The 2025 King of the Hammers (KOH) Every Man Challenge (EMC) delivered one of the most exciting races in recent history, and at the heart of it was veteran off-road racer Brad Lovell. Despite not setting out to qualify for the pole position, his performance through the rock sections was nothing short of exceptional—over 30 seconds faster than the second-place qualifier and ultimately second place finisher, Bailey Cole.
Preparation and Redemption
Brad Lovell entered the 2025 EMC with a mission to win. Although this is the goal of every racer, for Brad, it was personal. In 2024, an early break while navigating the Turkey Claw obstacle took him out of the race. This year, however, he and his team ensured their 4600-stock class Bronco was meticulously prepared for the challenge. Racing alongside his 18-year-old son, Adam, who served as his navigator, Lovell pulled out all the stops to ensure their Bronco was solid and race-ready.
The Every Man Challenge is notorious for its brutal course, which consists of a high-speed desert lap followed by a second lap that includes technical rock trails. Most competitors don’t finish, either succumbing to mechanical carnage or failing to meet time cutoffs. However, Lovell not only finished—he dominated. His final time of 5 hours, 39 minutes, and 2 seconds was nearly an hour ahead of the second-place finisher, Bailey Cole, also piloting a Bronco.
The EMC Race: A Test of Grit and Determination
The EMC is never an easy race, and Lovell’s run was no exception. Early in the desert lap, he encountered a massive rain rut that allowed him to overtake Cole. However, this move came with a cost—Lovell initially feared he had damaged his Bronco due to a vibration but soon realized it was nothing major. Later in the lap, he suffered a flat tire but managed to power through the pit without losing his lead.
The second lap presented another challenge when he encountered the same rock that caused his first flat, forcing him to stop and repair the tire before entering the rock sections. This pause allowed Bailey Cole to make up time and ultimately slip past him as Lovell got stuck behind race traffic. However, at the infamous Chocolate Thunder obstacle, Lovell fought back, engaging in an intense battle with Cole that included contact and body damage on both Broncos. Near rollovers at both Chocolate Thunder and Outer Limits added to the drama, and the doors of Lovell’s Bronco ended up caved in on both sides—a true testament to the brutality of KOH.
A Win That Meant the World
Crossing the finish line in commanding fashion, Brad Lovell expressed the deep significance of this victory. “This win means a ton to me,” Lovell said. “We qualified on the pole the last four years, we helped develop this truck, and being with my son Adam—this was a big one. Last year was a heartbreak of a race, so this is a major accomplishment for us as a team. I’m very proud.”
Bailey Cole, who secured second place, reflected on the intensity of the race. “Man, I think that may have been the gnarliest EMC we’ve ever had. There was a TON of rocks and so much desert. I think we had 100 miles of racing before we hit the first rock trail, and it was brutal. Me, Brad, and Vaughn Gittin Jr. all battled back and forth that first lap. After Vaughn had an issue in the pits, it was just Brad and me going at it—it was pretty epic and a lot of fun.”
The Spirit of KOH: Fans and Accessibility
One of the most unique aspects of King of the Hammers is the accessibility of the racers to the fans. After securing his win, Lovell didn’t retreat to celebrate privately or even to take some much needed rest. Instead, he drove his battered but victorious Bronco onto the podium for interviews and photos, then parked it in Hammertown, with the other race vehicles where fans like us eagerly awaited. Representatives from Amsoil, one of Brad’s original sponsors, and a huge team from Ford Performance were present to celebrate with him.
In true sportsman fashion, Lovell signed memorabilia, handed out miniature race Bronco models, and took photos with fans—all while still covered in the dirt and grime of battle. Despite the exhaustion, both Brad and Adam exuded joy, their energy drawing in crowds who had just witnessed an unforgettable performance.
The Bronco Legacy Continues
The 2025 Every Man Challenge stock class podium was a clean sweep for Ford Performance, with John Williams III of the Ford Performance Racing School securing third place. The dominance of the Bronco in the stock class further solidified its reputation as a force to be reckoned with in off-road racing. Despite what Harrison Ford said during Jeep’s Super Bowl commercial, the first Jeep in the 4600-class finished over 4 hours later, securing a distant 4th place behind the three Broncos on the podium.
This was more than just a win—it was a statement.
A massive congratulations to the new Bronco King, Brad Lovell, on his commanding victory at the 2025 King of the Hammers Every Man Challenge.
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