Full Throttle Industry Day & Party | Tuesday, August 5, 2025, | Full Throttle Expo Center

WHERE THE V-TWIN INDUSTRY MEETS DURING THE STURGIS RALLY

Join us at the landmark 85th Annual Sturgis Rally for the motorcycle industry’s premier networking event—Full Throttle Industry Day. Hosted at the Full Throttle Expo Center, this is where V-Twin business happens. This one-day event is crafted to connect brands, builders, marketers and media from across the motorcycle aftermarket. Explore trendsetting exhibits, top-tier bike shows, and cap it all off at an exclusive Industry Day Party with the biggest names in the business.

All events are located at the Full Throttle Expo Center unless noted.

Michael Lichter Photography Exhibition

9:00 AM – 8:00 PM
A rare look at iconic and unreleased works from legendary motorcycle photographer Michael Lichter, honoring his 2025 Arlen Ness Lifetime Achievement Award.

Mama Tried Sturgis Showcase

9:00 AM – 8:00 PM
A curated exhibit of custom builds from the creators of Mama Tried—blending creativity, craftsmanship, and culture.

Trask Performance Invitational Bike Show

11:00 AM – 4:00 PM @ Gearhead Gardens
High-performance American V-Twins from the industry’s top builders. Judging and awards begin at 4 PM.