The campaign concluded with an immersive experience where riders and journalists put post-license training into practice on two wheels.
Milan (Italy) | 6 November 2025
Riders and journalists shared the ride and tested their skills at EICMA during the closing of Learn – Ride – Enjoy – Repeat, the European campaign by the European Association of Motorcycle Manufacturers (ACEM) and the Fédération Internationale de Motocyclisme (FIM), aimed at encouraging both novice and experienced riders to pursue high-quality, voluntary motorcycle training.
In Milan, the final event turned that message into an experience. Under the guidance of certified Federazione Motociclistica Italiana trainers, participants took part in demo rides and advanced exercises, including alternating slaloms, controlled acceleration and braking, and smooth wide turns, all designed to underline the benefits of post-license training. The highlight of the event was sharing the ride with James Toseland, two-time World Superbike champion, offering a unique, hands-on experience of how refined techniques elevate every ride.
Launched in April, the campaign engaged 44 organisations across 23 countries, reaching thousands of riders through digital outreach, media engagement, and partnerships. A central achievement of the initiative was the launch of the Instructor Guidelines for Voluntary Motorcycle Training, developed in collaboration with European Motorcycle Training Quality Label certified schools and leading academic institutions. Grounded in scientific accident analysis, the guidelines address the most common accident scenarios for powered two-wheelers and aim to raise the standard of post-license training across Europe. More than 40 schools have already received the guidelines, which are available free of charge upon request. Building on the success of the European Motorcycle Training Quality Label, Learn – Ride – Enjoy – Repeat demonstrates the motorcycling sector’s commitment to continuous learning and safer riding practices across Europe.
QUOTES:
Antonio Perlot, ACEM Secretary General, said:
“Concluding Learn – Ride – Enjoy – Repeat at EICMA in Milan has been a powerful way to turn our campaign’s message into a real experience for riders. Motorcycling continues to be a key tool for mobility and leisure, and rider safety remains our top priority. The European Motorcycle Training Quality Label shows how voluntary, high-quality training helps riders refine their skills, improve road awareness, and adopt safer riding habits. This event demonstrates the value of cooperation across Europe in fostering a culture of continuous learning and safer roads for all.”
Damiano Zamana, Deputy CEO FIM, added:
“The Learn – Ride – Enjoy – Repeat campaign, within the framework of the European Motorcycle Training Quality Label, reached its final stage at EICMA in Milan, reaffirming our shared commitment to the professional qualification of riding instructors. FIM has proudly supported this initiative, which promotes safe riding techniques while preserving the joy of motorcycling and encouraging sustainable mobility. Strengthening a culture of continuous learning and advanced riding skills remains fundamental to ensuring the safety and well-being of all road use road users.”
Giovanni Copioli, FMI President, commented:
“The Learn – Ride – Enjoy – Repeat program, which we showcased at EICMA, really emphasized how crucial it is to make proper riding training accessible to everyone. FMI is actually the only organization in Italy that holds the European Motorcycle Training Quality Label, a solid guarantee that our courses are top-notch. The participants – journalists and industry insiders – got to see firsthand how much proper riding technique matters for everyone’s safety, including their own. My hope is that more and more riders will come to realize just how important it is to stay safe on the road.”
James Toseland, two-time World Superbike champion added:
“Training never really ends — it’s what makes every rider better, safer, and more confident. That’s exactly what Learn–Ride–Enjoy–Repeat stands for. I’m proud to have joined ACEM and FIM in promoting this message and to share the experience at EICMA. Seeing riders eager to learn, improve, and enjoy every moment on two wheels reminds us why continuous training matters so much.”
