Turner Motorsport
Turner Motorsport is a private, BMW-only e-commerce retailer founded in 1993, selling OEM, aftermarket, and in-house engineered performance parts across 4,000+ SKUs to enthusiasts, plus wholesale dealers and installers.
- Company typePrivate
- Founded1993
- HeadquartersAmesbury, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Turner Motorsport does
Turner Motorsport, founded in 1993 and headquartered in Amesbury, Massachusetts (with a returns/distribution presence at 1000 Seville Rd, Wadsworth, Ohio shared with sister-company ECS Tuning), is a privately-held specialty e-commerce retailer of BMW performance parts, maintenance components, and accessories. The company sells through turnermotorsport.com, supporting U.S. and international shipping via UPS, FedEx, and USPS, and accepts payments through Visa/Mastercard/Discover/Amex, PayPal, Apple Pay, Google Pay, wire transfer, and Affirm financing. Its catalog spans roughly 4,000 SKUs across 18 categories — brakes, cooling, drivetrain, engine parts, engine software, exhaust, exterior/body, intake, interior, lighting, maintenance, steering, suspension, tools, universal, and wheels — covering BMW chassis from the E30 through the G-series, plus MINI Cooper and Toyota Supra.
The core technology is a vehicle-fitment-aware e-commerce platform layered with in-house engineered performance parts branded as Turner Motorsport and 'Packaged by Turner' (intakes, exhausts, suspension components, engine upgrades, flywheels, cam followers, radiators, expansion tanks) developed by a dedicated team of performance-parts engineers. Turner also carries OEM Genuine BMW parts and third-party performance brands including Dinan, Brembo, Bilstein, Supersprint, H&R, Liqui-Moly, and APEX. The business is differentiated by a project-car content library (multiple generations of BMW M cars, i8, classic E30/E36/E46 M3s, MINI Cooper S), a Lifetime Replacement Program for qualifying parts purchased after June 1, 2023, and the Turner Rewards Points loyalty program.
The business model is primarily direct-to-consumer e-commerce (unit-pricing per product, free ground shipping on $49+ orders, promotional/clearance sales), supplemented by an application-based wholesale distribution program for dealers/installers (2–3 business day approval), an installer-locator network, and a TMS Racing motorsport division supporting BMW M Motorsport programs. Customer segments are individual BMW enthusiasts (primary), MINI and Toyota Supra owners (secondary), and wholesale dealers/installers. No revenue, funding, or ownership structure is publicly disclosed; the company appears to be founder/management-owned and operates with 51–100 employees.
Turner Motorsport firmographics
Firmographics- Name
- Turner Motorsport
- Legal name
- Turner Motorsport
- Website
- https://turnermotorsport.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Turner Motorsport is a private, BMW-only e-commerce retailer founded in 1993, selling OEM, aftermarket, and in-house engineered performance parts across 4,000+ SKUs to enthusiasts, plus wholesale dealers and installers.
- Ownership category
- akta.pro rank
Turner Motorsport industry classification
Industry- Product category
- Automotive Performance Parts
- NAICS
- Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Performance, racing & tuning parts distribution (CRAOANAH)
- akta.pro secondary industry
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)
Keywords
Where Turner Motorsport is headquartered
LocationHeadquarters
- HQ city
- Amesbury
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Turner Motorsport business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- BMW Parts and Accessories E-commerce: Direct-to-consumer sales of BMW performance parts, maintenance parts, and accessories through turnermotorsport.com. Products include brakes, cooling, engine parts, exhaust systems, suspension, wheels, and more across multiple BMW chassis platforms.
- Wholesale Distribution: Wholesale division dedicated to serving businesses interested in selling Turner Motorsport products. Operates through an application and approval process for wholesale distributors.
- Turner Rewards Points: Loyalty program where customers earn Turner Rewards Points from Lifetime Replacement returns that can be redeemed on future orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-product pricing with volume discounts and promotional sales |
| Other | Pay-as-you-go | Free shipping threshold for standard ground delivery |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Turner Motorsport product offering
Product offeringCore offering
Turner Motorsport is a specialty e-commerce retailer of BMW parts and accessories, selling OEM Genuine BMW parts, aftermarket components from premium brands (Brembo, Bilstein, H&R, Supersprint, Dinan, Liqui-Moly), and its own in-house engineered performance parts under the Turner Motorsport and Packaged by Turner brands. The company provides fitment-specific product selection across BMW chassis from E30 classics through modern G-series models, and operates a wholesale distribution program and installer locator network alongside its motor racing division (TMS Racing).
Product overview
Turner Motorsport operates as a specialty BMW parts e-commerce platform and racing organization founded in 1993. The core offering is the Turner Motorsport BMW Parts Catalog—a comprehensive online marketplace offering OEM, aftermarket, and proprietary Turner-engineered parts across 18 product categories (Brakes, Cooling, Drivetrain, Engine Parts, Engine Software, Exhaust, Exterior/Body, Intake, Interior, Lighting, Maintenance, Steering, Suspension, Tools, Wheels, and more). The portfolio is organized around three main brands: the flagship Turner Motorsport brand featuring in-house engineered performance parts like intakes, exhausts, and suspension components; Packaged by Turner for curated maintenance packages; and Genuine BMW for OEM replacement parts. Additional specialized offerings include brake systems (Brembo, ECS), suspension (Bilstein, KW, H&R, BC Racing), exhausts (Supersprint), and performance software/chips. The company also maintains a racing division (TMS Racing) with BMW motorsport partnerships, and backs purchases with a Lifetime Replacement Program for qualifying parts. The business serves both retail consumers and wholesale accounts through integrated e-commerce, shipping, and payment processing.
Differentiator
Problem solved
Functional benefit
Brands
- Packaged by Turner: In-house engineered parts catalog branded under Turner Motorsport's own label
Products and services
- Turner Motorsport BMW Parts Catalog (E-commerce Platform) Comprehensive e-commerce storefront offering OEM, aftermarket, and Turner-engineered parts for BMW vehicles spanning from classic E30 models to modern G-series platforms, with vehicle-specific fitment search across 18+ product categories.
- Turner Motorsport Brand Parts In-house engineered performance parts designed by Turner's team of performance parts engineers for BMW applications, including intakes, exhausts, suspension components, and engine upgrades.
- Packaged by Turner Curated maintenance and service part packages assembled by Turner Motorsport for easy ordering and installation, designed specifically for BMW performance applications.
- Genuine BMW OEM Parts Original equipment manufacturer parts sourced directly from BMW for replacement and maintenance needs, sold as part of the Turner Motorsport catalog.
- Performance Engine Software and Chips ECU tuning solutions and performance software for BMW engine optimization, including Shark Injector and other engine chip products designed to improve power and drivability.
- Lifetime Replacement Program Warranty program that allows customers to replace qualifying parts purchased after June 1, 2023 with new orders, earning Turner Rewards Points on returns, creating long-term customer loyalty.
- Wholesale Distribution Program Dedicated wholesale division for businesses interested in selling Turner Motorsport products, with a 2-3 business day application and approval process and direct contact via [email protected].
- TMS Racing Division Turner Motorsport's racing division competing in motorsport events including BMW M Motorsport programs, providing real-world validation and visibility for the company's performance parts.
Quantifiable outcome
- Parts catalog covering 4,000+ unique products across 18+ vehicle categories
Companies that use Turner Motorsport
Customer profileSegments3 records
Ideal customer profiles3 records
Turner Motorsport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature2 records
Turner Motorsport partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, core and moderate.
- ExtendminorPartnership for shipping protection service. When packages are lost, stolen, or damaged during shipping, customers may receive gift cards for product value plus shipping costs, or replacements. Coverage starts when package ships and ends upon delivery.
- AffirmminorFinancing partner offering monthly payment options for purchases. Customers can finance orders through Affirm's installment payment program with various term options.
- ECS TuningcorePrimary installer partner and related company. ECS Tuning operates from same location as Turner Motorsport (1000 Seville Rd, Wadsworth, OH 44281) and is listed as the primary Installer Locator partner. Shares integrated systems including customer accounts and marketing.
- Genuine BMWcoreSupplier of OEM BMW parts. Turner Motorsport stocks and sells Genuine BMW parts as part of their product catalog, providing customers with factory-quality replacement components alongside aftermarket performance options.
- DinanmoderateBMW performance parts manufacturer. Turner Motorsport carries Dinan products including performance springs, suspension components, and engine upgrades designed specifically for BMW vehicles.
- BrembomoderateHigh-performance brake systems manufacturer. Turner Motorsport offers Brembo GT brake kits and brake components across multiple BMW applications including E30 M3.
- BilsteinmoderateSuspension specialist offering performance shocks and coilovers. Turner stocks Bilstein B8, B16 PSS10, and other suspension products for BMW applications.
- SupersprintmoderatePerformance exhaust manufacturer specializing in BMW applications. Turner Motorsport offers Supersprint headers, X-pipes, mufflers, and complete exhaust systems including E30 M3 and E39 M5 racing packages.
- H&RmoderatePerformance springs and suspension components. Turner Motorsport carries H&R Sport Spring Sets and suspension packages for various BMW models including E39 540i Sport.
- Liqui-MolymoderateGerman motor oil and additives manufacturer. Turner Motorsport offers Liqui-Moly oil change kits including Synthoil Race Tech GT1 10w-60 specifically formulated for BMW S62 engines in E39 M5 and Z8 vehicles.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Turner Motorsport competitors and assessment
Company assessmentDirect peers
- BimmerWorld: BMW performance and racing parts retailer with strong motorsport pedigree. Directly comparable make-specific focus, similar DTC and installer-channel approach, and overlapping catalog in performance upgrades.
- Pelican Parts: Porsche and European car parts specialist with deep technical content and DTC e-commerce. Comparable as a long-tenured make-specialist retailer with strong educational content.
- FCP Euro: European-car parts e-commerce specialist (BMW, Audi, Volvo, Mercedes, VW) with strong content marketing and a Lifetime Replacement Program of its own. Closely comparable business model, broader make coverage.
- ECS Tuning: VW/Audi performance parts specialist operating under the same Wadsworth, OH address and sharing integrated systems with Turner Motorsport. Closest comparable by structure (DTC e-commerce, in-house engineering, installer network), differing primarily by vehicle make focus.
- IND Distribution: BMW and European performance parts specialist with proprietary IND-branded components. Closely comparable to Turner's 'Packaged by Turner' own-brand model and make-specific e-commerce positioning.
- Bavarian Autosport: Long-running BMW parts retailer (operating since 1974) with both OEM and aftermarket assortments. Comparable in specialization, longevity, and DTC model, though smaller scale.
Broad incumbents
- Dinan: BMW-specific performance parts manufacturer with broader industry footprint and BMW-endorsed engineering. Comparable technology/category and customer base, though primarily a brand/engineering house rather than DTC retailer.
- Turn5: Parent of AmericanMuscle, ExtremeTerrain, and similar make-specific e-commerce brands for enthusiast vehicles. Comparable DTC model and content/community strategy across multiple make-specific storefronts at greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Turner Motorsport social profiles
Digital presenceTurner Motorsport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Turner Motorsport leadership team
Management profileNumber of profiles
Turner Motorsport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Turner Motorsport 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 Turner Motorsport
What does Turner Motorsport do?
Turner Motorsport is a specialty e-commerce retailer of BMW parts and accessories, selling OEM Genuine BMW parts, aftermarket components from premium brands (Brembo, Bilstein, H&R, Supersprint, Dinan, Liqui-Moly), and its own in-house engineered performance parts under the Turner Motorsport and Packaged by Turner brands. The company provides fitment-specific product selection across BMW chassis from E30 classics through modern G-series models, and operates a wholesale distribution program and installer locator network alongside its motor racing division (TMS Racing).
Is Turner Motorsport a public or private company?
Turner Motorsport is a private company. It is classified as family owned and is currently operating.
When was Turner Motorsport founded?
Turner Motorsport was founded in 1993. It employs 51 to 100 people.
Where is Turner Motorsport based?
Turner Motorsport is headquartered in Amesbury, United States, in the North America region.
How does Turner Motorsport make money?
Three revenue lines are on record. BMW Parts and Accessories E-commerce is the primary driver. The others are wholesale Distribution and turner Rewards Points.
Who are Turner Motorsport's main competitors?
Direct peers on record are BimmerWorld, Pelican Parts, FCP Euro, ECS Tuning, IND Distribution and Bavarian Autosport. Broad incumbents are Dinan and Turn5.
Does Turner Motorsport have an API?
No public API is recorded for Turner Motorsport.
What industry is Turner Motorsport in?
Turner Motorsport's product category is Automotive Performance Parts. Its primary akta.pro industry code is CRAOANAH, Performance, racing & tuning parts distribution, with a secondary code of IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers). Its NAICS code is 44133 and its SIC code is 3714.