What Hot Shot's Secret does

Hot Shot's Secret is a high-performance lubricant and fuel additive brand operating under parent company Lubrication Specialties Inc. Founded in 2004 and headquartered in Mt. Gilead, Ohio, the company develops and sells over 50 chemical SKUs targeting diesel pickup trucks, semi-trucks, construction equipment, agricultural machinery, gasoline vehicles, RVs, marine applications, motorcycles, racing vehicles, and outdoor/seasonal equipment. Distribution operates across four complementary channels: direct-to-consumer e-commerce via hotshotsecret.com, an authorized dealer network spanning thousands of retail locations (accessed through hssdealerportal.com), the Amazon marketplace with global scope, and a physical retail storefront at the corporate headquarters.

The product portfolio is anchored by the Original Stiction Eliminator, a flagship fuel additive documented to remove 50 percent more stiction than the leading competitor, and is built around two proprietary technical pillars: FR3 Nano Technology (a patented nano-carbon additive that fills microscopic engine crevices for friction reduction, deployed across Tick Fix + Protect, FR3 Friction Reducer, and other SKUs) and LX4 Lubricity Extreme (delivering up to 56 percent diesel fuel lubricity gains per ASTM D-6079 to protect CP4 fuel pumps in ULSD environments). Recent product launches include Tick Fix + Protect Advanced Oil Enhancer (January 2026) targeting valvetrain noise and lifter malfunction in stop/start and hybrid systems, and Green Diamond ULV ATF (April 2026), an ultra-low viscosity transmission fluid meeting Ford MERCON ULV, GM DEXRON ULV, and Mercedes-Benz MB 236.17 specifications. Portfolio extension includes the 2014 acquisition of Frantz Filters, adding bypass oil filtration hardware to the chemistry business.

Commercial operations follow a horizontal segmentation model with primary revenue concentration in diesel and gasoline vehicle owners, supported by secondary verticals in RV, racing, and outdoor equipment. Unit pricing ranges from $6.99 to $519.99 with case-quantity discounts, complemented by 10 percent military/first responder/CDL pricing programs and platform-targeted bundles (Powerstroke, Cummins, Duramax, Gasser). The go-to-market motion is direct-to-consumer-led with channel partner support, underpinned by a content-heavy marketing stack (SEO-optimized blog, social channels, an email newsletter, and the Steve Sommers Overnight Drive radio show) and motorsports sponsorships including a three-year National Tractor Pullers Association deal for 2026-2028 and ongoing Pro Pulling League Title Sponsorship.

Name

Hot Shot's Secret

Legal name

Hot Shot's Secret

Website

https://hotshotsecret.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Hot Shot's Secret, founded in 2004 and owned by Lubrication Specialties Inc., develops 50+ high-performance fuel and oil additives using patented FR3 Nano Technology. It serves diesel trucks, gasoline vehicles, semis, RVs, racing, agriculture, and construction customers through e-commerce, authorized dealers, and Amazon.

Ownership category

akta.pro rank

Product category

Automotive Lubricants and Additives

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Petroleum and Coal Products Manufacturing (324)

SIC

Miscellaneous Chemical Products (2890), Industrial Organic Chemicals (2860)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industries

Fuel Additives & Lubricant Additives (IMAEAMAL), Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF), Gear Oils & Transmission Fluids (IMAEAMAE), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Fuel additives
• Oil additives
• Diesel treatments
• Automotive lubricants
• Engine protection chemicals

Headquarters

HQ city

Mount Gilead

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of fuel additives, oil additives, engine oils, transmission fluids, and related chemical products through the company's e-commerce platform and authorized dealer network. Products sold in various sizes from small 4oz bottles to 55-gallon containers.
2. Dealer/Retail Distribution: Wholesale distribution through authorized dealers and retailers. Products also available through Amazon marketplace and company dealer portal (hssdealerportal.com).
3. Over 50 Product SKUs: Company offers over 50 high-performance chemical products for automotive and related markets, spanning fuel additives, oil additives, gear oils, transmission fluids, antifreeze, and specialty products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hot Shot's Secret manufactures and sells high-performance fuel additives, oil additives, engine oils, transmission fluids, gear oils, hydraulic fluids, greases, and specialty lubricants for diesel and gasoline vehicles, racing, agriculture, construction, marine, and outdoor power equipment markets. The company offers over 50 chemical product SKUs, anchored by its Original Stiction Eliminator flagship, with proprietary technologies including patented FR3 Nano-carbon and LX4 Lubricity Extreme formulations. Products are sold directly through the company's e-commerce site, an authorized dealer network spanning thousands of retailers, and Amazon.

Product overview

Hot Shot's Secret is a high-performance lubricant and additive brand with over 50 products for automotive, diesel, and related markets. The company was founded in 2004 and grew rapidly around its Original Stiction Eliminator flagship product. The portfolio centers on protective fuel and oil additives with patented nano-carbon technology (FR3) and Group V high-performance esters. Core products include Stiction Eliminator (removes sticky oil deposits), Diesel Extreme (deep-clean diesel treatment), Everyday Diesel Treatment (multi-function daily additive), LX4 Lubricity Extreme (fuel system protection for ULSD), FR3 Friction Reducer (nano-technology wear reducer), Gasoline Extreme (fuel system cleaner), and Shift Restore (transmission treatment). The product line extends to engine oils (Black Diamond/Green Diamond synthetic oils), racing fluids (Adrenaline line), RV products, gear oils, transmission fluids, hydraulic fluids, greases, antifreeze, and specialized products like gun oils and corrosion inhibitors. Product bundles target specific vehicle platforms (Powerstroke, Cummins, Duramax, Gasoline). The company serves diverse markets including diesel, semis, gasoline, construction, agriculture, motorcycle, RV, racing, marine, and outdoor. Notable sponsorship includes National Tractor Pullers Association (2026-2028) and Pro Pulling League.

Differentiator

Problem solved

Functional benefit

Brands

• Green Diamond: Ultra-low viscosity automatic transmission fluid product line including Green Diamond ULV ATF and Green Diamond Fleet Engine Oil.
• FR3 Nano Technology
• Tick Fix + Protect
• Premium DEFender
• Adrenaline Racing
• Frantz Filters
• National Tractor Pullers Association Partnership

Products and services

• Original Stiction Eliminator Flagship fuel additive that removes stiction (sticky oil varnish deposits) from engine components, restoring power and performance in diesel and gasoline engines. Targeted at diesel pickup and heavy-duty diesel owners experiencing injector, bearing, turbo, and engine component issues.
• Diesel Extreme Deep-clean diesel fuel additive that removes water, bacteria, and sludge while cleaning the entire fuel system from tank to injectors. Boosts cetane and can reduce DPF regen cycles by up to 83%. For diesel pickup, semi, and fleet operators.
• Everyday Diesel Treatment (EDT) Multi-function diesel fuel additive providing cetane boost, water demulsification, rust and corrosion inhibition, injector cleaning, and fuel stabilization with LX4 Lubricity Extreme for daily-use diesel vehicles.
• Diesel Winter Anti-Gel Winter diesel fuel additive that lowers cold filter plugging point (CFPP), prevents fuel gelling, and protects fuel lines and filters. Guaranteed -65°F pour point when added to diesel fuel. Available in sizes from 4oz ($6.99) up to 5-gallon ($439.99).
• EDT+ Winter Defense 7-in-1 diesel treatment combining Everyday Diesel Treatment functionality with anti-gel protection for cold-weather operation. Prevents fuel gelling and icing while enhancing cetane.
• LX4 Lubricity Extreme Premium lubricity additive for Ultra-Low Sulfur Diesel (ULSD) and gasoline. Contains the highest level of lubricity performance on the market, protecting fuel pumps and injectors. Increases fuel lubricity up to 56% per ASTM D-6079 testing. Priced at $519.99 per quart.
• FR3 Friction Reducer Patented nano-carbon technology additive that fills microscopic crevices in engine components, reducing friction, lowering engine wear, and increasing fuel economy and horsepower.
• Gasoline Extreme Complete fuel system cleaner for gasoline engines. Boosts fuel economy, restores power, smooths rough idling. Cleans fuel injectors, pistons, pumps, and valves.
• Shift Restore (Transmission Stiction Eliminator) Transmission additive that dissolves harmful deposits, eases shifting issues, reduces operating temperatures, and extends transmission life by addressing transmission stiction.
• Premium DEFender Diesel Exhaust Fluid (DEF) additive for diesel emissions systems. Cleans, protects, and enhances diesel emissions systems.
• Tick Fix + Protect Advanced Oil Enhancer Advanced oil enhancer with FR3 Nano Technology designed for gas-powered vehicles with stop/start systems, Displacement-on-Demand, and hybrid technology. Addresses valvetrain noise and hydraulic lifter malfunction. Priced at $19.99 MSRP.
• Green Diamond ULV Automatic Transmission Fluid Ultra-low viscosity automatic transmission fluid for Ford and GM 10-speed transmissions, select European models, and other ULV-specification applications. Formulated with 100% Group III fully synthetic base oils and advanced additives. Available in 1-, 5-, and 55-gallon containers.
• Black Diamond / Green Diamond Engine Oils Full synthetic engine oils designed for diesel and gasoline engines, including Blue Diamond PAO oil and fleet engine oils. Engineered for modern engine protection.
• Adrenaline Racing Products Advanced racing formulas including gear oil, engine oils, and transmission fluids that reduce wear, lower operating temperatures, and boost performance under extreme conditions.
• Frantz Bypass Filters Premium bypass oil filter systems filtering 10x finer than OEM filters (down to 2 microns) with 4.5 inch depth of filtration. Removes wear metals and dirt while keeping oil cooler and removing moisture.
• Nano Precision CLP Gun Oil Cleaner, lubricant, and protectant in one formula for firearms. Reduces friction and increases lifespan of guns.
• Never Rust Anti-Corrosion Lubricant Deep-penetrating anti-corrosion formula with extreme-pressure anti-wear additives for rust and corrosion protection of tools, parts, machinery, and lawn equipment.
• Diesel Winter Rescue Emergency fuel additive for situations where fuel or fuel filters have already frozen. Provides quick thawing and restoration of fuel flow.
• Premium RV Products Complete line of fuel additives and treatments specifically formulated for RV applications including both diesel and gasoline RVs. Promoted with 15% off seasonal pricing for camping season.
• Gear Oil Transmission and gear lubricants for automotive, commercial, and industrial applications.
• Transmission Fluids Automatic and manual transmission fluids for various vehicle applications.
• Gold Diamond Select Premium Universal Tractor Transmission Hydraulic Fluid Universal tractor transmission hydraulic fluid for agricultural and construction equipment requiring hydraulic system protection.
• 7000 Series EP Grease Extreme pressure grease for heavy-duty applications requiring superior lubrication and wear protection.
• Spray Lubricants Aerosol and spray lubricants for various maintenance applications.
• Antifreeze/Coolant Engine coolant products including heavy-duty ultra-long-life coolants for diesel applications.
• Vehicle Platform Product Bundles Curated product bundles targeting specific vehicle platforms including Bulletproof Your Powerstroke, Cummins Cleanout Pack, Duramax Deep Clean, Gasser Deep Clean, Cummins Performance Pack, Gas Powered Gift Set, and Diesel Powered Gift Set. Each bundle combines multiple additives for comprehensive engine treatment (e.g., Gasser Deep Clean at $94.01 includes Gasoline Extreme, Stiction Eliminator, FR3 Friction Reducer, and Shift Restore).

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered flagship.

• National Tractor Pullers Association (NTPA)flagshipGTM or Marketing Partner · 12 March 2026Three-year sponsorship deal (2026-2028) making Hot Shot's Secret the Official Fuel and Fuel Additive Sponsor, in addition to Test Hook and Full Pull Sponsor. First year as Fuel Circuit Sponsor after returning as Circuit Sponsor for seven consecutive years. Grand National Season kicks off March 13-14 in Zellwood, Florida.
• Pro Pulling LeagueflagshipGTM or Marketing PartnerTitle Sponsor plus Official Oil, Fuel and Additives of Pro Pulling League. Lab formulated, track proven positioning.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Red Line Synthetic Oil: Direct peer: specialty synthetic motor oils, gear oils, and additives marketed to motorsports and performance enthusiasts. Comparable premium-positioning strategy and motorsports-affiliated GTM mirroring Hot Shot's Secret Adrenaline Racing and tractor-pull sponsorships.
• Amsoil: Direct peer: independent synthetic lubricant brand with a strong dealer-network GTM, racing pedigree, and broad additive and engine-oil portfolio. Comparable channel mix (DTC + dealer network) and technology emphasis (Group IV/V synthetics, additives) to Hot Shot's Secret.
• Royal Purple (Calumet): Direct peer: specialty synthetic motor oils, gear oils, and additives marketed to performance/diesel enthusiasts through DTC, dealers, and motorsports channels. Comparable product positioning on premium synthetics and high-performance additives versus Hot Shot's Secret Black/Green Diamond and Adrenaline lines.
• Lucas Oil Products: Direct peer: independently-owned specialty lubricants and additives brand with deep motorsports sponsorship heritage, multi-channel DTC + dealer distribution, and a comparable product breadth spanning fuel/oil additives, engine oils, gear oils, and grease. Closest head-to-head analog in scale, channel mix, and audience overlap with Hot Shot's Secret.
• BG Products: Direct peer: fuel, oil, and transmission additive/formulation brand sold primarily through service-shop and installer channels (BG-soaked program) targeting fleets and dealerships. Overlaps on additive SKUs and the fleet ROI narrative that Hot Shot's Secret is building through municipal case studies.
• Sea Foam Sales: Direct peer: specialty additive brand (gasoline/diesel fuel system cleaners and motor treatment) sold through DTC, Amazon, and a long tail of auto parts retailers. Comparable multi-channel model and enthusiast/word-of-mouth GTM with Hot Shot's Secret.
• Marvel Mystery Oil: Direct peer: legacy specialty additive brand selling fuel/oil/upper-lubricant SKUs through DTC, Amazon, and auto parts retailers. Comparable positioning in the 'one-can engine tune-up' category that overlaps Hot Shot's Secret Gasoline Extreme and Stiction Eliminator.
• Power Service Diesel Products: Direct peer: independent diesel-specialist formulator selling fuel additives, anti-gel, and cetane boosters primarily through diesel-truck dealers and fleet channels. Overlaps Hot Shot's Secret on Diesel Extreme, Everyday Diesel Treatment, and Winter Anti-Gel SKUs and on the CP4/ULSD lubricity narrative.

Broad incumbents

• Shell Rotella: Broad incumbent: heavy-duty diesel engine oils and additive product line from a major oil major with mass-market truck-stop and fleet distribution. Overlaps Hot Shot's Secret on the diesel owner/operator customer and adjacent additive chemistry, with materially larger R&D and shelf-share.
• Castrol (BP): Broad incumbent: global lubricants major with strong transmission fluid (DEXRON/MERCON-spec), engine oil, and additive portfolio sold through mass retail and shop channels. Overlaps Hot Shot's Secret in transmission fluid specifications (Green Diamond ULV ATF) and additive category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HotShotsSecret1
• YouTubeyoutube.com/c/Hotshotsecret
• Facebookfacebook.com/hotshotsecret
• Instagraminstagram.com/hotshotssecret

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Hot Shot's Secret