MIC Initiative – More Riders Riding More

MIC Initiative – More Riders Riding More

One of the most important items that came out of last month’s AIMExpo was the new MIC Initiative of More Riders, Riding More.

The motorcycle industry is in a crisis. The group of riders that have sustained the business for so long are beginning to age out of motorcycling and there does not seem to be the influx of new riders to take their place.

There are many factors at play that are causing this but the end result is undeniable. As a group, the industry needs to put differences aside and tackle the issue.

The seminar held on Thursday night of the AIMExpo addressed some of the causes and have begun to outline a solution. Stay tuned for more signs of progress in the near future regarding this important initiative.

The complete report from the MIC is below.

The Motorcycle Industry Council presented the strategic framework for the long-term, industry-wide effort designed to boost ridership, get more riders, riding more, last week at the opening session for AIMExpo presented by Nationwide.

Opening day for the nation’s biggest motorcycle show saw a packed ballroom at the Greater Columbus Convention Center, filled with hundreds of dealers, manufacturers, aftermarket companies, service providers, rider training professionals, and many others across the industry. Speakers revealed new findings about the “culture code” of motorcycling; how Americans relate to motorcycles, which is critical in understanding how to reach potential new riders. And speakers provided details about new research into the four steps on the journey to becoming a motorcyclist.  

“This industry-led program will enable all stakeholders to benefit,” said Paul Vitrano, MIC board chair, and senior assistant general counsel of Indian Motorcycle and Polaris Inc. “The MIC is developing this to bring the might of the entire industry together, in order to power our collective future.” 

MIC leadership urged everyone throughout the industry to unify, support the initiative, engage with it, and send questions, comments, and suggestions to newriders@mic.org. An action plan and an initial set of tactical elements will be presented at the annual MIC Communications Symposium in Long Beach, Calif., on Nov. 21.

The presentation was led by Vitrano, MIC Vice Chair Chuck Boderman of American Honda Motor Co., Inc., incoming MIC President and CEO Erik Pritchard, and long-time motorcyclist and media personality Ariana Escalante.

“We conducted exhaustive research into the key drivers that underlie our industry,” Vitrano said. “We knew we had to dig deeper and go further than anyone had previously gone into the real issues that motivate people to ride – and even more important, what keeps them from riding.” 

After months of intense, collaborative work with consulting firm Centauric, it was clear that “potential consumers not only exist, they might actually be out there waiting for us to find them,” Vitrano said.

To reach these potential riders, the MIC worked with Centauric to understand the culture code of motorcycling in America, and to identify the four steps on the journey to becoming a rider.

Information gathered in focus groups, lab experiences, and other research “allowed us to discern our most critical understanding,” Boderman said, “the distillation of the culture code of motorcycling in America, which can be summed up in two words: personal sovereignty.” 

The culture code is “comprised of independence, power, mastery of both self and domain, and being at least a little bit bad-ass about it,” he said. “Personal sovereignty is the essential key to understanding how to powerfully connect with potential riders. It is how most Americans subconsciously relate to motorcycles.”

“We need more riders, riding more,” Pritchard said. “Potential riders are on a journey, and it’s our job ­­– all of us – to provide a roadmap and help them along the way to make sure they reach the destination.” 

Four key steps were identified on the journey to becoming a rider:

  • Inspire – Get more people to take notice of motorcycling
  • Explore – Help more people learn about motorcycling in a way that aligns with their lifestyle and personal interests
  • Engage – Knock down barriers and welcome new folks
  • Integrate – Make motorcycling accessible, affordable, and enriching

“We are working to refine these elements into an action plan,” Pritchard said. “Our industry is at an essential turning point, where we must unify as one body, speaking the culture code of motorcycling, and pulling in the same direction to create new riders.”

Tucker Powersports Announces TuckerU Powered by Brandecation

Tucker Powersports Announces TuckerU Powered by Brandecation

Education is the key to success and this news from Tucker and Brandection is a critical step in the success at the dealership level.

As a former dealership employee getting the right education directly from the manufacturers was difficult at best and even today it is a challenge. In between the day-to-day operations of a dealership and the demands of life outside the shop, the education of the parts and service employee often goes by the wayside. Now as a manufacturer I look at shows and events to educate these front line ambassadors. The addition of Tucker University on the already established Brandecation platform is an important step forward. Great job by both Tucker and Brandecation.

Read the complete press release below.


Tucker Powersports has invested in education to continue bringing value to their 8,500+ dealers through a strategic partnership with Brandecation.

“Our dealers tell us education is critical,” stated Jim Barker, Vice President of Marketing for Tucker. “They say consumers are more educated than ever when they walk in, so it’s our responsibility to help educate the dealer staff. We’re proud to launch TuckerU to help do just that.”

For brand partners choosing to join Tucker University, it means direct access to theTucker 150+ person sales team and over 8,500 dealers. Users of the TuckerU platform learn, test, and retain specialized product information at their own pace. TuckerU provides direct access to training courses and certifications in one convenient location 24 hours a day, 7 days a week, 365 days a year.

“We’re excited with this new partnership,” stated Rich Maychrich, CEO of Brandecation. “It’s amazing to see the number of brands coming to us knowing they can get plugged into TuckerU. They value the attention of 150+ salespeople and 8,500+ dealers. So, this strategic partnership is a win-win for everyone.”

TuckerU includes valuable brand and product knowledge on powerful brands distributed to powersports dealers across the nation. TuckerU also includes custom training modules on retailing, merchandising, marketing, and other areas. Each of the training courses come with testing and a certification process.

“Our goal with this platform is to help our dealers and field sales team have a centralized place to go for education. This is an area of focus in bringing value to our customers,” says Barker.

Brands interested in becoming a Tucker University Brand Training Partner can call 833-326-1202, or send an email to Joe@brandecation.com.

About Tucker – Delivering some of the most powerful brands in powersports, Tucker is a leading supplier to powersports retailers across the nation. Tucker offers tens of thousands of products from the powerhouse brands that today’s powersports dealers and enthusiasts ask for by name. With over 52 years of experience, knowledgeable staff of trained professionals, and focus on superior customer support, Tucker aims to deliver the excitement of powersports to dealers and enthusiasts alike.

About Brandecation – Founded in 2014, Brandecation’s mission is to provide a web-based training solution for professionals and enthusiasts, where they can engage in an immersive and educational manner. Free from the limits of a classroom, the Brandecation solution allows businesses to provide education to the desired users regardless of geographical location. The Brandecation approach consists of providing targeted information through a proprietary platform with excellent accessibility. The platforms intuitive design eliminates the learning curve leading to greater user involvement and retention. The Brandecation analytic package provides detailed information on various performance metrics providing comprehensive data and return on your objective.

MIC Launches Long-Term Initiative to Attract New Riders

MIC Launches Long-Term Initiative to Attract New Riders

Interesting news from the MIC as they recently announced an initiative to draw new riders to motorcycling. Over the last several years, the entire industry has been on a mission to try and increase the number of motorcyclist across the country. As the current demographic ages out, the new younger generations are more likely to pick up electronics than swing a leg over a motorcycle.

The reason for this disconnect has been widely debated from the lack of riding areas to the new generation’s lack of adventure and even the barrier to entry being too high for the new rider. This initiative aims to determine the root cause and propose a strategic plan to overcome the objections.

I’m looking forward to the results.

Learn more by reading the MIC press release below.

IRVINE, Calif., July 31, 2019 – The Motorcycle Industry Council is launching a broad, long-term initiative to bring more people into the world of motorcycling, the MIC board of directors announced today.

“It’s clear the industry needs to reach and inspire new customers. While many of us, with our individual businesses, have taken steps to grow ridership, we also should be working together, and the MIC wants to help make that happen,” said Paul Vitrano, MIC board chair and senior assistant general counsel at Indian Motorcycle and Polaris Inc. “To help us fully understand the barriers to entry, and to create an inclusive strategic plan to conquer those barriers that will be available to all stakeholders, we have partnered with a team of researchers and strategists to bring fresh perspectives to this challenge and opportunity.”

Following a months-long competitive search, the MIC hired consulting firm Centauric LLC to lead the first phase of this initiative. “Centauric has committed an impressive multi-disciplinary team of behavioral scientists, engineers, and business consultants, and takes a unique approach to problem-solving. We are excited to be working with them on this critical initiative,” Vitrano said.

With the MIC’s in-depth library of primary industry research as a starting point, Centauric has begun conducting secondary and additional primary research that, after a series of ideation and solution labs involving a mix of industry stakeholders, will lead to a strategic plan. The plan will be presented at the MIC’s American International Motorcycle Expo Presented by Nationwide in September in Columbus, Ohio.

“This is not designed to be a quick fix, nor is it just about sales,” said Chuck Boderman, MIC vice-chair, and vice president, motorcycle division, American Honda Motor Co., Inc. “It’s about showing people how motorcycles can fit into and enrich their lives, no matter where they live, what they do, what their hobbies are, or how old or young they are. This will take time, so we are committed to building a campaign that takes the long view.  We strongly encourage the entire industry to attend AIMExpo to learn more about the program, and how united as one, we can attract new riders to motorcycling.” 

To register to attend AIMExpo presented by Nationwide, September 26-29, click here.

The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, development of data communications standards, and activities surrounding technical and regulatory issues. As a not-for-profit national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.

The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at 

Influencer Marketing in Powersports Business

Influencer Marketing in Powersports Business

Back in 2017, I wrote an article for Powersports Business magazine about the rise of the micro-influencer. Here is a link to the original article. The Rise of the Micro-Influencer – Powersports Business – June 2017

In the article, I wrote about the availability each dealership has to find and use this emerging media source. Back then “around 40% of respondents said they’d purchased an item online after seeing it used by an influencer on Instagram, Twitter, Facebook or YouTube”. While that is a pretty compelling statistic, a new post on Convince and Convert gives even more data that makes Influencer Marketing an even more critical part of your advertising budget.

The survey, from the global PR firm, Edelman goes on to give some interesting numbers.

Here are a couple of highlights.

63% of people surveyed trust what influencers say about brands much more than what brands say about themselves in their advertising.

Relatability is nearly 2x more important as popularity as a quality that attracts people to influencers.

58% of people surveyed bought a product because of an influencer in the previous six months.

73% of the people surveyed claim that the brand has a good reputation among people I know as a deciding factor on making a purchase.

40% of people surveyed trusted a brand because of an influencer in the previous six months.

33% of people surveyed talked about a brand because of an influencer in the previous six months.

See the complete survey HERE

So, now two years later. What are you doing with your micro-influencers?

Moto Hose Offers Proven Performance with New CRF Works Y Silicone Radiator Hose Kit

Moto Hose Offers Proven Performance with New CRF Works Y Silicone Radiator Hose Kit

Below is a press release we wrote and distributed for our friends at MotoHose. It is a service we can offer to any client looking to get their use out in front of the powersports users. Reach out using our contact page to schedule a call.

York, SC, June 27, 2019 –  Moto Hose, the industry leader in silicone radiator hoses is pleased to announce the addition of a new high-performance application for the 2019 Honda CRF450 to their already extensive line of hose kits for modern powersports machines. 

The Honda CRF Works Y Kit provides proven results. Just ask National Motocross Privateer Fredrik Noren. Noren’s Moto Hose equipped Honda CRF450 finished 9-8 for 9th overall under the most brutal conditions of the 2019 season at the Florida National last weekend. Even the deep sand, high humidity, and temperatures in the upper 90s couldn’t overheat Noren’s machine. 

The innovative Y design overcomes a flaw in the OEM Honda design that causes overheating issues. The improved design is coupled with the low drag silicone construction to increase performance. The silicone construction of all Moto Hose kits offers improved performance and reliability from the standard OEM rubber construction. Moto Hose’s withstand a higher internal and external temperature than the OEM hoses allowing you peace of mind that your machine will make it to the end of the ride. 

Get your Moto Hoses from any WPS dealer in the United States or from Moto Hose directly at motohose.com 


Founded in 2001, Advanced Performance Accessories flagship product, Moto Hose, is globally recognized as a high quality colored silicone radiator hose that increases cooling efficiency.   Moto Hoses are available nationwide through a vast dealer network.

Domestic Powersports Dealers please contact – Western Powersports

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Instagram – https://www.instagram.com/Motohose

Twitter – https://twitter.com/motohoseusa