The Legacy of Team Dunlop Elite

Words by Andrew Campo & Dale Spangler

Photography courtesy Dunlop

On June 21, 2020, Eli Tomac cemented his legacy as an elite champion, becoming only the fifth rider in history to win titles in both the 450SX and 250SX classes in Monster Energy Supercross and both 450cc and 250cc classes in AMA Pro Motocross.

That day, Dunlop’s Senior VP of Sales and Marketing, Mike Buckley, was overcome with emotion as he reflected back to 2007, when he had set in motion a developmental amateur motocross program focused on supporting a select group of championship-level racers as they make their way through the amateur ranks and aspire to become future AMA Motocross and Supercross champions. Tomac was among the first group of racers chosen for the program, and Buckley had just witnessed his vision come to fruition at the pinnacle of the sport through Tomac’s incredible journey.

It had all begun as an idea in 2004, when Buckley built a practice track for his kids on his property in Western New York, which quickly turned into racing motocross as a family at the local level. As Buckley learned the ropes of amateur motocross, he noticed that racers at the local level idolized regional pros and upcoming amateurs as much as they did the national-level pros. For Buckley, it was a lightbulb moment:They already were supporting an elite group of professional motocross racers, so why not do the same for amateurs? An elite amateur support program was a way to further validate an already successful rider support program while building upon its philosophy to continually help nurture and grow the sport of motocross.

Some years later, in April 2007, Buckley rolled out the new amateur rider support program, dubbed Team Dunlop Elite. The program’s goal was to identify outstanding young minibike racers and provide them with the support and guidance needed to navigate their amateur careers, with the ultimate goal of one day racing at the professional level. The team made its official debut at the World Mini Grand Prix in Las Vegas that year, composed of 17 elite, upcoming young racers handpicked to represent the program for their potential to be the next Motocross or Supercross superstar.

In 2008, they moved their elite team launch to Texas for the annual Lake Whitney Spring Amateur National, where 18 amateur racers were introduced to represent the brand. Since then, the event has become an annual occurrence, and each year elite team riders are invited to Texas for the official launch. Riders and parents are educated about the program’s benefits; each rider receives exclusive team apparel; and a special guest speaker is chosen to address the gathering. The entire experience is designed to welcome riders and their families to the team through an inclusive one-of-a-kind experience.

Support at the amateur level is earned and often hard to come by, and the overall cost of racing is an enormous investment. All too often, money is a deciding factor when a family is forced to throw in the towel, which is why the program is such an invaluable tool for those who make the cut. It’s become an integral part of the path to professional motocross success.

In 2013, as the amateur racing scene continued to evolve, Buckley hired Rob Fox to take over and administer the program. At the time, Fox worked for Florida-based Nihilo Concepts, a brand with a consistent presence at amateur national motocross events. Buckley knew he’d found the right person to take ownership of the program and take it to a new level. For Fox, it was a dream come true: traveling to races and working with riders and their families at the helm of an elite amateur rider support program for a legendary brand. As the newly appointed Amateur Motocross Support Manager, Fox quickly set to work adding to the program’s foundation by focusing on small details that make a difference—like the personal message he sends to each team rider before an amateur national that includes his recommended tire choice and air pressure for that racetrack. It’s something no other tire brand does, especially for amateur minibike riders.

For Fox, the connections he’s made with racers and families, along with seeing top amateurs grow as riders and individuals, are some of the best parts of his job. He considers his riders and parents a part of the Dunlop family and a part of his own family. Likewise, riders and parents feel the same: “To be part of the team is an accomplishment, and there are no words to depict what it means to represent such an iconic brand that our family loves,” explains Shawna Steinbrecher, mother of minibike phenom Eidan Steinbrecher. “Everyone involved on the team is first class. We will forever cherish the memories made while being on the team.”

Lisa DiFrancesco, the mother of program alumnus Ryder DiFrancesco, feels similarly, “Over the past ten years, we have been fortunate to be the longest-running athlete in the program,” she explains. “Ryder’s success over the past ten years has a lot to do with the people and products that support him. We can’t thank them enough for all they have done—on and off the track—to support Ryder.”

“The program is the original and quintessential ‘Elite’ team in amateur motocross and has the history to prove it,” explains Harold Martin of MotoPlayground. “What started as Mike Buckley’s vision in 2007 has proved to guide and shape the pathway for so many professional racers today.”

For 2021, the team is composed of riders Haiden Deegan, Drew Adams, Casey Cochran, Seth Dennis, Ryder Ellis, Kade Johnson, Eidan Steinbrecher, and Kyleigh Stallings. This year’s team was introduced in conjunction with the Spring A Ding Ding event in Texas, with Mike Forkner, father of program alumnus Austin Forker, as the guest speaker.

One would think Buckley had a crystal ball back in 2004 when he realized top-level amateur riders are often the local heroes in any given area. For 15 years, the program has fostered championship level racers and helped support 90 riders as they chased their dreams of becoming a professional. Graduates of the program that have gone on to successful pro careers include Eli Tomac, Justin Barcia, Chase Sexton, Adam Cianciarulo and many of the other current top-level professionals. A veritable who’s who in the current professional Motocross and Supercross ranks, and something that has earned Dunlop a place in the history books by creating one of the most effective and influential rider support programs.

“It was definitely an honor to be selected as one of the inaugural team members back in 2007,” Tomac shares. “Looking back at how many top riders have graduated from the program and made it to the Monster Energy Supercross and Lucas Oil Pro Motocross series is pretty amazing. Most of my main competition at each race were once members. It’s nice to be part of that fraternity.”