Save Motorcycling

Save Motorcycling

Perhaps that sounds a bit dramatic?

Well, consider that the average age of motorcycle riders is now 50 yrs+ in many countries. (55 in UK & Germany).

Licensing cost and time is going up; creating more barriers for young riders, the most recent example right here in Australia.

The motorcycle industry seems toothless, sitting on their hands while our industry slowly fades away.

• Motorcycling has been in decline for decade’s
  • Average rider age now 50+ in many countries

• Motorcycle industry needs younger riders
  • Danger & crash’s keeping young riders away

• Motorcycle industry needs to disrupt & innovate rider safety
  • Data driven motorcycle training

• Motorcycle Coach in your pocket for every rider needed

What’s the problem?

A major barrier to entry for many young riders is cultural acceptance among family and peers that motorcycling is dangerous which is amplified by a generation of parents who never rode.

Potential riders have fewer advocates and positive riding influences as motorcycle crashes & fatalities continue to rise in most countries. Obtaining a motorcycle licence is complex and expensive, more so for younger riders who have an additional test to take. Because of this, there’s a resistance to taking additional post-licence training.

Plus post-licence training in many countries is based on the UK’s Police Rider’s Handbook, which is mostly unchanged since the mid-1960s. Post-licence also training requires money and commitment, and its measures of improvement are subjective. Today’s motorcycle technology is great with antilock brakes, linked brakes, traction control, power modes, eClutch, grippy tyres and amazing suspension.

We need to add better rider software to all this amazing tech hardware, not just the machine control skills, but the focus and mental habits. The bikes and tyres are getting better but the rider isn’t keeping up. Proper advanced training brings the rider up to the level of the modern motorcycle.

What is the root cause of those accidents?

Simply speaking, riders have inadequate training. If we accept the statement that it takes 10,000 hours to become an expert, how long should we expect it to take for a motorcyclist to become skilled and truly safe? 1000 hours perhaps? Riders currently get about 20 hours of training to get their license.

Governments are reluctant to improve motorcycle training and the industry resists more complexity and/or licence reforms, such as the recent doubling of time and cost to get your motorcycle license in South Australia.

We need a different approach that inspires/empowers riders to take the initiative because they want to be better riders and engages the industry, while reducing learner licensing barriers and friction.

There is plenty of advice available online and on YouTube, but it is heavily fragmented with mis-information and no structure.

About us

Save Motorcycling is the brainchild of motorcycle industry veterans Mark McVeigh and Steve Rose, who have partnered via their respective businesses motoDNA and Bennetts Bike-social as the starting point to Save Motorcycling. 

motoDNA is a motorcycle academy that has developed a modern rider training system based on researching 10K + riders over 20 years.

To compliment our training system, motoDNA has also developed on objective skill measurement system using data.

Over 5 years motoDNA and our partners gathered riders data including EEG, steering torque, IMU, eye tracking, GPS and Hexoskin physiology. Next, motoDNA developed a system that automatically measures, analyses, interprets and grades riders ability’s from simple GoPro hardware on a gamified, rewards based platform.

Version 1 of this system is now being used in motorcycle schools around the world with an open road system in development. (Motorbike Coach in your pocket)

Bennett’s is the UK’s leading motorcycle insurance company that has also built a strong motorcycle community via its Bike Social media platform.

motoDNA and Bennett’s have partnered to lead a new type of motorcycle safety training, growing motorcycling in the process via our joint Save Motorcycling initiative.

The Solution – Motorcycle coach in your pocket

• Personalised coach for every rider
  • Daily micro learning

• Machine vision hazard perception
  • Live road-craft

• Data driven AI grading & training
  • Gamified for engaging community challenges & events

• Video reports in 3D animation
  • Engaging & accelerated learning outcomes

• Evidence based analytical feedback loop for road safety research
  • Independent peer review rider safety tools

• Black box aviation principles
  • 2026 launch

Phase one – Better Rider Video Series

motoDNA is transitioning its modern riding system into a rich online training portal that riders can access via freemium, paid for by the motorcycle industry.

Bennett’s BikeSocial is the Save Motorcycling media company in the UK creating micro training content, exposure, interest, challenges, events, engagement and industry support via its marketing powerhouse.

We have both already invested much time and energy to get great momentum.

Phase two – UK Safety League

A national road rider skills competition based on the successful German Motorrad Safety League.

Motorcycle schools around the country will be able to run selections using motoDNA data driven platform to measure riders abilities, create scores and leaderboards with the best riders and a lotto selecting the contenders that will go to the finals.

Money cant buy prizes are on offer which are sure to ignite riders imaginations and create a real buzz in our community.

Now we need you, the motorcycle Industry, to join us and help Save Motorcycling.