Anthony Armsby

As Vice President of FLY Racing and Rider Gear at Western Power Sports, I lead the global product and marketing strategy for one of the industry’s most recognized and fastest-growing powersports brands. I oversee the complete lifecycle of our product portfolio, guiding design, development, innovation, and go-to-market execution to ensure we deliver world-class gear that meets the evolving demands of riders worldwide. With full P&L and strategic accountability across categories, I drive the long-term vision for FLY Racing while aligning cross-functional teams around performance, quality, and brand differentiation. My leadership extends beyond internal product creation; I also manage the success and strategic integration of our third-party vendor partners, including 100%, Alpinestars, RST Moto, Scorpion EXO, and other key brands. Through collaborative planning, data-driven category management, and rigorous market analysis, I ensure these partnerships deliver sustainable growth and strengthen our overall value proposition in the marketplace. I am committed to elevating the rider experience through innovation, operational excellence, and strategic brand positioning, advancing WPS’s reputation as a global leader in the powersports industry.

As Vice President of Marketing & E-Commerce and a core member of the Executive Leadership Team (ELT), I lead with a strategic, enterprise-wide lens to drive brand equity, digital acceleration, and commercial performance across a dynamic portfolio in the powersports industry. My leadership spans a broad and integrated scope, encompassing Brand & Growth Marketing, Sports Marketing, Media & Communications, E-Commerce, Creative Services, Events, and Digital Product Strategy. I am responsible for aligning our customer experience with market opportunity, developing omnichannel strategies that connect brand storytelling to business outcomes, elevate the rider community, and scale high-value digital commerce platforms. By combining deep market insights with operational discipline, I drive initiatives that enhance demand generation, dealer engagement, and DTC growth. As an ELT member, I play an active role in shaping corporate strategy, guiding capital planning, evaluating growth opportunities, and fostering alignment across business units. My approach is both analytical and creative, grounded in data, inspired by culture, and focused on measurable impact. I champion innovation across every channel, from digital platforms to live brand activations. Key achievements include leading a comprehensive digital transformation, optimizing paid and owned media performance, scaling our event footprint and athlete partnerships, and architecting go-to-market strategies that increase both reach and revenue. I believe in empowering teams, building authentic brand ecosystems, and leading with clarity and conviction in everything we do.

As Senior Director of Marketing, I lead the strategic development and execution of brand, demand generation, and customer engagement initiatives within a fast-paced, high-growth environment in the powersports industry. With a deep understanding of both rider culture and evolving market dynamics, I build and scale integrated marketing strategies that drive revenue, strengthen brand equity, and connect authentically with both dealers and consumers. My scope includes oversight of Brand Marketing, Sports Marketing, Growth & Performance Marketing, Events, Media & Communications, and Creative Services. I work cross-functionally to ensure alignment between marketing initiatives and enterprise objectives—translating data-driven insights into impactful campaigns, channel strategies, and customer experiences. As a key leader within the commercial organization, I contribute to broader business strategy and act as a connective force between product, sales, digital, and executive teams. I focus on building agile, high-performing teams that thrive in a culture of accountability, innovation, and excellence. My leadership is rooted in a strong balance of vision and execution—ensuring that every marketing effort not only inspires but also delivers measurable results. Highlights of my tenure include leading multi-brand go-to-market strategies, optimizing paid media ROI, launching high-impact brand campaigns, and expanding our presence across digital and experiential channels. I bring a collaborative, forward-thinking approach to leadership—fueled by a passion for the sport, a commitment to customer-first thinking, and a relentless drive to win in an increasingly competitive landscape.

As Senior Product Line Manager for Scorpion EXO and Alpinestars, I led the end-to-end strategy, planning, and lifecycle management of two premier brands in the powersports protective gear and apparel segment. With a sharp focus on market leadership, consumer relevance, and commercial performance, I drove product line architecture, innovation roadmaps, and go-to-market execution that reflected the evolving expectations of the modern rider. My role sat at the intersection of product strategy, merchandising, and brand development—translating global and regional market insights into focused product assortments that delivered revenue growth, margin expansion, and channel differentiation. I collaborated cross-functionally with design, development, sales, marketing, and operations to ensure products were brought to market with precision, speed, and alignment to brand DNA. With oversight of both Scorpion EXO and Alpinestars within the portfolio, I was responsible for aligning each brand’s identity with targeted customer segments, competitive positioning, and channel strategy. I managed line planning, pricing structures, seasonal assortments, and lifecycle optimization to ensure each product category exceeded performance benchmarks and contributed to long-term growth. Key accomplishments included launching multiple high-impact seasonal collections, expanding our presence in key protective gear categories, improving SKU efficiency, and deepening alignment with global brand partners. I brought a rider-centric mindset, a commercially grounded approach, and a disciplined execution style—ensuring each product not only met the needs of the market but helped shape the future of rider protection and performance.

As National Brand Manager for Scorpion EXO, a leading motorcycle helmet and protective gear company, I led the brand’s strategic positioning, channel marketing, and go-to-market execution across the U.S. market. With a focus on strengthening brand equity, driving sell-through performance, and deepening dealer and rider loyalty, I translated brand vision into action across retail, digital, and experiential channels. I was responsible for developing and executing comprehensive brand strategies that aligned product innovation with consumer demand, competitive insights, and market trends. My scope included campaign development, dealer marketing programs, merchandising strategies, event activations, and media planning—all designed to elevate Scorpion EXO’s presence in a competitive and performance-driven industry. Working cross-functionally with product, sales, e-commerce, and creative teams, I ensured cohesive messaging and consistent brand representation across all customer touchpoints. I also served as a key liaison with internal stakeholders and external partners—balancing global brand standards with regional execution to drive results at the ground level. Notable accomplishments included launching national campaigns that expanded brand awareness, optimizing point-of-sale and merchandising strategies across dealer networks, and driving year-over-year growth in both unit velocity and market share. I brought a hands-on, insights-driven approach to brand management—grounded in authenticity, built on strong industry relationships, and always focused on delivering value for both the rider and the retail channel.

As Regional Sales Manager for RIGID Industries—the industry leader in high-performance LED lighting for motorsports, powersports, and off-road applications—I led territory growth, channel expansion, and key account development across a high-opportunity region. My core responsibility was to drive revenue, increase market share, and strengthen long-term relationships with distributors, dealers, and OEM partners. A significant part of my role centered on business development with OEM manufacturers. I identified and cultivated strategic partnerships with vehicle and equipment OEMs across the powersports and automotive industries—working closely with engineering, purchasing, and product teams to integrate RIGID’s advanced lighting solutions into their platforms. This OEM focus not only opened new channels of recurring business but also elevated RIGID’s brand presence at the factory level. I executed regional sales strategies aligned with national goals, tailoring solutions to match the technical needs and market positioning of each customer segment. My approach combined field sales excellence, technical product expertise, and collaborative planning to deliver both short-term wins and long-term growth. Key achievements included onboarding new OEM accounts, expanding dealer coverage, driving double-digit revenue growth, and leading successful new product introductions across both aftermarket and OEM-integrated applications. I brought a results-driven, relationship-oriented mindset to the role—anchored in market insight, industry credibility, and a passion for performance-driven innovation.

As Director of Sales & Logistics for Overseas Aircraft Support, I oversaw end-to-end operations across Materials Management, Purchasing, Sales, Contracts, and Shipping & Receiving within a fast-paced and highly regulated aerospace environment. My leadership extended beyond day-to-day operations to include strategic planning, business expansion, and integration during a period of significant organizational growth and transformation. In this multifaceted role, I was responsible for building and optimizing supply chain infrastructure, ensuring regulatory compliance, and driving efficiency across all logistical functions. I led cross-functional teams to streamline procurement, improve inventory control, and align purchasing strategies with operational demand and customer requirements. My approach combined data-driven decision-making with a deep understanding of aviation industry standards and timelines. I also played a pivotal role on the company’s Steering Committee during and after its acquisition—providing strategic oversight, facilitating cultural integration, and helping define the post-acquisition roadmap. My leadership contributed to the successful expansion of the company’s footprint across three operational locations in Arizona, Texas, and Georgia—scaling logistics capabilities to support a broader client base and increased aircraft service volume. Key achievements included improving supply chain transparency, optimizing contract management processes, expanding vendor networks, and supporting sustained business growth through operational excellence. I brought a collaborative, solutions-focused mindset to the role—ensuring our logistics infrastructure could scale in alignment with the company’s evolving mission and market reach.