DirtHammer
DirtHammer is a peer-to-peer online auction marketplace for powersports vehicles—side-by-sides, ATVs, and adventure motorcycles—founded by automotive journalists and serving individual sellers, dealers, and enthusiast buyers across the United States.
- Company typePrivate
- Founded2025
- HeadquartersMaryville, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What DirtHammer does
DirtHammer operates a peer-to-peer online auction marketplace specialized for powersports vehicles, primarily side-by-sides (UTVs), ATVs, and adventure motorcycles. Founded by automotive journalists Zach Bowman (CEO), Sam Smith, and Colin Comer, the platform targets enthusiasts seeking a dedicated alternative to general-purpose marketplaces and high-fee consignment programs. COO Aaron Richardson oversees operations, and the company is headquartered in Maryville, USA, with a team of 1-10 employees.
The platform runs 7-day auctions with new listings going live Monday through Friday and offers buy-now options. Core technical infrastructure includes KeySavvy escrow integration for secure payment and title transfer, an optional $350 professional photography/videography add-on, and shipping coordination assistance. The company differentiates via editorial buyer's guides covering 40+ vehicle models across major powersports brands, professionally written listing copy, and content marketing that has secured earned media coverage in Jalopnik, Gear Junkie, DirtWheels, and MSN. Partnerships include MotoAmerica (Flagship GTM), the National Pediatric Cancer Foundation (charity auctions), and KeySavvy (escrow technology).
DirtHammer monetizes through two primary streams: a flat $69 listing fee covering professionally written descriptions and promotion, plus a 9% buyer's premium on winning bids—positioned as lower than the 10%+ charged by competing auction platforms. Ancillary revenue includes branded merchandise (merch.dirthammer.com) and a Polaris RZR XP 1000 giveaway sweepstakes running May through September 2026. Geographic scope is US-only (excluding Alaska and Hawaii), and distribution is exclusively through the self-serve dirthammer.com platform.
DirtHammer firmographics
Firmographics- Name
- DirtHammer
- Legal name
- DirtHammer, Inc.
- Website
- https://dirthammer.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DirtHammer is a peer-to-peer online auction marketplace for powersports vehicles—side-by-sides, ATVs, and adventure motorcycles—founded by automotive journalists and serving individual sellers, dealers, and enthusiast buyers across the United States.
- Ownership category
- akta.pro rank
DirtHammer industry classification
Industry- Product category
- Powersports Online Auction Marketplace
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Automobile and Other Motor Vehicle Merchant Wholesalers (423110)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where DirtHammer is headquartered
LocationHeadquarters
- HQ city
- Maryville
- HQ country
- United States
- HQ region
- North America
Markets served
DirtHammer business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Listing Fees: Sellers pay a $69 listing fee for a professionally written auction listing, extensive promotion, and access to buyers. An optional $350 photography/videography package is available.
- Buyer's Premium: 9% buyer's fee charged to the buyer's payment method on the winning bid price. This is the primary revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Listing |
| Transaction based/ take rate | Pay-as-you-go | Buyer's Fee |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels6 records
DirtHammer product offering
Product offeringCore offering
DirtHammer operates a peer-to-peer online auction marketplace where individual sellers and dealers list side-by-sides (UTVs), ATVs, and adventure motorcycles for sale to enthusiast buyers. The platform charges sellers a flat $69 listing fee for a professionally written auction listing and charges buyers a 9% premium on winning bids, with transactions safeguarded through KeySavvy escrow integration. New listings go live Monday through Friday with seven-day auctions, and the service is targeted at the U.S. powersports community (excluding Alaska and Hawaii).
Product overview
DirtHammer is a peer-to-peer online auction marketplace for powersports vehicles, primarily focused on side-by-sides (UTVs) and ATVs, with additional listings for adventure motorcycles and related vehicles. The core product is the DirtHammer Auction Platform, which enables reserve and buy-now auctions with a 9% buyer's fee. The platform includes seller Listing Services ($69 fee covering professionally written descriptions and promotion), optional Professional Photography/Videography add-ons ($350), and shipping assistance. For buyer guidance, DirtHammer offers an editorial Buyer's Guides section covering major side-by-side brands. The company runs promotional Sweepstakes programs and sells branded Merchandise. Transaction safety is facilitated through KeySavvy escrow integration. DirtHammer was founded in 2025 by automotive journalists Zach Bowman, Sam Smith, and Colin Comer.
Differentiator
Problem solved
Functional benefit
Products and services
- DirtHammer Auction Platform Peer-to-peer online auction marketplace for buying and selling side-by-sides, ATVs, UTVs, adventure motorcycles, and related vehicles, featuring reserve auctions, buy-now options, user bidding, and community features.
- Seller Listing Service Flat-fee $69 per-auction seller listing service covering a professionally written auction listing, listing promotion, and access to the platform's buyer network for powersports vehicle sellers.
- DirtHammer Branded Merchandise Direct-to-consumer branded merchandise including apparel such as t-shirts, hats, stickers, and patches sold through merch.dirthammer.com.
- RZR XP 1000 Giveaway Sweepstakes Promotional sweepstakes program awarding a modified 2023 Polaris RZR XP 1000 to participants who earn entries via account creation, merchandise purchases, payment-info entry, bidding, listing submissions, and auction wins.
Quantifiable outcome
- No buyer fees upwards of 10% like other auction platforms - DirtHammer charges 9% buyer's fee
Companies that use DirtHammer
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
DirtHammer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
DirtHammer partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- MotoAmericaflagshipPartnership with North America's premier motorcycle road racing series aligns DirtHammer's marketplace with MotoAmerica's fan base of passionate motorsports enthusiasts. Collaboration offers a buying and selling platform built by people who understand the powersports lifestyle beyond the racetrack. Partnership announced February 2026 for the 2026 season.
- KeySavvycoreOnline escrow service partner that works with buyers and sellers to ensure secure transactions, payment processing, and title transfer. DirtHammer strongly recommends KeySavvy for all transactions, especially those with liens. DirtHammer customers receive a special rate.
- National Pediatric Cancer Foundation (NPCF)flagshipDirtHammer contributes 9% buyer commission from charity auctions to NPCF. Professional racer Gray Leadbetter donated 10% of auction proceeds from her personal 2024 Can-Am Maverick X3 (built by Kyle Chaney), with DirtHammer matching the buyer commission.
- ATVs and MorecoreSalem, Illinois-based powersports dealer selling multiple vehicles on DirtHammer platform including 2026 Kawasaki Teryx KRX4 1000 and 2026 Honda Pioneer 520 with free shipping to Lower 48.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
DirtHammer competitors and assessment
Company assessmentBroad incumbents
- eBay Motors: Large generalist online marketplace with a substantial vehicle category including powersports, ATVs, and motorcycles. Represents the broad incumbent P2P/auction alternative to a verticalized platform like DirtHammer.
- Facebook Marketplace: Mass-market P2P marketplace with active powersports listings including SXS and ATVs. Represents the zero-friction, low-trust incumbent alternative DirtHammer competes against for private-party sellers.
- Hemmings: Established enthusiast vehicle marketplace and editorial brand. Comparable in combining curated listings/auctions with deep enthusiast editorial content, but focused on classic/collector cars rather than powersports.
- Hagerty Marketplace: Broad automotive enthusiast marketplace from Hagerty covering collector and enthusiast listings, auctions, and editorial content. Overlaps with DirtHammer's enthusiast positioning and auction mechanics at a larger scale.
- AutoTrader: Large online vehicle marketplace with dealer and private listings across categories. Competes for dealer inventory placement (e.g., ATVs and More-type sellers) and buyer attention in adjacent vehicle segments.
Direct peers
- Cycle Trader: Online marketplace dedicated to motorcycles, ATVs, and powersports vehicles. Directly comparable in vehicle category and P2P buyer/seller model, though it uses classified-style listings rather than auctions.
- Bring a Trailer: Online enthusiast vehicle auction marketplace using a curated submission, editorial listing, and buyer-premium model — the closest structural analogue to DirtHammer, just applied to collector cars rather than powersports.
- Cars & Bids: P2P enthusiast auction platform targeting modern enthusiast vehicles, built around community, editorial listings, and a buyer fee. Operates in the same online-auction-for-enthusiasts lane as DirtHammer.
- ATV Trader: Specialized marketplace for ATVs, UTVs, and side-by-sides from the Trader family of vehicle sites. Closest category pure-play to DirtHammer and a primary alternative for buyers/sellers in the same niche.
Emerging players
- RumbleOn: Online powersports dealer/marketplace operator focused on motorcycles and powersports vehicles. Comparable in target category and online transactional model, though operating more as a dealer network than an auction marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
DirtHammer social profiles
Digital presenceDirtHammer financial estimates
Financial estimateRevenue estimate
Valuation estimate
DirtHammer leadership team
Management profileNumber of profiles
Profiles4 records
DirtHammer funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DirtHammer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DirtHammer
What does DirtHammer do?
DirtHammer operates a peer-to-peer online auction marketplace where individual sellers and dealers list side-by-sides (UTVs), ATVs, and adventure motorcycles for sale to enthusiast buyers. The platform charges sellers a flat $69 listing fee for a professionally written auction listing and charges buyers a 9% premium on winning bids, with transactions safeguarded through KeySavvy escrow integration. New listings go live Monday through Friday with seven-day auctions, and the service is targeted at the U.S. powersports community (excluding Alaska and Hawaii).
Is DirtHammer a public or private company?
DirtHammer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DirtHammer founded?
DirtHammer was founded in 2025. It employs 1 to 10 people.
Where is DirtHammer based?
DirtHammer is headquartered in Maryville, United States, in the North America region.
How does DirtHammer make money?
Two revenue lines are on record. Listing Fees are the primary driver. The others are buyer's Premium.
Who are DirtHammer's main competitors?
Broad incumbents on record are eBay Motors, Facebook Marketplace, Hemmings, Hagerty Marketplace and AutoTrader. Direct peers are Cycle Trader, Bring a Trailer, Cars & Bids and ATV Trader. RumbleOn is listed as an emerging player.
Does DirtHammer have an API?
No public API is recorded for DirtHammer.
What industry is DirtHammer in?
DirtHammer's product category is Powersports Online Auction Marketplace. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of CRAFAAAC, Auction-based Generalist Marketplaces. Its NAICS code is 441227.