Powersports Finance Summit 2026 today named RideNow, FreedomRoad Financial and Sonic Automotive President Jeff Dyke as recipients of the Powersports Finance Achievement Awards in Atlanta.
The fourth annual Powersports Finance Achievement Awards recognized outstanding achievements in company performance, leadership and technology.
Powersports Finance Achievement Award for Company Performance
Chandler, Ariz.-based retailer RideNow received the award for its improved profitability and operational efficiency after a period of internal discord in a challenged market.
RideNow, the largest powersports retailer in North America, reported finance and insurance revenue rose 1% year over year in the first half of 2026 to $48.8 million.
The retailer also secured $35 million in floorplan financing through Wells Fargo in May, bringing RideNow’s credit capacity to $400 million.
Powersports Finance Achievement Award for Leadership
Dyke was honored for his role expanding Sonic Automotive’s powersports business.
He has worked with Sonic since 2005, leading strategic Harley-Davidson dealership acquisitions and growing Sonic into one of the industry’s largest dealer platforms.
The Charlotte, N.C.-based retailer sold a record 1,135 motorcycles at the 86th annual Sturgis Motorcycle Rally in August, including 511 new Hardley-Davidson motorcycles, according to a Sept. 9 company release.
Powersports Finance Achievement Award for Technology
Reno, Nev.-based FreedomRoad Financial received the award for its use of nontraditional data to improve credit decisioning, and its use of digital financing for faster credit approvals.
FreedomRoad has entered deals with several third-party providers to bolster its technology, including:
- Cycle Trader, which powers FreedomRoad’s instant credit approval process, starting in July 2025;
- Inovatec Systems, which deploys its dealer portal and loan origination systems for FreedomRoad, starting in April 2025; and
- Finio, which also provides FreedomRoad instant access to credit applications submitted by customers and dealers, starting in August 2024.
Jerry Miceli, vice president of sales and marketing, accepted the award on FreedomRoad’s behalf.
Last year’s award winners included Ironhorse Funding and Donal Hummer, chief executive and president of ThunderRoad Financial.
Stay up to date with all the news coming out of Powersports Finance Summit 2026 here.
