The weekend started with the opening ceremonies, on a sandy stretch across the road from the reservoir at Sand Hollow State Park. Matt’s Off Road had several of their vehicles parked out front, and anyone could walk up, look them over, and get their picture taken with them.
I had a quick conversation with Jake from Matt’s Off Road. He was friendly, and he didn’t have to be.
Later in the weekend I met Matt, his wife, and their son Rhett. I also got to meet people I’d only known from YouTube, including Hollie Fowler, Rudy from Rudy’s Arts and Design (RAD), and Matt from Bleeping Jeep, whom I’d met once before. James Adams was there too.
It was a positive experience from start to finish, and it got me thinking about who in this hobby actually shows up for the rest of us. Here are seven reasons to spend your money with the people who do.
You may notice that many of the people and companies in this article are ones I met at the Off Road Games. That’s part of the point. Many companies in this industry never show up to events like this one. I can’t put a name or a face to them, because there isn’t one to find. All I see is a faceless corporation that treats this community as a money-making enterprise.
1. They Show Up—Literally
Take James Adams of Adams Driveshaft, for example. I was standing in line to meet Matt Wetzel, right next to James’s booth at the Off Road Games, when he looked my way. I joked that I’d bought a t-shirt from his company and gotten a free driveshaft. Of course, it was the other way around: I’d bought a driveshaft from him.
He laughed, then handed me a free t-shirt he’d had made up just for the event. When I mentioned I was heading to Las Vegas for a few days afterward, he invited me to come tour his shop. The timing didn’t work out, but the invitation stuck with me.
That booth is the only place I’ve ever met James, and one short conversation was enough. When you meet someone like him, the difference is obvious. Real people, real presence.
2. They Care Enough to Answer Emails on Holidays
On Labor Day weekend in 2020, I ordered springs from Metalcloak. I’d planned on 6-inch springs, but I realized it would take too much other work on my rig to make them work, so I emailed the company to switch to a shorter set. I figured I’d hear back mid-week, after the holiday.
Instead, Matson Breakey, one of the owners, answered me personally. On a holiday weekend. He looped in his team, and they fixed my order.
That’s the kind of company I want to spend money with. Matson is also passionate about keeping legendary trails like the Rubicon Trail and Oceano Dunes open to the public, so his commitment goes well beyond selling parts.
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. As I understand it, they use the data they collect to improve their own product lines. That kind of feedback loop between real users and product design is rare, and valuable.
I haven’t been able to try the trailer myself, and I’ve never met the people who often run it, Corey Osborne and Jessy Greenland. But I feel like I know them. I listened to The ModernJeeper Show, which Corey, Jessy, and Matson used to host together, so much that I learned a lot from them. They rarely put out episodes now, but that’s where I learned how hard Matson fights to keep public lands open to off-roaders. They also call out the people who aren’t respectful of the land, and that matters too.
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
The word “wilderness” sounds like something every outdoor lover should support. But when you see it with a capital W, pay attention, because it doesn’t mean what most people think it means.
Wilderness is a legal designation created by the Wilderness Act of 1964, and in most cases Congress has to approve it. Once an area is designated, motor vehicles and motorized equipment are generally banned, and even bicycles are off limits. The land stays public, but you can no longer drive, ride, or use a motor to get there. Routes that were open for decades can close for good.
Opposing new Wilderness designations does not mean wanting public land sold, traded, or developed. Most of us in the off-road community want the opposite: land that stays public and stays open to the people who use it.
I don’t trust the groups pushing for more Wilderness. I don’t believe the tactics and arguments they use to win support are honest, and for those of us who use public land in our vehicles, every new designation is a permanent closure.
Some outdoor companies donate to Wilderness campaigns and funds. I choose not to spend my money with them, and I’d encourage you to look closely before you spend yours.
Bonus: They Help Us Navigate It All
I use onX Offroad every time I go out. For some reason I always end up as the lead Jeep, usually against my will, which means I’m the one who has to know where we’re going. That’s where onX earns its place. It helps me plan a route, check land use boundaries, and see which trails are open, closed, or seasonal.
On a trail like D2700, also known as Lost World, northwest of Moab, it would be much harder to get there, stay on the trail, and get home without it. Over the years I’ve marked a lot of waypoints and tracked my trails, and I wouldn’t think about going off-road without it.
It also helps me keep the guys behind me from getting off the trail. When you’re leading on a route you might not know, that responsibility can wear on you. With onX I’m not stressed about staying on the right route, so I can actually enjoy the drive.
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.
Fuel for the Community
Supporting small, purpose-driven operations is what this site is about. My 4×4 Experience Coffee is available right here on the site: honest, no-hype coffee for early trailheads and long drives home.
Follow the Adventure
New trail reports, gear notes, and Moab updates go up on the My 4×4 Experience Facebook page first. Come along for the next one.
Note: Everyone mentioned in this article is someone I’ve met, bought from, or learned from firsthand, whether in person at events like the Off Road Games, through their products, or through years of listening to their podcast. 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.
Related reading: Jeep Hard Top vs. Soft Top: Real-World Pros and Cons from an Overland Enthusiast and Five Reasons You Should Wait to Modify Your Stock 4×4.
