A New Showcase of the Growing Influence of Custom Bike Building

IRVINE, Calif. (June 24, 2016) – In recognition of the continued rise in popularity and influence of the custom bike-building culture of motorcycling, the American International Motorcycle Expo (AIMExpo) has unveiled a brand new showcase for 2016 known as “Custom Culture at AIMExpo.” Key components are the Championship of the Americas bike builders competition, the Standard Motorcycle Co. Showcase, millennial artisans, bike builders, and more. There will also be a chance to meet Custom Culture ambassador Leticia Cline. Custom Culture broadens AIMExpo’s V-Twin initiative that was introduced at the 2015 event, developing an added focus on what is the most popular segment for younger millennial riders and do-it-yourself enthusiasts. The 2016 AIMExpo will take place from October 13-16 from the North Hall at the Orange County Convention Center (OCCC) in Orlando, Florida.

Custom Culture Logo Black

“The Custom Culture movement is one of the most progressive segments in the powersports industry today and is being driven by a younger demographic who are often new riders, and is a segment we want to welcome and embrace,” said Larry Little, Vice President & General Manager, MIC Events. “Custom Culture at AIMExpo recognizes the increasing influence of Generation Y millennial riders and is an important element of AIMExpo’s evolution to engage with and generate enthusiasm among these new riders.“

The inaugural Championship of Americas builder’s competition in 2015 was a resounding success for participants and attendees. With its distinction as a qualifying round for the AMD World Championships at Intermot in Germany, it is the destination event of choice for any competitive builder. The 2016 competition will once again consist of four classes – Performance Custom, Street Custom, Retro Custom, and Freestyle Custom, from which the winner will join Team America at the 2018 AMD World Championship.


The Standard Motorcycle Co. Showcase is presented by one of the leading custom builders and industry icons, Jason Paul Michaels. JPM will construct a replica of his new Standard Motorcycle Co-op – Orlando’s first motorcycle-inspired third-space – and will feature some of his own custom builds alongside those of fellow builders, all based around the café and bobber styling so popular today. The Showcase will also serve as a gathering point for the Championship of the Americas builders making it a great place to get answers to those project questions, take advantage of unique photo opportunities, and be immersed in all things custom. Custom Culture ambassador Leticia Cline will also be on hand to meet with attendees during both the trade and consumer days of AIMExpo.

AIMExpo will also host “Our Changing Industry, A Millennial Roundtable,” a trade attendee forum on understanding the needs of and relating to this important demographic segment. Hear from leaders in the Custom Culture movement describe their approaches to this new generation of rider who possess unique desires and preferences in their riding experience, opening the door for new business opportunities that can carry the industry into the future.


“Millennials are the new economic power and their preferences of an urban lifestyle and collecting experiences, rather than possessions, poses some great opportunities for those willing to connect,” said Bob Kay, Custom Culture Director at AIMExpo. “Motorcycle customization is an important part of their lifestyle, but with a more functional approach and an openness to just about any platform, without restriction of brand loyalty. It’s an untapped avenue for traditional custom companies to expand their audience and their product offerings.”

Complementing the debut of Custom Culture will be the return of the ‘Made in America’ showcase of exhibitors whose products and services are created by American ingenuity, which includes numerous custom and V-Twin exhibitors. Attendees will also enjoy new product launches from hundreds of exhibitors across the show floor and an expansive demo space at AIMExpo Outdoors! The AIMExpo platform creates the opportunity to connect with others throughout the industry at numerous networking events, while dealer attendees can take advantage of the unparalleled curriculum of the Powersports DEALER Seminars presented by PowerSports Business during the two trade days of AIMExpo, October 13 & 14.