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Older building becomes new site for Preferred Powersports

Business Spotlight

By Terri Castelaz 6 min read

NORWAY -- A longtime Norway building is entering a new chapter as Chris Menacher transforms the former industrial space into the new home of Preferred Powersports.

The move marks a significant step for the growing mechanic-owned business that has built its reputation on hands-on experience, personal service and quality repairs.

Preferred Powersports, which officially opened June 1 at the new location at 604 Hacey St. in Norway, specializes in maintenance and repair of ATVs, UTVs, side-by-sides, motorcycles, dirt bikes, jet skis and snowmobiles.

"He works on the fun equipment," is how his wife, Kenzie Williamsen, described the service.

The 12-year veteran mechanic offers a wide range of services, including oil changes, tune-ups, brake service, diagnostics, electrical repairs, and engine, transmission and suspension work.

"I do everything from routine maintenance to full engine rebuilds, along with a wide range of accessory installs," Menacher said.

Tire mounting and balancing is a specialty he provides, something he points out is not available at every powersports service business.

Menacher is Motorcycle Mechanics Institute, or MMI, certified and holds certifications with Yamaha and Polaris. In additions, he also works with other variety of major powersports brands, including Can-Am, Honda, Kawasaki, Suzuki, Sea-Doo and others.

The shop has Can-Am and Polaris diagnostic systems as well to help pinpoint problems on machines old and new.

"I can also sell parts to customers," he said.

Preferred Powersports sees a frequent number of customers in need of wheel bearings and chassis maintenance for their machines.

"With the expansion and more space, I have had more motorcycle work," he said.

With powersports equipment often being highly seasonal, Menacher also emphasizes preventive maintenance. Basic cleaning and seasonal service can help keep machines ready for use, while winter preparation.

Menacher encourages customers to schedule installations of plows, winches and tracks before winter arrives rather than waiting until the first major snowfall.

"The sooner the better," he said.

Menacher noted he doesn't place an age limit on the machines he services, unlike some businesses that focus primarily on newer models. Older machines can sometimes be challenging when parts are no longer readily available, but he is willing to track them down.

"I'll keep it alive," he said.

Moving into the building also allowed Preferred Powersports to establish a relationship with Parts Unlimited, one of the industry's largest parts suppliers.

"I have access to a lot more and quicker delivery," Menacher said.

That access is important for a small independent shop, as getting the correct part quickly can make the difference in a customer's waiting period, he explained.

The business serves customers throughout Norway, Iron Mountain, Kingsford and Iron County, as well as across the U.P., Wisconsin and beyond.

Preferred Powersports is a one-person operation, with Menacher involved from the initial phone call to the final testing.

"Customers know exactly who they are talking to and exactly who is working on their machine," Williamsen said.

Menacher's path to becoming a powersports business owner began after high school, when he attended the Motorcycle Mechanics Institute in Phoenix. After completing his training, he returned to the area and worked for about seven years at a Honda dealership in Marinette, Wis. When that dealership closed, he spent another two years with Power Sports Abrams near Green Bay, Wis.

After moving to Norway in 2019, he opened Preferred Powersports out of his home garage. As the business grew, the limitations of working out of a residential shop became increasingly apparent.

"The deciding factor really came down to the lack of space," Menacher said.

He and his wife purchased the commercial building last year.

The move not only gives the business more space, it provides a foundation for future growth while allowing Preferred Powersports to remain in Norway.

The approximately 60-by-40-foot building also comes with a long history.

Menacher said he believes the structure dates back to at least the 1940s, when it was Lori's Feed Mill. It later housed a machine shop before Clarence DeBakker purchased the property and operated his scrap business there for roughly 30 years.

"He was the longest owner," Williamsen said.

In recent years, the building was purchased for storage by Austin Kalcec, owner of True North Outpost Inc. in Norway.

"Austin saw its potential and offered the property to us as an option," she said. "He recognized our need and helped us."

Renovation on the unusual-shaped, concrete-block structure began last fall. The building resembles a parallelogram rather than a traditional square or rectangle, Williamsen said.

"That made finishing the building a challenge," Menacher said.

"The structure had essentially remained only an empty concrete building throughout much of its history," Williamsen said.

Transforming the commercial repair shop required extensive work, including insulating and installing new interior metal walls, new electrical, windows and a garage door, and creating an office space.

The result is a finished interior designed specifically around the needs of Preferred Powersports.

The business also received a grant from the Michigan Economic Development Corporation, or MEDC, which helped provide funding for a new ATV lift.

The renovation is not finished. In the future, they plan on new exterior paint and signage.

"We want to do it right when we do it," they said.

"We wanted to make a space where Chris' business can continue to expand and grow," Williamsen said.

The owners also hope to collect photographs and information about the building's past for display.

A recent customer who worked at the former feed mill in the late '40s and '50s helped provide a glimpse into the property's history. They hope to preserve more of those stories as the renovation continues.

"We aren't only really happy we were able to stay in Norway, we were able to restore this historical building that has a story behind it," they said. "It was a labor of love getting this building ready."

Despite the move into a larger facility, the goal remains the same -- provide straightforward quality service from a mechanic customers can trust.

"That personal connection is central to the business," Williamsen said.

Preferred Powersports can be reached at 715-587-5566 Monday through Friday to schedule a drop-off appointment. Customers can also email questions to preferredpowersport@gmail.com.

For directions to Preferred Powersports, turn right just before the railroad tracks at the north end of town, then stay to the left onto Hacey Street.

More information is available at PreferredPowersportsMI.com.

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Terri Castelaz can be reached at 906-774-2772, ext. 85241, or tcastelaz@ironmountaindailynews.com.

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