Torc1 Racing relaunches under Dirtbag Brands with dealer-first strategy
Torc1 Racing is entering a new phase under new ownership, with Dirtbag Brands rebuilding the off-road controls brand around dealer relationships, rider support, expanded product fitment and international distribution.
Dirtbag Brands acquired Torc1 earlier this year and has spent the past several months rebuilding the brand, which was founded in 2009 and developed a following in motocross controls and rider contact-point products.
The relaunch includes refreshed branding and packaging, expanded throttle-cam fitments, with additional colorways planned. The current product lineup includes dirt bike and ATV lock-on and glue-on grips, Vengeance brake and clutch levers, replacement lever components and related controls.
Torc1’s glue-on grip sets include grip glue in the package, while its lock-on systems use a broad selection of throttle cams designed to cover a range of modern dirt bike applications. Additional cam fitments are planned as the product line expands.
“Torc1 to put a new logo on an old name. We have spent months rebuilding the pieces behind the brand — products, supply, fitment, dealer support, rider support, packaging and distribution — so Torc1 can grow the right way,” says Josh Salazar, founder of Dirtbag Brands. “The goal is to create demand at the rider level while giving dealers a program they can participate in with margins and brand value they can trust.”
Dealer engagement
A key component of the relaunch is Torc1’s grassroots Rider Support Program, which is designed to connect supported riders with local dealerships rather than bypassing the dealer channel.
Riders applying for support identify their preferred local dealerships. With the applicant’s consent, relevant rider activity and support information can be shared with the corresponding dealer, giving retailers visibility into active riders, local product interest and potential customer relationships. The program is intended to evaluate participation, racing and riding activity, content capabilities and local dealer relationships rather than relying solely on social media follower counts.
Salazar said the strategy is designed to create greater transparency between Torc1 and its dealers while helping retailers understand local demand and support riders in their markets. The company said the dealer strategy will emphasize sustainable margins, consistent brand value and programs designed to generate rider demand through local retailers.
International distribution
Torc1 has also established international distribution in Australia, Canada, New Zealand and the United Arab Emirates. The company said it plans to continue developing distributor relationships in additional markets where local support, dealer access and long-term brand development align.
The acquisition also expands Dirtbag Brands’ existing off-road business from the UTV segment into two-wheel powersports. The company said Torc1 will maintain its own identity within the Dirtbag Brands portfolio while benefiting from the parent company’s resources and off-road industry experience.
