Introduction
Powersports businesses are passionate — they love the machines, the riders, the lifestyle. But when it comes to marketing, passion doesn’t always translate to profit. Too often, companies spend money where it feels exciting, instead of where it actually drives results. If you’re trying to grow your powersports brand, avoid these five common pitfalls.
1. Sponsoring Top Athletes and Teams Without ROI
Professional riders are the heroes of our industry — they inspire fans, set the bar for performance, and help validate products at the highest level. But while top-level sponsorships can boost brand credibility, they often require a significant investment of time, product, and money. For many small and mid-sized businesses, that level of spend simply doesn’t return the results they need.
Fix: Think of pro sponsorships as a way to prove your product works, not as your main growth strategy. Pair that credibility with grassroots riders, micro-influencers, and local ambassadors who authentically connect with your customers. This balance creates a stronger ROI while still benefiting from the halo effect of the pros.
2. Neglecting an Email List
An email list is one of the cheapest, most effective marketing tools out there. Too many powersports companies ignore it, relying only on social media or ads.
Fix: Start collecting emails with a simple incentive — a discount code, giveaway entry, or exclusive product drop. Email marketing builds long-term relationships and repeat sales at minimal cost.
3. Underestimating the Value of Ad Spend
Running a powersports business full-time requires visibility. If you’re not investing in ads, you need to make up for it with massive organic effort. But many businesses treat advertising as optional instead of a time-saving investment.
Fix: Budget for ads the same way you budget for parts or shipping. Even a modest, well-targeted campaign keeps your brand in front of potential customers and saves countless hours of grinding organically.
4. Weak Organic Branding Efforts
Powersports products often need to be seen, touched, and explained before customers truly understand their value. Yet many companies don’t invest in branding experiences that showcase their products in the right context.
Fix: Get creative with organic branding. Host demo rides, film hands-on install videos, or set up booths where customers can interact with your product. The more real it feels, the faster customers connect.
5. Choosing the Wrong Events
Not every event is worth the booth fee. Many companies burn through budgets on shows that attract the wrong audience, leaving them frustrated with little to show for it.
Fix: Be selective. Choose events where your target customers actually show up. Measure ROI carefully, and don’t be afraid to skip the flashy “big” shows if smaller, local events deliver more engagement.
Conclusion
Marketing in the powersports industry doesn’t have to mean chasing big names or spending money blindly. By focusing on grassroots influence, building an email list, budgeting wisely for ads, and choosing the right events, your brand can grow faster — without wasting resources.
Ready to build smarter marketing programs for your powersports business? Contact Ormond Brand Consulting — we help powersports brands grow through strategy that actually works.
