For Immediate Release
For inquiries, contact [email protected]

• 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.

For Immediate Release
For inquiries, contact [email protected]

• Off-Road Expo shifts into high gear with a new home in Orange County
• Bigger, bolder and better—expanding the ultimate off-road truck experience
• Bonnier supercharges growth plans for all event franchises

February 20, 2025 –  Bonnier LLC, operator of several national hunting and automotive consumer event properties, is making bold moves to elevate its event franchises in 2025. At the forefront of this transformation is the relocation of the nation’s premier off-road truck showcase, the Off-Road Expo. Moving from its longtime home in Pomona, Calif., the event is launching an exciting new chapter at the Orange County Fair and Event Center in Costa Mesa—promising a larger footprint with exciting new features for off-road enthusiasts.

“We’re not just relocating. We are reigniting ORE as an iconic brand,” said Tracy Feinsilver, the group’s Senior Vice President. “The OC Fairgrounds in Costa Mesa provides the perfect space for growth, enabling us to introduce new features and experiences that weren’t possible in the past. This will give us the chance to showcase what truly sets ORE apart in the truck community. Our goal is to continue evolving, engaging with clients, and offering unparalleled experiences in 2025 and for years to come.”

In its new venue, the ORE will introduce a major expansion in its layout and structure, designed to maximize attendee flow and increase engagement. The newly optimized layout will also accommodate new features and activations, bringing exciting opportunities for both exhibitors and attendees.

“The new venue will open up endless possibilities for growth and innovation, allowing ORE to build on its reputation as a premier event destination,” Feinsilver said. “This is a huge moment for the off-road truck and SUV community, and we’re thrilled to offer this exciting new chapter to our loyal exhibitors and attendees.”

For more information or to sign up as an exhibitor, see offroadexpo.com.

Collectively, Bonnier’s Moto & Outdoor Group reaches more than a million hunting and offroad enthusiasts annually through its on-site events and digital properties. In addition to the venue change for ORE, the group has aggressive growth plans across all of its core franchises:

Open Season Sportsman’s Expo
In 2025, Bonnier’s primary hunting franchise, the Open Season Sportsman’s Expo, will operate its 31st annual event in Columbus, Ohio and 39th annual event in Wisconsin Dells, Wis., as the company evaluates additional locations for expansion in 2026.

Street Machine Nationals
Car show enthusiasts know the Street Machine Nationals franchise as a cornerstone event with a strong legacy dating back to its launch in 1977. In 2025, Bonnier will operate events in Du Quoin, Ill. and St. Paul, Minn. Expansion is the target for this franchise, with more than a dozen locations already under consideration for the new year. 

Sand Sports Super Show
Bonnier’s flagship event, the Sand Sports Super Show will once again attract thousands of side-by-side offroad vehicles and enthusiasts to Costa Mesa, Calif., with sights set on making this year’s show the largest ever. 

About Bonnier
Bonnier 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 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; Scrub Island Billfish Series; and the Bermuda Triple Crown. Bonnier is owned by Sweden-based Bonnier AB, a globally operating conglomerate with more than 200 years in publishing. Learn more at bonniercorp.com.