Snow Goer’s John Prusak joins Arctic Cat, strengthening brand’s industry connection
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.
For more than 30 years, Prusak was a central figure at EPG Media, where he shaped Snow Goer into one of the most respected publications in snowmobiling. His editorial leadership, deep technical knowledge, and connection to riders have made him one of the sport’s most recognized advocates. In 2020, his contributions were recognized with induction into the International Snowmobile Hall of Fame.
“I am beyond excited to join Arctic Cat at this time,” Prusak says. “The renewed energy and passion that the new ownership group has brought, along with the ‘Riders First’ mantra, align perfectly with my own ideals. I’m thrilled to join a company with such a proud history and to help build a promising future for Arctic Cat and the markets it serves.”
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.”
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.
Good luck at your new gig, Prusak! Don’t forget your media buddies going forward, especially when planning a snowmobile trip through the U.P. Just saying!
Congratulations John you will do Arctic Cat well for customers and dealers. Riders Rule!
Please ensure that SnoGoer goes on as it is a truly great snowmobile media publication. No one else does what you do for print and website.
We need this type of media communication for all riders, dealers, aftermarket, industry, tourism and enthusiasts.
Please ensure snowmobiling goes back to its roots, the best ever sales days 1968-1970 when sales doubled every year to 600,000 sales in 1970 and projections were well in excess of a 1,000,000 annual unit sales. Arctic Cat sold 112,000 units that year which is way more than the entire industry in the last 3+ years.
The target customer was the middle class (not the 1%ers) with reasonable prices for all sleds and sleds for all power levels and rider abelites from 60cc to 800cc, great marketing by all manufacturers please bring back Arctic Cat Pride (magazine and events like in the 1970’s-1980s.
Help Arctic Cat and the industry not only survive but thrive.
Please make sure SnoGoer goes on and does the same.
Very excited for the future of Arctic Cat! The focus on a snowmobile family will be coming back. I can remember getting the sales brochures in the 90’s and hanging the pictures on my bedroom wall. They always had the best scenes.. like a campfire with a family in Arctic Cat clothing huddled around it. I’ve been hooked on that feeling ever since!
That’s awesome! Let’s make a awesome epic comeback Arctic Cat! I’m a die hard Arctic Cat Man, and I wish one day could work for Arctic Cat, would be so awesome to be a part of Arctic Cat, I am in the Arctic Cat family as I own nothing but Arctic Cat, nothing else.