The Motorcycle Industry Council recently put a number on something many of us in powersports see every day: this is a substantial business with a real presence in communities across the country.
According to the MIC’s 2026 economic impact reports, the U.S. powersports retail marketplace represents $48.2 billion in economic value. Its estimates include 10,632 retailers, 112,221 dealership jobs, $5.6 billion in payroll, and more than 1.1 million new powersports vehicles sold. The figures cover vehicle sales, financing and insurance, parts and accessories, and dealer service. mic.org
Those numbers should get our attention. The one that stands out most to me is 112,221 jobs, because each position represents someone who could build a future in this industry.
Look beyond the first job
For many people who love motorcycles or powersports, a dealership is the most accessible way into the business. They might start behind a parts counter, on the sales floor, in a service department, or helping customers get ready for a weekend ride.
Too often, I think people view that job as a stepping stone to something else. I understand why. If you only see the work happening inside one building, it can be hard to picture where a career might lead.
I see dealerships differently. A strong dealership can be a place to develop technical knowledge, customer service skills, sales ability, financial understanding, inventory management, marketing experience, and leadership. A technician can become a service manager. A parts employee can learn purchasing and operations. A salesperson can grow into management or become a dealer principal. Those are real careers built on valuable skills.
Passion for riding helps, but passion alone is not the job. The people who succeed learn to solve problems, earn trust, and take care of customers long after the sale. Dealerships give them a chance to do all three.
Open the doors to the wider industry
I would encourage dealer principals and managers to help their teams see more than the four walls of the store. Take employees to trade shows and industry gatherings. Give them opportunities to attend races, rides, and community events. Introduce them to the manufacturers, distributors, brands, and other dealers whose work connects to their own.
Someone working at a parts counter may understand their daily tasks perfectly and still have little idea how products are developed, how distributors operate, or how an industry event brings people together. Seeing those connections can change how they view their role and what they believe is possible for their future.
This takes time and investment. Schedules still have to be covered, and every dealership has a budget. But even sending one employee to an event, rotating those opportunities through the staff, or inviting a supplier to share how its business works can make the wider industry feel accessible.
When employees see a path forward, dealers have a better chance to develop and keep good people. When those employees bring new ideas and relationships back to the store, customers benefit too.
A business worth building a life in
The broader picture is significant as well. The U.S. Bureau of Economic Analysis reported that motorcycling and ATVing, a category that includes recreational off-highway vehicles, ranked fourth among conventional outdoor recreation activities by current-dollar value added in 2024. That is a separate measure from the MIC’s retail figures, but it reinforces how much this activity contributes beyond the showroom. U.S. Bureau of Economic Analysis (BEA)
We should use the MIC report to start a bigger conversation about opportunity. Powersports needs skilled technicians, capable managers, knowledgeable salespeople, creative marketers, and leaders who understand both the customer and the business.
For someone who loves motorcycles and powersports, the dealership can be the beginning of a fulfilling career. It can also be the place they choose to stay, grow, and lead. We need to show people that possibility, give them room to learn, and let them see the whole industry they are helping to build.
