How MSF Builds New Riders and Why Dealers Should Partner with Them with Robert Gladden
Fri Feb 06 2026
The Motorcycle Safety Foundation (MSF) trains hundreds of thousands of riders every year, yet many dealerships don’t fully understand how powerful MSF partnerships can be.
In this episode, Jacob Berry speaks with Robert Gladden, VP of Training Operations at MSF, about how rider education fuels dealership growth, improves safety, and builds long-term customer loyalty.
We cover:
How riders enter the sport through MSF
Why trained riders are better customers
How dealers can partner with local MSF sites
How Ride Day introduces first-time riders
OEM incentives tied to MSF course completion
Advanced training opportunities for experienced riders
The future of e-bikes, youth riders, and demographics
MSF Website: https://msf-usa.org
E-Bike Course: https://ebikecourse.com/
Contact: rgladden@msf-usa.org
Connect with Robert: https://www.linkedin.com/in/robert-gladden-b371784/
Connect with Jacob: https://www.linkedin.com/in/jacob-b-berry/
Watch on YouTube: https://youtube.com/@dealershipfixit
A must-listen for dealerships focused on long-term growth, not short-term transactions.
Sponsor & Resources: dealers.motohunt.com
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The Motorcycle Safety Foundation (MSF) trains hundreds of thousands of riders every year, yet many dealerships don’t fully understand how powerful MSF partnerships can be. In this episode, Jacob Berry speaks with Robert Gladden, VP of Training Operations at MSF, about how rider education fuels dealership growth, improves safety, and builds long-term customer loyalty. We cover: How riders enter the sport through MSF Why trained riders are better customers How dealers can partner with local MSF sites How Ride Day introduces first-time riders OEM incentives tied to MSF course completion Advanced training opportunities for experienced riders The future of e-bikes, youth riders, and demographics MSF Website: https://msf-usa.org E-Bike Course: https://ebikecourse.com/ Contact: rgladden@msf-usa.org Connect with Robert: https://www.linkedin.com/in/robert-gladden-b371784/ Connect with Jacob: https://www.linkedin.com/in/jacob-b-berry/ Watch on YouTube: https://youtube.com/@dealershipfixit A must-listen for dealerships focused on long-term growth, not short-term transactions. Sponsor & Resources: dealers.motohunt.com