"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," explains Marketing Director Gabriel Cruz for Segway Powersports. "To truly understand and connect with your audience, you must embrace their values, desires, and aspirations,” claims Cruz. “Giving people a glimpse Behind the Brand will continue to grow brand trust and create a path towards lasting relevance.”
To bring the team charged with building the brand, Segway has created a series of Beyond The Brand profiles of the people who make it happen. Segment #3 profiles Segway's Michael Rickman RSM for the Texas/Oklahoma territory. A lifetime off-road enthusiast who grew up racing dirtbikes, Rickman's career path led him to the automotive industry, where he spent the past 10 years in sales and finance. But he was anxious to return to his powersports roots.
With his combined automotive and powersports background, Rickman says he is excited to bring new perspectives on growth strategies to Segway, where he’s been tasked with improving brand presence and customer satisfaction deep in the heart of Texas and Oklahoma. "Joining the Segway team means being part of a company that
pushes boundaries," he says.
Rickman adds that he looks forward to disrupting the market with elevated dealer and consumer experiences!