Cycle World of Athens

What Cycle World of Athens does

Cycle World of Athens is a family-owned and operated powersports dealership located at 4225 Atlanta Highway in Athens, Georgia. Founded in 1975 with four employees, the company has grown to over 30 employees and operates from a 32,000+ square foot facility that is among the largest powersports dealerships in the state. The dealership sells new and pre-owned motorcycles, ATVs, and UTVs across five major OEM brands — Honda, Polaris, Suzuki, Yamaha, and Kawasaki — with an active inventory exceeding 300 vehicles at price points ranging from approximately $1,899 for entry-level youth models to over $34,000 for premium UTVs.

The company runs a full-service operating model organized around four revenue streams: vehicle sales (one-time transactions), service and repair (factory-trained technicians handling maintenance, repairs, and customization), parts and accessories sales, and financing services. The financing operation works with 12 lending sources including Synchrony Financial, with approximately 70% of buyers financing their purchases and the option to bundle parts, extended service plans, and insurance into monthly payments. Supporting functions include trade-in value assessment and test ride scheduling.

The go-to-market motion is traditional direct-to-consumer brick-and-mortar retail, complemented by a Dealer Spike-powered website offering online quotes, financing applications, service scheduling, and live chat. The dealership draws customers regionally from across Northeast Georgia — Atlanta, Marietta, Gainesville, Anderson, and Augusta — leveraging manufacturer promotional campaigns, Google Reviews integration, and organic social presence on Facebook and Instagram. Key leadership includes General Manager Shelly Embrick, Sales Manager Barry Brugh (40+ years industry experience), Service Manager Jim Russell, and Parts/Apparel Manager Paul Trew. The dealership has earned Honda's Council of Excellence recognition and membership in Credit's Million Dollar Club, validating its tier standing within OEM and lender networks.

Name

Cycle World of Athens

Legal name

Cycle World of Athens

Website

https://cycleworldathens.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Cycle World of Athens is a family-owned powersports dealership in Athens, Georgia, selling new and pre-owned motorcycles, ATVs, and UTVs across five major brands, complemented by service, parts, and multi-source financing for regional retail customers.

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), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Motorcycle Manufacturing (ICE) (IMACAEAA)

akta.pro secondary industries

Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK), Bike Service, Repair & Maintenance Shops (CRAMAHAH)

Keywords

• Powersports vehicles
• Motorcycle dealership
• ATV and UTV sales
• Vehicle service repair
• Parts and accessories

Headquarters

HQ city

Athens

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new, pre-owned, and clearance powersports vehicles including ATVs, UTVs, and motorcycles. Major brands include Honda, Polaris, Suzuki, Yamaha, and Kawasaki. Revenue is generated from one-time vehicle transactions with varying price points from entry-level models to premium UTVs.
2. Service and Repairs: Factory-trained technicians provide maintenance and repair services for multiple brands. The service department handles regular maintenance, repairs, and customization work.
3. Parts and Accessories: Sales of parts, accessories, and general merchandise for Honda, Polaris, Suzuki, Yamaha, Kawasaki, and Kymco vehicles.
4. Financing Services: Financing assistance through 12 different financing sources including Synchrony Financial. The business office helps customers arrange credit financing for vehicle purchases, with options to bundle parts, accessories, extended service plans, and insurance into the financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Cycle World of Athens is a family-owned powersports dealership that sells new and pre-owned motorcycles, ATVs, and UTVs from major manufacturers including Honda, Polaris, Suzuki, Yamaha, and Kawasaki. The dealership operates a 32,000+ sq ft facility and provides an on-site service department, parts and accessories department, financing services, trade-in valuation, and test ride scheduling for individual recreational vehicle buyers.

Product overview

Cycle World of Athens is a family-owned powersports dealership operating since 1975, offering a comprehensive portfolio of vehicles and services. The core product offering consists of new and pre-owned powersports vehicles including motorcycles, ATVs, and UTVs from major brands (Honda, Polaris, Suzuki, Yamaha, Kawasaki). These are complemented by supporting services including a service department with factory-trained technicians, a parts and accessories department, financing services with 12 lending sources, trade-in value assessment, and test ride scheduling. The company operates from a 32,000+ square foot facility and employs over 30 staff members across sales, service, parts, and administrative functions.

Differentiator

Problem solved

Functional benefit

Products and services

• New Powersports Vehicles New motorcycles, ATVs, and UTVs sourced directly from Honda, Polaris, Suzuki, Yamaha, and Kawasaki, sold to individual consumers seeking recreational and utility vehicles.
• Pre-Owned Powersports Vehicles Used and pre-owned motorcycles, ATVs, and UTVs inspected and resold by the dealership to budget-conscious individual buyers.
• Clearance Inventory Vehicles Discounted powersports units offered at clearance pricing for value-oriented buyers.
• Service Department On-site repair and maintenance services for motorcycles, ATVs, and UTVs staffed by factory-trained technicians, supporting both warranty and post-warranty customer needs.
• Parts and Accessories OEM and aftermarket parts, riding apparel, and accessories sold through a dedicated parts department under a Parts/Apparel Manager.
• Financing Services Customer financing arranged through a dedicated Finance Manager, drawing on multiple lending sources to support vehicle purchases.
• Trade-In Valuation Trade-in appraisal service for customers exchanging existing vehicles toward new or pre-owned purchases.
• Test Ride Scheduling Scheduled test rides allowing prospective buyers to experience motorcycles, ATVs, and UTVs before purchase.

Quantifiable outcome

• Factory-trained technicians with ongoing training and updates ensure quality service
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core.

• HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda powersports dealer offering new Honda motorcycles, ATVs, and scooters. The dealership is a member of Honda's Council of Excellence recognizing high-performing dealers.
• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer specializing in Polaris ATVs, UTVs, and off-road vehicles. Promotional offers include up to $4,000 off select 2026 Off-Road vehicles.
• SuzukicoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki dealer offering Suzuki motorcycles and ATVs. Current promotions include 'Scorchin' Sales Event' with up to $1,500 customer cash.
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer offering Yamaha motorcycles, ATVs, and UTVs. Current promotions include 0% APR for 60 months plus $2,000 customer cash.
• KawasakicoreChannel Partner/ Reseller/ DistributorAuthorized Kawasaki dealer offering Kawasaki motorcycles, ATVs, and MULE side-by-side UTVs.

Scale indicators7 records

Recent moves6 records

Expansion highlights2 records

Others

• Honda Powersports (American Honda Motor): OEM and franchisor of one of Cycle World's key brand lines. Comparable as the upstream supplier whose franchise relationship anchors Cycle World's Honda inventory, parts, and service business.
• Polaris Inc. OEM manufacturer of ATVs, UTVs (Ranger/RZR), and powersports vehicles sold at Cycle World. Comparable as the upstream supplier and franchisor; the Polaris Ranger and RZR lines are among Cycle World's featured inventory.
• Dealer Spike: Provider of the dealer website / inventory management platform used by Cycle World. Comparable as the technology vendor whose platform powers Cycle World's online storefront, inventory browsing, and lead capture.
• Yamaha Motor Corporation USA: OEM and franchisor of one of Cycle World's key brand lines (motorcycles, ATVs, UTVs). Comparable as upstream supplier; the 0% APR / 60-month promotions flow from Yamaha to Cycle World as a dealer partner.

Direct peers

• Fox Powersports: Multi-store powersports dealership in Michigan carrying Honda, Yamaha, Polaris, Kawasaki, and other major brands. Directly comparable on multi-brand retail model, service department, parts, and F&I offerings; competes in the Midwest while Cycle World competes in the Southeast.
• Malcolm Smith Motorsports: Long-established powersports dealership in Riverside, California, carrying major OEM brands including Honda, Yamaha, Kawasaki, Suzuki, and Polaris. Direct comparable on multi-brand dealership model, full-service sales/service/parts, and financing offerings.

Broad incumbents

• Ride Now Powersports: One of the largest multi-store powersports dealer groups in the U.S. (Arizona, Nevada, Florida, Texas), carrying the same major OEM brands (Honda, Polaris, Yamaha, Kawasaki, Suzuki). Operates at a larger scale than Cycle World but with the same multi-brand dealership model, same product mix, and same target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CycleWorldOfAthens
• Instagraminstagram.com/cycleworldpowersports
• Xx.com/CWA_Athens
• LinkedInlinkedin.com/company/cycle-world-of-athens-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Cycle World of Athens