News and stories from the world of Powersports business.
Troy Lee Buys Back His Company
Troy Lee Designs is excited to announce a significant evolution in its ownership structure, moving forward as an independent company. This pivotal shift, by founder Troy Lee, backed by a world-class American family, marks a new chapter for the iconic brand.
With this new ownership status, Troy Lee Designs is set to channel its renewed energy into the Fall 2024 season and beyond. The company is committed to securing prominent positions in the bike and motocross helmet and technical apparel markets. Enhanced investments will enable Troy Lee Designs to deliver exceptional products, including helmets, technical gear, protection, and sportswear, to our valued dealers, distributors, consumers, and enthusiasts.
Troy Lee, the visionary founder and namesake, will continue to play a crucial role as the Chairman, strategic brand advisor, and inspirational leader of the renowned paint shop. “I’m incredibly passionate about our brand and our future. With strong leadership and dedicated partners, I’m stoked for what’s ahead. Peace & Wheelies!” – Troy Lee
Jon-Erik Burleson, CEO of Troy Lee Designs, expressed his enthusiasm: “Over the past nine months, with the invaluable support of 2 Ride, we have built a robust platform. As an independent company, we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be.”
A statement from 2 Ride Group: “2 Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder. The brand’s return to independence should give it the agility it needs to strengthen its market positioning with an ‘Art & Speed’ approach. We wish them the greatest success!”
During the transition, Troy Lee Designs will assist 2 Ride Group portfolio brands with distribution across North America.
Troy Lee Designs is renowned for its quality and excellence in helmets, technical gear, protection, and sportswear. Originally celebrated for its unique helmet designs for top racers, the brand is distinguished by its unparalleled artistry, inspired by its famous paint shop, and reflected in its helmet and gear designs.
Media Inquiries: Jenna Hewitt
Email: [email protected]
Dealer Partner Inquiries: Teri Lynn
Email: [email protected]
2Ride Media Inquiries: Véronique Pernin
Email: [email protected]
Christy LaCurelle Selected as President and Chief Executive Officer of MIC, MSF, SVIA, and ROHVA
The independent boards of the Motorcycle Industry Council, Motorcycle Safety Foundation, Specialty Vehicle Institute of America, and the Recreational Off-Highway Vehicle Association voted to select Christy LaCurelle as President and Chief Executive Officer of all four powersports associations, representing stakeholders across the industry.
“I have made it my life’s work to help as many people as possible learn and love life on two, three, and four wheels, and being able to bring my marketing expertise and powersports passion to lead these associations is a privilege,” said LaCurelle. “I am looking forward to working with the teams to get more people riding and driving, to take training, and to always practice safe riding and driving habits whether they are on the road or the trail.”
LaCurelle has a track record of building platforms and teams that create engaged riders and safety enthusiasts.
“With Christy’s twenty years of experience, spanning all aspects of powersports, and deep industry connections, she will be able to hit the ground running and lead the teams to continued success,” said Derek Brooks, Chair of the Motorcycle Industry Council.
“Christy’s work and long-standing commitment to motorcycle safety will serve riders, RiderCoaches, and the broader training community well,” said Croft Long, Chair of the Motorcycle Safety Foundation. “We are looking forward to her leading the MSF team in rider education expansion, recruiting more RiderCoaches, and growing the interest and demand for rider safety and education.”
“Earlier this year, the boards assembled a search committee to identify a leader for all four associations. I would like to thank the internal teams for their patience through this search process. This comprehensive process enabled us to connect with many qualified candidates and ultimately find that Christy is the best person to lead the organizations and its talents to seize opportunities and work through challenges with success,” said Marc-Andre Deschenes, Chair of the Specialty Vehicle Institute of America.
“I want to thank Scott Schloegel and Diana Sanchez for assuming the additional responsibility of leading these associations while we conducted this extensive search process. Despite already having enormous workloads, Scott and Diana graciously and deftly led the staff through this time of tremendous change while achieving some remarkable results,” said Ryan Stiver, Chair of the Recreational Off-Highway Vehicle Association. “Scott and Diana have ensured these associations will have a seamless transition for Christy to take us into the next chapter.”
LaCurelle’s first day at the Associations will be September 3. Schloegel and Sanchez will remain in their current roles through September 3.“I am looking forward to joining the team, learning about the work, and leading the team to greater results in the future,” said LaCurelle.
SuperMotocross League Teams Up with Motorcycle Mechanics Institute to Discover the Next Generation of Top Mechanics
The SuperMotocross League and Motorcycle Mechanics Institute (MMI) are excited to join forces in fostering and developing the next level of championship mechanics. The upcoming SuperMotocross World Championship Finals will see MMI on display in FanFest at both Concord, NC, and Fort Worth, TX, for the first two playoff rounds, along with in-venue features.
Many teams and athletes throughout the SuperMotocross paddock entrust their race bikes to MMI program graduates. Championship contenders like Eli Tomac, Cooper Webb, Ken Roczen, and Levi Kitchen, as well as teams such as Red Bull KTM, Progressive Insurance ECSTAR Suzuki, and BarX Suzuki, rely on MMI graduates to repair and maintain their race bikes throughout a 31-round championship season.
Eli Tomac’s mechanic and MMI graduate Josh Ellingson prior to the 450SX Class Main Event at Empower Field at Mile High in Denver, Colorado. Photo Credit: Feld Motor Sports, Inc.
MMI’s Motorcycle Technician Training program covers the essentials for making repairs and maintaining motorcycles and powersports equipment, including ATVs, side-by-sides and personal watercraft. Students apply their knowledge with comprehensive hands-on experience in real-world scenarios to train in areas such as suspension tuning, fuel injection and diagnostics. Aspiring technicians also have the opportunity to elevate their education and earn an associate of occupational studies (AOS) degree at MMI Phoenix or an occupational associate degree (OAD) at MMI Orlando in programs for specific brand combinations.
To learn more about a career in the motorcycle industry, click HERE. MMI is an educational institution and cannot guarantee employment or salary.
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