Objective: Evidence that rider training reduces motorcycle-related injuries or crashes is currently lacking. However, significant community demand for training persists, which in turn can influence policy. The present study aims to contribute to the understanding of this demand via two objectives: to (1) offer a method, namely, contingent valuation, to measure the value motorcyclists place on training and (2) examine determinants of such value. Methods: Value was elicited through a willingness to question, using a bidding format, novice motorcyclists who were randomly assigned to groups either offered the training or not. Results: The group that was offered and subsequently received training provided a lower mean perceived value of the training than the group that was not. Perceived value increased with rider age and decreased with training participation and near-crash experiences, controlling for bidding order, income, education, and experience of other training. Conclusion: This study demonstrates the utility of contingent valuation in quantifying the perceived value of training, as well as the modifiability of perceived value, with age, training participation, and near-crash experiences as key determinants. This indicates that research to determine ways to align the perceived value with evidence on training effectiveness is worthwhile in order to facilitate more appropriate and justified allocation of road safety resources. Potential options to explore and evaluate may include community education on evidence of training effectiveness as well as alternative measures with demonstrated effectiveness in reducing crash risks.