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Our History

The original IRS logo...

IRS Media was launched in 1986 as the communications arm of Innis Racing Services (IRS). Filling the promotional needs of motorcycle racers and their sport, combined with a high comfort level with electronic printing, publishing and internet knowledge, the media section of IRS (or "M-Team") was born.


IRS started motorcycle road-racing competition in 1977 as a club-level hobby of Mr. Avery Innis. Due to limited personal success as a racer, Mr. Innis transformed IRS into a tuning and technical support concern which, by 1990, had logged several years of national level success in motorcycle sprint and endurance racing championships.


From 1990 to 2003 Mr. Innis held several positions in the Technical Service Department of American Suzuki. He served as a district technical representative, training supervisor and ultimately held the title of Senior Technical Publications Specialist (where he was responsible for all of the physical service support items such as publications, bulletins and tools provided to Suzuki motorcycle, ATV, scooter and marine dealers).


Wishing to expand his capability, Mr. Innis returned to the retail portion of the Powersports Industry serving as the Service Director of Malcolm Smith Motorsports in Riverside, CA from 2003 to 2006. This return to retail was valuable as it brought a current understanding of dealership needs to Mr. Innis’ technical and business capabilities.

In 2006 the company was reborn and revised to offer services to OEM, distributor and retail dealership clients in the Powersports Industry. Ms. Sandra Sperber joined the company and brought over 20 years of expertise in the word processing and document production field.
Today, IRS Media President Avery Innis, Ms. Sperber, and their business partners utilize decades of retail and OEM-level skills and knowledge to provide effective publications and electronic support. Most of IRS Media's activities are "outside of the limelight", directly aiding in advancing the technical understanding and sales of our clients.

The unique understanding Mr. Innis has of the technical, managerial and marketing elements after 35 years of successful Aftersales endeavors, combined with Ms. Sperber's ablity to manage projects of various sizes, makes IRS Media an excellent source of ideas and inspiration for your Powersports-related business.

IRS Media - We put our minds into the powersports industry