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LARRY LITTLE RIDES OFF INTO THE SUNSET

  • Dealernews
  • Jul 02, 2020

 

"Looking back, I'm warmed by all the great people I've come to know in this amazing business of motorcycling and powersports, from dealers to aftermarket manufacturers to OEMs, and to have a true sense that an industry is made up and driven by a family of people and personalities, not just brands and companies," said Larry Little on his last day with the Motorcycle Industry Council. Little is retiring after more than 40 years in the powersports industry – from publishing, to consulting, to co-founding the American International Motorcycle Expo, to volunteer work for the Pediatric Brain Tumor Foundation, plus a long record of service with the MIC, including a decade as chair of its board of directors.

His biography showcases an extensive career in the powersports industry, stretching back to the 1970s. "I still recall, as a teenage motorcycle enthusiast, telling a teacher in high school that I wanted to work in the motorcycle industry," he said. "But I could have never imagined how fortunate I've been to be involved in the industry as I have." A lifelong rider, Little grew up on single-track trails in rural Upstate New York. His first industry role was selling advertising at Cycle News in 1978, followed by a stop at Motorcyclist magazine before joining Cycle World in 1981, becoming publisher in 1990.

In 2010, he left the magazine and formed The Little Group, a consultancy providing key industry insights including research on building a new industry trade show – which led to the launch of the AIMExpo. In 2011, Little joined that effort as VP and GM. Two years later, he was named the American Motorcyclist Association's Rider of the Year for his efforts as part of the AIMExpo launch team. In 2015, AIMExpo was acquired by the MIC, and Little became VP of MIC Events.

"In retrospect, my first involvement with the MIC came while I was the publisher at Cycle World and championing the early Discover Today's Motorcycling campaign to change public perception of motorcycling," Little said. "And it's pretty amazing that my last role at the MIC was in a similar effort to create a program to attract new riders to motorcycling."

"Looking ahead, my own family is enjoying getting settled in North Carolina and discovering the great motorcycle roads in the Southeast."

 

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