I-90 Motorsports
Get Inside, Deep Inside
Step inside I-90 Motorsports and you've stepped inside --
a motorsports shop - right? Hah! Look closer?
You wouldn't know just from stepping into I-90 that you're
among a serious group of motorsports enthusiasts, but it won't take you long to
figure that out.
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| I-90 Motorsports Owner, Jack Milne |
Jack Milne took over I-90 in the mid 90s, not just as a business
venture, but because he was a motorsports enthusiast himself.
His business sense was up to the task indeed. Milne came from an electronic business information background that
prepared him well for
running his own operation. And if that background wasn't enough, Milne
took his first ride on a motorcycle at 18 (he's a little older now, not much...
but a little) and hence, he had the desire to be in the motorsports industry.
"I figured I would semi retire, but I-90 was
something I wanted to do for fun," comments Milne as we sip coffee early on
an October morning from his office vantage in the Issaquah shop. "My
first bike was a Honda Scrambler and later I got a 69 BSA 441 Victor, which I
still own today."
I-90 has held its current location for 12 years.
The dealership has an interesting history of owners. It began with Jim Pelletier
as one of the first proprietors back in the 80s, prior to opening his Renton
Kawasaki store (today he sells Corbin's Sparrow).
Presently, I-90 has quite a juicy array of product lines
including: Honda, Yamaha, Triumph, KTM, Cannondale, Seadoo and Skidoo.
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| I-90s Sales Staff: (l to r) Dale
Niemi, Brett Fladseth and Don Shields |
As the two Japanese lines I-90 features make up a lion's
share of the market, things are pretty much always hopping at the
dealership. With the increase of bikes entering the market with fuel
injection, I-90 has stepped up to the plate, installing a dyno-meter on the premises
and adding the needed gear to read the computer regulated machines it
sells. Service is a key part of this dealer's personality. In this
department, Milne is pleased to note that he has a few employees who have been
with him since he bought the dealership in 1995.
Milne loves to ride, and it's reflected throughout the
store's calendar of events. The dealership is involved with the Honda
Riders Club program, which guarantees all customers of I-90 are invited to participate
in scheduled monthly rides during the warm season. They currently have 75+
riders in the group and it keeps growing. Membership is free! Beyond
that there are overnight rides and special promotions that revolve around
charity events such as the Ride For Kids. In 2000, they were the top
fundraiser for that event.
And then there's the track. Milne has a decent
collection himself of sport bikes, including a fuel injected CBR1100 XX Black
Bird. A few times each year, they take over SIR for a track day and also
set up track days in other yummy locales; such as Thunder Hills in Northern California
and Spokane Raceway. The dealership also sponsors a number of riders who
do the local circuit via WMRRA.
During the summer months, it's hit and miss if you'll
actually find Milne at the store. The man loves to ride. His
favorite places include: Montana, Montana and Montana.
Nearly all the employees at I-90 are experienced riders
and enthusiasts. "We like to make sure customers have a good
experience here from the time they buy the bike, to when they return for service
and accessories," says Milne, as he discusses the importance of employees who
have a passion for the business.
I-90 also supports the local Rider Education program,
supplying bikes to MSF affiliates and servicing them regularly. Customers
who purchase bikes from the dealer are encouraged to participate in the program and can
often sign up for it on the spot.
Another feature I-90 provides its customers is a
"ride before you buy" invitation. "90% of the
time, we have a demo of any current model which we allow the customer to ride
before they buy (provided they can provide a current endorsement and
insurance information)".
Check out their website at http://www.i-90motorsports.com
TM/Fall 00
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