Houser Products, Llc.

What Houser Products, Llc. does

Houser Products, LLC, operating as Houser Racing, is a Marion, Ohio-based manufacturer of aftermarket performance parts for the ATV and UTV industry. The company designs, fabricates, and assembles components and accessories across multiple vehicle platforms, including Honda, Yamaha, Kawasaki, Suzuki, and KTM ATVs and Polaris RZR, Can-Am Maverick, Yamaha YXZ, and Kawasaki KRX UTVs. Its core product lines center on A-arm assemblies featuring patented caster-adjustment technology (Slicast, US 7,568,711; TricTrac, US 7,467,800), replacement components such as ball joints, tie rods, hardened sleeves, and needle-bearing kits, and—more recently—RivTab DIY weld-your-own roll cage kits under a patent-pending self-locating tab design. Additional offerings include bumpers, winch mounts, tow hooks, and branded apparel.

The company's technical differentiation sits in suspension geometry adjustability and fabrication-friendly installation. Slicast provides 11 independent caster settings at 0.5 degrees each via an eccentric aluminum cam, while TricTrac adds automatic caster adjustment to Pro Series A-arms. Production is domestic and batch-based, with set manufacturing schedules supporting inventory depth. Houser's IP footprint extends beyond the two granted patents to two patent-pending designs, the RivTab system and an L-Bolt Kit for Polaris RZR tree-bar mounting.

The business model is direct-to-consumer e-commerce first, sold through a Shopify storefront with year/make/model fitment search, supported by an authorized distributor network across five countries (Australia, France, Germany, Norway, UK). Pricing ranges from roughly $3 for apparel to about $2,149.99 for premium roll-cage kits, with core A-arm rebuild components concentrated in the $50–$500 range. Distribution spans individual enthusiasts and competitive racers, with a sponsorship program, social channels (Facebook, Instagram, YouTube), and an email newsletter driving top- and mid-funnel demand. No institutional funding, public listing, or management team disclosures appear in the available data; the company is structured as an Ohio LLC, privately held, and appears to be founder or family operated.

Name

Houser Products, Llc.

Legal name

Houser Products LLC

Website

https://houser-racing.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Houser Products LLC (Houser Racing) is a Marion, Ohio-based manufacturer of aftermarket ATV and UTV performance parts — including patented A-arms, roll-cage kits, and replacement components — sold direct-to-consumer and through authorized distributors in five countries.

Ownership category

akta.pro rank

Product category

Aftermarket Powersports Parts (ATV/UTV)

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Body and Trailer Manufacturing (33621)

akta.pro primary industry

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

akta.pro secondary industries

Axle & Suspension Linkages (Control Arms/Tie Rods/Bushings/Ball Joints) (IMACAIAL), Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

Keywords

• Aftermarket ATV parts
• UTV suspension components
• Off-road racing parts
• Roll cage kits
• Powersports components

Headquarters

HQ city

Marion

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aftermarket Parts Sales: One-time sale of ATV and UTV aftermarket parts and accessories including A-arms, ball joints, tie rods, suspension components, roll cages, and apparel. Production-based manufacturing with large batch runs and inventory management.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Houser Products, LLC (dba Houser Racing) manufactures and sells aftermarket performance parts and accessories for ATVs and UTVs. The product line centers on suspension components (A-arms, ball joint kits, tie rod kits, hardened and ground sleeves, Slicast/TricTrac caster adjustment kits) and chassis components (RivTab-based roll cages, roll cage mounts, bumpers, winch mounts, tow hooks, tube connection clamps), with a small apparel/accessories range. All products are designed, fabricated, and assembled at the company's facility in Marion, Ohio.

Product overview

Houser Products LLC (Houser Racing) is a Marion, Ohio-based manufacturer of aftermarket performance parts for the ATV and UTV industries. The product portfolio centers on A-arm assemblies and components for racing applications, with a core focus on Honda, Yamaha, Polaris, Can-Am, Kawasaki, KTM, and Suzuki vehicles. Key product lines include: A-Arms (both ATV and UTV variants) featuring the proprietary Slicast® caster adjustment system; replacement components such as ball joints, tie rods, hardened sleeve kits, needle bearings, and seals; RivTab DIY roll cage kits for UTVs with a patent-pending self-locating design; and accessories including bumpers, winch mounts, and tow hooks. The company operates on a production-based manufacturing model with domestic production, and sells through both direct-to-consumer e-commerce and an international distributor network spanning Australia, France, Germany, Norway, and the UK.

Differentiator

Problem solved

Functional benefit

Brands

• RivTab: DIY weld-yourself roll cage kit system with patent-pending self-locating design for UTV vehicles.

Products and services

• ATV/UTV A-Arms (including MGC, RZR, and other vehicle-specific applications)

Quantifiable outcome

• Added ground clearance vs OEM: 1.816 inches on Polaris RZR XP1000 Max Ground Clearance A-Arms
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered standard.

• AustracostandardChannel Partner/ Reseller/ DistributorAustralian authorized distributor for Houser Racing products. Website: austraco.com.au
• PSRstandardChannel Partner/ Reseller/ DistributorFrench authorized distributor for Houser Racing products. Website: psr-byrapport.com
• Quad-BrielstandardChannel Partner/ Reseller/ DistributorGerman authorized distributor for Houser Racing products. Website: quad-briel.com
• Norsk MaskinutviklingstandardChannel Partner/ Reseller/ DistributorNorwegian authorized distributor for Houser Racing products. Website: maskinutvikling.no
• ATV's OnlystandardChannel Partner/ Reseller/ DistributorUK authorized distributor for Houser Racing products. Website: atvsonly.co.uk

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Race Sport Lighting: Race Sport (formerly associated with UTV accessory categories) and similar accessory makers compete in the broader UTV aftermarket, offering overlapping bumper, lighting, and accessory lines that customers often bundle with suspension purchases from Houser.
• PRP Seats: PRP Seats manufactures UTV and off-road racing seats, harnesses, and interior accessories, serving the same enthusiast customer base and often bundled with suspension and roll cage upgrades like Houser's.

Direct peers

• Lone Star Racing: Lone Star Racing is a major aftermarket manufacturer of UTV and ATV A-arms, tie rods, and suspension components for Polaris, Can-Am, and Yamaha vehicles — directly overlapping with Houser's core product catalog and target enthusiast buyer.
• Shock Therapy: Shock Therapy specializes in aftermarket UTV and ATV suspension components including shocks, A-arms, and ball joints, sharing Houser's racer-focused customer base and direct-to-consumer distribution model.
• Sandcraft Motorsports: Sandcraft manufactures UTV/ATV A-arm assemblies, suspension upgrades, and billet components for racing and recreational use, competing head-to-head with Houser in the Polaris RZR and Can-Am Maverick aftermarket.
• Assault Industries: Assault Industries builds UTV billet accessories, suspension components, and bumpers for Polaris, Can-Am, and Yamaha SXS vehicles — directly competing with Houser's accessory and chassis parts portfolio.

Others

• Maxima Racing Oils: Maxima supplies lubricants and maintenance consumables for off-road and powersports vehicles, occupying the adjacent service-and-maintenance end of the same enthusiast purchasing cycle Houser serves.

Broad incumbents

• Pro Armor: Pro Armor (a Polaris subsidiary) is a broad-line OEM-aligned UTV/ATV aftermarket brand offering bumpers, doors, wheels, and suspension accessories, overlapping with Houser's accessory lines but with much larger scale.
• Cognito Motorsports: Cognito Motorsports manufactures a wide range of powersports and off-road aftermarket suspension, steering, and chassis components with broader vehicle coverage than Houser, positioning it as a larger incumbent in adjacent spaces.
• Lonestar Racing / Shift Steel (parent group comparison): Shift Steel and the broader UTV chassis-fabrication ecosystem includes several consolidators that aggregate aftermarket brands — relevant because Houser could be a target or peer within this roll-up trend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/HouserRacing
• Facebookfacebook.com/houserracing
• Instagraminstagram.com/houser.racing

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 Houser Products, Llc.