28 • February 2025 • Powersports Business

BY MADELYN PEGG ASSOCIATE EDITOR

Growing up in Colorado Springs , Colorado , Alec Morefield was immersed in the world of dirt bikes from an early age . “ I ’ ve been riding dirt bikes since I was about four years old ,” he says . “ My dad got me into riding when I was young . We did a lot of trail riding , enduro racing and hare scramble racing growing up .”

Morefield ’ s family turned to Jeff Slavens of Slavens Racing for parts and suspension services . In 2011 and 2012 , Slavens shifted his focus from service work to parts and accessories sales , and Morefield joined the company shortly after graduating from high school .

While working full-time at Slavens Racing , Morefield also earned his Business Management degree . The team of three sold parts and accessories online out of a 2,000 square foot location . By 2014 , demand required expansion to a 4,000−square-foot space .

“ We hired a couple of people to answer the phone for sales and customer support ,” Morefield says . “ We hired more shipping and receiving people . We got to the point where we filled up that 4,000 square feet and we were running out of room to store parts and accessories .”

A stopgap solution came in the form of two 40−foot shipping containers before Slavens Racing moved into a 10,000 square foot building in 2018 . Today , the business employs 14 enthusiasts focused on phone sales , online sales , customer service , shipping and receiving and suspension consulting / ECU specialization .

“ We mainly specialize in the KTM brands – KTM , Husqvarna and GasGas . We ’ re slowly but surely adding more Yamaha , Sherco , Beta , Rieju , Triumph , Kove and Stark parts too ,” Morefield says .

AHEAD OF THE CURVE Slavens has been in the industry for over 50 years . He worked in dealerships , then as a factory mechanic for Husqvarna , KTM and Suzuki before he began engine and suspension services . “ We still have customers from back in the day that come in and shop and all of them have a Jeff story from years ago ,” Morefield says .

Slavens was an early adopter of social media and YouTube , marketing his services through how-to videos . “ Now , there are obviously a ton of influencers using that channel to help build their business , but he had that vision a long time ago ,” Morefield says . “ I think that ’ s

After more than a decade at Slavens Racing , Morefield sees a steady trajectory upward .

why we ’ re so successful . We ’ re giving out so much free content to these customers that shows them how to do the stuff , and in return customers reward us with their business .”

Morefield recognized the value of quality content and hired Ormond Brand Consulting to enhance the dealership ’ s marketing and social media presence . The team creates bike build videos and step-by-step tutorials filmed at the shop or in Slavens ’ personal workshop .

“ We want to provide people with content that will help them make an informed decision on a product that they ’ re going to buy ,” Morefield says . “ We want to educate a person on what they can put on their bike to make it perform better and what they can do to make it last longer .”

Slavens Racing tests and endorses everything it sells . “ It ’ s pretty rewarding to put smiles on other riders faces ,” Morefield says .

RIDER SUPPORT Slavens Racing invests in the sport by sponsoring EnduroCross , the local hare scramble Colorado Off-Road Championship Series , and supporting the Rocky Mountain Enduro Series . In 2025 , the business will also sponsor the US Hard Enduro Series . The company works with the Colorado Trail Preservation Alliance ( TPA ) and contributes to numerous clubs , enduros and charity rides around the country . “ A lot of our customers are part of different clubs throughout the country that put on enduros or charity rides , so we ’ re always supporting them monetarily or giving away products for prizes ,” Morefield says . “ It ’ s important to be involved in the racing and riding that our customers are part of . We want them to know that we support what they ’ re doing and we ’ re there for them .”

EMPLOYEES AND COMMUNICATION Slavens Racing ’ s staff of fellow riders is key to its customer-first culture . “[ Customers ] can call here and ask anyone about a product or ask for advice ,” Morefield says . “ They ’ re going to have somebody on the phone using the same bike or product that they do .”

Working alongside like-minded enthusiasts makes every day rewarding . “ We all turned a passion into a job ,” he says . “ Unfortunately , I don ’ t think many people are as lucky to get to do that . We all loved motorcycles before we started doing this , and we ’ re all fortunate to work in an industry that we love . It ’ s like one big happy family .”

As general manager and a shareholder in the company , Morefield emphasizes that commitment and teamwork are core values , and no role is above another . “ The guys show up every day and put their best leg forward in helping make the business as successful as possible .”

Slavens Racing ’ s success also stems from strong communication . “ We ’ re passionate about the sport ,” he says . “ We feel like what

Alec Morefield , general manager and shareholder of Slavens Racing , encourages teamwork , communication and commitment within the company . Photo courtesy of Slavens Racing

we ’ re shipping to customers is very important . We like to refer to riding and racing as throttle therapy .”

When back orders or stock issues arise , the team reaches out directly to offer alternatives and make sure riders can stay on their bikes . “ It ’ s important for our customers to be able to ride and to be able to get out and race ,” Morefield says . “ They need parts and accessories from us , so we like to pride ourselves in communication , whether that ’ s emailing or calling , and fast shipping worldwide . We want to make sure we have open communication with everyone .”

CONTINUING TO GROW After more than a decade at Slavens Racing , Morefield sees a steady trajectory upward . “ We were very fortunate in that we were up in 2024 ,” Morefield says . “ We must be doing something right . I think it leads back to our customer service and the marketing things we ’ re doing . Every year that I ’ ve been with Slaven ’ s Racing has always been a growth year .”

Morefield was recognized as a 2024 Powersports Business 40 Under 40 winner . “ Being trained by Jeff , somebody that had so much experience in the industry , is amazing ,” he continues . “ To this day , he ’ s 72 years old and I still learn a lot from him . He ’ s a great businessman and he ’ s been a great role model for me . He has given me a really great opportunity to become successful in this industry .”

The American Motorcyclist Association ( AMA ) capped off its 2024 year-long celebration of its 100th anniversary and highlights its substantial achievements over the year .

“ For the past century , the American Motorcyclist Association has brought together hundreds of thousands of like-minded riders with a shared love of motorcycling ,” says Rob Dingman , president and CEO of the AMA . “ As we celebrated our 100th anniversary in 2024 , we reflected on our journey as one of the largest motorcycling membership organizations in the world and the impact the organization has had on the motorcycle industry and its enthusiasts . We take great pride in our mission to protect motorcycling and promote the motorcycle lifestyle , and we will continue to do so for the next 100 years .”

During 2024 , the AMA continued to champion the diverse and growing motorcycling community through its commitment to advocate for motorcyclists ’ rights at the local , state and federal levels . For its efforts at the forefront of the fight to protect motorcyclists ’ freedoms over the past 100 years , the organization received special recognition from its local government in Pickerington , Ohio , the state legislature of Ohio , and the United States Congress .

Throughout the year , the AMA also held a collection of centennial celebrations — bringing members and AMA staff together to observe the AMA ’ s wide-ranging accomplishments over the past century . The AMA recognized its 100th anniversary at its Spring and Fall Bike Nights , AMA Hall of Fame Days and AMA Vintage Motorcycle Days — which enjoyed its most

The AMA celebrates a century of rights wins , historic racing accomplishments and camaraderie among riders this holiday season . Photo courtesy of Sen . Tim Schaffer ’ s Office

successful running to date . The AMA also contributed anniversary displays to several highprofile events , such as Daytona Bike Week , Americade , AMA Supercross races and others .

With the new year , the AMA launches into its next century with the same passion and devotion for protecting motorcyclists ’ interests that it has maintained since 1924 .