Michael Rickman is a lifetime off-road enthusiast who grew up racing dirt bikes. His career path led him to the automotive industry, where he spent the last 10 years in sales and finance. With his combined automotive and powersports backgrounds, he’s excited to bring new perspectives on growth strategies to Segway, where he’s been tasked with improving brand presence and customer satisfaction in Texas and Oklahoma. For Rickman, joining the Segway team means being part of a company that pushes boundaries. He looks forward to disrupting the market with elevated dealer and consumer experiences.

Segway is excited to introduce a new video series, “Behind the Brand,” that will take you on a journey beyond the glossy advertisements and product labels, allowing you to peek into the heart and soul of Segway Powersports. When you delve into the brand’s inner workings, you gain insights into its values, culture and the passionate individuals who drive its innovation. It’s a window into the brand’s DNA, where transparency and authenticity reign, inviting you to be a part of their journey.

“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. To truly understand and connect with your audience, you must embrace their values, desires and aspirations,” said Gabriel Cruz, marketing director for Segway Powersports. “Giving people a glimpse ‘Behind the Brand’ will continue to grow brand trust and create a path towards lasting relevance.”