Earlier today, October 21st, AMA Pro Racing announced that Michael Lock, a longtime motorcycle and automotive executive and AMA's 2015 strategic business consultant, will be installed as CEO, effective November 1st.

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“Adding Michael Lock to the executive team shows our commitment to elevating professional motorcycle racing in North America,” said Jim France, Principal of AMA Pro Racing. “His expertise will be critical to the long-term success of the sport, and we are excited to have him join the team.”

Lock's Background

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Lock brings 30 years of industry experience. He served as COO of Automobili Lamborghini Americas, where his primary objective was business and image development for the Italian brand. Before that, his resume boasts a nearly decade-long stint as CEO of Ducati North America and CEO of Triumph Motorcycles USA. It's safe to say he's not going into this job green...

Michael Lock trackside

“This is an exciting time for AMA Pro Racing,” Lock said. “I’m delighted to be given the opportunity to contribute to the future direction.”

Pro Refocus

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The move comes as part of AMA Pro Racing's executive team expansion and merging of the marketing and communications department. Heading up the latter, Gene Crouch will serve as Marketing & Communications Director and attempt to capitalize on the recent buzz surrounding pro flat track racing.

Other noteworthy executive nuggets include Ronnie Jones transitioning to Strategic Competition Consultant, a role in which "he will advise the company on initiatives related to the recently-announced class restructuring," and Michael Gentry remaining COO "to coordinate the efforts of the team in achieving the goals of the company’s strategic plan."

AMA Pro Racing Announces New CEO, Ups Focus On Marketing
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