After many months of planning, creative reviews, a bunch of sand, late-night calls, and more horsepower conversations than I can count, I’m so thrilled to finally have RZR Pro R Boost out in the world.
From the earliest strategy and creative discussions, this launch was powered by an incredible team of passionate, talented people who were all-in from day one.
A huge thank you to our partners at
The Brand Amp (
Marc Altieri,
Delaney Mann,
Katie Gelfer,
Posheng Chiang). They embraced the energy, intensity, and obsession that make RZR special and helped bring the creative to life in a way that felt authentic to the brand and our community of riders.
There's a saying that iron sharpens iron, and that's exactly what this partnership felt like. There was a constant push from both teams to make sure the creative matched the level of intensity this product needed. Nobody settled. Nobody protected ideas for the sake of ownership. We challenged each other and ultimately made the work stronger because of it. And somehow, we managed to do it while standing in 106-degree heat in Glamis.
Thank you to
Media Loft (
Bob Hawkinson,
Pete Bacig), who were brought into the process later and with creative that was well underway. They immediately honed in on how to elevate this launch on stage at our Dealer Meeting in Nashville. Their willingness to collaborate and enhance the story for our dealers is a perfect example of what great partners do. They matched and exceeded the ask every step of the way, while gently reminding me that bringing Glamis to a dealer meeting did not, in fact, require spraying sand from the stage.
And finally, thank you to our product and engineering teams. Marketing gets the privilege of bringing years of your work to life for dealers and riders, and it's a responsibility we never take lightly.
What makes this launch especially meaningful is that it reflects the same spirit that built RZR in the first place. RZR exists because people were willing to think differently, challenge convention, and imagine something that didn’t fit neatly inside the industry’s existing boxes.
That mindset is still alive today. Across our teams are people who continue to ask "what if," and refuse to settle for good enough. RZR Pro R Boost is proof that the spirit that started RZR is still driving it forward. I couldn't be prouder to be a part of the team and this launch.