Dealernews Issue#3 March 2021

DN 2.0 #3

THE BIGGEST, BADDEST TOY STORE IN THE COUNTRY

GAIL’S POWERSPORTS

CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 14 NEWS+ 18 SHIFTING GEARS+ 22 DEALER PROFILE+ 28 OPINION+ 30 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 38 INDUSTRY RESEARCH+ 42 INDUSTRY RESEARCH+ 45 WOMEN DEALER NEWS 50 WOMEN SHIFTING GEARS 53 BTR IS BACK! 54 UPLEVEL 56 DIVERSITY+

Bob Althoff On Lilly Farrow’s Lasting Legacy Robin Hartfiel On You’ve Come A Long Way, Baby The Industry On Dealernews

F&I, CRM, CPO, BDR, EVS And Other Useful Acronyms Getting Back To Work

Gail’s Going It Alone, Why The Split With The Motor Company?

Harley Giveth… And Taketh Away Dr. Paul Leinberger On Target And The Omnichannel

RumbleOn & RideNow: The Omnichannel Is Here!

Lenny Sims On NADAGuides Numbers Don Musick On Jessi Coombs And Women’s Place In The Market

NPA’s Jim Woodruff On Pre-Owned

Making History With Her Story In March Shattering Glass Ceilings

Royal Enfield Putting Women On The Grid Women’s Conference Online

Alisa Clickenger On Curiosity

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58 PERFORMANCE+ 61 eDEALERNEWS 62 CURRENTS+ 66 ADVOCACY+

Mark Rodgers On You Sell Like A Girl… And Other Compliments EV World Continues To Charge Ahead The Latest eNews

Scot Harden On Women Leading The Way

68 PERSONNEL FILES OF A CUSTOMER 70 CONFESSIONS

Alex Baylon On Looking For Mr. Goodwrench

Eric Anderson On Adventuring Back Into Your Dealership

46 Cover Photo by Gary Rohman

72 MIC RIDE REPORT 74 ADVOCACY+ 76 GEAR+ 80 PRESS PASS+ 82 VALE+ 83 AD INDEX 84 Parting Shot+

What Does The MIC Do For You? Don Amador On Women Advocates

Motorcycling’s Version Of March Madness

Dealernews Wins Doffo Slow GP!

Ave Atque Vale Mike Bell This issue Brought To You By… Rod Woodruff On All Kids Bike

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OUR TEAM Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Jim Woodruff National Powersport Auctions Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris

ADVERTISING Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

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Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com © Copyright 2021

March 2021

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World’s Luckiest Man

By Bob Althoff

LET ME TELL YOU ABOUT LILLY…

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n honor of Women’s History Month this issue celebrates women’s many contributions to motorcycling.

Allow me to share the story of one of the true pioneers of our sport: Lillian Farrow.

In early 1912, then 20-year-old Lilly and her 22-year-old husband, Dale Farrow, opened their dealership, becoming what is now America’s Oldest Harley dealership. Imagine their excitement.

Lilly and Dale grew their business and their family, but Dale grew ill and passed young. He died at the shop. They laid his body on a lift and waited on the coroner. It was 1927; Lilly was now 35 with a dealership and three young kids.

The dealership had survived World War I and the subsequent Spanish Flu epidemic, so Lilly wasn’t about to quit now.

Instead she clicked it up a gear and twisted the throttle to the stops! She was quite a rider, race promoter, charitable fund raiser and was described as “having an iron fist inside a white velvet glove”.

Life for Lilly was that of a single mom who ran a dealership but who also left her mark on many Hall-of-Fame careers and on her entire industry. There were not many women running dealerships, let alone running anything in those days — days that were to include the Great Depression, WWII, countless recessions and more personal tragedy.

Her son, Bobby, died in his 18th year… on a motorcycle. He was delivering film from a local college football game to his hometown newspaper when a drunk ran a stop sign.

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And yet Lillie soldiered on. She helped form the prestigious women’s motorcycling club, the Motor Maids, hosting the first, then the 25th (and almost the 50th) annual ride-in conventions. In recent years, Lilly’s legend continues to inspire new generations including “The Iron Lillies” — an Orlando-based group with the mission statement: “Empowered Women Empower Women”!

Books could (and should) be written about her. Movies, too.

The stories we tell about the amazing women, like Lilly, are what will attract others to the richness of life on two wheels.

As a dealer during the past several decades, I sat at her desk.

A desk she bought from the Globe Desk Company in Boston in 1916. I was, and am, proud to have been able to be a steward of the dealership she nurtured for most six decades.

And I continue to find inspiration in her legacy.

The life of a dealer holds in store tremendous joy, amazing adventure and valued friendships. It also holds countless challenges, disappointments and, yes, even tragedy.

In the end, what Lillie taught us all is to love motorcycles and the people who ride them; to serve one’s community and industry; and, above all — to persevere!

Dealernews would not exist today without Lilly Farrow (long story for another time, but a fact). I’m glad the magazine, like Lilly, has persevered. And that we can tell the stories like Lilly’s for the decades ahead.

Lilly deserves a place in the Hall of Fame. As do women you will read about in this issue and many you will not. The work women do, the contributions they make and the bad-ass beauty they have brought to our lifestyle… well, thank you, Lilly! Thank you, ladies! Ride on.

Bob

women had equal rights, usually comparing smoking to things like the right to vote. Later campaigns used the slogans “It’s a woman thing” in the 1990s and “Find your voice” in the 2000s. Sound familiar?

While various themes emerged in the Virginia Slims marketing campaigns over the years, the basic threads remained independence, liberation, style and a contrast to men’s cigarettes, according to Wikipedia.

“Thus, Virginia Slims functioned as a pioneer brand, which successfully implemented an empowering female-centered marketing strategy, also known as femvertising.”

Editor’s Note

By Robin Hartfiel

YOU’VE COME A LONG WAY, BABY!

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rom small acorns come mighty oaks... certainly the seed planted by January’s focus on a National Powersport Dealers Association is leafing out and will be bearing fruit very soon. A group of diverse dealers have stepped up and will be taking over the association with the “of the dealer, by the dealer and for the dealer” mandate. While we can’t remake 100 years of industry history every issue, we can pay homage to the 100 years of the Suffragists movement during Women’s History month — the real March Madness.

Face it, without women we definitely would have no Dealernews. Lillian Farrow’s inestimable legacy — she was a Harley-Davidson dealer eight years before she even had the right to vote — originally drew Bob Althoff into the dealership and then into the Dealernews Top 100 program recognizing retail excellence, which ultimately resulted in Bob deciding to save Dealernews from the scrap heap of history. All while seated at Lilly Farrow’s desk — a desk she bought from the Globe Desk Company in Boston in 1916. #WomensHistoryMonth indeed!

In the 1960s and 1970s, the themes of feminism and women’s liberation, with the slogan “You’ve Come A Long Way, Baby” were used in Virginia Slims cigarette ads. This marketing campaign often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men. The ads were positioned at a time when more

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Whether it is the madness of bringing Dealernews back or an even crazier concept of bringing NPDA to fruition, our own Diversity Editor Alisa Clickenger challenged us to recognize the disenfranchised within our industry — including women and the dealers themselves — with this issue. As she notes, just over 100 years ago, women didn’t have the right to vote.

That didn’t change until the 19th Amendment — prohibiting the states and the federal government from denying the right to vote to citizens of the United States on the basis of sex — was certified on August 26, 1920.

However, motorcycling still has a maddeningly sexist and exclusionary past, according to Can-Am. BRP’s Can-Am On-Road Division chose International Women’s Day this month to roll out their latest women’s outreach program.

“Can-Am is celebrating women riders and challenging the played-out ‘biker’ stereotypes in order to make open road riding a more inclusive place for women every day of the year,” explains Amélie Forcier, Global Consumer Public Relations Specialist. “That is why Can-Am is taking action with a public commitment to increase ridership among women and offering $100,000 to the Women of On-Road program which will, among other initiatives, fuel projects that empower women within the riding community.”

Marketing to women has indeed come a long way. But it is worth it: By 2030, women are expected to control more than $30 trillion in US household financial assets.

This March issue pays tribute to the better half of our industry… or at least the nearly 25% of the motorcycle market women now represent according to MIC stats.

1970s era cigarette ads not withstanding, women in the powersports industry really have made tremendous strides. But they have always been an integral part of the business, starting with Lilly Farrow as a dealer and who is still having an impact on Dealernews to this day!

Former Editor-in-Chief and publisher of Dealernews circa 19902003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.

NPDA BY THE NUMBERS There are 36 State Dealer Associations listed in NADA appraisal guide. I would bet 10% are up to date, but it is a start to get a national association back and viable. Jerry Abboud from Denver could shed some light on the failure of our last organization. I will keep reading about progress and put my 2 cents in as necessary. Thanks for the thought, as it is necessary for our own good!

state to state; some states had a mellow environment, “didn’t need to pay dues to some national group.”

Other states had problems and could use the help with retail law, litigation, floor planning, marketing, etc. So no uniformity in a variety of regulations, state-to-state made it a non-starter.

Anyway, good idea, and I hope you can make it work.

Mark Mederski, Director National Motorcycle Museum www.nationalmcmuseum.org

I’ll be beating the drum in support of this effort. I’ve been on the front lines when one of our industry’s leading OEMs hired 3 lobbyists to change the franchise laws in TX. They carpet bombed the legislature with lies, and it was only through the efforts of the Texas Motorcycle Dealers Association that we caught wind of these efforts and saved the Texas dealers from legislation that would have crippled the powersports industry.

It won’t be cheap, it won’t be easy, but it will be worth it. If you believe in the future of the powersports industry, then spread the word.

Mark Sheffield, Strategic Advisor Woods Indian Motorcycle New Braunfels, TX

Richard G. Riley Fredericktown Yamaha Frederick, MD

HI BOB Hi there Bob, Mederski here.

Seems like back in the ’80s there was a national dealer association, but it never seemed to get hold of its market. When I was the membership guy at the American Motorcyclist Association, we had hoped to get to dealers as a marketing approach for AMA membership. But that association was not “happening” and was never responsive to our approaches. I had a hunch that maybe like MIC, it was mostly about dealers other than H-D. And I also recall that they ran into problems

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BEATING THE DRUM The generation that preceded mine did all the hard work. They fought the fight, and got the laws passed that allowed Powersports dealers to grow and thrive. The current generation doesn’t always see the value in those past efforts, and usually only comes to this realization once those protections have been overturned.

Then it’s too late.

I’m excited to see that Dealernews is taking on the huge lift of creating a National Powersports Dealer Association. The OEM’s have their organization, while dealers are left to fend for themselves. While there are a few functional State Powersports Dealer Associations, most are on life support. We need more!

TEAM WORK Team I was thinking a lot over the weekend about how important the past few weeks have been for our company and our brand. I want to give a shoutout to all of my teammates at Vance & Hines who helped make our announcements from the past two weeks happen. Some companies talk about agility, but our team at Vance & Hines demonstrated how agile and smart this company is through the work they did over the past four months.

When you combine all of this together, it spells excitement for our fans and our customers, a huge opportunity for our distribution partners, suppliers, and dealers, and most of all, a huge accomplishment for our employees.

And here is the most impressive part; it is only the middle of February. I promise you 2021 is gonna be an EPIC year for Vance & Hines. So saddle up, strap down that helmet and hold on tight, because we are just getting started.

Mike Kennedy President & CEO VANCE & HINES Late last winter, when our then racing partner decided to exit their factory race teams participation, we had to quickly figure out our plans. Our mission didn’t change, it’s been the same since we started. This was just another opportunity for Terry Vance and our whole team to come together and deliver on it, because…

Vance & Hines leverages our experience, passion and learnings at the racetrack to deliver products that enhance the exhilaration of the riding experience.

This brand has an incredible 42year history of racing motorcycles at the highest levels with lots of great partners along the way. What we unveiled to the world this past week is so exciting because it hits on so many elements of our business: • New technology and product development in our new four- valve Suzuki Pro Stock motor • New partnership with a global, and racing passionate, consumer food powerhouse in Mission Foods • A renewed relationship with Angelle Sampey, a rider who has 43 NHRA Pro Stock Motorcycle wins, a three-time NHRA Pro Stock Motorcycle (PSM) champion making her the NHRA’s top female athlete

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camera aboard a fishing boat as I was bringing in an 8-foot Blue Marlin.

We were among those attending a small motorcycle trade convention in Hawaii. The pictures and the fish are still mounted on the wall.

Thanks for the memories, Bob Carlson, RETIRED! The Carlson Company P.S. I haven’t seen a Dealernews in many years. Would you kindly sign me up for your monthly digital edition?

This note to the team at Vance & Hines was shared with permission. Mike is right, 2021 is going to be a wild ride!

TESTAMENT TO DEALERNEWS I just had to comment on the “Testimonial Tuesday” you sent out, which my son forwarded to me.

I founded The Carlson Company (which still offers powersports service equipment) in 1972 and sold it to my son, Andy, 20 years ago.

There are still effects hanging on the wall in my home which bring back memories of Dealernews.

A great one is participating in the Colorado 500 three fabulous times... made possible by none other than Don Emde recommending me for the first one. Pictures from each year’s ride are still on the wall. “Happy Birthday, Don!”

Another super memory is supported by pictures Dealernews’ salesman Dick Hamer snapped with my

You have been added to the digital distribution list, Bob. Speaking of Dick Hamer, we just did an interview covering the early days of Dealernews and the industry. Stay tuned.

SOUND OFF! Dealernews is indeed back. Join in the conversation via e-mail: Editor@dealernews.com Check us out on Instagram: https://www.instagram.com/ dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: www.youtube.com/ channel/UCZE6q4gQ5EIz0nOX4WaXw1w

LIVE MOBILE BIDDING IS HERE!

Introducing the all-new NPA Simulcast software with live auction mobile bidding TM

Download the app today and tap into the power of pre-owned powersports

NPAUCTIONS.COM | 888.292.5339

SAVE THE DATE!

AIMExpo is back on the calendar for powersports industry’s first in-person trade show in two years. Following up on the success of the AIMExpo CONNECT virtual event, the cryptic save the date announcement was released, however the venue and other particulars are still under wraps… for now.

“The numbers tell a great story of an engaged industry looking for ways to stay connected,” says Cinnamon Kernes, VP of MIC marketing and events. “With this in mind, we are working towards our first in-person event in more than two years, to bring the industry together, under one roof, at one time.” That time will be January 19-21, 2022.

In the meantime, see full coverage of the virtual version of the show in the latest issue: https://issuu.com/dealernews/ docs/issue__2_february/48

HD CPO

“There are two distinct parts to this market: new bikes and used bikes, both of which present opportunities which we will pursue,” says Harley-Davidson CEO Jochen Zeitz. J.D. Power data demonstrates Harley remains at the top of the NADAguides look-ups, fueling the belief that the certified program will draw in new customers. “We believe this program will drive Harley-Davidson desirability, increase sales and margins, and enhance the overall customer experience while supporting growth,” notes Zeitz.

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“There are approximately 3 million used Harley-Davidson motorcycles on the road, one million of which are 7 years old or more. We want to focus on those that are five years old or newer, with no more than 25,000 miles.” He says that’s the sweet spot of the market, offering “the highest potential to also get them engaged in new motorcycles in the future.” Pre-owned could be the path to build brand loyalty and attract new customers without added engineering and manufacturing expenses for lower-cost/lower margin bikes like the discontinued XG500 and XG750 Street models.

Under the terms of the HD-Certified pre-owned bike program, which is set to kick off in April, The Motor Company will certify units up to five years old with up to 25,000 miles on the clock.

Certified bikes will be inspected and backed by a 12-month limited warranty and can be financed by HDFS.

SHARING IS CARING

EagleShare Takes Flight Dealers can now rent rides via “EagleShare” the latest spinoff of EagleRider Holdings, the world’s largest powersports rental, tour, and subscription provider. EagleShare connects dealers with rental customers from around the world.

EagleRider handles the behind-the-scenes technology, simplifying everything from the initial request through confirmation, check-out and return via mobile phone, tablet or desktop.

“Developing EagleShare felt very natural for our team, says EagleRider co-founder Chris McIntyre. “Our team, led by our incredible CTO, Hal Oreif, was able to draw from successful sharing models like Airbnb and Turo and then weave that into our 29 years of expertise in delivering incredible motorcycle and powersports experiences.”

Roll out began in mid-March. Vehicle owners set their rates and availability and may communicate with potential renters before approving each request. EagleShare suggests units generate an average income of $775.

“The sharing economy is here,” notes EagleRider Holdings CEO Karsten Summers. “Our new sharing platform provides the millions of customers already visiting our websites for rentals with a wider range of destinations and models to choose from when it comes to on-road and off-road experiences. Dealers that choose to list their vehicles for rent on EagleShare will instantly benefit from our sister company EagleRider’s loyal customer base earned over the past 29 years.”

Click here for details: https://www.eaglerider.com/rent-my-motorcycle

DEALER DEMOS MADE EZ

Looking to do demos within your dealership, but not quite on the international scale of peer-to-peer sharing proposed

by EagleShare? EZRiderDemo is stand-alone and scalable according to Vince Denais, President/Founder. Launched during the AIMExpo CONNECT virtual event, the technology solution service has opened a new office in Newport Beach and expanded upon the concept.

“We started with the premise of giving any dealer the ability to offer demo rides in a contactless transaction because of the COVID concerns,” says Vince Denais, President/Founder of EZRiderDemo. “Customers take demo rides for granted in the automotive world, but it is unheard of in the motorcycle space. Unfortunately, 80% of powersports dealers have limited or no demo ride programs. Those that do are doing it “old school” with no technology tools. We strive to deliver this customer-centric experience through our seamless technology. We automate the process and make it ultra easy to demo a motorcycle.”

All EZRiderDemo data is CRM compatible. “We procure and save all the riders data in their customer profile, including a photo of their drivers license, address, email, phone, and even their riding history story,” explains Denais. “Future versions can also track the rider via phone GPS and offer demo “riding routes” for dealers to create, allowing for a better overall riding experience, understanding of the bike, and a smarter purchasing decision.”

Click here to demo the EZRiderDemo program yourself: https://www.ezriderdemo.com/

SHEFFIELD HELPS THE GOOD TIMES ROLL

“Our long-standing relationship with Sheffield has been a winning combination,” says Bill Jenkins, Kawasaki senior VP, Sales & Operations, of the OEM’s multiyear financing services program agreement with Sheffield Financial.

“Sheffield’s superior service and flexible financing solutions, coupled with Kawasaki’s industry leading products, such as our very popular Ninja motorcycles, exciting Versys motorcycles, KLX off-road motorcycles, Mule Side x Sides, groundbreaking Teryx Sport Side x Sides, Brute Force ATV, and Jet Ski personal watercraft, have allowed our customers to ‘Let the good times roll.”

“Sheffield has a strong commitment to Kawasaki, its dealers and customers,” adds Jeff McKay, Sheffield Financial CEO (and head of point-of-sale lending for Truist, parent company to Sheffield). “We’re thrilled about our continued relationship with Kawasaki, a premier player in the powersports industry, and proud to offer financing solutions to a diverse group of Kawasaki customers.”

Since 2009, Sheffield has provided Kawasaki customers with innovative financing solutions through Kawasaki’s independent network of powersports dealers. “We are excited to continue our relationship in making premium financing programs available to our dealer network through Sheffield,” Jenkins concludes.

BUY THE NUMBERS…

With the integration of VINData History into the National Powersport Auctions process, dealers can bid with certainty both online and in-person knowing that NPA has already checked a vehicle’s history for significant issues like title brands and active theft. Dealers can also purchase the full VINData History Report on any units acquired at auction to provide greater transparency to their customers, ensuring customer confidence when that vehicle hits the showroom floor.

“We’re delighted that NPA has selected VINData History to identify problem vehicles prior to sale,” says Adam Siner, President of VINData Products. “Our best-in-class history reports for motorcycle and powersport vehicles help NPA and their wholesale clients reduce risk while adding a powerful end-to-end marketing tool.”

Full VINData History Reports feature DMV title, junk/salvage/ insurance total loss data sourced from NMVTIS, superior unrepaired recall data, unpaid liens, active and recovered thefts, vehicle values from leading value guide providers, warranty information, specifications and more. This invaluable data takes the guesswork out of taking trade-ins off the street by mitigating a dealer’s risk and providing them with a complete snapshot of the unit.

“We are excited about our partnership with VINData History,” adds NPA CEO Jim Woodruff. “Knowledge is power, and this data gives dealers the information needed to bid with confidence. Having the ability to access full reports also gives dealers peace of mind when taking trade-ins off the street, knowing that there aren’t any hidden issues.”

So dealers can literally buy… and sell, based on VINData numbers

March 2021

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between lanes of stopped traffic traveling in the same direction as conditions permit and specifies reasonable and prudent motorcycle operation while lane filtering.

“With the signing of S.B. 9, Montanans have recognized the benefits of lane splitting, which allows motorcyclists the choice to filter in traffic when it is safe to do so,” said Tiffany Cipoletti, on-highway government relations manager for the American Motorcyclist Association. The bill, sponsored by state Sen. Russ Tempel (R-SD14) and state Rep. Barry Usher (R-HD40), was signed

by Gov. Gianforte on March 2 at a public signing ceremony in Helena. Ehnes was in attendance. The bill takes effect October 1, 2021.

DEALER LEAD PRO

CRM Designed For Dealers By Dealers “When I ran marketing in-house for dealerships, my sales team wasted so much time following up with leads that didn’t go anywhere,” says Joe Iribarren, owner of Beyond Creative Digital Growth Agency. “I also spent so much time and money monitoring different phone, email and marketing automation systems. That’s why we built Dealer Lead Pro: it helps dealers increase sales, save time, and save money.”

EVS RX FOR PROTECTION

LANE FILTERING LEGAL IN BIG SKY COUNTRY

Montana joins California and Utah as the third state to recognize lane filtering. We applaud the efforts of Montana’s motorcycling community and the state’s legislators and thank Governor Greg Gianforte for signing this legislation into law,” said Russ Ehnes, chair of the American Motorcyclist Association Board of Directors.

According to the announcement from the AMA, S.B. 9 allows the operator of a two-wheeled motorcycle to overtake stopped or slow-moving vehicles at a speed not in excess of 20 mph, to filter

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The 2021 EVS catalog, packed with 46 pages worth of protection, just dropped. Back in 1985, two gentlemen developed a strategy that would forever change and revolutionize the sport of motocross. After years of knee injuries and no brace on the market to fit their need, EVS Sports was born. Since their first moto-specific knee brace 35 years ago, EVS has transformed into becoming the leader in innovation and technology in the protection industry. Now the company offers a full line of knee braces, helmets, neck braces, roost deflectors and more all made for almost any activity imaginable. The EVS motto says it all: “We have the same love affair with powersports and action sports you do and we’ve spent our lives making sure you’re prepared and protected for anything that comes your way.”

Click here for your scrip: https://www.evs-sports.com/ pages/2021-evs-sports-catalog?

BDR ON A ROLL!

Pacific Powersports, U.S. distributor of Motoz Tires, signed a multi-year sponsorship of the Backcountry Discovery Routes (BDR), with Motoz Tires named the Official Tire of the upcoming Wyoming Backcountry Discovery Route (WYBDR). The BDR expedition team will be putting the Motoz Tractionator RallZ tires to the test on multi-day, long-distance off-road trips while scouting and filming the 11th adventure motorcycle route.

“We are happy to partner with the Backcountry Discovery Routes because we support their mission to create and preserve

off-highway riding opportunities,” says Pacific Powersports founder Brian Cornelius. “The most common question we get from the community is about tire choices for our routes,” adds BDR Director of Operations Inna Thorn. “We always recommend DOT-approved knobby tires with an aggressive tread pattern for superior off-road traction and better grip in technical terrain.”

The BDR team will be putting the RallZ tires to the test during our upcoming 1,200-mile, 10-day filming expedition of the WYBDR. Click here for more info:www.motoztires.com

March 2021

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Brought To You By MotorcycleIndustryJobs.com will also be uniquely positioned to provide invaluable direct-from-market insights to Krys Brown and the V-Twin/HardDrive team, ensuring that WPS continues to meet and exceed the expectations of the market and our valued customers.”

Roadracer turned road rep Andreas Zivic is now calling on Parts Unlimited dealers in the Gulf Coast Region. An avid rider and racer, Zivic has competed in WERA (Twins & Superbike) and local enduro racing.

In addition to riding, he is involved with the Jamie James Champions Riding School and has a wealth of sales experience. During his free time, he enjoys custom cars, wakeboarding and snowboarding.

Gu n n ar H e i n e me ye r is hitting the road and taking his extensive V-Twin knowledge to a post-pandemic new world in a salesfocused role as the new HardDrive Brand Sales Manager. Heinemeyer joined Western Power Sports in 2013, working to both develop the HardDrive team and expand HardDrive product offerings.

“Gunnar has provided a steady hand to manage internal processes across all facets of the V-Twin/HardDrive segment. In this new role, he will be working to bring a dedicated focus to HardDrive sales efforts, actively working in the field to capture new vendors while further cultivating existing vendor relationships,” according to WPS. “He

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“Friday was my last day at the AMA,” Matthew Miles posted on social media February 12, 2021 as he departed the American Motorcyclist Association’s publications staff.

“While my stay was much shorter than I anticipated, I was able to collaborate with a fantastic communications team— Jim Witters, Mark Lapid, Dustin Goebel and Gina Gaston—and many others whose remarkable work behind the scenes often goes unheralded. Thanks to the artists and writers who contributed photography, illustrations and words during the past 10 months: Gary Boulanger, Phil Buonpastore, David Christian, Paul Dean, David Dewhurst, Steve English, David Goldman, Maria Guidotti, Jim Hatch, Jeff Kardas, Rich Lee, Michael Lichter, Michael Marino, Chris Martin, Neil Morrison, Pete Peterson, Wayne Rainey, Brett Smith, Peter Starr, John L. Stein, Cory Texter and Andrew Wheeler. “I hope to see all of you somewhere down the road — on two wheels, of course.”

Meanwhile Mitch Boehm shifts gears from Thunder Press to replace Matthew Miles at AMA. The American Motorcyclist Association announces the appointment of the longtime motorsports journalist and motorcycle industry veteran as Editorial Director, in addition to other changes in the communications department. In his new role, Boehm serves as editor-in-chief of all AMA media properties, including American Motorcyclist magazine and americanmotorcyclist.com. “Mitch’s editorial expertise, wide-ranging industry experience and keen perspective are a perfect match for our mission,” said AMA President and CEO Rob Dingman. “We welcome his new energy and fresh ideas on shining the spotlight on American motorcyclists and spreading the word about the work of the AMA to promote the motorcycle lifestyle and protect the future of motorcycling.” Boehm has 36 years of motorcycle industry experience, including a staff position at Cycle World as well as a 15-year stint as editor-in-chief at Motorcyclist magazine from 1993 to 2008. He worked as an R&D expert for American Honda in the early 1990s, arranged, co-wrote and edited Malcolm Smith’s acclaimed Malcolm! The Autobiography in 2015, was American Flat Track’s communications director in 2018-19, and most recently was editorin-chief of Thunder Press magazine.

“Compelling storytelling really is my sweet spot,” said Boehm, who now reports to AMA COO James Holter.

“American Motorcyclist has some serious history and tons of potential given the current media landscape, and it’s going to be fun working alongside Rob, James and Creative Services Director Mark Lapid. We’ve got some fresh thinking in store for the magazine as well as for our digital efforts, and you’ll see some of this starting with the April issue.”

Continued on page 20

Brought To You By MotorcycleIndustryJobs.com Continued from page 18

“Esteemed Managing Editor Kali Kotoski will be taking over the reins at Thunder Press,” says Mitch Boehm.

“I’ll continue to contribute here, but will also be working with the guys and gals at Rider and Powersports Business.

Congrats, Kali!” The new editor adds, “If 2020 has shown us anything, it is to not take anything for granted and there is no more time for excuses! Cliches be damned, because it is true. Let’s all get out there and have some fun!”

Also joining the AMA staff is National Sales Manager Forrest Hayashi, a respected 25-year industry veteran specializing in advertising, media, sponsorships and industry partnerships. With a 12-year tenure at Cycle News and a 15-year stint at Transworld Media, Hayashi brings considerable experience to the AMA. “It’s an honor to join the AMA team, being a long-time member and an obvious motorcycle enthusiast,” says Hayashi. “Having worked in the motorcycle advertising media side for the last 25 years, I look forward to working with AMA partners, advertisers and sponsors going forward. The year 2020 was, in a lot of cases, a year of growth for the motorcycle industry and I believe 2021 will be even brighter.”

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Lee Edmunds retires from Honda “Yesterday 3/1/21 was my last day at American Honda. The awesome team that I work with I will cherish them and the memories.” Most recently the Division Head, Powersports Marketing at American Honda Motor Company, Inc. He had been with Honda since 1988 after starting as a sales rep calling on dealers in the Western U.S.

Steve Gotoski, formerly AMA Director of Business Development, is transitioning to a new role as the AMA Director of Industry Relations & Business Memberships.

Gotoski will focus on elevating benefits to the AMA’s 200,000-plus members by cultivating the association’s numerous relationships within the industry, improving business member communication and value and increasing the scope of strategic partnerships. “I’m honored to have the opportunity to manage a key area of the AMA,” Gotoski said. “Our relationships within the industry are essential to the AMA’s ability to protect and preserve motorcycling for current and future generations, and I look forward to serving our members and industry partners to the best of my ability.” Gotoski will continue to be based in Menifee, CA, reporting to Holter. Industry types with questions on corporate membership can email: sgotoski@ama-cycle.org

Jason Tolleson, Harley-Davidson’s government affairs manager, is the newest member of the Motorcycle Industry Foundation Board Of Trustees. “I welcome the opportunity to serve on the board of trustees and work with the talented team at MSF,” says Tolleson. “It is a great privilege to collaborate with the other trustees and MSF staff in developing and delivering quality motorcycle training for new and experienced riders alike.” MSF VP of training operations Robert Gladden adds, “We’re grateful for the continued backing from each MSF member company and the ongoing engagement by our trustees. Working with them, the MSF team is looking to build on the successes of 2020 and maintain support for the training community across the country and around the globe.”

CE LEB R AT ING 4 0 Y E A R S OF POWER BIKEMASTER.COM

GAIL’S GOES IT ALONE

The Biggest, Baddest Toy Store In The Country!

By Mark Rodgers, Photos by Gary Rohman

N

ow the #1 independent pre-owned Harley dealership in the Midwest, there was a time not that long ago that Gail’s Harley-Davidson was the #1 franchised dealer in the entire region and dealer principal Gail Worth was the #1 Finance Manager in the entire Harley-Davidson Motor Company (HDMC) dealer network. She was one of a small number of female dealers in the history of The Motor Company, and one of the most successful dealers regardless of gender.

Ladies and gentlemen, I present Gail, from the newly minted Gail’s Powersports. After a long and storied history with Harley-Davidson — over 21 years herself and a family legacy spanning more than three decades —we don’t have the time to review all that. But what we do want to review is her decision to break with HarleyDavidson after all of those years.

What was some of the logic behind that decision to leave Harley-Davidson?

Back in January or February of 2020 several Harley executives shared with me their plans for the future of Harley-Davidson and how they plan to substantially cut back on production, change the model mix etc. — everything that’s going on today. I asked them if they would help me get out of the contract because frankly, I didn’t want to be part of that.

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I have worked really hard my whole life and didn’t want to work harder for less in the last part of my years in business. Right? It took a couple of months of talking about it, rounds of negotiations and they made me an offer I couldn’t refuse. So as of October 1, 2020, I became a “powersports dealer” not a Harley-Davidson dealer.

That had to be hard. And then there’s the emotional angle. You are a second generation dealer, and literally grew up in the showroom. Harley execs like Jerry Wilke remember your parents Ray & Bev to this day. Tell me about the emotion behind that decision?

Oh, it was tough. It was very tough because I love HarleyDavidson with all my heart… always will. I always believe that it is the number one motorcycle on the planet. But it was the right thing to do.

It definitely was the right thing to do business-wise.

Emotions-wise, it was really hard! But now it feels good.

Now that it’s all done and behind me. Wow, fantastic decision. I feel great. And I’m still friends with everybody, all the dealers and all of the executives at HarleyDavidson. We still talk a lot and everything is good… my life is fabulous.

Still, it must have been difficult telling your employees and your customers about the split. What did you do to prepare that message? And how was it received?

Well, I have a few extremely close friends I told what was going on. I asked them for questions and I wrote them all down, then I wrote out the answers. Then I made the announcement to the team, and when I made the announcement publicly. I was prepared with all the answers.

I had no idea of the support I was going to get from the world. Everybody was so behind me on this. It’s amazing.

Even to this day, people will call me to talk about it.

Customers come in and say “I want to check things out to see what’s going on. I heard about the split.” It does my heart good to know.

I made the announcement to the public at my 9/11 Tribute Ride. The day before that ride, Harley-Davidson allowed me to make the news public. When I made the announcement, everybody in the audience clapped and said we’re behind you.

My HOG Chapter — the American Heartland HOG Chapter — has become the Heartland Riders Adventure Group. Now they get together and ride everything, including ATVs and side-by-sides. They do every bit as much now as they did before. Maybe even more… and they invite all brands to ride with us. They never skipped a beat.

Continued on page 24

March 2021

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Continued from page 23

One of the things that I really admire about you is that your name is your brand. It’s like it’s “GAIL” just like it’s Cher or Madonna — just one word. You have a loyal customer base that doesn’t care what you carry. “We’re here for Gail’s brand…” What does that sentiment mean to you?

That just means the world to me. I’ve worked very hard during my entire 20+ years as a business owner, it was all about making my brand in Kansas City and my brand is all about people caring about people. Take care of the people first and the bottom line comes… that’s what I’ve been all about. And that’s what people are here for.

My team makes up the Gail’s brand. When I talk about “Gail’s” it’s not just me. I mean my ego is big — but not that big! Look at the logo behind me. It says ‘feel the power’ and it has these eagle eyes. Feel the power is not just feel the power of the motorcycle, but feeling the power inside you — that power that kicks you in the

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butt every morning and says “go out there and make a difference.” I swear, you can feel the power when you walk in our doors.

As you transition, you’re still carrying pre-owned Harley-Davidsons. Tell me about the pre-owned Harley market right now.

The pre-owned Harley-Davidson market is tough right now. It’s easy to sell… the tough part is getting inventory.

We’re out there every day all over the Internet and all over Kansas City just searching for motorcycles. It’s a tough market out there.

How important are auctions to you right now?

So the problem is motorcycles are selling for more at an auction than they’re selling for retail. I’m not saying I don’t buy bikes at auction, I do. But actually I sell a few bikes at auction that I don’t want to sell on our floor, but for the most part the auctions are tough to buy from.

You have to have the auctions as part of your partner portfolio to both buy and sell inventory. Not giving away any trade secrets, but where else are you sourcing pre-owned bikes from?

I think the same place every single dealership in the country is: the Internet, Facebook, Facebook Marketplace, CycleTrader, Craigslist… the same places that everyone else is using. I wish I had a silver bullet and do something different than everybody else.

So tell me about the metric market. This is kind of a new thing for you… new brands, new vehicles, new stuff, new parts books, new everything.

It’s been a challenge. Actually. It’s been a fun challenge.

I’ve had a blast. But it’s been a challenge because it’s different to find the stuff that everybody likes in all the other brands. I’m used to finding the Harleys, but finding the Yamahas, Honda’s and others is surprisingly more difficult. Now that I also carry side-by-sides and the ATVs, it’s more difficult finding the general merchandise and the parts, because there’s so much to choose from.

Yes, it’s crazy.

Unlike nearly every dealership in the nation, you say getting good techs is not an issue? Did I hear that right?

I have three really amazing import techs and three really great Harley-Davidson techs, including two Harley Master Technicians. That’s the one area I imagined would be more difficult, but it just happened to work out for me. I know I’m blessed by our service department team!”

Are you finding that customers are different? Do the metric and pre-owned customers have different expectations from the Harley faithful coming to a franchised dealership?

The customers are actually a little more understanding, which was a shock for me. I have the same events as I’ve always had, so there are certain expectations that come with my brand. But the people are easier going.

Continued on page 26

March 2021

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Continued from page 25

At one time, Gail was recognized as the #1 HarleyDavidson business manager in the country. So, we had to ask if there’s a lack of lenders or F&I problems associated with being independent? How is the revolving finance versus installment loans working out after the separation?

Thank you for remembering that. It’s been interesting, and it’s hard… it’s difficult for a person like me, whose life revolved around finance. Customers have cash compared to what I’m used to. We now beg them to finance. ‘Please finance your bike? No thanks, I’ll just pay cash.” Weird!

This is a big deal out there because financing is where we make our money… a lot of our money. So the HarleyDavidson buyer finances their motorcycles, and the side by side buyer pays cash. It should be the same since a side-by- side is about $15,000. The heart of the preowned Harley-Davidson market is between $10,000 and $25,000. But it’s not.

Finding financing for them is easy. There’s still banks out there that finance. But finding customers willing to finance is difficult!

BUILDING A BRAND & THE BIGGEST, BADDEST TOY STORE IN THE USA Why is community involvement so important to the Gail’s brand?

Well, I believe that what goes around comes around.

And yeah, I truly believe that with all my heart. And so this is why I think I picture this in my head. I picture that every one of us in the world, are all climbing this ladder to success. And it doesn’t matter what our success is, whatever we do for a living or not even make money.

We’re all playing this ladder of success. And every once in a while somebody comes falling down the ladder, and you can catch them and help them back up. Or you can just sit back and watch them go up. You have your choice. I want to be the person that helps people back on the ladder because when I fall, which I have, I want people to go oh, let me catch Gail, and help her back on that ladder. And then keep on climbing success. You know, it’s karma.

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You stated your vision for the future: “I want to be the biggest and the baddest toy store in the USA and I am going to do it!” Tell me about that vision.

Since I no longer carry Harley-Davidson, I decided that I am going to do the biggest and baddest toy store in the country. And I’m telling you I am well on my way. It’s so much fun. I’m having a ball. It’s harder and it takes a lot more time than what I’m doing now. I spend a lot of time with manufacturers that have never spent before. A lot of time ordering stuff and everything’s different, but it’s more fun. I’m having a blast because everything I sell is fine. Yeah, I sell side-by-sides, go karts, bicycles, HarleyDavidsons and Yamaha... everything. You just name it, I sell it and it’s so much fun. It’s all these toys and if I don’t carry it, I’ll find it for you.

5900 MO-150 Grandview, MO 64030 (816) 966-2222

https://www.gailspowersports.com

THE BIGGEST TAKE AWAY? Just Do It!

W

hat advice would you share with other dealers?

My number one piece of advice for a Harley-Davidson dealer out there is if Harley-Davidson makes you an offer, take it because life after Harley is okay… It’s fantastic!

One of the things that you have always stressed is that dealer principals should have an eye on the numbers.

What advice would you give other dealer principals to keep an eye on the numbers of their business?

Almost all of us rely on our controllers, our business partners and our general managers to give us information.

We rely on it, just as we look at our 20 Group composites, that sort of thing. By relying solely on that information, we don’t really see everything that’s happening, and your business can slip away.

My business looked fine to me, at one time… a very recent time. I believed everything that was being told to me, and I nearly lost my business because of that! I cannot stress it enough: pay attention to your numbers yourselves every day! Watch those numbers because you could lose everything.

Your person who you rely on believes that they’re telling you everything you want to know, but if you don’t know the numbers, you don’t know the questions to ask. If you’re not looking at everything, all the time, you could lose it all.

What questions should you ask? Where should you look?

Are you saying just go directly To your controller or your accountant and say, “Show me the income statement.”

Yes, show me the money! Watch your cash flow. Truly, if you’re not watching your cash flow, it just gets away from you. Do you know exactly what you have in the bank?

And what exactly do you have in inventory? What exactly do you owe? All those numbers, they just start adding up.

Nothing against the controllers with general managers out there. They give you what you asked for… they give you that information and assume you know the rest of the equation.

One last thing. I don’t believe everything Charles Darwin said. But there is one thing that I do believe he said: It is not the strongest of the species that survives. Nor is it the most intelligent. It is the most responsive to change that survives.

I’m here to tell you, you have got to be able to pivot, especially in the world today. You’ve got to be able to switch directions and keep on going and not lose faith. Just keep on staring at that star because you’re going to grab it… you might have to take a different path to make it to that star, but you’re going to make it if you’re able to pivot. That’s my number one thing.

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HARLEY GIVETH… And Taketh Away

By Robin Hartfiel

T

he good news was that the Motor Company publicly pulled its accessory offerings off Amazon.

Much appreciated and long overdue according to the dealer body. Then there was the ballyhooed “launch” of the Pan America where John Q. Public and the dealers saw the premiere on their favorite social media channel rather than at a pandemic-proscribed national dealer meeting. Still it looked like Harley-Davidson was indeed offering more roads to Harley…

Then the other shoe dropped during the quarterly financial call.

Talk about giveth and taketh away! Releasing the Pan America right before the call with the shareholders is a prime example of the old misdirection play (never mind dealers still don’t have units and can’t actually capture ride-in traffic from BMW and KTM owners). Making a big play publicly by pulling out of Amazon was also perfectly timed to appease the shareholders and disguise the fact that there may be more than meets the eye or pointed out to the press.

Since March is Women’s Month and we had already planned to profile Gail’s Harley… make the Gail’s Powersports, and ask her about why she decided to go metric after being a Harley-Davidson dealer her whole career (and her parents Ray & Bev, before that)… hell, even her e-mail handle is HarleyChick…

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Then the perfect sidebar to Gail’s tale presented itself as multiple dealers started weighing in with more of the story. Excerpts from the flood of comments that came in:

“I read the article on HD pulling out of Amazon, are you aware that in the same announcement, HD cut dealer’s commission in half on clothing/parts sales on the harleydavidson.com ecomm page? A lot of crazy cost cutting/ profit boosting things going on there. They also cut all co-op, and took our dealer reserve away, and told us we can earn it back by hitting crazy high sales goals, all while they are starving us of new vehicle inventory.”

“Granted the co-op monies aren’t a lot. However, the 50% cut in ecomm sales is a big hit. Taking the dealer reserve and making us earn it back is also huge. I would estimate it is about $1000 per new vehicle on average.

It’s higher on Big Twins and smaller on Sportsters.”

“HD tried to take our reserve monies years ago and we fought hard, they backed off. The new CEO isn’t a guy that negotiates or asks dealers for their views.”

“We have to hit goals on new bike sales, parts, finance, etc. or lose it! And we have to do it without new bikes on the showroom floor. Supply issues are crippling us!”

“We have very few new bikes in stock, they are behind on delivering them, too. Apparently there is a new 3rd party delivery company... so essentially dealers are being further penalized by Harley’s own failure to get us the units we need to sell to hit the arbitrary goals they imposed.”

“My feeling is the new CEO has been there a year so we should have seen improvements by now. Instead, he continues to squeeze everyone and everything. Lots of unhappy dealers and will be more when they figure out how much net profit HD took away from us.”

“So stronger dealers is a great thing to say, but actions are not backing this up…”

“All dealer training and education has been cut. HD had the best training in the industry, all gone now. With staff turnover, we utilize firms like Garage Composites, and hopefully a new National Dealer org.”

“Jochen said on the investor call that dealers are now more profitable than the last few years. He didn’t say that they forced the closure of 100 of the poorest performing dealers last year, so of course profitability looks good when you cut off the bottom 15% of your dealers.”

Dealernews Research

By Dr. Paul Leinberger

EYES ON THE PRIZE Learning From Target

A

s the COVID crisis finally begins to ease and we can see light at the end of the tunnel, our thoughts turn to the future and how to make 2021 even better than 2020. We need to ask ourselves: What do we need to change; what do we need to do differently; what do we need to add; and what can we leave as is?

As contrary as it may sound, 2020 was a banner year for the powersports industry. Sales grew by 18.4%, with motorcycle and scooter sales up 11.4% (MIC retail sales report). To improve on these great results, we know we need to continue to attract new riders and, at the same time, find ways to bring our current riders back to our stores – again and again. In previous columns I have talked about changing consumer needs and how to address them. This month I want to talk about one American retailer who knows how to follow consumer trends and has the results to prove it: Target.

Want to be an even more successful dealer? Take a page – or two or three – out of Target’s playbook. COVID-19 had a devastating impact on much of retail (27 major retailers filed for bankruptcy in 2020), but Target sales hit an all-time high. Target’s 2020 sales revenue increased by more than its revenue increases in the previous 11 years combined. It added an additional $15 billion to its bottom line and gained meaningful marketshare across all five of its merchandising categories, notably in clothing, home goods and electronics. A breathtaking performance in one of the most difficult years in retailing history.

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How did Target do it? What lessons can we learn and emulate? According to retail analysts and Brian Cornell, Target’s Chairman and CEO, here are a couple of the things Target did right:

Never Stop Innovating CEO Cornell puts it this way: “Innovation is part of Target’s DNA.” It is at the heart of everything they do and it drives their strategy forward. Every day and in every way, they ask themselves: “How can we do a better job?

What should we be doing that we are not doing now?”

As Cornell told Wall Street analysts on the 2020 Q4 earnings call: “We relentlessly ask ourselves what products and services we should offer, where should our stores be located and how should our operations be tailored to meet neighborhood needs? How do we keep our guests turning to Target however they want to shop.”

Target doesn’t resist change; it thrives on it. For example, the company plans to spend about $4 billion a year over the next few years to build more of its highly successful small-format urban stores; remodel all existing stores; and build out its record-setting e-commerce infrastructure. In addition, it has launched more than 30 private-label brands, including kids’ clothes (Cat & Jack), home furnishings (Project 62), personal care (Smartly), and luggage (Open Story). Ten of their private label brands generated more than $1 billion in 2020, and four of them brought in over $2 billion. The lesson here is simple but powerful: Innovation is as much a mindset as it is a result of making changes.

How different would your store be if you said to yourself everyday: “What can I do today to enhance our customer experience? How can I do a better job of supporting my vendors and strategic partners? How can I deliver great value and everyday affordability? And so on. If innovation is at the heart of everything you do, you will create a high level of differentiation and it will be hard for others to duplicate.

Create A “Connected Retail Experience” You have heard me call it “omnichannel marketing” (Omnichannel: The Key To Your Future, July 2019). Your retail experience must be customer-centered – focused on what the customer wants and delivered in whatever way the customer wants it – online, in-store, or at the curb. Target has become the master of omnichannel marketing or, as they put it, the “connected retail experience.”

In 2020, they turned their stores into hubs for digital fulfillment and began to use their stores as showrooms and service centers. Instead of responding to the Pandemic by shifting their strategy to e-commerce (as so many other retailers did), they put their stores at the center of their strategy and reimagined what their stores could become.

The lesson for you: Use your store to support and reinforce your digital strategy. Rethink how you merchandise everything in your store. Make it more like a showroom for what you sell online and use your store to fulfill your digital sales with buy online pickup in-store (BOPIS), ship-from-store, and curbside pickup services. It works for Target and it can work for you.

Be An Ethical And Values-Based Dealer The pandemic has made transparency, values and ethics even more important to consumers. For example, 71% of consumers prefer buying from brands that align with their values and 41% of consumers actively seek to buy from companies associated with social and environmental causes (Forrester). Target was one of the first American corporations to set aside 5% of its pre-tax profits for social and community causes.

As CEO Cornell puts it, being an ethical and values-based corporation is important to Target. He says In 2021, “…

we’ll double down on an approach to sustainability that builds on our rich legacy and company purpose. This includes decades of community relations, corporate responsibility and philanthropic leadership grounded in our 75-year track record of giving 5% of pre-tax profits in the support of vibrant and inclusive communities. And as we have seen for years, sustainability builds resiliency in our operating model and fuels growth and innovation.

This is work that is important.”

The lesson here: Consumers want to know what you care about. Become a values-based dealer and support causes you believe in. And get involved in your community. It will be good for you – and your community.

So the next time you are looking for ways to keep your customers coming back to your store and you need a little retail inspiration, take a trip to your local Target…

You’ll be glad you did.

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist.

Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com March 2021 31

THE OMNICHANNEL IS HERE

RumbleOn & RideNow Ready To Rock Retail World!

A

s motorcycle futurist Dr. Paul Leinberger has been saying, “omnichannel” is the future of the powersports industry, like it or not. “You have heard me call it “omnichannel marketing” (Omnichannel: The Key To Your Future, July 2019 and the previous page). Your retail experience must be customer-centered – focused on what the customer wants and delivered in whatever way the customer wants it – online, in-store, or at the curb…”

Well, the future is now as RumbleOn and RideNow are partnering up to deliver the customer what they want, when they want, by whatever means necessary.

“We are creating the only omnichannel solution in the powersports industry — offering an unparalleled customer experience for outdoor enthusiasts across the country,” claims Marshall Chesrown, RumbleOn’s Chief Executive Officer. “RideNow’s significant physical retail platform provides the missing piece of a ‘bricks and clicks’ strategy for RumbleOn, enabling us to reach consumers wherever they want to shop, whether online, offline, or both.”

“We are thrilled to be joining Marshall and the rest of the RumbleOn team as we gear up to enable more consumers to shop with us through the first omnichannel customer experience,” adds RideNow’s co-principal owner and cofounder, Mark Tkach. “We are excited to begin leveraging both companies’ capabilities to expand our combined offering. From adding financing options with RumbleOn Finance to exploring the opportunity to open pre-owned retail stores, RumbleOn’s technology and ecommerce presence will provide us access to a nationwide audience and high demand pre-owned inventory.

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Here is the announcement of the omnichannel’s impending arrival:

DALLAS & CHANDLER, Ariz.--(BUSINESS WIRE)--RumbleOn, Inc. (NASDAQ: RMBL), an ecommerce company using innovative technology to aggregate and distribute preowned vehicles to and from both consumers and dealers, and the nation’s largest powersports dealer, RideNow, today announced they have entered into a definitive merger/equity purchase agreement, creating the only omnichannel customer experience in powersports and the largest publicly traded powersports dealership platform.

The integration of RideNow’s extensive footprint and strong retail brand with RumbleOn’s technology platform will transform the nation’s largest powersports dealer into the first - and only - omnichannel powersports platform in North America.

Together, the combined company will have a dominant position in a $100+ billion market. The end-to-end platform will enable the combined company to reach more consumers in a secularly growing – yet still highly fragmented market, that is benefitting from changing consumer behavior. The transaction is expected to propel revenue growth and drive meaningful cost synergies, leading to improved monetization and margin expansion.

Company Details and Strategic Rationale Powersport vehicle demand continues to experience significant growth, accelerated by consumer lifestyle changes and advanced vehicle innovation, while access to affordable pre-owned vehicles attracts new riders.

The proposed transaction combines a robust technology leader in online acquisition and distribution of powersports vehicles with the largest traditional brick and mortar retailer in powersports.

RideNow is the nation’s largest powersports retailer, with more than 40 full-service retail locations in 11 states across the country. In 2020, RideNow sold 45,527 powersport units, including ATVs, UTVs, motorcycles, snowmobiles, and personal watercraft, generating approximately $899.4 million in total revenue, $90.3 million in net income and approximately $96.6 million in adjusted EBITDA.

RumbleOn’s ecommerce platform provides an efficient, timely and transparent transaction experience, without leaving home. Whether buying, selling, trading or financing a vehicle, RumbleOn offers dealers and consumers a friction free experience - without geographic boundaries.

The combined company will offer the fastest, easiest and most transparent transaction process available to consumers nationwide, which, combined with proprietary pre-owned sourcing, disrupts the customer search and purchase experience for powersports enthusiasts, both online and in-store.

In addition to driving organic growth by combining and scaling the legacy RumbleOn and RideNow models, the combined company will be positioned to further consolidate the highly fragmented powersports industry.

RideNow’s co-principal owners and co-founders Mark Tkach and William Coulter will bring more than 70 additional years of combined experience in the vehicle retail industry, joining RumbleOn’s executive team, Marshall Chesrown, Steve Berrard, and Peter Levy, who have a combined 80+ years of experience. Both Mr. Tkach and Mr. Coulter will also join the RumbleOn Board of Directors at closing.

Management Commentary “We are creating the only omnichannel solution in the powersports industry – offering an unparalleled customer experience for outdoor enthusiasts across the country.

RideNow’s significant physical retail platform provides the missing piece of a ‘bricks and clicks’ strategy for RumbleOn, enabling us to reach consumers wherever they want to shop, whether online, offline, or both,” said Marshall Chesrown, RumbleOn’s Chief Executive Officer. “For us, this transaction is about unlocking incremental sales, capturing additional monetization opportunities such as parts and services, and consolidating a fragmented industry to drive efficiency and improve the customer experience. For our customers, this is about offering the most robust selection of inventory through a simple, safe, hassle-free and flexible experience nationwide,” concluded Chesrown.

RideNow’s co-principal owner and co-founder, Mark Tkach, commented, “We are thrilled to be joining Marshall and the rest of the RumbleOn team as we gear up to enable more consumers to shop with us through the first omnichannel customer experience. We are excited to begin leveraging

both companies’ capabilities to expand our combined offering. From adding financing options with RumbleOn Finance to exploring the opportunity to open pre-owned retail stores, RumbleOn’s technology and ecommerce presence will provide us access to a nationwide audience and high demand pre-owned inventory. Combining the proprietary technology platform, online aggregation and distribution, nationwide logistics network and the scale and physical footprint of these two companies will give more powersport enthusiasts across the country access to our robust inventory.”

Pro Forma Financials and Guidance On a pro forma basis the combined company would have generated approximately $1.3 billion in revenue, $65.3 million in net income and $90.8 million in adjusted EBITDA in 2020.

The business combination is expected to close in the second or third quarter of 2021. Given the highly complementary business models, the Company expects to achieve cost synergies over time, while driving incremental growth.

For 2021, assuming a combination as of January 1, 2021, total revenue is expected to be in the range of $1.45-$1.55 billion and adjusted EBITDA in the range of $100.0-$110.0 million. The companies expect to drive sustainable long term revenue growth and strong unit economics, with a long-term revenue target in excess of $5.0 billion and Adjusted EBITDA margin target in excess of 10%.

2020 financial and pro forma information is based on unaudited financial information of RideNow and RumbleOn. Pro forma financial information is preliminary and does not include purchase accounting adjustments.

Audited historical financials and updated unaudited pro forma information will be provided in future filings with the SEC.

Transaction Details Under the terms of the definitive agreement, RumbleOn will combine with up to 46 entities operating under the RideNow brand for a total consideration of up to $575.4 million, consisting of $400.4 million of cash and approximately 5.8 million shares of RumbleOn Class B Common Stock. RumbleOn will finance the cash consideration through a combination of up to $280.0 million of debt and the remainder through the issuance of new equity. RumbleOn has entered into a commitment letter with Oaktree to provide for the debt financing, subject to certain conditions. The number of shares to be issued to RideNow is subject to increase as described in the definitive agreement. The transaction is subject to successful completion of the debt and equity financing, RumbleOn stockholder approval, manufacturer approval, other federal and state regulatory approvals, and other customary closing conditions as described in the definitive agreement.

Continued on page 34

March 2021

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Continued from page 33

Certain RideNow minority equity holders are not initially parties to the definitive agreement and some minority holders have rights of first refusal (“ROFR”) with respect to the RideNow entity in which they own a stake. If any of these equity holders either decide not to sell their interests to the Company or to exercise their ROFR, RumbleOn will not be able to acquire all of the equity interests of the acquired companies, or in certain cases any interests in an acquired company, and the consideration payable in the business combination will be correspondingly reduced. RideNow anticipates that all minority owners will participate in the business combination and that no minority owners will exercise their ROFR, but there is no assurance this will occur.

Upon closing, the RideNow and RumbleOn executive teams will join their combined 150+ years of vehicle retail experience. Each member of the combined company senior management team will enter into three year Executive Employment Agreements upon closing. Messrs.

Tkach and Coulter will also join the RumbleOn Board of Directors.

RumbleOn and RideNow expect to close the business combination during the second or third quarter of 2021.

Riley Securities, a subsidiary of B. Riley Financial Inc., is acting as exclusive financial advisor to RumbleOn and sole debt placement agent in conjunction with the transaction.

The official Q4 Statement from RumbleOn: DALLAS - RumbleOn, Inc (NASDAQ: RMBL), an e-commerce company using innovative technology to aggregate and distribute pre-owned vehicles to and from both consumers and dealers, today announced financial results for the year ended December 31, 2020. Management is hosting an investor call to discuss results today, March 15, 2021 at 8:30am ET.

“Less than seven months after launching RumbleOn 3.0 its clear the newest generation of RumbleOn has been a great success,” said Marshall Chesrown, Chief Executive Officer. “RumbleOn 3.0 has increased overall listings on RumbleOn.com which has led to an improvement in gross profit on vehicles sold of more than 100% in 2020 as compared to 2019.”

Chesrown concluded, “The prescriptive steps we’ve taken to improve margins and expand our offering over the past year have quickly cemented RumbleOn as a Powersports leader in the United States.”

Full Year 2020 Financial Highlights RumbleOn’s decision to focus on profitability in 2020, combined with the impact of COVID-19 has resulted in significantly reduced commercial activity and total inventory in the market. Despite these factors the Company’s full year results demonstrate improvements in margin and EBITDA.

Unless otherwise noted, all comparisons are on a yearover-year basis for the twelve months ended December 31, 2020.

Total vehicle unit sales was 18,024, a decrease from 43,143 in 2019 Total revenue was $416.4 million, a decrease from $840.6 million in 2019 -Powersports revenue was $46.7 million -Automotive revenue was $337.1 million

-Transportation and vehicle logistics revenue was $31.8 million

Total gross profit was $31.6 million, or a total gross margin of 7.6%, an increase from 6.0% in 2019 -Gross margin on vehicles sold (excluding the impairment loss on automotive inventory) was 9.6%, up from 5.4%. Gross profit per vehicle was $2,047 per vehicle, a 100.4% increase from 2019

-Powersports gross profit per powersport vehicle sold was $1,478

-Automotive gross profit per automotive vehicle sold was $2,282

Sales, General and Administrative Expenses was $53.7 million, a decrease from $86.6 million in 2019 -Compensation expense was $25.7 million -Advertising and Marketing expense was $5.3 million

-Professional fees were $3.2 million

-Technology development expense was $1.4 million

-General and Administrative expense was $18.1 million

Operating loss was $(18.6) million, an improvement from $(37.8) million in 2019 Net loss was $(25.0) million, an improvement from $(45.2) million in 2019 Adjusted EBITDA was $(5.8) million or (1.4)% of revenue, an improvement from $(26.4) million or (3.1)% of revenue in 2019 Net loss per basic and fully diluted Class B share was $(11.44), an improvement from $(40.53) in 2019

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Dealernews Research

By Lenny Sims

BY THE BOOK

J.D. Power Valuation Guide

R

emember when Cuba Gooding Jr. makes Tom Cruise scheme “Show Me The Money!” In Jerry Maguire? Well here it is! The final tally is in and the numbers were up in 2020. In the motorcycle segment, cruiser and sportbike values increased steeply once warmer months arrived.

noted that used powersports vehicle prices began increasing in the second quarter of 2020 as the pandemic shifted consumer focus to more outdoor recreational activities.

Similarly, dealers said they had record sales and very little inventory.

Cruisers finished the year 2.2% ahead of last year, but that difference was much greater if we compare the 2nd half of 2019 with the 2nd half of 2020. Not only did the bleeding stop in this key segment, but we saw some serious signs of recovery.

Additional findings in the quarterly report recap saw a number of interesting trends, including:

Even stronger gains were seen in the UTV market. Starting in Q2 of 2020 side-by-sides really took off. Utility side-by-sides brought 8.7% more revenue year over year. Sport side-bysides brought 6.5% more revenue year over year.

In fact, powersport vehicle values across the board had a strong year. In the 2020 Year-End Review Powersports Market Insights, analysts from J.D. Power Specialty Valuation Services

36

• Significant used price increase in Q2 through Q4 among all powersports categories • Surge in traffic views for the motorcycle segment starting in May 2020 • Surge in traffic views for the side-by-side segment in April through May 2020 Demand could start looking more typical once the vaccines kick in, the pandemic recedes and consumers start spending more on travel. However, the events of 2020 attracted a new crop of enthusiasts to our industry, which should support the market going forward.

J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses.

The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power/NADA Guides, Inc. 3200 Park Center Drive, 13th Floor Costa Mesa, CA 92626 (800) 966-6232 Fax (714) 556-8715 www.nadaguides.com/Motorcycles

Dealernews Research

By Don Musick

THE FASTEST WOMAN ON EARTH 522.783 mph!

O

n August 27th, 2019 in the Alvord desert of Oregon, professional racer, TV personality and author Jessi Combs broke a land speed record that had stood for more than 40 years. Sadly, due to a mechanical failure in the front wheel of her jet-powered racer, she lost her life pursuing her goal of becoming the fastest female ever.

Nearly a year after her death, Guinness World Records officially recognized her accomplishment naming her “The Fastest Woman on Earth.”

As an inspirational trailblazer, Jessi Combs is a fitting choice to set the tone for this month’s article. I’m sure that you’ve seen her on Overhaulin’, Garage Squad and MythBusters to name a few, but she’s probably best known for her appearance on All Girls Garage. Making its debut on the Velocity channel in 2012, All Girls Garage “…taps into the expertise of three women repairing cars and motorcycles in a shop setting. The women approach complex projects that rival those undertaken by their male counterparts in order to prove they have what it takes to run a female-dominated car shop.’

Ironically, All Girls Garage represents only one of the 16 male-dominated programs currently airing on the Velocity Channel (click for a full list)!

A lifelong motorcycle enthusiast, Jessi was also the author of Joey and the Chopper Boys, a children’s book published in 2015. The back cover reads: “Joey is a little girl who loves motorcycles. In this book she is uprooted from her small town home and has to move

38

into the city for her father to find work. Joey finds herself without her friends and the path to make new ones proves difficult. With a strong mindset, instilled by her father, to never give up we follow Joey through a tireless effort to prove her self-worth. The book conveys that anyone can do anything they dream if they believe in themselves.”

At the 2016 SEMA show (Specialty Equipment Market Association), Jessi partnered with Theresa Contreras of LGE-CTS Motorsports as co-creator of the IAmTheRealDeal.com website with the goal of “inspiring more women (and men) to build their ideas, go fast, and get dirty.”

The Jessi Combs Foundation was founded posthumously in 2019 with a mission statement of: “To Educate, Inspire and Empower the next generation of female trailblazers & stereotype-breakers.”

REPRESENT! The question we’d like to ask is: “How are women represented in management roles in powersports dealerships?” For answers, we’ll turn to our annual survey of powersports OEM dealer networks. This data product profiles dealer networks of 160+ powersports OEMs in the U.S. and 120+ in Canada, but for this analysis we’ll stick to the U.S. Our data is merged with InfoGroup’s financial profile data which also identifies principal contact by name, gender and title. Sweet! Now we can do a little number crunching!

First things first…. Powersports dealership management is still dominated by men. Women account for only ~10.9 % dealership personnel as a whole. So, to put things on a level playing field, let’s compare management role profiles for each. In Figure 1, we’ve plotted the relative percentages of management roles/titles by gender for the top 16 categories.

Role identification as “Owner” is the largest category for both genders; however it accounts for nearly 50% of male dealership management vs 33% for female management. Also notable is that the female “Manager/Site Manager” categories outpace their male counterparts by 48.0% to 35.7% which may suggest a more even-handed allocation of responsibilities. Collectively, the next four roles (President, CEO, General Mgr. & Vice President) show little discernable gender disparity at 11.7% male vs 9.2% female.

Continued on page 36

March 2021

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Continued from page 35

MORE GENDER GAPS? There are a couple more stats that we can tease out of the InfoGroup profile data; 1) estimates for annual revenue & credit scores and 2) actual employee counts. Since we’re dealing with estimates for 1), this is a bit hand wavy but employee counts are not. Table 1 summarizes the results:

HALLMARK! Lots of birthdays coming up next month so a visit to the card shop was in order. I found a great new series from Hallmark called “Just Wink “and happened to find the card below. Seems like a good place to stop!

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization.

He founded Genesys Technology Solutions (GenesysTech) http://www.genesystech.com/ to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com

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Alisa Clickenger, one of Dealernews’ Top 100 industry leaders and our Diversity+ columnist, has just published her first book. Boost Your Confidence Through Motorcycling became an Amazon.com #1 bestseller in its first week. Boost Your Confidence Through Motorcycling contains ideas and inspiration for both experienced and inexperienced riders, and uses examples from Alisa’s own personal journey learning to ride.

DN 2.0 #3

UPLEVEL

WINE, WOMEN... MOTORCYCLES WOMEN’S HISTORY MONTH La Dolce Vita!

Sampey Sets The Bar Higher

SHAYNA SWEEPS SHORT TRACK Bags A Forbes Story For Her Birthday

EDITOR’S NOTE

“Her story” becomes part of “history” as we celebrate #WomensHistoryMonth in March. At the request of Dealernews Diversity Editor Alisca Clickenger, we pay homage to the better half of the industry with this magazine-withina-magazine. Letters, breaking news and even the shattering glass ceilings version of Shifting Gears is included. Don’t miss Mark Rodgers’ panel discussion with a tough, smart, opinionated group of dealers... They also just happened to be women. See the video link on page 48 for the full hour discussion with these dealers.

ANGELLE SAMPEY MAKES HISTORY!

Women’s History Month Launches With Modern Day History Being Made Women’s History Month kicked off with a woman making history as Angelle Sampey went 200 mph! With 43 wins and three championships to her credit, she is the winningest woman in NHRA history, but the 2021 season starts new era of racing for Vance & Hines with their new proprietary platform based on a Suzuki, after Harley pulled its factory team.

LETTERS+

Engines For Change (E4C) is revved up about being highlighted in Dealernews. If you missed Alisa’s column on Kirsten Midura’s motorcycle-based efforts to make a difference in the world, get the scoop here: https://www.enginesforchange.org/who-we-are

46

“It is amazing to feel the love and support from everyone at Vance & Hines,” said Sampey, who has three career Gatornationals wins to go along with her three national titles. “I’ve always been on a mission and it feels like mission accomplished already. But there’s still so much more ahead… I’m just the lucky rider who gets to be on this bike and I’m loving it. I’m still learning the motorcycle and it’s been a struggle at times, but I’m still going.”

Sampey notched a major personal accomplishment using the new motor and Vance & Hines chassis when the three-time champion made her first-ever run of 200 mph. She is one of only six riders in the class to hit 200 mph and only the second woman to do so.

Sampey was celebrated as part of the Denso Spark Plugs 200 MPH Club on Saturday.

SHAYNA SLIDES IN TWO MORE WINS

Shayna Texter, already the winningest woman in American Flat Track competition, is the winningest rider in AFT Singles history, by a long shot! #WomensHistoryMonth continues as Shayna celebrated her birthday weekend with back-to-back wins at AFT’s Volusia season opener Short Track double-header… and a Forbes story, too!

Texter became the first female to win an American Flat Track Main Event with her GNC2 triumph at Knoxville Raceway in 2011. As monumental as that was, it was only a small preview of what was to follow. Now the Pennsylvanian not only ranks as the winningest rider in AFT Singles history, she has nearly doubled up the nearest rider on the list.

“My goal going into 2021 was to simply have fun again and win races,” says the flat track legend. “Sometimes throughout this journey we all get caught up and forget why we started riding in the first place. Thank you to my family, friends, team and sponsors for all the love always. It’s so awesome and motivating to have fans back in the stands cheering us on lap after lap!”

According to AFT, she continues to rewrite the record books with each successive victory. That was true again at the 2019 Texas Half-Mile where she and her brother, Cory, became the first siblings to earn AFT Main Event victories on the same day.

Can-Am On-Road is committed to addressing the staggering deficit of women riders in the riding community, increasing the ratio of Can-Am Ryker women riders to 40%. “We will do so by supporting groups and projects that help empower women riders through Can-Am’s Women of On-Road via our Giving Back to Our Community initiative and provide new educational resources such as training videos, local ride guides, access to womens’ riding groups and much more.”

Learn more on the women’s outreach at: canamonroad.com/women

CAN YOU HEAR ME NOW?

#WomensHistoryMonth Continues!

“Recently Amy and I got together with a tough, smart, opinionated group of dealers,” says industry guru Mark Rodgers. “ They also just happened to be women. We talked about how to increase women ridership and women staff members. We hope you enjoy it as much as we did.” Follow the conversation here: https://vimeo.com/526336352

WINE, WOMEN… MOTORCYCLES

Doffo has a history of being involved with women and motorcycling, including Motorcycle Missions (built by 6 US female veterans, http://www.motorcycle-missions.org/build-9) and hosting women and wine events with the late Jessi Coombs teaching welding classes — definitely not Vin Ordinaire being served to the ladies by the ladies of Doffo.

MARCH MADNESS

BRP Says Time To Play Ball With Women Just over 100 years ago, women didn’t have the right to vote. That didn’t change until the 19th Amendment — prohibiting the states and the federal government from denying the right to vote to citizens of the United States on the basis of sex — was certified on August 26, 1920. However, motorcycling still has a maddeningly sexist and exclusionary past, according to Can-Am. BRP’s Can-Am On-Road Division chose International Women’s Day in March to roll out their latest outreach program. “Can-Am is celebrating women riders and challenging the played-out ‘biker’ stereotypes in order to make open road riding a more inclusive place for women every day of the year,” explains Amélie Forcier, Global Consumer Public Relations Specialist. “That is why Can-Am is taking action with a public commitment to increase ridership among women and offering $100,000 to the Women of On-Road program which will, among other initiatives, fuel projects that empower women within the riding community.”

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When COVID concerns shut down Doffo’s ability to interact with their friends, family and fellow motorcycle enthusiasts, the Temecula-based business began looking for creative ways to connect (see Press Pass on page 80). Our hostess, Samantha Doffo, decided to start Facebook live gatherings in her Wine Wednesday Happy Hours. As the series evolved, Samantha’s guest seemed to be women in the motorcycle world.

Until things open up, you catch Samantha chatting about all things wine, motorcycles, and life. “I have visited with some amazing women, including Melissa Paris to talk about Royal Enfield BTR, Jen Dunstan when she was with our neighbors at Husqvarna,” says Sam. “Last month we had two very special guests: Kelly Yazdi and Rachael Silver from Ride Wild!” The trio previewed the Ride Wild Campout — an all women’s motorcycle campout hosted by Doffo Winery and the MotoDoffo Collection.

“Camel greeting, goat yoga and an eagle ceremony… it really was a wild ride. There was also BMW demo rides and the ladies could try their hand at pinstriping, welding and leatherwork, and learn about the amazing work being done by the event’s beneficiary, the Jessi Combs Foundation.”

The Virtual Happy Hours are archived on Facebook Live, so make sure you follow the Doffo Winery and MotoDoffo Facebook pages: https://www.facebook.com/watch/live/?v=7401367168759 01&ref=watch_permalink

BIO

COMETIC COMES FULL CIRCLE

Kristen Damberger Grew Up In The Business Coming full cycle. The recent acquisition of Klotz Synthetic Lubricants by Cometic Gaskets closes the loop for Kristen Damberger. “My dad started Cometic Gasket in 1989 when I was in sixth grade while he was still working at Wiseco Piston — the place he worked since high school,” she remembers. “My dad and I came up with the name ‘Cometic’ in our kitchen with my mom and brother. My dad wanted to name his new company something that went fast, like a comet he said. I looked up comet in the dictionary and under it was the word cometic, and the rest is history…” and now she is back.

“My brother and I grew up in the industry going to different races and tradeshows with my dad. We both started doing odd jobs at Cometic while we were very young. I still have my time cards from when I was a kid making $3.50/hour! After high school, I attended the University of Michigan where I majored in industrial design.

My move to Michigan was frowned upon, by well, everyone. It’s not exactly acceptable to attend Michigan when you are born and raised in Ohio.

“While in college, I changed the Cometic logo,” she adds. Even today, the Cometic logo is based on a variation of that logo. “I worked at Cometic during my summer breaks, I bounced between packaging and cleaning parts. After college, I landed back home at Cometic where I worked on ad and tradeshow display graphics.

“For a short while, I had a freelance company on the side with a fellow co-worker where I did catalog, advertising, and tradeshow graphics. Our main client was Klotz Synthetic Lubricants. In 2014 my dad bought out the remaining partners of Cometic and my brother and officially I came on board as partners. And earlier this year we purchased Klotz Synthetic Lubricants!”

O’SULLIVAN NAMED CCO

To Head Up Harley’s Omnichannel Efforts Just in time for Women’s History Month, Harley-Davidson has appointed Edel O’Sullivan as Chief Commercial Officer (CCO).

O’Sullivan replaces existing CCO Larry Hund, who retires from The Motor Company following 18 years of service, on April 2, 2021.

Effective March 1, O’Sullivan brought her extensive omnichannel experience to the motorcycle market, focusing on commercial excellence and organizational change.

“Edel has an excellent track record of effectively building commercial and organizational strategies, based on clear market and consumer insights, that deliver strong Financial and operational results,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson. “She will bring new perspectives and capabilities to our leadership team as we execute the priorities of our 5-year strategy, The Hardwire.”

Most recently a partner at Bain & Company for the past 14-years, she led the development of major corporate transformations, including the strategic delivery of profitable growth initiatives across multiple industries, with an emphasis on retail, advanced manufacturing and OEMs. Previously O’Sullivan worked in financial planning and analysis for Procter & Gamble. O’Sullivan holds a Bachelor of Chemical Engineering from the Universidad Simon Bolivar in Caracas, Venezuela, and an MBA with distinction, from Harvard Business School.

March 2021

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Brought To You By MotorcycleIndustryJobs.com Shattering Glass Ceilings Edition

HardDrive shatters industry glass ceilings as Krys Brown becomes product director of Western Power Sports’ specialty V-Twin division. The 22-year V-Twin veteran, Brown brings her extensive market experience and product knowledge to management of the custom parts sector of the WPS business. The Boise-based distributor decided to promote Brown from her Inside Sales position where she has been since 2015. She takes over the role previously held by Gunnar Heinemeyer. “Krys has consistently demonstrated a tremendous depth of product knowledge, gained through her own hands-on experience,” according to WPS boss Craig Shoemaker. “She has very successfully developed solid dealer sales relationships that have given her an invaluable insight into market needs and product development opportunities.”

According to RevZilla, Jen Dunstan’s motto is “ride all the bikes,” and she has pursued that goal by roadracing sportbikes, exploring backwoods trails and hitting the supermoto track. Now, she is bringing her diverse experience and intense enthusiasm to

50

all of Comoto’s media channels. As the newest media lead, Dunstan will appear in RevZilla videos, contribute articles to Common Tread and appear on the Highside/Lowside podcast. She will work alongside RevZilla’s west coast production team of Ari Henning, Zack Courts and Spenser Robert, who joined the company in February of 2020. Dunstan has a decade in the industry, working at Troy Lee Designs, ThorMX, Alta Motors, Sena Bluetooth and most recently Husqvarna. “I’d have a hard time thinking of someone who has a more diverse riding background,” says Brett Walling, Vice President of Brand Marketing and Content for RevZilla.

“Jen can go toe-to-toe with any expert in the industry. Her gear and product knowledge, combined with a strong advocacy for motorcycling and women’s contributions to the lifestyle of the motorcycle enthusiast, makes Jen a phenomenal fit for this role and on our growing team at Comoto.”

expansion and we are thrilled she will be a part of our dynamic leadership team.” In addition to advancing Lucas Oil’s global standing, she will focus on structuring and delivering an effective communication strategy. “It is a privilege to not only be able to work for, but also learn from Forrest and Charlotte Lucas. I am humbled by their confidence in me and I am eager to work with the executive leadership team on creating and implementing a comprehensive strategic plan and growth strategy,” says Katie Lucas.

Katie earned her Bachelor of Science in Business from the Kelley School of Business at Indiana University in 2005. She brings 15 years to the position after starting her career with the Indianapolis Colts in corporate sales and moved to Creative Marketing Solutions as Director of Business Development before joining Lucas Oil Products.

Slick stuff! lubricants leader Lucas Oil announces a promotion and addition of a key member to its leadership team. Katie Lucas has been named the VP of Strategy & Philanthropy and Megan Burakiewicz is now the Director of People Operations. “Katie is a fantastic leader and a passionate advocate and supporter of Lucas Oil’s corporate social responsibility efforts, which have been at the heart of our company since the beginning,” said Morgan Lucas, CEO, Lucas Oil Products. “Katie will play a critical role in expanding the Lucas Oil footprint by establishing the vision, strategy and approach to enable future growth and

Megan Burakiewicz is the new Director of People Operations, where she will focus on fostering growth and progression of the company. She will be working closely with Lucas Oil employees to ensure the most effective and rewarding work environment possible.

“We are excited to bring Megan on board to help advance the company from within and strengthen our cultural values,” commented Morgan Lucas.

“Our team members have always been of the utmost importance to us, and with Megan’s help we will find ways to better our work environments as well as the creation of pathways for employees to grow within Lucas Oil Products.”

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Brought To You By MotorcycleIndustryJobs.com Shattering Glass Ceilings Edition Burakiewicz brings 14 years of business operations experience to the position, providing her with a keen understanding of the needs of the company’s internal team and the value of camaraderie.

“The Lucas Oil story is so inspiring. This company has the perfect ingredients for success: a strong sense of purpose, a team of problem solvers and leaders who care about their people,” commented Burakiewicz. “It makes my job easy.”

The United States Motorcycle Coaching Association races into a new year with a new woman on the team. Former paddock tour manager for the Monster Energy Supercross series Lindsey Scheltema is the new Executive Director of the USMCA. She reports directly to USMCA President Christy Lacurelle. A former Women’s Pro Motocross competitor, Scheltema understands the USMCA mission firsthand. After her racing career, she has spent 20 years involved in the industry, including a stint as the media operation manager for AMSOIL Arenacross. Some will also remember her as Miss Arenacross 2009-2013.

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Can you hear me now? M.K. Smith sounds off as the new General Manager, Americas for Cardo Systems, the global market leader in Bluetooth and mesh communication systems for powersports applications. “M.K.’s significant experience in managing large-scale businesses in the consumer tech realm, and her innate leadership skills, make her uniquely equipped for what is a vital position to the overall growth and success of our company,” said Jonathan Yanai, Cardo Systems VP Global Sales. “Her track record speaks for itself, and we’re thrilled by the possibilities she brings to the ongoing development of a region that is so important to our global success.”

Smith has occupied leadership roles with numerous Fortune 500 companies and brings a keen understanding of the consumer electronics landscape and the nuances of leading operations where technology and innovation are at the forefront. As General Manager, Americas, she will manage Cardo’s U.S. team, and be responsible for the growth and success of the company’s business in the region. Her background includes stints with Logitech, Micron Technology, U.S. Robotics/3Com and Palm Computing.

Prior to joining Cardo, Smith was a Senior Customer Advisor at Amazon Business, where she managed Amazon’s ongoing service to its largest corporate customers, with revenue in excess of $5 billion. “I could not be more excited by this opportunity to apply my experience and expertise to a dynamic industry leader like Cardo Systems that’s so deeply rooted in a spirit of forward progress and innovation,” said Smith. “As a passionate motorcyclist and outdoor enthusiast, this is a unique opportunity where my personal interests provide added fuel to my professional efforts.”

Erin Reda rides with AMA Government Relations Department.

An avid motorcyclist Reda, has a history and passion for advocating for her local riding communities, which will serve her well as the American Motorcyclist Association’s new Government Relations Grassroots Coordinator.

“Erin’s experience with organizing at the local level will be a great asset to the AMA Government Relations team,” says AMA Government Relations Director Mike Sayre. “The fact that she has built that experience serving her community around motorcycling makes her a natural fit for the Grassroots Coordinator role.” In that role, Reda will support the AMA Government Relations department in its advocacy work by activating AMA members on issues that impact motorcycling as well as furthering the AMA’s work through connections with local activists and organizers. Reda is the Co-founder of MotoXmission, a community service-focused riding organization.

She also serves as the Mid-Atlantic Regional Representative for Engines For Change, an organization that mobilizes motorcyclists to make a positive difference in the world. “I have benefited immensely from the inclusive and diverse communities that motorcycling has brought into my life,” Reda adds. “I am excited to further advocate for the motorcycling community through the Grassroots Coordinator position and am eager to work hard to ensure that everyone has the right to experience all the positive aspects of motorcycling.” As an avid rider, Reda has experienced her fair share of unexpected breakdowns on the road. In a coincidental stroke of luck last summer, after her clutch cable broke and she was left stranded on the side of a highway with a dead phone, the first person to stop to lend a helping hand was AMA Government Relations Manager for On-Highways Issues Tiffany Cipoletti. Reda will be based at the AMA Government Relations office in Washington, D.C., reporting to Sayre.

“This is certainly the opportunity of a lifetime and I couldn’t be more grateful and excited to participate. I am still in shock that we actually get to do this.” — Alyssa Bridges, California

BTR IS BACK!

“Royal Enfield is creating a motorcycle movement to make riding simply about fun again, the Build. Train. Race program and the Continental GT650 are proof of that.” — Trisha Dahl, Minnesota

Royal Enfield Goes Roadracing

A

s Breeann Poland, Marketing Lead - Americas and Continental GT 650 global brand manager told us at Slide School a couple months ago, Royal Enfield is going roadracing with the BUILD TRAIN RACE (BTR) program for women. She has selected seven female motorcyclists to pick up the gauntlet thrown by BTR’s flat track program. “The women come from diverse backgrounds and are tasked with converting Royal Enfield Continental GT 650 into roadracers… as well as transforming themselves into racers.”

Royal Enfield launched the BTR program in 2019, challenging four women to build flat track motorcycles and compete in select exhibitions during American Flat Track events. After a strong response to the program, the second phase of BTR will showcase the road racing capabilities of the Continental GT 650 and the abilities of seven female motorcyclists to build, train and race the motorcycles they create. Melissa Paris, veteran road racer, and BTR flat track participant will serve as a mentor to the selected participants and provide valuable insights throughout the duration of the program.

“The BTR flat track program received an enormous outpouring of support and interest in the last year,” Poland adds. “A panel of judges including myself, Melissa Paris and Anne Roberts have handpicked a group of fantastic female motorcycle enthusiasts from across the U.S. through a video submission process… which was hard, really hard because there were such great entries.”

GIRLS ON THE GRID The participants have received their bikes and now are embarking on the “Build” portion of the BTR journey. Melissa Paris will provide guidance during the build process and will mentor the ladies during the training and racing portions of the program.

Upon completion of their builds, the women will partake in a series of training sessions lead by Paris. Here are the women embarking on BTR’s inaugural roadracing transformation:

“This BTR program is beyond anything I could have imagined being part of. That it even exists is such a rad opportunity.

Being on display to learn with, grow with, and inspire other women through the passion of motorcycling, is truly remarkable and the greatest honor.” — CJ Lukacs, California

“I’m super excited to not only share my passion for bikes with the world but also to learn and grow as a rider and racer with such incredibly inspiring women!” — Kayla Theisler, Wisconsin

“I am beyond words excited and grateful to be a part of the Build Train Race Program!

This company and the people involved are making my dreams come true and I can’t wait to work hand in hand with them!” — Michaela Trumbull, Wyoming

“I am enthusiastic about every part of Build Train Race.

My favorite aspect of the BTR program is that Royal Enfield actively supports the female riding community by demystifying wrenching and racing.” — Scarlett Grosselangehorst, New York “I don’t know what the heck I just got myself into but I am excited! I closely watched last year’s Royal Enfield Build Train Race Program and thought it was an awesome idea to get women on bikes in these race realms and now I’m going to do it as well!” — Becky Goebel, California

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“As always, I work towards to an optimal blend of education, mindset and inspiration with the different presentations.

Each conference has a guiding theme, so the information is always fresh and exciting,” claims Clickenger. “The online conferences were conceived as a way for women who enjoy powersports to come together in community to share ideas, to grow as people and to grow as riders.

“Even when we overdo it, we always have a fascinating mix of professionals and highly relatable riding enthusiasts, and although our audience is both men and women, all my presenters are always women.” But this is just the beginning, according to Alisa. “I can’t wait to take this to the next level with the LIVE Women’s Motorcycle Festival and Conference on August 19-22, 2021.”

UPLEVEL!

D

ealernews Diversity Editor Alisa Clickenger continues to up her game, this time hosting the 3rd Women’s Motorcycle Conference Online, March 12-13. The theme for the virtual event was “Uplevel” —developed specifically for all female motorcycle riders and women interested in the motorcycle lifestyle. Originally planned for 15 educational seminars, Uplevel exceeded every expectation by a country mile! Sort of like the old AM/PM campaign… there was just too much good stuff, even for two very full days.

“Last week we wrapped up the 3rd Women’s Motorcycle Conference Online, with 25 presenters, 21 separate presentations and four connection sessions,” say Woman’s Motorcycle Tour leader-turned virtual impresario. So much for the 15 and 2 connection sessions she had planned for!

“It was worth it for the women who joined in, but it was a bit more work that the last one.

“We heard from women who ride off-road, women who wrench on their own bikes, a mother-moto vlogger, a vitality coach, a health coach, a confidence coach, a female movie producer, a woman who found peace in riding trials bikes after a near-fatal bicycle accident, two nonprofit organizations that support women riders, a world traveler on two wheels, a Baja 1000 winner and Dakar competitor… and we even got the tires 101 crash course straight from the pit in Daytona.” The types of presentations vary within each conference, ranging from educational sessions to interviews to panels of women experts… this time it was all of them!

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The Uplevel Lineup FRIDAY, MARCH 12, 2021

11:00 AM EST Conference Opening with Alisa Clickenger and Wendy Crockett

11:30 AM EST Shalmarie of SheADV & Sue Slate Women’s Motorcyclist Foundation, Inc. Why Play in the DIRT: Dirt, Dual Sport & Adventure Riding

12:00 PM EST Sara Lobkovich, Chief Curiosity Officer, The Moto Curious ADVICE NOT NEEDED - How To Stop Taking Advice and Start Getting Coached

1:00 PM EST Megan Nolan, Vitality Coach REV IT UP: How To Master Your Morning For More Energy

Friday @ 1:00 PM EST <<<<< Connection Session >>>>> (Open to all female Conference Attendees) This connection session hosted by WomenRidersNow.com Topic: Rider education and training: your experiences with training and educational resources, plus what you’ve found most useful as you evolve your riding.

2:00 PM EST Whitney Meza, Digital Creator TAKE THE TIME - Finding Time To Ride As A Young Mother

3:00 PM EST Michelle Lamphere Going Global - How To Uplevel Your Motorcycle Experience

4:00 PM EST Jessica Kline, CEO – Backwoods Promotions Inc. PROMOTE YOUR PASSION - How To Connect With Others Around Your Shared Passion For Motorcycles

5:00 PM EST Kristen Matlock, IronWoman - Kristen Matlock’s Rise to Racing Success and Journey to The Dakar Rally

6:00 PM EST Jen “Jrod” Dunstan, Regional Sales, KTM Group RIDING DIRTY - Level Up Your Street Riding By Cross-Training In The Dirt

7:00 PM EST Gail Mooney, Director – Like A Woman Like A Woman - A Film About Women Breaking Barriers In The Workforce

8:00 PM EST After-hours Party with Presenters

SATURDAY MARCH 13, 2021

11:00 AM EST Angie Sandow, Founder Justridin. com Tales Of Determination

12:00 PM EST Tina McDermott, Personal Trainer, Inspirational Chef, Speaker & Weight Loss Coach FIT TO RIDE - It All Starts With A Stretch, A Bit of Balancing and A Lot of Core

1:00 PM EST Alisa Clickenger Creating Confidence on and Off the Bike

2:00 PM EST Misty Johnson, Northwest Regional Sales Manager Tires 101: Getting The Most Out of Your Tires

3:00 PM EST Rocky Ha, Owner – Rocky Wrenches and Rides Get Dirty! Moto-Maintenance Is For Everyone

4:00 PM EST COMMUNITY CONVERSATION: hosted by Joey Lindahl of Polaris, Alisa Clickenger - conference producer, and Wendy Crockett, 2019 Iron Butt Rally Winner and 2020 American Motorcyclist Association Bessie Stringfield Award Winner

5:30 PM EST Lisa Malachowsky, Chairperson of the Women’s Coalition of Motorcyclists WCM: On a mission to get more women riding

6:00 PM EST Vanessa Ruck, The Girl On A Bike 7 Lessons From A LifeChanging Accident

Saturday @ 6:00 PM EST <<<<< Connection Session >>>>> (Open to all female Conference Attendees) This connection session hosted by Misty Johnson and Cori Maynard of Dunlop Topic: Motorcycles Track days, Tires, and Traction - LIVE from Daytona!

7:00 PM EST Deyanira Mendoza Dominguez, Non-Boring Professional Engineer, Adventurer One Life, Many Roads, One Man, HOPE, and Endless Opportunities-Just STEP OUT!

8:00 PM EST After-hours Party with Presenters

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Maybe it isn’t a question so much as a reason for being. Do you need to help them connect with other riders so they have more of a reason to roll out of the garage?

In addition to being curious and asking great questions, if you want to build a relationship with your female customers, listening should become your go-to superpower. Let your female customers tell their full story — without interrupting — then confirm what you heard her say. Pause before you respond. Do you need more clarity on her true need? The worst thing you can do is interrupt a woman telling you her true need (even if it’s a circuitous story) and then pitch something that doesn’t address her issue!

Asking and listening has another advantage, too. It feels less like selling and more like problem-solving. And don’t we all love to get easy solutions to our problems? Providing solutions leads to better relationships, and building relationships is the ultimate way to create those raving and loyal fans that buy from you again and again.

By Alisa Clickenger

TALES OF DETERMINATION

In Angie’s case, a dealership’s dedicated and determined sales person made everything possible. Angie was able to experience the empowering joy of the open road, and the dealership developed a lifelong customer. Angie is now on her fourth new motorcycle… a little curiosity can go a long way!

Still curious about how Angie twists the throttle? Just like she plays a guitar! Find out how she does it here: https://www.justridin.com/

A

ngie Sandow was one of the presenters at my “Uplevel” online Women’s Motorcycle Conference last weekend.

Her presentation was titled “Tales of Determination”and it was very uplifting. Angie was born with a congenital birth defect and does not have a right hand. You might wonder how someone can ride a motorcycle when they lack a hand to twist the throttle... and that’s a great question. Because she wondered, the impossible became possible.

Being curious is one of the best ways to attract new customers and build a business. Curiosity leads to innovation, new programs, and especially new approaches. Being curious also helps connect you with your customers. Wanting to know what makes them tick and how they view the world leads to your being able to better solve their problems, and better address their needs. This, in turn, leads to more authentic connections with your customers, which then leads to a better buying relationship.

We all know that people buy from people they know, like and trust. It’s a catchy sentence and it’s easy to let that idea float on the surface. But if we become curious about how to get people to know, like and trust us, then a whole world of wonderful customer service opens up. How can you connect to your customer more authentically? How can you find out what their true needs are?

Curiosity begets answers, and for your female customers, the answer is helping them feel connected, validated and heard.

Ask a lot of questions. Be curious. Why aren’t they riding more?

Does their apparel fit poorly? Do they need a windshield or their handlebars adjusted so they can feel more comfortable riding further? Are they worried about a strange engine noise?

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Alisa is a two-wheeled world traveler, author, tour operator, and event producer. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to empower women through motorcycling and adventure while being a strong advocate for the powersports industry at large. Alisa’s motorcycle touring company is www.WomensMotorcycleTours.com.

Explosive Differences Like fireworks on the fourth of July, if you want to see some explosions, just bring up the topic of gender differences.

The moment you take an absolutist stand on gender differences you’ll find yourself in a proverbial gender La Brea Tar Pit.

Every individual has unique education, experiences, and frames of references. That said, this is real science behind the differences between men and women when it comes to decision making, persuasion skills, and sales strengths.

Consider these:

Men often overstate their abilities; women understate them.

YOU SELL LIKE A GIRL! …And Other Compliments

By Mark Rodgers

T

hink back to your childhood on the school playground. When you put together a team to play baseball, who did you pick? There was the jock – he was always picked first. Then there was the attractive person, who wasn’t very good, but, well, we know why they were picked. The class clown was chosen, not to help you win, but if you lost, it would be more fun. And finally, the last person to be picked was the person who everyone knew “throws like a girl.”

A show called Sports Science ran on Fox Sports for years.

The show’s objective: dissect sports myths. In a popular episode, Jennie Finch, pitcher to the U.S. Olympic Women’s Softball team was pitted against a male baseball pitcher.

The question posed: “Which ball is harder to hit?”

First up, the baseball pitcher threw a 95 MPH fastball landing with 2,311 pounds of force. Then it was Jennie’s turn. While her speed was clocked at 70 MPH, her pitch contacted and shattered the scientific equipment used to measure the force! Further studies supported this test.

The conclusion: It is harder to hit a fastpitch softball.

Who knew the phrase, “you throw like a girl” could be such a compliment?

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“In studies, men overestimate their abilities and performance, and women underestimate both. Their performances do not differ in quality,” Wrote Katty Kay and Claire Shipman in a lengthy article for The Atlantic magazine in 2014.

The authors of Womenomics and authorities on gender differences in business found that women working at Hewlett-Packard applied for a promotion only when they believed they met 100% of the job qualifications. On the other hand, men were happy to apply when they thought they could meet 60% of the job requirements.

The sales implication: Women may more naturally and more effectively under promise and overdeliver delighting customers.

Sensitive to the vibe.

Emotional intelligence is really an awareness of self, and an awareness of others. This enables sales professionals to interpret behavioral ques and be more responsive to prospective buyers. In one study noted by Forbes, women outperformed men in 11 of the 12 emotional intelligence skills tested.

A four-letter word for men: help.

In her book, Why She Buys: The New Strategy for Reaching the World’s Most Powerful Customers, gender expert Bridget Brennan claims women love asking for and receiving help.

For men, “help” is a four-letter word.

The sales implication here is that a female salesperson may be more apt to say things like, “Help me understand what sort of luggage requirements you have.” Or “Help me understand your monthly payment needs.” This exploratory approach to prospective buyers’ wants and needs may open up previous unconsidered solutions, products, and offerings.

Also, because men don’t like help, both genders may be better off if they were to say to male motorcycle purchasers something like, “I found a review on the motorcycle you’re looking at; I’ll send it to you to see what you think.”

Men buy, women shop.

Shopping behavior mirrors gender differences throughout many aspects of life. Women consider shopping an interpersonal activity, according to Wharton marketing professor Stephen J. Hoch. Men treat is as something that must be done. All sales professionals should pair this idea with personality behaviors to give you strong indications of how fast or slow you should move with your request. Like calibrating your speed to both the posted speed limit and the flow of traffic, so too, should you flow with your prospective buyer.

Perfectionism is a confidence killer.

Differences in estrogen, testosterone, and oxytocin affect moods, behaviors, and decisions. Everything is situational, especially this guidance. Identify the mercurial targets from the more static and approach accordingly.

Women are hard wired to be better listeners.

We often think selling is about being gifted verbally. It isn’t. It’s really about being a good listener. The portion of human’s brains which is linked with listening (at least auditory processing) is called the Heschl’s gyrus. It is larger in women’s brains than men’s, meaning they may be wired to be better listeners.

Collaboration is key.

“Women feel confident only when they are perfect,” Kay and Shipman wrote for The Atlantic. “Study after study confirms that [this] is largely a female issue, one that extends through women’s entire lives.” They go on to say:

“We don’t answer questions until we are totally sure of the answer, we don’t submit a report until we’ve edited it ad nauseam, and we don’t sign up for that triathlon unless we know we are faster and fitter than is required. We watch our male colleagues take risks, while we hold back until we’re sure we are perfectly ready and perfectly qualified.”

This can be a mental governor holding back prospecting efforts, closing attempts, and referral asks. So, here’s what you need to understand. Your brain is a protection device.

It’s trying to protect your ego from getting bruised. You have to convince yourself making the occasional error in judgement or product statistic is not fatal. In fact, failure is key to growth.

You can blunt the trauma by taking a page out of latenight American Television icon Johnny Carson, who in these situations used to say, “I did not know that.” To which most people immediately give the person a break because, no one knows everything!

Gender behavior is based on brain structure and body chemistry.

Today’s powersports sales professional, can’t be the lone wolf of days gone by. Now, collaboration is what will propel future powersports’ dealers’ sales success. Sales professionals need to be able to seamlessly integrate the customers experience working with the BDC, marketing, finance, accessories, gear, and service people ensuring the customer has an unforgettably positive powersports experience.

In a paper titled, “Are Women More Attracted to Cooperation than Men?” the authors finding was yes. To improve group strength and relative competence, and to compensate for “inequality aversion” women tended to naturally gravitate towards collaboration.

One quick aside: when researchers adjusted compensation to encourage group collaboration, men quickly adapted to collaborative efforts.

Creating Your Winning Team Much like a major league baseball GM acquiring talent.

You have to consider all aspects of the team you’re building. Not everyone should have the same skills sets.

You want a right fielder with a cannon for an arm and bat the size of a sequoia. You may want to strongly consider a lefty at first, because they have a better throwing angle to other infielders. You’ll want a closer with blinding speed, awe inspiring power, but you only need them for maybe six outs.

In 2006, neuropsychiatrist Louann Brizendine released The Female Brain, a book that generated major debate So, too will you want a variety in your dealership sales by claiming that women’s brains “are so deeply affected team. Whether they are selling on the floor, in F&I, on by hormones that their influence can be said to create a the counter, in merchandise or in service, each person woman’s reality. They can shape a woman’s values and brings gender specifics, personality, background and desires, and tell her, day to day, what’s important.” education. And now you know that, saying, “you sell like

a girl” might just be the best thing you could say about Brizendine then released The Male Brain in 2011, in someone. which she states that “a man will use his analytical brain structures, not his emotional ones, to find a solution.” She also notes that the male brain thrives on competition and is obsessed with rank and hierarchy.”

Be sure to tune into: SALES SUCCESS IN 60 SECONDS OR LESS as sales expert and award-winning Dealernews columnist Mark Rodgers shares how to accsellerate® your sales. Watch Mark explain the guiding principle of how to succeed in the motorcycle business even in these stormy times. (FYI, Mark only counts the content after the whizbang video open in his time limit, so start your stopwatches then!) Mark Rodgers is an award-winning speaker, best-selling author, and sought-after consultant, who has spent 33 years working in the Harley-Davidson industry. Check out his 60-second sales tips twice a week at Dealernews social media channels or contact him via e-mail: Mark@RodgersPC.com

March 2021

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Copyright ©2021 by Mark Rodgers. All Rights Reserved.

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e TE-1 ZERO EMISSIONS MOTORCYCLE UPDATE eTriumph Progress Report -

Page 62

CAN-AM eMOTO COMING? BRP Invests $300 Million Into Electrification - Page 63

SHIFTING GEARS

Harley Hires CEVO -

Page 65

CURRENTS+

eTRIUMPH:

TE-1 ZERO EMISSIONS MOTORCYCLE UPDATE Sound the charge! A collaborative effort by Triumph Motorcycles, Williams Advanced Engineering, Integral Powertrain Ltd, and WMG at the University of Warwick is on track and meeting or exceeding the objectives announced at the start of the TE-1 project in May 2019. Focused on developing specialized electric motorcycle technology and innovative integrated solutions, this unique collaboration is funded by the Office for Zero Emission Vehicles in the UK and is ready to pay off with globalized solutions.

“The completion of Phase 2, and the promising results achieved to date, provide an exciting glimpse of the potential electric future and showcase the talent and innovation of this unique British collaboration,” says Triumph CEO Nick Bloor. “Without a doubt the outcome of this project will play a significant part in our future efforts to meet our customer’s ambition and desire to reduce their environmental impact and for more sustainable transportation.” Best of all, it ensures Triumph will be on two wheels well into the future.

“This important project will provide one of the foundations for our future electric motorcycle strategy, which is ultimately focused on delivering what riders want from their Triumph; the perfect balance of performance, handling and real-world usability, with genuine Triumph character,” Bloor adds. With the reveal of the innovative advanced electric powertrain and battery and the first styling sketches for the final Project TE-1 Prototype, Phase 2 of this landmark four phase collaboration in British design and engineering reaches a successful conclusion (see cover). Including innovation in battery and powertrain design, initial test performance results far exceed the current benchmarks and industry targets.

Test results show significant innovation in mass, battery technology, and powertrain performance that exceeds the target set by the UK Automotive Council for 2025, meeting the project’s ambitious objectives to deliver genuine innovation for a new standard in fully usable electric motorcycle performance.

Project TE-1 is funded by the UK Government’s Office for Zero Emission Vehicles (OZEV).

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BRP SHOCKER

BRP has announced an ambitious 5-year plan and $300 million investment in the EV space. “In support of our 5-year plan towards adding electric vehicles to all of our product lines, we are creating an Electric Vehicle Development Centre in our hometown of Valcourt, Quebec, Canada,” announced BRP CEO José Boisjoli. “This facility’s focus is energy: the charger and the battery pack, in addition to its complete integration into the vehicle itself!”

The plan calls for BRP to deliver electric models in each of its product lines by the end of 2026. “We have always said electrification was not a question of ‘if’ but a question of ‘when’.

We are very excited to unveil more details of our plan to deliver market-shaping products that will enhance the consumer experience by offering new electric options,” Boisjoli notes.

“We are leveraging our engineering know-how and innovation capabilities to define the best strategy for developing electricpowered products,” he added.

After evaluating several concepts, BRP made the electrifying decision to develop its Rotax modular electric powerpack technology, which will be leveraged across all product lines enhancing the consumer experience by offering new electric options. To achieve this, BRP is also expanding its Rotax electric power unit development infrastructure in Gunskirchen, Austria concurrently with the EV Development Centre in Quebec.

“We are thrilled to create our EV expertise centre, taking steps into the world of electrification,’’ said Bernard Guy, Senior VP, Global Product Strategy. “Experts on our EV team will feel the agility of a startup environment but will benefit from BRP’s financial resources and state-of-the-art equipment to design our in-house technology,” he added.

EV HISTORY FOR BRP

In early 2019, BRP acquired assets of electric motorcycle manufacturer Alta Motors and commercialized the Rotax Sonic E-Kart — which is currently in operation at the Rotax MAX Dome in Linz, Austria. A few months later, it showcased e-concepts at Club BRP 2019 to give a glimpse of what the future could hold for both its current product lines and for other potential segments. BRP President and CEO José Boisjoli actually rode a Can-Am/Alta EV motorcycle onto the stage.

BRP has produced several batteryelectric, hybrid-electric and even fuel cell-electric vehicles over the years. However, this new announcement brings BRP’s electric journey further into focus, with a clear vision and firm plans to roll out its electric products. Beyond Valcourt, this path to electrification has become a global initiative.

As a direct result, the R&D team is expanding at warp speed, and BRP is actively recruiting as it charges forward in its next phase electric propulsion technology development. With involvement from Quebec, Austria, Finland and the United States, BRP’s top talent worldwide, including hundreds of engineers and specialized technicians, will work together to develop and produce electric vehicles at BRP. Could a Can-Am motorcycle be coming back as an EV? Stay tuned…

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CURRENTS+

AMERICAN LANDMASTER CHARGES INTO EV SPACE

HUSQVARNA eREPLICA

Husqvarna Motorcycles is expanding its partnership with electric balance bike manufacturer STACYC to offer two racer replicas – the Husqvarna Motorcycles Replica 12eDrive and 16eDrive. Better yet, the balance bikes will be available exclusively from authorized Husky dealers. Here is the chance to capture the next generation of Husqvarna riders with entry-level enjoyment while encouraging the development of essential riding skills.

Featuring three selectable power modes, as well as a nonpowered coast mode, both versions enable younger riders to safely progress at their own pace. Helping to develop hand-eye coordination, balance and throttle control, with a run-time of up to 60 minutes they offer long lasting pleasure while also encouraging extended outdoor fun. Fast recharging leaves little time to rest.

The smallest model in the range, the Replica 12eDrive, is intended for 3-5-year-olds. Combining coast mode, where no power is transmitted to the back wheel, with its low 13-inch seat height and 12-inch wheels, the basic skills of pushing and coasting can quickly be learned. Taller or more confident 4-8-year-olds can start with the 16eDrive featuring a more powerful, high-output brushless motor. Together with a 17inch seat height and much larger 16-inch wheels, capable of handling rougher terrain, at higher speeds.

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American Landmaster is set to deliver its new lithiumpowered UTV to dealers by mid-May. Equipped with an AC motor, powered by a single 105AH lithium battery pack, the American-made Landmaster EV delivers 45-mile max range with the standard battery pack and 500 lb. bed capacity. “We were ready to launch something big, and at prime time for spring,” says marketing director David Piercy. “This is it!

“If you thought the ride experience and suspension was nice in our L7 gas-powered model, you’re going to love it even more in our EV,” he adds. “When we had our sneak-peak event last Summer dealers stated that one of their favorite models was our lithium-powered EV.” The goal was to produce a robust electric-powered machine that reduces the worry of running out of battery. “With this machine, we’ve done just that. Longer range, longer lasting, and highly capable of doing everything you do with a gas-powered model. And even better, is the remarkable price.”

The EV is built on the same chassis as the L7 flagship product’s proprietary independent rear suspension system (LROSS1).

“We are combining the smooth ride of the L-ROSS* suspension system, the powerful torque of an AC motor, and cleanly packaged 48V lithium-ion battery cell, allowing the all new American Landmaster EV machine to quietly maneuver over different terrain,” explains lead engineer Jordan Miller.

American Landmaster will be the first OEM in the marketplace to offer this kind of technology and affordability in an electric side-by-side model. Partnering with two of the industry’s leaders in lithium technology and AC motors, Landmaster has been able to move quickly to advance their product to the marketplace… and that is just the beginning. An upgraded Extended-Range 160AH battery pack, increasing the range to 65 miles, is set for later this summer.

The Landmaster EV starts at $10,999, the extended-range version is priced at $12,299. Click here for more electrifying details: https://americanlandmaster.com/utility-vehicles/ev

SHIFTING GEARS

Harley Hires CEVO In early February Harley-Davidson announced it was establishing a separate electric-vehicle division complete with its own leadership team. Effective April 1, ex-Bain exec Ryan

Morrissey joins The Motor Co. bringing more than two decades of disruptive technologies experience to his role as CEVO (Chief Electric Vehicle Officer). Most recently as head of the Automotive & Mobility practice in the Americas for Bain, he focused on the long-range transition to electric vehicles and autonomous fleets.

“Ryan has extensive experience with leading OEMs, working on building businesses to develop, commercialize and support electric vehicles,” said Jochen Zeitz, chairman, president and CEO, Harley-Davidson. “I’m excited to have him join the team to help us lead in electric. As we announced in February as part of The Hardwire, we’ll be talking more about our electric strategy later in the year.”

Morrissey began his career at Lutron Electronics, as the U.S. sales lead for their first generation of software-based control systems for energy management. He holds a Bachelor of Science degree in Mechanical Engineering from Lafayette College and an MBA from the MIT Sloan School of Management.

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You might ask yourself what’s driving this growth and why now and not before. I know I have. I wished I could say it was because we (the m/c industry) reached out and welcomed women with open arms inviting and encouraging them to join us at the motorcycle banquet table, but I suspect this would be giving us far too much credit. It’s more like they kicked the door down on their own and said, “why should men have all the fun?”

In my opinion, women just got tired of watching from the sidelines. Once they broke down the barrier to ridership, they made connections, communicated with each other, formed partnerships and support groups that allowed them to develop a love of motorcycling on their terms. In many ways, they have created a view towards motorcycling that meets their specific needs.

WOMEN IN MOTORCYCLING

In Front Of Every Great Man…

By Scot Harden

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omen in Motorcycling is trending up… And that’s excellent news. It’s the single most positive development affecting our industry in many years.

Not only are women having a huge impact, but they’re also doing so at every level of motorcycling. Today, almost 20% of all motorcyclists are women.

Everywhere you look, you see more female riders (covering practically every ethnicity I might add), more women engaged in the powersports business, more women racers, leaders and activists than ever before. Elsewhere in this issue, you will find articles and data supporting this, as well as analysis and commentary on why this is happening now and what it means to powersports’ future. There’s no question that as a group, women in motorcycling have achieved critical mass.

Case in point, Dealernews Diversity Editor Alisa Clickenger.

I was first introduced to Alisa in 2016 as part of the MIC Powerlily Gas Tank Mentor Program. I counseled Alisa as her mentor, and from the start, it was clear her passion for motorcycling was no different than my own. It was also clear that she held distinctly unique perspectives and attitudes towards motorcycling much different than my own.

I could tell she was driven to succeed, had clear ideas on what was missing from the communication landscape to attract more women to join the sport and to nurture them there once they arrived. She wanted to create a roadmap for other women to join in. And while her original business plan was based on a tour company dedicated to women riders, she soon realized that there were so many other ways to serve women’s motorcycling that by now, her mission knows no bounds.

She has created a treasure chest of programs and platforms focused on women, including books on how to ride, seminars and conferences to share information, and last but not least, a national ride event for women. She is a regular one-woman crusade providing light and a path forward for others. And she is not alone.

Alisa is cut from the same cloth as several other industry colleagues I have gotten to know, work and ride with over The percentage of women riders will only continue to rise the years. The shortlist includes powersports professionals as a part of the overall powersports community. More Sarah Schilke, Tigra Tsujikawa, Genevieve Schmitt, importantly, the numbers of younger women getting into Maggie McNally-Bradshaw, Tracy Harris, Jean Turner and motorcycling are growing exponentially. According to MIC, Laurette Nicoll. In each case, the perspective they bring to 22% of Gen X motorcycle owners are women and 26% of motorcycling has added immensely to the industry… and Gen Y owners are women. This all bodes well for the future. unbeknownst to them, improved my perspective as well, They follow in the tracks of pioneers like Mary McGee, Sue Fish, Debbie Evans, Lori Conway, Anna Cody and other legendary ladies from the world of off-road, motocross and desert racing serving as role models. These women contemporaries of my own broke through male-dominated barriers back in the ‘70s and ‘80s. The only difference now is that women are joining in much larger numbers.

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And let’s not forget the role women have traditionally played in motorcycling which I feel is extremely important to remember and applaud. While I’m glad to see so many actually out riding themselves, women are playing a huge

role helping raise the next generation of motorcyclists.

Whether it’s through the purchase of a Strider or a STACYC, and taking their kids to the local track, or just saying “yes” to dad so he can purchase a minibike for their son/daughter, mothers continue to play a huge role in motorcycling.

I mention this because it is very personal for me. Women are the only reason I’ve had any career at all in motorcycling.

You see, unlike most professional racers of my generation, it wasn’t dad who took junior under his arms and showed him the world of motorcycling; it was a woman that served as my primary support mechanism.

Although my grandparents raised me, it was my grandmother providing the moral and financial support to get my racing career started. She was the one that attended every race, and that stood by me while I learned my craft.

While most other grandmothers were content baking cookies and buying toys for their grandchildren, mine drove a chase vehicle in Baja well into her 60’s. And while the thought of what might happen to me racing such high speed and dangerous off-road races scared her to death, she was there at every step to help in any way she could.

What a woman!

Later that role was taken on by my wife; herself the product of a racing family (The Johnson Family out of Las Vegas; AMA Hall of Famer, Baja 1000 and Mint 400 Champion Jack Johnson her older brother). Her unconditional support of my racing dreams had a massive impact on my own Hall of Fame career. Later she added our two sons to the list of men whose motorcycle racing dreams she placed above her own. Between my grandmother and my wife, the adage that “Behind every great man lies a great woman” was never more accurate or appropriate.

Today, the big difference is that it is just as likely to say that “In front of every great man stands a great woman.” Let’s face it, women today are just as likely to be up the road or trail ahead blazing a trail of their own. And I for one don’t mind in the least playing catch up!

Scot Harden

In a reversal of roles, Scot’s grandmother took him racing. She drove the scot.harden@harden-offroad.com chase truck and was in front of every podium (tan coat and hair net).

AMA Motorcycle Hall of Famer Scot Harden has enjoyed a nearly 40-year career as one of the world’s top off-road racers and compiled a set of records that few can match. From 1971 until his final professional race in 2007 — at the age of 51 — Harden mastered a wide range of off-road disciplines.

He also has compiled an impressive executive management resume within the motorcycle industry as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, BMW, Zero Motorcycles and Best in the Desert. Harden also is owner of Harden Offroad, a business consulting practice. He was inducted into the AMA Motorcycle Hall of Fame in 2008.

March 2021

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Personnel Files

By Alex Baylon

LOOKING FOR MR. GOODBAR?

Finding Mr. Goodwrench Is More Like It!

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hile it was a commercial success earning $22.5 on a production budget of $2.5 million and garnered a couple of Academy Award nominations, the 1977 movie Looking For Mr. Goodbar was a real bummer! A school teacher’s search for something more leads to a downward spiral of bad hookups and ultimately — spoiler alert — gets her killed. Because of her family and her job, Diane Keaton’s character has to lead a double life as she desperately tries to keep her career from colliding with her desires…

That was 1977 and you have come a long way baby (for those of you old enough to remember Virginia Slims ad campaigns of that era). Employees no longer have to worry about leading a double life when they check out career opportunities and employers can post help wanted ads without panicking staff. And face it, with the Internet being what it is, there is no such thing as a secret any more.

This story started a couple of months ago with a Google search to see if there are any companies/employers always looking for employees even if they don’t need them at that moment. The results were interesting. It is not a career killer to check out other opportunities!

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If fact, there are a million articles about why employees should always be keeping an eye out for a new job.

Giving reasons like pay, clarification, knowing your value, staying on top of interview skills and so on. However, I could not find a single article on employers always looking for employees even if they don’t need one. This doesn’t seem right to me.

This got me thinking, wait a minute! This is a perfect case of “what’s good for the goose isn’t good for the gander.”

Remember the days when you were concerned about your employer seeing your resume online? Well, those days are long gone with the advent of LinkedIn — the business social networking website — helped make it more acceptable. At MIJ we started working on changing stigma for employers in the motorcycle industry. Let’s talk about why this is so important first then we will get to the how.

MIJ is in its 17th year in business and one of the things that has always remained consistent is the need for good mechanics. I think it’s safe to say it has always been our top job category and will continue to hold that spot strong for at least another 17 years. Women or men wanting to get into the powersports business can fast track their career and write their own ticket by learning to spin wrenches.

One of the biggest struggles for MIJ is the expectations employers have when posting a “help wanted” ad for techs. The vast majority of employers posting on MIJ assume they will be flooded with perfect Master Technicians and “A” Level candidates. Talk about looking for Mr. Goodbar! I always say that request is like trying to find your soulmate on Match.com in 30 days or less.

Actually, I believe the Match.Com odds are in your favor more than hooking up with a dream tech! Finding experienced employees that meet your needs and criteria, specific to the brands you carry is never an easy task. This is why recruiters make thousands of dollars searching for them.

So why isn’t it okay for employers / dealers to always be looking, given the near astronomical odds of finding the perfect tech? And if you do have an A-level Master tech on the team, wouldn’t two or three be even better? This perception that it is bad to be looking is what we set out to change with MIJ. We encourage all dealers to always be looking!

Whether you are looking for mechanics, sales, or parts people, we offer services to allow you to always be looking. When employees decide to give their 2 weeks notice, employers should have a backup file of potential candidates. Certain job titles are easier to fill depending on the experience required. However, getting a replacement employee like a master tech could take many months to find the right person. For that reason, I’m recommending and encouraging employers and especially motorcycle dealerships to always be looking.

Whether your dealership has high turnover or not, you should always have resumes in your back pocket ready to call. Maybe someone showed interest in the position a few months earlier and it would be easy to assume they are employed now and don’t want to work for you.

But do you remember our story a few issues ago about Assume and Presume? Don’t assume they are employed.

Maybe they are, maybe they aren’t. And maybe, just maybe, they still are very much interested in the position still. Always assume that.

The chances of the candidate having a job are likely very high, but if it’s okay for employees to always be looking then, it must be ok for employers to also always be calling candidates to see how they are doing in their current job. Right?

Richard Branson for Virgin said it best when he said, “Train your employees well enough so they can leave.

Treat them well enough so they don’t want to.”

It is not a matter of distrust or unhappiness with your current employees to be looking for future employees.

It’s simply wise to be prepared in a world that moves quickly these days. And yet in that world that moves oh so quickly, the process of finding great employees remains a slow and tedious process. Don’t wait for the gate to drop to think about putting on tear-offs on your goggles and gas in your bike!

It’s unfortunate that service techs are getting harder and harder to find. But that makes it all the more important to be proactive in your approach to how you find them.

It’s not financially wise to wait for there to be an empty service bay, let alone two, to start worrying about who will occupy it next. The same story rings true for all positions.

You are not looking for Mr. Goodbar here, you are looking for Mr. Goodwrench — or Ms. Goodwrench in the future!

MIJ Industry #PROfiles

Dealernews is honored to work with Motorcycle Industry Jobs to recognize the people who make up this great industry.

“When you start reading the Industry #PROfles, you will notice that 80-90% of them get their start at a motorcycle dealership,” says MIJ founder Alex Baylon. “The dealers are on the front lines and have always been the heart and soul of the industry. Without motorcycle dealerships, most of us wouldn’t be where we are today, so part of our message is always going to be ‘support your local motorcycle shop.’”

In addition to recognizing industry pros, Dealernews is also working with MIJ to create a job ticker tape of the latest positions opening in the industry at the Dealernews.com site. Check it out at: www.dealernews.com/Industry-Jobs “Tell us your story,” adds Baylon. “We would love to feature you! Click here to fill out the questionnaire: www.motorcycleindustryjobs.com/industry-profiles/

MotorcycleIndustryJobs.com founder Alex Baylon has been hiring and firing people in the powersports industry for 25 years.

Currently with a major distributor, he has also been with Dragon Alliance, Ceet Racing, MX GP Services in Europe, Acerbis USA, Motonation/Sidi Boots and Scott USA. He started MIJ as he saw a need in the industry for people who are passionate about the motorcycle industry to have an employment outlet. The motorcycle industry like many others has always recycled employees from one company to another and it has always been done by word of mouth. MIJ allows companies in the industry to post their openings and give others in and out of the industry a chance to apply and insert new blood and fresh ideas in the many opportunities in the motorcycle industry.

March 2021

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Confessions Of A Customer®

By Eric Anderson

TIME FOR A NEW ADVENTURE

Going WFO In Retail

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aybe we have been going about this all wrong. We still think we sell powersports machines, parts and accessories to make a living. What if you were a SCUBA dealer in Wisconsin or a ski dealer in San Diego? What would you sell in off seasons? Other adventure-some products, of course, or tours to somewhere else. With the pandemic-enforced “offseason” for an entire year, now is the time to rethink your business and go WFO into the recovery!

Even if you own a powersports dealership in the sunbelt, ask yourself what you are really selling each and every month of the year. Motors… or music to my adventure-loving ears? FYI the vacation industry is about to BOOM starting this Summer as vaccinations increase and quarantines decrease! Everyone will be looking for a quick cure to cabin fever—are you ready?

If you look at typical non-powersports brick and mortar retail operations, things are tough all over. Malls, chains, outlets and corporate stores have your same problems — a decrease in floor traffic with increasing expenses. A study from research firm Mintel (www.mintel.com) states “…the strongest growth from any spending category is vacation travel.” Sure your sociallydistanced related OHV sales were great last year, but people are going to be spending more money on “experiences” than “products” which to customers means less cluttered garages and more expensive trips.

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Hmmm — the American consumer is shifting his POV to “Get Out.” And it’s not just the GoPro/selfie generation that is experiencing this behavioral re-boot. Club Eagle Rider, the industry rental king and tour company, is thriving with its new pre-paid subscription model offering local or “fly and ride” programs… nationally and globally across all demographics.

Why? Because they sell adventure (travel) first — then all the other motorized goodies come along for the experiential ride.

Lots of add-on goodies include gear rentals, purchased gear, souvenirs, travel, meals, accommodations, group tours and… even used motorcycle sales. They are a well-branded adventure center… which also happens to rent what you are trying to sell.

My Millennial-aged daughters and sons-in-law spend more of their time figuring out how to be “outside” than they actually spend outside. Why? Because their generation is burdened by fluorescent-lit labor pools and Zoom meetings brought about by the Age Of Information & Technology — cyber-savvy, dogfriendly, Red Bull-fueled, beanbag-equipped prisons. Just getting outside is increasingly becoming a problem in our society even if you live in the sunbelt — there just isn’t time!

This paradigm shift in our working society — not to mention a recent pandemic — is not only cutting back on our Vitamin D intake but also your store’s floor traffic. Even with flex schedules and tele-commuting, it is tough for many people, young or old, to escape during business hours, breathe fresh air and put a little adventure in their lives… so they dream about it on social media and with exotic travelogues or e-zines.

The definition of the word “adventure” may have devolved because of these societal and generational changes, but that has also made the word itself more applicable to the masses — not just the Thor Heyerdahls, Ernest Hemingways and Edmund Hillarys of the world. Adventure has meant so many different things to so many different people and different generations. To some, it is a ride to the corner tavern on a cruiser, to others it’s a trek to Tierra del Fuego. Some feel it is donning a pair of Oculus VR goggles (as used indoors at past OEM conventions) to “go for a ride.” Hey, the adrenaline flows there too, so no judging here!

The definition of “adventure” should remain a personal decision because it “means what it means” to the customer. Now, your dealership should consider taking advantage of this word’s broader societal meaning. So what if your business started selling adventures instead of motor vehicles? Interpret that two ways — literally and metaphorically: 1) Start selling the escape, the wind in the hair and the excitement your marvelous machines offer instead of bullet points and specs. 2) Begin offering customer trips, clubs, group tours, trail rides or even GPS tracks where customers can use their personal machine locally or a rented one at a vacation destination.

Everyone else is doing it. Zipline tours in Colorado. Hiking tours in Grand Canyon. Skydive over Maui. Snorkeling tours in the Keys. Yoga paddleboard excursions on Tahoe. Horseback camping in Idaho. Motorcycle tours in Alaska. Meditation escapes in Joshua Tree National Park. A Spartan race at an Army Fort. Indiana Jones Adventure at Disneyland — oops! Did I really say that? Why aren’t you offering similar adventures for local (and global) customers in your area… or are you taking your location for granted? Dealers used to leave this adventure part of the equation to the customers of the past, but not any longer.

Modern customers don’t have the creativity or time to figure out the full puzzle. After selling the “why,” the dealer also needs to demonstrate “how, where and when” to use these machines, so get creative!

We know adventure experiences are what people (now) want to buy more than ever, but they don’t want to necessarily invest in expensive equipment — it’s hard to carry around. Trying a new sport is often experienced on vacation when there is time and a convenient opportunity. Money is never an objection— it’s considered vacation, so all bets are off. Bring on the scooter rentals, parasailing, SCUBA diving, boat tours and more.

Could you offer this “try before you buy” renting scenario so it feels like a mini-vacation? Renting becomes a solid option… perhaps better than allowing risky demo rides for free. It’s better not to have customers going to EagleRider to “test ride” a current model rental bike. There is a chance they could love it and end up buying it out of their fleet.

Customers are also not as “hardcore” as they used to be. They don’t want to spend a lot of money for something that sits in the garage 6 days of the week or more, so booking a 1- or 2-week travel adventure somewhere is a better option. I don’t want to own a boat (ever), so I have promised myself I will rent at least 2 times a year. I have changed. Customers have changed. You need to change.

Here are some ideas to think about adding some adventure to your business:

• Become a travel agent, tour organizer or adventure club. Like a Canadian SCUBA dealer once told me, “In winter, we have movie nights, sell package tours and dive in the Caribbean.”

Maybe some of your customers would want to stretch their wings a bit and adventure to a nearby state or national park, whether it’s better weather or not. Can you help organize their trip… or lead a trip for some of your customers? Heck, provide a sign-up sheet, a GPS track and a departure date, then leave the rest up to them. At least it creates a sense of urgency — and a need to buy more accessories from you!

• Develop and share local points of interest to be seen by motorcycle or an OHV. Specialize in your area… and attract riders from inside and outside of your area. Advertise or share this information in social media so customers from outside your community will make you a destination for buying and adventuring.

• Bolster your community’s support of motorcycle and offroad adventures. I was in Moab, Utah, last week and that’s all I saw — adventure tours on every corner! Get into downtown parades. Offer Newbie Nights at your dealership. Ask the mayor to declare a Motorcycle Week in your town? Stage an Adventure Rally starting and finishing at your dealership. Organize OHV clean-up days with clubs, BLM or USFS. All this becomes social media fodder and builds the (SEO) word-of-mouth attraction to your area.

• Do a better job displaying and selling gear. I have met more people — men and women — who tend to get into a sport because they love how the gear makes them look. Skiers, mountain climbers, horseback riders, SCUBA divers, motorcycle riders. Sheesh! That sounds so self-centered to say it but remember how customers have changed the way they take photographs in recent years — they are all INTO their own photos… which get constantly posted on social media sites in an attempt to out “badass” everyone else watching. It’s now more about how you look than how well you actually do it!

Transcend selling hardware. Expand your horizons. Get all ages to come to join the new adventure culture of your exciting business. Get it? Got it? Good!

March 2021

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AIMEXPO CONNECT PRESENTED BY DAIRYLAND Digital Powersports Event Posts Big Numbers, Beats Expectations Digital trade show platform A2Z compared the stats from AIMExpo CONNECT presented by Dairyland against other digital trade shows of similar size – and the numbers reveal exhibitors and attendees engaged a great deal with the event’s virtual networking tools.

“We are very happy with how AIMExpo CONNECT presented by Dairyland was received by the industry,” said Cinnamon Kernes, vice president of MIC marketing and events. “The numbers tell a great story of an engaged industry looking for ways to stay connected. With this in mind, we are working towards our first in-person event in more than two years, to bring the industry together, under one roof, at one time.”

For a show with fewer than 100 exhibitors, A2Z would typically anticipate some 1,400 exhibitor profile views. AIMExpo CONNECT surpassed that benchmark, with nearly 14,000 views. Read More.

IN CASE YOU MISSED IT MIC Symposium MIC members can watch Episode 9: Policies, Politics, and Powersports featuring Scott Schloegel, MIC senior vice president of government relations. With Biden administration cabinet members being nominated and confirmed, we have a clearer picture on policy direction that will shape our industry. From digital right to repair, to land use and emissions, Schloegel provides an update on the players, policy positions, and next steps.

Business Advisory & Forecast Reports MIC members can now access the fourth-quarter Business Advisory & Forecast reports, which detail total motorcycle and on-highway motorcycle sales and make predictions, based on macroeconomic trends, correlated to motorcycle sales.

The reports examine trends that affect our industry, as well as the larger, general economic direction.

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Before her appointment to head up the OHMVR Division, Daphne had been an off-road driving instructor for Land Rover.

She was also an accomplished competitor and in 1995, Daphne was the first and only woman to represent the United States in the Camel Trophy in Central America. She also returned the following year as a support driver assisting in the completion of the first east-west crossing of the island of Borneo.

Don Amador and Daphne Greene being recognized for their contributions to the California OHMVR.

A SALUTE TO DAPHNE GREENE

By Donald Amador

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arch is Women’s History Month where the country honors women who made important contributions to our society. Closer to home, early female pioneers made a significant impact to motorcycling and the powersports industry. Legends like Augusta & Adeline Van Buren who rode 5,500 miles in 60 days in 1916, Dot Robinson founder of the Motor Maids (which continues to this day) and Bessie Stringfield first African-American woman to ride across the United States solo and has one of the American Motorcyclist Association’s top awards named in her honor.

Off-road recreation also has its own list of distinguished women who worked tirelessly to champion responsible motorized recreation on public lands. One of those leaders is Daphne Greene who served as the Deputy Director of the California OffHighway Motor Vehicle Recreation (OHMVR) Division from 2004 until 2011 when Governor Jerry Brown’s announcement that her tenure as deputy director of the OHMVR Division was to be terminated on January 1, 2012.

Daphne was a transformative figure who inspired staff, federal land managers and public sector partners by her commitment to providing the OHV community with access to sustainable high-quality motorized recreation on local, state and federal lands. In addition to being a consummate land use pro, she was also a passionate enthusiast.

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I first met Daphne when she was appointed by Governor Davis to the California OHMVR Commission where she served with distinction and honed her off-road political skills that prepared her for the appointment to sort out the chaos and confusion that had been plaguing the OHMVR Division for a number of years. The impression she made on me, and the changes she brought about were awe-inspiring.

Her accomplishments were many and included an overhaul of the OHV grants program to make it more accountable, transparent and fair. Daphne worked to increase accountability of OHV trust fund expenditures and improved wildlife habitat monitoring programs. Under Daphne’s leadership, the OHMVR Division opened new OHV recreation areas and refocused efforts to provide important OHV safety programs.

Working with Daphne had a great influence on my life. She was always quick to note that any positive accomplishments for OHV recreation was the result of treasured relationships and sincere collaboration with partners and stakeholders.

As Daphne departed her role at Division in 2011, she sent an open letter to the off-road community stating, “These accomplishments — and so many more — could not have been done without the involvement and support of all of you.

Working for the Division is not just about having a job, but about a commitment to making a difference and the desire to contribute in a meaningful way.”

Daphne also issued a timeless and clarion call to the powersports industry, dealers and customers to be ever vigilant and engaged. “These are challenging and uncertain times, and only through the continued vigilance and active support of the community can the OHV program continue to meet its objective of providing for high-quality and sustainable OHV recreation in California [and elsewhere].” Those words ring true now more than ever!

Let’s honor Daphne’s legacy and her challenge to the powersports industry by redoubling our commitment to be engaged with land managers, policy makers, regulators, partners and other key stakeholders in support of our sport, passion and way of life.

Don Amador has been in the trail advocacy and recreation management profession for almost 29 years. Don is President of Quiet Warrior Racing/ Consulting. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numerous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don currently serves as the government affairs lead for AMA District 36 in Northern California. He may be reached via email at: damador@quietwarriorracing.com

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use.

Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

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SPRING HAS SPRUNG! Motorcycling’s Version Of March Madness

With the change of seasons, declining COVID closures and spreading vaccinations the powersports world is ready for rebirth! March marked the return of Daytona Bike Week, American Flat Track (with Shayna Texter making history sweeping the opening double-header and bagging an article in Forbes on her birthday) and adding to #WomensHistory Month, Angelle Sampey took the brand new Suzuki-based Vance & Hines bike to a 200 mph pass to be top qualifier for the NHRA GatorNationals.

The youth movement was served as TSE Racing’s 19-year old Brandon Paasch won the 79th Daytona 200. And speaking of roadracing, MotoGP returned in motorcycling’s version of March Madness with the Grand Prix of Qatar. 28th March 2021.

Leading up to MotoGP 2021 was five days, two tests, 35-hours of track time and hundreds of laps of the Losail International Circuit by both Red Bull KTM Factory Racing and Tech3 KTM Factory Racing. The teams rounded-off their only pre-season outing prior to the first two rounds of the 2021 MotoGP series, taking place at the same race track in Qatar on March 28th and again on April 4th. While we can’t get to Qatar for the opening weekend, we will be seeing MotoGP at the recently re-opened Doffo Barrel Room now that the COVID restrictions are lifting!

Photo courtesy of KTM

March 2021

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RHYMES WITH GOOD KARMA

Serial moto-entrepreneur Eddie Cole is at it again! “I’m working with Jeremy McGrath and Chad Reed on the ARMA SPORT project, a premium nutrition product line. We tested the resell in a few dealers with great success and are ready to now set up retailers nationwide.” ARMA is a culture driven supplement brand founded by action sports industry veterans from Oakley, Spy, Dragon and Monster Energy. “Our elite team of athletes and owners have helped the brand develop a product that works like nothing else on the market,” adds Darryl Atkins, a 7-time MX/SX champ in his native New Zealand. “We have tested the products sell-through in stores and had tremendous results.” Dealers interested in selling the ARMA Sport brand can contact Atkins for an application and information on how to become an authorized ARMA Sport dealer at: https://armasport.com/pages/become-a-dealer

PUT A LID ON IT!

Welcome to the Tucker family, Thumper Fab. Made in Texas, they have released “the most durable and technically advanced accessories and addons available… everything from audio roofs and surround sound LED systems to custom bumpers & roll cages.” Thumper Fab says their innovative team of engineers utilizes cutting edge technologies and processes to create unique and incredibly resilient products. Their manufacturing process is all done under one roof in Texas using the best materials, plus their audio roofs use 100% Rockford Fosgate components. MADE IN THE USA and distributed exclusively

by Tucker: https://youtu.be/faTVmUfVJ9M

TOOL TIME!

Even more important than Tim Allen and Richard Karns comeback on cable TV, Goodson Tools & Supplies for Engine Builders has released its 2021 Catalog. Featuring approximately 5,000 tools and supplies for serious engine builders —you know who you are Bud at Matto Cycle, Justin at Leineweber Enterprises, Teddy at Boyko Racing and Noel at Accurate Cylinder & Sleeve Works! There are 8 full pages of entirely new products for 2021, plus an expanded assortment of specialty tools exclusively for the Milwaukee-8 engines. The 136 page 2021 Goodson catalog is available by request at (800) 533-8010 or click: www.goodson.com

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SO YOU WANT A REVOlution

Billed as FXR’s most advanced gear to date, the 21 and half Revo Limited Edition gear has dropped. “It fits and flows with the shape and movements of the next level motocross athlete,” says designer Dan Guetter. “The road to the pro ranks is long and difficult, so we built our Revo gear to be just as tough. Through testing and continuous refinement, FXR has made numerous improvements to the Revo chassis, setting a higher standard for FXR’s already industry-leading fit, finish, durability, and performance.”

The Omni-Stretch material in FXR’s Revo LE jersey was developed to give riders the ultimate combination of 4-way stretch with the maximum amount of airflow. Click here to see the whole collection: https://fxrracing.com/collections/limited-edition-moto

GREAT BAGS OF FIRE…

Oh wait, this is not a Jerry Lee Lewis song, but a hot new line of luggage from SW-MOTCH. SW-MOTECH USA’s PRO line of motorcycle luggage has expanded again with the addition of the PRO BLAZE saddlebags. The bags are available in two different versions: PRO BLAZE and PRO BLAZE H. The “H” stands for the high version — SW-MOTECH developed the “H” variant specifically for motorcycles with high exhaust systems to protect from heat damage. Featuring an all new sleek design and removable mounting arms, the bags are designed for sportbikes, naked streetfighters and streetoriented touring machines. Check with Twisted Throttle and SW-MOTECH USA for dealer details: www.sw-motech.us

SITTING PRETTY

Corbin does dual sports. Their Canyon Dual Sport saddle is designed specifically to provide long range comfort for Yamaha Tenere types.

There is also offer a bench-style saddle that provides more freedom of movement for riders that lean towards off-road riding… and then there are the backrests. Corbin offers several models to suit individual tastes, both visually and the degree of support desired. The #BR model Ovalbac backrest shown. This backrest provides a generous, contact patch for excellent support. Angle adjustment is simple and can be performed without removing the saddle or backrest from the bike. But wait, there’s more! Corbin has the option of electric seat heaters. Contact Corbin at: https://www.corbin.com/projects/

March 2021

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MOTO DOFFO GRAND PRIX

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lending passion, wine and motorcycles is an art form… there are not a lot of wines with motorcycles on the label,” says second generation wine maker, motorcycle racer and art fan Damian Doffo. Prior to the pandemic, Doffo played host to press launches, Motorcycle Missions builds, Women Wine Wheels, the annual Kurt Caselli Foundation fund raisers and epic MotoGP viewing parties every weekend of the racing season. And then there is the MotoDoffo collection of bikes: https://motodoffo.com

When the lock-down prevented tastings, press launches and ultimately closing of the Barrel Room where the motorcycles are displayed, the crew really began to miss the moto community showing up every weekend. “The virtual tastings and Facebook Live events are fun, but it really isn’t the same and hosting our friends and customers in person,” noted Samantha Doffo at the finish line of the MotoDoffo Grand Prix Drive Though. “So we decided to do this!”

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Wine Club members would have to come for their pick-up anyway, right? But “this” quarantineenforced brainstorm was intended to bring a little fun to process. And then there was the empanadas and chimichurri! Food and wine… and motorcycles? Dealernews registered for the first heat! By coincidence so did Alex Baylon of WPS and MotorcycleIndustryJobs.com fame. Alex and his bride may have gotten the holeshot coming up the coast two-up on his Yamahauler, but the two hour pit stop for Argentinean food proved to be a great equalizer.

While we were the winners of the Slow GP, the real winners will be everyone who gathers at the first MotoGP viewing party in the Barrel Room for the first time in a full year and the return of events like the KC66 Foundation fundraisers!

Hear the Doffo story straight from Damian here: https://www.youtube.com/watch?v=baLRc-hyctw&t=41s

Turn 2 Just past the MotoBarrel Room will be the Fuego Y Sal booth – hot sandwiches and empanadas will be available for purchase here. MotoDoffo Club members will receive 4 complimentary empanadas.

Pit Stop 2 After turning right around the MotoBarrel Room, participants can take a pit stop to get out of their cars and head into the MotoBarrel Room to shop for wine!

Wine Lovers, Start Your Engines!

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here are few things in this world we love more than throwing a big party at the winery so we can celebrate and enjoy some wine with our members and guests. Unfortunately, under the current state of affairs we are unable to host one of our traditional parties, so instead we invite you to the first ever MotoDoffo Grand Prix Drive Thru!

What is the MotoDoffo Grand Prix?

This FREE event is an opportunity to get out of the house and take a leisurely drive through our vineyards, while enjoying some goodies from Doffo Wines, MotoDoffo and Fuego Y Sal along the way!

Participants need to select a “qualifying time” slot to arrive at the winery before embarking on this “slow race” through the winery grounds. Here’s a taste of what’s in store:

Qualifying Time Reserve your day and time slot online – this is required!

Starting Line Arrive at our entrance gate at your qualifying time and check in. Head through the parking lot towards the MotoBarrel Room.

Turn 1 Shop the latest merch and apparel from Doffo and MotoDoffo. MotoDoffo Club members will receive extra discounts on select items.

Pit Stop 1 At the MotoBarrel Room, participants will have the opportunity to purchase wine, which will be delivered to their vehicle. MotoDoffo members picking up their club orders will receive their wine here.

Finish Line At the events Piazza guests can stop for a photo op on the podium. Heritage, Legacy and MotoDoffo Club members will receive 2 complimentary mini bottles of Paulina Sparkling.

March 2021

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AVE ATQUE VALE Mike Bell 1957-2021

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he industry has lost another one of its larger than life heroes as Mike “Too Tall” Bell has passed away.

Following his racing career, roles at White Brothers and Oakley saw him entrenched in the industry and enhancing the lives of everyone he came in contact with.

“Mike Bell was definitely one of the good guys,” says Todd Huffman, producer of The Motocross Files. “Very nice guy, easy to talk to and humble... I was fortunate to interview Mike a couple of times and do his Yamaha Wall of Champions video. I had plans to include him in a future season of our series The Motocross Files, but for now this will be as close as I get.”

The short film about Bell’s big win against the legendary Bob “Hurricane” Hannah in 1978 at the LA Coliseum almost didn’t happen, according to Huffman. “A few years ago we were producing a special on the greatest Supercross races of all time for CBS Sports and this one made the list from fans’ surveys. It was approved to shoot, we shot it and showed the rough edit to Executive Producers who canned it! They said it was “too old” and “no one wants to watch that old stuff.” So it sat for a few years.

“When Yamaha’s 60th Anniversary came around I brought up this unfinished short film to Bob Starr at Yamaha and he said “Yes! Let’s finish it.” So, thanks to Bob and Yamaha, the motorcycle world and Mike’s family have what was perhaps Mike Bell’s best motorcycle career memory. Race In Peace Champ.”

Losing our heroes and legends is always hard, but when it is somebody as approachable and a genuinely good guy

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like Mike Bell, it gets really tough. Veteran journalist Zap Espinoza was another good friend of Mike’s and he had planned a column dedicated to Too Tall.

“Back in October I called Mike to see about doing an interview for the March issue of Mountain Bike Action Magazine and the process got started. In addition to the feature story, I also wrote a column dedicated not just to MX racers, but to Mike in particular. Yes, he was so special,” says the veteran journalist.

“That issue just came out — just days late so Mike never got to see it. Damn! For anyone who knew, liked and loved Mike, I’d ask to please pass this on to remind people just how great of a person Mike was — for all us.”

Here is Zap’s tribute: https://mbaction.com/in-memoriammike-bell-a-mt-bike-motocross-icon/?fbclid=IwAR3pVwhY5sZ Fd1rYe90DZZafQ2Ysw9kaYLrVIFmCOKNKX51gTb0qaAxU6lM

BOYKO ON MIKE’S BIKE

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ike a sad game of “7-degrees of Kevin Bacon” we are connecting the dots with the passing of Mike Bell. Ted Boyko’s recent birthday triggered the memory of Mike Bell’s bike up on his lift when we profiled his shop. Turns

American Landmaster............................................. 29 Best In The Desert Racing Association................ 85 Boost Your Confidence Through Motorcycling.... 44 CDK Global/Lightspeed.......................................... 55 Cycle News............................................................... 60 Digital Lead Performance...................................... 27 DX1............................................................................ 41 EZ Rider Demo......................................................... 47 Find It Now GPS Security....................................... 11 Fuel Capital Group, Inc........................................... 63 HJC Helmets .............................................................. 9 Marine Retailers Association of the Americas.... 43 MBA Insurance......................................................... 34 Motorcycle Industry Council (MIC)........................ 73

out Teddy was his mechanic back in the DG days, so who better to restore Mike’s bike? We did not have room to talk about this in the shop tour, but Boyko definitely knew where all the skeletons were in this closet: https://www.youtube.com/watch?v=Vw2bWvFFPH4

Motorcycle Industry Jobs (MIJ).............................. 19 Motocross Revival.............................................. CVR4 National Powersport Auctions (NPA)................... 13 Piloteer Agency....................................................... 57 Royal Enfield.............................................................. 7 Sullivans................................................................... 51 Torque Off-Road...................................................... 35 Tread Lightly............................................................ 75 Triumph Motorcycles America............................... 17 Twisted Distributing ............................................. 65 Tucker Powersports................................................ 21 Unfiltered Marketing..................................................37 Western Power Sports.......................................... 2-3

Shameless Plug – For the most up to date dealer news, check on the news feed at Dealernews.com, be sure to like us on Facebook and click on Dealernews’ monthly digital editions: www.dealernews.com

March 2021

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HELPING KIDS OUT Helps Our Industry Out

Howdy,

I have been aware of Strider Bikes for about a dozen years now. I am amazed at the company growth. They have sold nearly 3 million bikes worldwide and hopefully inspired millions of kids to get off the couch, off the screen, and get outside and enjoy life on two wheels.

The Strider Education Foundation was formed as a 501c3 a few years ago. About two years ago Strider started a campaign called “All Kids Bike” — Its mission is to teach every child in America how to ride a bike in kindergarten PE class. The progress made in those two years has 248 schools in 37 states running the program.

In fact, 41,000 kids are known to be learning to ride this past year alone. The 5-year impact from those programs will result in nearly a quarter of a million more kids having learned to ride. That is a great start, but we need to keep it going.

Money makes the world go ‘round, and in this instance, money makes the wheels go ‘round for these kids. The school program is delivering results in short order by equipping kids with a lifetime skill and increasing those kids’ health and happiness on a daily basis. The All Kids Bike program is so dialed in that it is being accomplished for just under $10/kid… tax-deductible!

To give you a sense of what this program is all about and how it is impacting lives… even beyond learning to ride, I encourage you to check out this short and glorious video of the program running in schools in South Dakota. We

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believed in this program so much that we put our money where our mouth is.

Documentary Trailer: https://youtu.be/1lM4i3b6BM8 New rider! (29 seconds): https://www.youtube.com/ watch?v=eOPr8y9TcbM

The Board of Directors has set up a fundraising page to keep the momentum going. I’d love to have you join us on this most-worthwhile and rewarding mission.

For more information, I’m happy to discuss in more detail with you or you can find out more…

on the web at: www.allkidsbike.org on Facebook at: https://www.facebook.com/AllKidsBike on Instagram at: https://www.instagram.com/allkidsbike/

A donation of even $10 makes a difference and can be done with a credit card very quickly at: https://support.allkidsbike.org/all-kids-bike-boardmembers

This will be the best $10 bucks you’ve spent all day and the videos will be the most uplifting you have seen in ages!

Ride Free, Take Risks!

Rod “Woody” Woodruff, President & CEO Sturgis Buffalo Chip Buffalo Chip, SD

• Classes for All Riders - Pro / Expert / Amateur / Family / Women / Adventure • Full Schedule of Youth Races – Watch The Champions of Tomorrow • 3 Years in the Planning • Throwback to the Early Days of Hare & Hounds • Neutral Race Site – Tonopah, NV • Amazing All New Rarely Used Race Course • World Hare & Hound Men’s & Women’s Champion to be crowned • 110+ Miles of Fresh Desert Not Used in Over 15 years For information contact: Best In The Desert Racing Association (702) 457-5775 • Website: www.bitd.com • Email: bitd@bitd.com