Hicklin Power Sports

What Hicklin Power Sports does

Hicklin Power Sports LLC is a privately held, family-owned multi-brand powersports dealership headquartered at 3160 SE Grimes Blvd in Grimes, Iowa, serving the Des Moines metropolitan area. The company operates three locations under related branding: the flagship Grimes dealership, Hicklin of Ames (focused on Honda and Kawasaki products), and Hicklin's Waters Edge Marine (specializing in personal watercraft and marine equipment). It sells new and pre-owned motorcycles, ATVs, side-by-side UTVs, snowmobiles, personal watercraft, scooters, generators, snow bike conversion kits, and trailers across authorized partnerships with Polaris, Can-Am/BRP, Yamaha, KTM, Sea-Doo, Ski-Doo, Honda, Kawasaki, Timbersled, and Triton Trailers.

The business is supported by a DX1-powered dealer management platform covering website, inventory, CRM, and an online parts catalog, alongside third-party integrations for trade-in valuation (ValueMyTrade) and financing pre-qualification (Quick Qualify via 700dealer). Factory-certified technicians provide an in-house service department, while financing is delivered through OEM-affiliated lenders including Yamaha Financial Services and KTM's FreedomRoad Financial, with promotional APR offerings as low as 0% on select models.

The revenue model is multi-stream: new vehicle sales (one-time unit pricing), pre-owned vehicle sales, parts and accessories (in-store and online catalog), service and maintenance (professional services), financing referral/transaction fees, and trade-in valuations applied to new purchases. Pricing is largely opaque (quote-based on vehicles) with manufacturer rebates ranging from $200 to $7,000 and a tiered Ag & Business Fleet Program offering up to $1,750 per unit on Polaris volume purchases. The customer base spans individual recreational buyers (primary), agricultural and commercial fleet operators (secondary), and marine/watercraft enthusiasts served through the Waters Edge Marine subsidiary.

Name

Hicklin Power Sports

Legal name

Hicklin Power Sports LLC

Website

https://hicklinpowersports.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hicklin Power Sports LLC is a family-owned multi-brand powersports dealership in Grimes, Iowa, selling new and pre-owned motorcycles, ATVs, UTVs, snowmobiles, watercraft, and related parts, service, and financing to Des Moines metro consumers and commercial fleet buyers.

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (44133)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Powersports vehicles
• Motorcycle dealership
• ATV UTV sales
• Snowmobile dealer
• Marine watercraft

Headquarters

HQ city

Grimes

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new motorcycles, ATVs, UTVs, snowmobiles, personal watercraft, and scooters from manufacturers including Polaris, Can-Am, Yamaha, KTM, Ski-Doo, Sea-Doo, and others
2. Pre-Owned Vehicle Sales: Sale of used powersports vehicles including motorcycles, ATVs, UTVs, snowmobiles, and personal watercraft
3. Parts and Accessories: Sale of replacement parts, accessories, riding gear, and clothing through both in-store and online catalog
4. Service and Maintenance: Factory certified technicians providing vehicle service, repairs, and maintenance
5. Financing Services: Vehicle financing through partnerships with manufacturers and financial institutions
6. Trade-In Evaluations: Value trade-in vehicles applied toward new vehicle purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hicklin Power Sports is a multi-brand powersports dealership selling new and pre-owned motorcycles, ATVs, side-by-side UTVs, snowmobiles, personal watercraft, scooters, generators, Timbersled snow bike systems, Honda power equipment, and Triton trailers. The dealership supplements vehicle sales with a factory-certified service department, an online parts and accessories catalog, vehicle financing through manufacturer and third-party lenders, trade-in evaluations, and an Ag and Business Fleet Program.

Product overview

Hicklin Power Sports LLC is a multi-brand powersports vehicle dealership located in Grimes, Iowa, serving the Des Moines metro area. The company operates as a single-location dealership offering a diverse portfolio of new and pre-owned motorsports vehicles across seven core product categories: Motorcycles & Dirt Bikes (from Yamaha, KTM, Can-Am), ATVs (Polaris Sportsman, Can-Am Outlander), Side-by-Side UTVs (Polaris RZR/Ranger/General, Can-Am Maverick/Defender/Commander), Snowmobiles (Ski-Doo, Lynx), Personal Watercraft (Sea-Doo across multiple families including FishPro sport fishing, performance, and GTX touring models), Scooters (Yamaha Zuma, XMAX), and Generators. The company also sells Timbersled snow bike conversion systems, Honda Power Equipment, and Triton Trailers (boat and PWC trailers across multiple series). An on-site Service Department staffed by factory-certified technicians and an online Parts & Accessories catalog round out the product ecosystem, while Financing Services (via Yamaha Financial Services, KTM FreedomRoad Financial, and Quick Qualify), Trade-In Evaluation, and an Ag & Business Fleet Program provide customer purchase support. All products are managed through the DX1 dealer management platform.

Differentiator

Problem solved

Functional benefit

Segments3 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

Partnerships

Eleven partnerships are on record, tiered core and minor.

• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Polaris Off-Road vehicles including ATVs, UTVs (RANGER, RZR, GENERAL), Sportsman models, and youth vehicles. Offers factory promotions, rebates, and financing programs.
• Can-Am (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Can-Am ATVs, UTVs (Commander, Defender, Maverick), three-wheeled Spyder motorcycles, and electric motorcycles (Pulse and Origin).
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Yamaha motorcycles, sport bikes, adventure bikes (Ténéré 700), side-by-side UTVs (Wolverine, Viking), and scooters.
• KTMcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for KTM motorcycles including motocross, off-road, and street models. Participates in First-Time Buyer Program through FreedomRoad Financial.
• Sea-Doo (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Sea-Doo personal watercraft including performance, recreation, touring, and fishing models.
• Ski-Doo (BRP)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for Ski-Doo snowmobiles across all categories including MXZ, Summit, Renegade, Grand Touring, and Backcountry.
• Lynx (BRP)minorChannel Partner/ Reseller/ DistributorAuthorized dealer for Lynx snowmobiles, a BRP brand focused on Nordic markets.
• TimbersledminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Timbersled snow bike conversion systems.
• Triton TrailerscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Triton boat and watercraft trailers including Elite Series, LT Series, LXT-LK Series, Wave Series, and WC2-2 Series.
• Honda Power EquipmentminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Honda Power Equipment including generators and other power equipment.
• DX1coreTechnology or IntegrationUses DX1 dealer management platform for website, inventory management, customer relationship management, and digital operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US automotive retailer with multi-brand, multi-location stores and parts/service operations. Comparable as a broad multi-brand vehicle retail incumbent, though operating at far greater scale and in passenger vehicles.
• Sonic Automotive: US automotive retailer operating franchise dealerships and EchoPark used-vehicle stores. Comparable multi-brand retail model with meaningful parts/service and F&I contribution.
• BRP Inc. Major OEM manufacturer of Can-Am, Ski-Doo, Sea-Doo, and Lynx — four of Hicklin's core brand relationships. Vertically integrated manufacturer-side incumbent with captive financing.
• Polaris Inc. Major OEM manufacturer of off-road vehicles, snowmobiles, motorcycles, and boats. Core supplier of the Polaris product line carried by Hicklin and operator of adjacent consumer financing and promotional programs.
• Lithia Motors: One of the largest US automotive dealer groups with hundreds of stores across multiple brands. Comparable business model of multi-location, multi-brand authorized retail with material parts/service and F&I revenue.
• Penske Automotive Group: Large international automotive retailer with multi-brand dealership operations across premium and commercial brands. Comparable as a multi-brand retail incumbent with diversified revenue mix.
• Yamaha Motor Corporation: Major OEM manufacturer of motorcycles, ATVs, UTVs, and watercraft — core supplier to Hicklin. Comparable as a manufacturer with direct-to-consumer engagement and captive finance.

Direct peers

• MarineMax: Publicly traded multi-location marine and recreational vehicle dealer operating a similar multi-brand retail-plus-service-plus-F&I model. Closest publicly traded analog to Hicklin's Waters Edge Marine and overall multi-store dealership structure.
• RevZilla: Leading online motorcycle parts and accessories retailer (also part of Comoto Holdings). Comparable to Hicklin's online DX1 parts catalog business model and motorcycle enthusiast consumer focus.
• Cycle Gear: National motorcycle gear and accessories retailer (part of Comoto Holdings) with brick-and-mortar and online channels. Comparable to Hicklin's parts, gear, and accessories retail business and enthusiast customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hicklinpowersports
• LinkedInlinkedin.com/company/hicklin-power-sports-l.l.c.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Hicklin Power Sports