For enthusiasts and professionals in the powersports world, Babbitt’s Online has become a household name. Known for its extensive inventory of OEM parts, accessories, and gear, Babbitt’s Online has risen from humble beginnings to become one of the largest dealerships in the United States. This remarkable journey began in Muskegon, Michigan, a small town nestled on the eastern shores of Lake Michigan, just north of Grand Rapids.
The story of Babbitt’s begins with Ed Babbitt, a farmer seeking a faster pace of life than driving a tractor. In 1965, he traded in his farm equipment for handlebars, opening a Suzuki dealership in a modest storefront. His son, Eddie Babbitt Jr., recalls his father’s desire for speed as a driving force behind the venture. The dealership quickly found its footing, prompting a move to a larger, more prominent location down the road.
Image alt text: Gavin Faith of Team Babbitt’s Kawasaki racing in Arenacross, showcasing Babbitt’s commitment to motorsports and brand visibility.
Babbitt’s still occupies that very spot in Muskegon today, though the original small shop has expanded significantly over the years. Through strategic acquisitions of adjacent properties and expansions of the original structure, the dealership now sprawls across a much larger footprint than Ed Babbitt Sr. could have envisioned.
Ed Babbitt Sr. was a visionary in recognizing emerging trends. He embraced snowmobiles early on, adding them to his inventory in the early 1980s. By this time, Babbitt’s was a multi-brand dealership, offering Suzuki, Kawasaki, Polaris, and other popular makes. Snowmobile sales transformed the business from seasonal to year-round, capitalizing on Michigan’s “Snow Belt” region.
Further demonstrating his forward-thinking approach, Ed Babbitt Sr. was quick to jump on the personal watercraft craze. When Sea-Doos debuted in the late 1980s, Babbitt Sr. was among the first to embrace them, becoming only the second Sea-Doo dealer nationwide. The dealership continued to grow, adding Yamaha in 2008 and Honda in 2010 to its portfolio of OEM franchises.
Eddie Babbitt Jr. practically grew up in the dealership. “I started working at 12, after school and summers, just hanging around and probably getting in the way,” he recounts. His passion for motorsports wasn’t limited to the business; he also raced motocross throughout his childhood and adolescence. “It was the best hobby,” he remembers fondly.
Inheriting his father’s entrepreneurial spirit and knack for spotting opportunities, Eddie Jr. learned about the nascent Arenacross series and saw a chance to elevate Babbitt’s brand. He assembled a race team, now a prominent force co-sponsored by industry giants like Monster Energy, AMSOIL, and Kawasaki.
“Arenacross benefits our business enormously,” Eddie explains. “We sell dirt bikes across the country because of the team affiliation. People want to be part of the team effort. There’s a sense of camaraderie and brotherhood associated with it.”
“My father was a farmer. He believed in hard work and long hours, and he wouldn’t ask anyone to do anything he wouldn’t do himself.” – Eddie Babbitt, CEO, Babbitt’s Online
Arenacross was not the only significant venture Babbitt’s embarked on in 2006. Recognizing the burgeoning potential of e-commerce, Babbitt’s launched Babbitt’s Online. This move positioned them perfectly to capitalize on the rapidly growing trend of online parts sales.
Image alt text: Babbitt’s dealership exterior in Muskegon, Michigan, illustrating the growth and expansion from its humble beginnings as a small storefront.
The existing brick-and-mortar dealership, with its established OEM franchises, gave Babbitt’s Online a crucial advantage over many purely online parts retailers. They could offer genuine OEM parts, a key differentiator in the market. Coupled with the brand recognition generated by the Arenacross team, Babbitt’s Online experienced almost immediate success and has become a major contributor to the company’s overall growth.
The relationship between Babbitt’s Online and the physical dealership is symbiotic. “The online business is the biggest part of our success,” Eddie states, acknowledging its significant contribution to employment and revenue. “However, the brick and mortar business is actually doing very well. The online business and our involvement in Arenacross are excellent advertising, and our parts availability through the online business ensures much better parts access for our local customers.”
Customer service is paramount at Babbitt’s. “Online, people buy – the first time – because of price. They buy the second time because of customer service,” Eddie emphasizes. In a competitive online marketplace, Babbitt’s understands that repeat business hinges on exceeding customer expectations. “Forty percent of our customers are repeat business. We provide the best customer service any business can offer,” he asserts.
To ensure consistently high service standards, Babbitt’s has invested in an in-house training program. A dedicated employee leads this program, guiding new hires through comprehensive training in the call center. New employees then work alongside experienced customer service representatives for at least two weeks before handling customer interactions independently.
Image alt text: Babbitt’s Online warehouse interior, showcasing shelves stocked with OEM parts and accessories, highlighting their extensive inventory for online orders.
Positive online reviews are vital for any e-commerce business, and Babbitt’s actively cultivates a positive online reputation. Eddie Babbitt personally reviews and responds to a significant portion of online customer feedback. Customers frequently praise the website’s user-friendliness, particularly the easily accessible exploded diagrams for parts identification, and the prompt responses to online inquiries.
To further enhance customer trust and security, Babbitt’s subscribes to the Norton Shopping Guarantee, providing customers with free identity theft protection and a shipping guarantee. Recognizing the needs of DIY enthusiasts, Babbitt’s developed the free Babbitt’s OEM Parts Finder App, enabling customers to conveniently search for parts on their mobile devices, even during late-night garage sessions.
Image alt text: Close-up of Babbitt’s Online website interface on a computer screen, highlighting user-friendly exploded diagrams for easy OEM parts identification and online ordering.
Babbitt’s caters to a broad customer base, stocking parts for both vintage and late-model machines. This wide inventory range fosters customer loyalty and generates valuable word-of-mouth referrals, particularly within communities of vintage bike enthusiasts who frequently share supplier recommendations. Beyond parts, Babbitt’s Online also ships apparel and accessories, with a specialization in off-road gear. Notably, Babbitt’s is one of the few online retailers willing to ship oils and chemicals, a significant convenience for customers in rural areas.
While the brick-and-mortar dealership attracts the typical walk-in motorsports enthusiast, Babbitt’s also sees a strong influx of families with children, drawn to their motocross and off-road focus. In contrast, Babbitt’s Online customers are geographically dispersed across the country and predominantly consist of DIY-oriented individuals. Interestingly, Babbitt’s also serves a substantial number of small repair shops and even other dealerships, offering wholesale discounts. Recognizing a significant Spanish-speaking customer segment, Babbitt’s employs bilingual staff to ensure excellent service for all customers.
Beyond Arenacross, Babbitt’s maintains a strong community presence through participation in regional events and open houses. They frequently partner with brands like Arctic Cat and Yamaha to showcase new models and gear. Sponsorship of amateur racers further enhances their visibility and credibility within the off-road community. Babbitt’s is also a sponsor of Bike Time, a well-known regional event featuring motorcycle competitions and concerts. Their community engagement extends to public service, as demonstrated by hosting the local Boys and Girls Club for a meet-and-greet with the Arenacross team.
Eddie Babbitt is optimistic about the future of both Babbitt’s Online and the overall business. “For the last three years, our brick and mortar has experienced steady unit growth. Conservatively, we expect 8 percent growth in unit sales every year for the next three years and 20 percent in store parts sales. Continuing present trends, we expect the online store to increase 10 percent per year,” he projects. He concludes, “The customer is the most important part of our business. Holding to this ideal is the reason for our success.”
| Babbitt’s Online 3712 Airline Road Muskegon MI 49444 (231)737-9241 www.babbittsonline.com Number of employees: 49 OEM: Arctic Cat, Honda, Kawasaki, KTM, Polaris, Suzuki and Yamaha Primary Parts Suppliers: Arctic Cat, Honda, Kawasaki, KTM, Polaris, Suzuki and Yamaha |
