Cycle Works Motorsports Puts Online Presence in Good Hands with Dealer Spike

Six-location Cycle Works Motorsports joined Dealer Spike's platform in 2016 and has seen outstanding results in the past three years.

Wilsonville, Oregon, UNITED STATES

Edmonton, AB, Canada, May 20, 2019 (GLOBE NEWSWIRE) -- Nearly celebrating its 40th year in business, multi-location dealership Cycle Works Motorsports opened in 1980 in the capital of Alberta, Canada. Starting out as a small shop with just a handful of employees, co-founder Don Galloway moved the business a few times around Edmonton before landing in the larger and more modern facility that it is in today. The business operated as a stand-alone dealership for nearly two decades before the ownership structure changed in the late 1990s. With the addition of business-minded Jim Zanello who was focused on growth, the Cycle Works Motorsports group began to add more locations around Alberta. Current Owner and President Jim Roth and partner Jason Stevens also joined the company after Zanello was added to the team.

The second Cycle Works Motorsports store was the “West End” location in Acheson. Next came the Calgary location, soon followed by locations in Okotoks and Red Deer. The most recent addition was a stand-alone Honda dealership purchased in 2017. As the only dealership not branded under the Cycle Works Motorsports name, Scona Honda is located in Edmonton.

Tate Jeffery, who is a Cycle Works Motorsports Partner and the General Manager of Cycle Works West in Acheson, estimates that there are 100 employees across all locations. “Each store has its own personality,” Jeffery explains of the company culture. He says this is largely because of the different brands and combinations of brands that all the stores carry - Polaris®, ROXOR, Indian® Motorcycle, Yamaha, KTM, Suzuki, Arctic Cat, Husqvarna, and Honda. “Each store has a different feel when you walk in,” Jeffery says.

One area that the dealership group does not differ in is website provider. Before partnering with Dealer Spike in April 2016, Cycle Works Motorsports worked with DX1 and did not have a landing page that all six locations could call “home” online. “The landing page has helped a lot,” Jeffery says. “If someone is shopping around, the landing page makes it very clear which stores carry which brands.”

Another missing piece with DX1 was a responsive website platform. “We had a very poor mobile site before,” Jeffery says. “With so many people going on their phones to shop, we couldn’t afford that. It’s important to make ourselves accessible to the end user.” Jeffery explains that it was challenging to find a website provider that was able to accommodate all six locations, and one that could provide an easy-to-use platform that made it simple to load and update inventory, but Dealer Spike fit the bill.

Another great add-on to the dealership group’s online presence is the “quick link” to Cycle Works Motorsports’ rider apparel and accessories site, called Motorsports HQ, located on the homepage under the six location options. This additional site serves as proactive marketing for Cycle Works Motorsports’ non-vehicle inventory.

Jeffery’s workday has changed quite a bit since his early days in the business. “It used to be that you worked the phones all day, but now it’s common that the first time you see a customer is when they’re coming into the dealership to sign paperwork,” he explains. “The sales guys spend the first few hours of every day just going through leads from the night before. That was never our morning routine before Dealer Spike.”

Overall, Jeffery says that the websites have a huge impact on the dealership group’s bottom line. “Our door swings are certainly down, but our sales aren’t. Our online leads continue to rise,” says Jeffery. He says that the Scona store, which is the smallest, receives just as many online leads as the largest store. The average monthly lead increase in the first year that Cycle Works Motorsports worked with Dealer Spike was 467% compared to results with DX1.

While only the Calgary store currently works with Dealer Spike for Search Engine Marketing (SEM) services, Jeffery says his team is in the process of moving the other dealership websites over to the product. “You’ll get lost on the Internet without it,” Jeffery explains of the digital marketing tool’s importance. “And if you’re not doing it, then your competitors will come up for customers before you do.”

In the three years that he has worked with Dealer Spike, Jeffery says he has had a great experience with the entire team. “When I need something, I send in a request, and it just gets done. It’s one email,” Jeffery says. “Dealer Spike makes it so simple, and that’s how it should be.”


Cycle Works Motorsports has made it their mission to “Accelerate Your Ride” since 1980. These powersports enthusiasts offer the best in new and pre-owned motorcycles, snowmobiles, snowblowers, ATVs, and watercraft units. With six locations in Alberta, Canada, Cycle Works Motorsports aims to create long-term relationships with customers by exceeding expectations.


Dealer Spike is focused on driving online leads and in-store sales for dealerships in eight industries. The company provides powerful and distinctive web solutions and tools to thousands of dealers worldwide. Dealer Spike’s expertise comes from real-world dealership experience and a passion for listening and responding to dealers’ needs.


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