Bogart Racing Wheels
Bogart Racing Wheels designs and manufactures custom forged aluminum wheels for drag racing, street/strip, and competition vehicles, selling direct through its website and a US dealer network serving performance enthusiasts globally.
- Company typePrivate
- Founded1976
- HeadquartersMoriarty, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bogart Racing Wheels does
Bogart Racing Wheels (legally operated as Machined Products Inc., DBA Bogart Custom Wheels) is a US-based custom forged aluminum wheel manufacturer specializing in drag racing, street/strip, and competition applications. Founded by Rich Bogart in 1976 and incorporated in October 1994, the company has spent 40+ years iterating on a focused product line spanning three-piece bolted and welded competition wheels, two-piece Street & Strip wheels, the lightweight Fly Series for drag-only use, single-piece forged fronts, the vintage-styled Steely Dan line, and OMF Performance-sourced beadlock rings for 750+ HP applications. Manufacturing is performed in-house in Moriarty, New Mexico, covering forging, aluminum wheel-half spinning (5052 and 6061 alloys), CNC machining, hand assembly, in-house powdercoating, and re-machining of spoke windows and engraved logos (including the 'RT' front ridge and custom text). The Build Your Own Wheel configuration tool on bogartracingwheels.com allows customers to specify diameter (14"-20"), piece count, width, backspace, style, finish, and bolt pattern, with phone-based one-on-one consultation encouraged for non-standard fitments.
The company's revenue model is built on direct-to-consumer wheel sales (one-time unit pricing from $378/wheel for Fly Series to $1,170/wheel for Competition custom fitments), complemented by wheel accessories (lug nuts, center caps, beadlock upgrades), branded apparel, and Affirm-powered installment financing at checkout. Distribution combines e-commerce with a 'Trusted Dealers' channel network of 10+ authorized retailers across at least 10 US states, including Heffner Performance (FL), Underground Racing (NC), Ron Lummus Racing (CA), Overkill Performance (CA), Hawks Speed & Custom (AZ), Driven Speed & Performance (AL), Spike Performance (TX), and others. The company is privately held by the Bogart family with no disclosed institutional capital, no subsidiaries, and no M&A activity on record.
Customer segmentation is persona-led rather than enterprise-led, targeting drag racing and street/strip enthusiasts, classic/nostalgic car restorers (Fox-body Mustang, classic Camaro, vintage hot rods), and trusted dealers as a secondary B2B channel. Strategic moats rest primarily on accumulated manufacturing talent (Rich Bogart and spinning specialist Doug), proprietary modular three-piece construction that permits component-level repair and quarter/half-inch fitment resolution, and a hybrid DTC-plus-dealer channel that supports high-touch fitment consultation. The business has executed strategic moves including the 2005 relocation from California to Arizona (subsequently to New Mexico), the 1998 absorption of full Monocoque Wheel production, the Baja 1000 off-road wheel debut in 1995, the long-standing OMF Performance beadlock partnership, and the recent (2023) launch of the Build Your Own Wheel e-commerce configuration tool.
Bogart Racing Wheels firmographics
Firmographics- Name
- Bogart Racing Wheels
- Legal name
- Bogart Custom Wheels
- Website
- https://bogartracingwheels.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bogart Racing Wheels designs and manufactures custom forged aluminum wheels for drag racing, street/strip, and competition vehicles, selling direct through its website and a US dealer network serving performance enthusiasts globally.
- Ownership category
- akta.pro rank
Bogart Racing Wheels industry classification
Industry- Product category
- Performance Automotive Wheels (Forged Aluminum)
- NAICS
- Custom Roll Forming (332114)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ)
- akta.pro secondary industry
- Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)
Keywords
Where Bogart Racing Wheels is headquartered
LocationHeadquarters
- HQ city
- Moriarty
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Bogart Racing Wheels business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Custom Wheel Sales: Primary revenue from selling custom forged aluminum wheels; prices range from $378/wheel (Fly Series) to $1,170/wheel (Competition); customers configure via website or phone consultation
- Wheel Accessories: Lug nuts ($3-$15), center caps ($55), beadlock upgrades ($540-$567 per beadlock), apparel merchandise
- Financing Services: Partnered with Affirm to offer financing options at checkout for wheel purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fly Series (Legacy) - Lightest drag wheel, drag-only use |
| Unit Pricing | Pay-as-you-go | 15" Two-Piece Street/Strip |
| Unit Pricing | Pay-as-you-go | 17" Two-Piece Street/Strip |
| Unit Pricing | Pay-as-you-go | 18" Two-Piece Street/Strip |
| Unit Pricing | Pay-as-you-go | 15" Three-Piece Competition (Track Only) |
| Unit Pricing | Pay-as-you-go | 17" & 18" Three-Piece Competition |
| Unit Pricing | Pay-as-you-go | One Piece Forged |
| Unit Pricing | Pay-as-you-go | Beadlock Options |
| Unit Pricing | Pay-as-you-go | Wheel Accessories |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Bogart Racing Wheels product offering
Product offeringCore offering
Bogart Racing Wheels designs and manufactures custom forged aluminum wheels in-house for drag racing, street/strip, and competition vehicles. Their product portfolio spans modular three-piece bolted and welded competition wheels, two-piece street/strip wheels, one-piece forged wheels, and vintage-styled option wheels, with diameter, width, backspace, finish, and bolt pattern all configurable per order. The company also integrates OMF Performance beadlock systems and sells wheel accessories and branded apparel.
Product overview
Bogart Racing Wheels is a custom wheel manufacturer specializing in forged aluminum racing wheels for drag racing, road racing, and street/strip applications. The product portfolio centers on configurable wheel systems across multiple series: the 3 Piece Bolted Competition and 3 Piece Welded Competition Series for track use; the Fly Series/Legacy for affordable drag applications; the One Piece Forged Series for front wheel applications; the Steely Dan Series for vintage styling; and the Street & Strip Series for dual-use vehicles. These are complemented by the Build Your Own Wheel online configuration tool, OMF Performance beadlock options, and wheel accessories (lug nuts, center caps). The company manufactures all wheels in-house using forged aluminum with in-house powdercoating and finishing services, serving racing enthusiasts across multiple vehicle platforms (Ford Mustang/F-150, GM Silverado/Sierra/Camaro, Dodge Charger/Hellcat/Demon).
Differentiator
Problem solved
Functional benefit
Brands
- Three Piece Bolted Competition: Three-piece forged wheels with bolted configuration for competition use, available in 14" through 20" diameters with various fitment options.
- Three Piece Welded Competition
- Street & Strip
- Fly Series
- One Piece Forged
- Steely Dan
Products and services
- 3 Piece Bolted Competition Series Three-piece forged aluminum wheels with a bolted center configuration (forged center bolted between two forged wheel halves). Fitment options are built by the half inch, available in 14" through 20" diameters. Designed for street or track competition applications requiring precise custom fitment.
- 3 Piece Welded Competition Series (Drag Racing) Three-piece drag racing wheels with the center sandwiched between barrel halves and hand-welded. Offset/backspace options built by the quarter inch for precise fitment. Optimized for drag racing applications.
- Street & Strip Series Two-piece welded wheels with forged center interference-fit into a spun forged barrel and welded from the back. Available in 15" through 20" diameters, rated for daily use and occasional track use. Thicker barrel resists bending from minor impacts.
- Fly Series (Legacy) Two-piece spun forged and welded wheels, the lightest and most affordable option for eliminating rotating mass. Designed for nostalgic/classic builds with dual lug pattern capability. Pricing starts at $378/wheel.
- One Piece Forged Series Single-piece forged aluminum wheels in 17" x 4.5" with 2.25 backspace. Available in polished or powdercoated finishes with optional custom colors (+$75/wheel) and billet center caps included.
- Steely Dan Wheels Two-piece forged aluminum wheels designed to replicate the look of vintage steel wheels while delivering aluminum weight and performance. Available in 15" and 18" diameters.
- Beadlock Options Performance beadlock rings from OMF Performance, available in Standard Draglock, Scalloped Beadlock, and Spiked Beadlock styles. Welded onto wheels for tire bead retention under high-horsepower (750+ HP) conditions. OMF machines knurled inner edges for maximum grip; Bogart handles final welding and installation. Priced $540-$567 per beadlock.
- Build Your Own Wheel Tool Online configuration tool allowing customers to customize wheel specifications including diameter (15", 17", 18", 20"), piece count, width, backspace, style, finish, and bolt pattern.
- Wheel Accessories Includes 1/2" x .550 Mag Lug Nuts, 14mm x 1.5 OE Acorn Lug Nuts, center caps (Standard, 3.510" Silverado, Stubby Billet), available in multiple finishes.
- Apparel Black 'Bogart Custom Wheels' branded t-shirts with company lettering and Chevron B logo.
Quantifiable outcome
- 2019 RT wheel shaves 4 pounds per wheel (17" application vs old RT design) through new center hub design and additional back-side machining
- +2 more outcomes
Companies that use Bogart Racing Wheels
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Bogart Racing Wheels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature9 records
Bogart Racing Wheels partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OMF PerformancecoreLong-standing partnership since late 1990s for beadlock systems. OMF Performance provides forged aluminum beadlock rings that Bogart welds onto wheels. Partnership enables beadlock solutions for high-horsepower applications (750+ HP). OMF machines knurled inner edges for maximum grip; Bogart handles final welding and installation.
Scale indicators5 records
Recent moves10 records
Expansion highlights4 records
Bogart Racing Wheels competitors and assessment
Company assessmentBroad incumbents
- American Racing: American Racing is a large, established wheel manufacturer with broad product portfolio across classic, muscle car, and performance segments. Overlaps with Bogart in muscle car and classic restoration wheel markets but offers wider range of cast and flow-formed products at various price points.
Direct peers
- HRE Performance Wheels: HRE produces premium forged and carbon fiber wheels for high-end performance and luxury vehicles. Similar custom-fitment model with direct sales through configurator tools and dealer networks, though positioned at a higher price tier than Bogart.
- Billet Specialties: Billet Specialties manufactures custom billet aluminum and forged wheels for hot rods, muscle cars, and pro-touring vehicles. Comparable to Bogart in custom wheel manufacturing for the performance enthusiast and classic car restoration markets.
- Weld Racing Wheels: Weld Racing is a leading manufacturer of forged aluminum wheels for drag racing and street/strip applications. Directly competes with Bogart in custom forged competition and street/strip wheel segments, with overlapping customer base among high-horsepower drag racers.
- Forgestar Wheels: Forgestar manufactures custom forged and flow-formed wheels for performance vehicles including drag racing applications. Comparable to Bogart in the forged aluminum custom wheel segment serving muscle car and racing enthusiasts.
- Foose Design: Foose Design produces custom wheels for muscle cars and pro-touring vehicles under designer Chip Foose. Comparable to Bogart in the custom forged aluminum wheel segment serving enthusiast and classic restoration markets.
- Rocket Racing Wheels: Rocket Racing produces vintage-style and modern drag racing wheels with muscle car and hot rod focus. Directly competes with Bogart in classic car restoration and nostalgic drag racing wheel categories, including similar Steely Dan-type aesthetic products.
- Race Star Industries: Race Star manufactures custom drag racing wheels including beadlock-equipped models for high-horsepower applications. Directly comparable to Bogart's competition and beadlock product lines, serving similar drag racing enthusiasts.
- Bonspeed: Bonspeed designs custom wheels for hot rods, classics, and muscle cars. Comparable to Bogart's classic restoration and street/strip segments, with similar focus on period-correct aesthetics combined with modern performance.
Others
- Wilwood Engineering: Wilwood manufactures high-performance brake systems for racing and street vehicles. Adjacent to Bogart's wheel business since brake clearance is a primary fitment challenge they solve; customers often pair custom wheels with Wilwood brake upgrades.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Bogart Racing Wheels social profiles
Digital presenceBogart Racing Wheels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bogart Racing Wheels leadership team
Management profileNumber of profiles
Profiles2 records
Bogart Racing Wheels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bogart Racing Wheels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bogart Racing Wheels
What does Bogart Racing Wheels do?
Bogart Racing Wheels designs and manufactures custom forged aluminum wheels in-house for drag racing, street/strip, and competition vehicles. Their product portfolio spans modular three-piece bolted and welded competition wheels, two-piece street/strip wheels, one-piece forged wheels, and vintage-styled option wheels, with diameter, width, backspace, finish, and bolt pattern all configurable per order. The company also integrates OMF Performance beadlock systems and sells wheel accessories and branded apparel.
Is Bogart Racing Wheels a public or private company?
Bogart Racing Wheels is a private company. It is classified as family owned and is currently operating.
When was Bogart Racing Wheels founded?
Bogart Racing Wheels was founded in 1976. It employs 11 to 50 people.
Where is Bogart Racing Wheels based?
Bogart Racing Wheels is headquartered in Moriarty, United States, in the North America region.
How does Bogart Racing Wheels make money?
Three revenue lines are on record. Custom Wheel Sales are the primary driver. The others are wheel Accessories and financing Services.
Who are Bogart Racing Wheels's main competitors?
American Racing is listed as a broad incumbent. Direct peers are HRE Performance Wheels, Billet Specialties, Weld Racing Wheels, Forgestar Wheels, Foose Design, Rocket Racing Wheels, Race Star Industries and Bonspeed. Wilwood Engineering is listed as an others.
Does Bogart Racing Wheels have an API?
No public API is recorded for Bogart Racing Wheels.
What industry is Bogart Racing Wheels in?
Bogart Racing Wheels's product category is Performance Automotive Wheels (Forged Aluminum). Its primary akta.pro industry code is IMACAIAJ, Wheels & Rims Manufacturing (Steel/Alloy), with a secondary code of IMACANAF, Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors). Its NAICS code is 332114 and its SIC code is 3714.