Pied Piper’s Fran and Cameron O’Hagan share what powersports retailers can borrow — and what they should avoid — from the car business.
By Brendan Baker Editor-in-chief
At first glance, a motorcycle dealership can look a lot like a car dealership. Both have a showroom, sales desks, a service department, and a parts counter. But according to Fran O’Hagan, founder and CEO of Pied Piper Management Company, the similarities end there.
“The temptation is to say, ‘Cars and motorcycles are both motor vehicles, so we should run the stores the same way,’” O’Hagan says. “But the cultures, customer expectations, and even the reasons people buy are very different.”
That difference can be a competitive advantage for powersports dealers — if they embrace it while also adopting certain high-performing processes from the auto industry.
The Enthusiast Factor
One of the most visible differences between auto and powersports dealerships is the sales staff. In the car business, salespeople are often career professionals, motivated by earnings and driven by monthly quotas. In powersports, many salespeople are enthusiasts first.
“They got the job because they love motorcycles, ATVs, or side-by-sides, not necessarily because they wanted to be in sales,” O’Hagan explains. “That passion is a great asset — customers feel it — but it also means you can’t just assume they know how to consistently sell.”
The solution? O’Hagan says powersports dealers need simple, repeatable processes that any staff member can follow, regardless of experience.
“Think of Starbucks,” he says. “Your coffee is the same whether the person behind the counter has been there three days or three years. That’s not by accident — it’s because they have a system.”
Cameron O’Hagan, Fran’s son and Pied Piper’s VP of operations, adds: “In powersports, a strong process makes the difference between one salesperson getting lucky and the whole team hitting consistent numbers.”
Process Over Personality
The motorcycle industry sometimes worries about turnover. O’Hagan’s take? It’s not a bad thing if your systems are strong.
“If you’re dependent on one rockstar salesperson, you’re in trouble when they leave,” he says. “Instead, make sure anyone with the right attitude can succeed by following the same process every time.”
That process should start the moment a customer walks in. Every guest should be greeted promptly, engaged in conversation, and asked the right qualifying questions. “Skipping steps is what kills sales,” O’Hagan warns. “Auto dealers have known this for decades.”
The “invisible” side of sales
Many of the highest ROI opportunities in powersports aren’t what customers see on the sales floor — they’re what happens when the customer isn’t in the store at all.
“Web leads, phone calls, service inquiries… this is where the money is won or lost,” O’Hagan says.
Pied Piper measures this through its Prospect Satisfaction Index (PSI) and Internet Lead Effectiveness (ILE) studies. In the auto industry, best practice for responding to an internet lead is within 15 minutes via all channels: phone, email, and text.
“In powersports, a lot of dealers still check leads once a day, if that,” Cameron says. “Even moving from once-a-day to twice-a-day responses can increase closing rates.”
The data backs that up. Dealers scoring over 80 on Pied Piper’s ILE scale sell 50% more units to the same number of leads compared to those scoring under 40.
“That’s not because they have better prices,” Fran explains. “It’s because they’re the first to respond, and they do it professionally.”
Customer-centric service department
The service experience is another area where powersports can take a cue from auto retail.
In Pied Piper’s 2025 service mystery shopping study, 90% of auto dealers offered a specific appointment time when asked. In powersports? Just 52%.
“When you tell a customer, ‘Just bring it in,’ what you’re really saying is, ‘You might be without your machine for weeks,’” Fran says. “And in powersports, a week without a bike in summer is like a month without heat in winter.”
Cameron recommends always offering a specific appointment date — even if it’s two weeks away. Customers can still drop off early if they want, but they’ll appreciate having a set expectation.
That level of scheduling also improves shop efficiency. “In auto, they know what’s coming in every day,” Cameron says. “In powersports, it’s often chaos.”
After-sales mindset
One of the biggest differences in how auto dealers think? Their focus on keeping customers in the service lane years after the sale.
“In auto, once a customer starts going to an independent shop, the odds of getting them back are almost zero,” Fran says. “So they fight to keep them.”
This is an area powersports dealers often neglect, especially with customers 4 to 6 years into ownership. But the opportunities are there — maintenance, upgrades, accessories, even trade-ins.
“With a good CRM, you can reach out at the right times with the right offers,” Cameron says. “If you sold someone a bike four years ago, you should know when they’re due for tires, when their warranty is ending, or when a new model they might like is launching.”
Technology and AI
The automotive sector is investing heavily in AI for lead management, chatbots, and even service scheduling. While these tools can deliver consistent scripts and upsell prompts, they’re not perfect. “AI still struggles when the customer has a unique situation,” Fran notes. “If you don’t have a smooth handoff to a human, you’re going to frustrate people.”
Cameron adds: “The best use right now is for consistency — making sure every lead gets a fast, professional response. But you still need humans to build trust.”
Key Takeaways for Dealers
Build simple, consistent sales processes that anyone can follow.
Respond to leads quickly — phone, email, and text.
Treat web leads like walk-ins.
Offer service customers specific appointment times.
Use CRM tools to keep after-sales customers engaged.
Use AI for consistency, but keep humans for relationship-building.
“In powersports, every lead matters,” Fran says. “The dealers who nail their processes — visible and invisible — are the ones who will win.”
Web Lead Response
Current average in powersports: Once per day (if that)
Auto best practice: Within 15 minutes via phone, email, and text
Impact: Faster responses = higher close rates
Sales Process Consistency
Create a written process for every customer interaction
Train and retrain staff — don’t assume they “get it”
Audit monthly to ensure compliance
Service Scheduling
Always offer a specific appointment date
Allow early drop-off as an option, not the default
Improves customer satisfaction and shop efficiency
Customer Retention
Use CRM to track ownership cycles, service intervals, and warranty dates
Reach out proactively with offers and reminders
Treat after-sales customers like first-time buyers
Embrace Technology — Smartly
Use AI for lead response and appointment scheduling
Ensure smooth handoffs to humans for complex questions
Avoid “ghost leads” by monitoring the system
The Motorcycle Industry Council (MIC) has acquired the United States Motorcycle Coaching Association (USMCA), a national organization that connects riders with certified motorcycle coaches. The move aims to broaden rider access to professional coaching and is a key part of the MIC’s wider initiative to expand the powersports market and promote lifelong rider development.
Founded in 2016 by a coalition of racers, educators, and industry stakeholders, USMCA offers a searchable online platform and mobile app that help riders find vetted, certified coaches by location. With this acquisition, the USMCA program will now operate as a business division of the MIC, continuing its mission to improve rider safety, confidence, and retention.
“USMCA connects riders with trusted, skilled coaches through an easy-to-use platform. Each coach meets rigorous certification standards, including background checks and CPR training, so riders and their families can feel confident in the quality and safety of instruction. This acquisition allows us to support riders beyond their first experience. It strengthens our long-term efforts to grow the powersports community in meaningful, sustainable ways,” says Christy LaCurelle, president and CEO of the MIC
Currently, the USMCA network includes over 425 active coaches, with a target of reaching 500 within the next year. The organization aims to connect 250,000 new and returning riders with professional coaching by the end of 2025.
USMCA’s leadership team — including Lindsey Scheltema, who will continue to lead the program, and technology director Mark Wilson — will remain in place. The former USMCA board will transition into an advisory role for the MIC.
“Coaching is one of the most effective ways to enhance safety and engagement in our sport,” Scheltema says. “With MIC’s support, we can reach more riders than ever before and continue building the foundation that USMCA was created to provide.”
The MIC will continue to operate the platform through MotorcycleCoaching.org and the Motorcycle Coaching mobile app, ensuring easy access to certified coaching resources nationwide.
By Brendan Baker Editor-in-chief
When Ken Engelman joined EPG Brand Acceleration in December 2024 as national account manager for the motorcycle group, he wasn’t exactly a stranger to the industry. Having worked in powersports since 2009 — including time with BMW Motorcycle Owners of America and RoadRunner magazine — Engelman had built deep relationships. His return after a brief hiatus was met with hugs and handshakes from industry colleagues at events like the Parts Unlimited/Drag Specialties Louisville show and AIMExpo.
“That was a great feeling,” Engelman says. “You always wonder if people will remember you after time away, and to feel at home right away meant a lot.”
Serving others
That focus on relationships extends beyond powersports. During his time away from the industry, Engelman founded a 501(c)(3) nonprofit, Community Volunteers United, which matches local volunteers with nonprofits that align with their skills. His work ranged from marketing and advertising support to organizing fundraisers for veteran programs, animal shelters, senior centers, and environmental groups.
One of his best-known initiatives, the “Please Be Kind” campaign, began during Covid. Using repurposed political lawn signs, Engelman spray-painted a simple three-word message — “Please Be Kind” — in community sports colors and placed more than 700 signs across Connecticut. The idea was to inspire small moments of kindness without any agenda or branding.
“It’s just about making someone smile,” Engelman notes. “Veterans, first responders, teachers — people reached out to say it meant something to them in that moment.”
Volunteerism and powersports
Engelman sees a clear parallel between community service and growing the powersports industry. Many motorcycle clubs, OEM initiatives, and associations, such as the Motorcycle Industry Council and the Motorcycle Safety Foundation, rely on volunteer support — from promoting safety and e-bike education to trail preservation work with groups like Tread Lightly.
He has even created high school programs that connect students who need service hours with local nonprofits, a model he believes could also help powersports organizations reach and inspire the next generation of riders.
“There’s so much opportunity for dealers, OEMs, and industry groups to use volunteerism as a bridge,” Engelman explains. “It’s a way to connect with people who may not ride yet but could fall in love with the sport through community engagement.”
BMW roots
Engelman’s industry ties also extend to product experience. A BMW GS rider since his time with BMW MOA, Engelman was invited to Munich for BMW Boxer Days 2025 to test the R 1300 RT, R 1300 R, and R 12 GS. The event included a full day of off-road riding at BMW’s Enduro Park north of Munich.
“I’m only 5’7” and ride big bikes, so I was proud not to drop a bike once,” he laughs. “Training with friends from RawHyde and other skilled riders over the years really paid off.”
From his marketing work with major OEMs to grassroots community projects, Engelman’s approach blends business strategy with personal connection. “Whether it’s in the motorcycle industry or in a small town, it’s about creating value for people,” he says. “When you do that, good things follow — for the individual, the business, and the community.”
Harley-Davidson has announced that Artie Starrs will become its next president and CEO, effective October 1, 2025. Starrs, currently the CEO of Topgolf, brings a strong background in brand building, global operations, and franchise development. He will also join Harley-Davidson’s Board of Directors upon assuming the role.
Starrs succeeds Jochen Zeitz, who has led the company through major transformation efforts, including the execution of The Hardwire strategy, a five-year plan. Zeitz will remain with the company as a senior advisor through February 2026 to support a smooth transition. Board member Troy Alstead will assume the role of chairman of the board, effective October 1.
Alstead is a seasoned executive best known for his long tenure at Starbucks Corporation, where he held multiple senior leadership roles spanning over two decades. His most notable position was chief operating officer (COO), a role he held until stepping down in 2016. At Starbucks, Alstead played a pivotal role in the company’s global expansion and operational strategy.
Under Starrs’ leadership, Topgolf grew revenues by over 50% and expanded its international presence across five countries. Before that, he served as Global CEO of Pizza Hut, overseeing more than 18,000 locations in 110 countries.
“Artie is an accomplished business leader with a track record of growth and brand stewardship,” says Alstead. “He understands the unique cultural position of Harley-Davidson and brings the right blend of operational experience and strategic vision to lead the company into its next phase.”
The announcement follows Harley-Davidson’s recent transaction involving Harley-Davidson Financial Services (HDFS), a move the board described as unlocking “substantial value” for the company. Details of the HDFS deal have not been disclosed, but the board noted that Harley-Davidson stands to benefit from it for years to come.
Starrs expressed admiration for the brand’s heritage and community. “There is no brand that brings the same level of community and rebellious spirit as Harley-Davidson,” he adds. “I’m excited by the tremendous potential to both drive growth and enhance the Harley-Davidson experience for all.”
Harley dealers have expressed some skepticism of Starrs’ appointment, but mostly, dealers have been dissatisfied with Zeitz’ tenure and his latest moves, which seemed more focused on the marketing and lifestyle of the brand than working with the dealer network.
Industry reaction
According to comments in the Wall Street Journal (via Harley‑Davidson Names Topgolf Leader as New CEO), dealers expressed skepticism about Starrs due to his background outside of motorcycle or automotive manufacturing.
Teddy Morse, owner of several Harley dealerships quipped: “Pizza, golf and Harley — let’s see if that combo works.”
Charlie Cole, owner of eight dealership locations, emphasized the urgent need to restore dealer profitability, stating: “Dealers can’t provide premium service without being profitable. Without dealers, the Motor Company has no distribution network.”
While not specifically targeting Starrs, dealers criticized Zeitz’s emphasis on high-margin, high-end motorcycles, which they say marginalized entry‑level customers and pressured margins.
Jeff Binkert, president of House of Harley‑Davidson, heralded Zeitz’s exit, telling Yahoo Finance: “If you wanted to know the number of Harley dealers who are happy that a new CEO is coming in, the number is all of them.”
Cutting the ribbon at their newest South Weber, Utah location, Young Powersports Euro welcomed the community to its dealership’s grand opening ceremony on Aug. 1.
“Seeing people gather at our location today was incredible,” says Jeff Schoetz, general manager of Young Powersports Euro. “We understand how much of an impact this operation will have on Ogden, and the support today just speaks to the success our future holds.”
The event began with speeches from Schoetz and South Ogden Mayor Russ Porter, the Ogden-Weber Chamber of Commerce President and CEO, and representatives from Ducati and BMW. Following the ribbon-cutting, attendees were given the opportunity to tour the new Ducati, BMW and Triumph dealership.
In addition to the festivities, attendees were invited to help assemble pantry packs — providing meal kits to South Weber-community children in need. The donations were distributed following the event by the Young Automotive Group’s nonprofit, the Young Caring for Our Young Foundation.
Young Powersports Euro serves as the first installment of what will become a dealership campus. Located in a building that once held Young Subaru, a neighboring facility will soon carry Young Powersports Ogden.
The new dealership houses motorcycles from OEMs BMW, Ducati, and Triumph, as well as parts, gear, and accessories from a variety of other brands. Their inventory includes staple vehicles from each company, such as the Ducati Scrambler, the BMW F 1250 GS Adventure, and the Triumph Bonneville.
In addition to the Euro destination, Young Powersports is currently celebrating the openings of its two Missoula, Montana operations, which share the same facility. The acquisitions established Young’s presence in a third state, and bring the manufacturer Harley-Davidson into its operation.
Young Powersports currently has 11 powersports dealerships across its network, spanning three states, Utah, Idaho, and now Montana.
“The growth that we’ve seen across our organization has been truly incredible,” says Jeramie Young, director at Young Powersports. “Our ambitions are centered on establishing a standard of excellence in our industry, and what we’re adding right now will attest to our efforts. This is an exciting chapter for Young Powersports, and we look forward to experiencing what happens next.”
Young Powersports XL, which is one of Young’s dealerships in Centerville, Utah, was a Powersports Business 2024 Best In Class winner in the Services Department category.
The Big East Powersports Show will continue its evolution into a true celebration of all things powersports when it kicks off its 31st annual event in Syracuse, New York, on Oct. 3-4. Organizers say that it will provide an opportunity for returning and new vendors alike.
With a long history, the Big East Powersports Show began as a snowmobile-first event that connected avid enthusiasts with local and national vendors selling machines, gear, equipment, performance parts, services, and destination information for the upcoming winter. And that will still be the focus of many vendors and consumers.
But in recent years, the show has increasingly lived up to the “powersports” branding in its name. Last fall, for instance, the show floor was packed with on- and off-road motorcycles, ATVs, UTVs, e-bikes and more, reflecting the broadened interests of the consumer attendees.
“Industry data has long shown a high crossover rate of the powersports consumer within snowmobiles, ATVs, side-by-sides, motorcycles and even boats,” says Mark Rosacker, vice president and national sales director. “In most cases, that’s a reflection of a shared lifestyle that stresses outdoor leisure activities with a little horsepower behind it to generate the fun.”
That expansion is upping the prospects for vendors in the broader powersports market, according to Rosacker.
“In-person events still provide great opportunities, particularly for those companies that do them correctly and understand the overall value that person-to-person interactions can provide,” he adds.
Other Big East changes
The show is altering its course in another way as well. As various segments of the powersports industry are challenged for growth, one of the primary goals of the Big East Powersports Show is to pump up the passion for powersports among current and prospective owners.
New for 2025 is a two-day format, with expanded hours on those two days. The show will take place on Friday, Oct. 3, from 3 to 9 p.m., and Saturday, Oct. 4, from 9 a.m. to 7 p.m. in Syracuse.
“Consumer expectations of shows and events continue to evolve, and we’re evolving with it,” says John Prusak, VP of consumer content. “We realize the show needs to be entertaining, engaging and fun.”
With that in mind, the Big East Powersports Show — which is owned and operated by EPG Brand Acceleration, parent company of Powersports Business — has added several activations in recent years, including the Big East Classic vintage show, live music, scavenger hunts, youth activities, celebrity appearances, seminars and more.
The full schedule for the 2025 event at the New York State Fairgrounds is still emerging. But added so far are live performances by the Globe of Death motorcycle stunt team, unveilings of the Rider Magazine Motorcycle of the Year and Snow Goer Snowmobile of the Year, an expanded swap meet and more.
“Ultimately, putting together buyers and sellers is obviously the key in these sorts of events, but the entertainment aspect is key to drawing more consumers and also fueling their passion,” Rosacker says.
Another trend: Increasingly, local dealers have become a bigger part of the show. Those dealers are often tapped to take part in OEM displays while also raising their own profile.
“What we’re often seeing is the OEM funding the space and sending out materials and a few people, but leaning on dealers to bring vehicles to display,” Rosacker says. “Select local dealers have done a really tremendous job of representing their brands, creating a win-win.”
For other vendors — from gear, parts, and accessories makers to destinations, lubricants, trailers, and more — the Big East Powersports Show provides an opportunity to sell products, interact with enthusiastic consumers, and build their brands, Rosacker notes.
For more information, visit bigeast powersportsshow.com.
Motorcycle Mall, one of the largest motorcycle and powersports dealerships in the tri-state area, is celebrating its 50th anniversary in 2025. The family-owned and operated dealership, now in its third generation, will mark the milestone with a major customer appreciation event on Saturday, Sept. 20.
Founded in 1975, Motorcycle Mall has grown into a destination dealership for riders across New Jersey, New York, and Pennsylvania. Over the last five decades, the dealership has served hundreds of thousands of enthusiasts with new and pre-owned vehicle sales, parts and accessories, and service work.
“Celebrating 50 years of Motorcycle Mall is an incredible achievement, and it wouldn’t be possible without our extended family — our customers, staff, manufacturers, and the Belleville community,” says owner and president, John C. Resciniti III. “We owe this success to their continued support and passion for powersports.”
The anniversary celebration in September will feature a full day of activities, including:
Demo rides from major OEMs
Dyno shootouts
Custom helmet and race suit fittings
Appearances by social media influencers
Free food and giveaways
Anniversary sales across Parts, Accessories, Sales, and Service
Attendees will also have the chance to win prizes, including motorcycles, helmets, riding gear, and more, through raffles and industry swag giveaways.
Since its founding, Motorcycle Mall has sold over 50,000 motorcycles and powersports vehicles, serviced more than 100,000 units, and become a leader in online engagement with over 160,000 followers across YouTube, Facebook, Instagram, and TikTok.
The dealership has received numerous industry accolades, including Dealernews’ Dealer of the Year award, multiple Powersports Business Top 50 Dealership honors, and top dealer awards from OEMs such as Honda, Kawasaki, Yamaha, Suzuki, and BRP.
Looking ahead, Resciniti is focused on the future: “We’re committed to continuing to grow our presence in the tri-state area and to delivering exceptional service to both new and long-time customers. I’m proud of what my family has built, and I’m hopeful that the next generation will carry the torch.”
For more information about Motorcycle Mall and the upcoming anniversary celebration, visit MotorcycleMall.com.