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Powersports Business • August 2025 • 3
Jacksonville Powersports celebrates 50 years with full-service showcase and strategic product mix
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 suc-
NPA’ s Auction for a Cause is coming back to AIMExpo
National Powersport Auctions and AIM- Expo will host Auction for a Cause, a live fundraising event supporting youth programs, injured athletes, and families facing pediatric brain tumors.
At AIMExpo 2025, Auction for a Cause raised more than $ 34,000.( Photo: AIMExpo) cess, 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.”
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.
North Carolina dealership adds Polaris to its growing inventory
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.( Photo: Jacksonville Powersports / Facebook)
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
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 customerfirst, service-backed model that continues to deliver results.
“ 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 of Wake Forest, North Carolina, carries products from Honda, Yamaha, Kawasaki, Suzuki, CFMOTO, and now Polaris.( Photo: Capital Powersports)
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.
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