FOR IMMEDIATE RELEASE
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S4 Person of the Year Announced
Rugged Radios Founder Greg Cottrell Recognized as First Recipient
COSTA MESA, Calif. (September 15, 2025) — For the first time in its history, the DRT Motorsports Sand Sports Super Show will recognize an individual whose contributions have significantly shaped the sand sports community with the launch of the S4 Person of the Year Award.
The inaugural honor will be presented to Greg Cottrell, founder and president of Rugged Radios, during the show’s opening day on Friday, Sept. 19, 2025, at the Main Stage at the OC Fair & Event Center in Costa Mesa.
Cottrell founded Rugged Radios in 2004 with a mission to provide durable communication solutions for racers, riders and off-road enthusiasts. From his early days working in his father’s motorcycle repair shop to building one of the most trusted brands in off-road communications, he has been recognized for combining innovation and reliability with a passion for the community.
“Greg’s leadership and vision embody what the sand sports industry is all about,” said Tracy Feinsilver, SVP Motorsports & Outdoor Group, Bonnier LLC. “It is only fitting that he be the first recipient of this new award as we establish a tradition that celebrates those who elevate and inspire the sport.”
“From day one, I built Rugged by staying on the gas and never quitting,” said Cottrell. “The sand sports community carries that same energy, and you feel it every time you’re at the show. I’m proud to receive this award, and proud to stand with the builders, the innovators, and the ones pushing the sport to the next level.”
The S4 Person of the Year Award will become an annual recognition at the DRT Motorsports Sand Sports Super Show; honoring individuals whose dedication and impact have advanced the industry and strengthened its community.
Event Details
Award Presentation: Friday, Sept. 19, 2025 – Main Stage
Show Dates: 19–21, 2025
Location: OC Fair & Event Center, Costa Mesa, Calif.
For tickets and event information, visit www.sandsportssupershow.com or follow the Sand Sports Super Show on social media.
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About Sand Sports Super Show
The Sand Sports Super Show is the world's premier sand sports trade show and consumer expo, attracting thousands of enthusiasts from around the globe. The event showcases the latest products, innovations, and trends in the sand sports industry, offering attendees a one-of-a-kind experience filled with excitement and adventure. For more information, visit sandsportssupershow.com
About Bonnier
Bonnier is an outdoor adventure company that fuels passion for offshore fishing, motorsports and hunting. In its Motorsports & Outdoor division, Bonnier operates a series of nationwide motorsports and hunting events, including the Sands Sports Super Show, Off-Road Expo and Open Season Sportsman’s Expo. Bonnier also operates the world’s premier offshore fishing magazine, Marlin, and its series of big-game fishing tournaments and expeditions across the US and in Mexico, Bermuda, Guatemala, Costa Rica, Australia, Dominican Republic and the Virgin Islands. Bonnier is owned by Sweden-based Bonnier AB, a globally operating conglomerate with more than 200 years in publishing.
About Rugged Radios
Rugged Radios, the Leader in Communications, has been redefining connectivity for off-road, racing, and adventure for over 20 years. From a garage start to a worldwide brand, Rugged delivers radios, intercoms, and headsets trusted by racers, enthusiasts, and professionals alike. Built for reliability and performance, our products help you Work. Race. Play.™ with confidence. Wherever the journey leads, Rugged Radios ensures you can always Go Further™.
Learn more at sandsportssupershow.com and at bonniercorp.com or email us at [email protected].