In the fast-paced world of powersports, where large corporations often prioritize profits over people, one dealership stands out for its unwavering commitment to the community and its customers. Sleeping Bear Motor Sports, a thriving dealership nestled in the heart of Michigan, embodies the spirit of the mom-and-pop shop, where customers are treated like family, and the love for powersports culture is kept alive.
Before Eric founded Sleeping Bear Motor Sports, he spent over 20 years working in various other dealerships. Throughout these years, he witnessed firsthand how large motorcycle corporations gradually lost touch with their roots. The closeness and camaraderie that once defined the industry were replaced by a relentless pursuit of profit. Eric saw how this shift often disappointed customers and eroded the sense of community that powersports enthusiasts cherished.
This experience profoundly influenced Eric’s vision when he decided to start his own dealership. He was determined to create a place that would revive the mom-and-pop powersports culture, where customers felt valued, and the joy of the ride was celebrated.
Eric’s journey to establishing Sleeping Bear Motor Sports is nothing short of inspiring. With nothing more than a $7,500 credit card, he took a leap of faith and launched the business. From those humble beginnings, he has grown the dealership into a powerhouse, generating over $1 million in revenue. But for Eric, success isn’t just measured in dollars; it’s about the relationships he’s built and the community he’s fostered.
A crucial part of this journey has been the support of Eric’s wife, Kris. As a Critical Care ER Nurse, Kris initially supported Eric’s dream by allowing him the financial flexibility to start the business. In the third year, she retired from nursing to join him full-time. Kris has taken on multiple roles at Sleeping Bear Motor Sports, including Parts Queen, Service Writer, Operations Manager, and Chief Bottle Washer. Her dedication and hands-on involvement have been instrumental in creating the warm, welcoming atmosphere that defines the dealership. Kris is also the mastermind behind the coffee and baked goods that have become a staple at the dealership, adding a personal touch that keeps customers coming back.
One of the most remarkable aspects of Sleeping Bear Motor Sports is the vibrant community that has flourished around it. The Sleeping Bear Riders, an on-road and off-road riding group, is a testament to the dealership’s commitment to bringing people together. With an impressive 60 members and 20 to 30 regular participants, the group embodies the spirit of camaraderie that Eric has worked so hard to cultivate.
Whether they’re hitting the trails or cruising down the highway, the Sleeping Bear Riders are more than just a riding group—they’re a family. Eric’s dealership serves as the hub for this community, offering a place where riders can share their passion for powersports, exchange stories, and enjoy the simple pleasures of life after a long ride.
At Sleeping Bear Motor Sports, the customer experience is paramount. From the moment a customer walks through the door, they’re treated like family. Eric and his team go above and beyond to make sure everyone feels welcome. It’s the genuine care and attention that Eric and his team provide that make the difference. This approach stands in stark contrast to the popular approach of some major retailers. At Sleeping Bear, Eric has flipped the script, proving that by putting people first, profits will follow.
In an industry that’s increasingly driven by numbers and margins, Eric’s success shows that there’s still room for a customer-first approach. By staying true to the values of the mom-and-pop shop and fostering a strong sense of community, dealerships can build lasting relationships with their customers—and achieve impressive growth along the way.
Sleeping Bear Motor Sports isn’t just a dealership; it’s a reminder of what the powersports industry can be when it’s grounded in passion, community, and genuine care for the customer. Eric’s journey, from his early days working in other dealerships to building his own successful business with Kris by his side, is a testament to the power of staying true to one’s roots and reviving the heart of the powersports industry.
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