The Motorcycle Industry Council’s Journey to Rider is part of an industry-wide effort to grow ridership by welcoming new and returning riders into the powersports lifestyle. The four stages—Inspire, Explore, Engage, and Integrate—provide a practical framework for how dealerships can support this mission.
Dealerships play a central role throughout every stage of this journey. With the right training and mindset, dealership employees can guide future and lapsed riders toward meaningful experiences that build confidence and community. Whether employees are riders themselves or simply passionate advocates, they can help transform the dealership from a place that sells machines into a community center for riding experiences.
The first step in the journey is Inspire, which means sparking curiosity and enthusiasm for the riding lifestyle. Dealerships can inspire by focusing on what makes riding exciting, accessible, and fulfilling rather than relying only on promotional messages.
Effective inspiration comes from:
By focusing on lifestyle and learning, dealerships can ignite interest and help people see the possibilities before they ever think about buying.
When someone reaches out or walks through your doors, they’ve entered the Explore stage. This is when curiosity can turn into action—if it’s nurtured carefully.
Rather than leading with promotions or financing options, focus on mentoring. Ask questions about what attracts them to riding and what experiences they hope to have. Offer guidance about rider training, licensing, and different types of machines or vehicles suited to various riding interests.
Encourage them to experience riding in small, safe ways. Let them try on gear that matches their interests, sit on a bike or side-by-side, and even do a simple throttle orientation after explaining the basics.
When dealerships shift from selling to mentoring, they build trust. The goal is not to close a sale but to open a door.
Once a potential rider completes training or begins seriously considering a first ride, they enter the Engage stage. This is when the riding experience comes to life—and dealerships can make it memorable.
Dealerships can engage riders by:
Matching the right vehicle and gear to a rider’s experience level builds confidence and enjoyment. Pushing a model that exceeds their comfort zone often leads to frustration or fear. The right introduction makes all the difference.
The final stage, Integrate, is about helping new riders become part of the community. The journey doesn’t end when they ride away from the dealership—it continues with mentorship, events, and connection.
Dealerships can support integration by:
When dealerships create a welcoming environment for all riders—especially new ones—they build loyalty and become the go-to resource for the riding community.
The most successful dealerships are not just places to buy machines; they are the center of the riding community. By following the RideWithUs Journey to Motorcycling framework, dealerships can lead the way in growing ridership and creating lifelong customers.
Dealership teams that adopt this mindset inspire confidence, foster belonging, and ensure that every rider—whether new, returning, or seasoned—feels supported and understood. It all begins with a shift from selling to mentoring, and from transactions to relationships.
By helping riders at every stage—Inspire, Explore, Engage, and Integrate—dealerships strengthen not only their business but also the entire future of the powersports industry.
Presented by Andre Albert, Director of Marketing and Events, MIC; Cinnamon Kernes, VP Industry Growth, MIC; and Jared Burt, CEO, Herohub
Date: Wednesday, November 5, 2025
Join us to learn practical ways to implement the Inspire–Explore–Engage–Integrate framework in your store and turn first rides into lifelong relationships. Reserve your spot today.
.svg){kind=small}