There are people who follow trends, and there are people who build culture.
Lance Coury has spent his life doing the latter.
Known to many for his accomplishments in motocross, Lance’s journey eventually led him beyond the track and into a world built around motorcycles, craftsmanship, and community. As co-founder of Thrashin Supply, he’s helped create a brand that represents more than parts and products—it represents a lifestyle rooted in passion, authenticity, and the freedom that comes with life on two wheels.
Crack a cold one and watch below…
For Lance, motorcycles have always been about more than the ride itself. They’re about the people you meet, the stories you collect, and the experiences that stay with you long after the engine shuts off. Whether he’s carving through California backroads, working in the garage, or connecting with fellow riders, that sense of purpose is always present.
It’s a perspective that feels right at home with 805 Beer.
At 805, we’re inspired by people who stay true to themselves, put in the work, and pursue what they love without compromise. Lance embodies that spirit. His story isn’t about chasing recognition, it’s about building something meaningful, surrounding yourself with good people, and enjoying every mile along the way.
The connection between 805 Beer and Thrashin Supply comes from a shared belief that authenticity can’t be manufactured. It comes from experience. From dedication. From showing up day after day and doing what you love.
For Lance, the motorcycle community has always been built on those values. The ride matters, but the people matter more.
And that’s what makes stories like his worth telling.
Watch the full film above, and experience the journey of Lance Coury: rider, builder, and entrepreneur.
Live Authentic.