Yamaha Motor Canada shares real life stories in new campaign, “We Are All Yamaha”
The Kevin Tyler Story
In a sport built on passion, community, and the shared love of two wheels, there are those who live it fully — and give everything back to it. For them, riding isn’t a hobby, it’s a way of life. Yamaha Motor Canada’s new documentary-style video series, We Are All Yamaha, tells the stories of those people. From weekend trail riders to seasoned competitors, Yamaha owners come from all walks of life, drawn together by a shared feeling the brand calls “Kando”; the deep sense of joy and fulfillment that comes from doing what you love. Through cinematic, real-life stories told by the owners themselves, the series celebrates that connection, and invites viewers to see themselves in every ride, every race, and every moment that makes this sport worth living. Kevin Tyler is one of those people.
Since he first threw his leg over a dirt bike back in the late 1970s, Kevin has navigated his way through this sport with class, honesty, and by being known as a really nice guy. Whether it was competing as a pro rider in the 1990s, teaching young riders at the MX101 Training Facility, or overseeing the day-to-day operations with the MX101 Yamaha FXR Racing Team, Kevin is a quiet genius who uses a calm demeanour to get his message out. Few can argue with Kevin’s approach as the MX101 Yamaha FXR Racing Team won the 250 class championship last year in the Triple Crown Series, and the MX101 Training Camps are some of the most popular in the country. Yamaha’s newest campaign, the video series “We Are All Yamaha” showcases Kevin in his natural habitat, focusing on his passion for rider education, family fun, and of course competition. Kevin’s video also lends further credence to the fact that nice guys can finish first. This is something everyone can relate to, and the new “We Are All Yamaha” video reinforces that.
While growing up a mere five minutes from the Sand Del Lee track, once Kevin and his family began making the short trip to ride at this now famous facility, the love affair with this sport was ignited. Whether it was the riding itself or the sense of accomplishment that riding gave Kevin, once he figured out how good some throttle therapy felt, he was hooked. From there, the joy of riding quickly turned into the love of racing and competition, and it didn’t take long before he was a regular at the Sand Del Lee track, as well as a familiar face on the racing circuit in Eastern Ontario and Quebec. Kevin and his family not only enjoyed the energy of competing against some of the best riders in Canada, but they also loved the family atmosphere the track presented each weekend.
During those racing years, Kevin wasn’t just a top racer, but he was also a great communicator. The combination of those skills would serve him well as he transitioned into the next phase of his two-wheel life. With his days of being a full-time competitor slowly coming to an end, Kevin was approached about becoming an instructor at the Sand Del Lee track and their growing MX101 riding schools. This next step seemed like a logical one, and soon Kevin summers were being spent teaching the next generation of riders. Kevin’s knowledge of how to ride a dirt bike, paired with his laid-back personality, made him an excellent instructor, and whether he was teaching riders who were new to the sport or a group of future stars, his instructions were well-received.
As the MX101 riding schools flourished under Kevin’s guidance, the next chapter in his journey came in the way of a racing team in the highly competitive Triple Crown Series, Canada’s premier National Professional Series. With support from amazing sponsors like Yamaha Motor Canada, Kevin’s MX101 Yamaha FXR Racing Team grew from a small truck and trailer, two up-and-coming riders, as well as a small staff, to what it is now, a powerhouse championship winning team with a massive race trailer and year-round staff. It is very impressive to see how Kevin’s team has grown over the past decade, and while he’s a long way from the old days of being at the track with his parents, Kevin now counts his sponsors and team members as his new and extended family. Last year, while on stage to accept the Triple Crown Series 250 class Championship trophy with his rider Preston Kilroy, Kevin gazed out to the large crowd that had gathered at Walton Raceway and for the first time realized just how far he’s come in life.
Kevin Tyler’s journey through life has been one to marvel at, and the “We Are All Yamaha” video captures this perfectly. From his humble beginnings as a young kid riding at the Sand Del Lee track to now running a large race team, as well as the most successful riding academies in Canada, there are certainly days when he feels like pinching himself. However, like he always has, Kevin takes his success in stride, knowing that getting to the top is hard, and staying at the top is even harder. When asked how he’d like to be remembered in the sport twenty years from now, his simple reply was “As someone who did things the right way, treated everyone with respect, and always followed through on my promises. One of the important things my parents taught me was to always be a man of my word, and I’d like to think that I’ve made them proud.” And in many ways, that’s exactly why Kevin stands as such a powerful figure within the We Are All Yamaha movement — a reminder that this sport is built on integrity, community, and the people who lift it higher. In celebrating Kevin’s story, we’re reminded that at every level of the journey, we are all Yamaha. Watch Kevin Tyler’s full story at We Are All Yamaha Video Series – Yamaha Motor Canada, where this and future episodes will continue to be released. Follow Yamaha Motor Canada on social media and sign up for the My Yamaha newsletter to be notified when new episodes are released.
