RumbleON

What RumbleON does

RumbleON, now operating as RideNow Group, is a NASDAQ-listed (ticker: RMBL) vertically integrated powersports retailer that combines a digital marketplace with a national network of 56+ physical dealership locations across the United States. The company facilitates the buying, selling, and trading of new and pre-owned motorcycles, ATVs, UTVs, personal watercraft, snowmobiles, golf carts, and utility vehicles, alongside integrated financing, parts, and service operations. It maintains a deeply multi-brand inventory spanning manufacturers such as Polaris, Harley-Davidson, Indian Motorcycle, Honda, Yamaha, Kawasaki, Ducati, Can-Am, Sea-Doo, KTM, Suzuki, and CFMOTO.

The company's digital platform is powered by Dealer Spike and centered on ridenow.com, which exposes searchable inventory across categories, a payment calculator ("What's My Bike Payment"), insurance quote routing, and a proprietary RideNow Cash Offer Tool that enables direct vehicle acquisition from consumers. A separate dedicated portal (ridenowparts.com) handles OEM and aftermarket parts sales, while fleet.ridenow.com serves commercial buyers. Distribution is hybrid: physical dealerships handle retail sales, service, and parts, while a wholesale channel supports dealer-to-dealer inventory movement.

Revenue is generated primarily through one-time retail vehicle sales, wholesale B2B transactions, financing and credit services (transaction-fee economics on consumer loans), and ancillary services such as warranties, parts, and service work. Pricing is quote-based per vehicle, with promotional pricing frequently co-funded by manufacturer partners. Following a 2025 corporate realignment, RumbleON rebranded to RideNow Group and relocated its headquarters to Chandler, Arizona, aligning the corporate identity with its primary operating subsidiary.

Name

RumbleON

Legal name

RumbleON Inc.

Website

https://rumbleon.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

RumbleON (operating as RideNow Group) is a NASDAQ-listed vertically integrated powersports retailer operating 56+ U.S. dealerships and a digital marketplace for buying, selling, and financing motorcycles, ATVs, UTVs, and personal watercraft.

Ownership category

akta.pro rank

Product category

Powersports Vehicle Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Motor Vehicle and Parts Dealers (441), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)

Keywords

• Powersports vehicle retail
• Motorcycle dealership
• Recreational vehicle sales
• Powersports parts service
• Vehicle financing services

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales: Revenue from selling new and pre-owned powersports vehicles including motorcycles, ATVs, UTVs, and personal watercraft directly to consumers through physical dealership locations and online platform
2. Wholesale Operations: B2B wholesale vehicle transactions and dealer-to-dealer sales operations
3. Financing Services: Integrated financing services for vehicle purchases, generating revenue through interest and financing fees
4. Ancillary Services: Warranty products and related services including parts and service department operations

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

RumbleON (operating as RideNow Group) runs a vertically integrated digital and physical retail platform for powersports vehicles, selling new, pre-owned, and certified pre-owned motorcycles, ATVs, UTVs, and personal watercraft across 56+ RideNow Powersports dealership locations in the United States. Offerings are complemented by integrated financing, parts sales, professional service departments, fleet vehicle sales, pre-order reservations, and a proprietary RideNow Cash Offer Tool that enables direct purchases of used vehicles from consumers.

Product overview

RideNow Group (formerly RumbleON) operates a vertically integrated digital powersports retail platform combining online marketplaces with physical dealership operations. The core offering is the RideNow Powersports platform featuring an extensive online inventory of new and pre-owned motorcycles, ATVs, UTVs, and personal watercraft across 56+ U.S. dealership locations. The platform is complemented by the proprietary RideNow Cash Offer Tool for direct vehicle purchases, integrated financing services, parts sales (ridenowparts.com), professional service departments, fleet sales capabilities, and pre-order programs. Revenue is generated through retail sales, wholesale operations, and ancillary services including warranties and financing.

Differentiator

Problem solved

Functional benefit

Brands

• RideNow Cash Offer Tool: Proprietary tool enabling direct used vehicle purchases from consumers, serving as a key differentiator in the powersports sector with integrated financing and logistics.

Products and services

• RideNow Powersports Primary platform offering new and pre-owned powersports vehicles for sale across 56+ RideNow Powersports dealership locations throughout the United States, featuring an online inventory system with search by type, make, condition, and price for motorcycles, ATVs, UTVs, and personal watercraft.
• RideNow Cash Offer Tool Proprietary tool enabling RumbleON to make direct cash offers and purchase used powersports vehicles from consumers online, supporting direct-to-consumer vehicle acquisition.
• RideNow Fleet Dedicated fleet vehicle sales program offering commercial and fleet buyers access to powersports inventory at scale, available through the RideNow platform.
• RideNow Financing Services Integrated financing and credit services for purchasing powersports vehicles, including new and pre-owned inventory financing options and payment calculators delivered through the dealership network.
• RideNow Parts Department Genuine OEM and aftermarket parts sales for powersports vehicles sold at RideNow dealerships, available through the dedicated parts portal at ridenowparts.com.
• RideNow Service Department Professional maintenance and repair services for motorcycles, ATVs, UTVs, and personal watercraft, providing authorized service for vehicles sold through the dealership network.
• RideNow Pre-Order Pre-order program allowing customers to reserve upcoming model year powersports vehicles before they arrive at dealerships.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• PolariscoreChannel Partner/ Reseller/ DistributorPolaris is a key brand sold through RideNow dealerships. RideNow offers Polaris UTVs and ATVs including promotional pricing up to $4,000 off select 2026 Off-Road vehicles. Polaris Slingshot vehicles are also featured with promotional offers including $2,000 customer cash and financing or $3,000 customer cash for select 2025 models.
• Indian MotorcyclecoreChannel Partner/ Reseller/ DistributorIndian Motorcycle products sold through RideNow dealerships with promotional offers including up to $3,500 off from customer cash and trade-in credits or 1.99% financing for 36 months on select 2025 Bagger or Touring models.
• Harley-DavidsoncoreChannel Partner/ Reseller/ DistributorHarley-Davidson motorcycles sold through RideNow dealerships as part of the branded inventory offering.
• KawasakicoreChannel Partner/ Reseller/ DistributorKawasaki powersports vehicles sold through RideNow with promotional offers including savings up to $3,500 on select side x side models.
• YamahacoreChannel Partner/ Reseller/ DistributorYamaha motorsports products including motorcycles, boats, and power equipment sold through RideNow dealership network.
• HondacoreChannel Partner/ Reseller/ DistributorHonda powersports vehicles and equipment available through RideNow dealerships.
• DucaticoreChannel Partner/ Reseller/ DistributorDucati motorcycles sold through RideNow with promotional financing offers including no payments for 90 days and 0% APR financing for 60 months.
• Can-AmcoreChannel Partner/ Reseller/ DistributorCan-Am powersports vehicles including ATVs and UTVs sold through RideNow dealership locations.
• Sea-DoocoreChannel Partner/ Reseller/ DistributorSea-Doo personal watercraft products available through RideNow dealerships.
• KTMcoreChannel Partner/ Reseller/ DistributorKTM dirt bikes sold through RideNow dealerships.
• CFMOTOcoreChannel Partner/ Reseller/ DistributorCFMOTO powersports vehicles including ATVs and UTVs sold through RideNow dealership network.
• SuzukicoreChannel Partner/ Reseller/ DistributorSuzuki powersports vehicles available through RideNow dealerships.
• Segway PowersportsminorChannel Partner/ Reseller/ DistributorSegway powersports ATVs and UTVs sold through select RideNow locations.
• Club CarminorChannel Partner/ Reseller/ DistributorClub Car golf carts and utility vehicles available through RideNow.
• E-Z-GOminorChannel Partner/ Reseller/ DistributorE-Z-GO golf carts and utility vehicles available through RideNow.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CarMax: Public used-vehicle retailer with omnichannel marketplace, integrated financing, and a multi-billion-unit inventory turn model; comparable to RumbleON's pre-owned vehicle marketplace, cash-offer tool, and financing attach.
• Lazydays Holdings: Public RV dealer network with multi-state physical rooftops plus e-commerce for new and pre-owned recreational vehicles; directly comparable to RumbleON's vertically integrated specialty-vehicle dealership model, just in motorhomes/trailers instead of powersports.
• Camping World Holdings: Largest US RV dealer with hundreds of locations plus Good Sam financing, parts, and service attachments; mirrors RumbleON's combination of brick-and-mortar scale, captive financing, parts/service, and integrated consumer brand.
• Carvana: Online-first used vehicle retailer using vertical e-commerce plus reconditioning logistics; comparable to RumbleON's digital marketplace model and direct consumer cash-offer purchase flow for used vehicles.
• America's Car-Mart: Public dealership group selling used vehicles with in-house financing to subprime consumers; comparable through vertical integration of physical retail, captive financing, and consumer-direct purchase tooling (RideNow Cash Offer).

Broad incumbents

• AutoNation: Largest US automotive retailer with multi-state physical rooftops, captive financing (AutoNation Finance), and an extensive used-vehicle platform; comparable as a multi-brand large-format dealership group, though anchored in passenger autos rather than powersports.
• Lithia Motors: Large public auto retailer rolling up regional dealer groups while building e-commerce (Driveway) and digital used-vehicle capabilities; comparable through the omnichannel retail rollout and dealership M&A playbook RumbleON also executes.
• Sonic Automotive: Public multi-brand auto retailer with EchoPark used-vehicle stores and in-house finance; comparable through the parallel strategy of new-vehicle franchises plus standalone used-vehicle omnichannel retail.
• Group 1 Automotive: Public multi-brand auto retailer with US and UK dealerships, plus F&I and parts/service; comparable as a public dealership consolidator with a multi-state US footprint.

Emerging players

• Vroom: Online used-vehicle marketplace that has pivoted toward an asset-light marketplace model after scaling back its ecommerce-only dealership ambitions; relevant comparable for the digital marketplace side of RumbleON's hybrid model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RideNowPwrsprts
• YouTubeyoutube.com/channel/UCXH1ucCZun1UqGqNdCv7QOw
• Facebookfacebook.com/RideNowPowersports
• Instagraminstagram.com/ridenow.powersports

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RumbleON