Bringing a new product to market is hard enough. Creating a new category inside an established dealer network adds a different level of risk.

In this episode, Kyler and John are joined by Yamaha Marine’s Leslie Zlotnick, Division Manager WaterCraft Marketing, and Martino Ruggiero, Product Manager, to explore how product and marketing align when launching something entirely new. With nearly two decades of collaboration, Leslie and Martino walk through the development and launch of the CrossWave, a platform designed to meet changing customer behavior on the water.

They share how long-range product planning shapes go-to-market strategy, when marketing should enter the conversation, and how to validate demand before committing to a new category. The conversation also unpacks how Yamaha balanced dealer relationships, organic demand, and limited early information to build momentum ahead of launch.

For OEM leaders navigating B2B2X distribution, dealer engagement, and product innovation, this episode offers a clear look at how to align teams, test demand, and bring a new category to life without overengineering the launch.

Key Takeaways:

• Start with Real Customer Need: Validate unmet needs through research before committing to new product development
• Align Product and Marketing Early: Introduce marketing once concepts are viable to shape positioning and launch timing
• Let Demand Build Before Overinvesting: Use curiosity and scarcity to generate organic momentum before heavy media spend

Timestamps:

(00:00) Meet Leslie Zlotnick and Martino Ruggiero

(02:11) Marketing and product roles inside Yamaha

(03:22) Planning product development five years out

(05:46) How Yamaha defines winning in long-range strategy

(07:41) Identifying unmet customer needs on the water

(09:33) When marketing enters product development

(11:07) Positioning a product for multiple use cases

(12:48) Balancing niche use with broad market appeal

(17:04) Managing portfolio risk and category creation

(22:00) Rethinking traditional product launch strategy

(26:03) Dealer reactions and early demand signals

(29:55) Launching without complete information

(33:17) Advice for product and marketing alignment

What do you do when the market wants innovation, but not all at the same pace?

In this episode, Kyler and John sit down with Tim Wieland, Director of Corporate Communications at Bosch USA, to explore how one of the world's largest automotive suppliers approaches mobility, market readiness, and long-term innovation.

As Bosch helps OEMs navigate electrification, hybrids, software-defined vehicles, and AI, Tim discusses the challenge of communicating a cohesive strategy across a vast portfolio without losing sight of customer needs. He explains Bosch's technology-neutral stance, why the powertrain market will continue fragmenting for years to come, and how consumer demand ultimately determines which technologies win. 

For leaders in B2B2X channels managing dealer complexity or weighing decisions on electrification and AI, this episode offers practical perspective on balancing innovation with affordability, long-term vision with near-term pressure, and brand storytelling with business reality.

Key Takeaways:

• Build Around Consumer Readiness: Scale technology based on what customers value, understand, and can afford
• Use Portfolio Breadth as a Strategic Advantage: Share insights across business units to uncover product, channel, and innovation opportunities
• Pair Long-Term Vision with Timely Action: Stay patient on market shifts without losing the urgency needed to win in the moment

Timestamps:

(00:00) Meet Tim Wieland

(01:16) What Bosch Mobility Communications looks like in North America

(03:21) Why hybrid technology is gaining ground with US consumers

(05:00) Connecting vehicle architecture, software, and system-level thinking

(07:28) The challenge of making advanced mobility affordable

(09:03) How Bosch aligns strategy, internal buy-in, and market demand

(10:40) Why Bosch invests for the future while serving OEM needs today

(14:02) Bosch’s technology-neutral view of electrification, hybrids, combustion, and hydrogen

(17:20) Why consumer brand awareness still matters in a B2B2X model

(20:53) How Bosch built a Super Bowl campaign to grow in the US market

(29:20) Balancing patience, profitability, and the pressure to win now

(35:20) Why AI will reshape how marketers, agencies, and OEMs operate

(42:40) What agency professionals should keep when moving in-house

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

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

Launching a product is one challenge, but launching it at the precise moment your dealers are ready to sell it is an entirely different thing. 

In this episode, Kyler and John sit down with Bradley Adams, Assistant Manager of Public Relations for Powersports at Honda, to unpack how product launches actually work inside a global OEM. From coordinating media events to aligning with dealership floors, Bradley shares how timing, storytelling, and experience design come together in a mediated sales environment.

He explains that Honda builds its launch strategies around the rider, rather than just the product, and why successful launches feel more like shared experiences than mere announcements. Additionally, he elaborates on the increasing influence of YouTube creators, the pressure of competitive product comparisons, and how dealer demonstrations significantly impact the final purchasing decision, often more than marketers realize.

For OEM leaders managing B2B2X distribution, dealer support, and product launch strategies, this episode provides valuable insights on integrating engineering, media, and sales into a cohesive moment that drives demand and conversions.

Key Takeaways:

• Build Launch Timing Around Availability: Align media buzz with dealership inventory so demand converts immediately into sales
• Design Experiences That Tell the Product Story: Create events that reflect how and where the product is actually used
• Equip Dealers As The Final Influencer: Ensure sales teams experience and understand the product to close the gap between interest and purchase

Timestamps:

(00:00) Meet Bradley Adams

(01:45) Inside Honda’s PR and product launch responsibilities

(05:37) From racing to media to OEM marketing

(12:35) How Honda approaches product launch strategy

(13:13) Building launch events around product story and use case

(18:42) Why comparison tests influence buying decisions

(20:04) The challenge of proving marketing impact on sales

(21:28) The role of product materials and messaging in launches

(24:39) Dealer influence and the importance of product experience

(27:00) Aligning media, dealers, and internal teams

(28:12) Constraints that shape real world launch planning

(29:56) Teasers, timing, and maintaining audience attention

(35:37) Expanding into fleet sales and new channels

(38:35) Career advice for succeeding in the powersports industry

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

What does it take to push an entire industry toward electrification?

In this episode, John and Kyler talk with Ben Hartford, EV Sales Manager at  Pritchard EV, about the complexities of transitioning commercial fleets from gas and diesel to electric. Ben shares his experience in helping Fortune 500 companies and government fleets set and achieve sustainability goals, as well as the challenges and opportunities of adopting EV technology.

Listen in as Ben discusses the future of fleet electrification, how to navigate the evolving landscape of regulations, and why starting small with pilot programs can lead to big changes.

 Key Takeaways:

1. Focus on Personalized Solutions: Focus on understanding customers' specific needs and fleet operations before recommending electric vehicle solutions.
2. Prepare for Future Regulations: Stay ahead of the curve by piloting electric vehicles and changing infrastructure now so that businesses are ready when new regulations mandate cleaner transportation options.
3. Explore Emerging Technologies: Keep an eye on innovation that may provide more efficient alternatives and recommend the most sustainable options for each customer. 

Timestamps:

(00:00) Meet Ben

(01:19) Pritchard’s role in the electrification of fleets

(02:14) Early adoption of EVs by customers

(04:09) Pritchard’s business structure and national reach

(05:55) Pritchard’s approach to customer engagement and education

(07:19) Consultative sales approach to EV solutions

(08:33) Navigating regulations and their impact on Pritchard

(13:37) How Pritchard helps clients adopt EVs gradually

(18:03) Encouraging pilot programs to test EV adoption

(31:12) Evaluating new OEM partnerships for Pritchard

(33:25) The shift from brand loyalty among customers

(36:34) Addressing infrastructure challenges for clients

(42:10) Hydrogen’s role in medium and heavy-duty fleet solutions

What happens when AI meets the world of pickup trucks?

In this episode, John and Kyler sit down with Nate Buelow, the VP of Marketing and Communications for Ram & Chrysler, to explore the strategies they’re using to navigate rapidly changing markets and evolving customer needs. Nate shares how AI is revolutionizing marketing, design, and user experience, making adaptability more crucial than ever. They also discuss Nate’s experience in balancing traditional and EV technologies for varied consumer segments.

You’ll learn about the technology helping them achieve success, dealer partnerships, and the art of meeting diverse customer demands, all while staying nimble in a fast-paced industry.  

Key Takeaways:

1. Embrace AI to Enhance Performance and Adaptability: Consider investing in AI-driven analytics to refine your marketing strategies and customer targeting to optimize operations, stay competitive, and adapt quickly to changes in the marketplace. 
2. Prioritize Strategic Communication and Leadership: Establish clear and frequent communication channels with your distribution partners to ensure alignment and responsiveness to market changes. 
3. Invest in Multi-Pronged Marketing Approaches: To tackle market complexities, adopt a comprehensive marketing approach that diversifies your efforts to ensure you reach a broader audience and adapt to various market segments. 

Timestamps:

(00:00) Meet Nate

(02:21) How Stellantis brand teams operate independently yet collaboratively

(08:02) The important role of regional dealers in Ram’s marketing strategy

(09:39) Driving demand through innovative marketing strategies

(11:06) Why metrics are crucial in Ram’s marketing decisions

(15:50) How Ram responds to critical issues 

(26:19) How dealer networks help in delivering Ram’s message

(31:24) The dynamic relationship between OEMs and powerful dealers

(36:58) Three buckets approach to marketing optimization

(42:27) Introducing the Ramcharger

(47:39) The importance of direct customer engagement

(52:31) Jeeps and the Rubber Ducky phenomenon

How can modern marketing strategies transform traditional agriculture industry?

In this episode, John and Kyler sit down with Marisa Riley, Director of Marketing at Case IH North America, to explore the intricacies of marketing in agriculture. Marisa shares her insights on building a high-performing marketing team, leveraging technology to support farmers and dealers, and navigating the challenges of a historical brand in a rapidly evolving market.

Listen to learn valuable insights on aligning bold marketing initiatives with brand values, integrating advanced technologies into agriculture, and supporting a diverse dealer network to drive business success.

Key Takeaways: 

1. Build Collaborative Teams: Focus on creating a collaborative environment with strong leadership and high-performing teams to drive marketing success.
2. Align Marketing with Brand Values: Ensure that innovative marketing initiatives stay true to the brand’s core values to maintain authenticity and trust.
3. Leverage Technology: Utilize advanced tools and systems to enhance customer experience, streamline processes, and gather valuable data for informed decision-making.

Timestamps:

(00:00) Meet Marissa

(03:17) Case IH adapting to post-COVID changes

(08:55) Balancing legacy with innovation

(12:30) Testing and iterating with the target audience’s input

(17:02) Integrating marketing early in product development

(19:41) Focusing on technology for growth

(30:06) Shifting marketing budgets according to market cycles

(36:30) Customer-centric approach in marketing

(38:19) Key advice for new commercial marketing leaders

Ever wondered how transitioning from internal combustion to electrification can innovate your sales approach?

In this episode,  Kyler and John sit down with Kelly Kiger, the VP of Commercial Vehicle Sales at Workhorse, to explore how to maintain a startup mentality in a rapidly evolving industry. As companies navigate the shift to electric vehicles (EVs), Kelly shares her firsthand experience of setting up dealer networks, transitioning traditional dealers to EV enthusiasts, and the unique challenges that come with this dual transformation. 

Listen to learn valuable insights on balancing a lean startup environment while meeting industry standards and how geographic readiness across the U.S. can guide your sales strategy. 

 Key Takeaways:

1. Adopt a Lean and Experimental Approach: Instead of adhering to rigid processes like those found in large, established corporations, embrace a startup mentality by being flexible and open to experimentation.
2. Consider the  "White Glove" Service: Providing a premium, personalized experience could significantly impact how your customers perceive new and innovative products, particularly in the EV sector.
3. Build Strong Dealer Relationships: Transitioning from traditional to electric vehicles involves educating and equipping your dealer network with the necessary tools and knowledge.

Timestamps:

(00:00) Meet Kelly

(05:05) Building a dealer network 

(09:54) Areas where Workhorse is excelling

(13:00) Balancing dealer expansion and direct fleet relationships

(15:54) White glove approach to marketing and customer engagement

(22:03) Building trucks before hiring a sales team

(31:04) Advice for transitioning to a startup

(35:47) Retraining dealers to sell EVs and adjust their business models

(41:07) Collaboration within the EV industry to drive overall success

What do the iPhone and Winnebago have in common?  The customer shows up demanding the brand. 

In this episode, Kyler and John sit down with Andrew Heddle, the Director of Digital Marketing Transformation at Winnebago Industries, to unpack his career at Best Buy, how they transformed by diving into the mobile business, and what he has learned from their strategic risks and successes and applied to Winnebago. 

Discover how understanding societal shifts, leveraging supply chain management, and aligning digital communication with customer needs can drive success in today’s fast-paced market. Andrew also shares insights into the RV industry, evolving digital marketing trends, and offers practical advice for companies navigating complex distribution channels.

Key Takeaways:

1. Take Bold Strategic Steps: Assess your market position and consider daring moves that could unlock new revenue streams. Partner with industry leaders to gain expertise.
2. Strengthen Supply Chain Relationships: Build strong supply chain connections and explore partnerships or joint ventures to fill any capability gaps.
3. Stay Flexible in Digital Transformation: Keep an eye on digital trends and be ready to adjust your strategies as needed. Use resources wisely to stay ahead and remain competitive despite digital disruptions.

Timestamps:

00:00 Meet Andy

05:15 The continuous evolution of digital marketing

12:25 Best Buy’s strategic move into the mobile phone market 

23:23 Advice for dealers in the RV market 

31:38 How brand and digital transformation are interconnected

37:40 Winnebago's history of pioneering categories

41:37 Investing in winners, adapting to emerging trends

50:24 RVs evolve to meet expanding interests

What happens when you combine AI, big data, and a deep understanding of dealer dynamics?  

On this episode, John Gough and Kyler Mason sit down with  Steven Hileman, Head of Strategy and Business Development at Roadpass Digital, who takes us behind the scenes of how they’re transforming their customers’ experience while tackling the complexities of multi-channel distribution in the auto and RV industries.

You’ll learn the secrets behind Roadpass' innovative approach to blending sales and marketing, leveraging AI lead generation, and nurturing partnerships with large dealer groups. Whether you're looking to enhance your dealer relationships or simply curious about how data can reshape consumer experiences, this conversation is packed with practical advice about how to maneuver the B2B2C distribution channel.  

Tune in and discover why understanding the deep nuance in the dealer channel is crucial for winning in today's market.

Key Takeaways:

1. Metrics Unlock Deeper Customer Understanding: Make sure you are tapping into data and analytics to gain a nuanced understanding of your customers' behaviors and preferences.
2. Simplifing and Bundle Offerings for Dealers: Simplify your product offerings to make them more appealing to your distribution partners.
3. Invest in Long-term Partnerships with Key Accounts: Focus on building long-term partnerships with strategically important dealer groups. 

Timestamps:

00:00 Meet Steven

04:24 Transition to a marketing role during the recession

09:36 Delivery challenges and improvisations

17:00 Airstream changed sales approach

25:52 All About Roadpass

39:41 RV rental started

45:59 Roadtrippers and expansions

52:36 Specialized AI development

What does it take to revolutionize truck storage accessories and master both B2B and B2C?

Join hosts John Gough and Kyler Mason as they welcome Wanda Rozwadowska, VP of Partners at DECKED, for a conversation about the ambitious strategies powering DECKED’s growth. In this episode, we explore how Wanda's extensive experience at organizations like Nike and Black Crows informs her approach to navigating the complexities of retail strategy, product independence, and consumer engagement. You’ll also learn how she’s manages cross-functional teams, implements calculated retail rollouts, and crafts seamless omnichannel shopping experiences for DECKED customers. 

Hear practical advice on thriving with complex distribution channels and leveraging both B2B and B2C strategies for sustainable growth.

Key Takeaways: 

1. Align Marketing Strategies with Key Consumer Moments: Consumers don’t think in channels. You have to make their experiences transition seamlessly from one channel to another — from OEM to dealer, and back. Consider planning marketing campaigns around significant events and seasonal activities relevant to them, such as product launches or peak periods like overlanding or camping seasons.
2. Adopt a Deliberate and Calculated Product Roll-Out: Taking a page from Nike’s playbook, slow down your product roll-out to ensure you have a well-defined blueprint and the right partners. Focus on a priority consumer profiles in the initial phase.
3. Balancing B2B and B2C Strategies: Develop distinct yet complementary strategies for your B2B and B2C segments. Emphasize creating a cohesive brand identity while addressing the unique needs of each audience. Spend more time understanding the dealer environment your customers interact with. 

Timestamps:

00:00 Meet Wanda

03:23 DECKED and small to medium-sized fleets

09:27 Selective retail partnerships

17:02 Wanda’s career at DECKED

20:48 Nike's impact on skateboarding over the years

25:25 B2B partners and retail strategy

33:17 Having proud partners

42:00 One leader for sales, marketing, and e-commerce

45:58 Partner expansion to international markets

Industry marketing gets complicated when the product is sold through independent dealers, built by dozens of manufacturers, and unfamiliar to most consumers.

In this episode, Kyler and John sit down with Carl Blackwell, longtime Chief Marketing Officer of the National Marine Manufacturers Association and former President of Discover Boating. Over four decades in marketing, Carl worked across restaurants, advertising, the beef industry, and eventually recreational boating.

Carl shares the story behind Discover Boating and what it took to build an industry-wide campaign from the ground up. This involved gaining the support of independent manufacturers and dealers, basing decisions on research, and addressing the real barriers that prevent first-time buyers from stepping onto a boat.

The conversation also tackles campaigns that have reshaped how boating is marketed, the role of boat clubs as a gateway for new participants, and the challenges the industry faces moving forward. From concerns about affordability to an aging customer base, Carl reflects on how marine manufacturers, dealers, and industry groups can collaborate to increase participation and strengthen the boating sector.

Key Takeaways:

1. Earn Credibility With Dealers: Independent dealers respond when marketers respect their expertise and take the time to understand how their businesses actually operate.
2. Use Research To Unlock Category Growth: Discover Boating succeeded because it focused on understanding the barriers that stop first-time buyers from entering the market.
3. Expand The Funnel Before Selling Ownership: Boat clubs, rentals, and shared access models introduce people to the water and create future buyers.

Timestamps:

(00:00) Meet Carl Blackwell

(01:12) Carl’s 40-year marketing career

(05:15) Moving from the beef industry to launch Discover Boating

(09:00) Building industry buy in for a national boating campaign

(11:50) Researching barriers that stop first time boat buyers

(14:31) Why dealers must sell boating as a family experience

(16:36) Convincing skeptical manufacturers to support Discover Boating

(20:25) Boat clubs as a gateway for first time boaters

(23:54) Favorite Discover Boating campaigns and creative experiments

(27:00) Early adoption of digital, connected TV, and influencer marketing

(29:02) Changing the narrative about the “two best days of boat ownership”

(33:14) Affordability challenges facing the marine industry

(38:00) New models like boat clubs, sharing, and fractional ownership

(44:00) The challenge of funding top of funnel marketing

How do you disrupt the commercial vehicle industry but maintain staying power in an environment where new OEMs regularly come and go?

In this episode, Kyler and John are joined by Mark Circo, the Head of Customer Experience at REE Automotive, whose career in the trucking industry spans over 20 years. As the conversation unfolds, Mark dives into the intricacies of building trust with dealers and end-users, drawing from his military and federal government sales experience.

Listen to learn the art of cross-training dealerships and the impact of electrified vehicles on different dealers, geographies, and even other OEMs. 

Key Takeaways:

1. Leverage Demonstration Techniques to Showcase Product Strengths: Create immersive, real-world demonstrations that highlight your product's unique features.
2. Adopt a Flexible and Personalized Training Approach: Implement cross-departmental training programs for your dealers, tailored to their specific product lines.
3. Cultivate Win-Win Relationships with Incentives: Foster mutually beneficial relationships with your dealers by providing incentives that align with their success, as well as your brand’s.

Timestamps:

00:00 Intro

05:40 Mack and Volvo as symbols of excellence 

15:34 New employee issues

21:02 Innovative transportation technology

29:45 Product performance and features

35:09 Engaging with customers, building trust, maintaining communication

47:32 Embrace change, learn, and push limits forward

48:24 Take risks, bet on yourself, and choose wisely

From dealing with complex distribution channels to trying to control a distant customer experience, leaders in mobility manufacturing deal with complexity every day. But then, there are the leaders who are, simply, winning. 

This is Why You Win, the show hosted by Element Three’s Kyler Mason and John Gough that asks the foremost leaders in the industry to share where they are placing bets and making hard choices that put their businesses in a better position to win.

Connect with Kyler: https://www.linkedin.com/in/kyler-mason/ 
Connect with John: https://www.linkedin.com/in/jhgough/

Selling through dealers can create scale, but it can also create distance between you and your customer. What happens when a manufacturer chooses to own the relationship from day one?

In this episode, Kyler and John sit down with Robb Young, Founder of Young Boats, and Dante Young, Vice President, to explore what it looks like to grow a marine manufacturing company without a traditional dealer network. From selling grouper to fund their first prototype to maintaining a two-year backlog during the pandemic, the Youngs share how a factory-direct model shaped their brand, operations, and customer loyalty.

Robb and Dante discuss the tradeoffs of bypassing dealers, how direct customer feedback fueled product innovation, and why over 80% of their buyers still own a Young Boat. They also unpack how to manage service across geographies, protect margin in a volatile marine market, and build a team that treats every hull like it has a name on it.

For OEM leaders navigating B2B2X distribution, dealer relationships, and channel strategy, this episode offers a clear look at what happens when you design your go-to-market model around trust.

Key Takeaways:

1. Design with the End User In The Room: Invite customers into the build process to accelerate product innovation and increase long-term loyalty.
2. Treat Every Unit Like It Has A Name: Connect production teams directly to buyers to drive quality, pride, and repeat purchases.
3. Diversify Services To Weather Circumstances: Expand the business model with service, restoration, and custom lines to stabilize cash flow in volatile OEM markets.

Timestamps:

(00:00) Meet Robb and Dante Young

(04:57) Funding Young Boats through commercial fishing

(07:39) Designing a boat that solves real problems for anglers

(09:22) Why charter captains became the first true customers

(12:08) The advantage of factory-direct customer feedback

(13:53) The operational challenges of selling boats factory direct

(16:06) The Young 27 and finding an open space in the market

(21:05) Surviving the 2008 downturn and protecting the team

(26:00) Owner referrals as a substitute for a dealer network

(26:55) Building loyalty through the Young Boats owners' tournament

(29:10) Reading the market before launching a new model

(36:31) Why relationships matter in factory direct manufacturing

(41:17) The realities of building boats that survive harsh conditions

Timing the market is easy in hindsight. Making the right call when the cycle is turning is where most OEMs feel the pressure.

In this episode, Kyler Mason and John Gough sit down with Steve Tam, Vice President at ACT Research Co., LLC, to unpack how data, forecasting, and judgment come together in an industry defined by cycles. As a longtime analyst in the commercial vehicle space, Steve explains how ACT collects and synthesizes market data from OEMs, suppliers, and freight markets to help leaders anticipate what's next.

Steve shares how macroeconomic forces like consumption, freight demand, regulation, and tariffs shape truck demand, why the industry continues to chase cycles it knows are coming, and how OEMs are thinking about the next inflection points. He also discusses where technologies like alternative fuels and autonomy are making a real impact, where expectations have outpaced reality, and what smart leaders do when the rules keep changing.

Listen in for a grounded look at how OEMs and dealers can make better bets when uncertainty is the only constant.

Key Takeaways:

1. Use Market Cycles as Signals, Not Surprises: Truck cycles rarely repeat, but they follow familiar patterns that leaders can prepare for if they watch momentum and inflection points closely
2. Separate Structural Demand from Short-Term Noise: Consumption and freight growth create long-term demand even when short-term shocks distort the market
3. Make Data a Starting Point, Not the Answer: Strong decisions combine transparent assumptions, good data, and informed judgment rather than blind trust in forecasts

Timestamps:

(00:00) Meet Steve Tam

(01:00) How ACT collects OEM data without crossing antitrust lines

(02:48) Turning industry data into forecasts leaders can act on

(04:11) What ACT got wrong and right about market shocks like COVID

(05:30) Why medium-duty trucks create more stability than Class 8

(06:16) Who really uses truck market data beyond OEMs

(08:00) How alternative fuels and freight data changed ACT's strategy

(10:30) Why timing matters more than demand in cyclical markets

(12:45) What the industry still refuses to learn about overcapacity

(15:30) How EPA 2027 regulations drive pre-buy behavior

(19:00) Tariffs, uncertainty, and why forecasting is harder than ever

(22:48) Making billion-dollar bets with imperfect data

(36:07) Which tech trends matter and which ones do not

(41:03) The long-term bet Steve Tam would make as a chief strategist

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