Segway releases Ep. 3, ‘Behind the Brand’

Segway recently launched a new video series, Behind the Brand, that will take viewers on a journey beyond the glossy advertisements and product labels, allowing a peek into the heart and soul of the company. In its latest episode (Ep. 3), Segway introduces team member Michael Rickman.

With his combined automotive and powersports backgrounds, Rickman brings new perspectives on growth strategies to Segway, where he’s been tasked with improving brand presence and customer satisfaction in Texas and Oklahoma.

While Rickman’s career path led him to the automotive industry, where he spent the last 10 years in sales and finance, he is a lifetime off-road enthusiast who grew up racing dirt bikes. For Rickman, joining the Segway team means being part of a company that pushes boundaries. He says he looks forward to disrupting the market with elevated dealer and consumer experiences.

“In a market where consumer behaviors are constantly evolving, the key to success is not just adapting to change but immersing yourself in the culture that drives it. To truly understand and connect with your audience, you must embrace their values, desires, and aspirations,” says Gabriel Cruz, marketing director for Segway Powersports. “Giving people a glimpse Behind the Brand will continue to grow brand trust and create a path towards lasting relevance.”