Building an Aftermarket Brand

In Season 2 episode 8 of Centerstand, we explore building an aftermarket brand as host Robert Pandya sits down with the Powersport’s industry’s veteran of 30 years, Eric Anderson, whose resume includes developing and selling Hein Gericke, FIRSTGEAR, and private label apparel collections for Harley-Davidson, Yamaha, Honda, Kawasaki, Suzuki, Polaris, Arctic Cat and more, and Alex Arkhangelskiy and Ian Dunn, two of the three founders of Brake Free Technologies, a company that creates, designs, and develops high visibility safety products; mixing technology and modern design to make safety appealing to the masses.

Show Notes 

00:00:00 00:00:01

• Host Robert Pandya introduces the Season 2 episode 8 topic of building an aftermarket brand and introduces guests industry vet Eric Anderson and Alex Arkhangelskiy and Ian Dunn of Brake Free Technologies.

00:00:00 00:01:45

• Eric talks about his past work in the industry, career highlights, a few brands he has built, and what he is working on now.

00:00:00 00:04:45

• Alex talks about his company Brake Free’s product and its purpose.

00:00:00 00:6:00

• Ian shares his personal experience in Powersports and his role as an industrial designer.

00:00:00 00:7:30

• Ian explains the process used behind creating the Brake Free brand and growing the team. 

00:00:00 00:10:00

• Eric speaks to the differences in the ways today’s brands are able to sell to consumers compared to when he first entered the industry.

00:00:00 00:15:45

• Ian highlights breakthroughs in his brand and how he created and curated the videos that reached the consumers the way they wanted to.

00:00:00 00:17:00

• Alex reveals how they reached early adopters.

00:00:00 00:19:30

• Eric talks about market research and ways to keep connected with consumers. 

00:00:00 00:22:00

• Eric shares his advice for Brake Free and how to work with dealers.

00:00:00 00:23:10

• Alex explains how dealers learned about their brand and why they chose to work with who they do.

00:00:00 00:25:45

• Erik shares advice on how brands can best leverage their dealers.

00:00:00 00:29:30

• Alex talks about how his team has leveraged an e-commerce store.

00:00:00 00:33:10

• Eric speaks to the importance of the aftermarket and why they support OEMs so much.

00:00:00 00:34:00

• Alex speaks to how his team is growing the Brake Free brand and advice he has for others. 

00:00:00 00:39:50

• Eric shares his advice for brands launching in a modern market. 

00:00:00 00:42:50

• Each guest shares how they can be reached and advice they have for the motorcycle industry. 

00:00:00 00:47:30

• Robert closes the conversation and reminds everyone to subscribe and get in touch with the producers of Centerstand at IMSPR@informa.com.