CHUBBUCK — Switchback Motorsports has caught the attention of area all-terrain vehicle riders and enthusiasts within the past year.

After it underwent an expansion that nearly tripled its square footage, ATV dealership Switchback Motorsports caters to its customers' many needs by stocking an abundance of Yamaha, Stihl, Argo, and Polaris machines and equipment.

Along with the expansion from 6,000 square feet to roughly 17,500 square feet, the business — previously known as Butterfield Express — also swapped owners when Rigby local Jake Nickerson bought the building in July of last year.

The goal for Nickerson and his employees is to enhance the customer service they provide as a way to further stand out to the community.

"We work hard at customer service and I think that's what a lot of people are asking for," Nickerson said. "By no means are we perfect, but we try really, really hard and we are always working on the service department trying to figure out how to improve and going one step further to show that we do care."

The customer service adds some edge to Switchback, especially as online shopping has many ATV riders scrolling through the website instead of walking the aisles of a store.

Switchback certified technicians will tackle many mechanical fixes and upgrades, whether that be turbo or air intake installations, clutching systems, and more. They also carry many aftermarket parts and work with customers who may want equipment or pieces they don't have in stock.

Although this method is not as cheap as many online stores, Nickerson says that Switchback is competitive and offers more personal service.

"There is a big online movement, but there's also a lot of people that are looking for someone they can support locally in town," Nickerson said. "If you walk in the store and ask if you can have your tire swapped out in 10 minutes, or a roof thrown on your vehicle, we'll say 'you bet.' Just drop the machine off or swing it in and we'll have a guy run out and help. Those are the things you can't get online and I think people are willing to pay a little bit more for that."

Nickerson and his crew also sponsor terrain races and rides in the area, and once they establish themselves they may host some rides in the future. Recently they became a member of the Pocatello Trail Machine Association and advocate that others join as a way of bringing the riding community together.

Along with centering a great deal of energy toward delivering solid customer service, Nickerson wants Switchback to also capture the eye of drivers passing by, since the shop sits just off Yellowstone Avenue.

He added timbers out front reminiscent of outdoor cabin exteriors, renovated portions of the interior, and added the additional 11,500 square feet to the back of the old Butterfield Express building.

Nickerson explained that most people thought they'd bulldozed the original building and redid it. But those familiar with the original can visit the showroom and see the old structure of the building before it was renovated.

They also put a large white "Switchback" sign on the roof to help get drivers’ attention to the business and establish both its name and location.

"It worked out really well," Nickerson said. "When you drive by it's kind of hard to miss the sign on the roof. They're also going to put a new off-ramp in nearby, so this road is going to get a lot busier down here and it should open up a lot more traffic coming this way."

Although the building was revamped and Switchback is striving to provide great customer service to the community, Nickerson explained that working as a dealership does have its challenges.

"It's definitely been a learning curve for us because we've never been dealers before," he said. "This is new for us. We've had to learn fast because it's a high-volume, low-margin business. There's not a lot of money to be made so we have to turn out a lot of volume, and you have to find a balancing point. Too high a cost, and people walk away. But if you have too much volume then you're not working on your quality. It's a balancing act."

Nickerson attributes the success and growth of Switchback to all the community support they've had within the past year.

"Working hard with really good people is really what I think makes anything go around," he said. "We try hard for our customers. We're not perfect, and when we make a mistake, we always step up to take care of it."

Switchback Motorsports is at 150 Park Lawn Ave. in Chubbuck. It's store hours are Tuesday through Friday from 9 a.m. to 6 p.m. and Saturday from 8 a.m. to 5 p.m. The phone number is (208) 238-1575.