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Heartland USA gets new owner

Jim Grove, founder and owner of Heartland USA, has sold the aftermarket accessories business to Lonny Spiva, previously the company’s director of sales and marketing.

Lonny Spiva
Lonny Spiva

Heartland manufactures E-Z Rear Fender Conversions for the V-twin market. Spiva has worked for Biker’s Choice, Custom Chrome, Hard Drive and Renegade Wheels.

“Lonny was the first choice to carry the Heartland USA brand into the future,” Grove said. “In the three-plus years that Lonny was here at Heartland, his fingerprints can be found all over this brand; he was instrumental in developed the first HL Catalog.”

“I was excited when Jim called; I have always loved the Heartland brand, and now I have been given the chance to be a part of it in a very big way!” Spiva said. “I feel I’ve came home, and I’m looking forward to conservatorship of the Heartland brand”.

“I know that HL will be in good hands with Lonny at the wheel. He has a passion for HL as much or more than I do,” Grove added.

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