May has been a good month for motorcycles! The American Motorcyclist Association is celebrating Take a Kid Dirt Biking Month, a nationwide campaign designed to encourage the next generation of riders! Joy Burgess, the Director of Marketing and Communications at AMA, stated that “building the next generation of riders is imperative for the future of our sport”.
Celebrating Women Riders
Other biking initiatives intended to grow interest also take place in May, such as International Female Ride Day. Occurring worldwide on the first Saturday of May, IFRD is a global day celebrating women who enjoy motorcycling and powersports. Women riders from more than 100 countries gathered on May 3, mobilizing thousands of women to take to the streets, trails, and tracks.
“IFRD is more than a ride — it’s a statement,” says Vicki Gray, founder of the event and riding instructor. “Each year, women around the world ride in unity to spotlight their presence in motorcycling, motorsport, and powersports. The impact is real and growing.”
A Growing Demographic in the Industry
Although the female demographic makes up a smaller percentage of buyers than males, it’s a growing market. Anya Violet, Jaime Dempsey, and Corinne Mayer founded ATWYLD in 2016, an apparel brand based out of California that provides fashionable and functional outfits for women riders.
Violet says that she can see the demographic’s growth in sales and in other companies’ marketing approaches and that as women begin to see other female motorcyclists more frequently, they are more likely to pursue riding both as a hobby and a sport.
Racing Viewership Hits New Heights
In addition to growing participation among young riders and women riders, more and more people across the board are watching and enjoying motorcycling. According to recent viewership numbers released by the SMX World Championship series, SuperMotocross racing has never been more popular.
Through the first 15 rounds of this year’s SMX World Championship, eight of the 10 most-streamed races of all time are from the 2025 season.
Strategic Planning and Financial Performance
Harley-Davidson has recently offered insight into its strategic direction and business outlook, emphasizing stability within its financial services division, the impact of global trade policies, and evolving consumer behavior. Harley’s Q1 sales were down 21 percent globally and 24 percent in North America.
Jochen Zeitz, chairman, president and CEO of Harley-Davidson recently said, “We remain focused on navigating the challenging economic and tariff environment through diligent execution of our cost productivity measures, supply chain mitigation, tight operating expense control, and reducing dealer inventory. In addition, we remain committed to driving retail sales through increased marketing initiatives as we enter the riding season.”
Tariff Relief and Supply Chain Adjustments
Persistent global trade risks were also highlighted, particularly the 145% tariff on certain Chinese components. While Harley has reshaped its supply chain since 2018, now sourcing approximately 75% of components from the U.S., the company warned that these tariffs could create some remaining cost pressure. As of May 12th, these tariffs have been lowered to 30%.
Positive Momentum from Royal Enfield
Despite financial changes and industry restructuring, there is good news across the board for the motorcycling world. Royal Enfield recently announced an increase of 6% in motorcycle sales from last year. CEO B. Govindarajan stated, “After achieving the million-unit sales milestone in the past financial year, this year is also off to a flying start. As we move further into the new financial year, we are excited about what’s coming next while staying true to our core philosophy of pure motorcycling!”
In Memory of Richard Teerlink
Trader Interactive expresses sincere condolences to the loved ones of The American Motorcyclist Association Motorcycle Hall of Fame inductee Richard Teerlink, who served as Harley-Davidson’s chief executive in the 1980s and ’90s. Teerlink died at 88 years old. Teerlink joined Harley-Davidson in 1981 as the CFO, where he quickly went to work on finding new financing for the company.
As CEO, Teerlink was known for ingraining himself at all levels of the organization and working with employees at all levels. For his efforts within the industry, Teerlink was inducted into the AMA Motorcycle Hall of Fame in 2015.
As manufacturers, investors, and enthusiasts gear up for the rest of the year, the energy and enthusiasm seen this month offer a clear sign that the passion for motorcycling is alive and thriving.
