Company History

A client once told us, "What I like about GSA is that they keep their eyes on the road and they always use their turn indicators." This is an ideal description for the way we do business.

Founded in 1980, Gart Sutton & Associates has been providing services for the motorsport, powersport, and watersport industries on the following principles:


Finding your edge in today's competitive retailing market requires a street-smart approach. You don't have to settle for textbook methodology.

At GSA we aren't standing on the outside looking in. Our performance record is built on decades of first-hand, real-world experience in retailing. As a training supplier, we channel that same dedication and passion into helping you reach your goals. And with this personal investment in your success, we won't be satisfied until you're satisfied.


Unlike some larger consulting firms with numerous staff and high overhead, GSA is streamlined to work quickly and efficiently. You'll be dealing directly with the people involved in creating your plan and putting it into action. Furthermore, our affiliated dealer groups can immediately and accurately test your programs.

Superior Client Handling

We value our client relationships above all else—and we won't let you doubt it for a minute. You can expect all of the following:

  • Open lines of communication
  • Expedient follow-through
  • Attention to detail
  • An unwavering fixation on the ultimate goal

This isn't just a philosophy. It's a personal tribute we've been paying to our clients for over a quarter century. And it's the reason they keep coming back year after year.

Our Clients

GSA is recognized as the powersport industry’s #1 authority on retail profitability. GSA’s real-time, web-based composite reporting and benchmarking is considered the most effective and user-friendly system in the vehicle-retailing industry. Gart and his GSA team conduct research projects, moderate meetings, give keynote speeches, write monthly columns, and design, develop, and facilitate education/training programs. Some of their industry clients and partners include:

  1. Hundreds of powersport dealers nationwide
  2. American Suzuki
  3. BMW Financial
  4. Boating Industry Magazine
  5. Bombardier Recreational Vehicles (BRP)
  6. Buell Motorcycles
  7. Carlson Marketing
  8. Coleman - Hobie Cat
  9. Dominion Enterprise
  10. Fleetwood RV
  11. Harley-Davidson® Financial Services
  12. Harley-Davidson® Motor Company
  13. Harley-Davidson® Performance Groups
  14. Harley-Davidson® University
  15. Honda Motor Company
  16. Honda Financial Services
  17. Honda Power Equipment
  18. Kawasaki
  1. KTM Motorcycles, NA
  2. Lehman Trikes
  3. Motoczysz
  4. Motorcycle Product News Magazine
  5. NADA
  6. Polaris Industries, Inc.
  7. Powersports Business Magazine
  8. PowerSports Network
  9. Rider’s Edge
  10. TALON®
  11. Suzuki Marine
  12. Toro Power Equipment & Irrigation
  13. Toy & Hauler Magazine
  14. Triumph
  15. Victory Motorcycles
  16. Yamaha Motor Corporation
  17. Yamaha Jet Boats