Motorcycle Industry Council Launches 'Gear Up Every Ride' Initiative

Gear Up Every Ride, a new initiative built around innovative ways of encouraging riders to use proper motorcycling apparel, is launching during May’s Motorcycle Safety Awareness Month. The program was designed by the Motorcycle Industry Council’s Rider Safety Committee – a team of experts representing riding gear manufacturers, distributors and marketers. Gear Up will rollout on May 1 with a new website (gearupeveryride.org) and an online contest featuring nearly $10,000 in prizes and growing.

“Gear Up is designed to be more of a movement than a public awareness campaign,” said Eric Anderson, president of VROOM Network and chair of MIC’s Rider Safety Committee. “We want to inspire a fundamental shift in the way riders think, encouraging them to express themselves and the independent spirit of motorcycling through their riding gear. At the same time, we want to help motorcyclists make educated decisions. It’s not about shaming riders to do the right thing. It’s about providing good information and encouragement to make wise choices.”

The committee also includes Paolo Bacchiarello of REV’IT!, Doug Chapman of Scorpion Sports, George Colvin of Ducati North America, Corey Eastman of Bonnier Corporation, Kevin Hagerty of MotoQuest, Richard Kimes of Helmet House, Mark Kincart of Klim, Randy Northrup of Schuberth North America & Held North America and Sarah Schilke of BMW Motorrad USA.

Gear Up Every Ride is based on the core principles of education, preparation and inspiration. The Gear Up team believes that informing riders of the latest developments and trends in protective equipment will allow them to make the best decisions about the gear they wear. Gear Up is also designed to better prepare riders for the road ahead, guiding them toward the right apparel to take on the challenges that the road and weather might present. And in order to change riders’ perception of safety gear, the Gear Up campaign will present riding equipment with inspiration in mind, in a way that communicates the depth of individual styles and the avenues of self-expression available to riders through their gear.

Gear Up Every Ride will go live on May 1 with its new website, a social media campaign and a month-long contest giving riders a chance to win moto prizes in exchange for posting photos that encompass the theme of #GearUpEveryRide on Instagram. Gear Up’s panel of judges will select the grand prize winner, while weekly winners will be randomly chosen. The complete list of rules is available on gearupeveryride.org.

This initial round of prizes will be provided by MIC aftermarket members Aerostich, Bell, BMW Motorrad USA, Held, HJC, MotoQuest, REV’IT!, Schuberth and Scorpion. The grand prize is a complete set of gear of the winner’s choice from BMW Motorrad USA. This includes a jacket, a pair of pants, a pair of gloves, a pair of boots and a S2, C3 or C3W helmet from Schuberth North America. Weekly winners will be randomly chosen. The complete list of rules is available on the website gearupeveryride.org.

For more information: mic.org.

The Sturgis Motorcycle Museum and Hall of Fame recently named Marilyn Stemp and Steve Piehl to its board of directors.

Stemp is a pioneering figure in the motorcycle industry, founding IronWorks Magazine with her late husband, Dennis, and becoming the first female editor of a nationally circulated, mainstream motorcycle magazine. She also revived their trade magazine, Iron Trader News; edits the monthly Kiwi Indian News; contributes to several powersports media outlets; and is the founding editor of Sturgis Rider Daily. Stemp is a noted editor and writer of several motorcycle-focused books. Her consistent support for charitable efforts in the industry include the annual Biker Belles Celebration, Las Vegas BikeFest and as campaign chair for the Sturgis Motorcycle Museum’s development plan in 2014. She co-founded the Flying Piston charity events taking place in Daytona and Sturgis each year and is a National Ambassador for All Kids Bike. Stemp was inducted into both the Las Vegas Motorcycle Hall of Fame and the Sturgis Museum's Hall of Fame in 2018, and in 2022 she was recognized as one of the Top 100 Women in Powersports by DealerNews.