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An inside look at PSBI@AIMEXPO speakers

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Here’s a closer look at the speakers who will be presenting at the Powersports Business Institute @ AIMExpo in Orlando, Oct. 15-19.

Tommy Ady, Founder, The WriteBack

Tommy Ady is a powersports business and sales expert. He grew up as a top salesperson, worked his way up to GM and eventually as a partner in his family’s chain of top performing dealerships.

Tommy then developed The WriteBack specifically for powersports dealers as a sales and closing tool that speeds up the sales process and increases profits at the same time. His company provides customized sales training programs and sales processes to powersports dealerships around the United States and Canada.

Ady is a speaker who captivates audiences with his down-to-earth, entertaining speaking style as he tackles timely topics regarding sales, management and F&I, outlining what people need to do to thrive in the motorcycle dealerships.

Steve Barker, VP of Sales, MIC Systems & Software

Steve Barker has been actively working with independent and franchised powersports dealers for over 30 years, helping implement business solutions to automate their parts and service departments.

Steve started his career at MIC Systems in 1984 and has set up over 1,000 dealerships, educating them on how gain control of their parts inventory and increase profits in their service departments. Steve worked directly with Kawasaki Motors Corp. from 2012-15, automating its service department, and BRP, implementing software in its Palm Bay, Fla., parts distribution warehouse.

Steve also worked directly with HLSM electronic parts finder and ServiceManagerPro flat rate labor guides to introduce exciting new software tools that have been specifically developed for the V-twin industry to save time and increase profits.

Kevin Baxter, Tech Support Manager, Daytona Twin Tec

Kevin Baxter built his first engine at 9 years old with an old hardback “Motors” manual in his dad’s garage, and has been a part of virtually all disciplines of high performance engines since. While pursuing an education as a mechanical engineer, his experience developed into a career building race cars and restoring high end muscle cars. As a master engine designer and builder, he went on to design super high performance race/street engines, components and fuel injection systems as a consultant for professional engine builders.

Over 10 years ago, Kevin was on a mission to find engine components to make his Electra Glide run like his classic muscle cars did. He decided to create his own style and blend of performance and reliability, which led to the opening of Pro Twin Performance Products and Baxter’s Motorcycle Garage. In his quest to get the most out of the engine designs with great tuning products, his relationship with Daytona Twin Tec began and quickly turned into more of a partnership, assisting in developing new products, testing in real world environments and taking the role of technical support manager.

Ty Bello, VP Sales and Marketing, American SportWorks

Ty Bello has coached more than 1,000 businesses in his career and presented at more than 600 trade shows and events in the past 14 years. He is now serving as vice president of sales and marketing for American Sportworks, a manufacturer and distributor of off-road vehicles since 1959.

He has more than 21 years of experience in sales and marketing. Ty’s experience as a sales coach has included retail sales and customer service.

Ty also has a long family history of auto dealerships and has done training for some of Ford Motor Company’s 20 Groups. Ty knows what it takes to engage the customer and serve them, while increasing sales.

He first presented at the Powersports Business Institute @ AIMExpo in 2014.

Mark Boler, Co-owner, Oasis Cycles, Inc.

Mark Boler is the co-owner and operator of Oasis Cycles, Inc. Mark started the company in 2007 and has since continued to grow and expand.

Oasis Cycles specializes in custom builds and performance upgrades. He is the tuner and diagnostic technician for Oasis. Mark has also assisted in research and development for companies such as Baker Drive train, Dark Horse Crank Works, Rosa’s Cycles and Techno-Research. Mark partnered with Techno-Research and now serves as field support staff and instructor for Techno-Research’s training facility.

Per Dahleen, Web Coach Team Manager, ARI Network Services, Inc.

Per Dahleen has more than 12 years of experience helping dealers get the most out of their websites and digital marketing investments. As manager of ARI’s Web Coaching Team, Dahleen pursues a mission to help dealers grow their businesses with effective online solutions that drive traffic and sales both online and in-store. Dahleen serves as an internal thought leader at ARI, offering regular training sessions to ensure the Web Coaching Team remains at the forefront of technology and online best practices. He has worked closely with powersports dealers and ARI’s product development team to continuously innovate ARI’s website platform to serve the unique needs of this ever-evolving industry.

Sam Dantzler, President, Sam’s Powersports Garage | Garage Composites

Sam was the kid who grew up down the road from you who was never, ever allowed to sit on a motorcycle. It was an image thing, not a safety thing, so motorcycles and tattoos were forbidden. Taking off to college in the late ’80s, he had secured both a motorcycle and a tattoo by the end of his first day on campus. That’s where it started, and he’s currently on motorcycle number 58.

Sam joined LEMCO (Ed Lemco’s company) in 2000. He, Mark Tkach and Bill Coulter (RideNow) then bought the company from Lemco in 2005. The name changed one year later to RPM Group, and Assurant purchased RPMG in 2007.

When Assurant exited the 20-Club business in 2009, Sam went independent. Since then, he’s worked with several OEMs and hundreds of independent dealers. Sam launched Sam’s Powersports Garage in 2012.

Earlier this year, he launched Garage Composites, an intensive, year-long sales and management training initiative for dealership personnel.

Sam has been a columnist for Powersports Business since 2012 and is presenting at the Powersports Business Institute @ AIMExpo for the third time.

Mason Douglas, Director of Sales and Marketing, MD Media Co.

Mason Douglas has become a well accomplished digital marketing and SEO expert, speaking at regional and national SEO conferences around the country. He currently is the director of marketing for MD Media Co., a Texas-based digital marketing company. He is also an avid motorcycle rider and knows his way around bikes, having taken home trophies for his custom bike builds at the Lone Star Rally in Texas and at the Born Free show in California.

Ron Galletti, Founder, Born To Ride Motorcycle Media

Ron Galletti is founder and creative mind and juice of Born To Ride Motorcycle Media, a motorcycle media company established in 1995 that documents the biker lifestyle in a proper manner using all platforms of media. “I’m always looking for the next great biker story,” he says.

Robert Grant, Business Development Engineer, CDK Global

Robert Grant has more than 18 years of powersports, marine and RV industry experience.

He managed the parts and service departments at dealerships in Salt Lake City while attending the University of Utah ,where he received a B.A. in finance. He has been employed by CDK Global Recreation, previously known as ADP Lightspeed, for over 14 years. He has worked in various roles including customer support, training, implementation, quality assurance, product management and business development.

He contributes regularly to the company’s blog, providing ways for dealers to better their processes and increase revenue. When not helping dealers find ways to make more money he enjoys home renovation, outdoor activities including motorcycle and ATV riding and wrenching on his various project vehicles.

Even with all of this he finds a way to carve a little time out for basketball and time with his wife and three kids (not necessarily in that order!).

Rob Greenwald, President, PowerSport Solution

Rob started in sales and F&I in 1989. He worked as a director and record-breaking F&I producer (4.5-year 90 percent VSC average). He’s a cum laude graduate from Tulane University with degrees in business/entrepreneurial management and behavioral psychology, which underlies the core of his training and systems he teaches to dealers.

He started teaching powersports F&I in 1994. A big caveat to his company, PowerSport Solution, is that he only works within the powersport industry.

Rob lives the powersports lifestyle everyday. He’s a nine-time national champion professional PWC racer for Factory Yamaha, and he was also an accomplished road racer and rode motocross since a very early age. He understands our customer because he IS our customer.

PowerSport Solution employees are only successful powersports professionals with extensive retail experience who can help elevate a dealer both through teaching and hands-on demonstration. As Rob likes to say, “We walk the walk!”

Rob has worked with OEMs, product companies and extensively at the dealer level. He has worked with several aftermarket companies and developed and innovated F&I products for powersports that cater to the powersports enthusiast. 

Steve Jones, Senior Projects Manager, Gart Sutton & Associates

Steve Jones has been in the powersports industry for nearly 40 years. An avid rider, he raced motorcycles for many years. Steve has worked as a technician, service manager, parts manager and sales manager. He spent more than 20 years with major powersports manufacturers as a field service advisor and as a DSM. Since 2003, Steve has been a consultant, instructional designer, GM and projects manager for Gart Sutton & Associates.

He has helped develop training solutions for many major manufacturers and conducted numerous dealership on-site consulting sessions. An experienced facilitator, he has spoken on topics such as sales management, parts department management and service department management.

Steve is a columnist for Powersports Business and is presenting at the Powersports Business Institute @ AIMExpo for the third time.

Bob Kay, V-Twin Director, Marketplace Events Motorcycle Group | AIMExpo

Bob Kay has been involved in the motorcycle industry for over four decades. He offers a wide range of management and training skills specializing in the areas of publicity, event management, dealer development, distribution, inventory management, sales and marketing. He has been recognized for his product and apparel designs and more recently for his work with custom bike shows, expanding the presence of custom motorcycles and their builders. His peers in the motorcycle industry have acknowledged his reputation and integrity with an Aftermarket Achievement Award and a Lifetime Achievement Award.

Bob was vice president and co-owner of NEMPCO, then upon its sale became vice president and general manager of the Biker’s Choice division of Tucker Rocky Distributing.

Dave Koshollek, OwnerDako Management Company, LLC

Dave “Dako” Koshollek has worked in the motorcycle industry since 1971 as a dealership mechanic and manager, MMI technical instructor, director of MMI’s Harley-Davidson training programs and vice president for Dynojet Research’s U.S. sales. He currently writes for Harley-Davidson’s dealer publication, ShopTalk, teaches HDU courses in dealerships around the world and has authored a monthly column titled “Dako’s Fuel for Thought” since 2004 that delivers proven best practices for superior parts and service operations.

His goal is to help dealerships work smarter so they can enjoy the rewards of a job well done in the industry that he loves.

Tom Macatee, Chief Executive Officer, Powersports Listings Mergers & Acquisitions

Tom Macatee founded Powersports Listings M&A in 2001, and the company has been revolutionizing the buying and selling of powersports industry dealerships and middle market level businesses ever since. His firm has arguably handled the successful sale of more powersports dealerships than any other in the world.

Colleen Malloy, Director of Marketing, ARI Network Services, Inc.

Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever-evolving best practices paired with ARI’s suite of an award-winning data-driven software tools and marketing services that help dealers “Sell More Stuff!” — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website and eCatalog platforms to “Sell More Stuff!”

Dave McMahon, Editor in Chief, Powersports Business

Dave McMahon joined Powersports Business as senior editor in 2011, and was named editor in chief in 2012. He manages and facilitates the training session speakers for the Powersports Business Institute @ AIMExpo, as well editorial content for the PSB media platforms, including the magazine, website, e-newsletters and webinars. Dave is presenting at the Powersports Business Institute @ AIMExpo for the third time.

Mark Mooney, President, Mark Mooney Powersports Consulting

Mark entered college as an art major to seek a teaching degree. Little did he know that what he would eventually teach would change when he was offered work at a motorcycle dealership.

“From the first time I walked into a motorcycle dealership, I knew I was going to own my own dealership,” Mark recalls. “The smell of a dealership, the people and the motorized acceleration of two wheels was intoxicating.”

What didn’t change was his desire to teach and mentor others. Experience came one department at a time. Soon, Mark was managing dealerships, improving bottom lines and finally owning his own multi-line metric dealership. He’s walked in your shoes, and nobody understands that like somebody’s who’s lived it and done it.

Mark is a 35-plus-year veteran of the powersports industry. Mark has partnered with many OEMs to provide dealership consultation and sales training for dealers. He continues to be one of Powersports Business’ most read blog contributors.

Mark is also an accomplished singer-songwriter and acoustic guitarist, and he hosts a weekly radio program on KPIG in California. Mark lives in Santa Cruz, Calif. with his wife, four children and five cats.

Randy Northrup, Vice President, Schuberth North America | Held USA

Randy Northrup brings a wealth of brand knowledge, having served in key role for a variety of industry brands. He has served as motorsports manager for No Fear, Icon Motorsports general manager and brand manager for Scorpion Sports before taking his on his current role with Schuberth North America. He started as GM in 2011 before being named vice president in 2011. In recent years he has presented at Americade, BMW MOA and AIMExpo.

Jim Rasmus, President, Retail Design Associates

President and founder of Retail Design Associates, Jim Rasmus launched his consulting firm RDA in May 1990 specializing in retail store design, merchandising and work flow training for specialty stores. Prior to RDA he served as partner and executive vice president for Creative Retailing, Inc. in Irvine, Calif.

In 2006 he co-authored and published “Winning In Power Sports Retailing” with his brother Gerald Rasmus. Jim’s extensive experience in seminar and workshop programs for retail trade shows and organizations throughout the United States has brought him numerous speaking invitations and opportunities from Kawasaki, Suzuki, Honda and Yamaha dealer shows, Lemco & Associates, Spader Group, Dealer Expo, Interbike and numerous other associations over the past three decades.

Jim graduated with a B.A. in art and design from the University of Nevada, Las Vegas, where he began his experience in retail design and management.

Jim has designed over 2,500 motorcycle dealerships in North America in addition to over 1,500 non-powersports retailers. His 12 years in retail store experience and over 33 years in design expertise all amplify his insight to create solutions for challenging projects with proven results, passing the benefits on to his clients.

Jennifer Robison, National Retail Specialist | Visual Merchandising Coordinator, Tucker Rocky/Biker’s Choice

Jennifer Robison has an admired reputation in powersports as a speaker and a draw for interesting and usable content in the area of merchandising and retailing. She has presented over two dozen times over a span of more than a dozen years for Tucker Rocky/Biker’s Choice dealers across the U.S. In March 2015, she presented to more than 200 dealers at the EagleRider dealer convention.

Rolf Sammons, Co-Founder and President, Max Opp Marketing

Rolf grew up in a family fueled by racing: drag boats, water skis, dragsters, motorcycles and even lawn mowers. In ’74 at only 13 he was hired by Kawasaki as a test rider for the Jet Ski. From 1979-82, he was consistently ranked as one of the top 10 riders in the world.

Rolf joined Yamaha’s development team in 1984 to assist in the development of the WaveRunner and WaveJammer. In 1985 at the age of 25, Rolf was named Yamaha’s first national marketing director for the newly formed Water Vehicle Department.

Rolf resigned from Yamaha in 1987, after which he assisted Ford, Prudential, Miller Beer, Lucas Oil and Mighty690 Sports Radio.

In 2003, Rolf became the VP of Sales & Marketing for Baron Custom Accessories. Baron sold in early ‘09 with Rolf agreeing to a two-year contract with Baron.

In 2011 Rolf co-founded Max Opp Marketing, the powersports industry’s first “We Do It All For You” service provider. Max Opp’s services use a dealer’s existing website, social media and customer database to dominate and expand the dealer’s market areas, effectively freeing dealer staff to concentrate on the day-to-day, on-the-ground needs of the dealership.

Ronda Slaven, Market Research & Competitive Intelligence Leader, Corporate Strategy, Synchrony Financial

Ronda Slaven is a market research & competitive intelligence leader at Synchrony Financial. Ronda has been in her role with Synchrony Financial for four years and focuses on both consumer and business insights across 13 different product categories from apparel to furniture. Prior to joining Synchrony Financial, she spent 16 years leading various research initiatives across the consumer packaged goods, retail and financial services industries.

Most recently, Ronda was sr. research manager at Heinz North America and Alliance Data Systems. In addition to her deep research expertise, Ronda considers herself a strong consumer advocate, always looking for opportunities to bring the voice of the customer to the forefront of business.

Ronda lives in Beavercreek, Ohio, with her husband and two daughters.

John Spader, President, Spader Business Management

Born and raised in South Dakota, John Spader serves as president of Spader Business Management.

John is one of the primary instructors of the popular Total Management Workshop offered by his company and also presents various other workshops and seminars related to business management. He is the author of articles that have appeared in many industry journals.

John has been invited to speak for groups including the Recreation Vehicle Dealers Association of America, Marine Retailers Association of America, North American Equipment Dealers Association, Outdoor Power Equipment Institute and many more.

He has worked closely with individual businesses in a variety of industries located in several countries around the world as a small business management resource provider and Spader 20 Group facilitator. He has also consulted and worked with associations and manufacturers, always with the focus on the privately-owned business whose owners’ savings are on the line.

Spader Business Management is headquartered in Sioux Falls, S.D. John Spader resides in Sioux Falls with his wife Carol and their two children.

Matt Strader, Commercial Technology Leader, GE Capital Commercial Distribution Finance

Matt Strader is the commercial technology leader at GE Capital, Commercial Distribution Finance. In his role, Matt is responsible for driving customer analytics and interface solutions with the Business Intelligence, Data Scientist, Marketing, Information Technology and Commercial teams.

Matt joined GE in 2005 and has held roles as eCommerce leader and most recently, midrange product leader, where he supported global customers (dealers, distributors and manufacturers) in the wholesale/inventory finance space responsible for customer facing dealer and OEM transaction and analytical tools.

Prior to GE, Matt served as the director of Information Systems and the director of Process Improvement and Automation at Bombardier Capital.

Matt and his family reside in the Chicagoland area.

Gart Sutton, President, Gart Sutton & Associates

An internationally-recognized speaker and educator, Gart Sutton is the president of Gart Sutton & Associates, Inc., a company he founded in 1980. His retailing background has been a family tradition since his grandfather opened a Los Angeles Ford dealership in 1921. While Gart’s expertise is in sales, he has worked in every facet of the vehicle retail business. His business acumen is built on a strong foundation of formal education (business and psychology degrees) and real-world experience (retail management).

Gart has been a Powersports industry management consultant for over 35 years. His skillset includes keynote speaking, facilitating educational workshops, moderating dealer groups, conducting industry research, developing training solutions for powersports manufacturers and conducting on-site dealership training and consulting. He has moderated hundreds of powersports 20-group meetings in the U.S. and Canada over the last three decades.

Gart has authored over a dozen industry books and spoken to thousands of retailers, manufacturers and distributors worldwide. His featured columns have been seen in Powersports Business, and his industry insight has benefited many.

His ride exploits can be found on his blog at gartrides.com. Gart is presenting at the Powersports Business Institute @ AIMExpo for the third time.

Bernie Thompson, Campus Director, PowerSport Institute

Bernie Thompson started his career in the powersports industry as a factory motocross mechanic for Steve Stackable from 1973 to 1977. With four national wins and an AMA Supercross Championship win, Bernie moved on to share his love the industry and pursue a career in technical education.

Starting out as a technical instructor in 1980, his strong leadership skills lead to becoming director of education in 1990. Bernie supervised all Orlando campus educational programs including Harley-Davidson, Kawasaki, Honda, Yamaha, Suzuki, Volvo Penta and Mercury Marine Training. Bernie received a B.A. in business management in 1997 from the University of Phoenix.

Bernie’s ability to inspire a sense of cooperation and teamwork among superiors, staff and students led him in 2006 to start the PowerSport Institute in Cleveland. His strong relationship with manufacturers and his experiences as an educator has lead to the design and development of a unique valued technical school in the industry.

John Vaughan-Chaldy, Co-Founder and Director of Marketing, Max Opp Marketing

John grew up surfing, waterskiing and riding motorcycles. By 16 he was racing motocross at Carlsbad Raceway. By 1977 he and his best friend were racing Jet Skis, and by ’79 John was announcing Jet Ski races with Larry Huffman.

John’s love for riding and racing led him to work at a Kawasaki dealership, renting Jet Skis while he studied psychology and business in college. John then started selling motorcycles and Jet Skis and loved it. He gravitated to automotive sales, and by age of 28 he earned his way into Ford’s exclusive salespersons 300/500 Grand Masters Club. John left the auto industry in 1993 and, with a buddy, bought a Yamaha dealership in 1994. The dealership, MotoPro, quickly gained attention for meteoric sales growth, but also for John’s custom bikes. In September 1997 John founded Baron Custom Accessories and grew the company over 12 years. In 2009, John sold Baron with a two-year management agreement.

In 2011, John and Rolf Sammons left Baron to co-found Max Opp Marketing.

Nan Woodsome, Owner, Cruisin’ 66 Motorcycles

Since October 2003, Nan Woodsome has been co-owner with her husband Tim of Cruisin’ 66 Cycles in Springfield, Mo. They have carried several OEMs over the years and have had as many as 15 employees. Prior to owning Cruisin’ 66, Nan was a corporate trainer in the software industry as well as a faculty member at Arapahoe Community College, while they lived in the Denver area.

Nan’s first career was in the finance industry in both the commercial and residential sector. Nan has two children and one grandchild with another due the first part of November.

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