Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/1524889
New Chapter For Troy Lee T roy Lee Designs enters a new chapter for the brand after announcing that its original founder, Troy Lee himself, is buying back the company and moving it forward as an independent entity. The move comes after TLD was purchased by the 2Ride Group just two years ago. Troy Lee will continue to play a crucial role as the chairman, strategic brand advi - sor, and inspirational leader of the brand. "I'm incredibly passionate about our brand and our future," said Troy Lee. "With strong leader - ship and dedicated partners, I'm stoked for what's ahead. Peace and wheelies!" Jon-Erik Burleson, CEO of Troy Lee Designs, said, "Over the past nine months, with the invaluable sup - port of 2Ride, we have built a robust platform. As an independent company, we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be." A statement from 2Ride Group: "2Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder. The brand's return to independence should give it the agility it needs to strengthen its market positioning with an 'Art and Speed' approach. We wish them the greatest suc - cess!" CN WIND IN THE P34 Troy Lee is back in control of his own business. LaCurelle Named President & Chief Executive Officer T he independent boards of the Motorcycle Industry Council, Motorcycle Safety Foun- dation, Specialty Vehicle Institute of America, and the Recreational Off-Highway Vehicle As- sociation voted to select Christy LaCurelle as President and Chief Executive Officer of all four powersports associations, represent- ing stakeholders across the industry. "I have made it my life's work to help as many people as possible learn and love life on two, three, and four wheels, and being able to bring my marketing expertise and powersports passion to lead these asso - ciations is a privilege," said LaCurelle. "I am looking forward to working with the teams to get more people riding and driving, to take training, and to always practice safe riding and driving habits, whether they are on the road or the trail." "With Christy's 20 years of experience, spanning all aspects of powersports, and deep industry connections, she will be able to hit the ground running and lead the teams to continued success," said Derek Brooks, Chair of the Motorcycle Industry Council. LaCurelle's first day at the helm of the associations will be September 3. Scott Schloegel (interim President and CEO of the Associations) and Diana Sanchez (interim Acting Chief Operating Officer) will remain in their current roles through September 3. CN Christy LaCurelle to lead the independent boards of the Motorcycle Industry Council, Motorcycle Safety Foundation, Specialty Vehicle Institute of America, and the Recreational Off- Highway Vehicle Association.