Denago Powersports has reached a major milestone, signing its 100th dealer just two years after entering the U.S. market. The company, which specializes in affordable, family-oriented ATVs and dirt bikes, is now represented in dealerships nationwide.
“For Denago to have surpassed 100 dealers in a short amount of time is a testament to the value our vehicles deliver and the experience of our veteran powersports team,” according to Denago General Manager David Garibyan.
The 100th dealership is RideNow Chandler, part of the RideNow Group’s network of 54 stores nationwide. The 130,000-square-foot Arizona showroom features major OEMs, including BMW, Can-Am, Honda, KTM, Polaris, and Yamaha.
“It’s fantastic to have Denago vehicles as an option for our customers,” says RideNow Chandler GM Jon Lester. “Only quality products make it into our showroom, and Denago delivers premium performance without the premium price.”
Denago’s current lineup includes seven ATVs and four MX dirt bikes, with two new 4WD ATVs and a redesigned dirt bike platform on the way. The company also confirmed it will enter the UTV market in 2026.
Dealers and customers will be able to preview the lineup at upcoming events, including the Big East Powersports Show, Oct. 3-4 in Syracuse, New York, and AIMExpo, held Jan. 7-9, 2026 in Anaheim, California.
Windy City Motorcycle Company, the Midwest’s largest Harley-Davidson dealership group, has been acquired by industry veterans Marc Ingwersen and Jerry Carillo of the Legendary Harley-Davidson Dealer Group. The deal represents one of the most significant Harley-Davidson and powersports transactions in recent years, expanding the group’s footprint into the Chicagoland market.
Founded in 2000 by Ozzie and Jill Giglio, Windy City grew from a single Harley-Davidson dealership in Villa Park into a multi-brand, multilocation network representing Harley-Davidson, KTM, and Triumph. Over the past 25 years, the company has established a reputation for strong sales, expert service, and community engagement through dealership events and organized rides to destinations such as Sturgis, Daytona, and Route 66.
“[We] are grateful to the tens of thousands of riders we’ve met along the way,” says founder Ozzie Giglio. “Marc and Jerry share our passion for riding and the community, and we’re confident they’ll take the Windy City legacy to the next level.”
Ingwersen and Carillo bring decades of dealership leadership experience, with a track record of customer-focused operations and recognition through Harley-Davidson’s Bar & Shield and Premiere Service Awards. Their Legendary Harley-Davidson Dealer Group currently includes Buckeye Harley-Davidson (Dayton, OH), CinCity Harley-Davidson (Cincinnati, OH), High Stakes Harley-Davidson (Florence, KY), and Lucky Peach Harley-Davidson (Atlanta, GA).
“Windy City is an iconic name in the Midwest with a loyal customer base and a strong team,” says Ingwersen. “We’re excited to build on that foundation and expand opportunities for riders in this region.”
The acquisition includes Wild Fire Harley-Davidson, Illinois Harley-Davidson, Woodstock Harley-Davidson, Woodstock KTM & Triumph, Lake Shore Harley-Davidson, Starved Rock Harley-Davidson, and Starved Rock KTM. Current employees are expected to remain in their current positions, with a focus on maintaining continuity of service and community involvement.
For dealers, the move underscores the trend of larger dealer groups expanding their regional presence through acquisition, bringing new resources and strategies to established markets.
Windy City Motorcycle Company: From one store to regional powerhouse
2000 – Founded by Ozzie and Jill Giglio with a single Harley-Davidson dealership in Villa Park, Illinois.
2000s–2010s – Expanded into multiple Harley-Davidson locations across Chicagoland.
2010s–2020s – Added KTM and Triumph franchises, evolving into a multi-brand, multi-dealership network.
Community impact – Hosted organized rides to Sturgis, Daytona, Route 66, Bikes & BBQ, and the Great Lakes.
2025 – Acquired by Marc Ingwersen and Jerry Carillo’s Legendary Harley-Davidson Dealer Group, marking a new chapter for the Midwest market.
Legendary Harley-Davidson Dealer Group: Building on community and growth
Leadership – Founded and led by longtime industry veterans Marc Ingwersen and Jerry Carillo.
Dealership network – Operates Buckeye Harley-Davidson, CinCity Harley-Davidson, High Stakes Harley-Davidson, and Lucky Peach Harley-Davidson.
Recognition – Multiple Bar & Shield Awards and Premiere Service Awards for customer care and operational excellence.
Community focus – Known for large-scale dealership events, charity rides, and partnerships that strengthen ties with riders.
2025 expansion – The acquisition of Windy City Motorcycle Company dealerships adds seven Midwest locations, establishing a strong presence in the
Chicagoland area.
Yamaha Motor University (YMU) recently announced its latest effort to grow the next generation of powersports enthusiasts, creating a series of custom-built circuit boards that replicate the starting systems found on modern Yamaha motorcycles.
Working in collaboration with the Barber Vintage Motorcycle Museum, these interactive electrical systems allow for hands-on exploration and testing of concepts required when diagnosing real-world electrical problems, while illustrating lessons from the dealer training program, the Yamaha Technical Academy.
Through a combination of school field trips and the Barber Design Camp, the museum’s education program engages students of all ages with experiential learning opportunities that connect the thrills of motorsports with the world of science, technology, engineering, math, art, and design.
YMU says the electrical system boards are modeled after the YZF-R3 motorcycle’s starting system, with the hope of providing students a way to learn about electrical circuits using a real-world motorsports application.
The two partners said both are uniquely positioned to blend history with up-to-date OEM learning, engaging with and strengthening the next generation of leaders and visionaries.
Dealer brokerage firm Performance Brokerage Services announced on Aug. 5 the sale of Harley-Davidson of Carroll in Iowa.
Steven Towers, who now owns four
Harley-Davidson stores across the U.S., purchased the dealership from Terry Ruchti, the owner of Harley-Davidson of Carroll for more than 30 years.
Towers has over a decade of experience in the automotive industry. He previously owned a network of more than 20 Midas International retail locations and has since acquired 10 Big O Tires locations across the Midwest. He is also a long-time Harley-Davidson rider with a deep passion for the brand.
Towers acquired his first Harley-Davidson dealership, Boneyard Harley-Davidson in Winterville, North Carolina, in 2023. He followed that up with the purchase of Frontier Harley-Davidson in Lincoln, Nebraska in 2024, and Historic Harley-Davidson in Topeka, Kansas in 2025, with Performance Brokerage Services brokering all four deals.
“This acquisition will solidify my presence in the Midwest and allow me to continue providing quality service and motorcycles to the riding community,” says Towers. “I continue to be very bullish on the future of the Harley-Davidson brand.”
Harley-Davidson of Carroll will be renamed Towers’ Legendary Harley-Davidson and will remain at its current location at 1327 Plaza Drive in Carroll.
Over the last five years, Performance Brokerage Services has advised on the sale of nearly 900 dealerships, making it the highest volume dealership brokerage firm in North America. George Chaconas, senior partner, Courtney Bernhard, partner, and Juan Pardo, partner of the Harley-Davidson and Powersports Division at Performance Brokerage Services, were the exclusive sell-side advisers for this transaction.
The Motorcycle Industry Council (MIC) is sounding the alarm over newly expanded 50% tariffs on steel and aluminum “derivative products,” warning that the move could drastically increase the cost of motorcycles, ATVs, side-by-sides, and parts — and ultimately threaten dealers, distributors, and aftermarket businesses across the U.S.
According to MIC, the tariffs mean that nearly every powersports vehicle with foreign-produced steel components is now subject to steep new costs. For example, a $10,000 motorcycle could jump to $13,000–$14,000 at retail. Even U.S.-built vehicles aren’t immune, as many rely on imported steel and aluminum for production.
The tariffs, expanded Aug. 18 to cover more than 400 new product codes, will affect:
MIC leaders say the impact could ripple through the industry, raising prices, reducing sales, and putting more than 110,000 American powersports jobs at risk.
The MIC Board has endorsed a multipronged strategy that includes:
How to help
MIC is requesting that dealers share business impact data by Sept. 2 to strengthen its advocacy efforts. Input will be aggregated across the industry to show lawmakers how tariffs could cripple the $51 billion U.S. powersports sector. Dealers will also soon be able to participate in an online campaign to send letters directly to their senators and representatives.
Tariffs ruled unconstitutional
A federal court recently ruled that the Trump administration’s expanded tariffs on steel and aluminum derivative products are unconstitutional, citing executive overreach. While the ruling is a positive development for industries like powersports, it does not provide immediate relief, according to news reports. The administration may appeal, and tariffs will remain in effect while legal battles continue.
Key takeaways
Parts Unlimited and Drag Specialties — two brands under the giant aftermarket distributor LeMans Corp. — announced on Aug. 29 two new additions to their regional
sales teams.
Ryan Kessinger will be Parts Unlimited’s newest sales representative for the company’s South Central region, covering Georgia and Alabama.
Drag Specialties also added to its sales force, welcoming Jack Johnson to the Northeast region sales team, covering central Ohio.
Kessinger comes to Parts Unlimited with experience in parts sales at the dealer level, after completing a stint at Barcelona-based Stark Future. He is also an avid motorcycle and dirt bike rider.
Johnson also has several years of parts sales experience at the dealer level, as well as over 10 years of riding expertise on Harley-Davidson motorcycles and dirt bikes.
Beta USA has announced the addition of three new regional sales managers as the brand continues to expand its U.S. dealer network.
National Hare & Hound Champion Joe Wasson will continue managing the Southwest territory, working alongside national sales manager Frank Pilg and the expanded sales team. The new hires include the following:
“These three experienced individuals will better serve our current dealers and assist with growing our brand in the U.S.,” says Pilg. “Their knowledge of their regions and the industry make them a great addition to our sales team.”
Beta USA has been one of the fastest-growing off-road motorcycle brands in recent years, offering a lineup that spans off-road, motocross, dual-sport, trials, and adventure models. All Beta motorcycles are handcrafted in Florence, Italy, continuing the family-owned company’s legacy dating back to 1905.
Roundhouse Powersports has announced the immediate closure of its Duncansville, Pennsylvania, dealership, marking the end of its seven-year business tenure. The move was shared with customers via Facebook, where the dealership thanked its staff and community for their support and noted that it will now focus resources on growing the Roundhouse Harley-Davidson operation. Unlimited Cycles is set to take over the former Roundhouse Powersports location and continue offering Honda, Kawasaki, and other powersports brands in the region. Roundhouse assured customers that parts orders and pickups will still be supported during the transition, with staff available at (814) 944-5303 to assist.
“We have been blessed to be able to have the Roundhouse Powersports brand/dealership for these years and have learned a lot,” the dealership said in its announcement. “We will never forget everyone who helped us, grew with us, and became friends along the way.”
Roundhouse added that details of the transition are still being finalized but emphasized that its Harley-Davidson dealership remains open and continues to grow.
For dealers, the closure underscores the ongoing market reshuffling across multibrand powersports locations, as legacy stores consolidate or shift their focus, while new operators step in to maintain regional coverage. According to M&A experts, this year continues to be one of the most robust seller markets in the past 20 years.
BRP Inc. capped off its biggest annual dealer event, Club BRP 2026, drawing more than 4,100 dealers and distributors from 81 countries to Boston for the global reveal of its 2026 Can-Am and Sea-Doo lineups.
The three-day event, held from Aug. 17-19, also featured dealer recognition awards and the launch of a new Responsible Rider Masterclass, designed specifically for the retail network.
Dealer of the Year
BRP once again spotlighted its dealer network with Dealer of the Year Awards across multiple categories. For the U.S., Sheridan Powersports of Sheridan, Wyoming, earned Can-Am ATV and SSV Dealer of the Year, recognized for its customer service, sales performance, and community engagement.
“This award is a big deal for our team and really speaks to the hard work and passion everyone brings to the dealership every day,” says Anthony Brownlee of Sheridan Powersports. “We’re incredibly grateful to our customers and community.”
Other North American honorees included:
In total, BRP presented 58 additional awards to dealers and distributors across Latin America, Asia-Pacific, and EMEA.
“We have the best retail network in the industry, hands down. It’s a privilege to recognize the top of the top through our Dealer of the Year awards,” says David Baker, vice president and general manager of BRP Powersports North America.
Masterclass for dealers
Alongside product launches and awards, BRP introduced a new Responsible Rider Masterclass for dealers. Built in partnership with Tread Lightly!, the program expands on BRP’s consumer-facing initiative launched earlier in 2025.
The new dealer-specific version delivers short, 15-minute courses across off-road, water, and on-road riding (with snowmobile content coming soon). The training equips dealer teams with tools to promote safe riding, protect trails and waterways, and elevate the overall customer experience.
By encouraging both riders and dealers to join the Responsible Rider movement, BRP aims to strengthen long-term access to riding areas while reinforcing its position as a leader in responsible recreation.
Club BRP product news
The highlight of Club BRP was the global debut of the 2026 Can-Am and Sea-Doo models, including:
Find It Now USA (FIN), a leading provider of GPS-enabled powersports security systems, has expanded its operations with a new headquarters, new hires, and new products designed to support dealers.
Earlier this year, FIN relocated to a larger office in Spring Hill, Florida, to accommodate its expanding business. At the same time, the company promoted James Danley to vice president of sales and added two regional account managers, Grace Searing and Mark Fadden, to strengthen its dealer support network.
Searing, formerly a finance and business development manager at a large Florida dealership, brings extensive F&I experience and lender relationships. Fadden, a former sales and general sales manager at Harley-Davidson dealerships in Florida, Alabama, and Texas, offers more than a decade of dealership management experience and a deep connection to the rider community.
Danley, who joined FIN in 2023 after leadership roles at Broward Motorsports and Gables Motorsports, now oversees sales strategy and dealer engagement.
Looking ahead, FIN says it will launch two new battery-operated GPS trackers in October to complement its flagship FIN Pro hardwired device. The FIN AA Ray, powered by replaceable AA lithium batteries, offers over a year of use with adjustable reporting settings. The FIN EEL, a rechargeable and reusable unit, is designed for monitoring trailers, rental fleets, and other mobile equipment. Both models are IP67 water-resistant and backed by FIN’s lifetime hardware warranty.
Founded in 2008, Find It Now USA has established itself as the market leader in GPS theft protection and recovery for the powersports industry. Dealers interested in adding FIN products can visit finditnowusa.com/dealers.
The Specialty Equipment Market Association (SEMA) has acquired the Off-Road Business Association (ORBA), a move that unifies two influential voices in the off-road and powersports industries.
ORBA, a 501(c)(6) organization representing businesses tied to motorcycles, ATVs, side-by-sides, and snowmobiles, has long been a leader in land-use advocacy and business representation. With off-road products now the fastest-growing segment of the aftermarket, the acquisition expands SEMA’s reach and resources in supporting dealers, manufacturers, and enthusiasts.
“Today is a great day for off-road and powersports businesses, because it further unifies efforts to advocate in Washington, D.C., and statehouses nationwide,” says SEMA President and CEO Mike Spagnola. “By bringing ORBA under the SEMA banner, we’re scaling up our ability to speak on behalf of the off-road and powersports communities.”
ORBA CEO Fred Wiley will continue to serve as a senior strategic adviser:
“SEMA has been a great partner since ORBA’s inception,” Wiley says. “Joining forces ensures our community remains at the table on issues like land access, the right to modify, and the future of off-road recreation.”
The move is also backed by SEMA’s Truck and Off-Road Alliance (TORA), which represents manufacturers, distributors, and dealers in the off-road space. “We’re excited to have ORBA’s firepower under the SEMA brand,” says TORA Chairman Dawson Druesedow. “This strengthens our ability to protect and grow the industry for generations to come.”
For dealers, the acquisition means greater advocacy power on regulatory issues that affect off-road and powersports sales, as well as expanded resources to help the industry thrive.
Turnover at the top of the leadership ranks continues at Harley-Davidson, as the motorcycle maker announced the appointment of two new independent board members, this coming on the heels of two directors retiring and a recent CEO change.
The Motor Company announced the appointment of Daniel Nova and Matt Reintjes to the board on Sept. 15. Nova currently is a general partner at venture capital firm Highland Capital Partners. Reintjes is president and CEO of cooler and drinkware manufacturer YETI.
Leadership changes
The two are replacing longtime directors, Sara Levinson and Norman Thomas Linebarger. Milwaukee business journal, BizTimes, reported that the two former directors both stepped away on Sept. 14, and both were targets of investor H Partners’ open criticism of H-D leadership. With the addition of two new directors, Harley-Davidson has now added four new independent members to its nine-member board in the last three years. In August, the company announced Artie Starrs, former CEO of Topgolf, as its new president and CEO, replacing former chief executive Jochen Zeitz.
“Daniel [Nova] and Matt [Reintjes] distinguished themselves during our search with their broad business expertise spanning commercial strategy, brand and product development, operations, supply chain, and finance. These are skills that will be invaluable to Harley-Davidson, the board, and Artie Starrs, as he steps into the CEO role later this month,” says Troy Alstead, presiding director.
Matt Reintjes
Reintjes has served as president and CEO of YETI since 2015, during which he saw over his company’s transformation into a leading global outdoor brand with a growing international customer base. He previously held executive roles at Vista Outdoor and Danaher Corporation, building a reputation in product innovation and operational excellence.
Daniel Nova
Nova has served as a general partner at Highland since 1999, where he’s played a large role advising companies through periods of transition. He has extensive board experience at public companies, including thredUP and Eversource Energy, where he was named lead independent trustee in 2024.
The two new board members step into the middle of Harley’s restructuring plan, one that will focus on electric motorcycles, a broader product lineup for younger and more diverse riders, and expanded global market penetration, particularly in Asia.
Dealer Spike and Blackpurl have announced a new preferred partnership aimed at simplifying inventory management for powersports dealers.
The integration connects Dealer Spike websites directly with the Blackpurl 2 cloud-based dealership management system, allowing units to flow seamlessly between the two platforms. Dealers enter a unit once in Blackpurl 2, and it automatically populates on their Dealer Spike site with images, specs, and pricing. Listings refresh daily, ensuring accuracy without the need for manual updates.
“Dealers shouldn’t have to manage inventory in multiple places,” says Jason Lehman, senior vice president of dealer sales at Dealer Spike. “With Blackpurl 2, dealers can input inventory once and see it online the next business day — saving time and creating opportunities for future integrations.”
Setup requires no coding or complicated steps. Dealers can request activation directly through their Dealer Spike or Blackpurl representative.
Johnathan Aguero, senior vice president of revenue at Blackpurl, adds: “This partnership gives dealers an easy way to keep listings up to date while connecting the systems they rely on.”