Holley Performance Brands Appoints Del Bohlman as Vice President, Safety & Racing Division
Rhea-AI Summary
Holley Performance Brands (NYSE: HLLY) appointed Del Bohlman as vice president of its Safety & Racing Division, effective Jan 1, 2026. Bohlman succeeds Brian Appelgate, who will retire after a four-decade career. Bohlman brings 20+ years of global leadership in powersports and performance, including roles as CEO of Dealer Rocket and senior leadership at BRP, where he led parts, accessories and dealer development.
The Safety & Racing Division manages brands such as Simpson, Stilo, HANS and RaceQuip and focuses on helmets, restraints, protective apparel and safety hardware across motorsports and powersports markets.
Positive
- Appointed Del Bohlman as VP Safety & Racing, effective Jan 1, 2026
- Bohlman brings >20 years of global powersports and performance leadership
- Succession replaces Brian Appelgate, retiring after a four-decade career
- Division includes strong brands: Simpson, Stilo, HANS and RaceQuip
Negative
- Retirement of Brian Appelgate removes an executive with four decades of experience
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves: INVZ -3.54%, MPAA -3.96%, MNRO -1.81% while SES +6.21% and MLR +1.76%. This dispersion suggests HLLY’s -2.13% move is more stock‑specific than a unified sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 03 | Trade show spotlight | Positive | +1.1% | Showcased Safety & Racing brands and new Snell-compliant helmets at PRI Show. |
| Nov 07 | Earnings results | Positive | +32.6% | Q3 results with higher net sales, improved net loss, solid EBITDA and outlook. |
| Oct 30 | Trade show presence | Positive | -3.7% | SEMA 2025 product showcases and new solutions across key consumer verticals. |
| Oct 27 | Debt reduction update | Positive | +1.8% | Announced additional $10M repayment, reaching $100M term loan reduction since 2023. |
| Oct 24 | Earnings date notice | Neutral | +1.4% | Set Q3 2025 earnings release date and investor call logistics. |
Recent news tied to financial progress and balance sheet improvement often coincided with positive price reactions, while promotional/trade show news saw at least one negative divergence.
Over the last few months, Holley highlighted product innovation and brand presence at SEMA 2025 and the PRI Show, alongside significant balance sheet progress, including $100 million in debt reduction since September 2023. Q3 2025-11-07 earnings showed improving net loss and solid adjusted EBITDA, driving a strong 32.6% gain. Earlier, an earnings call announcement and subsequent shows produced modest, mostly positive reactions, except for a SEMA-related decline, indicating occasionally muted or contrarian responses to promotional events.
Market Pulse Summary
This announcement highlights Holley’s focus on its Safety & Racing vertical by appointing a seasoned leader with more than 20 years of experience to oversee global operations and brand strategy. It continues a broader transformation that has included product innovation and balance sheet strengthening. Investors may watch how this leadership change affects growth in helmets, restraint systems and safety hardware, and whether it supports the company’s multi-vertical platform strategy over time.
Key Terms
head-and-neck restraint systems technical
AI-generated analysis. Not financial advice.
Seasoned Industry Executive to Succeed Brian Appelgate, Who Will Retire After Distinguished Career
BOWLING GREEN, Ky., Jan. 20, 2026 (GLOBE NEWSWIRE) -- Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, today announced the appointment of Del Bohlman as vice president of its Safety & Racing Division, effective Jan. 1, 2026. Bohlman succeeds Brian Appelgate, who is retiring after a distinguished four-decade career in the performance automotive industry.
Bohlman brings more than 20 years of global leadership experience in the powersports and performance sectors, most recently as CEO of Dealer Rocket LLC and previously in senior roles at Bombardier Recreational Products (BRP). At BRP, Bohlman led global services, parts, accessories and garments distribution, as well as dealer development, driving profitable growth in parts and accessories while scaling customer experience initiatives across multiple continents. At Holley, he will lead the Safety & Racing Division’s global operations, brand strategy and innovation agenda across its iconic portfolio of brands, including Simpson, Stilo, HANS and RaceQuip.
“Del’s appointment underscores the strategic importance of our Safety & Racing vertical and the opportunities ahead,” said Matthew Stevenson, president and CEO of Holley Performance Brands. “With his operational expertise, global mindset and deep channel experience, Del is well positioned to lead this business into its next phase of growth as we continue expanding our platform across motorsports, motorcycle and broader powersports markets.”
The Safety & Racing Division represents a strategically important growth platform within Holley Performance Brands. The brands in the division collectively serve professional and grassroots motorsports participants across automotive, motorcycle and powersports categories, with products trusted and certified by leading sanctioning bodies worldwide. The division benefits from strong brand equity, stringent regulatory standards and a differentiated product portfolio that spans helmets, head-and-neck restraint systems, protective apparel and safety hardware, positioning Holley as a global leader in motorsports safety with long-term growth opportunities across established and emerging racing disciplines.
Appelgate, who previously served as Holley’s interim Chief Operations Officer and as Head of M&A, leaves a lasting legacy. He joined Holley in 2018 following his tenure as CEO of Driven Performance Brands and earlier served as chairman of SEMA. He was inducted into the SEMA Hall of Fame in recognition of his leadership and contributions to the industry.
“We thank Brian for his extraordinary impact, not only in building the Safety & Racing Division into a global leader but also for shaping Holley’s operational capabilities and culture,” Stevenson added. “His leadership helped set the foundation for our current transformation and future growth within the Safety & Racing portfolio and across the broader enterprise.”
About Holley Performance Brands
Holley Performance Brands (NYSE: HLLY) leads in the design, manufacturing and marketing of high-performance products for automotive enthusiasts. The company owns and manages a portfolio of iconic brands, catering to a diverse community of enthusiasts passionate about the customization and performance of their vehicles. Holley Performance Brands distinguishes itself through a strategic focus on four consumer vertical groupings, including Domestic Muscle, Modern Truck & Off-Road, Euro & Import, and Safety & Racing, ensuring a wide-ranging impact across the automotive aftermarket industry. Renowned for its innovative approach and strategic acquisitions, Holley Performance Brands is committed to enhancing the enthusiast experience and driving growth through innovation. For more information on Holley Performance Brands and its dedication to automotive excellence, visit Holley.com.
Media Contact:
Kahn Media
Holley@kahnmedia.com
Investor Relations Contact(s):
Anthony Rozmus / Neel Sikka / Jenna Kozlowski
Solebury Strategic Communications
203-428-3224
Holley@soleburystrat.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/5889ef64-a4f5-4779-a699-42f01e257809
FAQ
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Which brands are managed within Holley’s Safety & Racing Division (HLLY)?
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