tina hurley

Photos by Alyssa Bridges, EL3 Productions and Jessie Jones Gentry

In 1987, motorcycles changed Tina Hurley’s life…and it would never be the same. “I jumped on the back of a boyfriend’s Ninja 500,” she said, “and loved the thrill so much that I got off the bike and swore I would never ride on the back of a bike again. And then I got my license at 17 years old.” 

And those moments on a bike continue to alter everything. “It changes your life,” Tina continued. “Every time I get on a bike it changes my life. It clears my head. I do my best thinking there. It’s freedom, it’s individuality, and it’s that sense that you can basically do anything. It’s so personal for me – a personal representation of who I am.” 

Currently working as the West Coast Events Planner for Indian Motorcycle, she truly has proven that she can do anything within this industry. Before Polaris first found her, she was working with a marketing agency with quite a few tours under her belt. 

“I toured with Beyoncé driving her truck and trailer,” she told us. “And I worked with Tony Hawk driving a box truck. That combo of a female who rides bikes, can pull a trailer, and who had a CLD was a big plus for a lot of companies. That was seen by Polaris, and they hired me six years ago as the assistant manager for Daytona Beach to help out with the demo fleet. It was my first time working in the motorcycle industry, and I was totally hooked.” 

While she started out as a contractor for Polaris and went on to work with Victory Motorcycles, two years ago she was hired full-time as an Indian employee – her dream. “I knew this was what I wanted,” Tina said, “and this industry has become family. I recently talked on Instagram about how Polaris is sticking by their employees during this pandemic, and they’re such an amazing company to work with.” 

Tina riding the El Diablo Run in 2019 aboard the Indian Scout, which she called a weekend of incredible riding and epic adventures.

Looking towards the future, Tina looks forward to continuing to represent Indian as an incredible brand with incredible bikes. She told us, “I’m proud to represent Indian, and I want to see their continued growth and continue to be a part of their success. We’re back to the Harley-Davidson vs. Indian Motorcycle feel from back in the day. The competition is good – it’s good for the consumer. We have such an incredible product and I believe in it.” 

Tina also looks forward to working with the LA Bike Shed that’s coming to the Los Angeles Art District in the next few months. An offshoot of The Bike Shed located in London, it’s all about offering an exciting place for bikers that provides community. According to The Bike Shed Moto, it’ll be a “30,000 square-foot clubhouse to be enjoyed by all: motorcyclists, enthusiasts, adventurers, explorers, creatives, free-thinkers, friends and families.”

“The Bike Shed LA will be a game-changer in the LA moto world,” Tina said. “I’ve been to the one in London, and it offers an incredible atmosphere, community and family. It doesn’t matter what kind of bike you’re on, if you’re male or female, or what color you are…it’s all about bringing everyone together.” 

As she goes to events Tina sees many women who long to learn how to ride, and she’s there to help. “The number one thing I see at events,” she noted, “and it happens every time and is the highlight of my day, is young gals who want to learn to ride, but they’re afraid and don’t know how to do it. Or women in their 40s or 50s saying, ‘I’ve always wanted to ride.’ I always tell women, do it, do it, do it! It will change your life! And I do what I do not only because I love the brand, but I love to encourage other women.” — Joy Burgess


  1. I’m glad more women are enjoying the ultimate in social distancing. We did it before it was mandatory. Ride safe!


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