Tow Professional Podcast
Tow Professional Podcast
From Towing to Off-Road: Inside Warrior's Expanding Winch Empire
Warrior Winch isn't just another equipment manufacturer – they're a family-driven company reshaping the winch market through passionate innovation and genuine customer connection. In this compelling conversation, founder Jeff Bimson and new VP of Sales & Marketing Bryan Johnson reveal how direct feedback from towing professionals drives their product development.
The highlight of their recent innovations is the Armortek Extreme synthetic rope, engineered specifically for challenging towing conditions. Unlike standard synthetic options, this rope features a protective sheath that dramatically improves abrasion resistance while delivering 70% more strength at six times less weight than steel cable. For professionals who've been skeptical of synthetic ropes, this represents a genuine game-changer.
Beyond towing solutions, Warrior is strategically expanding into the off-road market with their upcoming Titan range for ATVs and UTVs. This move acknowledges the reality that many towing professionals also engage in off-road activities, creating natural product crossover opportunities. With capacities from 2,500 to 6,000 pounds, these winches will deliver the same reliability that towers have come to expect from the Warrior brand.
What truly distinguishes Warrior from competitors is their willingness to develop custom solutions. While many manufacturers require massive volumes to consider modifications, Warrior's agile design and manufacturing processes allow them to tackle specialized needs that others dismiss as too difficult. This problem-solving mindset dates back to their original name – "Winch Solutions" – and continues to define their approach today.
Despite challenges like potential tariff increases, Warrior remains committed to quality products at fair prices. As Jeff emphasizes, they'll absorb as much cost impact as possible rather than immediately passing increases to customers – a refreshing business philosophy that has earned them loyal followers throughout the industry.
Ready to experience the Warrior difference? Visit warriorwinches.com to explore their full product range and sign up for their monthly newsletter featuring exclusive discounts and industry insights.
Welcome one and all to Toe Professional Podcast. This is your podcast. It's for the pros that have a need to know that are on the go. This is truly the voice of the towing and recovery industry. I'm DJ Harrington, your co-host, better known as the Toad Doctor, and the real man who's the host of the program is the president and publisher of Toad Professional Magazine, a good friend of the industry and a dear friend of mine, Darren Weaver. Darren, how are you?
Speaker 2:Man, let me tell you, dj, I am fantastic. I'm going to tell you, I think my feet have finally got over the Florida show, as well as my back, so much better, and we've got some warm weather here in Birmingham, alabama. So it's a great day. And I'm excited, man, because, let me tell you, stopped by the booth when I was down there at the show and got to see the entire team, a part of the team down there from Warrior Winch, benson Power, and, let me tell you, jeff Benson, founder and owners there, graham was there as well, graham Leather as well, and Brian Johnson, their new VP of marketing. So this is going to be a good one man, new VP of Marketing. So this is going to be a good one man.
Speaker 2:Today we have Jeff Benson, owner and founder of Benson Power On Warrior Winch, and also, like I said, we've got Brian Johnson, vice President of Sales and Marketing, and let me tell you, these guys are all about providing the solutions to this industry and putting what you don't see in a lot of products, what you see less and less in products these days, but passion, love and family in every one of the products. They care about the products as much as they care for their family and they want to put a quality product in front of you. So this is going to be very informative for our listeners today, DJ.
Speaker 1:Well, I know for a fact we passed out a lot of magazines and on the back cover, the inside, back cover was all about Warrior Winch, so that's the right way of doing it, and that's the reason why their booth was packed all weekend long, which is great to see, yeah, so do you want me to ask a little bit more about Ryan joining the team?
Speaker 2:Yeah, I'll let you talk with Brian and get this thing started out and give him an opportunity to take the mic and tell the folks a little about himself.
Speaker 1:You got it. Go ahead, brian. We'd love to hear, and our listeners are tuning in.
Speaker 5:Love it. Well, you know. First of all, I just want to thank you guys for the opportunity to sit down with each of you today. Great to meet you in person at the Florida Tow Show there a couple weeks back and, yeah, we've all recovered. For us folks that don't get sun like you do down in Florida, I mean, sunburns were also on the list of sore feet, so we're all recovered and excited to have the opportunity today. You know so I am new to my role, you know, with Warrior. But I want to make it clear I'm not new to Warrior or Jeff at um at all. I've actually, you know, known jeff for coming up on 10 years um, and when you know the opportunity came up to to join the warrior team, it was really a no-brainer for me and and when I saw when I sat here and and thought about you know the reasons why it came to four things, and I mean the first is, is Jack himself.
Speaker 5:Um, you know, working with him for in a variety of roles for for many years, um developed a you know great deal of respect for him. Uh, you know how he operates his business, you know, with the same passion and enthusiasm today as you know he did when I met him all those years back and you know when his business was in a different place. But what's cool as well for me is, you know, the organization, the entire team, kind of embodies Jeff's persona and that passion and you know that was a real key for me. You know, the second item would be and you touched on it, darian, in your intro it's a family business. Um, I've worked in a variety of organizations of all different types and sizes and the draw of of working, you know, for a family business that it cares about the culture and its people. It just sucked me in and it's the type of organization that I can you, you know show up and give my all to every day. You know. Third item would be and this is right up there with the most important. It's the product you know when you're in sales especially selling a
Speaker 5:product like ours, where I mean we're talking about heavy duty applications, towing, recovery, industrial trailers, trailers, whatever it may be.
Speaker 5:I mean we have to be able to confidently sell our brand and our product and stand behind it. And I mean with warrior, you know I can sell it with supreme confidence and uh, you know I've sold it before in the past and, uh, I'm really excited to be selling it again. Um, and then you know, the fourth item for me was really the opportunity. You know North America is the largest winch market in the world and the Warrior team's done a fantastic job over the last, you know, let's say, five years, with growth and progress and new customers and new winches and all that stuff. But I mean, when I sit and I look at the opportunities for this brand and our product, you know in whether it's new sectors, new products, new customers within you know current sectors of the market we're already in, I mean that just fires me up and I mean, everywhere I turn there's a new opportunity. So I couldn't be, you know, more, couldn't be more excited about my new role with Warrior and working with Jeff and his entire team.
Speaker 1:Well, brian, I got to tell you something. I think the world to Jeff. I could be president of his fan club. You hit it right on the head he cares. And one thing I like about him he loves Americans. I really like that.
Speaker 2:I tell you DJ, from the first time I met him. I met Jeff First off. He's a car guy which that's always a winning check mark in my box. Car guy which that's always a winning check mark in my box. Family guy another check mark. Very passionate about everything he does and you know, just like anything. When I looked at this market many years ago, I saw a big industry where I could get in there and be a helping hand and there's always room for growth. And what I've seen with the products is they are absolutely phenomenal. Like I said, I've got them on, I've used them on my Bronco from the Samurai Winch to the new Gladiator and the things just knock it out of the park. You can put it on there and know I'm getting back home if I've got this on my vehicle. So I want to go with the next question, I guess. Uh, jeff, did you want to ask me that? I want to ask you this. Uh, tell us a little bit about greg robinson joining the warrior team.
Speaker 6:For our listeners um, well, yeah, I mean brian can jump in a little bit because ultimately it's fine. I'll give you a bit of an outline. But first of all, guys, thanks. I'm slightly embarrassed by all that uh, those word tributes Really appreciate it, but I just want to make it clear that I'm only as good as the team that are around me.
Speaker 6:Again, the important thing for us is that we have like-minded individuals. We're all committed to the product, we're all committed to the customer and you know what, and we can have a bit of fun as well. Life's pretty short and I find that if you do business the right way and you have integrity and honesty and look after your customers if they have problems because it's never perfect you can sleep better at night, your mood's better and then you can have that fun that we're talking about. And that is all based on, I think, doing business the right way. As you guys probably know, we spend a lot of time promoting our products and we've got quite a bit of success in the towing industry, similar with the heavy-duty trailers, similarly with military applications. So we're doing pretty well in that sort of industrial sector, but a really important part for us and, of course, a big part of the winter market is the off-road market in the North America and we've bided our time because we know it's far more competitive. We've got to have the right product range.
Speaker 6:But we feel now is the time is right to put a real effort to introduce new products of the right performance and of the right price into that off-road market. But we're also very aware that that market is pretty specialist. It's pretty different to the way we do business in Europe. So Greg really was the first part of our recruitment of expertise into that field. He's been in that industry for a lot of time. Brian can elaborate a little bit more.
Speaker 6:But basically we wanted to recruit in expertise that has got the knowledge, got the relationships, understands that market and then again we can do a good job because you know that market operates different to the towing market, that operates different to the trailer market, that operates different to other sectors. So yeah, it's the first stage of bringing in expertise for a specific sector and very much that's our strategy. As we, we, as we make our journey uh, our growth journey through north america, we will continue to recruit people from North America to deliver in specialist markets. So there will be more appointments later this year. But, brian, if you want to add anything on Greg's appointment, please feel free to jump in.
Speaker 5:Yeah, no thanks, jeff, kind of first order of business. You know, once I was appointed to, my role was getting you know an industry professional with some experience in that off-road space. So I mean, we had some great interviews and you know, jeff Dan, our COO, and myself sat as a panel on those interviews and Greg really stood out to us. And Greg really stood out to us. He has big brand experience in the off-road space. But what also stood out is Greg is a self-proclaimed motorhead. He lives it, breathes it.
Speaker 5:He is our demographic and that checked a huge box, you know, for all of us. So you know he started mid-February. Greg and I are pounding the pavement a little bit, so to speak. We are walking some key events in that off-road overland. You know Jeep, you know those types of events. So we were out in Utah at Matt's Off-Road Games last month. Greg's actually back in Florida at Daytona Beach for Jeep Beach right now. Next month we're at the Overland Expo West out in Arizona. And then you know Offroad Expo, trad Expo coming up later in the year.
Speaker 5:So, you know, really trying to be strategic with our approach and understand these segments of the market and the different types of consumers and, you know, tailor our great product line to the needs of those customers. So Greg's been instrumental in helping that and we lean on his experience every day. I mean and state, greg and I are tasked with building out a wholesale distributor network really to make Warrior Winches more readily available for off-road enthusiasts or overland enthusiasts. So, um, it's a, it's a long journey, it's um, but it's one that I know we're up for. Um, so, yeah, excited to have Greg on board and, uh, for what it's worth, he's, he's based out of the Atlanta area. Um, yeah, great guy. Happy to have him on.
Speaker 2:Awesome. Well, I was going to say this. You know another thing that I like so much about Bimson Power and Warrior Wedge when I saw it and used the product, was when I first hit the market. Jeff and Brian, I can tell you I had so many people saying, hey, why should I try you? And I said, hey, you've been in this market waving your hands for the longest, saying hey, I wish somebody was here with a great value and an outstanding product. And here I am, shouting from the mountaintops, I'm trying to help you. And I felt the same way about Warrior Winch. After trying the product, I was like man, people see the results of this, people try the product. They're going to be like. This is what we've been crying about for years and been wanting. It's just getting in their hands and letting them see the the, just the overwhelming ability of the product. So in saying that, dj, I'll give you the next one you can ask about what's happening here.
Speaker 1:Yeah, or we could take a break. It's up to you.
Speaker 2:Yeah, that's a good idea.
Speaker 1:Yeah, because let's take a fast break and let our listeners catch up with some of the information, and we'll be right back folks.
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Speaker 1:You have been listening to the Towe Professional On the Go Podcast Every week. We do our best to bring you new informative information like this one right now. It's a great one. We're available on Spotify, itunes, pandora, stitcher, iheartmedia, amazon or wherever you get your podcasts. So, without further ado, darren, let me bring it back to you and you can ask a little bit about the marketing.
Speaker 2:Yeah. So what I want to do is I want to let our listeners know what industry events they can look for. I know they just saw you in Florida and I'm sure you guys got more coming up throughout this year, so tell us some about the events that you've been. I know you just covered some of them for the off-road side of the products, but tell us about some of the towing industry events you guys will be attending.
Speaker 6:I'll let Brian give you the detail on that. I'll just open with saying that, yeah, I mean we were all at Florida. It's a fantastic event. Good to catch up with you guys as well. Uh, I really like florida because we meet more of the actual guys. We're driving the trucks, um, and you know it's a long way for me to come from the uk, but it's worth every minute and every dollar that we spend to get there to hear about the industry right from the guys who are doing the job, because you know those are the guys that we want to try and create the right product for, with the right service, and try and try and look after. So, for everybody that came and saw us in florida, thank you very much. It was much appreciated. Uh, we'll be around again later this year and brian will give you a bit of an idea. The other events where you can catch up with us and have a chat yeah.
Speaker 5:So I mean, um, sorry to cut you off, darren, but uh, you know, since warriors come to north america, we've been consistently participating in a variety of toe shows, right, and I mean, I've been in some organizations where we'll kind of dip our toe in, um, you know, to a show, see if it's a good fit or not, and the question of, you know, return on investment always comes up. But for Warrior we like, for us, what's important is being embedded into that marketplace, that community, and we're in it for the long haul. When it comes to towing and recovery, you know, as you know, we donate 1% of our online sales at warriorwinchescom to the Survivor Fund in partnership with the International Towing Museum. You know, happy to do that each year. And, as Jeff just touched on, you know, we had our whole team down in Orlando for the Florida Tow Show, which is kind of a unique show for me and Jeff also touched on it, and what our team loves about it is that feedback from the end user.
Speaker 5:You don't you don't always have that in an industry show. You might have buyers or, or different, you know, types of of booth traffic, but when you have end users, owner operators, that use that winch your product to earn their living. I mean, the feedback we get is tremendous and I'll tell you what. What's special about Warrior and we'll get into it in a little bit with some of our custom winch and our new product development. But that feedback from our end user goes right into our new product development stream and you'll see some of our our arm attack rope has come out specifically from that feedback. We received um, I believe, at the tennessee toe show last year. So I mean, you're not, you're not wasting your breath on us. Always stop by our booth and and make sure you give us some honest feedback and I I can tell you firsthand it's typically honest um good, bad and other. So I mean we welcome all of it.
Speaker 5:And uh, there's growth opportunities, you know, for our brand and our, for our product, um. So you know, next up we're we're gonna have our team in in fort worth for the texas tow expo, uh in june, and then the other big um show in the towing industry will be uh in baltimore, um in november for the american towman expo. So that'll be, that'll be a big one for us. We'll have a larger format booth um some really cool new products we've been working on to come by and uh and see the booth either in in texas or in baltimore.
Speaker 5:Um, you know, outside of of the towing and recovery type events, we also we're planning on going back to the SEMI show in November in Vegas Large booth. We're working with, you know, some, some booth designers to really make a splash and enhance our presence at the show and really excited to share more, you know, with our customer base as that, you know, plan kind of firms up, but it's going to be a big year. It's, you know, a big investment budgeted for the events but we really believe in it and being out in front of our end users. So, yeah, it's going to be an exciting year.
Speaker 2:Man, that's fantastic. And I tell, tell you, brian, you know that the biggest thing, like you said there, um, that I keyed on was taking the feedback from the end users. There's so many companies out there that have been there for many, many, many years and I say I call them just the old american term, I call them fat cats. They've got fat being out there in the market. They've got used to the people buying from them. They hear some of the feedback and they just let it blow on by and say, hey, they're going to buy anyway Our name's in the market. And that's what's so exciting about a company like yourself, because that's where you see the passion, the devotion for not only putting a good product out there but that it be safe that it be there when they need it. And that's what excites me about it, because you guys take every bit of that information. You turn around, look at the product and see it's been fed right into it.
Speaker 1:Hey Brian, let me ask another one. I know our listeners are always wanting to know what some of the marketing updates for Warrior yeah, absolutely, listeners are always wanting to know what's some of the marketing updates for warrior.
Speaker 5:Yeah, absolutely. So you know, joined uh, joined the team, as I said, uh, earlier this year, kind of mid january, um, and, as you know, vp of sales and marketing. You know there's a couple different aspects of my job and, uh, marketing's a huge component of it. And when I met with the team over in the UK pleasantly surprised with, you know, some of the great work and initiatives that were well underway and already ongoing. And I mean we have a fantastic team in the UK to support our business here in North America. So I mean there was a full brand refresh for our Warrior lineup, which was to me I didn't find our brand tired, so it was really forward thinking and proactive. So kudos to the team.
Speaker 5:And then that brand refresh is highlighted on our brand new website, warriorwinchescom. You'll notice in the last month it's been totally revamped. Great experience with that end user at mind. So you know whether you're looking for a winch by vehicle or by application or by range, whatever it may be, it's going to be an easy, you know, we hope, enjoyable experience for you, kind of perusing our brand new website and then really, if you think big picture, you know for marketing this year in North America, like a huge goal for us is driving brand awareness, you know. So we're in the process of finalizing our strategy for our fiscal year, which starts May 1 here, so it's coming up. But a huge component for us is going to be, you know, content creation which we're going to share on our social media channels and ultimately grow that warrior community and get our brand and our product out in front of you know, our target market.
Speaker 1:Fantastic, that'll be good, darren let me hand it over to you.
Speaker 2:Fantastic. That'll be good, darren. Let me hand it over to you All, right.
Speaker 6:Well, the next question I want to ask for either one of you, gentlemen because I know the listeners are biting at the bit here is tell us about some of the new products from Warrior. Well, I think the big one that you showed in the back cover of the magazine is our Armatech brand.
Speaker 6:So Armatech is basically our accessory brand of warrior winches. At the moment, the main product in there is our Armatech synthetic winch rope. So we have two types a standard and Armatech Extreme, and we believe, particularly for the towing market, that is a real game-changing solution. Again, as Brian said, and we've talked about, that rope was designed based on customer feedback about the concerns, the lack of trust really in synthetic rope, which I fully understand in the towing industry. So we have a rope that is stronger than steel for the same diameter, but we take on board feedback and put a really customized sheath around the rope itself. So basically, our rope is encased in a protective layer and we know that that sort of abrasion resistance is really important for the you know, on the tow trucks, because it's not always a straightforward pull on a tow truck, we understand that.
Speaker 6:So, yeah, there's the Armitage. It's not always a straightforward pull on a tow truck, we understand that. So, yeah, there's the Armatech and within that range we will be widening that to a much more extensive range of products, including sort of tie-down straps and various other sort of recovery equipment. So for the listeners, just keep an eye on our website, Keep an eye on our social media channels. When the wider range of accessories comes out, which will probably be late summer, we will let everybody know and we believe those are great accessories for towing and basically across all industries. Do you want to take over, Brian, on any other up-and-coming which range?
Speaker 5:Yeah, honestly like even just to continue to expand on the Armatech Extreme. It was the product that garnered the most attention in the booth at the tow show and I wouldn't have guessed that kind of going into the event. So that was really exciting for me to see how the towing industry is is receiving the idea of the synthetic rope, and I mean obviously the hook is, it's 70 stronger while weighing six times less. Huge safety component right, you avoid the whiplash um danger that you can have with with steel cable. Um, and I mean our new industrial versions of these ropes are are really cool. Um, three-eighths in diameter, uh comes in either 50 foot, 100 foot or 150 foot length um, and then each rope includes an industrial grade swivel hook and the max breaking load of these ropes is nearly 19 000 pounds. So I mean they're, they're ready for whatever job you have out there and uh, they look great as well while doing it, um.
Speaker 5:So, yeah, really excited about the armatech extreme, um, and then I guess next up uh coming, coming soon we're teasing it on the website already is the titan range, not necessarily, uh, a towing um, you know type win more ATV, utv, and I mean these winches are incredible, starting at 2,500 pounds all the way up to a 6,000 pounder. We're going to have one of these winches featured in the new product showcase at SEMA, so really excited to get the Titan range in front of our end users the Titan range in front of our end users.
Speaker 2:Man, I tell you, this is what I really like about this is because when somebody you know a lot of these guys in the towing industry besides just towing on the side some of them circle track race, some of them drag race, some of them hunt, they got their hunting vehicles, they got their side-by-sides and so on. So once you find a product and you see that this thing works on your rotator, this thing works on your heavy, this thing works on your rollback, when you find those products there and you say, not only can it do it for some of the biggest equipment in industry, but hey, it can handle it on my ATV, I can use it to get my car on the car trailer for the races, you find that there's a home there that's got a product for everything you've got, whether it be a trailer or whether it be race car, whatever. So that's what I like about it. It makes it something that once you see the capability of it, you can outfit everything you have at the house for it around the shop.
Speaker 2:So, listeners, we're going to take a quick commercial here in a second, but before we do, I've had my ear to the grapevine in this market and you know, in this market you can't eat breakfast and make it to the parking lot without somebody knowing what you've already had. And I've been listening and I've got to ask Jeff Benson what else is new out there, Because I'm thinking there might be a couple other things you can let us in on. Another thing you can let us in on Darian, you're obviously a man of many contacts.
Speaker 6:I can't say too much at this stage. What I can say is that we have an exciting new product, pretty much developed for the touring industry. Exciting new product pretty much developed for the touring industry. It's been done in conjunction with a number of touring professionals with a huge amount of expertise. I'd say it's more than a winch, it's a solution. So we're working on a new vehicle solution that includes a winch and hopefully we'll be able to give you and the listeners a little bit more information, probably in a couple of months' time, but watch this space because we think it's a bit of a game changer.
Speaker 2:Man, I'm excited about that and I'm going to have to say I want the exclusive feature on it. Now, I'm excited about that and I'm going to have to say I want the exclusive feature on it. So, when this thing hits, we're going to do a big splash on it, big spread. We'll let our listeners read it in here. And, guys, let me tell you, as you know, tell professionals where you go to find out the latest and greatest in the industry, what things will work for your business. And let me tell you I'm excited just hearing this. I know putting that ear up against the uh, the grapevine and give me some news out of it. But, uh, this is going to be huge and I'm excited. Well, listeners, you can stay there and suspense, suspense, just like me. We're going to take a quick commercial here from our great sponsors and we'll be right back.
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Speaker 1:Welcome back listeners. You know you're listening to the number one podcast for towing and professional people. It's called the Tow Professional On-The-Go Podcast and remember to like, review and share everywhere. We can't thank you enough for building up our audience. If you want to hear another industry expert, like right now, by all means call our hotline number here in the podcast center 706-409-5603. And I know what I want to ask. I want to know about custom wenches and a little bit more about what's happening at Warrior.
Speaker 6:I'll just jump in and then again I'll let you add your comments. Brian, yeah, a little bit. Like you know, before the break where we talked about this new product, we believe one of the one of our major advantages as a, as a brand, is our ability to custom design winches. We can basically take existing winches and make modifications to them within weeks, and we can develop a concept and prototypes also within weeks to just, you know, one or two months. So we have a very open mind. We believe our job is to provide a solution to the customer. You know we're not talking we can't do it for one winch or two winches but we're not also talking like some of the competitors, of huge volumes. You know, we just need to know that there is a demand for a product, um, uh, that it's going to be a fairly regular demand, and we are always willing and able to make modifications, adjustments, design improvements based on the customer's feedback, as long as they're willing to work with us on that and then maybe do some testing.
Speaker 6:We know we've got four or five things in the pipeline that basically have just been refused by the other manufacturers out there. It's too much effort, too much time. They don't have the agility to change design like we do. So we believe it's a major, probably our superpower. So, if there are people out there who've got the satisfied basically accepting a less than optimal solution and getting in touch, we may well be able to offer you a better solution. We may well be able to make something that's better than the compromise that you're having to make. So, please, yeah, that's just something to make people aware. As I said, we're not going to do it for one winch on one truck, but we're not talking huge, multiple, multi hundreds of units volumes either. So, yeah, if you've got a problem out there and it's not being solved properly, give us a chance. Uh, give us a call, speak to brian and we'll see what we can do.
Speaker 5:Yeah, just to build on that. You know, many people probably don't know this, but the original company was called winch Solutions for this exact reason and being able to really solve a issue. You know, a customer, you know, may have that. That is our secret sauce. And when I, you know, to go back to my decision to support your team, the agility, our manufacturing, pro and design process, I mean it's just a huge draw for me when you're selling, we have our great core lineup available. But then I also have all of these abilities, you know, kind of hanging in the wings. So there's no opportunity that we can't go hunt down, you know, and that's a good place to be for a sales team. So there's no opportunity that we can't go hunt down, you know, and that's a that's a good place to be for a sales team. So, yeah, it's definitely, definitely a strength of our organization.
Speaker 2:So awesome so awesome. Well my next question and I'm sure everybody's wondering about that. I'd opened up, asked a little about it at the show. Can you tell us about the tariff update and how that's affecting things?
Speaker 6:Yeah, I mean, it's obviously on the news every day. People are aware of it. We make no secret that our product is imported from the Far East. What can we say? We can say it's a very strange situation In truth. Do we think we're at the end of that situation? No, can we really make any decisions and start to impact our customers till we have clarity? I think again, no. So at the moment, in truth, it's just a waiting game to see if the situation settles itself.
Speaker 6:If it doesn't kind of reverse itself, I'm afraid the inevitable thing is that the cost of the products is going to go up for the american people, for the north american people. That's just a fact, not just our product, every every one of the billions of imported products from outside of the US. Hopefully that can be avoided. We'll try our best to protect our dealers and their customers and our customers. But inevitably if there's huge cost increases, I'm afraid some of those will have to be passed on. How much and when?
Speaker 6:At this moment in time we have no idea. Hopefully we can avoid it and if we can, we will. That's the commitment we make. We're not going to pass on any costs that are not genuine. It's as simple as that and the commitment is we won't pass on all the costs. We'll have to accept that we have to soak up some of them ourselves. So, in simple terms, at this time, our commitment is that, basically, if this situation does ultimately increase the cost of the winch, depending on that, we will do our best to limit how much of that is passed on ultimately to the end user. If it's possible, we'll just have to wait and see and play the waiting game ultimately to the end user, if it's possible.
Speaker 2:We'll just have to wait and see and play the waiting game. Yeah, I think you're right on it there over Target with that, jeff. I think everybody in the industry is kind of looking at this thing and going you know what? You know, let's don't say the skies fall until it actually falls. And I think you know, I think everybody in the industry is praying hey, this thing is going to be settled and figured out here pretty quickly and and I think you know our, our, our folks understand that, hey, this is, this is going to be something that affects everybody If it's something that stays in place. But, as always, it always costs more for quality product. It just so happens that before Terrace, warrior Winch has always brought top quality product at a lot less cost than others in industry, and that's one reason we champion the companies, because they've always brought such a top quality product at a low level cost. So we champion you for that.
Speaker 5:Darian, just to jump in and add one comment to Jeff's statement. There is, our team is working so hard to make sure there's no disruptions to our supply, meaning product is flowing, our facilities are, you know, full of winches and we're in good standing, so we're doing everything we can to make sure that that stays. Um, you know the way it is and um, we're just monitoring the situation daily and that's awesome.
Speaker 2:And let me tell you, guys, if y'all haven't had an opportunity to to meet the team out here, to get by a show and meet them, once you meet b, once you meet Graham, you meet Jeff Benson, let me tell you you see, it's like a family and you see the passion there. You can look at the products and tell the attention to detail. It's a great place to be. So I can't say enough. Before we finish anything up, I do want to say folks, if you want to know any more information about the Warrior products, make sure you stay tuned to Tow Professional Magazine. We'll be bringing updated press and feature editorial as well.
Speaker 2:As you can go directly to warriorwinchescom and that's W-A-R-R-I-O-R-W-I-N-C-H-E-S, so it's plural com WarriorWinterscom. You can find them there and let me tell you they've got every application you can think of. You can go through there and, as always, any questions, you can always reach out to the team. All the contact information is there. So before we finish up, I want to go back to Brian and Jeff and let you guys end this and circle back with any comments you might have for our listeners.
Speaker 6:I just want to add to what you've said, darren, in terms of the best way to keep up to date with what's happening with Warrior Winches new products, offers, innovations, etc is just sign up for the newsletter on warriorwinchescom. We send that out every month. It's full of useful information and I do believe you benefit from a discount code, which is always useful if you actually want to buy a product. I just want to finish off by thanking yourselves, all of you, for hosting us. We really appreciate the support that you and the towing industry in general offer warrior winches. We really enjoy working in that market. We think it's full of really great people who are doing a great service for, you know, north america uh, not without peril, and that's why we contribute to Survivor Fund. So, yeah, just appreciate you guys. We appreciate everything that everybody does in the towing industry. It's a tough place to work and we will endeavor and continue to try and make the best product at an affordable price and look after the customers the best we can.
Speaker 5:Yeah, it's hard to say anything better than that. But thank you guys for the opportunity to meet with you today and to be on the podcast, and thank you to the listeners out there. And you know, we hope we have the chance to meet you in person at one of our upcoming events. But any other feedback you have for us, don't be shy to reach out to the Warrior team. And, yeah, we'll look forward to seeing everyone soon.
Speaker 2:Guys, we want to thank you so much and, as always, I want to end with a prayer. Dear Heavenly Father, I just thank you for every one of our vendors. I thank you for the products they bring to the industry. I ask that you increase their information, their knowledge and ability to bring top quality products to the market, that you increase their wealth, their spirit, their family, their mental capacity, their physical and spiritual, for what they've done in this industry and bless their business. Dear Heavenly Father, I thank you for every one of our first responders, our towers out there. We thank you for the hearts of our first responders, our tours out there. We thank you for the hearts of our service men and women that go out there with a servant's heart and take care of our family members. And, dear Heavenly Father, I just ask you, bless them with peace, with protection, with prosperity, and fill their spirit with us in your precious name.
Speaker 4:Amen and as always, listeners.
Speaker 2:We thank you for tuning in. We thank you for being loyal to our sponsors and let me tell you, we bring folks on here in the magazine, into the publication on the podcast. We bring folks that are trusted, that we've done business with, that we work with and, like I said, I've even put them on my vehicle. And let me tell you I wouldn't go out in the woods without a Warrior Winch and once you try one, you'll want to buy more. It's that simple. I've got two of them now so I can sing the praises. Great company to do business with. And if you want any more information, just like I said, wwwwarriorwinchescom. Sign up for that newsletter and they will keep you updated on everything happening Until next time. Thank you, god bless. Tune in again you.