Powersports dealer helps local thrill seekers find freedom

“It was freedom.”

That’s how Bruce Thatcher described his first experience riding a dirt bike through the quiet stretches of desert near Arizona City.

“Freedom jumping on the bike and being able to rip through the desert.”

At age 12, Thatcher’s family moved to the rural Pinal County community from Pennsylvania, and he recalled having no hobbies until his brother bought the dirt bike. That first ride ignited a lifelong passion for off-road, two-wheel riding.

Thatcher said that taste of freedom is what brings most people to powersports and to Adrenalin Motorsports, a Casa Grande dealership where he’s the general manager.

“They do it because it gave them the freedom to get outdoors, to be out in nature and explore places they’ve never been,” Thatcher said. “Every corner of Arizona has trails and places you’d never be able to see or explore if you didn’t have an off-road vehicle.”

The powersports store started as a small, family-owned and operated business in 2008 at 3151 N. Piper Ave. but has grown to compete with some of the big names in metro Phoenix. Thatcher said part of that success is due to “old-fashioned ways of doing business.”

“It all goes back to one-on-one relationship with the customer with a handshake and honesty,” he said. “We pride ourselves in knowing our people, talking to them and letting them know, unlike some of the big dealerships in the Valley, they are not just a number.”

The dealership abides by a “work hard, play hard” attitude.

“Somebody in the store is out riding every weekend,” Thatcher said. “We pride ourselves in our technical knowledge but also helping others to have fun and be safe while riding.”

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