FROM A HALF-MILLION RIDERS TO HILLCLIMBS

This year, the renowned Sturgis Motorcycle Rally turns 85. What started as a modest gathering of motorcycle enthusiasts in 1938 at the local Indian dealership in Sturgis, SD, has evolved into a rite of passage for any rider. The Sturgis Motorcycle Rally’s 85th anniversary celebrates not only its storied past, but its evolution into a ten-day cultural touchstone. These days, the rally draws in half a million riders on average. It spans over ten days and sprawls far beyond Main and Lazelle streets to offer a range of stunt shows, burnout pits, flat track racing, and a melting pot of the motorcycling community.

IN THE HEART OF IT

Turn 14 Distribution rolled into Sturgis 2025 ready to make our mark. With our full rig parked right across from J&P Cycles on Lazelle, we put our partner brands and product lines squarely in the heart of the rally, surrounded by the steady rumble of V-Twins and the buzz of rally traffic. Riders stopped in to check out Kuryakyn’s latest leather goods, available for purchase through our partnership with RevZilla, along with fresh gear drops from FirstGear and Speed and Strength.

We didn’t just want to be just part of the shopping scene; we wanted to get people riding. So we kicked off a specialized scavenger hunt. We gave rallygoers a reason to break away from downtown, connect with our partner brands, and take in the wind, open roads, and sweeping South Dakota views on unforgettable rides. Back at our setup, rally-exclusive T14-designed giveaways were flying. Stickers, patches, pins, neck gaiters, plus commemorative t-shirts and button-ups celebrated the rally’s 85th year in true Sturgis style, with a Turn 14 flair.

YOUR RALLY HEADQUARTERS

For riders who arrived missing a piece of gear or found a reason to upgrade mid-ride, the Kuryakyn and TwinPower booth in J&P’s lot served as the go-to destination. This high-traffic corner of the rally stayed busy with riders looking to replace lighting, controls, luggage, and comfort accessories before returning to the road.

Experts from each brand provided hands-on support, helping riders select the right products for their specific bikes, styles, and riding goals. Whether someone rolled in with a stripped bolt or just wanted to grab something new for the next leg of the journey, the team was ready.

WHAT TO EXPECT: STURGIS, STIRRED—NOT SHAKEN

Of course, after 85 years, the Sturgis Motorcycle Rally has gained a reputation. It’s a massive pilgrimage of bikers, so that’s what you’d expect, right? Not quite. For those thinking about making their first trip to Moto-Mecca, here are a few things you should expect to experience.

Loud Noises.

The first thing to take into account is the sheer volume of the rally. Sure, we’re expecting hundreds of thousands of notoriously loud-mouthed V-Twins, but this exceeds expectations. This temporary mass migration gives downtown Sturgis a new mechanical heartbeat, a rumbling pulse of the rally that never really stops. For first-timers, it’s part sensory overload, part rite of passage.

Beyond Sturgis.

Sturgis may kick off in the heart of downtown, but it doesn’t stop there. Out on the outskirts, the Buffalo Chip and Full Throttle Saloon have cemented their legendary status, serving up campgrounds, live stages, and the kind of after-dark excitement you’d expect from a true biker rally.

A short blast down the highway lands you at exit 55, Black Hills Harley-Davidson in Rapid City, the rally’s main satellite stop. The lot’s a sea of canvas tents and chrome, each sheltering mobile setups from the heavy hitters of the V-Twin world. Vance & Hines and Performance Machine keep the metal parts moving, while S&S Cycle steals the spotlight with hand-built customs from its Vintage Tour. Over at the Öhlins rig, techs twist wrenches and fine-tune shocks, dialing in suspension for riders chasing a smoother trip back home. And don’t forget Deadwood, an old mining town described as “a small Sturgis”!

Each destination offers a different vibe, but all stay grounded in the rally’s deep connection to motorcycle culture.

The Full Experience.

The rally has grown far beyond a simple meetup and offers plenty more to do than gawking at other bikes on Main. For starters, Harley-Davidson and Indian offer demo rides that go well beyond a loop in a parking lot, with real road time through the Black Hills. Hill climbs, flat track racing, and group rides further fuel the moto spirit, with events like Dirt to Deadwood, Medicine Wheel Ride, and AFT National Flat Track. Each offers unique experiences that blend heritage, culture, and throttle.

Bike shows pop up in nearly every hot spot, showcasing everything from concours-level masterpieces to gritty, garage-built choppers, wild trikes, and just about anything you can dream of on two wheels. On the entertainment side, big-name headliners and local favorites kept the soundtrack rolling, while burnout pits and stunt shows lit up the night sky. For those craving more than just handlebars, helicopter tours offered a bird’s-eye view of the action, rounding out an experience that hits every sense

All Wheels Welcome.

While Harley-Davidson and Indian still rule the streets, today’s Sturgis embraces an incredible spectrum of machines. Beyond the usual bagger or Low Rider ST, it’s not unusual to spot sport bikes, ADVs, Gold Wings by the dozen, classic and custom cars, trikes, and one-off builds that blur the line between sculpture and transportation. You might find yourself parked next to a bike that’s never been seen in a showroom—or on any road outside Sturgis.

This diversity extends well beyond the machines. Veterans, first-time riders, families, full-time travelers, engineers, artists – you’ll encounter just about every kind of rider here. It’s a true cross-section of the moto world, bound together by a shared love of the ride.

YOUR RIDE, OUR GUIDANCE

As the rally enters its 85th year, it reflects the spirit of motorcycling itself, rooted in tradition but constantly evolving. At Turn 14 Distribution, we’re proud to support the brands, the people, and the energy that keep the rally alive. For the veterans who’ve been riding in for decades or the first-timers wondering what it’s all about, we’re here to help them gear up, stay safe, and make the most of the ride.