The SEMA Truck & Off-Road Alliance (TORA) named Warrior Winches as the council's newest member spotlight company. Get to know their story in the SEMA News interview with Jeff Bimson, Warrior Winches’ CEO, below.
SEMA News: Tell us the story of Warrior Winches. How did the company start?
Jeff Bimson: I founded Warrior Winches in 2004 to address the need for high-quality winches at competitive prices in the UK, European, and North American markets. Our breakthrough moment came when we were recognized as a valued supplier to the British Military, which we consider the highest endorsement. We pride ourselves on being large enough to handle substantial accounts while remaining small enough to provide personalized service to each customer.
SN: What's going on these days? What projects are you most excited about?
JB: Currently, Warrior Winches is working on several exciting projects. We've recruited proven industry professionals in the truck and off-road sector, which has significantly strengthened our team. We're also introducing several new products, including some customer-specific designs tailored to meet unique needs. We're particularly looking forward to showcasing the entire Warrior range at SEMA 2025, where we will highlight our latest innovations and connect with industry leaders.
SN: What's the best piece of advice you have for professionals getting started in the aftermarket?
JB: The best advice that I have would be: Achieving long-term stability in the aftermarket industry is built on consistent values—trust, loyalty, and respect—towards your employees, partners, and customers. Ensuring that these values are at the core of your business relationships is crucial. Additionally, a quality product is the foundation of all strategy. It is what distinguishes the best companies from the rest and drives sustained success.
Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.