Jesse Jurrens

The Journey of Jesse Jurrens: From Small-Town Mechanic to Motorcycle Innovator

In the heart of South Dakota, where the roar of engines meets the thrill of the ride, Jesse Jurrens was born to Cindy and Marvin Jurrens. From an early age, Jesse was immersed in a world where dirt bikes and snowmobiles weren’t just toys—they were a way of life. This familial bond over riding would lay the foundation for his lifelong passion and future successes.

A Young Innovator

Jesse's fascination with mechanics sparked in his formative years. It was during high school when his father gifted him a Fat Boy motorcycle, splitting the cost as a reward for his academic achievements. Little did they know, that very night would mark the beginning of a transformative journey. With the motorcycle torn apart, Jesse quickly recognized the need for improvement—he aimed to enhance the ride quality of Softails.

This quest led him to the realization that no one had yet developed a true motorcycle air shock featuring an air spring. Not one to back down from a challenge, Jesse took matters into his own hands and created the very first Legend Air Suspension system, a game-changing invention in the motorcycle industry.

From Basement to Business Success

Jesse’s determination didn’t waver as he faced the many hurdles of prototyping and product development. Working tirelessly at tradeshows, he introduced his innovative products to the world. His efforts paid off when Hot Bike recognized his air suspension system with the “Most Innovative Product of 1998,” propelling Legend Suspension into the spotlight.

But Jesse's ambitions didn’t stop there. Alongside his focus on suspensions, he nurtured a passion for custom bike building. His unique designs—featuring an extended drive train and stretched primary—redefined the aesthetics of custom motorcycles. His creations, marketed under "Independent Cycle Inc.," garnered awards and respect from builders around the globe.

In 2000, Jesse moved Legend Suspension from his parents’ basement to Rapid City, marking a significant step in his entrepreneurial journey. He also launched the “Legend Top 50 Custom Bike Show,” which evolved into the Top 50 Rally Park—a vibrant hub for motorcyclists featuring stunt riders and the rat-rod culture, attracting a younger audience and solidifying his status in the motorcycle community.

Resilience in Tough Times

As success blossomed, Jesse realized he was spreading himself too thin. He made the tough decision to pivot away from bike building and focus solely on Legend Suspension's growth.

In 2008, as the US economy began to falter, Jesse took strategic steps to ensure his company would not only survive but thrive. Relocating manufacturing to Sturgis, he embraced "Lean Manufacturing" principles while prioritizing the success and well-being of his employees. Under his leadership, Legend Suspension flourished, expanding its product line to include innovative Aero Air and Revo coil suspensions for motorcycles, along with a new line of UTV suspensions. Today, the company enjoys a stellar reputation both locally and globally.

Giving Back

Beyond his entrepreneurial achievements, Jesse is known for his generous spirit. He has organized events benefiting various causes, including the Offroad Riders Association and the Black Hills Children’s Hospital, where his contributions led to the naming of a special therapy room in honor of his late father. His philanthropic efforts have raised hundreds of thousands of dollars for Shriners, cancer research, and individual causes, reflecting his commitment to giving back to the community.

A Family Man and a Visionary

Jesse's laughter and humor shine through even during life’s challenges. He and his wife Tyna cherish their outdoor adventures and motorcycle rides with their children, Garet, Cole, and Morgan, eagerly awaiting the arrival of another little one.

As a young leader and innovator in the motorcycle industry, Jesse Jurrens has achieved remarkable milestones. Yet, true to his character, he remains grounded and focused on the future. “I’m still just getting started,” he often says, embodying the spirit of a man who continually seeks new horizons. 

Jesse’s journey is a testament to resilience, innovation, and community spirit—a narrative that inspires not only motorcycling enthusiasts but anyone with a dream to pursue.