We recently connected with Lance Orso and have shared our conversation below.

Lance , thanks for joining us, excited to have you contributing your stories and insights. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

They let me fail on my own and didn’t save me up every time things got hard. My mom works in the corporate world and my father was self employed doing metal work, Fabrication, and Masonry work. As a kid with parents who both worked my summers were spent in my fathers shop or out helping him and my uncle on brick jobs. It was hot and made me realize real quick I needed to bust my ass to put myself in a position to not have a job where I was outside all day everyday in the Texas heat or in a shop with no AC during the summer and no heater during the winter. But as an adult I appreciate it now, it made me not scared of hard work in any conditions.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

As a boy I grew up on a small ranch my family had in Joshua Texas just south of Fort Worth. Horses were the main focus out there but I remember being really little and the only thing I wanted was a dirt bike. I was 6 years old and my parents bought me my first dirt bike for Christmas and It completely changed the course of my entire life. My mother and father still say that it was the best and worst Christmas of their life due to them having to stand outside all day in the freezing cold while I did laps in our back pasture. I eventually started racing motocross and we traveled all over chasing the amateur National racing scene. I eventually started homeschool to spend more time racing and trying to make something out of it, but as injuries stacked up my mind shifted to the business side of the industry.

In 2006 I started working at a small shop in Arlington Texas doing parts, service and accessories. I was still getting to ride and race and work in the industry I truly loved. As I got older I struggled with addiction, years of injuries and chaos lead me down a path of alcohol and Opioids. April 16th of 2013 I decided to change my life and get sober, I left the shop I was working at and knew I needed a change. A close friend of mine put in a good word for me at Dallas Harley-Davidson so I packed up my things and moved out here to chase a career.

Harley-Davidson Motorcycles® were very near and dear to my heart due to my father, grandfather, and uncles all being Harley-Davidson® riders. I fell in love with Dallas Harley-Davidson and worked my way up through Sales, Finance, Sales Management, and eventually General Manager.

How do you keep in touch with clients and foster brand loyalty?

Being straight up and honest with anyone I do business with. I’m very blunt and speak to all of my clients as I do with my friends and family. I love this industry with all of my heart and most of our clients feel the same way about the brand we sell. there have been ups and downs for sure with the brands we carry, the older generations of riders not happy with the direction of the brand but I have always been an open book and very open with them. You can get on our website right now and look me up, the number listed isn’t my shops number its my personal cell phone. I don’t hide from anything good or bad my clients want to discuss and I think that helps build loyalty to me and our brand.

We’d love to hear a story of resilience from your journey.

A few years ago I left the industry due to not being happy with the direction things were headed. I had an offer to go into the luxury Auto business and took it after spending nearly 20 years in Powersports. I lasted 6 months, I was losing my mind, it just wasn’t me. I received another offer to go into the booming Golf Cart industry which I was very excited about. You don’t expect the industry to be as big as it is but with the amount of communities there are that allow the residence to use Golf Carts to get around its actually pretty shocking. Everyday I woke up and missed the motorcycle industry though, I felt like a fish out of water, it wasn’t me. I made some calls and was back in the Motorcycle industry with in the week. It was pretty much the old saying of sometimes you have to lose something to realize what it really meant to you. I look at it now and think as hard as I was trying to get away from it the industry just kept pulling me back in. I came back right after Covid had occupied everyone’s mind and the industry was just trying to stay a float. It was and has been a dog fight since I have been back, but I am enjoying every second of it.

Contact Info:

• Website: https://Dallashd.com
• Instagram: https://instagram.com/Dallasharleydavidson
• Facebook: https://facebook.com/DallasHarleyDavidson
• Linkedin: https://Linkedin.com/LanceOrso
• Other: https://instagram.com/LanceOrso821