Harley Davidson’s Ken Schmidt Is Sure to Make Some Noise at 2026 NRCC
Schmidt’s Keynote is Tuesday, October 6 at the Atlantic City Convention Center.
Selecting a Keynote Speaker for the Northeast Regional Carwash Convention (NRCC) is never easy. In fact, it can take months to find and secure just the right fit, said Dave DuGoff, 2026 Co-Chair. “We search for a speaker with just the right message who we think will be relatable to our attendees. It’s not an easy task, but one we take great pride in.”
For the 2026 show, Harley-Davidson’s Ken Schmidt was a unanimous choice. Schmidt played a key role in the extraordinary turnaround of the legendary Harley-Davidson Motor Company in the early 1990s—but it didn’t come easy. He was tasked with restoring the company’s image, improving competitiveness, and creating demand for its motorcycles, all while shifting internal thinking from what the company makes to how it connects with people.
The author of Make Some Noise: The Unconventional Road to Dominance did exactly that. He became a leading voice for the brand, sharing insights on nontraditional communication, customer attraction, and brand-building.
While times have changed, what people want and need from the businesses they support hasn’t, according to Schmidt. In his keynote presentations, he emphasizes the importance of being memorable—not for what you do, but for how you connect with your customers. “His message is spot on,” said Mike Ashley, Co-Chair. “He is relatable, entertaining, and what he shares can be taken back to your own operation.”
About Schmidt
In 1997, Schmidt left Harley-Davidson to take an ownership position with the Chicago-based marketing firm VSA Partners. In 1999, he sold his share and launched the Ken Schmidt Company, combining two of his passions: motorcycling and speaking. He often uses motorcycles as a metaphor to introduce audiences to ideas and concepts they may not have considered before.
In addition to speaking and consulting, Schmidt is a co-founder of Torque Sessions Leadership Training and the host of Tailgating with Geniuses, where he interviews innovative leaders across industries about their perspectives on leadership, challenges, and success. As Schmidt puts it, “Never do what’s expected, make yourself as noticeably different as possible, and have a lot more fun than you’re supposed to.”
Schmidt’s keynote takes place Tuesday, October 6 at the Atlantic City Convention Center.
To learn more about the 2026 Carwash Con East, visit www.carwashcon.com
First published in the Northeast Carwasher magazine.
