Not just any dirtbag, Dirtbag Brands founder Josh Salazar has taken control of the Torc1 brand. The next phase of Torc1 Racing will be a return to active market growth with a rebuilt product program, expanded dealer strategy, international distribution and a new grassroots Rider Support initiative… And that is just the beginning!
“We did not acquire Torc1 to put a new logo on an old name,” Salazar explains. “We have spent months rebuilding the pieces behind the brand — products, supply, fitment, dealer support, rider support, packaging and distribution — so Torc1 can grow the right way, The goal is to create demand at the rider level while giving dealers a program they can participate in with margins and brand value they can trust.”
According to Salazar, the acquisition expands Dirtbag Brands’ off-road roots from the UTV segment into two-wheel powersports while preserving a distinct identity for each brand. Torc1 Racing’s current lineup includes dirt bike lock-on and glue-on grips, ATV lock-on and glue-on grips, Vengeance brake and clutch levers, replacement lever components and related controls.
Dealer-First Sponsorship & Rider Support
A central piece of the new Torc1 strategy is a grassroots Rider Support program built around local dealerships. Riders applying for support identify preferred local dealers, creating an opportunity to connect sponsorship activity directly with participating storefronts rather than bypassing them.
“The program is designed around participation, racing and riding activity, content capability and local dealer relationships rather than follower count alone,” says Salazar. The model is intended to grow brand awareness, rider participation and dealer presence at the same time.
“Rather than building rider relationships behind the dealer’s back, Torc1 brings participating retailers into the conversation so both sides can better understand local demand, support riders and pursue beneficial long-term growth together. Torc1’s dealer strategy is being built around sustainable margins, consistent brand value and programs designed to create rider demand through — not around — local dealers.
Founded in 2009, Torc1 Racing built its name in motocross controls and rider contact-point products. Acquired in 2026, the brand is being relaunched as part of the Dirtbag Brands family with a renewed focus on practical performance, clear fitment, strong dealer relationships and products that earn their place on the bike. Get all the details here:
www.dirtbagbrands.com/torc1-racing/
