Specialist distributor brings premium performance brands to the UK’s home of dirt bikes.
Behind every great bike is a network of specialist businesses working to keep riders performing at their best. From the parts riders trust to the technical knowledge that helps them make the right choices, those businesses are a vital part of the off-road industry.
That’s why we’re delighted to welcome Genuine Parts & Performance to Dirt Bike Live at the NEC, Birmingham, on 6 & 7 February 2027.
Known for supplying premium aftermarket parts and performance products, Genuine Parts & Performance works with a portfolio of respected brands used by riders across motocross, enduro, trials and other off-road disciplines. With a focus on quality products, technical expertise and strong industry relationships, the business has become a trusted partner for dealers, workshops and riders alike.
As Dirt Bike Live continues to grow, the event is bringing together manufacturers, distributors, retailers, governing bodies and specialist businesses to create a weekend that reflects every corner of the UK’s off-road industry. Businesses like Genuine Parts & Performance play an important role in that ecosystem, connecting world-class brands with the riders and retailers who rely on them every day.
Stephen Morris, Director at Genuine Parts & Performance, said:
“The off-road industry is built on specialist knowledge and strong relationships. We work with brands that riders trust, and events like Dirt Bike Live give us the opportunity to meet the people behind those relationships face-to-face. It’s about sharing knowledge, supporting the wider industry and helping riders discover products that genuinely improve their experience. We’re excited to be part of an event that’s bringing so many different parts of the off-road community together.”
“Dirt Bike Live isn’t simply about seeing products on display; it’s about connecting riders with the people who develop, distribute and support them.”
Matt Bates, Promoter of Dirt Bike Live
Matt Bates, Promoter of Dirt Bike Live, added:
“One of the things we’re passionate about is making sure Dirt Bike Live represents the entire off-road industry, not just one part of it. Genuine Parts & Performance is a great example of a business working behind the scenes to support riders, retailers and brands across multiple disciplines.
Having companies like Genuine Parts & Performance involved strengthens what we’re building. Dirt Bike Live isn’t simply about seeing products on display; it’s about connecting riders with the people who develop, distribute and support them, creating conversations that simply don’t happen online.”
Taking place alongside the opening weekend of the 2027 Arenacross Championship, Dirt Bike Live is bringing together manufacturers, distributors, retailers, governing bodies, race teams and specialist businesses from across the off-road world to create the UK’s home of dirt bikes.
Join us at Dirt Bike Live, bp pulse LIVE, Birmingham, on 6 & 7 February 2027.
