SuperATV is an off-road brand specializing in aftermarket accessories for UTVs and ATVs.
With parts stocked in over 3,000 dealerships across the U.S., the business also sells products direct-to-consumer and via Amazon and eBay marketplaces.
While now well-established across multiple channels, the brand began with a single homemade lift kit, designed by Harold Hunt for his own Polaris Sportsman. “His buddies liked it so he built some for them too,” says Josh South, Director of Marketing and Technology at SuperATV. Soon, he was selling his kits on eBay, and the business took off from there.
Over 15 years later, all parts continue to be designed, engineered, and manufactured in Madison, Indiana, and the business is still family-owned and run. “We’re not allowed to have meetings on Friday afternoons because Harold goes out riding,” says Josh. “It’s definitely a lifestyle brand, we’re enthusiasts at heart and we try to instill that in all of our employees so that they carry it over to our customers.”