A New Era of Leadership
Christy LaCurelle, in the role of President and CEO at both the Motorcycle Industry Council (MIC) and the Motorcycle Safety Foundation (MSF), marks a significant moment for women in motorcycling. As the first woman to hold this position, LaCurelle is poised to shape the future of the industry with a focus on inclusivity, safety, and expanding ridership.
LaCurelle: Bringing Visibility to Industry Efforts
One of LaCurelle’s top priorities is to make the MIC’s work more visible. She acknowledges that much of the association’s efforts, particularly in government relations, have historically operated behind the scenes. However, she believes there is an opportunity to bring forward more of the positive contributions the MIC and MSF are making, such as safety initiatives and rider outreach programs.
Women as a Growing Force in Motorcycling
LaCurelle doesn’t want gender to be the focus of her leadership. “I applied for the job because of my passion for motorcycling and my experience,” she says. “I wanted to help grow ridership and the industry overall.” While she recognizes that the motorcycle industry is still male dominated, she sees a lot of growth potential for women as riders, consumers, and as industry leaders.
“We actually have many women in leadership positions at the MIC and MSF,” LaCurelle says, “and I encourage any woman who wants to get involved in powersports to go for it! Apply for the job and seek out opportunities.”
With women recognized as one of the fastest-growing segments in motorcycling, our influence is undeniable. LaCurelle points to additional statistics from the MSF’s recent RIDE Day events, where more than 40% of participants are women, highlighting strong interest from this growing segment.
The Power of Women in Motorcycling
Research shows that women make a large percentage of household purchasing decisions, and their involvement in motorcycling often leads to entire families participating in the sport. LaCurelle, as both a leader and a mother of three young riders, understands this dynamic firsthand. She sees women’s involvement as a key driver for industry growth, both in new riders and future generations.
Encouraging Youth and Family Participation
LaCurelle is particularly excited about the growing influence of electric bikes in introducing young riders to two wheels. She sees these bikes as a gateway to traditional motorcycles, making riding more accessible and less intimidating for families who might not have otherwise considered it. “Like any activity, helping kids and families learn about all aspects of motorcycling, from how they can start to where they can get training, helps make it that much more fun and attainable for everyone,” LaCurelle says.
Collaboration and Expanding Outreach
LaCurelle has prioritized collaboration between the MIC and the American Motorcyclist Association (AMA), an effort that is relatively new to the two associations. She maintains regular discussions with the AMA and other industry stakeholders to ensure alignment on key issues such as land access and safety regulations.
She is also exploring ways to connect directly with consumers, working on surveys to understand riders' needs better and developing partnerships with platforms like Women Riders Now to provide valuable information and guidance.
A New Voice on the MIC Board
Ashmore Ellis
As the first woman to have been elected to the MIC Board of Directors, I am thrilled about the recent news of Ashmore Ellis joining the board which has been primarily made up of men over the years. LaCurelle shares that Ellis was deeply engaged throughout the election process and eager to contribute. With a fresh perspective and the ability to rally diverse groups, Ellis brings new energy to the board.
LaCurelle notes that the current board is more focused on action and inclusivity. She emphasizes that today’s discussions center on growing motorcycling across all demographics. The shift toward meaningful progress aligns with MIC’s broader initiative to increase ridership and diversity within the industry.
A Vision for the Future
LaCurelle’s leadership is already shifting the MIC’s approach to communication. While the industry has traditionally emphasized safety, she stresses the importance of also promoting the fun and excitement of motorcycling. By enhancing outreach, increasing visibility, and fostering inclusivity, she aims to create a thriving future for all riders, especially women and families.
She is also planning on attending upcoming riding events and rallies (to be announced), exemplifying her hands-on approach to engaging with the community. With her extensive experience and passion for riding, LaCurelle is set to lead the industry into a new, more inclusive era—one where women and the next generation of riders play a crucial role in shaping the future of motorcycling.
