From left: Jesper Christensen (FIM Director of Mobility); Giovanni Copioli (FMI President); Damiano Zamana (FIM Deputy CEO and Operations Director); Veneta Vassileva ACEM (Safety Manager); James Toseland (2004/2007 WorldSBK World Champion); Antonio Perlot (ACEM Secretary General)
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‘Learn – Ride – Enjoy – Repeat’, the European campaign by the European Association of Motorcycle Manufacturers (ACEM) and the FIM aimed at encouraging all standards of riders to pursue high-quality, voluntary motorcycle training, concluded on Wednesday 5th November at the International Motorcycle and Accessories Exhibition (EICMA) in Milan, Italy.
Transforming this vital message into an experience at the EICMA, under the guidance of certified trainers from the Federazione Motociclistica Italiana (FMI) participants took part in demonstration rides and advanced exercises – including alternating slaloms, smooth wide turns and controlled acceleration and braking – designed to underline the benefits of post-licence training.
The highlight of the event was sharing the ride with two-time FIM WorldSBK Champion James Toseland, offering a unique, hands-on experience of how refined techniques elevate every ride.
Launched in April, the ‘Learn – Ride – Enjoy – Repeat’ campaign engaged forty-four organisations across twenty-three 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 (EMTQL) 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-licence training across Europe. More than forty schools have already received the guidelines, which are available free of charge upon request.
Building on the success of the EMTQL, ‘Learn – Ride – Enjoy – Repeat’ demonstrates the motorcycling sector’s commitment to continuous learning and safer riding practices across Europe.
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, FIM Deputy CEO, stated: “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. The 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 users.”
Giovanni Copioli, FMI President, commented: “The ‘Learn – Ride – Enjoy – Repeat’ programme, which we showcased at EICMA, really emphasised how crucial it is to make proper riding training accessible to everyone. The FMI is actually the only organisation 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 first-hand how much proper riding technique matters for everyone’s safety, including their own. My hope is that more and more riders will come to realise just how important it is to stay safe on the road.”
James Toseland, a two-time FIM 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 the ACEM and the 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.”