Increasingly, both motorcycle brands and individual dealerships are realising that customers are looking for more than simply buying a motorcycle. The ironic thing about motorcycling is that, although it is a solo pursuit, we are never happier than when riding as part of a community of like-minded people. It doesn’t matter what you do for a living, it doesn’t matter how much money you earn: once you’re on a bike, all that matters is that you are riding.
Right from the get-go, Fire It Up! has been innovating in the motorcycle retail space, both for new and used motorcycles. One of their most important initiatives was to create an informal club solely for the purpose of bringing people together to enjoy each others’ company and do what they love best: ride.
Over the years, the club, or Tribe, as it is called, has grown steadily to the point where Sunday morning rides are attracting anything up to 80 bikes. Once a month, weekday night rides are organised and it was to one of these that ZA Bikers was invited.
The destination was the Soweto Brewing Company in Orlando West and the weather was fine for a change, although recent weather patterns kept the cautious away and, to be honest, we couldn’t blame them. As it turned out, however, the evening was warm and dry: perfect conditions for a ride.
Twenty bikes and riders assembled at Fire It Up! at 6 pm. After a briefing by Donovan Fourie, the organiser of the Fire It Up! Tribe events, the cavalcade set off.
The important thing to remember is that these events are not solely about the ride: they are about riding with a bunch of friends to an interesting destination for the simple pleasure of riding and being together.
If the ride to Soweto from Bryanston wasn’t the most picturesque or scenic, riding through early-evening Soweto to the brewery was fascinating, with the sights, sounds and smells of the street cafes and kitchens providing a hunger-inducing atmosphere to ride through.
Our time at the Brewery was filled with sampling the products and eating, talking and laughing. If the ride to the destination is organised and everyone rides together, then the ride home is at everyone’s individual leisure: some head for home on their own, others headed off in a group and some chose to stick around and enjoy themselves further.
It’s all very relaxed and informal, in keeping with the Tribe itself. It doesn’t matter how experienced a rider you are or what bike you ride: everyone is made to feel welcome and comfortable at whatever speed they want to ride. As well as Donovan leading the ride, there is always a sweeper following at the rear of the pack to ensure that no-one is left behind. At every turn, the leading group waits for the rest of the pack and the sweep to catch up. That way, the group ride feeling is maintained.
Over the years, the rides have headed to all points of the compass around Gauteng and the programme of rides continues throughout 2022. Also being planned is a weekend away and a ride to Red Star Raceway, where the Tribe gets its own on-track session.
It’s important to know that everyone is welcome to attend, whether they bought their bike from Fire It Up! or not. The aim is to build a community of riders with one common goal: to enjoy the ride and the company.
To find out when the rides are taking place, head to the Fire It Up! Tribe Facebook page and request to become a member, upon completion of which you will be able to access the page and find details of the rides as they are announced or contact Fire It Up! itself.
