Throwback: The Product That Keeps Riders in the Saddle Longer | Craig Johnson, Founder of Wild Ass Seats

This one is a throwback and it still hits.Craig Johnson is the founder of Wild Ass Seats, a Minnesota-based manufacturer of premium motorcycle air cushions built in an FDA-approved medical device facility. He started the company about 10 years ago and has spent the better part of the last decade traveling the country, working shows, and building one of the most loyal product followings in the powersports accessories space.In this conversation with Brian, Craig talks about what drives him to keep pushing, why the best dealers are the ones willing to get educated on products rather than just looking for what is new, and what happens when a manufacturer has inventory but the distribution chain is broken.He also dropped a line that every parts manager and every dealer rep should hear: if they are not selling your product, they do not know enough about it yet.That is still true.What we cover:What keeps Craig going after a decade of building Wild Ass from the ground upThe pressure mapping test Craig ran against competitors at a local medical supply facility and what it showedWhy customer stories, not sales numbers, are the real fuel for a founderThe training portal Wild Ass built to incentivize dealer reps and parts staff to get educatedWhy asking what is new is the wrong question — and what dealers should be asking insteadThe manufacturer's perspective on supply chain blame: how dealers blame the brand when the distributor is the actual problemHow a great product can sit in a warehouse while the floor sells nothing because nobody passed on the knowledgeWild Ass's 10th anniversary expansion into UTVs, cars, trucks, tractors, and stadium seatingWhy this product is no longer just for long-distance motorcycle ridersWatch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠Connect with Craig Johnson: ⁠https://www.linkedin.com/in/wildasscraig/⁠Wild Ass Seats: ⁠https://www.wild-ass.com⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠MotoHunt for Dealers: ⁠https://dealers.motohunt.com⁠