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Sturgis Shifting Gears

  • Dealernews
  • Aug 03, 2022

Leah Whaley

Penny Tolrud


Just in time for the August rally, the Sturgis Motorcycle Museum & Hall Of Fame announces Leah Whaley as its new Executive Director. “I’m excited that Leah has joined the Sturgis Motorcycle Museum and Hall of Fame team,” said Museum Board President Paul Johnson. “She brings more than 20 years’ experience from the motorcycle industry and experience with non-profits.” Leah is an avid motorcyclist and is a member of the Motor Maids, Inc., the Antique Motorcycle Club of America and Harley Owners Group. She builds, restores and shows antique and custom motorcycles in her leisure time. She and her husband Dan moved to the Sturgis area just in time for the Rally this year.

The Sturgis Motorcycle Museum & Hall of Fame has also promoted Penny Tolrud to Museum Manager. Tolrud has served as the Gift Shop Manager since 2020 and brings a wealth of experience to the role. “Penny has been instrumental in growing the Museum’s retail environment and the Museum’s daily operations,” Museum Board President Paul Johnson stated. Established in 2001, the mission of the Sturgis Motorcycle Museum & Hall of Fame is to collect, preserve, and interpret the history of motorcycling, honor those who have made a significant impact on the sport and the lifestyle, and pay tribute to the heritage of the Sturgis Motorcycle Rally.


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