RumbleOn’s Epic Rebrand to RideNow Group Shakes Up Powersports
New Name, New HQ in Chandler, AZ, and a Bold Strategy to Revolutionize Motorcycle Retail
By Raine Devries
In a monumental shift for the powersports industry, RumbleOn, Inc. (NASDAQ: RMBL) has announced its rebranding to RideNow Group, Inc., returning to its roots with a name synonymous with powersports passion. Unveiled on August 13, 2025, this transformation includes relocating its headquarters from Irving, Texas, to Chandler, Arizona, and introducing a new operational framework for its 54 dealerships nationwide. Here’s what this means for riders, dealers, and investors, packed with all the details you need to know.
Back to the Roots: Rebranding as RideNow Group
The decision to rebrand as RideNow Group marks a return to the company’s origins, leveraging the legacy of RideNow Powersports, acquired in 2021. Known for its strong customer loyalty, RideNow is a trusted name among motorcycle and powersports enthusiasts, offering everything from new and pre-owned motorcycles to ATVs, UTVs, parts, apparel, and financing. The rebrand aligns the corporate identity with this iconic brand, reinforcing trust and consistency across its network.
Effective August 14, 2025, the company’s ticker symbol will change to RDNW on the NASDAQ, signaling a fresh start. As CEO Michael Quartieri stated, “This change is about more than a new name and ticker symbol—it’s about aligning our corporate identity and our operations with the brand our customers already know.” This move aims to unify the experience across RideNow’s 500+ franchise locations, representing 50 top powersports brands like Honda, Yamaha, and Polaris.
Headquarters Relocation: From Irving, TX to Chandler, AZ
RideNow Group is moving its headquarters from Irving, Texas, to Chandler, Arizona, home of its flagship RideNow store. This strategic relocation consolidates leadership and support functions in one location, fostering a “one team” approach to corporate and store operations. Chandler’s vibrant powersports community and proximity to the company’s roots make it an ideal hub for driving innovation and growth. This move positions RideNow Group to strengthen its connection with the riding community while streamlining operations.
The RideNow Way: A Game-Changing Operational Framework
Central to the rebrand is the RideNow Way, a new operational framework built on three pillars: Entrepreneurial Spirit, Customer Experience, and Operational Excellence. This playbook aims to standardize excellence across all 54 dealerships while preserving each location’s unique character. Key features include:
Enhanced Customer Experience: Streamlined online and in-store purchasing, from browsing to financing, tailored to riders’ needs.
Operational Efficiency: Optimized inventory and service processes to minimize wait times and boost satisfaction.
Community Connection: Localized events and marketing to engage riding communities nationwide.
COO Cameron Tkach emphasized, “Success for us is when every customer encounters the same high level of service, experience, and excitement at any RideNow location.” This framework is set to elevate the powersports retail experience, making it easier for riders to score their dream bike or gear.
Q2 2025 Financials: Navigating Challenges with Confidence
Alongside the rebrand, RideNow Group released its Q2 2025 earnings, offering a glimpse into its financial performance:
Revenue: $299.9 million, down 11% year-over-year.
Net Loss: $32.2 million, driven by a $34 million franchise rights impairment charge.
Adjusted EBITDA: $17.2 million, up slightly from $16.2 million in Q2 2024.
Unit Sales: 10,618 new powersports vehicles, showing resilient demand.
Despite the revenue decline, the company cut SG&A expenses by $4.7 million, reflecting disciplined cost management. The impairment charge, while notable, is a one-time adjustment as RideNow Group repositions for long-term growth. The company also extended its term loan to 2027, reducing annual interest expenses by $3.4 million.
Why This Matters for Riders
For motorcycle enthusiasts, the rebrand to RideNow Group promises a seamless, rider-focused experience. Whether you’re eyeing a pre-owned Harley-Davidson, a new Kawasaki, or premium aftermarket accessories, the RideNow Way ensures consistency and quality across all locations. The RideNow Cash Offer program, now expanded to all 54 dealerships, remains a standout feature, allowing riders to sell their vehicles directly to the largest buyer of pre-owned powersports vehicles in the U.S.
The move to Chandler, Arizona, and the new operational framework signal a deeper commitment to the powersports community. Expect more local ride events, demo days, and tailored promotions at RideNow dealerships near you.
A Powersports Giant Reborn
By returning to the RideNow name and relocating to Chandler, Arizona, RideNow Group is doubling down on its roots while setting the stage for future growth. As Quartieri noted, “By simplifying our structure, aligning our operations, and reinforcing a culture of performance, we are creating a platform for long-term success.” With a clear strategy and a rider-centric focus, RideNow Group is poised to dominate the powersports market.