Wil-Ro

What Wil-Ro does

Wil-Ro, Inc. is a specialty manufacturer of American-made work truck bodies headquartered and produced in Gallatin, Tennessee. The company builds five core product series — Skirted, Landscape, Flatbed, Platform, and Dump — encompassing roughly 17 distinct models (e.g., Patriot, Liberty, Utility, Western, Freedom, American, United Hotshot, Standard Landscape, Irrigator, City Stake) with configurable options such as gooseneck balls (up to 30K capacity), 2.5-inch receiver tubes, integrated toolboxes, stake pockets, and a proprietary removable dovetail system that converts a single chassis between landscape, flatbed, and dump configurations. Manufacturing is vertically integrated in-house, covering CAD design, plasma cutting, welding, paint finishing, and installation, and the product fits 13+ chassis brands including Ford, GM, RAM, Isuzu, Peterbilt, Volvo, International, Hino, Freightliner, and Mack.

The company sells exclusively through an authorized distributor network spanning all 50 U.S. states, with direct-sales fallback for uncovered geographies, and partners with Northpoint Commercial Finance to provide financing for distributor partners. Pricing is quote-based and not publicly disclosed. End customers span landscaping and grounds care, construction and trade professionals, agriculture and ranching, commercial fleet operators, and material transport/hotshot delivery businesses. The company highlights a lifetime craftsmanship warranty, veteran ownership under President/Owner Joshua J. Coster (acquired 2017, ex-Caterpillar/Joy Global), and a workforce pipeline via Lincoln Tech, Tennessee College of Applied Technology, and local schools.

Revenue mechanics are predominantly one-time hardware sales of mid-single-digit to low-five-figure custom truck bodies, supplemented by factory-trained installation and post-sale service. The company has no disclosed institutional funding, no public revenue figures, and a headcount in the 51-100 range.

Name

Wil-Ro

Legal name

Wil-Ro, Inc.

Website

https://wil-ro.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Wil-Ro is an American-made truck body manufacturer based in Gallatin, Tennessee, producing customizable flatbeds, landscape, skirted, platform, and dump bodies for landscaping, construction, agricultural, fleet, and material-transport operators across all 50 U.S. states via an authorized distributor network.

Ownership category

akta.pro rank

Product category

Truck Body Manufacturing

NAICS

Motor Vehicle Body and Trailer Manufacturing (33621), Truck Trailer Manufacturing (336212)

SIC

Truck & Bus Bodies (3713), Truck Trailers (3715)

akta.pro primary industry

Truck Body & Upfit Manufacturing (Box/Dump/Service/Refuse) (IMACAGAC)

akta.pro secondary industry

Truck Body & Upfitting Manufacturing (Box Bodies/Service Bodies/Cranes/Liftgates) (IMACABAI)

Keywords

• Truck body manufacturing
• Work truck bodies
• Commercial flatbeds
• Landscape truck bodies
• Dump truck bodies

Headquarters

HQ city

Gallatin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Truck Body Sales: Wil-Ro manufactures and sells American-made truck bodies including flatbed, landscape, skirted, platform, and dump series. Products are sold through a network of authorized distributors who purchase bodies for resale to end customers. Pricing is quote-based with no public pricing listed.
2. Professional Installation Services: Wil-Ro provides factory-trained experts for service and support at customer locations or at their facility, including installation and ongoing training for using Wil-Ro products.
3. Financing Partnership Revenue: Through partnership with Northpoint Commercial Finance, Wil-Ro offers exclusive financing options for distributor partners, enabling larger purchases and recurring revenue from financing arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Wil-Ro manufactures and sells American-made, purpose-built truck bodies for commercial and individual truck owners serving landscaping, construction, agriculture, and material transport applications. The product portfolio is organized into five core series (Skirted, Landscape, Flatbed, Platform, Dump) with multiple specific models, each tailored to multiple truck chassis (Ford, GM, RAM, Isuzu, Peterbilt, Volvo, International, Hino, Fuso, Mitsubishi, Freightliner, GMC, Mack). All products are backed by a lifetime craftsmanship warranty and distributed exclusively through an authorized dealer network across all 50 U.S. states.

Product overview

Wil-Ro is a manufacturer of American-made truck bodies based in Gallatin, Tennessee, producing purpose-built flatbeds and work truck beds since 1970. The product portfolio consists of five core series: Skirted Series (with integrated toolboxes), Landscape Series (for landscaping trucks with removable dovetails), Flatbed Series (standard flatbeds), Platform Series (heavy-duty flat decks), and Dump Series (dump bodies). Each series contains multiple specific models and configurations. Products feature gooseneck bodies, detachable dovetails, multiple bed sizes, built-in toolboxes, and various towing capabilities. The company distributes through an authorized distributor network across all 50 states and offers financing through Northpoint Commercial Finance. A lifetime warranty on craftsmanship backs all products.

Differentiator

Problem solved

Functional benefit

Brands

• Turtleback Trailers: Overland trailer manufacturer, separately operated subsidiary acquired by Joshua Coster in 2023

Products and services

• Skirted Series Truck Bodies A core truck body series combining rugged durability with smart storage solutions, featuring integrated toolboxes and built with expert craftsmanship for strength, organization, and efficiency. Targeted at contractors and tradespeople needing onboard tool storage with work-bed capability.
• Landscape Series Truck Bodies A core truck body series smartly engineered for dependable performance in lawn care, equipment removal, and irrigation installation, offering versatility and durability for multiple job sites. Targeted at landscape contractors, irrigation installers, and grounds maintenance businesses.
• Flatbed Series Truck Bodies A core truck body series built for the long haul, designed with forward-thinking innovation and crafted with expert precision for reliable, efficient hauling. Targeted at construction, agriculture, and general hauling users.
• Platform Series Truck Bodies A core truck body series of heavy-duty platform truck beds designed for maximum payload and versatility, engineered with heavy-duty materials and a flat deck for handling oversized equipment and bulk materials. Targeted at contractors and material haulers.
• Dump Series Truck Bodies A core dump truck body series built with reinforced steel construction and precision hydraulics for effortless dumping power and exceptional durability in harsh conditions. Targeted at landscaping, construction, and material haulage operators.
• Skirted Flatbed Flatbed with heavy-duty metal skirt beneath the truck bed creating space for two built-in storage boxes on each side, featuring 2.5-inch receiver tube and gooseneck ball for convenient hitching. Targeted at tradespeople needing storage plus flatbed hauling.
• Liberty Flatbed Combines unique design features of Skirted and Utility Flatbed, offering maximized storage space and additional bed deck space for greater functionality and efficiency. Targeted at farm, construction, and concrete companies.
• Utility Flatbed Intelligently engineered flatbed with practical body features and maximized storage options, featuring 6 built-in toolboxes and front and top-opening capabilities. Targeted at plumbers, carpenters, and construction professionals.
• Western Flatbed Features louvered style headboard, chamfered finishings, sloped rear floor for easy maneuvering, D-rings for securing equipment, stainless steel on fenders and running boards. Available in 8'6\", 9'4\", and 11'4\" lengths.
• Patriot Flatbed Sturdy craftsmanship with chamfered rear, stake pockets, 30K gooseneck ball and 2.5-inch receiver, featuring treadplate chamfered skirt and LED lights for visibility. Available in 7', 8'6\", 9'4\", 11'4\" lengths.
• Freedom Flatbed Maximum deck/platform space with optional 4-inch drop-in sides, drop-in rear gate and underbody toolbox, featuring 2.5-inch receiver hitch and 30K gooseneck ball.
• American Flatbed Budget-friendly flatbed known as the Wil-Ro workhorse, equipped with 30K gooseneck ball, 2.5-inch receiver hitch, and LED brake lighting for hauling materials for construction, lumber, plumbing, and roofing.
• United Hotshot Flatbed Lightweight, strong, no-frills flatbed for speedy shipments with modular design allowing customers to customize sections, featuring 30K max towing capacity. Targeted at material transport, hotshot delivery, and freight services.
• Standard Landscape Tried and true truck bed for landscape companies with excellent storage and accessibility, featuring headboard storage box, rake and shovel holder, water cooler holder. Available in 12', 14', 16' lengths.
• Landscape Removable Dovetail Versatile truck bed offering three bodies on a single chassis: landscape body, flatbed after removing dovetail, and dump body with Venco hoist packages. Available in 12', 14', 16' lengths.
• Distributor Landscape Ideal for transporting small construction, agriculture, golf and turf, landscaping, and forestry equipment with double break dovetail and optional powered winch. Available in 12', 14', 16' lengths.
• Irrigator Landscape Built for ground maintenance with storage boxes measuring 21-feet long and 15-feet tall for accommodating piping equipment, featuring double break dovetail with 6K capacity spring-assist ramps.
• Standard Duty Platform Basic features platform truck bed for moving materials for construction, lumber and building materials, supply, roofing, and plumbing. Floors available in smooth steel, steel treadplate, wood, ranging from 8' to 30'.
• Heavy Duty Platform Built for the heftiest tasks with form and functionality, keeping cargo secure and making transporting, loading and unloading easy, with optional Moffett/Princeton Kit fitting.
• City Stake Platform with 40-inch removable city stakes for farm and agricultural applications, providing added security for cargo during loading and transporting various materials.
• Landscape Dump Dump body for mulch, gravel, dirt, and landscaping materials, offered in multiple lengths, different floor types, and a variety of sides.
• Landscape Dump with Removable Dovetail Dump body combined with removable dovetail functionality for versatile loading and unloading capabilities.
• Turtleback Trailers (Overland Trailer Manufacturing) Overland trailer manufacturing, separately operated as a wholly-owned subsidiary of Wil-Ro acquired by the same owner in 2023. Targeted at overland/adventure trailer customers.
• Professional Installation and Training Services Factory-trained experts provide service, installation, and ongoing training for Wil-Ro products at customer locations or at the Wil-Ro facility, supporting full product lifecycle from installation to post-sale experience.
• Distributor Financing via Northpoint Commercial Finance Exclusive financing options offered to distributor partners (and corresponding end customers) through Wil-Ro's partnership with Northpoint Commercial Finance, enabling larger distributor purchases and recurring financing revenue.

Quantifiable outcome

• Less than 24-hour quote turnaround time
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Lincoln TechcoreStrategic or Co-development PartnerWil-Ro partners with Lincoln Tech, a leader in hands-on technical training for over 75 years. Known for preparing graduates with real-world welding and body work skills, Lincoln Tech equips students with the expertise and discipline to excel in manufacturing careers. The partnership creates pathways for talented graduates to join Wil-Ro, bringing their skills to a team that values craftsmanship and innovation.
• Tennessee College of Applied Technology (TCAT)coreStrategic or Co-development PartnerWil-Ro partners with TCAT, a statewide leader in workforce training providing practical, hands-on experience in welding and skilled trades. TCAT graduates have the opportunity to participate in a paid co-op program with potential to transition into full-time careers at Wil-Ro. Wil-Ro also actively supports TCAT programs and workforce development initiatives.
• Sumner County School DistrictminorStrategic or Co-development PartnerWil-Ro welcomes Sumner County School students looking to gain hands-on experience through co-op programs. By partnering with local schools, Wil-Ro provides students opportunities to learn valuable skills, explore careers in skilled trades, and contribute to real-world projects alongside the experienced Wil-Ro team.
• St. Bernard AcademyminorOthersWil-Ro supports St. Bernard Academy, a local educational institution in Nashville focused on preparing children academically, emotionally, and spiritually to become the leaders of tomorrow since 1866.
• Gallatin Shalom ZoneminorOthersWil-Ro supports Gallatin Shalom Zone, which engages residents of Sumner County through Community Outreach, Youth Development, and Life Long Learning programs.
• Barefoot RepublicminorOthersWil-Ro supports Barefoot Republic, an organization that seeks to celebrate diversity and build unity through artistic, athletic, and adventure programs.
• Father Al's OutreachminorOthersWil-Ro supports Father Al's Outreach, a 501(c)(3) nonprofit organization that provides needed assistance to the poor, the homeless, and those in recovery from addiction.
• Operation Stand Down TennesseeminorOthersWil-Ro supports Operation Stand Down Tennessee, which provides Veterans and their families with resources for transition, employment, housing, and community engagement.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Knapheide: Knapheide is one of the largest U.S. manufacturers of work truck bodies, truck body upfitting, and vehicle equipment, offering flatbed, dump, service, and platform bodies across multiple vocations. It is a direct competitor to Wil-Ro in commercial truck body manufacturing, though materially larger and broader in product line and geography.
• Reading Truck Body: Reading Truck Body designs and manufactures work truck bodies, truck body upfitting, and commercial vehicle equipment for fleets and contractors. It is a direct peer to Wil-Ro, serving overlapping vocational segments (landscaping, construction, contractors) with comparable body types and a similar dealer/installer channel.
• Morgan Truck Body: Morgan Truck Body manufactures a wide range of commercial truck bodies including dry freight, refrigerated, platform, dump, and specialty bodies. It competes head-to-head with Wil-Ro in the platform/flatbed and vocational body categories, though at significantly greater scale and with broader geographic manufacturing.
• Stahl (Scott Fetzer Company): Stahl manufactures dump truck bodies, liftgates, and related commercial vehicle equipment, and is a well-established competitor in the dump body and upfitting segment where Wil-Ro's Dump Series competes. The companies share vocational body customer profiles and dealer channels.
• Hillsboro Industries: Hillsboro Industries produces a broad range of commercial truck bodies including platform, dump, refuse, and contractor bodies. It directly overlaps Wil-Ro's platform and dump series, serving similar fleet and contractor customers through a dealer-based model.
• Crysteel Manufacturing: Crysteel manufactures dump truck bodies, hoists, and lifting equipment, with strong presence in landscape, construction, and agricultural hauling. It is a direct peer to Wil-Ro's Dump and Landscape Dump series, sharing the contractor and municipal customer base.
• JBT Truck Bodies: JBT Truck Bodies (formerly Johnson Truck Bodies) designs and builds work truck bodies for service, contractor, and utility applications. It is comparable to Wil-Ro as a smaller-to-mid-sized truck body manufacturer with overlapping vocational product lines and dealer-driven sales.

Broad incumbents

• Truck Bodies & Equipment International (TBEI): TBEI is a diversified holding company that owns and operates multiple truck body and equipment brands (e.g., Reading, Mac, Heil and others) across vocational, refuse, and specialty segments. It is a broad incumbent competitor with significantly greater scale, capital, and channel breadth than Wil-Ro.

Emerging players

• CM Truck Beds: CM Truck Beds manufactures steel and aluminum aftermarket truck beds and utility bodies, often sold through dealers and direct channels to pickup truck owners. It overlaps Wil-Ro's flatbed and utility body product lines but skews more toward light-duty/SMB buyers rather than vocational fleets.
• Taxa Outdoors: Taxa Outdoors designs and manufactures lightweight overland and adventure trailers for the outdoor recreation market. It is a relevant emerging peer to Wil-Ro's Turtleback Trailers subsidiary in the overland/adventure trailer category, though with a different distribution and branding approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wilroinc
• LinkedInlinkedin.com/company/wil-ro-inc
• Instagraminstagram.com/wilroinc
• Xx.com/WilRoInc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Wil-Ro