What Wheel Pros does

Wheel Pros, founded in 1995 and headquartered at 5670 Greenwood Plaza Blvd, Suite 400, Greenwood Village, Colorado, is a designer, manufacturer, and distributor of branded aftermarket wheels and adjacent vehicle enhancement products sold exclusively through a global dealer network. The company operates a portfolio of more than 40 owned and acquired brands including American Racing, Fuel Off-Road, KMC Wheels, Rotiform, Black Rhino, Pro Comp, Niche, XD, DUB, Asanti, American Force, and Motegi Racing, spanning price points from entry-level cast wheels (~$269 MSRP) to monoblock forged wheels ($749+ MSRP). Core manufacturing capabilities at the York, South Carolina facility encompass cast, flow formed, forged, and fusion forged aluminum construction, supplemented by third-party sourced supply for the full portfolio.

Wheel Pros monetizes through wholesale hardware sales — wheels, performance tires (AVIX, EFX), suspension components (ReadyLIFT, TeraFlex, Falcon Shocks), lighting (Morimoto), and accessories (Gorilla Auto, Smittybilt) — with no subscription or recurring revenue model. Go-to-market is anchored by an exclusive B2B dealer channel supported by a dedicated dealer portal (dl.wheelpros.com), a "Become a Dealer" application process, and direct-to-consumer website functions that route buyers to local dealers. The company is private, owned by Clearlake Capital Group, and employs 1,600+ people across North America, Australia, and 24 European countries.

Since 2015, Wheel Pros has executed a sustained buy-and-build strategy under Clearlake ownership, acquiring Colorado Components, American Force, Gorilla Automotive, ReadyLIFT, MHT Luxury Alloys, Performance Replicas, TSW Alloy Wheels, Driven Lighting Group, throtl, TeraFlex, and Transamerican Auto Parts (the last from Polaris for $135 million in 2022), while also merging with lifestyle brand Hoonigan in 2021. Active product launch cadence continued through 2026 across multiple brands, supporting the company's positioning as a multi-brand platform consolidator in the aftermarket vehicle enhancement industry.

Name

Wheel Pros

Legal name

Wheel Pros, LLC

Website

https://wheelpros.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Wheel Pros is a Clearlake Capital-backed designer, manufacturer, and distributor of branded aftermarket wheels, tires, suspension, lighting, and accessories sold through a global B2B dealer network across North America, Australia, and Europe. The company operates a portfolio of 40+ brands including American Racing, Fuel Off-Road, KMC Wheels, and Rotiform.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Wheels

NAICS

Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)

SIC

Motor Vehicle Parts & Accessories (3714), Tires & Inner Tubes (3011)

akta.pro primary industry

Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ)

akta.pro secondary industries

Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF), Tires, wheels & related supplies distribution (CRAOANAD), Tires Manufacturing (IMACAIAK)

Keywords

• Aftermarket automotive wheels
• Performance wheels distribution
• Wheel manufacturer
• Suspension lift kits
• Off-road wheels

Headquarters

HQ city

Cerritos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Aftermarket Wheel Sales: Core revenue from manufacturing and distributing branded aftermarket wheels to dealers and retailers. Products sold include cast, flow formed, and forged aluminum wheels under multiple brand names.
2. Performance Tire Sales: Distribution of performance tires including AVIX and EFX tire brands, complementing the wheel product portfolio.
3. Suspension and Accessory Sales: Sales of suspension components (ReadyLIFT, TeraFlex, Falcon Shocks), lighting (Morimoto Lighting), and automotive accessories under various brands including Hoonigan apparel.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Wheel Pros designs, manufactures, and distributes branded aftermarket automotive wheels, performance tires, suspension systems, lighting, and accessories through a portfolio of 40+ proprietary and acquired brands. The company produces cast, flow-formed, forged, and fusion-forged aluminum wheels at its domestic U.S. manufacturing facility and sells primarily through an exclusive dealer network supplemented by direct-to-consumer e-commerce.

Product overview

Wheel Pros operates as a diversified manufacturer and distributor of branded aftermarket wheels, performance tires, suspension systems, and automotive accessories through a platform-plus-brands architecture. The company owns and manages an extensive portfolio of 40+ wheel brands including American Racing, Black Rhino, Fuel Off-Road, KMC Wheels, Rotiform, Pro Comp, Niche, Motegi Racing, XD Wheels, US Mags, DUB, Gorilla Automotive, American Force, and Asanti, among others. Beyond wheels, the portfolio encompasses tire brands (AVIX, EFX), suspension brands (ReadyLIFT, TeraFlex, Falcon Shocks), lighting (Morimoto Lighting), and the merged automotive lifestyle brand Hoonigan. The company also acquired Transamerican Auto Parts (TAP) for $135 million in 2022 and the throtl e-commerce platform to enhance digital capabilities. Products serve multiple vehicle segments including off-road trucks, UTVs, high-performance street cars, classic restorations, and luxury vehicles, with global distribution across North America, Australia, and Europe.

Differentiator

Problem solved

Functional benefit

Brands

• American Racing: Aftermarket wheels for classic restorations and high-performance vehicles.
• Black Rhino
• Fuel Off-Road
• KMC Wheels
• Rotiform
• Hoonigan
• AVIX
• EFX
• ReadyLIFT
• TeraFlex
• Falcon Shocks
• Morimoto Lighting
• Gorilla Auto
• Smittybilt
• Pro Comp
• Niche Road Wheels
• Motegi Racing
• Moto Metal
• XD
• US Mags
• TSW
• Asanti
• DUB
• American Force
• MSA Offroad
• Fairway Alloys

Products and services

• American Racing Wheels Historic American wheel manufacturer producing forged and cast aftermarket wheels for classic cars, muscle cars, and high-performance vehicles, distributed to automotive dealers.
• Fuel Off-Road Wheels Premium off-road wheel manufacturer offering cast, flow-formed, and forged wheels for trucks, Jeeps, and UTVs, distributed through the Wheel Pros dealer network.
• KMC Wheels Aftermarket wheel brand offering designs for trucks, SUVs, and off-road vehicles including UTV-specific product lines, featuring both standard and beadlock wheel options.
• Rotiform Wheels European-inspired aftermarket wheel brand known for modern, stylish designs targeting performance and luxury vehicle segments.
• Black Rhino Wheels Off-road focused wheel brand producing heavy-duty aftermarket wheels for trucks and SUVs, known for rugged designs and beadlock options.
• Pro Comp Wheels Aftermarket wheels and accessories including beadlock wheels, suspension components, and off-road equipment for trucks, SUVs, and Jeeps.
• Niche Road Wheels Performance aftermarket wheels for sports cars, muscle cars, and luxury vehicles, specializing in concaved designs and forged construction.
• Motegi Racing Wheels High-performance aftermarket wheels for sports cars, muscle cars, and racing applications, distributed through the Wheel Pros dealer network.
• XD Wheels Off-road and tactical-styled aftermarket wheels for trucks and SUVs.
• US Mags Wheels Classic and custom-styled aftermarket wheels forged in the USA for vintage and modern vehicles, featuring forged and chrome options.
• DUB Wheels Luxury and custom aftermarket wheels targeting the custom car and luxury vehicle market.
• American Force Wheels Heavy-duty forged aftermarket wheels designed for lifted trucks and SUVs, known for massive sizes and durability.
• Asanti Wheels Luxury custom aftermarket wheels combining elegant designs with forged construction for high-end vehicles.
• TSW Wheels European-inspired performance aftermarket wheels for a wide range of vehicles.
• AVIX Tires UTV and off-road performance tires designed for extreme terrain conditions, distributed as part of the Wheel Pros portfolio.
• EFX Tires Off-road performance tires for UTVs, ATVs, and trucks, featuring aggressive tread patterns for mud and trail use.
• ReadyLIFT Suspension Suspension lift kits and leveling kits for trucks and SUVs providing improved ground clearance and off-road capability.
• TeraFlex Suspension & Off-Road Components Suspension and off-road components manufacturer specializing in lift kits, shocks, and drivetrain parts for Jeeps and trucks.
• Falcon Shocks Performance shock absorbers for trucks, SUVs, and off-road vehicles offering adjustable and specialized damping options.
• Morimoto Lighting Automotive lighting solutions including headlights, taillights, and accessory lights, known for high-performance LED and HID lighting products.
• Gorilla Automotive Accessories Automotive accessories including wheel locks, chrome lug nuts, and wheel care products.
• Hoonigan Automotive Lifestyle Brand Automotive lifestyle brand combining apparel, merchandise, and racing activities with Wheel Pros' product portfolio.

Quantifiable outcome

• Lightweight wheels with improved fuel efficiency through flow forming technology
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Transamerican Auto Parts (TAP)coreStrategic or Co-development Partner · 16 June 2022Wheel Pros acquired Transamerican Auto Parts (TAP) from Polaris for $135 million. TAP was sold by Polaris to allow focus on its core powersports business. The transaction included the full TAP portfolio of operations and employees.
• TeraFlexcoreStrategic or Co-development Partner · 1 April 2022Wheel Pros acquired TeraFlex, a suspension and off-road components manufacturer, to expand its aftermarket vehicle enhancement offerings. The acquisition leveraged TeraFlex's brands and product development capabilities to increase growth and market presence.
• throtlcoreStrategic or Co-development Partner · 6 January 2022Wheel Pros acquired throtl, an aftermarket e-commerce platform for automotive enthusiasts, with support from Clearlake Capital Group. The acquisition aimed to enhance Wheel Pros' digital capabilities and community engagement within the automotive aftermarket industry.
• HoonigancoreStrategic or Co-development Partner · 2 September 2021Wheel Pros merged with Hoonigan, an automotive lifestyle brand, in a transaction backed by Clearlake Capital Group. The merger aimed to expand Hoonigan's content, merchandise, and racing activities while leveraging Wheel Pros' product portfolio and distribution network. Hoonigan operates as part of the Wheel Pros portfolio.
• Driven Lighting GroupcoreStrategic or Co-development Partner · 25 August 2021Wheel Pros acquired Driven Lighting Group to expand into the automotive lighting segment. Strategic growth initiative for the company.
• UN Global CompactminorStrategic or Co-development Partner · 1 January 2018Wheel Pros is a participant member of the United Nations Global Compact since 2018, committing to transparency about corporate social responsibility practices and dedication to Environment, Labor Standards, Human Rights, and Anti-Corruption at the highest level.
• Save the Rhino InternationalminorStrategic or Co-development PartnerBlack Rhino brand, one of Wheel Pros' 40+ brands, has partnered with Save the Rhino International, committing to donate 5 South African Rand from the sale of each Black Rhino wheel to help protect black and white rhinos in South Africa.
• Science Based Targets initiative (SBTi)minorStrategic or Co-development PartnerWheel Pros participates in the Business Ambition for 1.5°C Campaign of the Science Based Targets initiative, committing to set climate mitigation targets aligned with Paris Agreement goals for net-zero emissions by 2050.
• PolarisminorStrategic or Co-development PartnerPolaris sold its Transamerican Auto Parts (TAP) business to Wheel Pros for $135 million to focus on its core powersports business. TAP transaction completed in early Q3 2022.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HRE Performance Wheels: HRE is a US-based premium aftermarket wheel manufacturer specializing in forged and carbon fiber wheels for high-end performance and luxury vehicles. Directly comparable to Wheel Pros' premium Niche and Rotiform brands in the forged wheel category.
• Enkei Corporation: Enkei is a major Japanese wheel manufacturer serving both OEM and aftermarket channels with cast and forged wheels. Direct peer to Wheel Pros in multi-process wheel manufacturing with global distribution and motorsport heritage.
• Vossen Wheels: Vossen is a US aftermarket wheel manufacturer focused on luxury, SUV, and high-end street segments with proprietary CNC manufacturing. Direct peer to Wheel Pros' premium street brands (Niche, Rotiform, DUB, Asanti) targeting luxury vehicle customization.
• BBS GmbH: BBS is a premium German aftermarket and OEM wheel manufacturer known for flow-formed and forged wheels in motorsport and luxury segments. Direct peer to Wheel Pros in aftermarket forged/flow-formed wheels with similar multi-process manufacturing capability.
• Forgeline Motorsports: Forgeline produces premium custom forged wheels primarily for motorsport, exotic, and luxury applications. Direct peer to Wheel Pros' premium forged brands (Niche, American Force, US Mags) in the high-end forged wheel category.
• Vision Wheel: Vision Wheel is a US aftermarket wheel manufacturer with a multi-brand portfolio across off-road, street, and classic segments. Comparable to Wheel Pros in multi-brand aftermarket wheel strategy serving diverse vehicle segments at various price points.
• Method Race Wheels: Method Race Wheels specializes in off-road and motorsport aftermarket wheels for trucks, SUVs, and UTVs with beadlock technology. Direct peer to Wheel Pros' Fuel Off-Road, Black Rhino, and KMC off-road brands in the off-road aftermarket segment.

Broad incumbents

• LKQ Corporation: LKQ is a major North American aftermarket auto parts distributor with extensive product breadth across collision, recycled, and specialty parts. Broader incumbent in automotive aftermarket distribution comparable to Wheel Pros' TAP distribution business.
• Genuine Parts Company (NAPA): Genuine Parts Company distributes automotive replacement parts through NAPA and other channels globally. Broader incumbent in automotive aftermarket distribution; Wheel Pros' TAP acquisition now competes in adjacent distribution categories where Genuine Parts operates.
• Polaris Inc. Polaris is a powersports OEM that sold TAP (Transamerican Auto Parts) to Wheel Pros for $135M in 2022, exiting aftermarket distribution to focus on core powersports vehicles. Comparable as a former peer in powersports/automotive aftermarket with broader OEM and parts portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC0eaotMc3IN3EcKhPOCsqVA
• Facebookfacebook.com/wheelprosusa
• Xx.com/wheelpros

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries17 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A12 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wheel Pros