The Motorcycle and Moped Industry Council (MMIC), Canadian Off-Highway Vehicle Distributors Council (COHV) and Power Sport Services (PSS) boards of directors confirmed the appointment of Landon French as President & CEO, effective immediately. French had been interim CEO as of December of 2022.
“Our time with Landon over the past few months has been very positive” MMIC Chair Norm Sukkau said. “All three boards have benefitted from his leadership and creativity in his short time with us and we are very pleased to confirm his position as our President & CEO for the future. Landon’s track-record of success, in both the not-for-profit and for-profit sectors, as well as his experience in marketing, government and the powersports industry has been a great benefit to our companies and he is the leader we need moving forward.”
He has a great deal of experience in sports marketing, events and Canadian politics managing successful local and national campaigns, large enterprises, small businesses and governments in Canada, the United States and Asia. Formerly director of operations for two Ontario premiers, French has held senior executive roles at TELUS and Canadian Tire, and he was CEO of the Ontario Federation of Snowmobile Clubs.
“I’ve had a very warm welcome from the industry and firmly believe there is a bright future for MMIC, COHV and PSS in Canada," claims French. "There are some challenges and opportunities ahead and I look forward to working with staff, members and stakeholders to build a new plan and prepare our industry for the future.”
Landon holds an MBA (Public Relations) from Royal Roads University, and a MA in Canadian Studies from Carleton University. He received the Queen’s Golden Jubilee Medal for his leadership of Queen Elizabeth’s Golden Jubilee Royal Visit to Canada in 2002. He was also the founding CEO of the Sandbox Project and Together We Stand Foundation. An avid powersports rider, he lives with his family in Muskoka.
About the Motorcycle & Moped Industry Council (MMIC):
The Motorcycle & Moped Industry Council, originally founded in 1971, is a national, non-profit, trade association which represents the responsible interests of the major motorcycle and scooter manufacturers, as well as the manufacturers, distributors and retail outlets of motorcycle and scooter-related products and services in Canada. The member companies of the MMIC account for approximately 90% of all the new on-road motorcycles and scooters sold in Canada. The MMIC is funded entirely by its Members and Industry Partners and by the programs and services it offers.