Keeping Customers on Track

The unwavering focus behind Tracks USA’s success

By Kim Kisner, Contributing Writer

Over the last 47 years, the Vruwink family has built a remarkably successful business by keeping a one-track mind. Their relentless focus on giving the customer exactly what they want – always – has driven them to continuously evolve and innovate, including going so far as to patent new products in the name of meeting customer needs.

Tracks USA is America’s premier power sports and tracks headquarters. They are the nation’s largest snowmobile track dealer, specializing in new Camso (formerly Camoplast) snowmobile tracks, ATV and  UTV track systems, as well as a variety of other top brands. And this is their story.

The History

In the early 1970s, Bruce Vruwink made his living selling farm machinery while he and his wife, Kathy, managed their own farm in Minnesota. In his travels for work, Bruce began conversing with equipment dealers who were focused on snowmobiles and unique snowmobile tracks. This piqued his interest – being from Minnesota where the industry was huge.

He began buying and selling new and used snowmobile tracks, and in 1977, he and Kathy founded Tracks USA. They quickly gained a reputation for their outstanding product knowledge, customer service, and satisfaction, offering great prices and a large inventory that included aftermarket parts from Camoplast (now Camso).

In the mid-1980s, the company began distributing the Camso line, which set the stage for future growth.

In the late 1990s, Bruce identified a niche market and began developing their own products, such as the patented rail and tunnel extensions for snowmobiles. These innovations allowed snowmobile enthusiasts to extend the range and adaptability of their vehicles, providing unique, durable rail extensions that seamlessly integrated with existing snowmobile systems.

As customer demand grew, Tracks USA expanded beyond snowmobiles into the ATV/UTV market, offering a wide range of parts, including track systems, tires, rims, winches, and plows. Once again, they developed their own premier products including Polaris Ranger skid plates, fender flares, and heated glass, further establishing themselves as a leader in off-road vehicle accessories.

With the rising popularity of fat-tire biking, Tracks USA designed and built the Trail Tamer, a single-track groomer for snow trails, catering to the growing demand for quality equipment in this niche sport.

Today, Tracks USA is known worldwide, with a customer base that spans the upper snowbelt states in the U.S., as well as Canada, Alaska, Europe (including Norway and Sweden), Australia, Japan and more.

The company remains a family-run business with Tony now assuming the role of manager,  Ben Dahline,  Kathy and Tony’s wife Dana.  Due to health reasons, Bruce has had to step back from the business.

Well Versed, Well Equipped, Well Known

When asked what sets Tracks USA apart, Tony highlights a few key factors.

“Between the four of us who run the business, we have a wealth of experience and knowledge, and we’re always eager to share it,” he says. “We encourage customers to reach out by call, text, or Facebook message. Often, a customer may inquire about one product, and after discussing their needs, we guide them to something even better suited for their purpose.”

Tracks USA also distinguishes itself by sourcing parts for its proprietary products locally or within the U.S.

“Our tunnel and rail extensions are 100% U.S. made,” Tony explains. “Most of what we produce is done within a 60-mile radius, which allows us to maintain exceptional quality control. We can catch and address any flaws before production, rather than discovering defects too late, as can happen with overseas orders.”

What perhaps sets Tracks USA apart the most is its extensive inventory.

“Nobody else carries or sells more product than we do,” Tony adds. “Where other dealers may have a few tracks in stock, we have a warehouse with well in excess of two thousand. If the track is available from Camso, we have it in stock.  Our goal is always to keep the customer moving.”

Their large inventory also allows for quick order turnaround.

“Typically, if an order is placed by 3 pm, it goes out the same day,” he says.

A Family Business

Tony says being a family business comes with its own set of unique advantages – one of which is continuity.

“Working with family allows for a deep understanding of shared values and goals,” he says. “At Tracks USA, we maintain values that emphasize listening to the customer and taking the time to understand their needs.”

He also points to upsides in operations.

“Working closely with family means we can keep our operations tight-knit and cohesive,” he explains.” We know each other’s strengths and how to collaborate effectively, which is crucial when the survival of the business depends on providing customers with the right product, whether it’s snowmobile tracks, tires for a side-by-side, or tracks for a four-wheeler. Our collective knowledge is a cornerstone of our business, and it allows us to offer valuable advice that customers have come to rely on.”

What the Future Holds

What does the future look like? Tony says they will continue to keep up with the changing market while keeping their core values.

“We’ll stay aligned with the evolution of the power sports industry and always work to meet customer needs,” he says. “That’s what we have always done and will continue to do.”

 

2 thoughts on “Keeping Customers on Track”

  1. Great article. Best part is you buy the sametrack them your dealer sells but for alot less shipped to your door.

  2. Great article. Best part is you buy the same track from them that your dealer sells but for alot less shipped to your door.

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