NORD-RIDE MOTORSPORTS

from Michigan Snowmobiler & ORV - January 2022

by MichiganSnowmobiler

RAPID RIVER RELIC RIDERS VINTAGE & ANTIQUE SNOWMOBILE SHOW

Success Derived from Diligence

BY KIM KISNER CONTRIBUTING WRITER

Mike Nord Sr. took his passion for engines and motorcycles that began at age 11 to create – with his family – a successful, customer-centric, full service, 10,000 square foot Dealership that is Nord-Ride MotorSports Inc.

His career - driven by his fervor for motorsports and the simple satisfaction in helping others - has seen its challenges. But having recently celebrated their 20th anniversary, Nord-Ride has been a clear success.

Mike says this success is “derived from diligence… a diligence to keep the doors open even through trying times, a diligence and attentiveness toward all customers every single day, and a diligence to listen, truly hear, and then act on all customer needs and wants.”

Mike discovered his mechanical inclination in his parents garage, taking small engines apart to gain an understanding of them – sometimes to his parents dismay.

He went on to attend a Skill Center in the Flint area and then landed a job at a local Honda dealer as an apprentice technician.

Once he learned his way, he decided to make a go of it on his own, starting a small one-garage, 1800 square foot repair shop called Flint Motorcycle Sales & Service. His first venture into sales was in 1991 when he brought in Ski Doo Snowmobiles.

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Ten years and three building renovations later, Mike had outgrown his digs and it was time to move on.

Mike and his team built a 10,000 sq. foot space in Mt. Morris that seemed both exciting and daunting. And then 9/11 happened.

“With the unstable state of the world, I hesitated,” said Mike. “As I was being handed the keys to my new building from the General Contractor, I asked for a day to think about it. Sustaining a 10,000 sq. foot space, and starting this undertaking at a time of great flux was something that required a lot of thought. After doing some soul searching with my team and family, I called the seller and said, ‘Bring me the keys, we are going for it.’

And go for it they did. Twenty years later, NordRide is a thriving business carrying a full inventory of motorcycles, dirt bikes, street bikes, ATV’s, Side X Sides, Snowmobiles and Scooters from brands such as Kawasaki, CanAm, Honda, Sea-doo, Ski Doo and Triton.

It doesn’t stop there. Nord-Ride offers an extensive array of parts and accessories including electrical, controls, luggage & racks, accessory mounts, mirrors and more. Rounding out the offering is a full line of apparel including riding shoes, gloves, helmets, eyewear, shirts and more.

The business truly does ‘run in the family.’ Mike works side-by-side with his son. His brother-inlaw helped manage the business for 28 years. His

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daughter was also a team member for years before she shifted gears and became an RN, (now working the front lines as a COVID nurse).

Also sharing Mike’s passion for motorsports is his 14 year old granddaughter, who helps at the dealship and enjoys customer service and his 13 year old grandson, who has been racing trail bikes for the past three years and currently rides a 250.

“Nord-Ride sponsors some of my grandson’s events, and I like to think back to when I raced,” says Mike. His interest in motorcycles still runs deep. He currently owns 40, the oldest of which is a 1965 Honda 150 Dream Benly.

About the business now and into the future, Mike says, all the credit for the success of Nord-Ride goes to my family for consistently backing me, and my employees for sticking things out with me. Going forward, we plan to keep the lights on and the doors open to our great customers and keep doing what we do.” •