Sound Connection Inc

What Sound Connection Inc does

Sound Connection Inc is a privately held specialty retailer and professional installation service founded in 1995 and headquartered in Brainerd, Minnesota. The company sells aftermarket vehicle audio, lighting, remote-start/security, and safety/convenience upgrades, and provides professional installation services, primarily for cars, trucks, motorcycles, boats, and UTVs. Core technology is the integration of third-party branded equipment (Rockford Fosgate, Kenwood, JL Audio, Hertz, Sony, AudioControl, Compustar, 20Twenty Lighting, Wet Sounds, PowerBass, DB Drive, Jensen) into vehicles, with specialty expertise in Harley-Davidson Stage kits, marine Element Ready systems, and OEM integration via signal processors.

The business operates three brick-and-mortar retail/showroom locations in Brainerd MN, Waite Park MN, and Hudson WI, alongside an e-commerce storefront and a mobile on-site motorcycle installation service. A distinct revenue stream comes from rally-event installation at Sturgis, Daytona, Myrtle Beach, Lake of the Ozarks, Tomahawk, and the Donnie Smith Bike Show, anchored by a preferred-partner relationship with Rockford Fosgate at Sturgis since 2018. Customer segments are consumer-led (car/truck owners and motorcycle riders as primary, marine and UTV/powersports as secondary) with a small fleet-services business unit.

Revenue mechanics combine hardware sales (unit-priced SKUs ranging from roughly $100 to $1,000+) and professional installation services (in-store and mobile), with lifetime labor warranty on installations. The company is privately held with no disclosed funding, parent entity, or revenue, and reports 10 employees with 100% of management promoted from within. Operational scale indicators include 31 years of operation, 3,000+ motorcycle installations, 2,800+ Harley-Davidson installations at Sturgis since 2018, and 4.4–4.9-star Google Reviews across locations.

Name

Sound Connection Inc

Legal name

Sound Connection Inc

Website

https://soundconnectioninc.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Sound Connection Inc is a privately held Minnesota-based retailer and installer, founded in 1995, that sells and professionally installs aftermarket audio, lighting, remote-start, and safety upgrades for cars, trucks, motorcycles, boats, and UTVs across three MN/WI locations and at major U.S. motorcycle rallies.

Ownership category

akta.pro rank

Product category

Vehicle Audio and Electronics Retail

NAICS

Audio and Video Equipment Manufacturing (334310)

SIC

Household Audio & Video Equipment (3651)

akta.pro primary industry

Studio / Pro Monitoring Headphones & Reference Speakers (CRACANAK)

akta.pro secondary industries

Pro Audio Equipment (Mics, Interfaces, Mixers, Studio Monitors) (MPAIAJAB), Microphones, Headsets & Audio Input Devices (HDACAFAH)

Keywords

• Vehicle audio installation
• Motorcycle audio systems
• Marine audio equipment
• Remote start systems
• Vehicle lighting upgrades

Headquarters

HQ city

Brainerd

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: The company sells audio equipment, lighting products, remote start systems, safety technology, and vehicle accessories through its retail stores and e-commerce website. Products include head units, speakers, amplifiers, subwoofers, marine audio, motorcycle audio, and related accessories from brands like Rockford Fosgate, Kenwood, Hertz, JL Audio, and others.
2. Professional Installation Services: Sound Connection provides professional installation services for all products they sell, including in-store installations at their three Minnesota/Wisconsin locations and on-site mobile installations for motorcycles at customer locations and rally events.
3. Remote Start System Packages: The company offers remote start systems with both kit-only sales and kit-with-installation options. Installation packages vary by vehicle type (standard vs. Euro vehicles).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sound Connection Inc is a specialty retailer and professional installer of aftermarket vehicle audio, lighting, remote start, and safety technology for cars, trucks, motorcycles, boats, and UTVs. The company sells products from brands such as Rockford Fosgate, Kenwood, Hertz, JL Audio, Compustar, and 20Twenty Lighting through three retail locations in Minnesota and Wisconsin, an e-commerce site, and on-site installation services at major motorcycle rallies. Its core value lies in professional installation expertise with lifetime labor warranty, OEM integration, and mobile/on-site installation capabilities.

Product overview

Sound Connection Inc is an automotive, marine, and powersports audio and electronics retailer offering a comprehensive portfolio of products across vehicle audio (radios, speakers, subwoofers, amplifiers, processors), marine audio, motorcycle audio, UTV audio and lighting, remote start and security systems, and vehicle lighting. The company operates as both a product retailer and professional installation service provider with three Minnesota/Wisconsin locations. Core brands carried include Rockford Fosgate, Kenwood, Sony, Hertz, JL Audio, AudioControl, Compustar, Jensen, PowerBass, DB Drive, and 20Twenty Lighting. They specialize in both consumer direct-fit products and custom installation solutions including bass packages (LVL 1, LVL 2), complete stage kits for Harley-Davidson motorcycles, and marine audio systems. The company also provides fleet services, on-site motorcycle rally installations, and professional installation with labor warranties.

Differentiator

Problem solved

Functional benefit

Products and services

• Compustar PRO R5 Remote Start System 2-mile range 2-way remote start system with proximity unlock, USB rechargeable waterproof remote, and Drone X1 LTE smartphone integration module. Designed for vehicle owners seeking premium remote start and smartphone-integrated security.
• Rockford Fosgate P3 10" Punch Subwoofer 500W RMS dual voice coil car audio subwoofer with anodized aluminum cone, VAST Santoprene surround, and hybrid stampcast basket. For car and truck owners seeking aftermarket bass upgrades.
• Jensen CAR140MW 10.1" Touchscreen Receiver Premium 10.1" LED-backlit floating touchscreen media receiver with wireless/wired Apple CarPlay and Android Auto, SiriusXM-Ready, iDatalink Maestro compatible, 240W MOSFET amplifier, and front/rear camera inputs. For vehicle owners wanting modern smartphone integration.
• Jensen CAR1013 10.1" Receiver 10.1" capacitive touchscreen multimedia receiver with wireless Apple CarPlay and Android Auto, Bluetooth connectivity, 240W power output, and backup camera support. For vehicle owners seeking modern head unit upgrades.
• PowerBass OE692-GM2 6x9" Direct Fit Coaxial Speakers 2Ω premium OEM replacement coaxial speakers designed for GM premium 2Ω audio systems, with injection molded PP cone, 1" silk dome tweeter, and plug-and-play factory wiring adapters. For GMC vehicle owners seeking direct-fit speaker replacement.
• Rockford Fosgate PMX-2 Compact Digital Media Receiver Compact 2.7" display marine digital media receiver with built-in 4-channel amp (25W RMS x 4), Bluetooth, AM/FM, Weather Band, IPX6 water-resistant face, and USB/AUX inputs. Designed for boat, UTV, and golf cart owners.
• DB Drive Quad 8" Subwoofer Package Complete bass package including four DB Drive WDX8G0.4 8" subwoofers (800W max each), WDX1500.1 Class D mono amplifier (1500W @ 1Ω), and quad 8" subwoofer enclosure. For vehicle owners seeking turnkey high-output bass systems.
• Rockford Fosgate M2-65 6.5" Color Optix Marine Coaxial Speakers Marine 2-way coaxial speakers with Color Optix RGB lighting, Element Ready weather resistance, and multiple color options. For marine and powersports owners seeking weather-resistant audio with custom lighting.
• 210 Bass Packages Pre-configured bass upgrade packages for vehicles including Level 1 and Level 2 options with subwoofers, amplifiers, and enclosures designed for specific vehicle applications.
• Rockford Fosgate V2 Motorcycle Audio Line Aftermarket motorcycle audio product line including Element Ready speakers, saddlebag speakers, a 1000W digital amplifier, and complete Stage 2/Stage 3 plug-and-play kits for 2024+ Harley-Davidson motorcycles. Available with on-site installation at Sturgis 2025 and beyond.
• Sound Connection Gift Cards Gift certificates available in denominations starting at $25 for Sound Connection products and installation services.
• On-Site Motorcycle Installation Services Professional mobile installation service that brings audio and lighting upgrades directly to motorcycle customers at their location or at major rallies including Sturgis (August 1-10), Daytona, Myrtle Beach, Lake of the Ozarks, and Tomahawk. Includes labor warranty.
• Fleet Services Dedicated fleet services for commercial vehicle technology and audio upgrades, providing standardized installations across multi-vehicle fleets including backup cameras, blind spot monitoring, and audio upgrades.
• In-Store Professional Installation Services Professional installation at Sound Connection's three retail locations in Brainerd MN, Waite Park MN, and Hudson WI, performed by in-house trained installers with lifetime labor warranty and OEM integration expertise.

Quantifiable outcome

• 3,000+ motorcycle installations completed
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered flagship and core.

• Rockford FosgateflagshipStrategic or Co-development Partner · 1 January 2018Rockford Fosgate is a key brand partner for Sound Connection. The company has been the preferred Rockford Fosgate installation and sales partner at the Sturgis Motorcycle Rally since 2018, offering on-site installations of Rockford Fosgate motorcycle audio products including speakers, amplifiers, and complete stage kits.
• KenwoodcoreTechnology or IntegrationKenwood is one of the primary audio brands sold and installed by Sound Connection. Products include Kenwood eXcelon speakers and head units known for reliable, detailed performance.
• HertzcoreTechnology or IntegrationHertz audio products are featured in Sound Connection installations, particularly for customers seeking Italian precision with dynamic, lively tone. Products include Hertz Mille and Hertz Prima lines.
• JL AudiocoreTechnology or IntegrationJL Audio is one of the trusted brands carried by Sound Connection for high-quality audio components.
• SonycoreTechnology or IntegrationSony is one of the audio brands available at Sound Connection for vehicle audio upgrades.
• CompustarcoreTechnology or IntegrationCompustar remote start and security systems are flagship products at Sound Connection, featuring professional remote start solutions with smartphone integration, proximity unlock, and long-range capabilities.
• 20Twenty LightingcoreTechnology or Integration20Twenty Lighting products including ORION light bars and pod lights are sold and installed by Sound Connection for vehicle lighting upgrades.
• Wet SoundscoreTechnology or IntegrationWet Sounds marine audio products are offered for boat and marine applications, providing high-quality audio solutions designed for water environments.
• PowerBasscoreTechnology or IntegrationPowerBass audio products including OE (OEM replacement) speakers and amplifiers are featured in Sound Connection installations, particularly for powersports and UTV applications.
• DB DrivecoreTechnology or IntegrationDB Drive amplifiers and subwoofers are featured in Sound Connection bass package installations, known for powerful, high-quality low-frequency performance.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Crutchfield: Direct competitor in vehicle audio/electronics retail with strong e-commerce, advisor-led sales, and installation referrals. Comparable because both sell car audio, marine, and powersports upgrades with an emphasis on customer education, though Crutchfield is far larger and ships nationally without owned retail.
• Car Toys: Multi-store vehicle audio and electronics retailer with in-house installation services. Comparable in product mix (radios, speakers, remote start, lighting) and GTM (brick-and-mortar plus professional install), though concentrated in the Pacific Northwest rather than the Midwest.
• Audio Express: Multi-state vehicle audio retailer and installer carrying Rockford Fosgate, Kenwood, JL Audio, and similar brands. Directly comparable in-store-and-install model, brand partnerships, and product categories served.
• Absolute Electronix: Vehicle audio, remote start, and accessory retailer with professional installation services. Comparable in product categories, installation-led value proposition, and consumer/SMB customer base.

Others

• JL Audio: Manufacturer of car, marine, and powersports audio carried by Sound Connection. Comparable as a brand-level peer defining the premium audio category; not a direct retail competitor.
• KICKER: Aftermarket car and marine audio manufacturer. Adjacent rather than directly competitive; comparable through the shared branded-equipment ecosystem that Sound Connection retails and installs.
• Rockford Fosgate: Key brand partner and supplier of motorcycle, marine, and car audio equipment. Not a competitor but a strategic supplier whose partnership status (preferred installer at Sturgis) materially shapes Sound Connection's positioning and product access.

Broad incumbents

• Amazon (Automotive): Massive e-commerce competitor selling the same aftermarket audio, lighting, and remote start SKUs. Competes primarily on price and convenience; Sound Connection differentiates via installation services and expert curation, but Amazon sets the online pricing floor.
• Best Buy (Geek Squad Auto): National big-box retailer offering car audio products plus Geek Squad installation services. Overlaps in vehicle audio and remote start categories but does not specialize in motorcycle/marine/UTV aftermarket, and installation is a small slice of a much broader electronics business.

Regional players

• Custom Sounds: Texas-based vehicle audio retailer and installer with multiple locations. Comparable business model (retail + professional install), but operates in a different geography (Texas vs. Upper Midwest).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBbMOm2-Omyl1_UHRDnvYOA
• Facebookfacebook.com/soundconnectionmn
• Instagraminstagram.com/soundconnectioninc
• TikToktiktok.com/@sound.connection?lang=en
• LinkedInlinkedin.com/company/sound-connection-inc

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 Sound Connection Inc