Sun Enterprises

What Sun Enterprises does

Sun Enterprises, doing business as Sun Powersports, is a private, family-owned powersports dealership founded in 1972 and headquartered in Thornton, Colorado. The company operates from a 5-acre campus with over 100,000 sq ft of showroom space and is self-described as Colorado's largest powersports dealer and a world-ranked retailer in the category. It sells new and pre-owned motorcycles, ATVs, side-by-sides, dirt bikes, personal watercraft, scooters, go-karts, and Honda power equipment (snowblowers, generators) under factory-authorized partnerships with Polaris, Can-Am, Sea-Doo, Honda, Kawasaki, KTM, GASGAS, CFMOTO, Surron, Cobra Moto, and Hammerhead Off-Road.

Beyond vehicle sales, Sun Powersports runs an integrated full-service retail operation including an on-site service department staffed by factory-trained technicians, two floors of parts, gear, and accessories with an e-commerce storefront, on-site competitive financing, on-site insurance, a custom builds program, a fleet sales program for commercial buyers, and seasonal promotional events. Revenue is generated through five streams: vehicle sales (new and used), parts and accessories, service and maintenance, financing arrangements with lending partners, and insurance — with vehicle sales and parts/service attach representing the bulk of activity.

The business model is a physical-retail-first direct-to-consumer dealership serving primarily individual powersports enthusiasts across Colorado and the Denver metro area, with a secondary commercial/fleet channel. The company employs between 101 and 250 people, has no public listing or external institutional investors, and shows no disclosed revenue, funding rounds, acquisitions, or AI/technology platform initiatives in the available data.

Name

Sun Enterprises

Legal name

Sun Powersports

Website

https://sunent.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Sun Enterprises (dba Sun Powersports) is a family-owned powersports dealership in Thornton, Colorado, selling motorcycles, ATVs, side-by-sides, PWCs, and power equipment across 10+ OEM brands from a 100,000+ sq ft flagship showroom, with integrated service, parts, financing, and insurance operations.

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)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

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

Keywords

• Powersports vehicle dealership
• Motorcycle retail
• ATV and side-by-side sales
• Vehicle service and parts
• Powersports financing and insurance

Headquarters

HQ city

Colorado

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: New and pre-owned powersports vehicle sales including motorcycles, ATVs, side-by-sides, personal watercraft, dirt bikes, scooters, and go-karts. Revenue generated from the margin between wholesale acquisition and retail sale prices.
2. Parts, Gear & Accessories: Aftermarket parts, riding gear, accessories, and OEM replacement parts sales through both the physical showroom and e-commerce platform. Two floors dedicated to parts, gear, and accessories inventory.
3. Service & Maintenance: Service department with factory-trained technicians providing maintenance, repairs, and servicing for powersports vehicles. On-site service shop with experienced technicians.
4. Financing Services: On-site competitive financing team providing loan origination services for vehicle purchases. Revenue generated from financing arrangements with lending partners.
5. Insurance Services: On-site insurance department providing coverage for powersports vehicles and riders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sun Enterprises (dba Sun Powersports) operates a single-location powersports dealership in Thornton, Colorado that sells new and pre-owned motorcycles, ATVs, side-by-sides, personal watercraft, dirt bikes, scooters, go-karts, and Honda power equipment from major brands such as Polaris, Can-Am, Sea-Doo, Honda, Kawasaki, KTM, and GASGAS. The retail operation is complemented by an on-site service department, a two-floor parts and accessories inventory (also sold online), on-site financing, and on-site insurance.

Product overview

Sun Powersports is a powersports dealership operating as a single-location, full-service dealership rather than a unified software platform. The core offering is the sale of new, used, and certified pre-owned powersports vehicles across multiple categories including Side x Sides, ATVs, Motorcycles (street bikes, cruisers, dirt bikes, and 3-wheel motorcycles), PWCs, and power equipment (snowblowers and generators). The dealership carries major brands including Honda, Kawasaki, KTM, GASGAS, Polaris, Can-Am, Sea-Doo, Spyder/Ryker, Cobra, Hammerhead GoKarts, and Surron. Beyond vehicle sales, the company offers complementary services including a service department with factory-trained technicians, an OEM parts and accessories department spanning two floors, on-site financing, and on-site insurance. Special offerings include Sun Custom Builds (custom-modified vehicles) and seasonal promotions like Winter Essentials. The business operates from a 5-acre campus with over 100,000 square feet of showroom space in Thornton, Colorado.

Differentiator

Problem solved

Functional benefit

Brands

• Sun Custom Builds: Custom-built powersports vehicles offered by Sun Powersports.

Products and services

• Side-by-Sides (Side x Sides) Side-by-side off-road vehicles sold new and pre-owned for recreational and utility use, including Polaris RZR, Can-Am Maverick, Kawasaki, and Honda Pioneer/Rec/Utility models.
• ATVs (All-Terrain Vehicles) Four-wheeled off-road vehicles offered in new, used, and certified pre-owned configurations from Polaris, Can-Am, Honda, and Kawasaki.
• Motorcycles (Street Bikes, Cruisers, V-Twin, 3-Wheel) On-road motorcycles including sport bikes, cruisers, V-twin motorcycles, and 3-wheel motorcycles (e.g., Can-Am Spyder/Ryker) from Honda, Kawasaki, KTM, and other major brands.
• Dirt Bikes Off-road motorcycles designed for trail riding, motocross, and enduro competition, including 2026 Honda CRF250R featured in current promotions.
• Personal Watercraft (PWCs / Sea-Doo) Sea-Doo personal watercraft and jet skis for water sports, with current promotions offering up to $1,500 off or 2 years of coverage on select 2025 models.
• Honda Power Equipment (Snowblowers and Generators) Honda-branded power equipment including snowblowers and generators for residential and commercial use.
• Sun Custom Builds Dealership-customized powersports vehicles built to customer specifications, presented as a distinct in-stock showroom.
• Service Department On-site maintenance, repair, and service for all makes and models of powersports vehicles, performed by factory-trained technicians.
• Parts, Gear, and Accessories OEM parts, replacement parts, aftermarket accessories, and riding gear sold through the on-site two-floor inventory and an e-commerce storefront with shipping or in-store pickup.
• Financing Services On-site competitive financing team that originates vehicle loans with lending partners, including promotional rates such as 4.99%, 2.95%, and 1.99% for 36 months on select models.
• Insurance Services On-site insurance department providing coverage options for powersports vehicles and riders at the point of sale.
• Fleet Sales Program Bulk purchasing program with dedicated account management for businesses, ranches, farms, and other organizations buying multiple powersports vehicles (primarily UTVs and side-by-sides) for operational use.

Segments2 records

Ideal customer profiles2 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 and minor.

• Polaris IndustriescoreChannel Partner/ Reseller/ DistributorFactory-authorized Polaris dealer offering new Polaris off-road vehicles, ATVs, and side-by-sides. Polaris clearance inventory and promotional events regularly featured.
• Can-Am (BRP)coreChannel Partner/ Reseller/ DistributorFactory-authorized Can-Am dealer offering side-by-side vehicles, ATVs, and Spyder/Ryder three-wheel motorcycles. Regular promotional financing offers on Maverick R, Maverick X3, and Defender models.
• Sea-Doo (BRP)coreChannel Partner/ Reseller/ DistributorFactory-authorized Sea-Doo dealer for personal watercraft (PWC) sales with promotional offers including up to $1,500 off or 2 years of coverage on select models.
• HondacoreChannel Partner/ Reseller/ DistributorFactory-authorized Honda dealer for motorcycles, ATVs, side-by-sides, and power equipment including snowblowers and generators. Promotional offers including bonus bucks on select models.
• KawasakicoreChannel Partner/ Reseller/ DistributorFactory-authorized Kawasaki dealer for motorcycles, side-by-sides, ATVs, and dirt bikes. Promotional offers including up to $3,500 savings or 2.95% financing for 36 months on select side x side models.
• KTMcoreChannel Partner/ Reseller/ DistributorFactory-authorized KTM dealer for motorcycles including dirt bikes and off-road motorcycles.
• GASGAScoreChannel Partner/ Reseller/ DistributorFactory-authorized GASGAS dealer for motorcycles and off-road vehicles.
• Cobra MotominorChannel Partner/ Reseller/ DistributorAuthorized Cobra Moto dealer for racing motorcycles.
• Hammerhead Off-RoadminorChannel Partner/ Reseller/ DistributorAuthorized Hammerhead Off-Road dealer for go-karts.
• SurronminorChannel Partner/ Reseller/ DistributorAuthorized Surron dealer for electric bicycles.
• CFMOTOminorChannel Partner/ Reseller/ DistributorCFMOTO Digital Zone dealer for side-by-side vehicles.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RevZilla: Leading e-commerce retailer of motorcycle gear, parts, and accessories, now owned by REI. Direct overlap on the parts/gear/accessories line that occupies two floors of Sun Powersports' showroom.
• RideNow Powersports: One of the largest U.S. powersports dealer groups with multiple locations across multiple states. Directly comparable as a multi-brand powersports superstore carrying the same major OEMs (Polaris, BRP, Honda, Kawasaki) with new/used vehicle sales, parts, service, and F&I.
• Rocky Mountain ATV/MC: Major powersports retailer specializing in parts, accessories, and gear across motorcycle, ATV, and UTV segments with strong online presence. Comparable as a competing channel for the parts/accessories revenue stream and overlapping brand portfolio.
• MotoSport.com: Pure-play e-commerce retailer of motorcycle, ATV, and UTV parts, gear, and accessories with broad OEM brand coverage. Comparable channel overlap for Sun Powersports' parts e-commerce line and a model for digital expansion.

Broad incumbents

• Cycle Gear: National specialty retailer of motorcycle and powersports gear, helmets, and accessories with dozens of U.S. storefronts. Comparable for the riding gear and accessories portion of Sun Powersports' parts business.
• AutoNation: Largest U.S. automotive retailer with diversified F&I and dealer-services operations. Comparable as a benchmark for dealer operating models, F&I monetization, and roll-up consolidation potential in adjacent vehicle retail.
• Lithia Motors (Lithia & Driveway): One of the largest U.S. dealer groups with omnichannel vehicle retail and active roll-up strategy. Relevant as a potential strategic acquirer and benchmark for scaled dealer economics and digital integration.

Regional players

• Fox Powersports: Multi-line powersports dealer in a different U.S. region offering motorcycles, ATVs, side-by-sides, and watercraft with parts and service. Comparable as a regional superstore peer of similar scale and brand mix.
• Performance Cycle of Colorado: Colorado-based motorcycle and powersports dealer operating in the same Denver-area geography. Directly comparable regional competitor for new/used motorcycle sales, parts, and service.

Others

• ARI (Dealer Spike / Auction Factory): Powersports-specific digital marketing and website platform provider serving hundreds of dealers (Sun Powersports' site is hosted on ARI infrastructure). Comparable as an enabling technology ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/sun_ent
• Facebookfacebook.com/sunenterprises
• LinkedInlinkedin.com/company/sun-enterprises

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 Sun Enterprises