28 • December 2025 • Powersports Business
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LeMans to acquire Sullivans Inc., expanding distribution strength in the Northeast
LeMans Corporation— the parent of Drag Specialties and Parts Unlimited and the industry’ s largest powersports aftermarket distributor— announced on Nov. 21 an agreement to acquire Sullivans Inc., a longtime regional distributor serving New England dealers for more than 50 years.
LeMans says bringing Sullivans into the fold will strengthen its position as the most comprehensive distribution partner for U. S. dealers.
Founded in 1972 and based in Hanson, Massachusetts, Sullivans has earned a
strong reputation in the Northeast for fast delivery, reliable service and a product mix tailored specifically to regional dealer needs. Its deep roots and long-term dealer relationships have made it one of the most trusted names in the area’ s powersports supply chain.
LeMans, established in 1967, operates globally through Drag Specialties and Parts Unlimited and boasts the industry’ s broadest aftermarket parts and accessories lineup. The company says bringing Sullivans into the fold will strengthen its position as the most comprehensive distribution partner for U. S. dealers.
S & S Cycle vice president, Tim Osterberg, dies at 63
Tim Osterberg, S & S Cycle vice president of new product development, died on Oct. 28.( Photo: S & S Cycle)
S & S Cycle announced that the company’ s vice president of new product development, Tim Osterberg, died on Oct. 28. He was 63.
Osterberg had been with S & S since November 2021, where he made significant contributions to new and current products.
Serving on the company’ s senior management team, Osterberg mentored many of the engineers in product development and core product engineering. His long-standing involvement with the motorcycle industry made him an asset to the departments he worked in. While battling cancer, Osterberg would show up to the office or hop on video calls to ensure his team was being supported.
Before his role with S & S, Osterberg spent two decades at Harley-Davidson. Most recently, he was at Hayes Performance Systems, playing a key role in new product development for the powersports market.
Sullivans distributes HJC, Joe Rocket, Power Trip, and Nelson-Rigg, among other brands.
“ Sullivans brings an exceptional legacy of service, product knowledge and dealer support,” says Paul Langley, chairman and CEO of LeMans Corporation.“ Integrating their regional strength with our national capabilities adds to our incredible portfolio and reinforces our philosophy of being the go-to distributor for the powersports industry.”
LeMans said additional details on integration and timelines will be shared with dealers as plans develop.
“ I had the pleasure of collaborating with Tim over the past several years, and he was dedicated to his passion of product development through his last moments. As recently as last week, he was fully engaged in strategic planning conversations,” says S & S owner and director Brett Smith.“ Tim will leave an indelible mark on S & S through his efforts to create new opportunities for the company— many of which will come to fruition in the next 12−18 months.”
Smith adds that Osterberg, before his death, identified a potential successor for his position, Scott Cain.
Wild Ass motorcycle seat cushions celebrate 10 years of comfort innovation
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Motorcycle seat manufacturer, Wild Ass, known for its innovative comfort-seating technology that provides products to more than 10,000 customers worldwide, is celebrating its 10th anniversary.
For a decade, Wild Ass motorcycle seat cushions have been dedicated to keeping its customers comfortable in the saddle for extended periods. Using medical-grade materials and proprietary inflatable and collapsible air-cell technology, Wild Ass seat cushions have raised the bar for pressurerelief
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comfort for the motorcycle industry.
“ Ten years ago, we set out to make riding more enjoyable,” says Craig Johnson, founder of Wild Ass.
As Wild Ass looks toward its next decade, the company says it’ s expanding its reach beyond the motorcycle market. New product applications are underway for UTVs, tractors, cars, trucks, and even stadium seating. It also plans to introduce new cushion designs, sizes, and cover options in 2026.
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The company attributes its growth to a loyal and passionate customer base, a strong dealer network, and a commitment to quality manufacturing in an FDA-approved medical device manufacturing facility.
To commemorate the milestone, Wild Ass will launch a year-long 10th Anniversary celebration campaign, featuring giveaways, social media challenges, and a limited-edition cushion design. For more information, visit wild-ass. com.
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To commemorate the milestone, Wild Ass will launch a year-long 10th Anniversary celebration campaign, featuring giveaways, social media challenges, and a limited-edition cushion design.( Photo: Wild Ass Seats) |
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