The off-road world is growing faster than ever—new gear, flashy YouTube channels, major brands flooding the space. But while that growth brings excitement, it also brings a problem: too many companies are cashing in on our community without ever giving back to it. It’s time we take a hard look at who we support—and who actually supports us.
Here are 7 reasons you should choose real people and purpose-driven companies over corporate giants.
1. They Show Up—Literally
Take James Adams of Adams Driveshaft, for example. He’s not just another name behind a product. He’s someone who attends events, talks to off-roaders face-to-face, and invests time in the very community that supports his work. When you meet someone like James, the difference is obvious. Real people, real presence.
2. They Care Enough to Answer Emails on Holidays
Back on Labor Day Weekend in 2020, I ordered springs from Metalcloak. I had second thoughts about what springs I wanted and emailed the company, not expecting to hear back until mid-week. Instead, Matson Breakey, one of the owners, responded personally—on a holiday weekend—and looped in his team to make sure my order was corrected.
They didn’t just make it right—they made it personal. Matson is also incredibly passionate about keeping legendary trails like the Rubicon Trail and Oceano Dunes open to the public. His commitment goes far beyond just product sales.
3. They Use Data to Make Better Products
Metalcloak also operates a CTI Trailer, which they take to off-road events so people can test their rig’s flex. But it’s more than a gimmick—they actually use the data collected to improve their own product lines. That kind of feedback loop, between real users and product design, is rare—and valuable.
The CTI Trailer is often run by Corey Osborne and Jessy Greenland, who travel the country to bring this experience directly to the off-road community. Their hands-on presence at events is just another example of how Metalcloak puts real people in real places to support the lifestyle we love.
4. They’re Faces You Know, Not Just Logos
Dennis from Teraflex has become one of the most recognizable figures in the Jeep space. His YouTube videos are both funny and informative—and he doesn’t just stay behind a camera. He attends events like the Great Smoky Mountain Jeep Invasion, where I had the chance to speak with him directly. He’s just as genuine in person as he is online.
I don’t know who owns Teraflex today. It may very well be a giant, faceless corporation. But what matters to me is this: they put real people out front. People you can talk to. People who will answer questions and listen. That still counts.
5. They Use Their Platforms to Do More Than Promote
You’ve probably heard of Matt’s Off Road Recovery on YouTube—but what you might not know is how much Matt Wetzel gives back to his local community. He hosts fundraisers, runs an off-road event called the Off Road Games, and doesn’t just post content—he supports causes.
Also at the Off Road Games was Alan from Yankum Ropes, an American small business creating top-tier recovery gear. He wasn’t just there to sell—he was manning a winch line, ready to help competitors if needed. That’s what being part of a community looks like.
6. They Fight for Your Right to Ride
The Off Road Games featured a booth from the Utah Public Lands Alliance (UPLA), a group fighting to protect public access to the very lands we enjoy. I spent some time speaking with them, and it reinforced something I already believed: if we’re going to live this lifestyle, we need to support the organizations that protect it.
Groups like UPLA and the Blue Ribbon Coalition (BRC) are out there every day working to preserve access for all of us. Whether you join, donate, or simply help spread their message, your support makes a difference.
7. They’re Not Quietly Working Against Us
Let’s be honest—some well-known outdoor brands market themselves as champions of the wilderness, all while quietly backing initiatives that result in Wilderness designations. While the word sounds positive, Wilderness (with a capital W) can make it illegal to drive, ride, or camp with motorized equipment on those lands.
They talk a lot about sustainability, yet support efforts that would close down trails we’ve used responsibly for decades. They claim to promote adventure, but want that adventure to come with restrictions. You can probably figure out who they are.
Bonus: They Help Us Navigate It All
One of the most valuable tools I use on the trail is OnX Offroad. It’s more than just a GPS app—it helps you plan routes, check land use boundaries, and see which trails are open, closed, or seasonal.
What sets OnX apart is that they don’t just collect data and sell subscriptions—they actively partner with advocacy groups like the Blue Ribbon Coalition and Tread Lightly. Their blog and social media regularly feature access alerts, land use issues, and cleanup events. It’s clear that the people behind OnX understand the value of public land access and want to help us preserve it.
It’s one of the rare tech companies that actually supports the off-road community in a meaningful, boots-on-the-ground kind of way. If you’re not already using it, you should be.
Conclusion: Spend with Purpose
In an industry packed with marketing and money, it’s easy to forget that you vote with your dollars. Every purchase you make either strengthens the community—or sells it out.
Support those who support us. Show up for the ones who show up for you.
Note: Every person and company mentioned in this article is someone I have personally interacted with or experienced firsthand. There are many more individuals and businesses out there doing great work for the off-road community. If you’re spending money in this space, take a moment to see who is actively helping protect, grow, and represent the off-road lifestyle we love.
Want to help preserve off-road access and public land use? Check out BRC and UPLA today.