Barry Feig is a product and marketing strategist with over two decades of experience. His work has generated more than $30 billion in sales for corporate giants. Among the products: Glad Lock Storage Bags, Colgate Baking Soda with Peroxide, Arm & Hammer Dryer Sheets, and Deli Singles. He’s also authored five books on strategic marketing.

While you might envision someone with Barry’s credentials to be a buttoned-down corporate type, in his case you’d be wrong. Now semi-retired, Barry is a motorcycle enthusiast. His preferred attire: a helmet, jeans, leather cuts and boots. And he’s usually wearing several southwestern-design rings and bracelets, too.

Cuts are bikers’ leather vests. They have patches that display the motorcycle group’s name and mission. “There are very strict rules for any motorcycle group about their cuts,” Barry explains. “The cuts show what group you belong to and what you’re doing.”

Riding to Help Abused Children

Barry is especially proud of his cuts. They show he’s a member of the Guardians of Children (GOC), an international, non-profit motorcycle organization made up of bikers who provide assistance and protection for abused children.

Barry joined a local chapter of the GOC when he was 64. After decades in the workforce, he found a new mission—one that combined his love of motorcycles with a deep desire to protect and uplift children who had faced unimaginable trauma.

From Biker on Open Roads to Open Arms

Motorcycles had always been part of his life. The owner of three motorcycles now, he’s been riding since college, drawn to the freedom of the open road. But it wasn’t until he neared retirement age and stumbled upon a video about a biker group helping abused children that he realized riding motorcycles could have a higher purpose.

“I saw this video, and I never knew groups like this existed,” he recalls. “I thought—well, I love motorcycles, and I love helping kids. It just made sense.”

How GOC Helps Abused Children

The Guardians of Children is more than just a motorcycle club. It’s a shield—a source of strength and stability for children who have been abused, neglected, or forced to face their abusers in court.

“We give them a sense of value,” he explains. “These kids are terrified—especially when they have to testify. When we ‘adopt’ a child into our group, we surround them with support. We show up, dressed in our cuts, and we make sure they know they are not alone.”

Each child receives a small guardian vest and a teddy bear—symbols of comfort and protection. “Some of these kids have been through hell,” Barry says. “That teddy bear is something they can hold onto at night. And when they see us, when they see that we’re here for them, they start to believe in themselves again.”

A Brotherhood with a Mission

Unlike outlaw motorcycle clubs that dominate pop culture, the Guardians of Children operate with strict ethics and confidentiality. They never reveal their real names, using only their road name “handles” within the group. They give the children road names, too, for confidentiality. Their mission is clear:

“Don’t let your silence drown out their cries.”

When a child reaches out, the Guardians ride. “If a kid calls, we go,” Barry says. “We show up. We stay by their side. And we don’t leave until they’re safe.”

The group works closely with families, law enforcement, and advocacy organizations to protect children and educate communities about child abuse. They attend court hearings, ensuring that when a child takes the stand, they aren’t facing their abuser alone.

“If a kid has to testify, we make it as easy as possible for them. We let them know—we are here, and we are not leaving.”

The Rewards of the Ride

The work is emotionally heavy, but the rewards are immeasurable. Barry recalls moments that reaffirm the group’s impact—like when a child, after receiving a new donated bicycle at a Guardian event, turned it down.

“He said, ‘I already have a bike. There are other kids here who need it more than me.’ When you hear that, when you see the kind of people these kids are growing into—you know you’re doing something right.”

Even though some health issues have slowed him down a little, he remains dedicated to the cause. “I’m still a member. I may not ride as much, but if they need me—I’m there.”

For him, motorcycles aren’t just a pastime; they are a vehicle for change.

Why Retirees Ride Motorcycles

Barry notes that a lot of people who are over 60 ride motorcycles.

“Riding can be a scary thought, but once you learn how to ride properly, you can ride for years and years,” Barry says. “Once you learn how to ride and you do it right and you join a good motorcycle group, it can be another source of camaraderie for older people.”

Time for Travel

Travel is something many older people enjoy, and Barry is no exception. When he isn’t scraping the sand out of his riding boots, he can often be found digging his toes into a sandy beach in Portugal, a favorite travel destination of his. Although he doesn’t speak a word of Portuguese, he and his wife enjoy the food, lifestyle and beautiful coastal views of the country.

Photo Credit: All photos in this article are by Jenny Halpern. Used with permission. May not be reprinted without permission from the photographer.