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 future of motorcycling lies in collaboration and innovation.

In this episode, Kyler and John sit down with Ron Luttrell, a seasoned leader in the motorcycle industry, to discuss the pressing challenges and opportunities within the market. Ron shares his perspective on why the industry is struggling to grow ridership and how OEMs and dealers can work together to drive long-term success.

He talks about his experience navigating the competitive landscape and the importance of breaking down barriers between manufacturers and dealers. Ron also highlights the rise of community-driven marketing and how the motorcycle industry can learn from adjacent sectors to create a better experience for riders of all ages.

Key Takeaways:

• Strengthen Industry Collaboration: Ron emphasizes the need for OEMs and dealers to unite in their efforts to grow the market, focusing on collective success rather than individual market share.
• Address Riders’ Concerns: From safety gear advancements to improving convenience, Ron explains how the industry must shift its messaging to attract a broader audience.
• Embrace Community Marketing: Ron discusses how fostering a sense of community within the motorcycling world can help build lasting relationships and grow the industry for the long term.

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