Heartland USA, known for its E-Z Rear Fender Conversions and accessories for the American V-Twin marketplace for the last 20 years is now under new ownership. Jim Grove, the former owner, has retired from the motorcycle industry, passing the company on to his director of sales and marketing and a V-Twin industry veteran, Lonny Spiva.
Spiva has worked for companies such as Bikers Choice, Chrome Chrome, Hard Drive and Renegade Wheels. Grove says, “Lonny was the first choice to carry the Heartland USA brand into the future. In the three plus years that Lonny was here at Heartland, his fingerprints can be found all over this brand. He was instrumental in developing the first HL catalog.”
“I was excited when Jim called, I have always loved the Heartland Brand and now I have been given the chance to be a part of it in a very big way!” Lonny said. “I feel I’ve come home and I’m looking forward to conservatorship of the Heartland brand.”
Grove stated, “I know that HL will be in good hands with Lonny at the wheel. He has a passion for HL as much or more than I do.”
For more information: www.heartlandbiker.com.
