JET-24 unveils a new BRP space concept in Cantabria built around experience, adventure and community

Cantabria will soon be home to a new space dedicated to the BRP universe that aims to go far beyond the traditional dealership concept. JET-24 is born as a meeting point for lovers of the sea, the mountains, adventure and the outdoor lifestyle, bringing together product display, technical gear, experiences and community under one roof.

Located in a strategic spot in northern Spain, JET-24 has been conceived as an experiential space where the Sea-Doo and Can-Am universes live side by side with some of the most recognised international brands in the technical and outdoor sector, such as Helly Hansen, Jobe, Jetpilot and Musto.

The project answers a very specific vision: creating a living, dynamic and aspirational place where customers don't just discover BRP vehicles, but become part of a community built around adventure, nature and outdoor experiences.

A space designed to live the brand

The facility has been designed following a premium industrial aesthetic inspired by BRP's international flagship stores, featuring noble materials, scenic lighting and immersive areas that enhance the visitor experience.

One of the project's defining elements is the presence of two permanent "Hero Places" dedicated to Sea-Doo and Can-Am — a strategic decision that responds directly to the reality of the Cantabrian market.

While Sea-Doo represents Cantabria's maritime and coastal universe, Can-Am remains hugely relevant through the summer months thanks to the rise of active tourism, the mountains, adventure routes and the region's rural landscape.

This duality makes Cantabria an exceptional territory within the BRP ecosystem, enabling sea and mountain experiences to run simultaneously for practically the whole year.

Exclusive experiences to discover Cantabria

JET-24 will also offer guided experiences designed to discover Cantabria from a different perspective.

Routes will include lesser-known locations, hidden corners and experiences tied to the Cantabrian landscape, moving away from the conventional tourist concept.

The goal is to create authentic memories and experiences connected to the territory.

Winter storage, technical service and end-to-end support

Beyond the experiential and commercial areas, JET-24 will provide winter storage, maintenance and specialised technical support for BRP customers.

The project aims to build an ongoing, year-round relationship with the user, creating an ecosystem where the brand stays present well beyond the initial purchase.

A meeting point for the northern outdoor community

Beyond vehicle and accessory sales, JET-24 is born with the ambition of becoming a gathering place for athletes, riders, adventurers, content creators and outdoor lifestyle enthusiasts.

The planned calendar of activities includes collaborations with sporting events, actions linked to surfing, the mountains, motorsport and the rural world, as well as private gatherings and experiences for customers and partners.

With this opening, JET-24 aims to establish itself as one of the most distinctive BRP spaces in northern Spain, bringing together sea, mountains, adventure and community in a single experiential concept.

Press contact

María de la Rica · maria@jet24brp.com · +34 636 43 59 19