Meet Warren Heir Jr., co-founder of the Mama Tried Show
By Jeff Alexander
The Mama Tried motorcycle show continues to establish itself as a premier event spotlighting today’s innovative chopper builders, while actively working to facilitate a welcoming culture that casts aside gatekeeping and needless exclusivity. Founded by Scott Johnson and Warren Heir Jr. in 2014, Mama Tried embraces Milwaukee’s rich motorycle traditions but expands the subculture by uniting passionate chopper builders to create a growing, centralized network for chopper culture.
Additionally, promoter Jeremy Prach joined Mama Tried’s team and expanded the event to include classic, board track racing. Flat Out Friday enabled Mama Tried to not only serve as a spotlight for builders but also create a new venue for experienced racers to showcase their skills while celebrating the diversity of Mama Tried. Heir Jr. reflected on his move to Milwaukee and the show’s origins.
“Before I moved to Milwaukee, I was living in Illinois, and it was tough for motorcycle events. I felt some events did not have the drive or pizzazz to go out there and try something new. I was a bit jaded, and when I was first asked to start Mama Tried, I initially said no,” he laughed. “Looking back, Mama Tried founders all have different juxtapositions in styles and craftsmanship, and we didn’t want just a roomful of the same people talking and doing the same thing. We want to foster a new desire to learn different things from new people,” said Heir Jr.
Warren proudly shared that he grew up surrounded by motorcycles during his childhood. His family ran an independent, aftermarket parts shop in Illinois, enabling him to be exposed to the subculture’s passion and diversity, while ultimately learning the drive it takes to run a successful business.
“I always thought my upbringing was special. I had a lot of ‘uncles’ growing up, and my family’s drive inspired me. They ran the business out of our home. How many kids can say their parents did that? What I loved most was the community I saw that was built on motorcycling,” he reflected.
Warren built his first bike at 16 during the height of the mainstream chopper craze. Propelled by the Discovery Channel and Jesse James, Warren first gravitated to the detailed yet gaudy builds. He also cited Indian Larry and Billy Lane as early influences.
“I was really drawn to that entire world. Now, as you grow, you start to see things a bit differently, but I understood the concepts behind having to build a bike for a corporation. Many of those shows were surrounded by the need to follow the designs of people funding the build, meeting deadlines that were often created for dramatic effect. Those builders helped bring kustom kulture to the mainstream, and that was important,” said Heir Jr.
Heir Jr. carefully refined his skills as a builder, but his family’s history as successful business owners took him on another path, eventually opening the doors of JR’s Cycle Products in 2005. Today, Heir Jr. approaches kustom builds in a more business lens, while not abandoning his initial passion for transforming rides, he prefers to take a more calculated approach to projects.
“I always work to learn more because you’re never done, no matter how long you spend in the industry, there is always a new challenge. Looking at things business-wise, you can see an awesome and rare Triumph or another classic UK bike chop, but the fact is, those brands are not in high demand in chopper form. It doesn’t take away from them, but when buying a kustom chopper, it’s very hard to resell because that was someone else’s design and vision, making the buyer market small,” shared HeirJr.
He added, “I’m always happy to see classic Brit iron. Red Cloud Collective built a killer Triumph. I also think for many years, people had a tough time with classic Brit builds because there wasn’t a strong aftermarket for parts. I always loved classic big twin Harleys, and the strong aftermarket for parts helped make those motorcycles more accessible to people.”
Heir Jr. has always gravitated to classic Harleys, preferring to keep builds as OEM as possible, to ensure a bigger buyers’ market. He shared his ‘42 Knucklehead chopper is one of his personal favorites, but his Norton P11 and Kawasaki ZX 750 help expand his knowledge and appreciation for “things that are a bit different.” He shared his early build experiences with Harleys.
“I initially started with big twin Harleys, and I learned how to hustle for parts. My first bike was a rigid EVO when I was 16, then my dad and I did a Softail, which was kind of gaudy with billet rims but that was a sign of the times when Discovery Channel blew up with all the kustom builders, so I guess it was fitting my first build was a little gaudy,” laughed Heir Jr. “After, I really got into Shovelheads. I brought one from the widow of a customer that passed away, and after selling it, I found out the new owner was involved in some high-speed police chase. I love classic Harleys and they’re a great platform for builds,” said Heir Jr.
Mama Tried continues attracting new builders seeking to learn from seasoned pros and amateurs, with Heir Jr. being a proponent of facilitating respect, diversity, and open-minded attitudes that are prevalent with every passing event.
“I’m not a mean mugger, and I don’t want to contribute to having a black cloud over this industry because I continue meeting amazing builders and supportive people. Motorcycle shows can still get a bad rap, and I want to change that. Bikes get you to the event, but it’s the community and high-fives and the positive spirit that keep you coming back,” said Heir Jr.
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