We like to tell the story of how SuperATV began. It’s a story of humble beginnings and a lot of passion. There’s talent, perseverance, and a number of good business decisions in that story. But the story of how SuperATV began is really the story of how Harold Hunt decided to take his passion and turn it into a career. And it all started with a man and his garage.
Harold has created an environment that has the expansive feel of a big company, but the comforts and relaxed atmosphere of a small family owned business. He is the first guy to say “how are you doing,” in the morning and the last to say “have a good night.” It is refreshing to see an owner know the names of the 300+ employees of his company.
—Josh South, Director of Marketing & Technology
Harold started his career at Rotary Lift in his small hometown of Madison, Indiana where he gained plenty of experience in engineering, manufacturing, management and business. After 29 years of riding ATVs as a hobby, he decided it was time to make it a full time job.
What started it all was a need. Harold wanted a quality lift kit for his Sportsman but couldn’t find one anywhere. So what did he do? He made one. And after designing, fabricating, and testing his very first homemade lift kit, he thought other people might like to have it too. And so SuperATV and its 2″ Polaris Sportsman EZ Install Lift Kit were born.
It started with just one employee. Harold did the engineering, manufacturing, marketing, and shipping by himself out of his garage. He was delighted and surprised to realize the need for better parts was greater than he imagined. As the industry exploded and demand grew, so did SuperATV. It wasn’t just about 2″ Sportsman lifts anymore—it was about improving every part possible on every machine available.
Harold is someone I respect greatly. His drive and passion for not just success, but excellence inspires me to do the same in my work and life. He is no different in the trails. There are no such things as obstacles, but opportunities to overcome difficult situations. His passion for the off-road life and forward thinking mindset are what has made SuperATV a success.
—Justin Eaton, Design Engineer
Harold still rides as often as he can. He’s traded his Sportsman for a RZR 1000 that he loves to ride on his farm. Don’t be surprised if he takes off a little early on a nice day to head out for a ride. SuperATV needs most new vehicles in-house so we can fit parts to it. And you can bet that when a new vehicle comes in, it’s out on Harold’s farm the very next weekend. On the Monday after, he’s full of fresh ideas about what could make that particular machine better.
And when it comes to riding, Harold claims his farm as one of the best places to do it. That may come as a surprise to you, but you might not realize how diverse the terrain in Southern Indiana can be. One minute you’ll be in mud, the next you’ll be in a creek, then you’ll be hill climbing, then ripping through the trees, and finally stop atop a bluff overlooking the Ohio River Valley. It’s not too bad.
Harold’s next favorite place to ride is Moab, Utah. In fact, he’ll tell you that the first time he went to Moab was one of the most amazing riding experiences of his life, and now he tries to make it out there every year. If you’ve been there, you can probably relate. The sandstone slick rock, huge hot tubs, and otherworldly canyons make for great rock crawling with one of the world’s most gorgeous backdrops.
Working for Harold is the best career choice I’ve ever made. I actually love coming to work. We have so many possibilities here at SuperATV to grow and better ourselves.
Harold greets all of the employees and myself with a “good morning” every day. I have never worked for a company before where the owner was there from start to close and is as involved as Harold is. This is his life. He cares for all of us here at SuperATV and is always working to wow our customers. I’m looking forward to many more years here at SuperATV.
—Kayla Cull, Industrial Engineering Technician
SuperATV has added hundreds of employees since then, but Harold is still very hands-on and his passion for riding is integral to the success of the company. New product directions are often guided by Harold saying “I wish I had this on my machine,” and those products are almost always a hit.
As the most senior employee at SuperATV, Harold has seen the creation of many new products from the initial idea to the final design. His favorite part is also among the most practical—Rhino Brand Axles. These axles have been a staple here at SuperATV and across the industry worldwide for years. They’re our most recognizable brand and have given thousands of riders that extra edge to their machine.
And his love of our axles shows as we expand our Rhino offerings. We have a Rhino for almost every vehicle—there’s the original Rhino Brand Axles which are for those not looking to get too rough but enjoy some good trail riding. Then there are Rhino 2.0s, which are a little more heavy duty so you don’t have to worry when you’re taking on that hill climb. Finally, our most advanced design is the Rhino X300. It’s for those extreme riders that don’t turn down any terrain.
Harold has given me more opportunities than any other employer ever has. He sees people for their self-worth rather than what kind of degree they have. Working for Harold was the best decision I have ever made.
—Casey Perkins, Outside Sales Representative—Southeast
Harold is always a friendly presence around the office. You’ll rarely see him without a smile on his face and he’s quick to say hello if you walk by him. He’ll give you time if you want to stop and chat (and trust me—he’s busier than you are). And he really pays attention. He cares and knows about your son that’s on the baseball team. We know because he asks us how they’re doing. And his friendliness translates when he gives criticism. He wants us to love our jobs like he loves his, and that’s definitely something we appreciate.
It’s been a long road for Harold, but now he’s his own boss and get’s to make his favorite hobby better every day. UTVs are in his blood. He comes back to work every day not because it’s his job or obligation, but because that’s what he wants to do. He’s excited about what SuperATV is doing and about what it’s going to do. There’s only one thing he’d rather be doing, and that’s riding.
For more information on our story, check out our website.
Updated by Tyler Smith-Lichlyter on 2/19/2020.
8 Comments
Great article. It’s interesting to know the man that has changed Madison’s hilltop.
Hey Marsha, thank you for reading!
Thank you Harold and Wanda for all you do for the community and your positive attitude.
I know several people who work for ATV and they nothing but great positive statements to say about their jobs and about Harold
My family knows the Hunt’s but I do not. I look forward to the day I get to shake hands with this wonderful people. I am proud & thankful for the work they have done in my community. I’m always told that Harold is humble & I won’t believe it when I meet him. That a man with his success could be so down to earth! Those are the people you want to see succeed. WAY TO GO HUNT’S!!! I am proud you are here in Madison!!!
Disabled vet leg @back surgery can’t hunt without atv or utv very depressed not being able to hunt like use to on fixed income can’t afford to big of payments
Looking for atv or utv disabled vet love to hunt but legs and back problems on fixed income can’t afford big payments what do you have that won’t break the bank
Hey Ronnie, I’m sorry to hear about that. We actually don’t sell the machines themselves. We are an aftermarket parts and accessories manufacturer. We appreciate you tuning in!