By Jason Weidmann
Throughout 2025, the Wheel, Tire, Suspension & Brake Council (WTSBC) brought members together for its virtual Coffee & Conversation series—held on the first Thursday of each month from February through September at 9 a.m. PT. Designed as an open, peer-driven forum, the series created space for candid discussion around timely industry challenges, emerging trends, and real-world business considerations impacting the aftermarket.
This year’s conversations reflected the dynamic landscape facing the industry. Sessions explored the realities of tariffs and global supply chain pressures, evolving pricing and margin strategies, and how businesses are adapting to ongoing economic uncertainty. Members also dug into marketing strategies for manufacturers and retailers, technical education around tires, suspension, and brake systems, and the growing influence of trucks, off-road, and overlanding on product development and consumer demand.
One of the most popular sessions of the year tackled consumer trends and common industry myths, sparking energetic discussion and practical takeaways. By separating fact from fiction across wheels, tires, suspension, and brakes, participants gained insights they could immediately apply in sales conversations, product positioning, and customer education. Across all sessions, the true value of Coffee & Conversation continued to be the expertise in the (virtual) room: industry veterans, technical specialists, marketers, and business leaders sharing perspectives in an informal, collaborative setting.
A Look Ahead to 2026
Building on the momentum from 2025, WTSBC is planning another strong lineup of Coffee & Conversation topics for 2026, including:
- Attraction and Retention in the Gen Z Workforce
- Tariffs, Risk, and Incentives from the U.S. Government
- Overlanding Trends in collaboration with the Truck & Off-Road Alliance
- AI and Its Potential Impact on the Aftermarket
- Consumer Trends
- Industry Myths (by popular demand)
The virtual Coffee & Conversation series will continue to deliver relevant, timely discussions led by and for industry professionals, providing members with insight, connection, and value in a relaxed, accessible format.
If you haven’t joined a session yet, 2026 is the perfect time to pull up a chair, grab your coffee, and be part of the conversation.