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Tucker Rocky Distributing

From Ed Tucker’s humble beginnings selling oil to dealers in Dallas in the late 1960s to Bob Nickell taking over in the 1970s and the acquisitions of leading competitors in the 1980s, contraction in the 1990s right through to last year’s merger with the Motorsport Aftermarket Group (MAG), Tucker Rocky Distributing has been deep in the heart of the powersports industry from day 1.


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The tall tale of Tucker Rocky certainly echoes this. From Ed Tucker’s humble beginnings selling oil to dealers in Dallas in the late 1960s to Bob Nickell taking over in the 1970s and the acquisitions of leading competitors in the 1980s, contraction in the 1990s right through to last year’s merger with the Motorsport Aftermarket Group (MAG), Tucker Rocky Distributing has been deep in the heart of the powersports industry from day 1.

One constant from the first case of 2-stroke oil to the latest product lines has been a commitment to the dealers. “Tucker Rocky’s relentless commitment to our dealer partners is the reason we are a leading distributor of motorcycle and ATV aftermarket parts, accessories and apparel,” says Tucker Rocky president Dan Courtney. “We offer tens of thousands of products from the finest brands for street, custom, touring and off-road motorcycles, as well as ATVs and UTVs.”


Reinforcing this commitment to the traditional brick-and-mortar retail channel, there is even a dealer-centric “Bill Of Rights” (see sidebar on page 38). TR’s commitment to service is based on three fundamental precepts: Reliable, timely and quality. These principles are spelled out on the dealer only website:

Reliability – We will stock the products you need and that your customers demand in a Distribution Center close to you.
Timely – We will ship orders received within the published cut-offs the same day.

Quality – We will package products with the utmost care to avoid transit damage.
In addition, Tucker Rocky has developed an extensive portfolio of brands as names such as Answer, MSR, ProTaper, Speed & Strength, BikeMaster, Firstgear, River Road, QuadBoss and Twin Power have been bolstered by the MAG family of brands, including RSD, Vance & Hines and Performance Machine. “Our dedication to our brands, our focus on marketing and our commitment to superior customer service drive our high level of performance sought by our dealers,” adds head wrangler Courtney.

Industry pioneer Ed Tucker originally started selling motor oil to motorcycle shops in the Dallas area back in 1967. As his business grew, he leased space in a former bowling alley and began adding additional product lines. Ed built a core group of products and a route of loyal dealers over the next five years.

In 1972, retired airline pilot Bob Nickell bought the company and in a few years began expanding rapidly across the U.S. The 1986 acquisitions of both Wheelsport Distributing and Rocky Cycle added more capabilities, professional staff and expanded services. It also led to the new Ed Tucker/Rocky Cycle name consolidation.


In 1989, Indianapolis-based Lacy Diversified Industries (LDI, Ltd.) bought out Tucker Rocky and retained Bob Nickell. LDI was once one of the largest container companies in America. After selling the core business in the 1980s, the Lacy family focused on building a group of closely held, distribution-based companies that were leaders in their respective industries.

After LDI purchased Tucker Rocky, resources were channeled to acquire a leading V-Twin aftermarket supplier NEMPCO (New England Motorcycle Supply… now Biker’s Choice) from Bob Kay; and off-road brands Malcolm Smith Racing (MSR); and Answer Racing from Eddie Cole. The combined brands made Tucker Rocky a force to be reckoned with… but the biggest news was yet to come!


In the second quarter of 2014 Tucker Rocky/Biker’s Choice announced it had agreed to merge with Motorsport Aftermarket Group (MAG). As the sole shareholder of Tucker Rocky/Biker’s Choice, LDI became the majority shareholder of the combined company. J.A. Lacy, president and CEO of LDI, was named CEO of the combined company, while Dan Courtney continued on as president of Tucker Rocky/Biker’s Choice. For Tucker, the merger provided access to MAG’s brands, which immediately strengthened Tucker’s product portfolio and improve the dealer experience, according to Courtney.

While some dealers were initially skeptical of what this merger could potentially mean, both companies remained focused on their core customers, the dealers, and to the overall growth of the powersports industry. “Tucker Rocky and Biker’s Choice will continue to demonstrate fairness and transparency to our customer and supplier partners and continue to promote an environment of customer and vendor confidentiality,” Courtney told MPN in an exclusive interview at the time.


“Our goal will continue to be to achieve long-term sustainable growth for the industry and us. The average dealer in that respect should expect a continued level of service to help promote their growth,” he added. “We are committed to making the brick-and-mortar customer population viable. We need their success. So they shouldn’t see a change in that respect, other than, over time, we should be stronger to provide more services to them, and that is the intent.“

So far, so good! This merger is an example of both parties being enthusiast-driven companies, and it is an indicator of an investment in the industry to be better.

DP_ModuleFrntHorz03Today, Tucker Rocky Distributing is headquartered in the Alliance Airport area north of Fort Worth, Texas, and operates seven Distribution Centers (DCs) in Visalia, CA; Portland, OR; Denver, CO; Bolingbrook, IL; Jacksonville, FL; and Jessup, PA. These seven DCs provide next day service to almost all of the United States.

Tucker Rocky Distributing has a dealer-only website,, which offers dealers an expedient way to do business. Dealers can check stock, see pricing, place orders, view invoices, search for product and more from the website. “We are committed to being the preferred provider to our customers to help build their business,” claims TR. If you are not currently registered on, please contact your Sales Representative or Tucker Rocky Customer Service and get set up today.


Tucker Rocky/Biker’s Choice is committed to earning our leadership position in the Powersports Industry every day by providing value-added services with courtesy and integrity. Our desire to be your trusted and reliable source for after-market parts and apparel is second to none.

DP_ModuleRampsHorz01Our Core Values:
Integrity – We pledge that honest and ethical principles will guide our actions and decisions at all times.

Respect & Dignity – We will treat our customers, vendors and employees as they would want to be treated.

Dealer Centric – We will consider and take into account our customers’ needs while constantly striving to provide exceptional service and
added value.


Teamwork – We will work with our customers to ensure their long-term success.

Accountability – We will accept responsibility for our actions and performance, if there’s an issue, we will make it right.

Continuous Innovation & Improvement – We will continually earn our future position by pioneering new solutions that provide direct benefit to our customers.

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