Why You Win

Building demand is one challenge. Building demand for a product that customers may not purchase for years is another. In this episode, Kyler and John sit down with Carey Walley , Director of Marketing at Airstream , to explore how one of America's most iconic brands balances serving today's buyers while preparing for future audiences. From managing product launches and dealer relationships to buil...

What happens when the brand becomes more powerful than the distribution model itself? In this episode, Kyler and John sit down with Marcus Sheridan , Founder of River Pools , author of They Ask, You Answer , and entrepreneur behind multiple software and service businesses, to explore the realities of scaling through franchise and dealer models in today’s market. Marcus discusses the evolution of R...

Bringing a new product to market is hard enough. Creating a new category inside an established dealer network adds a different level of risk. In this episode, Kyler and John are joined by Yamaha Marine ’s Leslie Zlotnick , Division Manager WaterCraft Marketing, and Martino Ruggiero , Product Manager, to explore how product and marketing align when launching something entirely new. With nearly two...

What do you do when the market wants innovation, but not all at the same pace? In this episode, Kyler and John sit down with Tim Wieland , Director of Corporate Communications at Bosch USA , to explore how one of the world's largest automotive suppliers approaches mobility, market readiness, and long-term innovation. As Bosch helps OEMs navigate electrification, hybrids, software-defined vehicles,...

Launching a product is one challenge, but launching it at the precise moment your dealers are ready to sell it is an entirely different thing.  In this episode, Kyler and John sit down with Bradley Adams , Assistant Manager of Public Relations for Powersports at Honda , to unpack how product launches actually work inside a global OEM. From coordinating media events to aligning with dealership floo...

Industry marketing gets complicated when the product is sold through independent dealers, built by dozens of manufacturers, and unfamiliar to most consumers. In this episode, Kyler and John sit down with Carl Blackwell , longtime Chief Marketing Officer of the National Marine Manufacturers Association and former President of Discover Boating . Over four decades in marketing, Carl worked across res...

Selling through dealers can create scale, but it can also create distance between you and your customer. What happens when a manufacturer chooses to own the relationship from day one? In this episode, Kyler and John sit down with Robb Young , Founder of Young Boats , and Dante Young , Vice President, to explore what it looks like to grow a marine manufacturing company without a traditional dealer...

Timing the market is easy in hindsight. Making the right call when the cycle is turning is where most OEMs feel the pressure. In this episode, Kyler Mason and John Gough sit down with Steve Tam , Vice President at ACT Research Co., LLC , to unpack how data, forecasting, and judgment come together in an industry defined by cycles. As a longtime analyst in the commercial vehicle space, Steve explain...

The success of any remarkable boating experience begins not with the engine, but with the dealers who guide the buyer. In this episode, Kyler and John sit down with Freya Olsen , Senior Director of Engagement at the Marine Retailers Association of the Americas (MRAA) , to explore how dealers shape the customer experience long before a buyer steps on a boat. After nearly two decades supporting manu...

What does it take to build a dealer network that lasts generations? In this episode, Kyler and John talk with Noah Thomas , Director of Marketing at Great Dane , about how the 125-year-old trailer manufacturer continues to strengthen relationships across its dealer community and grow in a shifting market. Noah explains how Great Dane’s heritage of quality and resilience continues to shape its stra...

What happens when you treat boat clubs like hospitality instead of ownership? In this episode, Kyler and John sit down with Cecil Cohn , President of Freedom Boat Club , to explore how a subscription-based boating model is unlocking a whole new category of customers and redefining the marine industry along the way. Backed by Brunswick , Freedom Boat Club is creating access and loyalty in a traditi...

Translating a retail icon into a commercial brand means harnessing great creativity, vision, grit, and a deep understanding of your customer. In this episode, John and Kyler sit down with Iain Lanivich , Head of Brand, Creative, and Content at Ford Pro , to explore how he helped build the Ford Pro brand from the ground up. Coming from an agency background, Iain shares the surprises and challenges...

What makes a vehicle work-ready isn't always what you see on the surface. In this episode, Kyler and John sit down with Adam Keane , President of Allied Body Works , Inc., and founding partner of Fourward Upfitting , about how upfitters are shaping the future of commercial fleets.  Adam shares how responding to customer needs has sparked innovation and expansion, from custom builds to patented saf...

Building trust with dealers takes time, but when you’re determined to win, every challenge becomes an opportunity. In this episode, John and Kyler talk to Chris Peterman, a 30-year veteran of the power sports industry, about his journey from aspiring teacher to sales leader. Chris shares why his competitive drive is the key to his success and how he tackles industry challenges, from shifting marke...

True innovation is about creating meaningful connections and building trust at every level of an organization. In today’s episode, Brad Fruth , Director of Innovation at Beck’s Hybrids , shares his insights on how the agriculture industry can continue to innovate and thrive. He discusses how Beck’s has maintained its growth by prioritizing relationships over typical ROI-driven metrics and creating...

The motorcycle industry doesn’t have a ridership problem, it has a collaboration problem. In this episode, Kyler and John talk with Ron Luttrell , a veteran in the motorcycle and powersports world, about the industry’s biggest hurdles. Ron shares why growing ridership has been a two-decade-long challenge and how internal competition between OEMs and dealers may be holding everyone back from progre...

Transforming a business requires clarity, trust, and a focus on people. In this episode, Kyler and John speak with Garrett Johnson , VP of Sales and CX at Zero Motorcycles , about the leadership principles that have shaped his approach to success. Garrett explains how prioritizing human connection, both internally and with dealers, is key to scaling the business. He shares his journey from dealer...

Leading through transformation takes clarity, urgency, and a deep respect for the people doing the work. In this episode, John and Kyler talk with Britton Smith , former President of Blue Bird Corporation , about what it really means to guide a company through a high-stakes turnaround. Britton shares how lessons from the Navy and consulting shaped his approach to crisis leadership, and why showing...

Dealer relationships in the RV world aren’t built overnight, especially when digital change is on the table. In this episode, John and Kyler talk with Luke Stoker and Mike Alleva from Winnebago about how they’re rethinking dealer enablement with smarter tech, better data, and a focus on real relationships. Luke shares what it was like to walk into skepticism on day one and why dealer trust became...

Winning in the marine industry takes data, strategy, and dealer trust. In this episode, John and Kyler sit down with Matt Jackson , VP of Sales at Godfrey and Hurricane , to explore how he’s growing market share by blending data insights, dealer relationships, and strategic planning. Matt shares how he collaborates with dealers to build long-term partnerships, navigate industry challenges, and imp...

Reimagining how commercial vehicles are sold is no small feat. In this episode, John and Kyler sit down with Kathryn Schifferle , CVO and Founder of Work Truck Solutions , to discuss her mission to bring clarity and efficiency to a traditionally fragmented industry. Kathryn shares her journey as a serial entrepreneur, her passion for solving complex problems, and how her company connects dealers,...

How do you prepare for a future that’s constantly changing? In this episode, John and Kyler sit down with Adam Wint , Global Trends & Futuring Manager at Ford Motor Company , to explore how he helps teams prepare for the unknown and make strategic bets that keep Ford ahead of the curve. Adam shares how his team uses trends, scenario planning, and consumer insights to guide Ford’s strategy and...

What does it take to grow a commercial vehicle company while building strong, lasting partnerships in a competitive industry? In this episode, Kyler and John sit down with T.J. Matijevich , Chief Revenue Officer at Model 1 , whose journey spans years of rapid expansion and industry shifts. T.J. shares insights on how Model 1 has built trust with dealers, tackled new market segments, and handled th...

What does it take to transform a seemingly unexciting product into a lifestyle brand?  In this episode, John and Kyler chat with Brendan Church , Chief Marketing Officer at Legend , to uncover how he turned van liners into a premium, engaging brand that connects with its customers in unexpected ways. Brendan shares the creative strategies that helped Legend stand out in a traditional market and ho...

How do you shift from a single industry focus to dominating multiple markets?  In this episode, John and Kyler sit down with Jarod Lippert, Chief Marketing Officer at Lippert , to explore the company’s journey from manufacturing housing to becoming a leader in the RV, marine, and automotive industries. Jarod discusses how the shift from B2B to B2B2C has changed their marketing approach, the import...