Wayne Mooradian 6-20-01
- Updated: June 20, 2001
We’ve heard more than one conversation that involved the question of ATV aftermarket companies taking advantage of professional ATV racers.
With that, we decided to throw ten questions in front of a few professional riders and aftermarket people in the ATV industry. Here’s what former OEM consultant andPEP president, Wayne Mooradian had to say…
ATV Scene: Are professional ATV racers getting what they deserve out of their racing efforts?
Mooradian: No. Not without mass media attention. Thanks to Barbara Walters that isn’t happening.
ATV Scene: Do you think that ATV aftermarket companies are taking advantage of the efforts of their sponsored riders? If so how?
Mooradian: Some do. Some tire companiies and DG do a great job with rider support, but most are lame. I believe a sponsor/rider agreement should include the riders action photos and their faces in advertisements. I think this helps readers associate who the rider is and allows the rider to become more marketable.
ATV Scene: Why do you suppose some people are thinking that ATV aftermarket companies are getting rich from their sponsored riders?
Mooradian: Aftermarket companies that service our industry in a mass production way don’t even need the rider/sponsor association. If they have the product it will sell because of the marketplace demand at present. Sponsors of riders gain an advantage, but companies that don’t bother sponsoring riders have grown just about as equally because of the current demand for ATV related products. If economic conditions worsen the companies with rider support programs will benifit from the performance image.
ATV Scene: How is the ATV manufacturers’ lack of involvement in ATV racing effecting the sport?
Mooradian: The big-four don’t have to do any racing. When they finally get around to making a new model it sells faster than the dealers can get them. They’ve got it made, it’s minimal advertisment for the maximum amount of return. This is why some people might think aftermarket companies are taking advantage of riders, but really they’re not. It’s the manufacturers that should be labeled as taking advantage of the rider – not the aftermarket companies.
ATV Scene: What does a professional ATV racer need to do in order to make a comfortable living?
Mooradian: Look for outside the industry companies that might benifit from the association through on and off track promotions. Our sport is youth orientated. Put a quad and a rider – maybe a video in a booth at a mall and a company sponsorship stands to gain a lot of exposure and value for their dollar. Our industry companies are tapped out in producing goods for the racers, they don’t need to do any more advertising!
ATV Scene: Why is it so difficult to field an ATV racing team?
Mooradian: At this time there isn’t enough money making potential in the sport to go out and field a big deal team.
ATV Scene: What needs to be done to accelerate the sport further?
Mooradian: Show value for the dollar and the money will be there for entire teams. But it has to come from outside the industry.
ATV Scene: What ATV racing series has the most potential money for a professional rider?
Mooradian: Any TV covered event for a rider with an outside the industry sponsor and any series that has the most print media coverage is the series that has the most potential money for a rider.
ATV Scene: What series is the most competitive, (has the most talented riders)?
Mooradian: GNC — MX and TT.
ATV Scene: What do you see happening in the future of ATV racing?
Mooradian: I think the sport needs the formation of a marketing and racing coalition to achieve the desired growth. Just like NASCAR and NHRA. NASQUAD!
This can be done with a television network exclusive series possibly.
