MMIC, COHV and PSS confirm Landon French as President & CEO

Monday, May 1, 2023

Markham, ON: The Boards of Directors of The Motorcycle and Moped Industry Council (MMIC), The Canadian Off-Highway Vehicle Distributors Council (COHV) and Power Sport Services (PSS) confirmed today the appointment of Landon French, as President & CEO, effective immediately.  Mr. French took over as interim CEO in December of 2022.

“Our time with Landon over the past few months has been very positive” MMIC Chair Norm Sukkau said.  “All three boards have benefitted from his leadership and creativity in his short time with us and we are very pleased to confirm his position as our President & CEO for the future.  Landon’s track-record of success, in both the not-for-profit and for-profit sectors, as well as his experience in marketing, government and the powersports industry has been a great benefit to our companies and he is the leader we need moving forward.” 

An entrepreneur at heart, Landon’s work history has seen him grow brand value for large enterprises, small businesses and governments in Canada, the United States and Asia. Formerly director of operations for two Ontario premiers, Landon has held senior executive roles at TELUS and Canadian Tire and was CEO of the Ontario Federation of Snowmobile Clubs.  He has a great deal of experience in sports marketing, events and Canadian politics managing successful local and national campaigns.

Landon holds a MBA (Public Relations) from Royal Roads University, and a MA in Canadian Studies from Carleton University.  He received the Queen’s Golden Jubilee Medal for his leadership of Queen Elizabeth’s Golden Jubilee Royal Visit to Canada in 2002.  Landon also received the Royal Roads University Chancellor’s Award for Academic Excellence in Public Relations and Communications and has received several Canadian sports marketing awards.  He was also founding CEO of the Sandbox Project and Together We Stand Foundation.

“I’ve had a very warm welcome from the industry and firmly believe there is a bright future for MMIC, COHV and PSS in Canada.   There are some challenges and opportunities ahead and I look forward to working with staff, members and stakeholders to build a new plan and prepare our industry for the future.”

Landon is an avid powersports rider and lives with his family in Muskoka.


About the Motorcycle & Moped Industry Council (MMIC):

The Motorcycle & Moped Industry Council, originally founded in 1971, is a national, non-profit, trade association which represents the responsible interests of the major motorcycle and scooter manufacturers, as well as the manufacturers, distributors and retail outlets of motorcycle and scooter-related products and services in Canada. The member companies of the MMIC account for approximately 90 percent of all the new on-road motorcycles and scooters sold in Canada. The MMIC is funded entirely by its Members and Industry Partners and by the programs and services it offers.

About the Canadian Off-Highway Vehicle Distributors Council (COHV):

The Canadian Off-Highway Vehicle Distributors Council (COHV) is a national, non-profit trade association that represents the manufacturers and distributors of off-road motorcycles, all-terrain vehicles, and recreational off-highway vehicles (ROVs) and related products and services in Canada. COHV remains dedicated to the fundamental aspects of ATV and Off-Highway Vehicle safety.

About Power Sport Services (PSS):

Power Sport Services™ (PSS) is the operating name of 8061246 Canada Inc., a wholly owned subsidiary of the Motorcycle & Moped Industry Council (MMIC) and the Canadian Off-Highway Vehicle Distributors Council (COHV).  Power Sport Services™ focuses on innovation and leading-edge management of the motorcycle, OHV and power sport vehicle shows and the Open Road Motorcycle Insurance program.


Landon French, President & CEO
Motorcycle & Moped Industry Council
Canadian Off Highway Vehicle Distributors Council
Power Sport Services