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MAG Announces New CEO, Former Brunswick Boat President Takes The Helm

Indianapolis, Indiana – Motorsport Aftermarket Group (MAG) today announced the hiring of former Brunswick Boat Group President Andrew Graves as its new Chief Executive Officer. Graves will lead the next phase of integration following the 2014 merger of Tucker Rocky/Biker’s Choice and MAG, and drive the long-term strategy of the combined company. He becomes CEO of MAG effective immediately.

“We conducted an extensive national search to find the right CEO for MAG,” says J.A. Lacy, MAG’s Chairman. “Andy understands building enthusiast-oriented brands and supporting a strong independent dealer network, proven by his success in the boating industry.” Most recently, Graves served as President of the Brunswick Company’s boat group including Sea Ray, Boston Whaler, Lund and other market leading brands.

“Andy has proven he can successfully manage diverse, complex and decentralized product-based companies — exactly what MAG’s portfolio of market-leading powersports brands is comprised of,” adds Lacy. “He also understands developing distributor networks through a strong focus on customer satisfaction, which is right in the wheelhouse for Tucker Rocky and Biker’s Choice. I expect Andy to energize our team around creating competitive advantage through product innovation and marketing strategy linked to consumer and dealer insights.”

At Brunswick, Graves successfully integrated major acquisitions to expand the group’s brand portfolio and strengthened relationships with Brunswick’s sister company Mercury Engines to increase company profits. After the collapse of the boat market in 2009, Graves focused on taking costs out of the business through lean manufacturing while at the same time challenging designers to continue to deliver innovation which led to several “Boat of the Year” awards.

Graves brings a diverse, 30+ year work history which includes industrial sales and manufacturing, international, financial services and brand management experience. “I am sincerely looking forward to the opportunity to work with industry leaders and believe we all benefit from remembering consumers and dealers are ultimately responsible for our success,” says Graves. Borrowing from his Brunswick experience Graves offers, “a rising tide floats all boats!”

The company also announced Brian Etter is no longer part of MAG Brands. “Brian played a key role in building the legacy MAG organization,” says Lacy. “I am highly appreciative of his leadership in helping guide the business through the first phase of integration. I wish him well as he pursues new opportunities.”


About Motorsport Aftermarket Group (MAG)

Founded in 2000, MAG is a leading independent manufacturer of branded aftermarket products for the powersports industry. Major brands in the MAG portfolio include Vance & Hines, Küryakyn, Performance Machine, Progressive Suspension, Mustang, Renthal, Dragonfire and Roland Sands Design. MAG is also the leading online retailer in the powersports industry through its Motorcycle Superstore and J&P Cycles websites. For more information, visit

About Tucker Rocky / Biker’s Choice

Tucker Rocky / Biker’s Choice is a leading distributor of motorcycle and ATV aftermarket parts, apparel and accessories to powersports dealers. With seven distribution centers throughout the United States, Tucker Rocky / Biker’s Choice sells over 100,000 products with next-day delivery. Tucker Rocky / Biker’s Choice also designs, develops and markets a portfolio of proprietary apparel and equipment brands including Answer, MSR, ProTaper, Speed and Strength, BikeMaster, Firstgear, River Road, QuadBoss and Twin Power. For more information, visit and