The Spirit of Rebellion Engraved in the Brand – From a Troubled Youth to the Pinnacle of the Harley World

The indomitable spirit embedded in the brand name “Revolt”—a name infused with defiance.

Masao Inoue encountered Harley-Davidson in his teenage years, a moment that set his life into motion. Originally, he aspired to become a professional soccer player, but the path to the pros was steep. When his dream collapsed, he found himself lost, uncertain of what he wanted to do.

“I spent every day immersed in soccer, but one day at a local ferry terminal, I saw a group of adults riding off on their Harleys. Their effortless, commanding presence on the road exuded a sense of freedom, and I couldn’t take my eyes off them. That moment stuck with me. By the time I was in my twenties, I took out a loan and bought my first Harley. Back then, I spent every day working on it, riding it, and reading motorcycle magazines from Japan and overseas. That’s when I discovered the profession of custom builder. The moment I saw it, I knew—this was it.”

At the time, custom bike building was well-established overseas but still largely unknown in Japan. After fifteen years of training, Inoue founded REVOLT CUSTOM CYCLES. The name embodies his rebellious spirit, forged through past struggles and setbacks.

The term “Custom Cycles” refers to modifying motorcycles, and by adding “Revolt,” meaning defiance, REVOLT CUSTOM CYCLES represents the indomitable spirit that has driven Inoue since childhood—constantly being knocked down and getting back up again. His rebellious nature is embedded in the brand name itself.

Despite his admiration for custom builders, Inoue initially had no idea how to turn his passion into a career. At one point, he even considered attending a specialized school in the U.S. Then, at the age of 20, he encountered a “masterpiece” built by a custom builder in Miyagi Prefecture.

“I realized that if there were true masters in Japan, I didn’t need to go to America. The shop’s president had an intimidating presence, exuding authority and an air of unapproachability. But the bikes he created were delicate, elegant, and undeniably cool. It was a shock to my system—I knew I wanted to work there. That said, I was young and had no technical skills. I didn’t think I could get hired as I was. I figured it might take a longer route, but first, I needed to develop my own skills, my own weapons.”

Thus began Inoue’s journey of rigorous training.

The silent workshops of snow-covered Miyagi nurtured master craftsmanship.

He first trained at a plating shop for a year and a half. Next, he sought to learn welding and applied for a job at a welding shop, only to be rejected. However, by sheer coincidence, another company president who happened to be there took an interest in him and gave him a chance. He practiced from morning till night, mastering a variety of welding techniques in three and a half years. Wanting to learn machining as well, he humbled himself before a machinist who worked with the welding shop and spent more than six months learning to operate lathes and milling machines after finishing his daytime job.

By the time he turned 25, after nearly five years of training in welding and machining, he had gained confidence in his skills. With great determination, he wrote a letter to the president of the Miyagi shop he had long admired. One month later, in the dead of winter, he packed a tent on his motorcycle and rode for three days to reach Miyagi.

“They welcomed me, despite the fact that I had ridden all the way from Osaka on my Harley in the freezing cold of February. The president listened to my passion, and my dedication came through—he granted me the opportunity to work under him. I had spent five years preparing for this, driven solely by my desire to work there. When I was finally given the chance, I was so happy I could have jumped for joy. Despite showing up unannounced, they accepted me, and I was nothing but grateful.”

That being said, there was no unnecessary chatter during work. In an atmosphere thick with tension, he devoted himself to mastering the craft, desperately absorbing every bit of technique he could.

“The regular customers, knowing that I was alone in Miyagi without any friends or acquaintances, encouraged me with words of support and watched over me warmly.”

Of the nine years that followed, he was the only one to endure more than a year at that shop and ultimately achieve independence. His sole priority was “watching the bikes,” and even when he was scolded, he turned it into fuel for growth.

Having lived through the earthquake disaster and faced life and death firsthand, he made a firm resolution—to live in the present and bet everything on his craft.

The promise to a friend: “Let’s make our mark in America.”

Masao Inoue became the first Japanese national to win the EASY RIDERS BIKE SHOW TOUR, a prestigious Harley-Davidson custom contest held in the United States. However, his journey to this achievement was filled with countless trials and dramatic moments.

Since the age of 20, Inoue had made a promise to a close friend—to customize his friend’s bike and take on the challenge in America.

“I entered a custom contest in Kobe and won the championship. It was actually a bike for a customer I had never met before. In the Japanese competition, I customized my friend’s bike and won. That’s when I thought, ‘Next, it’s time for the world!’ So, I loaded my friend’s bike onto a ship and headed to America.”

Masao Inoue became the first Japanese national to win the EASY RIDERS BIKE SHOW TOUR, a prestigious Harley-Davidson custom contest held in the United States. However, his journey to this achievement was filled with countless trials and dramatic moments.

Since the age of 20, Inoue had made a promise to a close friend—to customize his friend’s bike and take on the challenge in America.

“I entered a custom contest in Kobe and won the championship. It was actually a bike for a customer I had never met before. In the Japanese competition, I customized my friend’s bike and won. That’s when I thought, ‘Next, it’s time for the world!’ So, I loaded my friend’s bike onto a ship and headed to America.”

Among the many Harley-Davidson custom contests held in the United States, Inoue set his sights on the EASY RIDERS BIKE SHOW TOUR, the most prestigious of them all. Many Japanese custom builders had attempted to compete in America before, only to face disappointment. People around him repeatedly told him, “You should stop,” and “It’s impossible for a Japanese builder.” But Inoue never once doubted his own abilities.

Then, in 2017, he won the contest held in California. Determined to claim the ultimate title, he rode across approximately 3,800 kilometers to Ohio for the final round, where he seized the championship and became the first-ever Asian to achieve this feat. In that moment, he had fulfilled his promise to his friend.

oue never once doubted his own abilities.

Then, in 2017, he won the contest held in California. Determined to claim the ultimate title, he rode across approximately 3,800 kilometers to Ohio for the final round, where he seized the championship and became the first-ever Asian to achieve this feat. In that moment, he had fulfilled his promise to his friend.

“The truth is, by the time I left for the U.S., my friend had already been diagnosed with stage 4 cancer. He had only a short time left to live. Later, I learned that he had kept his illness a secret because he thought, ‘If I tell Inoue, he won’t go to America.’

When I returned to Japan, we were supposed to ride together on the championship-winning bike.”

However, before that could happen, his friend collapsed and passed away two months later.

“He sent me off despite hiding his illness, and that’s the only reason I was able to become the national champion. After returning to Japan, I was supposed to ride with him, but that never came true. The regret is unbearable. Until the very end, he kept pushing me forward. Every time I see that bike, I remember him.”

That friend’s bike still remains in the shop, silently telling the story of the years they shared and the promise left unfulfilled.

The unparalleled value of being told, “It has to be you.”

Masao Inoue’s custom motorcycles are built with an unwavering commitment to craftsmanship. While some parts require machining, the final touches are completed by his hands, creating a unique sculptural beauty that no machine can replicate. Harley-Davidson parts are never discontinued, but when necessary, he remanufactures components to ensure superior strength.

“There are many customers who specifically request, ‘I want my Harley customized by you.’ Of course, there is pressure in being entrusted with everything, but hearing people say, ‘It has to be you,’ or ‘I can recognize a Revolt bike anywhere,’ makes me happier than anything.”

Using grinders and machine tools, Inoue sculpts metal to bring his envisioned complex forms to life. Achieving millimeter-level precision by hand is only possible because of his countless hours working with and refining metal. He fuses the exhaust sounds, engine designs, and riding sensations unique to each era with his own ideas and modern technology, creating one-of-a-kind motorcycles.

“Regardless of their titles or positions at work, when customers straddle their Harleys, they are just ordinary enthusiasts. I love seeing company presidents and chairmen simply enjoying their bikes as Harley fans. Also, many Harley owners truly cherish their one and only bike.”

A Second Challenge in America and Passing the Torch to the Next Generation

Masao Inoue firmly states, “I can’t be satisfied without a challenge.” Since becoming the first Japanese national to win the EASY RIDERS BIKE SHOW TOUR championship, he has gained media exposure through magazines and television.

“My customers from my days in Miyagi jokingly ask me, ‘Which one is the real you?’ Back then, I believed the best way to survive was to suppress myself, so I avoided unnecessary words and actions. Now, I can talk and laugh openly. I think I’ve become this way because I endured those long years of training. And now, I want to pass my skills on to the younger generation. As long as they have passion, anyone is welcome. It would be incredible if, one day, someone looks at a bike made by one of my apprentices and says, ‘This must have been learned at Revolt, right?'”

With that vision in mind, Inoue continues to dedicate himself to Harley-Davidsons every day. His strength lies in his ability to communicate closely with customers and transform their visions into reality with exceptional craftsmanship. At REVOLT CUSTOM CYCLES, you may just encounter a Harley that surpasses your imagination.