Titan University has concluded its ninth year of sales training for tire dealers across North America. This year’s program brought together students from 36 states and provinces, including California and Alberta, for three days.
The 2025 session was updated based on dealer feedback, industry shifts, and product advances. The curriculum included 25 classroom courses and 12 hands-on training sessions focused on helping dealers grow their businesses, solve customer problems, and improve safety.
Titan University: Real-World Skills from Industry Leaders
“I still make the trip from Idaho year after year because of the value this training offers our team. Not only for the knowledge but for the opportunity to connect with the experts who are close to the source of our tire production,” said Jesse Wickel, President and CEO of Wickel Tire Pros. “It’s an excellent resource for keeping our team sharp.”
Featured classes covered tire technician safety, off-the-road (OTR) and agricultural tire fundamentals, and sales strategies for Titan’s Low Sidewall (LSW) tires. The program also included sessions on ATV/UTV and high-speed trailer tire opportunities following Titan’s acquisition of Carlstar Group in 2024.
Attendees also toured Titan’s tire manufacturing facility in Des Moines for a behind-the-scenes look at production.
Industry Collaboration and Ag Focus Take Center Stage
Iowa Secretary of Agriculture Mike Naig spoke on the connection between tire dealers and agricultural sustainability. He emphasized how collaboration between the ag and tire sectors strengthens community resilience and farm productivity.
Matt White, Director of Off-Road Tire Service at TIA, delivered a keynote focused on safety advancements.
Safety and Service Through Industry Partnerships
Hands-on sessions were led by experts from across the industry, giving attendees practical insights they can apply in the field.
Titan University continues to serve as an educational platform. It prepares dealers and technicians to navigate evolving technologies, deliver expert service, and promote safer operations across all sectors of the tire industry.
