Action Power Sports

What Action Power Sports does

Action Power Sports is a privately-held, single-location powersports dealership founded in 2004 and headquartered at S14W22605 Coral Dr, Waukesha, Wisconsin. The company sells new and pre-owned motorcycles, ATVs, UTVs, personal watercraft, snowmobiles, and boats under its main brand and under the Action Boat House sub-brand for marine products. It holds authorized-dealer agreements with more than 14 manufacturers, including Polaris, Can-Am/BRP, Honda, Kawasaki, Yamaha, KTM, Suzuki, Sea-Doo, Ski-Doo, Mercury Marine, Alumacraft, Manitou, Skeeter, and Premier, giving it one of the broader brand rosters among independent single-roof dealers in southeastern Wisconsin.

The business operates a traditional brick-and-mortar retail model supplemented by digital tools. Customers research inventory, request parts, value trades, and pre-qualify for financing online via the Dealerspike platform, then complete purchases and F&I at the Waukesha showroom, with on-site test rides available. The integrated technology stack is limited to third-party widgets for credit pre-qualification (AutoAPR/TradePending), NADA-based trade-in valuation, and Progressive insurance quoting — there is no proprietary software or AI capability.

Revenue is generated across five streams: (1) new and pre-owned vehicle sales, with pricing ranging from roughly $4,000 for entry-level youth ATVs to over $32,000 for premium UTVs; (2) service and repair across all vehicle categories; (3) OEM and aftermarket parts, accessories, gear, and apparel (the last partly via Helmet House); (4) in-house financing with soft-pull pre-qualification; and (5) seasonal winter storage for PWC and motorcycles. The dealership serves primarily individual recreational consumers in the Milwaukee metropolitan area, with a secondary utility/work segment using UTVs and ATVs for agricultural and property maintenance purposes. Headcount is reported in the 11–50 range, consistent with a mid-sized independent dealer group.

Name

Action Power Sports

Website

https://actionps.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Action Power Sports is a privately-held, single-location powersports dealership in Waukesha, Wisconsin, selling new and pre-owned motorcycles, ATVs, UTVs, personal watercraft, snowmobiles, and boats from 14+ major OEMs, with attached service, parts, financing, and winter storage for Milwaukee-area recreational and utility buyers.

Ownership category

akta.pro rank

Product category

Powersports Vehicle Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Boat Dealers (441222)

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 industries

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK), Motorcycle/ATV/Powersports Storage Yards (TLALAKAJ)

Keywords

• Powersports dealership
• Motorcycle sales
• ATV and UTV dealer
• Marine boat dealer
• Vehicle service and parts

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and pre-owned powersports vehicles including motorcycles, ATVs, UTVs, snowmobiles, boats, and personal watercraft. Revenue generated through outright vehicle purchases with various financing options available.
2. Service and Repair: Full-service department offering maintenance, repairs, and detailing for powersports vehicles. Includes snowmobile repairs, ATV accessories, and UTV parts installation.
3. Parts and Accessories: Sale of OEM parts, accessories, gear, helmets, and apparel. Parts department serves both walk-in customers and online parts requests.
4. Financing: In-house financing department helps customers secure affordable payment plans. Offers pre-qualification without SSN/DOB and no credit score impact.
5. Winter Storage: Winter storage services for PWCs, motorcycles and other powersports vehicles during off-season months.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Action Power Sports is a single-location powersports dealership in Waukesha, Wisconsin that sells new and pre-owned motorcycles, ATVs, UTVs, personal watercraft, snowmobiles, and boats from major manufacturers. The dealership also operates a full-service department for repair and maintenance, a parts and accessories department, an in-house financing office, winter storage, trade-in valuation, and test ride scheduling.

Product overview

Action Power Sports is a powersports dealership offering new and pre-owned vehicles across multiple categories including motorcycles, ATVs, UTVs, personal watercraft (jet skis), snowmobiles, and boats. The dealership operates as a full-service powersports center providing vehicle sales alongside complementary services including financing, maintenance/repair, parts and accessories, winter storage, and test rides. The product portfolio includes vehicles from major manufacturers such as Polaris, Can-Am, Honda, Kawasaki, KTM, Suzuki, Yamaha, Sea-Doo, Ski-Doo, and boat brands like Alumacraft, Manitou, Skeeter, and Premier.

Differentiator

Problem solved

Functional benefit

Brands

• Action Boat House: Boat division of Action Power Sports, specializing in new, custom, and used boats, pontoons, and watercraft

Products and services

• Motorcycles

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer offering full line of Polaris vehicles including Rangers, Sportsmans, RZR, and snowmobiles. Receives factory support, training, and access to Polaris promotional programs and incentives.
• Can-Am (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized Can-Am dealer for motorcycles, ATVs, UTVs (Defender, Maverick, Outlander). Access to BRP promotional programs, factory incentives, and specialized product training.
• HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda powersports dealer offering Honda motorcycles, ATVs, and side-by-sides. Receives factory support and access to Honda promotional programs.
• KawasakicoreChannel Partner/ Reseller/ DistributorAuthorized Kawasaki dealer for motorcycles, UTVs (Mule, Teryx, Ridge), and personal watercraft (Jet Ski). Access to Kawasaki incentive programs including current promotions up to $3,500.
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer for motorcycles, Waverunners, outboards, and snowmobiles. Factory support and promotional program access.
• Sea-Doo (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized Sea-Doo personal watercraft dealer offering full line of jet skis and PWCs. Current promotions include up to $1,000 off or 2 years coverage on select 2026 models.
• Ski-Doo (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized Ski-Doo snowmobile dealer with full inventory access and current promotional programs including $500 rebates on select models.
• KTMcoreChannel Partner/ Reseller/ DistributorAuthorized KTM dealer for motorcycles including Duke, SX/XC off-road, and adventure bikes. Factory support and training.
• SuzukicoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki dealer for motorcycles and ATVs including GSX sport bikes and KingQuad utilities.
• Mercury MarineminorChannel Partner/ Reseller/ DistributorAuthorized Mercury Marine dealer for boat outboard motors. Supports boat sales department with engine options.
• AlumacraftminorChannel Partner/ Reseller/ DistributorAuthorized Alumacraft boat dealer for fishing boats and Jon boats. Part of Action Boat House division.
• ManitouminorChannel Partner/ Reseller/ DistributorAuthorized Manitou pontoon boat dealer. Supports boat inventory for recreational water activities.
• SkeeterminorChannel Partner/ Reseller/ DistributorAuthorized Skeeter boat dealer for performance fishing boats. Part of boat sales program.
• Premier (Pontoon Boats)minorChannel Partner/ Reseller/ DistributorAuthorized Premier pontoon boat dealer. Part of Action Boat House boat sales division.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Others

• Polaris Inc. Manufacturer of Polaris, Indian Motorcycle, and other powersports brands that Action Power Sports retails as an authorized dealer. Not a competitor but a key OEM partner whose product allocation, incentive programs, and brand health directly shape dealership economics.
• Brunswick Corporation: Boat and marine propulsion manufacturer whose products (Mercury Marine, Sea-Doo, etc.) are stocked and serviced by Action Power Sports. Indirect peer via the marine retail chain and a driver of dealer floor plan, training, and warranty economics.

Direct peers

• Fox Powersports: Multi-store, multi-brand powersports dealership group in the U.S. Midwest. Direct peer because it carries overlapping OEM lineups (Polaris, Yamaha, Honda, Kawasaki, etc.) and runs a comparable sales-plus-service-plus-parts-plus-financing retail model for motorcycles, ATVs, UTVs, and PWC.
• RumbleOn: Online and dealer-network platform specializing in powersports vehicles (motorcycles, ATVs, UTVs, PWCs). Directly comparable as a multi-channel powersports retailer operating showroom-based sales plus digital financing/transport logistics for the same product categories Action Power Sports sells.
• RideNow Powersports: Large U.S. multi-store powersports retailer specializing in motorcycles, ATVs, UTVs, and watercraft from major OEMs. Closely comparable in product breadth, finance offerings, and full-service dealership operations, but at meaningfully greater scale and geography than Action Power Sports.

Broad incumbents

• Group 1 Automotive: Public multi-brand auto retailer group with growing exposure to powersports and motorcycle dealerships. Comparable as a large, well-capitalized dealer roll-up acquirer operating an integrated F&I and service model parallel to Action Power Sports.
• MarineMax: Largest U.S. recreational boat and PWC retailer with a multi-location dealership model. Comparable because it sells and services boats and PWCs (a core vertical for Action Power Sports' Action Boat House) at full-service retail locations with financing and trade-in support.
• AutoNation: One of the largest U.S. auto dealership groups, with select powersports exposure and a stated growth strategy in lifestyle/recreational vehicle retail. Useful comp for the operating leverage a consolidator could bring to a single-location dealership.
• Lithia Motors (Driveway): Largest U.S. automotive dealer group by revenue, with active expansion into powersports and adjacent lifestyle dealerships. Comparable as a multi-brand retail consolidation platform; a potential acquirer of single-point dealerships like Action Power Sports.
• Camping World Holdings: Public RV-centric dealership and adjacent powersports/parts retailer with a national store footprint. Comparable business model (new/pre-owned unit sales, service, parts, financing, storage/services add-ons) to Action Power Sports, scaled across adjacent outdoor recreation categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ActionPowerSports
• Facebookfacebook.com/ActionPowersport
• Instagraminstagram.com/actionpowersportswi
• TikToktiktok.com/@actionpswi
• Xx.com/actionpowerwi
• LinkedInlinkedin.com/company/action-power-sports

Revenue estimate

Valuation estimate

Number of profiles

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 Action Power Sports