St. Onge Recreation

What St. Onge Recreation does

St. Onge Recreation is a privately held, multi-brand powersports and marine dealership founded in 1991 and headquartered in Barrie, Ontario, Canada. The company operates three purpose-built physical locations in Barrie (a main dealership at 65 Hart Drive, a dirt bike and off-road motorcycle shop at 23 George Street, and a dedicated boat shop) and serves a regional catchment spanning Barrie, Orillia, Georgina, Collingwood, and Shelburne across Simcoe County and surrounding Ontario. Its inventory and services span the full lifecycle of recreational and utility vehicles: new and pre-owned sales, OEM and aftermarket parts, in-house service and maintenance, seasonal vehicle storage, and customer financing (notably Yamaha Financial Services).

The company is an authorized dealer for an unusually broad portfolio of manufacturers, including BRP's Can-Am, Sea-Doo, Ski-Doo, and Lynx lines, plus Kawasaki, Yamaha, Husqvarna, and Suzuki for powersports, and Mercury Marine, Sylvan, Manitou, and Scarab for marine products, alongside Triton and Mission trailers. Underlying technology is conventional dealership infrastructure: an OnlineMicrofiche-powered parts finder, an online parts and accessories e-commerce storefront with free domestic shipping above $150 CAD, an eBay Canada storefront for extended reach, and BRP GO! mobile app connectivity for owners. Revenue is generated through one-time vehicle and parts transactions, recurring service and storage fees, and financing referrals, with no software, subscription, or platform-as-a-service component.

The customer base is fragmented across recreational enthusiasts, utility/work users (farming, hunting, property maintenance), marine/boating enthusiasts, and snowmobile riders, with a horizontal segmentation approach. Headcount of 101–250 employees and current inventory snapshots of 94+ personal watercraft, 43+ snowmobiles, and 12 boats indicate a mid-sized, regionally focused retail operation with no disclosed revenue, funding, or institutional ownership.

Name

St. Onge Recreation

Legal name

St. Onge Recreation

Website

https://stongerecreation.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

St. Onge Recreation is a multi-brand powersports and marine dealership in Barrie, Ontario, operating three retail locations and selling, servicing, and storing vehicles from BRP, Kawasaki, Yamaha, Husqvarna, Suzuki, Mercury, and other brands across Simcoe County.

Ownership category

akta.pro rank

Product category

Powersports and Marine Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Boat Dealers (441222)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industries

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Recreation Vehicles & Powersports Accessories Distribution (ATV/UTV, Moto, Snowmobile) (CRAOAJAJ)

Keywords

• Powersports vehicles
• Marine dealership
• Outdoor recreation
• Vehicle service parts
• Boats trailers sales

Headquarters

HQ city

Barrie

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new powersports vehicles including snowmobiles, ATVs/SSVs, personal watercraft, motorcycles, boats, trailers, and outboard engines from multiple brands (Can-Am, Sea-Doo, Ski-Doo, Kawasaki, Yamaha, Husqvarna, and others).
2. Pre-Owned Vehicle Sales: Resale of used powersports vehicles across all product categories, including cars, trucks, snowmobiles, ATVs, PWC, motorcycles, boats, trailers, and outboard engines.
3. Parts and Accessories: Sales of OEM and aftermarket parts, accessories, lubricants, fluids, and gear through both physical dealership and online e-commerce platform with free shipping on orders over $150 before taxes.
4. Service and Maintenance: Full-service maintenance department for all powersports and marine vehicles, including scheduled maintenance, repairs, and winter storage services.
5. Storage Services: Vehicle storage services offered for off-season periods, particularly relevant for snowmobiles and personal watercraft.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

St. Onge Recreation is a multi-brand powersports and marine dealership that sells new and pre-owned snowmobiles, ATVs/SSVs, motorcycles, dirt bikes, personal watercraft, pontoon boats, jet boats, outboard engines, and trailers, alongside genuine OEM and aftermarket parts, accessories, riding gear, and lubricants. It complements vehicle sales with a service and maintenance department, off-season vehicle storage, trade-in valuation, and financing through Yamaha Financial Services, serving recreational consumers across Simcoe County, Ontario.

Product overview

St. Onge Recreation is a powersports and marine dealership offering a diverse portfolio of vehicles, parts, service, and financing. The core offerings span multiple product lines: Can-Am off-road (SSVs/ATVs) and on-road (3-wheel vehicles), Sea-Doo personal watercraft and Switch pontoon boats, Ski-Doo and Lynx snowmobiles, plus Kawasaki, Yamaha, Husqvarna, Suzuki motorcycles and SSVs. Marine products include Scarab jet boats, Sylvan and Manitou pontoon boats, and Mercury outboard engines. Supporting services include a parts department, service department, storage, financing options, and online parts sales. The dealership also supports BRP vehicles with the BRP GO! mobile app for trail navigation and ride tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Can-Am Off-Road Vehicles New side-by-side (SSV) and all-terrain (ATV) vehicles including Defender, Maverick, Commander, and Outlander lines sold to recreational and utility buyers in Ontario.
• Can-Am On-Road Vehicles Three-wheel road motorcycles including Ryker, Spyder F3, Spyder RT, and Canyon models sold to on-road recreational consumers.
• Sea-Doo Personal Watercraft Personal watercraft including Spark, GTI, GTX, GTR, RXT-X, RXP-X, Wake, FishPro, and Explorer Pro models sold to recreational boaters.
• Sea-Doo Switch Pontoon Boats Modular pontoon boats including Switch, Switch Sport, Switch Cruise, Switch Cruise Limited, and Switch Fish models for family and fishing recreation.
• Ski-Doo Snowmobiles Snowmobiles including Summit, Freeride, Renegade, MXZ, Grand Touring, Backcountry, Expedition, Skandic, Tundra, and youth models for trail and backcountry riders.
• Lynx Snowmobiles Lynx-branded snowmobiles (Shred and other models) targeted at Nordic and backcountry conditions.
• Kawasaki Powersports New Kawasaki motorcycles, ATVs, and UTVs (including the KLR 650 and related models) for on-road and off-road recreational buyers.
• Yamaha Powersports and Marine Yamaha motorcycles, ATVs, SSVs, generators, and outboard marine engines, paired with Yamaha Financial Services for retail financing.
• Husqvarna Motorcycles Authorized Husqvarna street and off-road motorcycles and enduro bikes.
• Suzuki Powersports Suzuki motorcycles and powersports vehicles.
• Scarab Jet Boats Recreational jet boats for personal watercraft-style boating.
• Sylvan Pontoon Boats Sylvan pontoon boats including G-3 and other family/fishing models.
• Manitou Pontoon Boats Manitou luxury and performance pontoon boats.
• Mercury Outboard Engines Mercury outboard marine engines sold with boats or as standalone repower units.
• Triton and Mission Trailers New Triton and Mission trailers for transporting powersports vehicles and boats.
• Pre-Owned Vehicles (Cars, Trucks, Powersports, Marine) Resale of used cars and trucks, snowmobiles, ATVs/SSVs, PWC, motorcycles, dirt bikes, boats, trailers, and outboard engines, with examples such as a 2016 Scarab 165 at $21,999 and 2018 Polaris Switchback XCR 800 at $6,599.
• Service and Maintenance Department Scheduled maintenance and repair services for all powersports and marine vehicles sold by the dealership, plus out-of-warranty work.
• Parts Department (Genuine OEM and Aftermarket) Genuine OEM and aftermarket parts for Can-Am, Sea-Doo, Ski-Doo, Lynx, Yamaha, Kawasaki, Husqvarna, Suzuki, Mercury, Sylvan, Manitou, and Scarab, with in-store and online lookup via the OnlineMicrofiche parts finder.
• Online Parts and Accessories Shop E-commerce store for parts, accessories, LinQ products, lubricants, fluids, riding gear, and maintenance items with free shipping on orders over $150 CAD before taxes across Canada; item prices range from $35.99 to $989.99 CAD.
• Vehicle Storage Services Off-season storage for snowmobiles, personal watercraft, boats, and other powersports equipment, with pickup/drop-off at the Barrie locations.
• Financing Services Retail financing referrals including Yamaha Financial Services, plus a Value-Your-Trade online trade-in valuation tool that converts trade-in equity into credit toward purchase.

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• BRP (Bombardier Recreational Products)coreChannel Partner/ Reseller/ DistributorBRP is the parent company and primary brand partner for Can-Am, Sea-Doo, Ski-Doo, and Lynx product lines. St. Onge Recreation is an authorized BRP dealer offering the full lineup of BRP powersports vehicles including side-by-sides, ATVs, 3-wheel vehicles, personal watercraft, snowmobiles, and associated accessories, parts, and riding gear.
• Kawasaki Motors CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Kawasaki dealer offering Kawasaki powersports vehicles and equipment including UTVs, ATVs, and motorcycles.
• Yamaha Motor CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer offering motorcycles, ATVs, generators, and marine engines. Additionally provides Yamaha Financial Services for customer financing options.
• Husqvarna MotorcyclescoreChannel Partner/ Reseller/ DistributorAuthorized Husqvarna dealer for off-road motorcycles and enduro bikes.
• Mercury Marine CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Mercury Marine dealer offering outboard engines for boats and marine applications.
• Suzuki CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Suzuki dealer for motorcycles and powersports equipment.
• Triton TrailersminorChannel Partner/ Reseller/ DistributorDealership offers Triton trailers as part of product lineup for transporting powersports vehicles.
• Sylvan SportcoreChannel Partner/ Reseller/ DistributorAuthorized Sylvan pontoon boat dealer offering family and fishing pontoon boats.
• Manitou Pontoon BoatscoreChannel Partner/ Reseller/ DistributorAuthorized Manitou pontoon boat dealer offering luxury and performance pontoon boats.
• Scarab Jet BoatscoreChannel Partner/ Reseller/ DistributorAuthorized Scarab jet boat dealer offering personal watercraft and jet boats.
• Mission TrailersminorChannel Partner/ Reseller/ DistributorDealership offers Mission trailers as part of trailer product lineup.
• MD Marine InsuranceminorGTM or Marketing PartnerReferral partnership for boat and personal watercraft insurance. MD Marine provides insurance quote services for customers purchasing boats and PWCs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal Distributing: One of Canada's largest powersports and marine aftermarket retailers and distributors, carrying multi-brand parts, accessories, and apparel across Canadian channels. Comparable to St. Onge Recreation as a multi-category Canadian powersports retail business, though with a stronger national e-commerce and distribution focus.
• Pride Marine Group: Ontario-based multi-location boat and powersports dealer representing BRP, Mercury, and other major brands with sales, service, and storage operations. Direct comparable to St. Onge Recreation's marine business and authorized dealer structure, though more boat-specialized.
• Anchor Marine: Ontario-based boat and marine dealer offering new and pre-owned boat sales, service, parts, and storage. Comparable to the marine side of St. Onge Recreation's business with similar full-service marina-style operations.
• Trailside RV & Powersports: Canadian powersports and RV dealer offering sales, service, and parts across multiple brands in Ontario. Comparable dealership format with overlapping OEM relationships and customer segments.
• Performance Plus Powersports: Canadian multi-brand powersports dealer offering new and used vehicles, parts, and service across multiple OEM brands. Comparable multi-brand dealership model and customer segments to St. Onge Recreation.

Broad incumbents

• Rocky Mountain ATV/MC: Large North American powersports aftermarket retailer and distributor with extensive online parts, accessories, and apparel offerings. Comparable to St. Onge's parts/accessories category but operates at much greater national scale as a broad incumbent.

Others

• BRP (Bombardier Recreational Products): Canadian manufacturer of Can-Am, Sea-Doo, Ski-Doo, and Lynx brands. Included not as a competitor but as the primary OEM supplier whose product strategy, dealer network policy, and brand health directly determine St. Onge Recreation's revenue trajectory.
• Yamaha Motor Canada: Canadian arm of Yamaha's powersports, motorcycle, and marine engine business. Key OEM supplier to St. Onge Recreation providing motorcycles, ATVs, generators, marine engines, and Yamaha Financial Services financing options.
• Kawasaki Motors Canada: Canadian distributor of Kawasaki motorcycles, ATVs, and side-by-side vehicles. Key OEM partner of St. Onge Recreation and direct competitor-supplier dynamic in the powersports category.

Regional players

• Northland Recreation: Canadian powersports and marine dealership serving northern Ontario with multi-brand new and used vehicle sales, parts, and service. Comparable multi-category dealership model in a different Ontario geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/stonge.recreation
• LinkedInlinkedin.com/company/st-onge-recreation

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 St. Onge Recreation