By Susan medrano and Ashmore Ellis | Contributors
Since 2007, on the first Saturday in May, women from across more than 120 countries have gotten on their bikes, hit the road or the trail, and celebrated the active lifestyles of women who ride. The brainchild of Vicki Gray, International Female Ride Day (IFRD) promotes women in motorcycling and powersports and motivates aspiring women riders to join in.
Now, almost two decades later, what started as a single day on the calendar has helped to fuel a massive cultural shift. Women are now the fastest-growing segment in powersports, riding for fun and competing in both amateur and professional events around the world.
But this journey is far from over. For every woman who rides today, there remain many others who still haven’t found their way. For many, cost can be a barrier to entry and purchasing the right bike or vehicle to get started is unaffordable. Others may be looking for more events where they can meet the larger riding community and feel welcome to participate.
One organization that’s helping carry the torch is Babes in the Dirt. As its co-founder, Ashmore Ellis built the organization around a clear mission to enhance each rider’s skill set, connect them with other off-road enthusiasts sharing the same passion, and open the door for others. That mission is what brought Synchrony into the picture.
At the 2024 Babes in the Dirt event, Ellis and her team found that nearly a quarter of attendees didn’t own their own bike. Soon after, Synchrony joined as a sponsor and official financing partner, dedicated to helping women access the vehicles, gear, and accessories they need to hit the trail.
While IFRD provides the ultimate gathering, it’s just one day. Driving a movement requires a flow of opportunities to come together with fellow riders, share the passion, and make space for those just finding their way in.
As part of Synchrony’s commitment to growing women’s participation in powersports, my team and I have hosted multiple Women in Powersports networking events at AIMExpo, a premier powersports industry event, bringing together women leaders from across the industry to celebrate progress and plan for what comes next.
This includes brainstorming ideas and how the powersports community can continue attracting new female riders while retaining those already participating. It’s through these types of gatherings that we guarantee this momentum never runs out of gas.
IFRD is a celebration, and it deserves to be treated as one. But it also calls on each of us to take the torch and help. This includes shaping what the sport looks like year-round, ensuring the community is genuinely welcoming to women who are just starting out, that the infrastructure exists to support them, and that people and organizations with influence in this industry are actively using it to open doors.
The progress is now visible at the highest levels of competition. Home to the best and brightest female athletes in the sport, the Women’s Motocross Championship (WMX) took a groundbreaking step forward in 2026 with its inclusion into the SMX League. Today, the WMX is fully integrated into the sport’s premier global platform and Synchrony is proud to serve as its presenting sponsor.
Carrie Coombs-Russell, CEO of MX Sports Pro Racing, captured the significance of the moment when she said: “This is a landmark moment for the WMX and a0ll female enthusiasts within the motocross community. We have long been committed to providing a platform for the fastest women’s racers to compete and now have a true global stage to showcase their talents with vital partnership support.”
This year, IFRD once again placed the spotlight on the explosion of the female rider community, showing that all our efforts are paying off. But, as it does each year, the day also served as a strong reminder that we must also step forward to help this community grow, celebrate our current riders, and cultivate the newest entrants 365 days a year.
So, as you plan your next ride, introduce someone new if you can. And if you can do something that makes this sport more accessible for women, do it. Not just on that day, but every day after.
National Powersport Auctions (NPA) announced the promotion of Tristen Poston to general operations manager of its Sacramento facility.
Poston brings seven years of experience with NPA to the role, having advanced through the company’s operations department since joining the organization. NPA said Poston has been recognized internally for his leadership, operational knowledge and commitment to customer service.
In his new position, Poston will oversee daily operations at the Sacramento facility, focusing on operational efficiency and dealer and client support.
“I’m excited to step into this role and continue working alongside such a strong team,” Poston says. “I look forward to being hands-on and helping our dealers and clients have the best possible experience at NPA Sacramento.”
Regional General Manager Brad Maxon said Poston’s experience and familiarity with the business made him a natural fit for the position.
“Tristen is a great fit for this role,” Maxon says. “His growth within NPA, combined with his dedication to both the team and our customers, makes him the right leader to continue driving success in Sacramento.”
NPA also invited dealers and partners to meet Poston during the next Sacramento Preview Day on June 10, ahead of the facility’s June 11 simulcast auction.
Two longtime Pennsylvania Harley-Davidson dealerships are joining forces under new ownership following the merger of White’s Harley-Davidson and Iron Valley Harley-Davidson into a newly branded operation: White’s Iron Valley Harley-Davidson.
The transition also marks a change in ownership, as longtime owners Joe and Donna White move into retirement. The dealership group has been purchased by Tom and Joya Morrissey, along with Alan and Lori Celmer, owners of the Port Clinton Hotel and Celmer Real Estate firms.
According to the dealership’s press release, the merger combines two operations with longstanding ties to the regional motorcycle community. White’s Harley-Davidson dates back to 1953, while Iron Valley Harley-Davidson has operated since 2003, giving the combined business more than a century of cumulative dealership history.
The new ownership group says White’s Iron Valley Harley-Davidson will continue offering motorcycle sales, service, performance upgrades, accessories and customization services, along with Harley-Davidson apparel and riding gear.
The dealership also noted that existing staff and management teams from both stores are expected to remain in place as part of the transition.
“We look forward to serving our customers, growing this dealership, and building it into one of the best Harley-Davidson dealerships in the state,” the new ownership group said in a statement.
The merger reflects continued consolidation activity within the powersports retail market, as dealership groups look to combine operations, strengthen regional market presence, and improve operational efficiencies while maintaining established customer relationships.
Avalanche Motorsports in Washington, North Carolina, has officially transitioned ownership from founders Todd and Austin Myers to Brian Zimmerman, an investor based in the Boston area.
Avalanche was founded in 2005 as a small powersports-exclusive dealership and has since grown to include boats and RVs. It currently carries 10 boat brands, and its powersports brands include Honda, CFMOTO, Kayo, and Kove USA.
The Myers have stayed hands-on with the dealership since 2005, building a team and customer base. They said the decision to sell the dealership stems from looking at different opportunities.
“We’ve put a lot into this place over the years, and we’re proud of what it’s become,” both Todd and Austin Myers said in a statement. “It’s always been about the people, our team, and our customers. We feel good about Brian stepping in and helping take it to the next level while keeping that same feel.”
Zimmerman brings experience across several industries and a focus on building strong teams and improving how businesses run. He steps into Avalanche Motorsports with a lot of respect for what’s already been built.
“This is a strong operation with a great foundation. I’m looking forward to working with the team and continuing to grow the business the right way.” — Brian Zimmerman
Viking Mergers & Acquisitions advisers Dan Wilson and Brad Holman facilitated the transaction, helping identify a buyer aligned with the company’s values and long-term potential.
“Todd and Austin built Avalanche Motorsports with the kind of integrity and customer loyalty buyers immediately recognize,” says Wilson. “Our role was to help them navigate the process, protect what mattered most to them, and find a buyer who understood the business beyond the numbers.”
Wilson adds that the outcome reflects the importance of finding alignment between seller priorities and buyer vision: “For Todd and Austin, this was about more than a transaction. They wanted to know that the team, customers, and culture would be in good hands. Brian brought the right combination of operational experience, respect for the business, and enthusiasm for its future.”
Avalanche says its customers will continue to see the same people, the same approach, and the same commitment to taking care of them. Both Todd and Austin will remain at the dealership, serving as manager and service director, respectively.
Turn 14 Distribution announced the hiring of Brenden Gill as its new Southwest outside territory sales manager as the company continues expanding its powersports aftermarket sales efforts.
Gill brings a background in dealership operations, parts sales and customer service to the role, with experience working on both the retail and aftermarket sides of the powersports industry.
Before joining Turn 14, Gill served as a parts manager for RideNow, where the company said he exceeded projected sales goals. He also spent seven years as a service advisor at Edge Performance Sports.
Turn 14 said Gill’s experience working directly with dealers and customers gives him a strong understanding of the needs of powersports businesses and enthusiasts alike.
“We are committed to bringing the best and brightest to our powersports team, and the addition of Brenden Gill fully aligns with that goal,” says Zya Braun, regional territory manager at Turn 14 Distribution. “He has the experience and insight to expand Turn 14’s reach even further into the powersports sphere.”
In his new role, Gill will oversee sales and dealer relationships throughout Arizona and California. Turn 14 said he will work closely with dealers in the Southwest region to support growth within the company’s expanding powersports division.
A longtime UTV enthusiast, Gill also spends time riding and modifying his 2022 Polaris RZR Turbo R Ultimate.
Pony Powersports Mansfield is expanding its lineup with the addition of Indian Motorcycle, bringing one of America’s oldest and most recognizable motorcycle brands to riders in North Central Ohio.
The dealership announced the addition as part of its ongoing expansion at its new superstore in Mansfield, Ohio. The facility features a larger showroom, expanded service department, and increased inventory capacity designed to support the growing powersports business.
Chris Jones, CEO and president of the Iron Pony Motorsports Group, said the move allows the dealership to broaden its premium motorcycle offerings while continuing to grow its footprint across Ohio.
“This is a huge moment for our Mansfield location and the community we serve,” Jones said in a statement on May 15. “Bringing Indian Motorcycle into Pony Powersports Mansfield allows us to offer an even broader range of premium options to our customers while continuing to grow our footprint across Ohio.”
General Manager Johnie Teders said the addition enhances the customer experience by introducing a brand known for its blend of heritage styling and modern performance.
“This addition represents more than just a new brand — it’s an elevated experience for our riders,” Teders says.
Customers visiting the dealership will now have access to a full lineup of Indian Motorcycle models, along with expanded parts, apparel, accessories, and factory-backed sales and service support.
Pony Powersports Mansfield has operated in the Mansfield market since 2016 and has continued investing in facility upgrades and expanded product offerings as part of its long-term growth strategy.
HISUN Motors USA is continuing to reshape its leadership structure with a series of high-level executive promotions aimed at supporting the company’s rapid growth across the U.S. powersports market.
Over the past several weeks, the company has elevated three key leaders — Jamie Cheek, Allen Talley and Charles Kim — as part of a broader effort to align product development, operations, sales, marketing and dealer support.
CEO King Dai says the moves are designed to strengthen the company’s operational capabilities and improve coordination as HISUN continues expanding its dealer and retail footprint.
Most recently, HISUN promoted Jamie Cheek to senior vice president, recognizing his role in managing strategic partner relationships and commercial initiatives across the business.
Cheek joined HISUN in 2020 after previously serving as vice president of sales for Cardo Systems. Since arriving at HISUN, he has worked across multiple departments supporting key sales channels, partner relationships, and business development efforts.
In his new role, Cheek will continue focusing on strategic partnerships, commercial initiatives, and growth opportunities tied to major accounts.
Cheek says the company’s momentum made the decision exciting.
“I’m looking forward to continuing to support our partners and customers while helping pursue strategic initiatives and growth opportunities across the business,” he says.
Earlier this spring, HISUN promoted Allen Talley to vice president of operations.
Talley previously served as senior director of product management, quality and continuous improvement. In his expanded role, he now oversees supply chain, assembly, quality, parts, warehousing, customer service and technical support.
Talley brings more than 20 years of experience in product development, operations and commercial leadership. HISUN says his responsibilities will focus heavily on improving execution, inventory flow and coordination across departments as the company scales.
“There is a clear opportunity to improve how we operate and how we support our dealers, retail partners and customers,” Talley says.
In April, HISUN also expanded Charles Kim’s responsibilities, naming him chief product and marketing officer.
Kim’s new role combines oversight of product architecture, pricing, positioning, customer experience and brand strategy under a unified structure intended to better connect engineering, marketing and sales execution.
“Charles has been instrumental in shaping how we approach product, brand, and go-to-market strategy at HISUN,” Dai says. “This expanded role reflects the impact he’s had and supports our continued focus on building a more aligned and effective organization.”
Kim brings more than two decades of experience in product development and aftermarket innovation, including leadership roles at Nivel Parts & Manufacturing and co-founding aftermarket companies Vialink Corp. and SEIZMIK.
Kim says the company’s focus is creating a more disciplined and integrated operating model as HISUN grows its market share in the U.S.
“Bringing product and marketing together allows us to be more intentional in how we define our platforms, how we position them, and how we support them in market,” Kim says. “The goal is to build a more connected and disciplined system.”
Moto Morini is leaning into artificial intelligence to strengthen its connection with U.S. consumers and dealers, announcing the rollout of an AI-powered sales agent on its website.
Developed by Ekho, the tool is designed to engage shoppers in real time on MotoMoriniUSA.com — answering product questions, qualifying purchase intent, and routing leads directly to dealers across the brand’s expanding U.S. network.
For Moto Morini, the move addresses a familiar challenge tied to rapid growth: increasing website traffic, rising consumer inquiries, and more leads than traditional contact forms can efficiently handle.
The AI agent replaces static lead forms with conversational interactions, helping guide potential buyers to the right model based on riding style, experience level, and budget. Each interaction is automatically qualified before being passed along to a dealer, providing what the company describes as a “warm handoff” that allows dealership staff to focus on closing sales rather than vetting leads.
“We looked at a lot of options for handling online leads, and most of them amounted to little more than enhanced forms,” says Chris McGee, COO of Moto Morini Motorcycles. “Ekho was different. It actually talks to the customer, understands what they’re looking for, answers questions and gets them to the right dealer ready to buy.”
Ekho co-founder and CEO Rowan Mockler said the partnership highlights how OEMs can use AI to modernize the digital retail experience while supporting dealer networks with higher-quality leads.
By engaging the buyer the moment they land on MotoMoriniUSA.com — answering product questions, surfacing the right model, and qualifying intent in a real conversation — the AI Sales Agent helps Moto Morini convert interest into a confident, brand-aligned buyer before the dealer handoff. The dealer still closes the sale, but the buyer arrives already sold on Moto Morini, according to Ekho.
According to its May 4 press release, the AI sales agent is now live and supports Moto Morini’s U.S. lineup, including the X-Cape 1200, X-Cape 700, and Calibro 700 models.
MotoAmerica has announced a strategic partnership with The Paddock Network, the first global platform dedicated to simplifying and centralizing access to motorsports careers.
The collaboration will help elevate open roles within the motorsports industry, from highly technical to entry-level positions, including jobs with MotoAmerica and its teams, which account for seven classes of racing across 10 national rounds.
Hiring in the racing industry has been done primarily through word-of-mouth, leaving talented candidates unnoticed. The partnership between MotoAmerica and The Paddock Network broadcasts job opportunities at race teams and track organizers directly to professionals at the highest levels of racing.
“Motorsports has always been one of the hardest industries to enter because so many jobs exist behind closed doors where demands appear in an instant, and your contact list is the only resource immediately available,” says Taylor Mackenzie, co-founder of The Paddock Network. (We) created The Paddock Network to unify our industry specialists to create new career paths, and this partnership with MotoAmerica unifies this vision to take our resource globally.”
Through The Paddock Network’s platform, the wide array of professional opportunities can live in a single place, connecting these teams and businesses to experienced powersports industry mechanics, technicians, and data engineers, as well as professionals from the hospitality, communications, or logistics industries.
For those looking to develop a career in motorsports, The Paddock Network also offers a “Continuing Education” section that integrates technical colleges, universities, and specialty services to help candidates set their path to working in motorsports.
The Paddock Network’s North American expansion officially went live on April 1, allowing candidates to create free profiles and hiring managers to consider applicants through a streamlined dashboard.
Harley-Davidson consolidation continues as Crown Automotive and PowerSports Group announced it has acquired Boswell’s Country Roads Harley-Davidson in Cookeville, Tennessee. The acquisition makes it the fourth Harley-Davidson dealership in the state to join the Crown Automotive family in the last two years.
Boswell’s will join the Crown-Smoky Mountain Motor Company, a division of Crown Automotive , which is comprised of the following Tennessee dealerships: Smoky Mountain Harley-Davidson in Maryville; Rocky Top Harley-Davidson in Pigeon Forge; and Thunderhead Harley-Davidson in Kodak. Also included are five additional retail outlets across Tennessee and North Carolina.
Crown Automotive says the addition is an exciting development as the group looks to expand its commitment to serving the Tennessee motorsports community. “We’re eager to bring in Country Roads to the Crown Automotive Group and work with them to continue providing Cookeville with top-notch service,” says Crown Automotive and PowerSports Group CEO and executive director Kevin Hawkins. “Country Roads shares our values of customer focus, teamwork, integrity, and growth, and we’re looking forward to this shared new chapter.”
Smoky Mountain Harley-Davidson President and Founder Scott Maddux says the acquisition is personal, as he and several members of his leadership team grew up in Cookeville.
“We know this region, we respect its strong riding culture, and we’re committed to building Country Roads Harley-Davidson into a premier destination for riders across the Upper Cumberland and beyond,” Maddux says.
Both the Sonic and Crown acquisitions continue to highlight the increasing role of large, well-capitalized groups shaping the future of powersports retail.