In the small town of Marinette, Wisconsin, population 11,000, lies a hidden gem in the powersports industry—Cozzy’s by Koehne. Originally founded by Mike Costello, affectionately known as Cozzy, the dealership thrived under his leadership for 38 years before being sold in August of 2024 to Chad Koehne. With a passion for powersports and prior experience owning a car dealership, Koehne renamed it Cozzy’s by Koehne, preserving its rich legacy while bringing fresh energy to the business. While its size might be modest, its impact is monumental, earning a reputation that reaches far beyond state lines. Cozzy’s by Koehne isn’t just a Polaris dealership—it’s a community-focused leader, a place where expertise, customer care, and a passion for Polaris run deep. Leading the charge is general manager Mike ‘Chumly’ Pairon, who has been an integral part of Cozzy’s by Koehne for over 35 years.
Chumly’s story begins in 1989 when a high school shop teacher connected him with Cozzy, the dealership’s founder, who was searching for help. What started as a part-time gig in the parts department quickly evolved into something much bigger. From assembling new Polaris vehicles to eventually stepping into sales, Chumly found himself fulfilling a lifelong dream.
“I always wanted to work for Polaris, to be a design engineer,” he shares. “Working here was a dream come true.” Although he never pursued the engineering degree he once envisioned, his passion for Polaris has driven him to play almost every role in the dealership—from parts to service, to sales, and now a leadership role. “Everyone here knows how to do everyone else’s job,” he says. “We’re all mechanics at heart.”
This tight-knit, expert team has propelled Cozzy’s by Koehne to the top 5% of all Polaris dealerships nationwide, recognized for both sales and service excellence. In Wisconsin, Cozzy’s by Koehne consistently ranks in the top 1-2% of Polaris dealerships. The dealership boasts many members who have been with the team for over 25 years, contributing to a remarkable combined experience of over 200 years. Their loyalty and dedication make them the heart of the business, fostering a culture of trust and community. Their success is even more remarkable when you consider the size of the town they serve. “I stopped counting after registering 5,000 Polaris units,” Chumly says, with a smile. “People come from as far as Chicago, the Upper Peninsula of Michigan, and even across the Mackinac Bridge.”
What draws people from such distances? Chumly believes it’s the “red carpet treatment” Cozzy’s by Koehne provides. “We treat everyone the same—no matter who they are or where they’re from,” he explains. “Cozzy always told me, ‘Take care of people so they stay your friends,’ and that’s the philosophy we stick to.”
Cozzy’s by Koehne’s reputation as a “community dealership” extends beyond its customer care. The dealership is deeply embedded in local causes, donating over $300,000 to community projects. Whether it’s fairs, festivals, or other charitable initiatives, Cozzy’s by Koehne is known for giving back, reinforcing their role as a community staple.
Even when ownership changed hands, the new owner, Chad Koehne, embraced Cozzy’s by Koehne’s legacy of community involvement. “The new owner told me to keep doing what we’ve always done—take care of people and give back to the community,” says Chumly. This culture of generosity and down-to-earth values continues to set Cozzy’s by Koehne apart from more traditional, high-pressure dealerships.
What truly makes Cozzy’s by Koehne stand out, according to Chumly, is its singular focus. “We’re a single-line dealership,” he explains. “We only sell Polaris, so our staff can focus on becoming absolute experts on the product line. We know everything there is to know about Polaris vehicles, and we’re honest about what customers need—and what they don’t need.”
This deep expertise, coupled with a no-pressure sales approach, makes Cozzy’s by Koehne a rare find in the powersports world. “Easy is cool, easy is fun,” Chumly says, summing up the dealership’s approach. “If we don’t make a sale, we look at it as a chance to learn. But the truth is, when you know your product like we do, it makes the job easy.”
When Chumly isn’t running the dealership, he’s out enjoying the same products he sells. “The Polaris Ranger is my go-to,” he says, describing how he uses it daily for everything from hauling firewood to plowing snow. But his true love? Snowmobiles. “Every time I squeeze the throttle on my Polaris snowmobile, I feel like a kid at an amusement park again. There’s no dust, just that rush of horsepower.”
For Chumly, riding Polaris snowmobiles with his sons on Wisconsin’s snow-packed trails is a family affair. “I’ve got five different snowmobiles, and they’re all fun. More horsepower just means more fun.” And it’s not just the thrill of the ride—there’s something about the smell of high-octane fuel and two-cycle engine exhaust that takes him back. “That smell just makes the hair on my arms stand up!”
As Cozzy’s by Koehne continues to thrive, their future is as bright as ever. Even Polaris corporate has taken notice, sending executives to observe how such a small dealership in a small town manages to outsell larger competitors.
From its humble beginnings to its status as one of the top Polaris dealerships in the country, Cozzy’s by Koehne is a testament to what can be achieved with passion, expertise, and a commitment to community. In a world of high-pressure sales and commission-driven motives, Cozzy’s by Koehne stands out as a place where relationships matter most, and where customers are treated like family—every single time.
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