ONE INDUSTRY. ONE PURPOSE. ENDLESS POTENTIAL.
Bob Althoff Addresses The Industry
DEALER NEWS
RideNow Reports, Sonic Accelerates, PBS Dials In Bourbon Barrel Harley
VALE
Godspeed Ray Blank
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News
National Powersport Auctions (NPA) CEO Jim Woodruff and Vice President of Dealer Services Mike Murray will join dealers and industry professionals at the National Powersports Dealer Association (NPDA) DealerConnect networking event taking place September 20–21, 2026, at the Hilton Columbus Downtown in Columbus, Ohio.
Bolts out of the blue are forecast for this weekend. After a stormy opening round of the SMX playoffs, the folks at FLY Racing decided it was time for a little lightning of their own.
Registration for DealerConnect 2026 closes tonight, September 16.
Already the worldwide leader in portable tire-changing tools, Rabaconda is rolling out its 4-Wheel Adapter Kit at the Sand Sports Super Show September 18-20 at the OC Fair & Event Center in Costa Mesa, California.
As part of its ongoing mission to Unite • Inform • Mobilize the dune community while protecting your right to ride, the American Sand Association (ASA) fundraising raffle returns to the Sand Sports Super Show this weekend.
Shifting Gears
Industry stalwart Primo Marotto is back in the saddle again with Wild Ass Seat Cushions. Marotto joins the company to assist with sales, dealer development, product training and industry relations.
With 2 Old Guys Racing/Dealernews columnist Bill Little going down, Beta USA has officially signed Shane McElrath to a two-year contract to campaign the Factory Beta RX 450F in the highly competitive 450SX division.
Extra! Extra! Read all about it. Veteran moto journalist joins the Motorcycle Industry Council. With the hiring of Greg Drevenstedt as Media Relations and Communications Specialist, MIC has added nearly two decades of motorcycle industry media experience to its Communications team.
Slingshotting from Polaris to Red Wing boots? “I’m happy to share that I’m starting a new position as Vice President Wholesale & Direct to Consumer at Red Wing Shoe Co.” says Joel Harmon.
American Motorcyclist Association (AMA) is “lawyering up” to better advocate on behalf of riders in the central states. Texas attorney Scott Jones joins the AMA’s Government Relations Department as Central States Representative.
S&S BRINGING SOME HORSEPOWER TO AIMExpo Since 1958, S&S Cycle, Inc. has been closely connected to the builders, racers, tuners and innovators who have pushed motorcycle performance forward. The brand is bringing this heritage for high performance to the Builders Cup fueled by Drag Specialties at AIMExpo 2027. The Builders Cup will showcase motorcycles from selected builders inside The Builders Club, a dedicated show-floor destination connecting custom motorcycle culture with the manufacturers, distributors, dealers, media and powersports leaders attending AIMExpo, March 3–5 in Orlando, Florida. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/ss-bringing-some-horsepower-to-aimexpo/
RABACONDA ROLLS OUT UTV APPLICATION AT SAND SPORTS SUPER SHOW Already the worldwide leader in portable tire-changing tools, Rabaconda is rolling out its 4-Wheel Adapter Kit at the Sand Sports Super Show September 18-20 at the OC Fair & Event Center in Costa Mesa, California. In addition to the debut of the 4-Wheel Kit, the full lineup of Dirt Bike, Street Bike and Mini Tire Changers are headlining the SSSS display (Booth #9408). Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/rabaconda-rolls-out-utv-application-at-sand-sports-super-show/
As part of its ongoing mission to Unite • Inform • Mobilize the dune community while protecting your right to ride, the American Sand Association (ASA) fundraising raffle returns to the Sand Sports Super Show this weekend. Through the generosity of supporters like SSSS title sponsor DRT Motorsports, JD Designs, Rugged Radios and Whip Tech, ASA is giving away a $64K+ Polaris RZR Pro R prize package, loaded with products from some of the best names in the sand sports industry. The runner-up will receive a SoulFast eBike… Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/speaking-of-sand-sports-super-show/
LAST CALL! This is it! Registration closes for the National Powersports Dealer Association’s DealerConnect annual networking event tonight, September 16. Join NPDA for two days of dealer-to-dealer conversations, practical education and ideas covering AI, staffing, sales, service, used inventory, cybersecurity, insurance, succession planning and more. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/last-call-dealerconnect-registration-closes-tonight/
Claiming it intends to preserve what makes each brand unique, Super ATV picked up four brands from Nivel’s powersports portfolio, including High Lifter Products, Snorkel Your ATV, Falcon Ridge and @ide By Side Stuff, all of which were previously part of Nivel’s off-road vehicle portfolio. Note Nivel appears to be pivoting to the golf cart business although it still owns SEIZMIK, STI and other powersports-focused brands. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/utv-uproar/
In Case You Missed It
From a Senna Edition Sea-Doo, 5th Anniversary updates to the Switch pontoon platform and an all-new Spark X, Club BRP in Orlando this week saw Can-Am cast a wider net in its marine, off-road, motorcycle and 3-Wheel vehicle markets.
Club BRP saw the launch of a partnership between Sea-Doo and Senna Brand with the debut of the RXP-X Senna 350 flagship model.
With 50+ active storefronts spread across the nation, RideNow is a good litmus for the state of dealership health.
Axtion Factory is ready to get young rippers racing back to school in style with the launch of its youth apparel brand to powersports retailers nationwide.
Heads up! Chris Martinez has been promoted to managing director for ScorpionEXO.
