Why You Win

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

Dealer relationships in the RV world aren’t built overnight, especially when digital change is on the table.

In this episode, John and Kyler talk with Luke Stoker and Mike Alleva from Winnebago about how they’re rethinking dealer enablement with smarter tech, better data, and a focus on real relationships. Luke shares what it was like to walk into skepticism on day one and why dealer trust became the most important part of the strategy. Mike explains how his background in marine and powersports helps Winnebago dealers feel supported and ready to grow.

You’ll also hear how the team is using unified digital tools, predictive service, and shared marketing to drive stronger results across the network.

Key Takeaways:

1. Lead with Empathy and Experience: Dealers don’t want a top-down directive. They want partners who understand their world and are invested in helping them win.
2. Make the Digital Experience Seamless: A unified experience between OEM and dealer sites increases trust, speeds up the buying journey, and keeps the brand strong.
3. Invest in Shared Wins: Whether it’s marketing strategy, better data, or predictive service tools, the goal is mutual growth—for the dealer, the customer, and the brand.

Timestamps:

(00:00) Meet Luke Stoker & Mike Alleva

(04:27) Why Luke was the perfect fit for digital at Winnebago

(06:24) Why RV retail still lags and how that’s changing

(07:38) Frictionless retail and the pushback it always brings

(09:13) Mike joins the team and instantly earns dealer trust

(12:48) Bringing new tech to outdated dealer websites

(16:20) How UID data helps target better buyers

(20:08) Predictive maintenance and Winnebago’s connected future

(29:47) Why people, not products, truly set Winnebago apart

(34:11) The handwritten note that defined team culture

Winning in the marine industry takes data, strategy, and dealer trust.

In this episode, John and Kyler sit down with Matt Jackson, VP of Sales at Godfrey and Hurricane, to explore how he’s growing market share by blending data insights, dealer relationships, and strategic planning. Matt shares how he collaborates with dealers to build long-term partnerships, navigate industry challenges, and implement strategies that increase market share and strengthen customer loyalty.

You’ll also hear how Matt uses dealer feedback to shape smarter sales initiatives and improve product offerings and how creating value for everyone—dealers, customers, and his team—sets his brands apart.

Key Takeaways:

1. Blend Data with Relationships: When you combine market insights with strong dealer connections, it creates strategies that deliver sustainable growth and long-term success.
2. Leverage Dealer Feedback: Collaborating with dealers can provide valuable insights to shape smarter sales initiatives, improve products, and stand out in a competitive market.
3. Plan Strategically for the Long Game: Winning market share isn’t just about immediate wins. Brands have to have a clear vision for the next several years and act now.

Timestamps:

(00:00) Meet Matt Jackson

(04:22) The challenge and opportunity of managing hybrid sales teams

(06:33) Building dealer trust while managing two competing brands

(10:16) Why market share is the ultimate measure of success

(12:09) How dealer feedback sparks creative sales strategies

(17:55) The dealers who refused to price gouge and won big

(24:25) The story behind Godfrey’s legacy of quality and durability

(29:27) How data helped Matt avoid costly mistakes

(32:07) The secret to balancing data and relationships in sales

(35:43) Why repeat customers are the key to long-term growth

(39:00) Matt’s advice on taking risks, learning fast, and winning in sales

Reimagining how commercial vehicles are sold is no small feat.

In this episode, John and Kyler sit down with Kathryn Schifferle, CVO and Founder of Work Truck Solutions, to discuss her mission to bring clarity and efficiency to a traditionally fragmented industry. Kathryn shares her journey as a serial entrepreneur, her passion for solving complex problems, and how her company connects dealers, OEMs, and upfitters to transform the B2B2X landscape.

You’ll also hear her top lessons on building a company where smart people thrive and why she believes passion is the ultimate fuel for success.

Key Takeaways:

• Transform Industry Challenges into Opportunities: Identifying and addressing gaps in the market, like tracking upfitted commercial vehicles, can open doors to creating industry-changing solutions.
• Build a Culture That Thrives: Foster an environment where smart people feel empowered to innovate, collaborate, and iterate. 
• Know Your Market: Understand the unique needs of your audience, whether it’s small fleets or large enterprises, and tailor your solutions to deliver the most impact.

Timestamps:
(00:00) Meet Kathryn Schifferle
(01:41) Kathryn’s journey as a serial entrepreneur
(03:07) Falling in love with the commercial vehicle industry 
(04:21) Identifying the problem with tracking upfitted vehicles
(13:01) Launching EV Hub and partnerships with J.D. Power
(15:47) Developing tools and resources for small and large fleets
(20:30) Passion and persistence as drivers of entrepreneurial success
(25:17) Building a culture on transparency and collaboration
(27:43) Continuous improvement and embracing iteration 
(32:00) The decision to transition leadership and focus on growth
(41:00) Kathryn’s advice to future entrepreneurs on finding the right culture and people

How do you prepare for a future that’s constantly changing?

In this episode, John and Kyler sit down with Adam Wint, Global Trends & Futuring Manager at Ford Motor Company, to explore how he helps teams prepare for the unknown and make strategic bets that keep Ford ahead of the curve. Adam shares how his team uses trends, scenario planning, and consumer insights to guide Ford’s strategy and shape products that are relevant for the next 25 years.

You’ll also hear Adam’s perspective on the challenges of “nowism,” the art of predicting consumer needs in a shifting world, and why asking “dumb questions” might be the smartest move for growth.

Key Takeaways:

1. Think Beyond the Present to Future-Proof Your Strategy: Embrace “futuring” by examining trends and potential scenarios that may impact your industry 5, 10, or even 25 years from now. It will help you prepare for various possibilities and help your team stay agile and proactive.
2. Use Trends and Uncertainties to Guide Strategic Decisions: Trends can reveal universal truths, but real opportunities lie in the uncertainties. Make strategic bets on future directions by analyzing what’s known and preparing for the unknown.
3. Build Flexibility into Product Development: For products that may be in the market for decades, design with adaptability in mind. Consider how your customers' lives and needs will evolve over time, and create solutions that can grow with them.

Timestamps:
(00:00) Career Shift to Consumer Insights

(04:10) Future-Proofing Business Decisions

(07:35) Navigating Change and Implications

(10:37) Climbing Change: A Reactive Cycle

(14:27) Uncertain Future of Vehicle Ownership

(17:07) Overcoming Nowism Through Forward Thinking

(22:56) Unified Vision for Future Success

(24:40) Optimistic SaaS Growth Predictions

(27:28) Collaborative Idea Synthesis Shift

(32:58) Consumer Influence on Business Models

(34:37) "AI Unifies Disparate Data Sets"

(39:15) EV Scenario Planning: Consolidation Uncertainties

(42:48) Embrace Mistakes, Learn Fearlessly

(45:39) Embracing Failure as Motivation

What does it take to grow a commercial vehicle company while building strong, lasting partnerships in a competitive industry?

In this episode, Kyler and John sit down with T.J. Matijevich, Chief Revenue Officer at Model 1, whose journey spans years of rapid expansion and industry shifts. T.J. shares insights on how Model 1 has built trust with dealers, tackled new market segments, and handled the challenges of transitioning into the non-passenger space.

Tune in to learn how Model 1 approaches dealer relationships, strategic acquisitions, and the evolving commercial vehicle landscape.

Key Takeaways:

1. Prioritize Rapid Problem-Solving to Build Trust: Resolve customer issues swiftly by taking ownership, regardless of the root cause, to minimize downtime and reinforce trust and loyalty with your clients.
2. Make Calculated Growth Moves through Strategic Opportunities: Embrace an entrepreneurial mindset by balancing planned acquisitions with seizing timely opportunities, enabling sustainable growth and diversification in product offerings.
3. Adapt and Expand into New Market Segments: Leverage existing infrastructure to enter adjacent sectors, streamlining processes and reducing vendor dependencies to meet evolving industry needs and ensure long-term growth.

Timestamps:
(00:00) Meet TJ Matijevich
(01:24) Model 1’s rebranding and growth story
(04:46) Model 1’s strategic decisions during the financial crisis
(08:06) Sales strategies across customer segments
(09:48) Model 1’s consumer market experiment
(14:59) Talent acquisition for new market segments
(16:41) Entering new product markets
(20:04) How partner support evolved as Model 1 scaled nationally
(29:08) The complexity of multi-partner vehicle service
(31:53) Learning from past mistakes in electrification
(34:46) Model 1’s strategic expansion in non-passenger markets
(36:27) Localizing upfitting services to enhance customer experience
(41:06) Model 1’s vision and future bets

What does it take to transform a seemingly unexciting product into a lifestyle brand? 

In this episode, John and Kyler chat with Brendan Church, Chief Marketing Officer at Legend, to uncover how he turned van liners into a premium, engaging brand that connects with its customers in unexpected ways. Brendan shares the creative strategies that helped Legend stand out in a traditional market and how staying close to the details keeps his team passionate and ahead of the game.

You’ll also hear the power of storytelling in building strong customer loyalty.

Key Takeaways:

1. Leverage Storytelling to Drive Brand Loyalty: Focus on authentic storytelling to connect with your customers and build strong relationships. Consider highlighting real customer experiences to create a sense of loyalty that goes beyond just selling a product.
2. Balance Creativity and Strategy for Maximum Impact: While traditional marketing metrics matter, don’t let them stifle creativity. Encourage your team to take bold risks, experiment with new ideas, and prioritize action.
3. Stay Close to Your Product and Customer: Keep your marketing team closely involved with the product and the customer experience. Regularly engaging ensures your campaigns stay relevant, authentic, and aligned with real-world customer needs.

Things to listen for:

(00:00) Meet Brendan

(07:10) "Legends of the Road"

(08:32) Rebranding to Legend

(13:26) Be bold and try new things

(19:14) Tailoring messaging for different audiences

(25:20) Key roles every successful marketing team should have

(30:00) The power of visual storytelling

(32:21) How Legend plans and brainstorms content

(37:13) Ditching traditional marketing metrics

(38:46) The power of word-of-mouth marketing

(45:13) Advice for marketers seeking leadership buy-in

How do you shift from a single industry focus to dominating multiple markets? 

In this episode, John and Kyler sit down with Jarod Lippert, Chief Marketing Officer at Lippert, to explore the company’s journey from manufacturing housing to becoming a leader in the RV, marine, and automotive industries. Jarod discusses how the shift from B2B to B2B2C has changed their marketing approach, the importance of brand recognition, even in OEM-driven environments, and how his team stays focused on what really moves the needle.

You’ll also learn about brand strategy, innovation, and the art of staying ahead in a fast-evolving market. 

Key Takeaways:

1. Diversify for Long-Term Success: Embrace diversification to mitigate risks and expand into new markets. This way, you ensure your business isn’t overly reliant on a single industry or product line.
2. Focus on Brand Recognition in B2B2C Markets: In OEM-driven environments, consider building consumer brand recognition that helps your products stand out, even if your end customer isn’t the direct buyer.
3. Double Down on Innovation: Whether it’s products, processes, or culture, continuous innovation will set you apart in competitive markets and help maintain the lead. 

Timestamps:

(00:00) Meet Jarod

(01:49) Lippert’s evolution from RV to diversified industries

(11:49) Brand recognition challenges in the RV industry

(15:04) Lippert’s acquisition strategies 

(18:30) Leveraging brand equity from acquisitions

(20:19) Why brands can’t fake it anymore

(23:28) How Lippert prioritizes projects

(26:09) Learning from product failures and trusting gut instincts

(32:21) Lippert’s five pillars

(35:54) The importance of culture and leadership

(40:15) Managing employee expectations post-acquisition

(44:09) Brand architecture challenges with OEM commitments