And so it built, I don't want to say built an industry, but definitely built a life and culture.

Definitely.

And Forbes was a big part of that.

I don't know if you remember, he passed in the late 80s.

I think his impact was huge.

He also had a dealership back in New Jersey and he owned about 80 bikes there.

So I photographed him a few times.

I'm curious within the insiders, is there a point of like, oh, it's sold out now?

Michael has been hosting photography and art exhibitions here for decades.

So I've officially been here more than half of the rallies, documenting them.

I was the main photographer for Easy Riders magazine for over 40 years.

Oh, wow.

Do you remember much from that 1979 Sturgis? It's a little bit blurry.

No, actually, because of my photography, like in the gallery, as I said, of all these photos, every photograph...

There's a story behind every photograph.

Michael has taken many iconic images associated with Sturgis, but one of his favourites might surprise you.