BLU CRU
Building a Global Yamaha Community
BLU CRU began in 2013 as a simple racer-focused initiative in the United States, since then it has evolved into a thriving global community. Originally designed to reward racers, BLU CRU quickly resonated with Yamaha enthusiasts beyond the racetrack. This movement signalled a deeper connection between Yamaha and its riders, inspiring the company to expand BLU CRU into a comprehensive customer loyalty initiative centred on racing, training, and community.
Yamaha recognised that non-racing enthusiasts also wanted to be part of BLU CRU, proudly identifying themselves as members of the Yamaha family. This realisation led to the transformation of BLU CRU into something greater—a global movement that welcomes every Yamaha rider, regardless of experience level.
Over the past three years, Yamaha Motor has worked diligently to refine and grow BLU CRU, establishing three core pillars: Racing, Training, and Family. Today, the program offers more than just rewards for racers; it provides exclusive access to Yamaha events, specialised training camps, loyalty perks, and much more. But most importantly it delivers a sense of belonging to a passionate community of riders. Whether a seasoned competitor or a weekend adventurer, any Yamaha owner can be a BLU CRU member.
The impact of BLU CRU extends beyond national borders. What started as a U.S.-based initiative has now spread worldwide through Yamaha’s international group companies, fostering a united and engaged global Yamaha community. The program has become a platform for building lasting memories and meaningful connections, reinforcing Yamaha’s mission to enrich lives through its products.
To celebrate the global BLU CRU movement Yamaha Motor Company in Japan has dedicated an episode of it’s Moving You film series to BLU CRU. A new BLU CRU logo and vision has also been released, representing where BLU CRU is headed, and its goal to build a stronger connection with every member of the Yamaha family.
