Motorcycle Media Amplifies Political Divide, Hurting Industry Growth

Motorcycle sales decline as industry's most influential media voices promote divisive political views that alienate younger, more diverse potential riders.

Apr. 12, 2026 at 4:04am

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An extreme close-up of a motorcycle handlebar grip, revealing the intricate textures and colors of the pebbled leather material, conceptually representing the craftsmanship and raw materials of the motorcycle industry.The motorcycle industry's struggle to attract younger, more diverse riders is complicated by political divisions within its own media ecosystem.Thousand Oaks Today

US motorcycle sales fell 7.6% in 2025, with the median buyer now 50 years old. The editors of some of the industry's most prominent media outlets, like Ultimate Motorcycling, are described as outspoken supporters of far-right political views that are at odds with the diverse demographics the industry is trying to attract. This cultural divide is hampering the industry's efforts to recruit the next generation of riders.

Why it matters

The motorcycle industry is facing an existential crisis as its customer base ages out and younger, more diverse riders fail to materialize. The political identity promoted by some of the most influential media voices in the space is alienating the very demographics the industry needs to court in order to survive.

The details

Ultimate Motorcycling, one of the most-trafficked motorcycle media properties in the US, is powered by two figures - Arthur Coldwells, the founder and president, and Don Williams, the editor. Sources describe them as outspoken supporters of MAGA politics, whose personal social media activity reflects views that are at odds with the industry's efforts to appeal to younger, more diverse riders. While their editorial content is not overtly political, their personal views are seen as contributing to a cultural divide that is hurting the industry's growth.

  • US motorcycle sales fell 7.6% in 2025, the second consecutive year of declines.
  • The median age of US motorcycle owners has climbed from 27 in 1985 to 50 in 2018.

The players

Ultimate Motorcycling

A leading digital motorcycle media property in the US, ranked roughly 6th in the domestic category by Similarweb data. It is powered by Arthur Coldwells, the founder and president, and Don Williams, the editor.

Motorcycle Industry Council (MIC)

The trade association for the US motorcycle industry, which launched the 'Ride With Us' recruitment campaign in 2021 to counter the industry's cultural narrowing and attract a more diverse rider base.

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What they’re saying

“This is not designed to be a quick fix, nor is it just about sales. It's about showing people how motorcycles can fit into and enrich their lives, no matter where they live, what they do, what their hobbies are, or how old or young they are.”

— Chuck Boderman, VP and former MIC board chair

What’s next

The industry will need to closely examine the political views and messaging of the media outlets it partners with, to ensure they align with the industry's efforts to attract a more diverse rider base.

The takeaway

The motorcycle industry's cultural divide, amplified by the political views of some influential media voices, is hampering its ability to recruit the next generation of riders and threatening the long-term viability of the sport.