Roland Sands Design is a motorcycle, product and apparel company with its roots in racing, custom bike building and design.

Roland Sands motivation originates from an elite foundation that mixes the affection for two wheels with the craving to make exceptional products that are unique and innovative.

Roland Sands heart and mind are dedicated to the two-wheeled life and group of inspirational and passionate road racers, off-road, dirt track, supermoto.


And custom bike builders and riders. This assorted variety enables Roland Sands to work with the best in the business on an assortment of ventures.

Public Figure

Roland is from Long Beach, California. He began his life with the upbringing and diverse experience in the motorcycle industry.

His first motorcycle was a RM 50 dirt bike, given to him on his 5th birthday, to which, after just minutes of riding, he broke a bone but fell in love with it anyway.

His love of speed on two wheels took him to the professional racing ranks for ten years.

He set multiple track records around the world and was the 1998 American Motorcyclist Association 250GP champion.

However, 32 broken bones later, Roland decided to trade in his racing leathers for a hammer, pencil and computer designing. And building motorcycles and custom motorcycle products.

In 2005, Sands founded Roland Sands Design. Sands designs are a mixture of sportbike. And chopper influences, and he has played a pivotal role in popularising high-performance custom bikes to the masses.

Roland Sands


1.Tell me a bit about Roland Sands as a brand?
Roland: We are a multi-functional motorcycle culture creator and purveyor playing in many aspects of two wheels, including custom bike building, racing, events, film, marketing, product design and sales, apparel and more.

2.How will you define yourself Racer, Innovator, Designer or Entrepreneur? Or all in one?
Roland: Definitions are becoming more difficult as the two-wheeled landscape and the world are shaped by technology.

I like to think of myself as a leader in helping to cultivate iconic ideas within two wheels. Being an innovator, builder, designer, creator, and entrepreneur is vital in making that happen.

3.Do you miss racing as you raced with passion and you had a lot of accomplishments?
Roland: I miss the simplicity and soul focus of going fast on two wheels as a lifestyle. Mentally I feel much more complete helping to inspire our corners of this industry and creating.

For me, the creative process and bringing ideas to life is what today makes me feel whole.

4.You worked very hard to grow. How do you feel today, Roland? Is there anything that is left still which you think is not accomplished by you?
Roland: Of course, there is more to do. A lifetime of more, I imagine. The journey is learning what is important to you today vs yesterday and continuing to pursue it.

I have two babies now, so I feel there’s a huge task and the most important in front of me. Raising two children who bring positivity to this planet is a huge priority.

Continue to the interview

5.If I were to ask you one person whom do you admire in Custom Motorcycle World? Who will that person be
Roland: It’s hard not to admire Valentino. He was having been on the top of his game for so long and still enjoying it today while carrying moto GP on his back in many ways this past ten years.

Incredibly, he’s still as quick as he is. The real heart, and it’s not bullshit. That’s what you find in racing. It strips out and bullshits. It takes real guts to ride anything fast, and to do it for that long is impressive.

6.Mckenna 9T Concept 7 is a fusion of classic and modern-day motorcycle? How did this idea come? How much time did it take to build this custom motorcycle?
Roland: We had some time on this one. Two years off and on to finish the bike. We’ve been picking away at some of the historic, and iconic BMW’s so it was a matter of time before we got to the r7.

I drew the bike and sold the idea to a friend, and off we went.

7.Typically, what challenges do you face while you custom build the motorcycle?
Roland: Every decision takes you down a path, and when you start with only a motor, there’s a lot of decisions that can fuck things up.

Fortunately, we have a suitable method that allows us to take performance into account and go from there. My team is the backbone of the bike builds.

And I don’t do this stuff on my own with everything I have going, so keeping the team strong and motivated is essential.

8.Do you have any plans to build a custom electric motorcycle?
Roland: Yes

9.How do I see Roland Sands 10 years down the line?
Roland: Hopefully, we’ll still be creating what’s next. Perhaps it’s autonomous electric plug-in commuter bikes. Who knows, as long as we can have fun doing it, I’m down to ride.


  • AMA 250 GP Champion 1998
  • Wheel Design of the Year 2002
  • Control Design of the Year 2004
  • Wheel Design of the Year 2004
  • Chip Foose Design of Excellence Award, Sturgis, 2004
  • Modified Harley Class at the World Championship of Custom Bike Building 2nd, 3rd, and 4th place in 2005
  • V-Twin Award Trendsetter of the Year, Daytona, 2005
  • Discovery Channel’s Ultimate Chop Biker Build-Off Season Finale and Awards Ceremony Rookie of the Year 2005
  • V-Twin Award Trendsetter of the year, Daytona, 2005
  • Discovery Channel’s Biker Build-Off Champion for Sands vs Rooke episode 1, 2006

Roland Sands Design and the RSD fleet of custom motorcycles have been featured in over 500 magazine articles worldwide.

On over 100 magazine covers, and attend many American motorcycle rallies and events year-round. As well as multiple International shows both in and out of the motorcycle industry.

Sands has also starred in many TV shows, including Nitro Circus, Chopper Nation, Biker Build-Off, American Thunder and many others.


Ducati, Dunlop, Harley-Davidson, Panasonic, Performance Machine, Piaggio, Polaris, Toyota, Triumph, Vance and Hines, Yamaha and numerous others.

Rolands Work

RSD BMW R NineT Vintage

RSD Mckenna 9T Concept 7

FTR 1200

KH9 Pani

Ducati Diavel

Custom Ecosse

Other Reads
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Shaw Harley Custom
MV Agusta to steal the show at Paris

Source: Roland Sands

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