Classic Styling, Modern Amenities Drive Today’s Pro-Touring Market

This article originally appeared in the November 2025 issue of THE SHOP magazine.

The Pro-Touring formula is easy to initiate, but somewhat more difficult to perfect. Take a beloved classic vehicle and add modern amenities for a project greater than the sum of its parts.

Allowing builders added freedom while presenting unique challenges, the Pro-Touring market demands a mix of technical skill and artistic creativity. Maybe that’s why top restomod shops have customer waiting lists stretching out months or even years.

Suppliers have a unique perspective on what it takes to succeed in the Pro-Touring market. Here they offer insights on common misconceptions shops may face, hot new products to keep in mind and ways to connect with excited drivers hoping to combine the best of two worlds.

A PLACE FOR PRO-TOURING

If your customers are interested in performance—at the track or on the street—then there’s a place for them in the Pro-Touring market.

“One of the biggest misconceptions is that Pro-Touring parts are only for extreme, high-budget builds,” says Rich Barsamian, vice president, sales and marketing at Advanced Clutch Technology. “In reality, many enthusiasts are looking for upgrades that deliver both street drivability and track-ready performance. Shops sometimes underestimate how much today’s Pro-Touring products have evolved—they’re not just ‘race-only’ components, but rather engineered solutions that balance durability, comfort and performance for real-world use.”

Their appeal reaches vehicles of all shapes and sizes, says Mike Santa Cruz, sales director for aFe POWER.

“Pro-Touring has come a long way in its 45-plus years. It’s not just for first-gen Camaros and early C10 pickup trucks; it has evolved from classic American muscle cars to later-model cars and trucks, European sports cars and Japanese sport compact cars,” he says. “Mid- to late-’90s Corvettes and Mustangs have become very popular in the Pro-Touring segment because they are affordable and competitive. Installing Pro-Touring products is limited only to your capabilities.”

That’s not to say that there isn’t a price to pay for quality builds done right, however.

“Many customers underestimate the true cost of Pro-Touring projects,” says Blane Burnett, marketing manager for Ridetech. “Unlike newer cars, muscle cars don’t have standard ‘book times,’ so shops charge hourly. The hours required often depend on the car’s condition, along with what tasks need to be completed, which can lead to bills that are higher than expected. Shops must set pricing expectations early to avoid sticker shock.”

High-quality components that perform beyond expectations in unique applications is what pro-Touring is all about, notes Tom Przedpelski, technical specialist/alignment trainer for Specialty Products Co.

“Many people believe adjustable control arms are only for competition or race-only vehicles,” he explains. “Our SPC Race/Builder’s Series arms offer greater adjustment range and can be easily modified to fit custom applications through a large selection of individual components such as adjusting sleeves, cross-shafts, pivot ends and ball joint plates. With these components, one could build an arm that would mount to a GM subframe but feature a Chrysler or Ford upper ball joint.”

With so many possible directions, steady communication is one key to a successful Pro-Touring build, notes Michael Hamrick, events and promotions manager at Wilwood Disc Brakes.

“When the shop works with their customer on a new build, or even on an existing build that they are looking to upgrade, make sure you ask all the necessary questions and have your customer/car owner give you details on what they are looking for,” he advises. “What does the owner/customer drive daily? If they own a 2024 Mustang GT and expect the same performance from a 1966 Mustang Fastback you are adding suspension, brakes, wheels and tires to, unfortunately, they may not be happy with the results. Make sure you are giving the customer the most realistic idea of what to expect up front and not on the day they come to pick up their Pro-Touring build.”

Restomod-type builds are often done in stages, meaning shops must be confident the new components they are adding can coexist with existing parts.

“Make sure different products are compatible with each other,” says Brett Domin, sales manager for Flaming River Industries.

That even includes staples such as motor oils, advises Kyle Neal, director, specialty chemicals/lubricants for Red Line Oil.

“In Pro-Touring, all the applications are different—the engines, transmissions, differentials, transfer cases, fuel systems, etc.,” he says. “Treat each vehicle as its own application. It does not matter if they are both the same year, make, model and engine. One could be a flat tappet with fuel injection and the other a roller motor with a blower. This goes for the oils that go into these vehicles as well. The clearances in an engine could be different than factory spec, which would change the oil viscosity recommendation. Selecting the wrong one may not always lead to damaging components, but it is preventing the full performance potential the owner is seeking from their setup.”

It also helps to spend time with drivers who have strong opinions on exactly what they need to make sure your reality ultimately matches their vision, says Tim Sayers, muffler development manager at Borla Performance Industries.

“Just because they have or are building a Pro-Touring vehicle doesn’t always mean that they have a full understanding of how the various systems on a vehicle work and how they interact with the other systems Make sure to spend some time with the customer to determine their level of knowledge and understanding.”

CUSTOMER CONNECTIONS

An attractive aspect of serving the Pro-Touring market is that shops can maximize client partnerships.

“An unexpected benefit is the longer-term customer relationships it creates,” says Barsamian. “Pro-Touring buyers are typically enthusiasts who return for ongoing upgrades—clutch kits, driveline parts, brakes, suspension and more. Shops that carry and install products like ACT’s clutches often see higher repeat business, plus they build a reputation as a go-to destination for high-performance street/track builds. That credibility leads to more referrals and community visibility.”

These drivers also tend to focus more on performance than price point, says Santa Cruz.

“Pro-Touring enthusiasts have more disposable income and are competitive. They are also a very tight-knit community and will share very little of their ‘speed secrets,’ but they are loyal and will support shops that support their hobby,” he says.

Sayers says to never underestimate the impact of handing over the keys of a well-built project to a proud owner.

“In addition to the work and profit created by selling and installing Pro-Touring products, the customers who own Pro-Touring vehicles can oftentimes influence the people they associate with,” he explains. “Your relationship with a Pro-Touring vehicle owner may lead to new business with people who associate with your original customer.”

Quality components that outperform expectations leave some drivers wanting more, notes Przedpelski.

“People may be so happy with the improvements our arms give to their Pro-Touring car that they want to install them on all their vintage vehicles running modern radial tires as well,” he says.

Of course, you can’t get to that level of partnership without your sales staff and installers knowing their stuff—but the extra effort definitely pays off.

“Doing your homework can help customers pick out the right products. In return, you’ll sell more,” says Domin.

Neal explains that a thorough understanding of all aspects of a build is needed to maximize potential.

“Owners have a lot of time and money invested in their Pro-Touring vehicles. From our vantage point, oils are usually the last thing or least considered to make the biggest impact. But that is farthest from the truth. Oil is the lifeblood of your setup and knowing Red Line uses the best PAO/ester base stocks and additives to maximize protection and performance makes a difference, whether it’s a Cars & Coffee, HOT ROD Power Tour, OPTIMA Ultimate Street Car or Goodguys autocross event.”

Professional installation paired with quality parts often turns into word-of-mouth advertising, which is invaluable for local shops, says Burnett, noting “happy customers bring repeat business and referrals.”

Do it right and, at the end of the day, everyone is happy, adds Hamrick.

“As long as you’ve given the customer the most realistic expectations of what has been done to their car, an unexpected benefit for the shop is to see the huge smile on their face as they take it for a drive. Customers want to be given the most genuine and honest answers to how and where they spent money on their car. When you can achieve this, both the owner of the car and the entire list of people working at the shop will see the benefits of installing the best products possible.”

MAKE AN IMPRESSION

While word of mouth is an effective marketing strategy to reach Pro-Touring enthusiasts, shops can do more to attract new projects.

“Make sure that your current and prospective customers know that you are in the Pro-Touring business. Things like social media, newsletters, email blasts and articles in local newspapers are good ways to get the word out,” says Borla’s Sayers.

Shops that make an effort to be part of their local Pro-Touring scene will begin to develop important connections and market insights, says aFe POWER’s Santa Cruz.

“It’s about knowledge and availability. Choose vehicle platforms that your customers compete with in parking lots and at their local track and know the various race event schedules, so you have the right product mix at the right time,” he recommends. “Tires, suspension, brakes, air and fluid filters, chemicals and safety equipment would be on my short list.”

The more drivers can see the quality of your work, the more they will turn to you for their next build, notes Burnett from Ridetech.

“Showcase your skills through a shop car, a partner’s build or by sharing installs on social media,” he advises. “Most importantly, deliver consistent quality—word travels fast when you overdeliver on someone’s passion project.”

Working with supplier partners helps, too.

“Network with companies to be sure you’re selling the best application for each job,” says Domin from Flaming River.

Making sure every aspect of the build is geared toward performance is a winning formula, says Neal from Red Line Oil.

“Not all oils are the same, and if you wouldn’t install stock components on a Pro-Touring vehicle, while would you use stock oil?” he asks.

Meanwhile, there’s no cutting corners if drivers want to get the most out of each build, says SPC’s Przedpelski.

“Potential customers need to be made aware that their vehicles were designed and manufactured with parts and specifications that are now obsolete unless they are running bias-ply tires and are in the concours circuit,” he notes. “Every vintage muscle car can take advantage of the increased alignment range and improved suspension geometry our arms provide to improve performance and enjoyment.”

Viewed as a complete project, many customers respond well to a logical build plan that delivers a specific result.

“Position Pro-Touring as a ‘performance with purpose’ upgrade,” Barsamian recommends. “Don’t just sell the part—educate customers on how it improves the total driving experience. For example, explain how an ACT Mod-Twin clutch provides both lightweight pedal feel for street use and the torque capacity needed for big-power engines. Training staff to confidently communicate these benefits—and even showcasing installs on shop vehicles—helps customers see Pro-Touring upgrades as attainable and worthwhile.”

A package approach with pre-selected complementary products can also be effective, with the understanding that every project will nonetheless require some customization to meet individual needs, says Wilwood’s Hamrick.

“I would never say a ‘cookie cutter’ strategy is best, but if you get the correct details from the customer, then work with manufacturers that can confirm fitment details of their aftermarket products to other aftermarket products, you can hit a home run,” he says. “Once you work with a few ‘packages’ that provide the best outcome for multiple customers, you can streamline your shop’s business plan and give the best sales and service to the customer.”

PRO-TOURING PRODUCTS

HOT PRODUCTS: ACT 10.5-Inch Mod-Twin Clutch Kits
FEATURES & BENEFITS: Popular for GM LS/LT platforms and Ford Mustangs; high torque capacity while retaining street-able pedal effort; modular, rebuildable design; forged aluminum pressure plate cover; organic or cerametallic six-puck disc options.
Advanced Clutch Technology
Rich Barsamian
Vice President, Sales & Marketing

HOT PRODUCT: aFe Control PFADT Featherlight Adjustable Coil-Over Suspension System
FEATURES & BENEFITS: Elevate responsiveness and cornering grip for Corvettes; BOA (ball on axis) upper mount is a completely sealed design allowing full suspension articulation; durable, quiet mounting solution without travel loss; 24-way damping adjustment.
aFe POWER
Mike Santa Cruz
Sales Director

HOT PRODUCT: CrateMuffler for Chevrolet LS 6.2L V-8 Engines
FEATURES & BENEFITS: Recently released 3-inch-diameter muffler eliminates or drastically reduces drone/resonance on cataloged applications; looks like and has the installation flexibility of a universal muffler but sounds like an application-specific muffler.
Borla Performance Industries
Tim Sayers
Muffler Development Manager

HOT PRODUCTS: Direct Bolt-In Columns & Rack and Pinion Cradle Kits
FEATURES & BENEFITS: Available for 1967-69 and 1970-81 Chevy Camaros; mounting tabs on the column tube accept the OE dash mount; the columns are the correct length and use available universal joints and shafts to connect to a steering box or rack and pinion; made in the USA.
Flaming River Industries
Brett Domin
Sales Manager

HOT PRODUCT: WaterWetter SuperCoolant
FEATURES & BENEFITS: Reduces the surface tension of the fluid in the cooling system, whether it is 50/50, straight water or some other ratio to improve the coolant/water’s ability to exact more heat; reduces hot spots and operating temps; improves heat transfer to the radiator.
Red Line Oil
Kyle Neal
Director, Specialty Chemicals/Lubricants

HOT PRODUCT: MOMENTUM Chassis for 1968-72 GM A-Bodies
FEATURES & BENEFITS: Clean slate design approach allows for selection of suspension pickup points for improved geometry; upgrade to rack-and-pinion improves steering feedback and control; maintains OE track width while allowing for wider wheel and tire fitment; support for 1964-67 models coming soon.
Ridetech
Blane Burnett
Marketing Manager

HOT PRODUCTS: 97000 Series Adjustable Upper Control Arms
FEATURES & BENEFITS: Allow for large camber and caster changes while also incorporating 1/2-inch-longer ball joint studs to help modify the inadequate OE suspension geometry; forged ball joint housings have substantial “swoop” for increased clearance.
Specialty Products Company
Tom Przedpelski
Technical Specialist/Alignment Trainer

HOT PRODUCTS: Forged Aluminum ProSpindles
FEATURES & BENEFITS: Include a captured unit bearing; direct replacement/fitment to the company’s pin-type ProSpindle; easily used with ABS systems through the VR-style ABS port and included wiring loom; can be used with oversized 18-inch wheels and sticky tires.
Wilwood Disc Brakes
Michael Hamrick
Events & Promotions Manager