Roland Sands: A Legacy of Two-Wheeled Innovation

Roland Sands, a name synonymous with cutting-edge motorcycle design, racing, and innovation, has carved his own unique path in the world of motorcycles. Born in Long Beach, California, in August 1974, Roland's love for bikes was inherited from his father, Perry Sands, a motorcycle racer and business owner. Immersed in the world of two-wheeled machines from an early age, Roland spent his childhood surrounded by the hum of engines at his parents' shop, Performance Machine.

By the age of 15, Roland had already made his first pilgrimage to Sturgis, the famed motorcycle rally in South Dakota. It was there that his passion for riding took hold, as he spent days navigating the canyons on his Triumph T100. Since that first trip, Sands has been a near-perennial attendee, culminating in the honor of being named Grand Marshal in 2019—a fitting tribute to his decades-long association with the event.

At just 18, Roland launched his professional racing career, competing in circuits across the U.S. and Europe. His crowning achievement came in 1998, when he claimed the AMA 250 Grand Prix National Championship title. After a successful career filled with victories and broken track records, Roland hung up his racing leathers in 2002 to focus on the creative side of the motorcycle world.

In 2005, Roland Sands founded Roland Sands Design (RSD), a company that would quickly become a powerhouse in the industry. Known for its boundary-pushing custom motorcycles, RSD also produces performance parts, accessories, and fashion-forward protective gear for discerning riders. His designs cater to those who want both function and form, blending performance with style that looks just as good off the bike as it does on the open road.

Collaborating with iconic brands like Harley-Davidson, Ducati, BMW, and Yamaha, Roland and his team have created over 200 custom motorcycles. Their work has helped usher in the performance-custom era, drawing attention from a new generation of builders who see motorcycles as more than just machines but as a form of artistic expression. Sands expanded the custom motorcycle world far beyond the V-twin platform, earning him accolades and a dedicated following in the global motorcycle community.

Roland Sands' influence extends far beyond the shop floor. In 2015, he redefined the racing world by founding the Super Hooligan National Championship (SHNC). What began as a dirt flat track series has now evolved into a highly competitive, road-racing championship. Sands' team made waves in 2020 when their Indian Challenger became the only non-factory team to win a race in the King of the Baggers series, further solidifying their place in motorcycle history.

Sands hasn’t stopped there. He continues to explore new ways to celebrate motorcycle culture. His Moto Beach Classic event, held on the sunny shores of Southern California, is a testament to the lifestyle that surrounds motorcycles—blending surf, skate, and motorcycle culture into one electrifying experience.

As Roland and his team at RSD continue to innovate and redefine the motorcycle industry, their influence shows no signs of slowing down. With endless ideas and an unmatched passion for the sport, Sands' contribution to two-wheeled culture is immeasurable.

Humbled by the recognition and success he’s achieved, Roland continues to express gratitude for the support of the community that has surrounded him throughout his journey. "There’s so much more to come," he often says, his gaze fixed firmly on the horizon, where the next innovation is already revving its engine.

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Quick Facts: Roland Sands

• Born: August 1974, Long Beach, California

• Company: Roland Sands Design, founded in 2005

• Racing career: AMA 250 National Champion, 1998

• Signature Events: Moto Beach Classic, Super Hooligan National Championship

• Collaborations: Harley-Davidson, BMW, Ducati, Yamaha, Indian, and more