fbpx

Q&A with WPS CEO Craig Shoemaker

MPN sat down with WPS CEO Craig Shoemaker at the WPS Sales Conference in January to discuss what’s new with the Boise-based company and their CEO.

MPN sat down with WPS CEO Craig Shoemaker at the WPS Sales Conference in January to discuss what’s new with the Boise-based company and their CEO.

MPN: If you were writing this article, what would you want powersports dealers to know about WPS?

CS: That’s a great question. One is that we’re a family operated company. This year, 2020, marks the beginning of our 60th year in business. We are third-generation owners. My wife and I are going on 20 years of being the owners. But we still believe that even though our company went from 90 employees when we brought it to 900 employees today — some things had to change — we always try to have a family atmosphere. We sell fun. We say, “We work hard, and we play hard.” It’s a cliché, but it’s true. 

MPN: You talk about the “culture” of WPS a lot. What kinds of things have you done to cultivate that with your workforce? 

CS: I like the environment in our offices and the warehouses. Not everyone is an industry person in the warehouse or the office, but many are enthusiasts. Some people are more focused, and I can appreciate that. But if people goof around a little bit or have some fun, they usually stick around for an extra 45 minutes to get the job done. We work hard, we play hard and we have a good time. I would like that passed on through our smiling faces to our customers and through our reps. 

MPN: Speaking of reps, we’ve heard you like to talk to your sales team when you’re driving in the car? Do you still do that? 

CS: When I’ve got some windshield time, I usually pick up the phone. And quite often, I’ll call some regional reps. There’s maybe 50% I’ve never called and 20% I may call more often because we have a relationship through the years.

MPN: When you’re out and you see someone wearing a FLY Racing jacket or something, what goes through your mind? Do you feel like approaching them? 

CS: Normally, I don’t, but my wife will say something more often than I will. I’ll say, “Hey, nice shirt.” Or “nice jacket.” And then sometimes I’m wearing one, and they’ll go, “oh yeah, you too.” Nowadays, I see them anywhere, and it doesn’t matter what part of the country or what airport. It’s good. Some of our guys probably get more excited about it than me because, to me, that’s just part of it. It’s the next step. But it is also exciting. 

MPN: In terms of your sponsorships with Supercross, how has that paid off for WPS? 

CS:Well, it’s our second year, and it is going well. It’s like advertising. You don’t know definitively, but I know that it’s heightened the awareness of two things: FLY Racing and WPS. We don’t sell directly to consumers, but we have to sell the marketing to the retailers, so we pull through. That’s the job of the manufacturer to make it pull through to retail. So Supercross helps pull it through at the retail level for our dealers. The other thing that we did is we split the track signage with WPS. Many dealers around the country watch Supercross and the signage helps reinforce our image and place in the market. People are usually surprised when they visit how big we are. 

MPN: Do you have any final thoughts you’d like to share with dealers? 

CS: Just that we’re here to serve the dealer. Our industry is going through change. Our world is going through change. Right now is a great time to be in the U.S., and being an American business is pretty good. It’s not great for everybody everywhere, but overall, it’s pretty good. We have to keep up with the changing times. And what may have worked a few years ago may not work today, but we’ll always try to keep up with the times.

You May Also Like

2024-25 Kawasaki RIDGE and RIDGE XR Side-by-Sides

A groundbreaking vehicle with automotive inspirations.

Kawasaki RIDGE

Kawasaki Motors Corp., U.S.A. has announced the debut of its latest creation: an all-new, groundbreaking side-by-side, the Kawasaki RIDGE, designed to elevate the off-road experience for powersports enthusiasts and property owners alike. The Kawasaki RIDGE is engineered with premium components and luxurious cab features, promising unparalleled comfort and versatility for riders navigating the trails as well as those undertaking essential tasks on their properties.

All-New 2024 Husqvarna Vitpilen and Svartpilen Models

The latest generation of street motorcycles have been completely redesigned.

2024 Vitpilen 401, Svartpilen 401
Segway’s Latest E-Bike Innovations Transform Off-Road Adventure

Debuting at CES 2024, the global brand’s next-generation electric bike lineup is redefining exploration.

Segway Xafari e-bike
2024 Husqvarna FC 250 and FC 450 Rockstar Edition Models

Advanced technology allows riders to customize their machines while riding analytics help improve skills and lap times.

2024 Husqvarna Motorcycles FC Rockstar Editions
2024 Kawasaki MULE Side-by-Side Lineup

The MULE family returns with a full lineup of side-by-sides.

2024 Kawasaki MULE

Other Posts

2 Wheels 2 Ways Ep. 4: Riding Through the Beautiful Southwest

Join Patrick and Jacqui as they explore motorcycling and powersports adventure in the Southwest!

Seeking Better Traction with Steve Christini of Christini All Wheel Drive

Christini is helping powersports vehicles and bicycles with its all-wheel drive systems.

Catering to Kids: Youth Off-Road Vehicles

Off-roading has become a hot family activity in recent years.

A child riding a youth ATV in a field.
Put Your Butt on a Seat at Central Kentucky Motorsports

Drew Baldinger and his business partner, Brad Stinnett, were riders and enthusiasts when they decided to open their shop in 2012. Find out how the last 12 years have gone.