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Motofire is for sale





Figuratively at least, most – if not all – UK based motorcycling websites are for sale. The same could be said for a few of the larger US-based publications too, but our direct experience has been mostly here within the UK , where we’ve directly opposed the way that other publications have bowed, kotowed and licked their way downwards towards the current motorcycling media climate’s position of ‘everything is pretty much terrible, but can we have some money please’.

When we launched Motofire in late 2014, both Ian and myself were at the lowest points of our respective lives. Both of us had been independently removed from our jobs at the dwindling circulatory and German-megacorp owned weekly, motorcycling newspaper, and both of us were desperate to prove that the online world of motorcycling could – and should – be different. Which was something that we’d met resistance for believing in over the previous years of employment.

And so – with a large dose of ‘what the hell’ – was born.

We were determined to be different. Having worked previously for companies who had manipulated online audience statistics and had sold potential advertisers placement based upon numbers that were not quite what they seemed, we had hoped that our open approach to running an online property would be precisely what manufacturers and brands wanted.

We were going to openly share our stats, our audience figures and more importantly our recorded and independently audited engagement figures. Sure, we couldn’t claim to have over 2.5 million online ‘visitors’ a month, but we knew that the few thousand that would find us would be those people who genuinely cared about motorcycles, had visited out of passion for a shared past-time, and hadn’t just arrived upon us because they’d been hoodwinked into stumbling across miscalculated MPG data from a random Honda CB600F search on Google.

Two-wheeled machines offer more by way of thrill, excitement and life-affirming adrenaline than any other mode of high-speed travel today

Of course we would need advertising money to survive, but with the market even then looking down the barrel of an ever-aging population, and the beginnings of an electrical onslaught that nobody in the industry seemed either ready for, or even aware of, we were confident that we could get enough young and/or progressive brands to join us on our crusade to show that motorcycles weren’t just the purview of old, white men in hi-viz jackets or Schwantz replica Arai lids. Motorcycles were, are, and always will be fu*#ng cool!

Four years later, we still maintain that two-wheeled machines offer more by way of thrill, excitement and life-affirming adrenaline than any other mode of high-speed travel today – and they are indeed, cool – but the honest truth of the matter is that whilst we have proven that there is an interest in motorcycles above and beyond the, elderly echo-chamber clientele that is attracted to most of the other online press, the marketing departments and advertising of most UK manufacturers and brand distribution houses don’t share the same enthusiasm. At least not when it comes to spending their adverting money with an independent publication such as Motofire.

Motorcycles are fu*#ng cool!

Yes, the new wave custom scene arrived to inject a much-needed shot of inspiration into the arms of new – and lapsed – bikers, and we are proud to have been at the front of some of that development with our early relationships with The Bike Shed and Bike Exif. But whilst we would love to be able to say categorically that younger riders are joining the throng of two-wheel aficionados because of this new ‘scene’, evidence that we’ve been privy to actually shows that even the sales of the most hipster of all hip motorcycles within recent years – the Ducati Scrambler – was bought by more people in their 50’s than anyone else.

The custom scene is not the magical bullet to new sales that the marketing men of Triumph, Yamaha and Ducati had hoped it would be. Or even the one that Kawasaki so belatedly jumped onto the bandwagon of.

So maybe new drive-trains and electrically powered motorcycles will be the saviour of the industry?

We really hope so. We’ve spent much of our time here on Motofire extolling the virtues of electric motorcycles, and that has been due to genuine passion and belief. Just a couple of years ago, we heard tales of respected journalists writing for some of the world’s most ‘respected’ titles refusing to swing their legs over an electric machine, and that backwards thinking sentiment is reverberated around the comment threads and vitriolic social media replies in almost every post about an electric motorcycle that exists online.

But we fostered a different community. You – good and dear Motofire reader – didn’t dismiss battery-powered machines out of hand. You were different. You are different.

The same happened when we wrote about Yamaha’s Motobot, or Honda’s self-balancing tech. You didn’t instantly hate and grumble about the ‘death of motorcycling’. Like us, you were intrigued, fascinated and keen to learn more. This new technology will certainly change the nature of two-wheel ownership, but in the face of dwindling sales and dramatic shifts in our populations’ behaviour, you joined us in believing that maybe, just maybe, this all might combine to become the saviour of motorcycling and not the harbinger of doom.

Sadly, the thin thread of people in charge of the purse strings in motorcycling don’t feel the same passion for this new juncture and our new(ish) venture’s optimism as we do.

And so – now – we find ourselves in a position were the market is at a crossroads technologically, financially and philosophically and instead of exploring new markets or new avenues, the introspective nature of the industry means that our dream of being the ‘new voice of motorcycling’ has been met with wide eyes from our ever-growing audience – (over 1.5 million website visitors, 120k Facebook fans, 25k Twitter followers and over 60k Instagram fans at that last count) – but deaf ears from the media-buyers, programmatic advertising engines and tranquillised fear of marketing managers.

To put it bluntly, we here at MFHQ have simply not been good enough at manipulating the people with money to offer us any of it, and this means that we can’t earn enough money from this site currently to pay for the two of us to give Motofire the time and dedication that it – and you, our readers – deserve.

Personally we’ve given our all – despite only ever working on it in our spare time whilst managing other jobs – to provide a new and exciting way of covering motorcycling online. We like to think that we’ve done motorcycling journalism veteran Wes Siler, and his excellent manifesto for online bike journalism, justice.

When we started, the major publications here within the UK were publishing one, maybe two ‘articles’ a day of generic, press release and general news. Enough maybe to support their attached print articles or insurance advertisers, but nowhere near what we – as motorcycling fans – wanted to see.

We like to think that it’s because of our influence that you can now see dedicated teams of staff publishing on a nearly full-time basis across those same, said websites.

Sure, some of our stories and articles have been little more than YouTube videos of bears in sidecars, but we’ve also tackled some pretty huge stories when other publications at the time were only tentatively covering them at best…

When MV Agusta went into their latest round of financial trouble, it was Motofire that broke the story first.

Whilst other motorcycling sites ignored them; we were talking about Alta Motors years ago.

We first connected the dots between Norton and John McGuinness last year.

When Nicky Hayden so tragically lost his life last year, it was Motofire that first told the story worldwide – but more importantly, we maintained the coverage beyond just the horrible click-bait from other sites and continued the narrative as exhaustively as possible for the benefit of hundreds of thousands of fans who were desperate for correct and verified information.

Plus (and admittedly we may be biased) we produced the best tribute to the great man available anywhere on the Internet.

Perhaps you’re a brand who feels that they could maintain a daily blog whilst having access to over a quarter of a million motorcycle fans every month?

Through our little website, we gave an outlet to the great and wonderful MotoGP reporter Hannah Smith – an exhaustive talent and voice for whom we will never tire of reading.

And we’re very proud to have been the first publication to offer Emily Macbeth her writing debut; a talent who has since gone on to earn herself the first ever, Kevin Ash Scholarship award.

We may just be ‘two, lazy, disruptive arseholes who deserved everything they get’ (actual quote from an ex-colleague) but we are also two people who’ve given our all over the past four years to make Motofire the best website it can be; and we’ve done it all on a part-time basis with little or no budget to work with, and no major support from anyone within the UK motorcycling industry. Because we had passion for everything two-wheels and both genuinely believed that this industry of ours needed to think differently in order to survive.

But now it’s time to pass on the challenge.

Perhaps you’re a brand who feels that they could maintain a daily blog whilst having access to over a quarter of a million, genuine, real and engaged motorcycle fans every month?

Maybe you’re an existing publisher looking to expand their market?

Or maybe you’re one of the rival publishers we’ve spoken of who just wants to offer a paltry amount in order to watch us squirm and struggle with such an existential decision?

Either way, we’re going to do our best to maintain Motofire for the coming weeks and/or months – so please keep visiting – but if you’re serious about motorcycling online and think you have what it takes to tackle all of the challenges that we’ve menioned above, then we’d love to hear from you.

(Ian has said that he’s happy to sell to anyone who can offer him a kevlar riding jean with more than a 36″ inside leg, and I’ve been known to do almost anything for a free run at the Icon catalogue. Just sayin’).

Anyway, thank you – ALL of you – for the past four years. It’s been a blast, we’ve both enjoyed the myriad highs and lows, and more importantly we’re insanely proud of what we believe to be the best motorcycling-based website on the internet.

So long, and thanks for all the FS1-Es

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Steve fell in love with motorcycles at an old age. Call it a mid-life crisis, call it fate, but nothing can keep him away from feeding his two-wheel addiction.


Custom of the Week: Yamaha SR500 ‘Scrambler’ by Daniel Peter




SCRAMBLERS ARE A HOT TOPIC. Build one, and you’re sure to be judged solely by how well equipped it is for hardcore off-piste use.

But that’s not all that scramblers are about. Daniel Peter compares his latest build to his childhood BMX—and it’s pretty much how we feel about modern-day scramblers too.

“When I was four years old, my BMX bike became my life,” he explains. “It was so simple, yet so fun. Just wheels, pedals and brakes. I’d ride it to the beach, jump a few curbs along the way, race my friends. Those were the good days.”

“30 years later, I set out to build a motorcycle based on the same principles. There’s nothing on this bike that doesn’t need to be there. It has wheels, a punchy engine and great brakes. I didn’t even put a speedo on it, because I never looked at the one on my last bike.”

Daniel works as a photographer in Chicago, but wrenches during the winter to keep his passion for riding alive. He keeps a workshop in Chicago’s Logan Square neighborhood, outfitted with a tool cabinet, a welder, and a 1940s South Bend lathe.

This 1978-model Yamaha SR500 is the fourth Yamaha 500 he’s built to date. “It’s the most simple, yet the most thorough, of the bunch,” he says.

The motor’s been bumped to 540 cc, with a grocery list of go-fast bits that includes a lighter XT500 crank, a new piston from JE and a Megacycle cam for better torque down low.

R&D valve springs with titanium caps, a Powerdynamo ignition and a high-flow oil pump from Kedo round out the package.

Hoos Racing refreshed the crank and cut new valve seats for Daniel, but he tackled the rest of the rebuild himself. Every single bearing and seal was replaced along the way too. As for the carb, it’s been swapped out for a 39 mm Keihin FCR flatslide number, fed by a fat K&N filter.

The exhaust system is a combination of a custom made stainless steel header, and a Cone Engineering muffler.

The SR rolls on 17” supermoto wheels, borrowed from a KTM (front) and a Honda CRF450 (rear). They’re wrapped in Pirelli MT60 Corsa tread; a 120 up front, and a chunky 160 on the 5” rear rim. (“It juuust fits,” says Daniel.)

The brakes have been upgraded with a mix of Brembo and Beringer parts, with an RCS 14 radial master cylinder up front.

On top is an aluminum Yamaha XT500 fuel tank, wrapped in a paint scheme “inspired by an unforgettable riding trip through Baja.” Just behind it is a new saddle from MotoLanna, with a new kicked-up subframe loop.

It’s just about spring in Chicago, so Daniel must be itching to rack up the miles on his SR500. And we’re betting it’s going to be impossible to get him off it.

A version of this article first appeared on Bike Exif. It’s republished here with permission.

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Icon claim back the streets in their latest, epic video



Street’s Not Dead.

Regular readers will know that we eagerly await anything released from the US streetwear firm Icon Motorsports. So the moment that a video drops from the Portland firm we’re bound to pay attention.

That’s an interest piqued double when they post it alongside what is essentially a call to arms…

“Street’s not dead. If you think it went away, you’d be wrong. Street’s still here undermining pompous authority, rejecting standards, and bucking the status quo..”

And they’re not kidding either. With the Icon clad rider thrashing their Kawasaki ZX-10R through city streets, car parks and even a public fountain at one point, there’s a lot to take in.

Couple that with their usual loud, Icon style and you’ve certainly got a statement of intent.

(Don’t try this at home kids).



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