Royal Riding may have changed ownership, but the brand’s focus on being socially conscious and committed to comfort remains unchanged. The 2017 product range and new ownership will be rolling out at the Laughlin River Run, April 26. Brand founder Kris Hart will transition the business to new owner Rod Derifield and his team in order to focus her efforts on 4 Kids 2 Kids House of Hope charity effort.
“This is about much more than a business deal,” says former MAG exec Derifield. “Our core belief has always been to do the right thing… the opportunity to take the reins of Royal Riding and help Kris with her charitable efforts in the process was definitely the right thing to do.” Above and beyond the purchase price, Derifield’s ROR Brands company made a sizable donation to the 4 Kids 2 Kids program.
“Mahatma Gandhi said for us to ‘Be the change that you wish to see in the world,’” says Kris. After years in the motorcycle industry, she founded Royal Riding in 2009 with the goal to “enhance your riding experience better than you ever imagined.” Over the years she also coached young women in the foster care system to follow their dreams… as she had done with Royal Riding. Then one day, she realized she needed to follow her own advice. “It has been a great ride, but it is time to take the charity to the next level. Thank you to Rod for making it possible to be a change in the world, like Gandhi said.”
“ROR Brands is founded on strength of passion for the powersports industry and our commitment to elevate the riding experience,” adds Derifield. “The acquisition of Royal Riding and the opportunity to assist Kris in her passion to help children who have been exploited or abused is the proverbial win-win.”