AMERICAN FEDERATION OF MOTORCYCLISTS

What AMERICAN FEDERATION OF MOTORCYCLISTS does

The American Federation of Motorcyclists (AFM) is a nonprofit membership organization and the oldest amateur motorcycle road racing club in the United States, founded in 1954 and headquartered in Pleasant Hill, California. The organization serves amateur and semi-professional motorcycle road racers, with a member base whose alumni include professional champions such as Kenny Roberts, Wayne Rainey, Kevin Schwantz, and Randy Mamola. AFM's mission centers on organizing and governing amateur road racing competition rather than commercial product development.

AFM's core offering is a calendar of amateur road racing events held at three Northern California racetracks: Buttonwillow Raceway Park, Thunderhill Raceway Park, and Sonoma Raceway. Race operations are supported by approximately 8 employees supplemented by volunteer race officials and corner workers. The technology stack is narrowly operational: race registration is managed through MotorSportReg, while on-track timing is captured via AMB X260 transponders and scored through the Zoomius platform. There is no proprietary technology product, platform, or software offering beyond event administration.

The business model is member-funded. Revenue is generated from annual membership dues, per-event race entry fees, transponder rentals, merchandise sales, and event sponsorship. AFM operates without venture capital or private equity backing, and the organization celebrated its 70th anniversary in 2024. The model is structurally similar to a member-supported sports federation: low fixed costs, volunteer labor supplementation, and revenue tied directly to participation volume and sponsor commitment.

Name

AMERICAN FEDERATION OF MOTORCYCLISTS

Legal name

American Federation of Motorcyclists Inc.

Website

https://afmracing.org

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

1–10 employees

Short description

The American Federation of Motorcyclists is a nonprofit membership organization and the oldest amateur motorcycle road racing club in the United States, founded in 1954 and headquartered in Pleasant Hill, California. It organizes amateur road racing events at three Northern California tracks, serving individual amateur and semi-professional motorcycle road racers.

Ownership category

akta.pro rank

Product category

Amateur Motorcycle Road Racing

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Sanctioning Bodies & Governing Organizations (MPAKAGAD)

akta.pro secondary industry

Motorsport Sanctioning Bodies (FIA/FIM/IMSA, etc.) (MPAKAFAH)

Keywords

• Amateur motorcycle racing
• Motorcycle roadracing club
• Race event organization
• Motorcycle competition licensing
• Racing contingency programs

Headquarters

HQ city

Pleasant Hill

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Fees: Annual membership fees providing competition license, voting rights, email communications, magazine discounts, and access to race events.
2. Race Entry Fees: Pre-entry and post-entry fees for race participation at AFM events. Entry fees vary by class and are processed on Tuesday following each race.
3. Sponsorship Programs: Title sponsorship ($8,000+), class sponsorship ($225+ per raceday), and supporting sponsorship ($500+) tiers. Includes naming rights, logo placement, PA announcements, and event passes.
4. Merchandise Sales: Online shop selling branded apparel including hoodies, t-shirts, hats, stickers, and accessories.
5. Transponder Rentals: Rental of AMB X260 scoring transponders for riders who do not own their own units.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The American Federation of Motorcyclists (AFM) is a 501(c)(7) nonprofit motorcycle roadracing club that organizes and sanctions amateur motorcycle racing events across Northern California. Founded in 1954, the AFM operates a structured race season at multiple premier racetracks (Buttonwillow, Thunderhill, Sonoma Raceway), issues competition licenses to riders, delivers timing and scoring with electronic transponders, and runs a New Racer School to onboard novice competitors.

Product overview

The American Federation of Motorcyclists operates as the oldest amateur motorcycle roadracing club in the United States (founded 1954), offering a portfolio of racing-related products and services centered around organized motorcycle competition. Core offerings include competition licensing through approved new racer schools, organized race events at California venues (Buttonwillow, Thunderhill, Sonoma Raceway), and electronic scoring using AMB transponders with Zoomius Race Day Management. The organization generates revenue primarily through membership fees, race entry fees, and merchandise sales including branded apparel (hoodies, t-shirts, hats, accessories) celebrating the club's 70th anniversary and featuring the iconic AFM logo. Additional services include sponsorship programs, contingency payouts, and official rulebook/tech resources for racers.

Differentiator

Problem solved

Functional benefit

Products and services

• AFM Competition License & Membership Annual competition license granting individual amateur motorcycle racers the right to enter AFM-sanctioned race events; licenses classify riders into expert, novice, and other competition classes.
• AFM Race Events Multi-round season of amateur motorcycle roadracing weekends held at Buttonwillow, Thunderhill, and Sonoma Raceway, featuring practice, qualifying, and sprint/endurance race formats for licensed members.
• AFM New Racer School Instructional program that trains prospective racers on motorcycle control, track etiquette, racing lines, and race-day procedures so novice riders can earn their novice license and enter AFM race events.
• AFM Sponsorship Programs Contingency and sponsorship packages that allow motorcycle industry partners (e.g., helmet, tire, gear, and parts vendors) to reward winning AFM riders and gain on-site brand presence at race events.
• AFM Electronic Timing & Scoring Race-day timing and scoring service delivered at AFM events using AMB X260 transponders mounted on each motorcycle, integrated with the Zoomius Race Day Management System to produce per-lap timing, race results, and grid positions.
• AFM Competition Rulebook Annual printed and downloadable rulebook defining classes, technical specifications, rider conduct, and race procedures that govern the AFM racing season.
• AFM 70th Anniversary Logo Zip Hoodie Branded black full-zip hoodie featuring the 70th anniversary logo, sold through the AFM online merchandise store to members, racers, and fans.
• AFM Black & White Logo Hoodie Branded pullover hoodie featuring the standard black-and-white AFM logo, sold through the AFM online merchandise store.
• AFM Black & White Logo Full Zip Hoodie Branded full-zip hoodie featuring the standard black-and-white AFM logo, sold through the AFM online merchandise store.
• AFM Flag Tee

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• PirellicoreGTM or Marketing PartnerTire sponsor featured on AFM sponsorship page with logo placement. Provides tires to AFM racers with contingency programs.
• Dunlop Motorcycle TirescoreGTM or Marketing PartnerTrackside vendor and contingency sponsor. Featured in 2025 sponsors section with logo and website link.
• Truth Be Told ApparelcoreChannel Partner/ Reseller/ DistributorAFM's primary apparel partner managing merchandise sales. Provides screen printing, embroidery, website design and ecommerce services for AFM.
• BridgestoneminorGTM or Marketing PartnerTrackside tire vendor with presence at AFM events. Featured in 2025 vendor listings.
• Oxymoron PhotographyminorGTM or Marketing PartnerTrackside photography vendor capturing racer images at events.
• People Movers LLCminorGTM or Marketing PartnerTrackside vendor providing services at AFM race events.
• Racers Edge PerformanceminorGTM or Marketing PartnerPerformance parts and services vendor at trackside.
• Daredevil Motorsports LLCminorGTM or Marketing PartnerTrackside vendor for 2025 season.
• Anthony's LeatherworksminorGTM or Marketing PartnerLeather goods and riding gear vendor at AFM events.
• Carters@TheTrackcoreStrategic or Co-development PartnerApproved New Racer School provider. Part of the certified pipeline for new racers entering AFM competition.
• Fun Track DayzcoreStrategic or Co-development PartnerApproved track day provider and New Racer School provider. Pipeline partner for new AFM racers.
• Z2 TrackdayscoreStrategic or Co-development PartnerApproved track day provider and New Racer School provider. Certified entry point for novice racers.
• Pacific Track TimecoreStrategic or Co-development PartnerApproved New Racer School provider and track day operator. Key partner in developing new racing talent for AFM.
• LawTigersminorGTM or Marketing PartnerLegal services sponsor with logo on sponsorship page.
• Turn 3 RacingminorGTM or Marketing PartnerRacing products and services vendor listed for 2025 season.

Scale indicators5 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• WERA (Western Eastern Roadracers Association): WERA sanctions amateur motorcycle road racing across multiple US regions with structured classes and competition licensing. It is the closest structural analog to AFM: amateur road-racing-only, member-licensed, and event-driven at multiple tracks.
• AHRMA (American Historic Racing Motorcycle Association): AHRMA is a US motorcycle road racing sanctioning body focused on vintage and historic classes, sharing AFM's amateur-road-racing mission and class-based competition structure but with a different motorcycle-era focus.
• WMRRA (Washington Motorcycle Road Racing Association): WMRRA is a Pacific Northwest amateur motorcycle road racing club that operates member-licensed race weekends with similar governance and event structure to AFM, though it serves a different region rather than directly competing for racers.

Broad incumbents

• American Motorcyclist Association (AMA): AMA is the national governing body for motorcycling in the US with broad amateur and professional sanctioning authority. It dwarfs AFM's regional California scope but shares the governing/sanctioning function and licensing role, and historically was AFM's antitrust adversary.
• MotoAmerica: MotoAmerica is the dominant US professional motorcycle road racing series. It overlaps in venue ecosystem (Sonoma Raceway, etc.) and serves as a graduate destination for AFM alumni, but operates at the professional tier above AFM's amateur model.

Others

• California Superbike School: California Superbike School provides motorcycle track-day and riding-skills training in California. It is adjacent to AFM (rather than a competitor), serving the same enthusiast customer base and overlapping with AFM's New Racer School partners as a parallel entry point for new riders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/american-federation-of-motorcyclists

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AMERICAN FEDERATION OF MOTORCYCLISTS