A shipping container in Roseland, Louisiana—a small town with a population of just 800—seems an unlikely starting point for what has become a 50,000-square-foot powersports dealership. Yet that’s exactly where ATV Zone began in 1999, with just two people fixing and reselling used bikes.
For Russ Thompson, now General Manager of ATV Zone, the path to leadership began on the racetrack. Well-known in the local racing scene, Thompson’s connection to the business came through an unexpected win – a race prize package containing an ATV Zone coupon. That simple coupon led to a conversation, then a job offer, and eventually to his current position overseeing a prominent powersports dealership in Louisiana.
When Thompson joined the team, the business was still operating from its original location—that humble shipping container where the owner and one employee worked on used bikes. The owner and Thompson shared a passion for racing, which created a strong bond. To this day Thompson says, “We are more like brothers than general manager and owner”. Today, that racing heritage continues through Thompson’s children, ages 9 and 5, who are beginning to race themselves.
The dealership’s physical growth tells a story of steady expansion. They started as purely a used dealership in 1999, moving from the shipping container to a small building on the same site. In 2005, they became an Arctic Cat dealer, their first OEM partnership. By 2006, growth demanded a move to a larger location, where they added Suzuki and Polaris to their lineup. Their latest expansion, a 12,000-square-foot facility across the street from their main location, brings their total footprint to an impressive 50,000 square feet.
The staff has grown dramatically alongside the business. From the original two-person operation, ATV Zone now employs 26 people, reflecting its expanding reach and service capabilities. While managing this growth has presented challenges, the dealership has successfully introduced a dedicated receptionist to enhance customer experience—demonstrating its commitment to providing exceptional service as it continues to evolve.
Despite being based in tiny Roseland, with Thompson himself raised just a mile down the road in Amite (population 4,000), the business draws customers from a 200-mile radius. Their brand lineup has expanded to include Can-Am, Yamaha, America Sportworks, and MG Trailers, making them a one-stop shop for their customers.
Thompson credits their explosive growth to one fundamental principle: exceptional customer service. “Word of mouth is the best advertising” he says. Word travels fast in rural communities, making it essential to provide the best experience possible. This focus on service has created new challenges, particularly in staffing. Finding employees who fit the family culture is crucial, as turnover can be tough. The goal is to have long-term employees who handle customer service, reinforcing the dealership’s commitment to a welcoming atmosphere.
Looking at the expansive facility today, it’s hard to imagine its shipping container origins. For Thompson, the growth from used bike shop to regional powersports destination proves that with the right combination of passion, service, and dedication, even the smallest beginnings can lead to remarkable success. Thompson continues to guide ATV Zone’s expansion while maintaining the personal touch that turned a race day coupon into a career.
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