AIMExpo is bringing custom motorcycle culture to the forefront at AIMExpo 2027 with the debut of The Builders Cup Fueled by Drag Specialties. With S&S Cycles support, The Builders Cup Fueled by Drag Specialties will invite selected custom builders to AIMExpo 2027, taking place March 3–5 in Orlando, Florida.
“Custom builders have long served as an early indicator of motorcycling trends,” says Cinnamon Kernes, VP of Market Expansion, Motorcycle Industry Council. “Before new styles, technologies and rider preferences reach production motorcycles and showroom floors, builders are already experimenting with one-off machines. Their work provides an authentic view into what riders value, how motorcycles are being used, and how the culture surrounding them continues to evolve.”
The 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
“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.”
In addition to the Builders Cup, 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 culture has an influence that reaches far beyond the hand-built bikes themselves,” concludes Andre Albert, MIC Director of Market Expansion & 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.
