The motorcycle industry doesn’t have a ridership problem, it has a collaboration problem.

In this episode, Kyler and John talk with Ron Luttrell, a veteran in the motorcycle and powersports world, about the industry’s biggest hurdles. Ron shares why growing ridership has been a two-decade-long challenge and how internal competition between OEMs and dealers may be holding everyone back from progress.

He breaks down what real partnership looks like between manufacturers and their dealer networks, and why uniting around a shared message—not just a shared product—could change everything.

From grassroots advocacy to smarter regional marketing, Ron explains how a stronger sense of community and better communication can reignite the love of riding across generations.

Key Takeaways:

• Collaboration Is the Real Growth Strategy: Ron makes the case that OEMs and dealers must stop working in silos. Shared goals and unified messaging are the only way to bring new riders into the fold.
• Change the Narrative Around Safety and Convenience: Modern gear and bikes are safer and more practical than ever. But until the industry tells that story better, many potential riders will stay on the sidelines.
• Advocacy Starts from the Ground Up: Ron’s experience shows that the most effective dealer transformations often begin with a single passionate salesperson, not a corporate mandate.

Timestamps:
(00:00) Introducing Ron Luttrell
(01:35) Current issues in power sports and motorcycles
(02:11) Decline of ridership and the need for industry action
(04:33) The challenge of limited marketing budgets in OEMs
(06:03) What a united industry campaign could look like
(07:05) Why youth are not riding motorcycles: safety and convenience
(10:08) Changing market segments and attracting younger riders
(11:09) The dealer network’s role in marketing and sales
(18:34) Turning dealers into brand advocates
(26:51) Launching the Flying Flea and electric motorcycle challenges