For more information on this story, listen to Episode 303 of GarageCast
One family’s entrepreneurial drive transformed an obscure dealership into an international powersports empire.
Leader: Chris Watts, America’s Motorsports, Tennessee
Core Philosophy: Customer-First – adapt quickly, treat everyone like family.
Business Evolution: From selling kerosene heaters to building one of the largest multi-store powersports groups in the region.
Industry Outlook: Cautiously optimistic amid electrification and generational change.
Watts on Why They Ride: “At the core of it all lies fun — freedom, community, and stories people tell for years afterward.”
America’s Motorsports didn’t begin with chrome, combustion, or the roar of engines—it started with kerosene.
Chris Watts’ father, a veteran from Aladdin Industries, saw potential where others saw scrap. When his company phased out thousands of heaters, he bought the unsold stock outright and resold it himself. That decision—part risk, part intuition—was the family’s first bold step into entrepreneurship.
The business grew as quickly as their ambition. To balance seasonal demand, the Watts family added motorcycles to their product mix. What began as a simple pivot for year-round revenue ignited a lifelong passion and laid the foundation for a regional powerhouse serving Middle Tennessee’s growing appetite for adventure.
For Chris Watts, the dealership was both classroom and playground. By age eleven, he was assembling Honda Spree scooters, learning salesmanship on the showroom floor, and absorbing lessons in commerce most kids don’t see until adulthood.
“That dealership was so much more than a business,” recalls his father, Mike. “It was the heart of our family.”
Those early years instilled a sense of pride and accountability that defines Chris’s leadership today. From sweeping floors to greeting customers, every task reinforced the same truth: small details shape great reputations.
The Watts family never waited for change—they anticipated it. When late-’80s supply issues made Kawasaki Jet Skis scarce, they pivoted to an untested brand: Sea-Doo. The gamble paid off. That move not only solved a short-term inventory problem but also established America’s Motorsports as a brand built on intelligent risk-taking and creative adaptability.
As the dealership expanded from one to five locations, Chris learned that growth requires reinvention. “Scaling isn’t about copying success,” he says. “It’s about evolving leadership for every new challenge. Growth forces you to adapt—otherwise, it exposes your weaknesses.”
In Tennessee, business and community are inseparable. At America’s Motorsports, integrity isn’t an option—it’s the operating system.
“We don’t cheat customers, vendors, or employees,” says Watts. “That’s not who we are.”
In towns where selling bikes on Saturday means shaking hands at church on Sunday, that consistency matters. The result? Enduring relationships, loyal customers, and a reputation that outlasts economic cycles and industry trends.
“We’re not in the motorcycle business,” Watts reminds his team. “We’re in the fun business.”
That mindset shifts the dealership’s focus from transactions to experiences. Whether outfitting a first-time rider or helping a veteran upgrade, the mission remains constant: create freedom, friendship, and memories. This philosophy—selling joy rather than just horsepower—gives America’s Motorsports its staying power.
Even as the dealership remains grounded in tradition, Chris Watts is attuned to change. “My sons ride electric Sur-Rons more than Hondas,” he says. “That tells you where things are heading.”
While he approaches electrification with pragmatic caution, he also recognizes its potential to bring new riders into the fold. For now, America’s Motorsports continues to focus on street bikes and side-by-sides—the backbone of today’s market—but the door to tomorrow’s innovations remains open.
“Bikes will change,” Watts says. “But our passion for riding never will.”
When the pandemic tested every dealer’s resilience, America’s Motorsports’ agility set it apart. By leveraging long-term supplier relationships, the team stayed stocked while competitors faced shortages.
Watts attributes this readiness to constant learning and peer exchange. “You can’t operate in isolation,” he notes. “Every dealer who’s growing is learning—from others, from their own mistakes, and from the market itself.”
Today, Chris Watts stands as proof that adaptability is the cornerstone of competitiveness. Under his direction, America’s Motorsports remains a beacon of integrity, innovation, and joy.
In an age defined by rapid change, the Watts family reminds us that the oldest values—family, trust, and courage—still fuel the most incredible rides.
