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Josh Steinmetz Named Hot Shot's Secret Brand Manager

Josh Steinmetz
Josh Steinmetz

Lubrication Specialties Names Josh Steinmetz Hot Shot’s Secret Brand Manager

Lubrication Specialties (LSI) has announced the promotion of Josh Steinmetz to Hot Shot’s Secret brand manager. Since Steinmetz’s employment in 2019, he has quickly risen in assigned responsibilities working first as digital marketing manager before being promoted to e-commerce and digital marketing manager. In his capacity as brand manager, Steinmetz will develop and define the long-term brand vision and strategy for Hot Shot’s Secret performance and preventative maintenance additives, oils and fluids. He will direct the brand’s messaging, goals and promise, and will develop the best go-to-market strategy to ensure market share and sales. As brand manager, he will oversee all brand messaging, packaging and media buys, and provide input on new-product development for diverse markets.

Steinmetz brings to the position a background in marketing strategy, social media, advertising and creative production, content creation, website development, photography, and videography, and has been contributing increasingly to branding in addition to his e-commerce and digital duties.

Tread Lightly! Announces ATV Trader as Newest Official Partner

Tread Lightly!, a U.S.-based nonprofit dedicated to promoting responsible outdoor recreation through stewardship and educational programs, has announced ATV Trader as its newest official partner. As an official partner of Tread Lightly!, ATV Trader will support Tread Lightly!’s mission to protect off-road trail access and public lands through stewardship projects and responsible recreation education. In addition to its partnership, ATV Trader will also offer Tread Lightly! members 50% off any listing package on ATV Trader, valid January 1–December 31, 2023. For more information on ATV Trader, visit To learn more about Tread Lightly!, visit

Len Mazzanti
Len Mazzanti

CRC Industries Appoints Len Mazzanti as CEO

CRC Industries has appointed Len Mazzanti as CEO. Mazzanti succeeds Perry Cozzone, who served as CEO of the company since 2018 and retired at the end of December 2022. Mazzanti has 30 years of experience developing and leading high-performing teams on a global scale with a proven track record in growing businesses both domestically and globally. Most recently, Mazzanti was regional president of Sartomer Americas, a global specialty business unit of Arkema with previous roles encompassing operations, supply chain and commercial business leadership in the chemical industry with companies including AmeriGas, General Electric, and Rohm and Haas. Mazzanti will be focused on driving operational excellence and infrastructure capabilities to support CRC’s growth around core product lines, including its environmentally preferred products.

Terry MaddenMile Marker Industries Inc. Announces Brand Representation by Motorsports Television Personality Terry L. Madden

Mile Marker Industries Inc. has announced its multi-level partnership with racer and motorsports television personality Terry Madden, a U.S. Army veteran. Madden recently left WARN Industries and signed on with Mile Marker Industries Inc. to introduce a line of signature products and also will become a full-line dealer.

Madden began racing bikes, motocross and flat track at a young age, and after high school served in The United States Army for eight years as an “MP” in the Military Police division. Upon completing his military service, Madden had a successful career working in the oil and gas/oilfield industry, thereafter pursuing his passion for off-road racing. He continues to enjoy success in the off-road sector, including two Baja 1000 wins, two Mexican 1000 wins and countless other championships and awards around the globe. Madden is also a professional driver and rider and has appeared in many television programs and commercials.

“Mile Marker will be launching products with Terry at the King of the Hammers, February 2–11,” said Mile Marker CEO Paul Fioravanti. “Terry’s California shop will become a Mile Marker full-service dealer, with on-hand inventory. Terry will help us tell the story of a re-energized Mile Marker [under new ownership since 2021], and help us continue to grow our brand as we launch some exciting new products throughout the year and later in the year at SEMA 2023.”

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