Our Annual Look Back

f this happens to be your first copy of Cycle Source, we do this issue each and every

January. It’s called the “Year In Review,” and it’s one of the most important issues that we do each year. The world we live in today goes by so fast that we like to take this one month a year and reflect over the things we did, the places we went and the faces we saw for that year in motorcycling. Rather than let this be a monotone report through my own eyes, I polled the entire staff this year and got their talking points to deliver here as well. So, sit back, grab that morning coffee, look at the past 12 months through the eyes of the Cycle Source Staff and let’s dive into the “2017 Year In Review.”

THE INDUSTRY:

I think this may well be referred to as the year of the racer. Starting with Roland Sands Super Hooligan racers from last year and moving into the rekindling of the 100-year war between HarleyDavidson and Indian on the professional

race track. It would seem as if racing was once again taking I the forefront in the American Motorcycle scene. HaleyDavidson got a swift kick in the pants from Indian from the first race in Daytona and despite of Vance & Hines backing their play, continued to struggle to field any real competition all year long. Other types and bodies of racing were well on their way to entering the hearts and minds of spectators as well. Billy Lane’s Sons Of Speed was a big surprise to everyone, with hundred-yearold machines and a small field of racers no one knew exactly what to expect, but as a credit to the true passion that lies inside all riders, they turned out in capacity to watch the first race in Daytona. From there Brittney Olsen and her efforts with 20th Century Racing and the Buffalo Chip’s TT races that took place right inside the amphitheater, culminating with Roland Sand’s Moto Beach Classic by the end of the year. Both the Buffalo Chip and the Beach Classic were off the hook in attendance, and this would seem the prove that function is taking the driver’s seat in the American

Motorcycle Scene. This held true through our own new show titled “In Motion” at the Lone Star Rally in November. Comprised of 14 builders from all over the United States, all masters of their craft with one caveat: they all had to run. Still, despite the excitement, sales for the industry were slowing. Harley-Davidson was reporting dipping numbers by the end of the year, and even Indian’s much-celebrated growth was kept in the single digits as far as market share is concerned. Companies like Vance & Hines were making hard decisions to close facilities, some magazines and events were going out of business, and even the V-Twin Industry Expo was canceled for the following year. Polaris announced the discontinuation of the Victory line and dealers everywhere let out a giant gasp of disappointment. Hard times are still good times, and as a result, many companies are taking a closer look at, if not redefining their mission statements to better align themselves with today’s new normal. Harley-Davidson’s own Matt Levatich was a keynote speaker at this year’s AIMExpo stating that their mission statement moving forward is to make this more about the people than the machines. To that, this was the year that killed the Dyna and launched the new Softail family. It would seem that with Harley’s new goal of adding 2 million new riders in the next ten years, the future is gonna be bright and busy.

THE CULTURE:

With all that was mentioned above, it should be no surprise that the average rider is trending toward more aggressive riding on bikes that are performancebased and purpose built. Of course, this is the FXR crowd that I’m talking about but it doesn’t stop there. Even when it comes to the bagger segment, we saw a departure from the big wheel, somewhat less rideable customs into what has been coined the “Performance Bagger.” This was kicked off early in the year by Paul Yaffe who broke out with a killer performance styled bagger and backed it up with one built for the Bikers for Boobies charity. Other builders like Dale Yamada and Satya Krause started to explore the realm of crossing FXR, bagger and sportbike components to see this thing evolve into a whole new

animal. One neat things that we can point is the days of one or two riders like Jason Pullen using Harley’s as their bike of choice in stunt riding, now you have crew after using everything from Dyna’s and FXR’s to Sportsters and even Baggers. Any way you look at it, parts, sales, events…. A riding culture is better for everyone. The topic on everyone mind was millennials and how to reach them. I swear to God it’s like people in this industry are preparing for the second coming of Christ himself. Truth is, there is no secret to communicating to a millennial rider that we haven’t already learned. If what they are doing isn’t fun, they check out just like when we were young. Other similarities, like being broke as a joke and new items on the agenda like the iPhone 17 keep them from making any real big-ticket purchase. Either way it goes, the best bet is to do what you do and let them figure out; if they dig it… They will. Motorcycles are just that cool. One thing that is coming of the younger generations involvement in our sport is their ability to work together. All over the country this year the community garage has been opening in city after city. These do it yourself workspaces offer tooling and tutelage alike to new riders, wrenches and those without the benefit of a facility of their own.

RIDES, RUNS, AND EVENTS:

Riding moves to the forefront in 2017 and ride they did. More than ever, people are taking to two wheels and leaving the world behind. 2017 saw that grow in a big way. With the bigger rallies and events where motorhomes are the bulk in attendance, more regional or specialized rides are becoming the focus with the emerging demographic and the core riders alike. Experience, whether individual or collectively became the number one factor in our choices these past 12 months. To that, the industry has started to pay attention and is starting to remember that we, as an industry, are always writing the pages of our own history… and we better be mindful of that. For us it was a big year, our 20th in fact and all year long we had mini celebrations all over the country. It was so cool to have readers’ and contributors from days gone by show up, and we are thankful for such a fantastic way to mark this

achievement. Again, other entities were on the same track. Michael Ballard’s new Full Throttle at the county line in Sturgis was open and running; they even hosted Billy Lane’s Sons Of Speed Sturgis race on a track just beside the facility. Race of Gentlemen was strong as ever, proving the need for remembering our history. The boys up at Mama Tried and out at Born Free continued to see significant growth in their respective shows. Other events like Strange Days, The Southern Throw Down, Giddy Up, Boogie East, The El Diablo Run, and Big Mountain Run just to name a few, all go towards proving that for some of us doing our own thing is perfectly fine no matter how many people are or are not there to see it.

All the while, the AMCA annual meets across the country continued to grow in size and popularity as what were once basic garage guys came into their own as craftsmen and collectors. The vintage motorcycle still remains as the pinnacle achievement in any riders list of goals. To that end, the AMCA has a spot for you when you are ready to join those ranks.

THE MOTORCYCLE SOCIAL MEDIA AND OTHER:

While social media is a double edge sword, the insta-famous would be the first to hail its place within our culture. While it has leveled the playing field for so many, bringing true talent to the world without the limits of funding to get noticed by the public, it has also shortchanged the system a little bit too. There are many of these examples whereby Instagram alone you may think that a shop is three floors of nonstop activity, only to pay them a visit and find out they are working out of their grandmas shed in the backyard, but I guess you take the good with the bad. It has, this social media thing, given us the ability to launch new programs like The Road To Mama Tried, that would otherwise be entirely too expensive. Media has moved into a place where the best ideas and first to market get noticed by the masses, and that may not be a bad thing at all.

IN MEMORY OF:

Our least favorite responsibility this time of year is to ask for a moment of silence for those we

lost in the past twelve months. To their friends and families, we offer our deepest sympathies from an industry that wouldn’t be the same without them. Matt Davis from DicE Magazine, John Parham – founder of JP Cycles, Lonnie Isam Jr. – Founder of the Motorcycle Cannonball, Mike Farabaugh – Photographer and contributor to Biker & Easyrider. Nicky Hayden – my personal racing hero. Tom White, cofounder of White Brothers. Please take a minute and reflect on their contributions.

SO HOW DID WE DO?

2017 was another monster year for Cycle Source Magazine. Distribution of magazines was still a pain in the ass for most of 2017 but so many new media opportunities opened up from our weekly broadcast on Facebook to the Grease & Gears Garage shows that we got into the IMS with, the magazine was pulling a bigger audience all the time. It was also the first year for our “Tiny House” in which Heather and I put our office and our dog in a twenty-foot trailer and began living on the road to do the magazine.

By the numbers, our year looked like this: 39 Editorials, 64 Feature Bikes, 12 Pin-ups, 55 Events Covered, 138 New Products, 193 Buyers’ Guide Products, 129 News’ Articles, 19 Human Interest Pieces, 2 Interviews, 5 Shop Visits, 9 Test Rides, 38 Tech Articles, 41 Staff Columns, 19 Product Test Articles, 12 Photo Hunts, 26 Riding Adventure Stories, 11 Artist Profiles and 2 Special Issues, 74 Jokes.

It all adds up to a hell of a pile of work and couldn’t be done without a killer staff. I thank all of our readers and our army of supporters as we head into our twenty-first-year publishing Cycle Source every thirty days. Thank you all for letting us do what we love. May 2017 find you happy with family, and God willing, a job that provides you with enough money to take a ride. For those in the service or with family serving overseas, Godspeed and a safe return. Happy New Year!