Grabbing Ahold of the Recovery Winch Market

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

Successful sales are often based on solid connections, and that’s certainly true in the winch market.

Shops that offer professional direction on size and capacity, can competently explain features and benefits and carry complementary products to create total recovery kits soon build a reputation as the local winch expert. Safety and security blend with appearance and utility to bring peace of mind to off-roaders and others that may one day find themselves in a sticky situation.

Suppliers are available to help retailers and installers take their winch game to the next level, offering sales and installation tips, sharing market trend observations and highlighting the latest products and designs.

A MEASURED APPROACH

Shops seeking a successful winch project should start by choosing a product size based on the vehicle’s weight and intended use.

“A good guideline is that the winch capacity should be at least 1.5 times the vehicle’s Gross Vehicle Weight Rating (GVWR),” says Tom Paasch, product manager for Warn Industries. “Too small and it may struggle to recover the vehicle when it’s stuck. Too big and the customer sacrifices line speed and rope length and is paying extra for added capacity they may never use.”

Meanwhile, a frequent installation mistake is improper grounding, he adds.

“The ground wire must be securely connected to the vehicle’s negative battery post to avoid performance loss.”

Nupesh Patel, new product manager for Overland Vehicle Systems (OVS), agrees that a frequent oversight is neglecting to properly assess the vehicle’s weight and typical usage scenarios.

“Selecting a winch with insufficient capacity can lead to inadequate performance during critical recovery situations,” he says.

Katherine Abraham, senior manager, B2B marketing for IRONMAN 4X4, also recommends matching winch capacity based on GVWR, taking aftermarket accessories, cargo and terrain resistance into account, and advises shops to avoid issues caused by improper electrical setups as well, such as:

• Using undersized power cables, which can lead to voltage drops and overheating.
• Not securing ground connections properly, which can cause intermittent failures.
• Overlooking battery capacity.

“Winches like our Frontier 12,000-pound model can draw up to 360 amps at full load, meaning shops should verify the vehicle’s battery and alternator are sufficient for heavy-duty use,” she says.

When it comes to winch sales, it’s important to explain that buyers get what they pay for, says Justin Moore, CEO of Mile Marker Industries.

“Often, we have seen heavy-duty users paired with a low-cost import, off-the-shelf brand that simply isn’t designed to have the duty cycle that heavy users need,” he says. “Matching a user’s budget with their use case is the key to delivering the right value to customers.”

Safety and maintenance accessories should also be included at the time of purchase, says Sara Ford, marketing manager for TrailFX.

“Shops that neglect to offer such recommendations may leave their customers unprepared for the long-term care and safe operation of their new winch, potentially leading to accidents, malfunctions or additional repair costs down the road,” she notes.

Finding the right winch for each application can be the first step to attracting repeat customers, says Tim Watts, vice president of sales for Rough Country.

“Beyond the immediate sale, winches open the door to a world of additional sales opportunities,” he says. “Even if customers don’t opt for all the add-ons right away, by providing them with the perfect winch for their needs, you’re creating a long-term relationship. Winches are rarely purchased without a specific purpose in mind, which provides the perfect opportunity to upsell related products that complete the job.”

Educating the customer should be a top priority, says Matthew Konkle, managing editor – content for Quadratec.

“Sometimes we all forget that most customers have limited knowledge about winches—how they work, what size and type is best for their needs, how to maintain the winch, etc.,” he says. “And many could simply be at the shop just because one of their friends or coworkers has a nice winch, so they want one as well. Providing education and training will not only help with a buying decision but—let’s be honest—winching can be dangerous, so the more someone knows, the more likely an accident can be prevented.”

MORE TO GIVE

Shops that install winches often see increased customer loyalty and repeat business.

“Winch buyers frequently return for additional recovery gear and accessories as they gain experience in off-roading and use their winch more and more,” says Paasch. “Additionally, by providing expert guidance and tailored product recommendations, shops build a reputation as trusted off-road specialists, attracting more customers looking for expertise and guidance as they outfit their vehicles.”

Patel has seen how winch sales and installations can lead to enhanced customer trust and expanded service opportunities.

“Customers often seek additional accessories and services related to off-road recovery, such as recovery kits, training sessions and maintenance packages, thereby increasing the shop’s revenue streams,” he says.

Watts suggests capitalizing on the potential for incremental sales.

“Winches are rarely purchased without a specific purpose in mind, which provides the perfect opportunity to upsell related products that complete the job,” he says. “By understanding the customer’s intentions, you can easily recommend complementary items like winch mounts, bumpers, hidden winch mounts and essential recovery gear—think shackles, snatch blocks, recovery rings, tow hooks, tree savers, tow straps, traction boards and more. Even small upgrades like purpose-designed cleats and thimbles versus the standard clevis hook can make a big difference.”

First-time buyers truly appreciate a professional taking the time to explain how all of the products work together, Konkle believes.

“A winch really pairs well with quite a few recovery products, and many of those items are seriously important for anyone planning off-road/overlanding excursions. Things like soft shackles, a winch line damper, D-rings, tow hooks and tree saver straps are all excellent items that can and should be included right when selling any winch,” he says. “A winch’s value and performance only increase when a customer tacks on quality recovery items, so it can’t be understated just how important add-on selling can be for shops.”

Having confidence in the products they offer is important for businesses looking to establish themselves as local winch experts.

“By using a top-quality brand, shops can trust that the quality of the parts will match the quality of their installation,” says Moore.

Put it all together and shops can build a solid reputation for serving the local 4×4 community, says Ford.

“Off-roaders often participate in forums, social media groups and clubs dedicated to the sport where they exchange tips, experiences and recommendations,” she says. “These communities trust the advice of fellow enthusiasts over traditional advertising. When a shop becomes known in these circles for having solid winches and doing great installations, the word gets around fast.”

Plus, shops can grow their reputation beyond the off-road community. Abraham notes how winches appeal not just to hardcore off-roaders but also:

• Work truck and fleet operators who need reliable recovery solutions.
• Overland vehicle builders looking for safety and self-recovery capability.
• First responders and utility workers requiring heavy-duty winching solutions.

“Offering winch installations also increases revenue through accessory up-sales, such as recovery kits, winch bumpers, suspension upgrades and more, boosting each customer’s total purchase,” she says.

LET’S GET ACQUAINTED

Shops looking to increase winch sales can start by demystifying the products to make them more accessible, says Quadratec’s Konkle.

“Hold events with winch demos that can be pulled apart to show how each facet works. Make sure the customer understands the difference between electrical and hydraulic, and let them feel synthetic and cable lines,” he suggests. “Give them the chance to connect and play with the remote and show off different ways to safely attach the line to a vehicle, tree or some other point before attempting a recovery. Also, talk about line pull ratings and why a bigger winch size is not always better, depending on the gross weight of a customer’s vehicle as well as his or her overall needs. A smarter customer is a more comfortable customer—and those are the ones more likely to make a higher-dollar winch purchase.”

Abraham from IRONMAN 4X4 recommends a comprehensive approach by educating customers on real-world recovery scenarios. Shops can then boost winch sales by:

• Offering hands-on winching demonstrations and training at events or in-store.
• Bundling winches with bumpers or recovery kits to provide a complete solution.
• Highlighting the safety advantages of synthetic rope.

“By positioning winches as a key recovery tool rather than an accessory, shops can increase sales while helping customers stay prepared for any off-road challenge,” she says.

Patel from OVS suggests holding educational workshops or demonstration events that showcase the practical applications and benefits of winch systems.

“By providing hands-on experiences and highlighting real-world scenarios, shops can effectively engage potential customers and drive interest in winch products and related services,” he says.

The true benefit? A knowledgeable buyer is a confident buyer.

“Focus on educating customers about why they need a winch, not just what it does,” recommends Paasch from Warn Industries. “Many vehicle owners, especially first-timers, don’t realize the importance of a winch until they’re stuck without one. Since new users can feel intimidated about using their winch, offering demos, tutorials, hands-on seminars or group trail rides can help build confidence. Customers who understand how to use a winch properly are more likely to see its value, use their winch safely, and purchase other recovery gear and winch accessories.”

An advantage shops have over online outlets is a chance for the buyer to get a true feel for the product. Moore suggests highlighting winches in eye-catching showroom displays.

“Take advantage of point of purchase offers,” he says. “Mile Marker Industries offers several solutions for our installer customers—everything from counter mats, window clings, winch trees and stackouts are available to let customers know they can get their install done at your shop. A secret salesperson never gets the sale.”

Then, once interest is established, if you have it on hand and ready to install, all the better, says Rough Country’s Watts.

“One of the easiest ways to increase your winch sales is by keeping a few units in stock. While you don’t need to invest heavily in a large inventory, having a variety of winches readily available can make the difference between ringing it up or watching it walk,” he explains. “Winches might not be impulse buys, but they’re often purchased at a time of need. By having a solution on hand, you prevent the risk of customers shopping elsewhere or looking for alternatives.”

And if the vehicle isn’t quite winch-ready, be sure your shop offers solutions for that as well, he adds.

“An interesting shift we’re seeing is the increasing popularity of hidden winch mounts over traditional winch bumpers. While a bold, heavy-duty winch bumper is perfect for many truck and Jeep builds, more and more customers are opting for a more discreet solution.”

A solid inventory will include top models and various price points, says Ford from TrailFX.

“Since most winches are universal, shops can boost sales by stocking a variety of winches across different price points and with different features to cater to a wider range of customer needs,” she says. “Offering a selection, from budget-friendly options to premium models, allows customers to choose based on their specific use.”

WINCH PRODUCTS

HOT PRODUCT: The Ironman 4×4 Frontier
FEATURES & BENEFITS: 12,000-pound winch with synthetic rope; built with over a decade of engineering and real-world testing; high-performance, waterproof and durable; designed to withstand extreme conditions; superior efficiency, power, ease of use and value.
IRONMAN 4X4
Katherine Abraham
Senior Manager, B2B Marketing

HOT PRODUCT: The Mission Winch
FEATURES & BENEFITS: Fully submersible, military-grade, super-thick plate steel drum; top quality solenoid; 92 feet of synthetic rope; low amp draw.
Mile Marker Industries
Justin Moore
CEO

HOT PRODUCT: The OVS SCAR 12S Winch
FEATURES & BENEFITS: Powerful 7-hp motor, providing robust pulling capabilities for challenging off-road recoveries; lightweight design without compromising performance; durable synthetic rope; ease of installation.
Overland Vehicle Systems (OVS)
Nupesh Patel
New Product Manager

HOT PRODUCT: Res-Q Teton Series Winch
FEATURES & BENEFITS: Powerful 4.9-hp series wound waterproof motor geared for maximum pulling power with minimal effort; amber LED winch spool light strip; removable clutch handle; aluminum cooling fins; 10K or 12K line pull ratings; synthetic rope or steel cable.
Quadratec
Matthew Konkle
Managing Editor – Content

HOT PRODUCT: 13K Pro Torque Series Winch
FEATURES & BENEFITS: Powerful 7-hp motor; durable 1/2-inch synthetic rope; wired or wireless 2-in-1 controller featuring a load indicator; LED color-changing RC logo; integrated torque limiter helps prevent winch burnout and damage.
Rough Country
Tim Watts
Vice President Sales

HOT PRODUCT: XV95 Synthetic Rope Winch
FEATURES & BENEFITS: A 9,500-pound line pull capacity and fast line speed; 94 feet of synthetic rope; a wired remote with a 12-foot lead; built for durability with IP67 water and dust resistance; includes a Hawse fairlead and clevis hook for secure load pulling.
TrailFX
Sara Ford
Marketing Manager

HOT PRODUCTS: ZEON XP & VR EVO Winches
FEATURES & BENEFITS: ZEON XP offers wired and wireless control, live feedback on winch status, dynamic winch lighting and remote clutch; VR EVO combines wired and wireless control, fast line speed and reliable performance, all at an affordable price point.
Warn Industries
Tom Paasch
Product Manager