FortNine
FortNine is a Canadian direct-to-consumer e-commerce retailer selling powersports gear, apparel, and parts across motorcycle, dirt bike, ATV, UTV, snowmobile, and mountain bike categories to Canadian consumers, backed by Novacap Industries V and expanded via its 2022 acquisition of Defender Industries.
- Company typePrivate
- Founded2009
- HeadquartersMontreal, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What FortNine does
FortNine is a Canadian direct-to-consumer e-commerce retailer specializing in powersports equipment, apparel, and parts. Founded in 2009 and headquartered in Montreal with a secondary customer service office in Calgary, the company operates a single online storefront at fortnine.ca and ships exclusively to Canadian consumers from Canadian warehouses, with free shipping on orders over $49 and a 30-day return policy. Its catalog spans six recreational verticals — motorcycle, dirt bike/motocross, ATV, UTV/side-by-side, snowmobile, and mountain bike — covering helmets, apparel, boots, protection gear, communication systems, luggage, tires, and deep parts catalogs (23,578+ motorcycle parts alone). The platform also offers an OEM parts portal via Motos Illimitées, digital gift cards, and extended warranty add-ons.
The business holds authorized dealer relationships with premium powersports brands including Alpinestars, Arai, Dainese, Fox Racing, Klim, Revit, Shoei, and Michelin, and monetizes through unit-priced transactional retail with no subscription component. Distribution is omnichannel in marketing but single-channel in fulfillment: FortNine builds top-of-funnel demand via a YouTube content channel (product reviews, educational videos), organic social presence on X, Facebook, and Instagram, and content marketing through product guides and safety-focused articles. Customer service is delivered via toll-free phone and email.
The company is privately held and controlled by Novacap Industries V, a Canadian private equity firm that provided backing in 2020. In February 2022, FortNine acquired Defender Industries, a U.S.-based family-owned marine supplies company in Waterford, Connecticut, marking a deliberate expansion into the adjacent marine retail vertical under PE ownership.
FortNine firmographics
Firmographics- Name
- FortNine
- Legal name
- FortNine
- Website
- https://fortnine.ca
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FortNine is a Canadian direct-to-consumer e-commerce retailer selling powersports gear, apparel, and parts across motorcycle, dirt bike, ATV, UTV, snowmobile, and mountain bike categories to Canadian consumers, backed by Novacap Industries V and expanded via its 2022 acquisition of Defender Industries.
- Ownership category
- akta.pro rank
Where FortNine is headquartered
LocationHeadquarters
- HQ city
- Montreal
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
FortNine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Retail e-commerce sales: FortNine generates revenue through direct retail sales of powersports equipment and accessories to Canadian consumers. Customers purchase products through the online storefront with transactions occurring at point of sale. Revenue is one-time, transaction-based with no recurring subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
FortNine product offering
Product offeringCore offering
FortNine is a Canadian direct-to-consumer e-commerce retailer that sells powersports gear, parts, tires, and accessories across motorcycle, dirt bike/motocross, ATV, UTV/side-by-side, snowmobile, and mountain bike categories, plus casual apparel, OEM parts via its Motos Illimitées portal, gift cards, and extended warranty plans. The company is an authorized dealer of major brands and fulfills orders from Canadian warehouses with free shipping on orders over $49 to Canadian customers only.
Product overview
FortNine is a Canadian e-commerce platform for powersports equipment offering a comprehensive multi-category portfolio. The platform operates as a unified online store featuring motorcycle gear and parts, dirt bike (motocross) gear, ATV/quad gear and parts, UTV/side-by-side gear, snowmobile gear, mountain bike (MTB) gear, and casual apparel. Additional services include an OEM parts portal by Motos Illimitées, gift cards, and extended warranty options. The company also expanded into marine supplies through the acquisition of Defender Industries in 2022. Products are fulfilled from Canadian warehouses with free shipping over $49.
Differentiator
Problem solved
Functional benefit
Products and services
- Motorcycle Gear and Parts Online retail category selling motorcycle helmets, jackets, gloves, boots, pants, communication systems, accessories, luggage, and tires, plus parts (body, brakes, electrical, engine, exhaust, fuel, seats, vehicle protection), targeted at Canadian street, touring, adventure, and racing motorcycle riders.
- Dirt Bike (Motocross) Gear Online retail category selling dirt bike and motocross helmets, jerseys, pants, gloves, boots, goggles, protection armor, accessories, and parts for off-road and motocross riders, including men's, women's, and kids' selections.
- ATV/Quad Gear and Parts Online retail category selling ATV/quad equipment including helmets, apparel, boots, suits, parts, winches, plows, wheels, tires, and accessories for all-terrain vehicle owners and riders.
- UTV/Side-by-Side Gear and Parts Online retail category selling UTV/side-by-side body components, windshields, winches, plows, storage, coolers, vehicle protection, accessories, parts, wheels, and tires for utility terrain vehicle owners.
- Snowmobile Gear Online retail category selling snowmobile helmets, jackets, pants/bibs, boots, parts, riding suits, goggles, gloves, balaclavas, layerwear, and accessories for snowmobile riders in Canada.
- Mountain Bike (MTB) Gear Online retail category selling mountain bike helmets, apparel, footwear, eyewear, protection, pedals, saddles, seat posts, suspension, drivetrain, wheels, components, tires, tubes, hydration systems, and accessories for mountain biking riders.
- Casual Apparel Online retail category selling non-riding casual clothing and lifestyle merchandise including shirts, hoodies, hats, pants, shorts, swimwear, socks, bags, wallets, sunglasses, shoes, sandals, fan gear, kids' apparel, and decals.
- OEM Parts by Motos Illimitées Online OEM parts lookup portal offering factory diagrams and exact-fit original equipment manufacturer components for specific motorcycle models, allowing self-maintaining riders to identify and order correct parts.
- Gift Cards Digital gift certificates redeemable on fortnine.ca, marketed for Canadian riders as a gifting option across the powersports catalog.
- Extended Warranties Extended warranty protection plans offered to customers at checkout to extend manufacturer coverage on purchased products.
- Defender Industries Marine Supplies Marine supplies retail business acquired by FortNine in February 2022, headquartered in Waterford, Connecticut, offering marine parts and accessories to boat owners. Operates as a wholly-owned subsidiary with its brand retained under FortNine's ownership.
Companies that use FortNine
Customer profileSegments6 records
Ideal customer profiles1 record
FortNine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
FortNine partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Defender IndustriesminorFortNine acquired Defender Industries, a U.S.-based marine supplies company and family-owned marine supply firm based in Waterford, Connecticut. The acquisition aims to expand FortNine's product offerings into the marine industry, leveraging Defender's strong market position. Defender aims to enhance its customer service and market reach under new ownership.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
FortNine competitors and assessment
Company assessmentDirect peers
- Defender Industries: US-based marine supplies retailer wholly owned by FortNine since 2022. Directly comparable as a niche online retailer with extensive parts/accessories catalog, but focused on the marine rather than powersports vertical.
- Chaparral Motorsports: Powersports retailer combining online and physical dealership channels for motorcycles, ATVs, UTVs, and snowmobiles. Comparable in multi-category breadth to FortNine, with a larger brand and US focus.
- Dennis Kirk: Long-established US powersports e-commerce and catalog retailer for motorcycles, ATVs, snowmobiles, and dirt bikes with extensive parts and accessories inventory comparable to FortNine's breadth.
- MotoSport: Online powersports retailer specializing in dirt bike, ATV, motorcycle, and snowmobile parts, gear, and accessories. Directly comparable assortment and customer base to FortNine's multi-powersports offering.
- Rocky Mountain ATV/MC: Large US powersports e-commerce retailer covering motorcycles, dirt bikes, ATVs, UTVs, and snowmobiles with a similar multi-category breadth to FortNine, including apparel, parts, and accessories.
- J&P Cycles: US-based online specialty retailer focused on V-twin and cruiser motorcycle parts, accessories, and gear. Comparable DTC e-commerce model with deep parts catalog, narrower vehicle focus than FortNine.
- RevZilla: US-based online specialty retailer of motorcycle gear, parts, and accessories with a strong content/media brand. Direct comparable to FortNine in product mix and DTC e-commerce model, though operating in the larger US market.
Broad incumbents
- AutoZone (Canada): Major aftermarket auto parts retailer with Canadian operations selling replacement parts, accessories, and maintenance items. Overlaps with FortNine on parts/accessories but oriented to automotive rather than powersports.
- Canadian Tire: Iconic Canadian mass-market retailer carrying motorcycle, ATV, and snowmobile accessories alongside automotive, sporting goods, and general merchandise. Competes with FortNine on convenience and trust but with much broader, non-specialized assortment.
Regional players
- Sport Chek: Canadian sporting goods retailer with multi-category apparel, footwear, and equipment assortment including cycling and outdoor gear. Regional comparable to FortNine's casual apparel and mountain bike categories, but broader sporting goods focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FortNine social profiles
Digital presenceFortNine financial estimates
Financial estimateRevenue estimate
Valuation estimate
FortNine leadership team
Management profileNumber of profiles
Profiles1 record
FortNine subsidiaries and ownership
Company hierarchySubsidiaries1 record
FortNine funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FortNine M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FortNine
What does FortNine do?
FortNine is a Canadian direct-to-consumer e-commerce retailer that sells powersports gear, parts, tires, and accessories across motorcycle, dirt bike/motocross, ATV, UTV/side-by-side, snowmobile, and mountain bike categories, plus casual apparel, OEM parts via its Motos Illimitées portal, gift cards, and extended warranty plans. The company is an authorized dealer of major brands and fulfills orders from Canadian warehouses with free shipping on orders over $49 to Canadian customers only.
Is FortNine a public or private company?
FortNine is a private company. It is classified as private equity controlled and is currently operating.
When was FortNine founded?
FortNine was founded in 2009. It employs 11 to 50 people.
Where is FortNine based?
FortNine is headquartered in Montreal, Canada, in the North America region.
How does FortNine make money?
One revenue line is on record: retail e-commerce sales.
Who are FortNine's main competitors?
Direct peers on record are Defender Industries, Chaparral Motorsports, Dennis Kirk, MotoSport, Rocky Mountain ATV/MC, J&P Cycles and RevZilla. Broad incumbents are AutoZone (Canada) and Canadian Tire. Sport Chek is listed as a regional player.
Does FortNine have an API?
No public API is recorded for FortNine.