In this interview, Steve Cowing of Ski-Doo shares his perspective on the snowmobile industry, the Go Snowmobiling initiative, and what could shape the upcoming season. Well known among specialized media and North American snowmobile enthusiasts, he is one of the people who has closely followed Ski-Doo’s evolution for several decades.
Steve Cowing is currently identified by BRP as being responsible for Ski-Doo media relations. His involvement with the brand, however, goes back much further. Over the years, he has worked in communications, public relations, racing, and product launches. His close relationship with development teams has given him a front-row seat to many of Ski-Doo’s innovations.
A Front-Row Witness to Ski-Doo’s Evolution
Throughout his career, Steve Cowing has taken part in numerous industry events, media presentations, and launches of new generations of snowmobiles. He regularly works alongside product managers and engineers to explain new features and, more importantly, the reasoning behind Ski-Doo’s technical decisions.
His broad knowledge of the market gives significant weight to his analysis when discussing the future of snowmobiling.
What Can We Expect from the Upcoming Season?
In the video, the discussion also focuses on the upcoming snowmobile season and the overall state of the industry. Steve Cowing brings the perspective of someone who has been observing market cycles, snowmobiler expectations, and product evolution for many years.
The conversation touches on the importance of snow conditions, consumer interest, machine replacement cycles, and the ongoing evolution of technologies offered by manufacturers. Today’s snowmobiles are far more specialized, whether they are designed for trail riding, mountain riding, long-distance touring, or utility use.
The discussion also shows that the industry is not driven by mechanical innovation alone. The rider experience, safety, accessibility of the sport, and the relationship between manufacturers, dealers, and enthusiasts remain essential.
“As a group snowmobile manufacturers, we have always worked together on a lot of projects, and we’re a very tight-knit community. People don’t realize that we are rivals, but we are friendly rivals because it’s for the betterment of the sport.”
A Career Closely Connected to Ski-Doo
Among the highlights of Steve Cowing’s career are his involvement in Ski-Doo public and media relations, racing programs, new model presentations, and communications surrounding BRP innovations.
His influence also extends beyond traditional media relations. People within the industry have noted that he played a role in recruiting and integrating Ski-Doo ambassadors, particularly in the mountain snowmobiling community.
Even today, his name appears as an official Ski-Doo contact in BRP communications, especially in announcements related to new models and initiatives aimed at snowmobilers.
This interview therefore offers a valuable opportunity to hear the perspective of a true industry veteran and to better understand the issues that could influence the upcoming snowmobile season.
