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About us

Heartland USA

Some may find it interesting that a company called HEARTLAND USA®  was actually started in Southern California. Please Let me explain. When Jim Grove started this company in 1996, combining his obsession for motorcycles and passion for design. The inspiration for the name HEARTLAND USA® was born out of the respect for this great land and the heartfelt camaraderie uniquely found in the community of bikers.

In 2021 HEARTLAND USA® moved to Central TEXAS and now is truly in the Heartland of the USA.

The first step for any new company is to set a clear objective. From the start, our focus was to provide the opportunity for every biker to make their own custom statement with unique, innovative and design driven components.

We have always been determined to provide a high level of customer care. Throughout our entire organization we value the importance of quality, attention to detail, and a commitment to customer satisfaction. The staff at HEARTLAND USA® consists of fellow enthusiasts who are all on board from the product development stage to the quality control, assembly and shipping stages of any product. When you call HEARTLAND USA® you will be speaking with someone with intimate knowledge of every product we produce.

Those who appreciate the value of synergy between quality, design and innovation along with a personal support team of individuals that stand behind the product will recognize HEARTLAND USA® as a brand leader in the industry today.


HEARTLAND USA® is proud to celebrate another year of developing aftermarket products for Harley-Davidson® motorcycles, based on design, innovation and quality. In an industry that exists almost exclusively for the purpose of fulfilling dreams, HEARTLAND USA® has become #1 in the world for Harley-Davidson® Conversions… making dreams come true.

Over the years we’ve reached out to over 700 Harley-Davidson® dealers from around the world, including Australia, Japan, China, New Zealand, Malaysia, Taiwan, India, Turkey and Russia. We give special thanks to all our dealers for their continued support of HEARTLAND USA® products. In my travels across America as well as other countries it’s exciting to hear positive and supportive feedback from our dealers, our customers and our fellow bikers. Our dream for HEARTLAND USA® continues…


Harley recently introduced their new Breakout Softail®, and we will be offering the Heart-Break Conversion – a custom conversion kit that will transform this stock 240 tire bike. This will be the ultimate in HEARTLAND USA® Conversions! Customize your Breakout® with the Heart-Break Conversion from HEARTLAND USA®! Watch for it coming this year. 2018 is going to be Great for New Products for the Milwaukee Eight Softail.

Check out our website for the launching of the and Heart-Break kits, as well as our full product line of Conversions, quick release second seats, Ride Rack and Rest, wheels, plate holders - everything you need to customize your ride.

We thank you and appreciate your business over the years. Give us a call if you have any questions, we have a great customer support team at your service!

Remember… HEARTLAND USA® – The Ultimate Custom Experience for your Harley-Davidson®!

Ride Safe to Ride Again