCF, Piranha and most recently Denago PowerSports. This focus on the family has been recognized by the community — including Best Of The Best Recreational Dealer in 2018 from the Post Review — to the OEMs with Toro’s Summit Club honors in 2018 & 2019. In 2016, 2017 and 2018, ECS was awarded top retail sales in the United States from SSR Motorsports.
Rather than resting on their laurels ECS went BIG in 2025, relocating to Rush City, Minnesota, in a massive new 12,000 sq./ft. facility. Mac and Megan Johnston are the owners of East Central Sports and they want to tell you about their hop in person. Their video elevator pitch says it all in a precise, personal and professional manner. Well done!
“East Central Sports is located in Rush City, Minnesota, one mile west of Highway 35,” notes Megan. “We have been offering powersports products to families for almost 15 years,” adds Mac. “Offering a variety of products including ATVs, dirtbikes, golf carts, lawn mowers and accessories,” she interjects. “We also offer trailers, service, parts including aftermarket accessories and so much more... We have made this a one-stop shop for you and your family.”
“The dynamic of our business and the powersports industry has changed drastically over the last handful of years… Now we have moved our shop to Rush City to better service our customers,” notes Mac. “We now have parts, service and accessories all under one roof.”
“We have remodeled to this beautiful warm, inviting space welcoming customers into our store six days a week… and seven days a week at: shopeastcentralsports.com
Retailing more than 100 vehicles in a weekend isn’t unusual for East Central Sports at Hay Days, the outdoor powersports event hosted on a 100-acre field in North Branch, Minnesota. What is unusual is that the Sno Barrons ECS sold 138 affordably priced dirtbikes and ATVs at this year’s September 6-7 event.
“It’s been pretty crazy with the amount of people that come out and buy stuff,” reports Mac Johnston, 37, owner and operator of ECS with his wife Megan. “They’re easy to transport out and they’re affordable, and a lot of people come with a lot of cash and buy.”
Johnston has been attending Hay Days almost since the 2012 inception of ECS, a multi-line dealership located in Rush City, Minnesota. ECS always returns to the same location at Hay Days, slightly off the beaten path but large enough to exhibit more than 250 vehicles, mostly kids dirtbikes and larger pitbikes, plus a smattering of ATVs –all of them very affordable.
“Last year at Hay Days was the best year we ever had for sales – we sold 145 out there,” Mac adds. “The only downfall is that with these tariffs and s**t, my profit margins were higher last year.”
At Hay Days 2025, Denago Powersports vehicles took the top honors for ECS. It sold 60 Denago machines, a healthy 43% of total sales, on the strength of Its MX lineup of dirtbikes, from the 107cc fully automatic MX kids’ bike to the fully manual 140cc MX3. ECS also retailed Denago’s youth ATVs like the Mudhawk 6 and the electrically powered E-Hawk 6.
Denago’s MX1 – a 107cc auto-clutch and manualtransmission dirtbike – was the top-selling vehicle. Mac says they sell well based on their styling, features, and standard electric starting. ECS retailed 24 of them at a $1,100 out-the-show price.
“Normally SSR is my best-seller out there,” Mac said, “but there were maybe only 10 SSRs I sold this year.” He lamented that SSR only has dropped its semi-auto and fully automatic models of little dirtbikes. “The SYX 125s that were selling really well for us were semi-automatic and fully automatic, so they kind of made-up for the two models that I normally had from SSR.”
Also for sale at the ECS setup were vehicles from KAYO and Piranha. The ECS home base also sells Toro mowers, Evolution golf carts and MadJax golf carts. Mac said he no longer carries the Coolster brand, and he brought SYX to Hay Days as a one-off to bulk up his supply of pitbikes.
The OEM not on Mac’s potential chopping block is Denago Powersports, which he said is proving to be leaps ahead of typical brands selling Chinese-made powersports vehicles.
Johnston praised Denago for providing on-site support at Hay Days. At center is Denago’s national sales director Johnny Hayes, and on the right is Johnston’s RSM Dan Proffer. At left is Brad Tews, proprietor of Denago dealer East Central Motorsports, who traveled from Ohio to help support ECS at Hay Days.
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“Out of all the years that I’ve been doing this, that was the first time I’ve ever had a company send out people to come help me,” Mac raved about having three Denago reps at Hay Days. “I’ve never had a manufacturer have their guys out there helping at the booth.”
Mac also praised Denago’s warranty: six months parts and labor. “SSR’s warranty is 30 days, parts only,” he said. “And SYX is like 3 months parts only. Denago is being like what an OEM should be in reimbursing parts and labor.
In this episode, host David Garibyan interviews Mac Johnston, owner of East Central Sports in Rush City, Minnesota. Mac shares his journey into the powersports industry, the evolution of his business over the past 15 years, and the importance of community involvement. The conversation also touches on changes in the industry, the significance of safety and future trends that will shape the market. Mac emphasizes the importance of education for consumers regarding safety and age-appropriate vehicles, and he reflects on the rewarding experience of running a family business in the powersports sector.
So a little background on Rush City. Rush City has a population of right around under 4,000 people. Rush City is located in Minnesota, about an hour drive from Minneapolis. Minnesota is considered a part of the Midwest in the United States, sharing a border with Canada. Mac and his wife Megan run this beautiful dealership and they’ve been doing so for the past 15 years. East Central Sports has been a Denago dealer since September of 2024 and now they’re one of our top performing dealers. I want to say thank you, Mac. So how did you start? How did you get into this business?
Actually in my early teens and twenties, I started running my dad’s car lot. I got out of that when ‘cash for clunkers’ came out and kind of shut us down, so I needed to get into something. I started selling some used snowmobiles for a relative of mine — and no, won’t get into that — but I went on my own soon after. I started off with one pallet of scooters on the north side of my dad’s car lot, putting them together by hand… one pallet turned into two pallets, three, four, then a semiload, I kind of figured out the right price point for our area and that’s how it all started.
Very grassroots type of movement, right? You started from the beginning, at your dad’s car lot. Actually a lot of our dealers start from the used car side of the industry, and they move on to powersports. Now you and your wife have this beautiful store in Rush City for 15 years now. That’s quite an accomplishment! And it’s no small task, especially being in a small community.
Yeah, it’s a smaller town in Minnesota. A lot of people are not familiar with the town, but they have heard of Dennis Kirk which is in Rush City. We built an addition last year and opened up our showroom. We did have another location in North Branch just south of here about 12 miles but we ended up closing that last summer due to road construction. We got everything under one roof and we ended up leasing our other building out. So now we’re running everything, parts, service, warranty, everything in one 12,000 square foot shop here to operate out of.
That’s huge. 12,000 square feet. That’s quite an accomplishment. When I was looking on your website and all the research that we did, I could see it’s a beautiful store. It looks great. You guys did a wonderful job of renovating it.
We just remodeled it a couple months ago, so we put an extra wall up to separate the service shop from when you walk in. It’s more like a showroom when you first walk in the door. We have a lot of cool stuff on the walls showing race cars and events that we sponsor. It’s turned out to be great, it’s been a good transition to doing everything out of one place here.
Obviously you do service out of there and accessories whether it’s lawn, golf cart or powersports. And I did see that on your website and it’s so important to have those type of accessories for after sales. But you have expanded your accessories, too. P,G&A may not be a not a huge profit center, but it’s an important profit center. It encompasses the whole inclusive thing of consumers coming into your store, so hats off to you that you’ve realized how important those things are. So tell us a little bit about what you have seen that’s changed in the last 15 years?
I would say the attention to quality has in this line of business. I have seen change over since 15 years ago. I used to be able to point out every single change on every Coolster machine back when I first started selling them. Can something change, tell the customer, hey, they shorten this to make it better, more stable, or they’ve upgraded this. Obviously the biggest thing with off-brand or Chinese stuff is parts. And that’s gotten a lot better… even 20+ years ago it used to be a nightmare.
Tune in for more!
To many snowmobilers, dealers and manufacturers, Hay Days marks the beginning of the snowmobiling season, making it the “Official Start of Winter.” Many manufacturers unveil their newest models at the event and dealers throughout the region make hay while the sun shines.
The story of today’s legendary Hay Days Grass Drags begins, ironically enough, on a steamy July night in 1966. Over drinks at the Crooked Lake Tavern, a group of winter enthusiasts – Dale Ilgin, John Gorman, Dave Pegor, Louie & Jolene Wilhelm, Bill Porter, Lloyd Stanchfield and Frank Swensrud – wondered how to connect with others who shared a passion for the still-relatively new sport of snowmobiling. An idea soon formed. “Let’s start a snowmobile club!” In no time, membership in what would become the Sno Barons Snowmobile Club grew to 150 people, with many more waiting to join.
The first race took place in November 1967 on the site of what’s now the Majestic Oaks Golf Club, in Ham Lake, Minnesota. Early events – then known as the “Hay Day” race – took place in a single afternoon in October or November and drew racers from just the Twin Cities
area. Because snow is far from certain during those months, organizers built the race surface out of alfalfa hay, hence the name “Hay” Day.
As word spread about an interesting snowmobile race held on a bed of hay, its popularity grew. Still, events were held on a shoestring budget and Sno-Barons coordinated everything – from building the track to signing up racers to managing concessions. Long-time members recall spending endless hours preparing hundreds of pounds of sloppy Joes, brats, polish sausages and hot dogs to feed hungry spectators.
The event led a nomadic existence, with development forcing it to move several times until the club in 2010 purchased its own land in Sunrise Township in Chisago County, about seven miles east of North Branch, which is now Hay Days’ permanent home.
Hay Days really kicked into gear in 1976 when the Southern Wisconsin Drag Racing Association added the event to its racing circuit. Soon, racers from everywhere were flocking to Hay Days, and race day permanently moved to the weekend following Labor Day. From then on, grass would be the surface of choice for sleds and drivers eager to challenge each other for top honors.
In 1980 the Swap event was added, and it quickly became one of the largest buying-and-selling events of its kind anywhere. Hay Days racers come from all over the U.S. and Canada, and so do the swappers – pulling trailers overflowing with snowmobiling treasures.
Over time, attendance swelled from a few hundred spectators braving the colds of November to tens of thousands basking in the September sunshine. As a testament to its success, Hay Days in 1990 became a two-day event.
The Sno-Barons believe in reinvesting in the sport they love, so the club supports and sponsors many other racing events throughout the area. Event proceeds also fund a wealth of charitable causes. The Sno-Barons Grant Program helps other snowmobile organizations and clubs finance infrastructure, such as bridges and warming houses on their trails. Proceeds also fund a scholarship for a deserving student at Anoka-Ramsey Community College. The club also donates to other charitable causes, such as the Make-A-Wish Foundation and the Sheriffs’ Boys Ranch, as well as local food shelves, police, fire and community groups, among others.
From humble beginnings as the brainchild of a few dedicated snowmobilers, Hay Days is now the largest powersports event of its kind in North America, according to Sno-Baron lore. It has been attracting some of the fastest, flashiest and most sophisticated machines in the world since 1967. Reason enough for All Balls Racing Group (ABRG) to go all-in!
“Hay Days is one of the best opportunities we have to connect directly with the people who use our parts,” notes Matt Wilson, Marketing Manager at All Balls Racing. “It’s not just about showing what we make, it’s about hearing stories from riders, answering questions, and being part of the community in a real, hands-on way.”
To that end, All Balls Racing rolled into North Branch, Minnesota, on September 7- 8 on a mission! “We were swapping stories, shaking hands, turning wrenches and hanging out with riders who live this lifestyle the same way we do,” claims Wilson.
“Most riders we know have more than one toy. There is usually a bike in there, sometimes a UTV, maybe even an old sled that has seen better days. We build for those kinds of riders. We keep an eye out for the gaps the OEMs leave behind and we fill them. This year, that means bringing an expanded lineup of parts into the mix, including new coverage for Polaris UTVs. Every part we build is designed to hit that sweet spot riders are looking for, price that makes sense, quality that holds up, and fitment that just works.”
To help draw traffic to their booth, ABRG hosted the Yamaha Wolverine UTV Tire Change Challenge. Speed kills in this timed tire swap game. It provided fans the opportunity to go head-to-head with friends, family, or that one “expert” who swears they are faster. Winners took home a t-shirt and bragging rights. The really fast fans got their name entered into the giveaway and could score an autographed Carson Brown shirt!
Speaking of brand ambassadors, YouTuber Derick Griecken aka TheTwoSmoker, was talking shop and answering questions at ABRG’s display.
“Hay Days was the last big consumer event on our 2025 calendar, but it is far from the end of what we have planned. In 2026, we are kicking off our ‘Show Us Your Mohawk’ campaign,” concluded Wilson. “We are searching for the one rider who really lives the attitude behind our logo. Whoever it is will travel with us, get loaded up with gear, show up in ads, and if all goes according to plan, become dirt life famous.”
Grass drags are definitely not Snocross, but Ski-Doo got the holeshot on the season unveiling its 2026 version of the MXZ 600RS E-TEC at Hay Days. They also introduced the Ski-Doo X-Team snowmobile racers that will be competing on the MXZ machines… and made their fair share of passes down the grass track!
“The rider’s progression with bigger air and higher speeds continues to advance every year,” says Steve Cowing, Media Relations, Ski-Doo. “Taking lessons learned from last season, the development team made refinements throughout the chassis that are designed to address any issues experienced or foreseen. Those refinements allow racers and teams to concentrate on their performance and not to worry about the snowmobile that powers them.”
Chassis improvements include frame reinforcement, component reinforcement and further optimization of some parts for more performance and easier maintenance:
• Frame reinforcement – Rear pyramidal members increased in thickness from 1.6 mm to 2 mm. Reduces stress on the engine module and further strengthens the tunnel.
• X-Brace Plate reinforcement – Material change from aluminum to steel for better insert retention and easier maintenance.
• Seat & Brake Light – Mounted lower, improves protection of the wires. New seat bracket, brake light support, return to seat foam from 2018-2019.
• Coil bracket redesign – Similar location, 2-piece design protects the coil wire better, no longer uses the engine support bolt and is Infrared Belt Temp ready.
• Optimized track drivers for 2.86 pitch tracks – reduced vibration, reduced wear and less rolling resistance.
“Ski-Doo racers continued to lead the ISOC snocross racing circuit again last season with a 65%-win rate, leaving just 35% to be split amongst the competition. It helps that 52% of the field has chosen Ski-Doo as their ride and also speaks to the superior performance and durability of the brand’s MXZ 600 RS E-TEC - but the outsized win rate says it all,” claims Cowing.
By Lenny Sims
This time last year, the outlook for 2025 was looking like a rebound from the post-COVID collapse. The final numbers for 2024 indicated the sportbike segment was the standout in the powersports marketplace. Values were comparable with the close of 2023… and not showing seasonal downward movement. Other segments reflect the realities of higher inventories and reduced customer demand.
Then the market became tarif-fied at the end of Q1 2025 and all bets were off! Cruisers cratered, dirt bikes dropped, Sport side-by-sides sucked... you get the pictures. Only small displacement sportbikes held their own... so far.
However the values and look-up activity has remained solid. Looking at motorcycles, values for the most recent 10 model years of sportbikes averaged 0.5% higher in
September-October compared to July-August. Led by the smaller displacement models, sportbikes were 5.4% higher year-over-year. Something positive to build on.
Meanwhile, cruisers averaged 3.5% lower in the September-October period compared to July-August. This was 6.1% lower year-over-year.
In the side-by-side segment, utility machines averaged 3.6% lower in September-October compared to JulyAugust. This was 4.9% lower year-over-year. The sport segment averaged 3.3% lower in September-October compared to July-August. Sport UTVs were down 4.7% year-over-year.
Based on feedback we received from dealers and our observation of the market, we anticipate a need for local market pricing adjustments and potential factory rebates. While market conditions may improve as the buying season approaches within the next couple of months, dealers are not overly positive as a whole.
J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses. The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.
August’s wholesale market showed the familiar latesummer softening, but the scale of pullbacks in on-road categories highlights the combined weight of seasonal dynamics and ongoing oversupply of new units. Domestic Cruisers were down 2% year-over-year (YoY) and nearly 12% versus the trailing 90 days, with Metric Cruisers and Sport bikes also showing similar declines. Historically, August begins the trough in pricing before a gradual Q4 rebound, yet dealer fundamentals are being shaped by inventory imbalances. These shifts confirm that while some of the weakness is seasonal, elevated new-unit stock continues to distort wholesale dynamics and weigh on used values more than in typical cycles.
The Domestic Cruiser decline underscores dealer sentiment in this segment and the pressure of new-unit trends on authorized dealers. Sport bikes also weakened, falling 3% sequentially and 2.6% YoY, reflecting the overall shift in values of on-road motorcycles. Off-highway categories, by contrast, provided pockets of resilience: ATVs surged 10.7% YoY even with a modest short-term dip, while PWC values climbed 10.4% YoY despite a 5.5% sequential decline. RV and Marine segments produced similar slumping trends to powersports. Overall, used market pricing is “finding its level” as oversupply pressures values and influences dealer outlook.
Looking ahead to the next 30 to 90 days, dealers should expect on-road values to remain under pressure until historical patterns suggest stabilization in Q4. Unsold inventory remains more than four times higher than prepandemic levels, meaning OEM promotions will likely persist through year-end, putting additional drag on wholesale pricing. For dealers, the focus should be on liquidity and velocity: trim exposure in riskier retail units, manage aged inventory proactively, and use market trends to selectively acquire units that continue to show YoY retail strength. The priority is clear—preserve cash flow, accelerate turns, and prepare to take advantage of wholesale buying opportunities during the trough and before tariff effects kick in. Look for opportunities in the lanes and through manufacturer promotions to keep inventory moving. Despite the stiffer-than-usual headwinds, there’s still a path to climb to success.
www.npauctions.com/cp/npa-market-report
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AUGUST ‘25 VS. AUGUST ‘24 AVERAGE WHOLESALE PRICE CHANGE
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FIM PULLS PLUG ON DUCATI
Dark Day For MotoE
FIM PLUGS STARK INTO WSX
EV Legal To Race World Supercross Circuit
SHOCKING NEWS FROM S4
SPM Electrifies Sand Sports Super Show
MotoE Championship Paused, But Ducati To Persist With EV Development
Rumors that the MotoE World Championship was short circuiting proved true as FIM announced a “hiatus” for the EV version of MotoGP. Despite Ducati taking over as the exclusive MotoE bike supplier from the faltering Energica in 2023, the MotoE experiment never gained traction. On September 11, the FIM and Dorna announced that MotoE will take an indefinite pause at the end of this season, citing a “lack of fan interest and slower-than-expected development of the electric performance motorcycle market.”
But with the backing of parent company turned technology partner VW, Ducati is doubling down on the E-experiment announcing:
With the FIM MotoE World Championship on hiatus at the end of the 2025 season, Ducati continues to develop its expertise in alternative technologies to internal combustion. The Ducati MotoE project was created with the aim of building up internal know-how within the company in order to be ready if and when battery technology allowed for the creation of an electric road bike in line with the values of the Borgo Panigale manufacturer.”
Throwing good money after bad? Or maybe trying to recoup some of the effort put into the program Ducati claims to have made headway. “During these years of the MotoE World Championship, the Borgo Panigale manufacturer has collected a large amount of data thanks to the 18 riders on the grid who have battled it out in every race. In three years of development, the evolution of the cells has allowed for a weight savings of 18 lbs. in the battery pack of the V21L prototype – a significant reduction, but still inadequate to make the ‘electric MotoGP from Borgo Panigale’ as light as an internal combustion race bike with adequate range.”
Bottom line is development will persist in Italy… “Among its various research and development activities, the Borgo Panigale-based company is working with Volkswagen Group companies to continue studying and testing new technologies to create battery packs with higher energy density. On September 8th, the first prototype of the V21L was presented at the IAA Mobility in Munich, equipped with QuantumScape solid-state batteries and developed in collaboration with Audi and PowerCo. This motorcycle represents a first step in development and confirms Ducati’s ongoing research into alternative technologies to internal combustion.”
While FIM and Dorna were pulling the plug on MotoE racing, Stark was getting plugged into the World Supercross Championship. The Fédération Internationale de Motocyclisme officially confirmed the technical regulations that will allow Stark’s VARG MX 1.2 to line up against traditional internal combustion motorcycles in the 2025 FIM World Supercross Championship (WSX). Led by 2 time World champ Sébastien Tortelli — Stark Race Director — the team will open at Round 1: Malaysian GP (Kuala Lumpur) before continuing to Argentina, Canada, Australia and South Africa.
“Innovation and development have long been a key part of motorcycle sport, as such the FIM has recognised and embraced the addition of electric motorcycles to our various FIM World Championships, which represents an exciting and new chapter across all disciplines,” claims FIM President Jorge Viegas. “We are therefore delighted to welcome Stark Future to the FIM World Supercross Championship, as we know this will add a new and thrilling dynamic to the racing, as electric motorcycles now can race against their combustion engine rivals and show how competitive they are in front of thousands of fans around the world.”
“Racing in the FIM World Supercross Championship is an incredible milestone, not just for Stark Future, but for the sport as a whole,” adds Stark CEO Anton Wass. “From day one, our vision has been to prove that electric can stand shoulder-to-shoulder with combustion at the very highest level, and the FIM’s confirmation gives us the green light to do exactly that. With clear regulations in place, we can race with confidence on a fair playing field and showcase the Stark VARG’s performance when the gates drop in Kuala Lumpur. This is more than just participation, it’s about leading an evolution where innovation meets competition, shattering preconceived notions and setting new benchmarks for performance and sustainability in motorsports.”
“This announcement delivers exactly what we set out to achieve – a championship that embraces innovation while guaranteeing fairness,” notes Kurt Nicoll, WSX VP of Race Development. “The FIM has built a framework that lets electric and combustion machinery compete side by side, which is groundbreaking.”
Sébastien Tortelli, Race Director, Stark Future, concludes:
“This is more than just a race season; it’s a defining moment for our sport. Entering the FIM World Supercross Championship is a bold move, and exactly the kind of challenge Stark Future was built for. We’ve assembled a world-class roster of riders who share our vision: to push boundaries and challenge the norm, ride with purpose, and prove that we belong at the front of the pack. We’re not here to simply participate; we’re here to lead the charge.”
Stark says they are “the fastest-growing Spanish company ever in history” — and on the gas… um, charge. The Barcelona-based operation just closed a new investment round to fund growth and continue its expansion of the model platforms. But here is where the plot thickens: New Delhi-based Eicher Motors Limited led this round of funding. Name sound familiar? The Indian multinational company manufactures commercial vehicles and motorcycles… Namely Royal Enfield.
While Eicher Motors led the last round, Stark says there is nothing to read into this as “the investment mainly came from the company’s existing shareholders, along with a select group of new high-profile investors from the MotoGP world.” Anton Wass, CEO & Founder, adds, “We decided to close this internal investment round at a very attractive valuation in order to do it quickly while offering very competitive terms to the people that have already supported the business in previous rounds.
“We managed to close it within a couple of weeks, which is a strong testament to the results our team has created,” notes Wass. “We also used this as an opportunity to invite a few selected external investors that we’d like to have in our team.”
The strategy must be working as Stark is one of the very few EV companies that has achieved sustained profitability — within its 6th year of business, and 2 years after delivery of its first vehicle. “We are on a mission to prove that electric motorcycles can outperform ICE in every way,” Wass continued. “Each new model from Stark will be the leader within its category.”
With this latest round of funding as working capital, the firm will accelerate its continued growth past the 70 countries it already distributes to, with some exciting new products… Stay tuned!
Shifting Gears as LiveWire’s Lead Designer leaves the embattled EV mfg. “After four incredible years, it’s time for me to say goodbye to LiveWire,” says John McInnis. Formerly Alta Motors Industrial Design Lead (circa 20152019) with stints with Specialized and Damon Motorcycles, McInnis made his way to the LiveWire team in 2021. “I am so grateful to have been part of a team that pushes boundaries, supports one another, and continues to shape the future of electric motorcycles. The knowledge, growth, and memories I’ve gained at LiveWire will stay with me as I head into my next chapter. I want to thank Ben McGinley, Jon Bekefy and Karim Donnez for their steadfast leadership. These guys are true Honchos and their guidance during my time here is seriously appreciated. I will always be a LiveWire fan, and I cannot thank the company enough for what it’s given me and my family.”
LiveWire’s move back to Juneau Ave. has been completed and Harley-Davidson’s EV spin-off is charging ahead. Despite dismal Q2 sales results, LiveWire continues to charge, announcing two strategic initiatives aimed at expanding customer accessibility and enhancing the riding experience. Its global “Twist & Go Promotion” — offering significant incentives across the entire S2 lineup, launched August 28 and ends October 31, 2025.
LiveWire’s Twist & Go Promotion delivers substantial limited time incentives that make it easier than ever for riders to experience the power, performance, and innovation of LiveWire’s electric motorcycles. Customers can take advantage of significant incentives across the entire S2 lineup.
S2 Del Mar Starting at $9,999
S2 Mulholland Starting at $10,999
S2 Alpinista Starting at $11,999
LiveWire also announced a software update for all S2 motorcycles, introducing two highly requested features: Reverse: Controlled backward propulsion for easier maneuvering
Roll-Forward Regenerative Braking: Enables full regenerative braking by rolling the throttle forward
This update is available now for all S2 motorcycles in North America, with plans to expand to European markets in late Q4.
Super Powers Mobility is bringing out high performance electric UTV and S4 attendees will be the first in the world to experience SPM’s electrifying UTV. SPM claims they have developed a drop-in, plug and play electric powertrain that is compatible with any UTV. The EV powertrain kit - known as the EVK - is meant to be installed in less than 12 hours, and you don’t need to be an engineer to figure it out, according to SPM.
Designed by engineers from Tesla, Polaris and Honda Powersports, SPM’s conversions can be retrofitted to any existing UTV with a CVT, but they plan to premiere their RZR conversion at S4. The EVK is a drop-in conversion and the EPEX is a turnkey RZR that is already EV-swappd and “upfitted” with a host of hot aftermarket components.
If you’re interested in becoming an Alpha customer, which is essentially a development partner, you can receive your product in the next 3 months at a reduced cost, but you’ll have to be considered for the opportunity because of the high demand. Everybody else can pre-order SPM’s products and expect delivery by Q3 2026. If you can’t make it to S4, click here for details: spm.fun
“Electrification is transforming how we all do business,” notes David Baker, BRP’s Vice President & General Manager,
North America. “We’re committed to sharing what we’ve learned and collaborating to make sure our industry stays ahead of the curve.” AIMExpo in 2026 will feature a panel on the future of electric vehicles in powersports — a key topic for OEMs, dealers and riders alike. Baker will join the conversation as a panelist and share insights and expertise, helping the industry prepare for what’s next.
“It will be great to be at AIMExpo this year, which is a terrific hub for connecting with current and future partners,” adds Baker. “As a leader in the powersports industry, we see the show as an ideal opportunity to engage directly with dealers and discuss the future of powersports together.”
“There’s a unique energy at AIMExpo that drives progress in our industry,” claims Cinnamon Kernes, VP of Market Expansion at the Motorcycle Industry Council. “We’re pleased to welcome BRP back, and we’re excited to see their impact at this year’s event.”
It’s clear from the number of key OEMs and businesses choosing not to miss the Anaheim show that momentum for AIMExpo 2026 is in full swing. “In the face of a rapidly changing business landscape, the industry has mobilized to build better business practices together and share ideas that will help future-proof the powersports sector and keep it thriving,” she states.
Register for AIMExpo here: www.compusystems.com/servlet/ar?evt_uid=350&oi =dbgwa%2B78MCHHoIiGjo9vog%3D%3D&company_ code=101DEAL
EV DOMINATION?
Beachman Secures International License To Thrill Shades of James Bond! Canadian EV startup Beachman Motor Company has been issued a license to thrill and officially
awarded international motorcycle manufacturer’s licenses. Beachman is now sanctioned by both by the Canadian federal government and SAE International. This milestone clears the path for Beachman to enter the global stage as a fully recognized motorcycle maker.
“Receiving our national and international licenses is an achievement four years in the making, and it has enormous implications for the future of our company,” notes Ben Taylor, Co-Founder & CEO of Beachman. “We are the only new automaker in Canada in the past decade, joining BRP Can-Am in representing Canada on the global stage. It’s an achievement that our team is certainly proud of, and continues our mission of building out manufacturing jobs and expertise here at home, in a world that is continuing to offshore all the hard work.”
With that announcement, the company launches its ’64 LM (Light Motorcycle), a fully road-legal electric motorcycle now available in Canada. The ’64 LM offers riders a stylish and effortless way to enjoy city streets and local roads. Nearly identical in design to the beloved ’64 e-bike but with a top speed of 70 km/h, the LM removes pedals in favor of a pure motorcycle experience — requiring a license and insurance in most provinces. “The ’64 LM is the bike we’ve always wanted to build — one with no compromises. It’s built for the joy of riding, the freedom of exploration, and the simple pleasure of moving through your city with ease.”
While Canadians can order the ’64 LM today, Beachman confirmed that expansion into the United States market is also underway. Once cleared, U.S. dealers will gain access to the company’s first motorcycle, complementing the popular e-bike/moped hybrid already available. Looking ahead, Beachman announced plans to expand into Europe in 2026, marking its first international market outside North America.
These moves signals the company’s ambitions to become a global player in electric mobility. To support this next phase of growth, Beachman has also opened a new round of investment. “With licenses secured, a motorcycle now on Canadian roads, and international expansion on the horizon, we believe this is the perfect moment for investors to join our journey,” concludes Taylor. “This round of investment comes at a moment when Beachman is transitioning from a boutique e-bike maker into a fully licensed global motorcycle brand—making it the ideal time to join one of the most innovative and exciting vehicle builders in the world.”
See more of Beachman’s plans for global domination and details on the investment opportunity by clicking here:: www.beachmanbikes.com
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A Meeting For Dealers, By Dealers
September 21–23, 2025 | Hilton Columbus Downtown
That’s a wrap from National Powersports Dealer Association’s DealerConnect networking event in Columbus, Ohio. Dealer attendance was up a whopping 300%, ensuring standing room only attendance for the 16 educational sessions. Hosted at the Hilton Columbus Downtown in Ohio, DealerConnect featured an all-star lineup of speakers, targeted workshops and opportunities to connect with peers, partners and thought leaders.
“Designed to fuel dealership growth and profitability, DealerConnect is where the powersports retail community comes together — bigger, better, and stronger than ever,” says NPDA Chair Bob Kee (and dealer principal of Destination Cycle).
Starting with a bonus session for early arrivals on Saturday, keynotes by NPDA Chair Bob Kee, Sam Dantzler from Garage Composites, NPA CEO Jim Woodruff and NPDA Board member Mark Sheffield from Woods Cycle Country kicked-off the by-dealers-for-dealers educational program each of the three days. Between sessions, the breakout room featured some 30 partners looking to “connect” with dealers. Ranging from A2C to ZiiDMS, a full spectrum of services was presented to dealers, complete with exclusive offers for attendees.
“The show specials were awesome, but honestly, the biggest value was being able to get together face-to-face and exchange ideas with peers and providers,” says founding board member Mark Peterson from Southwest Superbikes.
More than 120 dealers, including two 20 Clubs, converged on Columbus for the festivities, notes Vice Chair and co-emcee Jayson Davis. “We want to make sure everyone was amped up,” says the dealer turned ring master… and if anyone missed the memo, the effusive Gail Worth, founding board member and co-emcee made sure the crowd could feel the power!
“NPDA’s reason for being is to help dealers become well prepared, sustainably profitable and exceed the expectations of a growing powersports customer base,” reiterates Kee. “DealerConnect achieves this mission and proves that we really are better together…. We will CYA in CBUS next year.”
Stay tuned!
NPDA & MIC Amplify Industry Voice
As many dealers learned during the National Powersports Dealer Association’s #DealerConnect networking event in Columbus, Ohio, 50% tariffs on steel and aluminum are already being felt across the powersports industry. “These tariffs directly impact us as dealers –and we need to act now,” says NPDA Chair Bob Kee. “Maybe with a strong voice we will have a shot at becoming exempt like the automotive industry is.”
To amplify this voice NPDA is collaborating with the Motorcycle Industry Council to call on all powersports dealers to contact their lawmakers. MIC has made it simple: A pre-drafted letter is ready in their Action Center. “Just add your name and contact information to make your voice heard and share it with your staff and customers,” explained MIC VP of Market Expansion & Events Cinnamon Kernes during DealerConnect.
The Motorcycle Industry Council call to action on the tariffs can be found in their RideReport under: Your Voice Needed: Tariffs Impact Felt Across Powersports Industry Just fill in your name and contact information to make your voice heard: mic.org/#/actioncenter?vvsrc=%2FCampaigns%2F128370%2FR espond
The Motorcycle Industry Council is calling on all powersports businesses, enthusiasts, and professionals to contact their lawmakers following the expansion of 50% tariffs on steel and aluminum. A pre-drafted letter is now available through MIC’s Action Center. Just fill in your name and contact information to make your voice heard.
Since we are better together, everyone working in powersports should know what the trade association and its various departments are doing every day to protect and promote our industry, our jobs, our way of life. The MIC’s legislative efforts, market expansion initiatives, and data collection impact everyone in powersports and our customers.
Keep up to speed, for free, with the weekly MIC RideReport. It’s available to anyone, even those who aren’t yet MIC members – but members do get even more through RideReport with special links to data and information found on the association website.
Subscribe today and don’t miss the news we all need.
Even with a 300% increase in attendance, NPDA realizes not every dealer could make it to Columbus. Rather than limiting critical information the association is adding a series of bonus sessions to the acclaimed EDGE webinars. First up: Accelerate2Compliance, both alphabetically and in terms of timeliness!
Powersports dealers store more sensitive data than ever, and the volume of security risk incidents increases by the day. Don’t risk the hassle, headaches and reputation damage that comes with losing your customers’ private data. Let A2C take those worries on so you can focus on making your customers happy.
I’m Matt Vatter. I am the Chief Compliance Officer with a company called Accelerate2Compliance. Our solution helps dealers to put the federal regulatory apparatus in place to protect private customer data. That’s what we do. That’s the foundation of our business.
But primarily what we do is help dealers to understand the threats as they relate to cyber risk, information security risks and privacy rights management risk. We help them to identify, address and put systems in place to take care of it. And these privacy concerns have become a real issue now.
It started with the General Data Privacy Rights Act in Europe. And then it was kind of codified in the United States by the California Consumer Privacy Service. Since then, many states have been adopting the CCPA & GDPR style of privacy rights.
As of today, we don’t have a federal privacy regulation, although it has floated through Congress a couple of times. The National Data Privacy Act is what they’re looking at calling it and hasn’t gained a ton of traction yet, but states are slowly putting things in place. We’re at 20 states right now that have an impact and I think we’re supposed to be at about 26 by the end of next year, with more and more states getting on board with it.
Do you have an updated listing of the states on your website?
Yeah, we can certainly provide that. You can go to our website and find information about the state, privacy rights that have been in place. We can also talk customized if you’re from a specific state that has something we can discuss with you, just always give us a call.
Your thoughts about DealerConnect. How’s the show been for you?
It’s great to talk with some of the folks that are already your clients. And then talk with the folks that we want to meet… It’s always great to be with folks in the industry. Talk to them about how their dealerships are doing, how sales are going. Is there anything that we can do to help?
Even if it’s just answer questions?
That’s the big part of it. Education, understanding and knowledge really is what helps dealers to navigate through changing environments. The more knowledge that we can help to give to dealerships so that their businesses can be successful, the better off we’re going to be.
Any special offers for DealerConnect attendees?
Certainly for show attendees but also dealers that sign up with A2C we’re offering free “Dark Web” scans for anybody that wants to come in. The Dark Web is where your private information is sold and transacted. So once it’s stolen from any place, it goes out there in a free marketplace for criminals to use. We’re doing a scan to let you know if things are there. And then we can give you some tips on how to protect yourself if your information is out on the Dark Web.
For anybody that signs up with us, just mention the fact that you heard through Dealernews and the DealerConnect show, and we’ll give you six month’s worth of free Dark Web monitoring with a subscription to the Accelerate to Compliance tool. To learn more about A2C, click here: accelerate2compliance.com/industries/powersports-dealers
By Don Amador
With new energy projects being proposed adjacent to State Park units such as Ocotillo Wells, Heber Dunes Prairie City SVRAs, a question was raised about an apparent policy change by State Parks. There is a seeming shift away from its historic strategy of protecting SVRAs and other parks units with open-space buffers vs. accepting energy facilities or solar farms becoming the Department of Parks and Recreation’s new industrial facility buffer strategy. A consortium of OHV and Conservation came together to get some clarity on the policy… and protect our rights to public lands.
On August 28, representatives from OHV and conservation organizations gathered at the Wilton Community Center to voice strong concerns regarding the siting of a 2,704 acre solar project directly adjacent to the California State Parks Prairie City Off-Highway Motor Vehicle Area (SVRA) near Folsom, CA. The public meeting was hosted by D.E. Shaw Renewable Investments (DESRI), an energy development firm.
DESRI highlighted several proposed mitigation measures developed in response to concerns raised during the public comment period that ended on May 5 for the Coyote Creek Agrivoltaic Ranch Project Draft Environmental Impact Report (DEIR) to address significant and unmitigatable impacts to public access, scenic vistas, wildlife corridors, destruction of oak woodlands, well water supply and park operations.
An environmental group representative with decades of CEQA experience reviewing solar and other industrial projects said this is the 1st solar project the conservation community at large has opposed in the state because it is in the top 1 or 2 of the worst projects they have ever seen!
As former Chair of the CA State Parks Off-Highway Motor Vehicle Recreation (OHMVR) Commission, I think Sacramento County Planning made a huge mistake by failing to notify the OHMVR Commission about this solar project sited next to Prairie City SVRA per Public Resources Code Section 5090.24 that requires the commission to (a) Be fully informed regarding all governmental activities affecting the program.”
In addition, the project proponents committed a major planning error by not reaching out to the OHV community and competition organizations in 2021 pre-scoping efforts and during the 30-day public scoping comment period that started on January 19, 2022. That omission of outreach continued until late April of this year when OHV organizations got an alert by a 3rd party about this project just a few days before the DEIR May 5 public comment deadline.
The next step in this process is for OHV groups, local businesses, conservation, and competition organizations to attend in-person or virtually the September 4, 2025 OHMVR Commission meeting in Redding, CA where this issue is on the agenda as an ACTION ITEM.
It is important for the OHMVR Commissioners to hear from the greater OHV stakeholder community about their concerns regarding the project’s short and longterm impacts to public access, park operations, and even questions about the SVRA’s future.
If this project is withdrawn by the county, it will be because they failed to do the initial pre-scoping of key stakeholder groups who would have most likely supported the project at a more suitable site away from this deeply treasured State Park unit with its high quality off-road trail and track network, safety training programs, nationally recognized powersports competition events, and scenic views of nearby oak forests and native grasslands.
DEIR COMMENTS FROM OHV, CONSERVATION AND AGENCIES
planning.saccounty.gov/Documents/Coyote%20 Creek%20Agrivoltaic%20Ranch/DEIR/Updated%20 All%20Comments%20Received%20on%20the%20 Draft%20EIR.pdf
SEPTEMBER 4, 2025 OHMVR COMMISSION MEETING ohv.parks.ca.gov/?page_id=27160
Don Amador has been in the trail advocacy and recreation management profession for over 33 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/ CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numarous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don served as the government affairs lead for AMA District 36 in Northern California from 2019–2023. Don is a Core-Team member on FireScape Mendocino. Don is a contributor to Dealernews Magazine. Don writes from his home in Cottonwood, CA.
By Scot Harden
By the time the last riders loaded their gear and zipped out of Challis, Idaho, the inaugural Harden Offroad Yankee Fork Rendezvous
Presented by RedLine Oil had done exactly what its organizers promised: it brought together a small, dedicated slice of the off-road motorcycle world for three days of spectacular trail riding, tall stories, and real community impact. What started as an ambitious idea by fellow AMA Hall of Famer Rodney Smith and me — to translate 41 years of event know-how into a mountaintop rendezvous — turned into a weekend that riders are already calling “epic.”
Set against the dramatic backdrop of the Yankee Fork country, the event ran September 5–7 and centered on Challis, ID as both home base and staging ground. Over three days, riders logged roughly 135 miles (with each day offering a distinct flavor of Idaho terrain): Friday’s shorter 40 mile run warmed everyone up with panoramic vistas with a quick visit to the legendary Skylark “hanging” mine and a climb towards the highpoint of the event Ramshorn Mountain, Saturday delivered the meat of the ride — long sections of pristine single-track, technical two-track, and a catered lunch at Big Bayhorse Lake — and Sunday quietly wrapped things up on style with a rain soaked trail that left riders begging for more. The schedule was deliberately built to be inclusive: challenging singletrack for those who wanted it, but accessible lines so “everyday” riders could also finish the route with huge grins.
No Harden Offroad event is content to be only about miles and mud. The Rendezvous upped the ante by assembling a who’s-who of motorsports legends for conversations, Q&A, and one of the most talked-about off-bike moments: an unfiltered “Ultimate BenchRacing” session that quickly became the unofficial headline act. The session featured Kevin Schwantz — the charismatic 1993 500cc world champion who also showed his dirt chops by riding in the event — and the legendary Bob Hannah, who flew in just to share stories from the golden era of American motocross. The atmosphere was equal parts respectful and rowdy: with the two hall of famers swapping stories and sharing insights that left the crowd in awe.
Also in attendance were industry icons John Gregory and Eddie Cole, adding to the “powersports royalty” feel of the weekend. Their presence underscored a feeling that Harden Offroad events have long cultivated: events shouldn’t simply be about riding
— they should be about history, mentorship, and a shared culture that stretches across generations. The legends’ seminars and informal hangouts at the Challis Community Center became as eagerly anticipated as the morning ride call.
One of the nicest surprises for participants was how diverse the event felt: riders came from all over the United States — from New York, Hawaii, Wisconsin, Florida, Texas, Georgia, the Dakotas and every western state — drawn by the idea of a carefully curated, highly organized ride where you actually have time to talk to your fellow riders. Harden Offroad capped the ride at 120 slots, a smart move that preserved a feeling of intimacy and ensured support crews, sweep riders, and on-trail lunches ran like clockwork. Conversations over dinner ranged from bike setups to favorite Idaho runs, and by Sunday the group felt less like separated strangers and more like a traveling band of friends.
The single-track sections deserved their own standing ovation. Idaho’s trails around Yankee Fork offered a mix of technical, flow, and scenery that few riders get to experience in a single weekend: alpine vistas, high-country meadows, old mining roads, and the occasionally gnarly descent that made you earn your lunch. Several participants described Saturday’s 72-mile loop as simply amazing; after lunch at Big Bayhorse Lake and a stretch through the historic Bayhorse and Skylark mine areas, riders returned to Challis just in time for a well deserved reception, banquet and of course “Whistledick Awards”.
A central thread running through the Rendezvous was community partnership. From the beginning, Harden and Smith worked closely with Challis’s town officials, the Chamber of Commerce, and the Salmon-Challis Forest Service and BLM to secure permits and make sure the event respected public lands. Perhaps more importantly, the organizers leaned on local volunteers and the Challis Community Trails Alliance to ensure the logistics and trail stewardship aspects tied into an on-the-ground benefit for the area. The CCTA — a nonprofit that coordinates trail projects and promotes local recreation — was visible throughout the weekend, and the event made clear that its presence was about more than a temporary economic boost: it aimed to highlight and support the region’s trail infrastructure and outdoor recreation future.
In addition, organizers structured the event so that it could benefit local youth sports programs and trail groups. Over $4000 would be directed toward the area’s high school sports programs and trail organizations — a natural fit for a community where outdoor sport is intimately tied to quality of life and local pride. That commitment to giving back turned an already feel-good weekend into something more tangible for Challis residents.
Continued on page 50
See: Logistics, Safety,
Running three days of organized trail riding in remote country requires more than good intentions. The Rendezvous earned praise from riders for its on-trail support: sweep crews kept an eye on stragglers and mechanics, support trucks carried extra gear and food, and the event’s routing minimized unnecessary single-file bottlenecks while still delivering the goods. The decision to end Sunday’s ride around noon was a small but appreciated detail — for most, it allowed a relaxed drive home and reduced the risk of late-day fatigue in unfamiliar terrain. For riders who’d been to larger mass-start events, the carefully managed pace and emphasis on safety and camaraderie felt refreshingly civilized.
Ask any rider and they’ll describe a different highlight. For some it was the bench-racing — Schwantz’s wry takes and Hannah’s old-school “tell it like it is” made for a memorable, laugh-filled banquet that blurred the lines between fan and friend. For others it was the sheer variety of riding: one minute you’re threading single-track through a cool stand of pines, the next you’re on a broad jeep road with an unbothered view across a river valley. Several attendees mentioned the meal at Big Bayhorse Lake as a standout: nothing
fancy, but the setting and the company made it feel like a small, perfectly timed celebration of the day’s miles.
There were also quieter, human moments: a veteran rider helping a newcomer change a tire, two strangers trading setup tips that turned into an entire afternoon’s worth of conversation, and an impromptu photo swap at the summit of Ramshorn Mountain. Those small exchanges are the reason Harden Offroad events have built such loyalty over decades — the rides are carefully designed, but the real value is the friendships they build.
If there’s one takeaway from the Yankee Fork Rendezvous, it’s that quality beats quantity. Limiting entries, vetting routes, investing in community partnerships, and putting legends like Schwantz and Hannah into the mix created an event that felt exclusive without being elitist. The chatter online and in rider circles already suggests the Rendezvous could become a regular stop on the calendar — a curated, bucket-list ride that people return to not because it’s the biggest, but because it’s simply the best weekend to be in Challis with a group of friends who love to ride.
The Yankee Fork Rendezvous wasn’t just another ride; it was a reminder of what off-road motorcycling can be at its best: adventurous, communal, respectful of place, and connected to the people who live where we ride. Riders left with new stories, a few extra miles under their belts, and the satisfaction that their registration helped shine a light — and provide support — to local high school sports and the volunteers who care for Idaho’s trails. For anyone who missed the first edition, Harden Offroad has made the promise that the Rendezvous was designed to be a “must” on the modern trail-riding map. Judging by the laughter, the applause at the banquet, and the piles of dusty gear in the parking lot, that promise looks like it will keep.
Scot Harden is recognized as one of the best off-road racers ever produced by the United States. From 1971 until his final professional race in 2007 — at the age of 51 — Harden excelled at the toughest races in the world including the Baja 1000, Baja 500, Las Vegas 400, Mint 400, Dakar, B to V and the ISDE. He is a Desert/Baja specialist and the first American to win an African Raid Rally. He also possesses an impressive executive management resume as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, Zero Motorcycles and Best in the Desert. Harden owns and operates Harden Offroad, a Powersports business consulting practice. He has been inducted into the AMA(2008), Trailblazers(2020), Hot Shoe(2021) and MRAN Hall of Fames(1996).
Specializing in Adventure, Dual Sport, Off-Road and EV market segments. Delivering solutions in today’s rapidly evolving marketplace.
Over 35 years of senior level executive management experience.
• Brand Development
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By Eric Anderson
Let’s not sugarcoat it: the motorcycle industry isn’t just up against the economy, weather, or shifting generational tastes. It’s up against the “infinite scroll.” That endless vertical treadmill of bite-sized content, TikTok chaos, and YouTube reviews is doing more than just stealing hours — it’s stealing aspiration. It’s killing the dream before it even starts.
Remember when a magazine spread of a dirt bike in mid-air could hypnotize a 14-year-old into begging for a paper route? Now that same kid nowadays is watching influencers ride jet-powered wheelchairs off cliffs. And they’re not thinking, “I want a YZ125.” They’re thinking, “How many views did that get?”
Before a bike is ever test-ridden, it’s dreamed about. But those dreams have been hijacked by dopamine loops and digital junk food. Instead of picturing themselves on a trail, in the dunes, or knee-down in a corner, young consumers are watching someone else do it — then immediately forgetting it two swipes later.
Worse, these 20-second adrenaline clips make reallife riding seem… slow. Riding takes planning. Gear. Fuel. Time. Doomscrolling takes none of that. It’s pure frictionless escape. But it also has zero payoff. It’s like
eating cotton candy for every meal. No one gets off TikTok saying, “Wow, I feel satisfied and inspired.” And yet, hour after hour, they scroll.
Here’s something no one wants to say out loud: the more time people spend online, the more scared they become in the real world.
Scroll long enough and you’ll start believing everything is dangerous. Every crash video, every lawsuit post, every Reddit rant about “my first ride went horribly wrong” compounds the idea that maybe motorcycles are just too risky, too much hassle, too... analog.
That fear kills first-timer interest. Instead of dreaming about freedom, wind, and throttle, potential riders imagine ER visits, insurance nightmares, and mechanical failure. Welcome to the algorithm: where the worst-case scenario always gets the most views.
Doomscrolling doesn’t just waste time — it drains decision-making power. Psychologists call it “ego depletion.” After scrolling through 700 videos, reviews, and unboxing clips, the consumer is so mentally fried they can’t even choose a burrito, let alone a new sideby-side.
So they close the laptop. They don’t visit your dealership. They don’t sign up for that safety course. They just… do nothing.
It’s not rejection. It’s paralysis.
“One feels real. The other just feels… endless.”
The Real Dealer Competition: Screens, Not Stores Dealers, here’s your wake-up call: you’re not competing with the guy down the highway anymore. You’re competing with short-form video content that hits the brain harder than any exhaust note ever could.
That’s what makes this so hard. Your customer isn’t just distracted — they’re being rewired. Their attention span is a hummingbird on espresso. Your brochures, your test rides, your friendly counter staff — they’re losing to autoplay and infinite feed loops.
But here’s the good news: you still have something digital can’t offer.
The Counterattack: Real Life, Real Fast
If the screen is the problem, the solution is experience. Not products. Not pricing. Not features. Experience Here’s what that means:
1. Fast-Track the First Ride
You’ve got 8 seconds to hook them. That’s the modern attention span. If someone walks into your store, don’t give them a pamphlet — put them on a bike. Today. No “come back next Saturday.” Grab a waiver, grab a helmet, and let them feel the throttle for 10 seconds.
2. Turn Customers into Content
Stop fighting social media—start feeding it. Give every test rider a GoPro clip. Build a branded selfie station next to your dyno. Host “Fastest Tire Change” contests and let people livestream it. If your showroom and related SEO isn’t online, it doesn’t exist.
3. Combat Fear with Familiarity
Host “First Timer Fridays.” Make it dead simple. No license needed, no pressure. Just sit on a bike. Start it up. Maybe roll 10 feet toward a concrete wall. Give them a taste of courage. You’re not just selling bikes — you’re fighting fear with comfort.
“Algorithms exaggerate risk. We just teach you how to ride safely.”
“Put your feed where your face is.” Add your store name, URL and maybe a QR code.
4. Market the Vibe, Not the Spec Sheet
Millennials and Gen Z aren’t buying motorcycles because of torque curves — they’re buying stories. Sell the community. The cookout. The group rides. The identity. The tents and campfires. Make your dealership a place where people don’t just shop — they belong.
I’ll admit it. I watched seven “bike crash compilation” videos before writing this article. I didn’t mean to. They just kept coming. That’s the trap. And I get it — it’s hard to dream about a new ride when your brain is fried from TikTok roulette.
But you know what still cuts through the noise? That moment when you hit second gear, the front end lifts just a touch, and your heart finally catches up with your throttle hand. Screens can’t fake that.
Dealers, your mission isn’t to beat the internet. It’s to offer something it never will: Reality. Grit. Thrill. Wind. Risk. Reward.
And if you can lure us off our screens long enough to feel that again, we’ll remember why we wanted to ride in the first place.
When the up card is weak that is the time to double down in blackjack! When faced with tariffs, a declining Harley-Davidson dealer body and a host of other headwinds, LeMans Corp. decided to double down for its second National Vendor Presentation in Milwaukee. More vendors — including “outsiders” from the Motorcycle Industry Council and the National Powersports Dealer Association, a pair of BRL build-off bikes and even more dealers than attended the inaugural move to Milwaukee — made for a full house in poker parlance.
“The Parts Unlimited and Drag Specialties NVP Product Expo continues to solidify its position as a premier gathering for industry professionals, innovation, and the exchange of expertise,” said Paul Devine, Vice President of Sales & Marketing, noting the gamble to move to Milwaukee from Madison continues to pay off. “The 2025 NVP in MKE saw record-breaking attendance at the Baird Center… the event has officially become the bestattended NVP Product Expo ever held in Wisconsin.”
As always the focus during dealer days was on the wide array of new products. Not only did a number of new brands make it onto the showfloor — including Fist Handwear, RM Stator, Supersprox and Red Line Oil (see this month’s GEAR section) — but there were a couple of “outsiders” in the mix. Last Year CEO Paul Langley invited the Motorcycle Industry Council to exhibit and talk about
AIMExpo. This year the National Powersports Dealer Association was also invited to connect with Parts & Drag dealers (see sidebar).
The innovative brands and exclusive dealer incentives offered attendees valuable opportunities to connect with leading industry representatives. Dealers also had chances to win product certificates, branded backpacks,
commemorative t-shirts, and 2025–2026 Motorcycle Industry Council (MIC) memberships provided by Parts Unlimited and Drag Specialties. The highlight of the giveaways was an all-expense-paid trip for two people to the final MotoGP race in Valencia Spain!
Unlike last year’s street take-over, Saturday evening saw the iconic Meet & Greet / Bike Show taking over the Baird Ballroom. The party spilled onto the Skyview Terrace where treating attendees to panoramic views of downtown Milwaukee. This year’s bike show introduced a new Vintage class, joining the traditional V-Twin and Metric categories.
Adding to the weekend’s excitement, the Bagger Racing League (BRL) hosted a custom bagger bike build competition, where attendees voted for their favorite build. The winner was announced at the conclusion of the expo.
In blackjack, “doubling down” means you double your initial bet and then receive exactly one more card to complete your hand, after which you must stand. This option is usually reserved for specific situations, like having a strong initial hand of 9, 10, or 11, Strategically speaking — especially when the dealer’s facecard looks weak, doubling down gives you a high probability of winning the hand. When it came time to show its hand, Parts Unlimited/Drag Specialties doubled up.
Looking ahead, the next NVP Product Expo is scheduled for January 24–25, 2026, at the Kentucky International Convention Center (KICC) in Louisville, KY.
Who better for personnel posting news than HR? LeMans Corporation announces the appointment of Amy Stalker as VP of Human Resources. In her new position, Amy will lead the HR function for the global powersports distributor. Stalker brings more than 20 years of experience in human resources leadership. Before joining LeMans, she was with Glanbia, where she most recently held the role of Vice President of HR, Total Rewards and People Success Organization. During her time there, she led a number of global HR projects focused on compensation and benefits, performance management, global mobility and internal communications. Her work played a key role in driving operational excellence and cultural transformation across international teams. Prior to Glanbia, Amy worked at Kerry for nearly 11 years. Stalker’s
earlier career includes related HR roles at companies such as Transdev North America, Neumann Homes, International Malting Company and Ruud Lighting. Her appointment marks a significant step for LeMans Corporation as the company continues to strengthen its leadership team and HR capabilities on a global scale.
Just in time for its National Vendor Presentation, LeMans has announced a pair of pros have joined the ranks of the distribution giant’s road warriors. Parts Unlimited picks up Ryan Kessinger who is now calling on dealers in the South Central Region covering Georgia and Alabama . Kessinger comes to Parts with a wealth of experience in the parts department at the dealer level . Most recently he was with the EV upstart based in Barcelona — Stark Future . Closer to home, he is also an avid street and dirt bike rider.
Since NVP was back in MKE , new Drag Specialties regional Jack Johnson had to make time to visit the Harley-Davidson Museum while he is in town! Johnson joins the team as North East Region sales team covering the Central Ohio area. Jack’s experience includes several years of parts department experience on the dealer level . He also has well over 10 years in the saddle on his Harleys as well as a ton of time on dirt bikes. In his free time, Johnson enjoys fishing, boating and spending time with family.
u Business Member ad in American Motorcyclist with current year Business Member company logos
u Discounted advertising rates
u Consumer data from product surveys sent to AMA members
u Magazine copies to dealers including member information
u Encouraging AMA organizers/state chapters to use dealerships for meeting places (bring more people to the dealers)
u Connect dealers to clubs/organizers for local events
u Dealer listings on the AMA website
u Right to display AMA Business Member logo with year on website
u Window cling acknowledging membership
Apply here https://form.jotform.com/amatech/business-member-app For more information contact Michael Kula at mkula@ama-cycle.org • (949) 466-7833 or Alex Boehm at aboehm@ama-cycle.org • (310) 662-1724
While the theme was doubling down on their support of dealers, Bagger Racing League Boss Rocket Rob Buydos was busy doubling up! The BRL Race Bagger Build-Off took place right on the show floor at the Milwaukee 2025 Drag Specialties NVP SuperStreet event. The Tucker Speed team took on Suburban Motors Harley-Davidson using products from more than 50 suppliers on the show floor.
Best of all, Buydos had buyers lined up both bikes the second they are finished so now you can race the 2026 BRL series with a turn-key race bike!He was trying to concce Junior from Lifestyle Cycles to buy one and take it straight to Las Vegas for the Sin City Shoot out the week after NVP!
Highlights:
• Both track-ready race bikes are available for purchase! Financing available.
• Watch it live!
• Featuring over 50 suppliers!
• Be part of the Drag Specialties Battle of the Baggers
BRL for the win in MKE!
The Motorcycle Industry Council had a booth at NVP for a second time, and in a further show of support, Parts Unlimited provided 10 complimentary MIC memberships to dealers at the show. Dring the event, MIC staff connected with dealers face-to-face, strengthening relationships across the powersports industry ahead of AIMExpo and spotlighting ongoing policy work and membership benefits.
“Events like this give us a powerful opportunity to connect directly with dealers and listen to what they need most,” said Chanler Hartwick, MIC Membership Manager. “Thanks to the generosity of our friends at Parts Unlimited, we were able to welcome 10 new dealers into the MIC community. We’re excited to continue building those relationships and helping our members navigate the challenges and opportunities ahead.”
The event also provided a timely opportunity to discuss shared challenges – including rising tariff threats – and the importance of industry unity. During a presentation, LeMans Corporation Chairman and CEO Paul Langley underscored the value of collective action.
“Tariffs are one of the biggest challenges our industry is facing, and it’s imperative we come together with a unified voice,” Langley said. “The work the MIC and their Government Relations team is doing is critical to the future of powersports. If you aren’t already an MIC member, you should be, and I encourage you to join.”
Talk about a kid in a candy store! As a dealer principal himself, NPDA Chair Bob Kee was certainly appreciative of all the new products showcased at NVP in more than 300 booths. “But what was eye-opening for me was just how many ineptness, small reaper shops and new dealers LeMans is reaching,” exclaimed Kee. “I spoke with five news shops on Sunday morning alone.”
BK and NPDA Membership Director Tigra Tsujikawa noted that while the Milwaukee NVP event did not immediately result in a flood of dealer signups, it was still valuable for relationship building and visibility for the association. “We have our work cut out for us,” Tsujikawa added, “We had quality conversations with dealers who had never heard of NPDA, even after four years.”
They observed that most dealers were small “Mom and Pop” shops who were not familiar with NPDA and its communication tools. “Hopefully the write-up and ad in Parts Magazine that was handed out at the doors and dropped in dealerships nationwide in conjunction with NVP will help with some recognition of the dealer benefits NPDA offers.
BK and Tigra also met with the Pauls — Devine and Langley — to discuss ways the association could work better with organization…
Stay tuned!
Paul Langley concedes the market has changed and tariffs are going to be problematic. However LeMans’ CEO also sees a path forward. Working with the Motorcycle Industry Council after being elected to the MIC Board, stepping up participation in AIMExpo and even awarding 10 dealers MIC memberships at NVP; building on NVP’s move to Milwaukee last year, and even inviting the National Powersports Dealer Association to participate.
In addition to NVP’s traditional rep training, LeMans launched a new 24/7 virtual training platform in partnership with key vendors. Perhaps most important of all, a standing room only crowd heard from LeMans’s trade compliance partner Trade IQ and the in-house team. Topics included updates on:
• Court rulings on tariffs and the current status of the legal process
• Highest impacted origin countries and tariff
• Tariff mitigation strategies LeMans has implemented
• Steel, Aluminum and Copper tariff reporting tool
• “First Sale” costing method
“Our inventory levels were intentionally higher than usual so we could hold the prices longer than most,” explains Langley. However even Parts Unlimited has a finite amount of warehouse space and stands to lose millions in Q4 if the situation is not resolved, he added with his customary candor. He shared more insights with the trade media at the NVP in Milwaukee.
Not yet. The market is generally flat... Having said that, we appear to have gained some market share. And if we gain market share, it’s not based on price, because we’re not a place-point distributor. We’re earning that market share by doing a better job. So our focus has been internally to operate more efficiently, and that’s helping. I think we have improved the communication and transparency within the organization and that helps everyone from the sales reps to the dealer services staff. Everyone in the organization can say, ‘hey, you know we’re hearing this, we’re not doing the best job we can — this open communication helps.
We did things a certain way… Fred always called us “the machine” and you never change the machine, right? But you have to evolve. Now we are trying to analyze the data that’s available and make sure that we have what the dealers need and have the right warehouses — we’re still working on that, and there’s a long way to go. But of course, the tariff situation now has turned everything upside down.
You have made some changes within the organization, expanded departments, added Amy Stalker as VP of Human Resources as an example and made real investments in personnel and internal systems. You’re still progressing behind the scenes…
Right. The new HR leader is important because she has a seat at the senior table. So when we’re talking about wanting to achieve this, it always takes a manpower plan and a resource plan around that. And so now we can fill those needs. Another big change we made is we have a
new VP of Distribution Centers. So Jan (Baudewig) used to have IT technology and warehouses — that’s a lot of responsibility! So we have built a more complete team. That means Jan now has 100% focus on technology, which is integrated into warehouses anyway. Yes, we are investing in the company and we’re building for the future.
You have also expanded your role personally with your efforts with the MIC, participating in the Washington DC Fly-In and doing the Lunch & Learns at AIMExpo as a board member. And at this NVP you invited the National Powersports Dealer Association to have a display in the show hall.
I feel that as an industry, even if we compete in some ways, we all need to work together. We need to build the resources for the industry that helps everyone. A healthy AIMExpo is good for everyone, including us. A successful NPDA is good… So the bottom line is, as an industry, we need to work together. That’s the way I see it.
If you look at the size of our business as an industry, and then you look at automotive, there’s many more resources in automotive that help you run your business. But we can have some of the same resources for powersports if we work together. I would like to see the MIC have the best data, whether it’s in regards to new or used unit sales, how many tires have been sold, etc. down to the SKU level in a database that’s accessible to all of the members, and as a board member, I would support that, and as a member of the MIC we would be prepared to share more data to help the MIC be able to provide its members with good quality data.
The way things are, a lot of mistakes can be made. Take a motorcycle that a manufacturer thinks is going to be popular, and they build 4000 units. Then you talk to all the aftermarket guys who make a part like a seat, and they forecast how many seats will be needed… but they are working apart rather than together. They will build seats and we might find they’re building 6000 seats. Well, guess what? The extra 2000 seats end up sitting on dealer shelves. All because there is no data. If they had the data to understand that there were only 4000 bikes in that universe, they would maybe build 1000. We just need better data.
LeMans is going to take a substantial hit — millions of dollars — but because it is a moving target and getting things like the steel and aluminum tariffs stacked onto existing random country charges it is tough to pin down exactly how much. How about the CliffsNotes version?
Just an overview, right? Tariffs are a tool to increase manufacturing in the USA, and I fully support that. A statistic I read is that of all the pharmaceuticals consumed in the US, 92% come from China, India, and Europe. More importantly, 75% of essential medicines come from overseas, so therefore, if China wanted to start a trade war, they could just switch off our pharmaceuticals and about 30% of Americans dying, because we don’t have the capability to manufacture them here. So the bottom line
is, it makes sense. We need to make chips, we can make pharmaceuticals... We can make anything, right?
But if you think about that, if the administration said, “Hey, we need to do this.” So guess what? In 2025, there is going to be a 10% tariff on everything. You need to start working in the US and investing in the US, because in 2027 it’s going to move to 20% and in 2029 it’s going to move to 30%… everyone would jump on board and do that. But instead it’s like, bang, “I don’t like this country. I like this country… totally random tariffs are hard to plan for.
The other thing is, from what I’ve read, your average trade agreement typically took over a year, and trade agreements are supposed to be ratified by the Senate… On top of this inconsistency, a federal court declared certain talents illegal but they didn’t issue an injunction. They said, well, appeal now, we’ll go to the Supreme Court — which was in recess!
How long is that recess till October? The problem is that there’s complete turmoil! At one point tariffs in China were 145% so there were people that had containers hit US territory at the same time so they abandoned them. It is just a mess. What concerns me is that a tariff isn’t a sales tax, but right now, in the short run, it sure feels like it, because that money is being paid by the importers, and eventually it’s going to be paid by Consumers. So it is a tax, and the problem is that, when it first happened.
There have been a lot of strategies to counter the tariffs. For instance, companies that were well capitalized, bought six months to a year’s worth of inventory. They made the space and they pulled it in before the tariffs came into effect. Companies like us have significant inventories, and didn’t change the price because we didn’t pay a tariff on the goods we already had in inventory. So that means right now (early September), customers haven’t really seen a major hit from tariffs… yet! But it’s about to come.
Because the third category that’s even bigger is the companies have said, well, is making it stick? Is it not going to stick? Is it going to change if I put the prices up and I lose customers when they’re moving back down, customers may not come back. So many companies have just tried to absorb the tariffs, but that means their margins come down, and that means that they have to save someone else. Could be R&D and capital expenditures. There’s no assurance. But if the tariffs stick then these companies are going to start to say, we can’t absorb that much. We’d have to put the prices up.
At some point, my guess would be Q1 26, there’s potential for large price increases which are tariff-related, and finally hit the customer. At what point do our different powersports customers decide to pull back on their discretionary spending?
Picks To Click
LeMans’ National Vendor Presentation has long been a celebration of All-Star house brands... However, some new players have entered the game. Showcasing the Drag Specialties Fat Book offerings, Bagger Racing League Boss Rob Buydos busted out the BRL Bagger Build-Off with two competition ready project bikes built in real time, showcasing some 50 vendors from around the showfloor!
Also new to NVP were a number of new brands including Fist Handwear, RM Stator, Supersprox and Red Line Oil. “The innovative brands and exclusive dealer incentives offered attendees valuable opportunities to connect with leading industry representatives,” said Paul Devine, Vice President of Sales & Marketing. “Dealers also had chances to win product certificates, branded backpacks, commemorative t-shirts, and 2025–2026 Motorcycle Industry Council (MIC) memberships provided by Parts Unlimited and Drag Specialties.”
Of course the highlight for dealers was an all-expense-paid trip for two people to the final MotoGP race in Valencia Spain!
Heads up! Icon unveiled their 25 Fall Collection… and some special surprises at NVP. The ne plus ultra Ultraflite UltraShield was particularly eye-catching! The UltraShield is a crystal-clear, fog-free face shield designed for distortion-free vision and high-speed performance. Available in a wide range of bold tints and mirror finishes — from Clear and Dark Smoke to Warboy Chrome, 25K Gold and Calypso Red—it’s built for quick swaps and full-spectrum style. www.rideicon.com/product/p/ultrashield
As we learned at AIMExpo the RM Stator crew from Canada was looking to charge into U.S. dealerships. They electrified dealers at NVP with their groundbreaking REVOLT technology and new CDI testing software and more. With more than 50,000 ATV, UTV, Motorcycle, Snowmobile, PWC and Marine applications, RM Stator is the Unlimited Parts source for stators and charging systems… and now they are available from Parts Unlimited! www.youtube.com/watch?v=2uG6sTchVJs
Kenda rolled out its Cross Trail at the NVP, among a full range of aftermarket replacement rubber. Developed at Kenda’s Tech Center in Canton, Ohio, it serves as the factory specification tire for select Polaris UTVs. Utilizing 3SMA (3-step multi-angle) technology, the Cross Trail ensures superior traction throughout its lifespan, claims Kenda. “We have strategically designed variable depth knob siping to enhance grip on the toughest surfaces. Rigorous testing has confirmed that the Cross Trail is the premier tire for any terrain.” powersports.kendatire.com/en-us/find-a-tire/ atvutv/utility-utv/cross-trail
Show stopping news from Parts Unlimited’s NVP as GBrakes was stopping traffic in the aisles in Milwaukee. Giocar America — formerly Galfer USA — announced the official launch of GBrakes. “We are excited to announce our strategic shift to focus solely on developing our own brand of braking systems,” explains Sandro Milesi, CEO of GBrakes. “We’ve taken everything we’ve learned over the past seven decades from my father and grandfather and evolved it into something new with GBrakes — while still maintaining the same commitment to performance, same passion for supporting the rider communities and, of course, delivering the best customer service.” Stop here for more details: www.GBrakes.com
Slick stuff! At Red Line synthetic oil was one of the brands LeMans specifically greased the skids for at NVP. “We offer powersports products for motorcycles, UTV’s and ATV’s,” according to the pros at Red Line. “Whether it’s a two-stroke or four-stroke, we have the oil you need. Our V-Twin oils, gear oils and primary case oils are used and recommended by shops and riders from all walks of life. All of our powersports oils are PAO/Ester based and a true synthetic oil. Proven to increase HP and run cooler.” www.redlineoil.com/powersports-motor-oil-3
Dealers were treated to a sneak peek at Klock Werks demo kits for their new Flare Windshields. These demo kits are now shipping to Drag Specialties and will soon arrive at dealers across the United States. “We have had a 90% success rate when a rider and passenger are given the opportunity to decide which height and color matches their preference. Seats, torso length, and even helmet styles affect the experience – that’s why we say, “It’s ride, you decide,” says Brian Klock, CEO and Founder of Klock Werks. getklocked.com
John Alfred Penton, a lifelong resident of Amherst, Ohio, passed away peacefully on Sunday, September 7, 2025, at the remarkable age of 100.
Born on August 19, 1925, in Amherst, John was the son of Harold R. and Nina (née Musselman) Penton. He spent his entire life on the family property on North Ridge Road that his parents had purchased in 1919. A graduate of Amherst High School, Class of 1943, John embodied dedication, perseverance, and vision throughout his life.
On June 15, 1944, John enlisted in Merchant Marines and later was drafted into the United States Navy serving his country during World War II in the Mediterranean and Pacific Theaters. He was honorably discharged on June 17, 1946, and for his service carried with him a lifelong pride as a veteran.
Following his military service, John — along with his four brothers — founded Penton Brothers Motorcycles in 1948. The dealership later became” Penton Brothers
Honda”, which John owned and operated until 1985. A true innovator, he went on to design and distribute the Penton Motorcycle in the 1970s, investing his own resources for KTM Austria to build his dream of a lighter enduro motorcycle. His Penton motorcycle changed the industry forever and his invention and dream came to be known as the modern KTM motorcycle. He also changed the world of racing apparel, including modern day racing boots.
John was not only a pioneer but also a competitor. He won the Jack Pine Endurance Run in 1966 and competed in the International Six Days Trials (ISDT) seven times. John went on to build multiple teams of ISDT racers, that included his sons, Tom, Jeff and Jack. He became a legend whose influence still inspires generations of riders. His achievements earned him induction into the American Motorcycle Association Hall of Fame in 1999 and the Sturgis Motorcycle Hall of Fame in 2016. His life and contributions were honored through Ed Youngblood’s 2000 book John Penton and the OffRoad Motorcycle Revolution and the 2014 full-length documentary PENTON: The John Penton Story.
Beyond motorcycles, John lived a life of community and service. He was an active member of the Amherst Rotary Club, serving as its President, and was honored as a Paul Harris Fellow. Just weeks before his passing, his family, friends, and admirers from across the United States and Europe gathered in Amherst to celebrate his 100th birthday. At Walkin’ on Wednesday, hundreds of people joined in singing “Happy Birthday” to John — a joyful tribute captured on video by his son Jack.
John is survived by his loving children, Tom Penton (Julie) of Eugene, Oregon; Jeff Penton (Marianne) of Amherst; Laura Hochenedel Reid (Rodger) of Birmingham, Ohio, John Penton II “Jack”(Gigi) of Amherst, Barb Hochendel Penton of Amherst; and Tim Penton (Jay) of Lakewood. He was the proud grandfather of 13 grandchildren —
Katie, Kristen, Erin, Ryan, Adam, Dan, Spencer, Courtney, Morgan, Rachel, Lindsay, Hannah, and Caitlin — and 17 great-grandchildren, all of whom will carry forward his legacy of strength, creativity, and determination. He was preceded in death by his first wife, Katherine (née Marks) Penton. They were married on June 26, 1949, until her passing on February 28, 1958; second wife, Donna (Thompson/Hochenedel) Penton. They were married in 1960, until her passing in 2017; son, Brad Hochenedel; granddaughter, Allison Armstrong; parents, Harold R. and Nina Penton; and siblings, Eric “Ike”, Ted, Henry “Hank”, Mary, Patricia, and William “Bill”.
Funeral services will be held on Saturday, October 11, 2025, at 10:00 a.m. at the Dovin and Reber Jones Funeral & Cremation Center, 1110 Cooper Foster Park Road, Amherst. Interment will follow at Ridge Hill Memorial Park, Amherst, with military honors conducted by the Amherst Veterans Honor Guard. A Celebration of John’s Life will take place at 12:30 p.m. on Saturday, October 11, 2025 following the interment at the Amherst Eagles, 1161 Milan Ave., Amherst, OH 44001.
In lieu of flowers, and because of John’s military service, the family suggests memorial contributions be made to Operation Heal Our Patriots, a ministry serving married veterans and active-duty personnel wounded after 9/11. Donations may be sent c/o Samaritan’s Purse, PO Box 3000, Boone, NC 28607.
By Rini Jeffers
The Chronicle-Telegram
AMHERST — John Penton, American pioneer of offroad motorcycling and racing legend, finished his last race quietly Sunday.
When word came that Penton died three weeks after celebrating his 100th birthday, his son Jack Penton posted, fittingly, that “John Penton arrived at the finish line this morning after a long and amazing life.”
Penton, whose racing career included multiple wins at races considered many of the world’s hardest courses, proved in the end that life was a marathon, not a sprint.
“He had a wonderful, wonderful life,” Jack Penton said. “And we are all celebrating all of his adventures.”
Penton’s life started on the family farm in rural Amherst. His father died young, leaving his mother to raise seven kids alone. His fate was sealed when he and his brothers fixed up an old Harley-Davidson they found in a barn.
Young John knew farm life wasn’t for him.
After a stint in the U.S. Navy and the Merchant Marines in World War II, he started racing in the late 1940s and around the same time he and his four brothers expanded the “little machine shop” his dad had on the farm to supplement the farm income. He added a little coop next to it, to sell motorcycles, British ones. That was the start of Penton Brothers motorcycle shop in 1950. Shortly thereafter, he heard about riding them in the woods, and he started putting different tires on them to accommodate for that.
His son says his dad was like other men that survived the war; they took a lot of risks back then — with their hobbies, their goals, their ambitions. Soon Penton was traveling to Michigan for the Jack Pine Enduro, the famous off-road event. Eventually that led to founding the Amherst Meadowlark Motorcycle Club with other enthusiasts in 1954.
Then came 1958. Tragedy struck his young family, when his young wife, Katherine died, leaving him to raise their three young sons.
In his grief, he turned to challenging himself to find relief, Jack Penton said, while family took in the boys.
The year his wife died, John Penton won the Ohio State Enduro, the Stone Mountain Enduro in Georgia, the Alligator Enduro in Florida and several others around the Midwest. He took a solo ride to Mexico and on his way home drove nonstop from California to Ohio, according to the American Motorcycle Association. He won the first of four Jack Pine trophies.
The following year, he broke the world speed record driving from New York City to Los Angeles in a little over 52 hours. In St. Louis, a motorcycle club — which included a cop — came out to escort him through the city in record time. In the 1960s he represented the U.S. in the International Six Days Trial Enduro, held in Europe and considered the “Olympics” of the sport, earning gold medals.
After his racing days, Penton set about creating a line of bikes for the sport. In 1968 he approached KTM, a moped manufacturer in Austria, with his ideas for a smaller, lighter, sport motorcycle. He received one handbuilt bike, then the first run of 10 arrived. Within a week, the family — full of racers who’d grown up on the track — had all of them at races. Then the first full shipment came, 105 bikes. Penton would travel around to friends, dealerships, passing them out in small bunches, telling people, “Here you go, here’s five, now you’re a Penton dealer” his son recalled.
There were four sizes and four colors, all named for famous races, and two that weren’t meant for off-roading. And they were pricey — but they were considered the best of the best. The motocross sport started appealing to a younger generation, able to handle the lighter bikes.
The Penton family spawned a dynasty of champions. John, along with his sons Jack and Tom, were all inducted into the American Motorcycle Association Hall of Fame, and all three have gold medals from the International Six Days Enduro. Another son, Jeff, and a nephew, Dane Leimbach, also hold several titles for championship racing.
Penton long ago sold the rights to the Penton name to KTM, but Penton also created the Hi-Point line of offroad motorcycle boots, accessories and trailers; that was sold in 1988. They sold their dealership in the 1980s. Original Penton bikes, manufactured from 1968 to 1977, are now considered highly collectible.
And their fans are highly loyal: Last Christmas the Penton Ownership Group, a 500-plus member club of enthusiasts, employees and some former racers who meet monthly in Amherst, celebrated with Penton at the Grange Hall in Sandstone Village. A Facebook group for Penton Motorcycle enthusiasts has more than 5,000 members.
Penton remarried, gaining three stepchildren and another son with his second wife, Donna.
Continued on page 76
In 2014, he got to see a documentary made of his life: “The John Penton Story” was filmed with many interviews done here in Lorain County by producer/ director Todd Huffman of Pipeline Digital Media, based on Ed Youngblood’s book “John Penton and the OffRoad Revolution.”
“You know Jack and I joke about it, how John was like the Forrest Gump of dirt bikes,” Huffman said. “He just seemed to be at all these pivotal moments. Obviously in developing the Penton motorcycle, finding this little company in Austria, that’s now this big off-road dirt bike brand, KTM, then developing all these great HiPoint products, then he develops Cycle News East as a newspaper and Cycle News West bought it, just everything John had an eye for or thought would be the next big thing, was.”
The movie was narrated by Grammy award-winner Lyle Lovett, who got his first Penton at 13, and his first job at a Penton dealership in Houston at 14.
“I met John Penton when I was 15 years old. He always seemed to know what he was doing. He was a decisive man of action. He was kind, and unafraid of anything,” Lovett said this week, after hearing of Penton’s passing.
“Pentons were synonymous with quality. If you wanted an off-road bike of the highest quality, you wanted a Penton. John Penton’s character is what made each one of his motorcycles great, his personal character. His love for his family, his dedication and his hard work, and his ingenuity through experience. He learned about building his kind of motorcycles through his experience because of all those enduros he rode and when it came time to build, he knew exactly what to do.”
“I’ve gotten to know Jeff over the years, and to know of how he encouraged each of his sons, and the Penton family not only built one of the best off-road motorcycles in the world but they were among the top racers, the top athletes in the world, and all of that is an extraordinary story,” Lovett said. “All of that came John Penton’s character.”
“He was an outstanding man,” said Dave Rathbun, Penton’s friend for 50 years. Mutual friends connected them when Penton expressed an interest in learning about financial markets, and Rathbun was a commodities broker in Sandusky.
“I know nothing about motorcycles. Matter of fact, I’ve never been on one... to this day. We didn’t talk motorcycles. He was the motorcycle man. He was the idol, and the king, of every young kid running a dirt bike. He did wonders — but I had a whole other life with John. We talked about how he was raised on a farm and I was raised on a farm. We hit it off.”
The two would go to New Orleans for financial symposiums and listen to speakers, he said. Penton was very interested in the gold and silver markets in the 1970s and 1980s. About mid-1980, Penton asked him to run his company. Rathbun said no. A few years later, Penton asked again. This time, Rathbun agreed, becoming president of Hi-Point Imports and Trailers for 10 years until it was sold.
“He was a hell of a good friend,” he said
This year marked the fifth running of “Rainey’s Ride to the Races” at Laguna Seca, and it was another incredible success. Together we raised $142,000 for the Roadracing World Action Fund, bringing our five-year total to over $650,000. That’s something we can all be proud of.
For me, this one was personal. To pull on my leathers and ride a few laps at Laguna Seca — for the first time in 34 years — was a feeling I wasn’t sure I’d ever experience. Riding on a specially prepared Yamaha XSR900GP alongside nine legends of our sport made it unforgettable. Laguna has always been special to me, and that day was filled with emotions I’ll carry forever.
I’m deeply thankful to everyone who came to Laguna Seca for the MotoAmerica races and supported Rainey’s Ride. What started five years ago has grown into something far bigger than I imagined. The ride now has a life of its own, and that’s because of the people who support it year after year.
A huge thanks to the legends who joined in — Kenny Roberts, Eddie Lawson, Bubba Shobert, Freddie Spencer, Kenny Roberts Jr., Rick Johnson, Doug Chandler, Ben Spies, Bud Aksland, Kel Carruthers, and Erv Kanemoto. Their time and commitment help make this event what it is.
At the heart of it all, the goal remains the same: raising money for the Roadracing World Action Fund charity to purchase Airfence and Alpina soft barriers to protect our
riders. No one can put a price on safety, and I’m grateful to everyone who’s donated through the ride and in so many other ways.
I also want to thank the California Highway Patrol for keeping us safe on the road, Gordon McCall for leading the ride, Baja Cantina for hosting the start of the ride, WeatherTech Raceway Laguna Seca, and the entire MotoAmerica team for their support in making this possible.
See you all next year.
- Wayne Rainey
Flying Floyd. The Motorcycling Life of Floyd Emde, written and published by Don Emde, tells the story of his father, Floyd Emde’s legendary years in motorcycle racing, multiple dealerships and building race bikes for his three sons and a daughter. Those familiar with the “Harley and Indian Wars” of the 1940s will enjoy the week-to-week coverage back in Floyd’s racing years including his personal written notes after every race, plus his wife Florence’s handwritten results in many souvenir programs.
• Floyd Emde’s forty years as a pro racer, dealership owner, and race bike builder
• Floyd and Florence’s personal race notes, original programs and other period materials
• 1,000+ images taken by Bob Magill, Shorty Campbell and other top photographers
• 420-page hardbound book
