FirstGear names Jeffery Boaz as brand manager

Jeffery Boaz becomes brand manager for FirstGear effective immediately. The industry veteran has been tasked with revitalizing the venerated brand and appealing to entirely new market niches... a challenge he is looking forward to.

“There was a point in time when FirstGear was known industry-wide as the leader in technical innovation, superior functionality and cutting edge designs for both leathers and textile motorcycle wear,” Boaz says. “Even the marketing campaign resonated throughout the industry as we all know every great ride starts in FirstGear.”

In his new role, Boaz will coordinate and direct the creative design, product design, development and execution for the FirstGear brand says Phil Davy, senior director Apparel Brands,Tucker Rocky/Biker's Choice. “Having experience at every level of the industry from the dealership ranks to the OEM level, Jeffery is uniquely qualified to click the brand up a couple of gears!”

“Jeffery will be developing concepts for product design and inventions; handling media and advertising, establishing brand identity, overseeing packaging, web design and event activations,” explains Davy. "He is an accomplished professional with more than 25 years of experience in sales, marketing and brand management.”

His diverse dealership background started with stints at Dudley Perkins Harley-Davidson in the Bay Area and Motoprimo in Minneapolis, MN. He has worked the counter, been a marketing manager, merchandising and training manager at the dealership level. He was also an area sales manager for Triumph Motorcycles America LTD where he managed four states with 37 dealerships in IL, IA, MN and WI.

During the past decade, Boaz has developed and brought dozens of products to market from hard parts to soft goods including technical riding apparel and helmets. He was Helmet/Apparel product director for Fulmer where he developed 12 new models and graphic updates for spring launch in less than seven months. More recently he was the Powersports division manager for Venture Heat and Southwest regional manager for Schuberth North America.

He will now be based out of the AMP Factory (ANSR, MSR, ProTaper) facility in Irvine, California. “I am really looking forward to the wild ride ahead,” says Boaz. “The combination of a legacy brand with the technological innovations we have on tap will be unbeatable! Great rides really do begin in FirstGear!”




  1. Congrats Jeffery, I know you will succeed in helping FirstGear be a market leader.

  2. I have know Jeff since he was with Fulmer and he is the best person for the job! Well done First Gear! Jeff will do great things for you!

  3. I look forward to your success, Jeffery!

Leave a Reply

Your email address will not be published. Required fields are marked *