Motorcycle industry executive Larry Little has been named chairman of the board of the Pediatric Brain Tumor Foundation, the leading nonprofit funder of research into one of the deadliest forms of childhood cancer.

Little, vice president and general manager of Motorcycle Industry Council (MIC) Events in Irvine, Calif., is co-creator of the American International Motorcycle Expo (AIMExpo), the annual go-to powersports industry event for trade, media and the public. He has served on the PBTF Board since 2004, most recently as vice chair, and succeeds Chris Hoefflin as chair.

“I am deeply honored to accept this leadership role, and grateful to my predecessor for his dedication to this cause and his mentorship of me,” said Little. “The PBTF’s mission is near and dear to my heart, and I’m excited about partnering with staff, volunteers, donors, sponsors and other supporters to move the needle closer to a cure for this deadly disease.”

The PBTF’s largest fundraising program, Ride for Kids, is a national motorcycle event that attracts thousands of riders to raise money for childhood brain tumor research and family services.

Little got involved with the PBTF through his work as publisher, senior vice president and chief brand officer of Cycle World magazine. He helped establish both the Joseph C. Parkhurst Education Fund to support the foundation’s college scholarship program for brain tumor survivors, and the Ride for Kids/Cycle World project bikes benefiting the foundation.

A former member and chairman of the board of directors of the Motorcycle Industry Council, Little graduated from the State University of New York College at Oneonta with a bachelor of science degree in business economics.

“Larry and I have worked closely together since I joined the PBTF in 2012,” said Robin Boettcher, president and CEO. “His business acumen, in-depth knowledge of the motorcycle industry and heartfelt compassion for children with brain tumors make him the perfect person to lead our board.”