I translate engineering into stories that enthusiasts trust.
Brand and content leadership for powersports, automotive and outdoor companies with genuinely technical products — and audiences that know when you’re faking it.
75%
Subscriber renewal rate while raising subscription prices — with ZERO advertising revenue.
6,000
Motorcycle riders trained over 15 years as a California Motorcyclist Safety Program RiderCoach.
500+
Technical documents authored for powersports and industrial audiences.
The problem I solve
Technical accuracy without voice reads like a spec sheet. Voice without accuracy gets torn apart in the comments — and in powersports, the comments are the market.
Doing both requires knowing the engineering and having enough standing in the community to be believed. I ran enterprise server operations before I ran a magazine. Today I’m Editor-in-Chief of Classic BMW Motorräder, I make lubricant formulation science (tribology) consumer-friendly at AMSOIL, and I’ve produced global brand and executive communications for Mercedes-Benz and ZF. I’ve also taught six thousand people to ride a motorcycle.
That’s an unparalleled combination — engineering fluency, editorial judgment, and credibility with the enthusiast audiences your engineers are building for.
What I do
- Brand positioning and messaging frameworks for technical products.
- Editorial strategy and content operations — teams and standards that hold up over years after launches.
- Product storytelling and go-to-market across OEM, aftermarket and dealer channels.
- Translation — turning engineering, test data and research into content people actually finish reading.
From the archive
Motorcycle Consumer News — the reader-funded monthly I rebuilt as Editor-in-Chief. More in the archive.
