BRP has put Canadian dealerships at the centre of its latest Club BRP recap, naming five Canadian businesses among its 2026 national dealer award winners after an event that brought together more than 4,400 participants representing over 1,200 dealerships from 90 countries.
The Quebec-based powersports manufacturer published the results September 15 following Club BRP 2027, its largest dealer event of the year. The event itself ran August 17 to 19 in Orlando, Florida, where BRP presented its 2027 Sea-Doo and Can-Am lineups and recognized dealers and distributors from its global network.
For RideFirst readers, the new information is not simply another model-year reveal. BRP had already announced much of its 2027 product portfolio in August. The September 15 release adds a clearer dealer-network picture and identifies the Canadian businesses that received national recognition.
Three Canadian dealers take core vehicle-category awards
BRP named Canadian national Dealer of the Year winners in three major vehicle categories.
Half-Way Motors Power Sports of Thunder Bay, Ontario, was named Canada's Can-Am ATV and SSV National Dealer of the Year.
André Hallé et Fils of Rimouski, Quebec, was named Canada's Can-Am 3-Wheel Vehicle National Dealer of the Year.
Lake Life Powersports of Lac du Bonnet, Manitoba, was named Canada's Sea-Doo PWC and Pontoon National Dealer of the Year.
Those awards cover several of BRP's most important recreational product segments in Canada: off-road vehicles, three-wheel road products, personal watercraft and pontoons.
BRP says the awards recognize customer service, retail performance, local market leadership and overall business success.
BRP adds Parts, Accessories and Apparel awards
The company also introduced a new dealer award category for Parts, Accessories and Apparel, or PA&A.
Two Canadian dealerships received the first national awards in that category.
Groupe Contant Repentigny of Repentigny, Quebec, was named Canada's Can-Am ATV and SSV PA&A Dealer of the Year.
Bay Marine of Trenton, Ontario, was named Canada's Sea-Doo PA&A Dealer of the Year.
That addition matters because the dealership business does not end when a unit is delivered. Parts, accessories, apparel, service and repeat customer relationships can be significant components of dealership revenue and long-term customer retention.
BRP's decision to recognize PA&A separately signals that the company is placing explicit attention on that side of dealership performance.
Club BRP connected more than 1,200 dealerships
BRP says more than 4,400 people participated in Club BRP 2027 in person and online, representing more than 1,200 dealerships from 90 countries.
The scale gives some context to the manufacturer's retail network.
The event combined product launches, dealer programs and recognition. BRP also presented 61 awards to dealers and distributors in Europe, the Middle East and Africa, Latin America and the Asia-Pacific region.
For Canadian dealers, that means the national winners were selected within a much larger global network rather than a Canada-only gathering.
The 2027 product story is still part of the picture
Club BRP was also the stage for the company's 2027 Sea-Doo and Can-Am products.
BRP highlighted the limited-edition Sea-Doo RXP-X Senna 350, powered by the 350-hp Rotax ACE 1630 engine, along with the more powerful 2027 Spark family and the new Spark X.
Can-Am's 2027 three-wheel range includes substantial Ryker changes spanning chassis, powertrain, technology and styling, plus a one-year Ryker Special Series package.
The off-road lineup includes the Defender XU, a redesigned Defender HD10, the Outlander X mr MAX configuration and X packages for Maverick Sport and Maverick Trail.
BRP also reiterated that it plans major Can-Am off-road product announcements every six months for the next four years.
Those product points are important, but most were already announced during BRP's August product reveal. The fresh September 15 development is the scale of Club BRP and the dealer recognition attached to it.
Why the Canadian awards matter
National dealer awards are not an independent ranking of every powersports retailer in Canada, and they should not be read that way.
They are BRP's own recognition program for businesses operating within its network.
Within that context, however, the awards provide a useful look at which Canadian dealerships the manufacturer is highlighting for performance across specific categories.
The geographic spread is also notable.
The core Canadian award winners are located in Ontario, Quebec and Manitoba, while the new PA&A awards add another Quebec dealership and another Ontario dealership.
That reinforces how BRP's Canadian retail network extends beyond the country's largest metropolitan markets.
Dealer implications
For powersports dealers, the most interesting part of BRP's announcement may be the way the award categories are structured.
The company is explicitly separating vehicle-category performance from parts, accessories and apparel performance.
That creates a broader definition of dealership execution: vehicle sales remain important, but the ownership experience after delivery is also being measured and recognized.
Dealers looking at the results should therefore focus less on the award itself and more on the operating areas BRP says it values — customer service, retail execution, local market leadership and PA&A performance.
Bottom line
Club BRP 2027 brought together more than 4,400 participants representing over 1,200 dealerships from 90 countries.
From a Canadian industry perspective, the most important new information is the recognition of five Canadian dealerships across BRP's Can-Am, Sea-Doo and new PA&A award categories.
Half-Way Motors Power Sports, André Hallé et Fils and Lake Life Powersports received the three Canadian national vehicle-category Dealer of the Year awards, while Groupe Contant Repentigny and Bay Marine received the first Canadian PA&A national awards.
For RideFirst, that makes the September 15 Club BRP update a dealer-network story as much as a product story.
