About Us


In 2015, we bought our Polaris RZR 900 S and quickly realized there was a gap in the ATV aftermarket industry. The gap was in customer service for the newbies like us. Fast forward a couple of years and Dirty Life was born. With a focus on creating a personal connection with our customers, we believe they’re more than customers. They’re friends, riding companions, and part of our Dirty Life family. Every customer experience is critically important to us. Not because it’s good business, but because we genuinely enjoy helping people enjoy their ATV’s and UTV’s and more than that, the stories we hear after we’ve been able to help. Nothing is more fulfilling than the fun we have out on the trails and knowing someone somewhere is smiling ear to ear because of an upgrade they bought through us.

Goals for 2020...

2019 was a year of growth beyond our wildest imagination and managing the rapid growth was at least as difficult as managing slow growth.  We’re taking 2020 to re-focus our energy back to our customers by providing more information about the sport, more product highlights and being able to spend time working with customers to find the right solution for their needs.

Our Philosophy

Have Fun.  If we aren’t having fun helping people, we’ve missed our mark.  The goal of ATV’s and UTV’s is to make life easier and more enjoyable whether at work or out playing in the mud.  There should be nothing stressful about helping people.  Have a little fun every day.

Serve People.  We’re here to serve people that have a choice to go somewhere else.  Be good and kind to the people that visit us, and remember they are just people.  They have good days and bad – our goal is to help them make the good days better and turn the bad days into good ones with phenomenal customer service.

Be Entrepreneurial.  Think on your feet and make the best decision you can to always drive our business forward.  Find ways to serve our customers better, look for ways to make us more profitable, and think of how you would do things if Dirty Life was your company.  Strive to continually improve the customer experience, make life better for the Dirty Life team, and find ways to include our business partners in what we’re doing so they can improve as well.


Our mission

We are dedicated to helping you, the ATV and UTV community, enjoy more off-roading experiences by providing you with access to a wealth of information and to help you enhance your time off-road by making sure you have easy access to a wider variety of quality parts and equipment than is offered by any other retailer in Canada.

Our values

Integrity & Respect – This is a fundamental base expectation of every member of the Dirty Life team.  We show respect for our customers, suppliers, co-workers, and the company.  Dirty Life is a bit edgy and maybe pushes the envelope sometimes, and that will occasionally land us in some tight spots in terms of keeping everyone happy, but we will strive to understand everyone’s viewpoint and be respectful of them.  This doesn’t mean that we must bow to their wishes, but we always strive to show compassion and respect for their opinions and beliefs.  Nothing else matters if we don’t hold this one key value in our day-to-day lives. 

Humble & Transparent – We share openly our thoughts, ideas, and opinions with each other and the people that use our web and social media platforms.  It’s much easier to have integrity and show respect when there are no secrets and everyone feels safe enough to share their thoughts.  Transparency is the key to being proud of Dirty Life and what we stand for.  Often, people imagine the worst possible scenario when they have limited information, causing fear and anxiety – two things that directly contradict our values.  Like our customers, we bust our asses through the week so we can get together with friends on the weekend.  Dirty Life was founded to help people enjoy the off-road experience on their ATV or UTV as a great way of connecting with friends and family and bringing people together.