Why did Easyriders Magazine Close? Who Owns Easyriders Now? What is the future of Easyriders Magazine, Motorcycle Rodeos, and Bike Shows? These are some of the many questions revolving around what happened to Easyriders.
But before we discuss what is happening with Easyriders, here is a brief history of the company. Joe Teresi and others started the company in 1970. The legal name chosen was Paisano Publications. Under Teresi’s leadership, Easyriders Magazine became an iconic American biker name. Years later, the Biker Rodeos and Motorcycle Shows began.
Over the years, magazine sales slowly went down. In addition, attendance at the Easyriders events began to decline. Also, the quality of the attractions at the events started to drop. Then, the number of Bike Shows and Rodeos held each year was reduced. Eventually, the size of the staff shrinks. Additionally, some people with experience left the company, and their replacements do not have a similar experience.
Then, in 2018, Teresi announced that what was left of the iconic brand was up for auction. What was shocking was that one day, almost everything related to Easyriders online went silent. For instance, the Magazine’s site was shut off, its domain was up for auction, its Facebook activity fell off, etc.
Even worse, Easyriders was announced to no longer be printed. So, you would not get the Magazine if you had a subscription. It came as no surprise that many loyal subscribers and followers were unhappy.
Subsequently, we searched for answers to discover what was happening and why Easyriders closed.
Early Information on the Changes at Easyriders
Next, in July 2019, we found an article by Bandit on www.BikerNet.com(1). If you do not know, Bandit has been in the biker industry for decades. In addition, he gets good information early because he knows a lot of critical people.
In Bandit’s article, he notes that Michael Lichter went to check on his photo archive at the Easyriders headquarters. As you probably know, Lichter is THE most well-known motorcycle photographer. In addition, for decades, he was THE photographer of Easyriders Magazine.
After a lot of knocking on doors, Lichter was eventually able to “… speak to one of the new partners, who owns StrongHold, a clothing shop on Melrose. The guy [said he] had never heard of Michael Lichter.”
So, there are many troubling things about the above.
– Some clothing store guy now owns Easyriders??
– Melrose in Beverly Hills?!?! How can someone who doesn’t know who Lichter runs a 50-year-old BIKER company?
– This doesn’t sound like the spirit of Easyriders will continue.
– Furthermore, the article states that the new owners of Easyriders held their “creative meeting in Canada.” Our thought was, whatever happened to the focus on the AMERICAN biker?? Later, we found that the new owners were Canadian.
Toward the end of the short article, it said, “Dave Nichols and Beatnik were let go.” Notably, Dave was the editor, and Beatnik was also an important part of the company. Bandit’s information on the future of the Easyrider was enlightening, but not in a good way.
Future of Easyriders Magazine Announced
On August 14, 2019, there was more troubling information on the Easyriders Magazine Facebook page in the “About” section. There, it states that part of Easyriders’ new direction of the company and the Magazine includes:
- “Major-label product collaborations”
- The new Magazine will be a “quarterly coffee table-style book.”
- There will be “Gorgeous photography.”
- The new Easyriders will be “coffee table book.”
- The new publication will be sold at “boutique venues.”
Certainly, based on this Easyriders information, the new Easyrider will focus on yuppies, RUBs, and hipsters.
New Owners of Easyriders
Then, in February 2020, there is other bad news about the future of the Easyriders in an article on www.WWD.com(2). For most bikers, a better way to describe Easyriders is that they sold out.
In addition, there is more information on the new owners of Easyriders Magazine. According to the article, two of the new owners are brothers. However, their extensive experience is founding a “denim line, Chip & Pepper.”
Further revealed was that the “…new chief executive officer is Charles Perez, a veteran apparel manufacturer in L.A.” No, there wasn’t anything noted about Perez riding, knowing about the biker world, etc. Only that he’s some apparel guy now running Easyriders; again, this new direction for Easyriders in general or the Magazine isn’t good news for bikers.
Also, in the www.WWD.com article, another person noted who will guide the future of Easyriders is “… Chris Breed, an L.A. restaurateur…” So now a restaurant owner is at the helm of the company?? Again, nothing is said about his knowledge of the motorcycle industry or the biker world.
What’s Next for Easyriders?
Also, the article states that the Magazine’s new format is going “… to be a more inclusive outlet looking to showcase the entirety of the modern motorcycle lifestyle. And in a more upscale way.”
In addition, one of the new owners is quoted as saying, “We’ve taken it from what was, well, more trashy to now being almost like a G.Q. for bikers.” But my question is, how does G.Q. magazine fit with bikers?
According to the article, the new owner is “… already looking at licensing [David] Mann’s work for socks and underwear…” If you are unfamiliar with David Mann, you have seen his biker lifestyle art in Easyriders Magazine and other places for decades. Although 2004 Mann passed away, he is still considered a biker-world artist. And his iconic art slapped on socks and underwear is horrible!
First, Mann must be rolling over in his grave. Next, prostituting out his art in general, but definitely on socks and underwear, shows zero respect for his art. Finally, WTF has happened to Easyriders??
The Bad Start for the New Easyriders
Honesty, integrity, loyalty, and respect are essential in any relationship. But it is critical in the biker world. They are unhappy if you read the comments on their Facebook by their paid subscribers and longtime fans.Compounding the poor treatment of their paying customer, many of them could not respond. How can anyone think this is how to treat customers, let alone bikers??
What’s Going on with Easyriders Bike Shows & Rodeos?
As noted, the Motorcycle Rodeos and Easyriders Shows have declined in almost all aspects. Then, the 2019/2020 Easyriders Bike Shows are canceled. But the 2020 “Easyriders” Rodeos dates have not been announced.
However, with all of the above, they will not focus on bikers. Again, the Magazine closes without notice, there is the poor treatment of loyal customers and followers, the Easyriders Bike Shows, etc. Subsequently, we have no idea if the Rodeos will happen. Also, we have no idea if there will be notices or refunds if they are canceled.
With all of the above, it is pretty clear that the iconic trademark will be prostituted. Including promoting a yuppie, RUB, and hipster type of publication, events, and other non-biker products. Over the last year, the company has gone from bad to a total wreck.
Next, the era of Easyriders is over. But we will continue to get you more information as it becomes available. RIP Easyriders Magazine.
