DESIGNED BY RIDERS FOR RIDERS

Since 1985

Expert Motorcycle Industry Consulting: Leverage Over 40 Years of Exceptional Experience

Our motorcycle industry consulting services cover a broad spectrum, from sales and marketing to operations and supply chain logistics. We also offer high-quality referrals for various legal matters, including intellectual property and product liability.

Our experienced consultants have collaborated with industry leaders such as:

GLG Group (Gerson Lehrman Group)	AGV Helmets	Marushin Helmets
The Third Bridge	KBC Helmets	KYT Helmets
Cognolink	Suomy Helmets	Vemar Helmets

With a mission to help our clients grow their businesses and thrive in the motorcycle industry. We are passionate about the sport and dedicated to delivering top-notch consulting services.

If you seek a team of seasoned, professional, and knowledgeable motorcycle consultants, look no further. We are eager to discuss your specific needs and provide a detailed proposal outlining our services.

Our Key Responsibilities

Our team of consultants specializes in providing sales, marketing, and operational consulting services to clients in the motorcycle industry. By working closely with our clients, we develop customized solutions that address their unique needs and challenges, helping them grow their businesses and achieve success in the marketplace.

Our key responsibilities include:

Conducting market research and analysis to identify industry trends and opportunities.
Developing targeted sales and marketing strategies to boost market share.
Creating impactful promotional materials such as website content, brochures, and email campaigns.
Organizing trade shows and events to promote clients’ products and services.
Providing training and support to enhance clients’ sales and marketing teams.

Reach out to us to discover how we can help grow your business!

Our Capabilities

1. Developing Go-To-Market Strategies

When it’s time for your business to expand into new markets, we provide unrivaled support. At AGV Sports Group, we use proprietary software, databases, and refined processes to secure the best prospects for your company faster than anyone else.

2. Fine-Tuning Business Strategies

Achieving long-term success requires a robust business strategy. At AGV Sports Group, we help enterprises test their current plans, develop new strategies, and fine-tune them to meet evolving business needs and market conditions.

3. Continuous Performance Monitoring

Staying informed about your business’s status is crucial. We help you focus on key performance indicators (KPIs) that truly matter, eliminating complexities and making decisions that drive success.

4. Providing Insightful Monthly Market Updates

Stay ahead of industry dynamics and competitors’ moves with our Market Insights Report (MIR). We monitor the global market extensively, including all products and services, and prepare detailed reports tailored to your needs monthly.

5. Breakthrough Supply Chain Planning and Optimization

Today’s business partners and clients expect fast, uncompromised service. We help you continuously improve your logistics and supply chain processes, maintaining optimal speed, efficiency, and lean operations.

6. Consistent Change Management

Our change management program ensures employees remain productive during business adaptations. This program, embraced by leading motorcycle companies, keeps your employees in top form to consistently deliver the best outcomes.

Our Latest Achievements

We serve some of the largest motorcycle manufacturers and distributors globally. Recent achievements include:

Assisting an Indian manufacturer and distributor in entering the Latin American market and developing a multichannel sales strategy.
Helping a prominent Italian helmet manufacturer become the top brand in the U.S. market.
Aiding an international motorcycle manufacturer in reshaping their business processes and policies to align with various local market standards.

The Importance of Seeking Our Motorcycle Industry Consulting

The global coronavirus disease 2019 (COVID-19) pandemic transformed personal and business interactions, establishing a “new normal.” Today, the surge in demand for affordable individualized transportation, e-commerce, and same or next-day delivery services has led to motorcycling being embraced as a socially distanced activity. A shift that has accelerated the motorcycle industry’s recovery and unlocked its potential for exponential growth.

To capitalize on these opportunities, motorcycle manufacturers and distributors must swiftly adapt their business models and strategies.

And with over 40 years of expertise in the motorcycle industry, we offer unparalleled strategies to help your enterprise stay ahead of evolving market conditions, break into new markets, and streamline global operations.

How We Can Help You

Our motorcycle consulting company offers a comprehensive range of services to help you grow your business. We provide everything from strategic planning and market research to sales training and support, ensuring success by measuring results and adjusting strategies as needed.

Some of the ways we can help you include:

Developing Customized Marketing and Sales Strategies: We work with you to create tailored strategies aligned with your business goals. We assist with implementation and track their success to ensure effectiveness.
Conducting Market Research: We help you understand your target market and identify new opportunities for your products or services through detailed market analysis.
Creating Marketing and Sales Materials: We design compelling marketing and sales materials that appeal to your target market and drive sales.
Training Your Sales Team: We provide comprehensive training to enhance your team’s ability to sell your products or services effectively and offer ongoing support to boost sales performance.
Managing Your Online Presence: We assist in creating and managing an online presence to reach your target market and increase sales.
Analyzing Your Marketing Efforts: We track and analyze your marketing activities to identify what works best, allowing you to focus on the most effective strategies.
Implementing Customer Retention Programs: We develop programs designed to retain your customers and ensure long-term loyalty.
Increasing Brand Awareness: We help elevate your brand’s profile to attract more customers and increase market presence.

We are eager to understand your specific needs and assist you in achieving your goals.

Connect With Us Today for All Your Motorcycle Consulting Services!

We proudly offer motorcycle consulting services to clients worldwide. Regardless of your location, we can help elevate your motorcycle business to new heights.

Our team of experts brings extensive experience in the motorcycle industry, ready to apply our knowledge to benefit you. Our services cover a wide range of motorcycle industry consulting needs.

Whether you’re ready to advance your motorcycle business or become a motorcycle owner, we’re here to help.

Consider Our Services Today for All Your Needs!

As a full-service motorcycle consulting firm, we provide the resources and expertise needed to succeed in the industry. Our passionate team of experts is committed to helping clients achieve success.

Reach out today to learn more!

Michael Parrotte Resume (Click to Download)

Sales and Management Executive

Marketing │ Product Development │ Import/Export │ Risk Analysis/Management

Professional Summary

Seasoned and globally skilled sales and management expert with extensive expertise in international trade and markets. Adept at defining short- and long-term business roadmaps toward significant profitability while providing regulatory guidance and support to multiple client companies worldwide. Specialized in international sales, cultivating long-term client relationships, and managing a comprehensive range of manufacturing and distribution operations globally.

Synopsis of Accomplishments

Business Development Strategist: Founded and grew a company into a multimillion-dollar international enterprise, ensuring integrity in the design, development, sourcing, and management of an extensive product range. Managed relationships with manufacturers in Italy, Romania, Brazil, China, Korea, Indonesia, Pakistan, and Vietnam.
Revenue Increases Visionary: Expanded the US market to $10 million for an Italian parent company and secured a sales agreement with American Honda, driving the largest sales in AGV Helmets company history.

Areas of Expertise

Professional Experience

Founder and President | AGV Sports Group, Inc. | Frederick, MD

1985-Present

Established and currently manage a business specializing in the sales and distribution of sports and safety apparel.
Oversee daily operations, international transactions, and business development functions, including advertising, sales, marketing, and strategy development.
Expanded the firm’s marketing presence and established a network of suppliers and distributors in 15 countries.
Coordinated activities of license holders in emerging markets and developing countries, including Brazil, Russia, Eastern Europe, and China.
Negotiated business agreements with international business leaders across Europe, Australasia, Asia, and Latin America.

Consultant | Vemar Helmets | Grosseto, Italy

2005-2007

Provided strategic guidance and business solutions based on thorough market assessments.
Sustained global marketing strategies and advised on product development and liability issues.
Managed marketing campaigns for motorcycle helmets in North America and provided advice to foreign investors on penetrating the US market.
Directed the entire sponsorship campaign with racers and facilitated tradeshows, exhibitions, and conventions.

Consultant | KBC America – KBC Helmets | Burbank, CA/Seoul, Korea

2000-2004

Optimized the development and promotion of new brands of motorcycle helmets for national and international distribution.
Consulted on marketing procedures and key requirements for entering US markets.
Advised on product liability and licensing issues.
Designed innovative marketing, advertising, and promotional programs.

Vice President | AGV-SpA AGV Helmets | Frederick, MD/Alessandria, Italy

1985-1999

Directed sales, marketing, and product development to broaden business and align development plans with the US market.
Managed quality control, product design, and development.
Primary contact for winning contracts with Kawasaki Motors Corp. and American Honda Motor Company.
Hired and developed a field sales force of 33 independent representatives nationwide.
Key involvement in the implementation of the SAP global shipping system.

This resume highlights Michael Parrotte’s extensive experience and accomplishments in the motorcycle industry, showcasing his expertise in sales, marketing, international trade, and business development.

Motorcycle Helmet Market Deep Dive: Competitive Analysis & Growth Avenues

Michael Parrotte

Speaker | Founder & President at AGV Sports Group

Andy Roberts

Host

Andy Roberts

Hello, everyone. My name is Andy Roberts from the content team, and I am your host today for our discussion on the motorcycle helmet market deep dive, competitive analysis, and growth avenues. Thank you for being with us today, Michael. As a reminder, we are talking with you today because our clients are interested in your personal insights and expertise. You should not be sharing any confidential information or any information that you are not authorized to share.

If you are unsure about the confidentiality of any information, please keep it off-limits during the discussion. I am very pleased to present our speaker today, Mr. Michael Parrotte, founder and president of AGV Sports Group. Michael has been at the helm of AGV Sports Group, a global apparel company operating in the motorcycle industry since 1985.

Before we begin, I would like to remind the audience that Mr. Parrotte will not discuss AGV Sports Group or any of his consulting engagements. He may have limitations on what he is permitted to discuss and will decline to answer questions related to confidential matters.

And with that, let us dive into our topic today. So, first of all, welcome, Michael. I understand you recently attended one of the largest conventions of motorcycle helmets in Milan. Perhaps you could give us some insights on that towards the end of the session.

Today, we’re focusing on the rising demand for two-wheelers and the global motorcycle helmet market. In 2022, the market size was valued at USD 2,287 million, and it is expected to grow at a compound annual growth rate of 6.8% from 2023 to 2030. As the market evolves, what are the drivers shaping the landscape of the motorcycle helmet market in 2024 and the coming years? Perhaps we can start by looking back at the last five years.

Michael, what did the motorcycle helmet market look like to you during this period? Do you recall any significant milestones or disruptions, such as the impact of COVID on supply and demand dynamics, or the entrance of new strong players in the competitive scene?

Michael

In the United States, the sales of motorcycle helmets are closely tied to motorcycle sales, more so than in any other market. Here, banks and finance companies often bundle helmet purchases with motorcycle financing. So, when motorcycle sales decline, helmet sales follow suit.

Before COVID, motorcycle sales were relatively flat, a trend that persisted since the financial crisis of 2008. The pandemic, however, was a major surprise. Motorcycle and related parts, accessories, and apparel sales exploded, leading to inventory shortages and extended backorders, not just in the US but globally.

Andy Roberts

During the surprising rise in sales during COVID-19, did you notice any strong new entrants in the market?

Michael

Are you referring to the US specifically or globally?

Andy Roberts

Globally. Were there any rising stars during the COVID period?

Michael

Several Chinese companies have entered the market over the last 10 to 15 years. The KYT brand, owned by TCK, which also owns Suomy, emerged strongly during the COVID years. Three years ago, KYT was virtually unknown in the US, but they’ve become prominent. In Southeast Asia, particularly Thailand and Vietnam, KYT is now very visible. They’ve certainly come on strong recently.

Andy Roberts

Interesting. Considering the COVID disruptions, particularly in supply chains, how did companies manage these challenges?

Michael

Some companies, like MHR, which owns the LS2 brand, manage their own distribution, avoiding many supply chain issues faced by others. LS2, for example, controls their manufacturing, distribution, and sales in Europe and the US. Traditional distributors struggled because they underestimated demand at the pandemic’s onset, leading to shortages in motorcycles, helmets, apparel, and parts. This initial miscalculation created significant supply problems throughout the first summer of COVID.

Andy Roberts

Thanks, Michael. Now that we are in recovery, how do you see the market outlook for the first three quarters of 2023 and the momentum for the rest of Q4 and 2024?

Michael

In 2023, sales have been somewhat up, although motorcycle sales dipped early in the year before recovering slightly. Comparing current sales to pre-pandemic levels (2017-2019) rather than the pandemic peak gives a clearer picture. North America shows stable growth, whereas Southeast Asia is experiencing double-digit growth, driven by rising demand.

Andy Roberts

Do you think the momentum in 2024 will sustain, or are there potential disruptions?

Michael

In the US, motorcycle sales are heavily influenced by the economy. As motorcycles are primarily recreational, economic downturns hit this market hard. With potential political and economic uncertainties, including national debt and international conflicts, any recession could impact motorcycle and helmet sales. Conversely, in countries where motorcycles are essential transportation, economic challenges might boost sales as families opt for motorcycles over cars.

Andy Roberts

So, motorcycle helmets in the US are primarily seen as recreational items.

Michael

Absolutely.

Andy Roberts

Given this, how mature is the US market in terms of penetration and consumer purchasing power?

Michael

The US market is mature but still has growth potential. The US population continues to grow due to high immigration rates, unlike Japan or Europe. While not as explosive as in Asia, the US market remains significant. Despite its maturity, the high average income supports demand for mid-to-high-end products.

Andy Roberts

Do you foresee a shift where motorcycle helmets become a necessity in the US, driven by regulations or changes in commuting habits?

Michael

There is little correlation between mandatory helmet laws and helmet sales. Historical data shows that states without helmet laws still had high helmet sales. People opposed to helmets often buy inexpensive, non-compliant helmets. Additionally, the cultural preference in the US leans towards recreational riding rather than commuting, making a significant shift towards motorcycle commuting unlikely in the near future.

Andy Roberts

So, despite the mature market, there is still room for growth driven by high average incomes and a stable, albeit slow, population increase. Thank you, Michael, for sharing your valuable insights.

Andy Roberts

Thank you, Michael. It’s fascinating to see how cultural differences influence consumer behavior, especially regarding motorcycle helmets. Now that we have an overview of the U.S. market, let’s dive deeper into its hot categories and fastest-growing segments. Considering various helmet types—open face, full face, road, recreational, off-road, and fashion—which ones do you see with the greatest growth potential?

Additionally, which categories, historically dominant, might be seeing shifts in their market positions?

Michael

Let’s start with off-road helmets. If you’re in the business of producing off-road helmets, the U.S. is still a prime market, followed by Canada and Australia, though they are smaller in population. Europe has a smaller market for off-road motocross helmets in comparison.

In the U.S., full-face street helmets hold about 60% of the market. In Europe, there’s a higher percentage of open-face helmets due to scooter commuters. If you exclude scooters and look solely at motorcyclists, Europe would likely have a higher rate of full-face helmets than the U.S.

Regarding trends, the EICMA show in Italy showcased a significant number of new companies producing helmets that replicate those from the ’40s and ’70s but meet modern safety standards. This retro trend hasn’t hit the U.S. yet but could be significant. On the other hand, smart helmets with advanced technology seem less favored among traditional motorcyclists, who might prefer simpler, more nostalgic designs.

Andy Roberts

Thanks, Michael. Let’s expand our view beyond the U.S. market. Could you identify one or two top-performing players from each region, particularly the U.S. and APAC? How are their market shares and sales volumes over the past year?

Michael

In Europe, LS2, a brand of MHR, is the market leader by a significant margin, selling nearly twice as many helmets as Nolan, which is in second place. In the U.S., HJC and Shoei are strong, while Arai is recognized for its top reputation, though it produces fewer helmets compared to companies like TKC, which owns the KYT and Suomy brands and made over six million helmets last year.

In the APAC region, LS2 does well but doesn’t dominate like in Europe. HJC remains strong. Companies like AGV, Schuberth, and AIROH maintain high-end images, though their sales volumes are lower than the mass-market brands.

Andy Roberts

You mentioned Southeast Asia as a high-growth region. How do you compare the competitive edges of markets like Indonesia to China?

Michael

Southeast Asia, including Indonesia, Malaysia, Thailand, and Vietnam, has ideal conditions for motorcycling—warm weather year-round and heavy traffic. This contrasts with China, where the climate can be harsh and certain areas are less motorcycle-friendly. Enthusiasm for racing is high in Southeast Asia, with strong attendance at MotoGP events. This passion, combined with favorable conditions, suggests robust growth potential for the motorcycle market in the region.

Andy Roberts

What are some top-performing and most popular products from key players? Can you discuss their growth momentum and what it indicates for the companies?

Michael

Dainese’s acquisition of AGV and subsequent investments have revolutionized the AGV line, making products like the AGV Pista standard-setters. The KYT Suomy top-end helmets, AIROH’s GP500, and Alpinestar’s new helmet (Supertech R10) also stand out. These high-end helmets showcase cutting-edge design and features, positioning these brands at the forefront of innovation.

Andy Roberts

You recently attended EICMA. Any insights into future product pipelines or exciting products to be launched in 2024?

Michael

The Alpinestar helmets are a noteworthy upcoming product. Beyond that, most new products were updates on existing lines, with a strong focus on new graphics and personalization. The retro helmet trend was significant, but the anticipated smart helmet technologies were less prevalent than expected. Bluetooth communications are likely to become a standard feature in helmets, reflecting the increasing integration of mobile technology in our lives.

Andy Roberts

Given your insights, what potential product enhancements do you foresee for future smart helmets?

Michael

While I am skeptical about the widespread adoption of heads-up displays in helmets, I see significant potential in enhancing audio capabilities with integrated Bluetooth. Additionally, revisiting concepts like AGV’s air-conditioned helmet from the ’80s could address the comfort issue, a major deterrent to wearing helmets. Investing in cooling and fit technologies would likely yield substantial market gains.

Andy Roberts

Do you see any barriers for conventional helmet companies expanding into the smart helmet segment?

Michael

The main barrier is the psychological divide between helmet companies and tech companies. A successful approach would be a partnership where a helmet company collaborates with a tech firm, leveraging each other’s expertise. This synergy could produce helmets that integrate advanced technologies without compromising the core aspects of safety and comfort.

Andy Roberts

Could you summarize today’s key takeaways from EICMA for the coming year in the motorcycle helmet market?

Michael

Firstly, the overall motorcycle sales have turned around significantly, with double-digit growth in Southern Europe and strong sales in the U.S. Secondly, the retro helmet trend and the continued growth in Bluetooth communication systems are notable. Lastly, the emphasis on comfort and fit, particularly in addressing heat issues, remains crucial. Investing in these areas could drive substantial growth and innovation in the market.

Andy Roberts

Thank you, Michael. That would be a very accurate kind of forecast and a way forward for 2024 of the motorcycle helmet market. So, thank you so much for your time and all your insight, Michael.

We have come to the end of our discussion today. Thank you.

Michael

Thank you.

This transcript captures the depth and breadth of Michael Parrotte’s expertise in the motorcycle helmet market, providing a comprehensive analysis of market dynamics, historical trends, and future growth avenues.

Authoritative Sources

To read the full history of AGV Helmets and AGV Sports Group, click here.

For more information about AGVSPORT, see the Wikipedia page here