David Schardt is the President and CEO of Forgeline Motorsports, a premier manufacturer of custom, lightweight forged wheels for high-performance and racing applications. In 1994, David co-founded Forgeline in Dayton, Ohio alongside his twin brother, Steve Schardt — their passion rooted in the family’s long-standing involvement in the wheel business. With decades of hands-on experience in both distribution and manufacturing, David has helped grow Forgeline into a respected name in motorsports and automotive customization. Beyond business, he’s a fan of muscle cars, racing, and the movie Tommy Boy.

In this episode…

Innovation in automotive wheels has evolved from basic functionality to bespoke design and racing performance. With customer expectations rising and technology advancing, companies must deliver both aesthetics and durability. How do you create a product that meets the intense demands of professional racers and car enthusiasts alike?

According to David Schardt of Forgeline Motorsports, the key lies in customization, precision, and relentless quality control. By developing fully forged wheels made-to-order for specific applications, Forgeline has filled a crucial niche in the racing and high-performance vehicle market. David also emphasizes the importance of staying hands-on and leveraging strong partnerships, such as the company’s majority-stake acquisition by Lacks Enterprises, to scale responsibly.

On this episode of Gain Traction, Mike Edge welcomes David for a conversation about the origins of Forgeline, lessons from the wheel distribution business, overcoming anxiety in leadership, and what’s next for the brand. David also shares a behind-the-scenes story of a near-disaster with a high-end show car — and how his team saved the day just in time.

Here’s a glimpse of what you’ll learn: 

• [03:13] The Schardt family's multi-generational roots in the wheel industry
• [09:50] Why Forgeline was created to meet the needs of grassroots racers
• [10:29] How David and Steve found complementary strengths as co-founders
• [11:19] Why Forgeline sold a majority stake to Lacks Enterprises
• [12:24] Future goals: Forgeline wheels on OEM limited edition vehicles
• [12:48] The power of the Forgeline website gallery as a sales tool
• [14:18] How Tommy Boy resonates with anyone in sales
• [16:45] The unforgettable story of a $300k custom Camaro getting rear-ended

Resources mentioned in this episode:

• David Schardt
• Forgeline Forged Alloy Wheels
• Tire Discounters
• American Racing
• Dayton Wire Wheel
• Feel the Fear and Do It Anyway
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• "Feel the Fear and Do It Anyway — that book changed my life and how I approach business decisions."
• "We started with one wheel style and one finish. Now we have nearly 200 and countless options."
• "My brother Steve is the sales guy, I'm the guy who runs the business — it just works for us."
• "We’re aiming to have Forgeline wheels featured on limited edition OEM vehicles within five years."
• "The gallery on our website is our best sales tool — it shows people exactly what our wheels look like on their car."

Action Steps: 

1. Embrace discomfort in leadership: Use the “feel the fear and do it anyway” mindset to push through hesitation.
2. Identify and complement team strengths: Build a business where co-founders and team members focus on their best-fit roles.
3. Leverage product customization for growth: Offer personalized options to meet unique customer demands and increase value.
4. Use digital galleries as a sales tool: Showcase real-world product applications to build credibility and drive conversions.
5. Plan for strategic partnerships: Consider acquisitions or alliances that bring new resources and fuel business expansion.

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.