How to Network Effectively in the Motorcycle Industry
Creating genuine, lasting professional connections specifically in the motorcycle industry can make a huge difference to your career and the success of your brand. Our latest blog post is a full exploration of the most effective methods to build a strong network of contacts throughout the industry.
We’ll cover the proven and authentic ways to build meaningful connections in the motorcycle industry. We’ll also examine some of the nuances in American, Asian and European markets and how the approach should differ in each.
We will explore how to do this effectively in person at real-world events versus online networking, regardless of your professional level, age, background, location or knowledge of motorcycles.
Make the Most of Motorcycle Industry Events
Attending the right industry events is one of the best ways to build your professional network. Major shows such as EICMA in Milan, AIMExpo in the USA and Motorcycle Live in the UK bring together manufacturers, suppliers, distributors, retailers, media, influencers and other industry professionals under one roof.
Our Motorcycle Industry Event Calendar is a useful starting point for planning your attendance.
But don't limit yourself to traditional trade shows. Motorcycle races, track days, festivals, ride-outs and local gatherings can be equally productive, often providing a more relaxed environment for making connections.
Depending on your particular interests and objectives, consider MotoGP, WorldSBK, MXGP, MotoAmerica, British Superbikes or Spain's national racing championships. Events such as Daytona Bike Week, Red Bull Romaniacs, the Malle Mile Festival, Wheels and Waves and the ABR Festival attract their own distinct communities of riders and industry contacts.
Also, visiting well-known rider meeting places such as Jane Motorcycles in Brooklyn, New York, London's Bike Shed Motorcycle Club or Rocco’s Ranch just outside Barcelona can provide opportunities to meet interesting people.
Use Your Shared Passion for Motorcycles
One of the things that makes networking in the motorcycle industry different is the genuine passion so many people share for riding.
It certainly helps if you're a motorcycle rider yourself and can put yourself in situations where you'll ride alongside other industry contacts. Shared experiences on two wheels can create meaningful connections that go well beyond exchanging business cards.
Our founder, Thalassa van Beek, has regularly attended events such as EICMA and the ABR Festival for years. ABR is of particular interest because her preferred style of riding is adventure, on her faithful Yamaha Ténéré.
She's also taken part in the Ténéré Travel Trophy, meeting brand ambassadors, dealership owners, Yamaha employees, mechanics, photographers and others along the way. These are authentic connections based on a shared passion for ADV riding that can last a lifetime.
If you don't yet ride a motorcycle, don't worry too much. You'll generally find that riders and industry professionals are a welcoming bunch anyway.
Make Connections Before, During and After Events
Don't leave everything to chance when attending a major event. You definitely don’t need to be an exhibitor at a major event to network successfully and meet new contacts there, but you should do your homework beforehand.
Look up which brands will be attending if you are heading to a specific show, then make connections in advance via LinkedIn, Instagram or email, asking people you'd like to meet whether they'll be attending and might have time for a coffee.
When you're there, have a physical business card handy. Not everyone carries them these days, so the novelty of giving or receiving one can sometimes resonate. Relevant printed material about your company can also be useful.
Alternatively, make sure you have a good mobile connection and can smoothly exchange details through LinkedIn, Instagram, WhatsApp or email. Choose whichever method is most appropriate to your role and the person you're meeting.
Follow up afterward, too. Even if you didn't get the chance to introduce yourself, there's nothing wrong with sending a message along the lines of: "I saw you at EICMA but didn't get the chance to say hello. I really enjoyed your presentation and wanted to introduce myself."
You can even build valuable industry connections entirely online, without ever meeting face to face, if that’s more suitable to your budget and physical location. LinkedIn, Instagram, TikTok, Reddit threads, industry forums and relevant Facebook and WhatsApp groups are all useful online spaces to start conversations in, exchange ideas and develop professional relationships with people across the global motorcycle industry. Regular, genuine interaction can be just as important as making that initial in-person introduction.
Focus on Relevant Contacts, Not Impressive Job Titles
It's great to meet CEOs and founders, but don't be blinded by C-suite aura or flashy job titles.
The most valuable connection for you might actually be a buyer, marketing manager, athlete liaison officer, engineer, lead designer, head of sales or commercial officer.
Think about who is most relevant to your role, your objectives and the work you're trying to achieve.
If you're looking to connect with famous riders, World Champions, actors who love motorcycles or major influencers, it's always best to go through official channels such as their agent, manager or team press officer.
Talent agents and press officers are often extremely useful contacts in their own right, with extensive networks built over many years.
Don’t Push the Commercial Agenda Too Hard
Commercial success, especially in the motorcycle industry, is often about professional reputation, trust and human connections. It's about combining that human side with the most effective commercial matchups to advance your objectives.
We find it can sometimes be unwise to immediately push a commercial agenda at the beginning of a conversation.
Of course, be transparent and upfront about what you're working on and what you're trying to achieve professionally. But there's a difference between explaining your interests and launching into an aggressive sales pitch before you've established any chemistry.
Take an interest in the other person's work, find out what kind of motorcycles and riding scenes they are into, listen properly and look for areas of genuine mutual benefit.
Adapt Your Approach to Different International Markets
The motorcycle industry is global, but networking customs aren't identical everywhere. In the USA, direct introductions and a relatively informal approach can work well, particularly at trade shows and racing events. In many European markets, shared riding interests and established industry relationships can be particularly helpful in opening doors.
Across Asia, approaches vary considerably between markets such as Japan, India, Thailand and Indonesia. In Japan, for example, introductions, professional etiquette and respect for seniority carry particular importance.
Don't assume that the networking style you're comfortable with at home will automatically translate to another country. Get to know those local business customs, respect the cultural differences and take the time to understand how relationships are typically established.
Nurture Your Industry Connections Over the Years
Keep in touch with your long-term industry connections. Their careers will evolve, people will change companies and you'll be able to advise each other and introduce each other to new contacts over time.
There’s no need to let thoughts such as "I haven't spoken to that person for years. I don't want to bother them," hold you back. People are often delighted to hear from lapsed contacts and old industry friends.
Mutual connections, sometimes even people you don't know particularly well, are often happy to make professional introductions when the connection is logical and helpful to both parties.
The important thing is that they can trust you won't immediately subject their contact to an aggressive hard sell.
Ultimately, a strong motorcycle industry network isn't something you build from a single trade show or LinkedIn outreach campaign. It's the result of years of genuine conversations, shared experiences, professional trust and staying in touch with the right people.
Building a strong network in the motorcycle industry takes time, but the relationships you develop along the way can open doors to new opportunities, partnerships, ideas and collaborations for years to come. At Motorcycle Marketing, our team has built an extensive international network across the motorcycle industry, connecting with brands, riders, media, influencers, event organisers and other industry professionals around the world. If you’re looking to make the right connections, build new partnerships or strengthen your brand’s presence within the industry, get in touch to see how we can help.
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