Dealer Summit 2025 Speakers

Speakers

Mark Sheffield
Keynote speaker

Strategic Advisor with Wood Cycle Country to present where we see the market heading in 2026 and some practical steps dealers can take to maximize opportunity and minimize risk in what’s shaping up to be a tough, volatile environment.

Learn More About Mark

Born in Letchworth Garden City, Hertfordshire, England, Sheffield traveled extensively before eventually settling in Beaumont, Texas. After graduating from Lumberton High School in 1989, he took a brief six-day break before enlisting in the U.S. Army. He completed basic training at Fort Leonard Wood, Missouri, followed by advanced individual training (of all things as an M1 Abrams Tank Systems Specialist) at Fort Knox, Kentucky. His military service included a combat tour in Iraq during Operation Desert Storm. Upon fulfilling his four-year enlistment, Sheffield transitioned back to civilian life.

The day after leaving the military, Sheffield embarked on what would become a distinguished career in the Powersports/Motorcycle industry, now spanning over 30 years. He has held key positions with a variety of respected dealerships and organizations, including Yamaha of Killeen, Texas Motorsports, Woods Fun Center, America's Powersports, Honda of Houston, and New Braunfels Cycle Country/Woods Cycle Country and most recently Woods Indian Motorcycle. His expertise and focus on dealerships have also led him to serve on the boards of the Texas Motorcycle Dealer Association, the National Powersports Dealer Association, and most recently, Massimo Motors.

Currently, Sheffield continues his work in the industry as the Strategic Advisor for Woods Cycle Country and Woods Indian Motorcycle, along with working on workflow optimization with a few large dealers.

In 2016, at the request of Dave McMahon, Sheffield began contributing articles to Powersports Business, which eventually expanded into daily posts on his LinkedIn account. A passionate advocate for dealerships, he actively works to counter the overreach that dealerships often face from certain industry vendors. His goal is to establish a balanced, equitable environment where both dealerships and OEMs can thrive long into the future.

Claudia Arrieta

Legal Counsel with the Vehicle Sales Authority (VSA), to explain the recent amendments to the Business Practices and Consumer Protection Act contained in Bill 4-2025. Attendees will learn how these changes directly affect the powersports industry, what compliance will require from dealers, and how to prepare their businesses for the new regulatory environment.

Learn More About Claudia

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

Executive Director with the Vehicle Sales Authority (VSA), to introduce the new Transaction Levy. Attendees will learn how the levy is designed to strengthen consumer protection, build consumer confidence in the powersports industry, and support dealer success through enhanced education and compliance initiatives.

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.

Landon French

CEO with Moto Canada, to share updates on the upcoming Motoshow and the newly released National Trails Report. Attendees will learn what the Motoshow means for the industry, how the National Trails Report highlights opportunities and challenges for powersports, and what dealers can do to leverage these initiatives for growth and engagement.

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.

Lisa King

RoadSafety BC, to provide an update on the new Graduated Licensing Program and what changes are coming in 2026. Attendees will learn what the updated program means for riders, how it will affect licensing requirements, and what dealers need to know to support their customers through the transition.

Bruce Marcia

Partner - Performance Brokerage Services to talk about what the current buy-sell market is in the recreational products industries, how dealerships are valued and why preparing your business for a sale is needed well before you make that eventual decision.

Kristin Parsons

Executive Director with BCPDA to share how the Association delivers value to dealers. Attendees will learn how BCPDA advocates with agencies like VSA, ICBC, TSBC, and BCIT, how members can access cost-saving benefits in legal, HR, insurance, merchant fees, and marketing, and how collaboration tools, industry research, and upcoming events like the Dealers Summit can directly support their business success.

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 currently serves as Executive Director of both the Quad Riders ATV Association of BC (ATVBC) and the BC Powersports Dealers Association (MPBC), 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 roles, 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.

At this event, join Kristin as she unveils the new strategic plan and updated direction for MPBC, highlighting how dealers and industry leaders can work together to strengthen the future of the powersports sector.

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.

Louise Pedersen

Executive Director with the Outdoor Recreation Council of BC, to present the new "Outdoor Recreation for Community & Economic Development" guidebook. Attendees will learn how outdoor recreation drives partnerships, supports access, attracts new riders, and strengthens local economies — and what this means for powersports dealers.

Rosemary Sutton

Executive Director with Tire Stewardship BC, to outline how TSBC's Dealer Support and Community Grant Program works. Attendees will learn how TSBC can support their business through collection programs, funding opportunities, and community partnerships that enhance both environmental responsibility and dealer success.

Learn More About Rosemary

Rosemary Sutton serves as the Executive Director of Tire Stewardship BC (TSBC), which continues the legacy of Canada's pioneering tire recycling program. Established in 1991, the British Columbia initiative began under government management, with administration contracted to PwC Consulting (later acquired by IBM).

Rosemary joined PwC/IBM in 1998, becoming an integral part of the program's administrative team. With the provincial transition to Extended Producer Responsibility (EPR) in 2006, she assumed the role of Operations Manager at the newly established TSBC. Her leadership was pivotal in facilitating transition planning, designing the new EPR model, and ensuring its effective implementation, working collaboratively with government representatives and engaging key stakeholders such as tire retailers, transporters, environmental organizations, and the public.

Appointed Executive Director in 2014, Rosemary oversees TSBC under the direction of an industry-led Board. The organization operates according to its government-approved EPR Plan and the BC Recycling Regulation. Under her guidance, TSBC has maintained stable operations while pursuing continuous improvement across program components. Rosemary's expertise is recognized nationally; over the past twenty-seven years, she has collaborated with provinces across Canada and internationally, providing support and strategic advice for the establishment of their tire recycling initiatives. Beyond tires, Rosemary's work extends to initiatives with the stewards of other provincially-recycled products on matters of common interest and benefit.

As Executive Director, Rosemary has established strong partnerships and overseen the delivery of several impactful programs through TSBC. Notable initiatives include TSBC's Community Grant Program, which provides matching funds to non-profits utilizing BC recycled rubber; the First Nations Recycling Initiative, supporting community-based recycling programs in partnership with other stewards; a program encouraging the use of BC recycled tire materials in locally manufactured products; and the TSBC Advisory Committee, comprising representatives from diverse sectors who provide input on issues relevant to the program.

Panelists

Basilio Bagnato

Basilio Bagnato is the General Manager of Backroad Mapbooks, where he's spent the past 12 years helping grow Canada's go-to source for outdoor adventure. He lives for the backcountry and loves learning and using the latest tech for navigation, GPS, and smartphones. When he's not on an ATV or Fishing he's catching a hockey or football game or planning his next trip somewhere in the world.