THE OPPORTUNITY

Since 1916, Harley-Davidson had continuously published a magazine for motorcyclists by motorcyclists, but it was only accessible to existing Harley owners, limiting its reach. To expand beyond the current fandom and appeal to a broader audience, Harley-Davidson needed to rebuild the world’s longest-running motorcycle magazine from the ground up, making it more inclusive, dynamic, and relevant to modern riders.

THE IDEA

We relaunched The Enthusiast as a multi-platform editorial experience that redefined motorcycle culture for a broader audience. With expanded global distribution, a digital app, and original multimedia content, the magazine became a modern storytelling hub that reflected the full spectrum of the Harley-Davidson lifestyle.

THE Execution

As Editor in Chief, I led the complete reinvention of The Enthusiast—from developing the editorial framework to overseeing every issue’s creative direction. I curated and edited stories that celebrated a more diverse rider base, introduced new voices, and deepened cultural relevance. I also worked with design, video, and digital teams to create a cohesive experience across print, app, and social media. Under my leadership, the magazine expanded its domestic and international footprint, launched a dedicated digital presence, and evolved into a key brand platform that authentically connected Harley-Davidson to riders around the world.