Beemer Shop

What Beemer Shop does

Beemer Shop, Inc. (Ted Porter's BeemerShop) is a privately held, e-commerce-first motorcycle parts and suspension specialist headquartered in Scotts Valley, California, founded by Ted Porter and operating since the mid-2000s with a 1-10 person team. The company distributes, custom-builds, and services aftermarket suspension products - including shocks, fork cartridges, and steering dampers - from at least six European manufacturers: TracTive, Wilbers, TFX, YSS, Yacugar, and Ohlins. BeemerShop holds the #1 Wilbers importer position in North America and is the exclusive US importer for TracTive, TFX, and Ikon, with the largest ESA shock inventory on the continent. Beyond suspension, the company is the primary US distributor for HEXcode's GS-911 diagnostic tool (since 2007) and HEX ezCAN CAN-bus accessory manager, plus Siebenrock, SBVTools, Motohansa, Emerald Island classic replica parts, and a co-formulated TS-60 moly spline lube.

Name

Beemer Shop

Legal name

Beemer Shop, Inc.

Website

https://beemershop.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

BeemerShop is a privately held, e-commerce-first motorcycle suspension specialist in Scotts Valley, California, distributing and custom-building aftermarket shocks, diagnostics, and parts for BMW and other motorcycle brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Scotts Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Suspension Products Sales: Sale of custom built motorcycle shocks, fork cartridge kits, and suspension components from multiple brands including TracTive, Wilbers, TFX, YSS, Yacugar, Ohlins, and Ikon. Products sold include rear shocks, front shocks, steering dampers, fork springs, and ESA conversion systems.
2. GS-911 Diagnostic Tool Sales: Sale of HEX GS-911 diagnostic tools for BMW motorcycles. Products include WiFi versions with 10-pin and OBD-II connectors, USB versions, adapters, and extension cables. Trade-in program available for old yellow devices.
3. HEX ezCAN Accessory Manager Sales: Sale of HEX ezCAN accessory management devices and related wiring harnesses, extension cables, and adapters for BMW, KTM, Harley-Davidson, Ducati, Honda, Husqvarna, Triumph, Yamaha and other brands.
4. SBVTools Sales: Sale of SBVTools premium motorcycle tool kits and individual tools including Expert Mechanic Tool Sets, Basic Adventure sets, add-on pouches, and torque wrenches.
5. Suspension Service and Repair: Shock rebuilding, custom tuning, revalving, spring replacement, fork service, and on-site dyno testing services. Service includes ESA conversions and BMW Dynamic Damping (DDA) systems expertise.
6. BMW Airhead Parts: Sale of Emerald Island replacement, accessory and classic replica parts for BMW Airhead motorcycles (1970-1995), including charging system upgrades, ignition system upgrades, driveshafts, cylinder head work, and other parts.
7. ProUnlimited Subscription: Annual subscription service for GS-911 WiFi devices at $99 per year providing unlimited VIN support for service functions, priority access to new software features, and professional license upgrade capability.
8. Special Order Deposits: Special order deposit service for items not in stock, requiring a $1 deposit through their online system.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Beemer Shop is a motorcycle suspension specialist and BMW Airhead parts dealer based in Scotts Valley, California, that distributes aftermarket suspension products from European brands (Wilbers, TracTive, YSS, Yacugar, TFX, Ohlins, Ikon), BMW diagnostic tools (GS-911, HEX ezCAN), OEM-replacement bodywork and parts (Emerald Island), and proprietary consumables (SBVTools, TS-60 Spline Lube), while providing in-house suspension rebuilding, custom valving, dyno tuning, and BMW Airhead parts/service for individual riders and shops worldwide.

Product overview

Beemer Shop is a motorcycle suspension specialist offering a comprehensive portfolio of products and services centered around three core pillars: (1) Suspension products including custom-built shocks from six brands (TracTive, Wilbers, TFX, YSS, Yacugar, Ohlins) with full service/rebuild capabilities, (2) HEXcode diagnostic and accessory management tools (GS-911 diagnostic tool with ProUnlimited subscription and HEX ezCAN accessory manager for CAN-Bus integration), and (3) Specialty parts including Emerald Island replacement/replica BMW parts and SBV premium tool sets. The company serves all motorcycle brands with a focus on BMW and operates as USA importer/distributor for multiple European suspension manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Wilbers Suspension Products Aftermarket Wilbers suspension components (shocks, fork springs, steering dampers) distributed in North America by Beemer Shop with Wilbers 5-year limited warranty. Targeted at BMW and other motorcycle riders seeking premium suspension upgrades.
• TracTive Suspension Products Exclusive US distributor of TracTive electronic and conventional aftermarket suspension systems; includes TracTive e-ESA suspension line and Imposta product family. Sold to BMW and adventure-rider customers, with factory-trained service support.
• YSS Suspension Products Aftermarket YSS shocks, fork kits, and steering dampers distributed by Beemer Shop with factory-trained service support for BMW and other motorcycle applications.
• Yacugar Suspension Products Exclusive US distributor of Yacugar aftermarket motorcycle suspension components. Targeted at riders seeking Yacugar-built shocks and suspension upgrades through the Beemer Shop retail and service channels.
• TFX Suspension Products TFX Suspension components distributed by Beemer Shop, including a line under development through the Wixom Brothers. Targeted at motorcycle riders seeking custom suspension options.
• Ohlins Suspension Products Premium Ohlins suspension components (shocks, fork kits, steering dampers) distributed by Beemer Shop, serving riders seeking top-tier aftermarket suspension.
• Ikon Suspension Products Ikon aftermarket suspension components distributed by Beemer Shop as part of its multi-brand suspension portfolio.
• GS-911 Diagnostic Tool WiFi and USB BMW diagnostic tool distributed by Beemer Shop that connects to the rider's computer or smartphone for reading, clearing, and servicing BMW fault codes on CAN-bus-equipped motorcycles (10 diagnostic protocols supported). Comes with ProUnlimited subscription tiers (Pro, ProPlus 5-vehicle, ProPlus 10-vehicle) and a Trade-In Program on legacy GS-901 units.
• HEX ezCAN Accessory Manager HEX ezCAN CAN-bus accessory manager distributed by Beemer Shop as the exclusive US distributor; enables riders to install electrical accessories without splicing BMW wiring, supports fleet licenses and warranty offerings, and is available with 2-year, 3-year, and lifetime software license options.
• Emerald Island Replacement Parts Replacement bodywork, panels, and parts from Emerald Island distributed by Beemer Shop for vintage Airhead Ducati motorcycles (with potential carryover to BMW Airhead styling). Targeted at classic motorcycle restorers and riders maintaining older Ducati Airhead models.
• SBVTools Motorcycles Servicing Tools Professional motorcycle servicing tools from SBVTools distributed by Beemer Shop for BMW Airhead and other motorcycle maintenance work.
• TS-60 Spline Lube Proprietary TS-60 Spline Lube distributed by Beemer Shop as a driveline spline lubricant for motorcycle maintenance.
• Motorcycle Suspension Service & Repair In-house suspension service offering including shock rebuilding, custom valving, dyno-tuned setup, and revalving across Wilbers, TracTive, YSS, Yacugar, TFX, Ohlins, and Ikon. Performed at the Scotts Valley facility by factory-trained technicians. Targeted at individual riders and dealers needing warranty/service support.
• BMW Airhead Parts & Service Specialized BMW Airhead motorcycle parts sourcing and service for pre-1995 BMW air-cooled motorcycles. Backed by 40+ years of BMW expertise, hard-to-source parts inventory, and direct ordering access.

Quantifiable outcome

• Custom shocks arrive in 3-4 weeks from Europe plus transit time
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, secondary and minor.

• TracTive SuspensioncoreTechnology or IntegrationBeemerShop is the USA importer and distributor for TracTive Suspension motorsport products. TracTive is known for ESA dynamic damping shocks, fork cartridges, and plug-and-play conversions for BMW models including S1000R/RR/XR, R1250 series, and more. Products feature patented dynamic valve technology and are inventors of ESA systems.
• Wilbers SuspensioncoreTechnology or IntegrationBeemerShop is the #1 Wilbers importer in North America, offering the largest ESA shock inventory in North America with no waiting. Wilbers products are designed, tested, and manufactured in Germany with precision machining and premium materials. Products include 5-year warranty and custom spring options.
• TFX SuspensioncoreTechnology or IntegrationBeemerShop is the exclusive US importer and distributor for TFX Suspension. TFX products are designed, tested, and manufactured in Holland with rugged durability for extreme loads and conditions. Features include 6082 hard anodized aluminum cylinders and 16mm induction hardened CrMoly shafts.
• OhlinscoreTechnology or IntegrationBeemerShop is an Ohlins dealer and Ohlins authorized service center, offering Ohlins suspension products and factory-authorized maintenance and repair services.
• HEXcode (HEX Microsystems)coreTechnology or IntegrationBeemerShop introduced HEXcode products to the United States in 2007 and remains the primary distributor for GS-911 diagnostic tools and HEX ezCAN accessory managers. The partnership involves exclusive distribution of HEX's CAN-bus diagnostic and accessory management products for motorcycles.
• Emerald Island (EI Products)secondaryTechnology or IntegrationEmerald Island produces high-quality vintage BMW replacement, accessory and classic replica parts. Products include charging system upgrades, ignition system upgrades, and driveshaft assemblies with extra heavy-duty German Elbe U-joints.
• SiebenrocksecondaryChannel Partner/ Reseller/ DistributorBeemerShop is an official Siebenrock importer, distributing Siebenrock parts and accessories for BMW motorcycles, particularly Airhead models.
• SBVToolssecondaryChannel Partner/ Reseller/ DistributorBeemerShop is a distributor for SBVTools premium motorcycle tool kits and individual tools. SBVTools features patented designs by Thierry de Shaetzen with lifetime warranty and high-quality materials.
• YSS SuspensionsecondaryTechnology or IntegrationYSS is designed and tested in Holland with manufacturing in Thailand. Products offer mid-level pricing with ABE & TUV certification, featuring steel cylinders, teflon piston bands, and 2-year warranty.
• Yacugar SuspensionsecondaryTechnology or IntegrationYacugar is a Wilbers competitor offering unique products including lowering spring kits, progressive and linear shock springs, steering dampers, and fork springs. Products designed, tested, and manufactured in Holland with 5-year warranty.
• Ikon SuspensionsecondaryTechnology or IntegrationBeemerShop is a USA distributor for Ikon suspension products, representing six suspension companies total in the US market.
• Motohansa ToolsminorChannel Partner/ Reseller/ DistributorBeemerShop distributes Motohansa tools including spark plug sockets, offering specialty tools for motorcycle maintenance.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MotoSport: Major online retailer of motorcycle, ATV, and powersports parts and accessories; comparable DTC model but with broader category breadth and lower specialization than BeemerShop.
• Dennis Kirk: Established powersports (motorcycle, ATV, snowmobile) parts and accessories retailer; similar DTC/phone sales model but with a much broader category mix than BeemerShop's BMW-and-suspension focus.
• Chaparral Motorsports: Large multi-line powersports retailer with strong e-commerce presence; relevant comparison for online parts/accessories retail at scale but operating across many vehicle types rather than BeemerShop's specialist niche.
• RevZilla: Large generalist motorcycle gear, parts, and accessories retailer (now part of Comoto Holdings); overlaps in parts/accessories categories and DTC e-commerce but with much broader brand and category coverage than BeemerShop's specialist focus.
• BikeBandit: Long-standing online motorcycle parts retailer with OEM and aftermarket parts catalogs; competes in the same replacement-parts purchase occasion but lacks BeemerShop's suspension specialist positioning.

Direct peers

• Twisted Throttle: Adventure and sport-touring motorcycle accessories retailer serving a similar enthusiast customer base with comparable premium positioning, e-commerce focus, and curated brand portfolio.
• Wunderlich America: German manufacturer of premium BMW-specific motorcycle parts and accessories with US distribution; the most direct functional peer to BeemerShop given overlapping BMW-focused parts/accessories catalogs and similar enthusiast customer base.
• Touratech USA: Adventure motorcycle accessories specialist including suspension (BeemerShop actually resells Touratech Expedition shocks); closely comparable in target customer (adventure/BMW riders), premium positioning, and DTC e-commerce model.

Others

• HEX Microsystems (HEXcode): South African developer/manufacturer of the GS-911 diagnostic tool and HEX ezCAN, for which BeemerShop has been the primary US distributor since 2007; relevant as the upstream technology partner whose product line drives a meaningful share of BeemerShop revenue.
• Ohlins (Öhlins of Sweden): Premium suspension manufacturer that BeemerShop resells and is an authorized service center for; an upstream supplier/partner rather than direct competitor, but the only point of contact customers may compare against for premium suspension.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCXzljfk_P2V622xQRNOTj7A
• Facebookfacebook.com/BeemerShop
• Xx.com/beemershopca
• LinkedInlinkedin.com/company/beemer-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Beemer Shop