Big news in the powersport industry broke recently when it was announced BRP’s President and CEO José Boisjoli will be retiring as of December 2025. To say this is big news is a profound understatement. Boisjoli has led BRP (formerly Bombardier Inc.) for 22 years. His tenure at the controls of BRP has been pivotal for the entire powersports industry. His list of accomplishments while in control is as long as your arm – maybe both arms.
I have known José for more than 20 years and have had the privilege of getting to know this genuinely amazing leader. A little more than a year ago I discussed with José what so many successful CEO’s often do: They cash in and move to Florida. Fortunately, this was not José’s plan. Even though he doesn’t look like it, he is on the north side of traditional retirement age. He is intent for BRP to have new, strong leadership and I’m pretty sure he’ll keep his eye on whoever that may be for as long as needed.
Every snowmobiler owes Boisjoli a debt of gratitude. It was his willingness to risk it all back in 2002 when the first rider-forward Ski-Doo REV was born. As history now records, the REV changed how the modern snowmobile would be built and how it would be ridden. The REV’s amazing rider forward ergonomics propelled Ski-Doo to the top of the market – a position the brand has held since the REV’s intro. Today, Ski-Doo has more than a 50-percent share of the snowmobile industry.
Boisjoli has also left his mark on the Personal Watercraft business taking Sea Doo well beyond 50-percent market share under his leadership. Sea Doo is now the largest selling boat brand in the world. Ten years ago Boisjoli’s gutsy introduction of the Sea Doo Spark, boasting a US MSRP under $5000, sent the entire industry reeling, and reinvigorated the PWC market.
During José’s tenure the Can-Am ATV and SxS brand became an everyday part of BRP’s off-road business. Can-Am is now a leading ATV and SxS OEM with a penchant for one-up-man-ship in innovation, outperforming power and quality manufacturing.
Boisjoli has spearheaded so many amazing accomplishments it’s not hard to believe he will be indelibly etched in the history of the powersports industry. One thing I will truly miss when José walks away from what has been an incredible career, is his quiet and humble demeanor. I have had the privilege of getting to know José during my 37-year-long career. It’s been my experience José Boisjoli has never let his ego get out of control. Suffice it to say he commands the respect of everyone who works for him and, moreover, everyonewho knows him.
In the meantime, the search for José Boisjolis’ replacement has gone out. Whoever is in charge of that project we sincerely wish them the best of luck. Brilliance is never easy to replace!
