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ADVOCACY
EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
David Gatti Ignition XD
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
John Murphy Publishing
By Bob Althoff
Ispent 25 years getting ready to be a Dealer. Another 25 years being a Dealer. The past five years have been focused on working with a cadre of smart, generous Dealers standing up the NPDA, an organization hellbent on helping Dealers and working to tear down the silos that divide our industry. As NPDA says, “we are better together” and together we have been establishing a worldwide powersports exclusive television network — www.npda.org/pswtv — dedicated to growing our ranks.
Robin and I have had long talks of late. Nothing new there. But the recurring question is, “How are we doing?”
The points on the positive side of the ledger are many to be sure. Especially around the globe. The top ten motorcycle brands sell in excess of 45 million bikes. European bike shows are filled to the rafters with hundreds of thousands of rabid attendees, MotoGP continues to accelerate…
But how are we doing here at home?
Once dominant domestic manufacturers struggle; change hands; look for traction. The AMA — keeper of the flame of our legends in the Hall of Fame; sitting astride our competitors; working diligently to protect our access and rights — deserves the support and membership of ten million American riders. The MIC, too, stands in the breach in Washington, protecting us all. Specifically for my fellow Dealers, NPDA celebrates 5 years with an expanded board of directors and a passing of the gavel to a newly elected executive team.
We hear the “protect and promote” mission reiterated everywhere. But the question remains, “How are we doing?”
Protect? The grade is a solid A. But the fact is that there is less to protect given that motorcycle sales in the U.S. are half of what they were 17 years ago. And the reason? Ironically we are collectively missing the mark when it comes to the other half of our shared mission.
Promote? The grade is a D. We simply are not doing anything to promote this incredible industry; certainly not in a unified and effective way.
We need new entrants to our sport. Every generation needs to be met. Met where they are; met in their vernacular; met with their values.
What we have is too compelling to be ignored… However, we are not conveying the message.
But tell our stories we must. Inform. Inspire. Invite!
How are we doing? We stand as trees in a forest. Sad when one falls and makes nary a sound.
Bob
By Robin Hartfiel
Everybody remembers their first time! You are nervous, excited, fumbling around doing it wrong and it is over much too quick! Then you want to do it again almost immediately. Get your mind out of the gutter, I’m talking about trade shows! For Publisher Emeritus, John Murphy, AIMExpo coming to Anaheim marked his career-long love affair with the people that make up the powersports business coming full circle.
“The Anaheim Convention Center is the place where I was baptized into the powersports Industry, December 3, 1983,” he recounts 42 years later. “I had just been hired by Larry Hester to sell ad space in Dealernews magazine, and exhibit space for the consumer and trade shows produced by Hester Communications, and my first day on the job was to show up and work the Anaheim Consumer Show, the first in a series of 6 shows that hit every major market in America. I hit the ground running, and I realized what a wonderful group of people made up the motorcycle industry.”
Now we don’t have any IMS consumer events, Dealernews International Powersports Dealer Expo died an ignominious death in a Chicago snow storm in December 2014 and even Dealernews went on hiatus. The one thing that didn’t change or die off was the people who make up this industry.
Like Will Rogers said, Murph never met a stranger at a trade show, “just a friend I haven’t met yet.” While he initially felt like a fish out of water trying to find wheelchair access, he was right at home as soon as he hit the show floor and started seeing the people who make up this industry.
“I saw many old friends and associates from across the entire spectrum of the industry, and I met several new people who were not only impressive with their respective product knowledge, but genuinely cool individuals.”
Perhaps there is nobody cooler or who epitomizes this profession than Deb Drinan. Although their careers overlapped, she was one of those friends John hadn’t met yet. “I have to mention one new friend from the show... Deb Drinan, Director of Business Development, for NelsonRigg. Yes, she’s highly successful at her ‘day’ job, but she is also a super high achiever in another part of her life. Deb has raised money and awareness for a cause that has touched her sister, and as it turns out, me too. Deb’s sister was diagnosed with multiple sclerosis, (MS) 12 years ago… and I was diagnosed with progressive MS in 1999.”
This chance meeting in Anaheim is the magic of a trade show… it doesn’t happen online or even in other industries. It happens at an event like AIMExpo where we have the right people, gathered together for the right reasons. To paraphrase my dealer friends at NPDA, we really are better together
Time for a confession… My first time was in Anaheim, too. I snuck into the Convention Center with a “borrowed” press pass circa 1985. After I discovered my special purpose, I couldn’t wait to do it again! I followed John to a gig at Dealernews a couple years later and haven’t missed a show yet!
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They say everything is bigger in Texas, especially the new facilities for KAYO USA! To better service its burgeoning dealer network, KAYO is excited to announce the purchase of a new warehouse facility located in Garland, Texas. “We are currently in the process of transitioning operations from our existing Carrollton, Texas, location to this new facility,” notes Kayo’s tech support guru Anthony Fay. “We are expanding from 50,000 sq./ft. to more than 100,000 sq./ft.
“The Garland warehouse is double the size of our previous location marking a major milestone in KAYO USA’s continued growth,” he adds. “This expansion will allow us to improve inventory capacity, streamline logistics, and better support our dealer network as we scale for the future.” During this transition, the team is working diligently to minimize any disruption and ensure a smooth move. “We appreciate your patience and continued support as we complete this important upgrade to our operations.”
And this is just the beginning. The new factory in China which has been in the works since May 2022 has been completed. The state-of-the art 1,455,000 sq./ft. facility is now in full operation.
Click here for a sneak peek: www.youtube.com/watch?v=tyP0B0flUKo
Yamaha of Louisville is the latest recipient of Yamaha Financial Services “Passion & Performance In Dealer Excellence,” honors. The award encompasses the dealership’s achievements as a family-oriented business. “This dealership prides itself on its excellent service and its customers seeing the same familiar staff time and time again,” says owner/operator Jason Garner. “That familiarity creates loyalty because we can anticipate the customers’ needs right when they walk through the door… We recognize them. We know what they ride.”
Yamaha of Louisville opened its doors in 2003 and has been serving customers from Kentucky, Indiana and the surrounding states ever since. Both Jason, and his wife Inga, are hands-on, and can be found at the dealership whenever it’s open. Garner describes his relationship with Yamaha Financial Services as a true partnership. “I’ve never gotten off the phone and really felt like the person that I was talking to at Yamaha wasn’t doing their absolute best to get the deal done,” he adds. “I never feel rushed, I never feel hurried.”
Bottom line working with Yamaha Finance: “I truly believe that the partnership I have with Yamaha Motor Finance is the strongest relationship I have in the entire industry.” Yamaha of Louisville and Yamaha Financial Services look forward to growth together in 2026.”
In what was billed as “a series of essential updates” for independent motorcycle shops and custom bike builders a meeting was held in conjunction with AIMExpo. “The Independent Motorcycle Aftermarket, formed from a need for legislative unity and direction within the aftermarket business community, is dedicated to adding value to our experience on two wheels, and works to promote, protect and preserve motorcycling,” states founder Bob Kay.
“It is about those of us in the motorcycle aftermarket having the backs of our long-time and new customers while working with the Motorcycle Riders Foundation to ensure the future of motorcycling,” he adds. “The independent aftermarket industry is essential to the future of motorcycling,” he notes. “Every Independent Dealer should join IMA today.”
Couldn’t make it to the meeting at AIMExpo? More details can be found at: imamembers.org
Along with the restructuring, PIERER Mobility AG has a new name as of January 13th, 2026. “The change of the company name to Bajaj Mobility AG (formerly PIERER Mobility AG) and the relocation of the registered office, as resolved at the extraordinary general meeting on November 19, 2025, have been entered in the commercial register,” is the long winded official statement, however the HQ remains in Mattighofen for now:
Bajaj Mobility AG Stallhofnerstraße 3 5230 Mattighofen AUSTRIA
About Bajaj Mobility AG (formerly PIERER Mobility AG) Bajaj Mobility AG (formerly PIERER Mobility AG) is the holding company of KTM Group, one of Europe’s leading motorcycle manufacturers. With its brands KTM, Husqvarna, and GASGAS, KTM AG is one of Europe’s premium motorcycle manufacturers. In addition to motorcycles with combustion engines, the product portfolio also includes high-end components (WP) and vehicles with innovative electric drives.
The globally recognized KYMCO brand of high-quality scooters, ATVs, and side-bysides are exclusively distributed in the United States by KYMCO USA Inc.
It is with truly heavy hearts and profound sadness that we That’s a wrap from the second Honda National Technician Contest. Honda has honored the country’s top Honda Powersports dealership technicians in a rigorous two-day competition. When the smoke cleared, the new national champs are Jacob Stifter representing Minnesota dealership Davis Motorsports of Delano in the Two-Wheel Division; and Trent Mattern of Mandan, North Dakota’s Open Road Honda topped the Four-Wheel category. Held at the Honda Training Center in Alpharetta, Georgia, the annual event is organized to promote Honda’s Powersports technical training programs, and ultimately to enhance customer satisfaction.
Finalists had been determined through an online qualification test that took place last year, with completion of Honda’s Red-level training being a prerequisite for advancement. Eight contestants from across the country ultimately made the trip to Georgia for the in-person National Finals. Joining Stifter as Two-Wheel contestants were Collin Fanning of M&E Honda (Bedford, Indiana), Devin Paulsen of Vern Eide Powerhouse (Sioux Falls, South Dakota) and Santiago Webber of Al Lamb’s Dallas Honda (Dallas, Texas). Mattern was joined by fellow Four-Wheel finalists John Boots of Carolina Honda (Columbia, South Carolina),
Dylan Ortegren of Rod’s Powerhouse (Roca, Nebraska) and Nathan Plouff of Hodag Honda (Rhinelander, Wisconsin). Several technicians from last year’s inaugural event made repeat appearances, although the 2025 champions—Joel Christensen in Two Wheel and Jacob Curtis in Four Wheel— were not eligible to participate.
The Honda National Technician Contest included Knowledge tests, Off-Vehicle tests and On-Vehicle tests, the latter conducted on Gold Wing touring bikes and Talon 1000 sport side-by-sides. Most agreed that the biggest challenge of the event was lacing a wheel.
“Day 1 was very difficult, and that evening, my wife had to talk me off a ledge,” laughed Two-Wheel champion Stifter. “Day 2 was the on-bike competition, and I felt much more comfortable and ended up doing well; I’m happy I didn’t give up on myself. We have a phenomenal group of technicians here, and doing well requires dedication and passion. As service techs, sometimes we need to be selfmotivated to keep improving. This contest makes it worth it, because we get treated so well.”
Runner-up in the Motorcycle Class Devin Paulsen agrees. “It has been an incredible week filled with support from an awesome wife, hard lessons learned, high stress situations and company from great like-minded people. This is actually the 3rd national competition I’ve been lucky enough to be a part of, and I think has been the most stressful by far. I will say that my fellow competitors were on their game, and Honda did a hell of a job putting it together.”
“It’s a real honor to be here, especially for a second time,” added Four-Wheel winner Mattern who—like Stifter and Paulsen—was also a finalist last year. “It’s great to have an opportunity to prove what you can do and how well you can do it. For anyone wanting to qualify for next year, my advice is to just keep on pushing, and don’t give up. It’s a high level of competition, and it’s great to push yourself to this level. I think this contest should be an inspiration for anybody in our field.”
Each of the two Honda National Technician Contest winners was awarded a grand prize that included a 40-inch SnapOn tool cart, a Snap-On three-eighths-inch-drive torque wrench, $2,600 gift card and a customized fifth-scale RC trophy truck. Following the event, participants and their guests took a field trip to Iron Mountain Park for a side-byside driving experience in Honda Talons.
“Two years into the Honda National Technician Contest, I’m extremely impressed with our contestants and winners,” said Jeremy Merzlak, Director of American Honda’s Aftersales Experience Division. “The level of technical proficiency they demonstrated is inspirational, and the scores were exceptionally close. Collectively, their performance reflects very positively on Honda’s Powersports aftersales program and our dealership network’s service departments. I’d like to thank the Honda staff and judges for all their hard work in making this event a success—I’m already looking forward to starting the qualification process for year three!”
The third annual Honda National Technician Contest is planned for early 2027. Following that event, National Champions from the first three years will compete for the chance to travel to Japan for the Honda Global Technician Contest in fall of 2027.
“Ten years ago, we set out to make riding more enjoyable,” notes Craig Johnson, founder of Wild Ass seat cushions.
“Today, our customers range from motorcyclists and truck drivers to tractor operators, pilots, and even office workers. If it involves sitting, we can make it better.” To commemorate the milestone, Wild Ass launched a yearlong 10th Anniversary Celebration Campaign for the new year.
What began as a bold idea to make long rides more enjoyable for motorcyclists, has evolved into a global success story — providing comfort to tens of thousands of riders, drivers and everyday sitters around the world, Johnson adds. As Wild Ass looks toward its next decade, the company is expanding its reach beyond the motorcycle market. New product applications are underway for UTVs, tractors, cars, trucks and even stadium seating, ensuring that comfort is never confined to just two wheels.
Johnson attributes its growth to a loyal and passionate customer base, a strong dealer network and a commitment to quality manufacturing in an FDA-approved Medical Device Manufacturing Facility. With plans to introduce new cushion designs, sizes and cover options in 2026, Wild Ass is poised for another decade of success. Join the 10th Anniversary festivities featuring giveaways, social media challenges, and a limited-edition cushion design by following Wild Ass on social media at @TheRealWildAss or www.wild-ass.com
Changing of the guard at BRP. “We are unveiling who will lead BRP into a new chapter: Denis Le Vot will become President and Chief Executive Officer, effective February 1st, 2026, at which time José Boisjoli will retire. In addition, BRP announces that Pierre Beaudoin will be appointed Chair of the Board effective February 1st, 2026, while Barbara Samardzich will remain Lead Independent Director of the Board. “On behalf of the Board, I wish to welcome Denis to BRP,” says Samardzich. “On the heels of a successful 30-year career in the automotive industry, Denis is poised to leverage his expertise to create value for all our stakeholders. The automotive industry shares multiple similar market dynamics with the powersports industry and we look forward to drawing on his wealth of experience in this sector,” she adds. “We are confident that Denis, along with BRP’s seasoned executive team, will advance the Company’s M28 strategic plan and drive long-term growth to ensure it continues to solidify its position as a leading global powersports OEM. “Le Vot holds an engineering degree from the École des Mines de Paris (France). He joined Renault Group in 1990, holding several leadership positions in Marketing, Sales, After-Sale Services, as well as in Operations and Supply Chain management in France, Russia, Belgium, Turkey and the United States. In 2019, he returned to France as Senior VP, Light Commercial Vehicles Business Unit, Alliance Renault-Nissan-Mitsubishi, and became a member of Renault Group’s Management Committee. In 2021, he was appointed Executive VP, Chief Executive Officer, Dacia Brand. “I’m grateful for the trust the Board has placed in me, and I’m truly excited to
embark on this new adventure and lead BRP into a new chapter,” states Le Vot. “BRP is a company that distinguishes itself as a leader and has built a strong foundation for future growth. Its reputation for technological expertise, bold design vision, and market-shaping products is unmatched. I look forward to collaborating with the talented teams to further enhance BRP’s customers and dealers’ experience, and continue shaping the powersports industry.”
The All Balls Racing Group family gets a new GM! A 25-year industry veteran, Kari Grogg steps into the role ready to guide the company into its next chapter of growth. “Kari’s leadership, industry insight, and relationship-driven approach make her the ideal person to lead All Balls Racing Group,” says Marketing Manager Matt Wilson. “Her passion for the powersports community and proven ability to deliver results align perfectly with our mission and our customers’ expectations.” As General Manager, Grogg will oversee day-to-day operations, sales strategy, and longterm growth initiatives, ensuring All Balls Racing Group continues to deliver the quality, reliability and service the industry depends on. Grogg is already respected throughout the powersports industry for fostering and expanding key relationships built on trust, performance and long-term partnership. Her ability to engage at a professional level is only outpaced by her commitment to her customers. A mother of two and grandmother of six, Grogg brings a peoplefirst leadership style shaped by experience, empathy, and results. “I have worked with Kari for nine years, and it’s amazing to see the knowledge and enthusiasm she has for our industry,” adds Mark Davis, Director of Sales. “She is very deserving of
the new position, and makes everyone around her better at what they do. Her motto is ‘Always do the right thing’ and she continuously lives that out.” Grogg says, “I’m incredibly excited and honored to step into the role of General Manager at All Balls Racing Group,” said Grogg. “I look forward to working alongside our talented team to ensure we continue delivering the quality products and service the powersports industry relies on.”
Citing a need to restore confidence in the company, KYMCO USA, Inc. has brought in a couple familiar faces. Frank Yang stepped up as Interim CEO effective October 30, 2025, marking a renewed commitment to the brand’s future in the United States Yang’s order of business was to bring back former KYMCO USA Vice President Joe Wofford — AKA “KYMCO Joe” — as the new Senior Vice President. Wofford’s return signals a unified vision: to rebuild, reenergize and reestablish KYMCO as a respected and competitive force in the U.S. market. Yang and Wofford’s partnership began years earlier at the EICMA tradeshow in Italy back in 1999, where Yang represented KYMCO Taiwan and Wofford represented a U.S. distribution company. Recognizing the strength of KYMCO’s lineup and long-term potential, they forged a distribution agreement that introduced KYMCO scooters, small-displacement motorcycles, ATVs and UTVs to American riders. The momentum of those early years was driven not only by KYMCO’s dependable vehicles but by a team dedicated to dealer success. When a dealer had an issue, KYMCO USA made it a priority to find a solution — an approach that shaped every part of the business, from service to spare parts. Wofford highlighted his vision as KYMCO USA accelerates into
Continued from page 14
its next chapter: “I’m glad to be back at KYMCO USA. I’ve missed being a part of the powersports world and the relationships that were developed from the beginning of KYMCO in the USA. We have work to do, but I’m happy to be a part of it. The team at KYMCO USA has already impressed me with their eagerness to grow. I see this move as helping them grow and enjoy this business as much as I have over the years.” With Yang and Wofford back at the helm, KYMCO USA, Inc. is charting a bold path forward. Together, they aim to reestablish KYMCO as a key player in the U.S. powersports market by elevating product availability, strengthening after-sales support, and rebuilding dealer confidence for the next era of growth.
Leading up to LeMans’ Louisville NVP, Parts Unlimited continued its hiring spree. As the newest sales rep for the Northeast Region, Brooks Laisi is calling on dealers in central Connecticut, Rhode Island and Massachusetts. “Been in training with some of the best the last few weeks… and for the last 20 years in the shops,” says Laisi. “This role has been a goal for a very long time. Excited for this next chapter and ready to make a difference not only for Parts Unlimited but for all the dealers in my territory as well! Laisi joins Parts Unlimited with several years of parts management experience as well as dealer ownership. His riding experience includes years of ATV racing and motocross as well as converting
MX bikes into street legal machines. He is also very active in the Central Cycle Club and has organized many MX and ATV events in his community. In his spare time, Brooks enjoys traveling with family and riding with his son at local tracks and on frozen ponds in the winter.
Speaking of Parts Unlimited, “We are pleased to welcome Rikard Coro who joins the team as Head of Sales & Marketing Europe on 08.12.2025. Rikard brings extensive experience from the motorcycle, powersports, outdoor products and automotive industries, with a strong track record in driving growth, strengthening servicing dealer networks, and building high-performing commercial teams; in leading roles for companies such as BRP, Honda, Husqvarna, Atlas Copco, Kawasaki, and Volvo Group. Most recently, he served as General Manager at Triumph Motorcycles in the Nordics. Throughout his professional career, he has lived and worked in various countries, including Sweden, Brazil, the UK, Switzerland, Spain and even Ecuador; which shaped his strong cross-cultural expertise. Fluent in four languages (Swedish, Portuguese, Spanish and English), he combines strategic insight with a truly global mindset. In his new role, he will lead our European sales and marketing organization, advancing our commercial strategy and supporting our partners across the region.
Back in the saddle for former magazine maven and National Powersports Dealer Association Interim Executive Director Dave McMahon — keep powersports dealers winning. “I’m grateful to share that thanks to the encouragement of many of you, I’ve joined the Dealer Sales team at one of the industry’s most impressive digital marketing solutions, Ready2Ride. The tech stack is unbeatable when it comes to saving both time and money for dealerships, not to mention generating new customers. The CRM, Marketing Portal and Digital Services that we offer simply generate lead conversions, as the data shows. The synergies and efficiencies that they provide allows your marketing to work smarter. Equally important for dealers is that it’s all helmed on the sales team by former dealership GM who doubles as a technology wiz and steers many of our tools and solutions. Michael Korson has been one of my champions for years, and I’m eager to be able to capitalize on his SEO/SEM expertise and much more from the dealership world. Let’s take a step forward in 2026.” See Dave’s trip to Texas for TMDA in this month’s Press Pass
In what is being billed as “the best AIMExpo ever,” the move of our industry tradeshow up to the first week of January to coincide with the A1 Supercross certainly looked bigger and better. The Italian Pavilion and massive displays from 17 OEMs certainly gave the show a different look than the old Dealer Expo days (since the OEMs didn’t exhibit back then). Two full education stages and the tech sector saw some 960 session attendees. All told, 6,500+ industry professionals were on the show floor of the Anaheim Convention Center January 7-9, 2026.
But the bottom line for the 460+ exhibitors was, as always, the dealers. According to the final tally from MIC there were 2,815 dealership personnel representing 1,230 dealerships on hand in Anaheim. Certainly the raw numbers increased from last year’s event in Las Vegas, but more importantly is the quality of the people. As touched on by our owner, editor and publisher emeritus elsewhere in this issue, it is the people who make this industry what it is.
“What makes this industry truly exceptional is not just the machines we build or the products we sell — it’s the people,” concurs Cinnamon Kernes, VP Market Expansion for MIC. “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 accessories that elevate the experience, or tell the stories that shape our culture, you contribute to something far bigger than any one business.”
Can a trade show capture all that and distill it into a single event? She thanked the 6,500+ industry people for making the show a success and for setting the tone for 2026 and beyond. “AIMExpo is our annual reminder of how strong this industry truly is. Thank you for being here to help shape the future of powersports.”
Of course the pundits on both sides will use these numbers to bolster their argument for either exhibiting or not even attending the show. “There were 2,800 dealers, awesome,” says NPA CEO Jim Woodruff. However his philosophy has always been if there are two dealers in a room, NPA wants to be the third one in on the conversation! Never mind the fact that through its live auctions, simulcasts and 10 centers across the country, NPA speaks to more dealers, more times and more frequently than just about anyone in the entire world.
Instead of resting on their reputation, NPA goes all in with show specials for dealers who make it to the event, and supports the annual charity auction “covered” this month. No booth buyer’s remorse here — and a great way to interact with dealers for some worthy cause — just ask
columnist Bill Little about his ‘contribution to charity” as he is explaining the signed Travis Pastrana jersey now on his office wall.
AIMExpo 2026 marked another defining moment for the powersports industry. OEMs, distributors, aftermarket manufacturers, service providers, dealers and the media came together to do business, build relationships, and move the industry forward… or did you stay home and bitch about the weather and the economy? The future is what you make of it…
“As a trade-only event, AIMExpo delivered recordsetting engagement from retailers and exhibitors, with meaningful conversations, real deal-making, and overwhelmingly positive feedback from across the industry,” claimed Kernes.
Couldn’t make it to sunny SoCal for the show? Dealernews livestreamed from the IgnitionXD studios on the showfloor for three days straight. Now more than 40 of the segments are archived at our YouTube channel. New products, new programs, celebrities and our favorite dealers joined us on the feed for a look at what went down at AIMExpo in Anaheim: www.youtube.com/ playlist?list=PLLU8FMCVH0D5jDUc-6jd3uR0dB-mK6fHL
AIMExpo 2026 wasn’t just a trade show… It was a complete, immersive experience — and a clear statement about where the powersports industry is headed, exclaims Cinnamon Kernes, VP of Market Expansion in the recap video. “This was the best AIMExpo ever.” The numbers show more than 6,000 industry professionals came together, including 2,815 dealers, 465 exhibitors and 243 media members, representing 47 states and 55 countries.
From the moment the doors opened in Anaheim, the energy was undeniable. Manufacturers, aftermarket leaders, dealers, media and innovators came together for three unforgettable days of connection, innovation and community. What started years ago as a show has become a movement — powered by passion and driven by the people who are the heartbeat of powersports.
“AIMExpo has become a real barometer for the industry,” added Andre Albert, MIC’s Director of Market Expansion & Events. “The scale, the participation, and the conversations this year show how much the show has grown and how much it continues to matter.”
The video recap captures the scale, excitement and spirit of AIMExpo 2026 — from packed aisles and meaningful conversations to Women in Powersports, industry celebrations and the A1 VIP Track Walk.
“To everyone who showed up, supported, and helped build something bigger than themselves — thank you,” concludes Kernes. “You made AIMExpo 2026 the best one yet!”
Next stop: Orlando, Florida – Orange County Convention Center, March 3-5, 2027 —Just ahead of Daytona Bike Week!
TEXA software guides repair technicians through all the diagnostic phases. Motorcycles, Dirtbikes, e-Bikes, Snow Mobiles, ATV / UTV, Personal Watercraft
- Fast Multi-System Status Scan With DTC Reports
- Data Graph Live Parameters, Maintenance Resets
- Component Activations, Bi-Directional Controls
- Interactive Wiring Diagrams / Component Locations
Sell tires, make money… brilliant! Bridgestone rolled out its APEX Dealer program at AIMExpo and Jim Dowell, National Sales Manager for Bridgestone Motorcycle tires for US and Canada, dropped by to explain it. “Our Apex dealer program is new for 2026… believe it or not, we’ve never had an actual dealer program before, and yeah, we’re excited to launch it into the market. It was activated on January 1 and the program is an easy way for us to incentivize dealers to buy Bridgestone, and then we give them a few things on the back end, too.”
Go big or stay so the saying goes! Senders Only, a shop based in Lakeside, California, is blowing up online and on the track. Built by riders, for riders. Established in 2015, Senders Only Garage has spent the last decade testing, refining, and proving every build on and off the road. “Built by riders, for riders. Established in 2015, Senders Only Garage has spent the last decade testing, refining, and proving every build on and off the road. We are professional V-Twin stunt riders, but after lots of wheelies and burnouts, we’re mixing it up a little bit,” explains Joey Robinson. “We are now racing Baggers… we’re chasing the whole bag of racing series for 2026.” Along the way, Senders partnered with All Balls Racing Group and Joey has some good things to say about that at AIMExpo.
Using advanced material technology, each product in the Hiplok 1000 Series is engineered to resist the most sustained angle grinder attacks. Featuring portable D locks and now the MD1000 disc lock — the world’s lightest anti-angle grinder motorcycle lock — the 1000 Series delivers uncompromising protection for your ride.
By Don Musick
Ydevelopments focused on increasing their glide and steering capabilities.
The first feature to be addressed was maneuverability, by introducing slots in the canopy to provide limited steering. However, the greatest advancement came in 1964 with the development of the ram-air parafoil by Canadian born aerodynamicist Domina C Jalbert. The design featured a double layer fabric wing connected with vertical ribs forming open cells along the leading edge. The cells were inflated by the wind forming a rigid airfoil structure that provided both lift and maneuverability.
The ram-air parafoil quickly supplanted earlier parachute designs and also became the forefather of today’s sport of paragliding. It’s ironic that the sport takes its name from NASA’s original Rogallo design.
Hang gliders and paragliders (PG) of today share several performance metrics. First the obviousthey’re both foot-launched. Hang gliders can achieve glide ratios of ~ 15:1-17:1 (distance traveled forward vs down), while paragliders ~10:1-12:1. While it might appear that paragliders are the losers in this category, remember that SEPARATED AT BIRTH
ou might think that parachutes were the inspiration for hang gliders, after all NASA considered them to be a viable alternative. However, at the same time, parachutes were evolving independently towards the same goal of personal flight. Parachutes of the time were basically drag producing devices and new
they derive from simple drag producing devices. When it comes to agility, the tables are turned with paragliders coming out on top. Their superior maneuverability at slow speeds and light weight makes for precise control while the more streamlined hang gliders operate at higher speeds and less precision. Cruising speed of a hang glider is typically 30-40 mph while paragliders operate at 20-25 mph. However, a hang glider can achieve speeds near 80 mph while the more flexible and less rigid paraglider only about half of that. That’s not too surprising when you consider that the curb weight of a hang glider is ~55-80 lbs. while paragliders are a svelte ~11-18 lbs. (with some single-surface models as little as 2-3 lbs.).
But, when it comes to endurance and altitude records, the gliders are comparable. Both have achieved 11-15 hrs. aloft and have reached altitudes of 30,000-38,000 ft.
Photos of typical modern gliders are shown below.
A few years ago, I ran across a YouTube video that chronicled one man’s adventure in a cross country, multi-state paraglider competition. But this one was different! They didn’t rely on air currents alone to stay aloft, instead they were powered by 2-stroke engines spinning rear-facing propellers. These were “Paramotors”!
The 2017 competition covered a distance of ~1,200 miles from Polson MT (near Glacier National Park) to Mesquite NV with a mandatory checkpoint in Monument Valley UT. Competition rules required that participants carry all of their own gear, fuel, and supplies, testing a pilot’s endurance, airmanship, and self-sufficiency.
The event was named “The Icarus Challenge” after the Greek myth of Daedalus and Icarus. As the story goes, this father son duo escaped from a prison in Crete using wings fashioned from feathers and wax. But Icarus wanted to see where Gods hung out and flew too high… the sun melting the wax on his wings. Too bad Super Glue hadn’t been invented yet!
The official challenge period spanned 10 days; however, winner Tucker Gott of Asbury NJ completed it in a record 5 days!
His five day adventure is followed on YouTube with videos for each day of the competition. They’re definitely worth watching even if it’s just
for the spectacular scenery (Day 1, Day 2, Day 3, Day 4, Day 5)!
Since launching his YouTube channel “Tucker Gott” in 2013, he has consistently posted content that highlights paramotor adventures, technical reviews and safety information.
From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/ dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) www.genesystech.com to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com
By Lenny Sims
After the COVID bubble, the supply chain issues and now the tariff backlash it doesn’t seem possible that things could get any crazier in the powersports market… until you talk to Lenny Sims. “This might be the biggest year ever. We have the change from traditional business to AI taking over. We’ve got the tariff hangover, and all of that pricing is all over the board. We have all the OEMs crying the blues because they’ve got too much inventory, conversely more motorcycles are registered for street use than any time in history!”
Against the backdrop of AIMExpo, Dealernews sat down Lenny and asked him to makes some sense out of this craziness with a simple, but loaded question: What is J.D. Power’s view of powersports in 2026? That is a lot to unpack, says Lenny Sims, launching into the difficult task of making sense of where we are going this year and the near future. It is certainly chaotic. but not altogether bad news.
It has been said from chaos comes orders… what is going on?
There’s a lot to unpack in all of that! What is interesting is that we have such a high water mark with the motorcycles that have been sold, and yet there’s some negativity around sales… but that’s also a bit myopic. You now have 12 million bikes out there in people’s yards and streets and garages, but that’s back end revenue, that’s service, that’s parts, that’s accessories. So you’ve almost doubled the market, per se, on the availability of this back end revenue. Meanwhile, new units sales remain down significantly.
While it has always been part of the balance of teeter-totter: whether you’re saying new versus used, or you’re going bike sales versus parts, service, accessories, you’ve got a lot of levers to pull. And when you talk to the optimistic, hard working dealers, not to say that everybody doesn’t work hard, the ones that have the right mindset are succeeding. You talk to them and as far as they’re concerned, business is good.
But many other dealers are struggling to stay open.
Not necessarily saying they’re negative about it, but maybe there are things that drive them to be negative… The game is changing and it’s getting bigger. It’s getting better and it getting very different!
Now we have the tariff hangover, which has led to higher inventory levels, mainly because manufacturers really didn’t think about that building to try to match some of those spring numbers of March and April back in the day.
It will work itself out. It always does, but right now, it is kind of borderline wild west out there now.
You’ve got a lot of similarities between now and the Internet bubble and the digital age coming about in the early 2000s... The resistance and hesitancy are there, but like it or not, the game is changing.
Your perspective is pretty unique, because not only have you been following the powersports specifically for NADAguides for 4 decades, you’ve seen the car side. You’re the guy who championed the Internet to the car guys, and that’s what we’re now facing AI within powersports — you’ve already lived through the cycle once, you warned them then, and you told them what was going to happen, and then it happened to them.
Yep, and we’re there again. AI, is as advanced as it’s already gotten it’s moving very quickly, and it scares people. I think that as we get more sophisticated and knowledgeable about it, and the techie guys that are working through that part of things in the world, I have no understanding of, it’s a great way to
crunch big bit data. AI gets you to crunch data faster and cleaner and get down to where you can make some great decisions…
Then again, we’re a lifestyle, not a commodity. What we do doesn’t make sense. So we shouldn’t ask a rational based AI to come up with an answer that’s going to make sense!
I won’t say we need to “professionalize” the industry. I think it is very professional on its own level, but passion still drives it. The difference between this business and the RVs, boats and automotive, is there’s a lifestyle element... That’s a part of this market that doesn’t exist anywhere else. There’s a value to that, and a high level of sophistication. Those people are here for a reason, because they love it!
J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses. The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.
Finding the Floor Before the Spring Thaw December closes the year at a familiar crossroads for the powersports industry, shaped not only by seasonal forces but by a macro backdrop that is slowly turning more positive heading into 2026. Interest rates remain elevated relative to pre-pandemic norms, but the pace of tightening has clearly eased, and expectations for gradual rate relief in 2026 are improving, which in turn is boosting dealer and consumer sentiment. Consumer confidence seems to have stabilized this last year, and while discretionary spending remains tight, used sales continue to benefit from a value-driven consumer. Dealers and OEMs remain focused on clearing the remaining 2025 model-year inventory, leaning into incentives to support sales velocity. Historically, December often marks the inflection point before wholesale pricing marches upward—setting the stage for a healthier spring selling season.
December Average Wholesale Price (AWP) trends reflected this seasonal turning point, with pricing improving on a short-term basis even as some categories remained below prior-year benchmarks. Domestic Cruisers captured this dynamic clearly: values were down year-over-year but rose compared to the trailing 90-day average, confirming that pricing has found its floor. Metric Cruisers followed similar trajectories, with sequential gains signaling renewed buyer engagement as supply has tightened in the lanes. Sport Bikes saw the largest drop in the major on-road segments, falling ~3% versus prior months. Off-road categories showed more mixed results—MX pricing turned positive with gains versus prior comparables, while Side-By-Side values remained under pressure, reflecting lingering oversupply from earlier in the year. RV and Marine pricing continued to soften sequentially, though the rate of decline slowed, aligning these segments more closely with historical seasonal patterns.
As we look toward Q1 2026, macro signals and historical trends suggest a cautiously improving environment. From a historical perspective, wholesale pricing typically strengthens as retail demand improves, and inventory normalizes. For dealers, the priority should be to remain disciplined in execution: preserve liquidity, proactively manage aged inventory, and acquire the units you need to prepare your dealership for spring demand. December’s data reinforces that the market is transitioning from defense to offense, with pricing momentum building into the 2026 riding season. We look forward to supporting dealers in 2026 and helping them carve their path to success in the year ahead.
www.npauctions.com/cp/npa-market-report
DECEMBER ‘25 VS. AVG OF PRIOR 3 MONTHS AVERAGE
‘25 VS. DECEMBER ‘24
AVERAGE WHOLESALE PRICE CHANGE
SEPTEMBER 19-21, 2026
HILTON COLUMBUS DOWNTOWN
By David Gatti
For much of the modern era, the powersports industry operated under a stable assumption: while marketing and research might move online, the final sale would remain rooted in the dealership. Consumers could browse inventory digitally and compare models, but purchasing a motorcycle, ATV or UTV still required an in-person visit, face-to-face financing and physical paperwork.
That assumption is now being tested… and the accelerant to this explosive change is AI.
Advances in digital retail infrastructure have made it possible for consumers to complete an entire vehicle transaction online, including financing, payment, delivery coordination, state and local DMV documentation… the works. Transactions that once required multiple in-store visits can now be completed remotely, across state lines and outside traditional business hours.
This development represents more than a new sales channel. It signals a structural shift in how motorsports products can be sold and raises a critical
question for brick-and-mortar dealers: does this evolution represent a growth opportunity, or does it fundamentally challenge the traditional dealership model?
Historically, physical dealerships benefited from a builtin advantage. A showroom visit created commitment, allowed for education, and gave sales teams influence over the pace and structure of the deal. Financing, accessories, service plans and long-term ownership discussions were all part of an integrated, in-person experience.
Today’s buyers, however, increasingly prioritize convenience, speed and flexibility. Many are comfortable making high-value purchases on their own schedule, without direct sales interaction and outside normal business hours. When a transaction can be completed digitally at any time, the physical visit is no longer a requirement by default.
However, this does not mean brick-and-mortar dealerships are becoming irrelevant. It does mean that physical presence alone is no longer a sufficient competitive advantage.
The ability to sell powersports products beyond local markets and traditional hours presents clear upside for dealers who adapt effectively. Digital sales capabilities can expand geographic reach, improve inventory turnover and capture demand that would otherwise go unrealized.
For dealers willing to rethink how they operate, this shift offers the potential to scale faster and operate more efficiently than in the past. However, realizing that upside requires intentional strategy. Simply enabling online transactions is not enough.
Dealers must determine how digital retail fits into their broader business model. They have to know how it supports long-term profitability, customer relationships and brand differentiation — then make the paradigm shift.
One of the most important considerations in this transition is control over the transaction. When key elements of the sale, such as financing workflows, pricing logic, documentation and delivery coordination, are managed externally, the dealership’s role can change in subtle, but significant ways.
Over time, pricing may become more standardized, optional products may be reduced to digital selections, and financing conversations may shift from consultative to transactional. While these changes can increase efficiency, they may also compress margins and reduce opportunities for value-added engagement.
The risk for dealers is not an abrupt disruption, but a gradual repositioning from retail operator to fulfillment participant.
As digital purchasing becomes more common, the role of the physical dealership continues to evolve. In many cases, customers now arrive having already selected a product, reviewed pricing and explored financing options.
This reality shifts the purpose of the showroom. Instead of serving primarily as a place to close deals, it increasingly functions as a center for education, service, community and long-term support. These are areas where in-person interaction still delivers significant value and where dealerships can differentiate themselves from purely digital experiences.
Dealers who invest in redefining the in-store experience can strengthen their relevance even as more transactions begin online.
Artificial intelligence is accelerating these changes. AIpowered tools allow consumers to compare inventory, pricing, and financing options instantly, often across multiple markets. At the same time, AI enables dealerships to identify buyer intent more quickly and respond with greater precision.
As customer expectations evolve, speed and relevance become critical. Buyers increasingly expect timely responses, personalized communication, and seamless transitions between digital and physical touchpoints. Dealers who leverage AI strategically can meet these expectations while maintaining control over their customer relationships.
Those who do not risk falling behind consumers who are already operating at digital speed.
Continued on page 44
In an increasingly digital retail environment, one of the most valuable assets for dealerships is the ability to engage customers at the moment they are actively searching, comparing and deciding. Modern buyers move quickly, often evaluating multiple options in real time and expecting immediate, relevant responses.
This shift creates a meaningful opportunity for dealerships to use digital signals such as search behavior, product interest, and timing cues to drive more effective marketing and communication.
When dealers can recognize intent and respond in near real time, engagement becomes more precise and impactful. Marketing moves away from broad, scheduled campaigns and toward dynamic, intentdriven interaction. Messaging becomes more relevant, outreach becomes more timely, and the overall customer experience aligns more closely with how buyers actually shop.
In an anywhere, anytime sales environment, success increasingly depends on the ability to listen quickly, respond intelligently and engage customers when intent is highest.
The growth of digital retail does not eliminate the need for sales professionals. It changes how value is delivered. Traditional roles focused on initiating transactions are giving way to responsibilities centered on interpreting customer intent, protecting profitability, and supporting long-term ownership.
Sales teams play an increasingly important role in service engagement, accessories, upgrades, and customer retention. Dealers who invest in training and clearly define these evolving roles are better positioned to succeed in a hybrid digital and physical sales model.
The cost of inaction: Dealers who delay adapting to these changes face a gradual erosion of influence. Margin pressure increases, reliance on external systems grows, and negotiating leverage diminishes. While operations may continue, the dealership’s ability to shape pricing, branding and customer relationships can steadily weaken.
In these situations, businesses risk becoming participants in an ecosystem defined by others rather than leaders of their own strategy.
The ability to sell motorsports products anywhere and at any time is no longer theoretical. It is an operational reality. For brick & mortar dealers, the question is not whether this shift will continue, but how it will be integrated and what role the dealership will play within it.
Dealers who invest in digital capability, customer engagement, and strategic ownership of the sales experience can use this moment to strengthen their position. Those who do not may find their influence diminishing as the industry evolves.
Brick-and-mortar retail is not disappearing. It is being redefined. The dealers who recognize this shift and respond thoughtfully will help shape the future of powersports retail in the years ahead. Seize the opportunity… or die.
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
Online search has fundamentally changed — and many dealers are feeling it through declining website traffic that traditional SEO alone can no longer explain. At the 2026 AIMExpo in Anaheim, California, I had the opportunity to sit down with Dealernews to talk about how AI-assisted search and large language models are reshaping the way customers discover dealers and manufacturers online.
During the interview, I shared why results- and linkbased search is being replaced by generative answers, how this shift is already impacting dealer website traffic, and — most importantly — what dealers should be doing now to prepare. Beyond theory, we discussed practical steps dealers can take, from restructuring content for AI consumption to ensuring their brands are clearly understood, cited and recommended by LLMs.
This isn’t a future problem — it’s happening today. Dealers who adapt early will be in a far stronger position to protect their digital visibility and customer acquisition as AI-driven search becomes the norm.
Think of it as a warning shot we’re trying to give dealers! Pay attention to your data, understand where your visitors are coming from on your website, and from there, make your marketing decisions on what to do… but until you understand where people are coming from, a lot of your marketing decisions are made in a vacuum.
So I was really trying to warn everybody at AIMExpo that there is a change coming, and we’re seeing it now. Just six months ago you’ll see this dip in visitors coming through like Google and Bing, and now it’s people using LLMs — large language models like ChatGPT, Perplexity, Grok and all the rest. This transition is happening NOW! Customers are no longer going to Google to find a dealer, find a part or to find a place to ride unless they know who you are, then they know exactly where to go.
The point was that this change is coming. We’re going to see less people using Google, which means there are going to be less visitors to your website. Now, all of a sudden, you’re going to be wondering where those visitors went!
Thank you to Dealernews for helping bring this important conversation to the industry at AIMExpo. If you’re a dealer or manufacturer wondering why traffic patterns are changing — and what to do about it — the answers are no longer found in traditional SEO playbooks.
Link to the interview: www.youtube.com/watch?v=VS1LRlyVRY0
Takes $10 Million From Talaria
On January 16, 2026, a jury in the U.S. District Court for the Western District of Texas, Austin Division, delivered a unanimous verdict in favor of Surron in its patent infringement case against Talaria Technology (Chongqing) Co., Ltd. and Talaria Technology (Hong Kong) Co., Ltd. The jury found Talaria “liable for willful patent infringement and awarded Surron $10 million in compensation.”
This case caps a five-year pattern of infringement of Surron’s patented “Light Bee” electric off-road motorcycle. Surron presented evidence that two former employees — Wang and Ye, who controlled sales channels and had intimate knowledge of product designs — inflicted significant harm on their former employer. Joining Surron in early 2017, they were entrusted not only with competitive compensation but also with full responsibility over sales. While still at Surron, they diverted clients to third-party trading companies, each diverted deal costing the company substantially.
“As a pioneer in the electric off-road motorcycle sector, Surron sends a clear message through this victory,” stated the company. “Intellectual property protection knows no borders, copying is not a low-risk shortcut; and any attempt to profit from infringement will face severe legal and market consequences. Wang and Ye’s actions violated fundamental business ethics and shattered trust and conscience. Their conduct reflected no responsibility, no bottom line — only naked pursuit of profit.”
New Jersey Law now requires eBike riders to have license, registration and insurance while prohibiting the online sale of any electric motorized bicycle for one year. Governor Phil Murphy signed S-4834 into law in late January, noting “It is clear that we are in an age of increasing eBike use that requires us to take action and update regulations that help prevent tragedies from occurring.”
“Requiring registration and licensing will improve their safe use and having them insured will protect those injured in accidents,” adds the bill’s sponsor, Senate President Nick Scutari. Riders in the state will need to meet these requirements within the next six months to legally ride eBikes. They also will need to be at least 17 with a valid driver’s license or at least 15 with a motorized bike license.
New Jersey now has its own three-class eBike definitions: “lowspeed electric bike,” with pedal assist up to 20 mph; “motorized bike,” with throttle assist up to 28 mph; and “electric motorized bicycle,” with pedals that can go over 28 mph.
At a time when the EV industry is in a state of flux, Stark Future posted 77% year-over-year sales growth to €115 million in revenue in the full year of 2025! Stark claims the upstart eMoto OEM was profitable 5 of the past 9 months,
underscoring strong demand for the company’s electric motorcycles and expanding global footprint. Q4 growth of 97% capped a year of operational discipline and product momentum across MX, EX and SM platforms.
“This year proved a simple theory: when you offer the market electric bikes that are superior to combustion, riders switch,” explains Anton Wass, CEO & Founder of Stark Future. “We grew fast, stayed disciplined, and showed consistent growth while building the supply chain to scale. Next, we take the same winning formula into bigger categories, while we’ll continue our organic growth off-road.”
Further strengthening the balance sheet, Stark closed a €15m disbursement with the European Investment Bank and a €25m equity round with an existing shareholder, bringing the total 2025 equity investment to €45m in December. These events reinforce liquidity and fund the product and market expansion ahead.
“From Europe to North America to APAC, the signal is the same: when electric motorcycles are better in performance and overall experience, riders switch,” adds Morgan Karlsson, Stark Future Chief Marketing Officer. “We’re scaling to match, broadening our dealer network, adding production windows, and securing cell supply to turn today’s demand spike into durable growth.”
Back in November, NPA joined the Low Speed Vehicle Dealer Association (LSVDA) as a Founding Partner. Now following the expansion into the Personal Transportation Vehicle (PTV) category, Kawasaki rings in the new year by becoming a member and platinum sponsor of LSVDA as well.
“We are excited to welcome Kawasaki to the Low Speed Vehicle Dealer Association,” says Michael Alexander, Executive Director of the LSVDA. “Kawasaki’s participation supports our mission to serve dealers and advance the personal transportation vehicle market through innovation, education and industry collaboration.”
Drawing on decades of side x side vehicle development, Kawasaki designed the NAV as a dedicated personal transportation vehicle platform aligned with how customers use electric personal transportation vehicles today. The Kawasaki NAV is assembled in Lincoln, Nebraska, with foreign and domestic parts and is purpose built to provide a premium neighborhood experience.
Dealers interested in becoming a Kawasaki NAV dealer can apply online at: www.kawasaki.com/en-us/become-a-dealer
Ryan Farage goes from two-wheels to four. Most recently LiveWire’s North American Managing Director he was Harley-Davidson’s U.S. Network Development & Dealer Operations lead for more than a decade. “I’m thrilled to announce that I’m joining Tomcar as Chief Operating Officer, where I’ll help drive the next phase of growth for these ultra-capable off-road vehicles,” he announced on LinkedIn. “After an incredible journey with the teams at LiveWire and Harley-Davidson, this marks the end of one chapter and the start of an exciting new one. I’m deeply grateful to my amazing colleagues and the dealers at LiveWire/ Harley-Davidson — your passion, innovation, and dedication made every day inspiring.”
By Don Amador
After last year’s blistering pace of new recreationrelated politics, policy and planning, QWR thought it wise to kick-off 2026 by taking our Teryx 800 SxS to the Redding Dirt Riders (RDR) annual “New Years’ Day” Poker Run held at the BLM’s Chappie Shasta OHV Area near Redding, CA. Riders enjoying their right to recreate on public lands… What a concept! And what better way to ring the New Year!
One of the event’s “X Factors” is always the weather: It can range from 70 degrees and sunny to freezing blizzards. Per usual, the weather question was answered this year as nature greeted OHV enthusiasts at higher elevations with an obscuring mix of rain and fog that kept poker run participants on their toes!
This popular (and super fun) event serves to highlight how an off-road motorcycle OHV club recalibrated some of their events over the last 10-15 years to serve new and/ or experienced trail recreationists who have purchased SxSs or UTVs to enjoy the great outdoors with family and friends.
Another variable that has made said evolution possible is how the BLM’s Redding Field Office embraced the concept of “adaptive management” of the trail network. The goal was to enhance and improve sustainable recreation opportunities for SxSs as a way to address increased demand for this new vehicle type to complement historic use of the unit by dirtbikes, ATVs and 4WDs. Sharing trails rather than closing routes off to all? Another cause for celebration!
Don Amador, QWR President, states, “This event is a shining example of how proactive recreation groups and land agencies have worked in a collaborative manner over the last several decades to provide access to high quality OHV recreation for a very diverse group of trail enthusiasts.”
The California State Parks Off-Highway Motor Vehicle Recreation Division’s Grant Program is another key part of that equation since it helps fund a lot of those dynamic planning efforts and projects that make the ChappieShasta OHV Area one of the crowned-jewels in the BLM’s national network of destination motorized recreation sites.
Huge shout out to the Redding Dirt Riders for bringing all the players to the poker run! Learn more about their nonprofit advocacy efforts here: www.reddingdirtriders.com
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.
By Dave McMahon
Iheard a lot of positive feedback overall,” said Texas Motorcycle Dealers Association President Trey Sralla, shaking off a broken elbow that had occurred mere days before TMDA’s annual confab January 11-12 in Austin. “Everybody liked the new location, the schedule. The speakers really did a nice job with their information and making sure it was time well spent for those who attended. We had a lot of great feedback on the speakers.”
The turnout of dealers was certainly the largest since COVID-19 times. Some made their debut appearance at the TMDA Annual Conference and found it beneficial. “I had two dealers tell me they had never been, and that they won’t miss another one,” added Sralla. Prior to the 2027 meeting, likely returning to the same location — Lakeway Resort and Spa alongside Lake Travis in the Hill Country west of Austin — Sralla and the TMDA Board will continue to do work that goes largely unnoticed until governmental rules and regulations begin to infringe on dealership owners.
“The Board will be working on initiatives where we lobby various state agencies in a non-legislative session year,” Sralla said, pointing out a handful of topics that will be covered in various meetings and phone calls.
In other words, doing more of what the TMDA always does — advocate throughout the year on behalf of Texas powersports dealerships.
I started with a nickel tour of Austin on the way out when my friend Mark Sheffield offered to play the role of chauffeur. We didn’t get into too much trouble on the
way, but Mark did provide an interesting historic tour of old Austin powersports dealerships. The tomfoolery and tales coming out of those stores reached a pinnacle when we pulled over for a quick snapshot of the former Woods Fun Center building on Lamar. Upon arrival, Mark Woods — owner of Woods Fun Center then and Woods Cycle Country down the road a piece in New Braunfels now — offered to share an elevator ride.
Sunday night kicked off with a networking reception that featured the impressive Gigi Worth on guitar, followed by an all-attendees dinner in the adjacent restaurant at the Lakeway Resort, where pleasantries were exchanged:
Dinner neighbor across the table: “I can’t count the number of times I almost fired him!”
Dinner neighbor (other side) as a newbie in the dealership: “After we closed for the day, someone would go to the package store and we’d sit out behind the shop for hours because we didn’t want to go home!”
Hilarity ensues. Reflection and appreciation for what was and what is once again rear their head at the dinner table. With the hotel bar’s existence confirmed, it was quick to slumber with a 7:00 a.m. breakfast kickoff on Monday and the first educational session greeting sunrise at 7:45. Early to rise, indeed!
Eight hours later, after an information-packed day full of important sessions, attendees were on their way home with heaps of ideas for success… Vendors play an important role at the conference, providing both financial
support and insight into more effective and efficient dealership operations. Frank Fulco, President of longtime TMDA sponsor Torque Group, made his journey to the TMDA Annual Conference for the first time.
“Torque Group believes it is vital to support the conference because it keeps us in tune with what Texas dealers want and need out of their industry partners,” Fulco explained. “Texas dealers are currently capitalizing on their partnership with Torque Group by providing us the opportunity to review their current programs and how we can improve their profitability.”
TMDA is a multi-generational association with the old guard like Woods being joined by Generation next — 26-year-old Sean Tracy. His parents, Scott and Shannon, own UVC Powersports Tractors & Outdoors in Alvin. Assistant GM Sean works alongside older brother Ryan (GM) to keep it a family affair. They only sell 4-wheel powersports units — no bikes — and are known worldwide for their Kawasaki Mule sales expertise that has put them No. 1 in the nation for Kawasaki UTV sales at various points over the years. “I’m the youngest, doing finance, sales and marketing,” said Sean. “I’ve been working in the shop since I could walk.”
It’s always great to see eager and interested younger folks attend the TMDA event. “It’s the first TMDA meeting I’ve been to,” noted Sean, but it probably won’t be his last. “It’s been a great use of time and I’m learning a lot. Great to be able to interact with your peers in the industry. It’s interesting listening to the speakers and the takeaways they provide.”
Meanwhile, Eastside Powersports in Baytown had a crowd of four from the shop: Owner/GM Pokey Oler was joined by Sam Archer (F&I and marketing), sales manager Mike Joseph and Meagan Oler (parts and accessories). Pokey was also a TMDA meeting newbie, having joined the association only a few months prior. “We wanted to join the TMDA and come here because we knew it was a great opportunity to learn. Most of the people in the dealership and myself are inexperienced and we have to find the resources and learn. We think it was a very successful meeting. We made some great contacts and have some great information to work with.”
(L-R) Brothers Tanner and Trey Gearn, owners of Lonestar and Zia Powersports, have expanded their portfolio to six locations.
Texas dealers are encouraged to join my free private LinkedIn group: the PowersportsDealerShowcase – Texas Collective. Join the Texas Collective here: www.linkedin.com/groups/17146011
Click here for more details on TMDA: www.txmda.org
The Texas Motorcycle Dealers Association (TMDA) is the statewide trade association representing powersports dealerships in nearly every community across Texas. TMDA serves as the collective voice of Texas dealers before the Texas Legislature, state agencies, and regulatory bodies, advocating for fair and effective policies that strengthen the business and future of motorcycling in our state.
As the dealer’s advocate in manufacturer and distributor relations, TMDA works to address dealer concerns, influence legislation, and protect the interests of Texas powersports retailers. The association also provides educational training programs, regulatory guidance, and an annual conference, giving members access to the resources and relationships they need to succeed.
TMDA’s advocacy has resulted in major wins for Texas dealers, including:
• Securing “essential business” status during the COVID-19 pandemic, allowing dealerships to remain open and continue serving customers.
• Successfully raising the DOC fee cap to $200 (effective September 2024) to help dealers recover title and registration costs.
• Partnering with TADA (Texas Auto Dealers Association) to defend franchise rights and prevent direct-toconsumer sales that bypass local dealerships.
• Working with Texas Parks and Wildlife to expand offroad vehicle access statewide.
• Collaborating with the National Powersports Dealer Association (NPDA) to promote fair treatment in OEM programs and eliminate unfair dealer fees.
Through these accomplishments and ongoing efforts, TMDA continues to create a business environment that protects and strengthens dealerships, ensuring that Texas powersports dealers remain competitive and profitable in a rapidly evolving industry. Together, we represent a network of dealers committed to progress, advocacy, and the long-term health of Texas motorcycling. When we speak with one voice, our collective strength drives meaningful change - in legislation, in business, and across the entire powersports community.
We invite you to join TMDA and be part of the organization working every day to protect your interests, amplify your voice, and help Texas dealers thrive.
www.txmda.org/join-tmda
By David Thom, Collision and Injury Dynamics, Inc.
Confessions of a Helmet Junkie: I have been wearing helmets since 1971 and laboratory testing them since 1981. This year I had the pleasure of being commissioned by Dealernews to head to this year’s AIMExpo in Anaheim and survey the helmet scene. Full disclosure, I had gone to AIMExpo last year in Las Vegas to look primarily at helmets and was sorely disappointed. I recall that there were only two manufacturers attending compared to the many that we have seen historically. Granted, AIMExpo’s dealer-only, no consumer format makes for different messaging so I suspect that is a major factor in whether a helmet company attends or not. The good news was this year there were over a dozen helmet companies present in Anaheim, despite the 500 pound gorilla companies conspicuously missing. These include Arai, Bell, HJC, Shoei and Troy Lee Designs.
In looking at the helmets from the companies attending and reviewing their literature and/or websites, a couple things stand out. First was the commonality of being certified to both our DOT (Federal Motor Vehicle Safety Standard No. 218) and the European Union ECE 22.06
standard. DOT was first promulgated in 1974 and was most recently updated in 2013 replacing the previous 1988 version. ECE 22.06 was updated in 2021 replacing the previous 22.05 version of 2000. The most important change to 22.06 is the addition of a test for rotational acceleration.
Unless you’ve been living under a rock, you’ve certainly heard of The NFL concussion and brain injury problem and perhaps the association of rotational head acceleration to those injuries. The same injury association is found in motorcycles, bicycles and any activity where people tend to wear helmets due to danger of head impact. It’s a widely studied subject and I’m not going to try to summarize the hundreds of research papers and studies but suffice it to say that it’s an important aspect of head protection.
With that said, the rotational acceleration test is in place within ECE 22.06 but since it’s a new test and the test methodologies are still evolving, the bar has been set relatively low with a high limit on rotational acceleration, 10,400 radians/sec/sec. It turns out that high quality, well designed conventional helmets can pass the new standard without adding additional anti-rotation technology. Regardless of that many of the helmets shown at AIMExpo include additional anti-rotation technology with one of the best established being 6D who are on the 5th generation of their ODS (Omni Directional Suspension).
The most commonly used system comes from a Swedish company call Mips (Multi-directional Impact Protection System). Other technologies aimed at reducing rotational acceleration include WaveCel, Koroyd, Leatt 360 Turbine, and even the Phillips system from way back in 2003.
While I didn’t look at every single helmet model at the show, I didn’t see any certified to the Snell standards… which is shocking. Equally shocking was the fact that there were several models both on- and off-road that meet the FIM Standard (FIM Racing Homologation Programme for Helmets). These are helmets destined for European MotoGP racing and costing upwards of $1000. The FIM standard was first introduced in 2019 and updated in 2023, so they are new in the helmet standard world.
Collision and Injury Dynamics, Inc. (CID) is the premier forensic engineering and litigation/claims consulting firm in Southern California. With more than 100 years of combined litigation consulting experience, we are more than just an accident reconstruction business. Our clients trust our honest, sage advice to truly understand the issues in their cases and claims. We focus on not just the technical details, but also the ways the issues play out in the thousands of cases we’ve been involved in. Knowledge is power, whether the facts are in your client’s favor or not. CID’s consultants leave no stone unturned, and we give it to you straight: www.ci-dynamics.com
The Hurt Report, an in-depth, on-scene investigation of 900 motorcycle accidents in Los Angeles from 1976 to 1977. Published in 1981, this groundbreaking research continues to form the basis of many of the nation’s motorcycle safety programs and is credited with saving countless lives.
Hurt was a professor of safety science at USC’s Traffic Safety Center in the early 1970s. Back then, roughly 10% of U.S. highway traffic fatalities were because of motorcycle accidents. In 1975, the National Highway Traffic Safety Administration reached out to Hurt and USC to develop an accident investigation methodology and study that would determine the causes of motorcycle crashes and injuries.
Hurt, along with colleagues David Thom and James Ouellet, put together a team of investigators who would dash out to motorcycle accident scenes, day or night, over two years. Crucially, all of the investigators were experienced motorcyclists. The team did an exhausting study of each crash, determining approximately 1,000 data elements. They took photos, examined wreckage, measured skidmarks and interviewed survivors. They even returned to the same site at the same time on the same day of the week, with the same weather conditions, to measure traffic and interview motorcyclists who managed to get through the same situation without having a problem.
In the 1970’s, Los Angeles was a hotbed of motorcycling and small helmet manufacturers. We saw a lot of them in the crash population of the time. The table below from Motorcycle Accident Cause Factors & Identification of Countermeasures (1981, aka the Hurt Study and Hurt Report) shows the 22 brands of helmets collected from riders involved in crashes. Note that 536 of the 900 riders were not wearing any helmet because California didn’t get a helmet law until 1992. Harry Hurt’s comment then as now was “tell me what kind of accident you are going to have, and I will tell you
On the eve of AIMExpo in a EUR 40 million deal, Swedish helmet safety specialist Mips AB signed a bindingl agreement to acquire 100% of the shares in Koroyd. Headquartered in Monaco, Koroyd is a pioneer in advanced impact protection technology for head and body safety, which is complementary to Mips’ mission. “The acquisition of Koroyd marks another important step in Mips’ long-term strategy to strengthen our position as the leader in helmet safety,” says Max Strandwitz, CEO and President of Mips. “This acquisition positions the group uniquely in the market and enables interesting entries into other adjacent product areas. The acquisition is in line with our strategy and also serves as a springboard into adjacent product safety areas.”
what the best helmet is,” the point is we have made “headway” since 1980 and even conventional helmets do a good job of reducing rotational acceleration compared to a bare head.
Back then, Bell was the most used with 93 of the 364 of the incidents we investigated and Shoei was number two with 42. Both are still very popular helmets after nearly 50 years, but most of the others have fallen away… Except for Premier, which premiered a new range at AIMExpo.
As the only other survivor, Premier showed their vintage and technical (modern) lines at the 2026 AIMExpo. It’s not clear to me which of the two 70s Premiers (Pacific or Seat) is the genesis of the current Premier of Italy but it’s a neat history regardless. Their Vintage line looks, well, old fashioned, while their Technical line is high tech and modern meeting DOT and ECE 22.06. After AIMExpo, I reviewed the original Hurt Report to see how many helmet manufacturers we had tested in the final report back in 1981.
The folks from Premier in the Italian Trade Pavilion say they are the same company founded in LA in 1956… sure enough, we had two Premiers in the Report, “Seat” and “Pacific.” Both were small players compared to Bell and Shoei, but Premier’s provenance is proven and the others were conspicuous in their absence.
“From the beginning, Koroyd has been built on a culture of purposeful innovation, solving real problems with solutions that genuinely improve protection whilst putting the user experience first. In Mips, we have found a partner who shares that ethos entirely”, adds John Lloyd, Founder of Koroyd. “Together, I am convinced that this combination will accelerate our diversification strategy. Our technologies are naturally complementary and together form a platform that strengthens partners, delivers on the strong demand for both brands and expands what is possible in protection. Above all, it’s the shared values, collaborative mindset and long-term vision that make this partnership a natural evolutionary step.”
Strandwitz concludes, “The brands will continue to operate separately under their respective strong leadership teams, but we jointly see exciting synergies, especially in product development and marketing, as well as in the strength of combining knowledge from two fantastic innovationdriven companies. This acquisition expands our offering in advanced protection solutions and helps us continue to drive the development of safer products for consumers and professional users.”
The purchase price amounts to EUR 40 million on a cash and debt-free basis, with the possibility of an additional earnout of up to EUR 25 million if certain performance targets are met. The purchase price corresponds to a multiple of 8x Koroyd’s adjusted EBITDA and 13x Koroyd’s adjusted EBITDA, respectively, for the twelve months ending September 30, 2025. The acquisition is expected to contribute positively to Mips’ earnings per share, EBIT margin, and sales growth on a short and long-term basis.
The wraps came off for Kabuto’s return to the Americas at EICMA, but the real roll out will be at AIMExpo. “I’m excited to announce that I have accepted the position as director of Kabuto Americas,” says former Simpson stalwart Scott Holbrooks. “Kabuto is a famous Japanese helmet company that was founded in 1981. I’m honored to be bringing this brand’s extraordinary technology and uncompromising quality to North and South American riders.” Holbrooks adds, “Kabuto is passionate about protecting riders and they conduct themselves with the highest levels of honor and integrity. Kabuto is a family-owned business, I have known and been working alongside them for nearly a decade.”
Although we teased the launch of Torc’s new Malibu model debut at AIMExpo in the January show issue, we were held up by a modern day highwayman in Anaheim! Jesse James — his real name — is the customer service manager at H&H Sports and when dealers call in with a question regarding Torc or Just 1 helmets he is the voice on the line. “No third world call center, just me wanting to talk to dealers!” Jesse jumped in on the livestream to unveil a couple more new lids. Tune in here to hear what “the voice” had to say when Brett Conley got laryngitis in Anaheim.
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.
“I’ll tell you a funny story,” confides SMK Helmet’s Shilpa Arora.. “The SMK name actually comes from the initials of the founders. So “K” is the last name, which stands for Khurana. “S” is my brother Sidarth’s first initial, and “M” is my dad Madhu’s first initial. So that’s how the name SMK came around. While the family name goes onto the product, Shilpa says the letters stand for the brand even more. “Three things are very important for us, the letters actually stand for Safety first, that’s in it. M is for Manufacturing first principal manufacturing excellence, right? Everything we do has to be from a manufacturing standpoint.
By William Douglas Little; Two Old Guys Racing, LLC
Science long-ago determined that during labor — and immediately following childbirth — the female brain releases high levels of oxytocin that is produced in the hypothalamus. This “love hormone,” surges to trigger contractions for labor, but also brings about a calm, tranquil feeling in the brain and acts as an amnesiac, to reduce the long-term memory of pain… Must be true…why else would anyone want to pass a bowling ball if they could remember pain?
While there’s no science behind it, I’m surmising that the male brain also releases high levels of oxytocin in response to twisting a throttle. You see, this is why we instantly fall in love with motorcycles, but we forget the pain, blood, sweat and tears, [strike that last one — real men don’t cry!], that comes along with racing those bikes that we love.
My theory is backed by some known facts; you see… In childbirth, that surge in oxytocin is met with a release
of endorphins, which also act as pain relievers and the mixture of both in the brain facilitates a known “bonding effect,” which creates a positive connection with the newborn child. So, since we men experience a bonding effect with certain bikes, I feel that this proves that my theory of oxytocin release caused by throttletwisting is valid.
Point in case; I sold the 2001 Honda CR500R that I raced in the Missouri State Series at the end of that year. I’ve regretted that ever since. It’s left a hole in my heart, as though I’d given up one of my children for adoption.
And sadly, I don’t recall who bought that bike, so I can’t even track it down to see how it’s grown, if it went off to college and if it got married. Do I have grandbikes? Little CR85s screaming around a track somewhere? Perhaps some CRF125R’s ripping up dirt at a nearby race? I’ll never know, but I think of it often. That’s from the chemically-induced bonding, I’m sure.
I’m quickly finding out now — after 25-years of not racing — that the oxytocin also did its memorywiping job. I’d forgotten the painful side of this sport completely, but I’m reminded each morning as I try to get out of bed. Still, I can’t wait to twist the throttle again.
But it doesn’t stop there…
Mark and I hopped a plane early in January and went off to LAX, rented a car and drove down “The 405” to the Anaheim Convention Center where we attended this year’s AIMExpo. This, the first industry convention I’d attended since those many years of attending 5 Dealer Meetings per year, reminded me of the downsides to conventions… they’re mentally overwhelming!
We’d gone to look at product, but mainly to interview with Robin at the Dealernews Booth for the livestream, and to record stuff for promoting the 2OG Racing effort going forward, as well as to dredge up sponsors for this journey, (which is quickly going to be a bankaccount drainer without some assistance).
Merely walking through the Convention Center, going booth-to-booth, had to be exactly what Charlie, Augustus, Veruca, Violet and Mike all felt upon entering Mr. Wonka’s Chocolate Factory. There were colorful, tasty and exciting things everywhere!
Items were displayed on the floor, upon shelves, organized upon grid wall displays, hanging from above, and there was even a Beta Trials bike, magically positioned mid-launch of a free-fall from a giant rock display, all but the rear tire suspended in the air without cables. Even the mannequin rider looked like he was having the time of his life.
We spent nearly two entire days walking from place to place and talking with reps from everything ranging from tires to gear, helmets to race jugs and tire changers, in an effort to drum up some product support to get us through the season.
It was amazing that so many people embraced and loved the idea of partnering with our effort to return to racing a quarter-century later. Mark and I are not the only ones riding on endorphin filled memory wipe! There was an entire show hall full of like-minded lunatics!
Obviously, most guys who give up dirt in favor of jobs, family and responsibilities don’t return to that side of the powersports spectrum later in life. As emptynesters, most of us accept that we’ve given up that dangerous passion as a thing of our youth.
Maybe, just maybe, a guy will buy a heavy cruiser and do some street riding into the golden years, but rarely do we return to off-road riding; even more seldom do we return to the starting gate decades later. And the fact that Mark and I are doing just that — and in a very publicly-chronicled way — with the support of our industry friends and pro athletes willing to share our stuff on their socials… well, that’s attractive to a financially hard-hit industry that’s still struggling to rebuild at normal levels post-Pandemic.
I feel like we won big at A1! We went to Anaheim having recently picked up the new Beta bikes we are racing, complete with top-notch suspension setup from Marshall’s in Stillwater, OK. But we came out finding ourselves successfully gaining product support from companies like Bridgestone Tires and ELF Race Fuels, as well as working on setting things up with other excited vendors like Turn 14 — who was coincidentally celebrating 50 years of Answer Racing with Eddie Cole — and headed over to Airoh Helmets too, who were the highlight of the Italian Pavilion and something Mark was looking to stock in the dealership.
We talked with folks from EVS, Leatt, Phoenix Handlebars and ProTaper, (yeah, that’s awkward), and we chatted up people from Alpinestars, Asterisk, FMF, Motion Pro, Tuff Jug, O2 Rush Air Filters, Monster Energy and even Rabaconda about their awesome Tire Changers, in the hopes of easily giving our bikes new knobs in the pits without pinching tubes every time.
It was all amazing and overwhelming and exhausting and physically painful on the knees… and intoxicating. Very intoxicating. Mostly because we’re a couple of nobodies in the grand scheme of things, but we were getting a very small taste of what the Pro Racers get to live everyday. Just a taste and just for a short moment in time. But it was enough. In my untrained, scientific theory, oxytocin and endorphins were being produced in our brains and ready to flow with the next ride!
And, speaking of intoxicating, I’m not a drinker, but when your buddy keeps feeding you an endless supply of rum & Cokes at the Turn14 after party, it’s easy to find yourself bidding on and dropping a grand on an autographed Travis Pastrana jersey during the NPA charity auction… just saying.
These are among the various dangers and pains that I theorize are numbed by a yet-unproven release of oxytocin brought about by throttle turn. The trigger for this is somewhere in the right wrist and I’m convinced that someone in science will read this and later discover that I’m correct. You watch. It’ll happen.
Until then, I’m eagerly waiting for warm weather to return so I can get back on that Beta and burn some ELF Race Fuel! Hell, there’s an Arenacross coming up next weekend in Springfield, Missouri, that I’m nowhere near physically or mentally ready for yet…
Racing that feels like a good idea.
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?
u Business Member ad in American Motorcyclist with current year Business Member company logos
u Discounted advertising rates
u Consumer data from product surveys sent to AMA members
u Magazine copies to dealers including member information
u Encouraging AMA organizers/state chapters to use dealerships for meeting places (bring more people to the dealers)
u Connect dealers to clubs/organizers for local events
u Dealer listings on the AMA website
u Right to display AMA Business Member logo with year on website
u Window cling acknowledging membership
Apply here https://form.jotform.com/amatech/business-member-app For more information contact Michael Kula at mkula@ama-cycle.org • (949) 466-7833 or Alex Boehm at aboehm@ama-cycle.org • (310) 662-1724
The American Motorcyclist Association is devastated by the sudden passing of AMA Hall of Famer Steve Wise, and offers sincere condolences to his family and friends. He was 68 years old.
One of the most multi-talented riders in the history of motorcycle competition, Wise is the only racer in history to win AMA motocross, AMA Supercross and AMA Superbike nationals. Additionally, Wise earned a podium at the AMA Grand National Championship, his first-ever Grand National Dirt Track appearance, in 1982, and emerged victorious in the ABC Wide World of Sports Superbikers competition twice, in 1980 and 1981.
Wise is the only National-class motocross winner to ever win an AMA Superbike National (Mid-Ohio, 1983).
Born in McAllen, Texas, on June 2, 1957, Wise’s father Gary was instrumental in Wise’s motorcycling journey, taking him to local races at an early age. Wise began his racing career in the early 1970s, earning a Texas State Motocross Championship in 1974.
Wise then began competing in AMA nationals at the young age of 17. As a rider for Kawasaki and Honda during the early stages of his career, Wise notched a career-best third-place finish in the AMA 250 National Motocross Championship in 1980, which included a victory at the Red Bud 250cc National in Buchanan, Michigan.
Despite being a perennial contender in both motocross and Supercross, injuries and unexpected bike failures ultimately
kept Wise from his ultimate prize of a national championship. But Wise would have his day in the sun during the early 1980s at the ABC Wide World of Sports Superbikers competition.
Riding factory Hondas, Wise outpaced two stacked fields of riders en route to a pair of victories in Superbikers competition in 1980 and 1981, thrusting himself in the national spotlight and ultimately earning him a contract for the 1982 AMA road racing season.
Wise nearly claimed a title in his first AMA road racing season falling just three points shy of Mike Baldwin for the Formula One championship. Wise’s outstanding debut season, compounded with his unexpected podium finish in his firstever appearance in an AMA Grand National Dirt Track race at the Houston TT, earned him the 1982 AMA Pro Athlete of the Year honor.
The pinnacle of Wise’s career came in 1983, when he became the first and only motocross winner to cross over to road racing and win a national, claiming the Mid-Ohio round of the AMA Superbike Series.
Sadly, injuries derailed Wise’s promising career in the AMA Superbike Series, and he retired shortly after his triumph at Mid-Ohio.
Following his racing career, Wise became an ordained minister and started a real estate investment company.
Wise was inducted into the AMA Motorcycle Hall of Fame in 2001 and later served as the Grand Marshal of AMA Vintage Motorcycle Days in 2023.
By Joshua Wise
It is with a very heavy heart that our family shares the passing of my father, Steve Wise — a two-time world champion, a Texas racing legend; formidable across disciplines... and a beloved father, son, grandfather, husband, and friend. He is missed dearly.
For those who knew him on the track, in the paddock, in the ministry, or simply as a friend, you understand how much he meant to so many people across generations. His life, work, and character touched far more lives than he ever realized.
During this time of mourning, our family requests privacy as we gather, grieve, and make arrangements. To ensure clarity and protect the family during this period, all media inquiries should be directed to SteveWiseMedia@gmail.com. No interviews will be granted at this time.
In lieu of cards or flowers, our family asks that you honor Steve by supporting his sport. Take your son or daughter to a race. You never know when you are standing at the beginning of a dream — or lighting the fuse of a future champion.
We ask all readers and friends to please refer to the memorial below, which tells his story far better than any short post ever could: www.linkedin.com/pulse/versatility-velocity-witness-josh-wise-84mnc/ ?trackingId=wpsIN%2F7FSdecfNPcKWIdug%3D%3D
By John Murphy
Homecoming! The Anaheim Convention Center is the place where I was baptized into the powersports Industry, December 3, 1983. I had just been hired by Larry Hester to sell ad space in Dealernews magazine, and exhibit space in the IMS consumer and trade shows produced by Hester Communications, and my first day on the job was to show up and work the Anaheim International Motorcycle Show — the first in a series of 6 shows that hit every major market in America .
I hit the ground running, and I realized what a wonderful group of people made up the motorcycle industry. I also quickly realized what a great marketing tool I had for my accounts, with the monthly trade magazine, Dealernews, the Dealer Expo, and the 6 city Consumer Show Series. Unfortunately the International Motorcycle Show’s 40-year run ended in May of 2022 as a COVID casualty but IMS is a story for another day. We are taking trade-only events in the current version of AIMExpo.
Flashing forward 42 years, and I’m back at the Anaheim Convention Center, this time for the 2026 AIMExpo event. Strangely, I feel like a sockeye salmon, who has made it upstream to his sacred spawning grounds, after a tough journey from the sea.
It was also a homecoming!
This was a big Trade Show! With more than 450 companies exhibiting, it is a clear legacy of Indy and Cincy… I saw many old friends and associates from that era. But I also encountered market segments that didn’t even exist in the old Dealer Expo days. Even Dealenews was live streaming straight from the show floor, but also had 80+ page printed issues at the door for the old guard.
AIMExpo truly encompasses the entire spectrum of the industry, and in addition to new technology, plenty of tradespeople. While I didn’t meet all 6000+ folks in Anaheim, I met several new people who were not only impressive with their respective product knowledge, but genuinely cool individuals. Same as it was 42 years ago, the passionate people who gravitate to the powersports industry are the greatest!
I have to mention one new friend from the show... Deb Drinan, the Director of Business Development, for Nelson-Rigg. Yes, she’s highly successful at her “day“ job, but she is also a super high achiever in another part of her life. Deb has raised funds for a cause that has touched her sister, and as it turns out, me too. Maggie, Deb’s sister, was diagnosed with multiple sclerosis, (MS), 12 years ago, and since that day, Deb has devoted her time to help find a cure for this devastating disease.
Surprisingly MS has an impact on the powersports community and even closer to home with Dealernews. Paul Pelland (Long-Haul Paul), Parts Magazine publisher Trailblazers president Don Emde’s wife Tracy, Deb/ Maggie… and me. I was diagnosed with Progressive MS in 1999, but can track it back to over 35 years ago (see sidebar).
So, thank you Deb, for your outstanding work in the powersports world, and for your tireless efforts on behalf of your sis, and me. And thank you to the Motorcycle Industry Council for purchasing AIMExpo and giving our entire industry the tradeshow it deserves!
When Deb Drinan, the Director of Business Development for Nelson-Rigg, found out that her little sister Maggie had been diagnosed with multiple sclerosis 12 years ago, (MS for short), her fund raising efforts went into overdrive. A chance meeting at AIMExpo led to a discussion of just how prevalent MS is within the powersports industry.
Deb had been involved with fundraising for MS since her days as a supplier to Suzuki, when GM Mike Clark’s wife Tammy was diagnosed with it, but now she was fighting for her little sister Maggie, fighting to find a cure for this cruel disease.
There is no cure for MS currently, but there have been some serious medicines that have been developed to help people with this disease directly from the contributors who donate to the MS Society, and from efforts like Deb’s with the MS Walks.
But what is MS? MS is a disease that attacks the insulation that surrounds the nerves of the central nervous system. The central nervous system is the brain and spinal cord.
John – What a true pleasure it was to meet you and connect on such a heartfelt level at AIMExpo. As I shared, I’ve been working / fundraising for the MS Society for more than 15 years. I started in 2011 because a friend of mine at Suzuki’s wife has MS. Then in 2014, my younger sister Maggie was
Very similar to the insulation that surrounds an electrical wire, myelin is the name of this nerve insulation. For some still unknown reason — the current theory is that the immune system of MS patients attacks this insulation — and just like when the insulation of an electrical wire is compromised, the conductivity is disrupted. In the case of MS patients, this interference can become permanent.
The name itself, multiple sclerosis, means “Many Scars” in Latin. This refers to the presence of the scarring of the nerves that have been attacked.
There are a surprising number of people in the powersports world who are currently battling MS, or who have family and friends who are in the fight. Please help us find a cure and increase the number of new medicines available that can help those with MS live longer and healthier lives.
You can start by swiping the QR code for Maggie’s Team! This will allow you to donate to Deb and Maggie’s Team as they make their annual “Walk for a Cure”, this coming April.
I applaud this effort and on behalf of all of us who are fighting this disease, all I can say is, Thank You!
diagnosed. It was then we really kicked it into HIGH GEAR!! And over these years our ‘Maggies Team’ has raised more than $100k and we will keep going until we find the right drugs to stop the progression and then one day a cure. As you could tell when we met, sorry for the tears, but I am passionate about this!
The fundraising we have already done these past 12 years has helped support/ research for the new meds to become FDA-approved and continuing to help so many. Perfect example is my sister started with Ocravis, then came the release of Copaxzone, and just 2 years ago Kesempta all 3 drugs are new and proof that fundraising WORKS!! And with each release of the new medications each one has helped my sister live well and slow the progression. Fundraising also provides so much more in community support with those living with MS, too.
With that in mind, March is MS Awareness Month… let’s get the word out that TOGETHER WE ARE STRONGER (the MS Society tagline). The Moto Community can really help us in the race to find a cure.
Also I may have shared that we (Nelson-Rigg) have stepped up. Starting March 1 and running through April 11th 2026, my boss donates a portion of the sales coming from www.nelsonrigg.com (use the promo code MS26 to donate to Maggie’s Team – MS Society). Also because I work with the MS Society they have provided me a tax identification number for validation/donation write off so those who donate know this is 100% legitimate and can donate with secure confidence.
As you know this is not about personal gain, this is for MS!
AIMExpo co-founder and former Cycle World Publisher dropped by the Dealernews LIVE booth to give us an update on the Pediatric Brain Tumor Foundation latest
outreach. For decades, the PBTFUS Ride for Kids program has been a cornerstone of the powersports community’s charitable legacy.
But Little says the ride has been clicked into high gear. “The new All For One Challenge evolves this tradition into a unified movement, bringing together riders, dealerships, corporate partners, and supporters across the nation. By rallying individual efforts into one powerful collective wave of support, the foundation aims to amplify the industry’s impact on the deadliest childhood cancer.”
“The powersports community has always stepped up to make a difference, and the Ride for Kids All For One Challenge is a perfect example of how we can unite our passion for riding with a greater purpose,” he adds. “This initiative showcases how powersports gives back—not just to the community of riders but to families and children who need hope. Together, we can leave a lasting impact that goes far beyond the road.”
See the whole segment here: www.youtube.com/watch?v=jaU7egxPkfQ&t=314s
Long a favorite charity of the powersports industry, The Pediatric Brain Tumor Foundation (PBTF) used AIMExpo to launch its “Ride For Kids All For One Challenge, a transformative initiative designed to unite the powersports industry & community under a single, urgent purpose. With a collective goal to raise $1 million by December 31, 2026, this challenge seeks to fuel lifesaving research and family support programs for children battling brain tumors.
“The All For One Challenge isn’t just a tagline — it’s a shared commitment from a community built on passion, generosity, and purpose, rooted in the legacy Mike and Dianne Traynor created through the Ride for Kids program” said Aly Levine, Chief Development Officer. “They showed what’s possible when motorcyclists come together not just to ride, but to change lives. Through this Challenge, we’re bringing together riders, dealerships, manufacturers, and corporate partners under one banner, carrying that legacy forward and demonstrating how the powersports industry can act as one to create hope for children and families facing brain tumors.”
For decades, the Ride for Kids program has been a cornerstone of the powersports community’s charitable legacy. The new All For One Challenge evolves this tradition into a unified movement, bringing together riders, dealerships, corporate partners, and supporters across the nation. By rallying individual efforts into one powerful collective wave of support, the foundation aims to amplify the industry’s impact on the deadliest childhood cancer.
“The powersports community has always stepped up to make a difference, and the Ride for Kids All For One Challenge is a perfect example of how we can unite our passion for riding with a greater purpose,” adds Cinnamon Kernes, VP, Market Expansion at the Motorcycle Industry Council. “This initiative showcases how powersports gives back — not just to the community of riders but to families and children who need hope. Together, we can leave a lasting impact that goes far beyond the road.”
The Pediatric Brain Tumor Foundation invites all members of the powersports community and beyond to join this critical mission. Together, we can turn compassion into action and hope into a cure. To learn more about how to participate or to make a donation to the All For One Challenge, please visit: curethekids.org/event/ride-for-kids
Flying Floyd. The Motorcycling Life of Floyd Emde, written and published by Don Emde, tells the story of his father, Floyd Emde’s legendary years in motorcycle racing, multiple dealerships and building race bikes for his three sons and a daughter. Those familiar with the “Harley and Indian Wars” of the 1940s will enjoy the week-to-week coverage back in Floyd’s racing years including his personal written notes after every race, plus his wife Florence’s handwritten results in many souvenir programs.
• Floyd Emde’s forty years as a pro racer, dealership owner, and race bike builder
• Floyd and Florence’s personal race notes, original programs and other period materials
• 1,000+ images taken by Bob Magill, Shorty Campbell and other top photographers
• 420-page hardbound book
