Indianapolis Joe and the Temple of Cool

“HE BOUGHT A LION.”

The Gearheads sat down with Joe Yezzi of Squarebody Syndicate to talk truck builds, lifestyle branding, making a huge splash at the 2018 SEMA Show and hot-lapping at Indy. If you’re into the squarebody GM truck scene, then you know the Squarebody Syndicate brand. What began as a hobby has turned into a serious player in the lifestyle brand scene, and is one of the most recognizable brands in the C-10 community. Joe and Rob Yezzi set the pace, building a killer truck a couple of years back (SS01) that debuted in the Royal Purple booth. This past year, they stepped-up their game and went over the top with their 1976 GMC Indy Tribute, SS02.

THINGS COVERED IN THIS EPISODE:

* Brian jumps right in like a teenager on Prom night

* The 1976 Indy Tribute truck– A brief history of the build– The road to SEMA Show 2018

* Building upon the success of Syndicate Series 01 from 2015

* A chance meeting with Doug Boles– The SEMA Indy 500 promise

* The Indy Truck reveal in the Royal Purple booth

* The t-shirt model car box– The Round Six connection to Squarebody Syndicate– Logos, renderings and promotional materials– Brian’s squarebody therapy adventure

* Defining “Yezzi Clean”

* It all declines into a brief shmooze-fest

* Fusing 1970’s hot rod influence with modern technology

* “What if you hear a gasp when the cover comes off?”

* Furthering the discussion of sidewall– Judicious use of the word “bulge”– The Gearheads nearly take the high road– It declines with a comparison of Scott Sullivan’s bulge

* Experiments and gambles

* Joe and Brian research and explore wheels

* The “Keystone Klassic Convo-Pro” that may have been

* Covering beautiful custom-milled wheels with wrinkle finish

* The episode goes all Tarantino

* The road to Indy– Thirty hours on the road with no plan

* Hot laps at Indy

* The Indianapolis 500 VIP experience

* Genesis of the Squarebody Syndicate brand– Organically turning a hobby to a business– Brian crafts a logo or fifteen

* From apparel to parts– Dakota Digital gauges– Squarebody Syndicate-branded AccuAir controllers– The Syndicate Series Roadster Shop chassis

* What’s on the horizon– The M2 Machines Squarebody Syndicate lineup

* – The creeper van– 4×4 market– The diesel market

* On staying relevant– The people are the Syndicate– It’s not a club, it’s a lifestyle

* Moving the brand into the future and the next generation

* The importance of making the lifestyle a family experience

HOT LAPS WITH THE INDY TRIBUTE TRUCK

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