This article originally appeared in the October 2025 issue of THE SHOP magazine.
What heats up must cool down—when it comes to classic, specialty and racing vehicles, at least.
While maybe not as heralded as flashy components that add horsepower and torque, performance cooling products nonetheless play a vital role in keeping customers happy, whether at the cruise-in or racetrack or on the trail.
From adding quality fans and radiators to installing complete cooling solutions, shops can find success by helping drivers beat the heat. Top suppliers are ready to help with introductions to their latest cooling products, observations on market trends and recommended sales strategies to keep specialty vehicles operating at peak efficiency.
COOLING SYSTEM SUCCESS
Whether on the street or off-road, modern specialty vehicles are more powerful than ever, forcing quality aftermarket cooling product upgrades to keep pace.
“As horsepower expectations continue to climb, proper cooling becomes more critical than ever, which means more opportunities for shops,” says Steve Beebe, marketing director for Griffin Thermal Products (Griffin Radiator). “Today’s customers want complete solutions, not just parts. Offering well-designed, high-quality cooling systems positions shops as knowledgeable, trustworthy partners. Plus, the built-in upsell potential makes it a win for the bottom line.”
The good news about selling and installing performance cooling products is that most every customer can benefit from an upgrade.
“You aren’t having to convince the customer that they need this segment of the industry,” says Cole Quinnell, marketing manager for Flex-A-Lite. “Their vehicles need some sort of cooling, and if they have overheating problems, the customer is usually frustrated and willing to go to any length to solve it.”
If clients are willing to spend on horsepower and performance upgrades, it makes sense to improve the cooling system as well to protect their investment.
“Cooling components are crucial to the health and longevity of the engine, transmission and other key components. In addition to outright performance gains, improving the efficiency of the cooling system will allow the customer to get more done with less wear and tear on vital parts,” says Chris McKendry, marketing manager for Mishimoto Automotive. “Whether it’s beefing up their truck’s transmission cooler for towing heavy loads, keeping water and oil temps down while pushing on track, or reducing a turbocharged engine’s intake air temps for some extra horsepower, there’s no shortage of temps to regulate.”
Although cooling isn’t particularly “glamorous,” notes Jim Kahl, product manager for Maradyne High Performance Fans, it’s vitally important.
“No matter how big, bad and fast your engine is, if you can’t keep it running cool you are in trouble,” he says. “Selecting and installing the right cooling fan for your build or modification can make all the difference in the world when it comes to either having a great day at the cruise or on the track or being overheated on the side of the road.”
Shops can find success addressing the entire cooling system as a single unit, says Scott Attig, president of Wizard Cooling, which offers packages that include the radiator, shroud, brushless fans, A/C condenser, air-over-water intercooler, expansion tank and intercooler reservoir.
“Every system is engineered for serious performance, with multiple core options available based on heat load, and we support both manual and automatic transmission setups. This allows us to put a system together that is tailored to your specific build,” he says. “It’s not just about performance—it’s about giving shops and builders a system that saves time, looks great and scales with the vehicle’s needs.”
Once a shop masters creating successful cooling systems, it can then adapt them to work in different builds, notes Cam Brandt, performance division manager for Derale Performance.
“There is a wide variety of diversity in terms of upgrades that can be utilized in multiple systems to work with all critical systems on a vehicle,” he says.
WORKING TOGETHER
Understanding both the cooling products themselves and the planned use of the vehicle will help professionals provide unique solutions that work for each application.
“Shops need to know their customer’s cooling requirements and provide the proper fan to meet their needs,” Kahl suggests. “For example, out on the road, larger and faster fans are not always better. At higher speeds, natural airflow (RAM air) across the radiator is usually sufficient to keep the engine cool. An overly fast fan can disrupt the airflow and potentially hinder this RAM air and heat dissipation. Properly sized, placed and controlled electric fans are most effective.”
While proven solutions can be copied and adapted to different vehicle types and usage plans, Brandt cautions against a simple one-size-fits-all approach.
“Each application is unique in terms of what may be limiting the performance of even upgraded parts and has to be carefully considered to make sure all needs are met,” he explains.
Attig says that it’s sometimes difficult to judge the performance of available cooling products, noting that not all aluminum radiators are “high-performance,” for example, and not all fans move air at the same rate.
“It’s not just about individual components,” he says. “It’s about how all the pieces work together as a system.”
Quinnell agrees, noting that quality parts deliver noticeable improvements.
“The quality of the (fan) motor makes a big difference in performance and durability. Engineering has a significant impact on efficiency (amp draw/cfm of airflow) as well as airflow under load. As with most things, you get what you pay for,” he says. “That extra-cheap, 14-inch fan on Amazon isn’t going to perform or last nearly as long as a quality fan from an established performance cooling company. As a shop, customer satisfaction and comebacks have a huge impact on your bottom line.”
Beebe also cautions shops against assuming all parts are created equal.
“Too often, we see high-end builds compromised by inexpensive, imported radiators that simply can’t hold up. Quality matters,” he says. “Real performance radiators should be made from 3003 aluminum, fully brazed, TIG-welded and pressure-tested to ensure long-term durability. When shops understand and communicate that difference, they protect both their customer and their reputation.”
Once established, professionals can begin building relationships that keep cooling components top-of-mind with customers.
“A common misconception is that a radiator is a once-and-done upgrade,” says McKendry. “The aluminum radiator, while certainly better than stock, is only as good as its surroundings. It’s important to consider complementary parts to maximize the system’s performance.”
FREEDOM OF CHOICE
Cooling system sales are often a high priority for buyers once they understand the true performance upgrades they’ll experience.
“Remember that cooling is something that can rarely be overdone and will lead to the engine, transmission and even a power steering pump lasting longer,” says Brandt from Derale Performance. “Customers spend a lot of money to set up their vehicle exactly how they want it, and our job is to keep them happy with that investment. While they may not want the initial cost of the part, if they don’t have to make major repairs as often then proper cooling is going to be the ultimate insurance.”
Attig from Wizard Cooling believes the keys to a successful transaction are helping drivers understand how each component of the cooling system works and how they work together.
“One of the best strategies we’ve found is to always present the customer with two or three well-explained options. When you can explain the differences clearly—pros, cons, performance trade-offs—it builds trust and leads to better outcomes for both the shop and the customer,” he says.
That education can come in the form of showroom displays that show the noticeable advantages quality products deliver, says Quinnell.
“Buy a cheap fan and a Flex-A-Lite Flex-Wave LoBoy to keep in the shop to connect to 12-volt sources for demonstration purposes. The airflow between these two products that are supposedly the same will be obvious,” he suggests. “The customer will also be able to hear the difference—a cheap fan will make a lot of noise, which will also be undesirable.”
When it comes to a sales strategy, Mishimoto’s McKendry has a simple recommendation.
“Bundle, bundle, bundle. There are so many complementary parts that can (and should) be installed together that it makes the upsell process easier, logical and worthwhile to the end consumer,” he says. “Replacing a radiator? A silicone hose kit is a perfect upgrade to replace dried or cracking OEM hoses, and a fresh set of clamps is also a great idea. Our fan shroud kits, thermostats, clamps and liquid chill coolant all are designed to work seamlessly with one another as a one-stop shop.”
Noting his company offers combination cooling solutions, Beebe from Griffin suggests an opening line of “What are you doing for fans?”
“It opens the door to a complete cooling solution that means a big difference in value for the customer and revenue for the shop,” he says. “Everything comes ready to go—fans, shroud, wiring and sensor. It’s a plug-and-play upgrade that makes everyone’s job easier.”
Maradyne’s Kahl agrees that shops should seek out worthwhile partnerships with quality suppliers to stay on top of the market and deliver an enjoyable experience for end users.
“We add a personal touch to every product that we sell,” he notes. “Making our customer’s lives easier makes them want to do business with us. Providing this extra, personal touch is guaranteed to help any shop do the same and increase their sales.”
PERFORMANCE COOLING PRODUCTS
HOT PRODUCT: Remote Fluid Coolers
FEATURES & BENEFITS: Consistent cooling that can be mounted anywhere on the vehicle; multiple core styles available that allow for all ranges of cooling needs; sealed motor fans that are protected from water, dirt and road debris.
Derale Performance
Cam Brandt
Performance Division Manager
HOT PRODUCT: Flex-Wave Electric Fan
FEATURES & BENEFITS: Auxiliary fan comes in 12-, 14- and 16-inch diameters; patented fan blade design that moves up to 25% more airflow; quiet operation; ultra-slim LoBoy models measure just 3-3/8-inches thick at the motor; all our electric fans are built in the USA.
Flex-A-Lite
Cole Quinnell
Marketing Manager
HOT PRODUCT: CU-70013-LS ComboUnit
FEATURES & BENEFITS: Tailor-made for the Chevy C10 market; includes a high-performance Griffin PerformanceFit radiator, integrated automatic transmission cooler, laser-cut aluminum shroud, twin SPAL fans, plug-and-play wiring harness, temperature sensor and cap.
Griffin Thermal Products (Griffin Radiator)
Steve Beebe
Marketing Director
HOT PRODUCTS: Smart Start Fans
FEATURES & BENEFITS: Unique, hybrid technology; provides features of brushless BLDC fans without the high cost; soft start minimizes amperage draw at startup and limits transient voltage between fan and alternator; quiet sickle blade design produces improved airflow.
Maradyne High Performance Fans
Jim Kahl
Product Manager
HOT PRODUCT: Performance Aluminum Radiator
FEATURES & BENEFITS: Direct-fit upgrade that installs with no cutting or drilling; multiple tube and fin configurations; application-specific radiator core tailored for optimal fitment and cooling performance; built from TIG-welded aluminum; transmission coolers also available.
Mishimoto Automotive
Chris McKendry
Marketing Manager
HOT PRODUCT: Performance Cooling Systems
FEATURES & BENEFITS: Purpose-built solutions for supercharged LS, LT, Coyote and Hemi engine swaps; systems include a high-performance radiator, aluminum shroud, SPAL brushless fans, A/C condenser, air-over-water intercooler, expansion tank and intercooler reservoir.
Wizard Cooling
Scott Attig
President
