Roland Sands is a motorcycle racer and designer of custom high-performance motorcycles. Sands is the son of Performance Machine founder Perry Sands, and he had spent a lot of time in his youth working at Performance Machine. Roland also spent years at the track, between 1994 and 2002 he secured numerous victories, multiple lap records and even secured the 1998 AMA 250GP Championship.
It wasn’t until 2004 and 2005 that the public truly got to know Roland the Bike Builder. This is when he created “The Hardway” and then went up against Arlen Ness during the 2005 season of Biker Build-Off. After the tremendous success Sands found on Discovery Channel's Biker Build-Off, Sands founded Roland Sands Design.
Roland Sands Design (RSD) not only produces motorcycle parts, accessories and creates custom motorcycles it also offers an extensive apparel line. Roland doesn't like to limit himself and has also created events like the Moto Beach Classic which supports the Super Hooligan National Championship. Super Hooligan racing is a mashup of custom flat-track riders of varied ages and experience levels, riding bikes that are 750cc, 400lbs and above with no front brakes. The racing is inclusive and has a class for almost everyone.