There are synergies in service, too. Zeigler Motorsports has modeled its service lane after those in Zeigler's car dealerships. It has 20 service bays with 11 technicians. Zeigler saved about 25 percent on the cost of lifts by ordering extras for the powersports store when he ordered new lifts for a dealership he was building in Chicago.
Behind the service area is the used-vehicle showroom. Zeigler has enough Harley-Davidson motorcycles there, all taken as trade-ins, that he has opted out of owning a store selling new Harleys.
Behind the used showroom is on-site storage. Customers can store powersports vehicles, cars, RVs and even horse trailers monthly or by the year. The service is so popular that he is building an additional 14,000-square-foot storage building. Storage fees are based on square feet.
Finally, there is his parts business: Cycle Parts Nation. When the original version was run by M&M, it sold about $400,000 a month in parts, he said. Today, it stocks $2.5 million worth of parts and sells $1 million a month.
It operates as a distribution center with six loading docks for trucks to make same-day or next-day delivery of parts "shipped all over the world," Zeigler said.
Here again, Zeigler applied his automotive dealership acumen. He reorganized the parts website to be more customer friendly, doubled the advertising spending to $80,000 a month and hired an online parts sales expert to run it.
Zeigler's crossover between powersports and automotive worlds extends to employees, all of whom wear the same uniforms and logos, regardless of what part of the business they're in. He says one reason to expand was to keep talent by offering his staff continued growth opportunities with his operations.
He has even blended his powersports store with his automotive trainers to launch a business that sells training to outside industries.
Next to it, in Zeigler's business development center, six employees make service appointments for powersports customers, even offering free pickup and delivery service for customers up to three hours away.