Sun & Fun Motorsports

What Sun & Fun Motorsports does

Sun & Fun Motorsports is a privately held Iowa powersports dealership group operating three retail locations in Iowa City (primary, 155 Escort Lane SW), Fairfield, and Sully. The company sells new and pre-owned ATVs, UTVs/side-by-sides, motorcycles, dirt bikes, and scooters across 11 manufacturer brands (BMW, Can-Am, CFMOTO, Ducati, Honda, Kawasaki, Polaris, Royal Enfield, Suzuki, Triumph, Yamaha), and complements sales with OEM parts and accessories, a service and repair department, consumer financing (10.5% APR, 72-month terms on select models), and a leasing program operated through sfmlease.com. Its customer base is exclusively consumer, segmented across recreational off-road enthusiasts, work/utility buyers (ranch, farm, property maintenance), on-road motorcyclists, and entry-level/youth riders.

The business runs on a traditional dealership operating model: physical showrooms drive bottom-of-funnel conversion, while a website carrying full inventory listings, pricing, and a financing calculator supports top- and mid-funnel lead capture. Marketing channels are limited to the company website, email newsletter, consent-based SMS, phone sales, and direct in-store engagement; the only third-party integration disclosed is YouTube API Services for embedded video. There is no proprietary technology platform, mobile application, disclosed API, AI/ML capability, or patent portfolio — the "core technology" is described solely as a dealership inventory management system and online sales platform. Revenue is generated through one-time vehicle sales, parts/accessories sales, fee-based service labor, financing transaction fees, and managed leasing arrangements; no revenue figures are publicly disclosed and the company has no disclosed external funding, parent entity, or institutional ownership.

Geographic footprint is restricted to a single state (Iowa), with no online purchasing, shipping, or out-of-state delivery capability identified. The legal entity is Sun & Fun Motorsports LLC, domiciled in Iowa, operating as an independently held private company with headcount in the 11–50 range across sales, service, parts, and administrative functions.

Name

Sun & Fun Motorsports

Legal name

Sun & Fun Motorsports LLC

Website

https://sunandfunmotorsports.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sun & Fun Motorsports is a privately held Iowa powersports dealership operating three locations (Iowa City, Fairfield, Sully) that sells ATVs, UTVs, motorcycles, dirt bikes, and scooters from 11 major brands alongside parts, service, financing, and leasing to recreational and utility consumers in Iowa.

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Powersports dealership
• ATV sales
• UTV sales
• Motorcycle retail
• Vehicle service

Headquarters

HQ city

Iowa City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Vehicle Sales: Sale of new and used powersports vehicles including ATVs, UTVs, motorcycles, dirt bikes, and scooters from multiple brand manufacturers.
2. Parts and Accessories: Sale of OEM parts and accessories to support vehicle ownership and maintenance.
3. Service and Repair: Service department providing maintenance and repair services for powersports vehicles.
4. Financing Services: Flexible financing options and pre-approvals for vehicle purchases, with partnerships for loan origination.
5. Leasing: Rent-to-own or leasing options for powersports vehicles through sfmlease.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sun & Fun Motorsports is a multi-location powersports dealership that sells new and pre-owned ATVs, UTVs/side-by-sides, motorcycles, dirt bikes, and scooters from 11 major brands (BMW, Can-Am, CFMOTO, Ducati, Honda, Kawasaki, Polaris, Royal Enfield, Suzuki, Triumph, Yamaha). The business also provides OEM parts and accessories, in-house vehicle service and repair, financing at 10.5% APR for 72 months on select models, and a vehicle leasing program operated through sfmlease.com.

Product overview

Sun & Fun Motorsports is a multi-location Iowa powersports dealership offering a comprehensive portfolio of vehicles and services. The core offerings include new ATVs, UTVs (side-by-sides), motorcycles, dirt bikes, and scooters from 11 major brands (BMW, Can-Am, CFMOTO, Ducati, Honda, Kawasaki, Polaris, Royal Enfield, Suzuki, Triumph, Yamaha). The business operates through three Iowa locations (Iowa City, Fairfield, Sully) and complements vehicle sales with OEM parts and accessories, flexible financing (10.5% APR for 72 months on select models), and leasing services via sfmlease.com. Key vehicle sub-brands include CFMOTO UFORCE utility vehicles with RideSync technology, Kawasaki MULE and RIDGE series, Polaris Ranger lineup, Can-Am Defender series, and premium BMW and Triumph motorcycles.

Differentiator

Problem solved

Functional benefit

Products and services

• New ATVs
• New UTVs (Utility Vehicles) New side-by-side utility terrain vehicles for sale from CFMOTO, Kawasaki, Polaris, Can-Am, Honda and other brands, sold to consumers for work and recreational off-road use. Includes sport and work-oriented models with various engine sizes and payload capacities.
• New Motorcycles New street and off-road motorcycles for sale from BMW, Triumph, Kawasaki, Yamaha, Honda, CFMOTO, Suzuki, Royal Enfield, and Ducati, including cruisers, sport bikes, dual purpose, adventure, and touring models.
• Dirt Bikes Off-road motorcycles for sale from Kawasaki (KLX series), Yamaha (TT-R series), and other brands, intended for motocross and trail riding.
• Scooters Urban mobility scooters for sale from various brands, intended for city commuting.
• Pre-Owned Vehicles Pre-owned powersports vehicles (ATVs, UTVs, motorcycles, dirt bikes, scooters) available for sale at various price points depending on model year and condition.
• OEM Parts and Accessories Original equipment manufacturer parts and accessories for sale to support vehicle ownership, maintenance, and customization.
• Vehicle Financing Flexible financing options and pre-approvals for vehicle purchases, offered in partnership with third-party lenders at 10.5% APR for 72-month terms on select models.
• Vehicle Service and Repair Service department providing maintenance and repair for powersports vehicles purchased from the dealership and other customers.
• Vehicle Leasing Rent-to-own or leasing options for powersports vehicles, offered through the dedicated sfmlease.com platform.
• 2026 CFMOTO ZFORCE Z10 2026 model year CFMOTO ZFORCE Z10 high-performance side-by-side, made available for sale in limited units.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eleven partnerships are on record, tiered core.

• BMW MotorradcoreChannel Partner/ Reseller/ DistributorAuthorized BMW motorcycle dealer offering new BMW motorcycles, scooters, and related parts/accessories. BMW financing promotions available (10.5% APR for 72 months on select models).
• Can-Am (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized Can-Am dealer for ATVs, UTVs, and side-by-side vehicles. Can-Am financing promotions available (10.5% APR for 72 months on select models).
• CFMOTOcoreChannel Partner/ Reseller/ DistributorAuthorized CFMOTO dealer for UTVs, ATVs, and motorcycles. CFMOTO financing promotions available (10.5% APR for 72 months on select models).
• DucaticoreChannel Partner/ Reseller/ DistributorAuthorized Ducati motorcycle dealer offering new Ducati sport motorcycles and related merchandise.
• Honda PowersportscoreChannel Partner/ Reseller/ DistributorAuthorized Honda powersports dealer for ATVs, UTVs, and motorcycles.
• Kawasaki MotorscoreChannel Partner/ Reseller/ DistributorAuthorized Kawasaki dealer for ATVs, UTVs, motorcycles, and side-by-side vehicles. Kawasaki financing promotions available.
• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer for Rangers, RZRs, sportsmen, and general purpose vehicles.
• Royal EnfieldcoreChannel Partner/ Reseller/ DistributorAuthorized Royal Enfield motorcycle dealer offering entry-level and mid-range motorcycles.
• SuzukicoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki dealer for motorcycles, ATVs, and side-by-side vehicles.
• Triumph MotorcyclescoreChannel Partner/ Reseller/ DistributorAuthorized Triumph dealer for motorcycles including Triumph Trident, Tiger, Bonneville, Scrambler, and Rocket models.
• Yamaha MotorscoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer for motorcycles, ATVs, side-by-side vehicles, and scooters.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• RevZilla: Leading online retailer of motorcycle gear, parts, and accessories, owned by Cycle Gear parent — competes for aftermarket parts/accessories spend that Sun & Fun captures in-store.
• Cycle Gear: National specialty retailer of motorcycle, ATV, and powersports gear, parts, and accessories across many store locations — overlaps with Sun & Fun's parts and accessories revenue stream.

Others

• Can-Am (BRP): OEM manufacturer of Can-Am ATVs, UTVs, and side-by-sides. Sun & Fun is an authorized Can-Am dealer; BRP's product launches and dealer allocations directly influence Sun & Fun's inventory and sales pipeline.
• Honda Powersports: OEM division of American Honda selling motorcycles, ATVs, and side-by-sides through authorized dealers. Sun & Fun is an authorized Honda dealer; Honda's franchise terms shape the dealer's product mix.
• Polaris Inc. OEM manufacturer of Polaris RZR, Ranger, and other powersports vehicles. Sun & Fun is an authorized Polaris dealer; Polaris's dealer network policy directly affects Sun & Fun's product availability and margins.

Emerging players

• RumbleOn: Online-first powersports marketplace and dealer network enabling nationwide purchase and financing of motorcycles, ATVs, and UTVs — competes with Sun & Fun's traditional in-person dealership model through digital convenience.

Direct peers

• Stine's Powersports: Regional multi-location powersports dealer selling ATVs, motorcycles, UTVs, and side-by-sides with parts and service support — comparable in scale and operating model to Sun & Fun.
• Mid-America Powersports: Multi-brand powersports dealer in the Midwest offering motorcycles, ATVs, UTVs, and side-by-sides with service and parts departments — comparable regional dealership with similar product mix.
• RideNow Powersports: One of the largest U.S. multi-brand powersports dealer groups, offering new and pre-owned ATVs, UTVs, motorcycles, and watercraft across multiple states — directly comparable to Sun & Fun's multi-brand, multi-location dealership model.
• Motoprimo: Mid-size multi-brand powersports dealership in the Upper Midwest carrying motorcycles, ATVs, UTVs, and snowmobiles with parts, service, and financing — closely comparable to Sun & Fun's regional multi-brand model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SandFMotorsport
• Facebookfacebook.com/sunandfunmotorsports
• LinkedInlinkedin.com/company/sun-and-fun-motorsports

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 Sun & Fun Motorsports