Dealer Summit Speakers

Speakers

Jordon Scholmeester
Keynote speaker

Training Manager - Partner - Garage Composites
Jordon lives in Denver, Colorado with his beautiful wife Mary and two big ol dogs. His love for motorcycles came at an early age with dirt biking at 12 years old. His passion for motorcycles continued to grow from there, taking me on multiple 1,000-mile trips over Baja, snowmobiling the backcountry and getting his first Harley Davidson at 21. Mary, his two dogs, and Jordon enjoy everything outdoors.

Learn More About Jordon

Jordon lives in Denver, Colorado with his beautiful wife Mary and two big ol dogs. His love for motorcycles came at an early age with dirt biking at 12 years old. His passion for motorcycles continued to grow from there, taking me on multiple 1,000-mile trips over Baja, snowmobiling the backcountry and getting his first Harley Davidson at 21. Mary, his two dogs, and Jordon enjoy everything outdoors.

Jordon's primary focus is dealership training and running the Managers Training Academies with an emphasis on process and leadership. Jordon enjoys getting the most out of the dealers and processes to ultimately provide the tools in maintaining relationships for life. Jordon has been fortunate to be with Garage Composites since 2016 - continuing to teach and train, all while still learning on how to better the industry one engagement at a time.

Mark Sheffield
Keynote speaker

Strategic Advisor - Wood Cycle Country
Mark is a longtime powersports retail executive, strategic advisor, speaker, and dealer advocate with more than three decades of experience in dealership operations. He currently works with Woods Cycle Country, Woods Indian Motorcycle, and River Valley Power & Sport, helping dealers improve profitability, processes, technology, and overall operational performance.

Learn More About Mark

Mark is a longtime powersports retail executive, strategic advisor, speaker, and dealer advocate with more than three decades of experience in dealership operations. He currently works with Woods Cycle Country, Woods Indian Motorcycle, and River Valley Power & Sport, helping dealers improve profitability, processes, technology, and overall operational performance. Mark also serves on the boards of the National Powersports Dealer Association and the Texas Motorcycle Dealers Association and is a regular contributor to Powersports Business and Motorcycle & Powersports News. Before moving into advisory work, he held leadership roles across multiple dealerships and spent nine years facilitating Spader 20 Groups, giving him the opportunity to work closely with dealers throughout the United States and Canada. A U.S. Army Desert Storm veteran, Mark is known for his direct, practical approach and his willingness to challenge long-standing industry habits when they no longer serve dealers or their customers.

Claudia Arrieta

In-house Counsel with the Vehicle Sales Authority (VSA)
Claudia joined the VSA as in-house counsel in June 2025 after previously working as litigation counsel for a large insurance corporation. She has represented clients in the Provincial and Supreme Courts of British Columbia as well as in administrative tribunals, mediations and arbitrations.

Claudia has a juris doctor from the University of British Columbia and an international relations degree from Simon Fraser University. She is fluent in Spanish and French.

Ian Christman

President and CEO with the Vehicle Sales Authority (VSA)
Ian started his career with the VSA in February 2008 as the Deputy Registrar and Director of Licensing. In March 2012, Ian was appointed as Registrar and also became the Chief Legal Officer in 2020. Ian has advised on all operational matters at the VSA and been involved with strategic planning, budgeting and finance, human resources, government relations and stakeholder relations for over 13 years. Importantly, as Registrar, Ian has independently guided the administration of the legislation the VSA administers.

Learn More About Ian

Ian is the President and CEO of the VSA appointed in December 2021.

Ian started his career with the VSA in February 2008 as the Deputy Registrar and Director of Licensing. In March 2012, Ian was appointed as Registrar and also became the Chief Legal Officer in 2020. Ian has advised on all operational matters at the VSA and been involved with strategic planning, budgeting and finance, human resources, government relations and stakeholder relations for over 13 years. Importantly, as Registrar, Ian has independently guided the administration of the legislation the VSA administers.

Prior to his career at the VSA, Ian was a lawyer in private practice in the areas of administrative law, commercial litigation including class actions, and employment law matters. Between the 1980's and the early 2000's, Ian worked in various capacities at Canadian Tire stores in Metro Vancouver. These included management and other roles in various service departments such as merchandising, parts, and warehousing. Since 2008, Ian has been a member of the USA-based National Association of Motor Vehicle Boards and Commissions and was its Vice President for several years.

In 2015, Ian obtained his Master of Business Administration from Royal Roads University with international studies in Grenoble, France. He has a law degree from the University of Alberta, a political science degree (international relations and trade) from Simon Fraser University, and a diploma in criminology from Douglas College.

Jayson Davis

Chairman – National Powersports Dealers Association
Jayson Davis is a dedicated figure in the Powersports industry, driven by a passion for the community and a commitment to its improvement. With roots tracing back to the '70s when he started riding dirt bikes, Jayson has traversed a diverse path within the industry.

Learn More About Jayson

In the '90s and early '00s, Jayson's journey led him from a customer to a lot technician and eventually to the position of General Manager at a Harley-Davidson dealership. For the past 25-plus years, he has been an integral part of Doug Rudd's organization, holding roles ranging from salesman to General Manager and currently serving as the owner at PowerSports of Greenville.

Jayson's approach to leadership is characterized by a keen sense of observation and evaluation. Whether quietly assessing people and processes or leading by example, his goal is to enhance receptiveness and foster overall improvement. Actively engaged & also chairman of his 20 Club, Garage Composites G-8, Jayson is known for his vocal advocacy and unwavering commitment to collective improvement within the Powersports community.

Believing in the unification of Powersports dealers for the betterment of the industry, Jayson sees the NPDA's purpose as promoting and protecting the industry in all aspects, from manufacturers to end-users. As a member, webinar/seminar attendee, and vocal advocate for NPDA membership among his peers, Jayson Davis brings a wealth of experience and a consumer's perspective, spanning nearly 30 successful years in the profession and 45 as a consumer. His voice adds valuable insights to the call for unity and progress in the Powersports industry.

Landon French

CEO with Moto Canada
Landon French is the President and CEO of Moto Canada, having led the transformation of Canada's largest national organization representing the powersports industry.

Learn More About Landon

Landon French is the President and CEO of Moto Canada, having led the transformation of Canada's largest national organization representing the powersports industry.

A seasoned executive and entrepreneur, Landon brings a diverse background that spans the public, private, and nonprofit sectors. His career includes senior executive leadership roles at TELUS and Canadian Tire, as well as serving as CEO of the Ontario Federation of Snowmobile Clubs. He also served as Director of Operations for two Ontario premiers, contributing to provincial governance and political strategy.

His work in sports marketing, events, and public affairs has earned him multiple national awards, including Marketing Magazine Marketer of the Year, the Queen's Golden Jubilee Medal for his leadership during Queen Elizabeth II's Royal Visit to Canada, and the Chancellor's Award for Academic Excellence from Royal Roads University.

Academically, Landon holds an MBA in Public Relations from Royal Roads University and an MA in Canadian Studies from Carleton University.

Under his leadership, Moto Canada is focused on unifying the powersports industry, advocating for rider access and safety, and expanding public engagement through initiatives like The Motorcycle and Powersport Shows and rider education programs. Landon is a passionate powersports enthusiast and resides with his family in Muskoka, Ontario.

Lee Heaver

Owner, 1st Gear Motorcycle School & Training
Lee Heaver is the owner and operator of 1st Gear Motorcycle School & Training with locations in Richmond, Coquitlam and Vancouver. Through 1st Gear, Lee has helped riders across the Lower Mainland build the skills and confidence needed to ride safely, offering structured instruction primarily for beginner motorcycle riders.

Learn More About Lee

Lee holds a Motorcycle Instructor credential issued by ICBC, reflecting a long-standing commitment to rider education and road safety in the province. Beyond teaching, Lee has worked to grow the school's team, regularly recruiting qualified instructors to expand its reach across the region.

With hands-on expertise and a passion for the sport, Lee Heaver has built a reputation in Vancouver's motorcycling community as a dedicated instructor, an advocate for rider safety and a life long student of motorcycling.

Misti Hurst

Racer, Rider, Coach and Author
Misti Hurst is a former AMA Pro Road Racer, senior coach with the California Superbike School, columnist for Motorcycle Mojo and Adventure Bike Rider Magazine, author of Life in the Fast Lane: Discovering the Art of Cornering (the first in a series), and a proud moto mom. Based in North Vancouver, BC, Misti brings over 22 years of global coaching experience dedicated to improving rider safety and shaping the next generation of riders.

Learn More About Misti

From buying her first bike in Victoria, BC, in 2000, to competing at the sport's highest levels as a female pioneer, to coaching her road-racing and championship-winning son, her 26-year journey through the industry covers every angle of the sport.

Misti joins the BC Powersports Dealers Summit to share her expertise as a racer, coach, and industry voice with strategies on rider development, building consumer confidence, and capturing new demographics—with a particular focus on empowering women and youth in motorsports.www.mistihurst.com

Amanda Koehler

Department Head - Motorcycle and Trades Access Program, BCIT
During her 14 years at the institute, she has worked across motorcycle apprenticeship and foundation training, Trades Discovery, and international ACES programming. Amanda serves on BCIT's Education Council as Vice Chair of Programming and has leadership training with BC Centre for Women in the Trades (BCCWITT), where she champions access, equity, and opportunities in skilled trades education.

Jason Jackson

Director, Retail Finance Operations - Yamaha Financial Services
Jason has spent 20+ years in Financial Services with a background in banking & captive indirect lending touching servicing, originations, sales & leadership in both prime and non-prime. He has been with Yamaha Financial Services for the past 9 years starting around the infancy of the company to a now a well-established name in the market today. Outside of work, powersports and marine are a strong passion of Jason's.

Learn More About Jason

Jason has spent 20+ years in Financial Services with a background in banking & captive indirect lending touching servicing, originations, sales & leadership in both prime and non-prime. He has been with Yamaha Financial Services for the past 9 years starting around the infancy of the company to a now a well-established name in the market today. Outside of work, powersports and marine are a strong passion of Jason's.

Jason has owned more than 30 Yamaha products over the years, so the brand has always been a big part of his life. Whether it's boating, snowmobiling, ATVing and spending time at his cottage, these help fulfill the work hard but play harder life motto!

Amber Lane

Executive Director of the British Columbia Snowmobile Federation (BCSF)
Amber Lane serves as the Executive Director of the British Columbia Snowmobile Federation (BCSF), the provincial voice for organized snowmobiling since 1965. The BCSF unites nearly 60 volunteer-driven clubs across BC, supporting the work that sustains the sport: land use advocacy, safety and stewardship programs, youth engagement, volunteer support, tourism promotion, and club resources and training.

Learn More About Amber

Based in Revelstoke, Amber holds a Master's degree in Business and further education in non-profit leadership. She is passionate about supporting club success through strong systems, strategic partnerships, and effective advocacy. Her focus is on lightening the load for volunteers while building the credibility and influence of organized snowmobiling in British Columbia.

Amber joined the BCSF as Executive Director in March 2025, drawing on her previous leadership experience with the Revelstoke Snowmobile Club. Since joining the Federation, she has prioritized initiatives that reduce barriers to entering the sport, advanced province-wide research demonstrating the economic, social and community value of snowmobiling, and expanded the BCSF's efforts to tell the story of the people, businesses and communities that make powersports possible.

Amber is particularly interested in how the powersports industry can broaden participation and create stronger pathways for women—as riders, volunteers, professionals and leaders. She believes the future of powersports depends not simply on bringing more women into the industry, but on understanding what makes them stay, lead and see a place for themselves within it.

Through her work with the BCSF and partners across the powersports and outdoor recreation sectors, Amber is committed to strengthening the organizations, communities and people that will carry motorized recreation forward for the next generation.

Jason Nierman

Co-Founder & Chief Revenue officer – Rollick
Jason is Co-founder and Chief Revenue Officer at Rollick, a "rec-tech" start-up that enables powersports, RV and boat manufacturers and dealers to find, win and keep customers. Jason co-conceptualized Rollick as a platform and oversees all marketing, sales and business development activities for the company.

Learn More About Jason

Prior to Rollick, Jason served in roles as Chief Development Officer at OpenHouse Realty, a real estate technology start-up that sold to a subsidiary of QuickenLoans in 2017, and as the VP of Partner Development at TrueCar where he was responsible for prospecting, signing, launching and developing auto-buying partnerships with some of the largest and most trusted affinity groups in the country.

Jason is also currently a Board Member of Bright Promises Foundation in Chicago, IL. He received his M.B.A. at the University of Chicago's Booth School of Business in 2007 and holds a B.S. in Finance and a Journalism Certificate from Indiana University.

Kristin Parsons

Executive Director with BCPDA
Kristin Parsons is a seasoned nonprofit leader and industry advocate with more than 20 years of experience in organizational leadership, strategic planning, and stakeholder engagement.

Learn More About Kristin

Kristin Parsons is a seasoned nonprofit leader and industry advocate with more than 20 years of experience in organizational leadership, strategic planning, and stakeholder engagement.

She recently served as Executive Director for the Quad Riders ATV Association of BC (ATVBC) from 2021-2026 and has been leading the development and growth of the BC Powersports Dealers Association as their Executive Director since January 2025, where she leads provincial advocacy, policy development, and industry partnerships that strengthen the powersports sector across British Columbia.

Throughout her career, Kristin has been recognized for her ability to build strong relationships with government, industry, and community stakeholders, ensuring that the voice of the powersports community is heard at every level. She has spearheaded initiatives focused on trail standards, safety programming, rider education, and sustainable recreation access, helping position powersports as a vital contributor to tourism, rural economic development, and community health.

In addition to her executive role, Kristin is the owner and operator of Homebase Business Consulting & Events, where she has spent nearly two decades guiding nonprofits and associations in areas such as fundraising, communications, board governance, and event management. Her leadership has included past roles as Executive Director of Chambers of Commerce organizations in both the Lower mainland and the Kootenays, where she championed business development, advocacy, and community engagement.

Kristin is known for being professional, driven, and dedicated to nonprofit success, with a strong track record of delivering results through collaboration and innovation. Her passion for the outdoors and her commitment to advancing the powersports industry make her a powerful voice on the future of recreation and industry sustainability in Canada.

Jack Shapira

Director of Dealer Services – Powersports with Santander Consumer Bank Canada
Jack is a recognized leader in dealer development, consumer finance, and the Canadian powersports industry. Throughout his career, Jack has worked closely with dealers, OEM partners, and industry leaders to develop innovative financing strategies, strengthen dealer performance, and create sustainable growth opportunities. His experience across sales leadership, credit, risk, and dealer operations gives him a unique perspective on the rapidly changing powersports marketplace. A passionate advocate for dealers, and an enthusiast at heart, Jack focuses on practical solutions, stronger partnerships, and helping businesses adapt, compete, and succeed in an evolving industry while always adding the human element into his relationships with industry stakeholders.

Brett Thibault

Director, Governance and Stakeholder Engagement, Insurance Council of BC
Brett Thibault is the Director, Governance and Stakeholder Engagement for the Insurance Council of BC. He joined the Insurance Council in 2016 after working for 20 years mainly in underwriting and branch management for major Canadian insurers and prior to joining as a staff member he was a voting member and past Chair of Council. Brett oversees the Insurance Council's communications, stakeholder engagement, and project management activities as well as liaises with the provincial government regarding Council member appointments and policy matters.

Donegal Wilson

MLA for Boundary-Similkameen
Donegal Wilson was elected as the MLA for Boundary-Similkameen in 2024. Born and raised in the Tulameen area of British Columbia, she grew up on a cattle ranch near Thynne Lake, where she developed a strong connection to rural communities and the land.

Learn More About Donegal

Before entering public life, Donegal built her career in small business and non-profit administration, including co-founding Direct Performance with her husband. She later served as Executive Director of the BC Snowmobile Federation, where she led stakeholder engagement, legislative development and financial management at the provincial level.

Today, Donegal advocates for rural communities with a focus on infrastructure, affordability, access to core services and responsible resource management. She and her husband are proud to call Keremeos home.

River Rock Casino Resort, Richmond, BC