Motocross isn’t just about lap times anymore. The sport has evolved into a hybrid of performance, personality, and presence, where what you post online can matter almost as much as what you do on the track. Riders are no longer just racers; they’re personal brands, content creators, and in many cases, entrepreneurs.
A racer who understands the new era, results, reach, and reputation.
From Privateer to Personality
For decades, riders were judged by one thing, results. But today, with platforms like YouTube, Instagram, and TikTok, a racer’s influence has become just as valuable as their championship points. Brands are investing in riders who can connect with fans, sell a lifestyle, and keep eyes on their logo all year round, even when the gate’s not dropping.
Riders like Dean Wilson, Christian Craig, and Tommy Searle have mastered this balance. They’re still competitive, but they’ve built entire audiences around who they are off the track, through vlogs, product reviews, training days, and behind-the-scenes content. For sponsors, that’s gold. Every post, every video is a rolling advertisement that’s more personal and authentic than a TV ad could ever be.
They’re not just winning races, they’re building an empire.
The Rise of the Moto Influencer
Then there are the new age stars who grew up in front of the camera. Haiden Deegan, for example, has built one of the most powerful motocross brands in the world, and he’s still only just moving up to the 450 class. Between his racing, his family’s YouTube empire, and his massive TikTok reach, he’s turned motocross into mainstream entertainment.
Jett and Hunter Lawrence are another perfect example. Their combined social presence, merch, and personality have turned them into global names. They’re selling not just wins, but identity, fun, confidence, brotherhood, and professionalism, and fans are buying into it.
Even Shane McElrath, Billy Bolt, and others have used digital content to keep their names relevant through injuries or career transitions. They’ve proven that consistency online can keep opportunities alive even when results aren’t coming.
A rider who’s turned class and consistency into a career beyond the gate.
The Old School Approach Still Lives On
While many of the new generation are building empires online, riders like Jeffrey Herlings and Eli Tomac represent the other side of the spectrum, the traditionalist racers who still believe results do the talking.
Herlings rarely posts anything outside of racing. His focus has always been speed, hard work, and proving everything on the track. There’s a certain respect that comes with that, fans know he’s not chasing views; he’s chasing victories. The same goes for Tomac, who keeps his social presence low-key, lets his performance speak for itself, and still manages to draw one of the sport’s most loyal fan bases.
In a world of vlogs and sponsorship tags, their approach feels almost refreshing. It’s old-school grit in a new school world, and it proves there’s still room for riders who prioritize racing over reach.
Brands Adapting to the New Game
It’s not just riders, manufacturers are leaning into it too. Brands like Yamaha and Husqvarna now pour huge energy into storytelling, social content, and athlete personalities. Instead of just pushing bike specs, they’re promoting feeling: the brand’s community, heritage, and the lifestyle that surrounds the machines.
Fans used to follow their favorite rider. Now, they follow their favorite story.
The New Skillset
Modern riders can’t just train, race, and disappear anymore. The top athletes now:
• Document everything – from workouts to bike setups.
• Collaborate – with sponsors, creators, and brands.
• Engage fans directly – answering questions, sharing failures, and showing real life.
• Monetize visibility – through merch, YouTube ads, and sponsorship bonuses tied to social reach.
And the reward? Riders with strong platforms can earn income long after the racing stops.
In 2025, being fast gets you noticed, but building a brand keeps you in business. The motocross world is watching a shift where performance and personality go hand in hand.
Still competitive, still connecting, Searle’s built one of the most loyal followings in motocross.
From Deegan’s digital empire to Dean Wilson’s comedy reels and the Lawrence brothers’ polished media presence, one thing’s clear: the business of being a rider has gone far beyond the finish line.
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