Prime Powersports

Name

Prime Powersports

Legal name

Prime Powersports Inc.

Website

https://primepowersports.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

akta.pro primary industry

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

akta.pro secondary industry

Recreation Vehicles & Powersports Accessories Distribution (ATV/UTV, Moto, Snowmobile) (CRAOAJAJ)

Keywords

• Powersports dealership
• Multi-brand dealer
• ATV UTV sales
• Snowmobile dealer
• Personal watercraft sales

Headquarters

HQ city

Shawano

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, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: New and used powersports vehicles including ATVs, UTVs, snowmobiles, personal watercraft, and trailers. Both retail pricing and promotional financing rates are offered.
2. Parts and Accessories: OEM parts, accessories, riding gear, and clothing sales. 20% off storage accessories, wheels and tires, and Pro Series parts during promotional periods.
3. Service Department: Vehicle service and maintenance for all sold products.
4. Financing: In-house financing through partnership with Gresham State Bank. Various APR options ranging from 0.99% to 6.99% for terms of 36-72 months.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Prime Powersports is a multi-brand powersports dealership that sells new and used ATVs, UTVs, snowmobiles, personal watercraft, and trailers from Polaris, Can-Am, Sea-Doo, Ski-Doo, Lynx, and Yamaha. The company also provides a service department, OEM parts and accessories, in-house financing through Gresham State Bank, and trade-in valuation services for recreational and agricultural customers in Northeast Wisconsin.

Product overview

Prime Powersports is a Northeast Wisconsin motorsport and snowmobile dealership (formerly R&S Motorsports) operating as a multi-brand dealer offering new and used vehicles across five core product lines: Polaris off-road vehicles and snowmobiles, Can-Am ATVs and UTVs, BRP brands Sea-Doo personal watercraft and pontoon boats, Ski-Doo and Lynx snowmobiles, and Yamaha watercraft. The company also sells trailers and dock products. Services include a service department, parts department, financing through Gresham State Bank, and trade-in valuation. The dealership operates from Shawano, Wisconsin, serving customers near Green Bay and Appleton.

Differentiator

Problem solved

Functional benefit

Products and services

• Polaris Off-Road Vehicles New and used Polaris-branded ATVs, UTVs (side-by-sides), and off-road vehicles for recreational and utility use, including RZR, RANGER, Sportsman, GENERAL, and Xpedition models.
• Polaris Snowmobiles Polaris brand snowmobiles for winter recreational riding.
• Can-Am Off-Road Vehicles BRP Can-Am brand ATVs, UTVs (side-by-sides), and off-road vehicles including Outlander, Defender, and Renegade models.
• Sea-Doo Personal Watercraft and Pontoon Boats BRP Sea-Doo personal watercraft (PWC) and pontoon boats including Switch models with 170 hp Rotax engines, intelligent Brake & Reverse (iBR), and modular deck tile system.
• Ski-Doo Snowmobiles BRP Ski-Doo brand snowmobiles including Backcountry X-RS models with 850 E-TEC engines, REV Gen5 platform, 10.25 in. touchscreen with built-in GPS and Group Ride, and RAS RX front suspension.
• Lynx Snowmobiles BRP Lynx brand snowmobiles including Brutal RE, Commander RE, Rave RE, Shredder DS, and Xterrain models.
• Yamaha Watercraft Yamaha brand personal watercraft and water vehicles including wave runners and jet boats.
• Trailers Trailers for transporting motorsports vehicles, boats, and equipment.
• Dock Products Water accessories including Voyager Docks, Lakeview Docks, and Wave Armor products.
• Service Department Vehicle maintenance and repair services for all brands sold, with online service scheduling.
• Parts Department Genuine OEM parts, accessories, riding gear, and clothing sales for all vehicle brands sold, with online parts request capability.
• Vehicle Financing Vehicle financing offered through partnership with Gresham State Bank, with secure online credit application and promotional financing options ranging from 0.99% to 6.99% APR across 36-72 month terms.
• Trade-In Valuation (Value Your Trade) Trade-in valuation service allowing customers to assess the value of their current vehicle online to offset the cost of an upgrade.

Quantifiable outcome

• Rebates up to $4,000 off select Polaris Off-Road vehicles
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Polaris Sales Inc.coreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer for off-road vehicles (RZR, RANGER, Sportsman, General, XPEDITION) and snowmobiles. Access to OEM promotions, rebates, and financing programs.
• BRP (Bombardier Recreational Products)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Can-Am (ATVs, UTVs/SSV), Sea-Doo (personal watercraft), Ski-Doo (snowmobiles), and Lynx (snowmobiles) brands. Access to BRP promotional financing and rebate programs.
• Yamaha Motor CorporationminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Yamaha Watercraft products including wave runners and jet boats.
• DX1coreTechnology or IntegrationDealer website platform provider powering the primepowersports.com website, inventory management system, and integrated customer management tools.
• Progressive InsuranceminorGTM or Marketing PartnerInsurance partner providing quote links for vehicle insurance on the dealer website, enabling customers to obtain coverage alongside their purchase.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• RumbleOn: RumbleOn is an online powersports marketplace and dealer roll-up that buys and sells motorcycles, ATVs, UTVs, PWCs, and other powersports vehicles. It is an emerging channel that could divert new-vehicle leads away from traditional dealerships like Prime Powersports and is also a potential acquirer of dealer groups.
• RevZilla: RevZilla is a leading online powersports gear, parts, and accessories retailer (now owned by Comoto Holdings) that competes with the parts/accessories and apparel portion of Prime Powersports' revenue. It represents the digital-first emerging channel against which traditional brick-and-mortar dealers must compete for parts-and-accessory spend.
• Cycle Gear: Cycle Gear is a national chain retailer of powersports parts, accessories, riding gear, and apparel, now part of Comoto Holdings alongside RevZilla. It competes with Prime Powersports for parts, accessories, and apparel revenue but does not sell new vehicles, making it an adjacent rather than directly competing channel.

Direct peers

• MarineMax: MarineMax is the largest U.S. recreational boat and personal watercraft retailer, including Sea-Doo and Yamaha WaveRunner lines that overlap directly with Prime Powersports' PWC business. Its multi-brand boat dealership model, F&I attach, and service/parts back office closely mirror Prime Powersports' operating approach for the marine half of its lineup.
• Fox Powersports: Fox Powersports is a multi-brand regional powersports dealer carrying similar OEM brands across ATVs, UTVs, snowmobiles, and PWCs. It is a like-for-like single/multi-location competitor that validates the multi-brand dealership model Prime Powersports operates.
• RideNow Powersports: RideNow is one of the largest multi-brand powersports dealer groups in the United States, operating dozens of locations across multiple states and carrying the same OEM brands (Polaris, Can-Am, Sea-Doo, Ski-Doo). It is the most directly comparable scaled version of Prime Powersports' multi-brand dealership business model.

Broad incumbents

• Camping World Holdings: Camping World is the dominant U.S. RV and outdoor recreation retailer, with growing exposure to powersports products and an adjacent dealership-and-service model. It competes for the same discretionary recreational vehicle dollars and operates service/parts ecosystems comparable to Prime Powersports, but at substantially greater scale and broader product scope.
• Polaris Inc. Polaris (NYSE: PII) is one of Prime Powersports' core OEM partners, supplying RZR, Ranger, Sportsman, General, Xpedition, and snowmobile lines. As the manufacturer of a large share of the dealership's inventory, Polaris' pricing, promotional financing terms, and channel strategy directly shape Prime Powersports' gross margins and competitiveness.
• Lazydays Holdings: Lazydays is a publicly traded RV dealership group offering sales, service, parts, and financing. While focused on motorhomes and travel trailers rather than ATVs/snowmobiles/PWCs, it shares the multi-brand dealership retail model, F&I attach economics, and parts/service annuity that Prime Powersports also relies on.
• BRP Inc. BRP (TSX: DOO) is the manufacturer of Can-Am, Sea-Doo, Ski-Doo, and Lynx — four of the six brands carried by Prime Powersports. As a critical OEM supplier, BRP's allocation decisions, promotional financing programs (e.g., 1.99% APR on Sea-Doo), and any direct-to-consumer moves would directly affect the dealership's revenue mix and risk profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/prime-powersports

Compliance2 records

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 Prime Powersports