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MOTORCYCLE
Powersports Business • October 2025 • 25
85th Sturgis Rally delivers record gains for Motorcycle Museum
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The Sturgis Motorcycle Museum & Hall of Fame reported record-breaking results during the 85th Sturgis Motorcycle Rally, with increased attendance, higher merchandise sales, and expanded community support.
City officials said vehicle traffic during the rally rose 14.1 % compared to last year and 11.3 % above the five-year average. The museum benefited directly, with a 15 % increase in attendance and a 20 % jump in merchandise sales. Its annual Hall of Fame breakfast sold out months in advance.
“ The increased attendance we saw this year reflects the connection the museum has
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with this passionate community of riders,” says executive director Heidi Haro.
The rally also saw the debut of Pearl’ s Jam, a new event celebrating women in motorcycling. Guests included Rally Grand Marshal Gloria Struck, designer Theresa Contreras, and Harley-Davidson’ s Karen Davidson. The event secured $ 11,000 in sponsorships and featured the first trailer for the upcoming film“ Iron Lilly,” which highlights Hall of Fame inductee Lillian Farrow.
Philanthropic contributions added to the momentum. The Hamsters motorcycle group donated $ 109,000 from their annual
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banquet, while collector and TV personality Richard Rawlings contributed $ 10,000.
Online engagement was another bright spot, with the museum reporting a 293 % increase in social media traffic and a 245 % rise in tagged or mentioned content. The institution also led a community drive that collected 272 pounds of peanut butter for Feeding South Dakota.
“ We couldn’ t be happier with the results of the rally,” says Museum Board Chair Paul“ Fozzy” Fosdyck.“ This is a direct result of the creative approach and hard work of the museum’ s staff and volunteers.”
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The museum benefited from increased Rally traffic, with a 15 % rise in attendance and a 20 % jump in merchandise sales.( Photos: Sturgis Motorcycle Museum)
Founded in 2001, the Sturgis Motorcycle Museum & Hall of Fame boasts one of the world’ s largest collections of custom and vintage bikes, inducting new members in its hall of fame every August during Rally Week.
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Industry icon John Penton passes away weeks after celebrating 100th birthday
The American Motorcyclist Association has announced the passing of John Penton, one of the most influential figures in powersports history and the founder of Penton Motorcycles. Penton died peacefully on Sept. 8, just weeks after turning 100 years old.
Penton’ s 100th birthday in August was widely celebrated across the industry, with KTM and the AMA recognizing the milestone for the man whose vision helped shape modern off-road riding. Now, the community reflects on his extraordinary life and legacy.
After serving his country during World War II, Penton returned home to racing and quickly recognized the potential of lightweight motorcycles in endurance competition. That insight led to the creation of Penton Motorcycles, produced in partnership with KTM starting in 1968. More than 25,000 units were sold in the U. S. over the next decade, laying the foundation for KTM’ s growth into one of today’ s global off-road leaders.
Beyond motorcycles, Penton also influenced the off-road gear market. His collaboration with Alpinestars resulted in the development of the iconic Hi-Point boots, which became a staple for generations of riders.
Inducted into the AMA Motorcycle Hall of Fame in 1998, Penton’ s impact spanned racing, product development, and retail. He began his career as a dealer alongside his brothers, proving that a passion for better-performing motorcycles could drive both business success and industry innovation.
Dealers who carry KTM today still benefit from the groundwork laid by Penton’ s early partnership with the Austrian manufacturer. His vision for smaller, lighter, and more capable motorcycles transformed off-road riding— and continues to shape the market.
JOHN PENTON: A LEGACY IN MOTORCYCLING
• Aug. 19, 1925 – Born in Amherst, Ohio
• 1948 – Races the Jack Pine Enduro on a Harley-Davidson Knucklehead
• 1949 – Finishes 2nd at Jack Pine on a BSA, beginning his pursuit of lighter off-road bikes
The American Motorcyclist Association mourns the passing of John Penton, one of motorcycling’ s most influential and well-known figures. Penton passed away peacefully at the age of 100, having recently celebrated his 100th birthday.( Photo Credit: AMA Archive)
• 1966 – Wins the Jack Pine aboard a Husqvarna; later becomes a U. S. Husky distributor
• 1968 – Partners with KTM to produce Penton motorcycles; 400 sold in the first year
• 1970s – More than 25,000 Pentons sold in the U. S., shaping the off-road market
• 1970s – Teams with Alpinestars to create Hi-Point boots
• 1998 – Inducted into the AMA Motorcycle Hall of Fame
• Aug. 19, 2025 – Celebrates 100th birthday
• Sept. 8, 2025 – Passes away at age 100
Triumph takes on cross-country racing with its newest TF lineup
Triumph Motorcycles recently announced two new additions to its off-road lineup, the TF 250−C and TF 450−C, purpose-built bikes engineered for cross-country racing.
The cross-country range features powertrains with three specially developed engine maps, refined torque delivery and durability. The tailored, lightweight chassis, premium suspension with cross-country settings, and an 8.3−liter fuel tank provide agility and endurance.
Triumph Chief Commercial Officer Paul Stroud says the company expects its newest cross-country range to have similar success on the global racing scene as its motocross and recently released enduro models.
“ With the TF 250−C and TF 450−C, we’ re bringing that same competitive edge to cross country,” he says.“ These new bikes are built to the highest standards and have been through relentless development and testing to deliver race-winning performance in the most demanding conditions.”
POWER TUNED FOR THE TRAIL Both models deliver smooth, controllable torque for technical terrain, linear power delivery for singletrack precision, and strong acceleration for high-speed racing. Forged aluminum pistons, DelWest
Triumph’ s new TF 250-C is available for $ 9,695, and the TF 450-C will start at $ 10,695.( Photos: Triumph Motorcycles)
titanium valves, and diamond-like carbon coatings reduce friction and enhance durability. Lightweight magnesium covers and advanced cooling systems ensure consistent performance under pressure.
The TF 250−C features a 250cc fourstroke single producing 46.67 hp at 13,250 rpm, conducive for rides on technical terrain and rapid transitions.
In contrast, the TF 450−C has a 450cc four-stroke single delivering 61.6 hp at 9,500 rpm. Its broader torque and high-revving performance make it ideal for steep climbs and high-speed straights. A high-capacity clutch with hard-anodized basket hydraulic Brembo calipers and master cylinders, as well as a five-speed gearbox, provide control and endurance. The narrow engine design improves brake pedal interaction.
PRECISION HANDLING Triumph’ s lightweight chassis is designed to deliver optimal balance and control. Adapted specifically for the rigors of GNCC-style racing and long-format endurance events, the aluminum spine frame features twin cradles and a lightweight construction that maximizes strength without compromising responsiveness. Combined with advanced suspension, refined for cross-country riding and rider-focused geometry, the chassis offers high-level tunability.
RIDER-FOCUSED TECHNOLOGY Both TF models feature app-controlled engine management, dual engine maps, launch assist, traction control, and a quickshifter for clutchless upshifts between second and fifth gear, allowing adaptation to changing terrain and race strategy.
Suspension performance is delivered by KYB’ s AOS coil system, featuring airoil separation for consistent damping and precise handling. D. I. D DirtStar 7000−series aluminum rims with black anodized finish are paired with lightweight hubs and Dunlop Geomax AT82 all-terrain tires.
ON THE GROUND The new TF 250−C is available from $ 9,695 USD, and the TF 450−C starts at $ 10,695, and both are available to dealers in the U. S., Canada, France, and New Zealand starting in October.