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MOTORCYCLE – S&S Cycle Moves Headquarters to New Facility

November 28, 2005
Filed under Features

Engine supplier S&S Cycle recently celebrated the opening of its new Customer Support and Dealer Training Facility in La Crosse, Wisc. – a building also scheduled to serve as the company’s new headquarters.
S&S President Brett Smith said the new building will serve as the official corporate headquarters for S&S Cycle and will include the communications department, customer support, dealer training and race divisions.
S&S has been based in Viola, Wisc., about one hour east of La Crosse.
“It’s important to note that we have not abandoned our Viola facility, rather we have expanded our manufacturing output there considerably,” said Smith.
More than 1,000 people attended the “Revvin’ Cutting” ceremony.
Smith spoke of his family heritage, complimented the S&S employees, and thanked the community for their support during the ceremony.
S&S leaders say the opening of the Customer Support Center is an important milestone for the company. This expansion, including the opening of the S&S Distribution Center in August of 2004, allows for more production and product development initiatives to be realized in the Viola facility, which the company will continue to operate.
“When our Board of Directors unanimously approved my proposal to expand to La Crosse I knew this would be a great benefit to S&S, our customers, and the community,” Smith said. “With our Distribution Center in full operation, plans to add manufacturing in this facility, and now the opening of the Customer Support Center, we are well on our way to completing this vision and more.”
In conjunction with the 2005 S&S/American Iron Old School Shovel Tour, well-known custom builders were on hand displaying their one-of-a-kind custom bikes. The builders include Kevin Alsop of Big Bear Choppers, Jesse Rooke of Jesse Rooke Customs, Big Mike of BMC Choppers, Chica of Chica Customs, and Paul Cox and Keino of Indian Larry Legacy. Guests also were entertained by motorcycle stunt riders from Vertical Mischief.
In other S&S news announced during the open house, the company revealed a collaboration with SuperFlow to outfit the S&S facilities with SuperFlow dynos and flowbenches. Students attending the S&S Dealer Training & Certification Facility will have the opportunity to use SuperFlow products exclusively during their time in class. The new facility has been designed with three separate dyno cells, two of which have observation areas outside allowing for optimum learning opportunities for students attending training.
Also, Mac Tools announced a collaboration to outfit the S&S facilities with Mac Tools. Additionally, plans are in place to have Mac Tools manufacture and distribute a variety of specialty tools that are unique to the needs of V-Twin mechanics.
“We are very proud to have S&S Cycle as a manufacturer in the city of La Crosse,” said Mayor Mark Johnsrud. “They provide the unique facilities and manufacturing that our city needs to continue growth.”
“I feel that the opening of this new facility is a very forward thinking move on the part of Brett Smith and the Board of Directors,” said Bill Rucker of Rucker Performance, one of the manufacturers displaying bikes at the event.
S&S Cycle new facility is located at 235 Causeway Blvd., La Crosse, Wisc.

-Guido Ebert

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