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Lonny Spiva Buys Heartland USA

By September 26, 2016General Posts

The owner of Heartland USA, known for their E-Z Rear Fender Conversions and quality accessories for the American V-Twin marketplace for the last 20 years is embarking on a new chapter of his life. Jim Grove, the founder and owner has announced that he wants to slow his life down and retire from the motorcycle industry. With that said, he has announced the sale of Heartland USA to his Previous Director of Sales and Marketing and V-Twin industry veteran Lonny Spiva. (Couldn’t happen to a nicer person, too!)

unnamed-1Lonny Spiva is a veteran of the V-Twin industry, working for Famed companies as Bikers Choice, Chrome Chrome, Hard Drive and Renegade Wheels. Jim says that “Lonny was the first choice to carry the Heartland USA brand into the future. In the three plus years that Lonny was here at Heartland, his fingerprints can be found all over this brand, he was instrumental in developed the first HL Catalog”

“I was excited when Jim called, I have always loved the Heartland Brand and now I have been given the chance to be a part of it in a very big way!” Lonny said about the future, “I feel I’ve came Home and I’m looking forward to conservatorship of the Heartland brand”. Jim stated, “I know that HL will be in good hands with Lonny at the wheel. He has a passion for HL as much or more than I do”. Lonny added, watch for new and exciting kits coming from Heartland in the upcoming months.

American Made and operated and available at Harley and Powersports dealers all across the USA. For more information on Heartland USA, please call: 310-822-2697, email them at or visit