S&S Cycle adds engine prize to AIMExpo Builders Cup
S&S Cycle is putting some serious performance behind a new custom-bike competition at AIMExpo 2027, announcing that it will award a brand-new engine to the winner of The Builders Cup.
The competition will feature selected custom motorcycles on display inside The Builders Club, a dedicated AIMExpo show-floor area designed to connect custom builders with motorcycle manufacturers, distributors, dealers, media and other industry professionals.
For the winning builder, the competition will come with more than bragging rights. S&S Cycle will provide a new engine, allowing the builder to put the prize to work on a future project.
“Builders have been part of the S&S Cycle story from the beginning,” says Howard Kelly, vice president of marketing at S&S Cycle. “They are the people willing to experiment, challenge convention, and find new ways to turn performance into something personal, and The Builders Cup celebrates exactly that kind of creativity.”
S&S Cycle was founded in 1958 and has long been associated with the V-twin performance and custom motorcycle markets.
“A great custom motorcycle makes you stop and look, but the best builds stay with you long after, and that’s what The Builders Cup is all about,” says Andre Albert, director of market expansion and events for the Motorcycle Industry Council. “Having S&S Cycle provide an engine for the winner speaks volumes about the caliber of this competition and the builders behind it.”
Kevin Dunworth, AIMExpo custom motorcycle curator, is helping develop the competition and select its builder lineup. AIMExpo has a history of showcasing custom motorcycle culture, including serving as a qualifier for the AMD World Championship of Custom Bike Building and hosting its Shop Invitational in Columbus.
“I’m incredibly excited to bring The Builders Cup to Florida and back to AIMExpo — a show with a long history of supporting custom motorcycle culture,” Dunworth adds.
The Builders Cup motorcycles will remain on display throughout AIMExpo, allowing attendees to see the bikes up close and meet the builders behind them. Additional details about the Builders Cup and participating builders are expected to be announced in the coming months.
AIMExpo also recently announced it will feature the Dealer Accelerate Conference by Powersports Business, giving powersports dealers educational sessions and industry insights alongside the show’s exhibits, networking and other events. For more information on Dealer Accelerate sponsorship programs, don’t hesitate to get in touch with EPG vice president Mark Rosacker at mrosacker@epgacceleration.com.
