Recap: 2025 Mid-America Trucking Show — Industrial Injection Highlights

The 2025 Mid-America Trucking Show (MATS) in Louisville, Kentucky was more than just another event — it was a milestone moment for Industrial Injection. This year marks our 40th anniversary, and there was no better place to celebrate than at the biggest trucking show in the country, surrounded by industry leaders, long-time customers, new fans, and friends who’ve been part of our journey from the beginning.

A Booth That Stopped People in Their Tracks

Our new booth setup made a serious impact — with bold visuals, red carpet energy, and a centerpiece that had people stopping in their tracks. At the heart of it all was the jaw-dropping 1954 GMC COE diesel creation, powered by a 12 Valve Cummins, with a 4BT-powered hot rod riding on the back. Cameras were flashing nonstop, and it quickly became one of the most talked-about displays at the show.

This incredible rig belongs to Mark Goodacre, a close friend of Steve Darnell from WelderUp. We can’t thank Mark and his company, American Freightways (San Diego), enough for hauling the truck all the way to Louisville. It elevated the booth to another level and brought a real “wow factor” that set the tone for the entire show.

We also want to give a huge shoutout to TJ Lake from Elite Diesel, who continues to be one of our biggest supporters when it comes to hauling product, displays, and equipment to big events like this. Without great friends in the industry like Mark and TJ, shows like this simply wouldn’t be possible.

Steve Darnell and the WelderUp Family

Steve Darnell was once again front and center in our booth, and as always, he brought the energy, enthusiasm, and raw diesel passion that fans love. Between autograph signings, photo ops, and real conversations with potential customers, Steve was fully in his element — representing not just WelderUp, but the Industrial Injection family. We’re incredibly grateful to have him as such a key part of our brand and presence.

Putting Our Best Products Forward

This year, we introduced a brand-new display for our Premium Plus Engine Kits, and the response was incredible. Our featured C15 CAT Premium Plus Kit was a true showstopper, drawing in truckers, builders, and industry pros from across the floor. The attention to detail, quality of components, and presentation of the kit made a lasting impression and generated a lot of great conversations.

We also saw strong interest in our Heavy Duty Remanufactured Injector Lineup. Cody Williams, one of our owners, was busy the entire show, sharing his knowledge of our state-of-the-art fuel shop and educating customers on everything from legacy fuel pumps to the latest in common rail injector technology.

Cody has been part of Industrial Injection since day one — 40 years ago — and truly grew up in the business. It’s rare to see an owner of a company this size spending days on the floor, talking directly with customers. But that’s exactly what makes Industrial Injection different. The Williams family is still in the trenches, face-to-face with the people who buy our products, and that hands-on approach is part of what continues to set our company apart.

Hal Brown, with over 30 years of diesel parts knowledge, was another absolute asset in the booth. Whether answering technical questions, showcasing parts, or helping customers find solutions, Hal's expertise is unmatched. Plus, his Spanish fluency made a huge difference for our Spanish-speaking attendees, ensuring that everyone felt welcomed and understood. He was an anchor for the team all weekend.

Steve Wright was also out front, sharing his deep knowledge of turbochargers and the wide range of applications we support. If it spools, Steve knows it — and he helped countless customers find the right turbo solution on the spot.

Dustin Hembury is a true cornerstone of Industrial Injection. With over 25 years at the company, he brings an unmatched level of knowledge, experience, and commitment to everything we do. As the manager of our machine shop, Dustin doesn’t just understand diesel — he lives it. He was involved in every detail of our MATS presence, from booth layout and product flow to logistics and show planning. He also plays a critical role in our marketing, branding, and big-picture vision. Simply put, Dustin is someone you want on your side — and a huge reason this show was a success.

We were also joined at MATS by Rawlings Barnes, who has recently come on board as a strategic advisor to help guide the continued growth of Industrial Injection. Over the last several months, Rawlings has played a key role in helping us shape the overall vision of the brand, refining how we present ourselves — not just in the booth, but in every interaction we have with our customers and the industry. His attention to detail and ability to translate big ideas into action helped ensure our booth layout, product messaging, and customer experience all aligned with the future we’re building toward.

The creative direction, marketing, and planning behind our booth experience were led by Scott Dana, who works behind the scenes on everything from Industrial Injection’s brand storytelling to show strategy. From layout design to product displays, signage, and media, Scott collaborated closely with Dustin and the team to ensure that every detail reflected not just who we are today, but where we’re headed. His work ensures that the Industrial Injection story is told clearly and powerfully across every touchpoint — online and in person.

Holding It Down at Home

While we were out on the road representing the brand, it’s important to acknowledge the team back at the shop — the machinists, builders, office staff, shippers, techs, and support crew who keep Industrial Injection running every single day.

Events like MATS are only possible because there's a solid team holding down the fort — fulfilling orders, answering calls, building parts, and making sure the operation doesn’t miss a beat. Their work may not have been on display in Louisville, but it’s what powers everything we do.

Reaffirming Our Leadership in Heavy Duty Diesel

One of the most exciting things we saw at MATS this year was the growing recognition that Industrial Injection is a major player in the heavy duty diesel world. While our popularity in the light duty pickup scene is strong, our foundation has always been in agriculture and heavy duty, and we’ve continued to build on that legacy.

This show gave us a powerful platform to showcase our full capabilities — from remanufactured injectors and fuel systems to complete engine kits and turbochargers built for real-world work and performance. We’re here to serve the diesel industry at every level, and it was great to connect with so many people who rely on these solutions every day.

Diesel drives everything — and Industrial Injection is proud to lead the way.

More Than a Show — A Celebration

MATS 2025 wasn’t just a trade show — it was a celebration of 40 years of hard work, innovation, and community. We had the chance to check out other booths, admire some truly incredible trucks, reconnect with old friends, and make new connections that we know will lead to long-term relationships.

A special highlight was being the very first guests on the Overnight Drive Radio Show with Steve Sommers and Hot Shot’s Secret. Cody Williams, Dustin Hembury, and Steve Darnell took turns on the mic, sharing insights about our products, our passion for diesel, and what’s next for Industrial Injection.

Wrapping It Up

As we look back on four decades of diesel excellence, the 2025 Mid-America Trucking Show was the perfect way to launch our next chapter. From innovative product displays to the incredible people behind the scenes, it was clear that Industrial Injection continues to lead with knowledge, quality, and grit.

We’re proud of where we’ve been — and we’re even more excited about where we’re headed.

Diesel makes the world go ‘round. Industrial Injection is proud to keep it turning.