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ROR Brands Acquires BS Sand Seats

Delivering high quality, comfortable performance suspension seats for a wide range of off-road vehicles, BS Sand has been acquired by Rod Derifield and ROR Brands.


Delivering high quality, comfortable performance suspension seats for a wide range of off-road vehicles, BS Sand is a pioneer in the off-road industry. Since the 1960s, the family run business has been driven by a passion for anything sand-dune related. In fact, it was this passion that drew new owner Rod Derifield to acquire the brand.

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“I have been ‘wheeling since I was 16 in my ‘72 K5 Blazer and I can say nobody in the business makes better performance suspension seats than BS Sand… and that is no BS,” he says. “Their unmatched passion has driven them to become the leader in the industry.” Most recently President of the Motorsport Aftermarket Group (MAG) Off-Road brands, including DragonFire, Malcolm Smith Racing, ProTaper, QuadBoss and Renthal, Derifield launched ROR Brands earlier this year by buying Royal Riding.

“We love to brag that all our seats are made in the U.S.A.,” says Judi Hagge, co-founder of the company, who stays on board with ROR Brands. “From frame to cover, all seats are fabricated in-house at the BSS shop in Phoenix, Arizona. We are proud of being a family based business and Rod has become a member of the BS Sand family because he shares our love of off-roading, understands the integrity of the brand and the ultimate goal to make every trip to the dunes, racing in Baja or just playing around on some fire roads the best it can be.”


“We want you to focus on what really matters when purchasing a comfortable suspension seat,” adds Aaron Hagge, Judi’s son and who is also part of the ROR Brands team being the Operations Manager of BS Sand. “By providing new seat designs, using state-of-the-art materials and eliminating the hassles of extra fittings and difficult installation, BS Sand seats enhance the motorsports driving experience. And we have a lot of exciting new things to come, stay tuned!”

It was the passion, strength, and loyalty of the powersports industry that lead Derifield to ROR Brands in the first place. “BS Sand is the perfect fit for our overall objectives, but more importantly it is going to be a fun ride with our friends, family and fellow off-road enthusiasts.”

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