Motorcycle Ownership Among Women Climbs to 19 Percent

Motorcycle Ownership Among Women Climbs to 19 Percent

Late last month the Motorcycle Industry Council delivered some interesting data regarding the number of women owning motorcycles. The report indicated that now nearly 20% of motorcycle owners are women. That is almost double that of a decade ago and an excellent sign on the health of the industry.

Motorcycling is facing a challenge. Our existing riders are aging out of the sport and new riders simply are not filling the gaps for those that left. But, this data shows a growing group of new riders. Perhaps they are stimulated by the new product offerings from the manufacturers or maybe it’s a shift in the mindset of new consumers. Whatever the reason the result is positive.

Now as a dealer, how do you make sure you are taking advantage of these new owners? What are you doing to make sure your shop is more female or new rider friendly? Let me know, I’d love to hear about your results.

The complete MIC press release is below.

Motorcycle Industry Council Survey Reveals Continuing Shift in Rider Demographics

IRVINE, Calif., November 29, 2018 – Nearly one in five motorcycle owners is now female, compared with one in 10 less than a decade ago, and the data suggests that women could soon make up one quarter of owners, which would be a major shift in motorcycling demographics, according to the latest national survey by the Motorcycle Industry Council.

Among all age groups, women now make up 19 percent of motorcycle owners. But the 2018 survey showed even greater female ownership within younger generations. Among Gen X motorcycle owners, 22 percent were women; among Gen Y, 26 percent were women.

“As the number of Boomer and mature motorcyclists shrink and are replaced by newer riders, we could soon be looking at a solid 25 percent of motorcycle owners being female,” said Andria Yu, MIC director of communications. “We’ve seen with our own eyes many more women riders — on the roads, on the trails, on the track, with families, at motorcycling events, forming clubs and just being part of everyday group rides. Many people in the industry have worked some 30 years to achieve this, and now the data confirms it: More and more women are getting out there and enjoying motorcycles.”

The MIC polled 2,472 adults nationwide for the 2018 Motorcycle/ATV Owner Survey. For decades, the MIC surveys have served as the census of motorcycling, and have tracked a steady growth in the percentage of women who own bikes.

“Major efforts to increase the number of women riders go back to the late 1980s when top manufacturers and distributors came together and formed Discover Today’s Motorcycling, the industry outreach program built to introduce new riders to two-wheeling,” said Cam Arnold, a longtime industry executive who is organizing a Women in Powersports networking event this evening in New York City. “The first DTM project in the 1980s spotlighted the historic 1916 Van Buren sisters ride across the country and garnered much media attention. Throughout the 1990s and on till today, the big brands have dedicated increasing amounts of attention to the women’s market, and we’ve simply seen more and more positive imagery on TV, in movies and in many mainstream settings where women on motorcycles are just having fun.”

The 2018 owner survey also found that women motorcycle owners spend, on average, $574 a year on tires, routine repairs, maintenance, replacement parts, and accessories and modifying equipment, compared with $497 by men.

“We’ve seen particularly strong growth in the aftermarket sector for women,” said Cinnamon Kernes, newly appointed vice president and general manager of MIC Events and the American International Motorcycle Expo presented by Nationwide, the largest powersports trade and consumer show in North America. “Over the past decade, more women are designing riding gear and other products specifically for female riders, working in major companies or creating their own brands. Having gear designed for women by women was a huge step and has certainly helped encourage female ridership.”

The Women in Powersports gathering today will be at the Manhattan showroom and factory of Breaking Hearts & Burning Rubber, a company owned and operated by women producing motorcycle gear and apparel for women.

Motorcycling has grown in popularity and acceptance in American culture in recent decades, which is reflected in the survey. It found that 66 percent of women motorcycle owners say their family and friends would have a positive attitude toward motorcycles and scooters.

Additional data on women riders, and all riders, from the MIC’s 2018 Motorcycle/ATV Owner Survey, will be spotlighted and discussed at tonight’s Women in Powersports event and at the Progressive International Motorcycle Show this weekend at the Jacob K. Javits Convention Center in Manhattan.

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, activities surrounding technical and regulatory issues, and the American International Motorcycle Expo. 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

Progressive International Motorcycle Show – Javits Center, NYC

Progressive International Motorcycle Show – Javits Center, NYC

The Progressive International Motorcycle Show returned to the Javits Center in NYC the weekend of November 30 – December 2, 2018. With more than 35 years of experience, the IMS Tour provides attendees with an all-access pass to the world of motorcycling, connecting hundreds of thousands of motorsports enthusiasts with top manufacturers and premier aftermarket brands.

This year’s show featured displays from more than 13 OEMs as well as many accessory and merchandise displays from the aftermarket companies on hand.

Many will say the show isn’t what it used to be and that is true. During the heyday of motorcycling, the show was enormous, but with the motorcycling industry shrinking the show has done the same. But I feel that it is now going in a positive direction. The OEMs, along with the entire powersports industry, have got behind a critical initiative to introduce new riders to motorcycling and get those that have previously left back into the sport. Each brand has introduced exciting new bike to stimulate that growth and initiatives like Discover the Ride aim to get new riders over that first step hurdle.

On Friday morning, prior to the show opening, I had the opportunity to take part in the Media Day the show’s organizers put together for local media. Due to the New York location, there were more than just local motorcycle magazines, websites, and podcasts on hand. I spotted name tags from several newspapers and lifestyle magazines that came to check out what’s new in motorcycling.

Before I get into the cool new stuff from the media day, I’ll leave off with an idea. In my opinion, everyone that sells motorcycles, works at a dealer in parts or service, or otherwise is involved in the industry needs to attend the show. Where else can you speak to marketing and brand specialists from all of the OEMs in one place? Take the opportunity to understand what the other brands offer and how the products you sell stack up. Perhaps the show organizers can put together a program for industry employees with show discounts or special times? Just a thought but something that I feel is critical for show and industry growth.

Now onto to cool stuff from each brand.

Suzuki – The new 2020 Katana made its East Coast debut. Taking styling cues from the iconic 1981 Katana the new 2020 Katana is a modern, state-of-the-art performance machine. Learn more about the new Katana on Suzuki’s Katana landing page. Suzuki also used the show to introduce a new cafe racer styled SV650X, a travel-ready V-Strom XT, the all-new RM-Z 250 and an updated, fun beginners bike the DR-Z50.

MV Agusta USA – MV Agusta showcased an all-new Brutale 1000 Serie Oro. The ultimate hyper-naked motorcycle. With 212 hp and a top speed of 312km/h (193 mph), it is the most powerful and fastest naked production bike ever made. It is limited to 300 production units worldwide. Learn more at MV Agusta USA.

Indian Motorcycles – Indian Motorcycles announced new features to its popular Ride Command Infotainment system. Learn more about the updates HERE. They also used the show to show off the all-new FTR1000 as well as the redesigned Chieftain line.

Polaris Slingshot – Polaris used the NYC show to showcase the customization opportunities that the Slingshot platform offers to its users. In addition to a stock Slingshot, local Long Island, NY club “Sling Squad” showcased three of their personal machines for the assembled press.

Harley Davidson – Continuing on their 2017 initiative to grow the motorcycling community, Harley Davidson discussed the “More Roads Lead to Harley-Davidson” strategy. This strategy is an aggressive, multi-faceted approach to grow ridership, enter new segments and evolve the Harley-Davidson retail experience. Learn more about this initiative HERE.

Yamaha – Yamaha showed the assembled press the revolutionary and unconventional NIKEN GT Leaning Multi-Wheel Sport Tourer. This machine is unlike anything you’ve ever seen in the sport of motorcycling. Check it out HERE.

Energica Motor Company – Energica displayed their current 3 model product line. The MCN UK 2017 Electric Bike of the Year – Ego Sportbike, the MCN UK 2018 Electric Bike of the Year – Eva Esse 9 Retro Naked and their Eva 107 Streetfighter. Learn more at

Royal Enfield – From the oldest continuing motorcycle manufacturer in the industry. Royal Enfield showcased their Twin 650s. The INT 650 and Continental 650. The focus of the brand is on middleweight machines that are simple to own and operate appealing to new and returning riders that want to experience the thrill of motorcycling. Learn more HERE.

Kawasaki – Hot off the heels of their new product introductions at the AIMExpo in Las Vegas, Kawasaki showed the assembled press the exciting Z series of motorcycles, the performance-focused H2 machines, the retro-styled W800 and the Ninja series of machines. Included with the Ninja series was the announcement of an unprecedented racing contingency for the Ninja line. Learn more about Kawasaki HERE.

BMW Motorrad – BMW unveiled the 2019 F 750 GS, F 850 GS, R 1250 GS, R 1250 RT and the 2020 S 1000RR to a large crowd of the assembled press. They discussed a focus on the adventure bike market as well as the technology involved in the new 1000RR racing machine. Learn more at BMW North America.

Ducati – Ducati gave the press an overview of the entire 2019 product line including the Scrambler series, the Diavel and XDiavel, the Hypermotard and a world superbike machine for the street, the Panigale V4 R. Learn more at

American Honda – Honda highlighted their 2019 models including a pair of performance SXS machines, the Talon 1000R and the Talon 1000X. They showed the complete CRF performance line as well as a pair of miniMOTO machines the retro styles Monkey and Super Cub. Learn more at

Triumph Motorcycles – Triumph presented the Scrambler 1200 XC and XE, a pair of benchmark setting motorcycles that represent a first for dual-sport capability and modern custom style. Learn more at

Wrapping up the media tour was the Discover the Ride presentation. This initiative by the IMS show brings the conversation back to where we started, bring in new riders to the sport of motorcycling. With the help of Zero Motorcycles, Stacyc, Yamaha and Total Contol Training, new riders can get over the barrier to entry and learn what it is like to become a motorcyclist.

All photos by Scott Lukaitis and shot on an Iphone XS.


New Leadership Team to Run MIC Events

New Leadership Team to Run MIC Events

Congratulation to Cinnamon and Andre on their new positions at MIC Events and to Larry Little and Mike Webster on their success. The news release below is from the MIC.

IRVINE, Calif., Nov. 26, 2018 – Cinnamon Kernes will lead MIC Events as vice president and general manager, overseeing strategic planning and day-to-day management, and Andre Albert will serve as sales and marketing director, managing exhibit space, sponsorship sales as well as marketing and promotions activities. Both will begin their new positions on Jan. 1.

MIC Events will continue to produce AIMExpo presented by Nationwide and will work on other MIC initiatives, including events designed to build ridership and awareness. Albert will report to Kernes and she will report directly to MIC President and CEO Tim Buche.

“As the MIC works to promote the powersports industry, we look to create first-ride opportunities on two-, three- and four-wheelers,” Buche said. “And MIC Events will be an integral part of these projects. I’m excited for Cinnamon and Andre in their new roles and have complete confidence in their leadership.”

Larry Little, current vice president, and general manager of MIC Events will transition to a part-time position as vice president. Little will continue to be an integral leader, working with key accounts and on several other MIC initiatives while supporting Kernes and Albert.

Mike Webster, senior vice president of MIC Events, will be leaving the MIC and will serve as an advisor and consultant through his new company. Webster, who served the industry for more than 35 years, producing shows and events, was presented the MIC Chairman’s Award during the MIC Communications Symposium this month.

“I’m deeply honored with the recognition,” Webster said, “and look forward to working with the MIC, now as a vendor, on events and other projects. There is no better person than Cinnamon to serve as the new leader of AIMExpo and the numerous other events, education and ridership initiatives that are in the works.”

“I’m excited to be stepping up,” Kernes said, “and contributing in a greater way to the ridership strategic initiative and, of course, continuing to grow and develop AIMExpo, the largest and single most important event in North America for our industry. I also wish to congratulate Mike and Larry for their achievements and their new roles, and I want to thank them for their leadership and mentorship through the years.”

Albert joined AIMExpo as the marketing manager in 2018.

“Working with AIMExpo gave me an introduction to the Motorcycle Industry Council, and I am more than thrilled to have the opportunity to work in an even broader capacity with the association,” he said.

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, activities surrounding technical and regulatory issues, and the American International Motorcycle Expo. 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

The American International Motorcycle Expo’s ( purpose is to serve as the catalyst to bring together industry, press, dealers and consumers in a single arena that creates a grand stage for motorcycling and powersports in the U.S. and North America, and delivers an efficient and energetic market-timed expo platform for B2B and B2C in the greater powersports industry. AIMExpo is the single most important event of its type in the North American market and has international impact within the motorcycling and powersports community. AIMExpo is produced by the Motorcycle Industry Council ( and ACTION Recruiting form Alliance to Help Boost the Powersports and Motorcycle Industry and ACTION Recruiting form Alliance to Help Boost the Powersports and Motorcycle Industry

New joint effort creates a one-stop shop for companies and job seekers in the motorcycle industry.

CARLSBAD, CA – November 15, 2018 – (Motor Sports Newswire) – (MIJ), the #1 job search engine serving the motorcycle and powersports industry, today announced that they have joined forces with ACTION Recruiting. This alliance creates a platform that contains job seeking, recruitment, and placement services while serving companies looking to fill critical positions with the best possible candidates in this rapidly evolving industry.

Based in Southern California, ACTION Recruiting is led by owner/operator Jan Plessner, who brings three decades of motorcycle/powersports industry experience, credibility, and unrivaled integrity to the recruitment arena.

“We are thrilled to work with Jan and ACTION Recruiting,” says Alex Baylon, President of “Jan is a successful, trusted recruiter and industry veteran and holds deep relationships with the highest performing professionals in our industry. This partnership will allow MIJ to extend its employment services and beef up its talent pool, while simultaneously delivering top talent to our clients,” added Baylon.

Working on behalf of many of the leading companies in the industry, Jan places all-star talent in some of their most important roles. “Hiring and deploying top-notch talent is essential in generating growth, streamlining efficiencies and fostering morale. Having exceptional leaders in management roles and high-output producers on the front lines are more important than ever,” said Jan.

The combined resources of the two companies will allow for enhanced and expanded consultative support to job seekers and employers. This includes advanced resume and professional guidance, compensation research, confidential candidate searches and placements and more.

About (MIJ) is the #1 Motorcycle job search engine serving the motorcycle/powersports industry. MIJ has proved to be the premier service for connecting the best companies with the most qualified job seekers in the motorcycle industry since 2004.

About ACTION Recruiting:
ACTION Recruiting is a world-class talent acquisition practice, committed to serving and growing the motorcycle/powersports industry, and transforming lives, by being the most responsive, personal and capable recruiting firm in the market. Through an alliance with SearchPath International, ACTION Recruiting has the resources, technology, and support of a larger firm, while offering the personal service and client-centric attention of a boutique firm.

Motorcycle Industry Jobs

2018 AIMExpo Presented by Nationwide Hosts Record Number of Trade Attendees in Las Vegas

2018 AIMExpo Presented by Nationwide Hosts Record Number of Trade Attendees in Las Vegas

The results are in and the 2018 AIMExpo was a huge success. This is great news for the powersports industry. As a supporter of the show and exhibitor for the last two years, I’ve seen the effort that the entire AIMexpo staff puts in to make sure the show goes off without a hitch. Great job by everyone involved.

The show will move east in 2019 back to Colombus. And while I realize that the location in Ohio does not have the glitz and glamor of Las Vegas and will probably lose some of the West Coast dealers, having it back in the middle of the country makes it much more accessible to more dealers in the country and the lower prices on hotels and travel could encourage more dealers to bring more P&A and service staff. After all, it’s probably easier to tell the boss you want to go to a trade show in Ohio rather than Las Vegas. 😳

Below is the press release from the show’s organizers. Stay tuned for more information on AIMExpo 2019, I will post it here when it becomes available.

IRVINE, Calif. (October 30, 2018) – The inaugural foray to the western United States proved to be a resounding success for the American International Motorcycle Expo presented by Nationwide (AIMExpo), as North America’s premier event for the greater powersports marketplace enjoyed a record number of trade attendees in Las Vegas. In total, more than 7,000 dealers, media members, industry personnel, and exhibitor attendees spent time on the show floor and at AIMExpo Outdoors! over the course of four days at the Mandalay Bay Convention Center, resulting in an impressive 12-percent increase over the 2017 event.

The record number was anchored by the largest dealer presence to date at AIMExpo presented by Nationwide. More than 2,500 dealers made the trip to Las Vegas, with representation from all 50 states and more than 50 different countries. These retailers were eager to see the latest products from the 505 exhibiting companies that filled the show floor to capacity, and also take advantage of the inaugural Dealer Summit.

Following a keynote address by the Department of Interior’s Senior Advisor for Recreation, Rick May, attending dealers were given an array of opportunities to stimulate their business, completely free of charge. From the “Dealers Only Luncheon presented by KTM” to the Powersports DEALER Seminars @ AIMExpo presented by Powersports Business, retailers were given critical education toward enhancing their business and key insights on how to evolve to better serve the millennial consumer. Additionally, dealers were able to take advantage of countless networking opportunities and conduct new business by interacting directly with exhibitors and fellow trade members.

“With the move to Las Vegas and our commitment to providing dealers with activities that will ultimately impact their bottom line, we saw a dramatic increase in dealer registration and attendance this year at AIMExpo presented by Nationwide,” said Larry Little, Vice President & General Manager, MIC Events. “The introduction of Dealer Summit, and its specially curated elements aimed at benefitting their business helped bring the largest breadth of dealer attendees we’ve seen yet, with an incredible increase of more than 21 percent compared to last year. AIMExpo presented by Nationwide is a show for dealers, first and foremost, and this year’s success is indicative of our continued push to provide retailers with every opportunity we can to help maximize their business.”

Thanks to an array of global, North American and public debuts of new models from exhibiting manufacturers like Honda, Kawasaki, Vanderhall Motor Works, and Yamaha, along with gear companies like Bell Helmets and Simpson, the number of attending media also reached historic levels. In total, nearly 250 members of the media, representing more than 100 different publications from around the world, were on hand at AIMExpo presented by Nationwide, reporting on the truly diverse array of new products being introduced and showcased in Las Vegas.

As the centerpiece of the inaugural Powersports Industry Week℠, which also included Las Vegas BikeFest, Monster Energy Cup, Suzuki Sunday and the Las Vegas Ride for Kids charity ride, consumers came with excitement and passion to AIMExpo presented by Nationwide as well. The chance to see the newest vehicles coming to the marketplace, and the opportunity to demo several of them at AIMExpo Outdoors!, was simply too good of an opportunity for any motorcycle enthusiast to pass up. As a result, registration for demo rides at AIMExpo Outdoors! was at capacity throughout the weekend, while a total of nearly 9,000 consumers paid a visit to the Mandalay Bay Convention Center.

“Bringing the show to the west ultimately resulted in what was one of the most successful shows for AIMExpo presented by Nationwide to date,” said Cinnamon Kernes, Show Director. “We saw record attendance numbers on the trade side and the quality and level of engagement that exhibitors received in Las Vegas throughout the show were unparalleled. We’ve received positive feedback regarding all aspects of the show and from every attending segment, and we’ll continue to build on that towards making an even better show next September, when we return to Columbus, Ohio.”

The 2019 AIMExpo presented by Nationwide will make its second visit to the capital city of Ohio from September 26-29, taking over the Greater Columbus Convention Center. With its prime geographic location, the city of Columbus sits within 500 miles of the highest concentration of powersports dealers and enthusiasts in the country, setting the stage for even more growth for the industry’s premier trade show.

aimexpo recap

Record Attendance at MTA/Motovan Dealer Expo

Record Attendance at MTA/Motovan Dealer Expo

MTA/Motovan Saw Record Attendance at Scottsdale Dealer Expo. That’s good news. I was fortunate to attend the event last week in the very sunny, and very warm Scottsdale, Arizona.

The luxurious Phoenician Resort was the site for the 4-day event with 2 days of rep training followed by 2 days of dealer-rep-vendor interaction.

MTA/Motovan indicated that there was a record turnout with over 100 vendors and 400 North American (the US and Canada) dealers on hand to meet and discuss the latest products from the powersports industry.

The format of the show with combines lunches and evening events was well received by all and I personally liked that everything was in a single location.

As I’ve written before, I believe industry events are essential to the growth of the powersports business. It allows like-minded individuals the opportunity to bench race, make connections and build business relationships that will last a lifetime.

While many in the industry look down at doing shows, I for one really enjoy them and the new connections I make.