Denago goes electric with the E-Hawk 6, an ideal way to get kids into powersports.
WORLD’S
Bob Althoff Welcomes Mike Kennedy
EDITOR’S
Robin Hartfiel On Dealers First
DEALER
INDIAN
CEO Mike Kennedy Says Dealers
INDIAN
WRECKING
CEO
OUR TEAM
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
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blakefoulds@dealernews.com
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World’s Luckiest Man
By Bob Althoff
WELCOME MIKE KENNEDY
For more than 60 years Dealernews has been honored to be “The Voice Of The Dealer” — It is humbling to be a part of the glue that has bound our industry together. Sometimes we have led, like the Palm Springs Summit that created Discover Today’s Motorcycling; Sometimes we have followed — case and point MIC’s amazing efforts to keep the industry rolling during the height of COVID closures, but we have always had a say in advancing the powersports dealers.
We haven’t always agreed with every position taken by the MIC, but we have been ever mindful that any Industry (especially ours) needs cohesion to put its best foot forward to the public. To that end, Dealernews has supported the MIC from the beginning.
In addition to my own time serving on the MIC Dealer Advisory Committee for a decade, our own Robin Hartfiel has served on the MIC Aftermarket Committee since 1991. He has been elected (and re-elected) by the approximately 400 Aftermarket
Members to the MIC Board of Directors. Robin knows full well that Dealers are best served when they have a seat at the table.
Regardless if it is the pages of the magazine, presenting the Top 100 winners or joining in an MIC Board meeting, his voice has been well-respected. And it has been persistent and insistent that Dealers matter. Why? Because we sell!
We sell the product. We sell the lifestyle. We sell the Community.
We persevere.
We recognize that Customers pay all our paychecks. And they deserve the best expertise and experiences.
The great news is that the “new” Indian headed by CEO Mike Kennedy — a self-avowed champion of Dealers — takes a seat on the MIC Board. To which we say, “Welcome, Mike Kennedy!”
I have known Mike for decades. He is a great guy. Smart. Superb communicator. He gets the Dealers. The MIC — and our entire industry — will be better for his involvement.
From our vantage point, the #1 priority of the industry should be a campaign to grow interest in motorcycling. New customers; more door swings; and a sense of renewed excitement and interest in our sport is the cure to what ails us.
As Mike Kennedy steers the Indian brand and lends a hand at the MIC, those who know him are betting he is buying the fact we all need to sell!
Bob
Editor’s Note
By Robin Hartfiel
DEALERS FIRST!
Do what you love and you will never work a day in your life? That being said, new Indian CEO Mike Kennedy still has his work cut out for him! However he is the right guy to revitalize the venerated American brand of motorcycles. And it is a role he has worked for his entire professional career.
“The message that we shared with our new owners in Los Angeles was pretty simple: We have a great brand,” Kennedy says candidly. “Carrolwood, our new owners, admit they’re not motorcycle people… That’s why I’m here.” Just before riding to Daytona (a CEO who rides, how refreshing is that) — and stopping at dealerships the whole way to Bike Week — Mike made time for motorcycle media… sort of.
His time with Dealernews was a bit delayed! “But I have a great excuse! I spent the day at our dealership in Rogers, Minnesota, Twin Cities Indian (AKA Lloydz).
I even took a picture for the first time as the Indian CEO with a new bike buyer.” That is the snapshot that appears on this month’s cover. As he explained to the media and Carrolwood, dealers have to be on board for Indian to succeed as a stand-alone company. “Dealers are our most important partners, and we will judge our business based on the success of our dealers.”
He elaborates, “we want to ‘expand and protect’ our dealer base. The last thing we want for our rider community and our current dealer network is to
create churn amongst our dealer network. So we want to protect the existing dealers we have…” And actively pursue dealers in open points, even existing multi-line operations.
This isn’t just lip service, this is what Kennedy has been working up to for the past 35 year. “With all my time at Harley and a little bit of time at BRP before that, I’ve got the OEM perspective… Most Harley dealers know that I’m pro dealer. It’s probably the reason why I got separated from that other company… I need the dealers. I’m not a retailer. The dealer delivers the experience…” he gets it!
“We’re going to build a relationship on trust, through transparency. I don’t think we’re going to agree with dealers all the time, but when we disagree, I commit to investing in understanding why we disagree, and I commit to making sure the dealers understand why we decide what we decide.
“We’re doing that because I recognize the power of 600 dealers around the world believing that their OEM has their back… We are going to have the best relationship with our dealers versus any other OEM.”
Dealers first! “We’re going to judge our success on our dealer’s success. Period. End of report. That’s the way it’s got to be. That’s the only way I know how to do it.”
Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.
Although the video was quickly pulled from YouTube, dozens of dealers shared it with Dealernews. If you missed it, the video — with altered voices to protect privacy — is still being shared behind the scenes, shows a man identified in the title as a “Harley-Davidson GM” berating a staff member in a sales meeting for not posting photos of a sale on social media, using profanity, threats to “let you go” and statements like “I’ll eat you up and spit you out.”
GOING VIRAL
I have made a lot of mistakes in my life, but hopefully nothing ever close to this bad. I hope that the manager is currently filling out his unemployment paperwork.
Mark Sheffield, Strategic Advisor Woods Cycle Country Board Advisor National Powersports Dealer Association
RODGERS’ RANT
The captured abuse of a HarleyDavidson dealership employee by a store manager is reprehensible; But perhaps inevitable, and I’d be willing to bet, far from isolated.
Harley-Davidson leadership squandered its inimitable marketplace superiority when it de-emphasized (gutted?) its diverse, family-run dealer network in favor of homogenized, transactional big dealer groups. (And Mike Kennedy knows it!) Built on the backs of legends like Don Tilley, Ray Price, Tom Hannum and many, many others, the once mighty Harley-Davidson dealer network gave customers — and The Motor Company — the key element to long-lived business success: Trust.
But the new, no-Harley-Davidsonexperienced corporate types knew better.
Perhaps they felt that the family-run store approach was old fashioned, quaint and unsophisticated? Perhaps they thought that working with a handful of big dealer groups would be easier than having to deal with 600 or so cantankerous, oldtime Harley dealers?
Their approach has not only resulted in adversarial customer relationships, employee churn, treating humans as dispensable, but as of this writing, a five-year stock price decline of some 43%. This strategic misstep has perhaps irrevocably tarnished the once gleaming bar and shield. When chips get deep, people usually respond one of three ways: they deny, they blame, or they take responsibility. Guess which one is the most effective, healthiest and… the hardest?
The current dismal state of HarleyDavidson’s business lies squarely with leadership. Can it be turned
around? Maybe, but it will be a long, hard road. It requires a rebuild. They need to tear it down to the Timkin. The adage is true: “If it’s easy to do, the results will be hard to take. If it’s hard to do, the results will be easy to take.”
Which road will Harley-Davidson leadership choose?
*** End Rant ***
Mark Rodgers, RETIRED!
FULL METAL JACKET
The guy is a frustrated person who “washed out” of the military and now he thinks he is running a military operation instead of a motorcycle dealership. Watched Full Metal Jacket too many times. I’ve seen sales referred to with all this macho crap, make the kill, hunter, big game, etc, but this is wayyyy over the top.
Ron Santos, Sales Director/Sales Manager/Mentor JR442 Consulting
DR. JEKYLL & MR. HYDE
The most toxic part for me was the manager’s instant shift to pleasant and affable for everyone after the first sales guy. We’ve all had that manager who made you feel stupid one day and valued the next. It’s a psychological roller coaster that leaves you nervous to do anything wrong and unwilling to take any initiative lest you get slapped around. Anyone who’s been there knows the crippling anxiety that comes with that type of work environment.
Clayton
Thompson, Director Of Product
Jackson Dawson
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TIME TO STOCK UP ON SHOWROOM READY POWERSPORTS
YAMAHA LEAVES CALIFORNIA… AGAIN
The exodus from the Golden State continues as word comes from Japan that Yamaha Motor Co., Ltd. is leaving its Cypress campus after 50 years. Yamaha Motor Corporation, U.S.A. (“YMUS”) will move to Kennesaw, Georgia, starting at the end of 2026 and anticipated to be wrapped up by Q4 2028. As part of the relocation process, all fixed assets owned by YMUS in Cypress, including land, offices and warehouses will be sold as a way of “improving asset efficiency and enhancing profitability in the United States.”
“Yamaha Motor Co., Ltd. is undertaking structural reforms aimed at improving the profitability of its U.S. operations in response to cost increases resulting from U.S. tariffs and changes in the market environment. In addition to implementing cross-business cost reduction initiatives, the Company seeks over the medium to long term to build a profit structure that is not solely dependent on top-line growth, thereby transforming itself into a more resilient and robust organization capable of adapting to change.”
The Cypress facility currently primarily houses corporate functions and the Financial Services business. The total site area is approximately 25.1 acres (approximately 102,000 square meters). In connection with the sale of these assets, the Company plans to utilize a sale-andleaseback arrangement for a certain period in order to ensure business continuity and to facilitate a smooth relocation to Kennesaw.
The Cypress facility has served as the headquarters of YMUS since Yamaha Motor Co., Ltd. first acquired the land in 1978 and established the office in 1979. However, in response to changes in the Company’s business focus, the Marine Business was relocated to Kennesaw in 1999 and Motorsports Business went to Georgia in 2019.
Details such as the sale price, purchaser, and timing of the transaction are currently under review. Click here for a sneak peek: www.youtube.com/watch?v=tyP0B0flUKo
NPA BREAKS GROUND IN TEXAS
Everything really is bigger in Texas… including the need for a larger facility to better service dealers in the Lone Star State. National Powersport Auctions (NPA) will celebrate the groundbreaking of its newest location in Denton, Texas, on Thursday, February 19, at 9:00 AM CST. According to NPA, this ceremony marks an important milestone in NPA’s continued growth and commitment to expanding its services across key powersports markets nationwide.
“This groundbreaking represents more than just a new Dallas facility for NPA. It’s an investment in the powersports industry and the community of Denton,” said NPA CEO Jim Woodruff. “Texas continues to be a vital market for our industry, and this new location will allow us to better serve our customers while supporting future growth.”
The groundbreaking event will bring together local Denton officials, Copart representatives, and NPA leadership, including NPA CEO Woodruff, VP of Operations Jeff Kinney and additional NPA team members. The new Denton facility will further strengthen NPA’s presence in Texas and enhance service capabilities for powersports, RV and marine dealers, lenders, manufacturers and financial partners throughout the region.
“Our Denton facility will be built with the same focus on operational excellence and customer experience that NPA is known for nationwide,” explains Kinney. “We’re excited to bring these capabilities to Denton and the surrounding communities.”
The Denton location is designed to support NPA’s industryleading live and online auction platforms, offering efficient logistics, secure inventory handling and expanded access for buyers and sellers, adds Kinney. “The facility is scheduled to open in Spring 2027 and will play a key role in improving inventory flow and strengthening relationships across the region.”
Shades of Stargate SG1! Denago Powersports has opened its new dealer portal. Phase 1 officially launched February 16, 2026. Upcoming will be Phase 2, which will incorporate parts ordering and tracking. Phase 3 of the portal’s development will include marketing information, including co-op tracking.
Noting that Denago Powersports’ latest development demonstrates the commitment to its “Discover The Denago Difference” tagline, National Marketing Manager Kevin Duke says, “Our new Dealer Portal will modernize and enhance the relationship we have with our dealer partners, resulting in streamlined ordering processes and real-time tracking.
“The online portal was created by longtime employee Jimmy Su and his team in only a few months,” adds Duke. “This further demonstrates the dedication and professionalism of our IT crew.”
FARROW JOINS SCHIPPER FAMILY OF DEALERSHIPS
Just two days before the 114 Anniversary of America’s oldest Harley-Davidson dealership comes word that Evan Schipper has added Farrow Harley-Davidson to his family of dealerships. The Schippers are no strangers to the motorcycle industry or Harley-Davidson, as owners and operators of five other Harley-Davidson dealerships and a powersports dealership in the region, they bring with them decades of experience and a lifelong enthusiasm for motorcycles and riders.
“Since 1912, Farrow Harley-Davidson has been at the center of Harley-Davidson’s heritage. It is an honor to be trusted with that enduring legacy,” says Schipper. “We are excited to be growing our Harley-Davidson family and are eager to serve the riding community throughout Central Ohio.”
Change of ownership doesn’t mean a shift in focus away from the core community that has endured since A.D. Farrow Co. Harley-Davidson opened its doors back on February 26th, 1912 in Nelsonville, Ohio. “Riders are truly at the heart of everything we do, because we are riders! We will work to earn your business by providing the best possible experience every time you come through the doors,” Schipper adds. “We look forward to serving you at Farrow Harley-Davidson.”
For now, Farrow Harley-Davidson operations have been consolidated to the Farrow East location at 5840 Scarborough Blvd, Columbus, Ohio. The store is closed today (Tuesday, February 24th), as it makes the transition to new ownership.
Meanwhile, the Ricart family which had purchased Farrow from Bob Althoff in February of 2019, is returning to its core focus of automotive operations throughout Central Ohio. “Ricart is proud to transition ownership of America’s Oldest Harley-Davidson dealership to an accomplished operator with a proven track record,” says the statement from Ricart Automotive.
The Schipper family owns and operates Bluegrass HarleyDavidson, Evansville Harley-Davidson, Harley Davidson of Fort Wayne, St. Louis Harley-Davidson, and Toledo Harley-Davidson, as well as Summit Moto Fort Wayne. With their roots in Indiana agriculture, the Schipper family is grateful to be living the
American dream, understanding the importance of hard work, integrity, and family in making that dream a reality.
As they moved from running their hog farm to a different kind of “hog” business, they infused those values into their dealerships. As an organization guided by these values, we strive to fulfill dreams of personal expression and freedom through a commitment to superior customer experience and unmatched enthusiasm for riders.
“We work to ensure integrity, knowledge and teamwork are at the core of what we do each day,” concludes Evan Schipper. “We look forward to being your Harley-Davidson dealer of choice!”
CHANGING OF THE GUARD AT BUBBA BOSWELL’S
“We’ve had an incredible 75-year ride, but it’s time to shift gears and pass the torch on Nashville’s Harley-Davidson legacy to the next keeper of the keys,” says legendary dealer Bubba Boswell. “I’m confident that Jamie Lima and his team will honor and build upon our family’s traditions of excellence. I’ll remain actively involved at Country Roads Harley-Davidson in Cookeville, Tennessee, and the Boswell family will continue to be a vibrant part of the Nashville community.”
Boswell’s Harley-Davidson, a cornerstone of the Tennessee motorcycle community for 75 years, is transferring its three Nashville-area dealerships — Ring of Fire Harley-Davidson, Honky-Tonk Harley-Davidson and Music City HarleyDavidson — to M.C.H.D. Partners, L.L.C., an affiliate of the Moonshine Horsepower Group. The Group already operates Moonshine Harley-Davidson. As a staple in the Tennessee Harley-Davidson community since 1950, Boswell’s has built a reputation for exceptional customer service, community engagement, and a passion for the open road that has touched generations of riders.
Don’t look for that community focus to change, states Jamie Lima, owner of the Moonshine Horsepower Group. “We are thrilled to welcome these three legendary locations into our Nashville operations,” Lima adds. “We are deeply committed to upholding the Boswell legacy of unmatched customer dedication and community leadership. This acquisition allows us to further strengthen our presence in the Nashville market, and we are profoundly grateful for the Boswell family’s extraordinary contributions to the motorcycle community over the past seven-and-a-half decades.”
Effective today, the historic Fessler’s Lane location operations have consolidated into the Ring of Fire location; however, Service at Fessler’s Lane will continue through approximately March 6, 2026, to accommodate all inprocess customer motorcycles.
VICKI GOLDEN READY TO FLY!
FLY Racing, an Arrowhead Engineered Products flagship brand under Western Power Sports (WPS) announces a multi-year partnership with Vicki Golden. Widely recognized for shattering barriers in a male-dominated sport, Golden will play a pivotal role in the design and development of FLY Racing’s women’s product line.
“Through Twitch, I’ve built friendships with everyone at FLY Racing over the past few years,” she says. “It has been incredible to watch the team support so many athletes while treating each of them with genuine care.”
“Vicki Golden isn’t just an athlete, she’s a trailblazer who has inspired countless riders to push beyond limits,” adds Anthony Armsby, Vice President, FLY Racing. “Her expertise and passion will be instrumental in shaping our women’s line, ensuring it meets the highest standards of performance and style. We couldn’t be more thrilled to welcome Vicki to the FLY Racing family.”
From becoming the first woman to qualify for a Monster Energy AMA Supercross evening program to earning five X Games gold medals and setting a Guinness World Record for riding through 13 burning firewalls, Vicki Golden has consistently redefined what’s possible. Her fearless approach and relentless drive make her the perfect ambassador for FLY Racing’s commitment to innovation and inclusiveness.
Golden’s involvement will extend beyond racing representation; she will collaborate directly with FLY Racing’s product teams to create gear that empowers female riders worldwide. “The gear looks insane and fits perfectly, but what excites me most is being surrounded by amazing people who truly want to succeed together,” concludes Golden. “I’m incredibly thankful to be a part of the FLY Racing family.”
SEMA is reinforcing its commitment to the powersports industry with the appointment of industry expert Mike Ausec — Dealers may remember Mike from his Dealer Expo days while exhibitors will know him from the old IMS consumer shows. In his new role as SEMA’s Industry Sales Director, Powersports, Ausec will leverage his deep segment expertise to develop the new Powersports/Adventure Lifestyle section that is making its debut at the 2026 SEMA Show. This expansion recognizes the immense opportunity for powersports brands to engage with SEMA’s 150,000+ industry attendees. By grouping sideby-sides, motorcycles and related PG&A with the truck and off-road segments, SEMA is formalizing a natural lifestyle crossover that benefits manufacturers, dealers and ultimately enthusiasts alike. “Mike’s appointment is a key step in enhancing our show platform that celebrates this vibrant community,” notes SEMA CEO Mike Spagnola. “Our goal is to bring the enthusiast lifestyle under one roof, providing powersports manufacturers with the independent advocacy, technical resources and massive audience they need to reach their full potential.” Stay tuned for more details on SEMA’s powersports push!
Straight from meeting with Artie Starrs at Motor Bike Expo in Verona and covering the Olympics in Milan, @thatgirl_gogo is back in the saddle and ready to roar into Daytona for Bike Week. “We’re excited to officially welcome Christal aka “Gogo” to the team as our new Marketing Manager, announces founder and managing partner Ramin Raiszadeh. “With a sharp eye for strategic initiatives and a passion for the entire motorcycle community, Gogo is already bringing fresh ideas, energy and momentum to what we’re committed to here at @rx2law - The Riders!” He adds, “we’re not a generic personal injury firm – RX2 truly understands the needs of the motorcycle community, because we’re a part of the community… and that is a message Christal can convey better than anyone.” If you don’t run into Gogo IRL during the Daytona festivities, go here: Christal@rx2.com
Speaking of digital content intersecting with real life, Mason Simmons has
signed on as Social Media Content Creator for Turn 14 Powersports , bringing real-world riding experience to the growing digital marketing team. In this new role, Simmons will help shape and execute social media strategies across the Turn 14 Powersports portfolio, including Answer Racing, BikeMaster, Biker’s Choice, Küryakyn, ProTaper, QuadBoss, Speed & Strength and TwinPower . His prior experience in powersports marketing gives him a nuanced understanding of brand stewardship and audience engagement — making him uniquely equipped to click things up a gear coming out of Turn 14 when it comes to digital branding. “We’re incredibly excited to have Mason on board,” says Eric Maurer , Marketing Manager at Turn 14 Powersports. “His passion for off-road riding and racing is immeasurable, and it shows in everything he creates. My goal is to grow that passion across all our brands — both Off-Road and On Road — so our content not only resonates with riders, but reflects the authenticity and energy this industry deserves.” Most recently with Central Powersports Distributing , getting the word out on EM, Rieju and SWM , Simmons’ passion for two wheels began after a spontaneous move from California to Texas in 2020 — where he discovered dirtbikes and quickly climbed from complete novice to expert-level enduro racer in just a few short years. That hands-on involvement in the riding community, combined with his background in photography and videography , positions him to create content that is both compelling and authentically rooted in the sport. “Simmons’ addition marks another strategic step in Turn 14 Powersports’ commitment to expanding its digital footprint and strengthening the connection between its brands and riders across all segments,” concludes Mauer.
Continued on page 18
Continued from page 16
Maxwell Materne, Co-Founder & CEO of Ownex , dropped a bomb at AIMExpo : “I am no longer with Garage Composites. After nine years, this chapter has come to a close, and I want to end it with gratitude. The relationships built along the way, with hundreds of dealers and thousands of dealership team members, are what made the work matter. Trust, curiosity, and a shared desire to improve made it far more meaningful than just a role or a title. I’m proud of that time and grateful for the people, trust, and relationships behind it.” If you missed Max in Anaheim at the American International Motorcycle Expo (AIMExpo) check out his conversation with Robin Hartfiel on Dealernews livestream: www.youtube.comwatch?v=LKYnxbZvEt
Rock & Roll in Anaheim! The week before the NAMM show, National Powersport Auctions rocked AIMExpo with another successful charity auction and then rolled out news of a big promotion of Ryan Keefe to Chief Revenue Officer . In this newly expanded role based out of NPA’s corporate office in Poway, California , Keefe will oversee all Sales & Marketing operations, leading key initiatives across NPA’s
dealer sales, institutional sales, RV/ Marine, DirectBuy , marketing and events divisions. “Ryan’s passion for the powersports industry and his ability to drive results make him the ideal leader to take on this role,” notes Jim Woodruff , CEO of NPA. “His strategic vision and commitment to our partners and customers have been instrumental to NPA’s success. I have full confidence that Ryan will continue to lead NPA’s revenue efforts with the same energy, insight and integrity that have defined his career here.” Keefe has been an integral part of NPA’s success for the past 16 years, starting his journey with the company as Media Manager . Through his tenure, he has held increasingly senior roles, including Marketing Director , and most recently, VP of Marketing . “This industry has always been more than a career for me, it’s a way of life,” claims Keefe. “I’m excited to continue working with such a passionate team and to see how NPA continues to contribute to the future of powersports and recreational vehicles in the years ahead.”
But wait, there’s more from NPA: Dealers in the Pacific Northwest may recognize National Powersport Auctions’ new Territory Sales Manager Randy Mullinix . With 40 years in the industry, from Pro Moto Billet to OEM gigs, Mullinix has experienced the business from nearly every angle. He worked in service, parts and sales at dealerships before moving to the OEM side serving in a variety of roles, including Account Manager, Regional Manager and Business Development Manager. This well-rounded experience gives him a strong understanding of how dealerships operate and the challenges dealers face. “This industry is built on relationships with like-minded people ,” said Mullinix. “I’m excited to connect with dealers throughout the Pacific Northwest and help support their inventory needs across all brands.” As NPA’s new TSM for the Pacific Northwest. Based in NPA’s Portland facility , Mullinix is now working with dealers in Alaska, Idaho, Montana, Oregon and Washington . “We’re pleased to welcome Randy to NPA,” added VP of Sales Mike Murray “His experience and strategic insight will help dealers better utilize NPA for managing their pre-owned inventory.”
THROTTLE SOCIETY
The Whole Is Greater Than The Sum Of Its Parts
Throttle Society, born from the heritage of Schiets Motorsports and Fox Cycle Works, is the Midwest’s premier powersports destination. This merger brings together decades of experience, two loyal customer bases, and one big goal: to create the ultimate destination for everything on two, three or four wheels. From motorcycles and side-by-sides to service, Throttle Society is where the ride begins and the community thrives… confirming the fact that the whole truly is greater than the sum of its parts.
“Fox Cycle Works has always been about the people as much as the bikes,” says Dane Fox, Partner Owner at Throttle Society. “Joining forces with Schiets Motorsports allows us to take everything we’ve built with our community and expand it. Throttle Society gives us a place where riders don’t just buy bikes, they belong.”
The crew from Scheits’ concurs. “Schiets Motorsports has been part of this area for generations, and that history matters,” adds Nathan Pfeiffer, Partner Owner and General Manager. “Throttle Society lets us carry that legacy forward while creating something new. A space that connects riders, families, and friends from across our communities.”
“We’re more than a dealership… We’re a destination for a passionate community,” explains Anna Schmidt, Social Media Marketing Manager for Throttle Society. “We’re a hallowed destination where riders connect, shop, and dream of their next adventure.”
BETTER TOGETHER
Throttle Society is the fusion of two local landmarks. “For decades, riders in the Midwest have trusted two names: Fox Cycle Works and Schiets Motorsports,” notes Schmidt. “Each built its reputation mile by mile. Fox with its roots in community rides and custom culture, Schiets with its powerhouse selection and expert service. Both stood for passion, trust, and the pure joy of two wheels… and four.”
In 2025, these two legacies came together, resulting in Throttle Society, a place where heritage meets horsepower and every rider belongs. “We didn’t just merge businesses, we combined histories, expertise, and communities to create something larger: the Midwest’s premier powersports destination!”
Throttle Society has opened its doors at a brand-new location: in Fremont, Ohio. The new 60,000+ sq./ ft. space offers an expanded showroom, improved service bays, a customer lounge, and an upgraded retail experience designed to bring the entire riding community together.
TO SUM IT UP…
Throttle Society is more than a dealership. It’s a gathering place. A hub where stories are swapped, friendships are forged, and adventures are planned. It’s where first-time riders find their footing, and seasoned veterans find their next thrill. Backed by decades of trust, powered by the largest selection in the Midwest, and fueled by a relentless passion for the ride.
Throttle Society has already hosted a variety of events to soft-launch the superstore over the winter. But the big plan is for their grand opening event at the end of May this year. In the meantime, the message is:
Ride more. Belong to something greater.
ABOUT THROTTLE SOCIETY
Formed in 2025 from the merger of Schiets Motorsports and Fox Cycle Works, Throttle Society is Northwest Ohio’s hub for all things powersports. The dealership carries top brands in motorcycles including a large selection of pre-owned Harley-Davidsons, ATVs and side-by-sides, plus certified service, parts and apparel. With deep local roots and a passion for the ride, Throttle Society isn’t just a dealership, it’s a hallowed destination where riders connect, shop, and dream of their next adventure.
Throttle Society
1316 Oak Harbor Road Fremont, OH 43420
www.ThrottleSociety.com
TEXA software guides repair technicians through all the diagnostic phases. Motorcycles, Dirtbikes, e-Bikes, Snow Mobiles, ATV / UTV, Personal Watercraft
Dealers are our most important partners, and we will judge our business based on the success of our dealers,” explains new Indian CEO Mike Kennedy. Indian Motorcycle’s future will be built alongside its global dealer network. The company is committed to delivering the number one dealer experience in the industry –partnerships built on trust through transparency.
“We intend to be extremely collaborative with our dealers, actively listening to their feedback and incorporating it into our planning and decision-making, not only in terms of dealer operations, but also product development and marketing.” Kennedy’s remarks came on February 2, 2026, as the previously announced ownership acquisition agreement between Carolwood LP and Polaris Inc. officially closed.
The finalized acquisition agreement includes approximately 900 employees that now transition to become part of the new Indian Motorcycle Company. Indian Motorcycle will base all manufacturing out of the company’s existing facilities in Spirit Lake, Iowa, and Monticello, Minnesota. It will also continue some of its industrial design, technology and product development out of its existing research and development centers in Burgdorf, Switzerland, and Wyoming, MN. Sales, service and support for Indian Motorcycle dealers and customers
will continue seamlessly under new ownership and leadership.
As this issue was going live, word broke that Indian had also reserved space in the Twin Cities area for a new global headquarters. Another positive sign that Indian is focused on the U.S. (See the sidebar for some of the preliminary details).
“America’s first motorcycle company will put America first,” concludes Kennedy. “Our brand and business will be grounded in our American identity and more importantly, American manufacturing. ‘Built in America’ is not a slogan. It’s a competitive advantage, and we intend to use it.”
THE NEW INDIAN
Dealernews had a chance to speak one-on-one with Kennedy just before Daytona Bike week where the new Indian Wrecking Crew will return to racing (see sidebar). Well, that was the plan… A couple scheduling and technical glitches put the kibosh on the planned video segment and we went with an old fashioned phone call! Of course Mike had a good excuse…
You’re going to love my excuse for being late! I spent the day at our dealership in Rogers, Minnesota, Twin Cities Indian so I know you love all that. My two favorite parts of
this business — well, when I’m on the bike that is — are when I’m in a dealership or I’m on the plant floor. I hate sitting behind my desk! So today, I was at a dealership all day, it was fantastic and energizing! We talked about everything from licensing to performance parts — and everything in between. I even took a picture for the first time as the Indian CEO with a new bike buyer. A lady upgraded from a 750 Shadow. So it’s been a great day. Anyway, I apologize for being late. Looking forward to talking to you.
Well, that’s the best excuse of all time, and I agree that other than getting to ride, hanging out with the dealers and seeing factories are definitely the best parts of the job! Speaking of good stuff, we just saw the launch of the Vintage at the Motor Bike Expo in Verona, Italy and closer to home, you had a chance to attend AIMExpo. What are your thoughts?
The positive reception at the Verona show was certainly appreciated. We have a great distributor in Italy and look forward to working with them. I was also super impressed with AIMExpo. I thought AIME felt healthier and more alive than I’ve ever experienced. I thought it was really good… and a great way to kick off the new year.
So what happens now that you’re a standalone company? Does that mean that you’ve got to go back and apply for membership to MIC and buy booth space at AIMExpo, separate from the Polaris umbrella?
Good question. We will become members of MIC because of our volume of motorcycle sales. Polaris will do their thing. They’re going to continue to be a member of MIC because of Slingshot and ROHVA for off-road, but Indian Motorcycle is officially on board with MIC.
That is awesome and it opens up opportunities for working with AMA and the National Powersports Dealer Association.
Listen, I’m a huge NPDA supporter and fan, and think it’s the right thing for our business. I’ll work with the team to see what we can do to encourage our dealers to participate. I’m pro dealer. Most Harley dealers know that I’m pro dealer. It’s probably the reason why I got separated from that other company…
The message that we shared with our new owners in Los Angeles was pretty simple: We have a great brand! Carrolwood, our new owners, admit they’re not motorcycle people… That’s why I’m here. They had the insight and the confidence to bring in an industry expert… thank the guys at Carrolwood, because they called me. They made that decision, but I feel like I’ve been working 35 years just to kind of get prepared for this moment. With all my time at Harley and a little bit of time at BRP before that, I’ve got the OEM perspective. It was fascinating to go to Vance & Hines after the OEMs because when you look at the motorcycle industry through the aftermarket lens, it looks like an entirely different place than when you look at it through the OEM lens. So I think I can, I think I can empathize with the aftermarket on the challenges they’re dealing with. The aftermarket is very important to our riders, so it’s going to be a big piece of our future.
And then, of course, my time at RumbleOn was fantastic. I’m not a retailer. I’ve never claimed to be one, but I think Bill (Coulter) and Mark (Tkach) wanted me to come to RumbleOn because of my history with them. I’ve learned a ton over the last 35 years from some of the best minds in our business — most of those people are dealers — but a lot of good corporate leaders and certainly some really successful entrepreneurs like Terry Vance and Mark Tkach & Bill Coulter have been tremendous. I feel totally blessed to work with the industry leaders I have. I also feel honored and humbled to take the bars of America’s first motorcycle company. Here we are celebrating 125 years.
So what have you been telling your dealers about this transition?
I told the dealers, “listen, we’ve got big plans to get really serious, way more serious than what you’ve experienced over the last five to seven years under previous ownership. We are going to focus on the cruiser and touring segments. That’s going to be our focus.” And how are we going to do that? The strategies are really clear, and they make a lot of sense. Our brand is super important. We have a very special brand, and that brand means a lot in the categories we’re going to compete in. We’re going to lean into our heritage, our DNA, our styling. Not “me too” products, not copycat products, our products, our brand and our company that’s really key…
As is US manufacturing. We’re doubling down on US manufacturing. We are going to compete globally from Minnesota and Iowa. I’m proud and excited to say that we’ve got a team with so much talent in this area. We are so blessed.
Lastly, and arguably most importantly, we’re going to do this with our dealers. We are going to have the best relationship with our dealers versus any other OEM. Let me explain how we’re going to do that. And then let me explain why we’re going to do that. First off, how we’re going to have the best relationship. We’re going to build a relationship on trust, through transparency. I don’t think we’re going to agree with dealers all the time, but when we disagree, I commit to investing in understanding why we disagree, and I commit to making sure the dealers understand why we decide what we decide. I need the dealers. I’m not a retailer. The dealer delivers the experience, the dealer supports the rider experience.
We’re going to judge our success on our dealer’s success Period. End of report. That’s the way it’s got to be. That’s the only way I know how to do it. And so now let’s talk about why we’re going to do that.
We’re not doing that because we want to be liked. We’re doing that because I recognize the power of 600 dealers around the world believing that their OEM has their back. That is so powerful, I would argue that’s more powerful than me giving the marketing department $10 million more to spend on advertising and marketing activity. So that’s, it in a nutshell.
That is absolutely phenomenal that you see it through that lens. And as you’ve said, you have 35 years of becoming the perfect guy to take the reins at this time. What happens with the existing dealer agreements now, do they grandfather in, or are you going to have to go back through now that you’re a standalone entity and hammer out each one of those contracts all over?
Nope! It’s seamless. Complete continuity. The agreements transfer over to the new company. Listen, there was a ton of work for a solid six months to ensure that there was parts flow, continuity, retail performance, continuity, production continuity, and delivery continuity from Polaris over to the new company. I’m happy to say the whole thing switched over this last weekend. And I mean, listen, there’s some small issues here and there, but overall, it was a very successful transition. The team did a really good job.
And with manufacturing there in Spirit Lake, you’re going to transition the experienced workers and everything over. Does Polaris still have a stake in the real estate or some of the infrastructure?
So the new company purchased the Spirit Lake facility… that’s going to be our main production motorcycle assembly operation. By the way, if you’ve never been I extend an open invite to please stop by. I’d love to give you a tour. It is a beautiful motorcycle manufacturing environment…
I‘ll be there next week!
As part of the deal, we also purchased an operation in Monticello, Minnesota, which is just a little bit northwest of Minneapolis, that is our aluminum casting and milling operation. So that’s where the engines for Indian motorcycles get birthed. So those two operations came along with us, and then the Bergdorf facility in Switzerland came with us as well. We do have a shared services agreement with Polaris for our remaining engineering team up in Wyoming, Minnesota. So that’s kind of the footprint of the new company. Now, over the next six to eight months, there’s a ton of work that still needs to be done to transfer our engine assembly line from Osceola, Wisconsin, down to Spirit Lake, Iowa, and then certain assets from both the Vietnam facility, as well as the Poland facility, will move to Spirit Lake Iowa. So about the fall, early winter of this year, we will be 100% manufacturing assembly in Spirit Lake, Iowa, as well as Monticello, Minnesota.
That is so awesome, and should help eliminate some of the tariff concerns…
We still have some tariff headwinds at the component level, so we still have to deal with that, like a lot of other people. More importantly, it simplifies our manufacturing footprint. We have ample capacity in Spirit Lake and we’ve got an incredible team in Iowa. What I love about Spirit Lake is its great balance between automation, AI, technology as well as great human beings, great Americans — both team together at America’s first motorcycle company. So it’s a great balance and a great blend.
You’ve got one more advantage, having been with Vance & Hines, you and Terry are ready to race!
I’m super excited about that Robin. Imagine being Terry Vance and getting the phone call from me around the first of October. I got permission from Polaris and from the Goldman Sachs banker to reach out to Terry and bring him under the tent. Terry said okay, tell me more, so I told him “Terry, we need to be in Daytona.” Man, that’s asking a lot. It’s October! But next thing you know, Terry is all in and laid out a 100-day plan. The world is not going to believe what they see in these Vance & Hines-built Challengers. Most guys would have just hung the phone up on me in October.
I told the guys at S&S this was not aimed to be a negative reflection on S&S at all. This was more about me having a 28-year relationship with Terry Vance and his organization. We have fought at the racetrack together. We have cried at the racetrack together, and we have
laughed and enjoyed the leadership together. So he was the natural call and the natural partner. But I’m really excited because Carolwood embraced it. They said, “Let’s go for a multi-year agreement.” My expectation is that we have a really good relationship between Vance & Hines Motorsports and Indian, and we do much more than just race… but let me be clear, the first priority of order is to show up at the race track and kick some butt!
Given Vance & Hines partnership and their history with flat track do we maybe see a return of the FTR and AFT racing?
Probably not. I’m always careful to never say never, but I love the clarity from the showroom to the racetrack with King of the Baggers. I don’t want to bite off too much by trying to do everything and then not advance the ball where we need it. In the immediate short term, the focus is going to be Baggers… we’ll see what the next chapter brings later.
Anything else that we need to get to the dealers first, you’ve always been approachable to those dealers who know you from your Harley days and the aftermarket guys who dealt with you at Vance & Hines... maybe too approachable?
A dealer called me over the weekend with some questions and one of my new teammates commented “how did they call you?” I said, I think everybody in the motorcycle business has my cell phone number! But I always want to talk to dealers. In the meetings with Carolwood, we talked about the need to add more dealers. And the words I use
are that we want to “expand and protect” our dealer base. The last thing we want for our rider community and our current dealer network is to create churn amongst our dealer network. So we want to protect the existing dealers we have. That being said, we do have a fair amount of open markets in the United States and abroad.
We’re okay competing in a multi-line showroom environment… sure we love being exclusive in a dealer like Lloyd’s northwest of the Twin Cities. I mean, I love that! But I’m not concerned at all about going into a multiline showroom and competing. We know our product, we know our brand, we know our support.
One other thing that people don’t really understand quite yet is that as good as Polaris is — and it is a great organization — it is massive! Polaris is a $10 billion company with 12,000 employees, and Indian was 7% or 8% of their business, it is hard to bring 100% energy level to that 7%. Now fast forward to today. We’re a 900 employee, $500 million company, singularly focused on motorcycles. You think, act and decide differently about that business when you’re in that focused environment versus the former environment. And again, it’s not to take anything away from Polaris at all. They’ve done great work here. They’ve invested handsomely in the technology, in the product line, in the production engineering capabilities, in the brand, and in the dealer network. We’re incredibly blessed to have what we have. But this is a different company, and I don’t think anyone totally realizes what that means in terms of the energy we’re going to bring to the motorcycle business.
INDIAN GETS GLOBAL HQ
New Headquarters Marks Next Chapter
Confirming its position as a standalone company, Indian Motorcycle announced the signing of a seven-year lease for its new global headquarters at Golden Valley Building II in Golden Valley, Minnesota. The new 37,832-square-foot facility represents a significant milestone for the company according to CEO Mike Kennedy.
“This new global headquarters represents an exciting next step for Indian Motorcycle, Kennedy says. “As we begin this new chapter, we are proud to remain in Minnesota — a state that has played an important role in our journey — and to continue building a future focused on innovation, growth, and delivering exceptional products to riders around the world.”
The new headquarters will serve as a central hub for global leadership, operations, and brand development, with integrated industrial space that supports product development, prototyping, and operational alignment — enabling greater vertical integration across key
functions of the business. The facility reinforces Indian Motorcycle’s commitment to the Twin Cities and its continued investment in talent, innovation, and the regional community.
“Establishing Indian Motorcycle’s global headquarters in Minnesota reflects both the strength of the organization and its long-term strategic direction,” adds Andrew Shanfeld, Partner at Carolwood LP. “This investment positions the company for continued growth while reinforcing its deep connection to the region and its talented workforce.”
“Indian Motorcycle is an iconic American brand, and we are thrilled they chose to remain and reinvest in the Twin Cities market,” said Erin Fitzgerald, Founder and CEO of Willow Peak. “This headquarters reflects a forwardlooking commitment to innovation, talent, and long-term growth in the region. It was a privilege to support Indian through a strategic and thoughtful site selection process, and we are proud to help companies make real estate decisions that strengthen both their business and the communities they operate in.”
INDIAN WRECKING CREW RACES INTO DAYTONA!
Indian Motorcycle may have new ownership, but the old fire to win remains. The new Chief Executive Officer has committed to winning even before he is officially on the job! “Indian Motorcycle is entering a new era in its historic journey in 2026, and the first place we plan to prove it is on the racetrack,” proclaims incoming Indian CEO Mike Kennedy. “This partnership is a reminder of what American performance looks like when you refuse to back down.”
America’s First Motorcycle Company has taken a bold first step toward the future by announcing a multiyear agreement with Vance & Hines Motorsports. This
partnership combines the unparalleled history and innovation of America’s first motorcycle company with the performance and race craft expertise of the motorcycle industry’s most respected aftermarket provider, claims Kennedy. “As the leading aftermarket supplier for V-Twin performance, with nearly 50 years of innovation and racing success, Vance & Hines is the ideal partner to drive the next era of Indian Motorcycle racing, and we couldn’t be more excited to get started.”
This strategic partnership brings 150 years of combined racing history and success. Indian Motorcycle was founded on racing in 1901 and forged a legacy of domination on the track that has carried the brand for more than a century. Since 1979, Vance & Hines has carved a racing legacy of its own, running successful race programs and capturing championships in roadracing, flat track and drag racing for Ducati, Suzuki, Yamaha and Harley-Davidson.
“Indian Motorcycle is legendary. A brand built through racing, and over the past decade it’s been a fierce competitor that has pushed us to innovate both on and off the track,” adds Terry Vance, Co-Founder & Owner of Vance & Hines Motorsports. “Right out of the box, the Indian Challenger, and its liquid-cooled PowerPlus engine bring a high-performance, reliable machine that’s capable of winning every time it lines up on the grid. Having witnessed its capabilities since the inception of the class, we’re thrilled to continue the development of this dynamic platform in partnership with Indian Motorcycle, as we push for another MotoAmerica King of the Baggers championship in 2026.”
The partnership commences with Vance & Hines spearheading the Indian Motorcycle-Vance & Hines factory racing program in the 2026 MotoAmerica King of the Baggers series. With an all-new Indian Motorcycle Wrecking Crew, including 2024 Champion Troy Herfoss, 2023 King of the Baggers Champion Hayden Gillim, and rising star Rocco Landers, the Indian Motorcycle-Vance & Hines factory racing team enters 2026 with a singular goal: dominating the 2026 King of the Baggers series!
AMA DEALER-LEVEL MEMBER BENEFITS
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
KYMCO GOES DOWNTOWN
Urban Practicality Redefined
Spring thaw means it is almost time to scoot!
KYMCO USA has the holeshot on the 2026 riding season with the launch of the Downtown GT 125i. Billed as a “premium sport-commuter scooter” the Downtown has been engineered to redefine what riders expect from the 125cc commuter class.
“Think of it as premium performance meets urban practicality,” suggests KYMCO USA Marketing Manager Abigail Garvin. And add “affordability” into the equation with an MSRP under $5K. Despite the price point, capability has not been compromised: Anti-Lock Braking System (ABS) and Traction Control System (TCS) combine male Downtown capable as well as affordable.
Designed for modern urban commuters who want more from their daily ride, the Downtown GT 125i delivers class-leading features, advanced safety technology, and refined styling, without the complexity or cost of larger displacement vehicles.
Available in Starry Night Blue, Flat Brown or Black, the Downtown GT 125i sets a new benchmark in the 125cc category with features rarely seen in its class, including:
• CVT transmission with Traction Control System (TCS)
• Anti-Lock Braking System (ABS)
• Large TFT dashboard
• Full LED lighting
• Large underseat storage
Garvin says this combination of performance and innovation positions the Downtown GT 125i as one of the most technologically advanced scooters in its segment.
For riders navigating city streets, commuting to the office, or seeking an efficient alternative to a car, the Downtown GT 125i offers lightweight maneuverability, comfortable ergonomics for daily riding, confident handling and braking, and premium styling that stands apart from traditional entry-level scooters.
The Downtown GT 125i is now arriving at authorized KYMCO USA dealers nationwide with a starting MSRP of $4,999. And KYMCO’s two-year limited warranty comes standard.
Interested in becoming a KYMCO dealer? Click here: kymcousa.com/dealers/become-a-dealer
Dealernews Research
By Don Musick
IT’S A BIRD, IT’S A PLANE, IT’s… Part III
KISSING COUSINS
Although advancements in hang glider and paraglider technology evolved in tandem, paramotors didn’t appear until the early 1990’s. Even so, paramotor lineage is easily traced back to their paraglider cousins, which is why they’re referred to as PPGs (powered paragliders). And, while PG and PPG wings share similar designs, PPG construction is substantially more robust in order to handle the additional load from the motor, frame and fuel (typically ~55-70 lbs.). Both PG and PPG wings are similar in weight (11-15 and 14-16 lbs. respectively) but paramotor wings are more heavily reinforced and have thicker (stronger) control lines. Fundamentally, PG wings are designed to maximize time in the air
without power, while a PPG wing is designed for stability and speed under continuous thrust. This difference can be seen in the lower glide ratios of PPGs vs PGs (~5-7:1 vs 10:1+). Not surprisingly, the major manufacturers of both PG and PPG wings are the same.
The market leaders, their countries of origin and estimated market shares are: Dudek Paragliders (Poland-25%), Ozone Paragliders (France/New Zealand-11%), Niviuk (Spain-10.5%) and Gin Gliders (South Korea-n/a). Other manufacturers include APCO Aviation (Israel), MAC PARA (Czech Republic), and ITV (France).
Another significant difference between PPGs and PGs is the construction of the pilot’s harness. With paragliders, the harness is the sole point of contact between the pilot and wing. A typical harness is lightweight (5-11 lbs.) and is engineered to maximize the pilot’s sensory connection with the glider. Weighing in slightly heavier at 7-12 lbs., paramotor harnesses act as an interface between pilot and frame and not as the primary connection to the wing. The harness structure itself is often padded and reinforced to manage the vibration and weight of the motor during launch. The companies that specialize in harness manufacturing and their countries of origin include: Dudek Paragliders (Poland), APCO Aviation (Israel), Supair (France), Kortel Design (France) and NEO (France). Note that these manufacturers’ harnesses are frequently rebranded by other suppliers.
Despite similarities in the canopy and harness, the paramotor’s rigid chassis is unique and consists of the main components illustrated below.
• Main Frame: The central structure (often made of aluminum, titanium, or carbon fiber) that holds all other components and is strapped to the pilot’s back.
• Engine Mount: The rigid connection point where the engine is bolted to the main frame.
• Propeller Cage: The protective hoop structure that encircles the propeller. Usually modular, it breaks down into multiple parts for easy transport.
• Netting: The strong mesh material stretched across the cage spars to prevent foreign objects (e.g. risers, lines, or hands) from entering the propeller area.
• Fuel Tank: Typically mounted either on the back plate of the frame or underneath the pilot’s seat. Note that batteries are placed in this location for electric paramotors.
• Swing Arms or J-Bars: These are the movable arms that connect the pilot’s harness to the frame and provide the high or low attachment points for the paraglider risers (lines).
The major paramotor frame manufacturers, countries of origin and estimated market shares are as follows: Parajet (UK,7-22%), BlackHawk Paramotors (USA, 7-18%), Fresh Breeze (Germany, 8-10%), Nirvana Paramotors (Czech Republic, 8%), Air Conception (France, 4-6%), Miniplane (Italy, 4-5%) and Scout Paramotors (Slovakia, n/a).
That pretty well sums up everything except for the most important component… the “motor” part of paramotor.
THE WIND BENEATH YOUR WING
“For every action there is an equal and opposite reaction”… Newton’s 3rd law. That’s the job of the “motor” part of paramotor. Or more correctly, it’s the job of the propeller that the motor spins. Paramotor props are fixed-pitch, usually with 2-blades (but sometimes 3) that can be made of wood, carbon fiber or fiberglass composite. Prop diameters are typically 43”-55” and can be of single part or multi-part construction (for portability). Images of each type are shown on the following page (wood 1 pc, carbon fiber 2 pcs, and 3 pcs).
Continued on page 36
Note that while wood props are made by a variety of smaller manufacturers, the dominant players in carbon fiber construction are Helix and E-Props Both manufacturers offer props suitable for electric paramotors (more on that later), but Open PPG specializes in their fabrication.
Instead of connecting directly to the engine’s crankshaft, the propeller is bolted to the output shaft flange of a reduction drive. The reduction
drive (belt or gear driven) serves to optimize engine and propeller speeds while increasing torque. Typical reduction ratios range from 1:2.6 – 1:4.0 depending on engine output. As a safety measure, some paramotor engine designs also include a centrifugal clutch between the output shaft and propeller to prevent it from spinning at idle. However, there are pros and cons regarding the use of clutches and the potential for tangling the lines or canopy in the prop during launch.
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
JANUARY AWP IN REVIEW
Momentum Builds Beneath the Surface January opened 2026 with encouraging signals across the powersports landscape. While the broader economic backdrop remains mixed, consumer sentiment and dealer confidence have improved as interest rates and inflation pressures ease. Importantly, pre-owned demand remains a focal point of customer interest, offering a value-oriented entry point as riders look ahead to the thawing spring season. Overall, newunit inventory levels, according to DMS data, continue to improve, with UTV volumes 5-7% lower than this time last year. The continued progress in non-current inventory is a solid sign of improving dealer health and OEM support, as we move into a period of improved pricing and demand.
January Market Results
2026 is off and running with Average Wholesale Price (AWP) up in most major segments. Domestic Cruisers posted a 5.2% year-over-year (YoY) increase and surged 13.3% versus the prior 90-day average, underscoring a strong seasonal inflection early in 2026. Metric Cruisers followed suit, rising 8.8% YoY and 8.7% sequentially, while Sport bikes remained relatively flat YoY, but still advanced 2.5% on a near-term basis. Off-road pricing trended slightly softer with ATV values declining 7.2% YoY and 8.2% versus the prior 90 days, and Side-by-Side pricing up modestly YoY but down slightly by -2.1% on a short-term basis. Larger asset categories like Marine and RV reflected bigger nearterm gains, with some volatility in the YoY stats. Overall, January pricing patterns align with historical norms, but at slightly stronger levels, reinforcing the narrative that wholesale values are firming up as the industry moves into the peak selling months.
Looking Ahead: Positioning for Spring
As the industry moves deeper into spring, historical data suggests wholesale pricing and retail activity should continue climbing as we approach May. While newunit stock remains elevated, the improving inventory metrics—especially in Side-by-Side and off-road categories—greatly reduce the strain on dealer liquidity that impacted wholesale values throughout much of 2024 and 2025. For dealers, the playbook remains consistent but increasingly proactive: prioritize proper acquisition vs bulk buying, manage aged inventory strategically, and prepare for improving turns rather than chasing big margins. Spring values have a tendency to ease the pain of improper procurement, so use them to your advantage and use the auction to move through aged product. January’s data confirms that the market is no longer in reset mode—it is rebuilding.
www.npauctions.com/cp/npa-market-report
‘26 VS.
JANUARY
SEPTEMBER 19-21, 2026
HILTON COLUMBUS DOWNTOWN
THE ALPHABET SOUP THAT COULD KILL YOUR DEALERSHIP
Why Every Motorcycle Dealer Must Learn A New Language — Now!
By David Gatti
Picture this: A 23-year-old rider in your city has just decided he wants his first motorcycle. He has $12,000 burning a hole in his savings account. He knows he wants something sporty, manageable for a newer rider, and under 600cc. In the old days — say, three years ago — he would have Googled “beginner sportbikes near me,” scrolled through a few dealer websites, maybe clicked on an ad or two, and walked through your door.
Today? He opens ChatGPT or asks Perplexity AI “What’s the best beginner sportbike under 600cc for a 5’8” guy, and what should I expect to pay out the door?” Within seconds, he has a ranked list, a comparison of the Honda CBR300R versus the Kawasaki Ninja 400, average dealer markup data, financing tips and gear recommendations — all synthesized into a clean, conversational answer with no ads, no pop-ups, and no need to click-through to a single dealer website.
Your website? He never saw it. Your inventory? Invisible. Your reputation? Didn’t come up. Your dealership may as well not exist.
This is not a hypothetical future. This is happening right now — and it is the single most important reason your website traffic has fallen off a cliff. If you’ve been staring at your analytics and wondering why sessions are down 20%, 30%, even 40% compared to two years ago, you now have your answer. The search world has fundamentally changed, and most motorcycle dealers have no idea it’s even happened — let alone that there is a new vocabulary they must master to survive it.
The Old World Vs. The New World of Search
For two decades, Search Engine Optimization — SEO — was the holy grail of digital marketing. Dealers optimized their websites with the right keywords, earned backlinks, built Google Business profiles and climbed the rankings on the search engine results page, a.k.a. SERP. The game was straightforward: rank high on Google, get clicks, get customers.
However that world is eroding fast. The new world is powered by Large Language Models — LLMs — the artificial intelligence engines behind ChatGPT (OpenAI), Gemini (Google), Copilot (Microsoft), Perplexity AI and a growing wave of other tools. These are not search engines in any traditional sense. They don’t return a list of ten blue links. They synthesize information from across the web and deliver a single, confident, conversational answer. No clicking. No browsing. No dealer websites.
The implications for dealerships are staggering. And the first step toward adapting is simply knowing the language.
Your New Glossary: Terms Every Dealer Must Know LLM — Large Language Model:
An LLM is the AI brain behind tools like ChatGPT, Google’s Gemini and Perplexity. It has been trained on an enormous portion of the Internet and can understand and generate human language with remarkable fluency. When your potential customer asks it a question, it doesn’t search for pages — it generates an answer based on what it has already learned, combined in some tools with real-time web access. The critical thing to understand: if your dealership’s information, reputation, and expertise have not been absorbed into the fabric of what these models know, you effectively do not exist to the customers using them.
GEO
— Generative Engine Optimization:
GEO is the emerging discipline of optimizing your digital presence not for traditional search engines, but for AI-powered generative engines. Think of it as SEO’s next evolution — except the rules are almost entirely different. Where SEO was about keywords, backlinks and page rankings, GEO is about authority, expertise, structured data and being cited as a credible source in the content that LLMs learn from. A dealer who
masters GEO will show up when an AI recommends local experts, top-rated service centers, or trustworthy places to buy a specific brand of bike. A dealer who ignores it will not.
AI Overviews And Zero-Click Search
Even Google — the platform dealers have relied on for 20 years — has changed the game on them. Google now displays “AI Overviews” at the top of many search results: AI-generated summaries that answer the user’s question without requiring them to click anything. This phenomenon is called zero-click search, and it is demolishing traditional website traffic metrics across every industry. Studies across multiple sectors have shown organic click-through rates plummeting as AI Overviews capture the answer at the top of the page. Dealers who built their entire digital strategy around Google traffic are watching their numbers collapse and don’t know why.
AEO — Answer Engine Optimization
Closely related to GEO, Answer Engine Optimization is the practice of structuring your content so that AI engines pull from it when assembling answers. If a customer asks Perplexity AI “Who are the most reputable Harley-Davidson dealers in [your state]?” — you want to be the answer. AEO means writing content that directly answers common customer questions, using structured data markup so AI systems can parse your pages clearly, and building the kind of authoritative reputation online that makes AI tools treat you as a trusted source.
RAG — Retrieval-Augmented Generation
This one sounds deeply technical, but the concept is important for dealers to grasp. Some AI tools,
instead of relying purely on pre-trained knowledge, actively retrieve information from the web in real time before generating their answer. This is called Retrieval-Augmented Generation. For dealers, this is both a challenge and an opportunity: if your website has current, accurate, well-structured content about your inventory, service specials, brand expertise, and customer reviews, a RAG-powered AI tool may pull from it directly when answering a customer’s question. Fresh, authoritative content matters now more than ever — not for humans reading it, but for AI systems consuming it.
Training Data And Your Digital Footprint
LLMs are built on training data — the massive collections of web content, articles, reviews, and forum posts they were trained on. Your dealership’s digital footprint — every review, every article mentioning you, every forum post where your service team helped a rider, every blog you published — is either part of that training data… or it isn’t. Dealers who have invested in content marketing, community engagement, and reputation management over the years have an advantage here. Those who built a thin website with nothing but inventory listings are essentially invisible to AI systems.
Continued on page 42
Prompt and Query Intent
When a customer types a question into ChatGPT, that question is called a prompt. Understanding query intent — the underlying need behind any question — has always mattered in SEO. But AI systems are dramatically better at interpreting intent than traditional keyword matching. A customer who types “what bike should I buy if I mostly commute but want to do weekend canyon runs” will get a sophisticated, intent-aware answer from an LLM. Dealers whose content speaks to real customer scenarios — not just product specs — are the ones whose expertise gets absorbed and reflected back by these systems.
The Generation That Will Define Your Future
Let’s be honest about something uncomfortable: the 18-to-35-year-old rider entering the market right now has a fundamentally different relationship with information than the customers who bought bikes from you ten years ago. They grew up with smartphones, were shaped by social media, and have spent the last two-plus years watching AI tools transform how they research everything from travel destinations to medical symptoms to — yes — motorcycles.
Many of them have a visceral preference for researching without human interaction. Not because they’re antisocial, but because they’ve been burned. They know that the moment they walk into a dealership, the sales process begins. They lose control of the conversation. They face pressure. They may not know enough to push back. AI solves this for them. They can ask ChatGPT the same question ten different ways. They can ask it to explain dealer invoice pricing, tell them what to watch out for in an F&I office, explain the difference between a manufacturer warranty and an extended service agreement, and describe exactly what a PDI fee is and whether it’s negotiable — all before they ever set foot on your floor.
When they finally do come in — if they come in — they are among the most informed customers you will ever face. And if your dealership wasn’t part of the AI-mediated conversation that shaped their opinion before they arrived, you’re already starting from behind.
More alarming still: a growing segment of this generation may never come in at all. Online motorcycle retailers, peer-to-peer platforms, and factory-direct initiatives are expanding. If an AI tool recommends an online option and your dealership never entered the conversation, you’ve lost a customer you never even knew was there.
What Dealers Must Do — Starting Today
The good news is that the dealers who act now have a meaningful first-mover advantage. The AI search landscape is still being formed. The content ecosystems that will train future LLMs are still being built. You have a window — but it is not wide and it will not be open forever.
Start by auditing your content. Does your website contain real, substantive answers to the questions your customers are actually asking? Not keyword-stuffed product pages, but genuine expertise: comparison guides, riding style assessments, maintenance education, financing breakdowns, brand-specific knowledge built from years in the business. This is the content AI systems learn from and cite.
Next, attack your review ecosystem aggressively. Reviews on Google, Yelp, and manufacturer-specific platforms are among the clearest signals AI tools use to assess local business credibility. If you have 47 Google reviews and your competitor has 340, the AI will present your competitor as the more established, trustworthy option. Make review generation a daily operational habit, not a quarterly afterthought.
Embrace structured data on your website. Work with your web provider to implement schema markup — technical code that helps AI and search systems understand exactly what your pages contain. Markup that identifies your business type, service offerings, inventory, hours, and location makes your site dramatically more parseable to both traditional search and AI-driven systems.
Invest in your off-site presence. Every mention of your dealership in a credible online publication, every forum thread where your expertise is cited, every manufacturer press release naming you a top dealer — all of it contributes to the digital footprint that AI systems draw from. PR, community involvement, and thought leadership are no longer just brand-building exercises. They are GEO strategy.
The Bottom Line: Learn The Language Or Lose The Customer
The motorcycle industry has weathered disruption before. The rise of the internet changed how customers researched bikes. The rise of social media changed how they discovered brands. Each time, the dealers who paid attention and adapted emerged stronger. The dealers who dismissed new platforms as fads watched their customer pipelines erode.
The shift to AI-powered search is not a fad. It is a structural transformation of how human beings find information and make purchasing decisions. The customers you are counting on to walk through your door over the next decade are already living in this new world. They are already asking ChatGPT which bike to buy. They are already letting Perplexity AI tell them which dealers in their region have the best service reputations. They are already bypassing your website entirely.
You cannot afford to remain fluent only in the old language. SEO, keywords, and Google rankings still matter — but they are no longer sufficient on their own. LLMs, GEO, AEO, RAG, zero-click search, query intent, training data, digital footprint: these are the terms your competitors are starting to learn. These are the forces already reshaping your traffic numbers.
The 23-year-old with $12,000 and a passion for riding is out there right now, having a conversation with an AI. The only question is whether your dealership is part of that conversation — or invisible to it!
Learn the vocabulary. Adapt the strategy. The road ahead belongs to those who understand what’s already changed.
CURRENTS+
MORE RED INK? LIVEWIRE Q4 FINANCIALS
According to Harley-Davidson, LiveWire ended 2025 as the #1 U.S. electric motorcycle in the on-road motorcycle market in terms of retail sales. Noting that Electric Motorcycle unit sales increased 61% over fourth quarter 2024, and revenue increasing 10%, LiveWire released their 4th quarter financials on February 10th. However Q4 consolidated operating loss was $7.5 million, or 30% compared to Q4 2024.
“We saw continued momentum in the fourth quarter, ending 2025 in the number one position in U.S. electric motorcycle on-road retail sales and delivered another company recordsetting quarter,” claims LiveWire CEO Karim Donnez. “Consolidated revenue units increased year over year with
over 22,000 units sold, a 16% increase over 2024, coupled with a prime focus on improving gross profit in the fourth quarter of 2025 along with a 44 percent improvement in free cash flow in 2025.”
Take that “consolidated units” statement with a grain of salt: LiveWire’s full year unit sales in 2025 were 653 units, up 7% over 612 in units in 2024, the balance is STACYC unit sales. The Company’s consolidated net loss was $75.1 million for the year ended 2025 as compared to $93.9 million in prior year driven by the segment results noted below, offset by a decrease of $11.1 million of non-operating income related to the change in fair value of the outstanding warrants as of December 31, 2025 and a decrease of $4.5 million in interest income as compared to prior year.
Electric Motorcycles unit sales increased by 7% for the full year 2025 compared to the prior year. This increase in volume was offset by increased incentives implemented to drive demand in the market, resulting in a decrease in revenue of $2.3 million compared to the prior year. Operating loss decreased by $31.7 million primarily driven by a $25.0 million reduction in selling, administrative and engineering expense from cost reduction activities, including decreases
STACYC
LiveWire Group, Inc. is comprised of two business segments: 1) STACYC – focused on the sale of electric balance bikes for kids, electric bikes, and related products. 2) Electric Motorcycles – focused on the sale of electric motorcycles and related products. According to the year-end financials STACYC sold 21,633 units in 2025, up 17% over 2024.
STACYC revenue increased in the fourth quarter of 2025 compared to 2024 by $0.2 million primarily driven by higher volumes. Operating income in the fourth quarter of 2025 resulted from higher margins on product mix and reduced selling, administrative, and engineering expenses compared
in people costs and other spending, compared to the prior year.
“We will look to continue this positive momentum into 2026 as we focus on enhancing profitability and launching the S4 Honcho™ products,” concludes Donnez. For the full year 2026, The Motor Company expects LiveWire Group operating loss of $70 to $80 million.
to the fourth quarter of 2024.
STACYC revenue increased in the full year 2025 compared to 2024 by $1.3 million primarily driven by higher volumes. Operating loss decreased by $3.2 million resulting from higher gross margin primarily due to lower fulfillment costs and reduced selling, administrative, and engineering expense compared to 2024 primarily due to lower marketing spend.
Moving forward, STACYC has targeted the adult market: “The STACYC 20hDRIVE is the first STACYC bike built for adults, designed to bring families together on two wheels. Whether pedaling with assistance or twisting the throttle up to 20mph, the 20hDRIVE delivers the power, range, and convenience to help you ride longer and make more memories with your little ripper!”
Motivation for big kids comes from a 500W brushless hub motor, two STACYC 36V 6Ah batteries, and three speed modes. Plus, its proprietary aluminum frame is rated for riders up to 250 lbs.
Interested in helping “generate” the next generation of riders? STACYC dealer sign-up can be found here: stacyc.com/pages/dealer-inquiry-1
CURRENTS+
ZERO BOASTS RECORD YEAR
Despite EV mandates ending and moving operations to Europe, Zero Motorcycles says they delivered an 89% yearover-year increase in North American retail sales, in addition to 17% year-over-year increase in Europe and RoW retail sales. The growth is driven by sustained demand across core markets and the introduction of more accessible models with Zero’s new XB and XE. The company also notes the year ended with bang in North America, posting 491% growth in December 2025 retail sales compared to the same period in 2024.
To support this growth, the EV market share leader added to its global dealer footprint in general and North America in particular. “2025 was a defining year for Zero Motorcycles,” states Pierre-Martin Bos, CEO of Zero Motorcycles. “We expanded our global footprint, grew sales and welcomed more riders into electric mobility than ever before – clear proof that our products and vision continue to resonate worldwide.”
Retail sales of Zero’s full-size model lineup increased 28% with the X Line accounting for more than 30% of total sales in North America and 16% of total sales in EMEA and APAC. Designed to make electric motorcycles more accessible, the X Line continues to attract new riders and expand Zero Motorcycles’ presence across key global markets.
To support this growth, Zero expanded its global retail footprint in 2025, increasing the North American dealership count by 40% and bringing its total network to more than 250 locations worldwide. “Increasing the level and quality of customer access to sales and service while reinforcing Zero’s long-term growth strategy is a key driver of the successful expansion,” concludes Bos.
STARK EYES THE FUTURE…SEES SALES SURGE 200%
At the same time Zero was reporting record sales for 2025, Stark Future was seeing a 200% spike in January 2026 sales. “Tripling sales in a softer market underscores sustained demand for high-performance electric motorcycles and growing confidence among customers, dealers, suppliers and financial partners,” claims the EV OEM. The surge in sales was backed by podium performances on the track further validating Stark’s electric platform.
“January’s result of 3X growth YoY reflects healthy demand and the performance we’ve built into operations,” states Stark CEO & Founder Anton Wass. “In 2026, we’re focused on controlled growth, operational excellence and longterm platform innovation. We’re investing heavily in R&D in order to broaden our markets to the large street motorcycle categories. We’re also strengthening our supply chain to improve margins further and make the business more predictable and scalable for riders, dealers and stakeholders.”
Stark is also continuing its work on motorcycle-first cell formats and pack architecture for future platforms to enhance performance, range and cost. Meanwhile a multi-sourcing approach on strategic components has strengthened supply resilience, stabilized lead times and supported margin discipline as volumes scale, according to Wass.
To support the product roadmap and accelerate innovation, the company has approved a €36 million CAPEX program for motorcycle R&D in 2026, focused on street motorcycle platforms. Stark believes the greatest opportunity for future growth lies in developing the most advanced highperformance electric powertrains in the world, along with the test-and-measurement infrastructure required to take technologies from prototype to series production.
TRIBULATIONS FOR TRIALS BIKE
The Montesa RTL electric trials bike has been competing head-to-head with ICE bikes this season... with mixed results.
The seventh round of the 2026 X-Trial World Championship season saw the historic debut of Honda Montesa, the first
time an electric motorcycle has competed at the Palau Sant Jordi in its 49 editions. Factory development rider Miquel Gelabert, arrived at his “home” event eager to test himself in the indoor discipline, but faced a day of ups and downs.
“It was the first time an electric motorcycle had participated at the X-Trial Barcelona, and that’s very important because it’s a new project and Honda is very committed to electric motorcycles,” says Team Manager Carles Barneda. “Every step we take forward is another step for us and for continuing to make history.”
Unfortunately Gelabert completed the first lap with 23 penalty points, not enough to qualify directly for the final and meant he had to face “Qualy 2”. The start of the second round for the RTL Electric was almost perfect, as he had no penalty points in the first action zone, which put him in contention for a place in the final. But after 90 seconds of penalties, which were added to his final lap time, Gelabert achieved a time of 3:27.9, which left him out of the top positions.
In the end, the Catalan rider finished seventh on a day of learning for Honda Montesa. Despite all the difficulties, Honda’s new electric project was able to gather valuable information to continue evolving and improving for future challenges.
FOREST SERVICE TO HIRE LOCAL RECREATION STAFF
A Step In The Right Direction
By Don Amador
Akey Quiet Warrior Racing axiom is — “Access doesn’t maintain itself. Investing in field-level recreation staff is investing in the people who care for the land and serve the public every day.”
QWR applauds the U.S. Forest Service’s recent announcement they will hire up to 2,000 seasonal employees to strengthen recreation services. This is welcome news for OHV stakeholders, industry partners and agency professionals alike.
FOREST SERVICE ANNOUNCEMENT: www.fs.usda.gov/inside-fs/leadership/ strengthening-recreation-services-seasonahead
This is good news and it comes just at the right time. For years, QWR has emphasized that access to high quality outdoor recreation activities depends on a strong “boots on the ground” workforce. Trails, roads, and campgrounds require skilled and committed field staff to remain open, safe and sustainable.
This hiring initiative signals recognition that fieldlevel workforce capacity matters. It recognizes that seasonal recreation employees are essential to maintaining trail systems, repairing infrastructure, managing campgrounds, and supporting multipleuse access that drives rural economies.
While the announcement does not address broader budget or structural debates, it does move in a direction long supported by OHV advocates, industry leaders, volunteers and collaborative partners: ensuring that resources reach the local unit where public service is delivered. Even a journey of 1,000 miles has to begin with that first step in the right direction to poach Lao Tzu’s philosophy.
Now we all have to step up: Continued engagement and partnership between user groups, industry, and agency staff will be critical to maintaining this momentum and securing long-term support for recreation access and responsible land management.
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.
Northern Exposure
By Marq C. Smith
The Changing Face Of Trade Shows
Years ago, I arrived at the booth we had at the local motorcycle show… back when we still had local motorcycle shows on a regular basis. One of my staff members said that someone had just been looking for me.
I asked who? She said she didn’t get his name, but he had a white beard and a black leather jacket. I looked around; there were at least a hundred guys that I could see with white beards and black jackets!
Flash forward a couple decades and contrast that with the show that I just attended. Sure, there were still some white beard/black jacket combos, but not nearly as many as there were back in the day. Instead there were lots of Gen X, a few Gen Y, and even less Gen Z.
Many other things have changed our local bike show as well, and I’m quite concerned about the powersports industry as a whole. Honda and Yamaha had big booths, as usual. BMW and Harley Davidson also were there. As was Triumph. A Kawasaki booth had been erected and manned by a dealer, but his shop was 60 miles away, so I’m not sure how it worked out for him. Suzuki was not there. No KTM or Husky. No Royal Enfield, or Ducati, Moto Guzzi, etc. Even CFMoto, who seemed to be making strides in Canada, was not there.
Instead, there were two local multi-line dealers with large booths; selling units and all kinds of accessories. Talking to the dealer principals later, they told me that they did very well. So there is business to be done at a local show.
However, there were far fewer accessories companies with booths – also missing were the ancillary booths, the things that many of us want, but are not necessarily motorcycle centered. Think Sham-Wow, fishing gear, or leaf guards.
Our show used to be an energetic bazaar, with all kinds of things happening. Almost every square inch was filled, and the organizers always said that they could fill another 10,000 feet, at least. Not any more. So, what’s happening? For one, Gen Y and Z are not as enamored with motorcycles as us boomers were at our coming of age.
“You meet the nicest people on a Honda” – That was the ad campaign that changed everything. Soichiro Honda created a new form of transportation, and more importantly, a new market; those who really didn’t want the currently manufactured large displacement, loud
units that were popular here in the 50s. Everyone laughed when he expressed his sales targets, but he had the vision, the talent, and the team to make it happen. He almost single handedly changed the powersports industry.
This is what it is going to take to revitalize the industry; someone to take a bold step and find that niche that, somehow, we’ve all missed.
One of the local dealers who had opened his dealership in the 60s lamented that the environment that produced the Boomer sales increase will never be duplicated, as money is much tighter now than before, kids don’t see motorcycles as cool as they once did, and, oddly enough, that there weren’t the old air force bases around anymore that everyone would flock to and have impromptu (or even promptu) races. I had dozens of racer friends when I first started riding; now when you go to a shop, there are often employees who don’t know how to ride a bike, never mind race one.
Also, because of the cost of land, labour, ancillary costs and the floorplan you need, motorcycle shops are very seldom mom and pop stores run by a family in your local neighborhood. Now they are multi-line shops that do multi-million dollar sales every year. It’s difficult to purchase or open a shop, unless you have a million dollars, or more, in your bank account. And even that is no guarantee: witness all the mega-dollar Harley-Davidson dealerships closing at an alarming rate and leaving many customers without a local dealership.
I believe that we are at some sort of crossroads, or fork, in the road. It’s going to take some sort of visionary leader for us to get the market soaring again. Unfortunately I don’t see anyone who is there to step up to the batter’s box and make it happen.
I know that it’s going to take quite a jolt to get the industry going again, but I, for one, am ready.
Marq C. Smith has been involved in motorcycles since he was 17 years old. He worked for Canadian HarleyDavidson importer Trev Deeley as well as being the dealer principal for his dealership Western Powersports (not to be confused with the American Distributor Western Power Sports) for 21 years. He currently works at Holeshot Motorsports, in Langley, British Columbia, Canada. He taught rider safety courses for 10 years, and still is involved in making sure new riders get proper training. When he is not working in a dealership, he tours all over North America by motorcycle. He does plenty of dirtbiking and ATV riding as well. Famous Last Words: “I know you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.”
DEALERNEWS RIDES TO CHOPPER FEST
22nd Annual David Mann Chopper Fest
By Gus Stewart
While the Midwest was trying to dig out from major winter storms and dealers were left stranded in Louisville during freak blizzard that wreaked havoc on Drag Specialities/Parts Unlimited NVP, it was picture perfect riding weather in Southern California for the 22nd Annual David Mann Chopper Fest. On February 7, the Ventura County Fairgrounds played host to the iconic artist who defined the chopper movement. Builders, bands, bikes and even a tattoo convention were added to the blow-out!
But of particular interest for me was something special added to acknowledge the artwork of the “Mann” himself. For the first time ever in Ventura, Jacquie Mann’s private archives were on display. The opportunity to see early Dave Mann sketches, paintings, photos and even his personal painting supplies was reason in itself to ride up the coast… Dealernews deadlines be damned! My buddy James Crosby and I rode up, running into Mickey from Laidlaw and Klock Werks founder Brian Klock.
In addition to the paintings there was plenty of metal artwork on display. In fact, there were three bike shows running concurrently: The Choppers Magazine all-brand Antique & Custom Motorcycle Show; The Thrashin’ Supply Co. Performance Show, and the new Lowrider/Vicla Show. “Vicla” is the Spanish slang term for bicycle but we always called them ‘cholo” bikes — apes up front, fishtails out back and dripping in metal flake and chrome in between… call them what you will, they are truly works of art on two wheels.
James Crosby and his newley re-painted Street Glide
Mickey Seigworth’s RG ST
Speaking of art, even the bike show trophies were oneof-a-kind pieces of art… did we mention art? There was plenty of body art at the new David Mann Chopper Fest Tattoo Convention. Ten tattoo shops brought their best artist to sunny Ventura. Continued from page 55
And then there was the audience participation portion of our program! Old school motorcycle rodeo games with an update from the folks at Loside highlighted the Loside Rodeo Ruckus. Speaking of highlights, Ives Brothers Wall of Death and live music by The Rhyolite Sound and Nick Slater, an expanded swap meet area and plenty of vendors ensured there was something for everyone.
Our friends at Thrashin Supply kept the party going, giving away their custom 2001 FXDX. As if that wasn’t enough fun for one day, the Thrashin crew hosted the after party at the Victorian Tavern… however that is a story for another time (and no pictures)!
The lucky winner of the Trashin 2001 FXDX was Colton of Ojai CA!
Left to right: Juan, Colton and Lance
DOING A DOUBLETAKE
They say hindsight is 20/20, but reflecting on Doubletake Mirrors it was actually 2009 — not 2020 — that Rally racer and ADV pioneer Ned Suesse founded the industry leader in dual pivot mirror systems for the Adventure and Adventure Touring motorcycle market. Over the decades, Doubletake expanded from a single SKU to four proprietary mirror styles, a proprietary arm design available in three lengths and its own uncrushable base kit. As Ned says, “We make four mirrors for a reason.” www.youtube.com/watch?v=mXFDKmNPd2U&t=5s
In addition to broadening the product range and increasing SKUs, the company has also seen a shift from selling one-offs to enthusiasts at ADV gatherings to a legitimate dealer program.
This resulted in the need for representation and distribution. Enter Pacific Powersports, recently signed for US Distribution. “I am fortunate enough to have worked with Brian Cornelius for many years and watched him build Pacific Powersports,” says Tom Owens, VP of Sales for Doubletake Mirrors.
“The foundation of trust and a working relationship was already there. Pacific Powersports has clearly established itself as a leader in the Adventure Motorcycle Market, with brands like Motoz Tires and Barkbusters Handguards, so it felt like a very organic fit for us,” Owens adds.
“With our multiple distribution centers, deep dealer relationships, and focus on the Adventure Motorcycle market, adding Doubletake was truly befitting of the words ‘No Brainer’” says Brian Cornelius, Founder of Pacific Powersports. “Additionally, Doubletake’s reputation and brand awareness is second to none, which makes our job that much easier.”
See the whole Doubletake story here: www.doubletakemirror.com/about
Pacific Powersports, based in Ontario, OR, was founded in 2002. It has distribution centers located in OR and KY, allowing it to quickly service its growing network of US dealers. In addition to Doubletake Mirrors, Pacific Powersports is the US distributor for Motoz Tires, Barkbusters Handguards, Zac Speed Hydration Backpacks, Ventura Luggage Systems and other leading brands. See more here: pacificpowersports.com
HJC GETS DIRTY THIS SPRING
Just in time for the spring thaw, HJC has the new C50 off-road lid. According to the design brief, “this helmet is designed to deliver confidence, comfort and performance for adventurous riders. The removable ventilation cover allows for easy cleaning after muddy or dusty rides, while improved goggle compatibility, expanded eye port and integrated eyeglass grooves provide improved visibility without compromising safety. There are even built-in Bluetooth speaker pockets for added convenience. Bold graphics and colorways to match OEM schemes confirm form follows function. The HJC C50 off-road helmet meets the latest globally recognized safety standard, DOT & ECE 22.06, ensuring reliable protection and functionality not only for everyday off-road riding but also for demanding trails and harsh environments. Equipped with HJC’s Advanced Channeling Ventilation System, the C50 optimizes airflow to maximize ventilation, helping riders maintain a cool and comfortable riding experience even in hot weather or during intense riding conditions. For full specs, head over to the official HJC website: www.hjchelmets.com
WPS + RFX
Racing into the 2026 season, Western Power Sports announces a strategic partnership with RFX. The UK-based off-road specialist has more than 20 years of experience designing and producing highperformance dirtbike components. This partnership marks a significant step in RFX’s global expansion and adds a premium collection of parts and accessories to the already extensive WPS offering. Under the agreement, WPS becomes the exclusive U.S. distributor of RFX products, providing nationwide access to a comprehensive line-up that includes handlebars, footpegs, sprockets, levers, controls and other essential off-road accessories. “We are thrilled to align with Western Power Sports, a powerhouse in the U.S. distribution network,” said Stefan Garton, Head of RFX. “WPS’s deep dealer network and unmatched industry presence make them the ideal partner to represent our brand in one of the most passionate motocross markets in the world.”
KEEP DRY, RIDE MORE
With U.S. operations based in Beaverton, Oregon, it stands to reason that SW-MOTECH knows a thing or two about inclement weather. With that in mind, the Teutonic team has expanded its range of dry bags and waterproof luggage. If you missed the unveiling at AIMExpo, do your damp customers a favor and check out the waterproof luggage and drybag collections in advance of spring showers. SWMOTECH has produced quality crash protection, luggage systems, center stands and ergonomic parts for more than 20 years. Known worldwide as an aftermarket leader in the adventure, off-road, street and cruiser segments, we are excited to offer a direct source in the United States for dealers to obtain distribution of these premium products. For more information or to enroll as a dealer, contact the team at: dealers@sw-motech.us
SHOCKING NEWS FROM TURN 14
With much of the focus at AIMExpo on the house brands, we missed a couple of additions to the distributed lines Turn 14 added in Q4. This includes KYB Powersports being added to the distribution giant’s line card. Through this partnership, Turn 14 will stock a comprehensive range of OEM-spec KYB suspension components. “Adding KYB to our powersports portfolio reinforces our dedication to supplying dealers with components built to factory standards,” said James Kramer, divisional purchasing manager at Turn 14 Distribution. “Given KYB’s prevalence across most motorcycle manufacturers, this addition is vital to providing our customers with OEM-quality parts supported by our robust distribution network.” Unlike aftermarket alternatives, KYB genuine parts are precision-engineered to meet exact factory tolerances, delivering the professional-level quality designed to refresh shocks and forks back to their OEM specifications.
NEW KIT FROM TLD
Troy Lee Designs sounds off for 2026: “As leaders in this industry, we don’t launch product for noise,” says TLD U.S. Sales Director Teri Lynn. “We launch when it’s ready to raise the standard. Refinement isn’t cosmetic, it’s cumulative. It’s the quiet advantage that shows up when speed increases, terrain gets unpredictable, and focus narrows. That’s where design matters most.” For 2026, TLD reexamined everything:
• Fabrics engineered for performance, not trend
• Silhouettes sharpened for movement and precision
• Protection tested beyond baseline standards
• Details reconsidered with intent
Explore the 2026 Bike Collection: troyleedesigns.com
SOMETHING TO SEE…
Dealers headed to NVP were hoping to be among the first to see the new CNC-milled 6082 T6 aluminum mirrors from Gilles. Unfortunately white-outs meant many dealers missed Louisville. So what did you mssi? Designed to fit all late model Harleys with hole-through mounting, Drag Specialties says they add looks and improved vision. Available in a black/gold finish for left or right mounting with either Short stem (4 ¾” length) or Long stem (7 1/8” length). Sold each with a suggested retail price of $205.95. See more here:
By William Douglas Little; Two Old Guys Racing, LLC
When, exactly, did things become so difficult? It seems that everything came much easier years ago… and more quickly!
I don’t know if it’s age catching up, or the design of technology to make tasks simpler really only makes them more difficult? Or perhaps the bloating of government and corporations that causes them to feel that they can make our lives more challenging just for sport? Maybe all of the above?
A few years ago, I began to notice that everything takes longer than I think it should. I plan my day, my tasks and goals around what I’m certain is an acceptable timeline for finishing things… But then, halfway through the first attempted task, I notice that most of the day is gone and here I am, with only one shoe tied.
When Mark and I chose Beta as the bikes we wanted to race for our return to motocross, we decided to team up on a dealership for the brand. After all, why not sell on Monday what we race on Sunday? After decades in the powersports industry, having built a Dealernews Top-100 winning dealership, (and a Top-25 Suzuki Retailing Dealership), I thought I knew everything I needed to know.
So much for the best laid plans! For months, we tried to obtain a simple garage liability policy in order to get our dealer license under our newly-formed LLC, “Two Old Guys Racing.”
What caught me by surprise is learning that insurance adjusters, in their all-powerful, all-knowing wisdom, consider the word “race,” along with all of its variations, to be the Grand Pumbaa of four-letter words. As soon as they see it, they make little finger crosses and hold them up to you, hiss and run away!
Why I wanted to go back to being a dealership principal again is beyond me, but God help me, I was looking forward to it. I guess I’ve got a bit of masochist in my nature. But ultimately, I gave up.
Mark has an existing outdoor equipment dealership with a brand new 9,000 square foot building and, more importantly, an existing garage keeper’s liability insurance policy. So I suggested he take on Beta solo and I went from “dealer principal” to “dealer adjacent” just like that. Dodged a bullet there, eh?
And, you know, it’s not just business stuff that I’m finding has changed a lot since I sold my dealership. It’s my body, too.
For one thing, this idea of filming everything to document our quarter-century return to motocross seemed like a great idea at first. Let’s have a YouTube channel and social media: www.youtube.com/watch?v=n8ki0MwEelI
Maybe we can inspire other empty nesters to get back out there and chase the passions of their youth, too. Neat, right?
Yeah, neat. Until you see side angle videos of yourself in motocross gear that’s much more form-fitting than it was 25 years ago. And, even though we’re both getting back into shape, that “shape” is not a form that should be fitted. Not publicly, at least.
And then, of course, there’s the healing. 25 years ago, I’d crash, jump up and quickly look around to make sure nobody saw it: www.youtube.com/shorts/3urLjONgIlw
Now when I crash, I lie there for a moment, take an assessment of what’s injured and then I take a bit to decide if getting up is really necessary or not. Could I be happy, living out my remaining years just lying in the dirt with no further exertion?
That’s my point. Whether it’s outside forces, my own slowing down, or the onset of insanity that primarily affects my ability to properly estimate time, things have changed in the 25 years since I last raced motocross. And no, most of the change is not for the better.
Thankfully, I’ve learned that one important thing has not changed… the feeling that comes with weighting the outside peg, leaning the bike to an impossible angle and putting more faith than is reasonable in the side knobs. That is still the same.
The thrill of momentary weightlessness as you reach the apex of flight from a jump. That’s still the same.
And, that completely destroyed, worn out feeling at the end of an afternoon of running hot laps. That soreness and weakness that leave you unable to lift your arms and wondering if there’s enough BenGay, ice packs and Tylenol on the planet to help you make it home to bed. That feeling is also very much the same.
Sure, I’m not yet as fast as I was in my prime, but I crash less often. Mostly because I can’t bear the thought of having to pick up my bike!
Man, it’s good to be back!
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?
GODSPEED GEORGE BARBER
Celebrating the Life and Legacy of George W. Barber Jr.
By Lindsey McLain
George W. Barber, Jr., founder of the Barber Vintage Motorsports Museum and Barber Motorsports Park, died peacefully on Sunday, February 15, following a brief illness. He was 85 years old.
Following graduation from Auburn University, Barber enlisted in the Alabama Air National Guard, serving six years with the 117th Tactical Reconnaissance Wing. He took the helm of Barber Dairies at age 29, guiding it into a leading provider in the region.
Barber’s legendary competitive drive first manifested on the racetrack, where he dominated the Southeastern sports-car circuit. With 63 victories to his name, George was regarded as a leading talent of his era, trading paint with the likes of Dan Gurney and Peter Gregg.
Motorsports remained a driving force throughout his life. After the sale of Barber Dairies in 1998, Barber merged his various ventures to centralize the management of his diverse investments. In the 1980s, he envisioned a way to give back to Alabama through this lifelong interest.
Today, the Barber Vintage Motorsports Museum houses the world’s largest collection of motorcycles and Lotus race cars. When the collection reached 1,000 vehicles,
Barber was asked if they should stop. “Heck, no,” he replied. “We’ll keep going.’”
Located in the southeast corner of the 880-acre campus—bigger than New York City’s Central Park—the museum is a 230,000-square-foot architectural marvel, a global hub for restoration, preservation, design, and education, inspiring more than 4,000 students annually.
Often described as the “Augusta National of Racing,” Barber Motorsports Park was born from Barber’s mandate to create “a botanical garden with a racetrack in it.” The museum and park are considered the largest single philanthropic project by an individual in Alabama history.
Barber’s impact on education and environmental conservation is profound. He funded more than 500 fulltuition college scholarships and built a culture of mutual care and loyalty, consistently stepping in to support his employees and friends during times of need.
“Everyone who visits the museum and park has their own relationship with Mr. Barber,” said Executive Director Brian Case. “What we now share is the impact he had on our lives and responsibility we carry to honor his vision, generosity, and belief in what this place could be.”
AMA MOURNS PASSING OF HALL OF FAMER GEORGE BARBER
The American Motorcyclist Association is saddened to learn of the passing of AMA Motorcycle Hall of Famer George Barber, who passed away at 85 years old. Founder of the prestigious Barber Vintage Motorsports Museum in Birmingham, Ala., home to the world’s largest collection of historic motorcycles, Barber had a unique impact on the motorcycling community.
Son of George H. Barber, founder of Barber Dairy and pioneer for dairy pasteurization in the United States, the younger Barber’s love for motor vehicles started early in his life. In the 1960s, Barber raced and wrenched on his own Porsche racers with great success, claiming a large collection of wins behind the wheel.
Barber’s interest in motorcycles began soon after, leading him to open his own museum and hire skilled workers to restore vintage motorcycles to help build his collection. At the same time, Barber operated a vintage motorcycle racing team, which raced across the United States and Europe.
In 1994, Barber’s museum gained 501(c)(3) nonprofit status and was officially named the Barber Vintage Motorsports Museum.
In 2002, Barber opted to close the original location of the Barber Vintage Motorsports Museum, moving his collection to its current location in September 2003, an 830-acre complex that also includes a 2.38-mile road circuit.
For his longtime preservation of motorcycle history, Barber was inducted into the AMA Motorcycle Hall of Fame in 2014.
Dear Industry Leader,
Happy New Year!
As we head into 2026, I’ve found myself reflecting on the past year. Not just on how challenging it was, but how much it revealed about who we are as an industry.
There’s no sugarcoating it. The last season tested all of us. Slower sales, tariffs, regulatory uncertainty, and shifting consumer confidence made things harder than any of us would have liked. Yet, what gives me real optimism is this: the bike industry did not retreat. You showed up. You stayed engaged. You kept investing in the long game because you believe, as I do, in the power of the bike to change lives and communities.
That belief matters right now.
We are navigating serious, shared challenges, from tariffs and battery regulation to infrastructure funding and e-bike product classification confusion. These are not problems any one company or segment can solve alone. But together, we made real progress this past year. We stopped hundreds of harmful bills, passed almost 100 positive bills for bikes and the bike business, defended critical bike project funding, clarified policy around e-bikes, and opened thousands of new miles of trails and places to ride. That work only happens when the industry moves as one.
Looking ahead, our priorities are clear. We are focused on fighting harmful trade policies, advancing the U.S. Bicycle Production and Assembly Act, and continuing to build better, safer places to ride in every corner of the country. At the same time, we are taking on one of our biggest opportunities yet: building a clearer, shared understanding of the U.S. bike market through the Bicycle Industry Data Exchange. Better data means better decisions for all of us.
Despite the headwinds, there is real momentum. More people are riding bikes, especially kids. More communities are investing in infrastructure. More places are becoming safer, easier, and more fun to ride. That progress is not accidental. It is the result of sustained advocacy action, collaboration, and belief in what is possible as a collective.
The best part of this industry has always been the people. The manufacturers, retailers, distributors, brands, advocates, and riders who care deeply about where we are headed.
That is why I hope you will join us at the 2026 Bicycle Leadership Conference (BLC), March 17–19 in Dana Point, California. The BLC is our best opportunity to come together, reconnect, share hard truths, align on priorities, and build the future of bicycling as an industry. Your voice and perspective matter, and the road ahead is stronger when we work as a collective.
Thank you for being part of this work. The future of bicycling is bright, especially when we build it together.
Hope to see you soon,
E-MOTO: THE PHANTOM MENACE
MIC @ BLC
The 2026 BLC brings together some of the most influential voices shaping the global bicycle market. Senator Catherine S. Blakespear, Marin County Bicycle Coalition Executive Director Tarrell Kullaway and Motorcycle Industry Council President & CEO Christy LaCurelle will be addressing the third rail of eMoto bikes. According to People For Bikes, “This is a line-in-the-sand moment for the bicycle industry.”
However IBDs don’t seem to want eMoto and traditional motorcycle dealerships don’t appear to be interested in pedal assist products, so what exactly is the line in the sand? “We must align on definitions, risk, safety, and credibility before governments do it for us and to us. High-powered electric motorbikes — often called “e-motos” — are being misleadingly sold as legal e-bikes, creating confusion, safety concerns, and regulatory backlash nationwide.” Like chewing on tinfoil, eMoto is a galvanizing topic nobody wants to bite off!
This session brings together industry leaders, policymakers, and safety experts to clarify the distinction between e-bikes and e-motos, examine how mislabeling negatively affects public trust and policy, and discuss strategies to protect access for legitimate e-bike riders, and the e-bike market, while advancing smarter, safer regulation.
Secure your spot today to take part in the critical conversations shaping the future of the bike business. From understanding the current trade and tariff landscape, to growing participation by reaching new audiences, and more, the 2026 BLC is the forum to take action and get involved in tackling our industry’s biggest challenges and opportunities: www.bicycleleadershipconference.org/selectregistration?eid=140029
The Motorcycling Life of Floyd Emde Flying Floyd
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
