Press Release –
Supertrax Media Inc. is proud to announce North America’s most watched snowmobile and All-Terrain Vehicle television programs – SnowTrax and Dirt Trax Television – are now part of the Supertrax family.
The intent to purchase these properties by the Lester Family was made public mid-February by Paul Massingberd, brother of the late John Massingberd, founder and host of the popular TV shows for the past 13 years.
Supertrax Media Inc. owners of SnowTrax and Dirt Trax Television joins the sport of snowmobiling’s largest circulation international enthusiast title Supertrax International Magazine and All-Terrain Vehicle Magazine, Canada’s largest circulation ATV title and the sport of ATVing’s most opinionated international publication.
As of March 12th, the Lester family have brought the television properties under their publishing banner capitalizing on significant multi-media synergies amongst the businesses.
The successful format of both Shows will remain largely intact with some tweaks to show content, and the expanded role of Taera McLean as a co-host for Dirt Trax Television along with guest contributors from the popular magazine publications.
Taera came on board as a contributor to SnowTrax this past winter and has proven to be not just a great TV personality but a tried and true snowmobile and ATV enthusiast.
Vern Putzer, Director of Sales and Marketing for the shows had this to say about Taera’s new role as Co-Host of both shows: “Taera is a perfect fit for both shows because of her enthusiasm towards snowmobiles, and ATV’s; as well as her intimate understanding of producing entertaining content relevant to the Powersports Industry. Taera doesn’t have to study this business to have credibility – she’s an avid, life-long enthusiast with an opinion about – well – just about everything relating to sled’s and ATV’s. Taera’s knowledge and skill of riding sleds and ATV’s with the best riders is a key factor to keeping SnowTrax and Dirt Trax at the top of this business and credible in the eyes of our fans. We are all die-hard enthusiasts and Taera exemplifies the passion portrayed by SnowTrax and Dirt Trax for motorized recreation perfectly”.
Luke Lester has been co-hosting both SnowTrax and Dirt Trax for two seasons now and will return as Host of both shows utilizing the talents of Taera and adding a new mix this season with the addition of guests from both All-Terrain Vehicle Magazine and Supertrax Magazine.
Luke who was raised on snowmobiles, a National Sno-X Champion and life long ATV enthusiast, quickly became a fan favorite with the viewers of both shows.
His depth of knowledge, opinions and talented riding skills on snowmobiles and ATV’s resonate with what enthusiasts are looking for from a television program.
Luke’s strong editorial base and creative approach to story telling will keep the shows in the forefront as SnowTrax and Dirt Trax continue to break ground in their ever growing fan base.
Look for Luke’s younger brother AJ Lester – a regular contributor to Supertrax and All-Terrain Vehicle Magazines – and a champion Sno-X racer and talented ATV rider with his own unique opinions to join Luke and Taera. “It’s always important to keep moving forward in our business, adding A.J to our already talented cast and crew of SnowTrax and Dirt Trax will ensure we maintain a fresh perspective and help attract new entrants into the exciting sport of snowmobiling and ATV riding ”, commented Matt Lester, CEO.
The new season of Dirt Trax begins in June on the Outdoor Channel in the US, OLN and Wild TV in Canada.
Celebrating its 15th year, SnowTrax Television is a magazine format show packed with editorial content tailored to every type of rider. Each episode features in-depth product evaluations, instructional tech tip’s, destination features along with the latest news in the industry. Affiliated with national broadcasters the Outdoor Channel in the US and TSN, TSN2 and A-Channel in Canada, SnowTrax Television is the most watched snowmobile show in North America. For more information and the complete broadcast schedule visit the SnowTrax Television website at www.snowtraxtv.com
With four successful seasons of programming and unquestionable growth in viewer numbers, Dirt Trax Television continues to answer the demand of ATV and UTV enthusiasts across North America with National broadcast coverage on the Outdoor Channel in the United States and OLN and Wild TV in Canada. Each episode of Dirt Trax Television features in-depth reviews of the latest ATV’s and side-by-side off-road vehicles, destination guides comprised of spectacular scenery, in-shop technical upgrades and maintenance features, instruction on responsible riding practices discussion of open land access issues along with human interest stories from the exciting world of off-road adventure. For more information and the complete broadcast schedule visit the Dirt Trax Television website at www.dirttraxtv.com