10 • August 2025 • Powersports Business
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Synchrony and KTM North America partner to support Babes in the Dirt 2025 Off-Road Adventure Series
Two major powersports brands— Synchrony and KTM North America— have announced a strategic partnership to sponsor the Babes in the Dirt 2025 Off-Road Adventure Series, a leading event series dedicated to female off-road motorcyclists.
Synchrony, a top-tier consumer financing company, will serve as the official financing partner for all sales and services tied to Babes in the Dirt. KTM, a leader in the off-road motorcycle segment, will provide on-site demonstrations and access to its latest lineup during this year’ s adventure series.
Founded in 2014, Babes in the Dirt has grown into the largest community and event series for women off-roaders in the U. S. With a mission to create an inclusive space for riders of all backgrounds, the organization has helped drive a major demographic shift: women are now the fastest-growing segment in powersports.
“ Synchrony supports Babes in the Dirt’ s mission to open powersports to women all over the world,” says Susan Medrano, senior vice president of outdoors at Synchrony.“ We’ re proud to help more women access financing for motorcycles, gear, and parts— critical tools to help more riders hit the trails.”
As part of the sponsorship, Synchrony will offer tailored financing options on motorcycles, parts, gear, and accessories sold through Babes in the Dirt events and partners. The move comes as internal data shows that 23 % of 2024 attendees didn’ t own a bike but planned to purchase one— underscoring the need for accessible financing.
Ashmore Ellis, co-founder of Babes in the Dirt, emphasized the broader goal:“ This series was created to open the door for anyone and everyone to enjoy off-road adventures. With the support of Synchrony and KTM, we’ re making it even easier for women of all skill levels to get started.”
KTM North America, a subsidiary of KTM AG, will play a hands-on role by showcasing its newest motorcycles and allowing attendees to demo bikes at events throughout the 2025 season.
“ Growing the sport of motorcycling is not only a passion— it’ s our mission,” says Christy Hall, vice president of marketing at KTM North America.“ Through this partnership, we’ re helping more women discover the freedom and thrill of life on two wheels.”
DEALER FINANCIAL SNAPSHOT
As part of the sponsorship, Synchrony will offer tailored financing options on motorcycles, parts, gear, and accessories sold through Babes in the Dirt events and partners.( Photo: Synchrony)
The partnership signals a growing focus on supporting underserved market segments, especially women riders who represent a clear growth opportunity.
The Babes in the Dirt 2025 series kicks off later this year with multiple stops across the U. S., offering hands-on demos, community rides, gear showcases, and access to on-site financing support.
NORTHWEST-6.6 % Parts Department 4.3 % Service Department-5.8 % Major Units-4.9 % Overall
WEST-9.6 % Parts Department-3.2 % Service Department-11.1 % Major Units-10 % Overall
UNITED STATES-6.4 % Parts Department 0.7 % Service Department-7.3 % Major Units-6.4 % Overall
MIDWEST-3.7 % Parts Department 2.5 % Service Department-5.6 % Major Units-4.6 % Overall
SOUTH-5.6 % Parts Department 1.1 % Service Department-5.6 % Major Units-4.9 % Overall
NORTHEAST-7.1 % Parts Department 0.2 % Service Department-10.5 % Major Units-9.2 % Overall
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MAY 2025 VS. MAY 2024
Service revenue was up, but parts and major unit sales were down in June, compared to the same time last year, with some regions reporting double-digit decreases, according to composite data from more than 1,700 U. S. dealers that use Lightspeed DMS. The West was hit the hardest in parts sales, down 9.6 %. The Northeast was down 7.1 %, and the Northwest and the South were down 6.6 % and 5.6 %, respectively. The Midwest, meanwhile, dropped 3.7 % in
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parts sales. Service sales were up across the country, with the West being the exception, reporting a decrease of 3.2 %. The Northwest saw the biggest jump in service revenue, with a 4.3 percent increase, while the Midwest, 2.5 %, and the South, 1.1 %, posted modest gains. The Northeast remained mostly fl at. Major unit sales endured the highest declines, with both the West, 11.1 %, and the Northeast, 10.5 %, reporting double-digit losses. The rest of the U. S. was down an average of 5.7 % in unit sales. |
PARTS SALES Parts revenue was up at 744 dealerships and down at 1,207.
SERVICE SALES Service revenue was up at 972 dealerships and down at 909.
MAJOR UNIT SALES Major unit revenue was up at 677 dealerships and down at 1,014.
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FOR MORE ON THE SAME STORE SALES DATA
For more information on this report and other industry data, contact: lightspeeddms. com
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