Why You Win

Jeremy Greene of RV Industry Association

An association can unite an industry, but it still has to earn support across the channel. How do you grow demand for an entire category when every stakeholder has a different priority? In this episode, Kyler and John sit down with Jeremy Greene, Vice President of Marketing at the RV Industry Association, to explore how category marketing works across a complex B2B2X ecosystem. Jeremy explains how the association connects industry advocacy with the work required to improve service and build consumer demand. He shares how Go RVing helped move the category beyond outdated stereotypes. The conversation also examines why cultural relevance matters more than awareness alone and how an association measures growth beyond immediate retail sales. For OEM and dealer leaders, this conversation offers a practical look at how shared investment and disciplined category strategy can build consideration before a customer enters the sales channel. Key Takeaways: Restock the Future Buyer Pool: Keep investing through down cycles so qualified demand exists three to ten years from now Turn Product Discovery Into Content: Capture first reactions to hidden features so prospects can picture the product in their own lives Recruit Creators From Adjacent Interests: Reach new buyers through creators whose communities reflect interests people already pursue beyond the RV category Timestamps: (00:00) Meet Jeremy Greene (01:23) Marketing across RVIA, RVTI, and Go RVing (04:02) Building industry service standards through RVTI (06:29) Aligning OEM, dealer, and supplier priorities (08:14) Responding to policy pressure and a slower RV market (10:42) Why the industry created Go RVing (11:43) What experiential marketing revealed about RV buyers (17:45) Representing the category without favoring one brand (19:23) Competing with travel alternatives and customer indifference (21:25) How category marketing changed perceptions of RVing (25:02) Keeping RVing relevant through cultural moments (29:59) Using creators to reach future RV buyers (33:06) Growing the next generation of RV buyers (34:21) Turning the RV door into a campaign idea (35:14) Staying disciplined when the category offers endless ideas

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Brandon Cerka of Suzuki Marine USA

How can an engine brand earn dealer attention when larger competitors also own the boat companies? In this episode, Kyler and John sit down with Brandon Cerka, Executive Vice President of Sales, Marketing and Service at Suzuki Marine, to explore how an engine-only OEM can compete through focused product decisions and stronger channel relationships. Brandon explains how Suzuki Marine changed their Gimme Six warranty to a five-year factory warranty, used its Tampa Bay Buccaneers partnership to develop dealer relationships, and created demand for the Stealth Line engines through a carefully controlled product launch. He also shares how growing up in a Suzuki dealership shaped his view that sales and service must work together. For OEM leaders navigating B2B2X distribution, boat builder partnerships, and dealer network growth, this episode offers a practical look at building market share without copying larger competitors. Key Takeaways: Earn The Right To Expand: Use early sales proof to secure factory support for broader product investment Build Density Before Prestige: Create market coverage first, then improve dealer quality as demand and representation grow Open Innovation For Industry Impact: Share sustainability technology when wider adoption creates more value than protecting the patent Timestamps: (00:00) Meet Brandon Cerka (01:01) Why sales, service, and marketing belong together (04:44) Growing up inside Suzuki's dealer network (11:38) How Suzuki Marine's 2021 separation changed the business (12:42) Replacing extended protection with a five-year factory warranty (19:40) Reaching new audiences through an NFL partnership (25:15) Measuring sponsorship ROI through dealer development (31:18) Turning sustainability into a product and brand commitment (34:06) Creating demand for the Suzuki Marine Stealth Line (42:01) Where Suzuki Marine sees its next stage of growth (45:21) How Suzuki decides where to add dealers (48:35) Aligning the team around one direction

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Carey Walley of Airstream

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 building long-term brand affinity, Carey shares how Airstream approaches marketing in a category where the customer journey often begins long before the purchase decision. Carey discusses the role of Airstream's Core and Explore marketing teams, how partnerships with brands like Frank Lloyd Wright and Pottery Barn help expand awareness, and why dealer relationships remain critical despite the strength of the consumer brand. She also shares lessons from launching a new website, managing a small marketing team behind a globally recognized brand, and creating demand in a market where used inventory is often one of the strongest competitors. For OEM leaders navigating the complexities of a B2B2X model—where your success depends on empowering dealers to own the customer experience—this episode offers a blueprint for building demand, supporting channel partners, and protecting brand value. Key Takeaways: Build Future Demand Before Customers Enter The Market: Invest in audiences years before they are ready to purchase to create a stronger pipeline later Turn Customer Behavior Into Product Innovation: Monitor how owners modify and use products to guide future development decisions Create Consistency Across Every Customer Touchpoint: Standardized information, training, and digital experiences improve dealer effectiveness and customer confidence Timestamps: (00:00) Meet Carey Walley (03:02) Inside Airstream's Core and Explore marketing strategy (07:06) Marketing to customers with a years-long buying journey (08:02) Balancing product innovation with an iconic brand (11:17) Competing against the used market while driving new sales (12:58) Behind the Frank Lloyd Wright collaboration (17:30) Launching special edition products that create demand (21:10) How customers choose the right Airstream model (25:05) Training dealers to deliver a consistent brand experience (27:59) Building a mobile-first website for a long purchase journey (31:36) Managing dealer relationships across different business models (35:27) Why community remains one of Airstream's strongest advantages (37:17) What surprised Carey most after joining Airstream (38:32) Growing commercial and non-traditional Airstream use cases

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Marcus Sheridan of River Pools

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 River Pools from a local installer to one of the fastest-growing fiberglass pool manufacturers in the country and explains the company's decision to move into franchising. He details the operational challenges involved in managing customer experience at scale, as well as the legal and systems complexities associated with franchise growth. Additionally, Marcus highlights why many traditional franchise structures are not designed for the future of digital marketing. The conversation also addresses how AI is transforming dealer networks, lead generation, and agency services. Marcus emphasizes the increasing importance of local brand ownership, how operators that prioritize AI will stand out in the market, and the risks faced by manufacturers that avoid transparent pricing and customer education. This episode provides valuable insights into how channel strategy, customer trust, and adaptability will define the next generation of manufacturers. Key Takeaways: Build Systems Before Scaling: Replicable operational systems matter more than aggressive franchise growth Let Local Markets Own Their Marketing: Franchisees need flexibility to build local content, websites, and customer trust Transparency Still Wins in Complex Sales: Pricing tools and direct answers continue to outperform guarded sales strategies Timestamps: (00:00) Meet Marcus Sheridan (03:34) Letting go of old business identities (05:02) The evolution of River Pools into manufacturing and franchising (08:41) Why customer demand drove the franchise model (12:00) The operational and legal realities of franchising (17:40) Lessons learned from studying Chick-fil-A’s franchise systems (24:06) Why traditional franchise marketing models are breaking down (27:00) The growing importance of local digital brand ownership (30:33) Why AI-first franchisees will outperform the market (33:36) How AI will reshape agencies, websites, and paid media (39:00) Why most companies still avoid talking about pricing (41:56) Building trust by answering customer questions directly

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Leslie Zlotnick and Martino Ruggiero of Yamaha Marine

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 decades of collaboration, Leslie and Martino walk through the development and launch of the CrossWave, a platform designed to meet changing customer behavior on the water. They share how long-range product planning shapes go-to-market strategy, when marketing should enter the conversation, and how to validate demand before committing to a new category. The conversation also unpacks how Yamaha balanced dealer relationships, organic demand, and limited early information to build momentum ahead of launch. For OEM leaders navigating B2B2X distribution, dealer engagement, and product innovation, this episode offers a clear look at how to align teams, test demand, and bring a new category to life without overengineering the launch. Key Takeaways: Start with Real Customer Need: Validate unmet needs through research before committing to new product development Align Product and Marketing Early: Introduce marketing once concepts are viable to shape positioning and launch timing Let Demand Build Before Overinvesting: Use curiosity and scarcity to generate organic momentum before heavy media spend Timestamps: (00:00) Meet Leslie Zlotnick and Martino Ruggiero (02:11) Marketing and product roles inside Yamaha (03:22) Planning product development five years out (05:46) How Yamaha defines winning in long-range strategy (07:41) Identifying unmet customer needs on the water (09:33) When marketing enters product development (11:07) Positioning a product for multiple use cases (12:48) Balancing niche use with broad market appeal (17:04) Managing portfolio risk and category creation (22:00) Rethinking traditional product launch strategy (26:03) Dealer reactions and early demand signals (29:55) Launching without complete information (33:17) Advice for product and marketing alignment

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Tim Wieland of Bosch USA

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, and AI, Tim discusses the challenge of communicating a cohesive strategy across a vast portfolio without losing sight of customer needs. He explains Bosch's technology-neutral stance, why the powertrain market will continue fragmenting for years to come, and how consumer demand ultimately determines which technologies win. For leaders in B2B2X channels managing dealer complexity or weighing decisions on electrification and AI, this episode offers practical perspective on balancing innovation with affordability, long-term vision with near-term pressure, and brand storytelling with business reality. Key Takeaways: Build Around Consumer Readiness: Scale technology based on what customers value, understand, and can afford Use Portfolio Breadth as a Strategic Advantage: Share insights across business units to uncover product, channel, and innovation opportunities Pair Long-Term Vision with Timely Action: Stay patient on market shifts without losing the urgency needed to win in the moment Timestamps: (00:00) Meet Tim Wieland (01:16) What Bosch Mobility Communications looks like in North America (03:21) Why hybrid technology is gaining ground with US consumers (05:00) Connecting vehicle architecture, software, and system-level thinking (07:28) The challenge of making advanced mobility affordable (09:03) How Bosch aligns strategy, internal buy-in, and market demand (10:40) Why Bosch invests for the future while serving OEM needs today (14:02) Bosch’s technology-neutral view of electrification, hybrids, combustion, and hydrogen (17:20) Why consumer brand awareness still matters in a B2B2X model (20:53) How Bosch built a Super Bowl campaign to grow in the US market (29:20) Balancing patience, profitability, and the pressure to win now (35:20) Why AI will reshape how marketers, agencies, and OEMs operate (42:40) What agency professionals should keep when moving in-house

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Bradley Adams of Honda Powersports

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 floors, Bradley shares how timing, storytelling, and experience design come together in a mediated sales environment. He explains that Honda builds its launch strategies around the rider, rather than just the product, and why successful launches feel more like shared experiences than mere announcements. Additionally, he elaborates on the increasing influence of YouTube creators, the pressure of competitive product comparisons, and how dealer demonstrations significantly impact the final purchasing decision, often more than marketers realize. For OEM leaders managing B2B2X distribution, dealer support, and product launch strategies, this episode provides valuable insights on integrating engineering, media, and sales into a cohesive moment that drives demand and conversions. Key Takeaways: Build Launch Timing Around Availability: Align media buzz with dealership inventory so demand converts immediately into sales Design Experiences That Tell the Product Story: Create events that reflect how and where the product is actually used Equip Dealers As The Final Influencer: Ensure sales teams experience and understand the product to close the gap between interest and purchase Timestamps: (00:00) Meet Bradley Adams (01:45) Inside Honda’s PR and product launch responsibilities (05:37) From racing to media to OEM marketing (12:35) How Honda approaches product launch strategy (13:13) Building launch events around product story and use case (18:42) Why comparison tests influence buying decisions (20:04) The challenge of proving marketing impact on sales (21:28) The role of product materials and messaging in launches (24:39) Dealer influence and the importance of product experience (27:00) Aligning media, dealers, and internal teams (28:12) Constraints that shape real world launch planning (29:56) Teasers, timing, and maintaining audience attention (35:37) Expanding into fleet sales and new channels (38:35) Career advice for succeeding in the powersports industry

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Carl Blackwell

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 restaurants, advertising, the beef industry, and eventually recreational boating. Carl shares the story behind Discover Boating and what it took to build an industry-wide campaign from the ground up. This involved gaining the support of independent manufacturers and dealers, basing decisions on research, and addressing the real barriers that prevent first-time buyers from stepping onto a boat. The conversation also tackles campaigns that have reshaped how boating is marketed, the role of boat clubs as a gateway for new participants, and the challenges the industry faces moving forward. From concerns about affordability to an aging customer base, Carl reflects on how marine manufacturers, dealers, and industry groups can collaborate to increase participation and strengthen the boating sector. Key Takeaways: Earn Credibility With Dealers: Independent dealers respond when marketers respect their expertise and take the time to understand how their businesses actually operate. Use Research To Unlock Category Growth: Discover Boating succeeded because it focused on understanding the barriers that stop first-time buyers from entering the market. Expand The Funnel Before Selling Ownership: Boat clubs, rentals, and shared access models introduce people to the water and create future buyers. Timestamps: (00:00) Meet Carl Blackwell (01:12) Carl’s 40-year marketing career (05:15) Moving from the beef industry to launch Discover Boating (09:00) Building industry buy in for a national boating campaign (11:50) Researching barriers that stop first time boat buyers (14:31) Why dealers must sell boating as a family experience (16:36) Convincing skeptical manufacturers to support Discover Boating (20:25) Boat clubs as a gateway for first time boaters (23:54) Favorite Discover Boating campaigns and creative experiments (27:00) Early adoption of digital, connected TV, and influencer marketing (29:02) Changing the narrative about the “two best days of boat ownership” (33:14) Affordability challenges facing the marine industry (38:00) New models like boat clubs, sharing, and fractional ownership (44:00) The challenge of funding top of funnel marketing

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Robb and Dante Young of Young Boats

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 network. From selling grouper to fund their first prototype to maintaining a two-year backlog during the pandemic, the Youngs share how a factory-direct model shaped their brand, operations, and customer loyalty. Robb and Dante discuss the tradeoffs of bypassing dealers, how direct customer feedback fueled product innovation, and why over 80% of their buyers still own a Young Boat. They also unpack how to manage service across geographies, protect margin in a volatile marine market, and build a team that treats every hull like it has a name on it. For OEM leaders navigating B2B2X distribution, dealer relationships, and channel strategy, this episode offers a clear look at what happens when you design your go-to-market model around trust. Key Takeaways: Design with the End User In The Room: Invite customers into the build process to accelerate product innovation and increase long-term loyalty. Treat Every Unit Like It Has A Name: Connect production teams directly to buyers to drive quality, pride, and repeat purchases. Diversify Services To Weather Circumstances: Expand the business model with service, restoration, and custom lines to stabilize cash flow in volatile OEM markets. Timestamps: (00:00) Meet Robb and Dante Young (04:57) Funding Young Boats through commercial fishing (07:39) Designing a boat that solves real problems for anglers (09:22) Why charter captains became the first true customers (12:08) The advantage of factory-direct customer feedback (13:53) The operational challenges of selling boats factory direct (16:06) The Young 27 and finding an open space in the market (21:05) Surviving the 2008 downturn and protecting the team (26:00) Owner referrals as a substitute for a dealer network (26:55) Building loyalty through the Young Boats owners' tournament (29:10) Reading the market before launching a new model (36:31) Why relationships matter in factory direct manufacturing (41:17) The realities of building boats that survive harsh conditions

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Steve Tam of ACT Research

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 explains how ACT collects and synthesizes market data from OEMs, suppliers, and freight markets to help leaders anticipate what's next. Steve shares how macroeconomic forces like consumption, freight demand, regulation, and tariffs shape truck demand, why the industry continues to chase cycles it knows are coming, and how OEMs are thinking about the next inflection points. He also discusses where technologies like alternative fuels and autonomy are making a real impact, where expectations have outpaced reality, and what smart leaders do when the rules keep changing. Listen in for a grounded look at how OEMs and dealers can make better bets when uncertainty is the only constant. Key Takeaways: Use Market Cycles as Signals, Not Surprises: Truck cycles rarely repeat, but they follow familiar patterns that leaders can prepare for if they watch momentum and inflection points closely Separate Structural Demand from Short-Term Noise: Consumption and freight growth create long-term demand even when short-term shocks distort the market Make Data a Starting Point, Not the Answer: Strong decisions combine transparent assumptions, good data, and informed judgment rather than blind trust in forecasts Timestamps: (00:00) Meet Steve Tam (01:00) How ACT collects OEM data without crossing antitrust lines (02:48) Turning industry data into forecasts leaders can act on (04:11) What ACT got wrong and right about market shocks like COVID (05:30) Why medium-duty trucks create more stability than Class 8 (06:16) Who really uses truck market data beyond OEMs (08:00) How alternative fuels and freight data changed ACT's strategy (10:30) Why timing matters more than demand in cyclical markets (12:45) What the industry still refuses to learn about overcapacity (15:30) How EPA 2027 regulations drive pre-buy behavior (19:00) Tariffs, uncertainty, and why forecasting is harder than ever (22:48) Making billion-dollar bets with imperfect data (36:07) Which tech trends matter and which ones do not (41:03) The long-term bet Steve Tam would make as a chief strategist

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Inside Marine’s Retail Ecosystem with Freya Olsen

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 manufacturers through Discover Boating and NMMA, Freya now works directly with dealers, giving her a rare, full-funnel perspective on what truly moves the marine market. Freya shares how consumer expectations, pricing transparency, and category competition shape today’s buyer. She explains why dealer performance has become a defining factor in OEM growth, and how education, certification, and AI tools like Amy are helping retailers serve customers in unpredictable conditions. You’ll hear how MRAA gathers honest dealer feedback, where the ecosystem still experiences friction, and what it takes to create a seamless handoff from awareness to retail. For anyone operating in an OEM, dealer, or B2B2X environment, this conversation surfaces the signals that matter when the market is shifting fast. Key Takeaways: Understand Roles in the Funnel: Knowing when awareness hands off to brand consideration and then to retail improves the customer journey Support Dealer Education: Practical training for sales, service, and leadership helps new hires transition into the marine industry quickly Track Real Dealer Needs: Frequent outreach anchors decisions in actual pain points around staffing, service, and customer retention Timestamps: (00:00) Meet Freya Olsen (00:54) Why passion keeps people in the marine industry (05:15) Pros and cons of newcomers entering the category (05:57) How pricing transparency builds consumer trust (07:39) Freya's career path across associations and OEMs (09:52) The impact of Discover Boating on market demand (12:35) Competing for attention in a crowded outdoor market (14:50) What Freya learned by shifting focus to retailers (17:13) Why retention starts with the dealer experience (17:25) How MRAA supports dealers with education and tools (19:14) Certification programs that help teams level up (21:31) How advocacy protects access and dealer operations (22:35) What to expect at Dealer Week and why it matters (25:35) Market uncertainty and preparing for unpredictable demand (27:05) Freya's next six months: engaging and supporting members (28:58) The role of AI and how dealers are using Amy (34:01) What Freya is excited about for next year

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How Great Dane Built a Network Lasting Generations with Noah Thomas

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 strategy today, from restoring a 1953 trailer to celebrating the brand’s long-standing partnerships. He shares how his team supports dealers through programs like buygreatdane.com, new digital enablement tools, and initiatives that maintain open and consistent communication across the network. This is a look inside a brand that wins by standing behind the people who represent it every day. Key Takeaways: Dealer Relationships Fuel Growth: Great Dane strengthens loyalty through long-term partnerships, open communication, and shared success across its national network. Heritage Shapes Strategy: A 125-year foundation of quality and resilience continues to guide innovation, brand consistency, and market confidence through every cycle. Digital Enablement Elevates Dealers: Programs like buygreatdane.com and Champ’s Spot connect data, marketing, and training to drive measurable results at the local level. Timestamps: (00:00) Meet Noah Thomas (01:42) Inside Great Dane’s 125-year legacy of resilience (02:58) Navigating freight market shifts and customer confidence (04:54) Celebrating 125 years with a 1953 trailer revival (06:23) Why small product details create lifetime brand value (09:21) Turning customer stories into marketing proof points (10:24) How Great Dane supports its exclusive dealer network (12:57) Listening to dealers to guide marketing priorities (14:55) Building buygreatdane.com to drive digital sales leads (16:56) Empowering dealers with Champ’s Spot sales tools (18:54) Expanding into last-mile delivery with truck bodies (19:44) FleetPulse telematics and data-driven product insights (21:58) Cross-selling strategies with fleets and truck dealers (26:16) Rebranding Great Dane and protecting an iconic logo (30:57) Lessons from Noah’s Peace Corps experience in Vanuatu

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Scaling a Global Marine Franchise Network with Cecil Cohn

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 traditionally high-barrier space. Cecil shares the strategy behind scaling to 400+ locations worldwide, how digital tools like their mobile app are driving member retention, and why investing in hospitality and experience at the local level makes all the difference. You’ll also learn how their franchise network drives national growth and why OEMs and dealers alike can benefit from Freedom’s data-driven approach to customer engagement. This is a conversation about what it takes to grow an ecosystem from the ground up. Key Takeaways: Subscription Boating Reaches New Customers: Freedom Boat Club attracts a completely different audience—over 90% of members had no intention of buying a boat, proving the power of alternative access models. Retention Is Built on Experience: With nearly 90% annual member retention, Freedom shows that consistency, hospitality, and localized service are key to long-term loyalty. Digital Tools Drive Engagement: By focusing on mobile-first functionality and ease of reservations, Freedom encourages more frequent trips, which directly impact member satisfaction and retention. Timestamps: (00:00) Meet Cecil Cohn (01:31) Freedom Boat Club’s unique position in the marine ecosystem (02:32) Why subscription boating attracts non-owners (04:18) Retention rates and member loyalty benchmarks (05:50) Strategy built on scale and experience (07:23) The network effect of 600,000+ annual boat trips (08:34) How reciprocal access works across global locations (09:51) Balancing member growth and market expansion (11:21) Franchise vs. corporate-owned club dynamics (14:01) How member enthusiasm drives franchise sales (15:46) Digital transformation and the power of the mobile app (18:17) Enhancing member experiences through new activities (21:47) Lessons OEMs can learn from subscription engagement (26:37) Using data and research to inform strategy (34:20) Competing with top consumer brands on NPS (43:54) What’s next: doubling down on digital and community

Pioneering B2B Brand Strategy at Ford Pro with Iain Lanivich

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 of operating in a corporate system not always built for creativity, and how he found ways to make it work anyway. You’ll hear how he made the case for big ideas inside a risk-averse environment and why he believes “pre-selling” internally is the only way innovative creative gets off the ground. Key Takeaways: Pre-sell Bold Ideas: Don’t wait for permission. Introduce creative thinking early so the assignment is shaped around the idea, not the other way around. Brand Means Productivity: Ford Pro is about saving time, cutting costs, and getting more done. Feeding that into their brand ensures customers experience them the way they want to be experienced. Educate to Differentiate: From dealers to internal engineers, brand storytelling needs to align everyone around the same narrative, even if they’ve been doing it the same way for decades. Timestamps: (00:00) Meet Iain Lanivich (01:24) From agency life to Ford Pro creative leadership (04:10) Why brand consistency is tougher inside big companies (07:18) What makes Ford Pro unique in a fleet-focused world (10:06) Clarifying “Pro”: Productivity, not professionalism (12:48) Translating emotion into B2B fleet marketing (15:27) Gamifying customer education with creative events (17:59) Navigating corporate resistance to innovation (20:51) The Pure Michigan Sleep Album story (26:23) Breaking down the Vehicle Integration System (31:57) How to protect creative energy in high-pressure orgs (35:44) Small business branding advice from Iain (38:41) Segment-based messaging vs. a one-stop shop (43:00) Blending creativity, data, and technology in B2B (44:00) Iain’s reflection on Ford Pro’s evolution

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Rethinking Fleet Upfitting with Adam Keane

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 safety products. He discusses the balance of serving fleet customers locally while maintaining consistency, and how being part manufacturer, integrator, and problem-solver drives their approach. You’ll also hear him highlight how customer insights and operational flexibility open doors in a rapidly changing market. Key Takeaways: Focus on the customer: Prioritize understanding your customers' needs and ensure your product or service directly addresses those needs. Embrace innovation in everyday solutions: Small, incremental improvements—like designing specialized vehicle features—can lead to big results and create new market opportunities. Leverage partnerships for growth: Collaborating with like-minded businesses can open doors for national expansion and better serve customers. Find ways to work together, sharing knowledge and resources, to offer consistent solutions across multiple regions. Timestamps: (00:00) Introducing Adam Keane (00:53) Transitioning from second-in-command to owning the business (03:24) The strategic founding of Fourward Upfitting (05:04) Why local builds can benefit national fleet customers (06:37) Custom innovations from dog grooming vans to safety products (11:59) How a city request sparked a patented safety solution (15:52) A family business built on resilience and reinvention (18:25) Balancing legacy, growth, and impact as a business owner (22:24) What it really means to be an upfitter (25:28) Upfitters as the Value Added Resellers of Commercial Vehicles (29:19) Scaling smart solutions without sacrificing customization (36:30) Staying focused on the end-user to keep growing

Redefining Dealer Experience in the Motorcycle Industry with Chris Peterman

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 markets to building strong dealer relationships. He reveals how staying aggressive, embracing risk, and focusing on innovation are essential for staying ahead. Plus, learn how Chris uses his unique experience in both dealerships and OEMs to drive product success and customer loyalty in an intensely competitive space. Key Takeaways: Build transparent OEM and dealer partnerships: Chris underscores that open data sharing and shared goals create healthier, faster growth and prevent complacency across the channel. Lead with demo-first experiences: He explains how traveling test-ride trucks and community rides put “butts in seats,” turning curiosity into sales and deepening customer loyalty. Attract Gen Z with affordable, standout bikes: Chris shows why visually striking models priced in the $5–7K range meet younger riders’ budgets and style expectations, expanding ridership even amid tariff pressures. Timestamps: (00:00) Why Chris can’t stand losing (01:39) State of the powersports market and tariff headwinds (02:59) From teaching track to dealership fast lane (06:30) How an education background shapes leadership (10:12) Ingredients for winning OEM and dealer channels (14:29) Japan versus China versus India business styles (15:35) Landmark launches including Ducati 916, Yamaha Rhino, and CFMOTO 450 SS (18:06) Demo rides and the “butts-in-seats” formula (24:53) Embracing competition inside crowded dealerships (32:07) Gen Z price points and post-COVID demand

Lessons from the Frontlines of Agricultural Innovation with Brad Fruth

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 a culture that values authenticity and transparency. Brad highlights the importance of empowering teams and developing an environment where innovation thrives from the ground up. He discusses how Beck’s approach to partnering with startup companies and collaborating with farmers has been crucial to achieving long-term growth. Key Takeaways: Build Relationships, Not Just Products: Brad emphasizes that success comes from strong relationships with both dealers and customers, fostering trust through authenticity and consistent service. Support Innovation Across All Levels: From team members to external partners, Beck’s focuses on empowering everyone to contribute to innovation, ensuring it’s integrated throughout the organization. Create Long-Term Value: Brad shares how they’ve built programs that not only address immediate needs but also nurture the long-term growth of the business, ensuring sustainable success for all involved. Timestamps: (00:00) Introducing Brad Fruth (02:12) Balancing innovation with daily operations (06:10) Why Beck’s focuses on internal consultancy (08:50) Building value with startups without money exchanges (10:20) Understanding what drives customers and dealers (13:15) Emphasizing authenticity and market feedback (16:00) Supporting farmers and dealers with research-backed insights (18:22) Integrating new technology with Beck’s strategy (20:10) Prioritizing long-term relationships over quick wins (22:30) The need for flexibility in decision-making (26:45) Supporting managers with ideation and execution (30:20) Building empathy within dealer networks (35:10) The success of Beck’s design thinking workshops (48:22) Creating fanatical customers with unique experiences (52:33) Reflecting on Beck’s values and sustained growth

Growing Ridership in Motorcycling with Ron Luttrell

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 progress. He breaks down what real partnership looks like between manufacturers and their dealer networks, and why uniting around a shared message—not just a shared product—could change everything. From grassroots advocacy to smarter regional marketing, Ron explains how a stronger sense of community and better communication can reignite the love of riding across generations. Key Takeaways: Collaboration Is the Real Growth Strategy: Ron makes the case that OEMs and dealers must stop working in silos. Shared goals and unified messaging are the only way to bring new riders into the fold. Change the Narrative Around Safety and Convenience: Modern gear and bikes are safer and more practical than ever. But until the industry tells that story better, many potential riders will stay on the sidelines. Advocacy Starts from the Ground Up: Ron’s experience shows that the most effective dealer transformations often begin with a single passionate salesperson, not a corporate mandate. Timestamps: (00:00) Introducing Ron Luttrell (01:35) Current issues in power sports and motorcycles (02:11) Decline of ridership and the need for industry action (04:33) The challenge of limited marketing budgets in OEMs (06:03) What a united industry campaign could look like (07:05) Why youth are not riding motorcycles: safety and convenience (10:08) Changing market segments and attracting younger riders (11:09) The dealer network’s role in marketing and sales (18:34) Turning dealers into brand advocates (26:51) Launching the Flying Flea and electric motorcycle challenges

Scaling the Future of E-Moto with Garrett Johnson of Zero Motorcycles

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 to OEM and how aligning diverse teams around clear objectives has driven growth. Garrett also discusses the challenges of navigating the EV motorcycle space, staying adaptable in uncertain times, and why customer experience is at the heart of every decision. Key Takeaways: Put People First: Garrett explains why trust and prioritizing relationships are at the core of leadership success, both within the team and with external partners. Create Alignment Across Teams: By breaking down silos and promoting clear communication, Garrett found ways to make sales and marketing work in unison toward common goals. Adapt with Agility: In a fast-changing market, staying flexible and ready to pivot is essential to overcoming challenges and remaining competitive. Timestamps: (00:00) Meet Garrett Johnson (03:55) From dealership floor to VP seat at Zero Motorcycles (07:45) The fix for sales and marketing misalignment (11:38) Why Garrett challenges corporate norms from day one (15:26) Elevating CX by listening to customer dissatisfaction (19:18) Tariffs, uncertainty, and selling through economic chaos (23:12) The case for daily collaboration across all departments (27:05) Speed matters: How Zero makes faster decisions (30:58) A better partnership model between OEMs and dealers (34:47) What dealer-first marketing really looks like at Zero (38:38) Growing the EV motorcycle market with younger riders (42:30) Launching accessible products to expand adoption

Leading Through Crisis and Transformation with Britton Smith

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 up—literally on the factory floor—was key to earning trust and driving results. You’ll hear how Britton balanced short-term cash flow with long-term strategy, what it took to scale electric buses, and why he believes real leadership happens when problems are faced head-on with honesty, consistency, and a willingness to get your hands dirty. Key Takeaways: Lead with Focus in Crisis: When everything feels urgent, leaders must prioritize with discipline, block out the noise, and align the team around one clear objective. Stay Grounded in the Work: Spending time on the front lines builds credibility, uncovers operational blind spots, and creates a shared sense of ownership and purpose. Build Cultures of Candor: Teams thrive when they’re encouraged to speak openly, take accountability, and work together toward continuous improvement without fear. Timestamps: (00:00) Meet Britton Smith (01:50) From submarines to Blue Bird: Britton’s unlikely path (04:17) Why Britton calls himself a “recovering consultant” (07:49) The one thing that matters most in a business crisis (10:37) Scaling electric buses while staying cash-focused (12:17) How a daily 30-minute meeting turned the company around (16:13) What Britton learned spending a week on the factory line (20:36) Building credibility by visiting customers and mechanics (26:00) Simplifying SKUs to fix a broken supply chain (30:43) Why seat belts and airbags are Blue Bird’s next safety leap (35:21) Creating a culture of candor and shared responsibility