The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) has named Brian McCroskey, senior manager, special projects at thyssenkrupp BILSTEIN of America, Inc. as its newest spotlight member.
With a career focused on leadership, innovation and industry collaboration, McCroskey continues to make a strong impact within the aftermarket community.
In his role, McCroskey oversees special products, sales management, profitability and high-level strategic projects. His work helps drive growth while ensuring products and programs continue to meet the evolving needs of enthusiasts and consumers.
One of McCroskey’s proudest career accomplishments was helping secure BILSTEIN as the official lift kit provider for Jeep—a milestone that combined product innovation with strong industry partnerships.
Like many industry professionals, McCroskey sees both opportunities and challenges ahead. His biggest concern for the future of the aftermarket is overregulation and the possibility of younger generations losing their passion for vehicles. He believes enthusiasts connect with vehicles because they represent personality and individuality, not simply transportation.
McCroskey currently drives a Suburban equipped with a performance brake package, leveling kit and performance exhaust, though his dream vehicle would be a RAM TRX. Professionally, one of his biggest goals this year is growing his team and bringing more talented people into the organization.
McCroskey credits Todd Steen as a major mentor throughout his career. Steen encouraged McCroskey to become involved with the council and has served as a trusted sound board over the years. One of the best pieces of advice McCroskey has received is to always consider how decisions impact the broader industry.
When it comes to industry events, McCroskey looks forward to the Performance Racing Industry (PRI) Trade Show each year because of its productive business conversations and strong industry connections.