North American snowmobile sales showed signs of stabilizing during the 2026 model year, but the industry continues to face long‑term challenges tied to an aging customer base and declining vehicle registrations, according to data presented at the 58th Annual International Snowmobile Congress in Omaha, Nebraska.
The latest figures from the International Snowmobile Manufacturers Association (ISMA) show worldwide new snowmobile sales reached 93,789 units in 2026, a slight increase from 92,387 units in 2025. Sales, however, remain well below the 112,650 units sold in 2024.
The U.S. market was essentially flat year over year, with dealers retailing 41,728 new snowmobiles in 2026 compared to 41,588 in 2025. Canadian sales increased to 36,160 units from 34,828 a year earlier, helping offset continued weakness in Europe and other international markets, where sales dipped slightly to 15,901 units.
While retail sales held steady, the overall riding population continued to contract. ISMA estimates there were approximately 1.17 million registered snowmobiles in the United States in 2026, down from about 1.2 million in 2025 and 1.22 million in 2024. Canadian registrations improved to roughly 709,000 units, up from 688,000 the previous year, although they also remain below 2024 levels.
The Midwest continues to dominate the U.S. market, accounting for 42% of new snowmobile sales in 2026, followed by the West at 31% and the Northeast at 27%. Across North America, the Midwest represented 40% of all sales. ISMA also identified Quebec, Wisconsin, Minnesota, Michigan and Ontario as the regions with the highest snowmobile registrations.
Perhaps the biggest concern for manufacturers and dealers remains with rider demographics.
According to ISMA’s latest rider survey, the average snowmobiler is now 53 years old and has been riding for 31 years. Riders average more than 1,200 miles each season and spend approximately $3,131 annually on the sport. The typical rider is also highly engaged, with 85% belonging to a snowmobile club and 43% volunteering with one.
The organization is actively working to reverse the aging trend. Survey data presented at the congress showed that newer participants are considerably younger, with average ages of 38 to 40 years old, suggesting recruitment efforts are beginning to reach a younger audience. ISMA’s strategic goals include growing participation, protecting trail access, and driving engagement with the next generation of riders.
For powersports dealers, the research also reinforces snowmobilers’ value as multi‑unit enthusiasts. More than half of riders also participate in boating and fishing, while 45% ride ATVs, 40% own side‑by‑sides and 27% also ride motorcycles, creating opportunities for dealerships that represent multiple powersports segments.
ISMA also highlighted its continued investment in the sport through advocacy and rider development. Since 2001, the association has distributed more than $1.6 million in grants supporting trail access, economic impact studies, government ride programs, safety initiatives and new rider recruitment.
Despite weather variability and an aging customer base, the latest figures suggest the North American snowmobile market has regained stability after a sharper post‑pandemic correction. The industry’s next challenge will be converting younger enthusiasts into long‑term riders while maintaining the highly engaged core customer base that continues to drive the market.
Snowmobile and ORV manufacturer Arctic Cat announced in July that Avi Laub will take over as director of sales, an appointment the company says fills a pivotal leadership role that will help drive its continued growth, dealer engagement, and market expansion across the U.S.
In his new role, Laub will lead Arctic Cat’s U.S. sales organization, focusing on strengthening dealer partnerships, expanding the dealer network, and accelerating growth across all product categories.
Laub joins Arctic Cat with more than 28 years of experience in the powersports industry, bringing a track record of sales leadership, strategic execution, and relationship building. Throughout his career, Laub has held positions that include district sales manager, regional sales manager, director of sales and, most recently, brand director for notable global brands.
“This team is the envy of the industry right now. I believe Arctic Cat has an incredible opportunity to build out our sales organization and our dealer network by partnering with the right people and quality businesses,” says Laub.
Arctic Cat leadership expressed enthusiasm about the appointment, citing Laub’s deep industry expertise and passion for customer and dealer success.
“We are very fortunate and excited to add somebody with Avi’s experience, knowledge, passion and talent to our team,” says Erik Nelson, vice president of sales. “His understanding of the dealer and sales rep experiences, combined with his ability to build positive relationships, makes him an ideal fit. Working together, our team will continue to build momentum for Arctic Cat and our dealers, knowing that our best days lie ahead.”
Arctic Cat says Laub’s appointment directly underscores the company’s commitment to dealer relationships and its ongoing efforts to identify the right partners to serve its customers’ communities.
Hundreds of snowmobiles, motorcycles and other powersports vehicles seized as part of convicted Wisconsin investment fraudster Stanley Pophal’s $14.25 million fraud case are headed to public auction later this month, creating what is expected to be one of the largest government liquidations of recreational vehicles in recent years.
According to reporting by WAOW‑TV in Wausau, the U.S. Department of Justice and U.S. Department of the Treasury began online auctions July 28 for more than 600 assets forfeited by Pophal, including hundreds of snowmobiles and motorcycles that investigators say were purchased with investor funds and stored in a rented warehouse.
Pophal, 64, pleaded guilty in June to wire fraud and money laundering after admitting he defrauded approximately 190 investors out of $14.25 million. As previously reported by Powersports Business, federal authorities alleged that investor money intended for legitimate investments was instead used to finance an extensive collection of recreational vehicles and other personal assets.
Pophal agreed to forfeit the seized property as part of the criminal case. He is scheduled to be sentenced Sept. 2 before U.S. District Judge William M. Conley.
The U.S. Attorney’s Office said proceeds from the auctions will help compensate victims of the fraud.
“Restitution is a critical part of our justice system,” U.S. Attorney Chadwick Elgersma said in a statement reported by WAOW. “Our responsibility is not only to hold criminals accountable, but to also do everything within the law to help victims recover what was stolen from them.”
Elgersma added that the forfeiture and sale of the assets are intended to help make victims whole and demonstrate that financial fraud carries significant consequences.
The online auctions will be conducted by Apple Auctioneering Co., with bidding opening July 28. The auction is expected to draw interest from collectors, dealers and powersports enthusiasts due to the unusually large volume of snowmobiles and motorcycles being offered.
The auction presents a rare opportunity for enthusiasts to acquire machines from an unusually large and diverse collection assembled over several years. With hundreds of snowmobiles and motorcycles expected to cross the auction block, bidders will have the chance to purchase everything from vintage and collectible models to more modern machines while the proceeds help fund restitution for victims of the fraud.