2024 Year-end Recap and Looking Ahead to 2025
With MotoAmerica, ASRA, CCS and CMRA now having wrapped up their race seasons, we’re well on our way to 2025 planning. It’s funny, every year people ask us, “Are you guys looking forward to the offseason so you can get a break?” and we just sort of laugh! The truth is, the winter months are actually busier than the race season!
Case in point: Over the last few weeks alone we drove from Texas to Las Vegas for the SEMA show, San Diego for the Micromobility America convention, Chuckwalla Raceway for CVMA, then back to Wichita for a few days before flying to Miami for a meeting. In fact, I’m writing this from an airport bar in St.Louis as we kill a four-hour layover with a couple mimosas and some breakfast. Yes I’m having a drink at 9:00am but given the schedule I just laid out, can you blame me?!
I think at this point we’re close enough to the end of the year that we can reflect on 2024 and I gotta say, it was a huge year for Bison. We supported more riders than ever, we welcomed thousands of riders to The Herd from all over the globe and we dropped some amazing new products that have had an amazing reception from everyone who has used them! Equally awesome, we established exciting new partnerships with Trackside Partners, Authorized Repair and Alterations Partners, Authorized Measurement Partners, Dealers and Organizations across North America.
With all of that behind us, it’s time to look to 2025 and all of the amazingness on the horizon! As you may know, we’re vigilant about staying proactive about what’s to come. Whether it’s hiring people and implementing processes to make your purchase experience more pleasant, seeking new materials and construction processes to make your gear safer and more comfortable, or tackling new segments to expand our offerings, we’re all about investing for the future. Naturally, 2025 looks incredibly promising.
Building the Bison Team
Let’s start with our people. Over the course of the season we quietly added four new members to the team: Morgan Tinch joined us as a Gear Customization Specialist, Grover Crawford (Owner of Sage Tailoring) was brought in as a Product Quality Specialist, our son Carter Lackey joined the team officially as a Product Specialist and Ryan Nall was named Bison Partner Program Specialist in order to provide the best service possible to our growing list of partners including Trackside Partners, Authorized Measurement Partners, Authorized Alterations Partners, Race & Trackday Organizations, Dealers and more. Now more than ever, our team is built for the future!
(above) Kim and Grover Crawford of Sage Tailoring. Grover has been brought aboard as our Bison Product Quality Specialist.
(above) Bison GCS Morgan Tinch working on a customer design trackside at Mid-Ohio.
(above) Ryan Nall and Carter Lackey took on new roles with the company in 2024.
New Products on the Horizon
The most exciting thing about the coming year is a slew of new motorcycle-related products. For starters, we are indeed working on more than one boot model (motorcycle road race and street/drag race). This product will of course compliment our excellent motorcycle race suits, jackets and gloves, allowing you to be “Bison’d up” from head to toe! You might have seen some teasers of these boots out there as our Ambassador Riders put the prototypes through their paces over the past few months. Final tweaks have been made and we’re awaiting testing on those items before public release, hopefully in the next 30-60 days.
(above) Bison Thor.1 prototype boots!
At the forefront of our charge into new segments: Micromobility gear! That’s right, gear made specifically for hooning small electric vehicles such as e-scooters, e-boards, one-wheels and more. In fact, we’re jumping in with both feet by outfitting every single racer in the 2025 eSkootr Championship series from head to toe! We’re dropping the world’s first suit, gloves and boots designed with e-racing in mind first. Sure there is a ton of motorcycle gear DNA in these items but only for safety purposes. In terms of fit and function, the eSkootr kits are completely unique. You will see these kits in early ‘25 when the global eSC series kicks off, but of course we’ll give you sneak peeks on our social media channels ahead of the season.
(above) Bison Co-Founder, Rob Lackey, presents the all-new eSC race suit, gloves and boots at the 2024 Micromobility America convention in California.
Looking ahead to 2025
This time of year is always hectic and stressful as we prepare for the coming season and start to line out the travel schedule. Of course, with that travel schedule comes a ton of logistics and planning as well as weighing which events take priority in the case of overlapping events. If you’re familiar with our structure, you’ll understand why that last part is quite possibly the most difficult challenge for us! After all, we’ve built our business on a foundation of getting in front of riders just like you - all over the world - and taking good care of them.
Obviously, we would be everywhere at once if we could be but that’s impossible. So we did the next best thing: We cloned ourselves! Nope, we absolutely didn’t clone ourselves however we did grow our Partner Network with some strong additions in every segment from Trackside Partners to Authorized Measurement Partners and Authorized Alterations Partners! This means you’re more likely than ever to have a Bison representative at an event or storefront near you.
We want to thank everyone who helped make 2024 our biggest year yet, BY FAR! Each year we look back and we’re blown away by the growth and trajectory of our business, only to crush it the following year. Don’t worry though: We’re incredibly blessed to have such a loyal, passionate following and we never want to lose sight of that, no matter how big we get.
If you’re not a part of The Herd yet, please peruse our website and don’t hesitate to contact us via email, phone, text, or webchat! Our team is made up of fellow motorcycle enthusiasts and we’re always excited to help!