After five years of employment with the Ford Motor Company as a Research Engineer, Sean Hilbert decided to step back from the workforce and pursue higher education through the Massachusetts Institute of Technology and MIT Sloan School of Management. During Hilbert's time at the prestigious schools, he put together a vision for the future of the powersports industry that would use "individualized focus" to make off-road motorcycles custom-built for the consumer and soon gathered business partners and financial support that made the idea a reality.

The group acquired Cobra Moto from Bud Maimone, a machinist who revolutionized amateur motocross with his American-made mini bikes, in 2003 and has spent the past twenty years growing the brand with a lineup of performance-focused models, an international dealer network, a large production facility in Michigan, and direct support for the racing families who at the track every weekend.