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Powersports Business • December 2025 • 27

Arctic Cat has added a well-known name and trusted voice from the powersports media world to its leadership team. John Prusak, longtime Snow Goer editor and publisher, has joined the company as its marketing communications manager, a move that underscores the company’ s renewed focus on industry engagement and dealer communication.

Arctic Cat President and CEO Brad Darling said Prusak’ s hire is part of the company’ s broader strategy to reconnect with its core customers and strengthen its relationship with dealers.

“ John is a welcome addition to the Arctic Cat team,” Darling shares.“ His vast experience and passion for powersports will help move Arctic Cat forward in its promise to make decisions from the trail up, not the boardroom down. He understands riders, and he understands how important our dealer partners are in delivering that experience.”

John Prusak’ s editorial leadership, deep technical knowledge, and connection to riders have made him one of snowmobiling’ s most recognized advocates. He now joins Arctic Cat as its marketing and communications manager.( Photo: Arctic Cat)

Since Arctic Cat’ s acquisition earlier this year, the marketing team has been reenergized to restore the brand’ s identity and deepen its connection to the powersports community. Cory Maus, director of marketing, said Prusak’ s addition brings not only credibility but also a fresh perspective on how Arctic Cat communicates with riders and dealers alike.

“ We’ re excited to have John on board,” Maus says.“ He brings a strong work ethic, valuable industry insight, and a point of view that reflects decades of listening to both dealers and customers. His knowledge across the snowmobile and off-road segments will help us tell our story more effectively and support our dealer network with stronger messaging and tools.”

For dealers, the move signals Arctic Cat’ s continued push to restore the brand’ s authentic voice— one rooted in the riding experience and built on transparency with its partners. As the company refines its product lineup and rebuilds its marketing infrastructure, industry veterans like Prusak are expected to play a key role in reconnecting the brand to the loyal community that helped define it.

LOOKING AHEAD TO 2026 With the 2026 model year approaching, Arctic Cat’ s marketing team is positioning the brand for renewed momentum across snow, ATV, and side-by-side categories. Dealers can expect clearer communication, stronger retail storytelling, and new resources aimed at driving showroom traffic and customer engagement. Prusak’ s arrival— along with Arctic Cat’ s“ Riders First” direction— suggests that the brand’ s next chapter will focus heavily on authenticity, product passion, and rebuilding trust with the network that brings its machines to life.

Arctic Cat continues to strengthen its leadership and dealer support network with a series of strategic hires aimed at fueling the brand’ s momentum under its new ownership group. The company announced Tony Henningson as its new chief financial officer, along with the addition of multiple new district sales managers to its expanding field team.

Henningson brings more than 30 years of professional experience to the CFO role, including 17 years within the powersports and marine industries. His previous positions include leadership roles at Polaris, Genmar, and KTM.

“ As a Minnesota native and lifelong snowmobile and powersports enthusiast, I’ m honored and thrilled to play a part in the resurgence of this iconic brand,” says Henningson.“ Leveraging Arctic Cat’ s legacy and being the best partner, we can be to dealers, suppliers, and consumers is key to moving the brand into the driver’ s seat of the powersports segment.

Arctic Cat President and CEO Brad Darling praised the addition:

“ Tony brings valuable experience from multiple industries— powersports, banking, and manufacturing. His broad knowledge and passion for riding make him a perfect fit for our team.”

Alongside its executive expansion, Arctic Cat has bolstered its sales and dealer relations team, emphasizing field-level support and regional growth. Recent additions include:

• Brock Fischer, District Sales Manager for Texas and Oklahoma

• Tracy Burkhart, covering Minnesota, North Dakota, and South Dakota

• Tim Miller, covering Pennsylvania, New York, New Jersey, and Connecticut

• Kelly Rees, covering Kentucky, Virginia, West Virginia, and the District of Columbia

• Mark Mackin, covering New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland / Labrador

Henningson brings more than 30 years of professional experience to the CFO role, including 17 years within the powersports and marine industries.( Photos: Arctic Cat)

Arctic Cat’ s regional sales team now represents more than 300 combined years of industry experience, with professional backgrounds spanning over 20 OEMs, distributors, and dealerships.

Polaris announced that it is donating more than $ 135,000 to off-road vehicles, allterrain vehicles, and snowmobile riding clubs and organizations across the U. S. and Canada as part of its Trails Grants program.

Since its inception, Polaris’ Trails Grants have supported organizations and programs that promote safe and responsible riding, facilitate trail preservation, and help protect the environment and natural resources that are a part of the off-road trail systems.

“ Local riding clubs and organizations are the backbone of the off-road community, dedicating countless hours to maintaining trails, promoting safe riding practices, and building community,” says Reid Wilson, president of off-road vehicles at Polaris.

• Awarded twice annually, Polaris Trails Grants support the efforts of nonprofit organizations and local riding clubs who use the grant for trail development, maintenance projects, safety and responsible riding education initiatives, and other projects. In April, Polaris awarded 13 organizations spring Trails Grants, bringing the combined donation amount for 2025 to more than $ 255,000. The following organizations were named fall 2025 Trails Grants recipients and received awards of up to $ 10,000 each.

Awarded twice annually, Polaris Trails Grants support the efforts of nonprofit OHV organizations and snowmobile riding clubs.( Photo: Polaris)

• Alliance for Trail Vehicles of Maine( Caribou, Maine): Replace or update youth safety trailers and equipment to support statewide education efforts.

• Carlton County Riders( Carlton, Minnesota): Expand the“ Lids for Kids” ATV safety training program by providing classroom and hands-on instruction along with properly fitted helmets and gear to promote safe riding and environmental stewardship.

• Childwold Snopackers( Tupper Lake, New York): Improve rider safety and trail accessibility by repairing flood-prone trail sections and promote environmental stewardship through signage and outreach.

• Eastern Ontario Trails Alliance( Wingham, Ontario): Revitalize a key section of

unassumed road allowance to support multiuse trail access for both motorized and non-motorized users.

• Friends of Utah Avalanche Forecast Center( Salt Lake City, Utah): Enhance avalanche safety through daily forecasting, trailhead signage, and free or low-cost education programs tailored to the riding community.

• Hatcher Pass Snow Riders Club( Palmer, Alaska): Equip trail crews and volunteers with avalanche safety gear and protective equipment to improve safety, emergency response, and promote responsible snowmobiling.

• Idaho Overland Association( Idaho Falls, Idaho): Restore and maintain 30 – 50 miles of multiuse trails, install safety signage, equip volunteers, and expand partnerships with ranchers and land managers to promote responsible recreation and preserve shared access across Idaho’ s public lands.

• Los Padres Forest Association( Goleta, California): Revitalize the Yellow Jacket OHV Trail with sustainable creek crossings and fencing to protect endangered species and improve rider safety.

• Mountain Showdown( Gilmer, Texas): Maintain and enhance off-road trails through signage, bunkhouse construction, and park improvements to help foster a responsible riding community.

• OHV Construction & Conservation( Tillamook, Oregon): Expand trail access and stewardship partnerships and support new trail development opportunities.

• Pend Oreille County, Washington – Parks & Recreation Department( Newport, Washington): Improve site access, visitor amenities, and resource protection at Batey Bould ORV Basecamp to support safe and sustainable recreation.

• Quad Riders ATV Association of British Columbia( Falkland, British Columbia): Advance safe, sustainable trail access through signage, safety kits, and enhanced mapping that help promote responsible riding, environmental protection, and community stewardship.

• Trail Mix( Juneau, Alaska): Develop design plans for Juneau’ s first ORV park to support safe riding and establish a replicable management model that unites riders through shared experiences.

• Village of Edgar( Edgar, Wisconsin): Inspect, repair, and preserve an essential connector bridge for local ATV and snowmobile trails to enable safe, long-term access across public and conservation lands.

Since the start of the Trails Grants program in 2006, Polaris has supported more than 440 ATV, off-road, and snowmobiling organizations across the U. S. and Canada through nearly $ 4 million in donations.