Motorcycle Industry Council Interview with Robin Hartfiel at AIMExpo 2026
This Motorcycle Industry Council interview with Robin Hartfiel took place during AIMExpo 2026 in Anaheim, California. During the discussion, the Notícias do revendedor editor and MIC board member shared insights on powersports advocacy, industry relationships, rider culture, AIMExpo, and how the Motorcycle Industry Council helped support the industry during the pandemic.
This interview is part of the ongoing Marcas que conhecemos interview series, where Dirtbag Brands sits down with influential voices across the powersports industry.
Motorcycle Industry Council Interview Covers Advocacy, AIMExpo, and Rider Culture
During the interview, Robin Hartfiel explained that many newer riders and business owners only know AIMExpo as the modern trade show for powersports. However, the industry operated around DealerExpo for decades before AIMExpo existed. As the industry evolved, the Motorcycle Industry Council stepped in to purchase AIMExpo and continue providing a centralized event that connects OEMs, aftermarket companies, dealers, media, and industry professionals.
Robin discussed how AIMExpo became more than a trade show. Instead, it became a meeting point for relationships, product launches, and long-term industry collaboration. Furthermore, he explained how Dealernews historically remained closely tied to these events, which created a strong connection between industry media and powersports business development.
What the Motorcycle Industry Council (MIC) Actually Does
Many riders recognize the Motorcycle Industry Council name, but few fully understand the role the organization plays behind the scenes. Robin explained that the MIC exists to promote, protect, and advocate for the powersports industry at every level.
The interview also explored how the MIC umbrella includes organizations such as:
- ROHVA (Recreational Off-Highway Vehicle Association)
- Specialty Vehicle Institute of America (SVIA)
- Motorcycle Safety Foundation (MSF)
- AIMExpo
In addition, Robin discussed how these organizations share resources while maintaining independent leadership structures. Because of this approach, the MIC supports everything from government relations to rider safety initiatives and trade show coordination.
The conversation also highlighted Christy LaCurelle’s leadership role within the organization and how the MIC continues adapting alongside the changing powersports landscape.
How MIC Helped Keep Powersports Alive During the Pandemic
One of the most important moments in the interview centered around the pandemic and the work the MIC performed behind the scenes. Robin explained that the MIC’s legal and government relations teams successfully helped classify powersports as an essential industry during the COVID pandemic.
As a result, dealerships stayed open while many other industries shut down completely. Powersports sales surged during this period because riders and families searched for outdoor recreation and social distancing opportunities.
From the Dirtbag Brands perspective, this moment carried major significance. The company launched only weeks before the pandemic declaration, which created uncertainty about the future. However, the industry adapted quickly, and powersports ultimately experienced explosive growth during that period.
Robin also praised Scott Schloegel and the MIC government relations team for anticipating legislative developments and maintaining strong relationships on Capitol Hill.
Government Advocacy, Capitol Hill, and Industry Representation
The conversation also explored the advocacy side of the powersports industry. Robin discussed how the MIC organizes Washington DC fly-ins where powersports professionals meet directly with congressional representatives to discuss legislation affecting the industry.
In addition, Robin shared stories involving Senator Joni Ernst from Iowa and her involvement with the motorcycle caucus. These examples demonstrated how deeply connected the powersports industry remains within government advocacy and legislative efforts.
Many riders never see this side of the industry. However, organizations like the MIC work constantly behind the scenes to protect access, support businesses, and preserve riding freedoms for future generations.
Why Relationships Still Matter in Powersports
Throughout the interview, one theme appeared repeatedly: relationships matter. Robin explained that the powersports industry remains heavily relationship-driven despite technological changes and shifting business trends.
The discussion reflected on:
- long-term friendships
- mentorship
- industry collaboration
- dealer relationships
- media partnerships
- emerging brands
Robin also shared that one of the most rewarding parts of his career involves watching brands grow and succeed over time. For Dirtbag Brands, that statement carried personal significance because Dealernews interviewed the company during its earliest stages.
The conversation reinforced the idea that powersports still operates as a community built around trust, shared experiences, and passion for riding.
Over the last several years, Dirtbag Brands has continued expanding its media presence through interviews, product features, and industry coverage documented throughout the company’s Sala de mídia.
Dirtbag Brands was built around long-term industry relationships, dealer support, and real-world product experience rather than influencer-driven marketing.
“There’s Not an App to Go Ride”
The emotional core of the interview arrived near the end of the conversation when Robin discussed why powersports continues to resonate so deeply with riders.
Robin explained that only a small percentage of people experience the intense emotional connection tied to powersports, adventure, and riding. He described how nearly every rider remembers the first time they twisted a throttle and experienced that visceral feeling of freedom.
Later in the interview, Robin made a statement that perfectly summarized the entire conversation:
“There’s not an app to go ride.”
That statement captured the deeper meaning behind powersports culture. Riding creates experiences that cannot come from a phone, algorithm, or screen. Instead, powersports reconnects people with adventure, freedom, and real-world experiences.
As technology increasingly dominates everyday life, that message may resonate now more than ever.
That same long-term mindset also influences how Dirtbag Brands approaches product engineering, particularly in areas like vibration reduction, durability, and real-world rider experience.
Final Thoughts from AIMExpo 2026
The interview with Robin Hartfiel became far more than a discussion about trade shows or organizations. Instead, it evolved into a broader conversation about freedom, relationships, advocacy, and the future of powersports itself.
From AIMExpo and Dealernews to the MIC and rider culture, the discussion highlighted the unseen work that keeps the industry moving forward. More importantly, it reinforced why powersports continues to matter to so many riders, families, businesses, and enthusiasts across the country.
As the industry continues evolving, conversations like this help preserve the history, culture, and people who built it.
Perguntas frequentes
The Motorcycle Industry Council (MIC) is a national powersports industry organization that advocates for motorcycle, ATV, UTV, and recreational vehicle manufacturers, distributors, dealers, and aftermarket companies. The MIC also supports organizations such as ROHVA, the Specialty Vehicle Institute of America (SVIA), the Motorcycle Safety Foundation (MSF), and AIMExpo.
AIMExpo is one of the largest powersports industry trade shows in North America. The event brings together OEM manufacturers, aftermarket companies, dealers, media, and industry professionals to showcase new products, discuss industry trends, and build business relationships.
Robin Hartfiel is the editor of Dealernews and a board member of the Motorcycle Industry Council (MIC). He has spent decades covering the powersports industry and has interviewed many of the leading brands, manufacturers, and personalities within the industry.
Organizations connected to the Motorcycle Industry Council include:
ROHVA (Recreational Off-Highway Vehicle Association)
Specialty Vehicle Institute of America (SVIA)
Motorcycle Safety Foundation (MSF)
AIMExpo
These organizations help support rider safety, advocacy, industry growth, and off-road vehicle education.
During the COVID pandemic, the Motorcycle Industry Council helped advocate for powersports businesses and supported efforts that classified the industry as essential. This allowed many dealerships and businesses to continue operating while outdoor recreation demand increased nationwide.
Rider culture creates strong personal connections between enthusiasts, businesses, dealers, and manufacturers. Throughout the interview, Robin Hartfiel explained how powersports continues to thrive because of shared experiences, relationships, adventure, and the emotional connection riders feel when they ride.
Isenção de responsabilidade
The views and opinions expressed during this interview are those of the individuals participating in the discussion and do not necessarily reflect the official positions of the Motorcycle Industry Council (MIC), Dealernews, AIMExpo, ROHVA, SVIA, or the Motorcycle Safety Foundation (MSF). This interview was recorded at AIMExpo 2026 in Anaheim, California, as part of the Dirtbag Brands “Brands We Know” interview series.
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