Rider, adventurer, storyteller

Adventure is just around the corner

The Canadian Arctic, 2014

Luis is as passionate a rider as they come. He’s been on two wheels since he can remember, but in 2008 he finally took the plunge with a BMW F 800 GS. After many adventures in Mexico, he upgraded to a R1200 GSA just in time to do a dream tour across North America with Arturo Madrazo, riding for over 6 weeks from Mexico City to Inuvik, a 20,000 km journey that forever changed his perspective about motorcycles and about life in general.

His adventure was featured on Latin America’s largest radio network and on his own podcast series. A year later, he went over a grueling process that selected him over more than 10,000 participants to become Harley-Davidson’s Hero Rider in Europe, Middle-East and Africa, a multi-award campaign that reached millions of people around the world During his time with the Motor Company, he toured in more than 20 countries and had the privilege of riding in some of the world’s best riding destinations, like the Croatian Coast, Western Norway and the French, Italian and Swiss Alps.

After returning from Europe, Luis has toured extensively through North America on his BMW R1200 GSA and on his Harley-Davidson’s Street Glide Special. He is a Motorcycle Safety Foundation certified rider coach, has taken countless classes about all things motorcycle and is always on the lookout for his next epic ride. He lives with his wife and dogs in Austin, Texas.

Europe’s oldest Harley dealership, London. Photo: Professional Images/@ProfImages