6 • January 2026 • Powersports Business

Dealer management system provider ZiiDMS has added Jaime Williams as a regional sales representative based in North Carolina.

Williams brings more than a decade of experience in the powersports and marine industries, with a background spanning parts management, service operations, and outside sales. Most recently, he was a corporate PG & A director for Big Rock Powersports Group.

His career includes managing parts departments, leading multi-rooftop parts and service teams, and representing major brands on the distribution side. Throughout his career, Williams has worked on building strong dealer relationships, improving operational efficiency, and driving profitability.

Williams also has experience in motocross racing, which has shaped his competitive edge and commitment to excellence.

Jaime Williams’ career includes managing parts departments, leading multi-rooftop parts and service teams, and representing major brands on the distribution side.( Photo: ZiiDMS)

Beta USA has reunited with one of the biggest names in American trials and offroad racing. Ten-time AMA National Trials Champion Geoff Aaron— whose early career dominance included five straight titles on Beta motorcycles— is returning to the brand as a new Beta USA brand ambassador.

The move brings Aaron back to the machines that powered some of his earliest and most memorable victories. With more than 30 years of professional competition under his belt, Aaron says the partnership feels like coming home.

“ I’ m excited to reunite with the Beta brand after all these years,” Aaron shares.“ I have very fond memories of my early championship days competing on Beta in the U. S. and Europe. I’ m looking forward to getting time on the latest models, especially the new Sincro Trials bike.”

Aaron’ s career credentials are among the most decorated in the sport:

The move brings Aaron back to the machines that powered some of his earliest and most memorable victories.( Photo: Beta USA)

• 10 AMA National Trials Championships

• 73 national wins

• 15 Trial des Nations appearances, contributing to two U. S. victories

• Two-time AMA Sports Athlete of the Year

• EnduroCross pioneer with two wins, 16 podiums, and multiple top-five seasons

• Proven extreme enduro competitor at Erzberg, Romaniacs and Last Man Standing

Beyond competition, Aaron spent more than two decades as a Red Bull athlete, performing trials shows nationwide, producing video content, managing teams, and promoting events.

Beta USA President Tim Pilg welcomed Aaron back, noting how foundational his early Beta years were to both sides.

“ Many people don’ t realize he won five championships on a Beta,” Pilg says.“ I met Geoff back in the late’ 80s and was super impressed even then.”

Beta says the partnership will showcase the capability and versatility of its growing lineup across trials, enduro, dual sport and ADV.

BRP celebrated the fourth edition of its Yellow Day event on Nov. 20 to take a stand against bullying and donated more than $ 300,000 in Canadian dollars to the cause.

As part of the company’ s Ride Out Intimidation program, this event encourages the BRP community to wear yellow on social media to show solidarity and raise awareness about all forms of bullying. This year alone, more than 6,000 BRP employees, dealers, ambassadors, and partners rallied around the cause.

In its effort, BRP pledged to donate for every public post on Facebook, Instagram, or LinkedIn that featured photos of individuals wearing yellow and used the hashtag # Ride- OutIntimidation.

By the end of the Yellow Day event, BRP donated money to the following organizations that are raising awareness to bullying:

• Abrace – Programas Preventivos( Brazil)

• Fondation Tel-Jeunes( Canada)

• Fundación Saloma para el Avance de la Educación A. C.( Mexico)

• Project Rockit( Australia)

• Tyttöjen Talo( Finland)

• CESABI( Mexico)

• Tandem Kinderschutzzentrum( Austria)

• Patouch( Switzerland)

• Stand for the Silent( U. S.)

• A Wave of Yellow on Instagram Reels

Additionally, five BRP ambassadors teamed up with a charity of their choice for a Yellow Day Instagram Reel. BRP donated $ 27,000 to each of these five charities to support their work in the fight against bullying.

Thanks to BRP’ s partner Bully Zero, Australia’ s leading organization delivering programs on cyber safety, bullying prevention, wellbeing, and resilience, more than 20 monuments and roads across Australia were illuminated with yellow lights in the days leading up to Yellow Day. These include Melbourne Town Hall, Newcastle City Hall, Story Bridge, Parliament House, Sky Ribbon Gateway Bridge, and Launceston Town Hall.

Since 2022, BRP has invested over $ 10 million( CAD) in charitable contributions through its Ride Out Intimidation program.

Employees at the BRP plant in Valcourt, Quebec, wear yellow to stand up against bullying and intimidation.( Photo: BRP)