FXR Racing, a global leader in performance MX and snowmobile segments, has signed a strategic long-term distribution partnership with Helmet House. The partnership is said to mark a significant step forward for FXR that will provide greater access to the complete product lineup of motocross, snowmobile, and lifestyle gear through an expanded network of U.S. dealerships.
“Helmet House is the most respected distribution partner in U.S. powersports and is driving a lot of innovation in the dealer and customer experience,” notes FXR CEO Brian Danielson. “This partnership lets us do more of what FXR Racing does best—designing and building the best snow and moto gear in the world — while getting it into more dealers’ hands faster. Our dealers and riders are going to feel the difference in availability and service, and we couldn’t be more excited to build the next chapter of FXR Racing in U.S. powersports together.”
Through the partnership, dealers will gain streamlined access to the full FXR Racing product catalog through existing Helmet House programs and account structures. Existing FXR Racing dealers will continue to receive the margins, programs, and support they currently enjoy, while benefiting from Helmet House’s renowned service and logistics capabilities. The team at FXR Racing headquarters will continue to support dealers throughout the transition and beyond, ensuring a seamless experience for customers and retail partners alike.
The partnership also creates new opportunities for powersports dealers that may not have previously carried the brand. By utilizing established Helmet House relationships and programs, dealers can more easily bring FXR Racing’s industry-leading product offering to their customers.
“Helmet House is honored to partner with FXR in the U.S. market and excited to help accelerate the brand’s continued growth,” adds Helmet House CEO Dave Bertram. “FXR has built one of the most respected names in powersports by consistently delivering premium snow and moto products that riders trust and dealers believe in. By combining FXR Racing’s world-class product development with Helmet House’s proven sales organization and dealer support infrastructure, we believe this partnership will create tremendous value for dealers and riders for years to come.”
Dealers are currently being notified, introduced to their new sales representatives, and onboarded into Helmet House systems. FXR Racing will continue to fulfill existing dealer pre-book orders through the fall, while Helmet House assumes responsibility for new orders and ongoing dealer support. Already stocked by approximately 300 active U.S. dealerships, FXR expects the partnership to significantly increase dealer coverage over time, bringing the brand to new markets and customer segments while strengthening support in existing territories.
FXR also expects the anticipated growth generated by the partnership to support additional investment and job creation in the United States, including expansion of its operations at its U.S. headquarters in Forest Lake, MN.
