9:30 to 10:15 am – Dealer Excellence Stage
Revving Up the Fight Against Fraud: How powersports dealerships can combat rising fraud schemes. In today’s hyperconnected world, where everyone’s information is online, fraud has become a daily occurrence and just one more thing to be vigilant about. Lately, more and more dealerships have become the victims of fraud, but what exactly does that mean? In this session, learn about the types of fraud facing dealerships, consumer data protection, and steps to avoid fraud so that you can be ready to fend off the scammers. Moderator: Brian Ankney, Regional Sales Manager, Motorcycle & Powersports News Panelists: Johnathan Aguero, Senior Vice President, Revenue, Blackpurl | Jared Dowdy, Vice President of Sales and Strategic Partnerships, Transax Digital Retail | Lou Pedler, Manager of DX1 Product Development, ZiiDMS | Greg Pfleider, CEO, Accelerate2Compliance | Mark Sheffield, Strategic Advisor, Woods Cycle Country | Troy Snyder, Vice President of Digital Retailing, Trader Interactive
10:15 to 11 am – Dealer Excellence Stage Harnessing the Power of AI: Ways dealers can leverage AI to improve overall business operations. Over the past couple of years, the use of artificial intelligence has risen dramatically in all aspects of our lives. If you haven’t already been using AI in your business, it’s only a matter of time. AI has the potential to dramatically change the powersports industry at a very quick pace – but how? In this session, we’ll make AI easy to understand. Learn what you can expect to happen with AI in the next few years, examples of how you can use AI right now – at zero cost – and leave with a plan of how to observe and think critically as new tech emerges. Moderator: Meagan Kusek, Editor, Motorcycle & Powersports News Panelists: Eric O’Hagan, Director, AI/ML Innovation & Implementation, Pied Piper | Fran O’Hagan, CEO, Pied Piper
Market Expansion: How Will We Get There?
With new-motorcycle sales settling back to pre-COVID levels, and the industry striving to boost them, three expert panelists addressed market expansion yesterday at AIMExpo. Ross Clifford, Business Head – Americas at Royal Enfield, joined Chris McGee, Chief Operating Officer at Moto Morini, and Alexander Smith, General Manager of Malcolm Smith Motorsports up on the Disruptive Thinking Stage.
“The simple answer is getting more handlebars into more kids’ hands, but how do we do that?” Smith said. “At the dealership we really try hard to provide a really good road map for what we call our ‘never-ever kids’ and our ‘never-ever parents.’ So how do we get to those people, provide a really clear road map for ‘this is how you start and this is what you do, this is where you go riding?'”
Rider training is part of that road map and Clifford said that the Motorcycle Safety Foundation has an important role to play.
Ross Clifford, Chris McGee, and Alexander Smith
“Historically, a lot of OEMs have basically sold some cheap bikes to MSF schools and hoped that (it would lead) to building the industry,” Clifford said. “I think we’ve got to do more than that. Clearly we have to support MSF and try to drive more new riders to go get trained, to engage. Grassroots, that’s really key, trying to be available, trying to be visible to people. But I think we also have to sort of position to the new riders what motorcycling can be to us. It’s a generational shift. If you look at the younger generation, think about how great motorcycles are. You go for a motorcycle ride, it cleanses your brain, you feel great about it. The newer generation now is really focused on mental health. How can we focus on different elements that can engage people with motorcycles? We’ve got to do collectively more as an industry.”
“I think a lot of the OEMs are thinking about this and addressing it in their own way,” Smith said. “I think the lower-cost, entry-level bikes are a great start. As dealers, we need to all look at ourselves and say ‘what do we need to do to adjust to this problem,’ because we can’t just point to the OEMs. It’s our problem, too. We need to get out there, do more grassroots events, get more butts on seats, get more kids riding, get more young people riding. And we do that, really, by doing events that are focused on that ‘never-ever’ conquest consumer.”
McGee and Clifford both offered thoughts on what OEMs and brands can do.
“The buyer of today, especially if maybe we’re looking at a new rider or a reentry rider, I don’t know if all that brand connection is really that important – ‘I’m going to ride this because my dad rode that, I’m going to ride this because my buddies rode that,'” McGee said. “So, what is the experience I’m having at the dealer and what is a brand I can identify with now? A lot of the younger consumers or the reentry riders…they’re looking for that connection.”
“Entry-level doesn’t mean a boring bike,” Clifford said. “Entry-level shouldn’t mean a generic bike that doesn’t stand out. There’s now great brands out there with really premium, superb products that are more accessible. I think as an industry, we need to think about that. Dealers need to make money. Need to find a brand that can give you that profitable segment in that entry-level owner.”
Deciphering Demand Trends
Economic forecaster David Savlowitz delivered some reassuring news for the powersports industry yesterday on-stage at AIMExpo. And he had a warning. The motorcycle market will have an average, compounded 2 percent growth rate over the next four years, predicts the professor at the University of California, Irvine – whose firm Competitive Analytics provides the MIC Business Advisory & Forecast every quarter for MIC members.
“So, you could say that we’re probably the next four years going to mirror long-term inflation,” he said. “That’s not bad, right? Because a lot of industries are going through serious retrenchment and showing some negative numbers. Here’s another bright spot, specifically, the macro economy is nearing its trough (or low point). And so we should expect the rebound, the reacceleration sometime in the spring or summer, statistically speaking. But, of course, the tariffs could throw a monkey wrench into that. But if not, we could see, as a bright spot, the acceleration of the cycle.”
David Savlowitz of Competitive Analytics
The tariffs that Savlowitz spoke of made global news this week as the Trump administration levied a 10 percent tariff on all Chinese products and Beijing retaliated with its own import taxes on American coal, gas, and other goods. The 25 percent tariffs threatened by the Trump administration against Canada and Mexico are on hold for one month, following separate agreements made among the countries on Monday.
“I don’t think people really realize that this is a bad thing across the board,” Savlowitz said. “Now, I did write that the likelihood that this is going to happen is pretty low. And, in fact, a lot of the administration is walking back the threats of tariffs. But let’s just go forward for a few months. Right now, let’s say they go through it for a year. GDP, at 2.3 percent right now, is probably going to decrease to a range of -1.4 to +0.8, which is a pretty significant downshift that would most likely lead to recession, okay? Period, full-stop.”
“Right now, price inflation is 2.9 percent,” he said. “We ran a preliminary model and if tariffs stayed in effect for a year – and that’s Canada, Mexico, China – we’re predicting that inflation is going to jump at least 4.4 to 6.8 percent, and that’s at a minimum scenario. It could go north of there, and some economists we just read go way north of there. It’s not going to be pretty at all.”
Selling More Through Training, Process, and Metrics
Helping dealers attract customers through better process, training, and the right kind of online presence matters to Jared Dowdy, Vice President of Sales and Strategic Partnerships at Transax Digital Retail. Ultimately, he said, this leads to more dealer visits.
“We’ve changed, drastically, from brick-and-mortar and getting people in,” he said yesterday, up on the Disruptive Thinking Stage. “They expect you to be online and have a presence. They wanna do shopping. Make sure that it’s creating that frictionless experience both online and offline.”
He’s calling on dealers to ensure they are best using their customer relationship management and making the most out of every sales lead.
Jared Dowdy
“Are you training on process or are you leaving it up to the OEM?” he asked. “If you’re not doing training in your dealership, every week, every day…you’re falling down. The next question is how you determine the effectiveness of that training. Is it working? All of that said, even if you have a buttoned-up process both online and offline, go back and revisit that process, because I guarantee you that you’ll find some holes.”
Dowdy tells dealers to consider their CTAs, and determine if they move customers closer to a sale or stop it.
“What’s the right number of call to actions to have on your page, on your main page?” he asked. “Is it zero? Some people don’t have any. That’s not the right number. Some people have 20. That’s not the right number. Play with it a little bit. Trial and error. Put them on your website, put them on your main page, see if they’re getting any action. Follow the metrics. If it is, keep it. If it’s not, get rid of it. Same with the vehicle display pages. When you actually get into the unit and you’ve got 12 different call to actions, what are you really asking the customer to do? Click here for a quote. Click here for a trade. Click here to schedule a test ride. Schedule here to fill out an application. It all redirects you. Why do we need all those? People want to shop before they come in. Allow them to do that.”
“I want to drive traffic into your store,” Dowdy said. “How do we do that? By giving you actual items to further the deal, have a more informed conversation with the customer…so we can get them back into the store.”
Unlocking the True Value of a Lead
Sam Dantzler, President of Garage Composites, addressed how dealerships are losing sales – not due to a lack of leads, but because of how they manage them.
“We blow off so many leads,” he said. “We spend so much time and attention trying to secure the leads…and then we get them at a 20 percent sit-down ratio of a digital lead.”
He stressed that by the time a customer submits an inquiry, they’ve already done their research. “How far down the buying process am I if I’ve already gone to the manufacturer’s website, and then I went to YouTube, and…then I went to your website, and then finally I put my hand up, said, ‘I’m interested’?” Yet, despite being highly motivated buyers, many of these customers never receive a response. “‘Nobody asked me’ – That is still the number one answer in this industry,” Dantzler said. “They didn’t buy because nobody asked them.”
Sam Dantzler of Garage Composites
Dantzler made it clear that digital leads should be treated as prime sales opportunities. He emphasized that failing to do so means dealerships are missing out on significant revenue. “The holy grail is the digital space,” he said. “That’s where all of the great leads are coming from originally.”
A major part of the problem is outdated follow-up processes. “Remove friction points, and people will buy more,” he said, urging dealers to map out every possible barrier in their lead-handling process. Whether it’s slow response times, lack of a dedicated digital team, or failing to adapt to customer preferences, these obstacles add up.
For dealerships looking to improve their bottom line, the solution isn’t just generating more leads – it’s making the most of the ones they already have. “What if we look at this year without any more transactions, any more units, any more leads?” he said. “What if we just sold twice as many units? Maybe that would help out. Then we have more parts transactions, more people in our motor clothes department, more people in our service department.”
Using Videos to Maximize Your Opportunities
In today’s fast-paced shopping environment, video communication has become an essential tool for dealerships looking to stand out. Tony Gonzalez, CEO of Garage Composites, explored how dealerships can leverage video to meet customer expectations for immediacy, clarity, and engagement.
Gonzalez began by outlining the dramatic shifts in consumer behavior over the past four years, emphasizing the demand for instant answers and digital-first communication.
Tony Gonzalez, in red, gets into the Dealer Excellence crowd.
“Ninety-one percent of powersports purchases begin with an internet search,” he said. “Sixty-five percent (of consumers) discovered their purchasing dealer online.”
With buyers doing extensive online research before setting foot in a dealership, Gonzalez stressed the importance of optimizing digital interactions.
“Your front door matters less than your digital front door,” he said. “Your digital brick and mortar is where everything is happening.”
Gonzalez identified key technologies that make video creation and distribution easy, even for those with limited experience. He also shared the “four must-haves” for creating effective videos, offering actionable advice for crafting content that engages customers and drives results: brevity, personality, information, and a call to action.
With video communication becoming a critical component of customer service and sales, Gonzalez encouraged dealerships to embrace video not just as an add-on, but as a primary means of communication that fosters stronger connections with their customers.
Getting More Door Swings
Powersports dealers face a growing challenge: how to attract customers back into physical stores while competing with the convenience of online shopping.
One key strategy discussed was leveraging online marketing to complement in-store experiences. Cruz emphasized the importance of maintaining an active digital presence, noting, “You’d be shocked by the amount of dealers that we see that may be carrying our product and are maybe posting about it once or twice in a 30-day span.”
Moderator Meagan Kusek, Nathan Kolbe, AJ Meisel, James Priestnal, and Gabriel Cruz.
The panel also underscored the power of unique in-store experiences to build loyalty and generate word-of-mouth referrals. Kolbe suggested that dealerships should look beyond traditional marketing approaches. “If, ultimately, we’re trying to grow the number of riders, you’ve got to meet them where they’re at,” he said.
Meisel shared an example from her dealership, which hosts monthly bikes and coffee events, noting that consistency is crucial.
“We put it on Facebook, and it’s grown,” she said. “We had 100 people on Saturday. People know that it’s happening. The word of mouth gets out across social media.”
Another key point of discussion was how OEMs and distributors can better collaborate with dealers to drive traffic into stores. Cruz encouraged dealers to engage directly with their OEMs. “Don’t be afraid to approach the OEM and utilize them as a resource,” he said. “I talk to dealers on a weekly basis about content creation and different projects that could speak to their audience.”
A common concern among dealers is competing with direct-to-consumer sales. Cruz recommended dealerships actively collaborate with their OEMs on social media. “Put some pressure on the OE,” he said. “Tell them, ‘Hey, I just posted this, can you accept it as a collaborator?’ That way, it highlights both the brand and the dealership.”
The session highlighted how dealerships can navigate the evolving marketplace by integrating digital tools with compelling in-store experiences, fostering community engagement, and strengthening partnerships with OEMs and distributors.
Powersports Dealers vs. Automotive Dealers
While automotive dealerships are often seen as ahead of the curve, powersports dealerships may be better equipped to meet the specific needs of their customers. In a Thursday session moderated by Brian Ankney, Regional Sales Manager for Motorcycle & Powersports News, panelists Vance Harrison, CEO and Chairman of the Board at Motos America; Michael Maledon, President of Elway Powersports; and Tom O’Connor, Co-Founder and President of MotoMate123, explored the strengths and weaknesses of each industry.
The discussion examined how operational strategies, customer engagement techniques, and technological advancements differ between the two and what powersports dealers can learn from their automotive counterparts. One of the most apparent differences between the two industries is their approach to customer experience. Unlike automotive dealerships, where purchases are often necessity-driven, powersports dealerships thrive on passion and lifestyle engagement.
“In the powersports business, it’s really all about the experience,” Harrison said. “The car store, it’s high volume, high pace. In the motorcycle business, it’s about selling the motorcycle lifestyle.”
Moderator Brian Ankney, Vance Harrison, Michael Maledon, and Tom O’Connor
However, while powersports excels in customer engagement, many dealerships lag behind in technology adoption compared to their automotive counterparts.
“I just came from the National Auto Dealers Convention in New Orleans…and it is all about technology,” Harrison said. “It’s unbelievable what’s happening in that space with AI…and so many different vendors that are servicing that. I’ve always been passionate about being on the forefront of technology, but (powersports has) just been so lagging behind for whatever reason.”
Maledon echoed this sentiment, pointing out that the disparity in technology is often due to budget constraints rather than a lack of interest.
“In automotive, we’ve got a lot of cool, sophisticated tools,” he said. “Our CRM is much more sophisticated. Our websites cost more. We’ve got a lot of other gadgets – service schedulers, data mining, all sorts of neat things that we can afford in the car stores. But in powersports, we have to pick where we’re going to spend our money, and it just gets back to the basics.”
O’Connor emphasized that the issue isn’t just about acquiring new technology – it’s about using existing tools more effectively. “One of the concerns that I have…is that we pay for these tools, and we do a half-baked job utilizing them,” he said. “It takes me no time to see whether a store is utilizing my software correctly or effectively or fully. And I think if you’re doing a half-baked job with my software, are you doing a 50-percent job with your CRM? Are you doing a 50-percent job with the other tools that the dealer principal has provided you?”
Despite these differences, both industries have valuable insights to offer one another.
“In the car world, it’s a transaction,” Harrison said. “And, frankly, as far as profitability goes, they do a really good job maximizing that transaction. However, they’re not building for the future like we’re building for the future. I think there’s things we can learn, because it’s not just about having a good time. There needs to be a goal behind what we’re doing.”
Ultimately, while automotive dealerships may currently have an edge in efficiency and technological sophistication, powersports dealers hold a unique advantage in customer engagement and loyalty. By adopting the best practices of both industries, powersports dealers can refine their strategies and better position themselves for the modern consumer.
Data, E-Commerce, and Digital Tools
AIMExpo’s Tech Talks wrapped up yesterday, closing out a series of discussions on how technology is shaping dealership operations. Thursday’s sessions covered financing solutions, data-driven decision-making, digital sales strategies, and service innovations.
The role of data and AI in dealership success was a key focus. LeadHelm outlined how real-time analytics can improve lead management and digital sales, while Statistical Surveys shared insights on market trends to help dealers make informed business decisions. Rollick explored how artificial intelligence can enhance customer acquisition and engagement, and 700Credit discussed how instant credit leads can connect dealers with ready-to-buy customers.
E-commerce and transaction efficiency remained a key topic. Horsepower Financial detailed flexible financing options to make riding more accessible, while Data Here-to-There introduced solutions for integrating online parts sales with Shopify. Auto Data Direct provided guidance on simplifying title and registration processes for smoother dealership operations.
Service and dealership strategy were also central to the discussions. Service Manager Pro examined the evolution of digital repair content and its impact on dealership workflows. Turn 14 Distribution shared strategies for leveraging distributor technology to support online growth, and NCM closed the day with insights on using 20 Groups and tailored consulting to strengthen business performance in the year ahead.
On Thursday, MIC Member Synchrony hosted a Lunch & Learn in the MIC Business Center for member attendees. The session was led by Sheila Dreyer Van Buskirk, Vice President of Market Research, and Teri Heldman, Vice President of Marketing – Outdoor Partnerships, who explored modern consumer sentiment and purchasing trends, sharing data compiled by Synchrony.
AIMExpo Live on Las Vegas Local News
The MIC Communications Department reached out to KLAS-TV, the Las Vegas CBS-affiliate, and hosted a live TV crew on the show floor yesterday. Expert rider Oliver Smith demonstrated some precision riding on an OSET trials bike (his father founded the company) and talked about riding and the show with “Good Day Las Vegas” reporter JC Fernandez.
“We secured four live segments plus two recorded for the afternoon,” said Andria Yu, MIC Director, Media Relations. “Our media program has a long history of working with KLAS and we were glad to have them at AIMExpo 2025 so we could share some motorcycle and powersports news with their audience in Las Vegas. We appreciate KLAS providing a link to AIMExpo on its website. MIC Communications continues to seek non-endemic media coverage, and AIMExpo presents a great opportunity in the Vegas market to talk motorcycling on TV.”
Competitors and Community
A British/Italian-motorcycle dealership and two major players in the powersports business each have their own brick-and-mortar location on a small street just blocks away from a Denver suburb. These three separate companies, small and large, have collaborated to form a growing local motorcycling community and offer a model to the rest of the industry.
There at AIMExpo to talk about it on Wednesday were some of the key people behind it: Paolo Bacchiarello, President at REV’IT!; Sterling Holloway, General Sales Manager of Erico Motorsports; and Stevan Popovich, President and Chief Retail Officer of Cycle Gear, part of the Comoto family of brands.
“It just became an opportunity to develop a community and relationship with a dealership where we don’t excel,” Popovich said. “We don’t sell motorcycles in our Cycle Gear or RevZilla stores. So (we did this) to be able to kind of drive traffic, to get people excited about the community and riding motorcycles, and as we’ve seen with the events that we do, a lot of folks show up. They want to be part of the community. And I think anything the industry can do to reinforce how riders feel, that riding is part of their core identity, is great for the sport, and in turn I think is great for all three businesses that are within 60 feet of one another.”
On the Disruptive Thinking Stage: AIMExpo Moderator Laurette Nicoll, Paolo Bacchiarello, Sterling Holloway, and Stevan Popvich.
“I’m sure we all lose a little bit of sales, you know between the businesses,” he said. “They might see a Klim jacket at our store and go across the street and buy a REV’IT! jacket or buy a Triumph OEM-branded something at the Erico dealership – as opposed to a third-party brand that we sell. But we’re in the business of trying to create more riders, so we don’t really care where they shop as long as they get into riding motorcycles.”
“We’re just a small shop,” Holloway said. “Cycle Gear/RevZilla is a Goliath compared to us, but we’ve seen some massive benefit by having them next door. It’s like they’ve brought in just a whole new energy into our block. It’s been pretty astonishing. Our community was a good size before they moved in, but now it’s a heck of a lot bigger that they’re next door to us. I’m a huge fan of them and I feel pretty lucky that I get to be partnered with these two guys. I wish I knew…what the future is gonna look like for bike sales. But I think it’s going to boil down to a big part of what we’re doing here, which is working together. And that might sound cheesy, but the thing is, three heads are stronger than one.”
For Bacchiarello, putting the customer in the center is key, while understanding that these are three for-profit businesses.
“But we need to do it, I think, in a smart way,” he said. “And the smart way is basically to create a hub, create a community where people can come and easily get into motorcycling or feel confident about buying motorcycle accessories or something. Let’s put the customer in the center and let’s figure out how we do this. Let’s figure out how we can bring more people to each of our locations. And I think if that’s the mentality, I think lots of barriers can go down.”
A place central to everything where you can recharge, reset, network, catch up – on business, friendships, emails, voicemails, and anything else you can think of. Courtesy of Transax Digital Retail, the Dealer Tech Zone is your remote office on the show floor.
Every day, technology plays a more prevalent role in making business more efficient, more profitable, and more sustainable. A group of forward-thinking, progressive exhibitors asked us to build a curated space on the show floor where dealers could easily find companies that offered digital and technical solutions to everyday retail business. The Digital & Tech Sector, centrally located on the floor, showcases these brands and also includes an area for Tech Talks – fireside-chat-style discussions with tech business leaders, giving dealers and attendees the opportunity to have small-group conversations to problem-solve and approach tech opportunities and challenges from a different perspective.
An outdoor-inspired space featuring the 2 Wheel Custom Showcase, 4 Wheel Showcase, and serving as the home of the Disruptive Thinking Stage. The Backyard highlights the culture, craftsmanship, and creativity of the powersports industry. It will also host VAHNA magazine’s “Backyard Cinema,” offering screenings of finalist videos from its 2024 Motorcycle Film Festival.
Right at the main entrance doors, the AIMExpo Starting Line provides show-goers a place to plan their show experience and make the most of their time in Vegas. The Starting Line will be home to the MIC Research Center, where our team will be available to answer questions and talk through the data and statistics offered by the MIC – including a newly released Motorcycle Statistical Annual – and our data partners. Attendees will also find an expanded New Product Central featuring just that – new products as well as the New Product Presentation Stage. This area will also include the Garage Composites live podcast booth, Moto Trainer moto simulators just for fun, the NPA live auction, a lounge area, free coffee – fueled by Drag Specialties – and an interactive floor plan and schedule to best plan out your days.
The AIMExpo industry trade show is partnering with The One Motorcycle Show, North America’s largest independently owned custom bike show, at the Western Hotel in downtown Las Vegas, February 7-8.
The 4 Wheel Showcase is dedicated to showing the progression of ATVs and side-by-sides with curated units provided by the industry’s leading manufacturers. As this category grows, more and more OEMs and aftermarket companies are building vehicles and parts to cater to four-wheel customers. Here, you’ll find unique vehicles built to satisfy the ever evolving four-wheel customer.
MIC members will have complimentary access to the conveniently located MIC Business Center, featuring workstations, device charging, printers, meeting rooms, storage, and a lounge with beverages and lunch.
AIMExpo attendees who are not yet MIC members are invited to contact and meet with MIC staff inside the Business Center, today through the end of the show. A wide variety of powersports businesses can join and benefit from MIC membership. Learn more at the MIC Business Center on the show floor, booth 7006.
Be a Part of the Only Unified Powersports Industry Trade Group
Government Relations: Take part in legislative Capitol Hill Fly-Ins. Reach and influence lawmakers in ways that promote the industry. Receive government relations summaries, reports, charts, bulletins, and notices.
Research: Access proprietary industry statistics and sales data that can help your business grow. Members also get complimentary aftermarket reports from Lightspeed.
AIMExpo: Get a show credit for booth space and receive complimentary access to the MIC Business Center. Members who are in Las Vegas this week and renew space for the 2026 show will receive a $200 per-booth credit with a maximum up to 50 percent of their booth fee.
Stay Informed: Learn about issues affecting you and your livelihood through the MIC RideReport and MIC members-only Executive Briefs.
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