fbpx

Destination Dealership: Influence from the Track Leads Customers to Spyke’s KTM

“As we expanded, we really focused on what I would want as a racer or the way I felt racers needed to be treated.”

As a racer, General Manager Justin Brinn frequented his local powersports dealership, first called Spyke’s Harley-Davidson in the mid-2000s, passing through the street bikes to get to the KTMs.

“I started going to Spyke’s as a racer in 2008, then working at the dealership in 2009 and eventually got to open the front door for the KTM side of the operation,” Brinn said. “I don’t know if I knew what was happening, but it was really, really small scale, kind of like a side project, then all of the sudden, it started gaining a lot of traction.”

After a husband-and-wife operation tried to split brands, causing some difficulties trying to separate OEMs at different locations in Indiana, the Brinn family purchased the Lafayette-based Spyke’s in 2013, focusing on three main OEMs including KTM, Husqvarna and Cobra, and is now an authorized center for WP Suspension.

After the purchase, Spyke’s began to outgrow its space.

“We rented month-to-month from that Harley shop, and after roughly a year, we were given three days’ notice that we needed to move,” Brinn said. “We moved into a bridal and tuxedo shop and had our eyes on another building, so we didn’t expand. We thought we’d be there for 90 days, but we went from 2,500 square feet to 7,000 square feet and that really opened our eyes to what we could do with some space and some exposure.”

After spending two years at the bridal and tuxedo shop, Spyke’s moved to a new location, giving them over 14,000 square feet to set up their shop.

“When the opportunity came for the building that we’re in now, we really knew what we wanted. We never thought we’d fill it up, and now it’s at capacity quite often,” Brinn said.

With a history on the race track, Brinn is melding his racing knowledge as a leadership platform.

“As we expanded, we really focused on what I would want as a racer or the way I felt racers needed to be treated,” Brinn said. “There’s a lot of need as far as racing support. We really didn’t want to pigeon hole ourselves by selecting a team, so we sat down and asked ourselves, ‘How can we help the most people?’”

Offering two different tiers of discounts, Spyke’s racing program is simple: customers receive a really good deal on parts and in return, Spyke’s asks for representation; from a sticker on their bike, vans or trailers, to wearing a branded t-shirt on the podium. As a result, Spyke’s is heavily present at the race track, expanding the dealership’s reach effortlessly.

When not at the track, Spyke’s is making it easier to get new riders on a bike through annual off-road demo days.

“People are very excited to test out a brand-new model,” Brinn said. “Based on feedback we’ve received, we set up a really good lap and a lot of people get to test out our bikes and they really appreciate that.”

With the help of social media and the ability to share readily available original content from the dealership, Spyke’s is welcoming more customers to the “orange side.”

“Customer service is definitely our top goal,” Brinn added. “Our staff is a really tight knit group and, like any work environment, that’s important. We’re constantly making sure we’re doing us right and what we would expect if we were the ones walking through the doors. That’s definitely been our bottom line for success.”

You May Also Like

Valley Cycle Center

Cycling through constant changes in the industry.

Valley Cycle Center

The longer you’ve been in the motorcycle and powersports industry, the more you’ve seen it change — and likely, the more your dealership has changed as well. Take Valley Cycle Center in Winchester, Virginia, for instance. According to James Myers, the dealership’s president, his father was an enthusiast who liked riding, so he turned that passion into a business back in 1968 with a couple British franchises — Triumph and BSA.

Destination Dealership: I-90 Motorsports

I-90 Motorsports caters to both the techies in Seattle the rural folks of Central Washington with their varied interests.

Destination Dealership: Southland Powersports

At the intersection of work and play.

Southland Powersports
Destination Dealership: Savannah Motorsports

Savannah Motorsports describes itself as a “small, hometown dealership,” but customers are willing to travel the extra miles from all over the Southeast thanks to the dealership’s can-do, friendly attitude.

Destination Dealership: Wise Choice Powersports

This small-town dealership helps new riders keep from breaking the bank.

Wise Choice Powersports

Other Posts

AMA Pro Racing Announces AFT AdventureTrackers Regulations

Adventure bikes are supremely versatile machines, so these rules have been constructed to showcase the inherent capabilities of the bikes when piloted by professionals.

AFT racer
Synchrony to Sponsor Polaris Factory Race Team for 2024 Season

Synchrony sponsorship includes all four of the 2024 SCORE World Desert Championship races, including the Baja 500.

KTM ADVENTURE Rider Rally to Descend on South Dakota

The 19th annual KTM ADVENTURE Rider Rally will take place in Deadwood, South Dakota, Oct. 10-13, 2024.

KTM ADVENTURE RIDER RALLY 2024
Suzuki and H.E.P. Announce Next 2024 RM Army Boot Camp

The boot camp includes track time, pro rider interactions and unforgettable moments at this event for Suzuki motocross motorcycle owners.

suzuki-boot-camp