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Hugh King is "The Chopper King," the dispenser of coveted prizes — as well as a particular brand of justice — at motorcycle events around the country. As master of ceremonies at countless chopper events, as well as being co-executive producer of the long-running hit Discovery Channel series Biker Build-Off, King, with his distinctive silver ponytail, is one of the most familiar faces on the custom motorcycle circuit.

Well-educated — in Ivy League academics as well as real-world experience — and possessing a calm, been-through-it-all demeanor with a strong sense of right and wrong, King has been credited with helping to foster the mystique and appeal of custom motorcycles. With Biker Build-Off and its predecessor, Motorcycle Mania, the Chopper King has set the template for the booming business of one-of-a-kind motorcycles that are coveted by highly paid professionals and the rebel underground alike.

More than just the persona of the Biker Build-Off series, Hugh King is becoming a bona fide brand. Bikers and wannabees alike proudly wear Chopper King merchandise, all of it emblazoned with the crowned skull emblem of the Chopper King. The official Chopper King Web site — www.ChopperKing.com, naturally — launches in the summer of 2006.

Each week on Biker Build-Off, which airs Monday nights on Discovery, King brings together two builders with very different styles from different parts of the country — and, sometimes, different parts of the world — then gives them just 10 days to fabricate a custom motorcycle. The builders create works of art, but the bikes need to be functional, too, since the creators need to ride their work hundreds of miles to biker shows, where the paying customers cast votes for the set of wheels that deserves the week's prize.