The Hill Country sun beams down, and dust kicks up behind Josh Marlatt’s all-terrain vehicle (ATV) as he navigates a rugged trail with his family close behind. For Marlatt, riding may deliver some of the purest exhilaration, but the true thrill comes from sharing the trail with the people he loves most.
Over 11 years ago, Marlatt bought his first motorcycle from Alamo Cycle Plex, known today as Family PowerSports. Fast forward to the present, and he is now the general manager of the very same dealership. Growing up in Spring Branch, Marlatt watched his friends tear through trails on ATVs and quickly caught the off-road bug. Seeing the tight bonds formed on those dirty trails propelled him to turn his passion for motorsports into a motorized means of building community.
“Being on an ATV is a whole different level of an experience as a kid growing up,” Marlatt recalls. “And then once you start young, it's not something that kids will shy away from. A lot of adults who own dirt bikes, ATVs, and motorcycles—they may have gone through some time where they weren't riding, but then it always comes back around when they're on two or four wheels again. It’s like a circle of life.”
For every customer who walks through the door, Marlatt’s mission is to deliver outrageous customer service and spread that infectious joy of riding. Following the COVID-19 pandemic, Family PowerSports saw a massive influx of people eager to escape the indoors and embrace outdoor adventure. His love for motorsports permeates everything he does, allowing him to connect with outdoor enthusiasts at the largest dealership in South Texas. “It's a one-stop shop because we have everything someone could need,” Marlatt says. Today, Family PowerSports boasts six booming locations across Texas, including Austin, Lubbock, Midland, Odessa, San Angelo, and San Antonio.
To keep the fun going, the company hosts thrilling group rides and even features an in-store test track for customers to try out vehicles before buying. The group rides happen every three months at local off-road parks, bringing employees and customers together to ride, swap stories, and share a great meal. “More people realize how much fun they can have outside and not be stuck inside,” Marlatt says. “And then they get out either by themselves or—a lot of times—on group rides. So just to have that off-roading experience is great. It's a lifestyle that we're creating with the customer and that the customer is creating with us.”
Marlatt sees firsthand how riding enthusiasm catches fire, with happy customers regularly inviting neighbors and extended family into the hobby. Family PowerSports feeds that excitement with a massive inventory across West and South Texas. They offer utility and sport side-by-sides, boats, motorcycles, go-karts, utility trailers, mowers, and more. Rather than sticking strictly to traditional bikes, the business continues to expand its off-road lineup to maximize the outdoor possibilities.
“People want to create hobbies,” Marlatt says. “The thing with these outdoor machines is that you can do multiple things with them. It’s not just hunting or ranch work; you can drive around the neighborhood, go out to the park and play, go camping with them, take it down to the beach, and more. There are so many different variables that come into play when purchasing.”
Through these adventurous group rides and community events, the staff connects with riders on a deeply personal level. Marlatt’s goal is to meet customers where they are, from the showroom floor to the muddy trail. That euphoric feeling of the wind ripping past on an ATV is simply too good not to share. “A lot of the customers—especially when they're buying—usually want to know where to ride,” Marlatt says. “And then we can give them a few ideas on where to go. A lot of times, they want to invite us out there, and we'll go out and hang out with them, grill out, and barbecue. They go from just being a customer to a family friend.”
Once those childhood friends introduced him to the off-road world, he never looked back. But ultimately, what Marlatt treasures most is hitting the gas with his own family. “The best part is taking my wife and the kids out and just seeing how much joy and excitement it brings to them,” Marlatt says. He, his wife Heather, and their two kids absolutely love exploring the wide-open spaces of the Hill Country. “They get all giggly and excited, they're screaming and yelling, and everybody is just having a great time.”
“More people realize how much fun they can have outside and not be stuck inside.”
“They get all giggly and excited, they're screaming and yelling, and everybody is just having a great time.”
Cruise With Family PowerSports
At Family PowerSports, adventure is much more than a weekend hobby—it is an exhilarating way of life. As South Texas’ largest dealership group, they are completely dedicated to fuel-injected fun and outdoor exploration. Whether your family wants to dominate rugged off-road trails on an ATV, needs a lift while hunting or working the ranch, or wants to cruise through the majestic Hill Country canyons on a motorcycle, this shop has you covered.
Every team member shares your deep passion for the outdoors and strives to deliver outrageous customer service daily. With six premier Texas locations, finding top-tier vehicles, expert parts, and service you can count on is entirely effortless. Visit their nearby showroom today to transform your weekend dreams into a reality.
familypowersports.com | 210-696-2000 | 11900 IH-10 W, San Antonio