More than the ride

How strong chapter–dealer bonds keep Harley-Davidson roaring in Canada

By Debbie Ford, Regional HOG^® Director, Ontario Region

Some people buy a motorcycle. Others join a movement.

When you bought your Harley-Davidson^® motorcycle, you chose a lifestyle, a family of chrome-loving, road-hungry riders who know the best parts of the journey are the people you meet and the pit stops along the way.

If you’re part of a Canadian HOG^® chapter, you know the secret behind every unforgettable ride is the friendships you build, the camaraderie that keeps you coming back and the dealership that helps it all happen.

The power of partnership

Across Canada, the chapters and dealerships that thrive know each other’s goals. They show up for each other’s events. They ride side by side and recognize that when the chapter wins, the dealership wins. And vice versa.

The York Region HOG Chapter is a prime example. They are woven into the DNA of Pfaff Harley-Davidson. Officers are front and centre when the bell rings to celebrate a new bike sale. Chapter ride photos line the walls. HOG signage is proudly displayed. New riders are welcomed like long-lost friends.

“We use our dealership like our clubhouse,” says Andrew Laidlaw, Director of the York Region HOG Chapter. “It’s where we gather, kick off or wrap up rides and celebrate milestones. They support us and we support them.”

“The York Region HOG Chapter adds something you can’t put on a showroom floor,” adds Bob Beal, HOG Liaison Manager at Pfaff Harley-Davidson. “They help new riders feel part of something from day one and remind returning riders why they chose Harley^® in the first place.”

When both sides lean in, the whole Harley-Davidson community feels it.

A brand that still turns heads

Harley-Davidson is more than a motorcycle – it’s a global symbol of freedom, strength and individuality.

Case in point: I recently started carrying a Harley tote bag on my commute to my corporate job in downtown Toronto. You wouldn’t believe how often I get stopped.

“Do you ride?”

“Are you part of Harley?”

That’s the power of this brand. And when recognition meets real community – like in a HOG chapter – it creates something magnetic. People notice. They lean in. Sometimes they even feel a spark of envy.

Welcoming the next generation

Women aren’t just riding – they’re leading. They’re mentoring, planning and showing up with throttle open, making it clear this community is for everyone.

The Huronia HOG Chapter is a powerful example. Women hold key leadership roles and are front and centre at rides and events.

“Women have always belonged in the Harley-Davidson story,” says Wendy Clark, Director of the Huronia HOG Chapter, a proud Indigenous woman and long-time rider. “We’re just making sure the next generation sees it. Whether you’re new to riding or have thousands of kilometres behind you, there’s a place for you here.”

Dealerships like Barrie Harley-Davidson are riding right beside them.

“We work hand-in-hand with our HOG chapter executives to welcome new riders,” says Cathy (Kate) Insley, Owner and COO of Barrie Harley-Davidson. “This year, we hosted the Ontario Regional Officers Connection training here at the dealership. More than 35 chapter directors and officers rolled in, and the energy was electric.

“What really got me, though, was seeing my grandson – our third generation of Harley lovers – pitch in to help the Regional HOG Director. That moment said it all. This is legacy. It’s community.”

Why volunteers are the real MVPs

HOG chapter executives do much more than plan rides. They organize events, manage social media, run fundraisers, coordinate safety and sometimes play referee when skies turn stormy.

They do it all for the love of the ride, and the community.

When dealerships take time to support these volunteers – offering meeting space, promoting events or simply catching up over coffee – it strengthens bonds and fuels long-term success. These are the people keeping calendars full, riders engaged and dealerships front and centre.

The win-win formula

The most successful HOG chapters and dealerships in Canada don’t just work together – they ride together. They collaborate. They share. They show up. They build momentum through trust and shared passion.

Tobin Lifchis, Director of the Mississauga HOG Chapter, knows this well. A second-generation Harley rider, he has rallied members, built community and shown up with heart.

“It’s not about who’s running the show,” he says. “It’s about showing up, side by side and making it unforgettable for the riders and the next generation.”