Don Emde

Celebrating a Legacy with the 2022 Arlen Ness Lifetime Achievement Award

In the world of motorcycling, few names are as revered as Don Emde. As the 2022 recipient of the Sturgis Motorcycle Hall of Fame’s Arlen Ness Lifetime Achievement Award, Emde’s journey from a young enthusiast to a celebrated industry icon is nothing short of extraordinary.

A Family Tradition

Don’s love for motorcycles began on a snowy Christmas morning in 1962, when Santa delivered his first bike—a Harley 165. This moment was not just a childhood dream come true but the continuation of a rich family legacy. Don’s grandfather, Joe Emde, laid the groundwork for this passion back in 1914 with a motorcycle repair business in the California desert. A racer in his own right, Grandpa Joe later became a motorcycle patrol officer in San Diego.

The family’s involvement in motorcycling soared in the 1940s with Don’s father, Floyd. Known for his prowess on the racetrack, Floyd competed across the country and claimed victory in the prestigious 1947 Sturgis flat track races, as well as the 1948 Daytona 200. The latter win marked the beginning of a new chapter for the Emde family as Floyd transitioned to becoming an Indian dealer, later evolving into a Harley-Davidson and metric brand dealer until his retirement in 1980.

A Rising Star

Born in 1951, Don Emde's introduction to the world of competitive racing was swift and impactful. By 1969, at just 18, Emde was making a name for himself in AMA professional racing. His exceptional skills earned him the overall national championship from the AFM racing association that year. The following years saw him competing at the highest levels, including notable successes in Flat Track, TT, and Roadrace events.

However, it was his 1972 Daytona 200 victory on a 350cc Yamaha—a first for both Yamaha and two-stroke engines at the Daytona 200—that solidified his place in racing history. This win also made Don and his father Floyd the first father-and-son duo to both win the prestigious race.

From Racing to Industry Leadership

After retiring from professional racing, Don shifted focus to family life and a career in the motorcycle industry. His work began in motorcycle retail before transitioning to advertising with Motorcycle Dealernews. In 1980, Don joined Bell Helmets, where he climbed the ranks to Vice President of Sales & Marketing. His career continued to flourish as he took on the role of publisher for Dealernews in 1986, rebranding it with a new tagline to address the expanding powersports market.

Emde’s visionary approach led to the development of the “Discover Today’s Motorcycling” PR campaign, a pivotal initiative that helped revitalize the motorcycle industry during a challenging period. This campaign remains a cornerstone of industry efforts to promote motorcycling.

A Publishing Pioneer

In 1990, Don Emde ventured into business, creating The Emde Report and self-publishing The Daytona 200. His passion for motorcycle history led him to publish several well-received books, including Finding Cannon Ball’s Trail and The Speed Kings, the latter of which earned the Motor Press Guild’s Best Book of the Year award in 2019.

Don’s dedication to preserving motorcycle history extends to his involvement with the AMA Motorcycle Heritage Foundation and the Trailblazers, where he has contributed significantly to preserving and promoting the sport’s rich legacy.

Honoring a Legend

Receiving the Arlen Ness Lifetime Achievement Award is a testament to Don Emde’s indelible mark on the motorcycle world. Emde attributes his success to long-time supporters, including Bill and Sherry Gikling, Fred Fox, and the legendary Arlen Ness, whose influence has been profound. “Without their support, I can’t imagine my name being considered for such an award,” Emde reflects. “I am deeply honored to receive this recognition.”

Don Emde’s journey is a powerful narrative of passion, perseverance, and innovation—a true embodiment of a lifetime dedicated to the motorcycle industry.