(Credit: Blog post written with information in the City of Santa Fe’s Office of Economic Development’s monthly newsletter)
Santa Fe is truly Open for Business, and there’s no better example than the arrival of a third-generation family legacy expanding right into our city! Bobby J’s Yamaha, a staple in the Albuquerque community for nearly 70 years, has expanded north to open Bobby J’s Santa Fe Motorsports, bringing decades of expertise and passion for outdoor recreation and powersports to Santa Fe. With Keith Johnson, grandson of founder Bobby J and son of Stan Johnson, at the helm, this new location marks an exciting chapter in the business’s rich history.
Keith Johnson’s journey to Santa Fe Motorsports is one fueled by family heritage and a lifelong love for motorsports. Starting to ride bikes and motorcycles at just three years old, Keith learned every corner of the powersports business from his father and grandfather. Now, he’s thrilled to continue the family’s commitment to outstanding customer service in sales, parts, and service, right here in Santa Fe.
Reflecting on his entrepreneurial experience, Keith shared some insights with Santa Fe’s Office of Economic Development. He expressed that taking on this new challenge with his wife has been the most fulfilling part of opening the Santa Fe location. Having never started a business from the ground up on his own, Keith appreciated the foundational work his family had already done in establishing Bobby J’s Yamaha in Albuquerque back in 1956, which helped him overcome many initial hurdles in Santa Fe.
Keith also attributed his success to an unyielding drive to improve and achieve more. A former professional motorcycle racer for 11 years, he said that, while he might have lacked certain skills, determination always helped him push forward. This drive, combined with the family’s philosophy of treating customers right and doing the right thing, continues to inspire him and his team in their daily operations. Looking toward the future, Keith emphasized that his main focus is on building a strong team in Santa Fe and creating efficient processes to make the store a fun, welcoming place to work. He’s also committed to growing sales in Albuquerque and finding new ways to expand both locations.
A Welcoming Visit from Santa Fe’s Economic Development Team
Johanna Nelson from Santa Fe’s Office of Economic Development recently visited Bobby J’s Santa Fe Motorsports and spent time with Keith, discussing the store’s vision and its goals for our community. The city continues to support business growth and local entrepreneurship, highlighting the great potential Santa Fe offers to new ventures. Each month, the Economic Development team meets with a different local business to explore and share valuable insights from our area’s most inspiring entrepreneurs.
Celebrate with Us!
To celebrate the grand opening of Bobby J’s Santa Fe Motorsports, KSWV radio will broadcast live from the store on Saturday, November 2nd, from 10 a.m. to 12 p.m. This event promises a fun-filled morning for Santa Fe residents, customers, and fans of the iconic powersports family business, complete with giveaways and an opportunity to meet Keith and his dedicated team.
Bobby J’s Santa Fe Motorsports is more than just a new business in town; it’s a legacy bringing passion, customer care, and community spirit to Santa Fe’s vibrant outdoor recreation industry. Stop by, say hello, and see why Santa Fe is the perfect place to launch and grow a business!
