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.