Kawasaki Motors Australia press release:

Image: Supplied.

Kawasaki ambassador, Lance Russell, has been named as a top content creator by the Influence Index. Lance has flown into the list at spot 55. This is the highest ranking for a motorsport influencer!

Lance Russell rides a Kawasaki KX450 in a non-traditional way. The bike was originally designed to fly around a motocross track, but Lance prefers to test the capabilities of the KX by flying up a ramp and flipping it in the air. Welcome to the adrenaline-packed world of freestyle motocross riding.

Lance has used social media platforms to educate, entice and thrill fans for many years.

“I have found that everyone has questions about freestyle riding. If they have seen a group like the Freestyle Kings at a show, they want to know how we do flips, how you practise a backflip, does it hurt when you crash, what are the extra levers for, how do I get started riding freestyle,” said Lance.

“Each social media platform has given me a way of telling people about this sport that I love. The ability to produce videos and have people ask me questions has helped with the growth in appreciation of what freestyle riding is.”

“The Freestyle Kings has opened freestyle riding to so many people. The tour takes in major stadiums and is a great event for families. Even if you are not a rider, the action is ridiculous. The trick riders in the Freestyle Kings are completing blow me away.” Russell said.

“I am grateful for the huge opportunities riding has provided and the support I get from my sponsors. Because of this sport, I am a playable character in MX vs ATV video game, have ridden with the icons of the sport, like Robbie Maddison, jumped my bike in a stadium while flames and fireworks go off,” said Lance enthusiastically.

“As a kid, I once told a teacher I wanted to ride for a job when I grew up. It takes a lot of work, but I am super proud to be achieving this every day.”

Lance Russell continues to diversify and innovate. In a new move, Lance and Ryley Davies have launched subscriber platform – Ryland TV. This gives subscribers exclusive access to content, discounts on gear, and a chance to win incredible prizes (including a Kawasaki KLX110R L).

“One of the next things I have been invited to do is talk at schools. This will be a way of letting a new bunch of kids know about freestyle riding, but more than that, I will speak about the methods that work for me when working towards a goal and how to get back up after a crash.”

Published exclusively on the oz.com.au, The Influence Index ranks the top 100 social media creators in Australia. The Oz’s editor Elyse Popplewell said the Index delves beyond commonly used vanity metrics, like the number of followers, holding a mirror against the industry and the metrics traditionally valued.

“The list is illuminating, disrupting who we believe is influential with a more analytical focus on metrics such as trustworthiness and relatability to reveal the truly powerful persuaders.”

“The Influence Index legitimises those in the industry who are having such a big impact on our lives – until now there has been no way to actually measure the effect they have on our decision making,” Popplewell said.

“We are also measuring trustworthiness and relatability to understand what really makes an audience move. We follow social media creators who are like the people we aspire to be and even consider them as people we want to include in our circle of friends.”

Keep watching what the dynamic Lance Russell does next by following and subscribing to all his platforms.

tiktok.com/@lancerussell155
instagram.com/lancerussell155
youtube.com/c/LanceRussell155
facebook.com/lancerussellfmx
ryland.tv

When you watch the footage of Lance undertaking freestyle riding, keep in mind these tricks take years of training, practice and specific skills. If in doubt, leave it to Lance.