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Roland Sands

Designer/Artist/Custom Bike Builder/Owner, Roland Sands Designs
Long Beach, CA

Roland Sands will toil in his garage all day to create original designs. His do-it-yourself attitude and hardcore racing background has made Sands an integral part of Bell’s team as both a rider and a designer.

Roland grew up in the motorcycle industry. His dad started Performance Machine, an aftermarket motorcycle parts company in the 1970s. As a kid, Roland worked at his dad’s shop, sweeping floors, and eventually designed and fabricated his own motorcycles. He also raced them, and became the AMA 250GP Road Race Champion in 1998. Today, Roland still holds four track records including Daytona, Sears Point, and Laguna Seca. After racing (and 32 broken bones later), Roland hung up his leathers to launch his own custom motorcycle and design shop, Roland Sands Designs, that has gone on to win dozens of national awards and appeared in hundreds of publications. At Bell, Roland brings his rich background in racing and building custom bikes into bold graphics and rich angular textures that Bell continues to incorporate on a variety of helmets. 

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