THE OPPORTUNITY

Since 1916, Harley-Davidson had continuously published a magazine for motorcyclists by motorcyclists, but it was only accessible to existing Harley owners, limiting its reach. To expand beyond the current fandom and appeal to a broader audience, Harley-Davidson needed to rebuild the world’s longest-running motorcycle magazine from the ground up, making it more inclusive, dynamic, and relevant to modern riders.

THE IDEA

Launch The Enthusiast magazine as a multi-platform experience that redefines motorcycle culture through the Harley-Davidson lens. As Editor in Chief, I led the creation of The Enthusiast, curating years of content, reshaping the editorial strategy, and guiding a team to produce compelling stories that connected with both loyal and new riders. The magazine’s impact was amplified through expanded domestic and international print circulation, a dedicated digital app, and exclusive multimedia content, including videos and interactive articles that brought the Harley-Davidson experience to life. By increasing distribution across various channels and making The Enthusiast more accessible, we transformed it into a comprehensive brand platform that strengthened Harley-Davidson’s connection with the global riding community.