<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
CONSOLIDATED FINANCIAL STATEMENTS OF EASYRIDERS, INC. AS OF AND FOR THE YEAR
ENDED DECEMBER 31, 1999 INCLUDED IN THIS REPORT ON FORM 10-K AND IS QUALIFIED IN
ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>

                             
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1999
<PERIOD-START>                             JAN-01-1999
<PERIOD-END>                               DEC-31-1999
<CASH>                                         734,856
<SECURITIES>                                         0
<RECEIVABLES>                                3,952,713
<ALLOWANCES>                                   645,212
<INVENTORY>                                  2,994,832
<CURRENT-ASSETS>                             8,708,711
<PP&E>                                       6,429,392
<DEPRECIATION>                               1,115,071
<TOTAL-ASSETS>                              75,745,908
<CURRENT-LIABILITIES>                       17,059,451
<BONDS>                                      1,000,000
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                        23,056
<OTHER-SE>                                  19,598,684
<TOTAL-LIABILITY-AND-EQUITY>                75,745,908
<SALES>                                     44,496,402
<TOTAL-REVENUES>                            44,496,402
<CGS>                                       37,012,329
<TOTAL-COSTS>                               18,081,125
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                           3,782,187
<INCOME-PRETAX>                           (14,092,058)
<INCOME-TAX>                                    11,500
<INCOME-CONTINUING>                       (14,103,558)
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                              (14,103,558)
<EPS-BASIC>                                      (.65)
<EPS-DILUTED>                                    (.65)