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WORLD’S LUCKIEST MAN Bob Althoff On The Blueprint
THE BIG ASK: Is It Time To Rethink Powersports World
WHAT’S THE PROBLEM? Addressing The Elephant In The Room
WHAT WILL IT TAKE? Growing The Powersports Industry
WHAT IS IT ALL ABOUT? New Channel On A FAST-track
WHAT DO RV’S HAVE TO DO WITH IT? Making A Case For Powersports World Media
WHAT IS POWERSPORTS WORLD? A Tactical Advantage
WHAT COMPANIES SEE Visionary Advertisers
WHAT’S IN IT FOR YOU? It is Up To You To Save Our Industry WHO ARE THE PLAYERS The Pros From Dover Weigh In LETTERS+ The Industry On Larry Hester NEWS
INDUSTRY RESEARCH+
Lenny Sims On PWC & Marine Markets
RUMBLE ON Q2 RESULTS RideNow Rebrands
INDUSTRY RESEARCH+ Jim Woodruff On July AWP In Review
OEM UPDATE+ The Great X-Cape eDEALERNEWS
LiveWire Charges Into AIMExpo
CURRENTS+ STACYC Surges, LiveWire Losses Continue
TRACTION+ Official Communication From NPDA
ADVOCACY+ Don Amador On The Impossible Dream
CONFESSIONS OF A CUSTOMER
Eric Anderson On Screen Time Vs. Saddle Time
PRESS PASS+ House Of Harley Celebrates Homecoming In Style
GEAR+ Gus Supports The Sport
VALE+ Godspeed Curtis Leaverton BACKFIRE Why Harley Is Failing
EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Unique Powersports
Charlie Williams Off Road Editor
Don Amador Quiet Warrior Racing
Joe Bonnello Joe B Photography
Uncle Paul Wunsch Love Cycles
The Anonymous Dealer
ADVERTISING
Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com
Blake Foulds Account Executive (760) 715-3045
blakefoulds@dealernews.com
Brenda Stiehl Production Manager brendastiehl@dealernews.com
John Murphy Publishing Consultant johnmurphydn@gmail.com
By Bob Althoff
We all want a healthy industry. However as we are all too aware, what we have is less than our customers — present and future — deserve. Certainly less than what our employees and shareholders deserve. Our industry firing on less than all cylinders. But it doesn’t have to be this way. There is a path to success — a proven blueprint that has played out in powersports before and more recently with phenomenal results for a couple of powersportsadjacent markets.
In fact, the years ahead can be great ones. The path has shown us all… repeatedly. Witness:
a) The Dons, Emde and Brown called the industry leaders to Palm Springs in 1985. Out of that summit came the “Discover Today’s Motorcycling” program. The motorcycle market came together with a simple plan: One voice. Well-funded. Multi-year… And smashing success!
b) Go RVing (read more about this in the pages that follow). It got RVs on television. It showed them being enjoyed by every demographic group of Americans. The motor coach market stopped pimping product and started telling stories about the lifestyle on the road. Show the product in a positive light, but focus on the people enjoying the lifestyle… that concept has
continued to drive RV sales for three decades! By 2025 RV sales in North America could reach $35.94 billion! The turning point can be traced to an industry wide Go RVing campaign funded by a voluntary assessment the major players levied on themselves. That money went into a marketing pool to spread the story of the motor coach business.
c) Most recently F1 racing went from being a stagnant, aging Eurocentric brand to being one of the fastest growing sports properties in the world. At a time when some segments of the powersports industry were down 40% F1 is accelerating beyond its wildest dreams… and again, the blueprint was to shift the focus from the machines to the stories of the people… tech talk shifted as they began leaning into storytelling… using this simple formula F1 revenues surged from $1.8B in 2016 to a record $3.2B+ in the 2023-2024 season.
Their storytelling with all-access coverage is a model Powersports Media can emulate. Highlights include:
• Drive to Survive, is entering its 8th season on Netflix. It sparked a fan boom in the U.S., drove younger demographics to the sport and firmly ensconced F1 racing as part of the global mainstream culture.
• Digital Expansion: F1TV streaming, esports, year-round fan engagement — turned racing into a 24/7 media ecosystem.
• The corresponding F1 movie is the highest-grossing auto racing film ever made and, believe it or not, Brad Pitt’s highest-grossing movie to date.
• F1 movie has grossed approximately $609 million worldwide. Specifically, as of August 29, 2025, the film has earned $187 million in the U.S. & Canada.
Three different markets, three different timeframes with the same positive results. The 1985 Palm Springs Summit, the 1997 launch of Go RVing and now F1 — All roadmaps for us today.
It is time for us to follow the blueprint. Powersports TV is off to a solid start. Now is the time to build Powersports Media. And the entire Industry should be at the table with the same passion and purpose we are known for.
Powersports Media is the plan. The Voluntary Assessment is the funding mechanism.
Together, we are unstoppable!
Bob Immediate Past Chairman, Founder & Executive Committee National Powersports Dealer Association Owner, DEALERNEWS
The original intent was to create a television channel that would reach powersports aficionados and new fans for the purpose of educating them on the lifestyle. The plan was for Powersports World TV to increase retail sales at the local level; primarily in the U.S. but by its reach worldwide.
Today, the joint venture only consists of a 24/7 television channel – PowerSports World. Even with limited content, limited distribution and limited viewing, the numbers are impressive: 250K viewers per month; 130K hours of viewing per month and more than 11 million views in the past 4 months… and climbing! However that does not impact the powersports industry in a meaningful way.
FAST-forward to the Big Ask: A voluntary assessment of $3 per unit generates $3mm. With this as a starting point, we prove success and slowly ramp up to $10 per unit. With funding in place, we can rethink the mission, broaden scope and drive meaningful business to dealers. Instead of viewing the television channel as the primary tactic of our growth initiative, we need to rethink how to tell the story of the powersports industry.
The channel should be one tactic in a series of tactics designed to raise the awareness of the powersports industry, tell the story of its lifestyle and ultimately sell more product at the retail level. In this scenario, content is king! Content creation is the thread that binds all the PSM tactics. If PSM produces its own entertaining and educational content, then we control the narrative. Content will be leveraged across all PSM outlets:social, YouTube, Channel, Syndication, In Store, etc.
Next steps start with creating working groups for each of the tactics: strategies, budgets, etc. Continue identifying content strategy and sources. Identify additional resources PSM may need to execute… and that is the big ask! Our industry needs to enact the voluntary assessment model that has been successful with Go RVing (see page 14).
What started as a streaming TV channel can now become a network unto itself, all to drive future enthusiasts to our sport, and provide a platform to tell our story! Sound like pie in the sky? When Formula 1 shifted it focus to storytelling and launched Drive To Survive on Netflix seven seasons ago, the docuseries is widely credited with bringing an unprecedented number of new fans to F1, especially in the U.S., by dramatizing drivers’ stories,
The corresponding F1 movie has grossed approximately $609 million worldwide. Specifically, as of August 29, 2025, the film has earned $187 million in the U.S. & Canada. Now that is a
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Let’s address the elephant in the room: Powersports has a problem! Actually a long list of issues from an aging customer base to tariffs are plaguing powersports. Now the big ask: We are passing the hat, rather than passing the buck! We need to adopt the Go RVing model… yesterday! The motor coach manufacturers came together with a novel media plan and a voluntary assessment to fund it. Three decades later it is still driving traffic to dealers to the tune of $35.94 billion!
What is our industry’s real problem? Our real problem is rarely discussed. Put simply, we are not growing sufficiently. Forget all the other stuff — Growth is the “what” we must focus on as an industry, as OEMs and critically, as dealers. Think of it this way. If you are in tech, agriculture, energy, food, etc., and the demand for your products is growing, you can find a way to deal with all those nettlesome issues. But if you are not replacing your aging customer base; not attracting enough young and/or new customers — well, you get the point.
Last year at DealerConnect Triple B and partners launched a new mass media streaming television channel devoted solely to telling the stories of powersports to the world. Powersports World TV is the focal point, but it is the underlying global reach and positive messaging that will drive the growth our industry desperately needs. Now with more than 1 million discrete viewers and 119 million views over the past 6 months, it is off to a solid start (check out the list of multinational brands using PSWTV to showcase their advertising messages).
As impressive as this may be, the team has determined PSWTV is necessary but insufficient to effectively grow our industry at a fast enough pace. As a result we offer a multi-faceted solution:
Instead of viewing the television channel as the primary tactic for growth, we need to rethink how to tell the story of the powersports industry. The PSWTV channel should be one tactic in a series of tactics designed to raise the awareness of the powersports industry, tell the story of its lifestyle and ultimately sell more products at the retail level.
Content creation should consist of both long form and short form content. This content will be leveraged across all PSM outlets: social, YouTube, Channel, Syndication, In Store, etc. think strategically and act tactically!
The team has even come up with a funding plan to pay for it. Just as Go RVing revitalized an entire industry by buying terrestrial TV time, the powersports industry is going to have to create an On Any Sunday Meets The Nicest People On A Honda movement and convey the story of our sport to the masses. And just as Go RVing did, the powersports industry is going to have to pass the hat.
Powersports Media needs to enact the voluntary assessment model that has been successful with Go RVing (see the sidebar). The10+ OEM leaders who are willing to add $10/unit to their wholesale cost could easily reach the goal of generating $10M annually for growth. If the combined aftermarket added another 50 cents to the price along with all the other tariffmandated bumps it could easily elevate our industry 10-fold if the motor coach market is any indication.
Is Powersports Media the only path to the consistent, reliable growth we need and our future new customers deserve? Certainly not! But shouldn’t the entire industry come together to sort through our best ideas and come up with the plan we can execute? If we can inform, inspire and invite via the compelling realities of our sport/community/industry — we can grow!
Will we?
There was plenty of intense “discussion” when the team decided to tackle the issue of how to expand the industry… then the smartest guy in the room chimed in. Chat GPT had been monitoring the conversion by passionate and driven dealers. AI’s dispassionate, but no less accurate assessment of the situation, confirms the seat-of-the-pants beliefs of the team.
What will it take to grow the powersports industry? Growing the powersports industry involves a combination of strategies aimed at increasing consumer interest and expanding market reach. Both humans and A! agree that growth is critical to the success of powersports. Here are some of the key approaches :
1. Market Expansion & Outreach:
• Target new demographics, including younger audiences and diverse communities.
• Increase marketing efforts through digital platforms, social media and influencer partnerships.
2. Enhanced Safety & Education:
• Promote safety training programs and riding courses to increase consumer confidence.
• Advocate for safety gear and features to reduce accidents and liability.
3. Event & Community Building:
• Organize and sponsor events, races and community rides to foster loyalty and create excitement.
• Support local clubs a n d online communities t o build a connected customer base.
The same answer can be applied to all five of the roadblocks to the growth of the powersports industry: a lack of cohesive self-promotion. Got Milk? GoBoating… it is time for the industry to take a page from Nike’s playbook and Just Do It!
For perspective we looked at What other industries do to protect and enhance their annual turnover. The top 40 Industries in the U.S. invest heavily in self promotion (including advertising, public relations, sponsorships and other promotional activities). While there is no single unified figure for all 40, we can estimate a range and average based on industry norms. Based on these figures, 3% to 8% of total revenue goes to promotion.
Estimated Percentage Of Revenue Spent On SelfPromotion
Consumer Packaged Goods (CPG) 10-20%
Pharmaceuticals 8-12%
Automotive 6-10%
Technology (B2C) 8-15%
Technology (B2B) 2-5%
Financial Services 4-8%
Telecommunications 5-10%
Retail 4-10%
Entertainment & Media 10-20%
Food & Beverage 5-10%
Energy / Utilities <1-3%
Healthcare Providers 1-3%
Industrial Manufacturing <1-2%
Logistics / Transportation 1-4%
Led by its respective OEMs, the Powersports industry (which includes motorcycles, ATVs, UTVs, snowmobiles, pontoons and personal watercraft, as well as related accessories and services) spends a moderate portion of its revenue on promotion. It varies widely depending on the segment, season and brand (e.g., HarleyDavidson vs. niche off-road brands).
Estimated Marketing/Self-Promotion Spending For Powersports
Category % of Revenue on Self-Promotion Large OEMs (Harley, Polaris, BRP) 5-10%
Mid-size brands / aftermarket 4-8%
Dealerships 3-7%
Apparel/Accessories 8-12%
Estimated Marketing/Self-Promotion Spending For Powersports
Category % of Revenue on Self-Promotion
Large OEMs (Harley, Polaris, BRP) 5-10%
Mid-size brands / aftermarket 4-8%
Dealerships 3-7%
Apparel/Accessories 8-12%
There are literally thousands of channels on television, streaming platforms and apps. Even with this overwhelming flood of information overload, we all seem to scroll aimlessly through the channels, stopping only because there is “nothing to watch.” What if there was something worth watching?
Enter Powersports World!
It is not just another streaming channel, it is a place where stories are told and experienced, engaging enthusiasts and creating new future enthusiasts! And it is all yours. The National Powersports Dealer Association’s growth initiative was created to share our stories and invite more people along for the ride… and this is just the beginning. The FAST channel is just the first phase of Powersports Media.
NPDA’s promise to you is to focus on growing our industry and increasing the community of riders which brings more people to your Dealerships. To do this, we took the opportunity to build a Free Ad Supported Television (FAST) channel that would be accessible to all and free for the consumer to watch, learn and be inspired by our world.
What If?
What if we could CONNECT with every Internet device on earth to spread the very best of Powersports? Sharing our content, our way — On road; off road; every brand; our community; collections, history, competitions. A place to nurture our Content Creators. A place to invite; to inform and to inspire the world to join us in the lifestyle we love. Long form engagement leading to sustainable growth.
Powersports World is an opportunity for Dealers, the AMA, the MIC and the Aftermarket to collaborate as never before. The day it went live, it was immediately available to 50 million households! Projections say that we should reach over 100 million in time. And as an added benefit, NPDA members can advertise in their local area for pennies on the dollar of what it might cost you to be on local broadcasts.
But let’s take a step back and break down what a FAST channel is and how you can use it to grow your business and community. As of August 2023, Local Now had the most channels on its free ad-supported streaming TV service in the U.S., with a recorded number of 467 channels. Second was Plex, followed by the Roku channel, with 456 and 447 channels respectively. In comparison, the number of channels on Samsung TV Plus amounted to 265.
To avoid getting lost in the flood of FAST channel offerings, the team needed the right content curated by the association, produced by the legendary Chet Burks and the broadcast by the visionary team of Triple-B Media. Tune in today and dial in your future:
streamstak.com/powersportsworld
The GO RVing Story
Back in1996 the RV industry was at an inflection point. Demographic data showed the customer base had aged out, discretionary spending diminished, fuel costs were rising, intent to buy surveys were dismal, and total sales had slumped to 247,000 units… sound familiar? Yet by 2025 RV sales in North America could reach $35.94 billion! The turning point can be traced to an industry wide Go RVing campaign funded by a voluntary assessment the major players levied on themselves. That money went into a marketing pool to spread the story of the motor coach business.
By 2024, the Go RVing campaign generated over 2 billion impressions — up from 1.3 billion in 2023! There were more than 5.5 million website visitors and 100,000+ tours of RVs at a series of 13 experiential events. Spinning off its original media message, the
campaign achieved significant success through its “Go
On a Real Vacation” campaign, and has launched a new “Don’t Go There” campaign to promote RVing by highlighting the frustrations of other travel methods.
By any metric, Go RVing has been a major success, built on buying cable TV time back in the 1990s-1980s and evolving to many channels as technology progressed. The development of Powersports World Media gives the powersports world a holeshot on the motor coach manufacturers, even the mission statement for GO RVing sounds like a perfect template for powersports dealers:
Increase customer awareness of how RVs can enhance an active outdoor lifestyle
Drive customers to RV dealerships
Be the industry leader in market data and customer insights
Increase traffic to Go RVing’s customer platforms
Build Go RVing into a strong complementary brand marketing partner
Responsibly and ethically manage and oversee all Go RVing assets, including ancillary revenue sources
“Nearly three decades since the program first began, Go RVing continues to be a marketing and consumer awareness thought-leader, introducing millions of Americans to the freedom and control of RV travel and building a desire for the adventures that await,” explains Chief Marketing Officer Karen Redfern. She notes the campaign’s continued success comes from the virtual world. “Most prospective new consumers turn to the digital world for ideas, inspiration, education, and recommendations from friends and those they trust
the most. We focus much of our messaging in that digital environment where we can connect with and get to know consumers through data.”
Impressions: The Go RVing campaign reached over 2 billion people in 2024, an increase from 1.3 billion in 2023.
Website Traffic: The Go RVing website received over 5.5 million visitors in 2023.
Experiential Events: The campaign held 13 experiential events, resulting in nearly 100,000+ RV tours.
Earned Media: The campaign generated $150 million in earned media throughout the year. The Go RVing campaign, including its television shows and media content, is a long-running U.S. marketing initiative designed to promote RV travel and camping to a broad American audience.
The Go RVing television shows and media content launched: 1997. The programming was funded by a joint initiative between the Recreational Vehicle Industry Association (RVIA) and the Recreation Vehicle Dealers Association (RVDA).
Go RVing TV Shows and Content Strategy have created and sponsored short-form TV content, branded entertainment, and integrations in partnership with cable networks. It has put the RV lifestyle in front of millions of viewers for nearly three decades and continues to remain relevant by focusing on multiplatform storytelling across TV, social media and digital streaming…
Certainly makes a case for Powersports World Media!
If growth is the overarching strategy, then Powersports World is a key tactical advantage to achieving victory. Telling our story to the masses is the open salvo and opens the way to 24/7 carpet bombing of the airwaves to reach people who may not have even known they were riders! This industry needs another On Any Sunday moment to invite more people to discover the world of powersports. This new channel was created to curate content and FAST-track around the globe, 24/7/365 (FAST stands for Free Ad-Supported Streaming TV).
“Most of our other network partners want to put out content for enthusiasts,” explains Anthony Bailey Triple B Media. “They don’t have this entire ecosystem around the content… dealers have it… the powersports world has dealers who touch customers every day and can help grow the network by inviting customers to their world of powersports,” says the former ESPN exec.
“There are people in that room (DealerConnect presentation room) that know where content is and know people who create content… and create it themselves,” Bailey notes. Didn’t Malcolm Smith start off as a local dealer who did a movie as a lark (and to sell Bruce Brown a couple of bikes)? “PSWTV is able to bring the content to a much greater audience. It’s this whole ecosystem around powersports in which none of our other networks really have — you have that.”
“I was really impressed that every single person, every single dealer, at DealerConnect was very engaged in terms of how they can help us to grow Powersports World,” adds Triple B’s Brendan Canning. “That’s really the message that we wanted to get across… This is their network. Powersports World is every dealer’s network. They own this network.”
“So what does that mean? How can they help us,” continues Canning. “They create content every single day and tell compelling stories. We need them to help us to tell the story of the industry. And that’s really the exciting part about this, as Anthony said, this is a grassroots network. This is an opportunity to tell stories from the ground up.” And now it is going global.
“Our affiliation with DAZN (D-zone) is in over 200 countries. So right away we have that footprint. And the Powersports World content is already being seen in more than 100 countries. Ultimately Powersports World will be all over the world, not only with the DAZN, but with other platforms as well. This whole notion of Free, Ad-Supported Television is something that’s emerging not just in the US — It’s very popular, popular in the US — but it’s emerging all over the world...
“DAZN is one of the first platforms that’s really taking this multi-national approach to it. But other platforms that we’re working with are doing the same thing, and we expect that Powersports World will be one of the channels that will be distributed all over the world and be really ubiquitous.”
Anthony adds, “I do think we have a great opportunity worldwide, and we’re already there… We are just going to grow with it and hope that we can create better experiences in all the different countries as we go along. We’re not the experts here in terms of content… dealers are,” Anthony readily admits. “You guys are all the experts. If content is not working, we need to know about it and we need to change it. If it doesn’t represent the brand or powersports message, you need to come back and tell us.”
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Chat, My industry is highly fragmented. We are losing relevance as a result of having virtually no mass market voice. The good news is that we have shared values and a compelling story to tell- one of fun, family and freedom. Give me a big picture solution and strategies to execute. Can you guess my industry?
ChatGPT said:
I can take a pretty good guess: you’re talking about Powersports (motorcycles, ATVs, side-by-sides, PWC, snowmobiles).
Here’s why:
• You’ve often emphasized fun, family, and freedom—three words deeply tied to riding culture.
• The industry is indeed highly fragmented: OEMs, dealers, aftermarket, riding clubs, media, events, all pulling in different directions.
• The industry has no unified mass-market voice, despite a compelling story.
Big Picture Solution
The solution is unification around a common narrative, amplified through mass-market channels that reach beyond enthusiasts. That means:
1. Create a Shared Identity
• Develop a simple, repeatable brand story for the entire industry: “Powersports = Fun, Family, Freedom.”
• Use consistent messaging across manufacturers, dealers, events, and media.
2. Build a Central Media Hub
• A national (and global) media platform — TV, streaming, digital — that aggregates content, celebrates the lifestyle, and educates newcomers.
• Think of it as “Powersports World” or “The Outdoor Lifestyle Network.”
3. Leverage Collective Promotion
• Pool marketing dollars from OEMs, aftermarket, and dealers into a shared promotional fund.
• Run campaigns that highlight the joy of the lifestyle, not just individual products.
1. Industry Organization & Alignment
• Form a Powersports Media Council representing OEMs, dealers, associations, and aftermarket leaders.
• Agree on shared goals: grow participation, increase relevance, and boost sales across all segments.
2. Content & Storytelling
• Produce high-quality, mass-appeal content: documentaries, family adventure shows, racing highlights, and “first ride” experiences.
• Showcase diversity: single moms, veterans, families, youth—so the audience sees themselves in the lifestyle.
3. Distribution & Reach
• Television + Streaming: A national FAST channel (Free Ad-Supported Streaming TV) for Powersports.
• Social Media Amplification: Engage influencers, clubs, and creators to spread the same story at a grassroots level.
4. Experiential Growth
• Create “Discover Powersports” events at malls, fairs, and festivals—safe places for families to experience riding.
• Tie these events back into media coverage, making participation visible.
5. Advocacy & Voice
• Position the industry as a cultural movement (fun, freedom, family, health, sustainability).
• Unite behind one clear tagline/anthem that resonates across all platforms.
The short version: The industry doesn’t need new stories — it needs to speak with one voice and tell its great story loudly, consistently, and everywhere.
12-Month Execution
Quarter 1: Foundation & Alignment
Goal: Build the structure that enables the industry to speak with one voice.
1. Form a Steering Committee
• Recruit leaders from OEMs, dealerships, aftermarket, media, and associations.
• Charter: grow participation, expand relevance, tell a unified story.
• Hire/appoint a neutral Executive Director/Media Lead to drive the project.
2. Craft the Shared Narrative
• Core message: Fun, Family, Freedom.
• Create a messaging guide: sample taglines, tone, visuals, brand voice.
• Align stakeholders so all use the same narrative.
3. Establish a Media & Promotion Fund
• Secure commitments: e.g., OEMs contribute by market share, dealers by region, aftermarket by revenue slice.
• Define budget targets (initial: $3–10M pooled annually).
Goal: Build the storytelling engine.
1. Launch a Pilot Media Hub (Digital First)
• Develop a branded website + social handles (e.g., Powersports World).
• Begin releasing “quick win” content: rider stories, family features, lifestyle reels.
2. Commission Hero Content
• Produce a flagship series (docu-style or adventure show) showcasing the lifestyle.
• Develop family-friendly programming, short-form for TikTok/YouTube.
3. Partnership Development
• Lock in partnerships with media outlets (ESPN2, Discovery, FAST channel providers like Pluto/Freevee).
• Identify influencers, YouTubers, and ambassadors aligned with your values.
Goal: Make noise in the mass market.
1. National Awareness Campaign
• Launch paid + earned media campaign: “Discover Powersports: Fun, Family, Freedom.”
• 30-second spots on TV/streaming; boosted shorts on social.
2. “Discover Powersports” Experiential Events
• Kick off regional demo events (safe, family-friendly riding experiences).
• Partner with malls, fairs, sporting events for maximum exposure.
• Capture content onsite to fuel the media hub.
3. Dealer & Retail Engagement
• Provide turnkey marketing kits: posters, point-of-sale screens, local ad templates.
• Incentivize dealers to promote the national campaign locally.
Goal: Cement the voice, build staying power.
1. FAST Channel / TV Launch
• Flip the switch on a dedicated free streaming channel for Powersports.
• Broadcast: racing highlights, lifestyle shows, adventure content, and dealer-sponsored programming.
2. Community Integration
• Launch a user-generated content program (“Share Your Ride”) feeding the media hub.
• Celebrate stories of inclusivity: single moms, veterans, young riders, multi-generational families.
3. Measure & Report Impact
• Metrics: participation growth, media impressions, dealer engagement, content reach.
• Publish an Annual “State of Powersports” Impact Report to prove value and reinforce unity.
• One Voice Established: Clear, consistent narrative around fun, family, freedom.
• Mass Media Presence: A recognizable brand hub + National/International streaming/TV presence.
• Industry Alignment: OEMs, dealers, aftermarket, and associations pulling in the same direction.
• Public Awareness Growth: Measurable uptick in participation, Google searches, and consumer engagement.
Your industry needs the same: simple, emotional, repeatable.
Industry Anthem & Flagship Campaign Concept
The Anthem (Tagline/Rallly Cry)
After exploring your values - Fun, Family, Freedom - here are a few strong candidates:
1. “Ride Life”
• Short, powerful, universal.
• Works in every format: TV, print, hashtags, dealer signage.
• ‘’Ride Life.’’ = riding isn’t just activity; it is life.
2. ‘’Freedom Runs on Powersports.’’
• Ties directly to your most powerful value: freedom.
• Bold, proud, and-mass-market friendly.
3. ‘’Together, We Ride.’’
• Inclusive. Builds on the ‘’family’’ and ‘’community’’ angle.
• Excellent for exper·iential campaigns and dealer adoption ..
Recommendation: ‘’Ride Life.’’ It’s short, universal, emotional, and works across every channel.
The Flagship Campaign: ‘’Ride Life’’ Core Idea
Show how Powersports is not just about machines - it’s about the moments, the bonds, the freedom it brings.
1. Family & Friendship
• TV Spot: A dad teaching his daughter to ride a dirt bike, cut with friends laughing on side-by-sides, a couple on a touring motorcycle at sunset.
• Tag: Ride Life.
2. Freedom & Escape
• TV/Streaming Ad: A rider commuting through city traffic peels off into wide-open backroads; a snowmobile blasting across fresh powder; a PWC skipping across a lake at sunrise.
• Tag: Ride Life.
3 Inclusion & Community
• Social Series: Diverse riders - veterans, single moms, young urban professionals - sharing their ‘’why I ride!’
• User-submitted content: ‘’This is how I #Ridelife.’’
4. Dealer & Retail integration
• In-store assets: banners, floor stickers, video loops with anthem tagline.
• Dealers host ‘’Ride Life Demo Weekends.’’
• National TV/Streaming Debut: 60-second ‘’Ride Life’’ anthem spot during a major sporting event (Super Bowl, Daytona 500, X Games, NFL Playoffs).
• Simultaneous Digital Blitz: TikTok, YouTube, lnstagram Reels, all pushing short cuts of the anthem.
• Earned Media Tie-In: Morning shows, lifestyle magazines covering ‘’The New Powersports Movement.”
1. FAST Channel Identity
• The channel itself is branded around the anthem: ‘’Ride Life TV” ?
2. Annual Signature Event
• A nationwide ‘’Ride Life Festival’’ rotating region to region-demos, concerts, family fun.
• Industry-wide celebration that generates news coverage.
3. Lifestyle Partnerships
• Apparel collabs (‘’Ride Life’’ t-shirts at Walmart/Target).
• Crossovers with music, film, and outdoor recreation brands.
• A single message every OEM, dealer, aftermarket company, and media partner can use.
• A mass market identity that speaks to non-riders and invites them in.
• A long tail brand platform that can last a decade, evolving with media but staying rooted in fun, family, and freedom.
Opening (0-10seconds)
• Visual: A quiet suburban street at sunrise. A garage door lifts. A father and daughter push out a dirt bike. The daughter, maybe 10 years old, climbs on, nervous but smiling...
• Voiceover (warm, inspiring):
“Life isn’t lived behind screens. It’s lived out here...’’
Freedom (10-25 seconds)
• Visual montage:
• A group of friends on side-by-sides blasting across desert trails,dust flying.
• A couple on a touring motorcycle, cresting a mountain highway, arms stretched wide.
• A jet ski carving across a lake at sunrise — water, sparkling laughter echoing.
• Voiceover:
“…where the road ends and freedom begins.’’
Family & Community (25-40 seconds)
• Visual montage:
• A grandfather and grandson riding ATVs through the woods.
• A group of riders rolling into a small town, locals waving as engines rumble.
• A young mom on her first bike, flanked by friends cheering her on.
• Voiceover:
“It’s about family. It’s about friendship. It’s about finding yourself…”
Climax (40-55 seconds)
• Music rises - energ1etic, modem, emotional.
• Visual montage (fast cuts):
• Riders in every terrain, snowmobiles in powder, motorcycles on highways, kids on minibikes in backyards.
• Smiling faces, high-fives, helmets, tossed in the air.
• A massive aerial shot of thousands of riders gathering at a rally, united.
• Voiceover (strong, clear): “...because life isn’t about watching. It’s about ridding.’’
Final Scene (55-60 seconds)
Visual: The young daughter from the opening now rides confidently down the street as her father cheers. Camera pans, up to a wide shot of open road.
• On-screen text + voiceover: ‘Ride Life.’’ Fun. Family. Freedom.
• Logo lock-up: Powersports
• Launch Event: Debut during a major live sports broadcast (NFL, Daytona 500, Super Bowl pregame, X Games).
• Dealer Cutdowns: 30-second, 15 second, and 6-second shorts tailored for YouTube, TikTok, and Instagram Reels.
• Dealer Integration: Every dealership plays the anthem on showroom screens, social posts, and at ‘’Ride Life Demo Weekends.’’
• Grassroots Participation: Invite riders nationwide to post their own #Ridelife moments. The movement becomes community-driven
This commercial does three things no fragmented player could ever do alone:
1. Humanizes the lifestyle - people see themselves and their families.
2. Unifies the story - one tagline, one anthem, across the industry.
3. Invites outsiders in - not ‘’machines,’’ but moments.
1. Manufacturers (OEMs)
Their Lens: Market growth, brand equity, unit sales, shareholder confidence. The Ask:
• Join a united industry effort to grow the total pie.
• Contribute funding (scaled by market share) to the Media & Promotion Fund.
• Provide access to content and talent (factory racing, design stories, R&D innovation) for the industry media hub.
Messaging:
• ‘’You already spend millions fighting each other for market share. This is different. It grows the whole market.’’
• ‘’Without a mass voice, Powersports risks shrinking into niche status. With unity, we can recruit the next generation of riders.’’
• ‘’Your investment is not charity - it’s surviva1 Insurance and market expansion.’’ Example Hook:
“When one OEM wins, one brand sells more. But when the industry wins, every OEM sells more.’’
2. Aftermarket
Coinvest in the media platform through sponsorship and ad buys
• Provide gear, accessories, and lifestyle content to make Powersports more relatable.
• Act as innovation ambassadors: apparel, helmets, performance parts become aspirational lifestyle symbols on screen.
Messaging:
• ‘’You don’t just sell parts; you sell identity. A rider’s helmet, jacket, and gear are their story.’’
• ‘’A national campaign puts your products in front of millions who never walk into a dealership.’’
• ‘’By supporting ‘Ride Life,’ you aren’t just selling accessories - you’re helping make riding mainstream.’’ Example Hook:
‘’Every rider personalizes their machine. Let’s make sure they start by becoming a rider in the first place.’’
Their Lens: Foot traffic, conversions, community engagement, survival against consolidation. The Ask:
• Participate in local activations: ‘Ride Life Demo Weekends’ and community outreach.
• Use the provided marketing kits (in,-store media, posters, digital templates).
• Contribute a small monthly fee per location to sustain the media effort (scaled to store size).
Messaging:
• A TV campaign alone won’t put peo1ple in showrooms - but combined with dealer activation, it will.’’
• ‘’This is the first time the national spotlight shines on YOUR showroom.’’
• ‘’Local events + national media = riders in your store.’’
Example Hook:
“When someone sees a ‘Ride Life’ commercial and thinks, ‘I want that,’ we’re sending them straight to you.’’
Even though the asks differ, the promise is the same:
“By uniting, we make Powersports bigger, louder, and more relevant — which means more customers, more sales, and a stronger future for everyone.’’
1. Manufacturers (OEMs)
Grow the Pie. Secure the Future.
The Problem:
• Our industry is fragmented and fading in mass-market relevance.
• We fight over market share while the total pool of riders shrinks.
• Without a united voice, Powersports risks becoming niche.
The Opportunity:
• Together, we can tell a shared story: Fun. Family. Freedom.
• A national media platform will recruit new riders, inspire dormant ones, and strengthen brand equity for every OEM.
• This is about expanding the market, not shifting share.
The Ask:
• Commit to the Media & Promotion Fund (scaled by market share).
• Share content & talent for industry-wide campaigns.
• Be part of the ‘’Ride Life’’ Anthem Campaign launch.
The Payoff:
• More riders = more unit sales across every segment.
• Elevated cultural relevance = stronger shareholder confidence.
• A stronger, united industry ensures long-term growth.
Tagline:
‘’When the industry wins, every manufacturer wins.’’
2. Aftermarket Suppliers (Parts, Gear, Accessories)
Make Riding Mainstream. Make Your Brand Iconic.
The Problem:
• Without new riders, the aftermarket can’t grow.
• Gear, accessories, and parts thrive only when the lifestyle grows.
• Right now, our story is too quiet for the mass market.
The Opportunity:
• Ride Life positions Powersports as an aspirational lifestyle.
• Riders will see your products - helmets, jackets, exhausts - not just as gear, but as symbols of freedom and identity.
• National media + grassroots events = millions of new impressions.
The Ask:
• Invest in the media platform through sponsorships and ad buys.
• Provide products and gear to feature in anthem content.
• Join the ‘’Ride Life’’ campaign as visible lifestyle ambassadors.
The Payoff:
• Your brand becomes part of the story that recruits the next generation.
• Amplified exposure far beyond trade channels.
• Every new rider = a lifetime customer of your products.
Tagline:
‘’Before they customize, they must first become riders.’’
More Riders. More Traffic. More Sales.
The Problem:
• Dealers are the frontline of the industry — but traffic is down.
• Without a national voice, the next generation isn’t walking in the door.
• We risk losing ground to other lifestyle choices.
The Opportunity:
• The Ride Life campaign sends mass-market attention straight to your showroom.
• National awareness+ local activation = customers at your door.
• With industry support, you’re no longer promoting alone.
The Ask:
• Host ‘’Ride Life Demo Weekends’’ to convert interest into sales.
• Use the provided marketing kits (in-store media, posters, digital assets).
• Contribute a small monthly fee to sustain the campaign.
The Payoff:
• National spotlight drives local leads and test rides.
• Showroom traffic grows from community engagement + national reach.
• Dealers take their rightful place as the heroes of the movement.
Tagline:
“When the spotlight shines, it shines on your showroom.’’
When it came time to get in on the FAST-track it was crucial to connect with the right partners.
“We own and operate a dozen or so television networks,” says Brendan Canning matter of factly. Sounds like Powersports World found a good starting point when it came to launching a new network?
“We found the perfect partner in Triple B Media,” says founding team member, Bob Althoff. “They are already streaming a dozen networks not only in North America, but around the world. With their experience and passion for powersports, Triple B quickly laid the groundwork to have Powersports World TV live so we could begin stress testing the system and curating even more content.”
Althoff asked the players for a quick career recap:
“I’m a co-founder and Chief Commercial Officer of Triple B Media,” says Canning. “We own and operate a dozen or so television networks that are distributed throughout the world. My background is I spent a dozen years at ESPN in the distribution part of the business. Eventually myself and Anthony here, who were both friends at ESPN, came back together again in 2021 and ultimately created Triple B Media.
“What we do, primarily in all of our networks, is to ‘super serve’ a fan base. We believe that in launching Powersports World we have the opportunity to super serve a fan base that is extremely passionate and rabid
about riding and their participation in the sport, and that’s what we’re here for. We’re really excited to be working with the NPDA and Chet Burks. We feel that this is going to be a really big operation in the future, and we’re really looking forward to working with all of the NPDA members, as well as all the folks throughout the country and throughout the world who love the industry.”
“I’m Anthony Bailey and I’m Managing Partner of Triple B Media. My life has always been in sports media. Right out of college, I started a small data company in which I sold it to Daktronics, which is the largest scoreboard manufacturer in the world. What we did was scouting systems and statistical systems for major sporting events and sport teams around the country, different arenas, different stadiums”. Then Bailey shifted into high gear!
“From there, I took a job with ESPN. This is back before ESPN launched ESPN2. So it was just one station, and it was still owned by CAP Cities/ABC. My first year there, it was sold to the Walt Disney Company. While I was at ESPN, I was in charge of new and emerging technology. My group did all the new innovations that ESPN had over the years. That Includes, believe it or not, the constant clock and score on the screen before 1996 — nobody had ever done that. Nowadays, you can’t watch a game without it. The yellow line in football, the K zone in baseball, the drafting in NASCAR to automated camera systems to being able to do productions back in Bristol and not having to roll out trucks.
When I left ESPN, I went to NBC Sports. Worked there for a couple of years, mostly focused on advancements for Sunday Night Football and for the Olympics. While I was there, I met a group of people who wanted to start a boxing league. I had no interest in boxing, but they convinced me I should leave and do that. So I went and did that as Premier Boxing Champions. The league is still out there today. The same group started a sports television network called 11 Sports. We were big rights, small countries, Poland, Belgium, Luxembourg, Singapore, Portugal. Then we came to the US and Italy. We sold the US version in 2019 to the owners of New Balance, the shoe manufacturing company.
“I met back up with Brendan and brought him on. We worked a little bit on that together. And then we had this brainchild of starting Triple B Media, which was to focus on single sport, single genre channels in this new medium, which was Free Ad Supported Television through connected TVs. And today, we own and operate 12 — soon to be 15 — different groups of channels. We’re really excited about launching Powersports World. It’s not just here in the US. All of our channels are global, and we’re excited to always help our content partners and industry and as a whole grow and get bigger.”
Thank you for running my recollection of Larry Hester in the August edition of Dealernews. I should have included Carla Rose as the driving force behind the Dealer Expo’s successful run. She was a dynamic and inspiring woman who was the first person to interview me and she recommended me to Larry, who made the final decision to hire me. She was the most powerful woman in the industry at that time in history and I am sorry that I didn’t include her in my notes.
Thank you again for including my thoughts on Larry and some of the characters that made 1700 East Dyer Road a powerful force in several industries and actually helped shape the future of the powersports world.
John F. Murphy, Publisher Emeritus Dealernews
See Dealernews’ publisher emeritus John Murphy’s tribute to the late Larry Hester in last month’s Vale column.
LARRY
R.I.P. Larry. Thanks for hiring a motorcycle racer in 1978 who knew nothing about selling magazine ads to learn how it’s done. That’s still how I make my living today.
Don Emde, Publisher/Editor-In-Chief Parts Magazine/Drag Specialties Magazine
Larry Hester and Joe Teresi in the space of a few months. The pioneers to whom all of us involved in motorcycle industry publishing owe our opportunities should not be forgotten by those of us who have followed in their wake.
Robin
Bradley,
Editor-In-Chief American Motorcycle Dealer & International Dealer News
LARRY’S LEGACY LIVES ON Cheers to Larry Hester! Thank you for the tremendous vision and implementation of Dealernews. Steve Lewis and Jeff Wetmore took that business model and reimplemented it into the beach, wind and watersports business and called it Action Sports and later Outdoor Retailer.
Thanks, Larry!
Eric Anderson, Confessions Of A Customer Columnist Reno, NV
And don’t forget what Steve Lewis did in launching the Performance Racing Industry. The PRI trade show is still rocking Indy long after the Dealer Expo left town. Registration is officially open for the 2025 Performance Racing Industry (PRI) Show, the world’s largest and most influential gathering for motorsports professionals. Set to take place December 11–13 at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis, the event will bring together thousands of racing industry members for three days of innovation, networking, and business growth. Attendees can register now at: www.PRI2025.com/Attend
Harley-Davidson made headlines with the announcement of its new CEO taking over on October 1, but it was Artie Starrs’ local dealer — Maverick Harley-Davidson in Carrollton, Texas – that put the new boss on a bike! The dealer had the holeshot back in mid-May when they put him through Riding Academy and sold him his first motorcycle. Here is the tall tale from deep in the heart of Texas:
Before The CEO Seat… He Took The Rider’s Seat
From Maverick Harley-Davidson Riding Academy to HarleyDavidson’s top job — Artie Starrs is learning the brand from the saddle up. Back in Mid-May, before the world knew him as Harley-Davidson’s next President & CEO (effective October 1, 2025), Artie Starrs strolled into Maverick Harley-Davidson and immediately clicked with Zakk, one of our Fit Specialists.
After talking bikes and swapping stories, Artie decided it was time to make the dream happen. A few weeks later, he was enrolled in our Riding Academy Motorcycle Training Course. He nailed it — license in hand — and came straight back to handpick his dream Harley. Zakk set him up, and the two hit the road for a demo ride that sealed the deal.
Now, Artie owns his first Harley-Davidson motorcycle — and he’s bringing that authentic new rider perspective right into the CEO seat.
Artie is so authentic and down to earth. During his visit at Maverick Harley-Davidson today, he took time to get to know every person that was on our showroom floor. From the cashier to the owners and even just shoppers checking out dealer tees, he was eager to hear our stories and hear about our love of riding and the brand.
With his personal skills and a proven track record leading iconic lifestyle brands and delivering premium customer experiences, we feel Artie has already embraced what makes Harley-Davidson more than just a motorcycle — it’s a community, a culture, and a way of life. And now, he gets it not just as a leader… but as a rider.
We can’t wait to see the passion, energy, and fresh perspective he’ll bring to the brand we all love.
What bike did incoming CEO Artie Starrs buy from Maverick Harley-Davidson? This one: A 2025 Heritage Classic.
“When Harley-Davidson’s future CEO Artie Starrs came to pick up his brand-new 2025 Heritage Classic, he didn’t come alone — he brought his whole family,” says Zakk. “We may have missed snapping their smiling faces, but trust us — the Starrs family left grinning ear to ear...
“Congrats Artie on your new 2025 Harley-Davidson Heritage Classic! And welcome to the Maverick family! We can’t wait to see you on the road!”
Thank you for choosing Maverick Harley-Davidson. A family owned and operated Harley-Davidson dealership.
On August 25, Harley-Davidson announced the sales of “residual interests in securitized consumer loan receivables” to KKR, a leading global investment firm, and PIMCO, a global leader in active fixed income. This strategic partnership transforms HDFS into a capital-light financing business through the sale of existing and future retail loans while maintaining its strategic value to Harley-Davidson, its dealers, customers and investors, according to the statement.
“Since we announced our strategic partnership with KKR and PIMCO earlier this quarter, we have made excellent progress on our path to completing the transaction, and we are pleased to have achieved this major milestone with our partners so quickly,” claims outgoing Harley-Davidson Chairman, President and CEO Jochen Zeitz. “Completing this
step eliminates approximately $2 billion in variable interest entities and $1.8 billion of debt from our balance sheet, while generating more than $230 million of proceeds that we plan to use to support the capital allocation priorities we set forth when we announced the transaction.”
• HDFS has sold 95% of the residual interests in certain securitized consumer loan receivables to investment vehicles managed by KKR and PIMCO at a premium to par value for gross proceeds of more than $230 million.
• Residual interests sold represented aggregate retail loan receivables of approximately $2 billion and related debt of approximately $1.8 billion at June 30, 2025.
• HDFS is targeting completion of the remaining aspects of the transaction, including the sale of 4.9% common equity interests at an agreed $1.8 billion valuation to each partner, and the existing consumer retail loan receivables by the end of October. Upon completion of the transaction, investment vehicles managed by KKR and PIMCO will begin acquiring new consumer retail loan receivables originated by HDFS.
“We are on track to complete the transaction as planned and begin the next phase of our partnership, all while continuing to deliver outstanding service levels for our dealers and customers,” concludes Zeitz. “This transaction delivers benefits to all of Harley-Davidson’s stakeholders and marks the beginning of an exciting new chapter for HDFS.”
When Bridgestone rolled out Bridgestone Moto University back in May, a new SPIFF Rewards was implemented to get dealership sales personnel in-depth knowledge of Bridgestone motorcycle tires through engaging and accessible training modules. Learn about product features, performance benefits and tips to help you connect with customers more effectively… and get paid to do it! Each sale earns a preset reward amount (e.g., $X per tire sold). Although the SPIFF was originally intended to run for a limited introductory period, Bridgestone has extended the incentives to run through the “back to school” cycle.
“Students” who enroll in Bridgestone Moto University can still receive access to all the tools and incentives of the original program for the fall semester, including:
Comprehensive Product Training & Resources: In-depth training courses covering Bridgestone’s full motorcycle tire lineup and the latest on its products, programs and opportunities
Sales Incentives: Cash rewards for eligible tire sales through the new SPIFF program (USA only)
Easy-To-Use Tools: Simple tools for submitting sales, tracking reward earnings, and accessing seasonal promotions and bonus incentives to maximize salesperson earnings
Convenient Access: 24/7 access to training modules from any device
Streamlined Experience: A single platform that handles both training and rewards, plus includes a streamlined registration process so new users can get started instantly
Continuous Updates: Ongoing updates to training content and incentive opportunities
This program is designed to support dealers with tools that make a difference on the sales floor by combining online product training with real earning opportunities. Current users can log in and activate rewards today. New dealers can register at: www.bridgestone.brandecation.com
Back on August 1, Bridgestone announced Western Power Sports (WPS) would begin distribution of Bridgestone street and off-road MC tires through its multiple distribution centers. “This further strengthens WPS’ position as the industry go-to for all aftermarket powersports needs,” says VP of Sales Trey Turner. “At WPS, we are customer-centric and always looking to enhance our industry-leading offering. Our dealer network is our compass, and we’re excited to announce the addition of the Bridgestone tire line to our portfolio. Bridgestone represents the pinnacle of performance and reliability— delivering a race-proven, street-ready tire that meets today’s riders demand. This is about giving our dealers more tools to win.”
Western Power Sports has been a driving force in powersports for more than 64 years. With a diverse portfolio of premium products and a passion for outdoor adventures, WPS has earned the trust of powersports enthusiasts and established itself as a reliable and customer-centric distributor.
“Partnering with Western Power Sports is an exciting step in expanding access to Bridgestone’s premium motorcycle tire lineup,” adds Jared Williams, General Manager Bridgestone Motorcycle Tire business in the United States and Canada. “At Bridgestone, we’ve been developing high-performance tires to serve motorcycle riders for decades, which is in line with WPS’ customer-centric approach that caters to dealers and the powersports industry at large. WPS is a true industry leader with a strong network and reputation for excellent service, making them an ideal distribution partner to continue delivering the performance, reliability and innovation riders expect from Bridgestone.”
Maxxis is expanding its successful Accelerate dealer incentive program to support even more brick and mortar powersports dealers. Accelerate allows dealers to boost revenue and empower their employees through targeted training. “We’re excited to build stronger partnerships with retailers who are committed to the Maxxis brand and powersports customers,” elaborates Maxxis Powersports Sales Manager Rick Emmert. “Accelerate is designed to deliver tools that enhance the store experience while at the same time educating dealer staff to enable more effective communication with consumers to help protect the strong margins our dealers count on.” If you’re a brick and mortar powersports dealer with a history of offering Maxxis products, click here: www.maxxis.com/us/accelerate/powersports
“Well it took longer than expected, but it’s official and my whole team is super excited to announce we are now a Polaris Dealer,” confesses CPS General Manager/Operator Kevin Dunn. “The whole image of Polaris ties in so well with our current motto as the adventure dealer for the region.”
Also in keeping with Polaris’ “Think Outside” mantra, the dealership staged some units outside, however a new “temporary” showroom space has been created for the interior housing for Polaris ATV and their smaller UTVs.
“A huge outdoor landscaped area is complete and ready to rock for the larger Polaris products,” adds Dunn. “We can now take off like a bat of hell with a great selection of the hot Polaris products and help grow their market share here in the Raleigh/Durham area fast! We already have dozens of Customers and Capital employees in our auto group excited for us to receive their products, a great sign of things to come!”
“This is an exciting time here at Capital Powersports,” says Sales Manager Joel Holl. “The buildup has been ongoing for quite a while now, and for months we have been getting customers daily asking for the Polaris product. I can’t wait to see what Polaris will add for all of us and our customers here at Capital Powersports.”
Capital Powersports, located in Wake Forest, NC is currently a top dealer in each franchised brand it represents, including Honda, Yamaha, Kawasaki, Suzuki, CFMOTO, and Dunn is hoping to perform with Polaris. “We want to thank the whole Polaris team involved, and especially the new dealer development unit, and our local District Sales Manager, Tyler Browning, who have been very patient and invaluable to us to get us to this juncture.”
I spy! OG Industry icon Primo Marotto joins the OGs Moto team to take the MX market to new heights. Primo brings more than 30 year’s of experience with brands like Scott USA and Dunlop to his new role as National Sales Manager, Rider Support and Trackside Support Guru for OGs Moto USA Motocross Division. “I’m honored and excited to lead OGs Moto into the U.S. moto industry and beyond,” says Marotto. “OGs Moto’s passion and product design blends perfectly with the up and coming riders and customers looking for a sharp new moto lineup… I’m inspired to lead the U.S. sales team.” Additionally, OGs Moto USA will be shipping and receiving out of our new Melvindale, Michigan warehouse/ office. Primo will be working out of the remote office in Orangeburg, South Carolina! Dealers click here: ogsmoto. com/pages/dealer-account
. With almost 20 years of powersports industry experience, KJ has an understanding of the dealers’ unique needs, combined skills and connections to get them what they need to be more successful. Although his expanded role calls for him to champion the dealers, Johnston can draw on his background as a champion. KJ ignited his passion for the industry at an early age when he competed nationally in hare scrambles and enduros with multiple championships under his belt. Off the track, he has experienced success in all aspects of this industry from sales and business development to marketing at the OEM level. He currently enjoys putting together dealer demo events and track days. He retains racing credentials as a member of the American Motorcycle Association. In his spare time, he enjoys camping, boating, riding his assortment of motorcycles, and spending time with his family.
Tough job, but somebody has to do it! Veteran motojournalist Kevin Duke discovered the Denago Difference just in time to join dealers on a trip to the factory in China . Denago Powersports had announced Duke would be succeeding Steve Lawler who was retiring… Instead Denago doubled up and brought both industry experts to Shanghai (see coverage here: issuu.com/dealernews/docs/issue_6_ june_2025). Duke brings three decades of experience to his new Marketing Manager role, including stints as editor-in-chief of Motorcycle.com for more than a decade and most
recently 45 issues of American Rider magazine. “It wasn’t easy to drag me away from my journalism career,” Duke said, “but after seeing the meticulous attention to detail Denago invests in developing its familyoriented vehicles, I realized Denago was something special and a story I’m proud to share with riders and retailers.” Duke will orchestrate Denago’s marketing and communications channels to explain “the Denago difference” — an American company offering unmatched support and internal development to create quality powersports vehicles built for American audiences, with facilities in Texas, Indiana, Florida and California to offer a robust level of support for customers and dealers. “We’re thrilled to add Kevin to the team,” said Denago Powersports GM David Garibyan. “The wealth of experience he’s earned over his years in the industry will be invaluable in carrying forward the messaging of our growing company and help chart us a path as we expand our lineup of value-priced powersports vehicles.”
The V-Twin industry leaders at S&S Cycle continue to make major moves on the personnel front as they rumble right past the tariff issues facing many companies. Continuing to hire top talent and promote from within, former Hot Bike editor and current S&S stalwart Howard Kelly has been promoted. “I am pleased to announce the board’s decision to promote Howard Kelly to VP-Marketing effective immediately,” said S&S owner/director Brett Smith. “For the past several years the board has eagerly awaited a marketing leader able to launch a comprehensive dealer catalog, establish a strong presence at industry events, and reinstate the creativity of S&S projects with various builders.” Smith went on to say, “Howard started last September, launched our first catalog distributed to dealers in nearly 10 years — in time for the holidays, and was able
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Continued from page 16 to identify and collaborate with six of the most highly regarded custom bike builders in time for launch by Daytona in March. By any standard, Howard very much deserves this leadership role and I’m very thankful to have him back at S&S Cycle.” Kelly has been back with S&S Cycle since September 2024, having previously worked at S&S from 2004-2009. Upon his return, Kelly was immediately assigned several major projects that had previously stalled. Kelly and his marketing team have been going full throttle ever since. With the Vintage Tour launched and creating significant excitement, the entire team are already starting to focus on 2026 initiatives.
The pros at Club Car have announced the appointment of powersports veteran Craig Scanlon as President & CEO. Scanlon succeeds Mark Wagner, who announced his retirement in March. “Craig is a proven leader with an impressive combination of operational expertise and deep industry experience,” said Jared Hutchins, Principal at Platinum Equity, (which acquired Club Car from Ingersoll Rand in 2021). “His success driving growth and innovation makes him the ideal choice to lead the next chapter at Club Car.” Scanlon actually began his career in 1998 in commercial sales of Club Car Carryall vehicles while at Ingersoll Rand. “I’m honored to return to Club Car at such a pivotal time,” said Scanlon. “The usage of low-speed vehicles is evolving, and I look forward to leveraging Club Car’s rich history and brand while embracing innovation that serves our channel partners and customers.” Most recently CEO of K&N Engineering, Scanlon has more than two decades of leadership experience, including key officer roles in both
private equity-owned and Fortune 500 organizations. His career spans the industrial, powersports and automotive aftermarket sectors, including 18 years at Polaris where he rose to the role of Chief Marketing Officer.
Dump the clutch (well unless you have a Rekluse set-up) Race Winning Brands has engaged a new global VP of sales. We’re thrilled to welcome Matt Shaw to the Race Winning Brands team as our new VP of Global Sales… With extensive leadership experience across automotive and powersports sectors, Shaw brings both professional expertise and personal passion as a lifelong motorsports enthusiast. “Joining Race Winning Brands is more than just building the world’s best performance parts for racers and enthusiasts – we’re building a legacy,” says Shaw. “This strategic appointment reinforces our commitment to customer excellence and innovation as we continue expanding our market reach. Matt’s proven track record and customer-centric approach perfectly align with our mission to deliver unparalleled performance and quality,” adds RWB.
Speaking of Race Winning Brands, former V-Twin Technical Sales Manager David Zemla has packed his bags to join global motorcycle luggage leader
SW-MOTECH. In his new role as County Manager, Zemla is charged with leading US Operations. At RWB, he drove sales through distribution and dealer adoption in the V-Twin aftermarket segment — a similar spot he had held with Bitubo before that — which was after 8 years as VP Marketing for S&S Cycle, Inc. which followed nearly nine years as Director of Sales & Marketing at Progressive Suspension where he was instrumental in bringing Burly Brand to market... in short, this is not his first rodeo!
Heads up! Self-described career powersports professional Christopher Colosimo has shifted from a Yamaha DSM position to take on an Inside Sales & Business Development role with Helmet House. His career trajectory started at Western New York Cycle circa 2006-2010 which transitioned to a 14-year run as a road warrior for Western Power Sports. “What started out as a childhood passion, somehow turned into a decade plus of employment in the industry I love,” claims Colosimo. “Like most kids, I had an instant attachment to anything with wheels and a motor. Growing up riding on both 2 and 4 wheels, I couldn’t get enough as a child. When it became time to work, I begged and pleaded with every local powersports shop to give me a job. Finally, one gave in, and I began my powersports journey. “Finding success at the dealership level pushed me to search for an even more challenging outside sales career. At just 22 years old, I landed with WPS covering half of NYS as an independent sales rep. I had a nearly 14-year run with a great company where I had made lifelong friends, both co-workers and customers. Last year I had an excellent opportunity to strive even higher and was fortunate to join the Yamaha Motor Corp. as a District Manager in NYS.” Now the journey continues at Helmet House!
Brad Tews unapologetically bills his dealership as “Your Home for Chinese Made Mini-Motos, ATVs and Pit Bikes for Kids and Adults!” Rather than enter a new market trying to go head-to-head with some really well established dealers carrying all the major OEMs, Tews relocated from Minnesota to Kent, Ohio, and set about carving a niche out of the market for himself. As comedian Steve Martin once suggested, “Let’s Get Small,” Tews went big in youth ATVs and pitbikes.
Starting with Coolster, SSR, Thumpstar and more recently Denago, ECM has emerged as one of the region’s biggest small bike and youth model ATV dealers. Pitbikes are big business, accounting for more than 50% of the shop’s total revenue. Now with 2 of the Top 20 pitbike racers in the nation flying the East Central Motorsports banner, the little shop is kind of a big deal in the burgeoning midwest pitbike scene!
This has been the plan all along. The shop was founded in 2016 with a clear vision in Brad’s mind: “We strive to provide our customers with the best experience possible when purchasing our machines. And they’ve shown their appreciation by coming back to us repeatedly.”
Recognizing not everyone is a racer, and to reach out to an even younger demographic, Tews has expanded into the balance bike business. In keeping with his big value at an affordable price mantra, his Pūr-Speed Electric Balance bikes have a starting MSRP under $500… and there is a layaway plan available.
The addition of Denago to his existing pit bikes range (he had previously stocked Rival and Denago ATVs) gave East Central a premium product for his “Chinese-Made Mini Motos” mantra… and it paid off with early success, netting him and stepdaughter/sales associate Raegan Yuncker a trip to China to discover the Denago difference in person (see sidebars).
However, even with a halo product line like Denago, the customer experience has always been the key to the shop’s success. Regardless of the manufacturer, East Central Motorsports offers Brad’s personal 90-day warranty on each and every machine he sells!
The business has been built by a solid reputation for service and support long after the initial sale. “We won’t sell online,” says Tews. “This is personal… repeat business from families and referrals to their friends is how we built our reputation.
It is also an investment in the future. “We are reaching the next generation of riders with quality machines at affordable prices…” In other words, ECM plans to be “Your Home for Chinese Made Mini-Motos, ATVs and Pit Bikes for Kids and Adults” well into the future.
Brad Tew’s stepdaughter Raegan joined the group of Denago dealers touring the Tao factory this spring. Being younger than the rest of the “seasoned” GM and dealer principals on the junket, her insights and takeaways were of great interest to Denago’s U.S. staff since she is much closer to the target demographic. Because of East Central Motorsports’ emphasis on quality — including Brad’s personal 90-day warranty on every unit he sells — the Denago Difference is something that plays well with the ECM customer base as well.
My name is Raegan Yuncker and I am a sales associate at East Central Motorsports in Kent, Ohio.
East Central Motorsports has developed this reputation as being one of the leading pitbike centers in the Midwest. You’ve got factory/dealership sponsored riders and you’re making that scene happen — on the West Coast pitbikes died off and eMoto is the current craze, but thanks to ECM, pitbikes are still rocking in Ohio!
Well, that’s awesome to hear you say that. That’s definitely something that we pride ourselves in… our reputation that we as a small, family-owned business worked hard to establish is important. I think that that has come from bringing in brands like Tao and Denago that offer consistency and quality help us to maintain strong relationships with customers by giving them products that they can trust… brands that they’ll want to come back to.
So you have the product you can trust. You’ve got history with it, and you have the racing going on, but now you’ve been here to the factory and actually seen the manufacturing process. What’s your takeaway from that?
I think it’s incredibly impressive, and something that as a dealer, didn’t expect something to be so large. To have so many different workers united under one common goal — to push for improvement and quality is truly impressive.
How has your reception been by the Chinese people?
Everybody has been so kind and so welcoming and so willing to show us their towns and their cities and their culture. That’s been wonderful!
Since its launch in 2016, East Central Motorsports has specialized in delivering a top flight customer experience with Chinese brands that have flown under the radar. Dealer principal Brad Tews has one principle for ECM: “Your Home for Chinese Made Mini-Motos, ATVs and Pit Bikes for Kids and Adults!” However, even this industry veteran was impressed by the Denago Difference after seeing the massive factory during the recent dealer tour of Tao…
But Brad’s business model has always been a bit different. The product mix is 50% youth ATVs and 50% pitbikes. How is the pitbike market doing?
The pitbike market for us, has been picking up over the years. It’s just kind of been a steady increase... I’m going to say, since about 2017-2018.
So you were already familiar with the company, but this is your first time here to see this factory. What are your takeaways from all of this?
Pretty impressive! I didn’t realize that so much was done in-house. Very little is outsourced from the way it looks… even the wiring harnesses and body panels are all made under essentially one roof…
Pretty impressive factory.
You also had the opportunity to meet with Mr. Tao, have unrestricted access to the assembly lines and every piece of this puzzle… That doesn’t happen at any of the other factories that I’m aware of, at least not very often for dealers.
Yes, it was a rare event. I thank him for letting us get in and see everything. That was very interesting.
And Mr. Tao actually took notes.
I think he was genuinely hearing the comments that his dealers had. He was genuinely interested in feedback…
And speaking of feedback, how has your reception been by the Chinese people and the people here at the factory?
It couldn’t be any better. The reception has been great!
So those preconceived notions many have of China as a third world interloper can be looked at differently?
Definitely a different perspective now. Very much so.
Do you think that having met the people and seen this factory that we can overcome the tariffs quicker than later?
I would hope so.
u Business Member ad in American Motorcyclist with current year Business Member company logos
u Discounted advertising rates
u Consumer data from product surveys sent to AMA members
u Magazine copies to dealers including member information
u Encouraging AMA organizers/state chapters to use dealerships for meeting places (bring more people to the dealers)
u Connect dealers to clubs/organizers for local events
u Dealer listings on the AMA website
u Right to display AMA Business Member logo with year on website
u Window cling acknowledging membership
Apply here https://form.jotform.com/amatech/business-member-app For more information contact Michael Kula at mkula@ama-cycle.org • (949) 466-7833 or Alex Boehm at aboehm@ama-cycle.org • (310) 662-1724
Our tagline, “Discover The Denago Difference,” isn’t just an empty marketing phrase. We truly do things differently.
Few manufacturers invite dealers to their factories, and even fewer dealers get to sit down for lunch with the founder of a multinational corporation, but that’s what Denago provided to a handful of key dealers in April 2025. Not only did we show them our manufacturing operations, we gave them an inside look at our R&D center where engineers and key personnel listened attentively to the opinions and critiques from highly experienced retailers.
Our dealers are our most important partners, so we at Denago Powersports are working extremely hard behind the scenes to provide top-notch levels of support by implementing industry standard processes and procedures that our dealer partners are used to with other larger OEMs.
Saying we appreciate the insight and knowledge we receive from our dealers isn’t just an empty platitude. On August 15, we held our first Dealer Council meeting with key dealer partners from all over the country to learn more about how we can make our processes, products, and outreach even better for the future.
Also, we have been investing in America and recently purchased a 700,000 square-foot facility in Plano, Texas, which houses our central vehicle warehouse in addition to a well-stocked parts department.
I have been traveling across the country and meeting with our dealer partners and am happy to report that the feedback has been extremely encouraging! While there are areas needing improvements (as is the case with any new up and coming brand), the conversations have been very positive.
I have heard comments like, “It’s great to see a new brand that understands the importance of warranty, having a floor plan, and also strong retail finance partners. You guys are doing things the right way.”
We will continue to improve and progress doing these things the “right way” to build your business and become the best industry partner for you and your dealership teams.
All of these Denago differences are being noticed and appreciated: Denago surpassed the 100-dealer milestone after barely 2 years since the public launch of our products at the Sand Sports Super Show in California in 2023. Denago Powersports ATVs and dirt bikes are now available from coast to coast, and we’re signing up top-level dealers on a weekly basis. Scroll down to see the dealers which have signed up in 2025 alone.
I hope this newsletter finds you well, and I look forward to meeting more of you in person in the future. Feel free to send me your thoughts and feedback. If you are not already a dealer partner with us, I can let you know what it would take to become a Denago Powersports dealer.
Johnny Hayes, National Sales Director
Denago Powersports johnny@denagopowersports.com
Recently Added Denago Powersports Dealers
Honda of Winston-Salem
RideNow Mesa
RideNow Phoenix
RideNow Peoria
RideNow Surprise
RideNow Goodyear
RideNow Tucson
RideNow Chandler
RideNow Tucson West
RideNow SoCal
RideNow Rancho
RideNow Boulder
Country Equipment Yukon
Grace Performance
Prime Motorcycles Melbourne
Trojan Landing Powersports
Houston Motorsports Aggieland
OEM Pensacola
FOX INC
VTP Motorsports
Blackmans Cycle Center
Lake Norman Powersports
K&W Cycle
By Lenny Sims
Last year the marine market had its challenges — 2024 was fraught with high interest rates, political uncertainty and elevated inventory levels. Values showed a seasonal decrease for the winter months. This year, the waters were even more turbulent with tariff troubles making waves!
Looking at individual segments, the most recent 10 model years of used outboard boat values brought 3.2% less money in the November-December period than September-October and 2.5% more year-overyear. Stern drives brought 4.6% less in the NovemberDecember period than September-December and 3.8% less year-over-year. Inboards brought 3.3% less in the November-December period than SeptemberOctober, and 7.2% less year-over-year.
The PWC market remains afloat, but keep the bilge pump primed. Personal watercraft brought 2.6% less
in the November-December period than SeptemberOctober, and .25% less year-over-year.
By way of comparison, the powersports market isn’t much better. Dealer feedback is not overly positive as the industry continues to contend with sluggish demand and increased inventories. We do not forecast notably changed conditions through the winter months. The Sportbike segment was a surprise — finishing 2024 slightly above the same period in 2022 and holding steady throughout 2025. Within the other segments of powersports, however, dealers have reported needing to lure potential buyers with significant rebates and discounts due to elevated new and used inventory.
Heading into the 2025 high water selling season, marine dealers were increasing discounts to help with high inventory levels. Dealers had actually started the year off optimistically for the selling season and overall economic stability... so much for that plan!
J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses. The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.
www.nadaguides.com/Motorcycles
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On August 11. 2025, RumbleOn, Inc. (NASDAQ: RMBL) announced results for the second quarter ended June 30, 2025… pretty standard operating procedure. But by Wednesday, RMBL’s stock ticker was gone, HQ was relocated and RideNow had transformed its operations from the “Omnichannel” back to its roots of being a retailer. Shareholders were informed that, “Rebranding of the Company’s name to RideNow Group, Inc. (“RideNow”), aligning it back with the Company’s roots of being a leading powersports dealership group and returning the corporate headquarters back to the Company’s original RideNow flagship store location in Chandler, AZ, each effective August 13, 2025.”
Changing the Company’s ticker symbol from “RMBL” to “RDNW” on The Nasdaq Capital Market, effective August 13, 2025 requires no action by existing stockholders with respect to the name and ticker symbol changes, according to the quarterly statement. “Shares of the Company’s Class B Common Stock currently trading on NASDAQ under the ticker symbol “RMBL” will automatically commence trading under the new ticker symbol as of the market open on August 13, 2025.”
Closing the books on RumbleOn — which saw a Q2 decline of 11% and a net loss of $32.2 million, Michael Quartieri, Chairman, Chief Executive Officer and Interim Chief Financial Officer, stated: “I am pleased to report that we are making good progress and our operating results improved over the course of the second quarter.” However, RideNow’s 590 unit decrease in total sales was a challenge.
“While performance in the second quarter was nowhere close to where we want and expect to be, the company’s ‘back to our roots’ strategy is working and driving improvement in our year-over-year results. We are improving our execution every day and have a very clear road map of work to continue to drive improvements and meaningful growth in the business,” claims Quartieri.
“In addition, the successful closing of the term loan amendment provides us with operating flexibility to execute upon our strategy. I am as confident as ever that our current actions will lead to significantly improved results and shareholder value,” concludes Quartieri.
Key Second Quarter 2025 Highlights (Compared To Second Quarter 2024):
• Revenue of $299.9 million decreased 11.0%, driven by a 590 decline in unit sales in the Company’s powersports segment and a $13.9 million decline in revenue in the vehicle transportation services segment
• Net loss, which included impairment charge of $34.0 million related to franchise rights, was $32.2 million compared to $0.7 million
• Selling, general & administrative expense (SG&A) was $66.7 million, a $4.7 million reduction compared to $71.4 million
Adjusted EBITDA increased $1.0 million to $17.2 million compared to $16.2 million
The Company ended the quarter with $59.8 million in total cash, inclusive of restricted cash, and $185.1 million of non-vehicle net debt. Availability under the Company’s powersports short-term revolving floor plan lines of credit totaled approximately $125.9 million as of June 30, 2025. Total Available Liquidity, defined as total cash plus availability under floorplan credit facilities, was $185.7 million as of June 30, 2025. Cash inflows from operating activities were $4.0 million for the first half of 2025, compared to $29.2 million for the same period in 2024. Cash flow from operations in 2024 benefited from the proceeds from the sale of the Company’s loans receivable portfolio.
On August 10, 2025, the Company entered into an agreement with its lenders to extend the maturity date of its term debt credit agreement to September 30, 2027, at a 50-basis point reduction in interest, with revised financial covenants and other requirements. In connection with this amendment and extension, the Company will pay down $20.0 million in principle on the term debt, funded from proceeds of a $10.0 million subordinated note from certain related parties and existing cash balances. Following the paydown of the principal balance, cash payments for other interest are expected to be $3.4 million lower on an annualized basis.
RumbleOn, Inc. (NASDAQ: RMBL) announced this week that it is rebranding as RideNow Group, Inc., with a new ticker symbol RDNW. The move is part of “back to its roots” changes announced in conjunction with its earnings report for the second quarter ended June 30, 2025, which includes the relocation of the company’s headquarters, the rollout of a new business framework and expanded support for the company’s 54 powersports dealerships.
The key to returning to its retail roots is the rollout of the “RideNow Way” — a business framework built on three core pillars: Entrepreneurial Spirit, Customer Experience and Operational Excellence. “We work tirelessly to exceed our customers’ expectations by delivering an expansive selection of powersports products and services tailored to their passions,” explains Cam Tkach, COO of RideNow Group. “Success for us is when every customer encounters the same high level of service, experience, and excitement at any RideNow location, fueling our growth and reinforcing our commitment to the powersports community.”
Tkach believes the evolution of the RideNow Way will provide a strong foundation for growth in today’s market. “The RideNow Way will guide leaders and staff in dealerships and the company offices.”
The name and ticker symbol officially changed on Wednesday, August 13, 2025. “This change is about more than a new name and ticker symbol—it’s about aligning our corporate identity and our operations with the brand our customers already know,” adds Michael Quartieri, CEO of RideNow Group. “By returning to our roots and strengthening our operations, we are positioning RideNow Group for long-term growth and ensuring our customers enjoy a consistent, exceptional experience.”
Also announced this week, the headquarters for RideNow Group will move from Irving, Texas to Chandler, Arizona, to offices in the company’s flagship store. The move consolidates leadership and support functions in one location, reinforcing the company’s “one team” approach to corporate and store operations.
“By simplifying our structure, aligning our operations, and reinforcing a culture of performance, we are creating a platform for long-term success,” claims Quartieri. “Our team is energized, our strategy is clear, and our focus is firmly on delivering value for our customers, employees and shareholders.”
RideNow Group Inc. (NASDAQ: RDNW), operates through two operating segments: a powersports dealership group and a vehicle transportation services entity, Wholesale Express, LLC (“Express”). We have partnerships 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 technology to acquire vehicles directly from consumers. To learn more visit: www.ridenow.com
As a SCARAB Jet Boat dealer, you’re joining a family of boating enthusiasts committed to delivering the ultimate experiences on the water, backed by a rich heritage of performance excellence. Built in Cadillac, Michigan, the iconic SCARAB performance legacy continues with a new generation of boats designed to excel in every recreational dayboating activity. Your journey begins with SCARAB.
The recent pivot from the “omnichannel” RumbleOn business model to the dealer-centric mission of RideNow has certainly been making headlines. In keeping with the new mission, RideNow is going big in Texas, literally.
“We’re proud to share that RideNow Powersports Fort Worth North will be opening soon,” says Michael Quartieri, CEO of RideNow Group. “Designed to be the largest showroom in Texas, this new location will feature an extensive selection of vehicles from the industry’s top brands.” This flagship dealership sets the tone for RideNow moving forward.
“This change is about more than a new name and ticker symbol—it’s about aligning our corporate identity and our operations with the brand our customers already know,” adds Quartieri. “By returning to our roots and strengthening our operations, we are positioning RideNow Group for longterm growth and ensuring our customers enjoy a consistent, exceptional experience…
“In the meantime, stay tuned for more details as we prepare to open our doors and bring an elevated powersports experience to the Fort Worth community.”
RideNow is back! “Our headquarters is moving to Chandler, Arizona, right inside our flagship store — bringing our leadership and support teams closer to the heart of our operations. Alongside this move, we’re launching The RideNow Way — our commitment to delivering the best powersports experience through:
• Entrepreneurial Spirit – empowering our teams to innovate and adapt.
• Customer Experience – putting riders first in everything we do.
• Operational Excellence – raising the bar at all 54 RideNow dealerships nationwide.
This is more than a location change — it’s a renewed focus on bringing you exceptional service, exciting products, and unforgettable riding experiences, wherever your next adventure takes you.
Big news with the announcement that Denago’s lineup has been added to RideNow Powersports in Mesa, Arizona! RideNow Powersports is one of the largest dealer groups in the country, with more than 50 locations. Denago joins brands like Polaris and CFMoto at RideNow Mesa, serving the counties Maricopa and Pinal. “Kudos to Denago’s Jordan Mattingly for signing up the RideNow family of dealerships,” says GM David Garibyan.
“We are thrilled to share that several of our dealerships are now official Denago PowerSports dealers,” explains Cam Tkach, COO of RideNow Group. “Success for us is when every customer encounters the same high level of service, experience, and excitement at any RideNow location, fueling our growth and reinforcing our commitment to the powersports community.” Discovering the Denago Difference is now a key to fulfilling RideNow’s commitment to its customers.
“Offering more choices, more adventures, and more ways to hit the road are the RideNow difference,” concludes Tkach. “Our dealers that offer Denago Powersports include RideNow Powersports Chandler, Peoria, Tucson East & West, Surprise, Goodyear, Phoenix, Mesa, Boulder and Rancho.”
July’s Average Wholesale Prices (AWP) reflected a clear step down from both the prior 90 days and last July, with sharper declines concentrated in core on-road categories. Compared to July 2024, pricing strength was largely confined to the off-road and seasonal niches, while on-road products saw notable softening. Sequentially, the 90-day comparison tells a similar story, underscoring a steeper pullback from shortterm comparable heavily influenced by a solid Spring market. While much of the movement aligns with predictable seasonal events, retail demand easing after spring peaks, inventory costs pressuring margins, and the depth of the pullback in some of the larger volume on-road categories, coupled with persistent new-unit oversupply, suggests 2025’s summer slope may be steeper than recent “normal” years.
Within the on-road segment, Domestic Cruisers, the largest category by volume, saw significant declines compared to both the trailing 90-day period and the same month last year, signaling dealers are taking a more conservative approach in the lanes as retail traffic cools. The magnitude of the monthly decline suggests that seasonality is at play, but also that there may be some incentive-driven pressure affecting used values. Meanwhile, Sport motorcycles registered one of the more pronounced shifts, falling double digits from the prior 90-day window and posting a meaningful drop year-over-year. While Metric Motorcycles has held stronger COVID-influenced values longer than other segments, it looks as if the air has finally been let out of the balloon. In off-road, ATVs bucked the broader trend with gains over both timeframes, helped by steady demand for utility and recreation units. At the same time, Side-by-Sides remained essentially flat month-overmonth; a relative win given the broader pricing climate.
Looking ahead, dealers should expect continued softening through August and into September, consistent with the traditional late-summer trough, before stabilization begins in early Q4. Given the pace of the recent on-road pullback, values are likely to adjust downward in the coming weeks, impacting trade-in values and current used inventory. Dealers should prioritize rapid turn times on used bikes to churn through inventory quickly, while using current market shifts to selectively acquire clean, late-model inventory at seasonally softer values. Whether you’re sourcing at auction or through trade-ins, understanding these pricing dynamics will help you navigate the months ahead and position your store for success. The focus should be on balancing liquidity and margin: clear aged inventory before the fall reset, keep capital flexible, and position for opportunistic buying as prices bottom out heading into the pre-spring build.
www.npauctions.com/cp/npa-market-report
‘25 VS. JULY ‘24
We had a feeling BIG things were in store for Moto Morini when the wraps came off the X-Cape 700 at AIMExpo back in February, literally as well as figuratively. However the 17% bump in displacement paid off in even bigger retail results. “Year-to-date U.S. retail sales have surged 82%, fueled by Moto Morini’s expanding nationwide dealer network and the arrival of exciting new 2026 models,” notes Chris McGee, Moto Morini USA COO. “Leading the way is the radically redesigned X-Cape 700…”
What’s the big deal? That slight bump in displacement — and corresponding 18% boost in torque — moves the X-Cape head-to-head with class leaders while still retaining best in class pricing (see what the consumer media has to say in “What They Said”). The purposebuilt powerplant is a 693cc liquid-cooled DOHC paralleltwin delivering 70 hp and 50.2 lbs. of torque. A wide powerband and usable power is converted to traction by the 6-speed transmission and new slipper clutch.
“The X-Cape 700 provides real-world ADV ergonomics and rider comfort, with a seat height 33.3 of inches,” McGee points out. “ The tapered handlebars offer 6-point adjustments for a personalized riding position and come mounted with durable handguards. Ample wind protection from the easy, one-hand heightadjustable windscreen provides comfort for all-day touring or aggressive riding on off-road trails.”
New long-travel suspension is tuned for excellent handling, stability, he adds, “and improved rider comfort no matter the terrain.” Fully adjustable 50mm Marzocchi USD forks provied 6.9 inches of travel, backed by a new KYB rear shock featuring revised damping and 6.5” of travel. An easy preload hand adjuster, as well as adjustable rebound damping, make for a truly customizable ride.
“The X-Cape 700 provides real-world ADV ergonomics and rider comfort, with a seat height 33.3 of inches. The tapered handlebars offer 6-point adjustments for a personalized riding position and come mounted with durable handguards, McGee adds. “Ample wind protection from the easy, one-hand height-adjustable windscreen provides comfort for all-day touring or aggressive riding on off-road trails.”
Finishing touches include a newly designed 2-into1 exhaust with a “throaty growl; range extending 4.8-gallon fuel tank; black tubeless spoked wheels — 19” in the front and 17” in the rear — come mounted with Pirelli Scorpion Rally STR premium adventure tires. The Brembo braking system with dual 298mm front discs and 2-piston calipers provides plenty of well modulated stopping power and for off-road adventuring, the ABS can be switched off.
“With its legendary Italian style, the X-Cape 700 is a performance-focused Adventure bike that’s loaded with features found on higher-priced machines,” McGee summarizes. “Stretch your horizons with the trustworthy 693cc powerplant, premium suspension, 7-inch TFT display, and tubeless wheels. The X-CAPE possesses the ideal balance of distinctive style, fine performance, and trusted reliability that the legendary Moto Morini brand is famous for…” and this is just the beginning.
“With an MSRP of $8,299, the all-new X-Cape 700 offers exceptional value, Italian style, high quality, and proven performance, all with the Best Warranty in Motorcycling, 3 years, unlimited miles, so your adventure can continue mile after mile,” he adds.
“To further rev up sales, we have more exciting new models arriving soon, such as our game changing 2026 Vettore 450 twin cylinder adventure bike that delivers power, performance, durability and unmistakable Italian style riders expect from Moto Morini,” concludes McGee. “With retail sales topping 82% year-to-date and new 2026 models on showroom floors now, combined with more new models available soon, dealers truly do get more with Morini”!
Fast facts: A seven percent displacement increase leads to a long list of improvements to the previous Moto Morini X-Cape. Now a 700-class adventure bike intended to go head-to-head with the Yamaha Ténéré 700, the 2026 Moto Morini X-Cape 700 offers a broad range of features that belie its $8299 MSRP. The power bump is more than you’d expect from the additional displacement. The 700’s 70-horsepower output at 8500 rpm is a 17 percent boost over the X-Cape 650. Further, peak torque is up 18 percent, with the 693cc parallel twin delivering 50 ft-lbs at 6500 rpm. Top speed is up almost 10 percent, from 105 to 115 mph. — Don Williams, Ultimate Motorcycling
This was all in the initial stage of getting used to the ride; you do have to make the X-Cape’s engine sing to progress swiftly. But when you achieve this, it holds an impressive tune maintained through the right choice of gears and engine speed, especially when approaching roundabouts and left turns to keep the momentum. If you come up a little quick the braking supplied by the Brembo set up is very intuitive. Riding the Morini is a joint effort, a partnership if you like; the more you put in and understand the capabilities of an aging engine – by modernday standards – the more you get out! — Dave Manning, Motorcycle Sport & Leisure
The engines on the Moto Morini X-Cape 700 and the Yamaha Tenere 700 are similar, as both are parallel twins. However, minor differences distinguish both mills. The X-Cape 700’s engine is bigger, at 693cc, and has a 180-degree crank. It has higher compression, a bigger bore, and a shorter stroke than the 270-degree crank 689cc engine on the Tenere 700. Furthermore, the X-Cape 700 has a lower center of gravity thanks to its lower ground clearance. Connect all these dots, and the Moto Morini is the better motorcycle of the two on the highway, as its added weight and lower center of gravity help it stay more stable even at triple-digit speeds. — Tijo Tenson, Top Speed
Had the chance to have it for a few days before the official launch of the new 2025 Moto Morini X-Cape 700cc. A very interesting “adventure” bike with some pretty cool features that you can’t find on other bikes in its segment. For sure an ideal entry level vehicle for those that want a daily drive at an affordable price. — Manuel Lucchese, www.youtube.com/watch?v=nm7yBnkPkzs
When it comes to great affordable mid-sized adventure motorcycles, it’s tough to beat a quartet of brands from Japan. After all, Honda, Kawasaki, Suzuki and Yamaha all offer goodlooking, nicely appointed 649cc to 776cc bikes for $11,000 or less. That being said, a recently revived Italian-born, Chinese-backed brand would like a word. It’s called Moto Morini, and its souped-up new X-Cape 700 Gold Edition has much to offer at a price point that should still fall well within the four figures. — Steve Mazzucchi, Gear Patrol
“During the second quarter, we continued our focus on what can be controlled, reducing consolidated operating loss by 35% compared to the prior-year same quarter,” claimed LiveWire CEO Karim Donnez, CEO. Despite headcount reduction and other cost-cutting measures, the Company’s consolidated net loss was $18.8 million for the second quarter 2025, compared to $24.8 million in the same period prior year, offset by a decrease of $2.7 million of non-operating income related to the change in fair value of the outstanding warrants as of June 30, 2025 and a decrease of $1.3 million in interest income as compared to prior year.
• Consolidated operating loss decreased by $9.9 million from the same quarter 2024 primarily driven by a decrease in consolidated selling, administrative and engineering expenses.
• Reduced consolidated selling, administrative and engineering expense by $7.6 million from same quarter 2024 due to initiatives taken in the later half of 2024 to streamline headcount and reduce other costs.
• Reduced net cash used during the first half of 2025 by $19.8 million or 36%, versus the same period in 2024.
• Entered Norway as a new market and continued to contract with additional dealers in existing markets in Europe.
Electric Motorcycles revenue decreased in the second quarter of 2025 compared to the same quarter in the prior year due to lower unit sales and product mix. Operating loss decreased by $8.8 million primarily driven by a $7.0 million reduction in selling, administrative and engineering expense from cost reduction activities taken in 2024, including decreases in people costs, other spending and the relocation of LiveWire Labs to Milwaukee, Wisconsin compared to the same quarter in the prior year.
“Despite continued supply chain challenges driven by the overall economic market, STACYC delivered a 25% increase in revenue compared to the prior-year same quarter,” he added. For the bigger eBikes LiveWire is #1 with 55 units sold globally in Q2. “While Electric Motorcycle revenue decreased compared to the prior-year same quarter in the challenging EV market, we remained the #1 electric motorcycle retailer in the US 50+ horsepower on road EV segment.”
The plan is to charge ahead starting in Q3. “We are thrilled with the positive feedback we have received on the two prototype models that were on display at the Harley-Davidson Homecoming and look forward to sharing additional details on these lower-priced, smaller models in the upcoming weeks and months,” said Donnez.
Bottom line: On May 1, 2025, due to the uncertain global tariff situation and overall macroeconomic conditions, we withdrew our full year 2025 financial outlook that had been provided on February 5, 2025. Given that the global tariff and business outlook especially for discretionary product purchases remains uncertain, we continue to withhold our full year HDMC 2025 financial outlook. For LiveWire, we are updating our previously issued guidance related to Operating Loss to $59-$69 million and a total cash use of $50-$60 million.
LiveWire Set For AIMExpo AIMExpo i2026 is going to be electrifying... literally as well as figuratively.”We are excited to announce LiveWire will be exhibiting at the 2026 Anaheim AIMExpo,” said Cinnamon Kernes, Vice President of Market Expansion at the Motorcycle Industry Council, which hosts AIMExpo.
“As a leader in electric motorcycle innovation, LiveWire continues to redefine the riding experience through advanced technology, performance and design,” she adds. Attendees will have the opportunity to explore LiveWire’s latest models, engage with the brand’s experts and gain insight into the future of electric mobility.
AIMExpo is coming to the Anaheim Convention Center, January 7-9th. Visit Booth #2132
Good news, bad news? Livewire’s losses were offset by electric balance bike STACYC’s gains... somewhat. LiveWire Group, Inc. is comprised of two business segments:
Electric Motorcycles – focused on the sale of electric motorcycles and related products
STACYC – focused on the sale of electric balance bikes for kids, electric bikes and related products
While LiveWire losses continued again in Q2, STACYC surged! Despite continued supply chain challenges driven by the overall economic market, STACYC delivered a 25% increase in revenue compared to the prior-year same quarter.
“Despite continued supply chain issues resulting in delays in product availability, STACYC revenue increased in the second quarter of 2025 compared to 2024 by $1.0 million primarily driven by higher volumes,” noted CEO Karim Donnez. “Selling, administrative, and engineering expenses decreased by $0.6 million primarily driven by a reduction in advertising and marketing spend.”
Good news, bad news? While LiveWire losses continued again despite continuing headwinds, Harley-Davidson remains committed to its LiveWire division. “We are excited to show you the latest from the LiveWire team,” said CEO Karim Donnez. “You’re looking at a new electric platform which is currently in development. These bikes are 125cc equivalents, in both trail and street versions. We wanted to show you what we’ve been working on, while also giving you a chance to contribute feedback in terms of colors, accessories or other options you’d like to see from this range.”
A series of teaser events and a big reveal for the little bikes at the Harley Homecoming helped introduce the concept. The platform is powered by two removable batteries that can be recharged or exchanged. Both models offer near 30” seat heights, and early testing has shown performance attributes of 0–30 mph in about 3 seconds, a top speed of around 53 mph, and a range of about 100 miles.
The trail model is intended for riding backyards, pump tracks, or even out on the ranch or campgrounds. The street model is perfect for urban errands, new riders, mini-moto fans and anyone looking for a new hobby in the form of a readily customizable, approachable electric moto experience.
“These prototypes were on display at Harley-Davidson’s Homecoming Celebration at the H-D Museum in Milwaukee and we’re inviting the community to share feedback on everything from design, accessories and comfort to use case,” he claimed. Stay tuned for more updates.
This isn’t a lab experiment; it’s a machine refined through real feedback in over 50 countries. Through a dealer-supported testing and race program in 18 countries, paired with live input from Stark’s connected riding ecosystem, every detail of the 1.2 has been shaped by riders, from firmware logic and suspension feel to mechanical function & durability.
“Today marks a major milestone for Stark Future as we officially launch the all-new VARG MX 1.2 — a bold evolution of the bike that redefined performance,” said Neil Calvesbert, Stark Future President, North America. “Packed with significant upgrades and enhancements, the MX 1.2 takes everything we’ve built and pushes it even further… This is more than a release — it is a statement.”
Building on the global success of the original VARG MX, version 1.2 introduces advanced updates in powertrain, chassis design, and software features, pushing the boundaries of what’s possible in the Premium electric motorcycle industry.
At the heart of the VARG MX 1.2 is the Stark 80hp electric powertrain, outperforming any traditional 450cc motocross bike. What truly sets it apart is the fully adjustable power delivery, allowing riders to fine-tune output from 10hp to 80hp in real-time. Fine control over the power curve and motor braking ensures a ride that’s perfectly adapted to every rider, track, or terrain all at the tip of your fingers. What’s New in the VARG MX 1.2
· Updated powertrain with improved efficiency
· New battery pack with 7.2 kW
· New frame, lighter by using an even stronger steel alloy with twice the strength of the chromoly steel used by other European manufacturers and increased flex.
· Overmolded wiring harness for extreme conditions
· Internally routed map switch cable, cleaner and protected
· Reinforced, dual-compound skid plate, fully biodegradable
· Redesigned chain guide with 266% more lateral stiffness and minimal 7 % weight gain
· Lap mode, which will also be made available in all existing bikes in the next few months
· New inner tubes, improved significant durability
· New Stark Arkenstone Phone and docking station, with better connectivity, speed, brightness and clamping system
· New gearbox, lighter and higher efficiency
Just before jetting off to Monaco for the global reveal of its new line-up of EV PWC and snowmachines, Taiga Motors teamed up with Aqua superPower to create a global network of plugand-play charging stations in marinas and trailheads. This landmark partnership brings the two companies together to deliver on their shared mission: to accelerate electrification— enabling more people to move, work, and adventure sustainably beyond the road.
“By combining demand and deployment, the companies overcome the two-sided market challenge inherent in electrification,” explains Karen Gill, COO of Aqua superPower. “Infrastructure must often lead the way—but by joining forces, Taiga and Aqua are accelerating both sides of the equation.”
The partnership creates economies of scale by aligning Taiga’s growing demand for vehicle charging with Aqua superPower’s infrastructure and charging software offering—lowering deployment costs and accelerating network expansion for both recreational and fleet applications.
“Scalable infrastructure is key to unlocking the full potential of electrification,” concludes Sam Bruneau, CEO of Taiga Motors. “With Aqua superPower’s expertise, we’re making it easy for individuals and fleets to go electric—especially in high-volume use cases where the sustainability impact is multiplied.”
An unlikely pairing of a UK-based sensor company and a couple crazy Californians with a dream to beat ICE racers in the American Federation of Motorcyclist (AFM) has resulted in a technological tie-up. Metis Engineering is now supplying their Cell Guard battery safety sensor and tech savvy to Lightfighter Racing.
“We’re proud to be supporting Lightfighter Racing in their ambitious engineering programme,” states Metis CEO Joe Holdsworth.”Motorsport is the ultimate testing ground; there’s nothing quite like it for pushing boundaries and exploring the limits of performance. Cell Guard was designed precisely for these conditions, providing the real-time battery health diagnostics needed to do so safely and confidently.”
Lightfighter Racing, founded by electric motorcycle pioneers Brian Wiseman and Ely Schless, is on a mission to challenge
the long-standing dominance of internal combustion engines in motorsport. “Through our racing efforts, we realized that conventional battery monitoring systems often react too late in such a dynamic environment as motorsport to prevent damage and potential escalation from a cell issue. We needed a way to detect the earliest signs of cell distress through offgassing, which Cell Guard has been able to provide us with. This early detection of an issue with the cell has become an important and valuable addition to our overall safety strategy.”
At the heart of Lightfighter’s success is a commitment to not only speed and agility, but also operational safety. The Lightfighter v3.0 is powered by a water-cooled Parker GVM 210 IPM AC motor producing 115kW (154hp), 324Nm of torque at the gearbox output, and a peak speed exceeding 11,000 rpm. This is matched with an actively air-cooled lithium-NMC battery pack operating at 383V nominal (440V peak), capable of delivering over 300A peak current. The result is an ultralightweight, 181kg electric superbike with the performance credentials to race head-to-head with its petrol-powered counterparts.
Recognizing the inherent thermal and safety challenges associated with high-performance battery systems, Weismann’s team turned to Metis Engineering’s Cell Guard sensor to provide an additional layer of real-time monitoring and fault detection.
“Electric racing is inevitably going to be a larger part of all forms of motorsport in the future,”concludes Wismann. “We’re excited to be a part of that future and shape how to do it safely. Metis Engineering’s Cell Guard has become a critical tool in that effort.”
Three new ODYSSEY® batteries are now available as drop-in replacements for motorcycle, ATV, UTV and watercraft applications. Their non-spillable Absorbed Glass Mat (AGM) design is built to handle extreme shock and vibration, while their sealed, Thin Plate Pure Lead (TPPL) technology delivers virtually maintenance-free performance.
The National Powersports Dealer Association (NPDA) was founded in 2021 and is an association dedicated to direct interaction with our members.
Our Mission Statement is for the NPDA to empower franchised and independent Powersports Dealers through special services, products, programs, education, and advocacy of Dealer views and concerns to create a professional, successful, and profitable industry.
Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable, and exceed the expectations of a growing Powersports customer base.
August 2025 | Issue 8
Welcome to Holeshot, the monthly newsletter of the NPDA. Please reach out if you have any questions or anything we can help you with. Make sure to View all of the Member Benefits being offered by our NPDA Partners by clicking here.
Every dealer in the room strengthens our voice. Your presence changes the conversation with OEMs, lawmakers, and partners. Three days to learn, plan, and connect with people who understand your business.
Hilton Columbus Downtown. September 21- 23, 2025.
Real strategies. Real connections. Real results.
NPA is heading to DealerConnect, rooms are going fast
New unit sales may feel “tariff-ied,” but the action is in pre-owned. To help dealers not only survive, but thrive, National Powersport Auctions (NPA) will present two exclusive, one-hour sessions at NPDA’s DealerConnect, September 21 to 23, Hilton Columbus Downtown.
“NPDA exists to help dealers get prepared, stay profitable, and exceed rising customer expectations,” says NPDA Board Chair Bob Kee. “NPA knows how to connect with dealers to drive profitability. CEO Jim Woodruff has been a trusted advisor since the beginning, and it is time to share his insight beyond the board level.”
Who you will hear from
Jim Woodruff, CEO, NPA — strategies to win in pre-owned
Mike Murray, VP of Sales, NPA — relationship-first sales that lift PUS and margins, back by popular demand after one of the highest-rated sessions at our first event
The NPDA HD Council is looking forward to open dialogue with the new CEO/President of Harley-Davidson, Artie Stars. We firmly believe that with the departure of the former CEO/President, that we now have a huge opportunity to find common ground and alignment between H-D dealers and HDMC. This is paramount to improving all facets of the business.
Both Harley-Davidson and the H-D dealer network need to be wildly successful to ensure a mutually strong future. Neither can do this without the other, we are all in this together. The H-D dealers that comprise our council are all very passionate about the brand. Most have been H-D DAC (Dealer Advisory Council) members, are very active in their regional dealer associations, and are driven to help H-D dealers improve their business.
George Gatto
Chairman NPDA H-D Dealer Council
It is harder than ever to make sense of the powersports business. DealerConnect 2025 is your chance to stand together, face to face, with top dealers, strategists, and analysts who understand your business. Every dealer in the room strengthens our voice. Show unity. Be counted. Join your National Powersports Dealer Association at:
Hilton Columbus Downtown September 21–23, 2025
Why attend?
“Connect the dots in CBUS at DealerConnect,” says NPDA Chairman Bob Kee. “Let us help you stay ready for what is next.”
• Learn from top-tier speakers and industry experts
• Get updates on the latest trends and data
• Make a plan for 2026 and beyond
• Network with peers, partners, and powersports pros
• Show unity among dealers so our voice is louder in the rooms where decisions are made DealerConnect is about real strategies, real connections, and real results.
Sam Dantzler, President, Garage Composites
Football season is upon us. Everyone seems hyped at the pre-season showings, believing their team can “go the distance.” None of you can be that gun-shy with that feeling than FSU Alumni, of which I wear that badge proudly.
People who don’t “get” football (American, not that silly stuff they play in the U.K.), have clouded vision when they watch the game. Most think it’s just the same game, every play, until someone gets in for a score. But is the opening drive for Patrick Mahomes going to look/feel like a 4th quarter drive from Joe Burrow? The goal is the same… put points on the board and win. But are the plays run the same? Are the pl ayers utilized to run the plays the same? Will a field goal take us to the promised land, or do we need a solid 7 to take the W? Side note – Don’t we all secretly long to see those Bengal uniforms take home the Vince Lombardi Trophy one day?
Professional players of any sport understand that strategy changes, constantly. Understanding the immediate game that’s being played can make or break the season, much less the game.
By Don Amador
This issue makes the BIG ask for the impossible dream of Got Milk or Go RVing for the powersports industry. It is either incredibly complex or breathtakingly simple in scope, but the correct answer is that we have to help ourselves because no one else will. The good news is that we don’t have to get it 100% right, the bad news is we needed to do it yesterday! We have a recent precedent in land use community… and a budget that far outstrips the voluntary assessment!
The OHMVR Division Finance Team should be commended for presenting a much appreciated and detailed Update on the OHMVR Trust Fund (OHVTF) at the last hearing. This report notes the 2024-25 budget allocates $78,469,000 for State Operations, encompassing State Vehicular Recreation Areas (SVRAs), Division Headquarters, statewide projects and administrative expenses.
OHMVRD BUDGET UPDATE ohv.parks.ca.gov/pages/1140/files/Staff%20 Report%20-%20Budget%20Update.pdf
It also declares that the Grants & Cooperative Agreements program is appropriated at $30,000,000, that consists of a $1,000,000 transfer from the State Parks and Recreation Fund (SB-1) and $29,000,000 from the OHVTF. The report states that any unspent State Operations funds not used are retained for future use, a practice that helps ensure the long-term sustainability of the fund. It also references that Parks uses Tracking, Accountability and Compliance (TAC) procedures to ensure that OHVTF monies are not spent on general park operations.
While this update contains a lot of important fiscal information it does not provide any solutions to the ongoing 25-30% shortfall of revenues coming into the OHVTF from the Motor Vehicle Fuel Tax, camping fees, vehicle registration, and loan repayments of about $81,000,000 vs. State Operations/Capital Outlay and Local Assistance/Grant expenditures of about $111,439,000. It is important to note that no new Capital Outlay projects are planned, which is a direct result of the division attempt to roll back program expenses. While necessary in the short term, Capital Outlay projects are essential to administering a safe and sustainable program.
Nor is there a remedy provided to address the ongoing drawdown of the OHVTF reserve balance that started off in 2018-2019 at $195,044,000 and is expected to end up at $119,265,000 in 2024-2025.
As Parks HQ and the OHMVR Division review options to address the revenue shortfall, OHMVR Program supporters should urge them to consider the following strategies that may be accomplished through policy, regulation changes, and/or legislation.
SB1 – The pre SB1 off-highway fuel tax that was $0.18 cents/gallon and should have been raised to the current rate, now $0.60 cents/gallon with increases going to the OHVTF. However, that increase – about $125,000,000 to $135,000,000 annually - was instead redirected to the State Parks and Recreation Fund (SPRF).
The gas tax going to the OHMVR Program is based upon a study conducted to determine how much of the total gasoline purchased in California was purchased by owners of off-highway vehicles and highway licensed vehicles used during off-highway activities as opposed to on-highway use. It was determined that 2.446% of all gasoline purchased in CA is used for OHMVR activities. Multiply the number of gallons purchased X the gasoline tax X 2.446% and that is how much gasoline tax revenue is transferred into the OHV Trust Fund monthly.
The problem is that when the legislature decided to redistribute and increase the gas tax after SB1 negotiations and then tie future gas tax increases to the cost of living, the OHMVR Program was left out, still receiving the historically low $0.18 cents/gallon that has ballooned to $0.60 cents/gallon and now increases annually. Instead, ALL those increased gasoline tax distributions go into the SPRF to be distributed at State Parks HQ discretion. Hundreds of millions of dollars have been distributed to SPRF and the OHMVR Program receives a paltry $1,000,000 m each year.
The Boating & Waterways Division of CA State Parks took a similar hit to their program (gasoline purchased by boaters, obviously not used on highways now goes into SPRF) and also receives only $1 million dollars every year. Fair is fair and the redistribution of SB1 gasoline tax is long overdue.
SOLUTION - Review SB1 % allotments to make the OHVTF sustainable. At the very least, tie the OHMVR Program gasoline tax distribution to the cost of living rather than an antiquated set number.
AB 95 - In 2011, the Legislature passed AB 95 during the “Great Recession” on the misguided assumption the OHMVR Program was being reduced while ignoring the reality that salaries, construction materials, and other costs were rising. It continues to redirect $10M every year from the Motor Vehicle Fuel Account (from OHV GAS TAX collected) to the General fund. To date, about $140,000,000 million dollars of transfers have occurred. The legislature worked some magic on this move. By law any funds taken from the OHV Trust Fund must be considered loans and paid back. So, the legislature instead determined that if the $10M in gasoline taxes collected from OHV users was transferred into the General Fund before hitting the OHV Trust Fund it is not a loan and not required to be paid back.
SOLUTION: Object to and eliminate the $866,000 dollars monthly gas tax diversion to the General Fund that has continued for 13+ years.
UPDATE OHV FEES – Most of the OHV-related fees, an important part of the revenue stream, have not been updated in over 20 years. For example, overnight camping fees at a non-OHV state park are $50 dollars/night vs. $10 dollars/night at a State Vehicular Recreation Area. The CA OHV Green Sticker registration fee is $52 dollars/every 2 years (only $33 goes to the OHMVR Program) where the new Maine OHV registration is $70 dollars/yr.
SOLUTION - Update OHV fee schedule to enhance revenue stream into the OHVTF.
TRANSFORMATION REVIEW- In 2014, California State Parks launched the Park Transformation Process. At that time, the State Park Director said the California Department of Parks and Recreation was going through a series of initiatives supporting strategic goals, such as improving visitors’ experiences and making the system more relevant to a broader and more diverse population. The effort, dubbed “Transformation”, would alter policies, procedures, guidelines, and organizational structures to support an entrepreneurial, service-oriented, creative and collaborative culture within the Department.
There is an axiom that active forms of recreation such as OHV and boating are most effectively managed by frontline staff at the local level where they have on-theground knowledge and meaningful relationships with their customers. Historically, decisions to administer event permits, designate routes, and manage other park operations have been made by SVRA District Superintendents. The same on-site decision-making holds
true for units managed by county park departments, the Forest Service, and BLM.
Since 1982, there has been a direct chain of command/ communications between the Division and SVRA District Superintendents that is necessary for the Program to continue delivering sustainable world-class OHV recreation to CA residents and tourists. Thanks to Transformation that effective chain of command no longer exists because the SVRAs have been moved into mega park districts.
The OHV districts and their District Superintendents had separate but equal management and budgeting powers compared to “regular” state park districts that were essential to the fast-paced recreation needs of the OHV community. That local decision-making power has been diluted by routing many decisions to either a mega district with twenty or more park units competing for workload or sometimes to the Parks HQ Deputy Director who is in charge of park operations statewide for 280 park units.
– Review cost and management efficacy of Transformation that significantly increased middle management bureaucracy and reduced local decisionmaking authority. Consolidation of services in diverse forms of recreation is not a plus in this case.
The hallmark of the 1971 bill was the creation of the OHV Trust Fund to provide an independent, sound, and ongoing funding source without any General Fund assistance. OHV gas tax and Green, Red Sticker, soonto-be Competition Sticker, and other related fees must be updated to ensure a reliable revenue stream is structured and allowed to “Grow with the Economy” so that future generations can have access to high-quality environmentally sound OHV recreation. The OHMVR Program cannot continue to provide essential recreation and resource protection services or soon even exist without an equitable distribution of gasoline tax revenue. Raising camp and day use fees and vehicle registrations alone will not bridge this economic divide created by the legislature.
Don Amador has been in the trail advocacy and recreation management profession for over 33 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numarous awards including being a 2016 Inductee into the OffRoad Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don served as the government affairs lead for AMA District 36 in Northern California from 2019–2023. Don is a Core-Team member on FireScape Mendocino. Don is a contributor to Dealernews Magazine. Don writes from his home in Cottonwood, CA.
By Eric Anderson
Remember when “the more time people spend shopping online, the less confident they feel about their choices. screen time” meant how long your face was pressed against a helmet visor while watching the road blur past? These days, it means how long the average American consumer stares slack-jawed at a glowing rectangle, thumbs twitching in a hypnotic ballet that accomplishes little besides fattening Jeff Bezos’ checking account. “Death Scrolling” has become the popular term for this awful habit!
If you’re a retailer, particularly one in the motorcycle, ATV, or UTV business, this shift is more than a curiosity. It’s a slow-rolling apocalypse for brick-and-mortar commerce.
The New Shopping Ritual: Tap, Swipe, Regret. Once upon a time, buying a motorcycle helmet was a Saturday ritual. You’d hop in the truck, cruise over to your local dealer, argue with the parts guy about sizing, try on three helmets that made you look like a bobblehead, and — voilà — cash and carry.
Today? Consumers scroll through 14,000 helmet options online at midnight, cross-reference reviews written by people who’ve never worn a helmet outside their mom’s basement, click “Buy Now,” and wait for a box to arrive containing… the wrong size. The return label becomes their new riding buddy.
Screen time has changed the habit loop: instant gratification, delayed disappointment, repeat. Worse, it has taught customers that a dealer’s parts counter is optional. “Why bother?” they think. “I can order it myself, probably cheaper.” And if they get the wrong sprocket or a jacket that fits like a sausage casing — well, Amazon never judges.
The Illusion of Infinite Choice. Let’s face it: the internet is the ultimate accessory wall. Every chrome doodad, anodized lever, and LED light strip are available in more colors than Skittles. The modern consumer thinks they’re getting access to the “infinite aisle,” but really, they’re getting a paralyzing migraine.
That’s the cruel joke of screen time: the more time people spend shopping online, the less confident they feel about their choices. Decision fatigue sets in. Half the time they abandon the cart, overwhelmed by free shipping minimums, algorithmic “You might also likes,” and the prospect of explaining to their spouse why four exhaust systems are en route.
What Dealers Are Up Against. Dealers aren’t just competing with other dealers anymore — they’re competing with dopamine. Every ping, pop-up, and push notification steals attention before you can even say, “We’ll match that price.”
Worse, customers no longer think of dealerships as the center of their powersports universe. Instead, the dealer is now an inconvenient errand sandwiched between an Amazon return and a DoorDash delivery. Brick-andmortar has gone from “destination” to “detour.”
So how can a humble motorcycle, ATV, or UTV retailer lure these screen-dazed zombies back into the store?
Satirical Survival Guide for Dealers
Let’s have some fun. Here are a few tongue-in-cheek strategies that might actually work:
1. Charge for Wi-Fi, Give Test Rides Free. Customers already sit on their phones in your showroom. Fine. Make them pay for Wi-Fi. Then tell them there’s no password — but the key is riding the demo bike around the block. Screen time instantly becomes saddle time.
2. Offer “Instagrammable” Shopping. Your dealership is boring. Sorry, but it is. Turn that helmet wall into a selfie backdrop. Create a “TikTok Zone” with LED lights under a UTV. If customers are addicted to content, let your store become the set for their next viral video.
3. Host a “Wrong Size Swap Meet.”
Every rider has an online-order horror story. Wrong boots, wrong sprocket, gloves meant for a circus clown. Invite them to bring the digital disasters into your store for a good old-fashioned swap. Charge for beer, not admission.
4. Make the Parts Counter Great Again.
Train your staff to be funnier than a chatbot and more useful than a return label. If the customer says, “I can order it myself,” reply, “Yes, but do you know if it actually fits?” (Spoiler: they don’t.)
5. Gamify In-Store Visits.
Hand out punch cards like it’s 1978. “Buy three oil filters, get the fourth free.” Or better: “Spend 30 minutes instore without checking your phone, win a T-shirt.” Imagine the courage it will take to earn that shirt.
Back to Human Contact. Satire aside, the real cure for screen-time addiction is good old-fashioned human interaction. Riders want to be part of a tribe, even if they don’t know it yet. Online shopping may be convenient, but it doesn’t pat you on the back after your first test ride or introduce you to three buddies who want to hit the trails Saturday.
“…the more time people spend shopping online, the less confident they feel about their choices.”
Dealers must reposition themselves as community hubs, not just showrooms. Coffee machines, ride nights, repair clinics, kids’ ATV safety demos — these are experiences you can’t “add to cart.” The more a dealer becomes a lifestyle destination, the less customers see it as a detour.
Confession Time. As a consumer, I’ll admit I’ve stared at my phone more than I’ve stared at a set of handlebars lately. I’ve even clicked “Buy Now” on the wrong part just to save a trip to an “offline store.” But deep down, I miss the ritual of walking into a dealership, smelling the tires, and trading bad jokes with the guy behind the counter. So, here’s my confession: I don’t need less screen time. I need more dealer time. And if retailers can pry my eyes off this glowing rectangle long enough to lure me back in, I promise — I’ll buy the right size helmet this time. Probably.
Now updated to an annual event, the HarleyDavidson Homecoming Festival represents a commitment by Harley-Davidson to its hometown community and a way to promote this vibrant region. Key to this strategy is involving the six Milwaukee-area authorized Harley-Davidson. These dealerships hosted events and entertainment during the run of the HarleyDavidson Homecoming Festival. Area dealerships include Milwaukee Harley-Davidson (Milwaukee), Suburban Motors Harley-Davidson (Thiensville), Uke’s HarleyDavidson (Kenosha), West Bend Harley-Davidson (West Bend), Wisconsin Harley-Davidson (Oconomowoc) and House of Harley-Davidson (Greenfield).
“I wanted to share a quick recap of our Homecoming Rally this July at House of Harley-Davidson in Milwaukee, “ says General Manager Kevin “Elvis” Vaughn. “It was truly an absolutely phenomenal event, a four-day celebration that brought together thousands of passionate riders from literally around the globe. It was, without a doubt, one for the books!
With a name like “House of Harley” Elvis explains his team takes its role of hosting a good time very seriously.
“Homecoming is our hallmark event, and I could not be more proud of our team. It takes nearly a year’s worth of planning to pull off an epic event of this scale, and our team always goes all in.”
But Mother Nature had a say! Winds and rains ripped through Milwaukee at the end of the Homecoming festivities! “The decision to evacuate Veterans Park early on Friday was not made lightly, but safety is always our top priority — for our riders, our fans, and our employees,” said Theo Keetell, VP of Marketing. “We knew weather would become a factor later in the evening and made the call early to ensure everyone had time to seek shelter and get off the roads safely. Protecting our community comes first, always.”
“The weather during Rally weekend – oh boy! We got incredibly lucky,” admits Elvis. “We made the call not to put our headliner on Friday night. Instead, we paid for an extra night at the hotel and managed to squeeze them in midday Saturday.” The gamble paid off and the storm held off at The House.
“We didn’t pull the plug until well after Harley-Davidson had shut down Veterans Park. While we absolutely believe H-D made the right call, we decided to roll the dice and kept that second-to-last band on stage through their final song. It paid off! The bands were happy, our customers were stoked, and everyone had enough time to get out of here safely before the real downpours started.”
Thankfully, for everyone involved, the tornadoes never materialized, and the ping-pong-sized hail was a nonstarter. Thank goodness! Rally would have been a completely different affair if we were out here picking up the pieces Saturday morning. All things considered, we really couldn’t have planned it any better.
The energy was incredible, with non-stop live music, and the unveiling of a show-stopping new custom build, including our truly unique 1950 Mercury-inspired Street Glide. We were equally proud to have hosted more than 60 industry-centric vendors from all over the country. The feedback we received was inspiring, and we’re pleased with the direction the annual Homecoming Rally is trending.
We were also thrilled to welcome some incredible talent from the moto-content world who amplified the excitement:
2LaneLife (Lance & Galan): Their cross-country energy was infectious, and they captured the rally beautifully across all their platforms.
Traveling Tall: A beloved and influential voice within the H-D community.
Ride Or Rot (Nick Middaugh): An emerging star in custom content, bringing fresh energy and creativity.
Andrea Boehlke (three-time Survivor contestant): She brought an amazing blend of charisma and Midwestern charm as our weekend emcee.
Justin “Danger” Nunley: His presence generated a fantastic buzz, with fans eager to connect.
“Our commitment is to deliver a world-class customer service experience to each and every person who visits us throughout the four-day event. As we continue to grow, so does our love and commitment to the customers—to the sport of motorcycling,” notes Vaughn. “The entire weekend was a powerful reminder of how vibrant and connected the Harley-Davidson community truly is. We’re so grateful to our customers, the vendors, the bands, our wonderful staff, and the amazing volunteers who help us pull this off annually.”
The Motor Company has already announced H-D Homecoming returns July 9-12, 2026, saying: “We can’t wait to celebrate another year of music and mototainment with you in Harley-Davidson’s hometown.” Elvis adds House of Harley has big plans. “We’ve already started planning the 2026 event, and it’s going to be every bit as big and bold, and we’re excited for the future!”
As a certain distributor proudly proclaims, Dealernews supports the sport! Since 1965 we have had our hands in Dealer Expos, Top 100 contests and more. Owner Bob Althoff served on both Harley-Davidson’s DAC and did a decade on the Motorcycle Industry Council’s Dealer Advisory Council, speaking of which, the MIC entered into its first trade show endorsement contract with Dealernews in 1974 and our editor has been on the MIC Aftermarket Committee since 1991 and has two terms on the Board of Directors. However the entire team supports the industry in more tangible ways: Production Manager Brenda bought her husband a GSX-R1000 (at full retail) for his birthday a couple years ago. Althoff has a warehouse of bikes that mean something to him, ditto for the editor.
But most recently Creative Director Gus Stewart decided to augment his fleet of KTM dirtbikes with a new Harley. He not only paid retail at his local dealership Huntington Beach Harley-Davidson, Gus added the extended warranty and full F&I package! Then he paid retail for an ever growing array of aftermarket add-ons — full retail, no discount mail order here. He rides it to every bike wash, taco party and dealer open house in SoCal. He hit the Thrashin’ Supply open house featured in the May issue (issuu.com/dealernews/docs/issue_5_may_2025/70), TMI’s Cars & Clearance, Speedway at Costa Mesa Fairgrounds, Born Free... if the sun is out, Gus is probably out riding his bike!
Just last week he decided to drop by renowned tuner Mickey Cohen’s shop for a full dyno tune... lighting up the rear tire and lifting the front wheel was the welcomed result! Next up will be joining his friends at Laidllaw’s for one of Matt’s epic rides... but first a stress relieving ride solo just to recover from putting together this massive issue of Dealernews!
Pro Series SDC Performance Gripper Seat is a true performance-oriented comfort seat with contoured lines, bucketed driver’s seating area and substantial lumbar support. Crafted with Saddlemen’s Carbon-Fiber at the front, black gripper on the lumbar support and SaddleHyde™ sides Lattice stitch (LS) design infuses old-school lattice stitch retro styling with a modern twist. Features GelCore™ technology that reduces engine vibration by up to 50% and road impacts by up to 92% for a noticeably comfortable ride. www.saddlemen.com
4.5” HP45 Slip-On Mufflers bring a fresh style and finish paired with race-inspired performance and power you’ve come to expect from Rinehart. A perfect match to your ST Touring bike, the HP45 brings industry-leading engineering and unmatched style to any HD Touring bike, and packs the iconic Rinehart Rumble that has set us apart for years. rinehartracing.com
ProBEAM® Fillerz® are designed to fill in the stock oval cutout on most Harley-Davidson® touring model fender supports. Designed specifically for International (HDI) models, each unit displays 9 running light pipes and bright amber turn signal. ECE compliant behind a smoked lens with either Gloss Black or Chrome housing.
Turn Signal Eliminator Kit is a stylish upgrade. The aluminum mounting plate replaces the stock bulky rear turn signal bar with a compact, low profile license plate solution that blends smoothly into your bike’s design.
ProBEAM® Low Profile LED Tailight 5 light pipes illuminate across the taillight as the constant on running light, while 25 separate LEDs provide a full contrast brake light. www.customdynamics.com
Flare® Windshield Function meets style with the Flare®. Its innovative design, featuring distinctive “hips” at the outer edge and a strategic “flip” at the top, isn’t just about looks — it’s about enhancing stability and ensuring a smoother, more comfortable ride for both rider and passenger. getklocked.com
Stage 2 Oval Performance Air Filter Kits feature a performance filter with a pleated top to take in air from the sides & top of the filter for maximum airflow. Filter cover, spacers & clamps are all CNC machined from billet aluminum. Thep erformance air filter is made from highflow black pre-oiled cotton media. Increased filter height specially designed to increase airflow without reducing leg room providing over 50% more air filter surface area than paper filters found in factory oval air cleaners. www.arlenness.com
Mid Bend Bars - Black 1 inch diameter bar fits stock Harley mounts and controls. Drilled and slotted for internal wiring, knurled for maximum clamp grip. Laser etched THRASHIN® logo, made in U.S.A.
6.5” Pull Back Thrashin OG Risers made of Domestic 6061 Aluminum and paired with ARP Hardware. Our black finish is a hard anodized black with a Anti-Fade agent. Sold in pairs with 35 degree angled top clamp and ARP Hardware.
Road Glide Riser Adapter has 2 grade 8 bolts dropping down through the triple clamp to our chromoly steel bushing/ nut. Raises riser mounting location 2-3/8”. Sets riser mounting location towards rider 1-5/8”. www.thrashinsupply.com
Curtis Leaverton was the owner and chief executive officer of C&L Companies in Urbandale, Iowa, from 1991 until 2016. He managed all leadership responsibilities at the company, from financial oversight to long-term business planning, and developed the C&L family of businesses into a leader in the ATV and dirtbike replacement and performance parts aftermarket. Brands include Hot Rods, Pivot Works, Hot Cams, Cylinder Works and eventually Wrench Rabbit.
In 2018, Leaverton took on an ownership and executive leadership role at VintCo in Clive. His work involves collecting, repairing and restoring vintage motorcycles, particularly dirtbikes, as well as manufacturing a range of engine components to keep vintage machines running in top form. He is also a motorcycle collector and rider in his personal life, and races cars. He has numerous podium finishes in national races, and has competed in international auto races such as Italy’s Mille Miglia.
Curtis Leaverton’s academic background includes a master of science in engineering from Iowa State University, with an emphasis on material science engineering, and a master of business administration with a marketing and finance focus from Drake University. Apart from his professional and personal interests in vintage motorcycles and riding bikes, he enjoys playing the guitar.
Curtis Leaverton passed away on July 12th in a bizarre bicycle accident. Curt was out early Saturday morning riding his bicycle near his home, enjoying the air, and preparing for the upcoming Colorado 500 charity ride when a large water-logged tree fell on him across the bicycle trail. He passed away as a result of the injuries.
Most powersports enthusiasts would probably never recognize the name Curtis Leaverton, but many are probably familiar with and have used a product or two from one of the multiple brands he co-founded with his former wife, Evelina.
As a young boy he received his prized possession, an OSSA 250 Pioneer in a box, from his father. The two bonded immensely as they rebuilt and reassembled it together. In school, he was the kid that sat in class pouring over the latest motorcycle and car magazines hidden inside his textbooks instead of studying. Curt rode his OSSA Pioneer all around town and the surrounding neighborhood trails of Des Moines, Iowa. He would go to the local motocross tracks and watch in awe of the local pros.
Graduating from Iowa State University with a degree in mechanical engineering and an MBA from Drake University, Curt was still deeply passionate about motorcycles. Curt’s first venture was to design and reproduce a connecting rod to rebuild his beloved OSSA he had worn out over the years. With the help of his wife, the two found a factory in Taiwan that could produce just what he needed. Curt soon realized the motorcycle industry needed an aftermarket source for connecting rods to rebuild worn engines, and in 1993 Hot Rods brand was born.
With his uncanny ability to see the evolving dirt bike market, Hot Rods multiplied into the brands Pivot Works, Hot Cams, Cylinder Works and eventually Wrench Rabbit. The well-known Italian piston brand, Vertex, was also added to the rapidly growing catalog of repair, performance, and maintenance products for powersport enthusiasts world-wide under the C&L Companies umbrella. After selling the C&L brands he
got restless and launched the brand VintCo to do the exact same thing, but for the vintage dirtbike market, ultimately taking him back to his roots.
One of Curt’s core values was building relationships with those he interacted with. Through the years, Curt developed a wide reach of relationships that stretched across the globe, with many considering him as family. While motorcycles were his first passion, he was also an avid car racer, guitarist and fan of everything AC/ DC.
He was a mentor and influence to many around him, and it brought him absolute joy to spend time with his two granddaughters. He is dearly missed by all that know him.
Godspeed Curtis Leaverton.
By Matthew Mitchell Daddy, Husband, Farmer of misfits. Area Sales Manager for Westlake Flooring Company LLC
Harley-Davidson dealers are closing at an alarming rate. Another one just cut ties with the brand, and honestly, I’m not surprised.
I’ve spent years in multiple roles inside Harley dealerships, and when I walked away in December, I understood exactly why things are crumbling. This isn’t about every dealer—some still get it—but the truth is hard to ignore: leadership has failed this brand.
Ten years ago, walking into a Harley dealership felt like coming home. It didn’t matter if you were a rider or had never touched a bike — you felt like you belonged.
Today? That magic is gone. If you asked 10 people who’ve never been in a Harley dealership to visit one and take a quick survey after, I’d bet the results would be ugly. Too many dealerships now have the cold, lifeless vibe of a Walmart.
Why? Because the focus shifted from culture and community to spreadsheets and shortcuts. The “fit
specialist” model, flat commissions, and the rise of floor/closing managers didn’t fix the problem — they created it.
In the past few months, I’ve visited four dealerships. Eight out of ten employees looked like they hated being there. And honestly, who can blame them? It’s endless calls, follow-ups, emails, and texts just to scrape by on garbage pay plans.
The real talent—the hustlers, the enthusiasts—are gone.
Why? Because most dealers stopped paying on gross, stopped investing in real training, and stopped demanding excellence in customer service and product knowledge. Instead of hiring passionate riders, many stores hire “brochure readers” who recite the same info you can find online. And when pay is flat, why bother building real value in the brand, the dealership, and the lifestyle?
That’s why so many dealers are locked in a race to the bottom on pricing.
Leadership created this mess by prioritizing quick fixes over culture. They turned what used to feel like a lifestyle into a commodity. There’s a huge difference between someone collecting a paycheck and someone driven to make a paycheck — and leadership no longer knows how to attract the latter.
I’m seriously thinking about getting into training and auditing—and not those meaningless “customer experience audits” Harley’s been using for years. ’m talking about real audits:
• How did the dealership make you feel when you walked in?
• How did you feel when you left?
• Did you feel like family, or did you feel like a transaction?
Because that’s the heartbeat of this brand — and it’s on life support.
I’ve been around Harley since 2004, and I’ve seen the best of it. This isn’t hate — it’s frustration from someone who still cares.
If you agree, great. If not, that’s fine too. But leadership better wake up, because if they don’t, the damage will be permanent.
