Family Powersports

What Family Powersports does

Family Powersports is a privately held, multi-brand powersports dealership group headquartered in Lubbock, Texas, operating six physical locations across West Texas (Lubbock, Odessa, San Angelo, Midland) and Central Texas (Austin, San Antonio/Alamo). Founded in 1996 and employing 101-250 people, the business serves Texas-based outdoor, motorsport, and work-utility customers through a traditional dealership model augmented by an online inventory platform listing 2,321+ vehicles.

The company's revenue mechanics span five streams: new vehicle sales (motorcycles, ATVs, UTVs, side-by-sides, boats, watercraft, trailers, mowers from 20+ OEM brands), certified pre-owned vehicle sales, service and repairs performed at certified service centers, OEM-certified parts and accessories, and in-house plus OEM-captive financing. Authorized dealer relationships with Polaris, Can-Am, Indian Motorcycle, Sea-Doo, Malibu Boats, Yamaha, Honda, Kawasaki, KTM, Husqvarna, CFMoto, Suzuki, Slingshot, and others underpin inventory access, financing programs, warranty work, and promotional offers. Vehicle pricing spans budget units starting around $8,777 up to premium wake boats near $199,999, with promotional financing at 0%-1.99% APR on select models.

The go-to-market is regional, field-driven sales through physical showrooms supported by online inventory browsing, OEM-driven marketing promotions, social media presence across all six locations, and a price match guarantee. Customers fall into four segments: powersports enthusiasts (primary), ranch and work utility buyers, water sports enthusiasts, and youth/beginner riders. Morris Baker is identified as CEO. No revenue, ownership structure, or external investors are disclosed in the source material.

Name

Family Powersports

Legal name

Family Powersports

Website

https://fpslubbock.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Family Powersports is a privately held, multi-brand Texas powersports dealership group operating six locations across West and Central Texas, selling new and pre-owned motorcycles, ATVs, UTVs, boats, and watercraft from 20+ OEM brands alongside service, parts, and financing for outdoor enthusiasts and work-utility buyers.

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

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industries

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK), Motorcycle & Powersports Finance (FSAKADAG)

Keywords

• Powersports dealership
• Motorcycle sales
• ATV UTV sales
• Boat watercraft sales
• Vehicle service center

Headquarters

HQ city

Lubbock

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Primary revenue stream from selling new powersports vehicles including motorcycles, ATVs, UTVs, side-by-sides, boats, watercraft, trailers, and mowers from multiple OEM brands.
2. Pre-Owned Vehicle Sales: Certified pre-owned stock with inspected and maintained vehicles sold at competitive prices.
3. Service and Repairs: Fully stocked and certified service centers performing tire replacement, oil changes, brake service, electrical diagnostics, and equipment-specific maintenance tasks.
4. Parts and Accessories: OEM-certified parts and accessories for majority of vehicle models carried, with ability to source additional items quickly.
5. Financing Services: Personalized payment structures and financing options working with manufacturers to supply unique promotions and rebates on select vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Family Powersports is a Texas-based multi-location dealership network that sells new and certified pre-owned motorcycles, ATVs, UTVs/side-by-sides, boats, personal watercraft, trailers, and mowers from 20+ OEM brands. The company complements vehicle sales with certified service and repair, OEM parts and accessories, and consumer financing through manufacturer partnerships across six Texas locations.

Product overview

Family PowerSports is a Texas-based powersports dealership network operating 6 locations across the state (Lubbock, Midland, Odessa, San Angelo, Austin, and San Antonio/Alamo). The company sells new, pre-owned, and certified pre-owned powersports vehicles as a multi-brand dealer offering motorcycles, ATVs, UTVs/Side-by-Sides, boats, watercraft, trailers, and mowers from brands including Polaris, Can-Am, Kawasaki, Suzuki, Yamaha, Honda, Indian Motorcycle, Sea-Doo, Malibu, Axis, CFMoto, KTM, Husqvarna, and Slingshot. The business also provides service/maintenance, parts/accessories, and financing services. The product portfolio consists of multiple branded product lines rather than a unified software platform—the vehicles and equipment are the core offerings, with complementary services in maintenance and financing.

Differentiator

Problem solved

Functional benefit

Products and services

• New Vehicle Sales Sale of new motorcycles, ATVs, UTVs/side-by-sides, boats, watercraft, trailers, and mowers from 20+ OEM brands at six Texas showrooms, with access to manufacturer-backed financing and promotional rebates.
• Certified Pre-Owned Vehicle Sales Sale of inspected and maintained pre-owned motorcycles, ATVs, UTVs, boats, and watercraft at competitive pricing with thorough inspections and essential maintenance completed before sale.
• Service and Repairs Certified service center operations performing tire replacement, oil changes, brake service, electrical diagnostics, and equipment-specific maintenance tasks for all vehicle makes and models sold.
• Parts and Accessories OEM-certified parts and accessories stock covering the majority of vehicle models carried, with the ability to source additional items quickly through manufacturer relationships.
• Financing Services Personalized payment structures and consumer financing options offered in partnership with OEM captive finance providers, including promotional APR rates, rebates up to $5,000, trade-in credits up to $3,000, and fleet programs up to $1,750 per vehicle.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core.

• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer offering full lineup including RANGER, RZR, GENERAL, Sportsman, and Slingshot vehicles. Access to promotional financing rates (0.99%-3.99% APR), customer cash rebates up to $4,000, trade-in credits up to $3,000, and fleet programs up to $1,750/vehicle.
• Indian MotorcyclecoreChannel Partner/ Reseller/ DistributorAuthorized Indian Motorcycle dealer offering Chieftain, Roadmaster, Challenger, and Scout models. Promotional offers including trade-in credits up to $2,000, customer cash up to $1,500, and financing from 1.99% APR.
• Sea-DoocoreChannel Partner/ Reseller/ DistributorAuthorized Sea-Doo dealer for personal watercraft including Spark, GTX, RXP, and RXT models. Regular promotional offers and rebates available through manufacturer programs.
• Malibu BoatscoreChannel Partner/ Reseller/ DistributorAuthorized Malibu dealer for wake and ski boats including Wakesetter, M-Series, and Malibu Response models. Premium boat sales with extensive customization options.
• Can-AmcoreChannel Partner/ Reseller/ DistributorAuthorized Can-Am dealer offering On-Road (Ryker, Spyder) and Off-Road (Defender, Maverick, Outlander) vehicles. Full range of ATV, side-by-side, and three-wheeled vehicles.
• KawasakicoreChannel Partner/ Reseller/ DistributorAuthorized Kawasaki dealer for motorcycles, ATVs, UTVs (Mule, Teryx), and personal watercraft (Jet Ski). Complete Kawasaki powersports lineup.
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer for motorcycles, ATVs, UTVs (Wolverine, Viking), boats (SX, FX, GP series), and watercraft. Regular promotional offers available.
• CFMotocoreChannel Partner/ Reseller/ DistributorAuthorized CFMoto dealer for UTVs, ATVs, and motorcycles including CFORCE, UFORCE, and ZFORCE lines. Budget-friendly alternatives with promotional pricing.
• HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda dealer for motorcycles, ATVs, UTVs (Pioneer, Talon), and watercraft. Full Honda Powersports product line.
• KTMcoreChannel Partner/ Reseller/ DistributorAuthorized KTM dealer for sport motorcycles including Duke, RC, and Adventure series. High-performance motorcycles and off-road bikes.
• HusqvarnacoreChannel Partner/ Reseller/ DistributorAuthorized Husqvarna dealer for street and off-road motorcycles including Nuda, Vitpilen, and enduro models.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• American Powersports: Multi-brand powersports dealer group operating in Colorado and surrounding states. Similar full-line multi-OEM retail model with new/pre-owned vehicles, service, parts, and financing; comparable store-level economics to Family Powersports.
• MarineMax: Public, U.S.'s largest recreational boat and yacht retailer with multi-brand dealerships nationwide. Comparable in the marine/boat retail segment of Family Powersports' product mix (Malibu, Axis, Sea-Doo), with a similar large-inventory, full-service dealership model and F&I attach.
• Revzilla (Cycle Gear): Leading online and retail powersports gear, parts, and accessories merchant. Comparable in the powersports parts/accessories retail category, though operating with a more national, digital-first model rather than a Texas dealer footprint.
• RumbleOn: Online and omnichannel powersports retailer that also operates a growing network of brick-and-mortar dealerships across multiple states. Comparable in product mix (motorcycles, ATVs, UTVs, boats) and multi-brand retail model, with additional emphasis on a national digital marketplace layer.
• OneWater Marine: Public multi-brand boat and marine retailer with dozens of locations across the U.S. Comparable in the boat/watercraft side of the business, with similar product mix including premium wake boats, pontoons, and outboard-powered craft.
• RideNow Powersports: One of the largest multi-brand powersports dealer groups in the U.S. with locations across multiple states. Most directly comparable peer — operates a similar multi-OEM retail model (motorcycles, ATVs, UTVs, watercraft), multi-location footprint, and service/parts/financing revenue mix.

Broad incumbents

• Polaris Inc. Public manufacturer of Polaris off-road vehicles, Indian Motorcycle, Slingshot, and other powersports brands. Family Powersports is a major authorized dealer of Polaris products, and Polaris's brand strategy, dealer-network decisions, and product roadmap directly shape the group's economics.
• Yamaha Motor USA: U.S. arm of Yamaha Motor, manufacturer of motorcycles, ATVs, UTVs, WaveRunners, and marine products. Comparable as a key OEM supplier whose franchise terms, inventory allocation, and promotional financing shape dealer economics.
• Honda Powersports USA: U.S. powersports division of American Honda, manufacturer of motorcycles, ATVs, UTVs (Pioneer, Talon), and marine products. Family Powersports is an authorized Honda dealer, and Honda's dealer network standards and product strategy are directly relevant comparables.
• Bass Pro Shops / Cabela's: Large U.S. outdoor recreation retailer selling fishing, hunting, boating, and powersports gear. Overlaps with Family Powersports' customer base (outdoor recreation, fishing, boating) and the boat/watercraft category, though operates a broader outdoor retail model rather than dedicated powersports dealerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FamilyPowersprt
• Facebookfacebook.com/familypowersportslubbock
• LinkedInlinkedin.com/company/family-powersports-lubbock

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Family Powersports