Gene Crouch
Michael Lock
On the eve of Daytona Short Track kicking off the 2023 AFT tittle chase, AMA Pro Racing announced that its board of managers has named Gene Crouch as Chief Executive Officer (CEO). Crouch, who has served as Chief Operating Officer since 2020, brings a wealth of multidisciplinary expertise and leadership capabilities gained from nearly two decades of motorsports experience. Meanwhile former AFT CEO Michael Lock transitions to a new role within the parent company.
“Gene has proven himself as an experienced and forward-looking leader,” said Mike Helton, Chairman of the AMA Pro Racing Board. “His knowledge of the motorcycle industry combined with his ability to balance all the stakeholders in AMA Pro will be important to the company’s future success.” Crouch has played an instrumental role in shaping the direction of AMA Pro Racing since joining the company when it was founded in 2008. He’s spearheaded several critically important initiatives, including developing AMA Pro Racing’s industry-leading timing & scoring as well as the innovative FansChoice.tv livestreaming service. Crouch has also played a critical role in securing major sponsorship and media rights agreements for the series brands that are operated out of the company’s Daytona Beach headquarters, including Progressive American Flat Track and American Hillclimb.
“I’m deeply honored and grateful to the Board for the opportunity to lead this incredible organization,” claimed Crouch. “The motorcycle racing industry has entered an unprecedented era of cooperation and collaboration. I look forward to working closely with the Board and our strategic partners as we usher in the next chapter of growth for the sport.”
As Chief Executive, Crouch will now provide strategic leadership for North America’s premier professional motorcycle racing organization. His primary directives include developing growth strategies for the company’s professional racing disciplines and fostering synergistic relationships with strategic partners and licensees, including the American Motorcyclist Association (AMA), MX Sports Pro Racing and Feld Motor Sports.
Crouch takes the baton as CEO from predecessor Michael Lock, who led the strategy to revitalize Progressive American Flat Track after taking the helm in 2016. Lock will now transition to the role of Executive Consultant. “Today marks the start of a new chapter for me,” noted Lock. “After two terms and 7 years as CEO of AMA Pro Racing, I leave American Flat Track in rude health and get to work on exciting new projects across the NASCAR group. We are 100 days away from flying the flag for stock car racing at the 24 Hours of Le Mans with the Garage 56 project and many other international initiatives coming down the pipe. Onwards and upwards!”
Both Crouch and Lock will assume their new roles effective immediately.