Audio Engineer

Kevin has worked in motorcycle audio for 23 years, and it all started with a ’63 Volkswagen that had terrible speakers. Bad sound will change a person, and for Kevin, it lit the fuse. That frustration turned into a career built on precision, patience, and doing things the right way. At Lifestyle Cycles, Kevin makes sure systems don’t just get loud—they sound right, even at highway speed. Ask him what makes audio hold up on the freeway and he’ll tell you it comes down to three things: radio quality, a quality amplifier, and quality speakers. Miss one, and the whole system suffers. There’s no magic trick, just solid parts working together. One lesson he learned from Junior is simple: never give up and never take shortcuts. And there’s one shortcut Kevin refuses outright—mounting an amplifier with double-back tape or Velcro. If it’s worth installing, it’s worth mounting correctly, period. The most common mistake he sees is people chopping wires because they don’t realize plug-and-play solutions exist. Good sound isn’t luck—it’s built.

Marketing Director

Peter Markel is the Digital Marketing Director at Lifestyle Cycles, leading video, photo, and content creation for the brand. He focuses on representing the Lifestyle Cycles team through authentic visuals and storytelling across digital platforms. Peter enjoys working closely with industry brands and highlighting products riders genuinely care about. Nothing tops the feeling of a video crossing the one-million-view mark—it’s proof the message landed. His leadership style centers on maintaining a positive attitude, even under pressure. He targets products that range from beginner-friendly DIY installs to more challenging hands-on projects. One of his favorite parts of the job is collaborating with influencers to extend the brand’s reach. Peter believes Lifestyle Cycles stands apart by blending over 25 years of brick-and-mortar experience with global online sales. When riders in places like Malaysia buy from Lifestyle Cycles, they receive the same expertise as in-store customers. Long, stressful days are fueled by attending events and hearing praise from riders who’ve seen the content. Clear, calm, and deliberate communication is how Peter gets things done. For him, success comes from representing the brand with consistency, credibility, and pride.  

Harley Parts Expert

James got his start in audio at sixteen. He fell in love with car audio while working at a small mom-and-pop shop where a veteran mentor taught him the craft from the ground up. He went on to work in high-end audio shops before moving into the powersports world nearly twenty years ago, where he found his true passion in motorcycle audio and custom builds. When a system doesn’t sound right, James starts by asking the right questions about the rider’s music, bike, and expectations so the solution actually fits. He often sees riders assume new speakers alone will fix everything, and he takes pride in educating customers on what really makes a system perform. James explains technical issues in a way that’s easy to understand, keeping customers confident instead of overwhelmed. He enjoys helping riders remotely, guiding them through installs by phone or video so they’re never stuck. To him, great highway-speed audio comes down to proper power, quality components, and real-world riding conditions. He treats every bike like his own, delivering clean installs and honest advice customers can trust.

General Manager

Sparky's definition of a win is simple: every department succeeding. A great week means momentum, teamwork, and everyone moving together toward the same finish line. When asked about the biggest opportunity for growth, Sparky sees it across the board, with some departments accelerating faster than others. He believes growth is constant when the whole shop stays focused and accountable. When employees describe working for him, he wants the words motivating, fun, and genuinely enjoyable to come up even when he’s not in the room. When it comes to the future and his dad Junior’s eventual retirement, Sparky plans to protect the legacy, not rewrite it. He believes in trying new ideas, but when something works, you respect it and keep it rolling. Sparky learned the bike business directly from Junior, from turning wrenches to selling bikes. He takes pride in helping customers find exactly what they need and maintaining strong relationships with vendors. The core lesson Junior passed down is timeless: treat every customer like they’re the only one you’ve got.

Parts Manager

Swede has been the Parts Manager at Lifestyle Cycles since the year 2000. He brings deep motorcycle knowledge to the parts counter and believes knowing the bikes is what truly makes the difference. He keeps the department organized by staying disciplined with the system and ensuring every ordered item is properly tracked. Strong vendor relationships help him manage supply delays and backorders efficiently. His focus is on today’s performance-driven builds, especially performance bagger setups. A lesson he applies daily, learned from Junior, is simple: take care of the customer. When riders want to upgrade their bike, Swede recommends starting with suspension and handlebars. When Swede isn't working you can find him riding his 1999 Custom Softail to & from the hockey rink. His Swedish heritage runs deep through his passion for hockey.

Apparel Manager

Felicia has been with Lifestyle Cycles for 11 years, on and off. She works in the apparel department, where she helps shape the look and feel of the shop. Felicia is responsible for selecting merchandise and staying on top of trends for both seasoned riders and newer generations. A workday feels like a win for her when she’s helped customers leave happy and satisfied. And if she’s being honest, it’s also a win when someone else cleans the bathroom. Her favorite part of motorcycle culture is feeling like she’s part of one big family. That sense of belonging is what keeps her connected to the lifestyle. One of the biggest lessons work has taught her is patience. She believes customers often underestimate how important proper riding gear really is. Helmets, especially, make a major difference in rider safety. Felicia strongly believes in full-face helmets because they protect what matters most. In her words, it’s simple—protect your head, because it saves your brain.

Accounting Manager

Jessica handles the behind-the-scenes engine that keeps Lifestyle Cycles running smoothly. On a day-to-day basis, she manages DMV work including registrations, title transfers, VIN verification, and customer mailings until every package is complete. She also oversees daily banking deposits and payroll with precision and consistency.
Jessica manages employee benefits, tracks time-off schedules, and keeps everything aligned internally. She works closely with the e-commerce department to support operations across the business. Her role requires accuracy, trust, and follow-through—and she delivers all three. One lesson work has taught her is that kindness goes a long way when working with others. Jessica has been with Lifestyle Cycles for four years and knows the rhythm of the shop inside and out. She rides and owns a 2013 Sportster Custom XL 1200. Outside of work, she’s busy raising two boys. When she’s not at the shop or on the bike, she’s learning how to snowboard. Steady, dependable, and people-first—Jessica is a cornerstone of the team.

Audio Mechanic

Jared has been working on motorcycles his whole life, and it shows in the way he approaches every bike that rolls into Lifestyle Cycles. When Jared gets a new bike up on his lift, his first move is always to check the connections, especially on audio systems where a loose plug can cause big problems. Since he mainly works with installing radios and audio components, he knows the smallest slip can throw everything off. To Jared, good work means the bike doesn’t come back—plain and simple. If his name is on the job, it’s done right the first time. What he enjoys most about wrenching at Lifestyle Cycles is the team and the people he works alongside every day. There’s pride in the shop, and it runs deep. His advice to young techs starting out is straightforward: pay attention to the details and don’t rush tearing things apart. If you don’t know something, ask for help—ego doesn’t fix bikes. If time and money weren’t a factor, he wouldn’t change a thing, because he already rides a 2021 Road Glide. His favorite part of motorcycle culture is the people, the events, and seeing new products hit the scene. The one tool he can’t live without is his clip removal tool, and when it comes to bikes, he’ll choose custom over stock every time.

Mechanic

Ryder is a mechanic at Lifestyle Cycles and has been working on motorcycles since he was 11 years old, with the trade running deep in his family. From an early age, turning wrenches was just part of life for him. When a bike rolls in with a mystery issue, his first move is simple and smart: test the battery. To Ryder, good work means the job is done right and done professionally, especially when his name is on it. What he likes most about wrenching at Lifestyle Cycles is that it beats flipping burgers any day. He appreciates being surrounded by people with deep knowledge and what he calls “old knowledge.” The strength of the team is a big part of why he enjoys working here. When asked what advice he’d give a young tech starting out, he doesn’t hesitate. Don’t be afraid to ask questions, because you can’t learn anything if you don’t ask. If money were no factor, the bike he’d build is a FXR. He likes it because it’s different from a Dyna and allows for motor swaps and suspension options. Outside the shop, his favorite part of motorcycle culture is the brotherhood and camaraderie among riders. The one tool he can’t live without is his torque wrench, and he prefers working on custom bikes over stock ones.  

Mechanic

Berto is one of the mechanics at Lifestyle Cycles, and his first bike was a 2006 Road King. He’s been working on cars and mechanical projects since high school, long before motorcycles became the main focus. To sharpen his skills, he trained at MMI. Berto likes the super fun jobs that really challenge both his brain and his hands. He specializes in electrical work. He especially enjoys tracking down a faulty ground wire. His favorite job to do is full wire rerouting. That same task is also the most satisfying repair he’s ever completed. The tool he can’t live without is his tiny ¼-inch ratchet bit set. One common mistake he sees is people thinking they already understand electrical systems. He enjoys working on fuel-injected vehicles. He’s just as comfortable dialing in carburetors.