Lonnie Isam Sr.
Lonnie Isam: The Man Behind the Machines
From Seattle to Sturgis: A Journey Fueled by Passion
Lonnie Isam's love for motorcycles ignited in Seattle, Washington, where he was born and raised. His first motorcycle, a 1941 Harley-Davidson Knucklehead, became the catalyst for a lifelong passion that would lead him to create an impressive legacy in the motorcycle industry. His early days were spent working at Dragers Harley-Davidson, where he honed his skills and developed a deeper appreciation for the mechanics of these iconic machines.
One of Lonnie's early mentors, Bill Meade—a passionate rider and collector of antique motorcycles—encouraged his dreams. Bill often told Lonnie he would one day be successful enough to buy his extensive collection, which consisted of 28 antique bikes and over 40 tons of parts. This prediction would eventually come true, as Lonnie's dedication to the motorcycle world grew.
Building a Business in Texas
In 1970, seeking new opportunities, Lonnie moved to Texas, where he took a significant step in his career by opening his first motorcycle shop in a modest 10x20-foot boat storage unit. It was in this humble space that he experienced two life-changing events: he met his future wife, Marianne, and he attended Harley-Davidson School, solidifying his knowledge of motorcycles.
Just two years later, Lonnie upgraded to a 1,500-square-foot shop, where he founded Gulf Coast Manufacturing Company. He began designing and manufacturing products for the motorcycle industry, quickly gaining significant customers such as Drag Specialties, S&S, and Rivera Engineering.
By 1976, the company had moved to a larger facility on a bustling Houston highway, allowing Lonnie to expand his business further. During this period, drag racing became a major focus, with his drag bikes earning world records and national championships. Between 1974 and 1980, his drag racing program achieved an impressive 11 International Drag Bike Association records and four international championships. Notably, his pro fuel dragster, affectionately nicknamed “The Banana,” made history as the first bike to complete a six-second pass and to exceed 200 miles per hour, setting an astounding 14 world records between 1998 and 2003.
A Shift Toward Preservation
In 1982, Lonnie decided to shift his focus by purchasing Stelters Harley-Davidson in Houston. This transition allowed him to indulge his passion for collecting and restoring antique motorcycles. However, the challenge of finding parts for these vintage machines led him to innovate; when he couldn't find the necessary components, he began fabricating them. Often producing 10 or 20 parts at a time, Lonnie sold the extras at swap meets. By 1990, he had manufactured over 300 parts for vintage motorcycles while also building an impressive personal collection.
In a significant move for the motorcycle community, Lonnie was approached by friends who were working to establish a museum in Sturgis. In 1990, he and his uncle E.J. Cole contributed around 40 motorcycles and an extensive collection of motorcycle art to help launch the National Motorcycle Museum, a project that continues to celebrate the history of motorcycling.
A New Chapter in Sturgis
By 1993, Lonnie's business was thriving. The shop had expanded to 14,000 square feet, employing over 35 people. However, in 1999, Lonnie and Marianne decided it was time to slow down, selling their Houston business and moving to the charming small-town atmosphere of Sturgis. There, they established Competition Distributing, which continues to provide over 1,100 antique motorcycle parts to more than 13,000 customers across 29 countries.
Lonnie remains deeply engaged in the Sturgis community, serving on the board of the Sturgis Economic Development Corporation. His involvement in local redevelopment efforts demonstrates his commitment to enhancing the town that has become his home.
A Lasting Impact
Lonnie Isam's journey from a young rider in Seattle to a motorcycle industry pioneer in Sturgis reflects a life driven by passion, innovation, and a love for preserving the heritage of motorcycling. His contributions have not only shaped the landscape of motorcycle manufacturing and restoration but have also inspired countless enthusiasts to celebrate and carry on the rich history of motorcycling. Lonnie's legacy is a testament to how one individual’s dedication can create a lasting impact on an entire community and industry.