Shrinking dealer pool means more business for Edge Xtreme Sports

Publish Date: 
May 8, 2013

LAKE BLUFF, Ill. - Getting down and dirty with the sport and customers they love has been a good move for Jim Sanders and Alex Gorokhovsky.

Their Edge Xtreme Sports PG&A distribution center in Deerfield kept them too far from what they love, so they moved it to an Industrial park between two of their retail dealerships, Lake Shore Harley-Davidson in Libertyville and Uke’s Harley-Davidson in Kenosha, Wis., to keep in better touch with their market.

“You lose contact with the crowds,” Gorokhovsky, 37, told the Sun Times. “Every year the more large-scale distributors you get and the more dealers, you tend to move away from what you actually started this for: to be in the motorcycle community.”

Since opening the warehouse in Lake Bluff last September, the operation got so popular that the owners opened a service department in March, and are adding a small retail store. They attribute the growth to two effects of the down economy: thinning of the dealer ranks, and people holding onto their bikes longer instead of trading them in frequently.

“It just took off. Twelve dealerships in the area are all gone. People didn’t know where to go anymore,” Sanders told the newspaper. “People are not riding a bike for two years and trading it in. They’re putting money into their bike and focusing on maintaining what they have.”

Edge Xtreme Sports supplies 3,000 dealers as well as sells to seven of the largest motorcycle parts distributors in the world: two in Canada, two in Australia, one in Europe and two in the United States, according to the newspaper.

Posted by Holly Wagner