NEWS
FINANCE
OPINION
SOLUTIONS
PWC / MARINE
ATV / UTV
ACCELERATE
MOTORCYCLE
ELECTRIC
SNOW
AFTERMARKET
www. PowersportsBusiness. com
NEWS
Powersports Business • September 2025 • 3
Lessons from auto dealers: processes, response times, and‘ invisible’ opportunities
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 highperforming 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.
1. 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
2. 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
3. SERVICE SCHEDULING
• Always offer a specific appointment date
• Allow early drop-off as an option, not the default
• Improves customer satisfaction and shop efficiency
4. 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
“ 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 Inter-
See Pied Piper, Page 4
MIC acquires USMCA to expand rider coaching network and grow powersports participation
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
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.( Photo: USMCA / Facebook)
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.
Content
NEWS
4 Catching up with Engelman 5 Harley’ s leadership turnover 5 Young goes Euro 6 Big East expansion 7 Motorcycle Mall turns 50
FINANCE
8 KTM restarts production 9 Ekho raises $ 17.3M 10 Dealer financial snapshot 11 Polaris reports Q2 results
OPINION
12 OEMs that are winning and losing 12 Industry podcasts
SOLUTIONS
13 Financial implications under OBBB 13 Ep. 3: The Turn Around Project 14 Apathy— the silent killer
PWC / MARINE
15 Marine charging network expands
ATV / UTV
16 Polaris celebrates 40 years of the Sportsman
18 Kawasaki supercharges sport
SxS segment 19 New Ranger goes for less than $ 10K 20 Suzuki’ s‘ 4x4x4’ promotion
ACCELERATE
21 Capital’ s fast growth track 21 PSB Honors Awards:
Call for Nominations!
MOTORCYCLE
23 Moto Morini adds more power 24 UFC fighter gets custom Chieftain 24 H-D’ s newest entry-level bike 25 KTM’ s Cross Country collection
ELECTRIC
26 Stark updates Varg MX 1.2
SNOW
27 Arctic begins snowmobile production with the Wildcat XX
AFTERMARKET
28 One tool, two solutions 29 AFCO acquires Custom Dynamics 30 Hot products