For rural lifestyle dealers, growth doesn’t always mean selling more of the products you have always sold. Sometimes, it means expanding your market, allowing for a new customer base while offering a new product for existing customers. 

That was exactly what Birkey’s Farm Store did when it entered the powersports market as a Can-Am dealer a year and a half ago. 

What began as a new product category showcased something much bigger. Parker Hogues, powersports sales representative for Birkey’s Bloomington, Ill., location says that powersports provided a new opportunity to bring in new customers, create new revenue, serve existing customers in new ways and redefine what a farm equipment dealership can be. 

“It just kind of took off right away,” Hogue says. 

Expanding the Customer Base 

For decades, Birkey’s Farm Store has been serving the large ag industry. It has built a strong reputation throughout the community, with Ron Birkey being inducted into Farm Equipment’s 2026 Dealer Hall of Fame and earned recognition as Farm Equipment’s Dealer of the Year in 2007. 

Many of the customers who have come in for powersports are new to Birkey’s, discovering the dealership through word of mouth and its growing presence in the market, Hogue says. 

Birkey’s offers a range of Can-Am UTVs that provide versatility for a new customer base. Mike Lessiter

Longtime agricultural customers are also finding value in the new product line. Farmers can use certain Can-Am units, such as the long beds, to help with their everyday work. They are using these units to help with hauling hay, spraying fields and supporting cattle farms, Hogue explains. 

While realizing this market could serve farmers, Birkey’s spent time trying to figure out which units serve each customer base. 

“Figuring out what works for our farmers vs. what works for just a powersports customer who’s using it to go trail riding, has been fun to learn,” Hogue says. 

A powersports customer may be looking for recreation and adventures, while a farmer may be looking for a machine that can work around the farm. Having a versatile product lineup helps Birkey’s reach a wide range of customers, he says. 

The Strategy Behind the Expansion

The idea to expand into powersports happened in 2023, when Birkey’s acquired Selby Implement in Quincy, Ill., and Hannibal, Mo. Selby Implement offered the Kawasaki lineup of ATVs, UTVs and motorcycles, Hogue says. Dave Taylor, former owner of Selby Implement saw the benefits of a powersports lineup, and already built a strong customer following. 

Seeing the success from Selby Implement and potential with powersports, Birkey’s began exploring how the business could fit into its locations. After research and talking with others in the industry about different powersport brands, Birkey’s was introduced to Can-Am. 

This led to Birkey’s adding Can-Am to its Bloomington and Galesburg, Ill., locations, which Hogue says brought results quicker than expected. 

Manufacturers like BRP, parent company of Can-Am, view agricultural dealers as ideal partners because they are often a “natural fit” for the market. Kris Kauffman, BRP dealer development manager, notes that ag dealers are typically more service-oriented than traditional powersports dealers, already having dedicated servince managers, writers and parts department. While traditional powersports dealer often share these responsibilites, ag dealers have been structured this way for much longer and already understand the importance of absorption rates. 

Diversifying for Year-Round Success

Joining the powersports market has also increased customer foot traffic year-round. While planting and harvesting seasons are short bursts of chaos, powersports operate differently. 

“With powersports, you never know what to expect,” Hogue says. 

Birkey’s offers high-performance ATVs, adding a new dimension to the powersports lineup. Mike Lessiter

Although it took some adjusting to the unexpectedness of customer influx, it helps to keep the dealership busy on a yearly basis, rather than just during specific seasons, he explains. 

The diversification of products is valuable for a dealership. By adding a product line that appeals to a different audience and operates on a different busy cycle, Birkey’s can create more opportunities to connect with customers throughout the year, he says. 

Measuring the Success of Powersports 

While Birkey’s has only sold Can-Am for 18 months, sales have already exceeded expectations. 

“It’s been a lot of fun and definitely has blown me away how much business it’s brought in the first year and a half,” Hogue says. 

By the end of 2025, the dealership sold 70 powersport units. Looking into 2026 so far, it is on pace to surpass last year’s sales. 

The early success shows the potential of expanding beyond a traditional product mix. Rather than abandoning its agricultural roots, Birkey’s is building on the reputation it has already developed in the industry to introduce new customers. 

Creating Space For a New Brand 

The expansion is also reflected in a major investment at the Bloomington location, the renovation of its expo space into a 10,000 sq. ft. Cam-Am showroom. 

The remodeled showroom is focused on showcasing the Can-Am brand and bringing the new powersports offering into a greater focus.  

With the showroom, new customers are able to see the equipment firsthand and existing customers can explore products they may not have previously considered. Birkey’s created an inviting and professional showroom that encapsulates the Can-Am brand and excitement for the products. 

However, the expansion does present facility requirements. Ag dealers must be prepared for showroom challenges, as brands like BRP require a minimum of 1,600 sq. ft. to properly showcase ATVs and side-by-sides, Kauffman says. This square footage requirement can be a struggle for large ag dealership layouts not originally designed with large indoor displays in mind. 

Commitment to Customers Beyond the Sale

The dealership’s commitment to its customers extends beyond the initial sale. Birkey’s provides full service on all powersports units, ensuring that customers aren’t simply taking a product home and never seeing the team again, Hogue says. 

This approach allows the dealership to build lasting relationships and provide full-service experiences for every customer.

“I like to build relationships with our customers,” Hogue says. “New products can bring customers through the door, but service and relationships can keep them coming back.” 

Kauffman shares that it is not difficult to learn how to service powersports equipment. The average tech can easily understand the servicing of powersports. Similar to tractors, powersports units utlize Canbus technology, he says. This allows technicians to use similar diagnostic skills that they already have. BRP offers online training for sales and service, along with certified tech training in Sturtevant, Wis. This training can help bridge any knowledge gaps a tech may experience.