Journalist and Motorcycle Industry Veteran Mitch Boehm Named AMA Editorial Director

New communications team will use compelling storytelling, engagement to serve AMA mission

PICKERINGTON, Ohio — The American Motorcyclist Association announced today the appointment of longtime motorsports journalist and motorcycle industry veteran Mitch Boehm as Editorial Director, in addition to other changes in the communications department.

In his role, Boehm (on the left in the photo above with AMA Motorcycle Hall of Fame Legend Malcolm Smith) serves as editor-in-chief of all AMA media properties, including American Motorcyclist magazine and americanmotorcyclist.com.

“Mitch’s editorial expertise, wide-ranging industry experience and keen perspective are a perfect match for our mission,” said AMA President and CEO Rob Dingman. “We welcome his new energy and fresh ideas on shining the spotlight on American motorcyclists and spreading the word about the work of the AMA to promote the motorcycle lifestyle and protect the future of motorcycling.”

Boehm has 36 years of motorcycle-industry and motojournalism experience, including staff positions at Motorcyclist and Cycle World as well as a 15-year stint as editor-in-chief at Motorcyclist magazine from 1993 to 2008. He worked as an R&D expert for American Honda in the early 1990s, arranged, co-wrote and edited Malcolm Smith’s acclaimed autobiography Malcolm! The Autobiography in 2015, was American Flat Track’s communications director in 2018-19, and most recently was editor-in-chief of Thunder Press magazine. He spends his time between Salt Lake City and Los Angeles.

“Compelling storytelling really is my sweet spot,” said Boehm, who will report to Chief Operating Officer James Holter. “American Motorcyclist has some serious history and tons of potential given the current media landscape, and it’s going to be fun working alongside Rob, James and Creative Services Director Mark Lapid. We’ve got some fresh thinking in store for the magazine as well as for our digital efforts, and you’ll see some of this starting with the April issue.”

Joining Boehm in the Communications Department is AMA Managing Editor Joy Burgess. Burgess has more than 16 years of editorial and marketing experience. Most recently she served as the managing editor of Thunder Press and previously was the editor of Woman Rider.

Burgess has spent much of her time in the industry focusing on women who ride two wheels (including a groundbreaking “Women in Motorcycling” issue for Thunder Press), telling their stories and helping other women find a community in motorcycling. Burgess lives with her son near Orlando, Fla.

“I’m lucky enough to have found ‘family’ in the motorcycle community, and I’ve never forgotten how much this community has given to me,” Burgess said. “It’s always my goal to give back to the motorcycle industry, and I’m excited and humbled to have the chance to work with the AMA doing just that, working with Mitch and this amazing team to both promote and protect motorcycling through storytelling.”

Also joining the AMA staff is National Sales Manager Forrest Hayashi, a respected 25-year industry veteran specializing in advertising, media, sponsorships and industry partnerships. With a 12-year tenure at Cycle News and a 15-year stint at Transworld Media, Hayashi brings considerable experience to the AMA.

“It’s an honor to join the AMA team, being a long-time member and an obvious motorcycle enthusiast,” Hayashi said. “Having worked in the motorcycle advertising media side for the last 25 years, I look forward to working with AMA partners, advertisers and sponsors going forward. The year 2020 was, in a lot of cases, a year of growth for the motorcycle industry and I believe 2021 will be even brighter.”

Hayashi will continue to be based in Long Beach, Calif., and can be contacted via email on fhayashi@ama-cycle.org and by phone/text on (562) 766-9061.

Steve Gotoski, formerly AMA Director of Business Development, is transitioning to a new role as the AMA Director of Industry Relations and Business Memberships. Gotoski will focus on elevating benefits to the AMA’s 200,000-plus members by cultivating the association’s numerous relationships within the industry, improving business member communication and value and increasing the scope of strategic partnerships.

“I’m honored to have the opportunity to manage a key area of the AMA,” Gotoski said. “Our relationships within the industry are essential to the AMA’s ability to protect and preserve motorcycling for current and future generations, and I look forward to serving our members and industry partners to the best of my ability.”

Gotoski will continue to be based in Menifee, Calif., reporting to Holter. He can be contacted via email on sgotoski@ama-cycle.org or phone/text on 951-204-1948.