Adam VanderVeen on Triumph’s Growth and New Models at AIMExpo 2025

This episode of the Bad Beard Podcast features Sam Schneider speaking with Adam VanderVeen, Marketing Director for Triumph Motorcycles North America. VanderVeen shares his path into motorcycling and his work shaping Triumph’s presence across the United States.He grew up in Milwaukee and built a career through several creative and industry roles. He started with a video production company, moved into parts and accessories marketing, and helped develop the “box and sleeve” retail packaging system during his time at Harley-Davidson. His career also included managing Milwaukee’s entertainment district and running a lifestyle magazine before returning to the motorcycle world.VanderVeen explained how he started riding later in life and how that experience shaped his approach to marketing and connection with riders. He described Triumph’s current momentum, noting strong growth for 2024. The launch of Triumph’s first dirt bike and the success of the new 400cc road bikes have broadened the brand’s reach for new and returning riders.He talked about Triumph’s expansion across categories. Modern classics. Adventure bikes. Naked roadsters. Each one built around Triumph’s goal of producing motorcycles that riders enjoy and feel comfortable on. Their “For the Ride” identity guides this approach.At AIMExpo 2025, Triumph focuses on connecting with prospective dealers across North America. VanderVeen also meets with journalists, industry partners, and creators. He highlighted Triumph’s broader involvement in motorcycling culture, including their ownership of OSET Electric Trials Bikes and their sponsorship of the Vana Motorcycle Film Festival, where filmmakers showcase stories centered on riding. Triumph provides the grand prize motorcycle for the festival.VanderVeen also hosts the “For the Ride” podcast, where he features rider stories and people shaping the community.