Polaris Inc. introduces the Empowersports Diverse Riding Council, which aims to expand motorsports and elevate multicultural perspectives and perspectives in motorsports

MINNEAPOLIS–(BUSINESS WIRE)–As a global powersports leader, Polaris Inc. (NYSE:PII) is excited to continue to grow the powersports industry and bring its love of adventure to more customers. To do this, Polaris focuses on understanding different types of customers and inviting more people to enjoy the outdoors in new ways while ensuring that participation is a great experience for everyone. To support these efforts, Polaris created the Empowersports Diverse Riding Council made up of 16 passionate and pioneering multicultural riders.

The Empowersports Diverse Riding Council unites influential cyclists, adventurers, leaders and entrepreneurs who bring multicultural perspectives and ideas to the motorsports space. They will be advocates for community building, adventure and safety while riding. The board will meet regularly with Polaris executives to better understand a broader range of customers. They understand:




Co-founder of the Gixxer sisters

Sheriff’s Deputy and Sound Engineer

Certified motorcycle racing trainer




Co-founder of the Gixxer sisters

Founder of Cali Slingers

Polaris Mexico Racer




Actor, writer and IMC Rider

Professional Fly Racer and Polaris SNOW Ambassador

Photographer, mountain biker and skier




Actress, model and stuntwoman

United States Marine Corps Veteran

Videographer and co-founder of Off Road Desert Racing




Equipment Specialist

Senior Global Market Development Manager

All-terrain racer, TV host and stuntman


Photographer and IMC ambassador

“I am beyond excited to join my fellow board members in uplifting runners of all ethnic backgrounds and promoting more diversity and unity in our riding communities,” said Tavo Vildosola. “For me, motorsports has always been about freedom and the sense of community that naturally comes with riding. This advice allows us to tell our unique stories and perspectives in our own way, while breaking down barriers with more adventurous runners who identify as people of color and deserve to be empowered and supported in their endeavors.

In 2020, Polaris launched the first Empowersports Women’s Riding Council which provided valuable perspective and feedback to many groups within Polaris Inc. and Indian Motorcycle Co., including dealer and customer experience, product information and how to get more women riding.

In addition to these tips, Polaris goes to great lengths to understand and learn from diverse riders to ensure their voices are represented and their needs are met. Polaris has conducted consumer research with multicultural riders to gain valuable insights that are leveraged in product development, advertising and the dealer experience. This research led to the development and launch of Customer Growth dealer training to help Polaris dealers better understand more consumers and adapt to changing customer expectations.

Polaris has cultivated longstanding partnerships with groups like Black Girls Ride, Women Riders Now, International Female Ride Day®, and Ride Wild Co. and have been at events like National Bikers RoundUp and PROC. Partnerships have allowed Polaris to engage directly with communities of color and have added great value to Polaris’ overall mission to make motorsports a more inclusive and accessible space.

“We pride ourselves on listening directly to riders in order to have the greatest impact on the future of motorsports,” said Pam Kermisch, vice president, director of customer growth at Polaris Industries. “Polaris knows that there is a strong presence of people of color in all disciplines of motorsports and we are building stronger connections with these communities of riders. The efforts of this council are aimed at breaking down barriers, increasing education and to extend an open invitation to various cyclists.

Polaris’ Focus on Customer Growth

The creation of the Empowersports Diverse Riding Council is part of Polaris’ broader growth initiative, which aims to grow its customer base by more than 50% over the next 10 years by introducing new customers to Polaris and continuing its commitment to support various cyclists. In 2021, the company saw an influx of new riders with 70% of customers being new to Polaris, fueled by significant increases with women and families as well as younger and multicultural customers.

“With the growth of diversity in the industry comes the responsibility to amplify the voice of all riders and that riders can see themselves represented in all motorsports, regardless of terrain or vehicle,” said Tommy Hillman, Chief Marketing Officer of Polaris Inc. “Honest and open conversations will drive real change and strengthen the industry today and in the future.”


As a global powersports leader, Polaris Inc. (NYSE:PII) is at the forefront of product breakthroughs and rewarding experiences and services that have invited people to discover the joy of being outdoors. since our founding in 1954. With annual sales of $8.2 billion in 2021, Polaris’ high-quality product line includes the Polaris RANGER®, RZR® and Polaris GENERAL™ side-by-side all-terrain vehicles; Sportsman® all-terrain off-road vehicles; Indian Motorcycle® mid-size and heavy-duty motorcycles; Slingshot® motorcycle roadsters; snowmobiles; and deck boats, cruisers and pontoons, including the industry-leading Bennington pontoons. Polaris enhances the riding experience with parts, apparel and accessories, along with a growing aftermarket portfolio, including Transamerican Auto Parts. Polaris’ presence in adjacent markets includes military and commercial off-road vehicles, quadricycles and electric vehicles. Proudly based in Minnesota, Polaris serves over 100 countries worldwide. www.polaris.com

Wiley C. Thompson