IRVINE, Calif., Jan. 24, 2024 — Erik Pritchard, president and CEO of the powersports industry’s leading trade and education associations – Motorcycle Industry Council, Motorcycle Safety Foundation, Specialty Vehicle Institute of America, and Recreational Off-Highway Vehicle Association – announced that he is pursuing new opportunities and will step down from his position at the associations on March 22, 2024.
“It has been a privilege to work with the boards, the member companies, the broader industry, and the talented staff at the associations,” Pritchard said. “We were able to help the powersports industry not only survive but grow during a global pandemic, and we launched numerous strategic programs to support future success. I’m confident that powersports will continue to be an important part of transportation and recreation in America, and that the associations will be there to help.”
Under Pritchard’s guidance, the Motorcycle Industry Council has grown as the voice for powersports. He led the way in establishing and enhancing key stakeholder relationships for the entire powersports industry, including with local and federal government officials, parallel industry associations, and additional powersports associations. During the COVID-19 pandemic, Pritchard helped navigate the industry through global shutdowns, led the team in working with the U.S. government to ensure powersports businesses could stay open, launched campaigns to position powersports as the perfect way to social distance, and provided tools to give businesses real-time information on guidelines and available support.
“Under Erik’s leadership over the past 10 years, the MIC has been strengthened as an association that’s keenly focused on ensuring the livelihood of our industry,” said MIC Chair Derek Brooks, motorcycle product line manager, Yamaha Motor Corporation, U.S.A. “The work Erik led, with the MIC government relations team, was directly responsible for keeping motorsports dealers’ doors open during COVID. He’s also led the charge to expand awareness of motorcycling and increase ridership. The powersports industry is in a stronger position because of Erik’s significant contributions.”
During Pritchard’s tenure, more than 1 million students enrolled in skills development courses with MSF, SVIA, and ROHVA. He also identified the need and ensured the development of expansion initiatives at both MIC and MSF that continue to inspire, engage, and integrate new and returning riders. This work led to the transformation of the MSF curriculum into 360 Rider, a comprehensive approach to rider education to meet the needs of students at every point in their rider journey.
“The entire training community and the millions of MSF students around the world have benefitted greatly from Erik’s visionary leadership,” said Croft Long, chair of the Motorcycle Safety Foundation. “He brought a high level of synergy across the associations, and he has navigated us through very challenging times, delivering the associations in a much stronger position to meet future demands.”
“Erik’s contributions to all the associations and the overall industry cannot be overstated,” said Ryan Stiver, chair of the Recreational Off-Highway Vehicle Association. “He continued to stand up for the powersports industry time and time again, helping us with government regulations, expanding trails access for OHV use, and truly protecting and promoting our industry. Through it all, Erik always sees and puts the people first. He will truly be missed in this position.”
“Under Erik’s leadership, we have evolved training to meet the challenges of the ever-changing landscape, as well as reinforce the training with safety messages across a variety of channels,” said Colin Miller, chair of the Specialty Vehicle Institute of America. “We achieved this in large part because Erik has a unique ability to see the broader powersports landscape and deliver added value to riders, the broader training community, and powersports companies.”
Pritchard’s legal background provided an integral foundation that enabled him to oversee and coordinate the industry’s standard-setting process and the industry’s responses to government agencies. But he also understood the need for better outreach to communities at large. At his direction, mainstream media communications were ramped up to reach hundreds of millions of people with messages relaying the serious fun that powersports vehicles can bring. He ensured that the MSF was properly recognized for 50 years of rider education and training, culminating with a U.S. Senate resolution honoring the MSF. And he helped revive the American International Motorcycle Expo, the U.S. powersports industry’s trade show, after the pandemic nearly shut it down for good. AIMExpo, in its 10th year, will be delivering the largest show in its history with a completely sold-out floor.
Pritchard began his work with the industry as outside legal counsel. He was hired as the organizations’ general counsel in 2014. In 2017, he became president of SVIA and ROHVA, and in 2019, he was appointed president and CEO of all four associations.
Details about the process to identify new leadership will be communicated at a later date.
MIC
The Motorcycle Industry Council, under its marquee market expansion brand, Ride With Us, is working to introduce everyone to the incomparable thrill of riding a motorcycle. The MIC is a not-for-profit trade association representing motorcycle manufacturers, distributors, aftermarket companies, dealers, retailers, and a variety of related organizations providing vital support to the powersports industry. The MIC advocates for fair policy and regulatory environments, works to deliver valuable data to the industry, and strives to bring the joy of riding to everyone, everywhere.
Established in 1914, the MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. Keep up with the industry association on X @followMIC, online at MIC.org, and through the weekly MIC RideReport.
SVIA
The Specialty Vehicle Institute of America is the not-for-profit national industry association promoting safe and responsible use of all-terrain vehicles (ATVs) through rider training, public awareness campaigns, and state legislation. The SVIA also works to preserve access to off-road riding areas and expand riding opportunities. Accredited by the American National Standards Institute, the SVIA develops standards for equipment, configuration, and performance requirements of ATVs. Based in Irvine, Calif., the SVIA is sponsored by American Honda Motor Co., Inc.; BRP, Inc.; CFMOTO Powersports, Inc.; Champion Motorsports Group, LLC; Kawasaki Motors Corp., U.S.A.; Polaris Inc.; Suzuki Motor USA, LLC; Textron Specialized Vehicles; and Yamaha Motor Corporation, U.S.A. Visit SVIA.org. For safety information or to enroll in the ATV RiderCourse nearest you, visit ATVSafety.org or call (800) 887-2887.
ASI
The All-Terrain Vehicle Safety Institute develops rider training programs and promotes the safe and responsible use of ATVs. The ASI works to reduce crashes and injuries resulting from improper ATV use. Formed in 1988, the ASI is a not-for-profit division of the Specialty Vehicle Institute of America. For safety information or to enroll in an ATV RiderCourse nearest you, visit ATVSafety.org or call (800) 887-2887.
MSF
The Motorcycle Safety Foundation promotes safety through rider training and education, operator licensing tests, and public information programs. MSF works with the federal government, state agencies, the military, and others to offer training for all skill levels so riders can enjoy a lifetime of safe, responsible motorcycling. Standards established by MSF have been recognized worldwide since 1973. The MSF is a not-for-profit organization endorsed by American Honda Motor Co., Inc.; BMW Motorrad USA; BRP, Inc.; Harley-Davidson Motor Company, Inc.; Indian Motorcycle; Kawasaki Motors Corp., U.S.A.; KTM North America, Inc.; Suzuki Motor USA, LLC; Triumph Motorcycles America; and Yamaha Motor Corporation, U.S.A. For safety information or to enroll in an MSF Basic RiderCourse near you, or to learn more about the many other MSF course offerings, visit MSF-USA.org or call (800) 446-9227. Follow @msf__usa to keep up with MSF on X, Facebook, and Instagram.
ROHVA
The Recreational Off-Highway Vehicle Association is the not-for-profit national industry association promoting safe and responsible use of ROVs (also called side-by-sides or UTVs). Accredited by the American National Standards Institute, ROHVA develops standards for the equipment, configuration, and performance requirements of ROVs.
Based in Irvine, Calif., ROHVA is sponsored by American Honda Motor Co., Inc.; BRP, Inc.; Kawasaki Motors Corp., U.S.A.; Polaris Inc.; Textron Specialized Vehicles; and Yamaha Motor Corporation, U.S.A. For safety information or to enroll in the ROV Basic DriverCourse nearest you, visit ROHVA.org or call (866) 267-2751.
