Mustang Seats Acquired by Veteran-founded Investment Firm LDR Growth Partners
New Growth-Oriented Owners Will Invest in Company’s Factory Operations, Marketing Programs and Presence with Customers
Three Rivers, Massachusetts – April 4, 2022 – LDR Growth Partners today announced the acquisition of Mustang Motorcycle Products LLC, maker of Mustang Seats and related motorcycle accessories, in a private transaction closed last Friday. Mustang, known for high-quality, handmade motorcycle seats, was founded in 1980 near Three Rivers, MA, where the company maintains factory operations. Mustang was purchased out of Motorsport Aftermarket Group, owned by a group of investors, led by Monomoy Capital Partners.
“Mustang Seats presents a tremendous opportunity for us at LDR,” said William Brame, partner at LDR and co-head of its acquisition business. “Our unique approach is in providing growing companies the resources they need to continue to expand while identifying areas for new value creation. We’ll invest in people, technology, and the machinery the company needs to help deliver the iconic Mustang Seats to motorcycle riders looking for our products domestically and internationally.”
Mustang employs 85 people in a historic facility in Three Rivers. The company was founded by Al Simmons and named after the legendary P51 military aircraft from World War II. Mustang designs and manufactures a variety of styles of seats, with fitments for all major brands of motorcycles. The company also offers rider and passenger backrests and seating-related products.
LDR Growth Partners is a private investment firm focused on acquiring and growing unique, cash flow generating businesses in the manufacturing, industrial products, and transportation sectors. The company currently owns and operates Whitman Controls, a 50-year manufacturer of process automation controls with large, multinational customers across a range of industries. LDR, founded in 2011 by three US Army officers, is also the owner of LDR Advisory Partners and LDR Leadership, firms which focus on improving company, employee and leadership performance.
LDR intends to keep Mustang’s operations in its current primary location as it adds manufacturing technology, production capacity and marketing capabilities to the organization. The company has added nearly 20 additional employees since September of 2021 and the new owners anticipate hiring additional resources in the coming months to accomplish their goals.
“We believe in Mustang’s product, in its people and in the strength of the motorcycle accessory market,” continued Brame. “Our leadership is excited about entrenching ourselves in this company and in the riding community. We look forward to meeting our loyal customers and partners at rallies and events this year.”
“The leadership and employees here at Mustang couldn’t be happier about the news,” said Mustang GM Mike Cornelius. “The additional investment from LDR will help us take the next step forward. Our orders show that riders want Mustang Seats and our team is excited to continue to deliver them to our loyal dealers and customers.”
About Mustang Motorcycle Products
Mustang Seats are handcrafted in the USA to give riders the style they want and the comfort they deserve. Mustang is known worldwide as the highest quality motorcycle seats for virtually all brands of motorcycles. Based in Three Rivers, Massachusetts, the company sells seats and accessories through its network of premier powersports dealers and direct to consumers through www.mustangseats.com
About LDR Growth Partners
LDR Growth Partners supports growth-oriented businesses, management teams, and entrepreneurs with equity capital and precision support to scale operations and maximize returns under a spirit of market leadership, creativity, and innovation. LDR is led by a five-person cross-functional leadership team, and was founded in 2011 by U.S. Army Officers, with a common vision for business leadership and the power of building, supporting, and growing exceptional teams. The company has offices in Stamford, CT, Houston, TX, and Washington DC. Visit their Website at http://www.ldrgp.com/
MUBADALA CAPITAL BACKS SX GLOBAL
TO LAUNCH NEW FIM SUPERCROSS WORLD CHAMPIONSHIP
Queensland, Australia (March 1st, 2022) — Mubadala Capital, the asset management subsidiary of Mubadala Investment Company, one of the world’s leading sovereign investors with US$243 billion of assets under management, today announced its investment in SX Global, an Australian company established to develop, promote, and commercialize the FIM Supercross World Championship.
Mubadala Capital has established a track record of successfully investing in category leaders across sports, media, and entertainment—including EMI Music Publishing, Endeavor Group Holdings, Reigning Champs, Ultimate Fighting Championship (UFC) and the Yankees Entertainment and Sports Network (YES Network), among others—and this investment continues its history of backing world-class management teams in building differentiated global sports, media and entertainment businesses.
Mubadala Capital’s investment will support SX Global’s expansion plans for supercross and its efforts to capitalize on the exclusive rights it has secured from the Fédération Internationale de Motocyclisme (FIM) to manage and promote the new FIM Supercross World Championship, bringing the exciting sport of off-road motorbike racing to fans across the globe in a new competitive format.
“Our commitment to SX Global and the FIM Supercross World Championship builds on our strategy and track record of selectively investing in premier content properties with strong global appeal,” said Adib Martin Mattar, Head of Private Equity at Mubadala Capital. “We expect that our investment in SX Global will introduce the exciting sport of professional supercross to a global audience and build lasting value by delivering an authentic, exciting and fan-centric experience.”
SX Global’s President, Tony Cochrane, added, “We’re proud to partner with Mubadala Capital, a company that shares our vision and global aspirations for the FIM Supercross World Championship. With the international reach, resources, and business building experience of Mubadala Capital alongside us, we’re looking forward to establishing FIM Supercross World Championship as a leading global motorsport and entertainment property.”
Representing Mubadala Capital on the SX Global Board of Directors will be Matt Kim and Russ Pillar, who collectively bring decades of experience backing and leading global sports, media, and entertainment companies. They will be joining Tony Cochrane, SX Global’s President; Adam Bailey, SX Global’s Managing Director (Motorsport); Ryan Sanderson, SX Global’s Managing Director (Commercial); Tom Potter, Rush Sport & Entertainment; and Tavo Hellmund, Founder, Event Partners Marketing, on SX Global’s Board of Directors.
In December 2021, the FIM awarded SX Global the exclusive organisational and commercial rights to stage, manage and promote the FIM Supercross World Championship. Under the leadership of the SX Global Team, and with the financial backing and support of Mubadala Capital, Supercross will become a true global sports property, competing on a legitimate international platform for the first time in history. The FIM Supercross World Championship will commence in late 2022.
Mubadala Capital is a wholly owned asset management subsidiary of Mubadala Investment Company, a leading global sovereign investor headquartered in Abu Dhabi. In addition to managing its own balance sheet investments, Mubadala Capital manages over $10 billion of third-party capital on behalf of institutional investors in all its businesses, including three private equity funds, two early-stage venture funds, a public fund, and two funds in Brazil focused on special situations.
Mubadala Capital and its affiliated entities have a long track record of owning and/or operating globally recognized sports, media, entertainment and premium content and services properties including EMI Music Publishing, Endeavor Group Holdings, Reigning Champs, Ultimate Fighting Championship, and the Yankees Entertainment and Sports Network.
SX GLOBAL – BOARD
Matt Kim – Non-Executive Board Member
• Matt Kim is a Senior Principal at Mubadala Capital and leads the team’s sports, media and entertainment investment activities. He possesses over a decade of investment experience, and prior to joining Mubadala Capital, Mr. Kim was an investment professional at Bank of America Capital Advisors, where he focused on evaluating private equity investment opportunities globally.
Mr. Kim graduated from Boston University with a B.S. in Business Administration with concentrations in Finance and Entrepreneurship and is a CFA charter holder.
Russ Pillar – Chairperson
• Russ Pillar is a Senior Advisor and Operating Partner of Mubadala Capital where he initiates, evaluates, and manages investment opportunities globally. He is a tenured sports/media/consumer CEO, with executive roles across the Virgin Entertainment Group, Prodigy Internet, the CBS Internet Group, the Viacom Media Group, the Los Angeles Marathon, and Reigning Champs, among others.
Mr. Pillar previously held directorship roles for more than three dozen private and publicly traded sports, media, retail, entertainment, and technology/tech services companies. A Phi Beta Kappa cum laude graduate of Brown University with an A.B. in East Asian Studies, he also is a Henry Crown Fellow at The Aspen Institute and a member of the Aspen Global Leadership Network.
Tony Cochrane AM – President
• Tony Cochrane’s passion and experience forge a formidable combination and have ultimately resulted in some unforgettable milestones in entertainment and sport generally over the past 45 years both in Australia and on the global stage.
Over the past 45 years with partners and solo, Tony has produced and promoted over 400 sporting and entertainment events throughout the world, sold in excess of 25,000,000 tickets with gross sales exceeding two billion dollars, and written nearly $250,000,000 in sponsorship sales.
In his time as Executive Chairman of V8 Supercars, Tony Cochrane was considered the founding father of the ‘modern’ era of motor racing in Australia, the touring car category that was arguably amongst the world’s best. During this period, V8 Supercars had an extraordinary rise to the top of sport within Australia and on the world motorsport scene. It became a multi-million dollar industry under his strong leadership. His credits and performance in world motorsport are uniquely recognised both in Australia and overseas. He holds an FIA acknowledgement and an Order of Australia for his contributions.
Adam Bailey – Managing Director – Motorsport
• Adam’s experience in Supercross began as a competitor in the early 90s. He established an athlete and event management agency in 2005 that represented some of the most respected athletes and brands in this space. These networks led to valuable and unique international industry relationships.
Launching AME Management with Ryan Sanderson in 2012, the duo combined their experience to establish a boutique sports marketing agency in Australia and launched AUS SX Holdings and the AUS-X Open event in 2015. The events went on to achieve sell-out crowds annually for five years including the successful creation and expansion of the FIM Oceania Supercross Championship into New Zealand in 2018 and 2019. Adam leads key aspects of brand creative strategy, content, industry partnerships, international talent and operations.
A creative marketer, many of Adam’s unique PR, marketing and content strategies have helped see the events become recognised and respected, globally.
Ryan Sanderson – Managing Director – Commercial
• Ryan spent five years at V8 Supercars Australia under Tony Cochrane’s reign. In Ryan’s tenure as Sponsorship Manager, he serviced some of Australia’s largest sponsorship properties, managing over 20 V8 Supercars Championship partners, with over $22M in annual spend.
Ryan and Adam launched AME, a sports marketing agency together in 2012 and then sold-out Supercross events in Australia & New Zealand from 2015 – 2019.
Ryan secured major commercial partnerships for both AUS-X Open & S-X Open Auckland Supercross events including Monster Energy, Australian Tourism & State Government funding, Boost Mobile, Michelin, Komatsu, Castrol & Repco/NAPA. Ryan developed leading entertainment, fan engagement and innovative commercial experiences, as well as international TV broadcast distribution including IMG, Seven Network, Fox Sports Australia, CBS, Eurosport & Fox Asia to over 382 million homes.
Ryan brings a unique skillset to SX Global and has extensive international broadcast, promoter and commercial partnership networks globally.
Tom Potter – Non-executive Director | Europe
• Tom is a former racing driver, and a commercial veteran of the McLaren and Williams F1 Teams. Tom founded Rush Sport & Entertainment in 2010 which has grown internationally to become one of the most successful businesses in motorsport sponsorship and marketing services whilst also delivering record-breaking deals for other major entertainment properties such as The Rolling Stones. Rush is responsible for placing over $700million sponsorship of F1, Formula E and IndyCar properties since 2016 alone. Rush has helped identify, structure, negotiate, activate and measure sponsorship investments for brands including Petrobras, Mercedes-Benz, Prudential, IHG, Marriott, Avis, Renesas, Adecco (Modis), Progressive and Saudi Aramco.
Few can boast the level of energy, insight and understanding of global motorsports’ commercial landscape and entertainment value. Tom is an expert at leveraging sports marketing and the sports business environment to create value and accelerate growth.
Tavo Hellmund – Non-executive Director | North America
• Tavo Hellmund was the founder of the FIA Formula-1 United States Grand Prix in Austin, Texas, the co-founder of the FIA Formula-1 Mexican Grand Prix and a co- founder of the Circuit of the Americas race track in Austin, Texas. Tavo Hellmund has been the founder and President/Managing Partner of Full Throttle Productions, LP, Event Partners Marketing, LLC, Grand Prix Partners, LLC and Tavo Hellmund Inc. since 1994.
These companies manage and provide event project management, day of event oversight, staffing/volunteer services, venue planning, consulting and logistics support, marketing, sales, sponsorship, public relations and consultation services for sporting and special events around the world. Tavo Hellmund’s global event production experience includes brokering, sanctioning, producing or promoting over 150 sporting and entertainment events, which have generated more than 1.5 billion dollars in sales.
At Damon, we continue to expand and grow our team to deliver not just a ride, but an enhanced experience for the next-generation of motorcyclists.
Thus, we are proud to welcome CMO & VP Brand Doug Penman and Head of Design Michael Uhlarik to Damon’s executive team.
Doug Penman, CMO & VP, Brand – “I look forward to creating the most exhilarating, unexpected, and fierce mobility brand the motorcycle industry has ever seen.”
Michael Uhlarik, Head of Design – “I’m excited to design the Damon motorcycles of the future… and to cement the company’s legacy as the leading innovator in two-wheel safety, technology, and performance.”
An international award-winning motorcycle designer and product planner, Uhlarik created the market-leading Yamaha TZR-50 and the award-winning Yamaha MT-03. He has also contributed to designs for the R6, FJR1300, & M1 MotoGP bike, collaborated on motorcycles such as the Aprilia Dorsoduro, SportCity, & Atlantic, and authored the Derbi Rambla.
Penman is an entrepreneur and creative with broad-ranging venture capital, marketing strategy, and brand expertise. He has launched and accelerated the momentum for Intel, Microsoft, Volvo, Toyota Scion, Peugeot, SanDisk, QuantumScape, Dell, Coca-Cola, UBTech, and Philips.
As pioneers in their respective fields, Doug and Michael are tightly aligned on both purpose and creative vision to fuse the functions of product design and brand & marketing.
Their work will ultimately give you a more charged, inspired, and personal riding experience.
Celebrate with us. 2021 Green GOOD DESIGN Award
We’re honoured to win an accolade from the oldest and most established awards program for the most innovative and visionary new product design worldwide.
2021 Fast Company World Changing Idea Award
We’ve been recognized with an “Honorable Mention” in the Transportation category for this prestigious award.
21 New Damon Family Members
We’ve welcomed 21 new individuals from all around the world in the past month. And we’re still hiring!
You can join Damon, too.
Become a Damon Brand Ambassador
Love talking about us and sharing our bikes on social media? Do it officially as a Damon Brand Ambassador.
We’re building relationships with passionate, creative influencers and content creators, who share our vision in making motorcycling better, safer, and smarter! Could this be you?
Join the Team
We’re in search of top-tier talent for all departments from Engineering to Marketing. Help us change the world.
View our current openings and apply for your next challenge.
Is there a market for big bikes in India? All the big names have dealerships here in India – Triumph, Indian, BMW, Yamaha, Kawasaki, Honda and now some Italian brands too. India is the world’s largest market for two-wheelers overtaking China. Motorcycles and scooters can be seen everywhere in every city, suburbs and villages. It is the most popular choice of transport for the common man. Why would one of the world’s most popular brands decide to shut shop in India after spending a decade building dealerships and relationships?
Harley-Davidson came to India before Indian and Triumph set foot here. In a way their sales figures induced other motorcycle brands to sell their larger models in India. Before Harley-Davidson the Japanese giants Honda, Yamaha, Kawasaki and Suzuki did not consider bringing their superbikes to Indian dealerships. They were content with their small commuter bikes and scooters selling in large numbers. So how does the trailblazer brand decide they don’t like what they have accomplished?
The answers are complex and the answers may be closer to home in US of A than in India.
Harley-Davidson is trying to attract a new generation of riders at a very young age. The iconic motorcycle company announced Tuesday that it was buying StaCyc, which makes two-wheel electric bikes for kids.
StaCyc has two models — the 12eDrive and 16eDrive — that the company describes as “the perfect choice for little rippers” between the ages of 3 and 7.
The bikes have a top speed of about 10 miles per hour and sell for a range of $649 to $699.
Harley-Davidson said in a statement that Harley-Davidson branded versions of StaCyc’s two models will be available at select Harley-Davidson dealers in the United States in the third quarter of 2019.
“The StaCyc team shares the same vision we have for building the next generation of riders globally and we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere,” said Heather Malenshek, Harley-Davidson senior vice president of marketing and brand, in the statement.
Harley-Davidson is increasing its bets on electric vehicles as sales of traditional bikes slow.
The company has already announced plans to launch the LiveWire premium electric motorcycle this fall. It is also developing other electric bikes that it plans to start selling in 2021.
Harley-Davidson needs new growth opportunities as the company struggles to deal with tariffs from the Trump administration that have hurt earnings.
Sales and profits are expected to fall this year and revenue is only expected to rebound slightly in 2020.
Shares of Harley-Davidson have rallied this year with the rest of the market, rising 10% so far in 2019. But the stock is trading nearly 20% below its 52-week high.