Performance Machine
Performance Machine, Inc. is a privately held, family-founded (1970) U.S. manufacturer of premium aftermarket motorcycle wheels, brake systems, controls, and accessories sold through authorized dealers, major U.S. distributors, and international distributors, with a 2021-launched off-road division.
- Company typePrivate
- Founded1970
- HeadquartersLa Palma, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Performance Machine does
Performance Machine, Inc. (founded 1970 in Paramount, California by Perry Sands) is a privately held manufacturer of premium aftermarket motorcycle wheels, brake systems, hand and foot controls, and related accessories. The company's current headquarters and manufacturing facility is at 13861 Rosecrans Ave., Santa Fe Springs, CA, with a separate TUV-certified testing laboratory in La Palma, CA. Core manufacturing capability centers on CNC machining of aerospace-grade billet aluminum, forged billet wheel construction, and a proprietary fusion wheel process introduced in 1995. The portfolio includes custom wheels offered in proprietary Contrast Cut, Contrast Cut Platinum, Black Anodized, Gold Ops, and Black Ops finishes; complete brake systems including full floating rotors; the Contour line of hand and foot controls; air cleaners, motor covers, phatail kits, and replacement parts; and a sub-brand apparel line. Eleven named wheel designs, brake systems, forward controls, and phatail kits are individually TUV-certified for European street use, and the company tests to JASO standards in its in-house test department. The PM Off-Road division (launched 2021) extends the offering into ATV and UTV markets.
The business operates a multi-channel go-to-market model. Direct-to-consumer e-commerce via performancemachine.com handles U.S. retail orders, with international sales routed through ten third-party distributors covering Europe, Canada, New Zealand, and Japan. In the U.S., the company maintains an authorized dealer network served by a dedicated B2B portal (dealer.performancemachine.com) and routes significant volume through two major national distributors, Drag Specialties and Turn 14 Distribution. Channel pricing is governed by a Minimum Advertised Pricing policy (effective January 1, 2019) and warranty coverage includes a Lifetime Limited Chrome Warranty for PM and Xtreme Machine branded products sold after February 1, 2012. The company is part of a multi-brand group, marketed collectively as the Powerhouse Brands family, that also includes Burly Brand, Progressive Suspension, and Xtreme Machine.
Performance Machine firmographics
Firmographics- Name
- Performance Machine
- Legal name
- Performance Machine, Inc.
- Website
- https://performancemachine.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Performance Machine, Inc. is a privately held, family-founded (1970) U.S. manufacturer of premium aftermarket motorcycle wheels, brake systems, controls, and accessories sold through authorized dealers, major U.S. distributors, and international distributors, with a 2021-launched off-road division.
- Ownership category
- akta.pro rank
Performance Machine industry classification
Industry- Product category
- Aftermarket Motorcycle Parts
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Motor Vehicle Brake System Manufacturing (33634)
- SIC
- Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ)
- akta.pro secondary industry
- Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines) (IMACANAB)
Keywords
Where Performance Machine is headquartered
LocationHeadquarters
- HQ city
- La Palma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Performance Machine business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Motorcycle Parts Manufacturing: Performance Machine generates revenue through the manufacture and sale of aftermarket motorcycle parts including wheels, brake systems, controls, and accessories. Products are sold through dealer networks, distributors, and direct-to-consumer e-commerce.
- B2B Dealer Sales: Business-to-business sales through authorized dealer network with dedicated dealer portal for online ordering, order tracking, and account management. Dealers must apply and be approved to carry Performance Machine products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | MAP pricing policy for authorized dealers |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Performance Machine product offering
Product offeringCore offering
Performance Machine designs and manufactures premium aftermarket motorcycle wheels, complete brake systems, hand and foot controls, and related accessories using CNC machining and proprietary finishing techniques such as the trademarked Contrast Cut finish. All design, testing, and manufacturing is performed in-house at its Santa Fe Springs, California facility, with products sold through authorized dealers, distributors, and direct-to-consumer e-commerce. The company also operates a PM Off-Road division supplying ATV and UTV markets.
Product overview
Performance Machine is the leading manufacturer of premium aftermarket motorcycle parts, operating as a single unified product portfolio centered on custom wheels, brake systems, controls, and accessories. The core offering consists of Performance Machine (PM) branded wheels with proprietary Contrast Cut finishes, complete brake systems including CNC billet calipers and full floating rotors, and hand/foot control systems under the Contour product line. The product range extends to air cleaners, motor covers, Phatail kits, replacement parts, and branded apparel. The company also operates PM Off-Road (launched 2021) for off-road vehicles, and is grouped under Powerhouse Brands alongside Burly Brand, Progressive Suspension, and Xtreme Machine. All wheels undergo rigorous in-house testing to JASO and TUV standards, with specific designs (Hooligan, Wrath, Gasser, Riviera, Element, Heathen, Torque, Luxe, Revel, Virtue, Diesel) receiving TUV certification for European street use. The PM Edition program offers special warranty registration and exclusive merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Xtreme Machine: A brand under Performance Machine offering motorcycle custom parts, included in Lifetime Limited Chrome Warranty coverage.
- PM Off-Road
Products and services
- Custom Motorcycle Wheels Premium aftermarket motorcycle wheels available in Forged Billet construction with finishes including Contrast Cut, Contrast Cut Platinum, Black Anodized, Gold Ops, and Black Ops; TUV-certified wheel designs include Hooligan, Wrath, Gasser, Riviera, Element, Heathen, Torque, Luxe, Revel, Virtue, and Diesel, tested in-house for cornering, impact, torsion, and radial load.
- Brake Calipers High-performance brake calipers machined from aerospace-grade billet aluminum in-house using CNC processes, available in polished and chrome finishes, and TUV certified for street use.
- Brake Discs (Rotors) Full floating brake rotors and cast iron discs designed for superior stopping power, dyno-tested in-house, with matching discs available for TUV-certified wheel designs.
- Hand Controls Hand-operated motorcycle controls including grips, mirrors, and 3-button switch assemblies, part of the Contour product line designed for ergonomic performance and custom styling.
- Foot Controls Foot-operated motorcycle controls including forward controls, floorboards, and contour footpegs, part of the Contour product line for customized rider positioning.
- Air Cleaners Air intake filtration systems for motorcycles with available servo-assisted variants, shipped with installation sheets for proper fitment.
- Motor Covers Protective covers for motorcycle engines and motors designed to complement custom aesthetics while providing engine protection.
- Phatail Kit Custom tail section kits for motorcycle styling and personalization, TUV certified for street use in Europe.
- Replacement Parts Individual replacement components for Performance Machine products, including cam covers, transmission covers, fuel caps, pulleys, and rocker box covers.
- Hardware Miscellaneous hardware components for motorcycle installation and customization projects.
- Apparel Performance Machine branded apparel and merchandise, including the PM Dixxon Flannel offered to registered PM Edition warranty customers.
- PM Off-Road Division Performance Machine's off-road vehicle division launched in 2021, offering parts and accessories for ATVs and UTVs distributed through a separate website at pmoffroadusa.com.
Companies that use Performance Machine
Customer profileSegments3 records
Ideal customer profiles3 records
Performance Machine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Performance Machine partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Drag SpecialtiescoreDrag Specialties is a major U.S. distributor of Performance Machine products, enabling wide distribution of PM wheels, brakes, and accessories through their extensive dealer network.
- Turn 14 DistributioncoreTurn 14 Distribution is a major U.S. distributor for Performance Machine products, providing distribution services and online ordering capabilities for dealers.
- Custom Chrome Europe GmbHcoreInternational distributor for Performance Machine products covering European markets, enabling PM products to reach customers throughout Europe.
- Motorcycle Storehouse BVcoreInternational distributor based in the Netherlands serving European markets with Performance Machine products.
- Parts CanadacoreCanadian distributor for Performance Machine products, enabling PM brand presence in the Canadian market.
- Parts Europe GmbHcoreEuropean distributor for Performance Machine products serving customers throughout Europe.
- W & W Cycles AGcoreInternational distributor (Germany-based) for Performance Machine products serving European markets.
- Zodiac International B.V.coreNetherlands-based international distributor serving European markets with Performance Machine products.
- Parts World AGminorInternational distributor for Performance Machine products serving global markets.
- Performance Cycle WholesaleminorNew Zealand-based distributor serving the New Zealand and Pacific region markets.
- Rollie's Speed ShopminorInternational distributor for Performance Machine products.
- Suzuki & Associates LtdminorJapan-based international distributor (operating as Custom World Japan) serving the Japanese market with Performance Machine products.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Performance Machine competitors and assessment
Company assessmentEmerging players
- Rinehart Racing: Specialty manufacturer of performance exhausts and related components for Harley-Davidson touring and bagger models. Comparable premium aftermarket positioning in an adjacent product category serving overlapping dealer and end-customer segments.
Broad incumbents
- Drag Specialties: Major US wholesale distributor of V-twin aftermarket parts and private-label products. Functions as both a distribution partner and a competitive supplier, with overlapping customer base among Harley-Davidson dealers.
- Custom Chrome: Large distributor and brand house for V-twin aftermarket parts with a catalog spanning hundreds of suppliers. Functions both as a PM distribution partner and as a competing broader-line parts provider reaching many of the same dealers.
Direct peers
- Roland Sands Design: Founded by Roland Sands, son of Performance Machine founder Perry Sands, RSD designs and sells aftermarket motorcycle wheels, brakes, controls, and lifestyle apparel. Operates in the same Harley-Davidson/V-twin custom segment with overlapping product categories and channels.
- Küryakyn: Major manufacturer of aftermarket motorcycle accessories, controls, lighting, and wheels for V-twin, metric, and adventure bikes. Comparable in scale, dealer distribution model, and breadth of accessory catalog targeting the same custom bike buyer.
- Vance & Hines: Leading manufacturer of motorcycle performance exhausts, fuel management, and intake systems with growing wheel and accessory offerings. Targets the same Harley-Davidson performance and custom market through overlapping dealer and distributor networks.
- Burly Brand: Sibling brand under Powerhouse Brands offering motorcycle luggage, sissy bars, and lifestyle accessories. Sells through the same dealer network as PM and is bundled under the same family ownership umbrella with combined warranty coverage.
- Progressive Suspension: Sibling brand within the Powerhouse Brands family that manufactures premium motorcycle suspension products (shocks, fork springs). Comparable OEM-quality aftermarket positioning, dealer channel, and TUV testing rigor applied to a complementary product category.
- Arlen Ness: Iconic custom motorcycle parts and accessories manufacturer specializing in wheels, billet components, and exhaust systems for V-twin and Harley-Davidson bikes. Direct competitor in the premium custom aftermarket with overlapping dealer channel and TUV-style certifications.
- RC Components: Manufacturer of aftermarket motorcycle wheels and braking systems for V-twin, cruiser, and metric bike segments. Direct competitor in the custom wheel category with similar dealer-distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Performance Machine social profiles
Digital presencePerformance Machine compliance and trust
Trust signalCompliance2 records
Performance Machine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Performance Machine leadership team
Management profileNumber of profiles
Profiles1 record
Performance Machine subsidiaries and ownership
Company hierarchySubsidiaries4 records
Performance Machine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Performance Machine 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 Performance Machine
What does Performance Machine do?
Performance Machine designs and manufactures premium aftermarket motorcycle wheels, complete brake systems, hand and foot controls, and related accessories using CNC machining and proprietary finishing techniques such as the trademarked Contrast Cut finish. All design, testing, and manufacturing is performed in-house at its Santa Fe Springs, California facility, with products sold through authorized dealers, distributors, and direct-to-consumer e-commerce. The company also operates a PM Off-Road division supplying ATV and UTV markets.
Is Performance Machine a public or private company?
Performance Machine is a private company. It is classified as family owned and is currently operating.
When was Performance Machine founded?
Performance Machine was founded in 1970. It employs 101 to 250 people.
Where is Performance Machine based?
Performance Machine is headquartered in La Palma, United States, in the North America region.
How does Performance Machine make money?
Two revenue lines are on record. Motorcycle Parts Manufacturing is the primary driver. The others are B2B Dealer Sales.
Who are Performance Machine's main competitors?
Rinehart Racing is listed as an emerging player. Broad incumbents are Drag Specialties and Custom Chrome. Direct peers are Roland Sands Design, Küryakyn, Vance & Hines, Burly Brand, Progressive Suspension, Arlen Ness and RC Components.
Does Performance Machine have an API?
No public API is recorded for Performance Machine.
What industry is Performance Machine in?
Performance Machine's product category is Aftermarket Motorcycle Parts. Its primary akta.pro industry code is IMACAIAJ, Wheels & Rims Manufacturing (Steel/Alloy), with a secondary code of IMACANAB, Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines). Its NAICS code is 336991 and its SIC code is 3751.