Brands we have worked with in and around this space
Show floors we work
For trade bodies, manufacturers and training programmes
American manufacturing does not have a marketing problem. It has a pipeline problem, and the people it needs are not reading careers pages.
Every skilled trade in the country is short of people. Collision repair, welding, fabrication, electrical, HVAC. The work pays, it cannot be offshored, and it does not require debt to enter. None of that reaches an eighteen year old through a careers portal or a high school assembly.
The audience most likely to consider a trade is the hardest one for a trade body to reach. They are young, they are hands-on, they are already interested in how things are built, and they are almost impossible to buy through conventional media. They are also, in large numbers, at a race track on a Saturday.
The people the trades need are already standing in a paddock.
Across four event weekends we created the Drift Lounge for I-CAR: a space inside the Nasty Habit Motorsports footprint where collision repair educators, students and alumni could talk to fans directly. Technicians in training and career changers met people already doing the work, in a setting where the curiosity was already there.
Nobody had to be persuaded to pay attention. They walked up for the car. They left with a route into a trade that is actively hiring. There was no discount code, no giveaway and no product to move. The partnership existed because the audience and the need genuinely lined up.
Which roles, which regions, and what actually stops people applying. Recruitment is measured differently from product marketing and we agree what counts before anything starts.
Not every team suits a workforce message. We match the programme to a client whose own story makes the trade credible.
An environment where a conversation can happen, staffed by people who can answer real questions rather than hand out literature.
Conversations, not impressions. If the format is not working we change it between events rather than at the end of the season.
We work FABTECH, CONEXPO, World of Concrete and NECA. Not only to network, though that is part of it, but to understand the industries we are asking to trust us. You cannot build a credible recruitment campaign for fabrication if you have never stood on a fabrication floor and listened to what shop owners are actually worried about.
That education is the difference between a campaign built from a brief and one built from the industry itself. It is also why we can tell a trade body honestly when motorsport is not the right route for them.
Brands we have worked with in and around this space
Show floors we work
Tell us who you are trying to reach and we will tell you honestly whether this is the right move.
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