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Powersports Business • July 2023 • 3

BY MADELYN HUBBARD ASSOCIATE EDITOR

Bryan Halsey acquired his third dealership , Virginia Motorsports in Wytheville , Virginia , on April 5 from Danny Grubb . The store is a convenient 45 minutes away from Haley ’ s Princeton location . Virginia Motorsports ’ four employees will continue to work at the dealership , and under Halsey ’ s ownership , gradual changes will be made .

“ We ’ ll make some changes immediately , but also set long term goals to change other things slowly ,” he says . An immediate change will include the use of the Lightspeed DMS . “ Other things can be done in a way that doesn ’ t disrupt what employees are used to .”

Halsey originally entered the powersports industry in 1999 , after leaving the automotive business to pursue his passion . In 2009 , he sold the powersports dealership and reentered the automotive industry during the uncertain times . In 2018 , he bought West Virginia of Princeton , and he opened his second location , West Virginia Motorsports of Summersville , West Virginia , in 2020 . He also owns a small wholesale automotive business .

According to Halsey , staying in tune with management is one of the most important aspects of owning multiple dealerships . Every Monday morning , all staff members are required to participate in a 30−minute conference call . Managers share reports from each department as a part of the procedures and processes Halsey has put in place to keep his team in touch .

“ Having three locations , you can ’ t be in two different places at the same time . It ’ s about

S & S CYCLE PROMOTES SANTIAGO TO KEY ACCOUNTS MANAGER

S & S Cycle has announced the promotion of Roberto Santiago to the newly created key accounts manager role . “ Rob has more than proven himself

ROBERTO SANTIAGO hiring the right people to be on your team ,” he says . “ You ’ ve got to compensate them well . We pay well and we want their lifestyle to be good , so they enjoy what they do and don ’ t go to someone else .” He explains this is why he has a full staff of technicians .

“ It ’ s a challenge , but we pay well and there ’ s no turnover . My techs are happy , they love what they do , and they don ’ t want to jump from dealership to dealership . We don ’ t want that either .” Halsey plans to provide health benefits and a retirement plan in the future .

“ I grew up with bikes , riding and racing . My love for powersports started at a young ,

Virginia Motorsports is located in Wytheville , Virginia , and was acquired by Halsey on April 5 .

HOTNEWS

within the organization , and we ’ re excited to see him take on a broader role . Going forward , he will be the primary point of contact for a number of major accounts including distributors , E-com , and OEM customers ,” shares VP of Sales Eric Bondy .

Santiago joined S & S Cycle in 2017 , initially working from its Viola , Wisconsin , headquarters and then assuming responsibility for Southwest dealer and rep . support . He is also a fixture at the S & S rally rig during shows such as Daytona and Sturgis Bike Week and will continue to support consumer-facing events as time allows .

In addition , the company announced that Scott Hakins , industry stalwart and territory manager , will assume much of the dealer and rep . support in the Southwest .

Bryan Halsey owns three dealerships in Virginia and West Virginia , and discusses the importance of communication with management to ensure operations at each store run smoothly . Photos courtesy of West

Virginia Motorsports

age . My dad was a Honda automotive dealer , so I grew up in the car business .” Halsey enjoyed working in the automotive industry , but is passionate about powersports . He values listening to the stories customers share about their riding experiences and connecting with them . His passion is rooted in motocross , but he also enjoys UTVs and ATVs .

Previously working in his father ’ s automotive dealership , Daniel Halsey taught him to run a business that is customer satisfaction driven , no matter the cost . “ We strive to have repeat business ,” Halsey says . “ That ’ s what we build our business on . When things get slow , you build on customers that you have sold to in the past . It ’ s not just about a new customer coming in the front door . You ’ ve got to have customer satisfaction to gain repeat business .”

Halsey never planned to own more than one location , but after opening his Summersville location and navigating the management of two stores , acquiring a third location was on his radar . Now , he ’ s wondering where his fourth or fifth location will be .

“ I ’ m not a guy who just sits around ,” he says . “ The biggest thing for us is it ’ s a new location , manageable and in the right area . It will help expand our market , and the footprint for our company as a whole . The dealership added three more lines , including a Polaris franchise , to our portfolio .”

Halsey stated in an interview with WVVA that he ultimately wants to increase the availability of products to his customers by acquiring new stores and new lines .

PARTS UNLIMITED , DRAG SPECIALTIES WELCOME CENTRAL REGION REPS

Parts Unlimited has announced the hire of Ben Johnson as a sales rep . for the Central region . Johnson will cover North Dakota , South Dakota and Minnesota .

His industry

BEN JOHNSON

experience includes parts managing at the dealer level . He grew up on dirt bikes and has been riding motorcycles for over 20 years . He also helps plan and run a few

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