Mark Sheffield
Strategic Advisor
Summit Topic: Digging into some of the most pressing issues shaping our industry, from inventory management and OEM relations to F&I growth opportunities, dealership culture, and the need for dealers to work together to tackle OEM overreach. We'll cover both the challenges and the solutions that can drive long-term profitability. I'll share insights from my 30+ years in the business, including lessons learned from dealership operations, 20-Group facilitation, and national advocacy work with the NPDA. My goal is simple: to spark candid conversations that help Canadian dealers strengthen their businesses, protect their independence, and position themselves for success in a rapidly changing marketplace.
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
In-house counsel at VSA
Summit Topic: The Business Practices and Consumer Protection Act amendments contained in Bill 4-2025 that directly effect the powersports industry.
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 of the VSA
Summit Topic: The new Transaction Levy supporting increasing consumer protection and consumer confidence in the industry through education and compliance.
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.
Rosemary Sutton
Executive Director of Tire Stewardship BC (TSBC)
Summit Topic: Dealer Support and Community Grant Program – how TSBC can support your business.
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.
More Speakers Coming Soon!
Landon French
CEO, Motocanada
Summit Topic: Discuss the Motoshow and the newly released National Trails Report.
Reza Kamrani
Regional Association Manager, Federated Insurance
Summit Topic: 2024 Canada catastrophic losses review and how climate change is affecting Insurance availability and pricing.
Lisa King
Senior Policy Analyst, Policy & Legislation Research & Data, Roadsafety BC
Summit Topic: Update on the new Graduated License Program, what is coming in 2026.
Amber Lane
Executive Director of BC Snowmobile Federation, BC Powersports Coalition
Dave McIntosh
LNG Finance
Summit Topic: Review of emerging trends, best practices, and dealership fraud prevention in the recreational/powersports financing space.
Leah Orr
Senior Stakeholder Relations Advisor, ICBC
Kristin Parsons
Executive Director, MPBC
Summit Topic: Introducing the new BC Powersports Dealers Association Strategic Plan and the positive impacts to dealers.
Eric Rosenfeld
Business Consulting Manager, Peninsula HR
Chris Taylor
National Sales Manager, Backroad Map books