Today we’d like to introduce you to Bill Nation.
Bill Nation, Eric Lewald and Glenn Morgan met in college and rode bikes together in Tennessee before traveling to California to work in Hollywood. Bill blazed his path as a professional photographer, Eric as an animation writer, and Glenn as a film editor. After finding success in their fields, they formed a post-production company, and as they worked and rode together, they found themselves regularly complaining about how difficult it was to find Ducati parts in the area.
“We finally realized,” says Eric, “that the only way to ensure that we could get Ducati parts was to become a dealer!” They agreed to put their common love of motorcycles towards a business, one that would always be enthusiastically rider friendly. “When we filled out the dealership application, there was a line that asked how much cumulative experience we had in the motorcycle business,” Eric continues. “We looked at each other, shrugged, and wrote, “zero.” Enthusiasm (and perhaps a bit of naiveté) prevailed and the trio soon had themselves a Ducati dealership. Pro Italia was born!
The three amigos, along with friend and fellow rider Earl Campbell, leased a storefront on Verdugo Road at the foot of the famed Angeles Crest Highway. They gutted it, turned the front area into a retail space, and transformed the back into a service area. “When we opened the doors in November 1987, it was small but inviting.” Says Bill. “We wanted to create a bike shop and atmosphere that we always imagined when we were customers: a shop that was owned and run by fellow enthusiasts.”
Pro Italia soon became known as the hub of Italian motorcycle culture in Southern California and one of the top Ducati and Moto Guzzi dealers in the country. Aprillia and MV Agusta were soon added to the lineup, and later, the dealership expanded to Triumph motorcycles.
Today, PI continues to provide great bikes, parts, and service to our local and long-distance customers. Our teams collaborate to create and build custom bikes, lead rides, sponsor track days, workshops and seminars, and host the annual Italian bike gathering known as Café Desmo.
Pro Italia has become an iconic dealership with an enthusiastic and loyal customer base, one that appreciates that the shop is run by and for riders!
Has it been a smooth road?
We were founded on enthusiasm with little thought to financial matters. But hey, it we had analyzed it too much we never would have opened in the first place. Motorcycle dealers are in the entertainment business.
Pro Italia picked up a dealer as a in Italian motorcycles when Woods Motors in Glendale closed. A loyal customer base already existed who wanted their Laverdas, Bimotas, Moto Guzzis, Cagivas, later Triumphs, and Ducatis serviced and tuned. Along with bike sales, our founder Earl Campbell created a line of billet aluminum parts for sale in our shop and nationally through catalog sales. In the mid-nineties, we built a website and did ecommerce that grew with internet.
In 1997, a crash crunch triggered by a move to larger quarters had us talking to Lyle Lovett about buying into the business. By mutual agreement, we passed with Bill Nation, one of the original partners, buying out Earl and assuming daily management. It was to be only a temporary position from his career as a photojournalist while finances were sorted out to make the company ready for sale.
Well eighteen years later Bill’s still here.
In 2005, we went expanded our internet business, at one time we were the largest seller of Ducati parts, accessories, and apparel in the world. Our name brand recognition soared. In 2009 in order to grow, we invited a New York investor with a Fortune 500 financial background to join as a partner. That went well for a few years until it didn’t. Call it an ugly divorce and leave it at that. Sold the online business and parted ways.
With a new management team, we have been refocusing on the core business of selling clothing, accessories, motorcycles, plus all important service. In the past year, we’ve opened an Amazon and EBay store to deal with excess obs inventory, A remote and expensive showroom was shut down and the Triumph and Moto Guzzi brands moved next door to the main store.
We’ve optimistic going into 2017 and beyond. Ducati, MV Agusta, Triumph, Aprilia, and Moto Guzzi have motorcycles that are beautiful, sexy, and priced right.
So, as you know, we’re impressed with Pro Italia Motors – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Located at the base of the Angeles Crest Highway, we strive to be a profitable clubhouse for motorcycle enthusiasts. This October we’ll be thirty years old under same ownership. Three guys from the University of Tennessee.
Let’s touch on your thoughts about our city – what do you like the most and least?
Love Los Angeles. Never know or should assume who you are talking to. Love the diversity of cultures.
I could complain about traffic but personally I don’t have to deal with it on a daily basis. Consider the traffic a sign people have money and jobs.
Contact Info:
- Address: 3319 North Verdugo Road, Glendale CA 91208
- Website: proitalia.com
- Phone: 818 249 5707
- Email: [email protected]
- Instagram: https://www.instagram.com/proitalia/?hl=en
- Facebook: https://www.facebook.com/proitalia/
