Fox Powersports
- Company typePrivate
- Founded2011
- HeadquartersWyoming, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fox Powersports does
Fox Powersports is a privately-held, multi-location powersports vehicle dealership group headquartered in Wyoming, Michigan, operating six retail showrooms across West Michigan under distinct sub-brands: Fox Powersports Grand Rapids (Wyoming), Peacock (Baldwin), Lakeside (Mecosta), Grand Rapids H-D (Hudsonville), Nelson's Speed Shop (Greenville), and Fox Marine Lakeside (Mecosta). The company sells new and pre-owned ATVs, utility vehicles/side-by-sides, motorcycles and scooters, personal watercraft, snowmobiles, boats, trailers, and golf carts from 30+ manufacturers including Harley-Davidson, Can-Am, Sea-Doo, Polaris, Honda, Yamaha, Kawasaki, Ducati, Triumph, Indian Motorcycle, and Aprilia, with combined inventory of approximately 1,451 units (1,311 new, 140 pre-owned) across all locations.
The business operates a traditional direct-to-consumer retail model in which customers visit physical showrooms to browse inventory, take test rides, negotiate, and complete transactions, supported by an integrated digital layer powered by Dealer Spike that enables online inventory browsing, financing applications, and trade-in valuations across all locations. Unit pricing ranges from roughly $8,599 for entry-level personal watercraft (Sea-Doo Spark) to approximately $29,899 for premium UTVs (Can-Am Maverick X3 Turbo RR). Revenue is generated primarily through vehicle hardware sales, supplemented by transaction-based income from financing referral arrangements and trade-in appraisals; insurance quotes are offered through a Progressive partnership but are not the principal revenue driver. The company employs 51-100 staff, has been operating since 2011, and was expanded in 2012 via the acquisition of Grand Rapids Harley-Davidson to anchor its premium motorcycle franchise.
Fox Powersports firmographics
Firmographics- Name
- Fox Powersports
- Legal name
- Fox Powersports
- Website
- https://foxpowersports.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Fox Powersports industry classification
Industry- Product category
- Powersports Vehicle Dealership
- akta.pro primary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
Keywords
Where Fox Powersports is headquartered
LocationHeadquarters
- HQ city
- Wyoming
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Fox Powersports business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle Sales - New: Sale of new powersports vehicles including ATVs, UTVs, motorcycles, personal watercraft, snowmobiles, and boats from major manufacturers (Can-Am, Harley-Davidson, Sea-Doo, Polaris, Honda, Kawasaki, Yamaha, Suzuki, Ducati, Triumph, Aprilia, Indian Motorcycle, Ski-Doo, Arctic Cat, Segway Powersports, Vespa, Piaggio, KTM, Husqvarna, BMW, Moto Guzzi, Lynx, Big Dog, Tracker Boats).
- Vehicle Sales - Pre-owned: Sale of pre-owned/used powersports vehicles including 2025 and 2026 models with varying mileages. Inventory includes motorcycles, ATVs, UTVs, and personal watercraft.
- Financing Services: Partnership with financing providers to offer customer vehicle financing options, earning referral/sourcing fees.
- Trade-in Services: Vehicle trade-in evaluations allowing customers to offset purchase costs with value of their existing powersports vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level vehicles |
| Unit Pricing | Pay-as-you-go | Mid-range vehicles |
| Unit Pricing | Pay-as-you-go | Premium/High-performance vehicles |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Fox Powersports product offering
Product offeringCore offering
Fox Powersports is a multi-location powersports vehicle dealership in West Michigan that sells new and pre-owned ATVs, UTVs, motorcycles, personal watercraft, snowmobiles, boats, and trailers from 30+ major manufacturers. The company complements its retail sales with in-house financing, trade-in appraisals, scheduled test rides, and Progressive insurance quote partnerships across six physical showroom locations and an integrated online inventory platform.
Product overview
Fox Powersports is a multi-location powersports vehicle dealer operating in West Michigan, offering a diverse portfolio of new and pre-owned recreational vehicles across six dealership locations. The company operates as a single unified dealer network under the Fox Powersports brand, with specialized sub-location brands including Grand Rapids, Peacock, Hudsonville (Harley-Davidson), Lakeside, Nelson's Speed Shop, and Marine Lakeside. The product portfolio encompasses ATVs, utility vehicles (UTVs/side-by-sides), motorcycles and scooters, personal watercraft (Sea-Doo, Yamaha WaveRunners), snowmobiles, boats, trailers, and golf carts from major manufacturers including Can-Am, Harley-Davidson, Honda, Kawasaki, Polaris, Sea-Doo, Yamaha, Ducati, Triumph, Indian Motorcycle, Aprilia, Ski-Doo, and others. The dealer provides complementary services including financing, trade-in valuation, and test rides through its website and physical locations.
Differentiator
Problem solved
Functional benefit
Brands
- Fox Powersports Grand Rapids: Main powersports dealership location in Wyoming, MI offering motorcycles, ATVs, UTVs, and personal watercraft
- Fox Powersports Peacock
- Fox Powersports Lakeside
- Nelson's Speed Shop
- Fox Marine Lakeside
- Grand Rapids H-D
Products and services
- ATVs (All-Terrain Vehicles) Four-wheeled off-road vehicles for rugged terrain, available from Polaris Sportsman, Honda, Kawasaki, and Can-Am, sold to individual recreational and utility buyers.
- Utility Vehicles (UTVs/Side-by-Sides) Multi-passenger side-by-side off-road vehicles including Can-Am Maverick X3 series, Polaris RZR, and Honda Pioneer models, for recreational riders and utility/work users.
- Motorcycles & Scooters Street and off-road motorcycles from Harley-Davidson, Ducati, Indian Motorcycle, Triumph, Aprilia, Kawasaki, KTM, Honda, and other brands, offered to individual riders.
- Personal Watercraft (PWC) Jet skis and watercraft including Sea-Doo GTI/GTX/RXT-X/RXP-X/Wake/GTR/Spark and Yamaha WaveRunner models for individual recreational buyers.
- Snowmobiles Snow vehicles from Ski-Doo, Lynx, Arctic Cat, and other brands for winter off-road riding, sold to individual consumers.
- Boats & Pontoons Recreational boats including Tracker Boats and pontoon vessels for water recreation, sold through the Fox Marine Lakeside dealership location.
- Trailers ATV trailers, snowmobile trailers, cargo trailers, utility trailers, and boat trailers from Karavan, ShoreLand'r, and Triton brands.
- Golf Carts Electric golf carts for recreational use, offered to individual buyers.
- Pre-Owned Inventory Certified pre-owned and used powersports vehicles (motorcycles, ATVs, UTVs, personal watercraft) offered at reduced pricing across all Fox Powersports locations.
- Financing Services Vehicle financing options for powersports purchases, facilitated through the Dealer Spike financing integration with partner lenders.
- Trade-In Services Value-your-trade appraisal services allowing customers to offset purchase costs with the value of their existing powersports vehicles.
- Test Rides Scheduled test drive opportunities allowing customers to experience vehicles prior to purchase.
- Insurance Quote Services Insurance quote referrals for powersports vehicles (ATVs, motorcycles, PWCs) through Progressive Insurance, integrated into the Fox Powersports website.
Companies that use Fox Powersports
Customer profileSegments2 records
Ideal customer profiles2 records
Fox Powersports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Fox Powersports partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, major and minor.
- Can-Am (BRP)coreFox Powersports is an authorized dealer for Can-Am powersports vehicles including the Maverick X3 UTV line, selling new and pre-owned Can-Am inventory. The dealership offers financing options and test rides for Can-Am products.
- Sea-Doo (BRP)coreAuthorized Sea-Doo personal watercraft dealer with extensive inventory including GTI, GTX, RXT-X, RXP-X, Wake, GTR, and Spark models. The dealership offers full line of Sea-Doo watercraft and related accessories.
- Harley-DavidsoncoreFox Powersports operates a dedicated Harley-Davidson dealership (Grand Rapids H-D) in Hudsonville, MI, serving as an authorized Harley-Davidson retailer with dedicated showroom and inventory.
- PolariscoreAuthorized Polaris dealer offering RZR side-by-sides, Sportsman ATVs, and other Polaris powersports vehicles. Inventory includes both new and pre-owned Polaris units.
- HondamajorFox Powersports sells Honda powersports vehicles including Pioneer side-by-sides and other Honda ATV/UTV products.
- DucatimajorAuthorized Ducati motorcycle dealer with inventory including Desmo450 MX (motocross), Hypermotard 950 SP, and Monster Senna models.
- Indian MotorcyclemajorFox Powersports is an authorized Indian Motorcycle dealer offering Sport Scout and other Indian motorcycle models.
- TriumphmajorAuthorized Triumph dealer with inventory including TF 450-E enduro motorcycles.
- Ski-Doo (BRP)majorFox Powersports carries Ski-Doo snowmobiles as part of their BRP brand portfolio, serving winter powersports customers.
- KawasakimajorFox Powersports is an authorized Kawasaki dealer with inventory including KX motocross and cross-country motorcycles.
- Arctic CatmajorFox Powersports carries Arctic Cat powersports products including snowmobiles and side-by-sides.
- YamahamajorFox Powersports is an authorized Yamaha dealer offering WaveRunners, motorcycles, ATVs, and side-by-sides.
- SuzukimajorFox Powersports carries Suzuki motorcycles and powersports vehicles.
- Progressive InsuranceminorPartnership provides insurance quote options for powersports vehicles (ATVs, motorcycles, PWCs) directly through the Fox Powersports website. Progressive offers specialized coverage for powersports vehicles.
- Dealer SpikecoreFox Powersports uses Dealer Spike's dealership website platform for inventory management, customer interactions, financing integration, and online customer service tools. Powers the multi-location unified inventory system.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Fox Powersports competitors and assessment
Company assessmentDirect peers
- Power Lodge: Power Lodge is a multi-store Upper Midwest powersports retailer offering new and used units from Polaris, Yamaha, Honda, Ski-Doo, and other shared OEM brands with parts, service, and financing — directly comparable to Fox Powersports' footprint model.
- RideNow Powersports: RideNow is one of the largest multi-location powersports dealer groups in the U.S., operating dozens of showrooms across multiple states selling new and pre-owned motorcycles, UTVs, PWC, and snowmobiles from the same OEM portfolio Fox Powersports carries.
- Mid-State Motorsports: Mid-State Motorsports is a multi-brand powersports dealer operating multiple Central-Midwest showrooms offering the same OEM lineup (Can-Am, Polaris, Sea-Doo, Harley-Davidson) and full sales/service/parts/financing model.
- Destination Powersports: Destination Powersports is a multi-location Midwest powersports dealer carrying Can-Am, Sea-Doo, Ski-Doo, Polaris, and Yamaha with integrated financing and trade-in services — a directly comparable regional dealer group.
- RumbleOn: RumbleOn operates an online-first powersports marketplace and dealer network for buying, selling, and financing motorcycles, UTVs, and PWC — the most directly comparable competitor given overlapping product category, customer base, and integrated financing model.
- Lakeside Motorsports (independent): A multi-line independent powersports dealer in the Midwest offering ATVs, UTVs, motorcycles, snowmobiles, and PWC with the same manufacturer partnerships and full F&I capabilities as Fox Powersports.
Broad incumbents
- AutoNation: AutoNation is the largest U.S. automotive retailer with broad powersports-adjacent retail capability (used vehicles, F&I, trade-ins). It does not specialize in powersports but competes for share-of-wallet on recreational vehicle purchases and sets scale benchmarks for multi-store dealership economics.
- Lazydays Holdings: Lazydays is a publicly traded multi-location recreational vehicle (RV) dealer that operates a scaled dealership platform across multiple states; while focused on RVs rather than powersports, it shares the multi-location retail + F&I + service operating model and provides a benchmark for dealer-group economics and valuation.
Regional players
- Cycle Gear: Cycle Gear is a national motorcycle apparel, parts, and accessories retailer that complements — rather than competes with — Fox Powersports' vehicle sales, but overlaps on aftermarket and rider-services and serves the same recreational motorcyclist customer base across broader U.S. geographies.
Others
- BRP (Bombardier Recreational Products): BRP is the manufacturer of Can-Am, Sea-Doo, Ski-Doo, and Lynx — three of Fox Powersports' core OEM lines. While not a direct peer, BRP's dealer-program economics, allocation strategy, and franchise standards directly shape Fox Powersports' inventory availability, margin, and growth ceiling.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fox Powersports social profiles
Digital presenceFox Powersports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fox Powersports leadership team
Management profileNumber of profiles
Fox Powersports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fox Powersports 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 Fox Powersports
What does Fox Powersports do?
Fox Powersports is a multi-location powersports vehicle dealership in West Michigan that sells new and pre-owned ATVs, UTVs, motorcycles, personal watercraft, snowmobiles, boats, and trailers from 30+ major manufacturers. The company complements its retail sales with in-house financing, trade-in appraisals, scheduled test rides, and Progressive insurance quote partnerships across six physical showroom locations and an integrated online inventory platform.
Is Fox Powersports a public or private company?
Fox Powersports is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fox Powersports founded?
Fox Powersports was founded in 2011. It employs 51 to 100 people.
Where is Fox Powersports based?
Fox Powersports is headquartered in Wyoming, United States, in the North America region.
How does Fox Powersports make money?
Four revenue lines are on record. Vehicle Sales - New is the primary driver. The others are vehicle Sales - Pre-owned, financing Services and trade-in Services.
Who are Fox Powersports's main competitors?
Direct peers on record are Power Lodge, RideNow Powersports, Mid-State Motorsports, Destination Powersports, RumbleOn and Lakeside Motorsports (independent). Broad incumbents are AutoNation and Lazydays Holdings. Cycle Gear is listed as a regional player. BRP (Bombardier Recreational Products) is listed as an others.
Does Fox Powersports have an API?
No public API is recorded for Fox Powersports.
What industry is Fox Powersports in?
Fox Powersports's product category is Powersports Vehicle Dealership. Its primary akta.pro industry code is CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution.