26 • August 2026 • Powersports Business

COFFEY

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dealerships is about to become a profitability gap. The stores that treat AI as a tool— deployed deliberately, measured honestly, with humans firmly in charge— are going to pull away from the stores still waiting to see if this is a fad.

It’ s not a fad. It’ s the new websites-in−2002. And we all remember what happened to the dealers who decided they didn’ t need one of those.

Till next time, shiny side up and checkered flags!

ROBISON

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WHY IT MATTERS The pandemic gave powersports dealers a pass on retail execution needs for many stores. When demand exceeded supply, the floor didn’ t have to sell it; customers did the work for you. That era is over.

Inventory has normalized. Floor plan costs money. And today’ s consumers have been shaped by exceptional retail experiences in every other corner of their spending life— REI, Apple, Bass Pro, the BMW showroom they walked through before deciding on the motorcycle. They carry a reference point into your store. When the experience doesn’ t match, they feel it immediately— even if they can’ t name it.

The dealers who win the next cycle will be the ones who understood that the showroom is a selling tool, that P & A is a profit center, and that the customer experience on the floor is not separate from financial performance— it is financial performance.

LET’ S BUILD SOMETHING I’ ve spent more than 28 years in powersports retail, from store-level management and accessories sales to developing retail display systems used in 800 locations nationwide during my years at Tucker Rocky. I’ ve been to your stores. I understand the constraints, staffing realities, space challenges, and practical work it takes to move the needle in this industry.

My goal in returning to these pages is simple: to convince you that your showroom matters, that the dealers who haven’ t fully optimized it have tremendous growth ahead of them, and that the tools to get there are more accessible than you think.

People are buying. The question is whether they’ re buying from you— and whether they’ re coming back.

Jennifer Robison is a Retail Environment Strategy and Performance Coach at HeroHub. With more than 28 years in powersports retail, she specializes in dealership merchandising, visual presentation, and customer experience strategy & offers design and placement services for new stores and remodels. If you’ re building a new store or in need of a makeover. She can be reached at jennifer. robison @ herohub. com or at www. herohub. com.

The dealers who win the next cycle will be the ones who understood that the showroom is a selling tool, and that P & A is a profit center.( Photos: Jennifer Robison)