44 • October 2026 • Powersports Business

S & S Cycle is putting some serious performance behind a new custom-bike competition at AIMExpo 2027, announcing that it will award a brand-new engine to the winner of The Builders Cup.

The competition will feature selected custom motorcycles on display inside The Builders Club, a dedicated AIM- Expo show-floor area designed to connect custom builders

The inaugural Builders Cup, fueled by Drag Specialties, will take place March 3 – 5, 2027, at the Orange County Convention Center in Orlando, Florida, as part of AIMExpo.( Photo: AIMExpo) with motorcycle manufacturers, distributors, dealers, media and other industry professionals.

For the winning builder, the competition will come with more than bragging rights. S & S Cycle will provide a new engine, allowing the builder to put the prize to work on a future project.

“ Builders have been part of the S & S Cycle story from the beginning,” says Howard Kelly, vice president of marketing at S & S Cycle.“ They are the people willing to experiment, challenge convention, and find new ways to turn performance into something personal, and The Builders Cup celebrates exactly that kind of creativity.”

S & S Cycle was founded in 1958 and has long been associated with the V-twin performance and custom motorcycle markets.

“ A great custom motorcycle makes you stop and look, but the best builds stay with you long after, and that’ s what The Builders Cup is all about,” says Andre Albert, director of market expansion and events for the Motorcycle Industry Council.“ Having S & S Cycle provide an engine for the winner speaks volumes about the caliber of this competition and the builders behind it.”

Kevin Dunworth, AIMExpo custom motorcycle curator, is helping develop the competition and select its builder lineup. AIMExpo has a history of showcasing

See S & S Cycle, Page 46

Action camera manufacturer GoPro and Starman Optical, a privately held optical-photonics company, announced they have entered into a definitive merger agreement, with GoPro shareholders receiving a cash payment of $ 285 million, or $ 1.14 per share.

The privately held photonics company will acquire a 90 % stake in GoPro to expand into AI data centers and defense. GoPro’ s outstanding debt of approximately $ 92 million will be repaid in full at closing.

GoPro has become a household name over the past 24 years, as the company has developed innovative and market-defining technology and an associated IP portfolio of more than 2,500 U. S. patents. It also remains one of the most recognizable brands in powersports. Even today, the company’ s cameras are a staple accessory in dealership parts departments, rider training programs, and OEM marketing content.

The camera manufacturer’ s financial challenges have been building for several quarters. In the first quarter of 2026, revenue fell 26 % year-over-year to $ 99 million,

GoPro remains one of the most recognizable brands in powersports. Even today, the company’ s cameras are a staple accessory in dealership parts departments, rider training programs, and OEM marketing content.( Photo: GoPro / Facebook)

while camera sell-through declined 29 %. The company reported an adjusted loss of 35 cents per share and negative EBITDA of $ 50 million. Retail channel revenue dropped 35 % compared to the same period a year earlier.

In a joint press release, the companies said the merger is to maximize the value of GoPro’ s IP and growth potential in

See GoPro, Page 46