As we move through 2025, the powersports industry is navigating a landscape of cautious optimism, sharpened consumer behavior, and renewed internal focus. After years marked by unpredictability, dealers and manufacturers alike are recalibrating — with many seeing encouraging signs of growth and engagement. Industry leaders are sharing a consistent theme: while economic pressures and regulatory uncertainty persist, teams are adapting, refining their strategies, and embracing a mindset that’s grounded in resilience and opportunity. Let’s check in on a few dealers and get their take on their Q1 scorecards and what’s to come next.
Feels like a reset — in all the right ways
“After a few unpredictable seasons, we’re seeing more intentional buyers, stronger engagement, and real traction across both new and pre-owned. Folks are still chasing the dream, but they’re coming in more informed than ever. Financing feels more stable, and the appetite for customization and personalization is definitely back on the rise. Internally, we’ve doubled down on believing in our people — support over supervision, mentoring over managing. That leadership mindset is now part of our DNA. There’s real ownership, accountability, and pride showing up across every department. Morale’s high, momentum is strong, and we’re cautiously optimistic that this could be a record- setting year.” — Kevin “Elvis” Vaughn, general manager, House of Harley-Davidson.
Q1 2025: High winds ahead
Headwinds that is, and coming from all directions. Let’s start with the obvious. Tariffs are a big concern, or are they? We haven’t seen their impact yet. Some OEMs have announced that they will be suspending youth inventory shipments to the U.S. until further notice. Others have front loaded inventory in anticipation for this while some have apparently shifted which country their product is being manufactured in.
Additionally, we are still expecting some disruptions due to steel and aluminum tariffs. Next, we hope KTM can ride this one out. It is an incredible brand, and we look forward to seeing them thrive. For KTM though, the headlines have not been too friendly unfortunately. The volatility in the stock market has been a roller-coaster since April 2.
“The interest rates aren’t getting any lower and other economic indicators don’t paint a rosy picture. How has that affected us in middle Tennessee? I guess that depends on the capability of the team that you have and the effort you are willing to put forth. Overall, we have seen a small increase year-over-year on unit count. Our margins have been compressed more than others with some OEMs. The shoppers are certainly shopping and negotiating more strongly from the initial contact. We have taken an overall conservative inventory approach to get lean and mean. Through our efforts, we have substantially reduced overall inventory levels vs. prior year while targeting the aged inventory to get it sold.
“As a group, we have pushed for high performance in our finance department, and we believe it is paying off. The foot traffic is slightly down, while web leads have shown strong growth for us. A few other items that are interesting… some OEMs are partnering more strongly with us, while this remains an area of opportunity for others. Top management talent seems to be more readily available than in years past. So, what does this all mean? Back to business as usual, working every deal hard and maximizing every opportunity. Now, it’s back to work for me.” — Ricardo Hueso, vice president of sales and finance, America’s Motor Sports.
Q1… Trending up and optimistic
“Overall, the year is trending up over last year. We have seen a large increase in small-displacement street bikes and first-time buyers. Side-by-sides and higher displacement motorcycles are soft, especially with the high interest rates we are seeing. In general, we are optimistic about this year trending up from last.” — Jeremy Kanter, general manager, Northeast Georgia Powersports.
While 2025 is far from being free of challenges — rising interest rates, shifting OEM dynamics, and uncertain global trade impacts — the tone across the industry feels tough but hopeful. Dealers are finding ways to win through leaner inventory strategies, sharper finance performance, and a renewed investment in people. And while some dealers are indeed struggling, this is definitely not an across-the-board feeling.
Till next time, shiny side up and checkered flags.
Melissa Coffey is a two-time PSB “Women With Spark” award winner and a powersports industry veteran with over 25 years of experience in sales and marketing leadership. She currently serves as a full-time executive recruiter with Action Recruiting and oversees her consulting firm Catch Strategy.
By Jack Morgan | Contributor
Client Relationship Management (CRM) is a strategy that businesses must use to ensure that their customers are satisfied. This helps them establish long-term relationships that can lead to an increased level of trust. Enhancing the experience of your customers is very important for business success, as it can make them return to your company and they can also encourage other people to get involved with your business.
Having a CRM plan in place isn’t enough, as it needs to be effective for it to work as needed. It should empower businesses to understand their customers more and better cater to their needs, preferences and desires. Combined with the proper data collection and analysis, CRM will enable your business to create specific offerings that are going to drive a more concentrated customer base.
CRM helps to build robust relationships with existing clients and boost brand loyalty. That’s why we are exploring it throughout this guide so that you can implement it into your company’s day-to-day operations.
Building Trust With Clients
All client relationships should be based on trust, as you need people to believe in your business for it to be a success. Here are some tips to build trust:
Fulfill promises
Be transparent and honest
Exceed expectations
Show empathy
Understand client needs and concerns
Take responsibility for any mistakes
Work with clients to reach solutions
Having these qualities and ensuring that they’re followed by every member of your team is essential for establishing a strong connection with clients, as it will help you to build a trusting long-term relationship. This will also give you a better chance of securing future clientele.
Communication Techniques
It’s vital to understand how to correctly communicate with your clients so that you can effectively maintain strong relationships. For some businesses, their entire process revolves around client communication. For example, immigration solicitors in London have to speak to a large range of clients each day, personalizing the conversations to meet the needs of each person.
There are certain techniques that you can use to help boost your client communications, including:
Active listening
Prompt responses
Regular updates
Use various communication channels
Personalized communication
CRM software is often designed to simplify the process of managing and nurturing client relationships. This helps you with building strong, lasting relationships.
Evaluating CRM Success
Client satisfaction and retention rate, also known as key performance indicators, can provide valuable insights into the effectiveness of CRM efforts. This can help you measure how successful your CRM process is and if you need to make any alterations.
High retention rates are a sign that your CRM customer management has been a success. You should also measure customer satisfaction to ensure that you continue along the right track. This can be measured through customer surveys, feedback form and social media post replies. Looking at your reviews can also be a telltale sign of whether your clients are appreciating your current services.
Having feedback loops in place is also crucial for consistently raising client satisfaction. This entails aggressively obtaining client input and acting upon their recommendations. Resolving client issues can improve relationships and their entire experience.
Measuring success can be made easier by utilizing a strong CRM system. Many factors like customer service, sales success and client interactions can be tracked and analyzed by CRM software. This information can direct decision-making in CRM and offer insightful information about how well the techniques are working.
The Future of CRM Strategies
As technology continues to advance and evolve, so will CRM strategies. There are many directions that CRM can take to further improve communication and ensure that your long-lasting relationships are maintained.
Artificial Intelligence
Artificial intelligence (AI) can get through massive volumes of data quickly to uncover information about demographics, preferences and consumer behavior. You can then use this information to better understand your clients’ needs and how to interact with them.
Internet of Things (IoT)
Retailers can use IoT sensors to trigger personalized responses to customer actions in-store, such as discounts or product descriptions. It can also provide real-time data sharing and connectivity, which can improve collaboration and communication across teams.
Blockchain
Systems for managing client data that are more transparent and safe could be developed using blockchain technology. This can improve compliance and trust, especially in sectors where data sensitivity is essential.
Ultimately, the success of a CRM strategy hinges on its ability to humanize the customer experience and build trust between yourself and your clients for improved relationships going forward.
By treating clients as individuals, listening attentively to their needs and going the extra mile to satisfy their requirements, businesses can cultivate lasting relationships that drive business success.
For the past eight years, I’ve had the privilege of serving as a trainer and consultant. But long before that, I was living it — running departments, managing chaos, solving problems on the floor. These days, my work is about helping others do that better. But today, I want to pull back the curtain on how I actually create the frameworks and training materials I use.
Most of it starts with an idea I can’t shake — a metaphor or a pattern that wedges itself into my brain and refuses to leave. It might come from another industry, like how restaurants manage their flow or how hairstylists rent out chairs. Sometimes it’s weirder — something from physics or fluid dynamics or a viral debate over a blue-and-black dress. At first, these rabbit holes felt like distractions. But over time, I’ve learned to trust them. They’re not detours, they’re seeds.
These ideas live in my head like empty frameworks — vacant homes, waiting for the right tenant. I research obsessively, often late at night, knowing that eventually, something will click. Like the time I couldn’t stop thinking about Dressgate. I read research papers and watched hours of video, until the real insight revealed itself: perception is shaped by context. That realization turned into a core training on customer psychology — how when a customer doesn’t understand what’s happening with their machine in service, they fill in the gaps with their own assumptions. And those assumptions usually don’t help us.
That process just happened again.
For years, I’ve been fascinated by the shape of stories, how the best ones follow a pattern that’s thousands of years old. It’s called The Hero’s Journey. An ordinary person receives a call to adventure. They resist, but with help from a mentor, they cross a threshold into a new world. There, they face trials, meet allies, and fight enemies. They emerge changed, bringing back something of value to their ordinary life.
That structure had been living in my subconscious for a long time, until it finally found its hero: our customer.
They’re the ones seeking transformation. They might be bored, burned out, or just looking for a new identity. They want something bigger than a transaction, they want a lifestyle. And we’re just one of many possible paths. Maybe they travel the world. Maybe they take up pickleball. Or maybe, if we’re lucky, they choose powersports.
Before they ever walk through our door, they’ve already begun their journey. They’ve watched videos. Followed influencers. Talked to friends. They’ve begun shaping their identity as a rider or a boater long before we even know they exist.
And then one day, they walk into the dealership.
This is their innermost cave. The moment they test everything they believe about what this journey could be. They’ve built expectations, some of them unfair. They’ve rehearsed the negotiation in their mind, prepared to be disappointed. And if we’re not careful, we prove them right.
But if we are ready, if we see the story they’re living, we get to be the mentor. We help them navigate the ordeal. We guide them toward the reward. And when they ride away on their new machine, they’re not just leaving with a product. They’re returning with the elixir — the proof that they became the person they imagined they could be.
It might sound dramatic. But that’s because it is, for them. What feels like a routine transaction for us is, for them, a transformational moment. The first 30 seconds in your store can validate their entire journey… or derail it completely.
And that’s where this framework becomes more than just metaphor.
The Hero’s Journey is often drawn as a circle. From 9:00 to 3:00 is the “Ordinary World”— life outside the dealership. From 3:00 to 9:00 is the “Special World” — inside our stores. Cut it vertically, and the right half is marketing. The left half is sales. Cut it again, and you get four stages: discovery, engagement, purchase, and experience.
It’s a map. And when you learn to use it, you begin to see where your customer is—not just physically, but emotionally. You begin to meet them with empathy instead of assumptions. You show up as a guide, not just a closer.
So the next time someone walks into your store with wide eyes and cautious energy, I hope you see them for what they are: a hero, mid-journey. I hope you remember that the way we engage in that moment doesn’t just close a deal — it helps complete a story.
Max Materne is the co-founder of Ownex.io, a platform that empowers dealers with tools that enhance customer experiences and drive growth.
By Herman Deboard | CEO & Founder — Huvr
Before launching AURA, an AI system that interprets data from a wide range of sensors to improve marketing, safety, and security, I built three other businesses and consulted for dozens of tech startups. While I’ve learned much throughout my entrepreneurial journey, five lessons stand out from the rest.
1. Empower your employees: Make the people who work for you your partners
Writing here at my desk, I can’t help but notice the framed motivational quote, “As the tide rises, all boats rise.” It’s here to remind me that a company is only as strong as its team.
The day I introduced an employee stock ownership plan, the change in the workplace atmosphere was palpable. Almost overnight, employees started coming up with innovative ideas, taking on extra responsibility, and going the extra mile. They were no longer just employees; they were partners.
When you empower employees with a stake in your business, you’ll find that their efforts drive everyone toward a common goal. Your specific model of ownership will depend on the size of your company and your long-term goals.
Whether you offer stock options, employee stock ownership plans, or direct stock purchases, your objective remains the same: to align personal success with company objectives. Enabling ownership lays the foundation for an engaged workforce that is genuinely invested in your company’s mission.
2. Put character first: Your integrity matters
As a business owner, it’s easy to let yourself become buried in strategy, financial models, and market research. However, that hyper-focus causes some to lose sight of what they value most.
Amidst all the long hours and tough decisions, I make it a point to put my character and reputation first. By doing this, I’ve come to realize that integrity is the one quality that has the most bearing on longtime business success.
In my mind, character is all about respecting the person sitting across from me. This simple principle has guided me through countless business dealings. When you treat a person with dignity, you make an impact. When you make that kind of connection, people tend to remember you.
Treating the people around you with integrity involves being a person of your word. When I say I will do something, I do it.
Being a person of character impacts the way you run your business. In the short term, you will be forced to make a few decisions that cut into your bottom line. Over the long haul, though, your integrity will pay off. People in the business world want reliability. When they know they can count on you, it opens doors and forges long-lasting partnerships.
Character is not simply a moral ideal — it’s a practical strategy that should inform every interaction and decision. As you consistently stand by your values, your company will build a reputation that stands the test of time.
3. Value your mentors: Aim for long-term relationships
If I could give my younger self one piece of advice, it would be to nourish lasting mentor relationships. Early in my career, several experienced entrepreneurs took the time to point me in the right direction. The insights I gained from them proved to be invaluable. Years later, I realized what a mistake it was to drift apart from several of those connections.
While a mentor’s insight is especially beneficial during the early stages of building a business, it remains valuable throughout your entire career. Your mentors evolve in their trajectory, just as you do. If you invest in these relationships, you will find that the effort pays immense dividends in both your professional and personal life.
4. Learn to recognize and regulate your emotions: Irrational decisions can derail your career
We’ve all felt our emotions run high during a negative feedback session, a disagreement, or a high-stress deadline. In my early ventures, I quickly noticed how unchecked emotions can cloud judgment and lead to poor decisions.
When you react emotionally in the workplace, your emotions have repercussions that stretch far beyond that single moment of frustration. Personal awareness is the first step in managing these emotions. Understanding your triggers — whether it’s specific feedback, certain colleagues, or pressure-laden situations — allows you to develop strategies for handling them constructively. Whenever I feel my emotions rising, I give myself a moment to breathe and process the situation. Often, I write out everything I’m feeling as if composing an email, and then sit on that message for a few hours before eventually deleting it. This therapeutic venting prevents snap decisions borne out of anger or frustration. Once my initial feelings subside, I can usually understand the other person’s perspective much more clearly.
5. Keep passion in your business plan: Do what you love
Early on, I learned that starting and managing a successful business is far more than monetary investment and strategic planning. It was my passion for the idea that fueled my perseverance and inspired my innovation. Later, I discovered how that passion helped inspire not only my customers but also my employees and investors.
If you’re going to do something in life, make sure you are passionate about it
Reflect on the activities you enjoy most. Once you know your interests, take internships, attend workshops, or start small-scale projects. Over time, your experiences will refine your interests and guide you toward a niche that genuinely excites you. When you find a way to align your professional goals with your personal interests, you set the stage for lasting success and satisfaction.
As someone who has navigated this path multiple times, I hope these insights will light the way for you as an aspiring business owner. Empower your team, prioritize character, cherish your mentors, manage your emotions, and — above all — chase your passions. The journey will be challenging, but it will also be incredibly rewarding.