R&R Marketing Consultants

What R&R Marketing Consultants does

R&R Marketing Consultants, Inc. (RRMCI) is a privately held professional sales and marketing representation firm headquartered in Kansas City, Missouri, founded in 1979. The firm specializes in representing automotive aftermarket manufacturers and brand owners across North America, covering the classic, late-model, off-road, trucks, racing, powersports, marine, UTV, recreational, towing, and heavy-duty and fleet segments. Core services include direct field sales calls, prospecting, pipeline inventory management, sales consulting, communications and reporting, field sales training, sales promotions, e-commerce support, and data management, with a dedicated e-commerce team that handles ACES and PIES data feeds, SKU audits, digital asset optimization, and content management through partnerships with data providers such as DCi and SEMA Data Co-op. Marketing support spans PR, social media, graphic design, video production, point-of-purchase displays, catalog page creation, and product training materials.

The company operates on a B2B professional services revenue model, generating fees from representing brand principals rather than selling a software product or its own branded goods. Its go-to-market combines enterprise field sales (a network of territory-based sales and marketing representatives) with channel partnerships, most notably a wholesale distribution relationship with Meyer Distributing (82 U.S. locations), to move product through retailers, installers, engine builders, chassis builders, jobbers, e-tailers, and marketplace sites. The firm has 15 or more employees, including a C-suite (Rich Butler, CEO and Co-Chairman; Chuck Lenhart, COO; Heather Lenhart, CFO), directors of marketing, sales, eCommerce, and marine/recreational, a specialty accounts executive, multiple sales and marketing representatives, and three e-commerce business analysts. It is independently owned with no disclosed institutional or private equity backing, and has earned six SEMA Representative of the Year Awards and six Custom Automotive Network Generous Contribution and Support awards over its 45-plus-year history.

Name

R&R Marketing Consultants

Legal name

R&R Marketing Consultants, Inc.

Website

https://rrmci.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

R&R Marketing Consultants is a Kansas City-based professional sales and marketing representation firm, founded in 1979, that represents automotive aftermarket brand owners across North America through field sales, e-commerce support, data management, and marketing services, managing thousands of accounts in classic, late-model, off-road, marine, and powersports segments.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Sales Representation

NAICS

Marketing Consulting Services (541613)

SIC

Services-Advertising (7310)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industry

Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD)

Keywords

• Sales representation services
• Automotive aftermarket representation
• E-commerce data management
• Field sales services
• Brand marketing services

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services Fees: R&R Marketing Consultants generates revenue through professional sales and marketing representation services to automotive aftermarket manufacturers. Services include prospecting, market strategy and planning, sales calls, pipeline inventory management, and e-commerce support.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

R&R Marketing Consultants, Inc. (RRMCI) provides professional sales and marketing representation for automotive aftermarket manufacturers across North America. Services include field sales calls, prospecting, market strategy and planning, pipeline inventory management, e-commerce and data management support, and marketing materials production. Founded in 1979 and based in Kansas City, Missouri, the firm represents multiple premium brands through a team of territory-based sales representatives.

Product overview

R&R Marketing Consultants, Inc. (RRMCI) is a professional sales and marketing representation firm serving the automotive aftermarket. Founded in 1979, the company operates as a service-based agency rather than a software product company. Their service portfolio includes Sales Calls, Prospecting, Pipeline Inventory Management, Sales Consulting, Communications & Reporting, Field Sales Training, Promotions, E-Commerce Support, Data Management, and Marketing Services. The company represents multiple automotive aftermarket brands across North America and has received six SEMA Representative of the Year Awards.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Sales Representation Field sales representative service for automotive aftermarket manufacturers, including sales calls, prospecting, pipeline inventory management, sales consulting, communications and reporting, and field sales training across North American territories.
• E-Commerce & Data Management Services
• Marketing Services

Quantifiable outcome

• Six SEMA Representative of the Year Awards earned
• +3 more outcomes

Named customers1 record

Segments4 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

17 partnerships are on record, tiered core and minor.

• Thor's LightningcoreGTM or Marketing Partner · 16 April 2024Partnership for national marketing and sales initiatives in the automotive aftermarket. Thor's Lightning, manufacturer of air compressors and air accessories for off-road vehicles, will work with RRMCI throughout North America on wholesale distribution and consumer marketing.
• PelicancoreGTM or Marketing Partner · 5 December 2023RRMCI will promote Pelican products including cases, coolers and cargo management across North America. Pelican is a global enterprise with six manufacturing facilities and 23 international sales offices.
• Pelican HydrationcoreGTM or Marketing Partner · 28 November 2023Partnership for sales and marketing representation of Pelican Hydration drinkware in the automotive segment including wholesale, retailers, eCommerce, recreational vehicles and marine markets.
• BlaupunktcoreGTM or Marketing Partner · 24 October 2023Partnership with Blaupunkt, manufacturer of premium eBikes and car radios, for marketing and sales initiatives throughout North America. Blaupunkt has been manufacturing car radios since 1924.
• PowerStopcoreGTM or Marketing Partner · 19 September 2023RRMCI will represent PowerStop throughout the United States and Canada for performance brake products. PowerStop is a premium manufacturer of quality brake upgrades for everyday drivers.
• Northwest Seat CoverscoreGTM or Marketing Partner · 15 August 2023RRMCI will represent Northwest Seat Covers, the number one manufacturer of custom-fit seat covers, throughout the United States. Northwest Seat Covers operates a full cut and sew manufacturing facility in Vancouver, British Columbia.
• Midland Radio CorporationcoreGTM or Marketing Partner · 11 July 2023RRMCI will represent Midland Radio's entire product line-up including two-way radios, CB radios, weather radios and accessories for North American sales and marketing. Midland Radio is known as the first CB radio manufacturer in the United States.
• Advanced Accessory Concepts (AAC)coreGTM or Marketing Partner · 21 July 2022Partnership for AAC's Trigger Wireless Accessory Control Systems, AFN 4x4, Allied Expedition and Allied Powersports brands in automotive aftermarket marketing and sales initiatives.
• GEN-Y HitchcoreGTM or Marketing Partner · 10 May 2022RRMCI will provide sales and marketing services for GEN-Y Hitch's MEGA-DUTY, The BOSS, Aluminum Loading Ramps and accessories throughout the United States and Canada.
• Klean FreakminorGTM or Marketing Partner · 22 March 2022Partnership for nationwide promotions of Klean Freak body wipes and personal hygiene products across North America.
• Meyer DistributingcoreChannel Partner/ Reseller/ Distributor · 17 March 2022Distribution partnership between Meyer Distributing and VMP Performance. Meyer Distributing, with 82 locations, is now a full stocking WD for VMP Performance products.
• Canton Racing ProductscoreGTM or Marketing Partner · 15 March 2022Expansion of RRMCI territory to now cover North America for Canton Racing Products sales, marketing and promotions. RRMCI has represented Canton for over 10 years in the western United States and Canada.
• LTA Manufacturing (Mountain Top)coreGTM or Marketing Partner · 13 July 2021Partnership for LTA Manufacturing's Mountain Top brand of retractable tonneau covers and truck bed accessories in national marketing and sales initiatives.
• McGardcoreGTM or Marketing Partner · 22 June 2021RRMCI will represent McGard throughout the Western United States and Canada. McGard is a leading manufacturer of high-quality security products, wheel locks and chrome plated lug nuts.
• Red Line Synthetic OilcoreGTM or Marketing Partner · 14 January 2021RRMCI will represent Red Line Synthetic Oil's entire lubricant line-up including motor oils, gear oils, assembly lubes, fuel additives and WaterWetter cooling additive for North American marketing and sales promotions.
• Magnuson SuperchargerscoreGTM or Marketing Partner · 27 August 2020Partnership for Marine Aftermarket for North America and ten states including Arkansas, Iowa, Kansas, Louisiana, Minnesota, Missouri, Nebraska, Oklahoma, North Dakota, and South Dakota; and for all locations of Atech Motorsports/Summit Racing.
• VMP PerformancecoreGTM or Marketing Partner · 9 January 2020Partnership for national marketing and sales initiatives. VMP Performance manufactures high-performance aftermarket upgrades including superchargers, performance parts and custom tuning for late model domestic vehicles.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Genuine Parts Company: Genuine Parts Company is the largest U.S. automotive aftermarket distributor (NAPA, Motion Industries) and a frequent upstream partner for reps like RRMCI. As a broad incumbent in the same channel, it is a comparable for industry structure, customer overlap (O'Reilly, NAPA accounts), and potential acquirer dynamics in the rep/distribution interface.
• Holman Automotive: Holman is a large, diversified, family-owned automotive services group with vehicle distribution, parts, and aftermarket-adjacent services. It is a comparable for how a scaled, privately held, multi-decade automotive services platform is structured and for benchmarking sales/marketing operating models across the auto value chain.

Others

• Advance Auto Parts: Advance Auto Parts is the third major national aftermarket retailer and a potential brand-customer counterparty. It is a useful peer for distributor-retailer dynamics, exclusive brand relationships, and the consolidation pressures affecting how reps cover large account bases.
• Standard Motor Products: Standard Motor Products is a long-standing aftermarket manufacturer that relies heavily on independent rep agencies like RRMCI to call on thousands of installer and retailer accounts. It is a directly comparable customer-side peer reflecting the upstream manufacturers RRMCI serves and the typical contract structure.
• TBC Corporation: TBC Corporation is a large aftermarket services holding company (Big O Tires, Tire Kingdom, Midas, NTB). It is a relevant adjacent peer for how scaled, multi-brand aftermarket operators aggregate representation, distribution, and retail channels in the categories RRMCI serves.
• SEMA: SEMA is the Specialty Equipment Market Association that awards RRMCI its Representative of the Year honors and provides the industry's primary networking and standards infrastructure (e.g., SEMA Data Co-op, ACES/PIES standards). It is a peer in shaping RRMCI's reputational moat, data integration posture, and category-level network effects.
• AutoZone: AutoZone is one of the two largest U.S. aftermarket retailers and a current or prospective customer for represented brands. It is a relevant comparable for channel economics, ecommerce/data requirements, and how large national retailers interface with manufacturer rep agencies like RRMCI.
• O'Reilly Auto Parts: O'Reilly is RRMCI's marquee 20-year customer and one of the largest U.S. aftermarket retailers. As a buy-side counterpart, O'Reilly shapes RRMCI's service design, pricing tolerance, and required deliverables—making it a directly comparable peer for go-to-market motions, account coverage models, and category economics in the aftermarket.

Regional players

• Meyer Distributing: Meyer Distributing is a regional wholesale distributor (82 U.S. locations) and a current RRMCI channel partner. It is a comparable peer for the wholesale distribution arm of the aftermarket stack where RRMCI's brands gain physical product availability alongside its sales/agency work.

Emerging players

• Turn 14 Distribution: Turn 14 is an emerging, fast-growing performance aftermarket distributor and brand consolidator (Motovicity acquisition in 2020, where RRMCI hire Joe Barone worked). It is a comparable for the modern, digitally-led distribution and brand rep model that is reshaping how aftermarket brands reach installers and e-tailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RRMCI

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 R&R Marketing Consultants