DEALER HEALTH IS INDUSTRY HEALTH
Michael Maledon, President Elway Powersports
• Wholesale and retail financing options
• 6-month parts AND labor warranty
• Amazing dealer margins
• Protected selling areas
• Robust parts support
• MAP enforcement
WORLD’S LUCKIEST MAN
Bob Althoff On Alphabet Soup
EDITOR’S NOTE
Robin Hartfiel On Better Together
LETTERS+ Arctic Cat Says Thanks!
NEWS+
SEMA Registration Opens, Turn 14 Takes Over
SHIFTING GEARS+ Personnel Postings Courtesy Of MIJ
COVER STORY+ The Difference Between Used Car Sales And Powersports Dealers
NPDA UPDATE
Michael Maledon And Bob Eggstein Join The Board
DEALER PROFILE+ Welcome To Grit City
DESTINATION HARLEY ROLLS ON Change Of Venue But The Mission Continues For Ed Wallace, Jr.
INDIAN WINS INTERNET RACE
INIDAN WINS INTERNET RACE
AI CAN’T DO IT ALL Pied Piper’s Fran O’Hagan Sounds Off BY THE NUMBERS… RideNow Reports Q4 Results
SAME STORE SALES UP During Daytona Bike Week
INDUSTRY RESEARCH+ Don Musick On It’s A Bird, It’s A Plane… It’s Part 5
INDUSTRY RESEARCH+ Jim Woodruff On NPA AWP Action
INDUSTRY RESEARCH+ Lenny Sims Recaps 2025
DEALERNEWS
Freeride Still Ready To Race?
ADVOCACY+ Don Amador On Forest Service Reform
PRESS PASS+ North Carolina Dealer Meeting
PRESS PASS+ Overland Expo Expands Dealer Horizons
GEAR+ Hammer Time! All Balls Heads To King Of The Hammers
NORTHERN EXPOSURE
Marq Smith On Swap Meets
OPINION+ Bill Little On Motocross Methadone
VALE+ Godspeed Jeff Smith
AD INDEX This Issue Brought To You By…
BACKFIRE+ No Way! Open Letter From Hans Rey
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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Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com
By Bob Althoff
The powersports industry in North America is a diverse collection of organizations for sure. We have global manufacturers; we have aftermarket suppliers; distributors, consultants; and vendors of every description. The common denominator of this amazing amalgam is Dealers of every brand, in every size, in every town.
This complex equation comes together to reach the riders, ensuring the sum of these many pieces is a greater whole. Point of fact, not enough is said about our customers (who write all the paychecks) — they too are as diverse as the very faces of America.
We call ourselves a “Community” — And rightly so. We are known for our inclusive, fun-loving and charitable ways. We are envied for that. As well we should be.
And we all have immense pride in what we do. We are constantly reminded that the people we meet on or off road; the folks we see in our shops; or
around board tables; or attending AIMExpo when it had a public component or SEMA when the vehicles parade out of the hallowed halls past the adoring masses. As an old Honda slogan said, powersports truly is populated by “the nicest people”!
Re-read the last four paragraphs.
Then, ask yourself this question, “If all that is true, why isn’t this industry racing forward and growing at breakneck speed?”
The answer lies in our history -- it is one of rugged independence, of grudge match racing. And ultimately a collection of individuals exhibiting a stubborn reluctance to come together and act like a real industry. In fact, do we even deserve to call ourselves an “industry.” MRF and ABATE can’t agree with the AMA and the MIC, the OEMs are siloed from the NPDA… it is like the entire alphabet soup speaks entirely different languages.
Where are the rooms where we meet?
All of us.
Coming together to build a consensus; to iron out differences; to plan and fund ways to effectively promote our people, products and lifestyle?
Probably most damning of all is our dwindling number of opportunities for our customers to join us on common ground. AIMExpo is back to tradeonly and the IMS shows have been defunct for a decade.
I often ask myself how I remain so optimistic about our fragment industry? The answer is simple: We will passionately hold on to this. For what we have all enjoyed is too important to squander; it is too fun to have disappeared; it is too important to take it away to the generations that follow.
Our history; our personalities; our values — everything about powersports is too rich not to proudly share with a world that ought to be as lucky as we are to do what we do!
How about we start acting like an “industry” and tear down the silos that divide us? Stop defining ourselves as individual acronyms and start coming together as a unified industry shared by we the powerpsorts people?
Bob
By Robin Hartfiel
With SEMA getting serious about its powersports pavilion, a growing divide between dealers and OEMS on the right to modify vehicles (Leno’s Law) and the continued consolidation of dealerships on both sides, it was high time to take a closer look at where automotive retailers intersect with powersports dealers… and where they divide. Bridging that gap is Michael Maledon, President of the Elway Powersports Group and an auto industry pro prior to teaming up with John Elway.
When he says he wants to elevate dealers’ game, Maledon is not just paying lip service to powersports — he stepped up to join NPDA’s Board of Directors this spring in order to make a difference. His vision includes creating true career paths for powersports professionals — a page straight out of the Elway auto dealership playbook. “Team members take pride in their work and view the Elway Group as a place where they can grow and advance their careers.” Medical and 401K matching are included.
He is uniquely qualified to compare and contrast what the auto industry does well — and what
powersports dealers do better — courtesy of his early career with Van Tuyl Group, then the nation’s largest privately owned auto retailer with more than 100 franchises. Talk about the Big Leagues!
“In my 30+ years in the industry, I can honestly say I currently work for the best group ever,” my friend Greg Ditus, GM of Interstate Honda and Director of Inventory & Logistics for Elway Powersports, told me back when I asked him about becoming a “car guy.” Now three years later, it is truer than ever, adds Greg, a successful dealer on his own before being drafted by the Elway Group.
“We are led by a visionary partner, Michael Maledon. The way he empowers and elevates us all is a sight to see. We have grown to 5 dealerships in a year and a half with more than 200 employees... and believe it or not he knows every single person’s name and shows interest in growing us all to our full potential.”
Although it would appear that Maledon is already spreading himself thin, he is genuinely motivated to keep dealers successful and stepped up for NPDA: “I would like to help strengthen the dealers’ relationship vis-a-vis the OEMs. With my background in automotive retail, there are things that work well in that space that I would like to see carryover to powersports.”
Maybe we really are better together as my friends at NPDA always say? Michael certainly makes a case for it in this issue. I will also add it might be time for all dealers to check out the SEMA show if they have never been. As a former car guy when I was editor of VW Trends and 4WD Action the tradeshow was the highlight of my year!
For a deeper dive into what drives Maledon to build a true team and discern the difference between “car guys” and powersports dealers, my conversation with Greg and Michael can be found here: www.youtube.com/watch?v=rsahbfQnXWg&t=103s
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.
One year ago today, Arctic Cat began a new chapter in its storied history — guided by new ownership and a renewed passion to boldly move the brand forward. A year later, we feel proud, energized, and full of anticipation. But above all, we feel thankful.
We’re grateful for the employees, dealers, and hometown leaders who stood by us, and those who returned to help build a brighter future together.
We’re thankful for our loyal riders, those who came back, and the many new riders who have joined this passionate powersports family.
We’re appreciative of our vendors, suppliers, and industry partners who believe in our vision and demonstrated remarkable flexibility and collaboration as we ramped up and expanded operations.
We’re also grateful to media members, race circuits, and even our competitors because the powersports industry is stronger with a thriving Arctic Cat.
This past year has been defined by meaningful progress. We welcomed back employees to all our facilities in Thief River Falls, St. Cloud, Bucyrus and Winnipeg. We introduced two new snowmobile lineups featuring industry-exclusive technology and products, new models, and improvements driven by our riders’ feedback. Our off-road lineup of ATVs and side-by-sides has been reignited, building a strong foundation for the future. We successfully brought our manufacturing and distribution facilities back online while starting to reimagine what’s possible in our drive to continue to build high-quality products for work and play for many years to come.
We expanded our dealer network with a continued promise to find more qualified partners, successfully reentered snowmobile racing and welcomed vital new employees across all levels of the organization. We also forged new partnerships, acquired additional product with Widescape that will expand the capabilities of winter recreation, and blew the door open on our research and development efforts.
Everything we’ve achieved has been driven by the energy, dedication, and shared passion of this incredible community. You honor our history, embody our Rider First spirit, and make this journey possible.
Reaching this one-year milestone is a moment worth celebrating but it’s only the beginning. As stated on day one by Arctic Cat’s President and CEO Brad Darling, “This race is never ending, and our intent is to lead,” we’re on an ongoing quest to grow, innovate, and create something extraordinary together — products, relationships, and unforgettable memories. Let’s keep moving forward!
THANK YOU for making this journey possible!
The customer is always right? In direct response to requests from membership, the Specialty Equipment Market Association (SEMA) is inviting dealers to the world’s biggest aftermarket event. A dedicated Powersports / SxS / Lifestyle section is set for November 3-6 in Las Vegas.” And did someone say demo rides?
Powersports will be anchored in the West Hall, utilizing a layout designed for long-term growth,” says SEMA Trade Show Director Andy Tompkins. “The location does offer unique access to adjacent parking lots for dynamic outdoor ‘activations’ and vehicle demonstrations.” Inside the West Hall, the showfloor will undergo an evolution to group Trucks, Off-Road and Powersports together, reflecting the “total package” approach enthusiasts take toward their adventure builds.
“Dealers can expect an immersive and highly interactive experience that mirrors how they actually live and work,” Tompkins adds. “By grouping powersports and lifestyle gear alongside our world-class truck and off-road sections, we are providing an unmatched opportunity to see the latest in the adventure market.” The initiative is a direct response to clear market demand and the evolving habits of the modern enthusiast. According to SEMA Research, 60% of specialty-equipment manufacturers already produce products for at least one type of powersports vehicle, while 47% of retailers and installers sell to these segments.
The new section allows the entire ecosystem to gather, learn about the latest products, take part in cutting-edge education and unite to solve opportunities and challenges facing the powersports marketplace. Interested exhibitors can learn more and reserve a booth by contacting Mike Ausec, Industry Sales Director, Powersports / Lifestyle at mikea@sema.org, call 714-213-1584 or click: www.semashow.com/powersports
Distribution giant Turn 14 will be turning heads at the 2026 UTV Takeover events as a Title Sponsor, with additional designation as an “Elite Sponsor” of the Coos Bay (June 16-21) and Sand Hollow (October 20-25) events. UTV Takeover is a multi-day, destinationbased off-road event series combining organized trail access, competitive and recreational activities, vendor participation, camping and entertainment at premier riding locations. The series attracts more than 30,000 attendees annually, including riders, families, aftermarket brands and industry professionals.
“UTV Takeover provides an environment where the industry and the riding community come together in a meaningful way,” said Magali Tranié, vice president of marketing at Turn 14 Distribution. “Our involvement in the 2026 season allows us to support our dealers and vendor partners through in-person engagement while participating in events that are central to the UTV community.”
As part of its participation in the 2026 season, Turn 14 Distribution will host several on-site activations designed to engage its dealer and vendor network. At the Coos Bay UTV Takeover, Turn 14 Distribution will kick off the season with the Block Party, one of the signature evening events on the UTV Takeover schedule. The Coos Bay stop provides access to the Oregon Dunes National Recreation Area, offering extensive dune riding, camping, and coastal terrain that has made the location a cornerstone of the UTV Takeover tour. To close out the UTV Takeover season at Sand Hollow, Turn 14 Distribution will start the week with a dealerinvited golf tournament followed by a private dinner, co-hosted with select Turn 14 Distribution vendor partners. Attendance for this activation is limited to invited dealers.
“Turn 14 Distribution’s involvement in UTV Takeover supports its continued focus on industry engagement and dealer support by creating opportunities for direct interaction between manufacturers, dealers and enthusiasts in real-world riding environments,” concludes Tranié. For more details, click here: www.turn14.com
After the Hardwire and Rewire programs, The Motor Company is getting back in the saddle and focusing on the RIDE. “I’m thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world’s greatest motorcycle, a Harley-Davidson,” claimed Artie Starrs, President and CEO, Harley-Davidson. With the launch of RIDE, Harley-Davidson unveils
a new visual identity, anchored by the return of the historic Harley-Davidson bar and shield logo; a nod to where it all began and a signal to the role heritage continues to play in shaping the future of Harley-Davidson.
More than a word, RIDE is, at its core, the very idea that defines and drives Harley-Davidson, said Starrs. It is an action, a feeling, and a way of life that has been embedded into the brand since its founding in 1903. “Harley-Davidson doesn’t have merely owners, rather a community of passionate riders. The very notion of RIDE brings people together, clears the mind, and turns miles into stories, reaffirming that life is better on two wheels.”
The platform debut comes to life through a video set to the iconic Willie Nelson’s “On The Road Again,” featuring raw, authentic footage of real riders and the joy of the RIDE. The visual spotlights the true spirit of the open road and the culture that exists around it, a community Harley-Davidson originated and continues to champion. The video will air nationally across broadcast and streaming platforms, along with a comprehensive internal and external integrated campaign. See it here: www.youtube.com/watch?v=hq9TOdyt6So&t=61s
Motorcycle racers in Kansas were the big winners when Kansas Gov. Laura Kelly (D) signed HB 2416, granting Right-to-Race protections to racetracks throughout the state. The American Motorcyclist Association has championed Right-to-Race efforts, working with the Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) in various states across the country to grant protections for pre-existing racetracks from nuisance claims.
“We are pleased with the passing of HB 2416 and thank Gov. Kelly for her support of racetracks and the racing community in Kansas,” AMA Eastern States Representative Max Colchin said. “This is a welcome victory for Right-to-Race legislation and we will work to continue the momentum from this win.”
Gov. Kelly signed the Kansas Motorsports Venue Protection Act (HB 2416) on April 6, which granted protections to tracks and facilities that predate surrounding property development, providing immunity to motorsports venues in the state from civil nuisance actions.
Racetracks in Kansas generate more than $743 million annually, create nearly 5,700 jobs, and provide the state and local communities with more than $77 million in taxes. Kansas is the westernmost state to pass Right-to-Race legislation to date, joining North Carolina and Iowa as states that have signed these protections into law. However the Right-to-Race battle continues in other battleground states, like Wisconsin…
Despite fast-tracking through the Wisconsin State Assembly and Senate AB 880, “Right to Race” legislation was black flagged by Gov. Tony Evers (D) who vetoed the bipartisansupported legislation. AB 880, which aimed to protect existing motorsports racetracks from nuisance claims.
“As Right-to-Race legislation has gained popularity throughout much of the United States, this decision from Gov. Evers comes as a surprise to the racing community,” AMA Director of Government Relations Nick Haris said. “Gov. Evers has previously expressed support for racetracks, however his actions regarding AB 880 reflect the contrary. We are disappointed in this result, but we look forward to continuing to support this form of legislation in several other states across the country.”
The American Motorcyclist Association has been an ardent supporter of Right-to-Race bills and is disappointed in the decision by Gov. Evers to veto this bill, which would have helped support the wide variety of racetracks and more than 10,000 jobs created by racetracks across the state. Racetracks play a vital role in Wisconsin’s economy, notably among small businesses. According to the Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI), which the AMA has worked closely with regarding the growing tide of Right-to-Race legislation, racetracks throughout the state provide $2.46 billion in total economic impact as well as 10,601 jobs in the state.
Introduced to the Wisconsin State Assembly on Jan. 16, AB 880 passed both chambers of Wisconsin’s legislature with little opposition, moving through the Senate on March 17. The bill was brought to Gov. Evers’ desk on April 2, and the governor vetoed the bill on April 8. Without the protections provided in AB 880, established racetracks in Wisconsin could face nuisance claims by adjacent property owners despite being in operation prior to surrounding property development.
Despite this setback, the AMA remains committed to supporting Right-to-Race legislation, with active bills in Ohio, Michigan, South Carolina, Georgia and others. For more information regarding Right-to-Race, remain engaged with the AMA’s government relations efforts at: www.AmericanMotorcyclist.com/rights
In the old days Suzuki had a well-earned reputation for contesting — and winning — court cases involving “quads” since they were named in ATV cases even when they were
not the manufacturer! It was a matter of precedent being established and as “the first on 4 wheels” Suzuki was frequently hauled into court on suspect claims.
Shades of the old days as Suzuki prevails in court again. On April 8, in a unanimous decision, the California Court of Appeal reversed a jury verdict that had awarded the plaintiff both compensatory and punitive damages. The plaintiff was involved in a crash he alleged was caused by front brake failure on his Suzuki GSX-R600. The Court didn’t see it that way and remanded the case for a new trial. The California Court of Appeal excluded punitive damages from the new trial and ordered the plaintiff to reimburse Suzuki for its appellate costs.
The California Court of Appeal found that the trial court erred by excluding critical evidence from the investigating officer, who reported that the brakes “locked up” after the crash – a condition inconsistent with the recall cited by the plaintiff. While sympathizing with anyone injured in an accident, Suzuki maintains that Plaintiff’s claims lack merit and looks forward to a retrial consistent with the appellate court’s ruling.
National Powersport Auctions is proud to announce the promotion of Brandon Perry to Vice President of Sales Operations. In this new role, Perry will be responsible for optimizing NPA’s front-end processes, systems and go-to-market strategies across the organization. He will work closely with NPA leadership to ensure continued alignment, operational efficiency and scalability as the company grows. Ryan Keefe, NPA’s Chief Revenue Officer, admires Perry’s leadership and appreciates the impact he has already had on the auction organization. “Brandon has consistently demonstrated strong leadership, a deep understanding of our systems and a genuine commitment to improving the dealer and partner experience,” notes Keefe. “Those qualities, combined with his industry background and process mindset, make him an excellent fit for this role.” Perry began his career in the powersports industry at just 19 years old, working at the dealer level in a variety of roles, from Internet Sales Manager to General Sales Manager. His hands-on dealership experience provided a strong foundation and a firsthand understanding of dealer operations, challenges and opportunities. In 2016, Perry began working closely with NPA through a CRM partnership. That collaboration quickly evolved, leading to his official start with NPA later that year. Since joining the company, Perry has played a key role in developing and supporting NPA’s Inside Sales Team, the Direct Buy Program, and leading efforts to restructure title departments across the organization — driving improved efficiency, consistency and service for dealers. “I’m excited to step into this role and continue working on new initiatives that truly shape the way we do business,”
said Perry. “My focus has always been on creating real, lasting impact for our teams, our partners, and the dealers we serve. I’m looking forward to building on what we’ve started and pushing it even further.”
from
National Powersport
Mark Piccolo as General Operations Manager of its Philadelphia facility. With eight years at NPA, Piccolo has advanced through the Operations department, earning a reputation for hands-on leadership, operational excellence and team development as his passion has shaped his professional trajectory. Piccolo’s passion for powersports began early, sparked by the unmistakable sound of a 2-stroke dirtbike and he was riding long before he could drive, building a lifelong connection to the industry that continues to shape his career today. “Mark’s dedication, industry knowledge and leadership have made a significant impact on our operations team,” said Jeff Stalder, Regional Operations Manager. “His deep understanding of our processes and commitment to continuous improvement make him the ideal leader to guide NPA Philadelphia forward. We are excited to see the continued success of the facility under his direction.” In his new role, Piccolo will oversee all day-to-day operations at the Philadelphia facility, focusing on efficiency, service and continued growth. He is eager to leverage his on-the ground experience and operational perspective to elevate the location to new levels of performance. “NPA has given me incredible opportunities to grow, and I’m proud to step into this role. I look forward to working with our team to strengthen operations, support our customers and continue building momentum for the Philadelphia location.”
Welcome to the Wild West! Old hand Carson Smith is the Western Regional Sales Manager – Owned Brands for Turn 14 Powersports His long career includes sales and operational leadership roles at Tucker Powersports and two dealerships: Carl’s Cycle Sales and Experience Powersports. Smith’s deep understanding of dealer operations and firsthand experience managing parts, service and sales functions provides him with a unique ability to support his dealer partners and the Turn 14 ownedbrands. “Carson’s background and proven ability to grow territories make him an excellent addition to our team,” said Bob Schuetz, President of Turn 14 Powersports. “His dealership experience and deep understanding of the Western market will be instrumental as we continue to expand the reach of our brands. We’re relying on his leadership to help us strengthen our relationships with dealers and accelerate our growth in this critical region.” Most recently a District Sales Manager at Kimpex USA — where he grew his territory threefold and added more than 30 new dealers — Smith brings more than 20 years of powersports industry experience and a proven track record of territory expansion, dealer network development and revenue growth to Turn 14. In his new role, Smith will be responsible for driving sales growth, expanding dealer relationships and strengthening brand presence across the Western United States for Turn 14’s portfolio of owned brands, including Answer Racing, BikeMaster, Küryakyn, ProTaper, QuadBoss and Twin Power among others. Schuetz says Smith’s appointment reflects Turn 14 Powersports’ continued investment in expanding its sales organization and strengthening its commitment to dealer partners throughout North America. “I am excited to join Turn 14 Powersports and represent such a
Continued from page 16 strong portfolio of respected brands,” said Smith. “I’m going to work closely with dealers across the Western region to help them grow their business and deliver the products that they, and their customers need.”
Crescit Eundo — which is Latin for “It Grows as It Goes” — is the state motto for New Mexico . It is also the perfect description for Austin Ginn and his new role with Parts Unlimited . Adopted in 1882, the phrase originates from the poet Lucretius’ De Rerum Natura and describes the growing strength of a thunderbolt, symbolizing the state’s growth and future. Ginn is the newest sales rep for the South Central Region covering New Mexico. According to the announcement, “Austin comes to Parts Unlimited with several years of experience on the aftermarket sales level .” He brings valuable industry knowledge and strong field experience to the distribution giant. He has a lifelong passion for riding and racing that includes motocross, sportbikes and Harleys as well as being a snowmobile enthusiast . Outside of work, Ginn is devoted to being Dad #1 . He spends time teaching his kids about anything with 2 wheels , being outdoors, classic cars/jeeps/trucks and tools Carpe diem , Austin!
Seasoned pro Erik Lothian is now calling on dealers in the Midwest for Keeway America — the exclusive U.S. distributor for Benda, Benelli and Keeway motorcycles and scooters. In his new role as Midwest Regional Sales Manager, Lothian will be leading dealer development and sales operations across the company’s Midwestern territory. With more than 20 years in the powersports industry, Lothian brings extensive experience driving regional growth, building strong dealer partnerships and contributing to high-performing sales teams. “Erik has held leadership roles with Royal Enfield, Western Power Sports and Triumph, earning a reputation for delivering consistent sales growth and strengthening dealer networks across competitive markets,” explains Keeway Sales Manager Luis Rojas. “He will work closely with dealerships to expand brand presence, drive sales initiatives and ensure dealers have the tools, training and resources to achieve outstanding results across Benelli, Keeway and Benda product lines.”
Promoting from within: industry veteran Zegin Braun steps up as Vice President of Sales for HISUN Motors USA. Braun will lead the company’s dealer and retail sales channels across North America . Already an integral part of HISUN’s sales organization, he has contributed to the company’s growth across both independent dealer networks and national retail partners . In his new role, he will be responsible for aligning sales strategy and execution across channels, supporting continued expansion, and strengthening relationships with key partners. “Zegin has been a strong contributor to our growth and understands how to support both our dealer network and retail partners,” said King Dai , HISUN Motors USA CEO. “As we continue to grow, his leadership will be important in helping us build a more aligned and effective sales organization. “Braun’s career spans more than 25 years in the powersports industry . He began in professional motocross and supercross before transitioning into broadcasting, where he covered Arenacross, Supercross and Monster Truck competitions. He later spent over 15 years in sales leadership roles with Parts Unlimited and Tucker Powersports . Braun joined HISUN Motors USA as a District Sales Manager , working closely with dealer partners and playing a key role in strengthening dealer engagement and expanding market presence. He was later promoted to National Sales Manager . In his new role, Braun will assume leadership of both dealer and retail sales channels, creating a more unified structure designed to improve alignment, execution and national growth. This organizational evolution follows the planned retirement of Ryan Doherty , VP of Retail Sales, and reflects HISUN’s continued focus on strengthening leadership alignment across the business. “I’m excited to take on this role and continue building on the momentum we’ve created,” concludes Braun. “We have a strong foundation across both dealer and retail channels, and I’m looking forward to continuing to support our partners and customers as we grow.”
By Michael Maledon, President Elway Powersports
We often hear the cliché that powersports dealers sell “wants” while automotive dealers sell “needs.” Coming from automotive to powersports, that distinction quickly became apparent; sales tactics that work in a car showroom will largely fail on a powersports floor. But the difference isn’t just in the sales process — it is a far more fundamental, existential divide.
In automotive, 2025 saw 25 different brands sell more than 100,000 vehicles in the United States. These OEMs can pour millions of dollars into expensive ads with A-list actors, competing for a slice of a firmly baked pie. If one auto manufacturer struggles, demand simply shifts to another. While dealers of that specific brand may suffer, the automotive industry as a whole hardly feels the blow.
By contrast, only 4 or 5 powersports brands reach that level of volume. Kawasaki’s roll out of the Ridge a couple years ago notwithstanding, our industry isn’t sustained by Super Bowl ads. Instead, demand is earned through the images that make up our culture. It’s Top Gun Pete “Maverick” Mitchell on his Ninja or the rancher on Yellowstone fixing a fence from the seat of a UTV. Our demand is earned one rider at a time, and it is the patchwork of powersports dealers who are the primary engines creating and nurturing it.
In automotive, disruptors like Tesla have forced dealers to imagine a world where all sales are direct and dealerships cease to exist. There is a vigorous debate on both sides about what that portends for the customer experience. But in powersports, that debate is a non-starter!
In our world, the dealership isn’t just a point of sale; it is the life-support system for the lifestyle. Without dealers acting as community hubs, building excitement around new products, and creating career pathways for the next generation of enthusiasts, the sport would eventually drift into history. That is why dealer health is not a matter of retail preference; it is the foundational requirement for the sport’s survival.
Defining dealer health goes beyond the balance sheet. It is about long-term viability and the dealer’s ability to reinvest to sustain the industry. Healthy dealers have the capital to hire and train the next generation of technicians and sales professionals, invest in destinationgrade facilities, and host the grassroots events that turn a curious observer into a lifelong rider.
Without this reinvestment, the chain of mentorship and passion that sustains our sport is broken.
Strong dealer networks require a genuine partnership with the OEM, a role that extends far beyond that of a supplier. This partnership requires the OEM’s commitment to a level playing field. This means designing incentives that protect margins rather than programs that trigger a race to the bottom, which erodes brand integrity and eventually consumer trust. It means allocation systems that align inventory with the actual pace of retail. And it means ensuring dealers have fair and reasonable incentives to maintain welcoming facilities and a welltrained staff.
From the OEM perspective, true cooperation means listening to dealer concerns before programs are finalized. I was encouraged recently to hear Mike Kennedy, Indian Motorcycle’s new CEO, speak openly about prioritizing retail velocity over wholesale optics: issuu.com/dealernews/docs/issue_3_march_2026/25
That mindset reflects the crucial understanding that longterm brand strength depends entirely on network health. And to be sure, cooperation requires responsibility from both sides. From the dealer perspective, that responsibility demands discipline. It means making strategic investments in facilities that create genuine brand value, committing to rigorous staff training and professionalism, and delivering a customer experience worthy of the badge. It also requires avoiding reckless pricing that may chase short-term volume at the expense of long-term brand equity.
While there may be a natural tension between manufacturer and retailer, the dealer/OEM relationship is a symbiotic ecosystem rather than a zero-sum game. Because at the end of the day, dealer health is not selfinterest — it is industry preservation.
“Winning depends on teamwork – the combined efforts of each individual.”
—
Started in 2021, our mission at Elway Powersports is to become a leader in the industry by providing every customer a superior and authentic customer experience that exceeds expectations and sets the bar for what a powersports dealership should look and feel like. The Powersports Group now includes John Elway Harley-Davidson in Greeley, Colorado; Elway Powersports of Lincoln in Lincoln, Nebraska; Interstate Honda in Fort Collins, Colorado; Northern Colorado Powersports in Fort Collins, Colorado; Wild West Motorsports in Greeley, Colorado; and Elway Powersports of Laramie, Wyoming.
Winning customer loyalty through teamwork and a shared commitment to excellence.
MISSION, CORE VALUES AND CULTURE
We measure success by the happiness of our customers and employees. Our customers view us as trusted, highintegrity professionals who genuinely care about their needs. Team members take pride in their work and view the Elway Group as a place where they can grow and advance their careers.
• A culture of mutual respect and shared values.
• Medical Insurance/Flex Spending Accounts
• 401(k) with Employer Match
• Career development and opportunities for advancement.
• Committed to providing a Hall of Fame experience –one that stands out.
• Transparency in pricing.
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The National Powersports Dealer Association (NPDA) celebrates five years of advancing the powersports industry by elevating Dealers to be well prepared, sustainably profitable and exceed the expectations of a growing customer base. To facilitate its mission NPDA raced into its anniversary year with newly installed officers and an expanded board of directors. Vice Chair Jayson Davis was unanimously elected to serve as Chairman, succeeding Bob Kee (who in turn slots in as immediate past chair). Jay Goodart is the new Vice Chair and founding Board Member Kim Harrison retains her role as Secretary Treasurer for one more year.
In order to better support its growing dealer membership base, NPDA also conducted a special election to expand its board of directors. As NPDA membership increased past 400 members, the bylaws called for more dealer representation, so after the new officers were installed at the first board meeting of the 2026 calendar year, the dealer association welcomed Elway Powersports Group President Michael Maledon and Bob Eggstein, Dealer Principal of Keystone Harley-Davidson in Whitehall, PA, to NPDA’s leadership team.
Michael Maledon, President Elway Powersports Elway Powersports Group President Maledon joins the new officers for a two-year term on the Board. However this is not his first stint in a leadership role: At Elway Powersports he has led the company’s expansion to six rooftops representing 19 leading franchises since launching the venture in 2021. He joined the Elway Dealership Group as a partner in 2017 after serving as a senior executive with the Van Tuyl Group, then the nation’s largest privately owned auto retailer with more than 100 franchises. More of his credentials can be found here:
www.npda.org/board-of-directors-2025/board-member
Although it would appear that Maledon is already spreading himself thin, he is genuinely motivated to keep dealers successful and stepped up for NPDA: “I would like to help strengthen the dealers’ relationship vis-a-vis the OEMs. With my background in automotive retail, there are things that work well in that space that I would like to see carryover to powersports.” This sense of duty is shared by fellow Board Member Bob Eggstein.
Bob Eggstein - Dealer Principal of Keystone HarleyDavidson
“I believe strongly that we have both an opportunity and an obligation: to ensure our businesses remain sustainable, to support the employees and customers who depend on us, and to work together as dealers to protect and strengthen the industry we’ve all helped build,” Eggstein adds. “My professional journey has allowed me to experience both the corporate and dealership sides of the powersports industry. I spent 25 years in commercial banking, working with Fortune 500 companies to manage their cash and lending needs. Fifteen years ago, I followed my passion for motorcycles by purchasing and operating a Harley-Davidson dealership, which I continue to run today.”
This background will enable NPDA to better serve dealers, he believes. “With a big-picture perspective, a strong banking background, and more than a decade of dealership experience, I am dedicated to helping our dealer community thrive and shaping a sustainable future for powersports.”
“Bob is a great operator and a man of character,” notes newly elected Vice Chair Jay Goodart, who has seen his fellow dealer principal in action for the past 15 years as well as being an active participant in the NPDA’s Harley-Davidson Dealer Council since its beginning. “Join NPDA’s executive committee in welcoming Bob on board,” concludes Goodart. “We are better together.”
Buy two, get one free? Jet City Harley-Davidson — a 2025 Gold Service Award and Gold Bar & Shield Award winning dealership — was rolled up with another iconic Pacific Northwest dealership Destination Harley-Davidson on April 1, no fooling. The two landmarks were moved to Fife, Washington to better serve the SeaTac riding community…
Sound familiar? It should as MOD Enterprises made the same play with a couple world renowned dealerships in Virginia last month.
“This strategic unification is part of Harley-Davidson Motor Company’s national initiative to strengthen its dealer network and deliver a world-class customer experience,” says veteran owner Michael Veracka of MOD Enterprises. This consolidation moves Jet City’s operations to the Tacoma location at 2302 Pacific Hwy E. The transition is timed for the start of the riding season, ensuring the local community has immediate access to a “world class” experience, according to Veracka.
“We are uniting these two teams to build something even stronger for the SeaTac region,” he explains. “By bringing everyone under one roof, we’re able to offer more
events, more inventory, and a higher level of service than ever before. We are 100% committed to this brand and to every rider who hits the road with us.”
Transition Timeline:
• Destination Tacoma will be closed for inventory starting Sunday 3/22/2026 and will reopen under a new name by Wednesday 4/1/26.
• Jet City will be open through Tuesday 3/31/26 and then relocate to Tacoma.
• All staff from both stores will be working out of the Tacoma location starting 4/1/26.
No fooling, on April 1st, the two talented teams from Jet City and Destination Harley-Davidson came together under one roof to merge into one big team to serve the greater SeaTac metro. As was the case with the Hampton Roads/Bayside consolidation/rename project “covered” last month, MOD Boss Michael Veracka used the same playbook to call an audible, right down to the timeline, and renaming contest.
Massive Selection: The combined inventory creates the region’s largest selection of new and pre-owned HarleyDavidson motorcycles, parts and MotorClothes.
Seven-Day Service: To maximize rider convenience, the dealership will now be open 7-days-a-week during the peak riding season, offering same day service!
Community Hub: The unification paves the way for “bigger and better” bike nights, charity rides, and community events, supported by a significantly expanded team of Harley-Davidson enthusiasts.
Growth: MOD Enterprises is actively hiring across all departments to support this expansion, aiming to double or triple the current staff with top industry professionals.
“Cat’s out of the bag,” admitted Sales Manager Tim Bartlett in mid-March. “Jet City is and always will be my home. I’m gonna miss this place. Shoutout to all our customers, riders and people who helped us get to this position so we can expand all departments.” However, MOD’s moves paid off.
From April 1 to April 30, more metal moved from the newly minted combo store than in recent months for the old Heritage or Jet City stores. “We are 9 NEW bikes away from a record breaking month at the new location, competing for top #5 in the country,” exclaims Bartlett.
“Over the last couple of weeks, we received over 1,000 name suggestions and votes… we are pleased to announce our new name, Grit City Harley-Davidson,” he adds. “It’s kinda like Jet City but with a little more Grit!”
With over two decades of experience and a family legacy in the industry spanning 50 years, Michael Veracka’s MOD Enterprises operates elite dealerships across 10 states. Collectively, the group expects to deliver more than 10,000 motorcycles this year, reinforcing its position as a global leader in the Harley-Davidson community.
The Michael Veracka group of Harley-Davidson stores, known as MOD Enterprises, consists of Rawhide Harley-Davidson, Olathe, Kansas, Avalanche HarleyDavidson, Golden, Colorado, Riverside Harley-Davidson, Riverside, California, Huntington Beach Harley-Davidson, Westminster, California, Jet City Harley-Davidson, Renton, Washington, Desert Wind Harley-Davidson, Mesa, Arizona, Volcano Harley-Davidson, Gladstone, Oregon, Atlanta Harley-Davidson, Lithia Springs, Georgia, Summit Harley-Davidson, Lindon, Utah, The Woodlands Harley-Davidson, The Woodlands, Texas, Ironclad HarleyDavidson, Portsmouth, Virginia and is pleased to add Destination H-D, Tacoma, WA to the family. For more details visit www.mod-enterprises.com
After the Jet City/Destination mash-up and move to Grit City transpired, former Destination Principal Ed Wallace, Jr. had a fire sale on shop-specific merchandise and posted record sales before rolling on. However he didn’t go far as “Junior” shifted his base of operations to sister store Destination Harley-Davidson. Along the way he broke the Internet… at least Dealernews’ social media channels.
The March 21 post on Facebook alone had more than 90,000 views in 24 hours. A susequent farewell video from the parking lot where the infamous truck lived had even more views (but has since been removed from social media). Here is the post that launched 100,000 views: www.facebook.com/photo/?fbid=1530517079080430 &set=a.491533632978785
“It’s with a heavy heart we announce the permanent closure of Destination Harley-Davidson Tacoma this Saturday 3/21/2026. We have been so lucky to spend the past 30+ years with you all at this dealership. We understand the surprise, but we also know good things will come. Come down and get 30% off dealership logo T-shirts and use up those Destination HD Tacoma gift cards while you can. Thank you for your patronage all these years.”
Now ensconced at Silverdale, Junior is upfront with his pricing philosophy well ahead of the FTC crackdown caused by car dealers. His “Bike Buyer Bill Of Rights” is epic! Key points include:
• You have a right to be presented with trade values based on NADA, Kelley Blue Book, NPA Pricing (your choice!) that are based in reality and don’t require a big dealer markup (DSRP) that you have to fight in order to get your fair trade value!
• You have a right to a local owner who supports local causes like Seattle Children’s Hospital (through Children’s Ride) and Mary Bridge Children’s Hospital (through the Legacy Vets Toy Run) and Phoenix House plus many, many more great local causes.
• You have a right to the cell phone number and email address of Ed Wallace, Owner, Destination HarleyDavidson® of Silverdale (edjr@destinationharley.com). You will be presented with Ed’s card with his cell and email at your bike delivery.
This is the heart of the dealership, Ed. You won’t catch him in just one department or even one store at that. Ed is the dedicated and kind spirited owner of our Silverdale and Tacoma HD locations.
He is originally from Toledo, OH, bouncing around all different cities before his family landed in Mercer Island at 10 years old. Today, he is still rooted in the PNW. He has dedicated 30 years to the Harley-Davidson family, with most of it spent on the asphalt himself!
We asked him what his favorite bike is, and he responded: a 2024 Street Glide. Why? Light Weight!
To try and switch it up we asked, “what is your go to dad joke?” He responded with: What keys unlock a banana? Mon-keys!
You can lead a horse to water, but you can’t make it drink… Same holds true of dealers in terms of internet lead effectives, according to Pied Piper’s
founder Fran O’Hagan. The flood of AI tools and online technology has not brought about any real breakthroughs when it comes to responding to sales leads. “More than half of customer inquiries remain unanswered after 24 hours is the industry-wide standard,” he notes. “Only one in three customers received a response that included next steps of any kind, and only one in 10 dealerships industrywide offered an appointment.”
The bright spot for Mike Kennedy and the new ownership team is that Indian Motorcycle dealerships were ranked highest in the 2026 Pied Piper PSI Internet Lead Effectiveness (ILE®) Study. The ILE measures dealership responses to Internet sales leads. Pied Piper submitted customer inquiries through 2,133 powersports dealership websites representing all major brands.
Indian dealerships maintained their top rank among powersports brands for the fourth year in a row and achieved an average ILE score of 55 out of 100. The total powersports industry, meanwhile, remains stagnant, with the average dealership ILE score stalled in the mid-40s for the fifth year in a row, with many chronic fixable web response issues remaining.
“More than half of powersports customers still receive no personal response to their web inquiry,” notes Cameron O’Hagan, Vice President of Metrics & Analytics at Pied Piper. “The solution is simple. Dealers are twice as likely to be top performers if they commit to responding to web customers at least once each day and receive monthly web-response measurement as a reminder of what’s really happening.”
Despite the tools and explosion of AI solutions, dealer responses have not really improved in the past five years. “The 2026 Powersports industry’s average ILE score remained at 44 for the third straight year, a relatively low ILE score indicating systemic improvement needed,” claims Cameron O’Hagan. According to Pied Piper, the following are key challenges identified in the 2026 study that remain prominent throughout the powersports industry:
• Low and Worsening Rate of Answering Questions –
Only 47% of dealers industry-wide answered a website customer’s question by email/text in this year’s study, a trend that has worsened by 1% since 2022. In effect, the average dealer industry-wide has continued to miss out on approximately half of their web leads from 2022 to present.
• Continued Low Rates of Offering Appointments –
Compared to last year, an additional 3% of powersports dealers suggested to website sales customers an appointment for a specific date and time. However, the overall rate for offering appointments remains at only 13% of the time on average, leaving more than 8 out of ten customers without an offer of an appointment.
• Only Half of Powersports Dealers Phone Their Web Customers – Despite being arguably the most critical follow-up path for conversion, the rate of contacting website sales customers by phone remained unchanged, averaging 50% of the time industry-wide in the 2026 study. By not picking up the phone, dealers forfeit roughly half of their website sales opportunities.
How Has Indian Taken Top Honors 4 Years In A Row? Indian Motorcycle dealers continued to be the top performing dealerships in website sales lead response behaviors for the fourth year in a row. Indian dealers were more likely to use a combination of calls, texts, and emails when responding to customers, and had the lowest rate of failing to respond out of the brands measured.
Oddly, prior parent company Polaris finished 10 points behind Indian. The differentiating factor for Indian was simply they made less mistake. The three things that stand out most to Pied Piper are:
1) Highest Rate of “Doing Both” – Indian dealers were most likely to utilize multi-channel responses (answering the customer’s question by email/text while also calling) compared to other powersports brands. Response rate was 39% of the time on average for Indian. It was only 24% of the time throughout the overall industry. Without this commitment it is too easy to miss a customer who ignores a phone call or text or fails to check their email.
2) Least Number of “Crickets” – Based on the 2026 study findings, only one in 25 Indian website customers received no response. Customers industry-wide were more than twice as likely on average to be left without a response of any kind.
3) Monthly ILE Reporting – Indian Motorcycle dealerships receive a regular “tap on the shoulder” via monthly ILE reports that “shine a light” on behaviors that are otherwise often invisible and too easy for busy employees to neglect. This increased awareness has consistently driven and sustained stronger performance.
The 2026 brand performance comparison breaks out some significant shortcomings in ILE policies across the board. Indian wasn’t always on top in every category, but they were never in the bottom of any category and they were #1 when it came to “doing both” — that made the difference overall.
• Answered Question — How often did the brand’s dealerships email or text an answer to a website customer’s question?
• More than 65% of the time on average: BMW, Ducati, Indian, Triumph
• Less than 35% of the time on average: Kawasaki, Kymco, Arctic Cat, Tracker (Bass Pro Shops) Industry average: 47% Powersports; by comparison Automotive 78%
• Phoned Customer — How often did the brand’s dealerships respond by phone to a website customer’s inquiry?
• More than 50% of the time on average: Can-Am, Harley-Davidson, Honda, Indian, CFMoto
• Less than 20% of the time on average: Roxor, John Deere, Kymco, Cub Cadet Industry average: 50% Powersports; Automotive 74%
• Did at least one — How often did the brand’s dealerships email or text an answer to a website customer’s question and/or respond by phone?
• More than 80% of the time on average: Can-Am, Indian, CFMoto, Harley-Davidson
• Less than 50% of the time on average: Roxor, Cub Cadet, Kymco
Industry average: 72% Powersports; Automotive 90%
• Did both - How often did the brand’s dealerships email or text an answer to a website customer’s question and also phone the customer?
• More than 30% of the time on average: Indian, Harley-Davidson, Triumph, BMW
• Less than 10% of the time on average: John Deere, Roxor, Kymco, Tracker (Bass Pro Shops), Arctic Cat, Cub Cadet
Industry average: 24% Powersports; Automotive 62%
• Failed to Respond - How often did the website customer fail to receive a response of any type (email, text, or phone call)?
• Less than 5% of the time on average: Indian, Suzuki, Honda, Can-Am, Segway, Yamaha, CFMoto
• More than 15% of the time on average: John Deere, Cub Cadet, Roxor
Industry average: 9% Powersports; Automotive 5%
BOTTOM LINE:
Why Are ILE Scores Valuable To Measure?
Each brand’s ILE score represents an average of web inquiry response behaviors of their individual dealers, including top-performers and poor performers, each with a score ranging from 0-100. (see methodology sidebar)
In this year’s study, only 11% of all dealerships measured scored above 80 (providing a quick and thorough personal response), while 45% of dealerships scored below 40 (slow and/or unhelpful responses).
“With nearly half of powersports dealers in this year’s study scoring under 40, many brands and dealers are leaving significant opportunity on the table,” said O’Hagan. “The effort to improve is worth it. Historically, dealers who improve their ILE performance from scoring under 40 to scoring over 80 on average sell 50% more units from the same quantity of internet leads.”
There was a slight negative migration trend for the “over 80” and “under 40” categories observed in the 2026 study, with 2% fewer dealers scoring over 80 and 3% more dealers scoring under 40 compared to last year.
Many dealers underperform, but the success of others shows that improvement is achievable, and clearly worth the effort.
Each of the 2,133 ILE study evaluations asked a specific question about a motorcycle or side-by-side in inventory, during normal business hours. Each location interacted with a customer new and unique to their website and dealership, with a new customer name, email address, and local telephone number used for each evaluation.
Pied Piper then evaluated the speed and quality of responses sent by email, telephone, chat, and text message within the next 24 hours following each inquiry. ILE evaluations consist of over 20 different weighted measurements, linked to best practices mathematically likely to generate sales. These measurements combine to create an overall ILE score ranging between zero and 100 for each dealership, which are then consolidated into ranked brand and industry averages.
Austin, Texas-based Pied Piper combines artificial intelligence and trained human evaluators to measure the proprietary Prospect Satisfaction Index® (PSI®). PSI® measures how effectively each retail location follows proven sales and service best practices throughout a new customer’s journey, from initial website inquiry or phone call, through follow-up and appointment setting.
Manufacturers, franchisors, dealer groups, and other organizations use PSI® reporting to drive measurable improvement across their retail networks. The most common reaction: “We just didn’t know.” As AI and human processes increasingly overlap, only independent measurement exposes hidden failures and drives real improvement.
www.piedpiperpsi.com
Learning proven principles and ratios for dealership management is crucial to adapting to business challenges with confidence. From profit plans and pricing strategies to inventory planning and management techniques, you'll leave Total Management 1 with everything you need to make better, faster decisions in any market climate.
If you're ready to lean on facilitators who've been where you are, register for Total Management 1 today.
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But what we consistently observe in the auto industry is that “fancy fixes” rarely drive meaningful, sustained improvement. Instead, the results almost always come from something far less glamorous: (and dare we say kinda Luddite) leadership commitment to simple, disciplined human processes.
That’s true even though the auto industry already has access to the most advanced tools and technology available. Take https://tekion.com/ for example,t after ~10 years, Tekion hasn’t taken meaningful share despite a lot of what seem like great ideas. Why?
Switching a DMS (and the processes around it) is an enormous, daunting step; most dealers won’t move, even for something better or cheaper.
Software alone doesn’t fix weak operations. In powersports we’ve seen that having a CRM vs. none makes zero difference in web-response behaviors; even outsourced help (e.g., Scott Fischer’s DLP) failed without committed dealerships.
AI helps, but we’re seeing in auto right now that overreliance (“the AI will handle it”) leads to missed follow-up and poor outcomes. What works: keep it dead simple — no big changes or heavy spend.
• Commitment to Respond: Don’t lock up the store with digital customers stranded inside any more than you would leave with physical customers still standing in the showroom. Respond personally to every web lead, at least once each day; no exceptions.
• Measurement of Behaviors: Don’t rely on dashboards, reports, or what you’re told. They can mislead or miss critical facts. (“Yes, we responded”…
with a boilerplate auto-reply.) Instead, measure what customers actually experience: phone, text, chat, email. Without that, problems stay invisible and usually come as a surprise.
Pied Piper makes that measurement dead simple with ILE: after measurement, a 90-second audio summary is texted directly to the GM, plus they have immediate access to “Piper Answers” chat: ask what went wrong, how to improve, how others perform. Super simple and easy; no reports to read, no dashboards to log into. Getting that 90-second summary is a “conscience” and reminder to pay attention to a critical part of the business that is otherwise too often invisible.
We know this works because it has already driven big improvement in powersports. A great example is Polaris off-road: 1,400 dealerships from small rural stores to the largest operations. When Polaris made ILE part of its dealer program with monthly measurement, the average performance of their 1,400 dealers jumped from “typical powersports” in 2020 to in 2023 performing like the average auto dealer. When the program ended, performance slipped, though it still remains above the industry average.
I think it’s a bit like the best motocross racers: they don’t spend their time chasing shortcuts in better bikes or gear; they commit to practicing day after day; with a lap timer that tells them the truth, every lap. —
Fran O’Hagan
The numbers are in and RideNow reports Powersports Revenue totaled $256.1 million. Same store sales revenue was up 6.3%, driven by a 7.7% increase in unit sales… the result was Powersports Gross Profit of $70.7 million, up 10.1% in a down market. The positive Q4 performance helped offset some of the softer quarters in 2025.
Commenting on the quarter, Chairman, Chief Executive Officer and President Michael Quartieri said, “I am proud of our team and the substantial progress we have made on our “back to our roots” strategy, with momentum building through the fourth quarter. These performance gains are a clear indication we are on the right trajectory to deliver sustained growth and value creation for our shareholders.”
Full year financials showed 2025 as down somewhat compared to 2024:
• Powersports Revenue of $1,073.9 million, a 6.7% decrease
• On a same store sales basis, Powersports Revenue was down 4.6%, driven by a 1.7% decrease in unit sales
• Selling, general & administrative expense was $256.3 million compared to $275.4 million, down 6.9%
• Net loss improved 33.3% to $52.4 million compared to a net loss of $78.6 million, including non-cash intangible asset impairment charges of $34.8 million and $39.3 million, respectively
• Adjusted EBITDA(1) increased 40.4% to $46.2 million
Bottom line: Lead by same-store sales increases, the company generated $15.9 million in operating cash flow during 2025, ending the year with $29.5 million in unrestricted cash and $123.1 million of availability under its powersports floor plan lines of credit. During the year, the Company increased inventory $16.8 million and amounts payable under floor plans by $8.5 million. The Company repaid $61.1 million in principal amounts of debt during 2025.
RideNow Group, Inc. (NASDAQ: RDNW) is a powersports dealership group that partners with virtually every major powersports brand in the world, and we believe our powersports business is the largest powersports retail group in the United States. RideNow dealerships offer new and pre-owned motorcycles, all-terrain vehicles, utility terrain or side-by-side vehicles, personal watercraft, snowmobiles, as well as parts, apparel, accessories, finance & insurance products and services, and aftermarket products from a wide range of manufacturers. We are one of the largest purchasers of pre-owned powersports vehicles in the United States and utilize our proprietary RideNow Cash Offer tool to acquire vehicles directly from consumers. To learn more, please visit us online at: www.ridenow.com
By Steve Piehl
While Daytona Beach media has noted a trend toward decreasing attendance for Bike Week in previous years, RideNow Group, Inc. (NASDAQ: RDNW) is proving the right experiences still draw a crowd. Defying the decreasing rally attendance trend, RideNow’s Indian Motorcycle Daytona Beach smashed previous benchmarks, turning the rally into a historic win.
Despite changing attendance in Daytona during Bike Week, the enthusiasm at the Indian dealership was at an all-time high. The team increased new unit sales of Indian motorcycles by 40% over 2025. RideNow Daytona Beach, a sister store to the Indian dealership, increased sales by over 32% during the rally as well.
“We didn’t just wait for people to walk through the door; we went out and met them where the passion is,” said Kevin Dunn, General Manager of Indian Daytona Beach. “My team’s focus was 100% on creating moments where we could really connect with riders. When you prioritize that level of engagement and have a great selection of products, the sales follow naturally.”
Lyle Kramper, Regional Director for RideNow Group referenced the RideNow Way, the company’s focus on efficiency and engagement, as a factor in his team being ready for their record setting performance. “We know what the company and our customers expect from us, that makes it far easier to deliver what we did last week.”
The record-breaking sales were supported by a non-stop calendar of events that made the Indian dealership the place to be:
• A full slate of rides: Unlike many other dealerships in the area, the dealerships delivered a full schedule of riding activities during the rally. From the first-ever Indian Motorcycle Ladies Ride which included 123 riders, daily rides hosted by local Indian Motorcycle Club members, to the Official Indian Owners Ride which featured over 220 motorcycles.
• The Big Reveal: Fans were treated to a 125th Anniversary Concert with Kip Moore and the first look at the Limited Edition 125th Anniversary 2026 Elite Lineup.
• Engaging activities on site: The parking lot at Indian of Daytona Beach was a frenzy of activities throughout the rally. Every day featured Indian Demo Rides, vendors and great food, while special events like the world-famous Rat’s Hole Custom Bike Show, the Rat’s Hole Tattoo show, two motorcycle audio competitions and the V8 Motorcycle Parade made each day special.
RideNow Group dealerships will continue to leverage their focus on customer engagement at their 47 dealerships, especially those locations with major events and races.
By Don Musick
3) MINIPLANE (PAR IL VOLO). As the first engine designed specifically for paramotors and the only model in the product line, the “Top 80” engine might seem like a onetrick pony. Short answer…. It is! Introduced in 1989, the Top 80 has been refined continuously for decades to become one of the lightest and most reliable paramotor engines in the industry. Like the Vittorazi Atom 80, the Top 80 is a beginner’s favorite and is widely used for training. Because of its longevity, the Top 80 has developed an extensive and
loyal customer base. The air-cooled engine uses a simple piston port intake instead of a heavier reed cage and comes with either a diaphragm or standard carburetor. The engine is about as simple as they come, and Its specs are as follows: Top 80 (14.9 hp @ 9,500 rpm, 23.4 lbs.).
4) SIMONINI. These engines cater to two different audiences, the “Mini” series which focuses on the mid-range foot-launched paramotor segment and the heavier, more advanced “Victor” series that targets tandem paramotor trikes, ultralight aircraft, and motor gliders. While the more powerful Victor series includes features like twin cylinders, liquid cooling, and electric start, the Mini series sticks with the basic single cylinder, air cooled design. All of the series feed fuel through a diaphragm carb and all are reed valve inducted, except for the piston ported “Mini 2 plus” model. While the “Mini 4” comes standard with electric start, it is also an available option the rest of the lineup. Specs for the 6 model product line are as follows: Simonini 140 ( 140cc, 20 hp @ 7,500 rpm, 28.7 lbs.), Mini 4 (164cc, 23 hp @ 7,300 rpm, 31.9 lbs.), Mini 2 plus (202cc, 26 hp @ 7,500 rpm, 40.3 lbs.), Mini 2 EVO ( 230cc, 33 hp @8,000 rpm, 39.2 lbs.), Simonini 250 (230cc, 33 hp @ 8,000 rpm, 38.1 lbs.), Mini 3 (270cc, 36 hp @ 7,500 rpm, 48.5 lbs.). Images of the entry level Mini 4 and workhorse Mini 2 plus models are shown below.
5) MINARI. Skipping the entry-level segment, the Minari product line targets the sweet spot of the market: powerful, dependable, mid-range engines. The F1 series engines include both 180cc and more powerful 200cc models, but the F1-180’s abundance of configuration options make it stand out as the Swiss Army Knife of the lineup. While both models are available as clutched or direct drives and optional electric starting, only the F1-180 features forced air-cooling (fan) and a dual ignition system (F1 Force 180 and F1-Doppia Candela respectively). The F1-180 is also available in multiple frame mounting configurations to accommodate the different geometries required by footlaunched paramotors, trikes and motor gliders. All Minari engines use diaphragm carbs and reed valve intakes.
A defining feature of all Minari engines is the use of a Poly-V (multi-ribbed) belt reduction drive which rotates the propeller in the opposite direction as most other paramotor engines. This lightweight and low maintenance design (no lubrication requiring gearbox) is much quieter than the competition. More importantly, the belt drive spins the propeller in the same direction as the engine while most gear-driven reduction drives reverse the direction. This introduces an additional torque-twist which must be compensated for in frame design. The F1-180’s multiple engine mounting geometries are part of this approach. An image of the Poly-V belt reduction is shown below.
Minari also offers a larger displacement twin-cylinder carbureted engine, the “STRATOS 400” which targets 2-seater trikes and ultralight aircraft.
All of the F1-180 engines produce the same 27 hp @ 7,700 rpm, but depending on configuration, their weight can range from 35.3 lbs. to 36.3 lbs. The STRATOS 400 produces 50 hp @ 8,000 rpm and weighs 79.3 lbs.
Images of the F1 Force 180 and F1-200 are shown top right. According to estimates from the market research firm “Global Growth Insights”, two-stroke, single-cylinder engines account for approximately 70% of the global paramotor market. The remaining 30% of the market is composed largely of 4-stroke engines and a small but growing electric motor segment. Not surprisingly, wheeled
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paramotors (trikes and quads) account for ~20-30% of all paramotors which suggests that 4-stroke engines are the preferred choice of this segment. And in fact, they are. With trikes or quads, the entire weight of the paramotor, engine, and pilot is supported by the wheels during the takeoff run, so the pilot doesn’t have to carry or run with the engine weight. This gives pilots the freedom to choose heavier 4-stroke engines that are quieter, have less vibration, are more fuel efficient and require less maintenance. Great…. but what about foot-launched ppg’s? Can 4-stroke paramotor engines benefit from joining Weight Watchers® or from a shot of GLP-1?
Four-stroke engines have yet to reach “ripped” status, but there are a few manufacturers such as EOS and Bailey Aviation that are aggressively pushing toward that goal. Images of the EOS Quattro and Bailey Aviation V5 are shown below.
Both engines use poly-V belt drives like Minari, but the Quattro is cooled by an external oil cooler (radiator), while the V5 is cooled by fan-forced air over a cylinder head cowling. The V5 also dissipates head using a pressure pump to rapidly circulate oil throughout the engine. The engines also differ in their valve train. Both the V5 and Quattro feature a Single chain-driven overhead cam (SOHC), but they differ in valve count. The V5 uses 2 valves for simplicity, while the Quattro uses 4 valves for better volumetric efficiency (breathing). Both feature standard carburetors, decompression valves and optional electric starting. Specs for both the engines are as follows: Quattro (276cc, 30.2 hp @ 8,100 rpm, 38.8 lbs.), V5 (195cc, 20.5 hp @ 8,000 rpm, 34.8 lbs.). There’s a great YouTube video from Tucker Gott weighing the pros and cons of 4-stroke (EOS Quattro) vs 2-stroke (Vittorazi Moster 185R) paramotor engines you can see here.
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
TEXA software guides repair technicians through all the diagnostic phases. Motorcycles, Dirtbikes, e-Bikes, Snow Mobiles, ATV / UTV, Personal Watercraft
- Fast Multi-System Status Scan With DTC Reports
- Data Graph Live Parameters, Maintenance Resets
- Component Activations, Bi-Directional Controls
- Interactive Wiring Diagrams / Component Locations
Strong Start to Spring
March 2026 delivered one of the strongest starts to spring the industry has seen in several years, with wholesale pricing and transaction volume all improving meaningfully over March 2025. Total auction volume increased 12.6% year-over-year (YoY), with much of the growth driven by Domestic Cruisers and Sport Bikes. Inventory quality also improved, with cleanunit ratios rising across several major categories and newer, lower-mileage product entering the market at a higher rate than last year. Despite elevated gas prices, geopolitical uncertainty abroad, and softening labor data in some sectors, powersports retail demand remains resilient and notably healthier than it was this time last year.
Wholesale pricing trends in March reflected broadbased strength across nearly every major segment. Domestic Cruisers led the market, rising 6% versus March 2025 and 11% over the prior 90 days, reinforcing continued dealer appetite for used Harley-Davidson inventory heading into peak riding season. Sport Bikes followed closely, climbing 7% YoY and 9% sequentially, while Metric Cruisers increased 3% YoY and 9% over the prior 3-month average, signaling healthy strength across the on-road category. Off-road pricing also improved, with MX up 11% since last year, while Sideby-Side values rose ~8% versus short and long-term comps as inventory pressures continue to ease. Marine and RV segments saw the sharpest short-term gains, both improving significantly from the winter months, as dealers begin preparing for summer demand. Overall, March pricing trends suggest the market is outperforming typical seasonal norms and building momentum into peak retail season.
Looking ahead, historical patterns suggest wholesale pricing should remain firm through April and May before beginning its normal seasonal taper into summer. Dealer traffic remains healthy, and current pricing strength indicates buyers are actively positioning inventory ahead of peak riding months. Dealers should use this environment to aggressively source quick-turn retail inventory, move out aged and slower-selling inventory to capitalize on elevated spring pricing while market conditions remain favorable. If momentum holds, 2026 may be shaping up to deliver one of the healthiest spring selling seasons the industry has experienced since 2022.
MARCH ‘26 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE
MARCH ‘26 VS. MARCH ‘25 AVERAGE WHOLESALE PRICE CHANGE
By Lenny Sims
Economic uncertainty notwithstanding, UTVs continue to buck the trend of muted consumer web traffic in the first half of 2025… not much of a surprise there. The surprise is that although Can-Am saw an uptick in interest in the Sport Side-by-Side category by both consumers and dealers, it has been hammered by Wall Street and many of its dealers in the first quarter of 2026!
Yamaha, the Sport UTV leader in 2025, has tracked consistently in Q1 2026 and as a whole, powersports hasn’t lost value and volume held relatively steady according to J.D. Power’s latest Market Insights report. In fact, both the utility and sport segments had a nice recovery in the second half of 2025. Dealer interest in the utility segment increased throughout the year.
Another surprise was that sleds saw more consumer interest in 2025 than 2024. This despite or possibly because of Yamaha exiting the snowmobile market. After entering the snowmobile business in 1968, Yamaha announced plans to end sales of snowmobiles
in Japan through the 2022 model year*, in Europe through the 2024 model year, and in North America through the 2025 model year.
On two wheels, cruisers are where the consumer action was in 2025 but Dealers were more interested in Touring Bikes than consumers or F&I sources. Dealers were also marginally ahead in Sportbikes, Sport UTVs and utility Side-by-Sides.
Indian was already starting to tick upward even before word came that Carrolwood purchased the iconic brand from Polaris. Cruisers and Sportbikes both showed the expected seasonal trends in pricing in 2025. Sportbikes are still performing particularly well compared to previous years.
The good news is that consumer spending on recreational goods and vehicles was strong and increased in 2025. If the tariff turmoil would ever settle down, powersports could expect more of the same according to the J.D. Power traffic and trends.
JD Power is the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice.
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For more information about our valuation products including CONNECT web values, the MarketValues app, API products, and print editions, call 800-544-6232, e-mail valuationsupport@jdpa.com or click here: www.jdpower.com
KTM FREERIDE
Still Ready To Race?
KTM has been quietly refining its Freeride E moto for the past decade, but now they are sounding off about more power, greater range and improved charging times for the eMoto. The company’s flagship expression of effortless, low maintenance fun is now “Ready To Race” courtesy of a new 29 kg MX50 Lithium-Ion battery providing 2-3 hours of typical Enduro-esque riding time. For 2027 KTM has pumped the peak power up to 19.2 kW from the inaudible, efficient, waterproof and dustproof motor. Torque has been boosted to 37 Nm. The output can be administered through three ride modes and three energy recuperation settings that help extend the range.
This boost in performance comes concurrent with weight reductions. KTM has shaved a couple kilos from the Freeride and it now tips the scales at 112 kg. The same precisionengineered chrome-molybdenum steel frame surrounds the engine and battery. The subframe is made from aluminum and glass-fiber reinforced nylon and the seat height has now crept up to 910 mm.
More gains have been made with the battery capacity. Riders can count on a 5.5 kWh from the ‘swappable’ battery technology and the battery itself will easily withstand over 1000 charging cycles before a dip towards 80% effectiveness. Key power stats: 8.3 kW nominal power, 19.2 kW peak power, 37 Nm of torque and a top speed of 95 km/h
2027
• 2027 model with refined power delivery and a modest battery capacity increase compared to the previous generation
• All the benefits of the latest technology in an electric motorcycle: low emissions and maintenance, ease of use –handlebar brake set-up – while being reliable, durable and safe
• Purposeful chassis engineering with a molybdenum steel frame and a motorcycle weight of 112 kg
• Adjustable WP XACT and XPLOR suspension and 21” and 18” aluminum wheels
• Interchangeable battery tech, 8h charging time with 660 W unit, 1.5h with 3.3 kW power charger
“We set a plan, we exceeded it, and we did it profitably,” exclaims Stark Future founder Anton Wass. The Barcelonabased EV OEM posted its strongest financials of its first three years as Q1 2026 revenue growth was up 212% year-on-year. This surge is equivalent to 3.12x growth, while delivering its first EBITDA-profitable period and outperforming its own internal budget.
“Three years ago, Stark delivered its first motorcycles to customers,” adds Wass. “Today it is one of the world’s fastest growing tech companies, ahead of budget, EBITDA profitable, and continuing to scale because the products keep winning significant market share.” He claims that Stark’s growth is not being led by unsustainable losses, but by real market demand, strong product momentum, and increasingly disciplined execution.
Driven by unexpectedly high demand for the Super Moto model, Q1 performance builds on a strong 2025, during which Stark recorded 77% year-on-year revenue growth to EUR 115 million and achieved profitability in five of the final nine months of the year.
At the same time, Stark’s position off-road continues to strengthen. The company says the VARG EX is now the best-selling enduro model in Germany, France, and Italy, with Germany alone delivering around 50% market share within Stark’s first year of commercial availability. In multiple additional territories, Stark has already reached or exceeded 20% market share in the enduro category.
Stark is also laying the groundwork for its next international growth phase. The United States remains the company’s largest market, and Stark is currently building out dealer support, service coverage, spare parts, and wider retail finance discussions in preparation for broader market acceleration there.
“Year three of production was the year we proved the model,” concludes Wass. “Year ten will be when we prove that 99% of all motorcycles sold will be electric by 2035.”
More than 1 million hands-on demos delivered since 2021.
“This is not sit-in-a-parked-car demos. Not a rep walking someone through a spec sheet in a convention center,” explains founder BJ Birtwell. “This is real people on purposebuilt outdoor courses, on motorcycles on open streets, on e-bikes on dedicated loops, on UTVs through dirt tracks…”
Formerly the Electrify Expo, the mission changed as the audience expanded. The shocking news was not the EV component as much as it was the experiential element.
“That number grew because the format works,” he adds. “You put a product in someone’s hands with no sales pressure and no barriers, and the product sells itself. We built the entire festival around that idea and have now done it across 32+ events in major US markets with 600,000+ attendees.”
Demo Days 2026 opens in Los Angeles on June 27-28 and runs through 8 cities before wrapping up in San Diego, December 12-13. If your brand has a vehicle worth experiencing, this is where that experience happens at scale. Reach the partnerships team at: sales@demodaysfestival.com
Citing “Front Brake Failure” in some units, the National Highway Traffic Safety Administration has directed BRP to recall certain 2025 Can-Am Origin electric motorcycles. A fatigue failure of the front brake caliper support may occur and result in inoperative front brakes. “Front brake failure increases the risk of crash or injury,” according to the NHTSA directive.
Manufacturer: Bombardier Recreational Products, Inc. Components: SERVICE BRAKES, HYDRAULIC Potential Number of Units Affected: 398
Summary: Bombardier Recreational Products, Inc. (BRP) is recalling certain 2025 Origin electric motorcycles. Remedy: BRP will install a caliper support reinforcement kit, free of charge. A letter informing owners of the safety risk is scheduled to be mailed May 14, 2026. Additional letters will be mailed once the remedy is available. Owners may contact BRP customer service at 1-888-272-9222. Vehicle Identification Numbers (VINs) involved in this recall are searchable at: www.NHTSA.gov
Shocking news from Zero Motorcycles: As the company celebrates its 20th anniversary, the European-based team welcomes Jarno Middelbosch as the new Senior Director of Global Marketing. “His passion and extensive experience as a rider, combined with his strong background in brand management and marketing strategy, will help elevate our brand to the level of awareness and recognition it deserves after 20 years in business,” claims CEO Pierre-Martin Bos. Middelbosch brings over two decades of global experience across motorcycles, EVs and premium brands, from Ducati to HarleyDavidson. After 7 years with The Motor Company, he served as Head of Brand at Red Bull, before moving into the electric vehicle sector as Director of Marketing & Communications for Lucid Motors in Europe. Most recently, Middelbosch was Director of Marketing Europe for Valvoline
“I am thrilled to be joining Zero Motorcycles at this exciting time for the brand, celebrating its 20th anniversary in 2026,” adds Middelbosch. “Zero is a true pioneer in electric, twowheel mobility with a very complete model line-up and a well-established distribution network. I look forward to working with the team to put the Zero brand firmly on the map and driving global demand for its products.”
With a strong foundation built over 20 years, from cutting-edge powertrains
to a growing global network, we’re ready to scale the impact of electric mobility worldwide,” concludes Bos.
“Thrilled to announce that I’ve officially joined LiveWire as Senior Dealer & Customer Support,” says Niko Samartzis. Most recently Senior Field Service Dispatcher for Rivian, Samartzis served 5+ years as a service provider for Tesla before that. “Bringing years of EV operations experience to an incredibly exciting brand like LiveWire, I couldn’t be more pumped for what’s ahead. The best is yet to come!”
New head Honcho for LiveWire’s sales team. “I’m thrilled to share that I’ve been promoted to Managing Director Global Sales at LiveWire,” says Dominque Dutronc. “Over the past 16 months leading EMEA Sales & Service, I’ve had the privilege of working with an incredible team and partners to grow LiveWire’s presence across Europe. This next chapter is about scaling that vision globally, bringing premium motorcycles, innovative mobility solutions, and lifestyle-driven approach to riders everywhere.”
Before connecting with LiveWire EMEA, Dutronc was with CAKE, starting as Country Manager for France, before becoming General Manager for EMEA “A huge thanks to my colleagues and partners who have supported this journey.
The future of riding is electric, and I’m excited to help shape it on a global scale,” he concludes. “Let’s ride together!”
Thunder down under? Aussie EV start-up Savic Motorcycles named tech exec Marc Alexander as Chief Executive Officer, marking a significant leadership shift as the company prepares for a major growth phase in 2026. The appointment follows the successful close of a $2 million strategic funding round, giving the Melbourne-based brand fresh capital as it ramps up manufacturing capability and global ambition. Alexander has already been working with the company in recent months, implementing operational improvements ahead of formally stepping into the CEO role. Meanwhile eponymous company founder Dennis Savic will remain a Board Director and collaborate with the leadership team on key initiatives. “We’ve built Savic Motorcycles from the ground up, taking a bold idea and turning it into a worldclass electric motorcycle company,” claims Savic. “With new capital, new infrastructure, and global demand growing, this is the right moment for an experienced leader like Marc to take the reins and guide Savic through its next chapter.”
Light ’em up! “Excited to step into the role of VP of Sales & Marketing at NiteRider,” exclaims former Yamaha Power Assist Bicycles Director Of Sales Marketing, Drew Engelmann. “This is a brand with deep roots in cycling and a ton of opportunity ahead. My focus is simple — build a stronger foundation across product, pricing and channel strategy, and create a system that drives real, sustainable growth.” This is not Engelmann’s first rodeo, prior to Yamaha PAS, he was Sales Director at Intense Cycles. “Looking forward to working closely with our partners, dealers and team as we move into this next chapter.”
By Don Amador
The recent move by the U.S. Department of Agriculture to reorganize the U.S. Forest Service — including shifting key leadership functions out of Washington, DC — has sparked cautious optimism across both the powersports community and agency ranks. While we are not where we should be yet, we can at least see the trail ahead.
For years, stakeholders — from tribes and counties to recreation groups and industry — have voiced the same concern: too much bureaucracy and not enough capacity in the field. The impact is tangible. Projects move slowly, fuels reduction lags and recreation infrastructure, especially trails, falls behind maintenance needs. But the fault wasn’t with USFS in the field, it was the bureaucracy back in Washington.
Agency leads and field personnel are often tasked with delivering results while navigating increasingly complex processes with limited resources. The gap between policy and implementation has grown, and with it, frustration on all sides.
If done right, the reorganization could mark a long-overdue shift. Moving resources authority, and accountability closer to the landscapes and communities where they are needed most rather than being log-jammed on Capitol Hill is promising.
The USDA’s emphasis on “common-sense forest management” suggests a renewed focus on active management, wildfire resilience and getting projects across the finish line rather than stalled in committee.
For the powersports community, this is not an abstract policy debate. Access depends on capacity. When field offices are understaffed or under-
resourced, trails degrade, maintenance backlogs grow and opportunities for collaboration are lost. When resources are aligned with field delivery, the opposite happens— projects move forward, partnerships strengthen and access improves.
There is also a unique opportunity right now. The direction of this reorganization aligns with longstanding recommendations from stakeholders: streamline bureaucracy, empower field staff, and focus on outcomes. Across the West, collaborative models, including tribal co-stewardship, stewardship contracting and recreation partnership are already proving what works.
To succeed, the re-org must go beyond structural change. It needs to continue shifting real resources to the field, empower local decision-making and recognize recreation as essential infrastructure — not an afterthought. There is still a long way to go, but this is certainly a step in the right direction!
USFS NEWS RELEASE ON REORGANIZATION
www.usda.gov/about-usda/news/pressreleases/2026/03/31/usda-prioritizing-commonsense-forest-management-moves-forestservice-headquarters-salt-lake-city
Don Amador has been in the trail advocacy and recreation management profession for 35 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don is a Co-Founder and Core-Team member of FireScape Mendocino, a forest health collaborative that is part of the National Fire Learning Network. Don served as an AD Driver for the Forest Service North Zone Fire Cache during the 2022, 2023, and 2024 Fire Seasons. Don is a Northern California native and writes from his home in Cottonwood, CA.
By Dave McMahon
“
It’s great to have legislators in attendance who support powersports dealerships,” states NC Motorcycle Dealers Association Vice President Justin Alpiser (Team Powersports hosted the reception at the store).
“It’s helpful to talk about our concerns because we’re an important part of our local economic engines.” However talk is cheap and NCMDA has a history of decisive action
Powersports dealers in North Carolina have shown their organizational strength for years via their support of the NCMDA. With President Chris Brewer (Brewer Cycles) at the helm, the NCMDA is among the most proactive and engaged State Dealer Associations in the country, although the TMDA crew deep in the heart of Texas are pretty switched on, too.
Given this history it was no surprise that the speaker lineup at NCMDA’s Winter Meeting at the Washington Duke Inn & Golf Club in Durham back in March featured State Sen. Steve Jarvis. In 2021, Jarvis worked alongside Kyle Wrightenberry (Unseen Pass), Brewer and the NCMDA to gain support for the eventual laws that enable side-by-sides to become street legal in the state… Jarvis and NCMDA brought a modified UTV
to the State Legislature in Raleigh where politicians buckled in for their demo ride. When the wind blew their ties one way and their hair the other during the ride, dealers were nearly assured that a successful passage of the bill was pending. The lawmakers’ smiles said it all. Jarvis also successfully guided an ATV/sideby-side titling bill.
Today, it’s not uncommon for dealerships in the state to sell a variety of street-legal accessories, including turn signals, horns and windshields whenever a sideby-side is purchased. In fact, the penetration rate ranges anywhere from 30%-50% according to dealers we talked to. And for all those additional line items on the Purchase Order, North Carolina dealers can thank the NCMDA.
During the Durham meeting, Jarvis and Brewer pointed out that they will now be tag-teaming efforts to lower the state’s tax rate on powersports vehicles, which at more than 7% on a big-ticket side-by-side can leave prospective buyers second guessing and have them considering purchase from a dealership in a neighboring state in order to save thousands of dollars.
“That’s our main goal now – decreasing the tax rate,” notes Chris Brewer. “The prices of side-by-side vehicles are so expensive that the tax rate adds thousands of dollars on certain units.” In a related move, Senator Jarvis also will be trying to add dirtbikes to the titling legislation.
Dealers appear to be catching on that the NCMDA brings influence at the Capitol. That’s likely why there was an impressive number of statewide dealerships represented at the meeting… and with any dealer confab comes collaboration.
The barstool chatter included January and February sales results that were positive and strong, in general.
A sprucing up that might as well be called a complete interior renovation at the Garner location of Team Powersports certainly has helped customers take notice. From new flooring to slatwall, there’s plenty for customers to notice. “It’s like walking into a new store,” Alpiser said. “We figured it was going to be nice, but yeah, it really turns your head when you walk in compared to the old space.”
Rider’s Advantage and Synchrony teamed up to sponsor cocktails and hors d’oeuvres on Saturday night, March 14. It started a great two days of successful planning and preparation by NCMDA Executive Director Lisa Brewer.
The meeting started at 8:45 a.m. Sunday, with registration and check-in, with coffee sponsored by Farris Insurance and Live Oak Dealer Services. The general membership meeting included Jarvis taking the stage to discuss legislative issues that are of concern to dealership owners.
The lineup also featured speakers representing First National Bank, Federated Insurance, Rider’s Advantage, Triangle Risk Advisors, Live Oak Dealer Services, Motorsports Marketing Group, Synchrony, Torque Group, Farris Insurance, Aegis Powersports, Law Tigers, Sport Bike Chic, Vitu, ZiiDMS, Sheffield Financial and B.U.D.S. Foundation.
Door prizes sponsored by Triangle Risk Advisors, Synchrony, Torque Group, Sheffield Financial and ZiiDMS brought a late afternoon close to the day. Federated, First National Bank and Aegis sponsored a catered southwestern luncheon buffet.
After they join the NCMDA, North Carolina dealers are also encouraged to become members of the PowersportsDealerShowcase – North Carolina Collective, a private LinkedIn group host.ed by Dave McMahon. “State-specific surveys, polls, articles, videos and more content have been viewed more than 200 times by members of the NC Collective,” says McMahon.
Although the NC Collective has more members than any other State Collective, dealers in all state associations are welcome to participate. “Published biweekly, PowersportsDealerShowcase shines the spotlight on dealership best practices in an effort to accelerate industry growth,” he explains. Click here:
www.linkedin.com/newsletters/powersportsdeale rshowcase-7371599519437955072/
Or send an email to davemcmahon68@gmail.com to get your invitation to join for free.
The North Carolina Motorcycle Dealer Association was established over 30 years ago to protect motorcycle dealers in the state of North Carolina. The NCMDA strives to protect, promote, and keep the power sports businesses and sport thriving in the state of North Carolina. We encourage a friendly competition and business atmosphere among our dealers and members.
The NCMDA website is a resource and information site for our members. Please contact us via email with information related to our sport and please join our association by filling out the application on our website: www.ncmda.com
Membership in our association will help us all to stay strong and be able to unite to face the issues that affect the power sports industry in our state. The North Carolina Motorcycle Dealer Association is here for you. If you have information concerning the powersports business in North Carolina please contact us. The more informed we are the stronger we become.
We welcome all dealers, repair shops, accessory stores, and pre-owned bike centers to join our association. We also invite insurance companies, finance banking, and any business that will benefit by joining the NCMDA. During our annual meetings members are able to speak and have exhibits at the meetings. Members can also sponsor meetings or purchase ads on the homepage of our website as well as put ads in our annual newsletter.
The North Carolina Motorcycle Dealer Association is here for our members and we will always strive to keep motorcycles and related products growing in the state of North Carolina.
Sincerely,
Chris Brewer Brewer Cycles INC NCMDA President
Why do bank robbers rob banks? Because that is where the money is! Why should powersports dealers explore the Overlanding phenomenon? Because that is where the money — and a new customer segment — is! The Overland Expo grows to 5 events spanning SoCal to Virginia in 2026, and is bringing the powersports industry along for the adventure.
The crossover opportunity was not lost on early adapters as players in the powersports game from Baja Designs and Cardo to Mosko Moto and SDI crowded into the Costa Mesa Fairgrounds… and we do mean crowded. At 420 exhibitors, Overland Expo was even bigger than the Sand Sports Super Show that has been held at the same venue for the past two decades!
Onyx eBikes were dominating the demo ride area, and even distribution giant Turn 14 was signing up dealers. In all more than 19,000 overlanding enthusiasts attended Overland Expo SoCal 2026. And did we mention the dogs? A grand total of 703 dogs were registered to attend… speaking of going to the dogs, there were 59 media members registered for the Overland Expo.
However, Dealernws was not the only first timers at the event as the overlanding community is expanding fast. “An incredible 55% of attendees were completely new to Overland Expo,” according to the promoters. “We also noticed a fascinating trend in the numbers: 92% of our
attendees traveled from right here in California. Normally, we see about 60% local attendance at our shows. This massive local turnout proves that the Southern California overlanding scene is STRONG.” How strong? Check out KOA’s estimate of “Kamping” industry revenue in the sidebar.
Continued on page 60
Strong and generous: The Saturday night Overland Expo Foundation raffle raised over $10,000! These critical funds go directly toward protecting public lands and supporting overland-focused charities so we can keep exploring for years to come. Thank you for showing up and giving back to the trails we all love.
Go West! Next stop on the Overland Expo Tour is in Flagstaff, Arizona, May 15-17. More details here: www.overlandexpo.com/west/buy-tickets-west
Overlandiing is not the only camping niche to boom. According to the findings from the 12th Annual Camping & Outdoor Hospitality Report from Kampgrounds of America, Inc. (KOA), traditional camping which surged during COVID reached more than 50 million North American households in 2025. Although it was about even with year-ago levels the number of campers is still well above pre-pandemic numbers. Meanwhile, the overlanding segment has continued to expand!
“Camping’s emergence as a mainstream leisure travel segment has broadened its reach and is driving meaningful economic impacts within our communities,” said Toby O’Rourke, KOA’s president and CEO. New campers continue to increase each year, with 2025 adding an additional 2.2 million new campers to the mix, an increase of 23% over the new campers introduced to the activity in 2015 and well above 2019 levels prior to the pandemic-driven influx. Since 2023, over 8.5 million households have tried camping for the first time.
By way of comparison, the number of active camper households in 2025 was nearly identical to 2024, at 52.2 million, compared with 52.5 million the prior year. However, camping households stand 24.3 percent above the 42.0 million who camped in the pre-pandemic 2019 year and 63 percent above the 32.0 million who camped in KOA’s inaugural report in 2014. Camping households peaked at 58.5 million in 2022.
Like we said, that is where the money is!
While we were wandering the packed aisles of the Overland Expo, we ran into ORBA’s new interim Executive Director Sean P. Holman and got the scoop that the Off-Road Business Association (ORBA) was back in business.
“Late last year, SEMA announced our acquisition of the Off-Road Business Association (ORBA), and since then we’ve quietly worked behind the scenes to add muscle to our ability to be a voice for the off-road community and the businesses who drive it forward through innovation and passion,” says SEMA CEO Mike Spagnola. “I’m excited to announce ORBA’s relaunch, with a new leadership team, a sophisticated set of tools to work with, and a refined mission. We’re confident that our efforts will immediately benefit businesses and stakeholders from the OHV and powersports worlds.”
ORBA is now offering an expanded advocacy strategy, enhanced research capabilities and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community.
By combining SEMA’s government affairs expertise and storytelling capabilities, and the reach of the enthusiast-driven SEMA Action grassroots network, ORBA will support and strengthen the work of
nonprofit partners operating at the local, state, and regional levels. These organizations bring critical onthe-ground expertise that is essential to ensuring a strong and sustainable future for the off-road community.
“The future of off-road access depends on strong coalitions, shared expertise, and coordinated action. We are always stronger together…” says Spagnola.
As ORBA enters a new chapter, the organization remains focused on advancing its mission through strong advocacy, collaboration, and responsible stewardship of public lands. Sean P. Holman has been named Interim Executive Director and Laura Butcher as Legislative Director. Karen Bailey-Chapman, SVP of Public & Government Affairs for SEMA, will continue to lead the organization’s strategy implementation. Fred Wiley will retire from his role with ORBA, marking the conclusion of his tenure with the organization. Wiley played a significant role in ORBA’s history and development, and we thank him for his years of service and dedication to the off-road business community.
See the trail ahead for ORBA here: www.offroadbusiness.org/our-mission
By Katie De Reus
Cody Willenborg isn’t just a racer. His goal is for CW Motorsports’ to be more than just a parts shop, he wants his operation to be a hub for the UTV community and Polaris fanatics! “We don’t just sell top-tier parts, but to help you make the right call for your machine, your goals, and your terrain,” he tells customers. “We are here to support your rebuild, your UTV, and Your Off-Road Lifestyle.”
As the owner of CW Motorsports, he builds and races Side-By-Sides for a living. But he needed to step out on a bigger stage this year. King of the Hammers is the ultimate spotlight for Ultra4 racers… a crucible that forges champions and machines alike… or leaves hammered scrap metal and busted dreams out in California’s unforgiving desert. King of the Hammers proved CW Motorsports has what it takes this year. It also marked the official start of Cody’s 2026 racing season with All Balls Racing backing him… both in the shop and on the course.
Willenborg, supported by All Balls Racing, finished 8th overall and 5th in class at the 2026. Given that less than 1/4 of the entries even managed to finish. Cody’s 5 place proves that he knows how to rebuild engines — and isn’t afraid to use All Balls Racing Products in one of the most demanding off-road races in the world.
HOW TOUGH WAS KING OF THE HAMMERS?
• 122 competitors entered the 2026 King of the Hammers UTV race
• 25 vehicles finished, a 20.5% completion rate
• 97 competitors did not complete the race
King of the Hammers is widely regarded as one of the most punishing off-road races in the world. Competitors face miles of high-speed desert followed by brutal rock sections designed to break both machines and momentum. Every mile tests preparation, precision, and the ability to rust the parts underneath you.
All Balls Racing was on-site in Johnson Valley to support Cody throughout the race, reinforcing a partnership built on real-world performance. “It’s an honor to represent All Balls Racing and have the opportunity to sponsor Cody,” said Matt Wilson, Marketing Manager, All Balls Racing. “But until you have the opportunity to experience an event like King of Hammers, you don’t truly understand the athleticism, mechanical aptitude, the resilience and true force of will to run this race. We’re extremely proud of him and his entire race team.”
Competitors like Cody represent the standard All Balls Racing builds to — racers who demand reliability when failure isn’t an option.
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By Marq C. Smith
Many years ago, soon after I purchased the dealership, I was approached by a local dirtbike club for a favour. They had been to several of the shops in the area about their ask, and had been turned down. What were they asking, you ask?
This was a large club, and most members had a lot of gear that they were no longer using, but was still in great shape. There was a mix of recreational and competitive riders in the mix, and they had 200 members. All they wanted was a place to set up a “Swap Meet” to clear out some of the gear
After a nanosecond of deep thought, I agreed… and so started many years of profitable swap meets. I would rent the tables, and set them up; I charged just enough to cover the cost of the tables. Usually it was $5 or $10. Later we changed it to $5 or $10 for space, as there were those reprobates who just set up at the edge of the parking lot and refused to pay because they were not using a table (or, at least tried to — we sorted them out pretty quickly).
I had a propane grill that the club could use to cook and sell hot dogs. I even paid for the food and drinks, etc. and they sold them. All proceeds went to the club or charity.
What was the upside for us? Firstly, the people selling their gear usually went into our P&A department and bought more. Secondly, a lot of people came in to peruse the swap merchandise, and then also dropped in to our showroom or accessories areas. Some of them had never been in our store before; It was great marketing with not a lot of cost.
It also turned out to be one of our biggest dollar values in sales of the year.
We also started a spring dirt ride day out in a local riding area, where, once again, I provided food to sell, and the club and local charities received all the proceeds. We ran a few field games, and hosted a poker run that became very popular. We would have up to 400 attendees some years. The results were that, from that one event, people came in the door for the rest of the year. All it cost was some time, and a few dollars for food and trophies.
The question I have now, looking back, is why don’t more dealerships do events like this? For the swap meet, this club went to at least five other dealerships, and were turned down. Was it because the owners of
those dealerships had no vision? They didn’t understand marketing? One dealership principal told me that it sounded like a lot of work.
Well, perhaps it was, but my clients enjoyed it, it was profitable, and it started our year off with a bang. My staff also bought into it, and created a fun carnival atmosphere. Win-win!
There are so many of these events that are possible to initiate, and they cost far less than shotgun advertising that may or may not work. Of course, I captured a lot of email addresses to my database at the swap meets and ride days without having to pay some data marketing service for unqualified names pulled from local zip codes on an Nth name basis!
There is a local shop whose owner does virtually no marketing because he doesn’t believe in it. He has a beautiful dealership right on the highway, and says that the location does his marketing for him.
From what I see, he does all right, but there are so many opportunities that would do nothing but raise his profile amongst the riders’ community, at not a huge cost. For instance, I know that his sales have stagnated over the last few years, yet others, with some imaginative marketing, and homegrown events, have increased their sales. I was once in his dealership in the spring, and the shop was dead; virtually no-one was there. Up the valley, I dropped into another shop who does a lot of events and sales. Their shop was hopping.
Use your imagination; start some fun events that people will talk about all year. I initiated several events that the clubs ran which started or ended at my dealership; I provided trophies and prizes, and everyone enjoyed it.
It’s not rocket science! Anyone can do it… and if you organize it properly, the investment will pay off for years to come.
Now, get out there, and sell like hell!
Marq C. Smith has been involved in motorcycles since he was 17 years old. He worked for Canadian Harley-Davidson 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.”
By William Douglas Little; Two Old Guys Racing, LLC
Being laid-up with an injury isn’t fun, especially when you’re a middle-aged, (or beyond), guy who had an entire Summer planned of returning to the sport that represented his youth. In one, cross-rutted, highside bail, I saw the next 7 months of excitement basically fly away from me like dust in a Kansas tornado.
At this age, however, the injury isn’t the tough part. Let’s face it, when we reach our mid-50’s, pain isn’t really a big deal anymore. Especially for those of us involved in motocross or off-road racing of any type. We live with pain everyday and we’ve learned to push it aside.
No, the thing that hurts the most is the lost time and the anticipation of returning as quickly as possible, knowing that the process of healing takes longer in these years than in those prior.
And, while spending 3-weeks post-injury, hobbling around on crutches was bad enough, I’ve found that it’s also not the worst part. You see, there were two main reasons that those three-weeks pre-surgery were better than these weeks after…
For one thing, I wasn’t really afraid to do stuff before the surgery, because the knee was already destroyed. I mean, I was careful, but I kind of figured that anything I made worse would be fixed in surgery anyway, so what’s the big deal? That’s kind of why I didn’t hesitate to strap on a Mobius brace extra-tight and ride one-lap per moto in the first round of the Missouri State Motocross Championship Series. It gave me last-place points, but that’s better than no points for a series. Plus, I didn’t know how many races I’d have to miss after the surgery, so not missing the first round made sense.
The other thing that made that 3-week window more tolerable was the fact that it was plainly obvious that I couldn’t do much. Since my ACL was completely torn and there was so much other damage, my lower leg basically swung around aimlessly like a bell’s clapper when I hobbled on my crutches. Put a little weight on it, it tried to collapse to the outside. Mentally, I was laid-up and I knew it.
Now, however, I find myself 2-weeks post-op and, according to my physical therapist, I’m at the expected 5-week point in my therapy. Of this, I’m very proud, but the problem comes in with the fact that I’m able to put weight on it, to work out daily to a certain level, and to basically walk like a normal human being. I’m no longer hobbling or limping. And this, my friend, makes me feel like I’m normal again — despite the fact that I’ve still got weeks and weeks of healing before that new, “used part” cadaver ACL is actually fully grafted and working like it belongs to me.
And, I have to admit, this whole thing has been made much worse by the fact that I quickly ran out of decent movies and shows to watch on all of the streaming services, which meant that I started watching reruns of SMX races on Peacock, which is like a heroin addict hanging out in crack houses… it just served to fuel my moto addiction!
I’ll boast that I’ve done well to this point. Even loading/ unloading our race trailer to go cheer on my racing partner Mark at the second State Series Round, I resisted riding bikes more than up the trailer ramp, but then, it hits worst in the middle of the nights. You know the times… you can’t sleep well, so you head for the sofa, prop up the bad leg with the ice machine flowing cold water to the wrap and you flip on the TV, inevitably picking up where you left off. For me, that’s currently most of the way through the 2024 Season of SMX, which means I’m quickly running out of my fix.
Thankfully, I realized yesterday that I can now bend my knee far enough to get my self folded into my track loader, which I immediately recognized, meant that I could go back to working on our practice track!
Ahhh, yes... The 1.5 mile long, 20-foot wide, Pro Nationalstyle track that Mark and I had begun building over the winter, which has sat abandoned, with only the layout, the start and the first two jumps. It’s a masterpiece in the making, but the best part is, it’s serving as the methadone to my motocross addiction in this time of need!
I spent hours yesterday with the tree-puller attachment on the front, clearing out the final section of track through the woods and today I’m planning to start hauling that beautiful, dark-clay soil from the valley up to begin construction of the next obstacles on the track! It’s a glorious feeling!
Yeah, I’m not riding yet, (although I hope to ride a lap each moto for Round 3 of our Series… and yes, Loretta’s is out of the picture for me, since I won’t be competitive by Regionals), but by golly, I’m building the track that I’ll soon be spending hours practicing on! And right now, that’s keeping the jonesing to a minimum!
Life ain’t over because we reach an age that everyone says is “too old” to do what we love. Life ain’t over when we try to do it anyway and get hurt. We simply find a way to stay engaged — to keep that passion alive with our own version of motocross methadone — and to return to that passion the moment we’re healthy enough to do so.
That’s how we disprove the nay-sayers and, more importantly, how we prove to ourselves that we’ve still got it. But, most of all, that’s how we remain young ourselves.
Sure, we might take longer to heal… and to get out of bed in the morning… and to get off the ground when we crash, but us Vet Class guys are still fast as hell. And, I can promise you this, we enjoy every second of it along the way!
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?
By Don Emde
Jeff Smith 1934-2026. 2-time World Motocross Champion, 8-time Six-Days Gold Medalist, 2-time British Trials Champion, inspiration of the 441cc BSA Victor motorcycle, and later Can-Ams, leader of the AHRMA vintage racing organization in America, creator of the BMW Battle of the Legends series in 1990s, husband, father, and friend to so many. Jeff Smith passed away Sunday at his home in Wisconsin at age 91.
I didn’t know Jeff Smith from his specialty as a motocross champion, we had first met at the motorcycle dealer shows in America in 1978. I was selling ads for Motorcycle Dealernews magazine, who were also the producers of shows, and I recall being at the Houston Astrodome where a dealer & consumer show was held in the adjoining convention center the days prior to the AMA National races in the Astrodome.
Jeff was running the Can-Am Motorcycle business then and I was in the show office when Jeff came in and reported that their van had been broken into overnight and the motorcycles and his display had been stolen. And this was the day he needed to get setup for the show which would open later that day.
Being from England and then living in Canada, Jeff didn’t even know what his options were to try to salvage some type of representation at the show. As I recall, I believe he had a Can-Am dealer in the area and he was able to arrange to have them bring over a couple of machines from the store and luckily had a big Can-Am banner he could hang up.
Other than letting him use the office phone, and maybe the loan of a roll of duct tape to hang the banner, I didn’t do all that much, but I stuck with him as he was getting everything worked out. Jeff knew that like him, I also had a history of racing for BSA, and there was some kinsman ship that I think stuck with us through the years.
Fast forward to 1991, I hadn’t seen Jeff for many years, but I knew he had been hired as Executive Director of the American Historic Racing Motorcycle Association (AHRMA). I was in my office one day when the phone rang. I answered and it was Jeff Smith, saying hello as if I had just talked to him the day before. He then went on to say, “Don, I’ve got an offer that you can’t refuse.” He went on to tell me how he had arranged an event for the upcoming Daytona Bike Week. There, hopefully,
I along with nine other riders of days-gone-by would race identical factory-prepared BMWs in a kind of match race to be held during AHRMA’s vintage day at the Daytona International Speedway.
Jeff explained that the concept of the event was to showcase racers of the past who had all accomplished big things during their racing days. For me, it had been over 15 tranquil years since I had hung up my racing leathers, but in just a matter of a few days, Jeff had me and nine others signed up for his new program and the BMW Battle of the Legends was born. We would go on from the debut at Daytona in March of 1992 to compete at two different race tracks each year through 1996.
After Jeff retired from AHRMA in 1999, I didn’t see him much, but did make contact with his daughter Christine in 2018 to obtain a copy of the wonderful 464page biography, “Jeff Smith. Trials Master, Motocross Maestro,” written by Ian Berry. Jeff kindly inscribed it to me.
When I heard the news on Sunday that Jeff had passed away, my first thoughts were about how he quickly
sold me on the idea of getting back into a racing series after not riding a motorcycle at or more than 100 miles per hour then for more than 15 years. There was no money to be won, or championships to add to my racing resume. But Jeff explained why the then-growing vintage motorcycle hobby was becoming so popular. It was a chance to remember my years of racing when I was just a teenager and to feel young again with the personal drive to be at the front of the pack, with race fans cheering me on. As it turned out, despite some challenging events, Jeff was right.
Not only did I compete in every one of the Legends races, but BMW asked me to write and publish a book about the BMW Battle of the Legends series. It became just my second book after publishing the Daytona 200 history.
What a great life Jeff had. He was humbler than he needed to be. I don’t recall him ever talking about himself. But others did. People like Torsten Hallman who said, “He was the only rider I ever knew who would never admit defeat until the checkered flag had fallen. As far as he was concerned, every race was a race to the finish, and in grands prix nothing else mattered.”
Godspeed Jeff. The checkered flag of life has now fallen, and you won.
The American Historic Racing Motorcycle Association (AHRMA) mourns the passing of Jeff Smith, MBE, at the age of 91. With deep appreciation and respect, we honor a man whose leadership, vision, and tireless commitment reshaped AHRMA and secured its place as the world’s premier vintage motorcycle racing organization.
“Jeff Smith MBE was more than a champion, he was a cornerstone of our sport’s past, present, and future. His influence on motorcycle racing and trials is immeasurable, not only through his extraordinary achievements on the bike, but through the passion and integrity he carried into everything he did,” said Greg “GT” Tomlinson, AHRMA Chairman of the Board of Trustees. “As a founder and Executive Director of AHRMA, Jeff helped build a living bridge between generations of riders, preserving the spirit and history of our machines and our community. His legacy is woven into every event we hold and every rider who shares in this tradition. We have lost a true giant, but his vision and impact will endure for decades to come.”
While Jeff Smith’s legendary racing career is well documented and widely celebrated, his enduring legacy within AHRMA is equally profound. In October 1990, Smith accepted the role of Executive Director at a time when the organization faced significant operational and financial challenges. Tasked with restoring solvency, growing membership, and establishing
AHRMA’s independence in racing promotion, Smith stepped into a role that required rebuilding the organization from the ground up — without a roadmap.
Alongside his wife, Irene, Smith immediately set to work. From answering phones and reconnecting with members to rebuilding administrative systems, the Smiths brought stability and responsiveness back to AHRMA. Their handson approach sparked rapid membership growth and reestablished trust within the community.
Smith’s leadership quickly extended to competition structure and event management. He introduced critical operational improvements, including pre-entry systems and standardized race procedures, laying the foundation for professional, wellorganized events. Early challenges — such as improvised raceday logistics and limited infrastructure — became catalysts for innovation and long-term growth.
A pivotal moment in AHRMA’s evolution came through Smith’s ability to foster strategic partnerships. His collaboration with industry leaders led to the creation of the landmark BMW “Battle of Legends” program, which brought international attention to AHRMA. Featuring world-class competitors and factory-supported machinery, the series elevated the organization’s prestige and credibility, opening doors to expanded event opportunities at premier venues nationwide.
Smith also cultivated key relationships within the broader motorcycling community, notably with the American Motorcyclist Association (AMA). Through these partnerships, AHRMA expanded its racing classes to include Battle of Twins and Sound of Singles, further strengthening participation and diversity within its events.
Equally important was Smith’s ability to build a dedicated and capable team. By appointing experienced leaders such as Road Race Director Jack Turner and empowering a passionate volunteer base, he ensured that AHRMA events met the highest standards of professionalism and competition.
By the time Smith retired as Executive Director in 1999, AHRMA had grown from fewer than 1,000 members to more than 5,000, established financial stability with substantial reserves, and expanded to a full national calendar of road racing, motocross, dirt track, cross country, and trials events. The organization had not only survived — it had flourished.
Even after stepping down, Smith continued to serve AHRMA as an Eastern Trustee and Treasurer, demonstrating his enduring dedication to the club and its members. Reflecting on his decade of leadership, Smith spoke not of challenges, but of gratitude—for the people, the progress, and the shared passion that defined those years. He described his time guiding AHRMA as “the happiest time of my life.”
Jeff Smith’s impact on AHRMA is immeasurable. His vision, resilience, and collaborative spirit transformed an organization in crisis into a thriving, respected institution. Today, every AHRMA event and every member experience stands as a testament to his work.
AHRMA extends its heartfelt condolences to Irene Smith, Jeff’s wife of more than 68 years, and the entire Smith family. We celebrate Jeff’s life, his achievements and the legacy he leaves behind — a legacy that will continue to inspire generations of vintage motorcycling enthusiasts.
The American Motorcyclist Association is saddened by the passing of AMA Motorcycle Hall of Famer Jeff Smith and extends its condolences to his friends and family.
Smith was one of the most versatile racers in motorcycling history, excelling in a variety of motorcycle racing disciplines, most notably motocross and trials. Beyond his prowess as a racer, Smith was an industry leader, working in a number of leadership positions at Can-Am and serving as the executive director of the American Historic Racing Motorcycle Association (AHRMA).
Born in 1934 in Colne, England, Smith’s motorcycling journey began at nine years old when his father brought home a
two-stroke Triumph motorcycle for Smith to ride. After World War II, Smith began competing at local trials events, and quickly caught the attention of Norton Motorcycles, becoming one of the manufacturer’s works riders in 1952. Smith earned the ACU British Trials Championships in 1953 and 1954 — the latter title coming aboard a BSA.
Soon after his second trials championship, Smith began his motocross career with a stunning victory at the 1954 Dutch Motocross Grand Prix after BSA approached him to fill out the roster for the factory team at the event. In the year following this victory, he won the Experts Grand National — a prestigious British scrambles event — and the 1955 British Grand Prix, signifying a start to his motocross career on the world stage.
Smith’s international career hit a fever pitch in 1964 and 1965, when he raced his way to back-to-back 500cc World Motocross Championships while riding for BSA. He was also a six-time Motocross des Nations champion as a member of the British team.
Smith excelled outside of motocross, as well, competing on behalf of his country at 11 International Six Days Trial — now known as the International Six Days Enduro — events and winning eight gold medals for England in the process.
After his racing career, Smith joined Can-Am’s motocross efforts on the developmental side, helping produce the brand’s racing motorcycles. In the 1990s, Smith filled the role of executive director of AHRMA, where he stayed until his retirement in 1999. He also served the North Central region from 2001 until 2008 on the AMA Board of Directors.
Smith was inducted into the AMA Motorcycle Hall of Fame in 2000.
Jaroslav Vavrina is a Harley dealer in Prague who has been sounding off on LinkedIn with a series of articles and insights on how he sees The Motor Company as a “HarleyDavidson rider, brand believer, manager” and as a Dealer: Harley-Davidson Praha, Oficiální dealer legendární značky motocyklů Harley-Davidson He dropped everything to weigh in on the new #RIDE initiative:
Ihad just started writing a series about how we at HarleyDavidson Prague want to bring in new blood… And then Harley-Davidson launched its new “brand platform” — So consider this post a brief interruption — one that couldn’t be left unsaid.
Harley-Davidson has introduced RIDE.
But as a dealer, the thing that stays with me the most isn’t the platform itself. It’s the logo change. Because a logo isn’t decoration. It’s not a sticker. A logo is a flag. And a flag tells you where a brand is heading.
Harley is now returning to the heritage Bar & Shield… And yes, I understand why that resonates. It carries history. Tradition. The DNA of the brand.
But a brand cannot live off its past alone. If you want to keep your core riders and at the same time attract a new generation, it’s possible. But only with a clear, long-term strategy. Not by quickly turning the handlebars back toward yesterday. And that’s exactly how this feels.
The new platform talks about what Harley has always talked about: Freedom. Community. Joy of riding.
All true. But not new. And when the launch video feels like it could have been released at any point over the past 15 years, the logo change doesn’t land as a new direction. It lands as a retreat.
Now the dealer reality. In Prague, we went through a full dealership redesign last year. Hundreds of thousands of euros. Two months closed. A major impact on operations, team and business. All aligned with the direction of the brand at that time.
And now?
The switch gets flipped. This isn’t a debate about design. This is the reality of people who live the brand every day — selling it, servicing it, standing behind it and investing their own money into it.
And the hardest part?
As a dealer, we learned about this “new platform” only hours after it was already public. So once again — a lot of talk about listening to dealers, supporting dealers, partnering with dealers…
And then a launch like this. This isn’t a partnership. This is a top-down drop!
I don’t have a problem with change. I don’t have a problem with heritage.
I have a problem when a step back is presented as a step forward. When a legacy symbol is sold as a new direction. And when the network that keeps the brand on the road everyday carries the cost, but doesn’t get the respect of timely and transparent communication.
Harley-Davidson doesn’t need less history...Harley-Davidson needs more courage, because growth won’t come from restarting yesterday. It will come when it’s clear where we’re actually riding next.
That’s exactly where we’re focused in Prague. We want new riders. Younger riders. People who don’t yet see HarleyDavidson as “their brand.” And we have a strategy to get them there. Not by changing what Harley stands for. But by changing how it shows up, how it speaks, and how people experience it locally. Because in the end, this doesn’t happen at the global level.
It happens on the ground. In dealerships.
In communities.
In real interactions with real people...
Flying Floyd. The Motorcycling Life of Floyd Emde, written and published by Don Emde, tells the story of his father, Floyd Emde’s legendary years in motorcycle racing, multiple dealerships and building race bikes for his three sons and a daughter. Those familiar with the “Harley and Indian Wars” of the 1940s will enjoy the week-to-week coverage back in Floyd’s racing years including his personal written notes after every race, plus his wife Florence’s handwritten results in many souvenir programs.
• Floyd Emde’s forty years as a pro racer, dealership owner, and race bike builder
• Floyd and Florence’s personal race notes, original programs and other period materials
• 1,000+ images taken by Bob Magill, Shorty Campbell and other top photographers
• 420-page hardbound book
