Western Power Sports (WPS)

What Western Power Sports (WPS) does

Western Power Sports (WPS) is a Boise, Idaho-based wholesale distributor founded in 1960 that distributes more than 150,000 aftermarket parts, accessories, tires, and apparel products for street motorcycles, ATVs/UTVs, snowmobiles, watercraft, and V-Twin motorcycles to over 10,000 dealer accounts across North America. The company operates four regional warehouses (Boise ID, Ashley IN, Midway GA, Midlothian TX) and sells exclusively to dealers through a B2B channel model — never direct to consumers — supported by an online ordering portal (wpsorders.com), a documented dealer-facing API (Data Depot), and a media asset library (Media Vault) for dealer marketing.

WPS's commercial moat rests on nine exclusive house brands — FLY Racing, GMAX Helmets, HardDrive, Highway 21, Open Trail, Sedona Tire & Wheel, Shinko Tires (exclusive U.S. distributor since 2003), Fire Power, and SP1 Products — that provide brand-level differentiation beyond generic distribution. In January 2022, WPS was acquired by Arrowhead Engineered Products and now operates as a privately held subsidiary under a unified corporate structure. The company's go-to-market combines field sales representatives, an online dealer portal, and exclusive distribution agreements such as the 2023 partnerships with S&S Cycle (offroad performance parts) and Red Bull (energy drinks distributed via the dealer network), the latter signaling non-powersports vertical expansion through the existing dealer footprint.

Name

Western Power Sports (WPS)

Legal name

Western Power Sports LLC

Website

https://wps-inc.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

251–500 employees

Short description

Western Power Sports is a Boise-based wholesale distributor founded in 1960 that distributes over 150,000 aftermarket powersports parts, tires, and apparel to more than 10,000 dealers nationwide through four regional warehouses and nine exclusive house brands.

Ownership category

akta.pro rank

Product category

Powersports Parts Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

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

akta.pro secondary industry

Recreation Vehicles & Powersports Accessories Distribution (ATV/UTV, Moto, Snowmobile) (CRAOAJAJ)

Keywords

• Powersports aftermarket distribution
• Motorcycle parts wholesale
• Aftermarket parts distribution
• Dealer distribution network
• Powersports accessories wholesale

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Powersports Parts and Accessories Distribution: WPS generates revenue by distributing over 150,000 aftermarket powersports products including motorcycle, ATV/UTV, snowmobile, and watercraft parts, garments and accessories to thousands of dealers nationwide. The company operates as a wholesale distributor purchasing products from manufacturers and reselling to dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Western Power Sports (WPS) is a wholesale distributor of aftermarket powersports parts and accessories, supplying over 150,000 SKUs across offroad and street motorcycles, ATVs/UTVs, snowmobiles, and watercraft to more than 10,000 dealer accounts nationwide through four regional warehouses. The company holds exclusive U.S. distribution rights for select brands (e.g., Shinko Tires) and operates proprietary house brands including FLY Racing, GMAX Helmets, HardDrive, Highway 21, Open Trail, Sedona Tire & Wheel, Fire Power, and SP1 Products. WPS supports its dealer base with proprietary technology tools including an online ordering platform (wpsorders.com), Data Depot API, and Media Vault.

Product overview

Western Power Sports (WPS) is a nationwide distributor of aftermarket powersports parts and accessories, distributing over 150,000 products including offroad and street motorcycle, ATV/UTV, snowmobile, and watercraft parts and accessories. The company operates exclusive house brands including FLY Racing (off-road apparel), GMAX Helmets, Highway 21, Sedona Tire & Wheel, Open Trail, Shinko Tires (exclusive U.S. distributor since 2003), HardDrive (V-Twin distributor), Fire Power, and SP1 Products. WPS serves over 10,000 dealer accounts through a network of 4 regional warehouse locations (Idaho, Indiana, Georgia, Texas) and offers dealers the Data Depot online platform and wpsorders.com for ordering and account management. The company joined Arrowhead Engineered Products in January 2022.

Differentiator

Problem solved

Functional benefit

Brands

• Fire Power: Aftermarket firepower and performance parts brand for powersports vehicles
• FLY Racing
• GMAX Helmets
• HardDrive
• Highway 21
• Open Trail
• Sedona Tire & Wheel
• Shinko Tires
• SP1 Products

Products and services

• FLY Racing

Quantifiable outcome

• Serving over 10,000 dealer accounts globally
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor, flagship and core.

• Vicki GoldenminorGTM or Marketing Partner · 5 January 2026FLY Racing multi-year partnership with Vicki Golden (professional motocross and supercross rider) for women's line development. Elevating women's line development.
• Hofmann Designs and Custom Engraving LTDminorChannel Partner/ Reseller/ Distributor · 5 April 2023HardDrive (WPS house brand) partnership with Hofmann Designs and Custom Engraving LTD for V-Twin products. The 2023 Hard Drive catalog features more than 1,300 new products including this partnership.
• FLY Racing H.E.P. SuzukiminorGTM or Marketing Partner · 22 March 2023FLY Racing partnership with former racer Dustin Pipes and the factory Suzuki team for the 2023 SuperMotocross championship.
• KTM Canada Red Bull Race TeamminorGTM or Marketing Partner · 14 March 2023FLY Racing two-year sponsorship of KTM Canada Red Bull Race Team for off-road apparel sponsorship.
• Red BullflagshipChannel Partner/ Reseller/ Distributor · 16 February 2023Western Power Sports teams with Red Bull to distribute Red Bull energy drink via thousands of dealers nationwide. This is a significant expansion into non-powersports product category leveraging WPS's extensive dealer network.
• S&S CyclecoreChannel Partner/ Reseller/ Distributor · 23 January 2023Open-ended distribution partnership where WPS distributes S&S Cycle's offroad exhaust systems and performance parts (including XTO Exhaust, Tuning Inserts, Clutch and Billet Fuel Rail Kit for Kawasaki, and Kawasaki KRX Turbo Kit) through the WPS dealer network. Demonstrates S&S confidence in WPS as a leader in the offroad aftermarket.
• Shinko TiresflagshipChannel Partner/ Reseller/ Distributor · 1 January 2023Exclusive U.S. distributor of Shinko tires since 2003 (20th anniversary in 2023). WPS has helped grow and develop the Shinko brand in the U.S. with a great relationship built over two decades. Most Shinko cruiser tires are sold in America.
• Burly and HHIminorChannel Partner/ Reseller/ Distributor · 1 January 2023HardDrive celebrates 10th anniversary with Burly and HHI partnership. HardDrive is described as the fastest growing nationwide delivery system of American V-Twin products.
• Arrowhead Engineered ProductsflagshipStrategic or Co-development Partner · 1 January 2022WPS joined Arrowhead Engineered Products in January 2022. Arrowhead is the parent company that also includes Western Power Sports and operates under a unified corporate structure.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• RevZilla: Leading direct-to-consumer powersports apparel, helmet, and parts retailer. Competes with WPS's house brand FLY Racing and GMAX for end-consumer mindshare, though WPS serves dealers rather than consumers directly.
• Comoto Holdings: Parent of RevZilla, Cycle Gear, and J&P Cycles. Operates a multi-brand powersports aftermarket retail and distribution platform overlapping with WPS's category coverage, though primarily consumer-facing.
• Polaris OEM Aftermarket: OEM manufacturer of powersports vehicles with a growing branded aftermarket parts business. As an OEM-owned parts supplier, it represents an alternative channel for dealers that competes with WPS's independent distribution.

Direct peers

• Helmet House: US distributor of motorcycle helmets, apparel, and accessories carrying brands such as Arai, Shoei, and HJC. Competes with WPS for powersports dealer business in helmets and riding gear.
• Motorcycle Aftermarket Group (MAG): Distributor and manufacturer of aftermarket powersports parts and accessories, supplying dealers with brands across motorcycle, V-Twin, and off-road segments. Closely comparable distribution scale and channel.
• Tucker Rocky / Biker's Choice: Major US wholesale distributor of V-Twin, metric, and ATV/UTV parts and accessories. Competes head-to-head with WPS for powersports dealer accounts and carries a similar mix of exclusive house brands.
• Parts Unlimited / LeMans Corporation: Largest US wholesale distributor of powersports aftermarket parts, apparel, and accessories. Directly competes with WPS on the same B2B dealer model, serving motorcycle, ATV, snowmobile, and watercraft dealers with comparable exclusive brand portfolios.

Emerging players

• Dennis Kirk: Long-standing mail-order and online retailer of powersports parts, apparel, and accessories. Competes with WPS-served dealers for end-consumer wallet share in motorcycle, ATV, and snowmobile categories.
• Rocky Mountain ATV/MC: Large powersports aftermarket retailer and distributor with strong direct-to-consumer and dealer channel presence. Overlaps with WPS on the off-road and street motorcycle parts distribution market.

Others

• Arrowhead Engineered Products: Parent company of WPS and broader portfolio of aftermarket parts brands. Not a direct competitor but a strategic operating parent whose portfolio overlaps in adjacent automotive and small-engine aftermarket categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wps_dist
• Facebookfacebook.com/western-power-sports-177028072341860
• LinkedInlinkedin.com/company/western-power-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Western Power Sports (WPS)