More top-five, top-10 finishes for Travis Wyman at MotoAmerica Superbikes at New Jersey

BMW rider moves up to fourth place in Stock 1000 Class standings

Sept. 15, 2020

MILLVILLE, N.J. — The Travis Wyman Racing BMW team is still coming to grips with its latest-generation BMW S 1000 RR, but you wouldn’t know it by looking at the results sheet. Though the team encountered more troubles with its motorcycle’s engine during the Sept. 11-13 MotoAmerica Superbikes at New Jersey event, rider Travis Wyman still found a way to score his fifth top-five finish in Stock 1000 competition and his sixth top-10 Superbike finish of the 2020 season.

Despite the team’s lack of off-season testing aboard its new bike and having endured several mechanical woes with the new package, Wyman has demonstrated a proper mix of determination and race craft and has enjoyed a steady improvement in his race results as the season has progressed. With several of his championship rivals not in action at the New Jersey round, Wyman was able to jump to fourth place in the Stock 1000 Class standings, as well as maintain his hold on second place in the Superbike Cup points.

Wyman qualified third for the weekend’s lone Stock 1000 race, but the team’s BMW began experiencing a lack of acceleration as the last qualifying session came to a close. In the Saturday Stock 1000 contest, Wyman pushed the bike as hard as he thought he could and claimed a fourth-place finish. The weekend’s Superbike races saw Wyman score an 11th-place finish on Saturday and a 10th place on Sunday as he continued to manage the motorcycle’s engine issue.

With the MotoAmerica series back in action next weekend at Barber Motorsports Park in Birmingham, Ala., the team will work quickly at its East Coast base of operations in Macedon, N.Y., to repair its BMW S 1000 RR before it heads to next round.

Travis Wyman / #10

“New Jersey Motorsports Park is a track we struggled to find an ideal set up on the old bike, but this 2020 BMW S 1000 RR felt like it was on rails all weekend. We collected a good amount of points in both Stock 1000 and the Superbike Cup, and next weekend we will be at another track that has been a challenge for us. We’ll have the bike fixed this week, and I think we will be at the front of the Stock 1000 field at Barber. I cannot say enough about how much my crew of Steve Weir and Alex Torres contributed to my good results at New Jersey.”


Cover photo by BrockImaging

Travis Wyman ends difficult weekend on high note at MotoAmerica Superbikes at the Ridge

BMW rider bounces back from crashes on Friday, Saturday to score top five, top 10 finishes on Sunday

Sept. 1, 2020

SHELTON, Wash. — While Travis Wyman’s first weekend racing at the Ridge Motorsports Park started with a big crash, the BMW rider rewarded his team’s perseverance with a top-10 finish in Sunday’s MotoAmerica Superbike race and narrowly missed out on scoring his second-consecutive Stock 1000 Class podium.

Wyman ended the Aug. 28-30 event tied for fifth place in the Stock 1000 points standings and was one of several riders who suffered spectacular crashes during MotoAmerica’s first-ever round at the Ridge facility. Wyman’s big crash occurred Friday at the front stretch chicane that was constructed for hosting MotoAmerica competition. The team was experimenting with a softer-compound front tire that lost grip as Wyman was turning into the chicane, and the crash resulted in extensive damage to the team’s 2020 BMW S 1000 RR.

Travis Wyman (No. 10) narrowly missed out on his second Stock 1000 podium finish of 2020 on Sunday at MotoAmerica’s Superbikes at the Ridge.
Photo credit: Brian J. Nelson

Undeterred by the setback, the team went to work Friday evening repairing the motorcycle and was forced to use most of its spare parts supply in the process. Remarkably, the S 1000 RR was ready to go for Saturday’s Superbike race. However, Wyman was one of the riders who got caught up in a multi-bike crash at the outset of the race. Though the damage to the BMW was not as severe as Friday’s crash, the team wasn’t able to repair the bike in time for the race restart.

The team worked on repairing the bike Saturday night and had it ready for Sunday morning’s Stock 1000 warm-up session. Wyman was running in third place for most of the day’s Stock 1000 race and missed out on a podium finish by 0.384 seconds after a late-race battle with one of his championship rivals. In the Sunday Superbike race, Wyman placed 10th, scoring his fourth top-10 Superbike finish of the 2020 season.

The team has a two-week break before the next MotoAmerica round, which is scheduled for Sept. 11-13 at New Jersey Motorsports Park in Millville, N.J.

Travis Wyman / #10

“My first time racing at Ridge Motorsports Park certainly didn’t go as planned, but it’s great to be leaving Washington with two good results as we continue to develop our 2020 BMW S 1000 RR. My crash at the track’s new chicane on Friday was in part due to using a different front tire, as we are still working to find an ideal set up on our new bike. It was a gnarly crash with the front tucking so early in the corner. My crew of Steve Weir and Alex Torres did a fantastic job getting the bike back together twice in two days, and their hard work allowed me to score the positive results I did on Sunday. This weekend was a tough one for a lot of riders with having to learn a new track that so few of us had experience on. I’m looking forward to getting the team’s 2020 season back on track at New Jersey Motorsports Park, which is a track I have a lot of experience at. I think the great handling of the 2020 BMW S 1000 RR will give us an advantage there.”

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Travis Wyman claims first podium finish in more than a year at MotoAmerica Superbikes at Pittsburgh

BMW rider also scores two top-10 finishes in Superbike races aboard repaired motorcycle

Aug. 10, 2020

WAMPUM, Pa. — Travis Wyman is no stranger to making the podium in MotoAmerica competition, but the third place he scored in Sunday’s Stock 1000 race at Pittsburgh International Race Complex was a symbolic triumph over adverse circumstances.

Despite racing through pain in his surgically repaired left elbow to contending with numbness in his right arm and leg late in races –- and having to do a motor swap on the team’s 2020 BMW S 1000 RR on the Thursday before the race –- Wyman’s performance at the Aug. 7-9 event was his best of the season. It was his first podium appearance since Round 3 of the 2019 season at VIRginia International Raceway.

Wyman had his freshly repaired BMW’s potential on full display Friday. He finished both qualifying sessions in second place and claimed his first front-row starting grid spot of the 2020 season. He missed taking pole position by 0.072 seconds.

Saturday ended on a high note for the team. In the morning practice session, the team opted to test a new set-up, but it didn’t work out as planned and Wyman ended the practice session in seventh. In the Saturday Stock 1000 race, Wyman got good start and was running in fourth when the race was red flagged due to a crash that collapsed a section of air fence. When the race restarted with eight laps to go, Wyman got another good start and was running in second for the first two laps of the race. Though he dropped to fourth place on Lap 3, Wyman was in the group vying for the race lead when a false neutral at Turn 1 sent him off-track. He rejoined the race in eighth place and was able to make up a position to finish seventh. In the Saturday Superbike race, Wyman finished 10th and had the best finish of the Superbike Cup riders.

Sunday’s Stock 1000 race was the team’s shining moment so far in 2020. Wyman got another good start and was running second – hounding the race leader – in the race’s early stages. However, numbness in Wyman’s right arm and leg – a result of Wyman having to change his riding style to accommodate his nagging left elbow injury – caused his pace to slow. Despite the setback, Wyman still finished on the podium and showed that he will be contending for Stock 1000 victories as soon as his elbow has fully healed. In the Superbike race, Wyman was able to maintain a consistent pace – even with the pain in his elbow increasing as the race went on – to claim his second top-10 finish of the weekend in Superbike.

Though there were some setbacks, the Travis Wyman Racing BMW team ended the weekend in as good a position as it had started it. Wyman maintained fifth place in the Stock 1000 Class standings and second place in the Superbike Cup points. It will be Wyman’s first time racing at Ridge Motorsports Park in Shelton, Wash., when the next MotoAmerica round takes place there Aug. 28-30.

Travis Wyman / #10
“We were fast right out of the gate this weekend, and it was the first time I’ve been able to push the bike from the get-go. I felt really good about the bike heading into Saturday’s races, and I was hanging with the leaders for most of the race. The false neutral was unfortunate and caused me to run off track, but we still came away with good points from that race. We made an adjustment to the shifter before the Superbike race, and it was great being the top-finishing Superbike Cup rider on Saturday. We made some setup changes to our BMW S 1000 RR Sunday morning, and my fastest lap in the day’s Stock 1000 race was about two seconds faster than my previous best lap at Pitt Race. I got a good start and was pushing hard to stay with the race leader as long as I could. Though the numbness in my right limbs kept me from maintaining the pace of the leaders, it was great to be back on the podium. The weekend as a whole was a win for the team, because we keep progressing even with all the setbacks we’ve had with me and the bike. We’re finally getting into the cusp of it and running up front. Steve Weir and Alex Torres did a stellar job again this weekend, and I can’t thank Mark Buche from BMW North America enough for getting us this new engine that we raced this weekend.”

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Header photo credit: BrockImaging

Bellaire business owner LaRoche scores top-10 finish in pro motorcycle races at Pittsburgh International Race Complex

Ohioan puts in best career performances in MotoAmerica competition at home track

Aug. 10, 2020

WAMPUM, Pa. — Bellaire, Ohio, resident C.J. LaRoche put in the best performances of his professional motorcycle racing career when MotoAmerica — the nation’s official motorcycle road racing championship — visited Pittsburgh International Race Complex Aug. 7-9.

The owner of Bellaire’s LaRoche Tree Service scored 11th- and ninth-place finishes in MotoAmerica’s Supersport Class races on Saturday and Sunday, respectively. It was his first time finishing in the top-15 and top-10 in Supersport. He raced aboard a new-to-him 2019 Yamaha YZF-R6, which he had not had many opportunities to ride on a racetrack before the PittRace event.

Ohioan C.J. LaRoche (No. 20) scored his first top-10 finish in a MotoAmerica Supersport race on Sunday.

LaRoche began racing professionally in 2016 and has competed part time in MotoAmerica’s Supersport and Superstock 600 classes. His previous best performances were two top-10 finishes in Superstock 600 at Pitt Race in 2017. Superstock 600 was a feeder class for Supersport, MotoAmerica’s premier middleweight class.

LaRoche had endured challenging weekends the last two years at his home round on the MotoAmerica schedule. He qualified 22nd and 18th in 2018 and 2019, respectively. In 2018, he finished 16th in one race and failed to finish the second contest. At the 2019 edition of the event, LaRoche finished 16th in the Saturday race and crashed out of the Sunday race.

LaRoche credits his improved racing performance to Ken Hill, a motorcycle road racing instructor LaRoche met through teaching at several Yamaha Champions Riding School events.

MotoAmerica’s Supersport Class features lightly-modified production-based motorcycles – road-legal sportbikes that can be purchased at a local motorcycle dealership.

MotoAmerica took over operating the AMA Superbike Championship in 2015 and features the nation’s top motorcycle road racers competing in five competition classes at racetracks across the country. The series is sanctioned by the American Motorcyclist Association, which also sanctions AMA Supercross and thousands of recreational and competition-oriented motorcycling events throughout the nation each year.

C.J. LaRoche / #20
“It was a great weekend and, without a doubt, the team’s most successful to date. There are a lot of very talented riders competing in MotoAmerica’s Supersport Class, and working with Ken [Hill] helped close the gap to them. I’m surrounded by a fantastic team that kept my Yamaha R6 in top condition. It felt great rewarding them for their hard work with two strong finishes. The entire team is looking forward to more good results at the Indianapolis round.”

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All photos by Brian J. Nelson

Travis Wyman battles through injury, overcomes mechanical woes to score top-five, top-10 finishes at MotoAmerica Superbikes at Atlanta

BMW rider leaves Road Atlanta round second in Superbike Cup points standings

Aug. 4, 2020

BRASELTON, Ga. — The results sheets from Round 3 of the 2020 MotoAmerica season at Road Atlanta don’t convey how challenging the event was for Travis Wyman.

Still on the mend from surgery to reattach a piece of bone in his left elbow, the BMW rider — who has cut back on physical training due to his injury — scored fifth place and seventh place finishes in the July 31-Aug. 2 event’s Stock 1000 Class races in brutally hot conditions while competing aboard an ailing motorcycle. He also finished the weekend’s Superbike races in 11th and 12th place and now sits second in the Superbike Cup standings and fifth in the Stock 1000 championship.

Wyman has recorded two of his five career pro road racing victories at Road Atlanta, and that experience helped him salvage good results despite the challenges he faced. While battling through pain in his left elbow every time he went out on track, Wyman also had to manage several mechanical issues with his BMW throughout the weekend.

Travis Wyman (No. 10) took part in four races at Round 3 of the 2020 MotoAmerica season, which took place at the Road Atlanta circuit July 31-Aug. 2. All photos by Brian J. Nelson

The team will make a stop at its East Coast base of operations in Macedon, New York, before it heads to next weekend’s round at Pittsburgh International Race Complex in Wampum, Pennsylvania. Thanks to BMW of North America Marketing Communications Manager Mark Buche, the team has been supplied with the parts it needs to fully repair its 2020 S 1000 RR and expects to be competing with a mechanically sound motorcycle at the Pittsburgh round.

Travis Wyman / #10
“This was one of the most challenging weekends of my racing career. It was tough racing in the hot and humid conditions with not having done any of my usual physical training since the end of June. My elbow was probably about 80 percent recovered from the surgery, and I had to be very careful about how hard I was pushing my BMW. I’m delighted to be leaving Atlanta in a better position in both class standings than where we started the weekend. My team of mechanic Alex Torres and crew chief Steve Weir were at their best this weekend, and I wouldn’t have gotten the results I did without their hard work. Though we were dealing with some mechanical issues with our BMW S 1000 RR, I think our ability to get good finishes with a motorcycle and rider that are less than 100 percent really speaks to how strong the 2020 BMW package is. I want to thank Mark Buche for working so quickly to get the team what it needs to repair our bike, and I’m looking forward to racing in front of my friends and family from upstate New York, as Pittsburgh is the closest event to my hometown of Rochester, New York.”

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Travis Wyman to race at Road Atlanta despite injury

BMW rider excited to compete at his favorite track on the MotoAmerica calendar

July 29, 2020

Travis Wyman’s broken left elbow won’t be fully healed by the time this weekend’s MotoAmerica Superbikes at Atlanta round kicks off on Friday, but the Las Vegas rider is excited to be racing his team’s 2020 BMW S 1000 RR at the Road Atlanta circuit.

Wyman is still recovering from the broken elbow he sustained in a mountain bike crash just days before the most recent MotoAmerica round at Road America on June 26-28. Though the surgery to reattach the broken-off piece of bone in his left elbow was successful, Wyman is still working through the six-to-eight-week recovery period for the injury. He is scheduled to race the team’s BMW S 1000 RR four times at the 2.550-mile, Braselton, Georgia, track, including two Stock 1000 Class races and two Superbike Class races as part of the MotoAmerica Superbike Cup program.

Road Atlanta has been the scene of two of Wyman’s five professional road racing victories, including his win in the first-ever MotoAmerica Stock 1000 race in 2018.

“I’m still dealing with a lot of stiffness in my elbow, but I owe it to my sponsors, team and fans to get out on track this weekend and get as many points as I can,” Wyman said. “Road Atlanta is a special place for me because of how much success I’ve had there. If I’m going to have to race injured somewhere, I’d rather do it at a track I know well and have been successful on. It’s going to be a tough weekend with four races on my plate, but I learned a lot about how to race with this injury at Road America 2. Hopefully starting the weekend with that knowledge will help us score podium finishes or better in the Stock 1000 races and top-10s in the Superbike races.”

This weekend’s Superbike races will be broadcast live on Fox Sports 1 at 3 p.m. Eastern/noon Pacific on Saturday and Sunday, and all MotoAmerica races and qualifying sessions can be viewed live or on-demand by subscribing to MotoAmerica’s Live+ streaming service. To learn more about MotoAmerica Live+, visit

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Cover image photo credit: BrockImaging

Travis Wyman, Twisted Speed Racing score podium finish in first N2 Racing/WERA Endurance Series competition of 2020

Team aims to win series’ Heavyweight Class title aboard BMW

June 11, 2020

One week after taking part in three races at the opening round of the MotoAmerica season, Travis Wyman was back to racing a BMW. The Las Vegas resident and MotoAmerica veteran teamed up with Twisted Speed Racing BMW to score a podium finish in the Heavyweight Class at the first round of the 2020 N2 Racing/WERA Endurance Series. The four-hour race took place June 6 at Summit Point Motorsports Park in Summit Point, W.Va.

It was Wyman’s second time racing with the Twisted Speed team, and he shared piloting duties for the team’s BMW S 1000 RR with fellow MotoAmerica Stock 1000 competitior Brad Burns. Wyman’s first collaboration with the team was the N2 Racing/WERA Endurance Series round at Nelson Ledges Road Course in Garrettsville, Ohio, where he teamed up with Burns and former MotoAmerica Superbike rider Taylor Knapp to claim an overall victory.

Brad Burns (No. 911) was Wyman’s teammate on the Twisted Speed Racing BMW Team for Round 1 of the 2020 N2 Racing/WERA Endurance Series. Photo credit: BrockImaging

It was Wyman’s first time racing on the Summit Point Main Course in at least a decade, and Wyman and Burns each completed several 40-50 minute stints aboard the BMW to complete the four-hour race. Wyman had a total of five laps on the team’s S 1000 RR in practice and qualifying before taking the race start. He completed one lap in Friday’s practice before lightning ended the session early and got five laps done during Saturday morning qualifying before the race started Saturday at 1 p.m.
The team used the race to test out a new fuel tank for its S 1000 RR package, which will reduce the number of pit stops the team makes during endurance races. The team was supported by Tony Romo of Dunlop Motorcycle Tires and Tim and Aimee Bemisderfer of Dunlop Racing, as well as SBS Brakes, Motul, Evol Technologies and N2 Track Days.

“I want to give a shout out to Twisted Racing’s owner Aaron Borello for giving Brad and myself a stellar motorcycle this weekend,” Wyman said. “The team of John Greer, Scott Rosey, Christopher Semoff and Benjamin Groul nailed the set up and Brad and I were up to speed quickly despite not having raced much since last fall. This BMW package is sure be at the front the field all season.”

Wyman described the race as challenging, as there were multiple classes competing on the circuit at the same time and the closing rates between his BMW S 1000 RR and bikes running in smaller displacement classes made it tough to get into a rhythm on the unfamiliar track.

The Twisted Speed team’s next race is the second round of the N2 Racing/WERA Endurance Series, which is scheduled for July 18 at Roebling Road Raceway in Faulkville, Ga. Wyman plans to race for the team at several more rounds this year that don’t conflict with his MotoAmerica commitments and hopes his speed, race craft and experience will help the team claim its first championship.

Wyman’s MotoAmerica team, Travis Wyman Racing, is the only MotoAmerica team that is racing a 2020 model year BMW S 1000 RR this season.

Travis Wyman debuts 2020 BMW S 1000 RR, scores top-10 finishes in MotoAmerica Superbike, Stock 1000 classes at Road America

Las Vegas rider gets up to speed quickly aboard redesigned BMW at series’ season opener

June 1, 2020

ELKHART LAKE, Wis. — When the Travis Wyman Racing BMW Team rig rolled into Road America Thursday for the opening round of the 2020 MotoAmeica season, the Las Vegas rider hadn’t turned a lap on the team’s 2020 BMW S 1000 RR. A little more than 24 hours after debuting the new bike in Friday morning’s practice session, Wyman had scored a sixth place in the event’s Stock 1000 race and a top 10 in the day’s Superbike race.

The 2018 MotoAmerica Stock 1000 runner-up made the most of May 29-31 event, nearly scoring another top-10 Superbike finish while using track time to figure out a good baseline set-up for the team’s all-new BMW package.

Having only ridden the new S 1000 RR a few hundred miles on the Pacific Coast Highway to break in the engine, Wyman and his team of Steve Weir, crew chief, and Alex Torres, lead mechanic, were in uncharted waters Friday morning when Wyman took the bike on track for the first time. Wyman ended the session sixth-fastest and posted the second-fastest trap speed at more than 175 mph.

Travis Wyman (No. 10) scored two top-10 finishes in his first weekend racing a 2020 BMW S 1000 RR. Photo credit: Brock Imaging

Wyman qualified sixth for the weekend’s sole Stock 1000 race, posting a lap two seconds faster than his best lap in the Friday morning practice session. The Stock 1000 race took place Saturday afternoon, and Wyman finished the race in sixth while shaving another two seconds off his best lap time on the new bike.

Later on Saturday afternoon, Wyman took part in the Superbike race as part of the new-for-2020 MotoAmerica Superbike Cup, which allows select Stock 1000 riders to also compete in the Superbike Class at each event. Wyman scored a 10th place overall and was the second-highest place finisher of the Superbike Cup riders.

In Sunday’s Superbike race, Wyman was running as high as 10th place after starting 15th when false neutrals interrupted his charge forward. He kept the bike on the track and claimed a 15th-place finish.

The Travis Wyman Racing BMW Team will be back in action June 26-28 when the Road America circuit plays host to its second MotoAmerica event of 2020.

Travis Wyman / #10
“Overall, I’m really happy with how the weekend went. Friday practice was the first time I rode our 2020 BMW S 1000 RR in race trim, and I felt comfortable on it from the first lap. My feel with the bike improved every session, even with the big set-up changes we were throwing at it every time I came into the pits. We were still adjusting the handlebars and footpegs on Friday morning, and by the end of the weekend I was already running nearly as fast as I had on the team’s previous BMW package. The Stock 1000 and Saturday Superbike races went well for us, and scoring a top 10 in Superbike with a motorcycle we’re still working on finding a baseline set-up for is pretty incredible. I’m bummed that false neturals knocked me out of the top 10 in Sunday’s Superbike race, but I couldn’t be happier with what we accomplished this weekend given all the unknowns we faced. I’m looking forward to even better results with this 2020 BMW S 1000 RR as the season goes on.”

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Travis Wyman Racing ready to debut 2020 BMW S 1000 RR in MotoAmerica competition this weekend at Road America

Las Vegas rider to compete in Stock 1000, Superbike Cup classes in 2020

May 27, 2020

It’s been a tough off-season for Travis Wyman Racing BMW, but the team is loaded up and on its way to the Road America circuit in Elkhart Lake, Wis., where it will debut the 2020 BMW S 1000 RR in MotoAmerica competition. The Las Vegas-based team had difficulty getting the new BMW and the parts they need for it due to the coronavirus pandemic, but the bike is prepped and ready to race this weekend at the MotoAmerica Superbike at Road America 1.

“This off-season has been the most difficult I’ve endured,” said racer and team manager Travis Wyman, “It was a challenge just getting the bike, and we’ve only had a couple weeks to prep the motorcycle for its debut at Road America May 29-31. We haven’t had any track time with the new S 1000 RR, so the first couple on-track sessions will be our shakedown runs. I’ve ridden a 2020 BMW S 1000 RR while teaching for California Superbike School and am looking forward to showing MotoAmerica fans how impressive the redesigned model is.”

The team will compete in MotoAmerica’s Stock 1000 Class for the third consecutive season, and Wyman is one of the riders who will compete in the new-for-2020 MotoAmerica Superbike Cup. The class-within-a-class Superbike Cup allows select Stock 1000 Class racers to take part in Superbike Class races at each event aboard their Stock 1000-spec motorcycles. The new program provides riders, like Wyman, with an opportunity to race in front of a national television audience and earn additional purse money by competing in multiple classes.

BMW Motorrad North America, Alpha Racing and Irv Seaver BMW Motorcycles of Orange, Calif., have supplied the team with a S 1000 RR and parts to compete with this year. Harv’s Harley-Davidson, which is owned by Wyman’s mother, Kim Wyman, returns as a major sponsor. And Keith Code and the California Superbike School—which uses the BMW S 1000 RR as part of its courses—return as a sponsor and will provide Travis with coaching and mentoring throughout the season.

Other sponsors include Fast Line Motorcycle Performance, Cortech Racing, Alpha 1 Vinyl Works, Excelsus Solutions, Arai, Velocity Calibrations, Ohlins, GB Racing, Evol Technologies, SBS Brakes, MotoOption, Motul, Brembo Brakes, Hustle Hard Racing, Frentubo, Full Spectrum Power, MedAge Group, Stomp Grip, ODI Grips, SoCal Superbikes and MotoSPEC.

Also returning for 2020 are the core members of the Travis Wyman Racing crew. The team’s on-track activities will again be led by Steve Weir, a BMW HP race support engineer. And Alex Torres of Fast Line Motorcycle Performance is back as the team’s mechanic.

The season-opening round is not open to spectators, and Saturday’s Superbike race will be broadcast live on Fox Sports 2 at 4 p.m. Eastern/noon Pacific. Sunday’s Superbike race will be live on Fox Sports 1 at 2 p.m. Eastern/11 a.m. Pacific, and all races will be broadcast live on MotoAmerica’s Live+ streaming service. To learn more about MotoAmerica Live+, visit

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Why it’s Important to Keep Tabs on your Brand’s Online Image

Tracking and responding to customer complaints isn’t the only reason you need to be checking your company’s online image. Sure, today’s less-than-happy customers—despite you and your employees’ best efforts—are likely to leave a negative review on a business reviews website or tag your social media accounts in a scathing post. But there are other threats that can do as much or more damage to your brand’s status, and sometimes they happen in the most unlikely ways.

The upset customer gives you a prompt to regularly check your social media feeds and any review websites (TripAdvisor, Yelp, etc.) your business is listed on. But sometimes an attack your hard-earned, squeaky-clean online reputation can come out of nowhere.

High School Example Redacted2
Screenshot of the offensive text in the Google Business Profile

An example I have personal experience with involved a public high school’s listing on Google. I had to contact the school as part of my duties at a previous job and Googled it to find its phone number. As I was looking through the information in the Google Business Profile (the box that sometimes appears for a business on the right side of the search results page), I noticed something disturbing. It had a line for the school motto, which read: “reinstate the 3/5th compromise.” (For those who aren’t well-studied in American history, the three-fifths compromise was an agreement among the framers of the constitution with regards to counting black slaves as citizens for census/representation purposes.)

Horrified by what I saw, I called the school and left a voicemail about what I’d observed. Within a day or so, it was taken down. The question is how did it get there? And how long had it been like that? How many other people may have Googled that high school, seen the “motto,” and not let the school know about it? It wasn’t clear to me whether someone must’ve hacked into the school’s Google account to make the change, but in the end all that mattered is that it was there for all to see.

What if something similar happened to your business? When was the last time you Googled your own business to see what comes up? What if your potential or current customers searched for your business’ website and saw that kind of offensive text below your company’s name? One of the scariest parts of the high school example is there’s no good way to fully redressing whatever damage may have been done. You may be able to get on your Google My Business and see how many people searched for your business recently, but you won’t know who those people are or how to reach them individually and address the situation.

It’s important that you’re checking your business’ online presence (social media channels, review websites, Google Business Profile and more) at least once per week, if not more often. If that’s something you don’t have time in your schedule to do, strongly consider delegating the task to an employee or hiring a communications consultant to do it for you.