Jacksonville Powersports marked its 50th anniversary on June 28 with a public celebration that reflected the dealership’s enduring presence and strategic evolution in Florida’s competitive market.
The second-generation, family-owned dealership hosted an open house at its Atlantic Boulevard location featuring product demos, promotional raffles, and customer appreciation activities. The event drew new and longtime customers alike, offering a glimpse into the operational model that has sustained the business for five decades.
“We’ve been here for 50 years, and this was a chance to thank our customers and community,” says George Masde, owner of Jacksonville Powersports and son of its founder. “The anniversary gave us
a moment to celebrate our roots, and the future.”
Built for longevity
Jacksonville Powersports has grown by maintaining a broad inventory spanning multiple product categories, supported by a full-service operation. The June 28 event showcased key units from top OEMs, including Sea-Doo, Can-Am and Kawasaki.
The dealership emphasized that it doesn’t just sell powersports vehicles, but rides them, services them, and know what customers need after the sale, stating “If you buy it from us, we can take care of it for the long run.”
The dealership’s full-service department remains a cornerstone of its success, with factory-trained technicians certified in all of the OEM brands it sells.
Navy roots
Founded in the 1970s by a U.S. Navy veteran and motorcycle enthusiast, Jacksonville Powersports has evolved into a high-volume, multiline dealership serving the greater Jacksonville area. Now located just west of I-295 on Atlantic Boulevard, the business leverages both a strong location and deep community ties.
“The dealership was born out of a love for motorcycles, and we’ve kept that passion alive across generations,” Masde says. “Now we’re focused on building for the next 50 years.”
Industry insights
For the broader powersports industry, Jacksonville Powersports offers a notable example of sustained dealership performance through:
Multiline diversification that spans core and emerging segments (e.g., neighborhood PTVs);
Retention through service, supported by experienced staff and strong post-sale support; and
Community credibility is built on longevity, staff continuity, and regional brand identity.
The June 28 event wasn’t just a celebration; it was a reaffirmation of a customer-first, service-backed model that continues to deliver results.
National Powersport Auctions and AIMExpo will host Auction for a Cause, a live fundraising event supporting youth programs, injured athletes, and families facing pediatric brain tumors.
The auction is led by NPA in partnership with the Motorcycle Industry Council, as part of AIMExpo 2026, taking place Jan. 7-9 in Anaheim, California.
Proceeds from the auction will go to Malcolm Smith Motorsports Foundation, Pediatric Brain Tumor Foundation, and Road 2 Recovery Foundation
At AIMExpo 2025, the auction raised more than $34,000 — including $20,830 in live bids and $13,650 in direct donations.
This year’s auction will feature approximately 20 exclusive items, including signed memorabilia, rare collectibles, unique experiences, and gear donated by riders, brands, and industry leaders. Attendees can preview items during the show and bid live on the show floor.
“We’re honored to support these three incredible organizations at AIMExpo this year,” says Ryan Keefe, vice president of marketing for NPA. “It’s a powerful opportunity to come together as an industry and give back to causes that truly make a difference — whether it’s helping injured athletes, empowering underserved youth, or supporting families affected by pediatric brain tumors.”
The MIC is now accepting donations of auction items from brands, dealers, and individuals across the industry. Those interested in contributing can contact Lindsey Scheltema at lscheltema@mic.org by Oct. 31. All donations are tax-deductible and will be recognized at the event.
Capital Powersports, a dealership based in Wake Forest, North Carolina, recently announced that it is now an official dealer of Polaris off-road vehicles and products.
“Well, it took longer than expected, but it’s official and my whole team is super excited to announce we are now a Polaris dealer,” says Kevin Dunn, general manager of Capital Powersports. “The whole image of Polaris ties in so well with our current motto as the adventure dealer for the region.”
A new, albeit temporary, showroom space has been created for the interior housing of Polaris ATVs and its smaller UTVs at Capital, along with a huge outdoor landscaped area for the larger Polaris products.
“This is an exciting time here at Capital Powersports. The buildup has been ongoing for quite a while now, and for months we have been getting customers daily asking for the Polaris product,” says Joel Holl, sales manager. “I can’t wait to see to see what Polaris will add for all of us and our customers here at Capital Powersports”.
Capital Powersports, located just outside of Raleigh, is a multi-time winner of The Council of Excellence award, which is awarded to the top 15% of Honda Dealerships in the nation. The dealership is currently one of the top dealers in each franchised brand it represents, including Honda, Yamaha, Kawasaki, and Suzuki. Last year, the dealership added CFMOTO to its suite of brands.
Steinbach’s newest dealership, Midcan Powersports, had its grand opening on June 21, drawing in a steady crowd all afternoon, according to a news report by SteinbachOnline’s Judy Peters.
Midcan Powersports is in the city of Steinbach, located in the southeastern part of Manitoba, Canada — just south of Winnipeg. Dealership owner Matt Walters told SteinbachOnline the new location was a natural fit for expansion.
“We’ve had some other car dealerships in the community for a few years now and have enjoyed being a part of the community,” he says. “As the community grows, we’ve been fortunate to grow and expand with it.”
Walters adds that the city holds personal ties to his family. “My wife’s family is from the community, so when I had the opportunity a few years ago to come in on the auto side, I jumped at it,” he says. “It’s such a great place and every day we’re here, it’s very enjoyable.”
The new location offers BRP products, including Ski-Doo and Can-Am ATVs and side-by-sides, some pre-owned models, and a service and accessories department.
BRP has officially opened its first European flagship store in Paris, marking a significant milestone in the Canadian powersports manufacturer’s global expansion. Located at 8 Blvd. du Montparnasse, the new store is operated in partnership with established French dealer Canadian Motors and highlights BRP’s focus on electric innovation and immersive retail experiences.
The 144-square-meter (1,550 sq. ft.) location features BRP’s full Can-Am on-road lineup, including the all-new Can-Am Pulse and Can-Am Origin electric motorcycles, as well as the latest addition to its three-wheel segment, the Can-Am Canyon. The Paris store is designed as a combined retail, demo, and brand experience center, giving customers hands-on interaction with BRP’s newest technology and riding platforms.
“The opening of our flagship store marks a milestone for BRP in Europe and positions us to continue growing as a global leader in powersports,” says Steve Pelletier, vice president and general manager international at BRP. “With its prominent location in the heart of the French capital, and strong focus on our all-new electric motorcycles, this new store enables us to expand our market presence by connecting even more with our community. It confirms our long-term investment in Europe.”
The new electric Can-Am models — Pulse and Origin — are available in both 11kW and 35kW variants. The 11kW version can be ridden in France with a standard car driver’s license plus a short training course, making them ideal for urban commuters. Both models are powered by BRP’s proprietary Rotax E-Power unit and feature liquid-cooled components, regenerative braking, and Level 2 fast charging capabilities (20%–80% in 50 minutes).
The Can-Am Pulse is a lightweight naked bike optimized for city riding, complete with a 10.25-inch Apple CarPlay-enabled touchscreen and BRP GO! connectivity. The Can-Am Origin is an adventure-ready dual sport with Off-Road mode, KYB suspension, and motocross-inspired design for versatile performance on- and off-road.
Also on display is the full Can-Am three-wheel lineup, including the new Canyon—a rugged, all-road touring machine — as well as the long-haul Spyder and rider-friendly Ryker models.
BRP has more than 450 dealers and distributors across the EMEA region. Canadian Motors, which operates three other motorcycle dealerships in France and has experience with electric vehicles, will manage the new Paris location, supported by BRP marketing initiatives to drive foot traffic and increase awareness.
Young Powersports just expanded its eight-dealership portfolio with the opening of its ninth location in Ogden, Utah, where it exclusively sells European-made motorcycles.
“The Ogden Valley and the enthusiasts in the community understand how significant this is,” says Jeramie Young, director of Young Powersports. “We have a significant demand for high-end motorcycles from consumers in the industry, and they’re incredibly deserving of a close destination to find the exotic machine they’ve always wanted.”
The new location — which opened July 1 and is named Young Powersports Euro — houses motorcycles from BMW, Ducati, and Triumph, as well as parts, gear, and accessories from a variety of other brands. Their inventory includes staple vehicles from each company, such as the Ducati Scrambler,
the BMW F 1250 GS Adventure, and the Triumph Bonneville. “What we love about our offerings is how diversified they are, even with just three manufacturers,” says Jeff Schoetz, general manager of Young Powersports Euro.
“Customers who know these brands are going to be ecstatic about what we carry,” he says, “and those who may be less familiar are going to be blown away by what these machines are capable of.”
Young Powersports Euro is the company’s first dealer for machines from Ducati and BMW, adding to a list of more than 20 OEMs that the organization carries across its eight other locations. Triumph’s machines were transferred from the old Ogden location to the new dealership.
Established a decade ago in Burley, Idaho, Young Powersports — a 2024 PSB Best in Class award winner — first entered Utah in 2019 by acquiring locations in Layton and Ogden. Since then, its become one of the largest and most successful powersports operations in the area.
“Each division of the Young Automotive Group shares a goal of continual expansion,” Young says. “That not only means opening new locations but setting new standards across the industry. We’ve been thrilled to see our efforts have an impact on how business is done nationally, and we can’t wait to see how Young Powersports Euro will drive growth.”
Honda has deepened its long-standing partnership with the American Red Cross by joining its Annual Disaster Giving Program, pledging $1 million per year to support disaster preparedness, relief, and recovery efforts across the U.S.
The new funding commitment, which took effect April 1, reflects Honda’s proactive approach to corporate social responsibility and builds on decades of support for communities impacted by natural disasters and national crises. The American Red Cross responds to more than 65,000 disasters annually— from house fires to hurricanes — and Honda’s contribution helps the organization respond more quickly and efficiently wherever the need arises. “We are proud to build on our longstanding commitment to American Red Cross disaster recovery efforts,” says Jennifer Thomas, senior vice president of corporate affairs at American Honda Motor Co. “This program strengthens the Red Cross’ ability to provide immediate relief in the very communities where our associates, dealers, and customers live and work.”
Honda’s support has historically included aid following events like the 9/11 attacks, Hurricane Katrina and, more recently, the 2024 tornadoes near its Ohio manufacturing facilities and wildfires in Los Angeles.
This move underscores Honda’s values-driven leadership and its long-term commitment to community resilience. As disasters increase in frequency and intensity,
forward-thinking support like this helps ensure rapid mobilization of resources to protect people, property, and livelihoods.
“Honda’s ongoing generosity allows us to stand ready at a moment’s notice. They’re a model of how corporate partners can help meet rising needs across the country,” says Red Cross CEO Cliff Holtz.
The initiative is part of Honda’s broader corporate social responsibility efforts, including work through the Honda USA Foundation in areas such as education, the environment, mobility, and traffic safety. More details are available at csr.honda.com.
Despite a slight overall dip in the powersports industry in April, new data reveals pockets of growth and ongoing momentum in the used segment—offering key takeaways for dealers looking to navigate shifting consumer demand.
According to Statistical Surveys Inc.(SSI), new and used powersports sales in North America were down 1.78% year-over-year in April 2025. That’s a more moderate decline compared to the 6.95% YoY drop seen in April 2024, signaling possible stabilization in the market.
PRE-OWNED GAINS GROUND
New powersports sales dropped 7.95% YoY, with categories like scooters (-37.89%), touring bikes (-25.14%), and standard motorcycles (-16.75%) underperforming compared to the overall trend. However, not all segments struggled. Quads saw a 1.48% gain, and “other off-highway” vehicles posted a 6.03% increase — standing out as key areas of opportunity for dealers focused on niche markets.
Meanwhile, the used powersports segment showed a 2.04% YoY increase, reinforcing an ongoing consumer shift toward pre-owned units amid economic uncertainty. UTVs led the way with a 13.83% boost in used sales, followed by strong gains in dual sports (+7.20%), touring (+3.95%), and motocross bikes (+2.90%).
STRATEGIC INSIGHTS
Geographically, the data paints a mixed picture. Markets like Great Bend, Kansas (+225%), Pittsfield, Massachusetts (+104.76%), and La Grange, Georgia (+100%) posted triple-digit growth in new powersports sales. Logan, West Virginia, and Orangeburg, South Carolina, also saw significant increases.
However, steep declines hit other areas: Greenville-Washington, North Carolina, saw a 100% drop in new sales, with Raleigh-Durham, North Carolina (-98.48%) and Hilo, Hawaii (-65.85%) also reporting sharp YoY decreases. For dealers in these regions, adjusting inventory or increasing focus on used sales may be necessary.
DEMOGRAPHIC SNAPSHOT
The demographic split for new and used sales remained heavily male-skewed, with 84.68% of purchases made by men compared to 15.32% by women — pointing to potential market development opportunities for dealerships looking to diversify their customer base.
TAKEAWAY FOR DEALERS
While new unit sales face headwinds, the continued growth in used powersports sales highlights where consumer interest — and profitability — may be trending. Dealers are encouraged to monitor category-level data, regional performance, and demographic shifts to stay agile and maximize ROI.
To access more detailed market insights tailored to your dealership’s region, contact: marketing@statisticalsurveys.com.
Sherco Racing Factory has announced a new strategic partnership with Sherco United States (Sherco U.S.), appointing the Arkansas-based company as the exclusive distributor of Sherco motorcycles, parts, accessories, and gear in the U.S. and its territories.
The move represents a significant step in Sherco’s efforts to expand its presence in the American powersports market. Sherco U.S. (not to be confused with former distributor Sherco USA) will manage all aspects of importation, distribution, and dealer support, with an emphasis on technical service, after-sales care, and parts availability to ensure a premium experience for both dealers and riders.
“We are excited to begin this new chapter with Sherco United States,” says Jean-Michel Paquient, CEO of Sherco Factory. “Sherco was founded in 1998 and now distributes motorcycles in 86 countries. We’ve won championships in both trials and enduro racing, proving the performance and reliability of our machines. The U.S. is a vital market, and this partnership signals our long-term commitment to it.”
Sherco U.S., led by owner and president James Jordan, will oversee the brand’s 2026 relaunch in the U.S., with new-model motorcycles, factory parts, and branded gear scheduled to arrive in the coming weeks.
“We are incredibly proud to represent Sherco in the U.S.,” says Jordan. “These are world-class machines — engineered to perform at the highest level. Our goal is to provide a dealer and customer experience that reflects the brand’s premium reputation. This is more than a business for us — it’s a passion.”
Sherco U.S. is actively developing a nationwide dealer network and aims to support both existing and new Sherco riders with dedicated service and support.
Dealers interested in partnership opportunities or more information about the 2026 model range can contact info@sherco.us or visit www.sherco.us.