The landscape of motorcycle journalism underwent a seismic shift when Harley-Davidson officially announced the re-launch of The Enthusiast magazine on September 09, 2020, from its headquarters in Milwaukee. This strategic move was not merely the introduction of a new periodical but a meticulously planned re-design of a publication intended to inspire riders and celebrate the global motorcycle culture through the specific lens of the Harley-Davidson brand. By repositioning this title, the company aimed to showcase the riding lifestyle in a manner that blends artistic photography with deep-dive storytelling, ensuring that the essence of the open road is captured for a modern audience. The return of this title represents a pivot toward a more widely accessible distribution model, moving beyond the restricted circles of previous internal publications to reach a broader spectrum of motorcycle aficionados and potential owners.
Historical Lineage and Editorial Evolution
The chronological journey of Harley-Davidson's print media is a study in longevity and brand loyalty. The Enthusiast magazine was first established in 1916, positioning it as one of the earliest consumer-facing motorcycle magazines in existence. To understand its place in the global market, one must look at the contemporary landscape of the early 20th century. While The Enthusiast was a pioneer, it followed a few global predecessors, specifically Germany's Motorrad, which launched in 1903, Italy's Motociclismo, which began in 1914, and the United States' own Motorcyclist magazine, which started in 1909.
The evolution of the publication shifted significantly in 1984. For a period spanning twenty-four years, from 1984 until 2008, Harley-Davidson maintained a dual-track publishing strategy. During this era, the company produced two distinct publications tailored to different segments of its community: The Enthusiast magazine and HOG Tales magazine. This separation allowed the brand to cater to both the general rider and the specific needs of the Harley Owner Group.
However, in 2009, the company transitioned toward a unified voice. The two separate titles were merged under the HOG Magazine banner. This new entity was designed as a hybrid publication, drawing content inspiration from both the heritage of The Enthusiast and the community-driven focus of HOG Tales. This merger lasted until the 2020 re-launch, at which point The Enthusiast replaced HOG Magazine as the official publication of the Harley-Davidson Motor Company.
The significance of this lineage is highlighted by the digital shift seen elsewhere in the industry. With Motorcyclist magazine moving to a purely digital format in 2018, The Enthusiast magazine—inclusive of the years it spent as HOG Magazine—now holds the prestigious distinction of being the oldest continuously printed motorcycle magazine in the United States. This commitment to print ensures a tactile experience for riders, preserving a tradition of physical media in an increasingly virtual world.
Accessing Free Versions and Complimentary Subscriptions
For the dedicated Harley-Davidson community, the cost of accessing this high-quality content is often eliminated through membership tiers and digital accessibility. The company has structured its distribution to reward loyalty while ensuring that the brand's message is available to anyone with a mobile device.
The primary method for receiving a complimentary print subscription is through membership in the Harley Owner Group. Specifically, all Full and Life members of the Harley Owner Group are entitled to receive a complimentary subscription to The Enthusiast magazine. This benefit is integrated directly into their membership package, ensuring that the most committed brand advocates have a physical copy of the magazine delivered to their doors. This creates a direct pipeline of communication between the manufacturer and the lifelong owner, reinforcing the bond of the "Life" membership status.
For those who are not members of the Harley Owner Group, or for members who prefer the efficiency of a screen, Harley-Davidson provides free digital alternatives. The company offers free app versions of The Enthusiast magazine. These applications are developed for compatibility across a wide range of hardware, including:
- iOS phones
- iOS tablets
- Android phones
- Android tablets
The availability of these free apps removes the barrier to entry for younger demographics or international readers who may not have easy access to physical US-based shipping. By providing the digital version at no cost, Harley-Davidson transforms the magazine from a member-exclusive perk into a broad marketing tool used to showcase the latest models and riding stories to a global audience.
Global Circulation and Distribution Channels
The scale of The Enthusiast magazine's reach is immense, making it the most broadly circulated motorcycle magazine in the world. The publication follows a quarterly schedule, being printed four times annually. This frequency allows the editorial team to align content with the changing riding seasons and the launch cycles of new motorcycle models.
The circulation numbers demonstrate a massive logistical operation:
| Region | Distribution Volume (Print Copies) |
|---|---|
| United States | 500,000+ |
| International | 150,000 |
| Total Global Circulation | 650,000+ |
To achieve these numbers and expand the reach beyond the membership base, Harley-Davidson is exploring diverse new ways to deliver the print edition within the United States. This represents a shift from a closed-loop membership model to a more open retail model.
The current and planned distribution channels include:
- Official H-D eCommerce site for single copy purchases
- Authorized Harley-Davidson dealerships
- Select boutique motorcycle shops
By placing the magazine in boutique shops and dealerships, the brand increases its visibility among non-owners who frequent these establishments. This strategy turns the magazine into a physical advertisement for the lifestyle, leveraging the high production value of the publication to attract new riders.
Content Pillars and Editorial Focus
The editorial direction of The Enthusiast is designed to be a celebration of the lives lived on two wheels. According to Jochen Zeitz, President and CEO of Harley-Davidson, the title is more relevant today than ever because it returns the brand to a great tradition of storytelling.
The content of the magazine is built upon several core pillars:
The Visual Experience The magazine is renowned for featuring some of the highest quality motorcycle photography available. This includes expansive shots of beautiful roads and diverse landscapes, which serve to inspire the reader to travel. Additionally, the publication provides behind-the-scenes peeks and detailed looks at the latest Harley-Davidson models, blending artistic photography with technical showcases.
Storytelling and Culture At its heart, the publication is a vehicle for riding stories. The editorial team focuses on the human element of motorcycling, highlighting the culture and the community. By focusing on the "lives lived on them," the magazine moves beyond simple product reviews to create an emotional connection with the audience.
Adventure and Innovation The magazine also serves as a platform to showcase the technological evolution of the brand. A prominent example of this is the coverage of the epic motorcycle adventure involving McGregor and Boorman. This series documented a 13,000-mile journey through South America, Central America, and Mexico. Notably, this journey was undertaken aboard two Harley-Davidson LiveWire electric motorcycles, signaling the brand's transition into the electric era while maintaining its spirit of adventure.
Strategic Impact of the Re-Launch
The decision to re-launch The Enthusiast as both a print and digital entity carries significant strategic weight for Harley-Davidson. By replacing HOG Magazine, the company has shifted from a "club" focus to a "culture" focus. While HOG Magazine was primarily for the members of the owner group, The Enthusiast is positioned as a lifestyle brand publication.
This transition allows the company to control its own narrative. Instead of relying solely on third-party motorcycle journalists, Harley-Davidson can use The Enthusiast to define the aesthetics and values of its brand. The integration of the LiveWire journey into the pages of the magazine serves as a case study in how the brand intends to bridge the gap between its 1916 heritage and its future in sustainable mobility.
The dual-format approach (Print and App) ensures that the brand remains relevant across different consumption habits. The print edition appeals to the traditionalist and the collector, maintaining the "oldest continuously printed" status, while the app caters to the instant-access needs of the modern consumer.
Conclusion
The re-emergence of The Enthusiast magazine is a calculated intersection of nostalgia and modernization. By reviving a title from 1916, Harley-Davidson is not merely looking backward but is using its historical authority to anchor its future. The logistical scale of the publication—reaching over 650,000 readers globally—establishes it as a powerhouse of niche media.
The accessibility of the magazine is a critical component of its success. By offering it for free to HOG members and providing free digital versions via iOS and Android apps, the company ensures that its brand storytelling is unhindered by paywalls for its core community. Simultaneously, the expansion into boutique retail and eCommerce allows the brand to capture the curiosity of the general public.
Ultimately, The Enthusiast functions as more than a magazine; it is a cultural artifact that documents the evolution of the American motorcycle experience. From the early days of 20th-century print to the 13,000-mile electric journeys of today, the publication mirrors the trajectory of Harley-Davidson itself—evolving in form and technology while remaining steadfast in its commitment to the spirit of the ride.