Scott “Sugar Bear” Brown is currently heading north to Woodstock, Illinois to participate in one of America’s toughest motorcycle rides, the Hoka Hey Motorcycle Challenge, riding for the Alzheimer’s Association.
Scott “Sugar Bear” Brown
KATY, Texas (July 29, 2026) — When longtime Katy resident Scott Brown returned home from Iraq after supporting U.S. military operations following 9/11, he hoped to spend precious time with his dying father. Instead, he was confronted with the devastating reality of Alzheimer’s disease: his father no longer recognized him. Years later, Brown watched the same disease claim his aunt, his mother’s twin sister, as she too eventually lost the ability to recognize her loved ones. Alzheimer’s had robbed both of them of the memories that connected them to the people they loved most.
This Monday, August 2, 2026, Brown, 62, an entomologist with more than 30 years in the pest-control industry, will ride roughly 11,000 miles across the country in their memory, sleeping outdoors, navigating without GPS, and pushing his body and mind to their limits in the Hoka Hey Motorcycle Challenge, one of the most demanding endurance rides in North America.
Brown, known to friends and his YouTube followers as “Sugar Bear” (@SugarBearAdventures), is riding in support of the Alzheimer’s Association through its Do What You Love (DWYL) fundraising program. He has already raised $2,375 toward his $3,000 goal ahead of the August 2 start in Woodstock, Illinois.
“I ride in memory of my father and my aunt, and I hope every mile helps another family facing Alzheimer’s know they are not alone,” Sugar Bear said.
The Hoka Hey Motorcycle Challenge is held only once every two years and accepts a limited number of riders worldwide. Competitors receive written turn-by-turn directions in stages, with no GPS allowed, and must sleep outside rather than in hotels, often in church parking lots; gas stations or wherever shelter can be found.
The 2026 challenge begins and ends in Woodstock, Illinois, on Aug. 2. Riders won’t know the full route in advance, only checkpoints reached along the way.
Brown first learned about the Hoka Hey Challenge in 2009 while working in Iraq as a civilian pest-control contractor supporting U.S. military installations, an idea he carried for more than a decade before he had the time and resources to attempt it.
Brown first attempted the challenge in 2022, withdrawing due to medical issues after roughly 6,000 miles. He returned in 2024 and finished, riding 10,070 miles in 16 days from Daytona Beach, Florida, to Homer, Alaska, including a stretch through Hurricane Debby’s outer bands, where a roadside encounter with fellow rider turned into a cross-country riding partnership. The two plan to ride together again in 2026.
Ahead of this year’s ride, Brown trained for 18 months, working out with the F3 Nation men’s fitness group in Katy and strength training at his daughter and son-in-law’s home gym. In the process, he lost significant weight and built the stamina in the challenge demands. He also logged numerous 1,500-mile training rides, taking him along back roads throughout Texas and the Gulf Coast. Brown has a team of local community supporters cheering him on from across the Houston area.
Sugar Bear’s ‘Do What You Love’ Page – Alzheimer’s Association – SugarBears Adventures – 2026 Long Distance Motorcycle Challenge
Sugar Bear’s Hoka Hey page: Hoka Hey Motorcycle Challenge: Meet The Returning Rider # 1051 Scott Brown
About the Alzheimer’s Association
The Alzheimer’s Association is a worldwide voluntary health organization dedicated to Alzheimer’s care, support, and research. Our mission is to lead the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support. Our vision is a world without Alzheimer’s and all other dementia®. Visit alz.org or call +1 800.272.3900.
Learn more about local Alzheimer’s Association programs and resources: www.alz.org
Learn more about local Alzheimer’s Association ‘Do What You Love” Programs: Do What You Love to End ALZ | Alzheimer’s Association
