This article on Performance Cooling originally appeared in the October 2026 issue of THE SHOP magazine.
It’s one of the many “first things learned” when making performance modifications. Creating additional horsepower creates additional engine heat—and heat for any high-performance vehicle always needs to be controlled.
So begins the eternal search for effective cooling products and systems to keep those high-powered power plants running efficiently. And, as is most often the case, the aftermarket has solutions.
A combination of quality upgrades and system knowledge will help shops get ahead in the performance cooling market, finding willing customers in the street, race and even off-road communities. Looking beyond simple radiator and fan replacements opens up an entire system that can be customized for optimal performance.
Market suppliers can help with observations on recent trends, notes on common errors to avoid and insights regarding innovative new products, so that when a customer arrives complaining about heat issues, you’ll be ready with solutions to keep things cool.
MUST-HAVE UPGRADES
Performance radiators, fans and related cooling components may not be top of mind with many enthusiasts looking to add power. But, to maximize efficiency and avoid premature breakdowns, the category is a must-have upgrade for serious drivers and racers.
“Although cooling isn’t the most glamorous aspect of the performance market, it is one of the most important. No matter how big, bad and fast your engine is, if you can’t keep it running cool you are in trouble,” says Jim Kahl, product manager at Maradyne High Performance. “Selecting and installing the right cooling fan for your vehicle and application can make all the difference in the world when it comes to either having a great day on the track or at the cruise or being overheated on the side of the road.”
Often forged in the blazing heat of motorsports, today’s performance cooling designs nonetheless translate beyond the track.
“Today’s performance market isn’t just race cars anymore. A lot of the vehicles being built today are expected to do everything. They need to idle in traffic with the A/C on, cruise across the country and still make serious horsepower when the throttle goes down. That has changed the conversation from simply selling a radiator to designing a complete cooling system,” says Steve Beebe, marketing director for Griffin Thermal Products (Griffin Radiator). “We’re also seeing more engine swaps than ever before.”
The benefits continue to be felt even when the pavement ends.
“The continued growth of towing, off-road, overlanding and high-performance truck applications creates strong opportunities for upgraded cooling systems,” notes Cam Brandt, performance division manager at Derale Performance. “Shops should also look for older, high-mileage vehicles where customers are experiencing increased heat loads and can benefit from upgraded radiators, electric fans, transmission coolers and complete cooling packages.”
Technological advancements keep the market fresh and exciting, says Tom Longo, aftermarket sales manager at SPAL.
“One of the biggest opportunities is the adoption of brushless electric fan technology. Over the past several years, brushless fans have made significant advancements in performance, efficiency and reliability, making them a superior choice over traditional brushed fans,” he states. “Shops that understand these benefits can better educate customers and recommend the right solution for their application. SPAL now offers the same advanced brushless technology engineered for OEM applications directly to the performance aftermarket, giving enthusiasts access to the same cooling technology found in today’s production vehicles.”
While the concept of controlling temperatures seems simple, there’s actually much more to it. Innovations are driving improvements in secondary components as well.
“The biggest opportunity right now is charge air cooling. As more platforms move to smaller, turbocharged engines to make big power, intercoolers and piping kits are becoming just as important as the radiator upgrade itself,” says Chris McKendry, marketing manager for Mishimoto Automotive. “We’re also seeing steady growth in the diesel and towing segments, where transmission and engine oil coolers are a must for anyone hauling regularly, and in the off-road/overlanding space, where extended trail time means extended heat soak. Track day and grip/drift culture continues to grow, too, which is driving demand for higher-capacity radiators and oil coolers that can handle sustained high-rpm abuse. Shops that position themselves as thermal management experts across all of these segments, and not just as ‘radiator guys’ are the ones capturing the most upside.”
REPEATABLE PROCESSES
Proven systems and quality installations help shops build a reputation as local performance cooling experts. Manufacturers list some routine errors to avoid.
“One of the most common installation mistakes is mounting electric fans directly to the radiator core instead of using a properly designed fan shroud,” says Longo. “A fan shroud maximizes airflow by pulling air evenly across the entire radiator surface, resulting in significantly improved cooling performance. Another common mistake is under-sizing the wiring. High-performance electric fans draw substantial current, making it critical to use the correct wire gauge and electrical components to safely handle the amperage load. Finally, many shops choose low-cost fans for demanding applications where quality and performance are essential.”
Understanding the customer’s cooling requirements is the first step toward a trouble-free install, says Kahl.
“For example, out on the road, larger and faster fans are not always better. At higher vehicle speeds, natural airflow (ram air) across the radiator is very efficient at helping keep the engine cool. A large or overly fast fan can disrupt this airflow and potentially hinder this ram air and heat dissipation,” he explains. “Properly sized, placed and controlled electric fans provide the most effective and efficient cooling.”
If issues do arrive, Beebe suggests initial troubleshooting should go beyond the radiator itself.
“Cooling systems are exactly that—a system. The radiator, fan package, shroud, airflow through the grille, transmission cooler, water pump and even the engine tune all have to work together,” he says. “We’ve talked with plenty of customers who replaced the radiator two or three times before finding the real problem somewhere else. The best shops slow the process down just enough to understand how the vehicle is built and how it’s going to be driven. That conversation usually leads to the right solution.”
Brandt also cautions against “treating cooling components as isolated parts rather than as a complete system. Shops should consider the vehicle’s total heat load, airflow, fan capacity, radiator performance, transmission temperatures and intended use to ensure the components work together properly.”
Failure to do so, McKendry explains, can lead to a piecemeal approach that delivers less cooling than expected.
“A shop may swap in a new radiator but leave the factory hoses, clamps, thermostat or fan shroud in place, and those tired factory components become the weak link that causes the customer to return,” he explains. “Another mistake is reaching for a generic universal-fit core to save a few dollars instead of a direct-fit unit. Universal parts often mean improvised mounting, bad airflow and trapped air pockets that lead to inconsistent temps. If something goes wrong, there’s no manufacturer standing behind the fitment or the install. Selling and installing cooling as a complete, engineered system is what keeps customers coming back for more instead of coming back to complain.”
STRATEGIC APPROACH
A successful sales approach for performance cooling systems and components starts with an individualized plan for each project’s specific needs.
“Ask customers how they actually use their vehicle, especially whether they tow, haul, off-road or regularly operate under high temperatures, says Brandt from Derale Performance. “Those questions can uncover opportunities to recommend complementary products such as transmission and fluid coolers, high-output electric fans, controllers and upgraded radiators.”
Related to the system discussion earlier, Mishimoto Automotive’s McKendry then encourages shops to “bundle, bundle, bundle. Almost every cooling upgrade has a natural complement—a radiator pairs with a silicone hose kit and fresh clamps, an intercooler pairs with piping and boost couplers, etc. Presenting these as one job instead of an upsell makes the sale easier, more logical and more profitable per visit.”
Griffin Radiator’s Beebe agrees that “shops that understand cooling and take the time to recommend the right package are putting themselves in a position to earn repeat business. When a customer’s car runs cool on the hottest day of the year, they remember who built it.”
Longo says suggesting upgrades that provide real performance benefits, such as converting belt-driven mechanical fans to high-performance electric fans, is what sets quality shops apart.
“The right fan, radiator and shroud combination can prevent overheating and deliver long-term reliability,” he notes. “When evaluating electric fans, be cautious of airflow claims that seem too good to be true. High cfm requires power, so increased airflow is typically accompanied by higher current draw. At SPAL, all published cfm and amperage ratings reflect actual measured performance.”
Quality products and a client-first approach help build repeat business.
“In addition to knowing your customers’ needs and providing high-quality products, delivering unbeatable customer service and support is what will set a shop apart from their competition,” says Kahl from Maradyne High Performance. “Making customers’ lives easier makes them want to do business with you. Providing an extra personal touch is guaranteed to help any shop increase their sales.”
Performance Cooling Products
COOL PRODUCT: Derale Dual High-Output RAD Fan Powerpack Assembly
FEATURES & BENEFITS: High-output airflow; dual electric fans and integrated shroud; heavy-duty construction built for towing, performance, off-road and high-heat applications; multiple mounting options for installation flexibility across a wide range of applications.
Derale Performance/US Motor Works
Cam Brandt
Performance Division Manager
COOL PRODUCTS: PerformanceFit ComboUnits
FEATURES & BENEFITS: Engineered cooling packages that are ready to install and include an all-aluminum PerformanceFit radiator, built-in automatic transmission cooler, laser-cut aluminum shroud, twin SPAL fans, wiring harness, temperature sensor and Griffin radiator cap.
Griffin Thermal Products (Griffin Radiator)
Steve Beebe
Marketing Director
COOL PRODUCTS: Smart Start Fans
FEATURES & BENEFITS: Unique, hybrid technology provides features of brushless fans without the high cost; Smart Start eliminates amp spike at start-up, minimizing amperage draw and limiting transient voltage between the fan and the alternator; proprietary sickle blade.
Maradyne High Performance
Jim Kahl
Product Manager
COOL PRODUCT: Performance Aluminum Radiator
FEATURES & BENEFITS: Direct-fit upgrade with no cutting or drilling required; multiple tube and fin configurations, with each core tailored for optimal fitment and cooling performance per application; built from TIG-welded aluminum for strength, durability and weight savings.
Mishimoto Automotive
Chris McKendry
Marketing Manager
COOL PRODUCTS: SBL (Sealed Brushless Fan) Lineup
FEATURES & BENEFITS: High-performing brushless electric fans engineered to the highest OEM standards for performance and reliability; trusted by leading race teams worldwide and race-proven for decades in the most demanding motorsports environments.
SPAL
Tom Longo
Aftermarket Sales Manager