Solid, Secure Connections Bring the Towing Aftermarket Together
Towing systems often require a professional touch to adequately & safely perform as expected...
This article originally appeared in the December 2025 issue of THE SHOP magazine.
Connecting with customers is always important—and even more so when it comes to selling and installing aftermarket towing systems and components.
The key to unlocking so many of the adventures enthusiasts crave, towing systems often require a professional touch to adequately and safely perform as expected. Meanwhile, evolving vehicle trends, including the growth of off-road RVs and adventure trucks, are creating demand for specialized towing products.
Suppliers are available to help keep track of it all, offering observations on the industry trends, hot products and sales strategies shops will need to create a strong attachment with their towing clients.
WHAT IT TAKES
Educated towing customers are demanding more from the products they use and the companies they work with.
“As RVs and trailers get larger and more feature-rich, consumers are demanding towing solutions that make the experience smoother and safer,” says Kristi Feeney, marketing director, automotive division, for CURT. “Shops that can confidently recommend premium towing upgrades, like cushioned pin boxes or add-on safety products like electronic sway control, are better positioned to meet those expectations and grow their business.”
Many towing customers prefer in-person shopping and professional interactions, says Russell Brzezinski, senior director – product development (towing) for REESE, who notes that a “growing dependence and sourcing of product through e-commerce outlets” is creating a “loss of tribal knowledge share from face-to-face interactions with local, reputable service outlets,” to the detriment of the towing aftermarket.
Retailers looking to enter the towing aftermarket will want to take a close look at two important indicators, says Alex Walker, director of sales for Blue Ox: economic factors and online sales.
“We work diligently to hold UMRP prices online so that shops have an equal playing field to online sellers,” he notes. “We want our products to be sold and installed by our partners rather than purchased online.”
Aran Kay, sales and marketing manager for Pacbrake, has seen the industry recently affected by “margin compression from channel shifts and cost volatility.”
He notes that “price-transparent e-commerce and tariff/supply swings are pinching labor and parts margins. Consumers research online and expect speed plus value; meanwhile, accessory demand is healthy but competitive, and tariffs or logistics hiccups can whipsaw costs. Shops need tighter sourcing, and premium, low-return product lines to protect gross profit percentage.
General economic and manufacturing trends can affect the towing market, notes Donna Schmucker, marketing director for GEN-Y Hitch, from supply chain disruptions and material costs and availability to higher interest rates. Challenges are offset, however, by increased interest in towing-based activities.
“Additionally, evolving vehicle trends, including the growth of off-road RVs and adventure trucks, are creating demand for specialized towing products,” she notes.
Meanwhile, access to a variety of critical components is often necessary to create unique systems that serve individual demands.
“The most impactful factor affecting the towing aftermarket for shops is the capability to offer a diverse range of products that cater to every customer’s specific needs,” says Deron Adams, general manager for Bulletproof Hitches.
Towing clients often prefer simple, straightforward solutions, says Alex Hodschayan, director of marketing for SuperSprings International.
“Customers are asking for less complexity. Rising installation and maintenance costs, combined with frustration from leaking or failing systems, have shifted demand toward solutions that can be installed once and trusted for the long haul. That expectation for reliability is shaping what shops choose to recommend,” he says.
The opportunities for shops are there, as off-road and recreational interest shows no signs of slowing.
“The continued popularity of off-the-grid and outdoor adventure lifestyles remains a major driver for the towing aftermarket, even after the COVID surge has faded,” says Tim Watts, vice president of sales for Rough Country. “While many other product categories have seen contraction, the towing segment stays strong thanks to outdoor and destination-focused enthusiasts. We frequently attend overlanding and similar events, and the consistent turnout and enthusiasm reinforce this ongoing trend.”
DO THE JOB RIGHT
A healthy respect for tow vehicles and the importance of quality components to do the job correctly will serve professionals well as they interact with customers.
“A lot of shops are not up on the differences in tow bars and why some are so cheap while others are more expensive. It seems that a lot of people on both sides of the shop counter are not fully aware of how heavy these vehicles are and how heavy they get when they are built up, and that a proper tow bar for the vehicle weight must be purchased,” says Brian Shephard, marketing director for RockJock 4×4 by John Currie.
Uninformed customers often believe that all hitches and towing products are the same, “which is just not true and something suppliers are looking at to further differentiate themselves from others,” says Brzezinski.
From heavy-duty and commercial vehicles to lighter-duty models used for camping, boating or overlanding, a large portion of the trucks and SUVs on the road today would benefit greatly from enhanced towing systems, says Watts.
“Many shops also underestimate how easy modern systems are to install and integrate, particularly with wireless and plug-and-play solutions,” he adds. “Educating installers and customers about these advancements can help overcome outdated perceptions.”
Dependable parts that work as advertised make a real difference in safety and customer satisfaction, says Feeney.
“(Product) design and engineering make a huge difference in ride comfort, control and long-term durability,” she explains. “Products like our Helux gooseneck pin box are purpose-built to address specific towing pain points and help customers understand that value can make all the difference in a sale.”
As is the case in many markets, not all offerings are created equally, says Schmucker.
“Many assume any brand of hitch, ball mount or pin performs the same, ignoring the differences in engineering, materials, quality and testing,” she says. “We offer facility tours to customers to see firsthand how our products are created and designed with the customer in mind.”
Serious towing clients are willing to pay for the quality components needed to stay safe and secure, says Walker.
“Customers want the best value-added products that are long-lasting and backed by the manufacturer. We design our products to be able to be efficiently installed and easy for the customer to use, and we stand behind them.”
Kays says dealers may have to fight the misconception that add-on air springs don’t raise a truck’s GVWR (gross vehicle weight rating).
“What air springs do is help you tow and haul safer by keeping the truck level, restoring proper headlight aim and steering geometry, and reducing squat and sway,” he explains. “That control can feel more ‘comfortable,’ but it’s not a softer, cushier ride—under load you’ll typically run more air pressure, which feels firmer so the truck stays stable and planted.”
Having sales and installation teams that understand how towing systems operate helps shops avoid the issue of “a lack of comprehensive product knowledge that often hinders their ability to accurately determine weight ratings and measurements, which are crucial for fitting consumers with the appropriate products,” says Adams.
A good place to start, suggests Hodschayan, is with how the system integrates into the tow vehicle’s suspension system.
“A frequent misconception is that suspension enhancements replace the factory suspension. In reality, these products are designed to work alongside it—absorbing and distributing load more effectively,” he notes. “Once that distinction is clear, customers better understand the role these upgrades play in their safety and comfort.”
SALES START HERE
Shops that familiarize themselves with the towing product brands they carry will have the ability to sell on quality and features instead of simply on price, says Shephard from RockJock 4×4 by John Currie.
“Clients with high-ticket vehicles need to be made aware of the differences in why there is a price range of tow bars and towing attachment kits,” he explains. “‘Yes, there are $160 tow bars—and you, sir, have a $160,000, 6,200-pound Jeep Gladiator. This is not a good way to go.’ They need to educate themselves on the market so that they can efficiently recommend proper products to their audience.”
Explaining to customers how components work together to create safe, secure towing systems pays off, says Walker from Blue Ox—even if the sales come later.
“Educate consumers on all options available for their vehicles,” he advises. “They may not purchase them today, but they know where they can go the next time they want to add towing products. This includes not only the major steel parts, but accessories that can enhance their towing experience.”
Experienced salespeople and installers can make all the difference, says Watts from Rough Country.
“Invest in education, both for your staff and your customers,” he recommends. “Understanding the market landscape, knowing what products are available and recognizing how each option fits different vehicle types or performance goals are key. When shops can confidently guide customers toward the right setup, it builds trust and drives more sales.”
CURT’s Feeney recommends shops “lead with the benefits, not just the specs. When customers understand how a product can reduce stress, improve ride quality and protect their investment, price becomes less of a barrier. Show real-world applications, use manufacturer-provided training and display materials, and position your shop as a go-to towing expert—not just an installer.”
Brzezinski from REESE recommends companies focus on the features that set products apart, “be it ease of use, increased capacity at the same price point, additional capabilities such as weight carry and distribution, and also warranty/testing standards adherence.”
Shops looking to boost towing product sales can gain a significant edge by leveraging social proof, promoting high-quality products and engaging online, says GEN-Y’s Schmucker.
“Sharing photos, videos and customer testimonials of successful installations helps build trust and demonstrates real-world performance, showing potential buyers that your products deliver on their promises,” she reports. “Focusing on premium, American-made products not only highlights the value of long-lasting solutions but also positions your shop as a go-to source for reliable towing solutions.”
Hodschayan from SuperSprings recommends positioning upgrades as long-term solutions, not quick fixes.
“When shops explain how products like Rebel SumoSprings reduce maintenance headaches and deliver consistent results, customers see the value more clearly,” he says. “Framing the conversation around performance, durability and peace of mind helps move the focus away from cost and toward investment.”
Quality systems naturally lead to add-on sales opportunities for installation shops, says Pacbrake’s Kay.
“Carry products that have strong attach (upsell) rates to other products and into other accessory categories,” he says. “For example, tow-haul users will often begin with air springs. Wireless air controls with onboard air are great upsells to this product for level-your-load-anywhere convenience. And, once they have onboard air, you can now upsell air horns, exhaust brakes and perhaps tire deflators for off-roading. After all, you can just refill your tires when done with onboard air. Now that the customer is off-roading, you have a whole new category of accessories to sell them.”
Shops can lean on their suppliers for assistance, says Adams, who notes that Bulletproof Hitches offers retailers a five-hitch showroom display.
“These displays provide consumers with a tangible opportunity to experience the quality craftsmanship of our products firsthand,” he says. “Furthermore, it allows them to physically assess how a hitch might look and fit on their vehicle, which can significantly influence their purchasing decision.”
TOWING PRODUCTS
HOT PRODUCT: BRK2022 Patriot Braking System
FEATURES & BENEFITS: Fully electric, lightweight braking system that is positioned to reflect normal force used to brake the vehicle; can be controlled from the coach.
Blue Ox
Alex Walker
Director of Sales
HOT PRODUCTS: Locking Products
FEATURES & BENEFITS: Available products include coupler locks, locking pins, latch locks and pintle locks; offer enhanced security to protect valuable investments such as hitches, trailers, and other accessories; several key codes available and locks can be keyed alike for convenience.
Bulletproof Hitches
Deron Adams
General Manager
HOT PRODUCT: CURT Helux Gooseneck Pin Box
FEATURES & BENEFITS: A premium upgrade for fifth-wheel-to-gooseneck conversions; delivers a smoother, more confident towing experience for heavy-duty haulers; includes an integrated coil and shock cushioning system that delivers 30% less chucking and jarring.
CURT
Kristi Feeney
Marketing Director, Automotive Division
HOT PRODUCT: MEGA-DUTY Drop Hitch
FEATURES & BENEFITS: Flagship model designed as a “one-hitch-for-all” solution; allows users to tow a wide variety of loads without needing multiple hitches; compatible with 2- and 2-5/16-inch balls; includes a pintle lock for lunette ring trailers; fully reversible installation.
GEN-Y Hitch
Donna Schmucker
Marketing Director
HOT PRODUCTS: ALPHA Air Suspension Kits
FEATURES & BENEFITS: Built tough with one-piece, 1-inch-thick aluminum end caps with 20 support wires, plus heavy-duty double- or single-convoluted springs for load support from 1,800 to 7,500 pounds; ALPHA PRO S kit adds stainless braided air lines, fittings and more.
Pacbrake
Aran Kay
Sales & Marketing Manager
HOT PRODUCT: REESE Goose Box 22.5K
FEATURES & BENEFITS: A 22.5K replacement pin box that allows users to tow an RV or tow hauler with just a gooseball—no need for a heavy, cumbersome fifth wheel.
REESE
Russell Brzezinski
Senior Director – Product Development (Towing)
HOT PRODUCTS: Tow Bar Mounting Kits
FEATURES & BENEFITS: Available for Jeep applications; designed as the highest ground clearance tow bar mounting solution available to maintain maximum approach angle for Jeeps going off-road after being towed to an application.
RockJock 4×4 by John Currie
Brian Shephard
Marketing Director
HOT PRODUCT: Wireless Air Bag Controller Kit with Compressor
FEATURES & BENEFITS: Designed to complement all Rough Country air bag kits, the system allows for effortless adjustment and fine-tuning on the go; DOT-approved air lines; 9% duty cycle compressor; Bluetooth connectivity for seamless control via mobile device.
Rough Country
Tim Watts
VP Sales
HOT PRODUCTS: Rebel SumoSprings
FEATURES & BENEFITS: Go-to towing solutions that act as direct replacements for airbags while offering a simpler, maintenance-free design; install directly into the factory airbag brackets, with no compressors, air lines or adjustments; microcellular polyurethane material.
SuperSprings International
Alex Hodschayan
Director of Marketing
