AIMExpo is bringing custom motorcycle culture to the forefront at AIMExpo 2027 with the debut of The Builders Cup.
This is a press release from AIMExpo…
Irvine, CA (August 11, 2026) — AIMExpo is bringing custom motorcycle culture to the forefront at AIMExpo 2027 with the debut of The Builders Cup Fueled by Drag Specialties, an all-new competition showcasing leading custom builders and the machines and ideas influencing the future of motorcycling.
With a substantial level of participation from S&S Cycles, The Builders Cup Fueled by Drag Specialties will invite selected custom builders to AIMExpo 2027, taking place March 3–5 in Orlando, Florida. Their motorcycles will be displayed inside The Builders Club, a dedicated show-floor destination designed to connect custom culture with manufacturers, distributors, dealers, media, and other leaders from across the powersports industry.
The Sturgis Buffalo Chip will present the Spirit of the Chip Award to the builder whose motorcycle best captures the spirit of freedom and individuality at the heart of motorcycle culture. For decades, the Sturgis Buffalo Chip has created experiences that bring together motorcycles, music, art, and community. Its involvement in The Builders Cup brings that rider-facing perspective directly to the AIMExpo show floor.
“Custom builders have long served as an early indicator of motorcycling trends. Before new styles, technologies, and rider preferences reach production motorcycles and showroom floors, builders are already experimenting with them through one-off machines,” said Cinnamon Kernes, Vice President of Market Expansion, Motorcycle Industry Council. “Their work provides an authentic view into what riders value, how motorcycles are being used, and how the culture surrounding them continues to evolve.”
“At Drag Specialties, we’ve always believed that when builders have access to the right products and the right support, they don’t just create incredible motorcycles, they inspire the entire powersports industry,” said Paul Langley, Chairman and CEO, LeMans Corporation. “And when you bring the industry’s best custom builders together, you’re showcasing more than the machines — you’re celebrating the creativity, craftsmanship, and innovation that define powersports. AIMExpo is where this competition belongs; it’s a show dedicated exclusively to powersports and it’s where the entire industry shows up.”
The iconic Sturgis Buffalo Chip will present the Spirit of the Chip Award at the inaugural Builders Cup in Orlando.
“Custom culture has an influence that reaches far beyond the hand-built bikes themselves,” said Andre Albert, MIC Director of Market Expansion and Events. “It creates aspiration, introduces motorcycles to new audiences, and gives riders a powerful way to express who they are. Bringing that energy into AIMExpo strengthens the connection between the motorcycle industry and the community it serves. There is no more appropriate trade show stage for The Builders Cup.”
The Builders Club will serve as the home of The Builders Cup throughout AIMExpo 2027, giving attendees the opportunity to meet the builders, hear the stories behind their motorcycles, and engage with the brands supporting the competition.
Details about selected builders, competition format, and the judging process will be announced in the coming months.
Learn more about AIMExpo at https://aimexpousa.com/
