10 • February 2026 • Powersports Business

Let’ s cut to the chase: 2026 isn’ t going to be your year if you’ re still running your powersports dealership like it’ s 2019. The landscape has shifted— and events like Accelerate and the Powersports Business Honors awards make one thing crystal clear: if you want

BRENDAN BAKER to win, you’ ve got to work

smarter, not just harder.

I’ ve been watching this industry long enough to know the challenges keep piling up— high interest rates, tougher credit, squeezed margins, and a customer who’ s more informed and impatient than ever. But here’ s the thing: those who adapt, lean in, and focus on what really matters will thrive. And Accelerate laid down the playbook.

THE ECONOMY’ S TOUGH, BUT NOT DOOMED

Economist Elliott Eisenberg didn’ t sugarcoat it: yeah, the economy is complicated. Inflation, interest rates, low savings— they’ re real concerns. But here’ s what surprised me: consumer spending is still strong, and businesses are investing heavily in AI and infrastructure. That’ s a solid foundation to build on.

Look, nobody’ s saying it’ s smooth sailing. Housing is weak, and real disposable income growth is slowing. But Eisenberg’ s key message was this: no screaming recession alarm, just a market that demands vigilance and smart moves.

If you’ re freaking out about the headlines, take a breath. Instead, focus on what you can control in your dealership— which is exactly what Max Materne did.

A MASTERCLASS IN GRIT Max Materne’ s turnaround story at Accelerate was a reality check and a roadmap all in one. He walked back into a store that was bleeding money and, in just 90 days, flipped it around. How? By cutting through the noise and zeroing in on fundamentals— inventory, labor, service.

He calls the dealership a“ blender” where every ingredient has to mix just right. Service was the culprit dragging the store down— underutilized techs, sloppy scheduling, no accountability. So they fixed it, fast.

But here’ s the kicker: this wasn’ t rocket science or a magic pill. It was discipline, transparency, clear goals, and a relentless focus on execution. When leadership failed, Max and his partner rolled up their sleeves and did the work themselves.

This is the kind of leadership that will separate the winners from the rest in 2026. No excuses, just action.

CELEBRATE THOSE GETTING IT RIGHT Speaking of winners, the Powersports Business Honors show us what’ s possible. These aren’ t just the dealers moving the most units; they’ re building relationships, creating community, and delivering experiences customers love.

Because today, people don’ t just want a transaction— they want trust, convenience, and a reason to keep coming back. If you’ re still treating customers like one-off sales, you’ re missing the point.

REALITY CHECK: KNOW YOUR KPIS INSIDE AND OUT

One thing I’ m certain of is that 2026 won’ t be easy. Margins are tight. Interest rates are still too high, and inventory costs can crush profits overnight if you’ re not careful. What sets the winners apart? Laser focus on KPIs.

You need to know every number that matters— sales penetration, service utilization, parts attach rates, inventory aging, marketing ROI, and more. These aren’ t just data points to glance at once a month. They are your dashboard, your business heartbeat.

On our Finance Panel, Harrison Herron, finance manager at Foothills Motorsports, broke down the“ vitals”— the KPIs that tell the real story of your dealership. He says that dealers must keep a close eye on these because it is the pulse check you need without any of the fluff or emotions involved. Just facts.

If you don’ t track and act on your KPIs daily or weekly, you’ re flying blind. And in a market this tight, flying blind means risking everything.

WOMEN LEADING THE CHARGE One of the highlights at Accelerate was the Women in Power Trades panel. Hearing leaders like Courtney Bernhard, Shannon Aronson, Kim Sweers, and Vicki Norman share their stories was inspiring and a reminder that leadership isn’ t about fitting a mold.

It’ s about owning your space, advocating for yourself, and leading authentically. This isn’ t just good for inclusion— it’ s good business. Fresh perspectives, different experiences, and confident voices make stronger teams and better decisions.

If you haven’ t thought about how diversity and leadership culture play into your dealership’ s success, you’ re leaving wins on the table.

WHAT DOES THIS MEAN FOR YOU? If you’ re feeling overwhelmed by everything coming at you in 2026, you’ re not alone. But here’ s my advice:

• Get laser-focused on your fundamentals. Know your numbers inside and out— especially service utilization, inventory health, and marketing effectiveness.

• Don’ t just chase sales. Build loyalty. Understand your customers’ lifecycle and serve them through every stage.

• Embrace technology and AI— but don’ t rely on it blindly. Use it to amplify your team, not replace human connection.

• Lead with honesty and transparency. Your staff needs clear goals and real communication— especially when the pressure is on.

• Take diversity seriously. Different voices and experiences in leadership make you smarter and more competitive.

The dealers honored at the PSB Awards show what’ s possible when you get these things right. Max Materne’ s turnaround proves that it’ s never too late to course-correct. And Eisenberg’ s economic insights remind us that while the market isn’ t a free-for-all, it’ s far from hopeless.

So, 2026 is here— no more excuses. The dealers who lean in, act decisively, and focus on real, sustainable growth will not only survive but thrive.

Are you ready to be one of them?

INDUSTRY PODCASTS

EP. 43: MARK SHEFFIELD JOINS THE POWER HOUR PODCAST Mark Sheffield has worn many hats in the industry, but he says he’ s“ semi-retired” now. He still holds many positions, such as co-owner of Woods Country Cycle and NPDA board member. We sat down with him to talk about his latest column for PSB and where he sees the industry heading in 2026.

THE

DEALER LAB PODCAST: CONTROLLING MAJOR UNIT INVENTORY

In this insightful episode, the team discusses the impact of effective inventory management on dealership success. Learn how Justin Watson navigated an inventory liquidation, managing to avoid a $ 40k hit with creative strategies. Explore the complexities of flooring costs, the balance of price adjustments, and unique selling strategies in the ever-evolving automotive industry. Join Max, Danny and Justin as they dive into the challenges and solutions for maintaining healthy dealer operations.

THE

DEALER LAB PODCAST: AIMEXPO RECAP WITH LANCE ISAACS

In this episode, World Superbike racing legend and marketing professional Lance Isaacs joins Justin Watson and Max Materne to discuss the aftermath of AIMExpo 2026. They delve into key industry insights, trends in customer loyalty, and the evolution of marketing strategies in the motorcycling world. Tune in for an engaging conversation on building stronger communities, the impact of experiential marketing, and the role of face-to-face interactions in today’ s digital age.

INSIDE

THE NUMBERS WITH NORTHPOINT COMMERCIAL FINANCE

In this episode of Boating Industry Insider we’ re taking a clear-eyed look at the finance side of the recreational boating business, from floor plans and interest rates to dealer cash flow and consumer demand. Joining host David Gee is Russell Baqir, senior vice president of business development at Northpoint Commercial Finance, someone who helps dealers and OEMs navigate every economic cycle. The conversation took place at IBEX in Tampa, but the information and insights are just as pertinent today.

BDC

TO MARKETING: THE REAL REASON YOUR CAMPAIGNS DON’ T CONVERT

Dealerships don’ t have a“ marketing problem,” they have a lead-handling + process + buy-in problem, according to Jacob Berry in a recent episode of the Dealership Fixit Podcast. Berry sat down with Angel Hacker( Aftermarket sales manager, USA at SBS Friction / Brembo Group) to break down what she’ s learned across every profit center: showroom sales, fixed ops, GM leadership, OEM( Polaris), Harley marketing / BDC buildout, and now the aftermarket side. The episode covers what dealers consistently underestimate, why changing behavior is harder than building a process, and the truth about campaigns: The campaign matters less than what happens after the lead arrives.

RAW

& UNSCRIPTED:’ WHY’ BEHIND SALES AND F & I AND CFO’ S ROLE

In this episode, Mark Sheffield and Kyle Reid delve into the intricacies of dealership operations, focusing on the role of accounting and its impact on sales processes. They discuss the importance of balancing accounting precision with sales efficiency and explore strategies for improving dealership profitability.