Baker Drivetrain announces the hiring of James Simonelli as its new brand manager.
This is a press release from Baker Drivetrain…
Haslett, MI (September 25, 2025) – Baker Drivetrain, the industry leader in American-made motorcycle drivetrain innovations, is proud to announce the hiring of James Simonelli as its new Brand Manager. Simonelli, well known in motorcycling’s technical circles, makes his return to Baker after working for the company earlier in his 40-year career.
Simonelli has expertise in design, fabrication, product development, technical support, sales and marketing. His career has taken him from custom fabrication shops to some of the most respected brand names in the industry, including S&S Cycle and Turn 14 Distribution. This new role marks a homecoming for Simonelli, who previously spent seven years at Baker Drivetrain and played a pivotal role in strengthening the company’s dealer relationships and new product portfolio.
“I’m thrilled to have James back with us at Baker Drivetrain,” said Baker Drivetrain President Lisa Baker. “His technical expertise, enthusiasm, and proven brand-building approach will help drive our product and marketing to the next level. He’s a great addition to our Baker Gearhead Crew.”
Most recently, Simonelli served as brand manager for Twin Power and Biker’s Choice at Turn 14 Distribution, directing brand strategies, product launches and growth initiatives.
“It’s exciting to be back at Baker Drivetrain,” said Simonelli. “With the responsibilities they’ve given me, I can have a big influence on the future of the company. My focus is on innovation and growth of our product line and I’m really happy that I’ll be face-to-face with our customers, representing Baker at shows, rallies and races.”
Simonelli’s world revolves around machines. He’s grown from minibike racing as a child to winning motorcycle land speed records at the Ohio Mile, while finding time to get some highway miles in as well. His garage is packed with ongoing projects, of both the two-wheeled and four-wheeled variety.
For more information, visit www.bakerdrivetrain.com
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