Jack Hoel

Jack Hoel: From Sturgis Roots to Motorcycle Racing Legend

As the son of Pappy and Pearl Hoel, founders of the legendary Sturgis Motorcycle Rally, Jack Hoel has long been an integral part of the motorcycling world. His influence on the Rally’s development and his distinguished career in racing and motorcycle innovation have made him a true icon in the community.

Growing up in his father’s Indian dealership, Jack was immersed in the world of motorcycles from an early age. He was also a part of the famed Jackpine Gypsy Tours, a group that played a key role in organizing the early Sturgis Rallies. Jack fondly recalls his memories of those first events: “We had maybe 300 people in those days, and they all came for the races, before the vendors and concerts. The excuse for having [the Rally] is the motorcycle races.” His first job at the Rally, as a child, was a special one—he wore the Jackpine Gypsy outfit his mother made and carried the crown for the Rally queen. “That was my claim to fame,” Jack jokes, adding, “I guess I was the first mascot.”

Beyond the Rally, Jack made his own mark on motorcycling history. On May 10, 1963, Jack and fellow rider Bill Ericson accomplished something no one had done before—they rode two Yamaha trail bikes, provided by his father, up Bear Butte via the hiking trail, then daringly descended down the face of the mountain.

Jack’s career as a racer is equally impressive. Starting in the 1950s, he racked up a series of state titles, culminating in a class win at the prestigious Daytona 200 in 1964 in the 250cc division. His success on the track paved the way for an even bigger role in the sport, as he transitioned from racer to manager of the Yamaha Race Team in the 1970s.

But it wasn’t just on the track where Jack Hoel made his mark—his contributions behind the scenes revolutionized the motorcycle industry. As Yamaha’s Head of New Product Development, Jack and his team created the iconic DT-1 (Enduro), widely regarded as the most important dual-purpose motorcycle in history. The DT-1, a game-changing machine, set the standard for off-road and street riding alike.

Jack was also instrumental in the development of Yamaha’s XS 650, the company’s first big-bore, four-stroke engine. The XS 650 became a powerhouse in the motorcycle world, shaking up the industry and influencing decades of motorcycle design and racing.

From his early days as the first mascot of the Sturgis Rally to his groundbreaking work at Yamaha, Jack Hoel’s contributions to the world of motorcycling are immeasurable. His legacy, much like the Sturgis Rally itself, continues to thrive, inspiring future generations of riders and innovators.

You can see Jack's Honda Trail 50 he rode to climb Bear Butte within the museum.