Issue #12 December 2025 by Dealernews

THE DENAGO DIFFERENCE

Denago goes electric with the E-Hawk 6, an ideal way to get kids into powersports.

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WORLD’S LUCKIEST MAN

SEEING IS BELIEVING

Bob Althoﬀ On What You See Is What You Get

Bob Althoﬀ On The Impact Of POS Visuals

EDITOR’S NOTE

Robin Hartﬁel On Tradeshows

NEWS+

SHIFTING GEARS+ Personnel Postings, Courtesy MIJ

SHOWTIME!

Sullivans Sells To LeMans, Joe Rocket Reunites, KTM/Bajaj Ready To Race

Welcome To AIMExpo 2026

Getting The Holeshot On A1

FEATURES & BENEFITS

NEWS & NOTES FROM ANAHEIM

AIMExpo Special Features

SCHEDULE OF EVENTS Full Slate Of Activities

KNOWLEDGE IS POWER

AIMExpo Educational Syllabus YOU ARE HERE

AIMExpo Floor Plan

EXHIBITOR LIST The Industry Is All In THE ITALIAN PAVILION

EICMA In Anaheim

EICMA

OUR TEAM

EDITORIAL

INDUSTRY RESEARCH+

Jim Woodruﬀ On October AWP In Review eDEALERNEWS

Shockers & Stunners From EICMA

CURRENTS+

William Douglas Little Asks What Was I Thinking? 54 58 57 60 66 72 68 76 79 62 80

Robin Hartfiel Editor/Publisher

Bob Althoff World’s Luckiest Man

Gus Stewart Creative Director

ADVOCACY+

Don Amador On Rec Pro Recap

CONFESSIONS OF A CUSTOMER

EV Evolution At AIMExpo, LiveWire Charges Into EICMA, Zero Shifting Gears

Eric Anderson On The Long Goodbye

Brenda Stiehl Production Manager

CONTRIBUTORS

Don Musick Genesys Technology Solutions

THE SHIFT FROM SEARCH

PRESS PASS+

David Gatti On How Dealers Can Adapt To AI

Sand Sports Super Show Kicks Oﬀ Dune Season

Dr. Paul Leinberger

Eric Anderson Vroom Network

David Gatti Ignition XD

GEAR+ Turn 14 Take Over VALE+

Ave Atque Vale Stan Simpson

AD INDEX

This Issue Brought To You By… IF NOT NOW, WHEN?

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 Two Old Guys Racing

Charlie Williams Oﬀ Road Editor

Don Amador Quiet Warrior Racing

Joe Bonnello Joe B Photography

Uncle Paul Wunsch Love Cycles

The Anonymous Dealer

ADVERTISING

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

World’s Luckiest Man

By Bob Althoff

WHAT YOU SEE IS WHAT YOU GET

You have one job. As a Dealer, your job is to sell.

As your Industry Association, the National Powersports Dealer Association’s job is to do all it can to drive Customers to your door and make our Dealers more effective at selling.

When your customer is in your shop, credit card, checkbook, or cash in hand, it’s go time!

When your association and your dealership are in sync, that is where the magic happens: we are better together as NPDA says. Making that magic happen at the point of sale is Powersports World TV job. Think of it as a tool NPDA created to MOTO-VATE sales.

However a tool only works if you use it! It’s time to put this implement in your store(s) toolbox. Turn on, tune in… it is a mind-blowing concept whose time has come. See what PSWTV is all about for yourself: www.npda.org/pswtv

Knowing how successful the RV industry was with Go RVing and the marine industry with Discover Boating. NPDA has been working hard on this since its beginning. Now it is ready for primetime! Why shouldn’t we have our own channel? We need to sell

our lifestyle and remind everyone how fun our sport is.

Reasons to do so:

1. It’s free

2. It works (see companion piece, page 9)

3. Customers will enjoy it

4. You own the channel

To sweeten the deal, Dealernews is offering a free 55inch flat screen TV to the first five dealers who talk to me at AIMExpo and agree to install PSWTV, let it run all day in the store and watch the results.

By our count, there may be 1,000 or so of our U.S. dealers who in some cases are investing up to $3,000 per month to have similar video feeds. That leaves 5,000+ of our rooftops enjoying the sounds… of silence.

Exclusive advertising packages for NPDA members and partners as well as Dealer packages. Note: Advertising can be limited to your specific PMA. For more information contact me at: bobalthoﬀ@outlook.com

PSWTV is streaming into virtually every nation on earth. And it is designed to sell!

Now it needs to be in your store.

SEEING IS BELIEVING The Impact Of POS Visuals On Sales

By Bob Althoff

Like a big mouth bass hitting on a lure, there is credible evidence that Point Of Sale (POS) visuals can trigger the sales strikes. Instead of shiny spinners, modern media such as video screens and digital signage can lure customers to meaningful sales increases. Studies show both moderate and large uplifts, depending on execution quality, content relevance and placement.

“U.S. in-store digital retail media ad spending is projected to more than double from $430 million in 2025 to $1 billion by 2029,” claims Retail Media World. The upside is that there are more media outlets focused on instore digital media space than there are motorcycle trade magazines with everything from Digital Signage Today and Retail TouchPoints to eMarketer and the aforementioned Retail Media World

“In-store retail media is in its early innings, but both retailers and advertisers are motivated by the possibility of reaching shoppers where over 80% of retail sales take place,” notes eMarketer analyst Sarah Marzano. “Upgrading in-store infrastructure and investing in engaging digital formats will be crucial for retailers hoping to unlock the massive potential of in-store retail media.”

Although it is still in its formative stages, pundits are claiming in-store digital is the next big thing. Highlights from bleeding edge media followers of in-store digital are eye-popping:

• Nielsen study (Europe): Digital displays increased featured brand sales by up to 33%.

• 2025 study (237 campaigns, 30 M shoppers): In-store digital signage boosted purchase likelihood by 8.1%.

• Secondary industry sources report overall sales increases of ~29–30%.

• Academic review (Florida International Univ.): Informational and promotional digital signage content “nearly doubled sales” for promoted products.

Estimated Ranges of Uplift

But what really happens behind the hype and the ezine headlines? Actual in-stores increases tend to track overwhelmingly positive in chain stores and individual brick and mortar locations. High points from the specialty media include:

• Lower level wins: +5%–10% increase in purchase likelihood.

• Typical range: +20%–30%.

• High end (best cases): +33% to ~100% uplift for promotional content.

Key Influencing Factors

How to make these digital picks click with your customers is also still the wild west. But some basics are universally playing out:

1. Content quality: Relevant, engaging, and promotional visuals outperform generic or ambient content.

2. Placement: Effect strongest near purchase decision zones (checkout, end caps).

3. Product type: Works better for new, low-price, or popular items.

4. Context: Higher effects on weekends, late afternoon, and under favorable conditions (e.g., good weather, high traffic).

5. Static vs. digital: Digital signage generally outperforms static posters in recall and conversion.

Practical Takeaways

So is it worth it to become an early adapter? Of course the pioneer experts all say “yes” but they are scalable for a chain of sporting goods stores or outlet malls. This big picture might not translate to Mom & Pop Motorcycle Shops. But what is good for the goose is good for the gander and it would appear to work effectively in a small powersports dealership. Expect realistic uplift of 5–15% for well-executed campaigns. Tips to effective execution include:

• Use dynamic videos showing product in use or enjoyed by customers.

• Integrate promotions, bundles, or new product highlights.

• Balance uplift against equipment, content, and maintenance costs.

• Consider long-term gains in brand awareness and enhanced shopper experience.

Digital and video-based point-of-sale visuals consistently drive measurable sales lift, typically between 5–30%, and sometimes much higher when well-targeted and implemented. The key is strategic placement, relevant and engaging content and performance monitoring to validate ROI.

But wait, there is more! The National Powersports Dealer Association has spent the past two years building a content-rich TV channel to be streamed directly into dealerships. “The NPDA has been working hard on this since our beginning,” says chair Bob Kee. “We know how successful the RV industry was with Go RVing and the marine industry with Discover Boating. Our industry is so much more exciting — why shouldn’t we have our own channel? We need to sell our lifestyle and remind everyone how fun our sport is.”

Start by tuning in here: www.npda.org/pswtv

References

• Nielsen DOOH Study (Germany, 2024) –www.digitalsignagetoday.com

• Retail Media World Analysis (2025) –retailmediaworld.com

• MVIX Digital Signage Statistics –www.mvix.com

• Florida International University DBA Dissertation (2024) – business.ﬁu.edu

• CrownTV Customer Engagement Report –www.crowntv-us.com

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Editor’s N e

By Robin Hartﬁel

TRADESHOW MATH

You should see some of the keyboard warriors who are teeing off on tradeshows… and it isn’t just consumers trolling AIMExpo wanting them to add public days. There are a number of dealers who question B2B shows… like their own dealer meetings! “We can see all this stuff online, why do we have to go to Las Vegas, Anaheim, Milan, Köln, etc. It isn’t just our industry, either PRI is in Indianapolis in December (remember when the powersports industry used to go to Indy?

Then again many powersports people may not remember Indy or Cincinnati before that. It has been more than a decade since the Dealer Expo was last held in Indy and the V-Twin Expo left Cincy. However my answer is the same to all the keyboard warriors proclaiming AI and chatbots can replace trade shows in a virtual environment… AI doesn’t ride! If the Internet can virtually replace the trade shows, it can just as easily replace shops, right?

“Customers” can see a new motorcycle from the comfort of the couch in their parent’s basement and order it for delivery in three days, right. Wrong DMV laws, PMA protections and a host of elements must be addressed before buying a bike is the same as getting an industrial size bag of Doritos and a case of Mountain Dew dropped off on the doorstep within a fortnight.

Actually we are better than the stereotypes… and as my friends at the NPDA say, “We Are Better Together.” The real magic of 20 Club or the old Dealernews Dealer Expos was never what was presented on the show floor.

It is the face-to-face interaction of peers and industry professionals! I just experienced (in person) the world’s oldest and still the largest motorcycle trade fair in Milan. Since 1914 the global industry has been going to Italy. And let me tell you 600,000 rabid fans and industry professionals is truly magical!

Closser to home, Dealer Expo was actually launched in SoCal 60 years ago after Dealernews founders Larry Hester and Bill Bagnall experienced EICMA. The reason Dealer Expo moved from Anaheim in the 1960s to Cincinnati and later Indy was a simple thing we called “tradeshow math” — breaking the powersports industry down, more than 50% of the nation’s dealers live in a 500 mile radius of places like Louisville, Kentucky, (where the Lawn & Garden guys just held their Equip trade show and where LeMans NVP is headed right after AIMExpo in January).

Adding to the equation, these midwestern venues all have convention facilities large enough to host an industry of our size, and are much more affordable for attendees and exhibitors alike than, say, Jacob Javits Center in New York or McCormick Place in Chicago. In addition to location being everything, the timing was right. Unless you were selling sleds, the motorcycle guys had no problem loading up the shop truck and driving to Cincy or Indy for a long weekend in the dead of winter.

Location, time and cost were conducive to bringing the industry together under one roof. Sure, there can be variations on the theme… timing this year’s AIMExpo with A1 Supercross in the heart of the motocross market is definitely something special and a great way to get the holeshot on the 2026 sales season.

When you do the math, tradeshows add up… but when you gather an entire industry together under one roof at one time, it becomes priceless. Powersports is an IRL way of life, not a video game. Dealers have to engage with the community, join them in their rides and give them reasons to get together. Ditto for the industry. As my friends at AIMExpo suggest, we need to Connect/ Engage/Unite our dealers, distributors, aftermarket, OEMs and service providers .

Get off the couch, get registered for AIMExpo, CES or SEMA and interact with your peers! That is where the magic happens!

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.

From

CHANGING OF THE GUARD: SULLIVANS SELLS TO LEMANS

The world’s largest powersports aftermarket distributor is getting bigger! LeMans Corporation, parent company of Drag Specialties (Booth #1497) and Parts Unlimited (Booth #1115), has agreed to acquire Sullivans Inc. Long the source for Joe Rocket and HJC helmets, the Boston-area distributor serving dealers across the Northeast for more than ﬁve decades.

“Sullivans brings an exceptional legacy of service, product knowledge, and dealer support,” said Paul Langley, Chairman and CEO of LeMans Corporation. “Integrating their regional strength with our national capabilities adds to our incredible portfolio of products and reinforces our philosophy of being the go-to distributor for the powersports industry.”

Founded in 1972 and headquartered in Hanson, Massachusetts, Sullivans has built a strong reputation for customer service, fast delivery, and a curated product oﬀering tailored to the needs of powersports dealers. The company’s deep regional expertise and long-standing dealer relationships have made it a trusted name in the New England powersports community.

LeMans Corporation—established in 1967 and operating globally through its Drag Specialties and Parts Unlimited brands—supplies dealers with the industry’s largest selection of aftermarket parts, accessories, apparel, and hard-to-ﬁnd components. The acquisition of Sullivans adds to LeMans’ robust portfolio and further supports its commitment to being the industry’s most comprehensive and reliable distribution partner.

Additional details, including integration plans and timelines, will be shared with partners and dealers as they become available.

ROCKET REUNITES

In the aftermath of the bombshell that Sullivans had been sold, rockets went up! Joe Rocket Canada Inc. (JRC Inc.) announces acquisition of the US-based Joe Rocket brand from Sullivans Inc., reuniting the full Joe Rocket brand for the ﬁrst time in 20 years. The transaction consolidates all trademarks, product development, and global brand rights back under the control of the original team that built Joe Rocket into one of North America’s most successful motorcycle apparel brands.

“This is a historic moment for the brand, for our team, and for riders everywhere,” claims Max Charlebois, President of JRC Inc., “For more than 30 years, riders have trusted Joe Rocket to deliver gear that keeps them safe, comfortable and conﬁdent on the road. That trust—and the loyalty we’ve earned from millions of riders — is the foundation of everything we do. Bringing the brand back under one roof allows us to honor that legacy while building an even stronger future.”

“We are deeply proud to reunite the brand that we built,” concludes Charlebois. “Riders who grew up with Joe Rocket can expect a renewed commitment to quality, innovation and the rider-first design philosophy that defined us from the beginning.” More information will be shared soon as JRC continues to develop a complete global strategy for the unified Joe Rocket brand.

Heads up to all Drag Specialties (Booth #1497) and Parts Unlimited (Booth #1115) dealers! NVP rings in the new year by returning to Louisville January 24-26, 2026. Once again the Kentucky International Convention Center will be packed with more than 300 exhibitors, show specials and cool giveaways like a trip for two to the Motocross des Nations in Ernee, France. Note the show hours change, running from 9:30-5 on Saturday and 9-1:30 on Sunday.

Saturday will also see interactive training sessions and product presentations led by industry experts, including

Alpinestars, Custom Dynamics, Feuling, RAVEK and Trask. And after a full day on the show ﬂoor of the NVP Product Expo, the fun begins with an onsite Happy Hour, followed by MEET & GREET 4th Street Live! festivities. In addition to hanging with the industry’s ﬁnest, Parts Unlimited is hosting a Supercross Watch Party for Anaheim 2 at the Sports & Social Club.

Dealers, contact your Drag Specialties or Parts Unlimited rep for details on incentives, discounts and other show specials. See you in Louisville!

NPA SUPPORTS LSVDA

While National Powersport Auctions (Booth #1005) was accelerating in Europe — announcing “International Powersport Auctions” at EICMA — the nation’s leading remarketing services provider was slowing down closer to home. NPA joins the Low Speed Vehicle Dealer Association (LSVDA) as a Founding Platinum Partner. According to Tony Altieri, Vice President of Business Development, this collaboration strengthens the commitment of both organizations to advance dealer success, promote safety and grow the national market for low-speed, golf cars, personal transportation and commercial cargo vehicles.

“We’re excited to partner with LSVDA and help shape the future of the low-speed vehicle industry,” adds Altieri. “As the market continues to expand, we’re committed to providing dealers with the tools, access, and opportunities they need to thrive.” With 35+ years of experience and 10 locations nationwide, NPA continues to drive innovation and growth across the powersports and low-speed vehicle industries. A trusted wholesale partner for fleet and consumer vehicles, NPA provides dealers, OEMs and financial institutions with a full range of auction, remarketing and business solutions to maximize profits and streamline operations.

Through its partnership with LSVDA, NPA is offering all LSVDA members a free one-year new NPA membership, including up to $300 in buyer fee credits on their first purchase. This exclusive offer is available through July 31, 2026. Click here for more LSVDA details: www.npauctions.com/cp/npa-promotions

DEALER NEWS: YOUNG POWERSPORTS ADDS SECOND HARLEY DEALERSHIP

“Our team is thrilled to expand further into the Idaho community, and strengthen our ties to the Harley-Davidson brand,” said Jeramie Young, director of Young Powersports after reaching an agreement to acquire Grand Teton HarleyDavidson in Idaho Falls, Idaho. “Throughout this year, we’ve

taken signiﬁcant strides forward as an organization, and enjoyed an incredible amount of growth. We look forward to seeing how this franchise, as well as our 11 others, impact our future.”

After opening its ﬁrst location in Burley, Idaho in 2015, Young Powersports has become the premier powersports dealer for northern Utah. Now extending into Idaho and Missoula, Montana, Young carries multiple OEM lines at their 12 dealerships. In 2023, the company opened their ﬂagship location in Centerville, Utah — one of the largest motorsport dealerships in the United States. Executives at Young Powersports renamed the dealership Young Grand Teton Harley-Davidson and appointed Jim Wilson as general manager. The franchise is set to re-introduce their operation to the community by hosting a grand opening ceremony in 2026.

“With any grand opening, we strive to ﬁnd ways that we can highlight our identity to the community,” notes Wilson. Young Powersports’ acquisition of Grizzly Harley-Davidson adds to other expansion eﬀorts the organization has made throughout 2025. This year, the company brought both Ducati and BMW onto the list of OEMs they support by opening their Young Powersports Euro dealership in Riverdale, Utah. The company expanded their presence to Montana in July as well by adding two new locations into their network.

DEALER NEWS: ARTIE STARRS VISITS THREE RIVERS HARLEY-DAVIDSON

Artie Starrs, the new CEO of Harley-Davidson, recently stopped by Three Rivers Harley-Davidson to meet the team. “He spent time with each department, asked a lot of questions, including what H-D could do better,” says George Gatto, former Dealernews cover dealer and current NPDA Harley-Davidson Council Chair. “He took plenty of notes.”

Gatto and Starrs also had dinner and talked for hours. “The most important thing I can pass along is that his business principles and philosophy matches those of the best leaders The Motor Co. has had over my time as a dealer. With his leadership and by working together, I feel really good about the future of the brand.” Those that know him, know George is not one to sugarcoat matters, so this is a vote of conﬁdence.

“It won’t be easy, nor will we like every decision coming from Juneau Ave — and yes Juneau Ave will soon be ﬁlled with the HD team, HD leadership, and someone really special to us all: — Bill Davidson! Bottom lline is that “we” will again be working as “we” not “us” vs. “them,” concludes Gatto.

BAJAJ/KTM READY TO RACE?

Conspicuous in its absence from EICMA, the KTM/Bajaj mashup made headway leading up to AIMExpo. Monday morning after the world’s largest motorcycle trade fair wrapped up, former KTM parent company Pierer Mobility announced the Bajaj plan would proceed without restrictions The headline in the Austrian Business Press read: EU Commission Does Not Initiate Investigation, Deal Proceeds.

“With Bajaj as our parent company, we now have a strong industry expert with a global presence, who has been with KTM for many years now and therefore understands our business, brand and products,” claims KTM CEO Gottfried Neumeister. “Bajaj’s strengths and KTM’s expertise complement each other perfectly. We want to leverage these synergies to bring KTM back to the top.”

On November 10, 2025, Bajaj Auto International Holdings B.V. announced that it has been notiﬁed by the European Commission that no in-depth investigation pursuant to Article 11 of Regulation 2022/2560 would be initiated and that the takeover may now proceed to completion as of November 11, 2025. This means that the acquisition of Pierer Industrie AG’s 50.1% stake in Pierer Bajaj AG is now possible. Bajaj Auto International Holdings B.V. becomes the sole owner of Pierer Bajaj AG as soon as the closing has been formally completed. Pierer Bajaj AG will continue to hold 74.9% of KTM’s parent company PIERER Mobility AG. The closing of the change of control is expected in the coming weeks.

All regulatory requirements for Bajaj to take control have been met, but expect KTM to stay in Mattighofen for the time being at least. Neumeister, delighted with the successful closing, adds: “KTM will remain an Austrian company with independent management that plays a pioneering role in research and development, design, product quality and racing.” For the latest update, see KTM in Booth #1643

Industry veteran John Lawson joins Denago Powersports as its new Parts & Services Manager. Lawson brings more than 25 years of powersports experience to the team headquartered in Dallas, Texas. “At Denago, we understand that parts and service support is one of the most crucial parts of establishing a brand,” notes GM David Garibyan. “John Lawson’s experience in managing operations and process improvements will take Denago to the next level of customer and dealer support.” Lawson brings a B.S. degree in Information Technology from University of Texas at Arlington. He has a deep understanding of the powersports industry, having held positions ranging from general manager positions at the dealership level to an OEM regional sales manager. While sales manager of Rockwall Powersports in Texas, he and his crew maintained a 98% customer satisfaction rating via proactive problem resolutions and service excellence. “I’m really excited to be part of the Denago team and to contribute to the continued growth of the brand,” says Lawson. He will be overseeing all aspects of parts inventory, service operations and customer support. “I’ve been impressed by what Denago has accomplished so far,” he adds. “I’m looking forward to helping strengthen our parts and service operations to support our dealer network even more.” The addition of John Lawson to the Denago Powersports team will help ensure longterm operational stability and customer satisfaction for the fastest-growing brand in the powersports industry, now with more than 150 dealers across the country. Discover the Denago difference at AIMExpo Booth #2061

One-time Global Brand Manager for White Brothers, Mark Rodgers has gone to the OEM side: “Stoked to share that I’ve joined Triumph Motorcycles, a brand that deﬁnes authenticity and cool,” says Rodgers. “Motorcycles have been a part of my life since before I was born — my parents met at the MX track. After 20+ years on the aftermarket side, it’s time to put that experience to good use at one of the most legendary brands, as Commercial Director of PAC at Triumph Motorcycles America Ltd.” Swing by and get the details from Rodgers at AIMExpo in Triumph’s display Booth #857

Let the good times roll! Industry veteran Paul Riffle’s journey has taken him from eCommerce pioneer to the OEM ranks. “I’m happy to share that I’m starting a new position as District Manager at Kawasaki Motors Corp., U.S.A.” Long-time road warrior Riffle first launched CycleDeals.com back in 2002 before spending 17 years at Tucker Powersports as an RSM for the former

distribution giant. Most recently Riﬄe was Marketing Director for Spiegler Performance Parts. Kawasaki is in Booth #1659 at AIMExpo.

On the eve of AIMExpo, SSR Motorsports added an AMA Hall Of Famer to the roster. Industry icon Scot Harden officially steps up to the plate as Vice President of Sales & Marketing, effective immediately. With more than four decades of powersports industry leadership, Harden brings an exceptional blend of strategic vision, brand-building expertise and deep industry relationships to his new role. Harden has worked closely with SSR for the past several years, contributing significantly to product planning, brand development and long-term growth strategy. “Over the past two years Scot has played a pivotal role in the management of SSR Motorsports and has been an invaluable part of our recent progress,” notes William Li, CEO of SSR Motorsports. “His name, reputation and decades of experience in the powersports industry bring instant credibility and strategic vision to our organization. He has become a trusted and highly respected teammate whose leadership will elevate our brand and help drive SSR to the next level.” In this expanded leadership position, he will oversee all sales operations, marketing initiatives and dealer development as SSR continues its rapid ascent in the U.S. market. Harden will also contribute to SSR’s product development efforts. Harden — along with the entire SSR sales and marketing team — will be present at the SSR Pavilion at AIMExpo Booth #1787

2026 LIVE NPA AUCTION CALENDAR

Continued from page 18

Sometimes you have to shift into a higher gear to accelerate... But what does it take to get to the speed of light? That is where Taylor Allis comes in as Lightspeed DMS ’ new Chief Product Officer—a key addition as Lightspeed continues to invest in building the strongest leadership team in the industry. As part of this growth, Troy Thibodeau will redirect 100% of his focus on Chief Marketing Officer responsibilities. ”Taylor brings deep experience from high-growth SaaS environments ,” says Thibodeau. “His passion for innovation — especially when it comes to AI — will be a major asset as we continue building smarter, faster and more connected tools for our dealers .” Well-positioned to lead the next chapter of product innovation at Lightspeed, Taylor is ready to move quickly, bringing new ideas to life, expanding into new markets, and staying ahead of what’s next. “I’m passionate about the outdoor recreational and dealership space,” adds Allis. “I saw a huge opportunity for growth and innovation... With the data we have around dealerships and OEMs , the possibilities are incredible.” Allis lives the lifestyle Lightspeed supports — he’s an avid biker, trail runner, fly fisherman, scuba diver and regularly climbs Colorado 14ers for fun. “I grew up in the world of motorcycles, watersports and dealerships . I’m excited to give back to this incredible industry and community.” Lightspeed DMS will be in Booth #1200

Land use advocate and longtime go-to guy at the dealership level Ted Cabral brings decades of powersports experience to the ZiiDMS team. Cabral will blend dealership management expertise with a passion for operational excellence and customer service. A former General Manager of Cycle West Honda/Suzuki , he led one of Northern California’s top multi-line dealerships and later drove Dainese San Francisco to the #1 U.S. store in net sales and goal achievement within his first year as a D-Store Manager. Cabral has served the industry nationally and statewide as a former AMA Board Member , California OHMVR Commissioner , and three-year OHMVR Chair . He played a key advocacy role in renewing California’s OffHighway Vehicle Recreation Program , supporting the long-term future of OHV recreation and public land stewardship . A lifelong powersports enthusiast, Cabral remains dedicated to advancing technology, industry growth and responsible recreation to strengthen the powersports community. Talk land use or DMS with Cabral at AIMExpo in Booth #917

Piaggio Group Americas added industry veteran Shahin Alvandi to the team in plenty of time for AIMExpo . Alvandi stepped in as the new West Coast Regional Sales Manager. Most recently GM for legendary SoCal dealership Pro Italia and MotoCorsa in Portland before that. However he actually started as the Sales & Finance Manager at Seminole HarleyDavidson . “His love for motorcycles started from his teen years in California , where he visited local shops and fell in love with quirky and interesting bikes like his early generation Aprilia RSV-Mille ,” says Cecilia Fassina , Brand & Trade Marketing Manager. Now, with over a decade of experience in managing finance and sales at multi-brand motorcycle dealerships, his focus and greatest passion are creating and facilitating a vibrant community hub where riders of every skill level are welcome and celebrated.” Best known for his active social media presence, and his work as producer and co-host of Brap Talk Motorcycle Podcast , Shahin brought his 20+ years of motorcycle industry experience to the Piaggio Group starting in September 2025. Piaggio Group Americas is in Booth #847

WELCOME TO AIMExpo 2026

As we prepare to gather in Anaheim this January for AIMExpo 2026, I want to extend a warm and heartfelt welcome to every member of the powersports community dealers, OEMs, Distributors, our Aftermarket companies, Media, and the many industry partners who make this industry thrive. You are the backbone of this industry, and your dedication, passion, and commitment to riders are the reason powersports continues to grow, innovate, and inspire.

AIMExpo has always been more than a tradeshow it is the one moment each year when our industry comes together under one roof to share ideas, strengthen relationships, launch new products, and chart the future of powersports. When we gather in the same place at the same time, powerful things happen. Challenges get solved. Opportunities are created. Partnerships are formed. And the energy we generate here carries our entire industry forward.

AIMExpo has always been more than a tradeshow—it is the one moment each year when our industry comes together under one roof to share ideas, strengthen relationships, launch new products, and chart the future of powersports. When we gather in the same place at the same time, powerful things happen. Challenges get solved. Opportunities are created. Partnerships are formed. And the energy we generate here carries our entire industry forward.

The Motorcycle Industry Council (MIC) grounds AIMExpo in the mission we all share: to support the business of motorcycling, grow participation, and ensure a strong future for riders and the companies that serve them. With the MIC’s leadership and the engagement of every brand, dealer and retailer represented here, we continue to build a healthier, more unified, and more innovative powersports ecosystem.

What makes this industry truly exceptional is not just the machines we build or the products we sell it’s the people. We are an industry driven by passion. We believe in adventure, freedom, community, and the joy that only riding can deliver. Whether you engineer the next breakthrough motorcycle, run a dealership that welcomes new riders, build the accessories that elevate the experience, or tell the stories that shape our culture, you contribute to something far bigger than any one business.

AIMExpo 2026 is our annual reminder of how strong this industry truly is. Thank you for the work you do every day and thank you for being here to help shape the future of powersports.

Together, let’s make this our best year yet!

On behalf of the Motorcycle Industry Council and the AIMExpo Team,

AIMExpo 2026 is our annual reminder of how strong this industry truly is. Thank you for the work you do every day and thank you for being here to help shape the future of powersports.

Together, let’s make this our best year yet!

Cinnamon Kernes Vice President, Market Expansion Motorcycle Industry Council

On behalf of the Motorcycle Industry Council and the AIMExpo Team,

Cinnamon Kernes

Vice President, Market Expansion

NEWS & NOTES

BRIDGESTONE ROLLS INTO AIMExpo

Dealers heading to AIMExpo will be among the ﬁrst to experience Bridgestone’s premium sports motorcycle tire — the BATTLAX RACING STREET RS12 rolls out in January 2026 for North American markets. Utilizing the ‘From Circuit To Street’ design brief, the new street tire incorporates race tire technology. In fact, the BATTLAX RACING STREET RS12 delivers the highest level of dry grip in Bridgestone’s roadlegal tire lineup. The RS12 is said to deliver comprehensive improvements, with a particular emphasis on dry grip. In testing of the production intent tires lap times were reduced signiﬁcantly compared to the previous RS113 model. By optimizing the combination of its compound, tread pattern design and structure, the tire maintains high grip even after multiple laps. Bridgestone is in Booth #1011

RABACONDA 6 DAYS GAME CHANGER

Rabaconda (Booth #1945) returns to AIMExpo oﬀering dealers the same tire changing tool that won the ISDE! The

Rabaconda tool has helped Team USA, and many other elite ISDE racers, compete at the highest level, which company co-founder Tonu Kallast says has always been the company’s driving force to support and enhance the performance of riders in the most demanding conditions. “The ISDE is a unique challenge where riders race against the clock, working on their bikes under immense pressure,” Tonu added. “This environment highlights the importance of having tools that are not only top-quality but also incredibly fast and eﬃcient. We’re proud to have provided those tools to Team USA over the years, contributing to their impressive victories.”

DENAGO CELEBRATES UNBOXING DAY

Third time’s a charm! After making a big splash at AIMExpo with a youth product three years ago, Denago Powersports is set to debut something bigger in Anaheim. The wraps will come oﬀ an all-new Freelander 350FI 4×4 to join its lineup of aﬀordable ATVs and dirtbikes.

“We’re rolling into 2026 stronger than ever,” explains David Garibyan, Denago Powersports General Manager. “We were a relatively unknown brand in 2024, but Denago Powersports has grown tremendously, and we’re now blessed by more than 150 dealers across the country. We credit part of our success to the national exposure we’ve gained from AIMExpo, which is the perfect place to connect with powersports dealers.”

In addition to the Freelander 350FI debut, Denago hints at another new vehicle still to be announced. The Denago team will be available to discuss new products and its longterm strategy to become a major player in the powersports industry… Stop by Booth #2061 to see what the big deal is.

HEADS UP CANADA!

KYT Americas (Booth #525) is heading north of the border.

“On behalf of KYT Americas, we are pleased to announce that starting in November 2025, KYT Americas will oﬃcially expand its business operations to Canada,” says KYT Americas head honcho TJ Jira. “From this date forward, KYT Americas will handle all sales, service, spare parts and activities for dealers and customers who previously purchased helmets from Eurorace LLC.” Canadian Dealers who are already stocking KYT helmets and wish to register in KYT’s new North American dealer database should contact: sales@kytamericas.com

— “We are also launching a sign-up campaign exclusively for all Canadian dealers,” adds Jira. Download a dealer application at kytamericas.com/pages/become-a-dealer

OH, CANADA, KAYO IS COMING, EH?

Already one of the fastest-growing powersports brands in the U.S., Kayo USA (Booth #1425) is expanding its North American operation. The distribution footprint now includes Canada, making Kayo’s lineup of pit bikes, ATVs and oﬀroad vehicles more accessible to dealers north of the border. Beauty, eh?

“This expansion marks a major milestone for Kayo and our dealer network,” notes Kayo USA Parts & Service Director Anthony Fay. “We’ve seen tremendous growth and demand

in the U.S., and we’re thrilled to bring that same energy and opportunity to the Canadian powersports market. For us, it’s all about giving more riders the chance to experience the thrill of oﬀ-road riding Kayo — because Adventure Begins Here.”

With a reputation for quality, durability, and unmatched value, Kayo products have already won over thousands of riders across the United States, Anthony adds. “Now, Canadian dealers and riders will gain access to the same exciting lineup—from entry-level pit bikes for beginners to powerful mid-sized ATVs designed for adventure.” For Canadian dealer inquiries, please ﬁll out the dealer inquiry here: forms.gle/gZ5SPsRuJELuwYe57

SLICK SPONSORSHIP FOR MOTUL

French-based lubricant expert Motul (Booth #1508) has locked down MotoGP sponsorship rights through 2030! Motul has teamed with MotoGP for more than 15 years, so it makes sense they would renew the support of the series… This long-term collaboration aims to reinforce Motul’s global brand awareness and further strengthen its leading position in powersport.

In addition to the series, Motul has also locked down title sponsorship of the Motul Japan Grand Prix and the Motul Valencia Grand Prix. To further demonstrate its unwavering commitment to motorsport, Motul announces the renewal of its partnership with the FIM Superbike World Championship for the next ﬁve years, reinforcing its global engagement with fans, teams, media and markets through key activations across the championship calendar.

SHOWTIME

Powersports generates over $50 billion US dollars in consumer spending each year. An industry of this size needs an annual place to learn, network, and keep up to speed on current consumer trends. AIMExpo is that place. Open only to dealers and industry professionals, AIMExpo is North America’s powersports trade show supporting and growing the powersports industry. As a platform for brands, manufacturers and distributors to launch new products and engage with dealers, media outlets and influencers, AIMExpo provides a gathering place for powersports to engage, learn about and discuss the important issues currently facing our industry, and take part in education opportunities that drive profitability. All in one place, at one time!

To help navigate the show, AIMExpo even has its own dedicated app: s23.a2zinc.net/clients/MIC/aime26/Public/Content. aspx?ID=1414

The AIMExpo Starting Line is a place where show-goers start their show experience and prepare to make the most of their time in Anaheim. The Starting Line will be home to the MIC Research Center where our Research team will be available to answer questions and talk through the data and statistics offered by MIC and our data partners. Attendees will also find an expanded New Product Central featuring just that – new products as well as the New Product Presentation stage. Also, there will be Free Coﬀee Fueled by Drag Specialties to help you kickstart your day.

AIMExpo’s Vehicle Showcase spotlights a curated collection of powersports machines that illustrate the industry’s evolution. Featuring standout models from leading manufacturers and brands, this display highlights unique builds designed to inspire today’s enthusiasts and tomorrow’s customers — powered by the latest innovations, parts, and technology.

A place central to everything where you can recharge, reset, network, catch up – on business, friendships, emails, voicemails, and anything else you can think of. The Dealer Tech Zone powered by Transax Digital Retail is your remote office on the show floor.

The AIMExpo Industry Party powered by Turn 14 Distribution, Inc. is an excellent forum for friends old and new after a busy day on the show floor. Powersports is a hard working industry and you deserve a night to celebrate. Peers, brands, media, and influencers from across the powersports landscape come together to celebrate the industry we all love.

CHARITY AUCTION

NPA Charity Auction is back with a live fundraising event supporting Malcolm Smith Motorsports Foundation, Pediatric Brain Tumor Foundation, and Road 2 Recovery Foundation to kick off the evening. Held during the Industry Party at the AIMExpo Starting Line on Wednesday, January 7, the high-energy auction will be led by NPA in partnership with the Motorcycle Industry Council as part of AIMExpo 2026, taking place January 7-9 in Anaheim, California.

TRACK WALK

Join us for an exclusive night under the lights at AIMExpo’s A1 VIP Track Walk on Friday, January 9. AIMExpo has partnered with Feld and Angel Stadium to bring you this private, once-of-a-lifetime event. Friday, January 9 from 5-8pm. Shuttle service begins at 4:45pm from the HILTON ANAHEIM (adjacent to the convention center) to ANGEL STADIUM. (RSVP only)

SCHEDULE OF EVENTS

Open only to dealers and industry professionals, AIMExpo is North America’s powersports trade show supporting and growing the powersports industry. As a platform for brands, manufacturers, and distributors to launch new products and engage with dealers, media outlets and influencers, AIMExpo provides a gathering place for powersports to engage, learn about and discuss the important issues currently facing our industry, and take part in education opportunities that drive profitability. All in one place, at one time!

Powersports generates over $50 billion US dollars in consumer spending each year. An industry of this size needs an annual place to learn, network and keep up to speed on current consumer trends. AIMExpo is that place.

WEDNESDAY JANUARY 7, 2026

7am – 5pm Dealer Registration/Badge Pick-Up

8:30am – 5pm MIC Business Center & AIMExpo Sales Oﬃce

9am – 12pm OEM Media Tour

9am – 4pm Lightspeed Meeting

9am – 5pm Exhibit Hall Open

9am – 5pm Digital & Tech Sector

9am – 5pm Media Center

9am – 5pm Dealer Tech Zone powered by Transax Digital Retail

9am – 5pm Free Coﬀee Fueled by Drag Specialties

9am – 5pm AIMExpo Starting Line

9am – 5pm New Product Central

9am – 5pm 4 Wheel Showcase

12:15pm – 1:15pm Women in Powersports Lunch hosted by Synchrony (RSVP Required)

5pm – 8pm Industry Party Powered by Turn 14 Distribution

6pm – 7pm NPA Charity Auction

THURSDAY, JANUARY 8, 2026

8am – 5pm Exhibitor Registration

8am – 5pm Dealer Registration/Badge Pick-Up

8:30am – 5pm MIC Business Center & AIMExpo Sales Oﬃce

9am – 4pm Lightspeed Meeting

9am – 5pm Exhibit Hall Open

Hall B Lobby

Booth 100

Meet in Starting Line

Meeting Room 206A

Halls A & B

Starting at Booth 817

Meeting Room B201

Booth 1035

AIMExpo Starting Line

Booth 601

Booth 401

Booth 1997

Meeting Room 207D

Hall B Lobby

Booth 100

Meeting Room 206A

Halls A & B

9am – 5pm Digital & Tech Sector Starting at Booth 817

9am – 5pm Media Center

9am – 5pm Dealer Tech Zone powered by Transax Digital Retail

9am – 5pm Free Coﬀee Fueled by Drag Specialties

9am – 5pm AIMExpo Starting Line

9am – 5pm New Product Central

10:30am – 12pm New Product Presentations

Meeting Room B201

Booth 1035

AIMExpo Starting Line

Booth 601

Booth 401

New Product Central

12:15pm – 1pm MIC Member Lunch and Learn: MIC Board of Directors, Up Close & Personal Business Center

9am – 5pm 4 Wheel Showcase

Booth 1997

FRIDAY, JANUARY 9, 2026

8am – 12pm Exhibitor Registration Hall B Lobby

8am – 12pm Dealer Registration/Badge Pick-Up Hall B Lobby

8:30am – 1pm MIC Business Center & AIMExpo Sales Oﬃce Booth 100

9am – 1pm Exhibit Hall Open Halls A & B

9am – 1pm Digital & Tech Sector Starting at Booth 817

9am – 1pm Media Center Meeting Room B201

9am – 1pm Dealer Tech Zone powered by Transax Digital Retail Booth 1035

9am – 1pm Free Coﬀee Fueled by Drag Specialties

AIMExpo Starting Line

9am – 1pm AIMExpo Starting Line Booth 601

9am – 1pm New Product Central Booth 401

9am – 1pm 4 Wheel Showcase Booth 1997

10am – 10:45am Garage Composites Roundtable Dealer Evolution Stage

10am – 10:45am Ride With Us: Building our Industry, Building our Community-TOGETHER Dealer Excellence Stage

10:30am – 11:30am New Product Presentations New Product Central

1:01pm – 8pm Exhibitor Move-Out Halls A & B

5pm – 8pm AIMExpo A1 VIP Track Walk (RSVP Required) Angel Stadium

AIMExpo Education Schedule

DEALER EVOLUTION

Education continues to evolve to ensure Dealers have more reasons to attend AIMExpo. Dealer Evolution is designed for the modern dealer to help you navigate today’s dynamic marketplace with confidence. Dealer Evolution takes place on the show floor, keeping you in the heart of the action so you won’t miss a beat while gaining valuable insights to drive your business forward. The “Dealer Evolution” Stage is one of three locations on the show floor.

DEALER EXCELLENCE

In partnership with MPN, Dealer Excellence delivers practical, classroom-style education focused on core business solutions and best practices to help dealers and retailers grow and thrive. From operations to customer service, these sessions deliver actionable takeaways you can implement immediately to elevate your day-to-day business. In addition to the two stages there is also the Tech Talk area on the show floor

Updated schedule of events can be found here: aimexpousa.com/education-schedule

Wednesday Sessions

9:30am - 9:50am — Tech Talks: Work Smarter, Not Harder: How Technology Can Help Optimize Dealership Performance

Presented by: DX1

10am - 10:20am — Tech Talks: Smarter Technology: Saving & Making Money While Getting Back Time Presented by: ZiiDMS

10-10:45 a.m. — Dealer Evolution Stage: Full Throttle Analytics: 2025 LookBack & 2026 Forecast

Presenters: David Savlowitz, CEO & founder, Competitive Analytics; Michael Ponton, director of analytics, Competitive Analytics

10:30am - 10:50am — Tech Talks: Inventory Intelligence To Maximize Profits

Presented by: TALON Powersports Solutions

10:30-11:15 a.m. — Dealer Excellence Stage: MPN: E-Commerce: Capturing Customers Who Don’t Want to Come In

Presenters: Jason Nierman, chief revenue officer, Rollick; Scott Smith, vice president of OEM and strategic initiatives, Trader Interactive; Rowan Mockler, co-founder, Ekho; Stephanie Benger, marketing director, Data Here to There Moderator: Meagan Kusek, Editor, MPN

11-11:45 a.m. — Dealer Evolution Stage: Selling the Dream. The OEM, The Dealer, The Rider, The Lifestyle Connection. Presenters: Jason Chinnock, CEO, Ducati North America; John Hinz, CEO, KTM North America; Andrea Gucciardi, CEO, Piaggio Group Americas

Moderator: Laurette Nicoll

11:30 a.m.-12:15 p.m. — Dealer Excellence Stage: MPN: Auto Dealers vs. Powersports Dealers: Technology and Inventory Management

Presenters: Bob Lettis, VP strategic alliances & business development, 700 Credit; Greg Pfleider, CEO, Accelerate2Compliance; Mike Shell, CEO, Movarna

Moderator: Brian Ankney, regional sales manager, MPN

11:30am - 11:50am — Tech Talks: Automated Calls, Excellent Customer Service Presented by: Kenect

12:15pm - 1pm — Business Center: MIC Member Lunch & Learn: Data You Can’t Ignore (MIC Members Only) Presenter: Jason Weigandt

1:30-2:15 p.m. — Dealer Evolution Stage: Powersports, Government Relations, and Advocacy

Presenters: Scott Schloegel, senior vice president, MIC Govt Relations; Landon French, president and CEO, Moto Canada; Kyle Makarios, owner, JKM Consulting

Moderator: Laurette Nicoll

2:30pm - 2:50pm — Tech Talks: Simplify Specialty Vehicle Financing: What Dealers Need Next Presented by: AppOne

2:30-3:15 p.m. — Dealer Evolution Stage: “Yeah your unit count is fine, but what about your margin?” Presenter: Sam Dantzler, president, Garage Composites

2:30-3:15 p.m. — Dealer Excellence Stage: MPN: More Inventory, More Problems: How To Manage The Influx Of New Vehicles

Presenters: Jacob Berry, co-founder and vice president, Motohunt; Tom O’Connor, co-founder and president, Moto Mate123; Bryan Tierney, sales engineer, Lightspeed Moderator: Greg Jones, content director, MPN

3:30-4:15 p.m. — Dealer Evolution Stage: Keeping and Motivating Your Team Presenter: Jordon Schoolmeester, manager of training, Garage Composites

3:30-4:15 p.m. — Dealer Excellence Stage: AI Done Wrong: The Top 10 Ways to Ruin Everything Presenter: Jared Burt, CEO and founder, Herohub

Thursday Sessions

9:30am - 9:50am — Tech Talks: Maximizing Availability & Revenue – Making Your Business Effectively Handle Multiple Distributors Presented by: Turn 14 Distribution, Inc.

9:30-10:15 a.m. — Dealer Evolution Stage: Electrification is no longer a question of “if” — it’s about “how fast,” “how far,” and “how much.” Presenters: David Baker, VP & general manager, powersports North America, BRP; Dan Quick, global media director, Stark Future Moderator: Laurette Nicoll

10am - 10:20am — Tech Talks: NCM JobTracks vs. Plain Old Job Descriptions: Setting Your Team Up for Success Presented by: NCM Associates – Formerly Spader Business Management

10-10:45 a.m. — Dealer Excellence Stage: MPN: Fixed Ops – Advice for Beyond the Showroom Presenters: Kyle Reid, vice president of strategic partnerships, Vision VST; Mark Sheffield, strategic advisor, Woods Cycle Country & Woods Indian Motorcycle Moderator: Greg Jones, content director, MPN

10:30am - 10:50am — Tech Talks: Human Risk & Social Engineering — The Modern Con Game Presented by: Accelerate2Compliance

11-11:45 a.m. — Dealer Excellence Stage: MPN: EV Customers are Different – Are Your Sales People Ready Presenters: Garrett Johnson, VP of North America sales & customer experience, Zero Motorcycles; David Baker, VP and general manager powersports North America, BRP; Jay Le, general manager, Onyx Moto Moderator: Meagan Kusek, editor, MPN

1:30-2:15 p.m. — Dealer Evolution Stage: And Now A Word from our Distributors… Insights & More

Presenters: Paul Langley, chairman and CEO, LeMans Corp; Chris Candido, chief technical officer and co-founder, Turn 14 Distribution

Moderator: Laurette Nicoll

2:30-3:15 p.m. — Dealer Evolution Stage: “Do You Have a Mindset For Change?”

Presenter: Tony Gonzalez, CEO, Garage Composites

2:30-3:15 p.m. — Dealer Excellence Stage: MPN: Tariffs, Pricing and Margins: Growth Strategies for the Current Economy Presenters: Jonathan Aguero, senior vice president of revenue, Blackpurl; Bernie Brenner, CEO, Rollick; Chet Heughan, senior director, AppOne

Moderator: Brian Ankney, regional sales manager, MPN

3pm - 3:20pm — Tech Talks: Introduction to Powersports Diagnostics (Why and How?)

Presented by: TEXA USA

3:30-4:15 p.m. — Dealer Evolution Stage: Profitability On Purpose

Presenter: Jolene Krizan, director of dealer development, Garage Composites

3:30-4:15 p.m. — Dealer Excellence Stage: AI, Analog, and Adventure: Leading a Generational Shift of Riders

Presenter: Jared Burt, CEO and founder, Herohub

Friday Sessions

10-10:45 a.m. — Dealer Evolution Stage: Garage Composites Roundtable

Presenters: Sam Dantzler, president, Garage Composites; Tony Gonzalez, CEO, Garage Composites; Jolene Krizan, director of dealer development, Garage Composites; Jordon Schoolmeester, manager of training, Garage Composites

10-10:45 a.m. — Dealer Excellence Stage: Ride With Us: Building our Industry, Building our Community-TOGETHER

Presenters: Andre Albert, director, marketing and events, Motorcycle Industry Council; Corey Eastman, director of rider education expansion, Motorcycle Safety Foundation; Steve Bontempo, president, Revzilla & J&P Cycles, chief marketing officer, Comoto Moderator: Laurette Nicoll

UPPING THE GAME AT AIMExpo

Like Bridgestone (Booth #1011), Dunlop Motorcycle Tires (Booth #1403), Kawasaki (Booth #1659) and a host of leading powersports companies, AIMExpo is teaming up with Brandecation to up the industry’s game with an integrated training and incentive platform. A leading SaaS platform for brand training, dealer engagement and incentive management, Brandecation will showcase its proven learning and rewards solutions at North America’s premier powersports trade show.

“Our mission has always been to make training and incentives effortless,” said Rich Maychrich, Brandecation Founder and CEO. “By bringing everything together in one platform — and supporting brands with a dedicated, hands-on team that manages all the heavy lifting — we help dealers, reps, and brands spend less time managing programs and more time focusing on their core business.”

The Brandecation team is utilizing AIMExpo to connect directly with OEMs, distributors and dealers, demonstrating how a single, streamlined platform can simplify training, SPIFFs, loyalty programs and promotions, while providing brands with the support they need to keep programs active, accurate, and easy to manage. Show attendees can experience live demonstrations of Brandecation’s full suite of products, including:

Brandecation Educate – A robust LMS for consistent brand messaging, effective in-depth product learning, and impactful technical training.

Brandecation Ignite – A powerful SPIFF and sales/reward engine that keeps incentives organized and transparent. Brandecation Engage – An intuitive dealer loyalty and promotions platform that supports repeat business and measurable growth.

All three solutions operate under the Brandecation umbrella, providing teams with a unified dashboard to manage training, rewards, SPIFFs, and analytics for multiple audiences, all supported by Brandecation’s dedicated account team. “The powersports industry thrives on community and education,” concludes Joe Veglatte, Brandecation Partner and Head of Client Success. “We are proud to help brands strengthen their connections with dealer networks, fostering loyalty, expanding knowledge, and driving sales growth.”

Visit Brandecation in Booth #1905 to see live demos of Educate, Ignite and Engage

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If you want to face the future with conﬁdence, register for Total Management 1 today.

Jan 12-16 Salt Lake City, UT

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IT TAKES

To learn more, email us or call 1-800-772-3377.

EXHIBITOR LIST

#1GRIPPER .................... Booth #1935

101 EBIKES .................... Booth #2156

4 Wheel Showcase.......... Booth #1997

50 State DMV ................. Booth #1559

6D Helmets .................... Booth #2026

700Credit ......................... Booth #823

79Bike ........................... Booth #1797

ABBA Motorcycle Equipment .............. ...................................... Booth #1732

ABM International, Inc. Booth #1911

ACCEL TECHNOLOGY CORPORATION ... ...................................... Booth #1838

Accelerate2Compliance .... Booth #934

Acewell International Co Ltd ............. ...................................... Booth #1453

ACF-50 / Lear Chemical ..... Booth #441

Acorn Woods Communications ........... ...................................... Booth #2000

Aftercare, Inc. ................ Booth #1493

AGV Helmets .................. Booth #1308

AIMExpo Starting Line ...... Booth #601 2 Jenner Ste 150 Irvine, CA 92630

Aipex Tires ..................... Booth #1782

Al Forge Tech Co., Ltd. .... Booth #1442

All Balls Racing Group .... Booth #2021

2751 Parkside Cir Urbandale, IA 50322

Allen Alvarez Consulting ... Booth #542

Alpha Dealer Sites .......... Booth #1588

Alpinestars......... Booth #1400, #1300 #1301

Already Enterprise Inc. ... Booth #1448

Altis Powersports, Inc ..... Booth #2178

Alustec .......................... Booth #2016

American Guardian Warranty Services ...................................... Booth #1433

American Honda Motor Co., Inc. ......... ...................................... Booth #1851

American Motorcyclist Association ..... ........................................ Booth #434

Amigo / Rappi Motorsports Inc ........... ...................................... Booth #1813

Amped Bikes .................. Booth #1896

AMS ............................... Booth #1411

Andrews Products, Inc. ... Booth #1309

Anhui Xiangchi Auto Parts Co., Ltd. .... ........................................ Booth #369

Antigravity Lithium Batteries ............. ...................................... Booth #1533

AODES USA ...................... Booth #435

Apiar Commercial Risk Management .. ........................................ Booth #644

AppOne ............................ Booth #825

APROVE PRODUCTS CO., LTD. ............. ...................................... Booth #1454

Aqua Finance Inc. ............. Booth #770

AquaAmp ....................... Booth #1580

aRacer USA ...................... Booth #691

ARC Levers..................... Booth #1901

Arisun Industries ............ Booth #1536

Astemo Americas, Inc. ...... Booth #635

Asterisk ......................... Booth #2024

ASV Inventions ............... Booth #1401

Athena USA, Inc. .............. Booth #545

Atlas .............................. Booth #2034

ATROX Industries............ Booth #1103

Auto Data Direct .............. Booth #827

Auto State Industrial Co Ltd ............... ...................................... Booth #1523

Automatic Distributors ..... Booth #417

Autrella F&I Products ....... Booth #927

Avonbrook Software Solutions ........... ...................................... Booth #1874

Battery Tender ................. Booth #985

Beachman ...................... Booth #1545

Beijing XuanCheng New Energy Technology Co., Ltd. ......... Booth #358

Berg .............................. Booth #1907

Beta Motorcycles............ Booth #1975

Bills Exhausts ................. Booth #1406

Bilmola Helmet ................. Booth #531

Black Box Embedded, LLC . Booth #843

B’laster Holdings .............. Booth #773

BLiNK AI ........................... Booth #584

BLP Motor Inc. ................ Booth #1427

Bobster & ZAN Headgear Booth #1109

Bonnell Electric .............. Booth #1774

Boom International Inc ... Booth #1613

BotzBike ........................ Booth #2145

BoxoUSA ........................ Booth #1801

Brake Free ....................... Booth #544

Brandecation ................. Booth #1905

Brembo North America, Inc. ............... ...................................... Booth #2033

Bridgestone Motorcycle Tires............. ...................................... Booth #1011

200 4th Ave South Nashville, TN 37201

Brogue Motorcycles, LLC .. Booth #668

BRP ............................... Booth #1859

BUD RACING USA, LLC .... Booth #2183

Bullet Proof Designs ....... Booth #2185

California Superbike School ...............

........................................ Booth #885

Cardo Systems ............... Booth #2175

CCPIT-Automotive Sub Council ...........

........................................ Booth #420

Charged Powersports ..... Booth #1781

Chengdu MDWS Commercial Co., Ltd. ........................................ Booth #393

Chimera Tire .................. Booth #2115

Chongqing Feng Yin Industry & Trade Co., Ltd. ........................... Booth #355

Chongqing Rexmotor Co., Ltd. ........... ........................................ Booth #585

Clerq Payments ................ Booth #925

Coast Technology ........... Booth #2038

Cokima Technology (Shenzhen) Co., Ltd. .................................. Booth #363

Cometic Gasket, Inc. ......... Booth #445

Comparion Insurance Agency ............. ...................................... Booth #1644

Continental Tires ............ Booth #1421

Corkboard Concepts Marketing .......... ...................................... Booth #1203

Corteco Moto Line ............ Booth #672

Counteract ....................... Booth #768

CRT MOTO ........................ Booth #440

Custom Chrome USA....... Booth #1527

Cycle News..................... Booth #1933

Cycle Trader & Statistical Surveys Inc. ........................................ Booth #926

D.I.D Chain ..................... Booth #1737

Danyang Yongjin Auto Lamp Factory .. ........................................ Booth #391

Dartjet USA LLC................ Booth #491

Data Here-to-There ........... Booth #829

Dealer Evolution ............... Booth #235

Dealer Excellence Stage .. Booth #2001

Dealer Tech Zone powered by Transax, Inc. ................................ Booth #1035

DealerHero by HeroHub .. Booth #1052

Dealernews ...................... Booth #349

Dealership Performance CRM ............. ...................................... Booth #1208

Demon Powersports ....... Booth #1409

Denago Power Sports ..... Booth #2061 3700 W Royal Ln #160 Irving, TX 75063

Dia-Frag ........................... Booth #571

Dirt-Care ........................ Booth #2083

Doubletake Mirror .......... Booth #1681

Drag Specialties ............. Booth #1115

Drag Specialties BRL Bagger Build-Off ...................................... Booth #1497

Droyd............................. Booth #1875

Dunlop Motorcycle Tires .................... ...................................... Booth #1403

Dura Source International Ltd. ........... ...................................... Booth #1450

DURAG Factory Racing ...... Booth #772

DX1 ................................. Booth #917

E Ride Pro ...................... Booth #1767

eBay Motors ................... Booth #1567

EBC Brakes USA................ Booth #629

EBMX ............................. Booth #1783

EGL Motor Inc................. Booth #2132

Ekho .............................. Booth #1504

Elysium Co., Ltd. ............ Booth #1554

Endurance Dealer Services ................ ...................................... Booth #1547

Energy One Clutches ...... Booth #1521

Engine Ice ........................ Booth #940

Eurogrip Tyres .................. Booth #977

TVS Srichakra Limited, Perumapatti Vellaripatti, Melur Taluk, Madurai, Tamil Nadu, India 625122

EVS Sports ....................... Booth #457

Extreme Wheel US .......... Booth #1777

Factory-Links ................. Booth #1107

FBS Wush Powersport ...... Booth #769

Fenrir-Moto Co., Ltd. ........ Booth #466

Find It Now GPS Security .. Booth #774

Fiserv ............................ Booth #1927

Five Advanced Gloves ....... Booth #797

Flying Bats ..................... Booth #1775

FMF Racing/FMF Apparel Booth #1735

Forgetec Industrial Co., Ltd ............... ...................................... Booth #1548

Foshan City Shunde Area Wen Jin Motorcycle Parts Co., Ltd. .................. ........................................ Booth #384

FRP ................................ Booth #1835

Fuding FengTai Carburetor Manufacture Co., Ltd. ....... Booth #456

Fuel Factory ................... Booth #2189

FunnelWeb Filter ............ Booth #1738

Gaither Tool Co. ................ Booth #766

Galfer USA Inc. ............... Booth #1807

Garage Composites .......... Booth #841

GASGAS ......................... Booth #1842

Gates Belt Drive ............... Booth #576

GBrakes ......................... Booth #1305

Gears Racing FAR Brakes Steady Garage ........................... Booth #2174

GIVI USA Inc ................... Booth #1937

Global Vision Eyewear Corp ............... ...................................... Booth #1101

GP Moto LLC................... Booth #1876

GPR North America ........... Booth #567

Great Partner Vietnam Company Ltd. . ........................................ Booth #461

Grip Tooling Technologies .................. ...................................... Booth #1475

GRxplore LLC.................. Booth #1826

Guangzhou Himax Technology Co., Ltd. .................................. Booth #462

Guangzhou Racepro International Trade Co., Ltd. .................. Booth #381

GUTS Racing Products .... Booth #2043

Hangzhou Leishen Motorcycle Co., Ltd. .................................. Booth #468

Hangzhou SFR Technology Co., Ltd..... ........................................ Booth #368

Hazard 4® / Civilian Lab LLC .............. ........................................ Booth #579

Hengshui Brake Hose Machinery Co., Ltd. .................................. Booth #484

HighViz Flag Co. ............. Booth #1586

Hinson / KYB /Xtrig / Moto-Master ...... ...................................... Booth #1551

Hiplok .............................. Booth #568

Hippo Hands .................... Booth #570

HOGWORKZ.................... Booth #1610

Honho Precision Industry Corporation ...................................... Booth #1449

Horsepower Financial ....... Booth #929

Huaian PX Intelligent Manufacturing Co., Ltd. ........................... Booth #779

Husqvarna ..................... Booth #1842

Hyutex International Corporation ....... ........................................ Booth #866

Ideal Computer Systems ... Booth #868

Impact Canopy USA ........ Booth #2138

Impel ............................. Booth #1026

Infotrade Media Co., Ltd. . Booth #1457

InnTeck-USA.com .............. Booth #628

J.D. Power ........................ Booth #535

JBL ................................... Booth #679

JE Pistons ....................... Booth #2077

Jiangxi Huabo Motorcycle Parts Co., Ltd ................................... Booth #385

Jiangyin Kryon Import & Export Co., Ltd. .................................. Booth #490

Jiaxing Liftool Machine & Elect. Co., Ltd. .................................. Booth #362

Jin Hong (SCRK) Limited Company...... ...................................... Booth #1451

Jinhua KKE Technology Co., Ltd. ......... ........................................ Booth #875

Jui-Deng Industrial Corp.. Booth #1544

K Source / Ken Sean ......... Booth #556

K&L Supply Co................ Booth #1532

Kabuto Helmets ............. Booth #1553

Kandi America ................ Booth #1867

Kawasaki Motors Corp., U.S.A. ........... ...................................... Booth #1659

Kayo USA ......................... Booth #425 10580 Mulberry Ave Fontana, CA 92337

Keeway America ............. Booth #2011

Keiti Hardware Industrial Co., Ltd. ..... ...................................... Booth #1459

Kene Ebike ....................... Booth #485

Kenect ............................. Booth #922

KFI Products .................... Booth #449

Kibblewhite Precision Machining, Inc. ...................................... Booth #1537

Kimpex USA ................... Booth #1727

Klean Freak ...................... Booth #893

Klotz Synthetic Lubricants, LLC .......... ........................................ Booth #443

Koso North America .......... Booth #548

Kove Moto & Gpx Moto ... Booth #1574

KTM North America, Inc. . Booth #1643

KYT Americas ................... Booth #525 4305 E Sahara Ave Ste 5 Las Vegas, NV 89104

L.A. SLEEVE CO............... Booth #2089

Lamda Industries ............. Booth #575

LeadVenture .................. Booth #1022

Leather Fair Industries ... Booth #1675

Leatt .............................. Booth #1465

Leland Gas Technologies ... Booth #673

Light Year Precision Industrial Co., Ltd ........................................ Booth #626

Lightspeed ..................... Booth #1200

LIQUI MOLY .................... Booth #1204

LiQuiTube Total Tire Protection .......... ........................................ Booth #670

Lokithor ........................... Booth #987

Luckeep EV Inc ................. Booth #477

Lund Manufacturing, LLC / SLEDBED .. ........................................ Booth #487

Luyuan Inc. .................... Booth #1621

MacLean-Fogg ................ Booth #1923

Massimo Motor............... Booth #1987

Matrix Concepts ............. Booth #2154

MaxOpp Marketing.com .. Booth #1028

Maxxis Tires ................... Booth #1625

Maxxis Tires ................... Booth #1624

McGraw Powersports ...... Booth #1929

Media Lounge ................ Booth #B201

Metzeler Tire .................. Booth #2004

MIC Business Center & AIMExpo Show Office ............................... Booth #100

Mizer Motor Works Incorporated (MMW) ........................... Booth #2193

MJ Cycle International Co., Ltd. .......... ...................................... Booth #1550

Motion Pro ..................... Booth #1209

Moto 360 ......................... Booth #586

Moto Morini Motorcycles... Booth #643

Moto Trainer..................... Booth #322

MotoAmerica .................... Booth #791

MotoBatt USA Ltd., Inc ... Booth #1500

Motorcycle & Powersports News ........ ...................................... Booth #2111

MOTOTV Network ........... Booth #1724

Motoz Tires & Barkbusters Handguards ................... Booth #1487

Motul USA Inc................. Booth #1508

MSF / ROHVA / ASI / SVIA Booth #1511

Multi Air Foam Filters ..... Booth #1921

Namura Technologies ....... Booth #328

National Powersport Auctions ............ ...................................... Booth #1005 12400 Stowe Dr. Poway, CA 92064

NCM Associates – Formerly Spader Business Management ...... Booth #935 4717 Grand Ave #500 Kansas City, MO 64112

Nelson Rigg USA............. Booth #1634 3518 Lake Center Dr Ste A Santa Ana, CA 92704-6979

New Product Central ........ Booth #401

Nexx Helmets ................. Booth #1520

NG Brakes ...................... Booth #1938

Ningbo V-Shine Auto Parts ................. ........................................ Booth #588

Ningbo Wuyi Machinery Manufacturing Co., Ltd. .... Booth #373

Nissin Service Inc. ............ Booth #874

NiteRider ....................... Booth #1903

Nitro Lubricants ............. Booth #2143

Nitron Suspension .......... Booth #1627

Niu International Co., Ltd................... ...................................... Booth #1687

Noleen J6 Suspension Technologies .... ...................................... Booth #1207

O2 Rush High Performance Filters...... ...................................... Booth #1728

Octane / Roadrunner Financial ........... ...................................... Booth #1566

ODI Manufacturing, LLC .. Booth #1535

ODYSSEY Batteries by Enersys ........... ........................................ Booth #666 2366 Bernville Rd Reading, PA 19605-9457

OfferUp for Business ........ Booth #981

One Dealer Lane ............. Booth #1030

Open Road Solutions, Inc. .................. ...................................... Booth #1446

Parts Unlimited .............. Booth #1115

Peak Design ................... Booth #2181

Pediatric Brain Tumor Foundation -Ride for Kids ................... Booth #730

Performance Brokerage Services, Inc. ........................................ Booth #640

Piaggio Group Americas.... Booth #847

Pinned Electric ............... Booth #1713

Pit & Paddock................. Booth #1093

Pivotrax ......................... Booth #1821

Plenty Technology Sports Accessories Co., Ltd. ......................... Booth #1445

Power Go ....................... Booth #1023

PowerRide Protection Plans ............... ........................................ Booth #540

Powersports Business ...... Booth #671

Protective Asset Protection ............... ...................................... Booth #2049

Protorque Parts Inc. ......... Booth #541

ProX Racing Parts........... Booth #2075

Quantum Fuel Systems ..... Booth #667

Quanzhou Outdo Trading Co., Ltd. ...... ........................................ Booth #492

R & G ............................... Booth #558

Rabaconda ..................... Booth #1945 Tihniku 2 Parnu, Estonia 80034

Racer X .......................... Booth #1839

RacingBros USA................ Booth #591

RAM Mount .................... Booth #1633

Rawrr Inc. ...................... Booth #2066

RecoPev Limited............. Booth #1590

RecSystems.com LLC ...... Booth #2087

Rekluse Motor Sports ..... Booth #2079

Renegade Performance Fuels and Lubricants ...................... Booth #1435

Renias America, Inc. ....... Booth #1637

REV’IT Sport USA.............. Booth #897

Revvable .......................... Booth #923

RFN ............................... Booth #2127

Ricky Power Sports ........ Booth #1721

Ride With Us .................... Booth #997

RK Excel America Inc ...... Booth #1205

Road 2 Recovery Foundation.............. ........................................ Booth #990

Rollick, Inc. ...................... Booth #819

Ruian Jiaxiong Automobile and Motorcycle Parts Co., Ltd. . Booth #378

S&P Global Mobility .......... Booth #321

S&S Cycle ...................... Booth #1437 14025 Cty Hwy G Viola, WI 54664

Safety Control Cable Industrial Co., Ltd. ................................ Booth #1546

Samco Sport .................... Booth #767

SBS Friction - SBS Brakes .................. ...................................... Booth #1739

Sea Foam Sales Co. .......... Booth #872

Sena Technologies Inc. ... Booth #1922

Service Manager Pro and ZPlan ........................................ Booth #817

Shanghai Nachee Imp.& Exp.Co., Ltd.. ........................................ Booth #360

SharkRoad Inc. ............... Booth #1917

Sheffield Financial .......... Booth #2055

Shenzhen Asmax Infinite Technology Co., Ltd. ........................... Booth #785

Shenzhen ATS Electronics Technology Co., Ltd. ........................... Booth #380

Shenzhen Kaizhao Electronics Co., Ltd. .................................. Booth #685

Shenzhen Xinsicheng Information Technology Co., Ltd. ......... Booth #472

Shenzhen Yuanda Sports Equipment Co., Ltd. ........................... Booth #386

Shunde Moon Helmet Co., Ltd. ........... ........................................ Booth #387

Sirris Suspension ........... Booth #1779

Slacker........................... Booth #2020

Smart Dealer .................. Booth #1025

SMEC Supermoto ............ Booth #1834

SoverSky Supply ............ Booth #1720

Spark Shipping ................. Booth #870

Spectro Performance Oils . Booth #887

Speed UTV ..................... Booth #2147

SRPNT............................ Booth #1575

SSR Motorsports ............ Booth #1887

STOMPGRIP .................... Booth #1936

Superlite Sprockets .......... Booth #984

Supermach..................... Booth #1501

Supersprox Ltd, a.s, Inc, UA ............... ...................................... Booth #1736

Surron ........................... Booth #1827

Suzuki Motor USA, LLC ..... Booth #617

SW-MOTECH ..................... Booth #991

Synchrony ........................ Booth #967

T&D ............................... Booth #1677

Taizhou Jiaojiang Zhiwei Motorcycle Manufacture Co., Ltd. ....... Booth #388

Taizhou PDD Auto Parts Co., Ltd. ........ ........................................ Booth #460

Taizhou Yingsha Trading Co., Ltd. ....... ........................................ Booth #375

Taizhou Yunhong Technology Co., Ltd. ........................................ Booth #367

TALON Powersports Solutions ............ ........................................ Booth #916

TEAM Indsutries ............. Booth #1084

Tech Talks ...................... Booth #1042

Terra Electric Motorbikes Booth #1683

TEWA MOTO Inc. ............. Booth #1915

TEXA USA ......................... Booth #835 292 Fernwood Ave Edison, NJ 08837 The Norton Motorcycle Co. ................ ...................................... Booth #1587 The Stanek-Haack Group at Morgan Stanley ............................ Booth #642

TMI Products .................. Booth #1489 1493 E. Bentley Drive Corona, CA 92879

TOPDON USA .................... Booth #831

TORC Helmets ................ Booth #2142 957 S. Lawson St. City of Industry, CA 91748

Tork USA ........................ Booth #1878

TrakMotive ATV-UTV CV Axles ............ ........................................ Booth #624

Transax, Inc.................... Booth #1034

Triumph Motorcycles ........ Booth #857 1070 White Street Southwest Ste B Atlanta GA 30310

TruRE ............................... Booth #564

TSC Moto Race Co., Ltd. .. Booth #1558

Turn 14 Distribution, Inc. .. Booth #549 100 Tournament Dr. Horsham, PA 19044

Turn 14 Distribution, Inc. Vehicle Display............................. Booth #497

Unibat Batteries USA ...... Booth #2091

Universal America .......... Booth #1404

US Motorcycle Coaching Association / MotorcycleCoaching.org .................... ...................................... Booth #1616

Velomoto ith.ihr.nak.san.tic.ltd sti ..... ...................................... Booth #1620

VIP Wears ........................ Booth #481

Voltaic ........................... Booth #1920

Voltz Power .................... Booth #1001

VortexEK ........................ Booth #2148

VP Racing Fuels ................ Booth #891

Walmart Marketplace ..... Booth #1080

Warya Bikers Sports Wears ................ ...................................... Booth #1934

Wenling Yameige Mechanical and Electrical Co., Ltd. ............ Booth #372

Wenzhou Chenhao Electronics Technology Co., Ltd. ......... Booth #374

Wenzhou Ezapex International Trade Co., Ltd. ........................... Booth #361

Wenzhou Jiyou Motor Manufacturing Co., Ltd. ........................... Booth #379

Wenzhou Runtong Motor Vehicle Parts Co., Ltd. ........................... Booth #478

Wenzhou Tong Qing Vehicle Parts Industry Co., Ltd. ............. Booth #356

Wenzhou Virtue Motorcycle Fittings Co., Ltd. ........................... Booth #366

Wenzhou Zoren Auto Electric Control Co., Ltd. ........................... Booth #354

Wheeler Advertising ....... Booth #1481

William & Co. ................. Booth #1539

Wiseco Performance Products ........... ...................................... Booth #2081

Women Riders Now! ....... Booth #2002

World of Powersports Inc. .................. ...................................... Booth #1639

WSM Performance Parts ... Booth #543

Xi’an Tuvosun Import and Export Trading Co., Ltd. ............... Booth #454

Xtremegard.................... Booth #1646

Yamaha Golf Car Company ................. ...................................... Booth #1996

Yamaha Motor Corp, USA ................... ...................................... Booth #1651

Yangzhou Whanlong Electric Vehicle Co., Ltd .......................... Booth #1881

Yean Horng Enterprise Co., Ltd. ......... ...................................... Booth #1447

Ying Paio Enterprise Co., Ltd.............. ...................................... Booth #1461

Yingkou Dark Horse Sports Goods Co., Ltd. .................................. Booth #486

Yoshimura R&D .............. Booth #1304

Yuasa Battery, Inc. ......... Booth #1415

Yvolt .............................. Booth #2188

Zerofit USA .................... Booth #1201

Zhejiang Datai New Energy Co., Ltd. .. ........................................ Booth #465

Zhejiang Dongsheng Motorcycle Accessories Co., Ltd. ........ Booth #357

Zhejiang Luqi Intelligent Technology Co., Ltd. ......................... Booth #2121

Zhejiang Marui Power Machinery Co., Ltd. .................................. Booth #480

Zhejiang Roon Industrial Co., Ltd. ...... ........................................ Booth #474

Zhejiang SiAECOSYS Technology Co., Ltd. ................................ Booth #2027

ZiiDMS ............................. Booth #917

EICMA IN ANAHEIM? ITALIAN PAVILION 2026!

Since its founding in 1914, EICMA — an acronym for International Motorcycle & Accessories Exhibition — has been the powersports world’s leading trade show and to this day, Italian companies continue to lead innovation and design in the powersports industry, notes commissioner Giosafat Rigano. “It only makes sense that the Italian Trade Agency would have an interest in supporting AIMExpo in America.”

Originally envisioned as the “EICMA of America” when it was launched more than a decade ago, AIMExpo has a longstanding relationship with the Los Angeles office of the Italian Trade Agency... Dealernews was just lucky enough to meet with the Commissioner at AIMExpo to get the scoop on the Italian Pavilion in Anaheim.

“The Italian Pavilion returns to the show floor in Anaheim in 2026,” confirmed Commissioner Rigano. “Benvenuto in Italia, we welcome dealers to see some of the best of Italy in January.”

Italian companies interested in being part of the Italian Trade Association Pavilion at AIMExpo should contact Nighisti Egziabher via e-mail: n.egziabher@ice.it

Italian Trade Commission

12424 Wilshire Blvd Suite 1400

Los Angeles, CA 90025

Tel: +1 (323)/8790950

Fax: +1 (323)/2038335

E-mail: losangeles@ice.it www.ice.it/en

FIND YOUR ITALIAN PARTNER

ITA - Italian Trade Agency is the Governmental agency that supports the business development of our companies abroad and promotes the attraction of foreign investment in Italy. With a worldwide network of 69 offices and 18 Satellite offices in 74 countries, ITA offices are the ideal gateway for enterprises willing to establish business relationships with Italian partners, from sourcing Italian products, to investment opportunities in Italy.: www.ice.it/en

ITALIAN PAVILION

ON TWO WHEELS FOR OVER 100 YEARS

Since 1920, ANCMA has been the trade union that unites, protects, and promotes Italian, and now also foreign, companies producing two- and three-wheeled vehicles, quadricycles, bicycles, parts, and accessories. Conﬁndustria ANCMA promotes the growth of the sector by developing solutions to economic, technical and regulatory problems. It assists and represents member companies in protecting general or individual sector interests. It collects data and information, promotes actions and agreements between members, and represents member companies and their needs before bodies, administrations, institutions and commissions in Italy, Europe and internationally. www.ancma.it

SPECIAL PARTS FOR ENDURO, MOTARD, TRIALS &

MX Geco Specialparts is an Italian Company making special parts for enduro, motard, trials and motocross bikes. Designed and manufactured in-house, all of Geco’s high quality products are created with care thanks to 20 years experience in the mechanical sector and collaborating with professional racers. Geco products are tested and used by best riders in the world, including AMA EnduroCross champ Jonny Walker. gecospecialparts.com

MAKERS OF THE FINEST TWO-WHEELED DREAMS SINCE 1945

MV Agusta is all about speed, performance, avant-garde racing technology and uncompromising engineering perfection allied to the most seducing, mesmerising design. An MV Agusta is a lifestyle statement and a true piece of motorcycle art. www.mvagusta.com

PASSIONATE ABOUT HELMETS SINCE 1956

Our adventure began over 60 years ago, in the United States. Premier Helmets began as a brand for the production of protectors and boards for skateboarding. Over the years, the business extended its product range to motorsports protection. The ﬁrst Premier Helmets success stories also date back to this period. The ﬁrst female stuntwoman, Debbie Lawler a.k.a. ‘The Flying Angel’, and several champions, including the legendary Phil Read, used helmets made by the company. premier.it

#ARTEdaCORSA

STM ITALY srl is a dynamic and versatile company whose mission has always been to RESEARCH & INNOVATE in the world of PRECISION MECHANICS. STM’s history starts in 1981 with the production of robotics components. The ﬁrst major change took place in the 90s, with the decision to move towards the two-wheeler market, starting production of ANTI-SLIP FRICTIONS — slipper clutches. A collaboration with Ducati where the STM anti-friction clutches contributed to two superbike world titles sets the course for the company to this day. safeguardinsulation.com

SERVING THE INDUSTRY WITH TOP BRANDS FOR 40+ YEARS

Founded on September 5th, 1983 by Giandomenico (John) Boni and Lino Bambini, Wind Trading srl provides manufacturers in the motorcycle industry with new business opportunities and channels that maximize proﬁtability and growth for their products. For more than 40 years, Wind Trading has grown to serve the needs of the motorcycle industry. Not only is it oriented in sales and trade marketing at an international level, operating on behalf of manufacturers within the industry, but it is also specialized in the development of its own brands.

EICMA 2025: UN’EDIZIONE DA RECORD,

TRA PASSIONE, BUSINESS, NUOVI CONTENUTI E NUOVI MODI

DI ARRIVARE IN FIERA

Now That’s Amore! The 2025 edition of the world’s largest motorcycle show spoke the language of emotions with its slogan That’s Amore! From the Tattoo Station, where more than 80,000 temporary tattoos were applied, to the central MotoLive stage, to the experiential content spread throughout the pavilions, passing through the Adventuring Area and the area dedicated to start-ups and safety equipment. In six days, more than 600,000 visitors, including the public, professionals, industry operators, and the media, converged on the Rho fairgrounds.

“EICMA 2025 marks the full consecration of the transition from trade fair to global and attractive exhibition event,” said EICMA President Pietro Meda and CEO Paolo Magri in a joint statement. “We have worked hard to increase content, improve access to the exhibition and enhance the visitor experience.” Mission accomplished!

More than 730 exhibitors from 50 countries representing 2,000+ brands brought the love to EICMA 2025, confi rming the show has survived to COVID collapse and the ongoing tariff wars. Comparing

the numbers from the post-COVID edition in 2021 to 2025, the number of visitors, exhibitors and fl oor space have literally doubled.

“The impressive numbers and quality of the content demonstrate how the event has become a unique experience that combines business, innovation and passion,” concluded Meda and Magri. “Credit and our thanks also go to the exhibitors and our partners, who believed and invested in this evolution, helping to make EICMA a lively place that showcases the present and future of the two-wheel industry.”

SAVE THE DATE

With a total area of over 300,000 square meters EICMA has already announced the 83rd show dates. Mark your calendars for November 3-8, 2026 when the world will return to Fiera Milano Rho to write a new chapter in its century-long history.

SAYING GOODBYE TO COSTANTINO RUGGIERO

After many months of suffering — endured and borne with his always gentlemanly, kind and cordial manner towards everyone — Costantino Ruggiero, a leading figure in the world of two-wheelers, with or without engines, has passed away in Milan. For many years he was the general director of ANCMA, the association that brings together Italian manufacturing companies in both the bicycle and motorcycle sectors.

And with him, the Milan Bicycle & Motorcycle Show had achieved highly prestigious goals in the international exhibition and production scene, also through a collective promotional effort, led by Costantino Ruggiero, aiming for a high level, even in times of rapid change in the global landscape that has characterized the sector with impetuous mutations in the various sectors.

Born in Livorno in 1938, he always had strong ties to his hometown and its surroundings (such as Castiglioncello and its sea), but he was also a proud Milanese by adoption, having spent his professional life first at the Centro communications agency and then at ANCMA, promoting cycling in close collaboration with the institutions of the Milanese metropolis to promote the use of two-wheeled vehicles. He was always involved and motivated leading figures and supported by prominent testimonials in the sports and cultural sectors.

To his wife, Mrs. Aloisa, and his daughter Chiara, our heartfelt condolences from the editorial staff of tuttoBICI and tuttobiciweb.it

CYGNUS TAKES FLIGHT AT EICMA

SMK has long been synonymous with innovation, quality and style, but the new Cygnus launched in Milan takes this legacy to the next level. “Cygnus combines premium aesthetics with practical features that make every ride safer and more comfortable,” says Shilpa Arora, Head of Global Sales for SMK Helmets.

“A standout feature is its 180-degree modular design The chin bar rotates fully to the rear, allowing riders to

switch seamlessly from full-face protection to an open-face configuration.” The helmet is also P/J certiﬁed, meaning it can be safely locked in the open position — an important detail for riders who want true flexibility without sacrificing safety.

“From its sleek aerodynamic shell to carefully engineered ventilation, Cygnus doesn’t just look good — it performs,” adds Arora. “The interior is crafted for comfort, with advanced padding that adapts to the rider’s head, while the anti-scratch, shatter-resistant visor ensures clarity under a range of conditions.”

However SMK is about more than one model. The Cygnus is the latest addition to a diverse lineup of helmets designed for every style and type of rider. Whether your customers are looking for urban flair, touring comfort, or track-ready performance, there’s an SMK option that fits the bill.

Dealers take note: Cygnus delivers not only style and quality but also fast sell-through and attractive margins. With delivery set for late spring, now is the perfect time to refresh your helmet wall and showcase the breadth of SMK’s offerings.

SMK Cygnus — premium design, unbeatable value, and a gateway into the wider world of SMK helmets. See the video here: www.youtube.com/watch?v=aVjekVlMQBQ&t=12s

Built to take a powersports pounding

HEADS UP! JUST1 RACES INTO EICMA

Fresh from its recent successes in the Motocross World Championship with Romain Febvre, Just1 Racing, will showcase its full range of helmets from its 2026 catalog at EICMA. This includes the J22 racing helmet. Guess we knew where Dealernews was headed when the show opens?

Available in two versions, the J22 Carbon Fiber, combines low weight with class-leading structural rigidity, while the “Multicomposite Fiber” version

offers a balance between protection and comfort. Highlights include four separate EPS sizes for a better fit.

For those hotheaded Americans, an advanced ventilation system with multiple air intakes and optimized internal channels ensures constant airflow. No word on if the U.S. gets the Febvre Replica, though.

HOME RUN FOR HOMETOWN HEROES

Huge success for Ducati at the 82nd edition of EICMA in Milan, where thousands of fans gathered to discover the new Hypermotard V2, DesertX, Desmo250 MX, Desmo450 Enduro, the new yellow liveries of Panigale and Streetfighter V2 and the special Panigale V2 MM93 and FB63 editions. The completely renewed Monster, Multistrada V4 Rally, the Diavel V4 RS, and the new Scrambler Ducati Emerald Green also captured everyone’s attention, confirming Ducati’s mix of technology, performance, and iconic design.

Fans celebrated an incredible racing season with the DesmosediciGP, winner of the 2025 MotoGP Riders’, Teams’, and Manufacturers’ Titles with Marc Márquez, and the Desmo450 MX, victorious in the Champions Charity Race done at EICMA with Christophe Pourcel.

NPA EUROPE MAKES EICMA DEBUT

National Powersport Auctions (NPA) kicked off its European expansion at EICMA. Plans call for entry into the region via dedicated

German and Spanish operations in Q2 2026. The NPA leadership team was at EICMA Trade Days to establish relationships with European dealer partners and industry professionals.

“The timing was right for many reasons,” explains CEO Jim Woodruff. “Like North American dealers, European powersport dealers face operational challenges including inventory management, scarce market data and complex logistics. NPA offers an established solution which has transformed North American inventory management for dealers, lenders and manufacturers.”

The team believes the NPA platform enabling dealers to buy pre-owned inventory at wholesale prices, access clear pricing data and simplify logistics will work in Europe. “The same goals remain: keeping costs down and increasing inventory turns and profitability,” adds NPA European Managing Director Marc McAllister. “The European launch of NPA will bring multiple competitive benefits which do not exist in the market today.”

OCTOBER AWP IN REVIEW

High Rates and Pricey Metals

Interest rates may not be climbing anymore, but they’re still perched high enough to pinch both consumer financing and dealership floorplan costs, keeping October’s mood cautious. Add in elevated steel and aluminum tariffs, and manufacturers are still absorbing higher build costs—nudging them toward incentives, rebates, and “please-take-this-2024-unit” promotions. On the ground, retail sales tell a similar story: new-unit retail softened from September, and while used held steadier, inventory in both buckets remains stubbornly elevated compared to last fall. Dealers are carrying more units into the slow season than they’d prefer, and October’s cooler weather hasn’t helped unlock much late-season movement. Mix that cocktail with OEM promos, macro uncertainty, and a few regional weather snags, and you get a stable market, but definitely not feeling spicy.

Another Early Seasonal Bump?

On the wholesale front, October came with its own plot twists. Domestic Cruisers Average Wholesale Price (AWP) was up vs. September and sitting just below last year’s October pricing. Sport had a nice bounce back in AWP—both up YoY and above the trailing 90-day average, a clear sign that buyers still need that inventory. Side-By-Side values also showed increases in their trailing 90-day trends. More seasonally sensitive segments did exactly as expected: PWC fell from September as the lake season closed, and RV and Marine dropped double digits below their 90-day averages. Conversion rates ticked up slightly vs. September, while mileage and median model ages remained relatively flat.

Q4 Game Plan

Put it all together, and October’s story is clear: Q4 is tracking similar to last year, but not without nuance. In fact, compared to 2023’s sharper Q3→Q4 slide and 2024’s mild rollercoaster, the October 2025 market looks to be trending slightly stronger. Historically, pricing stabilizes late in Q4, and that pattern still holds, just with a little more macro weight on the roof this year. For dealers, the playbook is straightforward:

• Stay Focused on turning inventory — velocity beats margin.

• Use OEM promos as a release valve for aging current- and prior-model-year inventory.

• Buy surgically: target value and find edges on “softer” priced inventory with a plan to sell after January 1.

• Watch for Q4 firming: historically, a December–January uptick appears.

October didn’t deliver fireworks, but it didn’t deliver disaster either. Think of it as the market quietly stretching before Spring — steady, cautious, and very much rewarding the dealers who stay nimble, sharp, and prepared for the upcoming retail season.

www.npauctions.com/cp/npa-market-report

OCTOBER ‘25 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

OCTOBER ‘25 VS. OCTOBER ‘24 AVERAGE WHOLESALE PRICE CHANGE

Charging Up Trade-Ins

ZERO MOVES TO EUROPE

Merit Not Mandate

CURRENTS+

EV EVOLUTION AT AIMExpo

The Evolution Of Electrification In Powersports

A panel of EV experts will take center stage on the aptly named “Dealer Evolution Stage” when AIMExpo electriﬁes the powersports industry in Anaheim. Electriﬁcation is no longer a question of “if” — it’s about “how fast,” “how far,” and “how much” suggests panel moderator Laurette Nicoll. “This is a must-attend session for dealers who want insight into where the industry is headed and how to position their businesses for the continued evolution of powersports.”

With industry leaders like Can-Am (Booth #1859) and Stark Future at the forefront, this panel will explore the current state, future trajectory and strategic fit of electrification within the powersports landscape, with a strong emphasis on motorcycles, but also including other EV platforms. As OEMs, tech partners and dealers navigate a rapidly evolving space, this conversation aims to demystify electrification, address dealer concerns, and showcase the opportunities it presents — from new customer segments to long-term business sustainability.

Presenters will include David Baker, BRP’s VP and General Manager, Powersports North America and Dan Quick, Global Media Director, Stark Future.

ELECTRIC REBELLION!

In advance of AIMExpo, BRP (Booth # 1859) busted out its “Electric Rebellion” marketing blitz for the Can-Am Pulse and Origin electric motorcycles. eCurious consumers are encouraged to “Trade In and Trade Up” to see what eMotos are all about. “Eager to switch to a motorcycle that turns

heads and makes an impression? Trade in your current unit for a Can-Am Pulse or Origin and leap into the future of electric motorcycling. Find out what your vehicle is worth: 30 seconds is all you need.”

Part of its broader online vehicle valuation initiative, the campaign asks consumers to tell BRP what they are currently riding, supply some additional demographics and then the microsite automatically calculates the trade-in value of the vehicle applied to a new Can-Am in 30 seconds. Data capture from customers with an intent to buy and locking potential customers to a BRP dealer visit… Brilliant!

The valuations come courtesy of J.D. Power (Booth #535) on the back end are real time values for the North American market. Check out this rebellious marketing effort for yourself at: can-am.brp.com/on-road/us/en/shopping-tools/tradein-value.html

LIVEWIRE CHARGES INTO EICMA

Can’t beat ‘em, join them? LiveWire charged into EICMA with an eScooter concept, a host of updates to its existing models and progress report on key development projects — including the upcoming law enforcement solutions — all underscoring LiveWire’s commitment to innovation and global growth.

“To all of you who are curious about LiveWire, we had a lot to share,” says LiveWire Head of Marketing & Digital Jon Bekefy. “There’s STACYC product and their 10th anniversary, the S4 Honcho which is breaking ground in Europe for the ﬁrst time, our S2 Alpinista Corsa concept which not only has a bunch of go-fast parts but also can recharge using DCFC in 10 minutes (20-80%), and ﬁnally the next chapter of our S2 maxi-scooter concept which is no longer a rendering but a proper full-size concept.”

LiveWire presented the expansion of its strategic partnership with KYMCO, marking the start of a joint development project for LiveWire’s maxi-scooter. The Euro-centric initiative is intended to deliver an electric riding experience that combines category convenience with the proven performance of LiveWire’s S2 powertrain.

SPEAKING OF THE S2…

EICMA also saw LiveWire’s Alpinista Corsa debut. Corsa is LiveWire’s conceptual platform showcasing DC Fast Charging technology capable of recharging a 10kWh pack from 20 to 80% in under 10 minutes. Featuring BST Twin Tek wheels, Öhlins front and rear suspension, clip-ons, billet triple clamps and rearsets. The Corsa showcases speed in both equipment and capability as a testament to LiveWire’s future development path for S2.

Given this performance bump LiveWire launched an Alpinista Patrol unit, highlighting its strategy for delivering EV solutions tailored to law enforcement needs. Based on the “proven success of LiveWire’s police ﬂeet currently deployed in the U.S.” the concept showcased opportunities for expansion into Europe. Built on the S2 platform, it features speciﬁcs that make it optimal for law enforcement use — such as no clutch or shifting, minimal heat output, lightweight construction and excellent maneuverability.

Citing factors like “improved collaboration with key partners worldwide,” Zero is shifting its headquarters from Scotts

Valley, CA to Amsterdam. “The European market is the primary driver of Zero’s growth,” claimed the announcement just before EICMA. Noting that its new headquarters in The Netherlands “brings together global teams in a single, central hub at the heart of Zero’s fastest-growing EV market: Europe has become Zero’s most important growth engine.

“Europe sets the pace for electric motors,” proclaimed Sam Paschel, CEO of Zero Motorcycles. “Zero has been leading the way in electric motorcycles for nearly two decades… with Europe setting the pace for EV adoption, relocating key headquarters functions to the Netherlands strengthens our global operations and allows us to respond more quickly to customer needs. It’s about focus, discipline and ensuring we continue to lead the transformation of the powersports industry.”

Coincidence that elimination of tax breaks and subsidies for electric vehicles in America led to the move? “The combination of our brand, our technology, and our global reach creates unparalleled opportunities,” claimed Paschel… who is not making the move to Europe (see below).

ZERO SHIFTING GEARS

Zero Motorcycles has announced a major leadership transition. Industry veteran Pierre-Martin Bos has been appointed as the company’s new Chief Executive Oﬃcer, succeeding Sam Paschel, who steps into a “senior advisory” role on Zero’s board after eight transformative years at the helm.

Bos joins Zero with more than two decades of international experience in the automotive industry. Before his appointment, he served as Director of Purpose Built Vehicles at Kia Europe, and previously held senior roles at Stellantis, Fiat Chrysler Automobiles and Kia, overseeing strategic growth and operational excellence across Europe, Africa and Asia

Fluent in three languages and recognized for his crosscultural leadership, Bos brings a unique global perspective to Zero’s mission. His background in innovation strategy, brand expansion and customer experience is said to align with the company’s ambition to extend its reach beyond North America and solidify its place in the rapidly electrifying mobility landscape.

ZERO ON THE MOVE

REC PRO RECAP:

PLANNING THE WILD – PODCAST ON RECREATION MANAGEMENT

By Don Amador

Since it is time for Thanksgiving, I just wanted to thank Rachel Franchina and the Society of Outdoor Recreation Professionals (SORP) for giving me the opportunity to speak on a recent podcast that is part of their Planning the Wild series designed for the U.S. Forest Service professionals and partners who work on National Forest Service lands in the Pacific Northwest. These educational podcasts are done in partnership with USFS Region 6.

PLANNING THE WILD – EPISODE 2 (24 minutes): www.recpro.org/viewdocument/s1-e2-trailblazingtogether-don-a

In this episode of “Planning the Wild”, we delve into the world of trail advocacy and recreation management with Don Amador, a seasoned expert with over 35 years of experience. Discover how Don’s journey from a family rooted in the outdoors to becoming a pivotal ﬁgure in trail stewardship has shaped his approach to managing public lands. We explore the importance of long-term relationships, the impact of natural disasters on recreation facilities, and the collaborative eﬀorts needed to ensure sustainable access to the great

outdoors. Whether you’re a recreation planner, trail manager, or outdoor enthusiast, this episode oﬀers valuable insights into the challenges and triumphs of managing our cherished natural spaces.

While this podcast covers my recreation and resource management journey spanning 70 years from growing up in Eureka to currently living in Cottonwood, CA, I think it is more about highlighting the important role that relationships and collaboration have in successfully managed recreation programs, forest health efforts, and wildfire mitigation projects.

The interview hits on a lot of topics including the DOGE cutbacks, explosive growth of recreation use during COVID, creation of a culture of trail stewardship and volunteerism, and collaboration between diverse interest groups.

Important concepts and strategies such as mentorship, paying it forward, servant leadership, and finding zones of agreement are part of the interview.

The interview went by fast. However, I did try and cite some real world examples of how groups such as the Post Wildfire OHV Recovery Alliance, Nevada County Woods Riders, FireScape Mendocino work with their Forest Service partners on projects to build generational support for access to managed recreational opportunities on public lands in CA and the West.

Don Amador has been in the trail advocacy and recreation management profession for 35 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 is a Co-Founder and Core-Team member of FireScape Mendocino, a forest health collaborative that is part of the National Fire Learning Network. Don served as an AD Driver for the Forest Service North Zone Fire Cache during the 2022, 2023, and 2024 Fire Seasons. Don is a Northern California native and writes from his home in Cottonwood, CA.

Plea se tread l ig htly a nd t rave l onl y o n rou te s an d in are as des ignated ope n for m otor veh icle us e.

Confessions Of A Customer®

By Eric Anderson

SO LONG, FAREWELL, MAYBE…

It’s been nearly 35 years since 1991 when I began writing this column in Dealernews. Yes, pre-internet, pre-smart phones, pre-Amazon, and a pre-app world. That was also the same year Robin Hartfiel came on board at Dealernews as editor and who was looking for some new content. The original umbrella concept of “Confessions of a Customer” was meant to demonstrate what it was like to spend “retail dollars” inside your store. Call it mystery shopping, retail science, or customer insight — it was a new angle on trade magazine content. Basically, it was to force business owners to see their business while standing in my shoes… from the other side of the “cash register.” The first 1991 article “In Time for Dinner” was on the topic of “while you wait” oil changes at Jiffy Lube — a new concept at the time for auto customers which I thought could be an example of how powersports dealers might be judged in the future. That topic resulted in a lot of powersports pushbacks. “We’re different.” “There is no way we can do that.” “Don’t be ridiculous.” At least we began the conversation.

Thirty-five years later technology, shipping, and retail shopping have all evolved dramatically. We now see a large consolidation of dealerships into national chains — both franchised and stand-alone parts/accessory stores. E-commerce giants took over from mail order giants. We also now have phone-app

enabled 8 Ball Motorcycle Tires (also does oil changes) in 6 large cities and they are growing fast. The business model is exactly what Discount Tires has successfully done for purchasing and setting an installation time for tires via smart phone. It is forecast that many of our multiple-franchised dealers still won’t be “app-enabled” to their customers yet, but with AI already here, that may have to change fast. See David Gatti’s columns which are new to Dealernews as of last month.

Sometimes I simply called out the elephant in the room.

• Why is the lowest profit-per-square foot area of the dealership (showroom) taking up the most real estate?

• Why do customers expect a powersports dealership to match the service levels of other retail stores?

• How can parts and accessory staff continue to say, “We can order it for you,” if I could order it for myself elsewhere?

• Why do customers tend to buy “packages instead of pieces?

• Why do dealerships suffer from the passive selling syndromes of “hang and hope” or “park and pray?”

• Is doomscrolling on smartphones replacing outdoor powersports adrenaline surges with indoor TikToking dopamine hits?

It’s been fun keeping in touch with what’s changing at retail especially since I didn’t have my head working inside something as complicated as a powersports dealership. That was always your job. I paid retail prices for my moto-habit while I made my marks elsewhere in the industry as a clothing and helmet manufacturer in the 80s, 90s and 2000s. I learned enormous amounts about wholesale and retail sales while traveling to 100s of dealerships alongside both distributor and independent sales representatives. My public speaking was well respected because my topics were always rooted in the reality which reps and dealers showed me on the road. Add in my personal coaching skills and some sales training from Dale Carnegie, Harry Friedman and Tony Robbins and you get Eric Anderson. It’s been a fun ride, but I am ready to get onto another horse and ride in a different direction. That doesn’t mean I won’t be back. Who knows, I may discover another retail reality out there and share some of it with you later in the continuing pages of Dealernews.

Helmet on. Motor’s running. Keep up the good work.

April 1991 column #1. It was a pre-internet, pre-smart phone, pre-Amazon and pre-app world.

CONFESSIONS FLASHBACK:

EYou Wait” Oil Changes

ric Anderson’s first “Confessions of a Customer” tackled the radical idea that motorcycle dealers might one day have to offer while-you-wait services like Jiffy Lube. The concept of immediate convenience was met with disbelief, laughter, and a few angry letters to the editor. Three decades later, quick-turn service and mobile scheduling apps have become the expectation — proving that sometimes the most disruptive ideas simply need time, tenacity, and a customer’s point of view.

New kid on the block 1991.

THE SHIFT FROM SEARCH TO GENERATIVE ANSWERS — HOW DEALERS CAN ADAPT

By David Gatti

For nearly two decades, motorcycle and powersports dealers have built their digital strategy around one central idea: when customers were ready to shop, they would “Google it.” Search engines shaped how dealerships structured their websites, built landing pages, wrote blogs, and invested in advertising. But today, that foundation is shifting beneath our feet. Riders aren’t simply searching anymore — they’re asking AI.

Whether it’s ChatGPT, Google Gemini, Perplexity, or Apple’s new onboard intelligence tools, the modern customer now turns to conversational assistants to decide what to buy, where to buy it, and which dealership to trust. From comparison questions to pricing expectations to dealership recommendations, AI is becoming the first stop on the buyer journey. And that shift is already reshaping how dealers must think about visibility, marketing, and customer acquisition.

This isn’t the “future” of search. It’s happening right now.

From Keywords to Conversations

Traditional search relied on keywords, optimization tactics, backlinks, and strategic placement. Dealers worked tirelessly to climb Google rankings, hoping that when a customer typed “best UTV for ranch work” or “motorcycle dealer near me,” their website would appear at the top.

Generative AI has changed the rules. Instead of displaying pages of links, these models deliver a single, direct answer — an answer compiled from the sources the AI trusts most. For example, a rider might ask:

“Which ATV is best for hauling on a ranch?”

“Is the Pioneer 700 better than the Pioneer 520?” “Who is the top-rated dealership in Madison?”

The response comes instantly, without the customer ever clicking to a website. The assistant chooses the information it believes is most helpful, and in doing so, it selects which businesses to highlight — and which to ignore.

This is the new competition dealers face: a digital landscape where being “ranked” matters less than being “selected.”

Why Some Dealers Appear in AI Answers — and Others Don’t

Generative models don’t operate like search engines. Instead of relying primarily on keywords, they prioritize clarity, structure, expertise, and trust. They prefer content that directly answers user questions, and they heavily favor information that is machinereadable and well-organized.

Dealerships that publish deep, knowledgeable content — such as model comparisons, service explanations,

trail guides, maintenance recommendations, and local riding resources —are more likely to be surfaced by AI systems. Sites that rely on thin pages, generic SEO blogs, or short product descriptions are often overlooked.

And structure matters. AI tools read website data through schema markup, FAQs, consistent business information, and clear technical descriptions. A dealership may have a beautiful website, but if it isn’t structured in a way the model can interpret, it becomes invisible to the systems riders now rely on.

Relevance also plays a role. When a rider asks about snowblower repair, and your dealership offers that service but never mentions it online, the AI has no reason to recommend you. Generative systems only choose dealerships whose content matches the question with precision and authority.

How Dealers Can Stay Ahead

Adapting to this new era doesn’t mean abandoning SEO or traditional marketing — it means evolving it. The dealerships that thrive in the age of generative search will be the ones who reframe their digital presence around being answer-worthy rather than keyword-stuffed.

The first step is shifting away from old-style SEO blogs toward publishing content designed for human questions. AI engines love pages that clearly explain which model fits which customer, how certain features work, what maintenance intervals new riders should expect, and what type of UTV best suits ranch use, winter use, trail riding, or commercial property maintenance. These aren’t marketing gimmicks; they’re the types of practical insights riders already ask AI systems every day.

Dealers should also focus on structuring their websites so AI can understand them. This includes implementing schema markup, expanding FAQs, describing service offerings more thoroughly, and making sure every major model and category has a clear, informative presence online. These aren’t technical tricks — they’re simply ways of ensuring the dealership’s real-world expertise is visible to the digital systems making recommendations.

Local relevance plays an even greater role. AI doesn’t just want general information; it wants local context. A dealer who publishes articles about the best ATV trails in Wisconsin, or explains how to winterize a UTV for North Dakota weather, sends a powerful signal to generative systems: “This dealership understands its region, its roads, and its riders.” That local expertise helps the dealership appear in AI responses that include geographic qualifiers such as “near me” or “in my area.”

Finally, dealerships need to make sure their websites are accessible to AI crawlers. Many models—such as GPTBot, ClaudeBot, and Perplexity—rely on specific access protocols to scan site content. If a dealership’s robots.txt blocks these crawlers (often unintentionally), the business becomes digitally invisible. Opening the site to reputable AI crawlers is becoming as important as submitting a sitemap to Google once was.

The most significant shift in online consumer behavior since the creation of Google

Riders now expect instant, conversational answers — answers that condense years of industry knowledge into a single recommendation. And whether we like it or not, these tools will influence where riders shop, which brands they consider, and what service information they believe.

Dealers who adapt will be the ones who earn visibility in these AI-generated answers. They’ll become the default recommendations riders hear when they ask their AI assistant where to shop or which model to buy. Their expertise will carry more weight, their content will drive more digital referrals, and their online presence will become more authoritative.

Dealers who ignore this shift may find fewer organic leads, fewer inbound calls, and a sharp decline in website traffic — even if their Google rankings don’t change. The world is simply moving in a new direction.

The good news? The path forward is clear. Publish genuine knowledge. Structure content for clarity. Embrace local expertise. Open your site to AI crawlers. And most importantly, start thinking in terms of answers, not search results.

The dealerships that do this won’t just survive the transition — they’ll lead it.

David Gatti is an industry techno-wizard dealing speciﬁcally in dealership marketing, digital trends, and Information Technology IT. He has over 30 years of experience working with powersports dealers and can be contacted at 916-214-2894 or dgatti@ignitionxd.com

SAND SPORTS SUPER SHOW Kicks-Oﬀ Dune Season, Again

By Gus Stewart

The Sand Sports Super Show remains the harbinger of Dune Season and the de facto ATV UTV trade show for the West Coast… as it has for more than two decades! In addition to a storied history, prime SoCal location at the legendary Orange County Fair & Event Center (complete with its iconic aircraft hangars-turned-exhibit halls) and prime time of year when it finally cools off in the nearby deserts. “S4” has a lot going for it in terms of a consumer event.

However check out the target rich environment provided by the attendee profile! Area dealers have been delivered an annual windfall of customers served up on a silver platter! That explains why the largest pavilion on the premises plays host to Bert’s Mega Mall. Spread out over the fairgrounds are landmark dealers ranging from Coyne Motorsports to Malcolm Smith Motorsports.

The combination of enthusiasts, credit-worthy customers and dealers drawn in from all over the region led to the OEMs taking note and ultimately becoming anchor exhibitors for S4. And given its roots in the magazine realm, Sand Sports Super Show has drawn massive media attention since the beginning. In fact several OEM model launches from Can-Am (Booth #1859) and Kawasaki (Booth #1659) to Speed UTV and Yamaha (Booth #1651) have coincided with S4 over the years.

In fact, when our friends at Denago were looking to debut their dirtbike products in 2023, S4 was the obvious choice: www.youtube.com/watch?v=tyn_iWENq1U&t=16s

Denago was back with even more pitbikes, pink UTVs and even EVs than ever. Although plenty of potential customers were at S4, many dealers were committed to NPDA’s DealerConnect networking event in Columbus covered last issue, or in Denago’s case, a massive tour de force at Hay Days (issuu.com/dealernews/docs/ issue_10_october_2025/23). However GM David Garibyan successfully divided and conquered… and even found time to sign RideNow to an exclusive deal… But that wasn’t the BIG news. Wait until AIMExpo for what Denago is rolling out in Booth #2061

Speaking of roll-outs Maxxis (Booth #1624 & #1625) had the brand new Kawasaki in their booth with a full range of fitments. Kenda had something different hidden amongst their Dune tines at Sand Sports, the new 8 ply Warhawk. Designed for UTVs, this aggressively engineered tire features a bold tread pattern built to dominate rocks, ruts and rough terrain. Similar to the Kenda Klever, the Warhawk offers serious crawling capability with reinforced durability to take a beating on the toughest trails.

Continued on page

“S4did not disappoint,” recaps Dirt Bag Brands’ Josh Salazar. “Caught up with plenty of old friends, connected with many vendor friends, and linked up with international distributors. ”

for

Ancient history was that Wright Publishing, home of Hot VWs — and later ATV magazines — wanted to cash in on the sand rails and baja bugs that were filling their magazines, so they started with a small show held in the company’s backyard. Coincidentally Costa Mesa had been home to Speedway motorcycle racing since 1969, so they were able to tap into a ready-made audience in a powersports friendly venue. Eventually Wright Publishing decided to get out of the show business and shutter their ATV publications and it was acquired by Bonnier Corporation in 2014 (same group that bought and sold Cycle World… but that is a story for another time).

To this day, “the Sand Sports Super Show has been the biggest and most exciting dune and dirt sports expo in the world,” as Bonnier bills it. “Each September, hundreds of exhibitors and thousands of attendees come together to celebrate and marvel at the latest gear for Sand Sports enthusiasts. Join us for three days of fun and access to the latest Sand Rails, UTVs, ATVs, side-by-sides, accessories, apparel and a whole lot more.”

Sand Sports Super Show 2026 Sept. 18-20, 2026 Costa Mesa, CA www.sandsportssupershow.com

Feel the need

speed? Oscar Jackson knows how to make Hondas faster... much faster!

TURN 14 POWERSPORTS GETS THE HOLESHOT ON AIMEXPO

By Steve Piehl

Turn 14 is coming into A1 hot! Highlighted by Answer Racing’s 50th Anniversary, all 12 iconic brands, including ProTaper, Kuryakyn and Dragonfire Racing, will once again exhibit at AIMExpo, which takes place January 7–9, 2026 in Anaheim, California. The exhibit will feature all of Turn 14 Powersports’ owned brands, highlighting new product innovations, updated packaging, and process improvements designed to strengthen dealer profitability and consumer appeal.

This year’s appearance marks a significant milestone for Turn 14 Powersports as the company continues to expand its presence in both Open Road and OffRoad markets. Each of the company’s brands will have its newest products and dealer programs that they will share at the show. In addition to new products, Turn 14 Powersports will also highlight its official race partnerships with Star Racing, KTM Husqvarna, and Ti-Lube Honda for the 2026 race season. These

partnerships demonstrate the company’s commitment to supporting elite-level competition and will provide brand visibility on the global stage.

“2026 will be one of our most exciting years yet,” said Bob Schuetz, President of Turn 14 Powersports. “The Answer Racing 50th Anniversary line not only honors our past but sets a tone of innovation for all our brands. AIMExpo is the perfect venue to share that story with our dealers, partners, and the powersports community.”

Turn 14 Powersports is the owned-brands division of Turn 14 Distribution, one of the top distributors in powersports and automotive products. Turn 14 Powersports brands include Answer, Biker’s Choice, BikeMaster, DragonFire Racing, FirstGear, Kuryakyn, ProTaper, QuadBoss, River Road by Kuryakyn, Speed and Strength, Skid Lid and TwinPower.

A major highlight of the 2026 AIMExpo will be the global launch of the Answer Racing 50th Anniversary Limited Edition Race Apparel Collection. This exclusive, limited production line pays tribute to five decades of Answer’s championship-winning heritage. The range of off-road jerseys and pants blend retro-inspired graphics with modern technical materials and performance features. This limited-edition series captures the evolution of Answer Racing— from its early motocross roots to its continued leadership in racewear and riding gear.

Back to the future? One of the very first products QuadBoss ever introduced was tire sealants. To this day, your customers can keep the adventure rolling with QuadBoss Tire Sealant — the ultimate ﬂatfree solution! Seals punctures, stops leaks, and protects your wheels without freezing, corroding, or clogging. Eco-friendly, long-lasting, and made right here in the USA

Since its inception, ProTaper has set the standard in which all other motorcycle handlebars are measured against. Although the brand has expanded to include everything from grips to tires, the EVO Handlebar remains ProTaper’s ﬂagship unbraced handlebar. This design yields increased ﬂex and impact absorption over conventional handlebars, offering the rider improved comfort and reduced fatigue without sacrificing strength. Using a premium 7000 series aluminum alloy construction and computer-profiled 4mm thick wall design, the EVO Handlebar is up to 25% lighter and 45% stronger than competing handlebars.

Speed & Strength is going off the chain... no really, the leading brand in high-quality and affordable motorcycle gear launched its Off the Chain Collection urban and street riders. This collection features textile jackets for men and women, reinforced and armored jeans, and women’s gloves, all blending style, protection, and comfort. “We are incredibly excited to introduce the Off the Chain Collection to the market,” said Lisa Quezada, Brand Manager at Speed and Strength. “This collection perfectly reﬂects the evolving needs of today’s riders. With a focus on style, protection, and affordability, the Off the Chain Collection offers riders a range of options to express their own style while staying safe on the road.”

From seats and harnesses to gauges and switches, DragonFire has your UTV customer covered whether they want to turn their ride into a racing machine or a legendary beast. DragonFire is the source for high-quality replacement parts and innovative accessories. “We are here to help you reign the terrain.” Ready to reign… check out the Typhoon wheels!

• Lightweight, yet rugged — engineered to take on the toughest terrain

• Modern, angular design with a bold, aggressive look

• Excellent for both racing and trail use — built when you demand the best

BikeMaster provides quality parts, knowledge, and the confidence that will keep you on the road. For the MX crowd coming to Anaheim, BikeMaster has just made it easier to lift your bike using the MX Scissor Lift. Using the hydraulic foot pedal you can lift up to 350 lbs. anywhere from 12-34 in. high. Locking heavy-duty wheels make moving your bike easier when needed.

Features and Benefits

Secure your bike with hooks

Safety bar for added security

5 in. locking heavy-duty wheels

Max lift: 350 lbs.

Lift height: 12-34 in.

VALE STAN SIMPSON

The AMA Mourns Stan Simpson

The American Motorcyclist Association (AMA) is saddened to share that former AMA Board of Directors Chairman Stan Simpson has passed away. Simpson helped steer the association through a pivotal era of modernization and rider-rights advancement.

Elected to the AMA Board of Directors in 2005 and serving as chair beginning in 2007, Simpson helped focus the organization on its core mission to promote the motorcycle lifestyle and protect the future of motorcycling.

Simpson’s service to the motorcycling community extended beyond the AMA Board. In 2005, he was named Chairman of the Motorcycle Hall of Fame Museum Board of Directors, supporting the preservation and celebration of American motorcycling heritage.

In recognition of his contributions to riders nationwide, Simpson was honored by the AMA as the inaugural AMA Motorcyclist of the Year in 2008. The distinction celebrated the impact of his leadership on the sport and on the association’s ability to serve and represent its members.

“On behalf of our Board, staff and members, we extend our heartfelt condolences to his family and many friends,” said AMA President and CEO Rob Dingman. “His legacy rides on in the freedoms we protect and the community he helped grow.”

In 2005 Stan was named Chairman of the Board for AMA Hall Of Fame, then in 2008 Stan was named AMA Motorcyclist Of The Year, the first ever recipient of this honor. The annual award is given to the individual who has had the greatest influence on motorcycling and its future. While giving the award to the AMAs own chairman may seem self-serving, AMA President and chief executive officer Rob Dingman defended the decision.

“This inaugural selection may seem self-serving, yet Stan Simpson is the clear choice for this distinction,” explained Dingman at the time. “Stan has had a greater impact on the AMA and motorcycling than any single person in America in 2008.”

Under Simpsons leadership, Dingman says the AMA sold its professional racing properties to Daytona Motorsports Group, revamped its official publication, American Motorcyclist, increased the number of

member benefits, and improved its Government Relations department.

In recent years, the AMA had become mired in professional racing controversy, and the Association had lost the focus that a strong, unified national association must maintain, says Dingman. Stan recognized that, and he led the bold moves necessary to fix the AMA once and for all.

Most importantly, Stan Simpson’s leadership has put the AMA in a better position to focus on our core mission of protecting the future of motorcycling, concluded Dingman.

Simpson was elected to the AMA Board of Directors in 2005, representing the South Central region. A former National Enduro Championship competitor, Simpson was named AMA Board Chairman in November 2007 following the resignation of his predecessor Dal Smilie. Simpson also served as the chairman of the American Motorcycle Heritage Foundation’s Board of Directors.

STAN SIMPSON STURGIS MOTORCYCLE MUSEUM & HALL OF FAME CLASS OF 2010

Stan Simpson: A Lifetime of Advocacy in Motorcycling

For six decades, Stan Simpson has been a pivotal figure in the world of motorcycling, combining his passion for riding with an unwavering commitment to advocacy and community service. From his first ride on his father’s Indian Scout in 1949 to his role as chairman of the board of directors for the American Motorcyclist Association (AMA), Stan’s journey was marked by a dedication to positive change in the motorcycle industry.

A Competitive Spirit Ignited

Stan’s love for motorcycles began in earnest in 1957 when he joined the AMA to compete in his first off-road race. He quickly established himself as a formidable competitor in local and national events, reveling in the thrill of racing. However, while the accolades and victories were gratifying, it was the friendships and connections he forged along the way that brought him the most joy.

His competitive streak didn’t end with racing; Stan took his passion a step further by promoting and developing dozens of AMA races across the country. He played a significant role in organizing enduro events through his local club, the Texas Sidewinders, for 25 years. His commitment to environmentally friendly racing practices, including low-noise impacts, reflects his deep respect for both the sport and the natural world.

Leading Through Change

Stan’s legacy, however, extends beyond his personal racing accomplishments. Taking over as board chairman of the AMA in 2008, he recognized a critical need for the organization to focus on protecting and expanding motorcyclists’ rights during a time of significant transition and challenge. Under his leadership, the AMA has evolved into a powerful, single-purpose advocacy group, addressing pressing issues affecting motorcyclists nationwide.

The threats to motorcycling rights are tangible and significant. From proposed superbike bans to closures of public land and the controversial federal lead law that prohibited youth model off-road motorcycles and ATVs, the stakes have never been higher. Stan’s leadership has empowered the AMA to wield the political influence and legal resources necessary to combat these challenges effectively.

Stan believed that a strong AMA is essential for safeguarding the rights of all motorcyclists, and he is dedicated to ensuring the organization has the strength and resolve to win these critical battles.

A Commitment to Community

Beyond his work with the AMA, Stan has shown an enduring commitment to charitable causes. He has participated in numerous rides, including the Colorado 500, one of the premier off-road charity events in the nation, which has raised over $1 million for various agencies and schools. Stan’s philanthropy extends to numerous other charities, reflecting his belief in giving back to the community that has given him so much joy.

Riding Miles and Memories

A rare breed in the motorcycle community, Stan actively participates in both on-road and off-road riding. Today, he logs over 20,000 miles annually on the road and an additional 5,000 to 10,000 miles offroad, continuing to embrace the spirit of adventure that has defined his life.

Conclusion: A Legacy of Leadership

Stan Simpson’s contributions to the world of motorcycling are profound and multifaceted. From his competitive racing background to his strategic leadership at the AMA and his commitment to charitable initiatives, Stan embodies the spirit of the motorcycling community. His tireless efforts ensure that future generations of motorcyclists can enjoy the freedom and camaraderie that come with the open road. As he looks back on his remarkable journey, Stan sees his service to the AMA as a way to give back for all the joy he has experienced throughout his 60 years of riding.

IF NOT NOW, WHEN? What

Was I Thinking?

By William Douglas Little; Two Old Guys Racing, LLC

Mark Coffman when I was about 14 years old — so, about 40 years ago.

At the time, I was racing the occasional nearby Hare Scramble and a few MX races... that is, if I could catch a ride with anyone going, (which was seldom). Even then, I was in my second year of cherry-picking the Beginner Class to get trophies, which I thought would impress girls. Most of what I did between ages 13 and 18, [and probably still now, to some degree], was done in an illadvised attempt to impress girls.

My racing was, at best, a half-assed effort by a farm kid, superstar-wannabe, who couldn’t choose between Rick Johnson and Jeff Ward as my favorite racer. I guess I mostly leaned toward Wardy, since I was riding a recently-new, but very-abused and ill-maintained, stickercovered KX125.

But, truth be told, none of that was who I wanted to be. Not really. Sure, I was a lazy bum of a kid, but I had big dreams.

No. What I wanted — TRULY WANTED — was to be that super-fast, A-Class rider with the spotless bikes and brand-new-looking gear. That guy who pulled into the pits with the sponsor logo-covered enclosed trailer with a full camper setup at the front, his name and number painted on the back door and too many sponsors to write into the “Sponsored By” section of the sign-up form! And yes, I wanted trophies... tons of trophies — a whole roomful at home! But, I wanted those to be hard-earned, really tall trophies with real wood pillars, marble bases and a gold-colored, real-metal motocross dude on top; not cherry-picked Beginner Class plastic.

My problem at the time was that I was 14 and stuck out in rural Missouri with exactly zero nearby motocross tracks and only a few friends who would go to the occasional race; fewer who were willing to drag me and my bike along.

My parents — who supported my efforts with gas money and entry fees — had a horse ranch that consumed their time on weekends, so driving around the Midwest to haul their son from race to race simply wasn’t going to happen.

So, when I heard from some friends that a former motocrosser was living in a mobile home, just a bicycleride away, I went to that mobile home, knocked on the door and introduced myself! I still remember saying, “I hear that you used to race motocross. I want to race motocross. I wanted to know if you’d teach me?”

Spoiler Alert: He did!

Over the next few years, I went from that tall, lanky, Beginner Class goober on a ragged-out KX125, to a dedicated goal-chaser racing Open A on a YZ490, who actually cared more about making myself better/faster than I did about bringing home plastic trophies to show to girls, (who’d only pretend to be impressed).

Now, four decades — and what feels like a lifetime later — my buddy Mark and I had dug our bikes from our respective garages, blown off the dust and gone riding at my farm. No moto; just horse trails and logging trails, but we had a blast doing it and now found ourselves taking a break, winded and arm-pumped, sitting on our bikes in a field and jabbering about the good old days.

It was here, amidst the seed ticks and abandoned uncut Timothy, that I said that thing that I said; that thing that would ultimately shape the next year and entangle the two of us in a mutual promise from which we cannot escape…

“You know, I’m tired of not doing anything. I’m not done doing big things and I’m far too young to sit around, waiting to die! I’ve been thinking that I’d like to race the Missouri State Series next Summer.”

Wait … what’d I just say? Really? Am I tired of not doing anything? Have I been thinking about racing again, or was that just something that’d only just now popped into my head, borne of the adrenalin of the ride? What am I doing here?!

My mental panic session was interrupted when Mark’s voice jumped in:

“You know, it’s funny you say that. I’ve been wanting to qualify for Loretta Lynn’s! They’ve got a Plus 50 Master’s that Mike Brown and Jeff Emig have been known to race and I really just want to get the holeshot on Emig! I don’t care what happens after the first turn, I just want to beat Emig to the first turn!”

Mark and I both remember watching Emig when he was a kid on an 80 and we both remember a race in Columbia, Missouri, where Emig jumped the gate and got turned around backward in the stall as a penalty. He watched over his shoulder as the rest of the line took off, then raised the front wheel, spun the bike around and by turn number 2, he’d taken the lead! With us both carrying that memory, I could understand why Mark wanted that shot!

“Let’s do it,” I’d blurted out! “Let’s race the State Series and hit the Area and Regional Qualifiers for Loretta’s!”

Inside my head, my brain was screaming … “YOU LAST RACED THE STATE SERIES IN 2001 — THAT’S A QUARTERCENTURY AGO! You’ve barely ridden in the last 15-years and haven’t raced in 25! You’re out here riding like a blind grandmother on a Wal-Mart Mobility Scooter and yet, you think you can mix it up with legends in under a year? Ever, even?!”

Continued on page 82

Had I not just heard the names Mike Brown and Jeff Emig? Did I not know that Gregory Pamart also dominates that class, churning out Pro lap times on his last lap, as well as his first? Did I not just have a 20-minute wrestling match trying to get my gear on that very morning? Did I not have a fat belly hanging over my O’Neal pants and were my forearms not pumped since first letting out the clutch that day?

Why was I doing this to myself?

“Haha, Okay!” Mark said.

I’m not so sure that he knew I was really serious at that moment — God knows I didn’t think I was — but from there, I told my buddy, (Dealernews Editor-inChief), Robin Hartfiel about it and the next thing you know, I’m agreeing to chronicle the entire, 10-month journey with a series of monthly columns and, we’re shooting a reality-show-style documentary that’s going to follow our little mid-life crisis adventure all the way to whatever checkered flag marks the end of our efforts.

Why? Well, I’ve figured that out since all of this started and it’s a long story for another day. Suffice it to say, however, that I’ve been spinning my rear tire for too long and dammit, I’m just not done chasing dreams!

And so, while I know this is going to be the hardest physical journey of my life — and I’m not just talking about pulling my gear on — I’m gonna do it. We both are. Not for any glory, or trophies, (and especially not to impress girls… our wives are worried about becoming widows from this!), but for ourselves. And not even to prove anything, so much as to simply live again. That’s what this journey is about. Living life, not just “going through it.”

So, please feel free to follow along and cheer us on... or make fun of us, or be inspired, or simply live vicariously.

Shortly after this column is published, you’ll find Episode One of our return to racing at our new website: www.2OGRacing.com (That’s “Two Old Guys Racing,” just so you know).

And let’s face it, that’s what we are. But age only means that it takes longer to lose weight, longer to get out of bed in the morning and much longer to get back up when you crash.

Aside from that, it’s merely a number; and I was never that good at math anyway.

EDITOR’S NOTE:

Once and future Top 100 Dealer Bill Little is back in the saddle, both as a dealer and a racer. Given his perspective on the industry and unique skill set (think Mayhem from the insurance commercials), coinciding with midlife crisis and ill-advised goal of making the ﬁeld at Loretta Lynn’s while going back to work in a dealership we decided to chronicle the misadventures of www.2OGRacing.com (Two Old Guys Racing) and their quest for the holy grail... What could possibly go wrong?