Andria Yu is the new vice president of communications for the Motorcycle Industry Council (MIC), Motorcycle Safety Foundation (MSF), Recreational Off-Highway Vehicle Association (ROHVA) and Specialty Vehicle Institute of America (SVIA). Yu served as director of media relations since joining the powersports associations in 2016 and before that had been the front-page editor at USA Today and chief night editor at The Baltimore Sun.
About Andria Yu
Bringing more than 17 years of journalism experience to the associations, she expanded national media outreach for powersports in her media relations role; helped shape public-facing communications campaigns; and elevated the visibility of motorcycling, ATV riding and side-by-side driving — and safety awareness — across a wide range of audiences.
Yu has played a key role in cultivating relationships with journalists, influencers and industry stakeholders across the country. She’s also a longtime on- and off-road motorcyclist and a certified MSF RiderCoach and DirtBike School Coach, and she has led training events and media rides that have helped introduce many beginners to the world of two-wheeling. She is also an ATV Safety Institute Instructor and ROHVA DriverCoach.
Yu is also an experienced spokesperson — who regularly appears on live TV — and video producer, contributing to major campaigns, press events and educational programs across the associations. In late 2024, she assumed a leadership role following the departure of the previous communications vice president, serving as the primary point of contact for the department. Her guidance ensured communications continuity across the associations during a pivotal transition.
What Yu Brings to the Powersports Organizations
“Andria brings clarity, strategy and a rider-first perspective to everything she does,” said Christy LaCurelle, president and CEO of the MIC, MSF, ROHVA and SVIA. “She’s played a key role in shaping how we communicate with our industry, our members and the public. Her insight and leadership are invaluable as we continue to grow and evolve. For nearly a decade, she’s helped tell the story of motorcycling to millions, worked with journalists and influencers across the country, and led media and influencer rides that assisted people in riding the right way. Her impact on the industry and our associations has been tremendous.”
“Strong and consistent communications, across our industry and especially for potential new riders, matter a great deal during this time of economic and marketplace change,” Yu said. “Our current and future association members need to know what’s happening in our industry, how the associations can benefit their companies, and how we can all pull in the same direction and make a difference through collective efforts. And we need to keep reaching out, through all forms of today’s mass media, with messages about the fun and joy that powersports brings to our lives and how to go about it safely. I look forward to working with all our associations’ departments — membership, government relations, market expansion, rider education, training operations, research, events and more — to help keep our members apprised of the work that we do so we can grow engagement and opportunities for all.”
