Just in the US we have over 1,200 tracks we are providing products to there is groundbreaking research development innovation happening right here in Ply that's amazing you know there's back and forth about how we should do this how we should do that it always felt like a team effort international people to the state of Indiana what's their feedback from South Bin to Evansville and everywhere in between this is get in the show focused on the Hoosier state and the incredible stories happening here today I'm Nate Spangle founder of Get Indiana and I will be your host for today's conversation. Have you ever wanted to try all the best craft beer that Indiana has to offer? Well, listen up. I have the event for you. Coming to Victory Field on July 19th. It's Summerfest 2025, baby.
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com or at the link in the show notes. Use code natefest 25. That's nat fe for $10 off any level of ticket. We will see you at Summerfest. Today I'm joined by two incredible leaders from Hoosier Racing Tire. York Bourbon is the president and CEO and Paul Menting is the vice president of sales.
York has been with Who's Your Tire for the last five years. And Paul has been with the company, I think the quote was literally forever, 1988. Yep. Heck yeah. I love it. And today we're going to be covering the history of Hoosier Racing Tire, the economic impact they have on Lakeville, Plymouth, and and broader northern Indiana.
And we're going to round it out by talking about their evolution over the last 70 plus years and what's to come in the future. Gentlemen, welcome to the show. Thank you for having us, dude. I'm uh I'm pumped. So, people were going to notice that we are not in Kansas anymore, Toto. We are up in Lakeville, Indiana, hanging out at Who's Your Racing Tire headquarters.
Uh, it's awesome place. This is the the penthouse view up here. You can't go wrong with that. So, appreciate you, York, for letting us take over your office for a little while here. Yeah, you're you're welcome. Yeah.
Amazing. So, what I did want to start with is who's your racing tire? I mean, I grew up in Marshall County right down the road. I know a lot about uh the history and it's been around for over 70 years. Uh and so Paul, you've been with the company for a while. Could you take us back to like the early days in the history of the Newton family and how things got rolling?
Yeah, sure. I mean, how far we want to go back? Well, how I mean it was in the late or sometime in the 50s when 19 1958 Bob and Joyce Newton uh while Bob was a racer and decided I want a competitive advantage out there and he thought he found a way to do that by recapping regular street tires and putting different compounds on them to make them faster. So he found a company over in Ohio called Mohawk Rubber where they would take rubber and put it on his carcasses. So, for a long time, he was driving over to Ohio in his pickup truck, having tires recapped with these different compounds, bringing them back, and he found out that not only could he use them to race, he could sell them, other people wanted them. So, that's how the company started out of a garage in South Bend.
Um, and then in Thanksgiving of 1978, Mohawk called him and said, "We're out of business." So, we had to find a way to move forward. And he and Joyce, his wife at the time, then, um, they decided to mortgage their farm. literally mortgage a farm and build a tire plant in Plymouth, Indiana. So that's where it started. Four Presses in in Marshall County in Plymouth, Indiana, and started curing our own race tires out of there and the story has grown ever since.
They literally bet the farm on racing tires. This and that was the the early days were in the 50s, right? Yeah. Do you know what year or around what time frame they bet farm? The 1978. 1978.
Okay. So the so he was like going over to Mohawk for a for a long time there and then so in 78 they opened up the factory in Plymouth. Um and now today headquarters is in Lakeville. How did those two places kind of get tied in? So our sales offices are in Lakeville and that's where all of our uh product management, IT, finance is all located here in Lakeville, but our manufacturing has always been in Plymouth. Okay.
Um and so the reason they did that was was at the time they thought there was a tax benefit. there was um possibly separating liability these type of different things. So they separated the two companies they made the manufacturing company actually started as R&J manufacturing which was Robert and Joyce manufacturing and who's your racing tire was a sales entity. Oh in 2012 we brought all that together and it's all who's your racing tire now. Um but our so our manufacturing in Plymouth has always been in Plymouth. That's where all of our race tires are manufactured.
Always have been. Um, and we've grown now to we had we used to have uh two different facilities there for manufacturing. We had a radial tire plant and a bias tire plant. And we put that all into one uh right around when we were in the Winston Cup. Uh so right around 1990 91 we put all that into one manufacturing facility and that's where we are today. early days 78 till you said Winston Cup in 1990 like what kind of racing tire what was like the first product that was that was really taking off and like uh gaining national recognition well we started in our roots are in the oval track business so oval track dirt oval track asphalt we started with oval track asphalt tires um that's where Bob started that's where he was racing at Southbend Motor Speedway and then we grew into all the different oval track um tracks that there are throughout the So, but right now, you know, as we grew into all the different platforms, we're in drag racing, circuit racing, carting, off-road, UTV.
Um, we actually have street tires now. Um, like so I can just put like some Huji racing tires on my like on my car and drive around. We do one of our newest product lines, a Track Attack Pro, um, is a streetable tire that you can put on your Z6 or whatever car you have. um take it out and drive it on the street and then take it to the track and and race it if you'd like. No way. Okay.
So, your you joined who's your racing tire fiveish years ago, almost five years ago. Uh a little over five years. I I actually basically on the dot uh I came January 1st, 2020. As you kind of like I mean took over this job, president CEO, what when you were learning the history like what were some of the facts that interested you and got you really excited to join this I mean amazing legacy brand. have a longer history with Hoosier because we also started having a partnership with these guys here in 2009 actually that's basically probably also the starting point for the acquisition if I may say because that's how we started to having a common history cont then it was called random now it's IMSA um the the IMSA racing um and back then I was head of R&D in in the US I wasn't in Germany I was actually in the US. Um, so this is my third time in the US actually.
Taking jobs over here and then going back home and taking jobs over. Yes, exactly. Third time's a charm. That's what they say, right? Yeah. People, but always with Continental.
So you would Okay. So you would like get take a new role within Continental, right? Get put over here, then take a new role back home and then Exactly. Exactly. And then actually last time was when I was here before this role, I was head of research and development for the Americas. And in that role, we started to develop product together and to create the idea.
So the Hoosier tires were actually branded Conti, but everything else was Hoosier. They were made here. They were built here. But we still had to keep the story alive. It's a Conti tire somehow. So we had some of our engineers track side and they were overly excited about it.
I remember we dressed them in your people, our people. And so we were creating this team starting in 2009. And we did that until 19 10 years. Yeah. I went back in 2010 to to Europe to take on a different role there. I knew this building actually.
I was here. I was here. You guys would never let me into uh the other facility, the other company. Oh, I mean, yes, that's where the magic happens. You can't let this Exactly. And I was head of R&D, so now I was banned from going to Plymouth.
Now I Now I'm Little You guys know that he has a photographic memory. So if you hadn't let him in there, they were gonna But that comes full circle, right? and you end up joining in 2020 as president CEO. The acquisition took place in 2016. So for those that don't know, you want to give like a brief overview of of how that partnership came together? Yeah.
So what happened is first of all we had a a good history together like six, seven years I would say with Grand AM with the family situation here phasing out basically. Bob passed away. Joyce and and and Marge were running the company. But also that wasn't I mean that's not their main job wasn't at the time and they realized I think soon enough that it probably makes sense to pass it on and um and then Conte was the most logical party to talk to first right and that's that's exactly what happened our CEO our current CEO Niko was involved in that Nikico Zetsa was involved he came here actually and sealed the deal with I think it was back in with Joyce in the farmhouse And that's the farmhouse. Yeah, they live Bob and Joyce have always had their residence right behind Hoosier right here. And we are on the farm still.
Yep. And Nico and his team came up and they sat down with Joyce and some of our members of our team and um they came to an agreement on what that looked like. And really from the Newton standpoint, they they wanted to make sure that whoever acquired Hoosier that it would stay as a racing company and that would you know long-term be involved in motorsports and that's what we got with Continental. So in 2016 that acquisition was finalized and um then in 2020 2020 York came in as as president. So nine years and more more half of that is with me. We did keep that promise so far.
Yeah, absolutely. And you started in 88, Bob Newton. So he ran the company all the way up until uh when did he have Bob passed away in 2012. Yeah, he ran the company up up until that point, but Joyce and Bob were always um you know, joined at the hip in in running the company. I mean, Camel comes in and acquires the company. Was that a hard decision for them, for the team?
Like I mean when you bring international and local together like sometimes that can be challenging to uh to mesh. Of course I mean familyowned business for all that time. Um you know the Newton's decided they they didn't want to carry on with that. Um tried to find the best opportunity for the company to go forward and they they felt like they put that in place. But it was a hard transition. Anytime you go from a family-owned business to a you know Continental is a very large international corporation.
There's a lot of challenges there, but one of the things that right from the outset we found, you know, ma, no matter what those challenges were, there was always people within Continental that would give you the best. Um, so yeah, there's going to be different, you know, there's back and forth about how we should do this, how we should do that, but at the end of the day, um, it always felt like a team effort and still does say. Did Continental have other Indiana presence? We have a facility in Lao. We have one we have one in Auburn, Ohio. We have a big office in in Fairlon in Akran.
So yeah, I mean Conte is pretty widespread. I was going to say I thought I I knew that there was a space in Balpo. Um I didn't know about the Auburn mug. Okay. So I mean Indiana experience or Indiana presence, but then the cool part about this is that it's not just like you didn't slap Continental on the outside. Like the branding outside is still your racing tire, which I think is super cool because there is 70 years of history in racing.
Like we were talking about this before, like when someone races with a Hoosier racing, they just call racing Hoosiers. Like that's really really cool. And I don't think that a lot of the audience or a lot of Indiana realizes the global impact that's coming out of Plymouth and Lakeville. Like put it in perspective like how many tires like this isn't just like racing at Southbend Speedway. No. Or Plymouth Speedway.
Like this is being raced all across the world. Yeah. I mean just in the US we have over 1,200 tracks we're servicing or we are providing products to 1,200. Yes. Yeah. When you talk about oval asphalt oval dirt racing you know we we have a fair majority of that business you can say and there's over 1,200 of those tracks in the United States alone.
That's just oval dirt and mobile asphalt. Then when you talk about drag racing, circuit racing, all the rest, motocross and carting and you name it, right? Yeah. So, we we are, you know, the the predominant tire manufacturer for grassroots racing. Are we in Formula 1? No.
But we're are we in, you know, Exfinity Cup? No. But almost everything else as soon as you're involved. Yeah. And we we're excited about the brand because you mentioned the branding. Yeah.
It makes no sense to rebatch a brand that that is established and built by performance. Um, when I first got here, Julie is part of uh uh marketing. Yeah. And marketing didn't exist when we first started, which is a cool story because this brand is a very strong brand. Everybody in the racing community, in the car enthusiast community knows it, but there was little money spent in marketing. It was different marketing.
We viewed marketing as how does our tire, how does our product perform on the racetrack. That's how we go to market. That's that's and we did, you know, traditional marketing, we didn't see the need to do that. Um, but then as you expand into all of these different areas and you realize, wait a minute, who's your the brand itself is really valuable and it is really well known and we're not capitalizing on that at all in a lot of places. So that's when we introduced our own our whole marketing department um just to make sure that we're getting everything we can out of it. and and and that's that was my my point.
Uh so this brand was built purely on experiencing the product on performance which is cool. There's other marketing concepts where it's there's no performance. It's just marketing, right? We're the opposite, right? There's nothing behind the curve. Yeah.
Behind the curve. It's like the the the tires for a long time spoke for themselves, right? It's like then you start to real like I'm a normal guy. Like I don't race anything, but like if I could and like I could just like throw it on like on What about my sports car? I got to get a sports car that I can rip around a little bit and go. I do remember like this might have been like the 20 late 2000s or were there like really memorable purple jackets that people wore around.
Oh yeah, like the puffer jackets. I remember there were people out in the ground. You're being kind when you say memorable. I remember if there's still any of those lying around. I can He has them in his closet for sure. So, I mean, if you go back in the day and look at some of our old cataloges, you know, we utilize all the people here as a model, too.
Oh, yeah. So, I was a model. I didn't get a model paycheck, but I was a model. Yeah. So, we had our our own apparel line, and we we we now market our own apparel, but it's not like it was back in 1990s. Oh, those things were sweet.
Like, if there's a vintage hooer, like one of those puffer jackets lying around, I know a guy that'll take it off your head. All right. Good. Time continued to go, right? You make this transition in 2016 and you since then have really put the pedal to the metal, right? Racing term on like you're bringing new products to market.
I think we talked about a little bit before like the UTV tire that's coming out. So now I mean side by sides you can when when did that launch or when's that going to be? We're going to launch it this summer. Uh so the Nemesis X uh is our product line there. We've got we've got a couple of sizes that we've introduced but the real launch will come towards the third quarter. oval, asphalt, oval, dirt track, UTV, street tire.
Like, I mean, the product line is is wild. As you think, right, you talked about, okay, we're not in Formula 1, but where is that place where where your tires are being used where when you see it, you have to like stop and just take it in a little bit like, wow, it's really cool. It's really crazy that our brand and the state as well is being displayed in this fashion. I mean, you could talk about our European operation. Um, you know, we're glo we're a global company. We sell to over 80 different countries in the world.
Um we've got a big presence in Australia, New Zealand, but when you talk about Europe, um you know, we just this last year um signed the um the FIA World Rally Cross. That's actually the first really elevated FIA series. It's one of their seven world championship. Formula 1 being one of them. We have the World Rally Cross Championship. Where's that being held?
Worldwide basically. But I want to say most of the races are around Europe. One was in Turkey. They wanted to have one in Canada that got cancelled last minute this just like this year. Say Valley Cross. Well, they could be any class of car, you know, from your Subarus to, you know, different models.
That's definitely the Subaru WRX is is is like one of the chassis. Um, you will have a Ford Focus, you will have an Audi A3 is is one of the chassis. But maybe just to give them an idea of what rally cross racing is. Holy, those puppies. Yeah, that's it. That's WRX.
And this series is also um to us very interesting because it's also sustainable. If racing can be sustainable, it's electrified. 800 horsepower, 650 horsepower, different classes electrified, extreme power, extreme um torque and some um combustion um actually also. And sometimes they battle them against each other like combustion against electric. So that's kind of cool. Who uh who takes that home when when combustion battles electric?
I would put my money on the electric. Really? Yeah. As far as acceleration and So when you guys say you're working with them, is are you one of the tire offerings or are you the tire offering? We are it. We we took that over from Cooper very late in the game.
We we got a call from the FIA if we would be interested to pitch and we made it happen in just a couple of months. We developed the tire and um yeah, we had one one great successful season. Now, so when we see rally cross like all those I feel like those are clips that end up on like Red Bull's Instagram account like they're like doing crazy cool things. It's just going to have who's your like who's your on the side? It does. It does.
Already does. Yeah. Oh wow. So this is So this will be your second season? Yes. We're just we're just getting ready for the second season.
Oh my gosh, that's so cool. Do you get to go out to some other races? Yeah, I I actually be before we signed um we we went to to meet the executives of Red Bull Promotion and um and the FIA guys um and we went to I was in Hamburg was fun. Wow, that's I mean Okay, so you're making a global impact. 80 countries I mean Okay, so that rally cross are there other places where uh who's your racing tires are being used where you're just like man that's we're doing NASCAR Europe also? NASCAR Europe.
Yeah, we're doing that in in the Hoosa brand. It used to be Grenville branded. So, we built the terrace. We we just used one of our corporate brands, but for the last what, four years now. It's Hoosier branded. So, NASCAR Europe is a it's sanctioned by NASCAR, but f it's a franchise.
It's owned by a French company, but yeah, it's NASCAR, right? And I know that in 2023, I believe, you guys were voted the coolest thing made in Indiana. Yeah, that's right. And what did that honor mean to you guys? And and how how cool was that recognition? That was really special.
um meant a lot. Yeah. You know, obviously our 100% Indiana roots. You know, this is I mean, I grew up seven miles up the road here. I went to Lavville High School. You said you went to Triton.
The old rivalry there. That's right. But to, you know, to get recognized in the state of Indiana as the coolest thing made and voted on by the people of Indiana to do that, that that was really a high point for our company. Yeah. It meant a lot. Shirts made for all the people.
They were in Brit Pride. Everybody has it still. Oh, yeah. I mean the entire because because we are a state that makes a lot of things like there's a lot of manufacturing from you know life sciences to electronics I mean the list goes on and on and on agriculture and to be the the number one coolest thing made like and that was kind of where I think you guys like resurfaced on my radar of like oh I need to like get in the door and talk with these people about all the cool stuff and I had no idea the global impact and the global reach that raising Like from a from a European perspective, when you see the word hoosier, like before you came to Indiana and knew what a hoosier was, like what did you think that was? For somebody coming from Europe, the term hoosier means nothing. When we sometimes see it, people driving down the road by our office, they go by the what's it called?
The Hoosier golf carts. And they're like, "Oh, you make golf carts, too." Like, "No, man. Everybody in the state of Indiana is called a Hoosier." Like, they're like, "Wow, great marketing. Great great marketing."
the entire university as you guys are asking like I exactly I like to take that credit but like no that's not us like and and then a lot of people from Europe then understand why the brand is called Hoosier which is interesting but funny enough talking about branding they think it's the tire so I think um from Europe coming from Europe hooers uh race tires yeah if they know it if they know it it's it's not it's not anything else it's so like the Indiana University racing tires like That's hilarious. That's so true though cuz I mean you talk about like oh it's it's synonymous with that racing tire overseas for people who know racing that I just think that's so cool and I always like there's a lot of um videos or whatever where it's like what is a hooer you know like everyone has their own opinion of what this is where it's come from all those things and it's like people in Europe or people I mean maybe even part of continental like they see it oh they don't know people in continental don't know we have to teach them we have to educate what a future is.
Yes, that's when when you bring international people to the state of Indiana, what's their feedback like when you bring someone I mean you talked about is it Nico the CEO of Continental came to Lakeville to like ink the deal in the farmhouse. It's like what's their feedback on Indiana? What's your I mean you're coming from I mean international a lot of um first feedback probably is or was a lot of corn there a lot of corn fields a lot of farming what people perceive when they drive through the state. Um, but other than that, honestly, coming from Europe, it's not too different. Weatherwise, this is Germany to me. It's in the summer, it's nicer here.
The winter can be a little bit more prolonged and harsher, but less rain. I mean, I have less rain here. In Germany, it's always a little bit of rain going on. So, I think it's no different. I think there's some, you know, when I when I talk to people within Continental, one of the first things they might point out is, I mean, they they know the Indianapolis 500. Yeah.
Um, so they they and they obviously associate that with Indiana and so they know Indiana to be the home of that. So for us to be, you know, a race tire manufacturer in Indiana makes sense for some of those people. Indiana is associated with racing. Yeah. Was there ever crossover between the Indianapolis 500 and your racing tire? No.
So we've never been involved in Indie Car. I mean to some I mean we have a good relationship with Doug BS. We we do a lot at the speedway. So they have the the USAC um has their race out there every year on the little track they put out there where they run the midgets. And now this last year they ran sprint cards as well. Um the BC39 is the name of that race.
Well that's pretty cool at the Indianapolis Winter Speedway. Like that's pretty and they also they've done a quarter race there as well. They had a national quarter race there. We're also the spect tire for that. So USA the United States Auto Club which is also in Indianapolis. We are the spec tire for USAC for all their divisions.
Every car that runs in USA sanctioned is on Hoosier. And I did have to ask when you say spec tire, I had to get So to the people that might not know what that means, what does Spect tire mean? Spectator is basically we don't compete against another tire brand. So you are signed usually we pay a sponsorship fee usually to be the dedicated tire, but we are the only allowed tire to the series much like F1. F1's no different. They have to run on Pirelli tires.
Well, you say what was the 8500? Are they like Firestone maybe or something like that? They're on Firestone. They're on a spec tire for that that they're contracted to run only that brand. It It helps to bring cost of racing down a little bit. It It also helps us to get our cost down a little bit.
Yeah. Because Yeah. So, everyone's on the same product. There's no um you know, when you're in an open competition situation, I'm trying to make a better tire than the competitor. He's trying to make a better tire than me. That drives up costs.
That makes everybody carry more inventory. have to test different tires. All of that's very expensive. We might be testing after every race weekend with our engineering team. Better specification to improve it every weekend. And and and that race is ended as soon as you have a spectator.
Like kind of back to the roots, right, of like finding your edge and like putting the best spec tire out there just like Bob did back in the 50s when he was trying to get the absolute best performing tire so we could be clean up at the Southbend Motor Speedway. Like that's awesome of like having such a culture of research and development. Like if you I mean obviously it's very competitive, right? Racing is is competitive. So you have to continue to put the best product out there. Yeah.
Like you know there's the business of racing and the price and all that, but it you won't you don't get to be the spec tire for any of these big races if you're not putting out exceptionally amazing. You have to earn it. Um you have to earn it by your financial terms, but also for sure about your performance and also your service level. How well are you responding to racist needs and to promoters needs. So we we you have to perform on all that financially, product, and service. Yeah.
And it's like Yeah. You have to be affordable, but you have put the best tire out on the market. So like, do you guys have like a research and development lab where tires are being tested? We have a whole team. Oh, sure. Is it here?
It's in Plymouth. Wow. Okay. So, this brings me to an interesting point I want to talk about like research and development for a racing tire in Plymouth. Like I don't think that a lot of people uh when you just think of Plymouth, Indiana, you know, I grew up 10 minutes from there. Like oh there's there is groundbreaking research development.
I mean innovation happening right here in Plymouth. That's that's amazing. Absolutely. How big is like the staff or how many how many hooers do you guys employ? I want to say close to 600 people. And in research and development it's less than 100.
Let's put it this way. Okay. So you employ over 600 people right here between St. Joseph and Marshall County and more. I mean, it's a Kaziasco County. We've got employees that into manufacturing that extend through probably four or five different counties.
They all come to Plymouth or come, right? Some people commute way over an hour. Yeah. No way. Yeah. Yeah.
Well, I mean to work in such an innovative field, right? Like be a part of race. I feel like I mean, you're right. When people when you think of racing in Indiana, you definitely think of like the Brownsburg, the Pittsburgh Speedway, all the stuff that's down there. But that that like racing economy stretches all the way up here to Plymouth. Like that's super cool.
Like do you have like a test track? Like are there like places you're testing tires out around here? We don't have our own test track. Um but we utilize all the tracks that we're involved with across the country. Well, across the world. Yeah.
So our typical process would be, you know, we do all of our lab testing. We develop a a product with different materials with different outcomes that we want to achieve. And then we take that to the racetrack and we prove it. And we tested it in closed closed testing then open testing and we actually take it to different rac tracks to make sure because they're quite different and we have to make sure our products they have to perform on in any environment. So we're in Explain that. I'm sorry Nate.
So we're in the you know we're the spec tire for the for the NASCAR ARCA series. Okay. Arca is uh is the minor leagues to to the big they race those at Salem. They race them at Salem. Yep. So they they race they race everywhere.
But that's a very hard series for us to from a product standpoint because they race from Daytona Speedway to Salem Speedway. I mean, these are these are the tracks that they race on that we have to have a product that fits those cars for all those dis different conditions. They also race on the dirt. They also race in the wet. So, you know, these are these are all the conditions that we have to be with the Arca like those they race at Decoin in Springfield. They race on the dirt on the on the mile track.
you know, it's the same car. So, you know, this is a very demanding um you know, R&D aspect for our company, but something that we've mastered, but that's where we take we're taking that product and we haven't tested at Daytona in a while because fortunately, we have a very good product there right now. But tracks change, they might repave there. So, you got to go, you know, we got to go back to Bristol and test if they change something there. We've got to go, we we just did a test at Rock Rockingham because they're going to go there. You know, these are all the conditions that our engineers have to take under under their belt and go out into it for spec doesn't mean one spec.
It it only means it's our product, but for different applications like in the dirt or on on super, right? Like we will have a different specification for that weekend. I uh I did a video down at the Salem Speedway. They wouldn't let me drive a car, but I got to race. You shouldn't drive a car at Salem. Yeah, it's it's great.
But they let me drive mini crash rackets. So like those little tiny we did a whole racing video and it was awesome and I mean like they talked about AJ Foy and Tony Stewart, Jeff Gordon, like some real legends have raced at Salem and so it's super cool to see another like legendary Indiana company that's like yeah we built we built tires for for the for Daytona as well as Salem. Like that's just so cool to me. Uh so I'm sure you guys have been to tons of racetracks. Have you been to like what are some of your favorite racetracks across the state of Indiana? Well, Indiana, we're really blessed to have a lot of really unique racetracks.
Um, when you talk about oval dirt, oval asphalt, the drag strips, I mean, circuit racing, we've got it all in Indiana. The of course, you know, the Speedway in Indianapolis. Um, but some of the real gems are those that are, you know, off the beaten path a little bit, like Hobot, Indiana. You know, there's there's a circle track there that's just unbelievable. Cooko, you know, the dirt track in Cooko is fantastic. I mean, we just have so many real gems for racing.
Hobot, Indiana, like 30 minutes north of Evansville. This is in the middle of literally nowhere. That's where most oval tracks are. Oh, yeah. I can literally I zoomed in on Google Maps and it's like as I like get in there. Yep, there it is right there.
That's awesome. Just off of Highway 41. Cook you probably passed through on your way up, right? Uh yeah, I did. Um the Cooko Street. stair.
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Anderson has the Little 500 every year, which they run right before the big race. And Anderson's a very highbanked intense racetrack that I mean you you'll be hardressed to find better asphalt racing than at Anderson Speedway which is right here in our backyard. So yeah. And we did the whole thing uh because Gas City like is not didn't operate last season and they're going through ownership change trying to figure it out and there's a whole like movement for save gas city speedway. like we have to take care of these legacy tracks because we've been so we almost take it for granted a little bit when you have the largest single event sporting or single day sporting event in the world as well as like some iconic racetracks. It's like oh it's just a racetrack whatever.
But like there's so much history, legacy and amazing racing that happens in small towns all across Indiana and beyond that we have to yeah definitely preserve. Uh, so it's cool to see you guys like the fact that ARCA races at Salem and races at Daytona and all these other places. Like that's just so cool to me. So as you guys think through like what's to come, right? You know, like expanding product lines, innovation, research and development, you know, like in a world where you could go about I mean racing's never been hotter. I mean maybe it has, but racing I mean with drivers to survive and all these fun things like it feels like racing is up and to the right like people are really interested right now.
We we discovered a couple of areas where we feel like there's a void that we can fill. One of them is the the street line. We just Paul was mentioning uh we just launched the track. The track idea was let's take our race tire slick knowledge that's really built for racing and see how much do we have to do to it to make it just street legal so that you can actually put it on your car. And so you can take that thing to the track every weekend and you can still drive home on it. And that's what exactly what we did.
We launched it. We launched it at SEMAR. And that was also a nice award we just got. You can see it in the hallway here. We were really um surprised. Um first time we make a return to SEMA after what almost 30 years.
What's SEMA? The SEMA show in Vegas. Specialty Equipment Market Association. It's the biggest car show in the US. What was the award you guys won? Best new tire product of 2025 for the entire tire industry.
That's it. Look at this thing. Holy smokes. I'm probably not throwing this on my like, you know, 2005 Toyota Corolla. Like, what kind of cars do you see the like putting these? Anybody who's looking for an edge in performance, and I mean, you can drive around town in no problem.
Yeah. Um, it will not last 30,000 mi because it has a high grip compound. It'll be safe enough to drive around because it's it's qualified for street use. But our idea was like let's see how I mean in KI we developed this kind of product from coming from the street product right and see how much do we have to do to our street products to make it perform on a track. So you were going the opposite direction. Exactly.
Okay. So so from Continental they were like okay we have the everyday like you can cruise and get groceries for 30,000 miles in this right you're fine. You were trying to go you you guys went to the track. We used Exactly. On the contire, we used our ultra high performance tires, which is still a street tire. On on your new BMW, you will have a sport contact for instance.
We we tried to make that trackable with some success, but we went like, let's take the opposite approach. Let's take our slick tires, see what we have to do to it to make it street legal. We um with the picture you just found there was a dual use, and that's exactly how we position the tire. We go street and drag. You can do both. So, you can Wow.
you spend a large chunk of money on a really nice car that you know like your your brand new Corvette or whatever and it's like well I want to go drive it around town but you're probably not driving at 30,000 miles a year right you're cruising on Sundays but if you want to go on a Saturday and take it out to the drag strip or do whatever and or you can also Yeah exactly a lot of people take it to like Gingerman's close here it's like an hour away or wherever you go around here people people have to trailer the the car picture that it's my my car right how do you put a a tire rack on on top of that with like four track tires. You don't, right? And you don't I don't I don't bold a GT who I love it. That thing's sweet. Okay. So, the idea was like we need to we need to fill this void for people and put put a product out there that that solves these problems for you and so far we've had some great success on it.
So, that's an innovation that came to market last year 2024. Yep. The launch really was I want to say this spring really is yeah we just started getting inventories available for that here in the first quarter the official product launch someone go and buy that at Tyra um Summit any of our any of our distributors any our distributors you find it online you you will find it and any Hua dealer should have access to it okay so and as you think of other are there other innovations coming that are like hey we're really excited right now we have uh a kind of a hybrid like performance and casual You know, it's it's all about performance. Yeah. Our whole company is geared around performance. Now, performance means different things to different people.
In a spec tire environment where everybody's running the same tire, performance means repeatability, longevity, um you know, no drop off. These type of things are performance in that arena. In drag racing where we're racing against a lot of different competition, it might be the first to the finish line, the fastest tire, or it might be the most consistent tire that I can dial in for my my 9. 9 or whatever my my indicy might be for for drag racing. In street tire in lingo, you know, it might be just the ride comfort, the the longevity, you know, so performance means a lot of different things depending on the market segment that you're in. And we have to try to hit that performance window, whatever that market is, depending on what we're developing.
70 years building brand equity in racing, right? You know, like people around the world know who's your tire. If you guys were to go out and just start generic street tire, buy a tire rack, 99 bucks a tire, whatever, a lot of people would buy it and but you would dilute your brand equity. Exactly. That's not us. Yeah.
The fact that you're saying you're built on performance, like that's the the sweet spot, your niche. That's it. We spent 70 years building up this brand. We're going to continue to build the best performing tires on the market. Another fun example. For instance, you know the One Wheel boards.
I I was literally Wow, you read my mind. Oh, sorry. Good, good, good catch. Yeah. So, here was But this wasn't born by us. This was born by consumers in search for performance.
So, they figured out that our car tires fit their onehe boards and they didn't like what they're were equipped with coming like stock the stock tires. tinkering the stock market, right? And then they figured for the aftermarket, hey, let's let's try and see if we can fit one of these UA car tires. And then we What's that a tire for? It is that one. I don't know which one that is.
What do you think? Like what would that go? Like a like a dirt carding that looks like a dirt carting tire. And they figured out it fits. Okay. So we went like wait a minute if that's interesting.
So we can do better than this. So, we now develop a dedicated product for onehe boards and they can like if you're buying a onehe you could be like, "Oh, I want the performance off-road. Who's your racing tire?" Well, so far we are selling them in in the aftermarket only. So, you would have to retrofit. But, yeah, that might be a path forward now to talk to One Wheel and see if they would like our tire to be an option on it.
How did this get on your guys' radar from the consumer? Tag you on Instagram or something? We had a we just had a lot of a lot of sales were going to places that weren't oval dirt carting that we couldn't identify. And we eventually got to the consumer and we realized this is a whole market that we're not even clued into. They're taking our tire and they're putting this on these applications. I mean I mean the joke always been ordering one tire.
What's up with that? There were a there were a couple of dealers in California that reached out to us and said, "Hey, we're getting a lot of requests for the Hoosier product. You know, what should we do here? Can we stock them? Can we take them?" And that's how the whole thing grew.
And from there, we said, "We need to develop a product line that is specific to this application." Oh my gosh. Yeah, that's super cool. and like the iconic branding right of just like Hoosier right across the black tire who I just think that's so I mean as I look through your guys's website the other piece obviously built for performance but to me I it's just like a it's beautiful like the product the branding the whole thing the purple I love the purple I'm a huge fan we got to get you one of those checkers then I need one of those okay so like actually so this was how I learned and this is going to be I'm going to I'm going to out myself here so I didn't know that you guys were only a racing tires. And so last year I was um I went on this mission at the Indy500 to be the first truck inside the infield. So I got there at 10 p.
m. the night before, slept in this truck. I bought a truck on Facebook Marketplace. I flipped it like did this whole thing and we were the first truck in the gate in the infield and threw an all Indiana tailgate. So like no no international brands like only stuff built Indiana. And I was like this truck needs your racing tires.
Like it needs that like Hoosier. But then I realized I had to drive it on the road. And then I did all my research and like again it's just been this like long process where I've wanted to talk to you guys for like a year now because I just was so fascinated. And then I got down What kind of What kind of truck was it? It's an 86 Dodge uh Power Wagon. So this is a beast.
Actually, I'll show you guys a picture of it. It was like it's I mean we may have a tire for you. Oh, let's check. Wait, really? So this is what the truck ended up coming together and looking like. We got to hang out with Roman Roma Grojan.
And so it was this whole big thing where we worked with all Indiana brands to get inside the thing. And I was like, what what it needs is we need to get Hoosier right there. We'll probably find some Pro Streets outfit. Yeah. Either Pro Streets or Yeah. Maybe even some bias titles.
The Pro Street tire might fit. Yep. That' be sick. Uh I was talking with Doug. We're going to do it again this year. And Doug BS gave his commitment that if we if I show up again, so I served coffee and donuts to the first 25 people behind me, as a reward for them showing up early.
Yeah. Um this year, he said he'll come out at 5:00 a. m. and serve to the first hundred people in line with me. And I was like, talk about just like awesome people. Like Deadpool's a one of a kind guy.
He is, you know, we were talking about all the racetracks and and short tracks in Indiana. And you know, he had a campaign and I don't know if he's still continuing it, but he had a campaign of going out to those him personally going out to those tracks and helping them, reaching out to them if they needed any resources from the speedway to help them with their short track operations. Just talking about racing in Indiana. Uh Doug B is a great promoter of of just motorsports in general. Uh, I can't think of a better job for him than being the president of Indie Car and just like it makes me sad because I hope he doesn't end up like taking away from the time he used to spend at the speedway and here in Indiana, but he's just the best dude. When you I guess when you do say that, right, it kind of takes in mind or takes me to the point racing at the top, right?
Like Vegas, Austin, Indianapolis Motor Speedway, the biggest tracks are thriving. But I guess yeah, as we do talk about like the Salemss and the Andersons and the smaller racetracks, how do you guys see that shifting and what could we as Indiana do to support our smaller did I just see the Plymouth as like are they have they changed ownership or are they still operating even like they are um and they they went from you know dirt to asphalt, asphalt to dirt. It's it's one of those situations that affects a lot of different racetracks throughout the country. That's it's a great question because the short track racing in the United States is very stressed. Um, as you can imagine, real estate becomes more and more valuable. Um, and and our world is shrinking and and I said, you know, these racetracks are out in the middle of nowhere, but a lot of them started out in the middle of nowhere and now they have neighborhoods and then they have and that becomes a big challenge for them.
They were there first, but now these neighborhoods come around and they complain about the noise and Exactly. So, a racetrack has to be very very tied into their community and and most of them are in terms of what they give back to the community and they're an asset for their local community. And you know, my wish would be that for Indiana that residents simply support those racetracks. Get out, go to a Friday night race, you know, go there, witness it, bring your friends. That's how they benefit when they get when they get butts in the seat, when they create fans and they open motorsports to people who've never been exposed to it before. That's valuable.
So, that's how I would see supporting those tracks. And we are are 100% invested in that. We we try to be a good steward to the industry. Um we're we know we're a leader in the motorsports industry there. Throughout the pandemic, it was very challenging for us because we know what happened there and and we had a lot of stress just manufacturing enough tires to support because, you know, everything was shut down. People were gone.
Now they had to come back to work. It was hard to get them back. That experienced workforce is very important to us and it was hard for us to replace that. Yeah. Well, I guess when you guys think about recruiting talent, I mean, again, I'm from here. I've been like 10 times episode.
I'm from here. I love it here. I know how great it is here. How do you guys think about that as you get people to come to South Bend, to come to Lakeville, to come to Plymouth and join this amazing team? I mean, people who are born here, maybe it's a little bit of an easier pitch. People who are not from here, um I mean, you drop up here, Lakeville is uh you could almost miss it, right, if you you could you played you might miss Lakeville.
That's true. Or the pass too. It's like So, we have that experience, especially recruiting people from um abroad. They all they do is they Google Indiana and they go where is it and then like oh it's what is it 700 is the population of Lakeel I think. So we always have to explain to them it's more than that. It's it's Southbend.
It's the metro area of South Bend. Plymouth is not small either. And there's there's more than just a little town. Yeah. And it's like I feel like I put words in your mouth, but it's one of those things where if you get people out here and they experience the people, they experience the community and it's like, oh, now you understand how you can get 600 people to come and you work for a company like this. Because it is like Google, right?
And it's like, yeah, that does. Don't judge a book by its cover. At least that's my my opinion on it when I talk about like I love growing up here. I thought it was great and some of my best friends and I love spending time up here. But it's definitely Yeah. Don't judge a book by its cover when it comes to that.
No. Very true. Very true. Yeah. So, it's like if there were young individuals, let's say up in Notre Dame or Valareerezo University or Bethl or, you know, all the the major universities across the state of Indiana that maybe want to get into racing, want to be a part of performance engineering, but haven't heard of you guys? Like, what would you say to them?
How can they get play? No, just get in get in touch with us. I mean, we had that conversation with their Bara club, the F1 club. They had no idea we were like down the road at Notre Dame. Yes. They they so there's an F1 club at Notre Dame that have no idea that Hoosi Racing Dire was uh 17 minute drive or less away.
Maybe that's no no very true sadly but true. But that's on us, right? We we need to also engage more and that's what we are trying but also um it doesn't stop with engineering. We we have we have really cool internships here in marketing, in sales. What's the right kind Okay, so there's a college kid out here who sees this clip. What's the right kind of person that you're looking for to come work with the Hunter Racing team?
Be curious. Be be competitive like we all are here. Passionate. Passionate and performance focused. Performance. Again, right back to the roots.
You can't forget performance. And what's an experience as an intern for Hoosier Facing Tire? What does that look like? We have a lot of different departments, a lot of different areas that someone could come into, but I can tell you they'll they'll get a a real um deep end of the pool indoctrination into motorsports no matter what department they're in. Um they're going to realize the the passion that we see here in Indiana. They're going to see that right from the outset.
Um and we try we try to have them walk away with having learned something and and experience something. Yeah. Especially in your three months, two months in the summer. Yeah, what we do right now is um we have we obviously have interns in in the labs, we have interns in in R&D and manufacturing, but also over here in Lakeville, we have so our logistics department's here, the warehouse is here, the track service team is here, um and and Paul's team, sales and and the whole um executives are mostly are here. We're doing AI now. We're looking into AI stuff to understand our market better.
Um we're doing into we're looking into AI to improve our customer service. We are looking into uh we have a lot of business intelligence trying to understand so like software engineers software data science data science um we we we have to understand um our market because we're very big in the market and if you're servicing 1200 racetracks there's a lot of data you have to process. Yeah. Like even the data like I'm sure you guys have it but it's like how many how many revolutions does a tire go before you you're like okay we need to switch that out. Oh, we can tell you a consumption factor by the digit per track. We we we compute that.
We know we know the average consumption rate in a certain race class, we do forecasting based on those models, but we we need to tweak them all the time. So, there's a lot of stuff going into that. Like that's a a stereotype that the deeper I the more conversations I have with racing, the more it's like the stereotype is like, oh, racing it's just a bunch of like hillbillies out there like running around the track or whatever. There is so much science. There's so much data. Like it is blows my mind.
I I mean I've talked to some of the indie car teams. Any level of racing, the math, the amount of mathematicians, data scientists that go into like like that shave milliseconds off of time. Absolutely crazy. So moms, dads, if you're listening out there and you have a kid who maybe watched Drive to Survive or any of these racing shows and really loved it, wants to get pursue a career in motorsports, got to hit up our friends who's racing tire. Yeah. Um, we're kind of coming to the end and we're wrapping up our time here.
One, thank you so much for sharing. I think that like a lot of what the show is is we uncover these stories and hidden gems of of things that that everyone in the state of Indiana needs to know about. And I think that Whoa Racing Tire, especially coolest thing made in Indiana 2023, making global impact uh from right here in Plymouth and Lakeville, it's incredible to me. But but as we kind of wrap up the show, we always ask the same three questions to all of our guests. We'll start here with Paul and then we'll go here and boom boom boom back and forth. So Paul, what's one thing the world needs to know about Indiana?
That it is a great place to live and it's a great place to raise your family. Um it's where I've raised my family, three kids that attended Purdue University. Um you know, it it is just a great place with a lot of resources that are really unexpected when you think about Indiana. I mean, it has everything from big city to small life. So, uh, to me, that's my takeaway of Indiana. All right.
You are not from here originally, but you I mean, you you're by choice, but I choose to come here. I wasn't born here, so I don't have to like it. Right. Coming having such a global perspective, what's something the world needs to know about Indiana? I mean, I can only confirm what Paul said. It's a totally livable place.
You won't be missing anything. So, at least we we're very happy here. I mean, I've lived in many different places in the world, and I'm raising my kids here now for the last five years. is I have two kids, one in high school and one is now approaching middle school. They like it. Um I I think um it's it's a great place to live.
Like I said earlier, the weather is in my opinion a little bit better than Germany. So hang on. But um I lived in Charlotte for seven years. So I I so and I think coming from Charlotte, I went like Indiana, I don't know. There's a lot of corn field and it's usually cold and rainy and uh but I have to say I'm here and I'm I have no plans to leave. So, um, no, I like it here and I think, um, everybody needs to know, come come here, check it out.
Um, Indiana has a lot to offer. That's the That's the secret. The other thing I would add for Indiana that a lot of people don't realize is we have some of the best affordable golf in the country. Golf, there's no question. You know, I I've golfed all around and when you talk about affordability and quality, Indiana stands out. Where where your if you had to give some recommendations, where where do you love playing?
Well, I mean, if you go to the, you know, the course at the Brickyard, it's it's it's pretty fun. I'm playing on the 23rd. It's pretty fun. But you could go right down the list. I mean, there is just so many different courses. Have you played Pete Die?
No. You want to give people the love of the state of Indiana. I went down for the Cornferry Tour Championship um in French Lake. I got to the top of the Peak Die course and just like looked out and you can see for miles. Spectacular and I'm just like this is a state that I live. This just doesn't look the same.
and like all that whole portion of southern Indiana like you just it there's just such like diverse terrain across the state which is pretty cool. It's very true because pe some people who don't never been to Indiana they think of it as Kansas they think of it as being just flat wide open and it's not you know when you get to southern Indiana I mean it you look at Brown County and it's incredible the the amount of terrain elevation differences and yeah so there's a lot of special things about it. Heck yeah. All right second question that we have started here. But what is a hidden gem in Indiana? To the Indiana dunes on the Lake Michigan.
So most people always go Lake Michigan is not Indiana, but it is. And it's a beautiful place and our dog loves it there. And every time we drove by the Indiana Dunes National Park, that's a good place to take your dog for a swim in Lake Michigan. So that that's one. There are a lot of miles of Lake Michigan shoreline that are on the Indiana side that people forget about. Totally question.
I didn't know there was a port actually. Yeah, it's a seapport even. I didn't know that you can ship containers to it. Look at that. Global logistics right here. Paul, what's a hidden gem in Indiana?
I mean, I don't know how many people realize the Studebaker Museum is here in in South Point. See, that's on my list. Talk to us about that. What's the studio? I mean, Studebaker was they were manufactured here in South Bend for decades and I think they they closed in the late60s maybe somewhere in there. How significant of a auto manufacturer was Steenbaker?
I don't know. their cars are iconic and and that museum they go from the wagon all the way up through you know their last vehicle. Um so it's really cool. Wait made a legit wagon. Yeah. So the Oliver plow works I think was the original um you know the Oliver they they made wagons and then Studebaker auto and they're like redeveloping the old Studebaker campus or whatever too, right?
Like there's a lot of work being done all around that area where the museum is. Well, downtown Southbend has a lot of of work. I mean, when you talk about the Southbend Cubs are here and and everything that um Andrew Andrew Berlin, I think is his name, the owner, he's he's doing. They're now renovating and adding to uh the South Bend uh Cubs facility there. They're adding another deck, I think. But all that around that area um has been really, really explosive.
So, South Bend itself is is has a lot going for it outside of just Notre Dame. out again. I was like there's I mean there's a ton of cool stuff going on. I saw the uh there's like a huge concert comedy show coming to South Bend this fall. It's like Zack Bryan and Shane Gillis and it's like the most weird show that I'm really excited to see how they pull it off in this like massive stadium. It'll be really fun.
So I'm going to come back up to South for that. Uh final question that we ask everyone Paul. Who's someone in Indiana that we need to keep on our radar? Someone who's doing big things. the owner of the South Bend Cubs, Andrew Andrew Berlin. He's someone who would make a very interesting interview.
He's I know he's one to two or has tried to get a major league ownership um before and maybe is still interested in that. Doing a lot of revitalization of South Bend. Um so I think he'd be a real interesting interview. Raleigh Helmling, he he's part of the um development commission of Indiana for businesses. Helped us a great deal. He used to be president of USA.
really interesting guy who's had he's owned USAC teams. He he so he operated Jeff Gordon's team when he was uh part of USAC growing up coming through the ranks. Really really fascinating. He's involved with the PRI show. So you understand the largest motorsports trade show is held in Indianapolis every year. Yeah, you guys for that, right?
Performance racing industry show is phenomenal show. Yes. Um and we have a huge presence there as well. So, how many people come for PRI? But it it has a multi-million dollar impact on Indianapolis um every 40,000 attendees from all 50 states and 70 countries. There you go.
Holy smokes. PRI. Did you guys have an awesome booth there this year? Yeah. Yeah. Heck yeah.
We doubled our footprint actually. Holy. We have like I did Did Indianapolis take care of you? The host city? Indianapolis does a great job. Yeah.
They they always work well with us. The PRI and they're they're owned by SEMA. Um, you know, all of the people involved with that are fantastic to work with. Heck yeah. And you will see a lot of purple there. We have like probably 50 people out there in purple shirts.
Yeah. All of we bring all our distributors in to work and um and be a part of that. We coordinate with our We have an annual distributor meeting. At least 50. That was that wasn't even lowballing it. Uh, all right.
So, I need one of those vintage purple jackets and I'll show up. It'll be December, so it'll be perfect time to wear one of those and I'll have the fit on. Oh my gosh. And then uh yeah, we'll we'll take you guys my I have really good friends uh with St. Elmo. They're they're like huge partners of mine.
So we can get some shrimp cocktail racing tires, do the whole two iconic Indiana brands, baby. Let's go. You should you should come. We have a we have a new program. We didn't talk about the the Hero program. Have you heard about that?
Hero. It's a program we we basically created um to leverage a little bit um our access to winning. like we said like we create champions on,200 tracks every weekend and we don't do much with it. So we went like we create so many champions, so many heroes out there. Let's do something with them. So it's a fan-based program that we call the Huja Heroes.
They are basically our influential crowd now and and we brand ambassadors brand ambassadors and it's become a thing. We started out with hero cards. We do hero cards but we were like wait there's more than that. So meanwhile, this is the third year we're doing it and the second time that we had a hero reception. They had a blast. They were so proud to be there and you can it's nom by nomination Braden.
So he was so cute. He gave the coolest interviews. He was like a little kid. Yes, that guy. 2021 NCQA Q of the year. That guy came on stage, gave interviews.
35 feature wins in the NASCAR Youth Series. Dude, this guy is legit, right? And so that's a cool program for you if you want to join us. We need because we need people like you. Um um because we want media votes as well and every day and exactly we have some industry votes. So we have a panel.
We have a jury and we have that reception where everybody shows even last year's class and the year before shows up. Right. So that well this year in December I have to come and stop by and and see all the cool stuff you guys doing. We'll make sure we put you on our list. Please do. I appreciate you guys making the time to sit down and talk to me about the amazing history of Hoosi Racing Tire.
Uh, from Bob and Joyce back in the 1950s up to 1978, then like really diving into the tire business here in Plymouth and Lakeville, the growth, the acquisition in 2016 to you coming aboard in 2020, five years now, and all the cool stuff, especially as you continue to innovate. I just think it's incredible. It's cool to see cool to see Hooers doing big thing and it's cool to see Hoosier doing big thing, right? Big things. So, I appreciate you guys. Keep up the great work.
Uh, if people want to learn more about Hoosier Racing Tire, connect with you guys, social media, all the stuff. Where can they find you at? Almost everywhere. We on Tik Tok, Twitter, X, I should say. There you go. Um, Facebook, um, who's tire.
com. Who's. com? There it is. Instagram, right? I mean, everywhere.
They're easy to find. You find them. But seriously, moms, dads, if you're you have a son or daughter that's interested in getting into motorsports, that could be a great segue to go and learn. Spend a summer learning all there is to know about motorsports. I love it. Gentlemen, thank you so much for the time and we'll see you guys next time.
Thank you. Thank you. Thank you for listening to this episode of Get In. If you like what you heard, make sure you leave us a review wherever you listen to podcasts. This show is made possible by our friends up at Sweetwater. Whether you're looking to start a podcast or take your content to the next level, click the link in the description to see all my gear recommendations at sweetwater.
com. If you want a behind-the-scenes look at everything we're doing across the state, make sure you follow me on Instagram and Tik Tok, Nate Spangle. Thank you so much for listening and being part of what makes the Who's Your State great. We'll see you next time here on Get
