‘For the Love of the Ride’ campaign taps into the joy of grassroots motocross, celebrating participation at every level

Motorcycling Australia (MA) has today launched “For the Love of the Ride,” a national campaign that champions the authentic heart of recreational motocross. Through powerful visuals and video content captured at real club ride days, the initiative showcases the genuine stories of camaraderie, freedom, and shared respect that define the sport for thousands of Australians every weekend.

“This campaign speaks to the very heart of motocross,” said Peter Doyle, CEO of Motorcycling Australia. “It champions the fundamental reason people ride – that raw, unfiltered joy – an energy that fuels our entire sport, not just elite level competition. ‘For the Love of the Ride’ celebrates the communities and clubs forged by this shared passion and underscores MA’s commitment to ensuring they thrive for the long term.”

CREATIVE APPROACH: CAPTURING AUTHENTICITY

To execute this vision, MA partnered with acclaimed Melbourne-based Director and Cinematographer Aaron Lee Noyes, known for his documentary-style approach to human connection. With Aaron’s collaboration and his team at ALN, the film’s wheels were set in motion.

“We needed a filmmaker who could capture the genuine emotion of our riding community, moving beyond a standard corporate advertisement or traditional racing highlights reel,” said Josh Gay, Marketing Manager at Motorcycling Australia. “Aaron’s exceptional skill for authentic storytelling made him the ideal creative partner.”

An award-winning filmmaker, Aaron Lee Noyes’s work has gained international recognition, with films including “Cugini” (Semi-Finalist, Palermo International Film Festival) and “Mr. Gypsie” (Winner, London Director Awards). His diverse portfolio includes collaborations with prominent artists such as Tom Morello, Briggs, and work on Coldplay’s “Music of the Spheres tour”, and filming Emmanuel Kelly & Chris Martin’s upcoming documentary “Dreamfever.”

Watch the ‘For the Love of the Ride’ hero film on the MA website here or on YouTube here.

Centred around the hero film shot during a real club ride day at Victoria’s Nunawading & District Motocross Club, the campaign is built on three core pillars:

  • Celebrating the Riding Community: Showcasing the unique culture, friendships, and freedom of recreational motocross to bring new riders to their local club.
  • Recruiting Volunteers & Officials: Recognising the essential volunteers and officials who form the backbone of clubs.
  • Developing the Next Generation: Empowering experienced riders to become accredited coaches and mentors.

To ensure the campaign resonates at a local level, MA is providing comprehensive marketing resources and strategic guidance to its State Controlling Bodies, empowering them to support hundreds of affiliated motocross clubs nationwide.

“The success of Australian motocross starts at the club level,” added Doyle. “We’re empowering Australian clubs with the tools to tell their own stories and showcase the incredible communities they’ve built, driving the future growth of our sport together.”

The campaign rollout in December is strategically timed to coincide with the summer holidays when recreational riding participation surges.

To view the campaign hero film and for more information, visit https://www.ma.org.au/for-the-love-of-the-ride/.