The success of any remarkable boating experience begins not with the engine, but with the dealers who guide the buyer.

In this episode, Kyler and John sit down with Freya Olsen, Senior Director of Engagement at the Marine Retailers Association of the Americas (MRAA), to explore how dealers shape the customer experience long before a buyer steps on a boat. After nearly two decades supporting manufacturers through Discover Boating and NMMA, Freya now works directly with dealers, giving her a rare, full-funnel perspective on what truly moves the marine market.

Freya shares how consumer expectations, pricing transparency, and category competition shape today’s buyer. She explains why dealer performance has become a defining factor in OEM growth, and how education, certification, and AI tools like Amy are helping retailers serve customers in unpredictable conditions.

You’ll hear how MRAA gathers honest dealer feedback, where the ecosystem still experiences friction, and what it takes to create a seamless handoff from awareness to retail. For anyone operating in an OEM, dealer, or B2B2X environment, this conversation surfaces the signals that matter when the market is shifting fast.

Key Takeaways:

1. Understand Roles in the Funnel: Knowing when awareness hands off to brand consideration and then to retail improves the customer journey
2. Support Dealer Education: Practical training for sales, service, and leadership helps new hires transition into the marine industry quickly
3. Track Real Dealer Needs: Frequent outreach anchors decisions in actual pain points around staffing, service, and customer retention

Timestamps:

(00:00) Meet Freya Olsen

(00:54) Why passion keeps people in the marine industry

(05:15) Pros and cons of newcomers entering the category

(05:57) How pricing transparency builds consumer trust

(07:39) Freya's career path across associations and OEMs

(09:52) The impact of Discover Boating on market demand

(12:35) Competing for attention in a crowded outdoor market

(14:50) What Freya learned by shifting focus to retailers

(17:13) Why retention starts with the dealer experience

(17:25) How MRAA supports dealers with education and tools

(19:14) Certification programs that help teams level up

(21:31) How advocacy protects access and dealer operations

(22:35) What to expect at Dealer Week and why it matters

(25:35) Market uncertainty and preparing for unpredictable demand

(27:05) Freya's next six months: engaging and supporting members

(28:58) The role of AI and how dealers are using Amy

(34:01) What Freya is excited about for next year

What does it take to build a dealer network that lasts generations?

In this episode, Kyler and John talk with Noah Thomas, Director of Marketing at Great Dane, about how the 125-year-old trailer manufacturer continues to strengthen relationships across its dealer community and grow in a shifting market.

Noah explains how Great Dane’s heritage of quality and resilience continues to shape its strategy today, from restoring a 1953 trailer to celebrating the brand’s long-standing partnerships. He shares how his team supports dealers through programs like buygreatdane.com, new digital enablement tools, and initiatives that maintain open and consistent communication across the network.

This is a look inside a brand that wins by standing behind the people who represent it every day.

Key Takeaways:

1. Dealer Relationships Fuel Growth: Great Dane strengthens loyalty through long-term partnerships, open communication, and shared success across its national network.
2. Heritage Shapes Strategy: A 125-year foundation of quality and resilience continues to guide innovation, brand consistency, and market confidence through every cycle.
3. Digital Enablement Elevates Dealers: Programs like buygreatdane.com and Champ’s Spot connect data, marketing, and training to drive measurable results at the local level.

Timestamps:

(00:00) Meet Noah Thomas

(01:42) Inside Great Dane’s 125-year legacy of resilience

(02:58) Navigating freight market shifts and customer confidence

(04:54) Celebrating 125 years with a 1953 trailer revival

(06:23) Why small product details create lifetime brand value

(09:21) Turning customer stories into marketing proof points

(10:24) How Great Dane supports its exclusive dealer network

(12:57) Listening to dealers to guide marketing priorities

(14:55) Building buygreatdane.com to drive digital sales leads

(16:56) Empowering dealers with Champ’s Spot sales tools

(18:54) Expanding into last-mile delivery with truck bodies

(19:44) FleetPulse telematics and data-driven product insights

(21:58) Cross-selling strategies with fleets and truck dealers

(26:16) Rebranding Great Dane and protecting an iconic logo

(30:57) Lessons from Noah’s Peace Corps experience in Vanuatu

What happens when you treat boat clubs like hospitality instead of ownership?

In this episode, Kyler and John sit down with Cecil Cohn, President of Freedom Boat Club, to explore how a subscription-based boating model is unlocking a whole new category of customers and redefining the marine industry along the way.

Backed by Brunswick, Freedom Boat Club is creating access and loyalty in a traditionally high-barrier space. Cecil shares the strategy behind scaling to 400+ locations worldwide, how digital tools like their mobile app are driving member retention, and why investing in hospitality and experience at the local level makes all the difference.

You’ll also learn how their franchise network drives national growth and why OEMs and dealers alike can benefit from Freedom’s data-driven approach to customer engagement. This is a conversation about what it takes to grow an ecosystem from the ground up.

Key Takeaways:

• Subscription Boating Reaches New Customers: Freedom Boat Club attracts a completely different audience—over 90% of members had no intention of buying a boat, proving the power of alternative access models.
• Retention Is Built on Experience: With nearly 90% annual member retention, Freedom shows that consistency, hospitality, and localized service are key to long-term loyalty.
• Digital Tools Drive Engagement: By focusing on mobile-first functionality and ease of reservations, Freedom encourages more frequent trips, which directly impact member satisfaction and retention.

Timestamps:
(00:00) Meet Cecil Cohn
(01:31) Freedom Boat Club’s unique position in the marine ecosystem
(02:32) Why subscription boating attracts non-owners
(04:18) Retention rates and member loyalty benchmarks
(05:50) Strategy built on scale and experience
(07:23) The network effect of 600,000+ annual boat trips
(08:34) How reciprocal access works across global locations
(09:51) Balancing member growth and market expansion
(11:21) Franchise vs. corporate-owned club dynamics
(14:01) How member enthusiasm drives franchise sales
(15:46) Digital transformation and the power of the mobile app
(18:17) Enhancing member experiences through new activities
(21:47) Lessons OEMs can learn from subscription engagement
(26:37) Using data and research to inform strategy
(34:20) Competing with top consumer brands on NPS
(43:54) What’s next: doubling down on digital and community

Translating a retail icon into a commercial brand means harnessing great creativity, vision, grit, and a deep understanding of your customer.

In this episode, John and Kyler sit down with Iain Lanivich, Head of Brand, Creative, and Content at Ford Pro, to explore how he helped build the Ford Pro brand from the ground up. Coming from an agency background, Iain shares the surprises and challenges of operating in a corporate system not always built for creativity, and how he found ways to make it work anyway.

You’ll hear how he made the case for big ideas inside a risk-averse environment and why he believes “pre-selling” internally is the only way innovative creative gets off the ground. 

Key Takeaways:

1. Pre-sell Bold Ideas: Don’t wait for permission. Introduce creative thinking early so the assignment is shaped around the idea, not the other way around.
2. Brand Means Productivity: Ford Pro is about saving time, cutting costs, and getting more done. Feeding that into their brand ensures customers experience them the way they want to be experienced.
3. Educate to Differentiate: From dealers to internal engineers, brand storytelling needs to align everyone around the same narrative, even if they’ve been doing it the same way for decades.

Timestamps:

(00:00) Meet Iain Lanivich
(01:24) From agency life to Ford Pro creative leadership
(04:10) Why brand consistency is tougher inside big companies
(07:18) What makes Ford Pro unique in a fleet-focused world
(10:06) Clarifying “Pro”: Productivity, not professionalism
(12:48) Translating emotion into B2B fleet marketing
(15:27) Gamifying customer education with creative events
(17:59) Navigating corporate resistance to innovation
(20:51) The Pure Michigan Sleep Album story
(26:23) Breaking down the Vehicle Integration System
(31:57) How to protect creative energy in high-pressure orgs
(35:44) Small business branding advice from Iain
(38:41) Segment-based messaging vs. a one-stop shop 
(43:00) Blending creativity, data, and technology in B2B
(44:00) Iain’s reflection on Ford Pro’s evolution

What makes a vehicle work-ready isn't always what you see on the surface.

In this episode, Kyler and John sit down with Adam Keane, President of Allied Body Works, Inc., and founding partner of Fourward Upfitting, about how upfitters are shaping the future of commercial fleets. 

Adam shares how responding to customer needs has sparked innovation and expansion, from custom builds to patented safety products. He discusses the balance of serving fleet customers locally while maintaining consistency, and how being part manufacturer, integrator, and problem-solver drives their approach. You’ll also hear him highlight how customer insights and operational flexibility open doors in a rapidly changing market.

Key Takeaways:

1. Focus on the customer: Prioritize understanding your customers' needs and ensure your product or service directly addresses those needs. 
2. Embrace innovation in everyday solutions: Small, incremental improvements—like designing specialized vehicle features—can lead to big results and create new market opportunities.
3. Leverage partnerships for growth: Collaborating with like-minded businesses can open doors for national expansion and better serve customers. Find ways to work together, sharing knowledge and resources, to offer consistent solutions across multiple regions.

Timestamps:

(00:00) Introducing Adam Keane

(00:53) Transitioning from second-in-command to owning the business

(03:24) The strategic founding of Fourward Upfitting

(05:04) Why local builds can benefit national fleet customers

(06:37) Custom innovations from dog grooming vans to safety products

(11:59) How a city request sparked a patented safety solution

(15:52) A family business built on resilience and reinvention

(18:25) Balancing legacy, growth, and impact as a business owner

(22:24) What it really means to be an upfitter

(25:28) Upfitters as the Value Added Resellers of Commercial Vehicles

(29:19) Scaling smart solutions without sacrificing customization

(36:30) Staying focused on the end-user to keep growing

Building trust with dealers takes time, but when you’re determined to win, every challenge becomes an opportunity.

In this episode, John and Kyler talk to Chris Peterman, a 30-year veteran of the power sports industry, about his journey from aspiring teacher to sales leader. Chris shares why his competitive drive is the key to his success and how he tackles industry challenges, from shifting markets to building strong dealer relationships.

He reveals how staying aggressive, embracing risk, and focusing on innovation are essential for staying ahead. Plus, learn how Chris uses his unique experience in both dealerships and OEMs to drive product success and customer loyalty in an intensely competitive space.

Key Takeaways:

1. Build transparent OEM and dealer partnerships: Chris underscores that open data sharing and shared goals create healthier, faster growth and prevent complacency across the channel.
2. Lead with demo-first experiences: He explains how traveling test-ride trucks and community rides put “butts in seats,” turning curiosity into sales and deepening customer loyalty.
3. Attract Gen Z with affordable, standout bikes: Chris shows why visually striking models priced in the $5–7K range meet younger riders’ budgets and style expectations, expanding ridership even amid tariff pressures.

Timestamps:

(00:00) Why Chris can’t stand losing

(01:39) State of the powersports market and tariff headwinds

(02:59) From teaching track to dealership fast lane

(06:30) How an education background shapes leadership

(10:12) Ingredients for winning OEM and dealer channels

(14:29) Japan versus China versus India business styles

(15:35) Landmark launches including Ducati 916, Yamaha Rhino, and CFMOTO 450 SS

(18:06) Demo rides and the “butts-in-seats” formula

(24:53) Embracing competition inside crowded dealerships

(32:07) Gen Z price points and post-COVID demand

True innovation is about creating meaningful connections and building trust at every level of an organization.

In today’s episode, Brad Fruth, Director of Innovation at Beck’s Hybrids, shares his insights on how the agriculture industry can continue to innovate and thrive. He discusses how Beck’s has maintained its growth by prioritizing relationships over typical ROI-driven metrics and creating a culture that values authenticity and transparency.

Brad highlights the importance of empowering teams and developing an environment where innovation thrives from the ground up. He discusses how Beck’s approach to partnering with startup companies and collaborating with farmers has been crucial to achieving long-term growth. 

Key Takeaways:

1. Build Relationships, Not Just Products: Brad emphasizes that success comes from strong relationships with both dealers and customers, fostering trust through authenticity and consistent service.
2. Support Innovation Across All Levels: From team members to external partners, Beck’s focuses on empowering everyone to contribute to innovation, ensuring it’s integrated throughout the organization.

Create Long-Term Value: Brad shares how they’ve built programs that not only address immediate needs but also nurture the long-term growth of the business, ensuring sustainable success for all involved.

Timestamps:

(00:00) Introducing Brad Fruth

(02:12) Balancing innovation with daily operations

(06:10) Why Beck’s focuses on internal consultancy

(08:50) Building value with startups without money exchanges

(10:20) Understanding what drives customers and dealers

(13:15) Emphasizing authenticity and market feedback

(16:00) Supporting farmers and dealers with research-backed insights

(18:22) Integrating new technology with Beck’s strategy

(20:10) Prioritizing long-term relationships over quick wins

(22:30) The need for flexibility in decision-making

(26:45) Supporting managers with ideation and execution

(30:20) Building empathy within dealer networks

(35:10) The success of Beck’s design thinking workshops

(48:22) Creating fanatical customers with unique experiences

(52:33) Reflecting on Beck’s values and sustained growth

The motorcycle industry doesn’t have a ridership problem, it has a collaboration problem.

In this episode, Kyler and John talk with Ron Luttrell, a veteran in the motorcycle and powersports world, about the industry’s biggest hurdles. Ron shares why growing ridership has been a two-decade-long challenge and how internal competition between OEMs and dealers may be holding everyone back from progress.

He breaks down what real partnership looks like between manufacturers and their dealer networks, and why uniting around a shared message—not just a shared product—could change everything.

From grassroots advocacy to smarter regional marketing, Ron explains how a stronger sense of community and better communication can reignite the love of riding across generations.

Key Takeaways:

• Collaboration Is the Real Growth Strategy: Ron makes the case that OEMs and dealers must stop working in silos. Shared goals and unified messaging are the only way to bring new riders into the fold.
• Change the Narrative Around Safety and Convenience: Modern gear and bikes are safer and more practical than ever. But until the industry tells that story better, many potential riders will stay on the sidelines.
• Advocacy Starts from the Ground Up: Ron’s experience shows that the most effective dealer transformations often begin with a single passionate salesperson, not a corporate mandate.

Timestamps:
(00:00) Introducing Ron Luttrell
(01:35) Current issues in power sports and motorcycles
(02:11) Decline of ridership and the need for industry action
(04:33) The challenge of limited marketing budgets in OEMs
(06:03) What a united industry campaign could look like
(07:05) Why youth are not riding motorcycles: safety and convenience
(10:08) Changing market segments and attracting younger riders
(11:09) The dealer network’s role in marketing and sales
(18:34) Turning dealers into brand advocates
(26:51) Launching the Flying Flea and electric motorcycle challenges

Transforming a business requires clarity, trust, and a focus on people.

In this episode, Kyler and John speak with Garrett Johnson, VP of Sales and CX at Zero Motorcycles, about the leadership principles that have shaped his approach to success. Garrett explains how prioritizing human connection, both internally and with dealers, is key to scaling the business. 

He shares his journey from dealer to OEM and how aligning diverse teams around clear objectives has driven growth. Garrett also discusses the challenges of navigating the EV motorcycle space, staying adaptable in uncertain times, and why customer experience is at the heart of every decision.

Key Takeaways:

1. Put People First: Garrett explains why trust and prioritizing relationships are at the core of leadership success, both within the team and with external partners.
2. Create Alignment Across Teams: By breaking down silos and promoting clear communication, Garrett found ways to make sales and marketing work in unison toward common goals.
3. Adapt with Agility: In a fast-changing market, staying flexible and ready to pivot is essential to overcoming challenges and remaining competitive.

Timestamps:

(00:00) Meet Garrett Johnson

(03:55) From dealership floor to VP seat at Zero Motorcycles

(07:45) The fix for sales and marketing misalignment

(11:38) Why Garrett challenges corporate norms from day one

(15:26) Elevating CX by listening to customer dissatisfaction

(19:18) Tariffs, uncertainty, and selling through economic chaos

(23:12) The case for daily collaboration across all departments

(27:05) Speed matters: How Zero makes faster decisions

(30:58) A better partnership model between OEMs and dealers

(34:47) What dealer-first marketing really looks like at Zero

(38:38) Growing the EV motorcycle market with younger riders

(42:30) Launching accessible products to expand adoption

Leading through transformation takes clarity, urgency, and a deep respect for the people doing the work.

In this episode, John and Kyler talk with Britton Smith, former President of Blue Bird Corporation, about what it really means to guide a company through a high-stakes turnaround. Britton shares how lessons from the Navy and consulting shaped his approach to crisis leadership, and why showing up—literally on the factory floor—was key to earning trust and driving results.

You’ll hear how Britton balanced short-term cash flow with long-term strategy, what it took to scale electric buses, and why he believes real leadership happens when problems are faced head-on with honesty, consistency, and a willingness to get your hands dirty.

Key Takeaways:

1. Lead with Focus in Crisis: When everything feels urgent, leaders must prioritize with discipline, block out the noise, and align the team around one clear objective.
2. Stay Grounded in the Work: Spending time on the front lines builds credibility, uncovers operational blind spots, and creates a shared sense of ownership and purpose.
3. Build Cultures of Candor: Teams thrive when they’re encouraged to speak openly, take accountability, and work together toward continuous improvement without fear.

Timestamps:

(00:00) Meet Britton Smith

(01:50) From submarines to Blue Bird: Britton’s unlikely path

(04:17) Why Britton calls himself a “recovering consultant”

(07:49) The one thing that matters most in a business crisis

(10:37) Scaling electric buses while staying cash-focused

(12:17) How a daily 30-minute meeting turned the company around

(16:13) What Britton learned spending a week on the factory line

(20:36) Building credibility by visiting customers and mechanics

(26:00) Simplifying SKUs to fix a broken supply chain

(30:43) Why seat belts and airbags are Blue Bird’s next safety leap

(35:21) Creating a culture of candor and shared responsibility