Carl's Cycle Sales

What Carl's Cycle Sales does

Carl's Cycle Sales is a family-owned powersports dealership founded in 1966 and headquartered at a single retail showroom at 5550 West State Street in Boise, Idaho. The company self-identifies as Idaho's largest powersports dealership and operates as an authorized dealer for ten major OEM brands across the powersports and adjacent outdoor equipment categories, including Polaris, Honda, Kawasaki, KTM, GASGAS, Husqvarna, Suzuki, Yeti, MTN Top/Timbersled, and STACYC. Its core offering spans motorcycles, ATVs, side-by-side UTVs, dirt bikes, snowmobiles, snow bikes, personal watercraft, electric bicycles, scooters, trailers, and Honda power equipment, sold both new and pre-owned, alongside OEM parts, apparel, custom builds, and demo units.

The business operates a multi-channel retail model in which the physical Boise showroom serves as the primary sales and fulfillment point, supplemented by an owned e-commerce storefront on carlscycle.com (covering parts, accessories, apparel, and the proprietary Carl's Performance Products line), an eBay marketplace store, and presence on Facebook, Instagram, YouTube, and Twitter. Customer acquisition is supported by manufacturer co-marketing, demo ride events (e.g., Suzuki Street Bike Demo Ride), and the Polaris Ride Ready Service scheduling portal. Revenue is generated through one-time vehicle and parts sales, branded apparel and merchandise, vehicle service and suspension tuning, and financing arrangements including first-time buyer programs and promotional rates as low as 2.95% for 36 months on select models.

The company's revenue mix is diversified across new vehicle sales, pre-owned vehicle sales, parts and accessories, apparel, service, and financing, reducing dependency on any single income stream. It also earns margin on a proprietary branded product line — the Carl's Big Bore 900 Kit and Carl's Torsion Tri-Roller Clutch Kit — that repackages Carl's Cycle as a small aftermarket brand rather than a pure OEM reseller. The company is privately held, family-controlled, has no external investors, and operates exclusively in the Northwest United States with no disclosed additional retail locations.

Name

Carl's Cycle Sales

Legal name

Carl's Cycle Sales

Website

https://carlscycle.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Carl's Cycle Sales is a family-owned powersports dealership in Boise, Idaho, founded in 1966, selling new and pre-owned motorcycles, ATVs, UTVs, snowmobiles, e-bikes, and watercraft from major OEM brands, supported by parts, service, financing, and a proprietary aftermarket product line.

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYCRAMABAN

Motorsports & Powersports Gear & Accessories Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAMAHAE

E-Bike Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

Keywords

• Powersports vehicles
• Motorcycle dealership
• ATV and UTV sales
• Off-road vehicles
• Powersports service

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sales of new powersports vehicles including motorcycles, ATVs, UTVs, side x sides, snowmobiles, jet skis, and electric bicycles from multiple manufacturer brands
2. Pre-Owned Vehicle Sales: Sales of used powersports vehicles
3. Parts and Accessories: OEM parts, aftermarket parts, and accessories sold through e-commerce and in-store
4. Apparel and Merchandise: Riding apparel, casual wear, and Carl's Cycle branded merchandise
5. Service and Maintenance: Vehicle service, suspension tuning, and maintenance services
6. Financing: Vehicle financing options including first-time buyer programs and promotional financing rates

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Carl's Cycle Sales is a family-owned powersports dealership that retails new and pre-owned motorcycles, ATVs, UTVs/side x sides, snowmobiles, personal watercraft, electric bicycles, scooters, snow bikes, trailers, and power equipment from major manufacturers. It complements vehicle sales with OEM parts, aftermarket and Carl's-branded performance products, riding apparel, in-house financing, custom builds, demo units, and full service/maintenance including suspension tuning.

Product overview

Carl's Cycle Sales is Idaho's largest powersports dealership, family-owned since 1966, offering a comprehensive portfolio of new and pre-owned powersports vehicles. The core offering consists of vehicle categories including ATVs, dirt bikes, electric bikes, side x sides (UTVs), snowmobiles, street bikes, personal watercraft (PWCs), snowbikes, scooters, trailers, and power equipment from manufacturer brands (Polaris, Honda, Kawasaki, KTM, GASGAS, Husqvarna, Suzuki, Yeti, STACYC, MTN Top). The business complements its vehicle sales with Carl's-branded performance products (Big Bore 900 Kit, Torsion Tri-Roller Clutch Kit), OEM parts, apparel, custom builds, demo units, and financing/maintenance services. The company operates both a physical dealership in Boise, ID and an online e-commerce store.

Differentiator

Problem solved

Functional benefit

Brands

• Carl's Performance: Performance products and parts line
• Carl's Big Bore 900 Kit
• Carl's Torsion Tri-Roller Clutch Kit

Products and services

• ATV (All-Terrain Vehicles) All-terrain vehicles from brands including Polaris, Kawasaki, Honda, and KTM, ranging from recreation to utility models, sold to individual consumers for off-road and utility use.
• Dirt Bikes Off-road motorcycles from GASGAS, Husqvarna, KTM, Kawasaki, and Honda for motocross, enduro, and trail riding, sold to individual off-road riding enthusiasts.
• Electric Bikes (E-Bikes) Electric bicycles from GASGAS, Husqvarna, and STACYC, including MXC and Enduro models for various skill levels, sold to consumers seeking electric-powered off-road and recreational bikes.
• Side x Side (UTV) Utility Terrain Vehicles including Polaris RZR, Polaris Ranger, Kawasaki Mule, Kawasaki Teryx, Kawasaki Ridge, Honda Pioneer, and Honda Talon models, sold to consumers for recreation and utility work.
• Snowmobile Snowmobiles from Polaris and Timbersled (MTN Top) for trail riding and mountain snow biking, sold to individual winter recreation enthusiasts.
• Street Bikes Motorcycles for street use from Suzuki, Kawasaki, Honda, and KTM including sport, cruiser, and touring models, sold to consumer riders.
• PWC (Personal Watercraft/Jet Ski) Personal watercraft from Kawasaki including STX and ST models, often sold as packages with trailers, for consumer recreational use on water.
• Snowbike Snow bike conversion kits from Timbersled/MTN Top and Yeti for converting dirt bikes to snow use, sold to off-road and winter recreation riders.
• Scooter Motorized scooters for urban transportation, sold to consumer riders.
• Trailer Vehicle trailers for transporting powersports equipment, sold to consumers who need to haul their purchased vehicles.
• Power Equipment Honda power equipment including residential generators, lawn mowers, snowthrowers, and tillers, sold to residential consumers.
• Carl's Big Bore 900 Kit Aftermarket engine kit for increasing displacement, sold as a Carl's Cycle Sales branded performance product to powersports vehicle owners.
• Carl's Torsion Tri-Roller Clutch Kit Aftermarket clutch kit for improved power delivery, sold as a Carl's Cycle Sales branded performance product to powersports riders.
• Carl's Performance Products House brand of aftermarket performance parts and accessories for powersports vehicles, sold to consumers through the e-commerce storefront.
• OEM Parts Original equipment manufacturer replacement parts for all supported brands with online parts finder, sold to vehicle owners needing factory replacement components.
• Apparel and Casual Wear Riding apparel and Carl's Cycle Sales branded casual clothing including 60th anniversary collection, sold to consumers through e-commerce.
• Custom Builds Custom vehicle builds built to customer specifications, sold to consumers seeking personalized powersports configurations.
• Demo Units Demo and demonstrator vehicles available for purchase at reduced prices, sold to consumers seeking discounted near-new units.
• Financing Services Financing options for vehicle purchases including first-time buyer programs, offered to consumers at the point of sale.
• Service and Maintenance Polaris service, suspension tuning, and general maintenance for powersports vehicles, delivered to vehicle owners through the Boise service department.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• GASGAScoreChannel Partner/ Reseller/ DistributorAuthorized dealer for GASGAS motorcycles and electric bicycles in the Northwest region
• HondacoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Honda motorcycles, side x sides, and power equipment
• HusqvarnacoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Husqvarna motorcycles and e-bicycles
• KawasakicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Kawasaki motorcycles, ATVs, UTVs, and personal watercraft
• KTMcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for KTM motorcycles in the Northwest
• PolariscoreChannel Partner/ Reseller/ DistributorPremier authorized dealer for Polaris off-road vehicles, snowmobiles, and utility vehicles
• SuzukicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Suzuki motorcycles and ATVs
• YeticoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Yeti powersports vehicles
• MTN TopcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for MTN Top products including Timbersled snow bikes
• STACYCminorChannel Partner/ Reseller/ DistributorAuthorized dealer for STACYC electric bicycles for kids
• Polaris Ride Ready ServiceminorChannel Partner/ Reseller/ DistributorOnline service scheduling portal for Polaris vehicles through Ride Ready platform

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RideNow Powersports: One of the largest multi-brand powersports dealer groups in the United States, operating multiple authorized dealerships across multiple states for Honda, Polaris, Yamaha, Kawasaki, and other OEMs. Directly comparable to Carl's as a multi-OEM authorized dealer with full sales, parts, service, and financing.
• Reno's Powersports: Mid-size powersports dealership operating multiple locations with authorization for major brands. Comparable to Carl's as a multi-brand powersports dealer offering new/pre-owned vehicles, parts, service, and apparel with an e-commerce channel.
• Woody's Powersports: Regional multi-brand powersports dealership offering new and pre-owned vehicles, parts, service, and apparel. Comparable to Carl's as a traditional authorized dealer with multi-OEM coverage and full-service retail operations.
• Marietta Power Sports: Single-location multi-brand powersports dealership in the Southeast US, authorized for major OEMs. Most directly comparable to Carl's as a single-showroom dealership with comparable breadth of vehicle categories and full-service operations.

Broad incumbents

• Cycle Gear: Largest specialty retailer of motorcycle parts, accessories, and apparel in the US, with a national chain of stores and e-commerce. Comparable to Carl's in the parts, accessories, and apparel revenue stream, though Cycle Gear does not sell new vehicles.
• RevZilla: Major online motorcycle and powersports apparel, parts, and accessories retailer with a flagship retail store. Comparable to Carl's e-commerce parts and apparel business, with broader national reach and a pure-play digital model.
• J&P Cycles: Large motorcycle and powersports parts, accessories, and apparel retailer with a major catalog and e-commerce presence. Comparable to Carl's as a competitor in the parts and accessories aftermarket segment, with much broader national reach.
• Polaris: Manufacturer of powersports vehicles (RZR, Ranger, snowmobiles, Indian Motorcycle). Comparable to Carl's as a key OEM/partner, and as a stakeholder in dealer program economics, allocation, and franchise continuity.
• American Honda Motor Company: US arm of Honda's powersports division, manufacturer of motorcycles, ATVs, side-by-sides, and power equipment. Comparable to Carl's as a major OEM partner whose product allocation and franchise terms directly affect dealership economics.

Others

• Dealer Spike: Digital marketing and website platform provider specifically serving powersports, RV, and marine dealerships. Comparable to Carl's as an ecosystem enabler providing the e-commerce and lead-generation infrastructure the dealership relies on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/carlscycle
• YouTubeyoutube.com/user/CarlsCycle
• Facebookfacebook.com/carlscyclesales
• Instagraminstagram.com/carls_cycle_sales

Revenue estimate

Valuation estimate

Number of profiles

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 Carl's Cycle Sales