What Babbitt's Online does

Babbitt's Online (legal entity: Babbitt's Sports Center) is a family-owned powersports retailer and OEM parts distributor founded in 1965 by Ed Babbitt Sr. in Muskegon, Michigan. The company sells new and used ATVs, dirt bikes, motorcycles, scooters, snowmobiles, UTVs/side-by-sides, personal watercraft, golf carts, trailers, and Honda generators, and operates what it describes as one of the largest OEM parts inventories in the United States across nine brands (Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, Textron Off-Road, and Yamaha). The platform pairs an interactive OEM parts microfiche/diagram lookup system with a multi-brand e-commerce storefront, brand-specific microsites (e.g., Arctic Cat Parts House, Honda Parts House), a dedicated iOS/Android parts-finder mobile app with in-store pickup, and a physical retail/service location at 3712 Airline Road, Muskegon, MI.

Revenue is generated through one-time sales of vehicles, OEM parts, and accessories/gear; professional service and rebuild fees (engine, clutch, gear case, shock, carburetor, fork, and electrical); transaction-fee revenue on vehicle financing (manufacturer programs, in-house finance via Zach Devrow, and Affirm monthly payments); and a smaller wholesale/dealer channel for other powersports businesses. The customer base is primarily individual enthusiasts and SMB buyers (2,000+ customers served per week), with a 4.5/5-star rating across 4,914+ reviews. The business is supported by a points-based loyalty program (Babbitt's Rewards), multi-channel marketing (blog, email, TikTok, Instagram, Facebook, X, boat shows), and a high-visibility motorsports sponsorship program (Team Babbitt's Monster Energy/Kawasaki/AmsOil racing team competing in Arenacross, GNCC, and Supercross), which has produced 7 Arenacross National Championships, 43 GNCC wins, and 38 Supercross/Motocross championships. The company employs 51-100 people, remains privately held, and has not disclosed any external funding rounds or institutional investment.

Name

Babbitt's Online

Legal name

Babbitt's Sports Center

Website

https://babbittsonline.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

Babbitt's Online (Babbitt's Sports Center) is a family-owned, multi-brand powersports retailer and OEM parts distributor founded in 1965 in Muskegon, Michigan, selling new/used vehicles, OEM parts for nine brands, accessories, service, and rebuilds to individual enthusiasts and SMB customers via e-commerce, mobile app, and a single physical retail location.

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

Keywords

• Powersports parts retail
• OEM parts distribution
• Powersports vehicle sales
• Motorcycle ATV dealer
• Powersports service repair

Headquarters

HQ city

Muskegon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and used powersports vehicles including ATVs, dirt bikes, motorcycles, snowmobiles, UTVs, watercraft (PWC), golf carts, scooters, and trailers. Supports custom ordering for Polaris vehicles and trade-in programs.
2. OEM Parts Sales: Sale of original equipment manufacturer parts for multiple powersports brands. One of the largest OEM parts dealers in the country. Parts sold individually or in sets.
3. OEM Accessories & Gear: Sale of brand-specific accessories and apparel including helmets, riding gear, casual wear, and vehicle accessories.
4. Service & Maintenance: Vehicle service and repair including scheduled maintenance, tire services, and rebuild center services for engines, clutches, gear cases, shocks, carburetors, forks, and electrical systems.
5. Rebuild Center Services: Factory-trained technicians providing engine rebuilds, clutch rebuilds, gear case rebuilds, shock rebuilds, carburetor rebuilds, fork rebuilds, and electrical testing services.
6. Financing Services: Vehicle financing through manufacturer programs, facilitated by in-house finance department. Also offers Affirm monthly payment option.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Babbitt's Online is a multi-brand powersports dealership operating an e-commerce storefront and a physical retail/service location in Muskegon, Michigan. The company sells OEM parts, accessories, and apparel for nine major brands (Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, Textron Off Road, Yamaha) alongside new and used powersports vehicles including ATVs, dirt bikes, motorcycles, snowmobiles, UTVs, watercraft, golf carts, trailers, and Honda generators. It complements retail with a service department, factory-trained rebuild center, vehicle financing, a trade-in program, and a branded OEM Parts Finder mobile app.

Product overview

Babbitt's Online operates as a comprehensive multi-brand powersports dealership and e-commerce platform offering OEM parts, accessories, vehicles, and services. The core product offering consists of OEM parts for nine major brands (Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, Textron Off Road, Yamaha) along with OEM accessories and branded apparel. The business combines an e-commerce platform with a physical retail location in Muskegon, Michigan, and supports its operations with a mobile app for parts ordering, a rebuild center for professional repairs, service department, and financing options. Additional offerings include STACYC electric balance bikes for children, Yamaha power products, custom Polaris ordering, and a Fantasy Supercross game.

Differentiator

Problem solved

Functional benefit

Products and services

• OEM Parts (Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, Textron Off Road, Yamaha) Comprehensive selection of Original Equipment Manufacturer parts for nine major powersports brands (Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, Textron Off Road, Yamaha), browsable through an interactive parts microfiche system keyed by manufacturer, vehicle type, and model year. Sold individually or in sets online and at the Muskegon parts counter.
• OEM Accessories & Gear Brand-specific OEM accessories and apparel for Arctic Cat, Honda, Kawasaki, KTM, Polaris, Star Motorcycle, Suzuki, and Yamaha, covering helmets, riding gear, casual wear, and vehicle accessories.
• New Powersports Vehicles New ATVs, dirt bikes, motorcycles, scooters, snowmobiles, UTVs/side-by-sides, watercraft/PWCs, golf carts, trailers, and Honda generators available for sale with custom ordering for Polaris vehicles and a trade-in/trade-up program.
• Used Powersports Vehicles Pre-owned powersports vehicles including used ATVs, motorcycles, scooters, snowmobiles, UTVs, and watercraft, sold with dealership-supported service.
• Oil & Chemicals Brand-specific lubricants, engine oils, fork oils, maintenance products, and fuel additives for Arctic Cat, Honda, Kawasaki, Polaris, Suzuki, and Yamaha vehicles.
• Rebuild Center Services Professional rebuild and testing services performed by factory-trained technicians, including engine rebuilds, clutch rebuilds, gear case rebuilds, shock rebuilds, carburetor rebuilds, fork rebuilds, and electrical testing.
• Service Department Skilled maintenance and repair services for all powersports vehicles, scheduled via phone, email, or online form, including dedicated Polaris RideReady service.
• Vehicle Financing Financing services for new ATVs, motorcycles, side-by-sides, snowmobiles, and watercrafts through manufacturer programs and an in-house finance department, with Affirm monthly payment option available.
• Babbitt's OEM Parts Finder App Free mobile application for iOS and Android that lets customers find and order OEM parts 24/7 with optional in-store pickup at the Muskegon dealership, plus a customer cam feature for user-generated content.
• Babbitt's Rewards Program Loyalty program awarding 1 point per $1 spent (2 points during promotions), 250 bonus points for new members, and 4% back in rewards on OEM parts, accessories, and gear, redeemable for savings on future purchases.
• STACYC Electric Balance Bikes Children's electric balance bikes including STACYC 12eDRIVE and STACYC Brushless 16eDRIVE models, sold as a starter youth-riding product.
• Yamaha Power Products Yamaha portable generators, power washers, and accessories available through the dedicated Yamaha Power Products catalog with special-order support.
• Honda Generators Honda portable generators including EU-series models, sold directly via the dedicated Honda Generator House microsite.
• Custom Polaris Ordering Custom order program that lets customers configure and build a Polaris vehicle with their chosen model, trim, color, and Polaris Engineered Accessories before delivery.
• Trade-In / Trade-Up Program Vehicle trade-in evaluation service where customers submit details about their current vehicle to receive a trade value assessment that can be applied to the purchase of a new or used vehicle.
• Dealer / Wholesale Parts Accounts Wholesale procurement program for other powersports dealerships and repair shops to purchase OEM parts in bulk at dealer pricing; accessed via a downloadable dealer application on the Babbitt's website.
• Kawasaki KX327 & KX327X 2-Stroke Motorcycles Kawasaki's all-new KX327 and KX327X 2-stroke motorcycles, sold through Babbitt's as part of its new-vehicle Kawasaki lineup marking Kawasaki's return to the full-size 2-stroke market.
• Tire Specials Promotional Dunlop tire offerings with seasonal promotions and manufacturer rebates coordinated by Babbitt's tire-specials contact.

Quantifiable outcome

• 4.5 out of 5 stars rating based on 4,914+ customer reviews
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Monster EnergyflagshipGTM or Marketing PartnerTitle sponsor of Team Babbitt's racing team. Provides funding and brand backing for Arenacross and GNCC racing efforts. Represents the primary team sponsorship identity alongside Kawasaki.
• KawasakiflagshipStrategic or Co-development PartnerPrimary motorcycle manufacturer partner for Team Babbitt's. Team competes on Kawasaki KX motorcycles. Factory support for racing team. Partnership in place for 8+ years. Riders include Grant Baylor (XC-1), Lyndon Snodgrass (XC-1/XC-2), Nick Defeo (NE Pro 2), Joseph Cunningham (NE Pro 2).
• Fly RacingcoreGTM or Marketing PartnerProvides racing gear, helmets, goggles, gloves, and gear bags for Team Babbitt's riders.
• BelraycoreGTM or Marketing PartnerLubrication technology partner providing oils and chemicals for Team Babbitt's race bikes.
• IMScoreGTM or Marketing PartnerOff-road aftermarket accessories partner providing parts for Team Babbitt's race vehicles.
• Dunlop TirescoreGTM or Marketing PartnerOfficial tire supplier for Team Babbitt's. Provides motocross and off-road tires for racing.
• WisecocoreGTM or Marketing PartnerProvides high-performance pistons for Team Babbitt's Kawasaki race bikes.
• Pro CircuitcoreGTM or Marketing PartnerExhaust and performance parts partner for Team Babbitt's racing team.
• DP BrakesminorGTM or Marketing PartnerBrake components supplier for Team Babbitt's race vehicles.
• D.I.D Racing ChaincoreGTM or Marketing PartnerDrive chain supplier. Provides 520V professional series O-ring chains with SDH technology for Team Babbitt's.
• RenthalcoreGTM or Marketing PartnerSprocket and handlebar supplier for Team Babbitt's race bikes.
• AcerbisminorGTM or Marketing PartnerTechnical clothing and accessories partner for Team Babbitt's.
• VP Racing FuelsminorGTM or Marketing PartnerFuel supplier for Team Babbitt's racing operations.
• P3 CarbonminorGTM or Marketing PartnerCarbon composite protection parts supplier for Team Babbitt's.
• Motion ProminorGTM or Marketing PartnerCables, tools, and controls supplier for Team Babbitt's motorcycles.
• G2 ErgonomicsminorGTM or Marketing PartnerRider performance and safety products supplier.
• EKS BrandminorGTM or Marketing PartnerGoggles, lenses, and accessories partner with 40+ years experience.
• HinsoncoreGTM or Marketing PartnerClutch components supplier providing performance clutches for Team Babbitt's sport bikes and ATVs.
• XTRIGminorGTM or Marketing PartnerTriple clamp supplier for Team Babbitt's race bikes.
• Twin AircoreGTM or Marketing PartnerAir filter supplier. Inventors of laminated dual-foam air filter technology. Provides filtration for Team Babbitt's race bikes.
• Technical Touch USAminorGTM or Marketing PartnerKYB suspension parts supplier for Team Babbitt's.
• AmsOilcoreGTM or Marketing PartnerSynthetic lubricant partner for Team Babbitt's AX team (noted in team description as Team Babbitt's Monster Energy/Kawasaki/AmsOil AX Team).
• Rock River ArmsminorGTM or Marketing PartnerFirearms manufacturer listed as sponsor on Team Babbitt's page.
• AlpinestarsminorGTM or Marketing PartnerProfessional racing products and motorcycling protection gear supplier.
• AthenaminorGTM or Marketing PartnerAftermarket parts supplier for motorcycles and ATVs.
• Throttle SyndicateminorGTM or Marketing PartnerOfficial graphic sponsor providing decals, seat covers, and graphic kits for Team Babbitt's.
• Slick ProductsminorGTM or Marketing PartnerCleaning products supplier for Team Babbitt's maintenance needs.
• Antigravity BatteriesminorGTM or Marketing PartnerLithium-ion battery products supplier for motorsports vehicles.
• Maxxis TirescoreGTM or Marketing PartnerTire supplier mentioned in conjunction with SGB Racing and Team Babbitt's Supercross sponsorship.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Tucker Rocky / Biker's Choice: Major wholesale distributor of powersports parts, accessories, tires, and apparel to dealers nationwide. Adjacent comparability through shared dealer/wholesale channel and multi-brand parts distribution.
• Polaris Inc. OEM manufacturer of Polaris powersports vehicles (ATVs, UTVs, snowmobiles, motorcycles, Slingshot). Babbitt's is a Polaris dealer with a custom-order program; comparable through shared product ecosystem and brand-driven demand generation.
• Cycle Gear: National brick-and-mortar and online powersports apparel, gear, and accessories chain under Comoto Holdings. Overlaps with Babbitt's OEM accessories/gear category but skews more toward apparel and rider gear than OEM parts and vehicle sales.
• Parts Unlimited / Drag Specialties: Largest U.S. powersports aftermarket distributor supplying dealers and shops with parts, accessories, and apparel from many brands. Comparable to Babbitt's wholesale dealer account program and aftermarket breadth, but operates at distributor scale rather than retail.

Direct peers

• RevZilla (Comoto Holdings): Leading online motorcycle and powersports gear, parts, and accessories retailer (part of Comoto Holdings, which also owns Cycle Gear). Comparable to Babbitt's OEM accessories and gear category with strong digital brand and content marketing.
• Rocky Mountain ATV/MC: One of the largest online multi-brand powersports parts, gear, and accessories retailers in the U.S. Highly comparable to Babbitt's e-commerce + multi-brand OEM parts catalog model, though it operates primarily online/warehouse rather than with a flagship physical dealership.
• Dennis Kirk: Long-standing multi-brand powersports aftermarket parts, accessories, and riding gear retailer combining online, catalog, and retail channels. Directly comparable OEM-agnostic parts + gear offering and target customer (powersports enthusiasts).
• MotoSport: Online-first powersports parts, accessories, and gear retailer covering dirt bike, ATV, UTV, motorcycle, and snowmobile categories. Closely mirrors Babbitt's brand-agnostic parts/gear e-commerce positioning.
• Leeson's Honda / Leeson's Motorsports: Multi-brand powersports dealership (Indian Motorcycle, Honda, Yamaha, Kawasaki, etc.) with parts, service, and finance. Operates a similar combination of multi-OEM parts, vehicle sales, and service offerings to Babbitt's.

Regional players

• Lone Star Power Sports: Texas-based multi-line powersports dealer offering new/used vehicles, parts, service, and financing across multiple OEMs. Operates the same dealership + multi-brand OEM model as Babbitt's, but in a different regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TeamBabbitts
• YouTubeyoutube.com/c/BabbittsSportsCenterMuskegon
• Facebookfacebook.com/babbittsonline
• Instagraminstagram.com/babbittsonline
• TikToktiktok.com/@babbittsonline

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 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 Babbitt's Online