Erico Motorsports

What Erico Motorsports does

Erico Motorsports is a privately held, family-owned powersports dealership founded in 1993 by John Beldock in Denver, Colorado. The company operates a single 20,000+ sq ft showroom, service, and parts facility at 2855 Walnut Street, holding authorized franchise rights for five premium European brands — Triumph (Denver exclusive since 2000), Ducati (since 2003), Moto Guzzi (since 2003), Vespa, and Piaggio (since 2004). It sells new motorcycles and scooters, certified pre-owned vehicles (BMW, Kawasaki, and others), OEM and aftermarket parts (over 22,550 SKUs), and branded apparel and protective gear.

The business model combines new and pre-owned unit sales with an integrated service and parts back-end. Factory-trained technicians perform warranty, recall, and performance work; Erico Customs handles custom builds and modifications; the Pit Crew membership locks customers into multi-year service relationships with up to 50% maintenance savings and complimentary loaner vehicles. Financing is arranged through third-party lenders via a Revvable integration, with insurance quotes provided through Progressive and payments processed through CardPointe. The technology stack is built on the Dealer Spike dealership platform — no proprietary technology, APIs, or AI capabilities are disclosed.

Go-to-market is sales-led at the physical showroom with an event-driven community layer. Erico runs track days at High Plains Raceway, sponsors the SQREAM Scooter Club (120+ members) and EMDUCDOO Ducati owners' group, partners with T3RG Safety School for rider education, and participates in regional rallies and charity rides. Digital channels (Facebook, Instagram, YouTube, the "Two-Wheels No Door" blog, and an eBay storefront) drive top-of-funnel awareness and lifestyle branding for the Denver metro and Colorado Front Range market.

Name

Erico Motorsports

Legal name

Erico Motorsports

Website

https://ericomotorsports.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Erico Motorsports is a privately held Denver-based powersports dealership holding authorized franchises for Triumph, Ducati, Moto Guzzi, Vespa, and Piaggio, selling new and pre-owned motorcycles and scooters alongside parts, service, apparel, and custom builds to Colorado riders.

Ownership category

akta.pro rank

Product category

Motorcycle and Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

Keywords

• Powersports dealership
• Motorcycle sales
• Motorcycle service
• Parts accessories
• Vehicle financing

Headquarters

HQ city

Denver, Colorado

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Motorcycle/Scooter Sales: Sale of new motorcycles and scooters from branded manufacturers including Triumph, Ducati, Vespa, Piaggio, Moto Guzzi. Both complete unit sales and financing arrangements.
2. Pre-Owned Vehicle Sales: Sale of used and certified pre-owned motorcycles and scooters. Current inventory includes 21 pre-owned vehicles across multiple brands and years.
3. Service and Repair: Full-service maintenance and repair department with factory-trained technicians. Services include oil changes, brake pad replacements, tire mounting, engine rebuilds, and warranty/recall work. Includes towing/pickup and delivery service.
4. Parts and Accessories: Sale of OEM and aftermarket parts. Inventory of 22,550 parts. Brands include Ducati, Triumph, Piaggio, Moto Guzzi, Vespa, and numerous aftermarket suppliers.
5. Apparel and Gear: Sale of motorcycle apparel and protective gear including helmets, jackets, gloves, boots, pants. Brands include AGV, Arai, Bell, Revit, Roland Sands Design, Nexx, Biltwell, Rizoma, Sidi, Sena, TCX, and manufacturer-specific lines.
6. Financing Services: Arrangement of customer financing through third-party lenders. Customers can apply online and arrange financing for vehicle purchases plus add-ons.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Erico Motorsports is an authorized multi-brand European powersports dealership in Denver, Colorado that sells new Triumph, Ducati, Vespa, Moto Guzzi, and Piaggio motorcycles and scooters, plus pre-owned vehicles, OEM and aftermarket parts, and motorcycle apparel. It complements retail with a factory-trained service and repair department, custom build work, financing facilitation, towing and delivery, trade-in valuation, and a Pit Crew membership program for ongoing maintenance.

Product overview

Erico Motorsports operates as a multi-brand European powersports dealership in Denver, Colorado, offering a unified portfolio of motorcycles and scooters from Triumph, Ducati, Vespa, Moto Guzzi, and Piaggio as core new vehicle products, complemented by a pre-owned vehicle program. The business extends beyond vehicle sales through integrated service modules including an OEM parts department (22,550+ parts), aftermarket accessories, full maintenance services with factory-trained technicians, and the proprietary Pit Crew Membership program. Additional offerings include custom builds (Erico Customs), towing/delivery, financing services, trade-in valuation tools, apparel and protective gear, and track day experiences. The dealership also offers winter special projects for vehicle customization.

Differentiator

Problem solved

Functional benefit

Products and services

• Triumph Motorcycles Authorized sales of the full Triumph motorcycle lineup including Modern Classics (Thruxton, Bonneville, Speedmaster, Bobber), Roadsters (Speed Twin, Trident), Rocket 3, and Off-Road Scrambler models for individual riders seeking premium British motorcycles. Erico is Denver's exclusive Triumph dealer.
• Ducati Motorcycles Authorized sales of Ducati motorcycles including Panigale, Monster, Streetfighter, Multistrada, SuperSport, XDiavel, and Scrambler models for individual riders seeking premium Italian sport, naked, adventure, and cruiser motorcycles.
• Vespa Scooters Authorized sales of Vespa scooters including Elettrica (electric), Primavera, Sprint, GTS, SEI Giorni, and 946 models for individual consumers seeking premium Italian scooters for commuting and lifestyle use.
• Moto Guzzi Motorcycles Authorized sales of Moto Guzzi Italian motorcycles including V7, V85, and other Piaggio Group models for individual riders seeking premium Italian heritage motorcycles.
• Piaggio Scooters Authorized sales of Piaggio scooters and utility vehicles, including the Piaggio 1 electric scooter, for individual consumers seeking Italian scooters and light utility vehicles.
• Pre-Owned Powersports Vehicles Certified pre-owned motorcycles and scooters from various manufacturers including BMW, Kawasaki, and other brands. Current inventory of approximately 21 pre-owned units across multiple brands and years, each inspected and reconditioned with a $575 reconditioning fee and $345 documentation fee.
• Service and Maintenance Full-service motorcycle and scooter maintenance and repair for customer-owned vehicles, including oil changes, brake pad replacements, tire mounting, suspension service, and engine rebuilds performed by factory-trained technicians using advanced diagnostic equipment and a sound-proof Dyno room. Includes warranty and recall work.
• Pit Crew Membership Recurring maintenance membership offering up to 50% savings on scheduled maintenance, complimentary loaner vehicles, locked-in parts and labor rates for three years, and VIP scheduling for individual motorcycle and scooter owners.
• OEM and Aftermarket Parts and Accessories Retail parts department stocking over 22,550 genuine OEM and aftermarket parts for Ducati, Triumph, Moto Guzzi, Vespa, and Piaggio vehicles, plus performance and customization brands such as Woodcraft, Malossi, Ohlins, Zard, Leo Vince, Akrapovic, Dynojet, AGV, Arai, Bell, Revit, Roland Sands Design, Nexx, Biltwell, Rizoma, Sidi, Sena, and TCX. Available via in-store purchase and online parts request.
• Motorcycle Apparel and Protective Gear Retail sale of motorcycle apparel and protective riding gear including helmets, jackets, gloves, boots, and pants from manufacturer lines (Triumph, Ducati, Vespa, Moto Guzzi) and accessory brands (AGV, Arai, Bell, Revit, Roland Sands Design, Nexx, Biltwell, Rizoma, Sidi, Sena, TCX).
• Erico Customs Builds and Modifications Custom motorcycle build services and modifications including tail tidy installations, exhaust systems, suspension upgrades, tank customization, and full custom builds performed in-house for individual customers.
• Motorcycle Financing Facilitation Arrangement of customer financing through third-party lenders via Revvable integration. Example terms shown: 72 months at 7% APR (approximately $17.05 per $1,000 financed) with 20% down payment required; tax, title, and license excluded.
• Trade-In Valuation Online motorcycle trade-in value calculator allowing customers to estimate their used vehicle's worth before visiting the dealership.
• Towing, Pickup, and Delivery Service Pickup, delivery, and roadside rescue services using enclosed trailers for vehicle transport to and from the dealership for service customers.
• Track Days at High Plains Raceway Organized track day events at High Plains Raceway for customers and riding enthusiasts to experience their motorcycles in a controlled motorsports environment, including coaching and event support.

Quantifiable outcome

• Voted #1 Motorcycle Dealership in the United States by Dealer News Magazine
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• High Plains RacewayminorStrategic or Co-development Partner · 1 January 2026Track day venue for Erico's Summer Track Days program. Dealer organizes and hosts track day events at High Plains Raceway for customers and riding enthusiasts.
• Casa LambrettaminorStrategic or Co-development Partner · 1 January 2005Vintage scooter restoration company that moved to Denver from Miami and now operates from Erico Motorsports location. Provides restoration services and complements the modern Vespa business with historical restoration capabilities.
• Abate of ColoradominorStrategic or Co-development Partner · 1 January 2005Motorcycle safety organization. Erico teamed up with Abate of Colorado to promote safe motorcycling and sponsored a giveaway of a new 2003 Bonneville America.
• Ricky Orlando Motorcycle SchoolminorStrategic or Co-development Partner · 1 January 2005Motorcycle school that partnered with Erico Motorsports for Tip & Technique Days at Second Creek Raceway. Event hosted 32 attendees with staff support.
• Vespa/PiaggiocoreChannel Partner/ Reseller/ Distributor · 1 January 2004Authorized Vespa and Piaggio scooter dealer since 2004 after 10 months of negotiations. Stocks full Vespa lineup including Elettrica, Primavera, Sprint, GTS, SEI Giorni, 946 models. Piaggio brand scooters also available. Promotional programs include Vespa Super Summer incentives.
• T3RG Safety SchoolminorStrategic or Co-development Partner · 1 January 2004Safety school using Motorcycle Safety Foundation curriculum for BRC (BasicRider Course) and ERC (ExperiencedRider Course). Contractor for Colorado's MOST (Motorcycle Operator Safety Training) program. Erico sponsors and promotes scooter safety through this partnership.
• Moto GuzzicoreChannel Partner/ Reseller/ Distributor · 1 May 2003Authorized Moto Guzzi dealer since May 2003. Italian brand complementing the existing European motorcycle portfolio. Full lineup available for sales and service.
• DucaticoreChannel Partner/ Reseller/ Distributor · 1 January 2003Authorized Ducati dealer beginning 2003. Awarded Best Dealer in South West Region in 2005 at Ducati Dealer Conference. Stocks full Ducati lineup including Panigale, Monster, Multistrada, Scrambler, SuperSport, XDiavel models.
• Triumph MotorcyclescoreChannel Partner/ Reseller/ Distributor · 1 November 2000Authorized exclusive Triumph dealer for Denver market since November 2000. Expanded to full Triumph lineup including Bonneville re-introduction. One of the original dealer relationships that built Erico's reputation, winning multiple regional and national Triumph sales awards.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCAKabqMKSiZH7PIX0slI5gQ
• Facebookfacebook.com/EricoMotorsports
• Instagraminstagram.com/ericomotorsports
• LinkedInlinkedin.com/company/erico-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Erico Motorsports