Forward-thinking OEMs are shifting from oversight to enablement—treating dealers as brand ambassadors, not just outlets. With tools like unified sales platforms, AI coaching, and data-driven frameworks like the Herohub 3A Index, brands can build dealer mindshare, improve showroom execution, and drive lasting customer loyalty through stronger frontline engagement and collaboration.

With 40% of dealership sales staff turning over in 2024, daily training is no longer optional—it’s essential. Short, consistent sessions improve onboarding, performance, and retention. Dealers who prioritize training build stronger teams, boost customer experience, and protect profitability. DealerAI offers a simple, effective way to keep your sales floor sharp.

A write-down reserve is a powerful tool for protecting gross and managing aging inventory in the used unit department. By proactively adjusting overvalued units and funding a reserve from new sales, dealerships can price to market, clean up their books, and move inventory faster—turning mistakes into smart, controlled decisions.

Brian Kane’s journey from teenage parts clerk to powersports training leader spans decades of industry impact. With deep experience in dealership operations, acquisitions, and staff development, he’s helped shape the careers of many. Today, through DealerHero Bootcamps, Brian continues to elevate the industry with practical training and unwavering dedication.

RJ Powersports in Ottumwa, Iowa, is more than a dealership—it’s a community cornerstone. Serving both farmers and recreational riders, they prioritize exceptional customer service and strong local involvement. From Halloween events to motorsports sponsorships, RJ Powersports blends passion and purpose to support and connect with the people of Ottumwa.

Maggie’s journey into powersports began unexpectedly when she left IT to help run a motorcycle shop with her husband. Learning by doing, she grew the business into a top independent dealership. Now a successful consultant, Maggie empowers dealers to optimize Fixed Ops—and lives the lifestyle daily on her 9-acre farm.

Wind River Power Sports in Lander, Wyoming, is a small, community-rooted dealership built on honesty, relationships, and personalized service. With just three employees, they focus on helping customers find the right fit without pressure. Their success comes from dedication, deep local ties, and a genuine passion for riding and service.

At the MIC DC Fly-In, Jared Burt stepped into the heart of Washington, D.C., to advocate for the powersports industry. From public land access to tariffs and trail funding, his experience highlights why dealer voices matter.

Stevens Sports Center began as a gas station in 1967 and has grown into a two-location powersports dealership known for year-round fun. With a strong team, deep community ties, and a motto of “How do you spell fun? S-T-E-V-E-N-S,” the business thrives on service, adaptability, and customer connection.

Northwood Harley-Davidson, owned by Dave Wagner, thrives year-round in Wisconsin’s winter-loving community. Known for its strong HOG presence and seasonal events like the Fall Ride for Snowmobiles, the dealership blends powersports passion with small-town warmth—offering not just bikes, but a welcoming hub for outdoor enthusiasts and loyal local riders.

Rice Lake Harley-Davidson has served rural Wisconsin since 2000, led by longtime GM Scooter. Known for its welcoming, community-first vibe, the dealership hosts events like the “Chicken Feed” and supports a strong local HOG chapter. With deep roots and outdoor spirit, it’s more than a dealership—it’s a hometown gathering place.

Taylor Toussaint, a lifelong rider and pro racer, leads Mt Holly Motorsports in Vincentown, NJ—a dealership that’s become a true community hub. With events, loyal customer engagement, and a welcoming atmosphere, they offer more than bikes—they offer belonging. For Taylor, it’s all about keeping the spirit of riding alive.

Lee’s Honda Kawasaki has been a Redding, California, staple since 1967, known for its top brands, strong service, and rider-first community. Led by General Manager Zach, the dealership blends product expertise with a laid-back, family atmosphere—making it not just a place to buy, but a hub for local riding culture.

AI is raising customer expectations, not replacing human roles. As AI handles routine tasks and mimics empathy, employees must focus on deepening real human connections. Businesses that pair AI’s efficiency with emotionally intelligent, well-trained teams will lead. The future belongs to those who invest in the human edge AI can’t replicate.

Justin Smith, General Manager of Lejeune Motorsports in Jacksonville, NC, left law enforcement in 2016 to pursue his passion for powersports. With deep ties to the local military community and hands-on riding experience, Justin brings authenticity, mentorship, and fulfillment to a dealership that’s been serving riders since the 1950s.

Trumbauer’s Motor Sports in Quakertown, PA, stands out for its honesty, community focus, and no-nonsense approach. Led by GM Alex, who rose through the ranks after a life-changing accident, the dealership champions transparency, supports youth racing and tech education, and is preparing for a major expansion to serve even more riders.

Jason Zwiefelhofer, Vice President of Airtec Sports, has helped grow the dealership into a trusted, multi-location brand across Wisconsin. With two decades of experience, Jason values long-term relationships, community involvement, and low-pressure service. Airtec stands out by delivering fun, quality powersports experiences that make life more enjoyable for their customers.

Leisure Life Sports in Omaha, Nebraska, has been family-owned since 1987. General Manager Bob Smith brings 36 years of hands-on experience, using demo units to stay connected to the ride. Known for community events, safety education, and local adventures, the dealership offers a personalized, family-driven approach to powersports exploration.

Rocky Mountain Cycle Plaza in Colorado Springs has been a powersports staple for over 50 years. Known for building lasting customer relationships, the dealership thrives on repeat business and community ties. Sales Manager Michael emphasizes the joy of helping families create lasting memories through riding, making every visit more than a transaction.

Founded in 1973 by Don Basinger Jr., D&J Cycle Center in Clayton, NC, grew from a carport repair hobby into the state’s oldest Polaris dealership. Now led by son Grey, the family business thrives on community ties, lasting customer relationships, and a passion for powersports rooted in decades of dedication.

Adrenalin Powersports in Griffin, Georgia, transitioned from tractors to Polaris powersports in 2004, growing into a Polaris 5-Star Dealer. Privately owned and community-focused, the dealership prioritizes relationships, personalized service, and workplace culture. With deep local ties and a commitment to quality, it continues to thrive through adaptability and customer care.

Olsen’s Outdoor Power in Atlantic, Iowa, has grown from a small auto repair shop into a trusted powersports dealership since adding Polaris in 2002. With strong community ties, a loyal team, and ideal riding terrain nearby, the dealership blends service, experience, and local pride to fuel outdoor adventure.

Lockard’s Inc. in Sutton, West Virginia, has evolved from an 1840s equipment dealership to a trusted powersports destination. Now led by 8th-generation owner Chad Lockard, the business blends deep roots with modern upgrades. Surrounded by trails and open land, it offers riders authentic adventure and generations of dependable service.

Ranchland Tractor & ATV in Saucier, Mississippi, has grown with its community since 2011, offering tractors and powersports with a focus on comfort and safety. Led by Buford Wingate, the dealership blends rural roots with customer care, providing test rides, safety training, and a no-pressure experience for every buyer.

Wichita Tractor, a family-run business since 1971, blends agricultural expertise with powersports passion. Managed by Jesse McCullough, the dealership thrives on personalized service, community ties, and a love for machinery. Despite industry shifts, their small team remains focused on customer care—earning them a top-three Polaris dealer spot in Kansas.

Anne Schwindt, Dealer Principal at Pikes Peak Polaris in Colorado, grew up in the family dealership and now leads it with a deep connection to community and outdoor adventure. Focused exclusively on Polaris for over 20 years, the team combines passion, service, and local support to fuel rider experiences year-round.

Mike Southern, General Manager of Mt Airy Yamaha Suzuki in North Carolina, found his calling in powersports through chance and community ties. His leadership blends hard work, humor, and deep local involvement—from sponsoring youth sports to building a supportive team—making the dealership a valued part of the Mount Airy community.

United Cycle of Summersville, West Virginia, is a community-focused powersports dealership with over 40 years of history. Led by General Manager Dave Sizemore, the store blends faith-driven leadership, exceptional service, and a welcoming culture. From humble beginnings to multiline success, United Cycle thrives on passion, purpose, and deep local engagement.

Jimmy Jones Polaris in Orangeburg, South Carolina, is a five-star dealership built in 2016 by Jimmy Jones, blending auto-industry experience with powersports passion. Known for its diverse inventory, community engagement, and laid-back, family-friendly vibe, the dealership delivers exceptional service while fostering joy, adventure, and genuine connections with customers and riders alike.

Maximum Powersports in Peru, Indiana, has spent over 15 years building lasting customer relationships and a strong community presence. Co-owner Ryan credits their dedicated team and local focus for their success. Through customer events and personalized service, the dealership fosters loyalty, proving that people—not just products—drive long-term growth.

ATV Zone in Roseland, Louisiana, began in a shipping container in 1999 and has grown into a 50,000-square-foot dealership. General Manager Russ Thompson’s racing roots led him to the business, which thrives today on customer service, family culture, and a passion for powersports that spans generations and draws customers from 200 miles away.

Polaris Can-Am Honda World in Mesquite, Nevada, is a thriving, family-owned dealership led by Tiffany and Josh Wilson and her parents, Ron and Linda Perry. Rooted in Ron’s decades-long powersports legacy, the business reflects generations of dedication, resilience, and customer care—values now being passed to a third generation.

Performance Powersports in Houma, Louisiana, has served riders for over 18 years with top brands, expert service, and a community-first mindset. Co-owners John Soileau and Harvey Sharp III rebuilt after Hurricane Ida, emerging stronger. Their team focuses on customer relationships, local impact, and delivering a standout experience for every rider.

Marshall Powersports in Dry Ridge, Kentucky, stands out as a family-driven, off-road-focused dealership rooted in community and customer care. Led by GM Summer Cain, the team prioritizes meaningful relationships, quality service, and local involvement—proving that trust, personal attention, and community engagement can drive both loyalty and long-term business success.

Scott Adams grew up in the powersports world, learning every part of the business before earning his role as GM at Cal Coast Motorsports. Today, Cal Coast is a Ventura staple, known for loyal staff, top brands, and strong community ties—proving that people-first values build lasting success.

Tommy’s Motorsports in Crossville, Tennessee, blends family values, expert service, and deep community roots. Founded in 1972, the dealership is now led by Jeremiah Thompson and GM Jeff Lewis, who continue its legacy of trust, customer-first care, and local involvement—making it a beloved cornerstone of the powersports community.

Helena Cycle Center, led by Justin and Janessa Barrell, blends family values with a passion for powersports. Since taking over in Helena, Montana, they’ve transformed the dealership through community outreach, customer education, and a strong team culture—building not just a business, but a vibrant motorsports community rooted in connection and adventure.

In Marinette, Wisconsin, Cozzy’s by Koehne is a standout Polaris dealership known for deep expertise, community commitment, and exceptional customer care. Led by longtime GM Mike “Chumly” Pairon, the dealership combines small-town values with top-tier performance, ranking in the top 5% nationally—all while staying true to its local roots.

Okefenokee Cycle Center, founded in 2005 by Jason in Waycross, Georgia, is a family-run Polaris dealership known for personal service, community support, and strong customer relationships. Recognized as a 5-star NorthStar Dealer, it prioritizes quality over expansion, with a hands-on approach that makes every customer feel like family.

Lewistown Honda Polaris Kawasaki has been a community cornerstone in central Montana since 1962. Family-run and deeply rooted in small-town values, the dealership blends decades of powersports expertise with a strong commitment to customer care, employee loyalty, and local giving—proving slow, steady growth and community focus are keys to lasting success.

Duffer’s Repair & Supply has served Bern for nearly 30 years as a trusted Polaris dealership and repair shop. Known for its family-first service, deep Polaris expertise, and humble community support, Duffer’s stands as a cornerstone of small-town values—where customers are treated like family and service goes beyond the sale.

Cowboy Powersports in Beaumont, TX, has been a powersports hub since 2004, offering a massive 65,000 sq. ft. showroom with top brands like Honda®, Polaris®, and Yamaha. Known for expert service, passionate staff, and strong community ties, it’s the go-to destination for powersports enthusiasts in Southeast Texas.

Clive Power Equipment, a trusted dealership in Clive, Iowa since 1984, has grown under family ownership into one of the state’s largest independent power equipment dealers. Known for its customer-first approach, strong team culture, and deep community involvement, the business blends service excellence with a commitment to long-term local impact.

Founded in 1987, Idaho Water Sports has grown from a small bike shop into a premier dealer for boats, water, and snow sports gear. With locations in Burley, Nampa, and Idaho Falls, it offers top brands, expert service, and community events—making it a trusted hub for outdoor adventure enthusiasts.

Since 1954, Marshall Power Equipment has served its Ohio communities with integrity, top-quality outdoor equipment, and exceptional customer service. With two tailored locations in Lyndhurst and Chesterland, this family-owned dealership emphasizes lasting relationships, community support, and a commitment to helping customers find the right solutions for their unique needs.

County Sports in Caribou, Maine, began as a welding shop in the 1950s and became the state’s first Polaris dealer in 1959. Now led by Myron Hale, the dealership is known for innovation, engineering excellence, and community ties—earning awards, high CSI scores, and a loyal customer base over its decades-long legacy.

Al’s the Chainsaw King has been a trusted, family-owned dealership in Utah for 50 years, known for top-tier brands like Exmark and Walker. Beyond equipment, it’s built on community, integrity, and generosity—led by Stirling, whose care for employees and dedication to service have made Al’s a true local institution.

Sohars All Season Mower Service, founded in 1980 in a North Royalton garage, has grown into a 25,000-square-foot, award-winning dealership. Family-run and community-focused, Sohars blends tradition with innovation, offering top-tier outdoor equipment and service. Their customer-first approach and skilled team continue to drive success nearly 45 years later.

Bobby J’s Yamaha in Albuquerque, New Mexico, is the oldest Yamaha dealership in the U.S., founded in 1956 by racer Bob Johnson. Now led by grandson Keith, the family business blends racing heritage, community engagement, and modern innovation—upholding tradition while evolving to inspire new generations of powersports enthusiasts.

Sleeping Bear Motor Sports in Michigan, founded by Eric and supported by his wife Kris, embodies the spirit of a true mom-and-pop shop. Built from a $7,500 credit card, it’s now a million-dollar business rooted in community, customer care, and passion. Their loyal riding group and welcoming atmosphere set them apart.

White Sands Motorsports in Alamogordo, New Mexico, is a community-focused dealership near top riding destinations. As part of Motorsports of New Mexico, it serves local riders and airmen with exceptional service, charitable involvement, and passionate leadership. With a strong reputation and welcoming atmosphere, it’s a hub for adventure and connection.

Flemington Powersports, reborn from Flemington Yamaha in 2020, is more than a dealership—it’s a community hub. With group rides, local events, and strong digital outreach, the team fosters deep customer connections. Led by Marketing Director Erika Domingues, the dealership blends passion, service, and community impact into every powersports adventure.

Ralph’s Motorsports in Beiseker, Alberta, began as a hobby in 1970 and has grown into one of the province’s largest powersports dealerships. Offering top brands like Polaris, Suzuki, and Kawasaki, Ralph’s combines expert service, customization, and community engagement—creating a trusted, four-season destination for motorsports enthusiasts across Canada.

Blue Ridge Polaris in Wapwallopen, PA, has been a family-owned powersports dealership since 1991, rooted in passion, authenticity, and community. Founded by Ed and now led by Angel Barber, the team prioritizes personal service and customer relationships. After surviving a major fire in 2023, they rebuilt stronger—true to their values.

Fun Center Cycles in Farmington, NM, is a top Polaris, Suzuki, and Yamaha dealer in the Four Corners region. Led by Shannon Tafoya, the dealership has grown steadily, expanding into Colorado while staying rooted in community support, customer service, and a passion for powersports and off-road adventure.

Dutchess Recreational Vehicles has served the Hudson Valley powersports community for over 50 years. Led by longtime GM Steve Guarino, the dealership thrives on strong customer relationships, community engagement, and a broad inventory of top brands. With deep local roots and a passion for service, it continues to fuel outdoor adventures.

Natchez Powersports, led by General Manager Jerry McJimsey, blends automotive expertise with a laid-back, customer-first approach. Serving the Mississippi Delta and Vidalia, LA, the dealership offers top ATV and UTV brands, expert service, and strong community engagement. Their relaxed atmosphere and local involvement make powersports shopping both fun and meaningful.

Mckinley Polaris, a family-owned dealership in Healy, Alaska, has served the community since 1998 with personalized service and deep local ties. Led by Nick Evans, the team supports local sports, prioritizes customer care, and equips riders to explore Alaska’s rugged terrain—making it a trusted hub for powersports enthusiasts.

Randy founded Northern Sports and Machines in 1987, turning his passion for powersports and the outdoors into a thriving Minnesota dealership. Located near the Rainy River, it serves ATV and snowmobile enthusiasts while actively supporting local charities and trail grooming. Randy’s community-first approach and personal passion fuel long-term success.

Founded by Billy Bartus in 2017, Jersey Powersports has grown from a garage startup to a top-performing, award-winning dealership. With year-round product offerings, a strong focus on customer satisfaction, community involvement, and a positive workplace culture, the dealership has become a leading force in New Jersey’s powersports industry.

Apple State Powersports in Yakima, Washington, was acquired in 2021 by Jaime Rodriguez and partners, bringing a fresh, business-savvy approach. With a diverse lineup including Harley-Davidson, boats, and off-road vehicles, the dealership thrives year-round. Community events, strategic leadership, and strong local demand position it for continued growth and success.

Mettler Implement, a family-owned business in Menno, South Dakota since 1963, blends agriculture and powersports under Jacob Mettler’s leadership. With deep community ties, diverse offerings, and expansion into Mitchell, the dealership continues to grow while staying true to its roots in service, innovation, and multi-generational commitment to rural life.

Mt. Baker Moto Sports, founded in 2002 and led by owner Bret Dodd since 2018, offers a diverse lineup including KTM, Kawasaki, and CF Moto. Staffed by passionate riders, the dealership supports local motocross events and adapts to industry changes with fair pricing, customer-first service, and strong community engagement.

Redline Sports in Butte, Montana, is a family-run dealership led by second-generation owner Mike Czehura. Offering brands like Honda, Polaris, KTM, and Bobcat, it thrives on personalized service, community involvement, and a deep riding culture. With expanded facilities and loyal customers, Redline remains a trusted local hub for powersports enthusiasts.

Epic Powersports in Traverse City, Michigan, founded by Matthew Harris in 2011, grew from a converted bathroom into a thriving dealership. With deep industry roots, a hands-on sales approach, and strong community ties—like weekly ride nights and youth rider support—Harris has built a trusted, customer-first hub for powersports enthusiasts.

Easy Living Yamaha & Polaris in Rome, Georgia, has thrived since 1972 by adapting to market trends, fostering generational customer relationships, and supporting the local community. Led by Adrian Willis, the dealership focuses on utility UTVs, strategic OEM partnerships, and long-standing staff—creating a legacy of service, loyalty, and lasting impact.

Bob’s House of Honda, a third-generation Tennessee dealership, has served powersports enthusiasts since 1968 with a focus on personalized service and community involvement. Known for Honda and Polaris, their success stems from lasting customer relationships, old-fashioned values, and deep local ties—making it more than a dealership, but a trusted institution.

Broward Motorsports, led by Sam Nehme, has grown into a six-store Florida powerhouse. At the Treasure Coast location, GM Douglas Berger combines decades of experience with innovative marketing, community involvement, and the successful VIP Maintenance program. Offering 20+ top brands, the dealership thrives on passion, service, and customer-focused growth.

RSC Powersports, serving Cody, Wyoming since 1987, blends decades of expertise with new leadership under GM John Hollander. Offering top brands and a customer-centric approach tailored to recreational, ranching, and government needs, the dealership stands out for its community involvement, adaptability, and enduring commitment to quality service and local impact.

Great Western Motorcycles in Statesville, NC, is a family-run dealership rooted in decades of passion, integrity, and community service. Founded in the late 1970s, it has grown into a local staple known for expert service, a welcoming atmosphere, and deep ties to the community through events, donations, and veteran support.

Savannah Motorsports, led by industry veteran Bob Millsap, combines 30+ years of expertise with a passion for riders and community. Known for top-tier service, a welcoming atmosphere, and strong local engagement, the dealership has earned elite status as Georgia’s only Indian Platinum Signature store, anchoring a thriving motorsports community.

SRS Motorsports in Greensboro, North Carolina, has grown from a dirt bike shop into a top-tier Honda and Kawasaki dealership. Led by part-owner Josh Morris, the team delivers award-winning service and fosters community through racing sponsorships. Passion, excellence, and customer care define this thriving hub for powersports enthusiasts.

At 24, Blair Langston took over HBS Motorsports and transformed it into a growing powersports force. With a passion for business and digital marketing, he expanded operations, opened a South Carolina location, and acquired top brands. His social media strategy and visionary leadership continue to drive the dealership’s rapid success.

Scott Goedken, founder of Sun and Fun Motorsports, turned a lifelong passion for motorcycles into a thriving multi-brand dealership. After a finance career, he launched in Iowa, expanded with top brands, and streamlined operations through a major merger. Scott prioritizes community, service, and adventure—making his dealerships a hub for powersports enthusiasts.

Midwest Sports Center in Farmington, Missouri, has evolved from a hunting store into a powersports destination since 1991. Led by GM Andrew, whose passion began in the parts department, the team prioritizes exceptional service. Active in the DealerHero 20 group, they continue driving innovation, community connection, and customer satisfaction forward.

Brandon Prokupek, owner of Powermaxx Motorsports in North Carolina, blends industry roots with bold innovation. His Can-Am dealership thrives on a unique culture driven by leadership, community-focused marketing, and continuous change. By empowering his team and embracing growth, Brandon has built a standout destination for both employees and powersports enthusiasts.

Dave Warren Powersports in Westfield, New York, blends community, adventure, and customer care. Led by Dean Raven and Jim Corey, the dealership offers top brands like Argo and Segway. Known for personalized service, a welcoming atmosphere, and off-road innovation, it’s a one-stop destination for outdoor enthusiasts in search of thrills.

Northern Idaho Powersports is a community-driven dealership known for top-tier service, quality brands like Yamaha and Arctic Cat, and a passion for outdoor adventure. Led by GM Nick Bolloch, the team creates a welcoming environment, hosts community rides, and delivers expert support—making every visit an experience, not just a transaction.

Silverthorne Powersports, led by Evan DeShong and Chris Knippelberg, is a fast-growing Yamaha and CFMoto dealership in Colorado’s Rockies. With racing roots, bold expansion plans, and a passion for community-driven service, this agile team is transforming a small footprint into a powerhouse of performance, adventure, and customer satisfaction.

Paul Moreno, the third owner of Action Powersports in Illinois, has doubled revenue in just two years by blending business expertise with a passion for riding. His leadership emphasizes customer service, team empowerment, and a positive culture—transforming the dealership into a standout example of growth, excellence, and customer connection.

J&L Powersports, founded by James Newfer and Lauren Trujillo in Northern New Mexico, is built on a deep passion for service and community. From humble beginnings as mechanics, they created a dealership where every interaction matters. Their people-first philosophy drives lasting impact, customer trust, and meaningful, service-centered success.

Sappington Pro Outdoor, a family-owned Jackson, Missouri dealership since 1955, thrives under third-generation leader Scott Sappington. With top brands, a vast showroom, and national recognition, it delivers exceptional powersports service. Scott’s passion and DealerHero 20 Group involvement drive continued innovation, growth, and a deep commitment to customer satisfaction.