Under new ownership, MAXTRAX remains focused on product development, distribution, dealer and retail opportunities for growth in the North American market
LAS VEGAS (Oct. 31, 2022) – MAXTRAX, the market leader in overlanding and off-road vehicle recovery and extraction tracks, returns to the SEMA Show with its full line-up of off-road and overland recovery boards and accessories. This will be the company’s first SEMA Show appearance since its acquisition by Clarus Corporation, a global company focused on the outdoor and consumer enthusiast markets.
MAXTRAX came from the idea to develop a system to make vehicle recovery and extraction a safe, simple, one-person task and reduce the need for outside assistance such as towing, snatching or winching. Engineered, built and tested to withstand the toughest terrain in Australia, MAXTRAX pioneered the vehicle recovery board market with the introduction of the MK1 in 2005. The company now offers a full line-up of recovery boards, kits and related accessories for vehicles and UTVs.
MAXTRAX products are now widely available in over 30 countries, including the USA, Peru, South Africa, Norway, France, England, Japan, Ukraine, New Zealand and UAE, to name just a few. In addition to off-road and overland enthusiasts, MAXTRAX products are relied on by mining, energy and exploration companies, government agencies, 4WD trainers and tour operators, lifeguard services, rural fire services, state emergency service branches, rally drivers, the Australian Army, US defense forces and the United Nations.
“While MAXTRAX has long been relied on by enthusiasts and professionals, there is still a massive opportunity to introduce the North American market to the brand and capabilities of our products,” said Greg Heichelbech, General Manager North America. “With increased investment in product development, tooling, inventory, distribution and support for our channels, we have put together a roadmap alongside MAXTRAX Australia to facilitate a greater level of global distribution with an emphasis in North America.”
MAXTRAX materials and products will continue to be sourced in Australia to maintain their high level of quality. While overland and off-road popularity has increased demand for recovery accessories, MAXTRAX is committed to maintaining its best-in-class reputation in the market with its proprietary engineered reinforced nylon. Such technology allows the product to be incredibly strong and stand apart from the competition.
MAXTRAX products will be sold alongside Rhino-Rack, creating a one-stop shop and joint sales and distribution strategies. Under parent company Clarus Corporation, both brands share resources and support various reseller programs.
To learn more about MAXTRAX products, distribution, dealer and retail opportunities, visit MAXTRAX at booth #60215 in the West Hall, Las Vegas Convention Center.
About MAXTRAX
On a remote beach in Far North Queensland in 2001, MAXTRAX Founder Brad McCarthy nearly lost his beloved Land Cruiser to an incoming tide while stuck on the beach. After looking at the existing options, all based on surplus from World War II, Brad knew there had to be a better way. A few years and prototypes later, MAXTRAX launched in 2005 the world’s first vehicle-specific recovery board, the MKI. Fifteen years later, with the MAXTRAX Xtreme, MAXTRAX is still innovating and pushing the boundaries on what has become a new age of four-wheel drive vehicle recovery. For more information, visit www.maxtraxus.com.
About Clarus Corp
Headquartered in Salt Lake City, Utah, Clarus Corporation is a leading developer, manufacturer and distributor of best-in-class outdoor equipment and lifestyle products focused on climbing, skiing, mountain, and sports markets. With a strong reputation for innovation, style, quality, design, safety and durability, Clarus’ portfolio of iconic brands includes Black Diamond, Sierra, Barnes, PIEPS, SKINourishment, MAXTRAX and Rhino-Rack sold through specialty and online retailers, distributors and original equipment manufacturers throughout the U.S. and internationally. For additional information, please visit www.claruscorp.com.
