Custom motorcycle culture coming to AIMExpo 2027
AIMExpo is bringing custom motorcycle culture to the forefront in Orlando with the debut of The Builders Cup, an all-new competition showcasing leading custom builders and the machines and ideas influencing the future of motorcycling.
With help from S&S Cycle, The Builders Cup Fueled by Drag Specialties will invite selected custom builders to AIMExpo 2027, taking place March 3–5 in Orlando, Florida. Their motorcycles will be displayed inside The Builders Club, a dedicated show-floor destination designed to connect custom culture with manufacturers, distributors, dealers, media, and other leaders from across the powersports industry.
The Sturgis Buffalo Chip will present the Spirit of the Chip Award to the builder whose motorcycle best captures the spirit of freedom and individuality at the heart of motorcycle culture. For decades, the Sturgis Buffalo Chip has created experiences that bring together motorcycles, music, art, and community. Its involvement in The Builders Cup brings that rider-facing perspective directly to the AIMExpo show floor.
“Custom builders have long served as an early indicator of motorcycling trends. Before new styles, technologies, and rider preferences reach production motorcycles and showroom floors, builders are already experimenting with them through one-off machines,” says Cinnamon Kernes, vice president of market expansion for the Motorcycle Industry Council.
“At Drag Specialties, we’ve always believed that when builders have access to the right products and the right support, they don’t just create incredible motorcycles; they inspire the entire powersports industry,” adds Paul Langley, chairman and CEO of LeMans Corporation.
The Builders Club will serve as the home of The Builders Cup throughout AIMExpo 2027, allowing attendees to meet the builders, hear the stories behind their motorcycles, and engage with the brands supporting the competition.
Details about selected builders, competition format, and the judging process will be announced in the coming months.
