For Immediate Release
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- Matt Hickman to lead the group as new Managing Director
- Krystal Loy to lead marketing across the portfolio as new Marketing Director
Winter Park, FL – May 18, 2026 – Bonnier LLC today announced the appointments of Matt Hickman as Managing Director and Krystal Loy as Marketing Director of the company’s Motorsports & Outdoor Group, further strengthening leadership across one of the nation’s leading enthusiast event portfolios.
The Motorsports & Outdoor Group includes several of the industry’s most recognized consumer event brands, including Sand Sports Super Show, Off-Road Expo, Street Machine Nationals and Open Season Sportsman’s Expo.
In his new role, Hickman will oversee strategic direction, operations, revenue growth and long-term portfolio development across the group’s live events and enthusiast brands. Loy will lead audience development, digital marketing, event promotion and integrated marketing strategy across the portfolio.
“Matt and Krystal each bring deep experience in enthusiast-driven markets where community, experiential engagement and commercial execution all matter tremendously,” said David Ritchie, Bonnier CEO. “Matt has a long track record of building and scaling event brands, including many of the same franchises within this portfolio, while Krystal brings a modern, highly accountable approach to experiential marketing and audience growth. Together, they position the group extremely well for its next phase of growth.”
Hickman brings more than 25 years of leadership experience spanning consumer events, trade shows, enthusiast media and experiential marketing. Most recently, he served as EVP and Managing Director at THM Media, where he helped generate more than $8 million in new revenue while expanding the company’s experiential events platform.
Previously, Hickman spent more than 15 years at Bonnier Corporation and World Publications, ultimately serving as Senior Vice President and Managing Director. During that time, he oversaw many of the same enthusiast brands now operating within the Motorsports & Outdoor Group, including Sand Sports Super Show, Off-Road Expo and Street Machine Nationals.
“I’m excited to return to a portfolio and industry I know extremely well,” said Hickman. “These brands have passionate audiences, strong market positions and significant upside through experiential growth, sponsorship expansion and community engagement. I’m looking forward to working with the team to continue building on that momentum.”
Loy joins Bonnier from Pro-Stat LLC, where she led marketing strategy and execution for major trade shows and industry activations, including SEMA and AAPEX. She previously served as marketing director for Phoenix Investment Group’s Harley-Davidson dealership portfolio, overseeing experiential campaigns and event activations attracting more than 40,000 attendees.
“Bonnier’s Motorsports & Outdoor Group represents exactly the kind of enthusiast-driven platform I’m passionate about,” said Loy. “These brands have incredibly loyal communities and strong growth opportunities through integrated marketing, digital engagement and live experiences. I’m excited to help drive the next chapter of audience and revenue growth across the portfolio.”
The appointments come as Bonnier continues investing in the growth and modernization of its Motorsports & Outdoor Group, which serves highly engaged enthusiast audiences across off-road, powersports, automotive, hunting and outdoor recreation markets. The portfolio’s flagship Sand Sports Super Show recently set an all-time attendance record with more than 30,000 attendees in 2025, while Off-Road Expo recently underwent a major strategic repositioning through its move to Costa Mesa, California.
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About BonnierBonnier is an outdoor adventure company that fuels passion for big-game fishing, motorsports and hunting. In its Motorsports & Outdoor Group, Bonnier engages with more than a million outdoor enthusiasts annually through a nationwide series of experiential events, including the Sand Sports Super Show, Off-Road Expo, Open Season Sportsman’s Expo, Street Machine Nationals car shows, and professional watersports shows. Bonnier also owns The Marlin Group, the world’s largest big-game fishing network. As publisher of InTheBite and Marlin magazine, the industry’s No. 1 source since 1981, The Marlin Group operates the Offshore World Championship in Costa Rica; Los Cabos Billfish Tournament in Cabo San Lucas, Mexico; Scrub Island Billfish Series in the British Virgin Islands; Hawaii Marlin Tournament Series; the Bermuda Triple Crown; and the Marlin Global Challenge, making it the worldwide leader for international billfishing tournaments. Bonnier is owned by Sweden-based Bonnier AB, a globally operating conglomerate with more than 200 years in publishing. Learn more at bonniercorp.com.