Strutmasters

What Strutmasters does

Strutmasters, operating legally as Suspension Experts, LLC, is a North Carolina-based e-commerce retailer and wholesaler of aftermarket automotive suspension parts, founded in 1999 and headquartered in Roxboro, NC. The company's core product is the air-to-coil suspension conversion kit, in which it was the original category creator and which it sells under the proprietary Glide Ride Technology brand, combining premium coil springs with specifically tuned gas struts to approximate factory air-ride behavior. Surrounding the conversion kit hero product, the catalog spans replacement struts (including preloaded EZ Strut assemblies), Magneride/magnetic suspension replacement kits, lift and leveling kits, control arms, camber kits, sway bars, air suspension parts and compressors, air management systems, motorcycle suspension kits, and trailer hitches and towing accessories, with selective resale of established brands such as AccuAir, Air Lift, B&W, Warn, ReadyLift, Fox, and Viair.

The business operates a direct-to-consumer e-commerce storefront at strutmasters.com that lets buyers self-select parts via a vehicle make/model/year selector, supplemented by phone-based sales staffed by ASE-certified Master Technicians and a comprehensive video and step-by-step installation guide library that supports DIY installation. A second, self-service wholesale channel, the Jobber/Dealer Program, has accumulated over 3,500 dealer applications, with no minimum order quantities, no sales-rep gatekeeping, and instant account access. Pricing is unit-based and one-time across the catalog, with no subscription or recurring component; conversion kits range $269-$1,929, replacement struts $89-$169, magnetic shocks $559-$1,789, and air management systems $197-$6,999. Revenue is not disclosed, and the company is privately held with no reported funding rounds, acquisitions, or institutional ownership.

Name

Strutmasters

Legal name

Suspension Experts, LLC

Website

https://strutmasters.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Strutmasters is a North Carolina-based e-commerce retailer and wholesaler of aftermarket automotive suspension parts, specializing in air-to-coil conversion kits, replacement struts, Magneride kits, and related components, serving individual DIY vehicle owners and auto repair shops since 1999.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Suspension Parts

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330)

akta.pro primary industry

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

akta.pro secondary industry

Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)

Keywords

• Air suspension conversion kits
• Automotive suspension parts
• Coil spring replacement
• Air to coil conversion
• Vehicle suspension kits

Headquarters

HQ city

Roxboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of suspension parts through their e-commerce website. Products include conversion kits, replacement struts, magnetic shocks, control arms, and related components. Customers purchase online and products ship directly to them or to installers.
2. Wholesale/Dealer Channel: B2B sales to auto repair shops and dealers through their wholesale/jobber program. Dealers access wholesale pricing through a self-service portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Strutmasters designs, manufactures, and sells air-to-coil suspension conversion kits under its proprietary Glide Ride Technology, replacing failing factory air ride systems with passive coil spring and gas strut assemblies. The company also offers replacement struts, magnetic (Magneride) shock replacements, motorcycle air ride kits, lift and leveling kits, control arms, camber kits, air management systems, compressors, and trailer hitches/towing components for both DIY consumers and wholesale auto repair dealers in the United States.

Product overview

Strutmasters is a direct-to-consumer automotive suspension parts retailer and wholesaler offering a comprehensive portfolio of suspension solutions. The company's core products include Air Suspension Conversion Kits that convert failing factory air ride systems to passive coil spring suspension, Replacement Struts (EZ Strut assemblies), Magnetic Shocks & Struts for Magneride systems, and Motorcycle Suspension kits. Supporting products include Lift & Leveling Kits (ReadyLift, Air Lift brands), Control Arms, Camber Kits, Air Suspension Parts, Air Suspension Compressors, Air Management Systems (AccuAir, Viair), and Trailer Hitches & Towing Equipment (B&W Hitches, Warn). The company differentiates through proprietary Glide Ride Technology in their conversion kits and positions themselves as 'The Original' conversion kit manufacturer since 1999. They operate both direct-to-consumer e-commerce and a wholesale/jobber dealer program.

Differentiator

Problem solved

Functional benefit

Products and services

• Air Suspension Conversion Kits Vehicle-specific kits that convert failing factory air ride suspension to passive coil-spring and gas-strut suspension, including all parts required for DIY or professional installation and priced $269–$1,929.
• Replacement Struts Complete loaded strut assemblies preloaded with springs and mounts, ready to bolt in, designed to restore original ride quality and handling. Priced $89–$169 per assembly.
• Magnetic Shocks & Struts (Magneride) Replacement kits for failing electronic Magneride/magnetic suspension systems, converting them to passive magnetic shock components so the vehicle no longer requires electronics or recalibration. Priced $559–$1,789.
• Motorcycle Suspension Air ride suspension kits and components for motorcycles, including Ultimate Ride Kits, basic kits, compressors, controllers, and air springs for Harley-Davidson, Indian, Honda, Kawasaki, Suzuki, and other brands.
• Lift & Leveling Kits Suspension lift and leveling kits for trucks and SUVs, including spacers, mounts, coil springs, torsion keys, and new struts from ReadyLift and Air Lift. Priced $180–$949.
• Control Arms Upper and lower control arms with ball joint assemblies for vehicle applications including Tesla Model S/X, Chevrolet Silverado, GMC Yukon, Cadillac Escalade, Ford Expedition, and Mercedes-Benz models.
• Camber Kits Wheel alignment adjustment kits with cam bolts and hardware for proper wheel positioning, sold per wheel for specific vehicle applications. Priced $39–$129.
• Air Suspension Parts Replacement air spring suspension components including air springs, air bags, and related parts from Air Lift and SmartRide, intended to maintain existing air suspension systems rather than convert them.
• Air Suspension Compressors Air compressors and load controller systems for air suspension applications, including vehicle-specific compressors for Ford, Lincoln, Mercedes-Benz, Land Rover, Jaguar, Audi, and other brands.
• Air Management Systems Complete air suspension management kits including compressors, air tanks, electronic control units, and manifolds from AccuAir and Viair for managing air ride systems. Priced $197–$6,999.
• Trailer Hitches & Towing Equipment Trailer hitches, fifth wheel hitches, ball mounts, and towing accessories from B&W Hitches, plus recovery equipment including Warn winches. Priced $11–$1,699.

Quantifiable outcome

• 250,000+ conversion kits sold and on the road
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor.

• Arnott CyclesminorChannel Partner/ Reseller/ DistributorArnott Cycles branded motorcycle suspension products sold through Strutmasters, including fork cartridge sets and related components.
• AccuAirminorChannel Partner/ Reseller/ DistributorAccuAir air suspension management systems (manifolds, controllers, tanks, complete packages) sold through Strutmasters.
• Air LiftminorChannel Partner/ Reseller/ DistributorAir Lift load leveling kits, air springs, and compressors sold through Strutmasters.
• B&W Trailer HitchesminorChannel Partner/ Reseller/ DistributorB&W Trailer Hitches products including draw bars, fifth wheel hitches, and ball mounts sold through Strutmasters.
• WarnminorChannel Partner/ Reseller/ DistributorWarn winches and towing accessories sold through Strutmasters.
• ReadyLiftminorChannel Partner/ Reseller/ DistributorReadyLift leveling and lift kits sold through Strutmasters.
• Fox FactoryminorChannel Partner/ Reseller/ DistributorFox shocks brand products sold through Strutmasters.
• ViairminorChannel Partner/ Reseller/ DistributorViair air compressors for suspension systems sold through Strutmasters.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arnott Air Suspension: Arnott is a direct competitor specializing in aftermarket air suspension replacement components (air springs, struts, compressors) for the same luxury vehicle set Strutmasters targets. Both compete for the same end-customer replacing failed OEM air ride, though Arnott focuses on air-spring replacement while Strutmasters pioneered the air-to-coil conversion alternative.
• Air Lift Company: Air Lift is a leading manufacturer of air springs, load-leveling kits, and on-board air compressor systems — categories Strutmasters distributes alongside its own conversion kits. They overlap on truck/SUV load support and air management products that Strutmasters resells while also serving as a supplier relationship.
• Unity Automotive: Unity Automotive manufactures replacement air suspension parts (air springs, struts, compressors) targeting the same Mercedes, BMW, Cadillac, Lincoln, and Land Rover applications as Strutmasters. Direct overlap in the "aftermarket alternative to dealer air suspension repair" value proposition.
• Suncore Industries: Suncore is a direct competitor in the air-to-coil suspension conversion kit space and remanufactured air suspension components, overlapping Strutmasters' core conversion-kit business and competing on the same DIY and dealer channels.
• BuyAutoParts.com: BuyAutoParts.com is a major DTC e-commerce auto parts retailer offering replacement suspension, air suspension, and steering components with vehicle-specific fitment. Operates in the same online aftermarket category as Strutmasters with overlapping SKUs and DIY customer base.
• RockAuto: RockAuto is a long-established online auto parts retailer offering suspension components, struts, and air suspension parts across a comprehensive vehicle catalog. Direct DTC competitor for the DIY mechanic customer Strutmasters targets, with broader catalog scale.

Broad incumbents

• KYB (Kayaba Industry): KYB is a global OEM and aftermarket manufacturer of shocks and struts across nearly all vehicle platforms. While not focused on air-to-coil conversion kits, they compete directly with Strutmasters' replacement strut business and dominate the broader strut assembly category.
• Fox Factory: Fox Factory is a broad incumbent in performance suspension manufacturing, owning brands like Fox, ReadyLift, and BDS Suspension that overlap with Strutmasters' lift/leveling kit and shock product lines. They are simultaneously a Strutmasters distribution partner and a broader competitor across performance suspension.
• Summit Racing Equipment: Summit Racing is a large online and catalog retailer of performance and replacement auto parts including suspension components, lift kits, and shocks. Broad incumbent in the aftermarket auto parts e-commerce space with overlapping product categories and DIY/enthusiast customer base.

Emerging players

• AccuAir Suspension: AccuAir manufactures high-end air suspension management systems (controllers, manifolds, tanks) that Strutmasters distributes. While smaller and more niche than Strutmasters' core conversion business, AccuAir represents the premium air-management alternative to Strutmasters' coil conversion, serving the same custom-vehicle enthusiast segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/strutmasters
• YouTubeyoutube.com/c/strutmasters
• Facebookfacebook.com/StrutmastersSuspensionExperts
• Instagraminstagram.com/strutmasters
• TikToktiktok.com/@strutmasters
• LinkedInlinkedin.com/company/strutmasters-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Strutmasters