How an employee-owned transmission parts company, Whatever It Takes, is reshaping the industry
Established in 1999 in Louisville, Kentucky, Whatever It Takes Transmission Parts (WIT), was founded with a clear purpose to support and transform the transmission industry with consistency, reliability, and a commitment to doing whatever it takes to get the job done right. Rather than viewing customers as sales transactions, WIT treats clients as partners to the business, with the aim of finding the best solutions for each application rather than focusing on bottom-line profit.
Having focused on this customer-centric approach, WIT has grown into a nationwide, employee-owned organization, evolving alongside an industry that has rapidly shifted from manual processes to advanced, technology-driven systems. Since transitioning to an Employee Stock Ownership Plan (ESOP) in 2004, WIT’s culture has become one of accountability, pride, and long-term thinking, as every employee has a vested interest in the company’s success.
President and CEO, Rodney Peters, tells Manufacturing Today about the three pillars at the core of WIT’s success: superior customer service, high quality products, and experienced industry veterans. “At its core, WIT is about people; it’s not just about parts; it’s about doing whatever it takes,” Rodney opens. “While the industry continues to evolve, the values that define us – integrity, service, and commitment – remain unchanged. We are proud to be more than a supplier. We are a partner to the builders, shops, and professionals who keep this industry moving forward every day.”
In terms of its portfolio, WIT delivers a full spectrum of transmission parts and services designed to support builders at every level. “Our offerings include torque converters, overhaul kits, hard parts, friction materials, electronics, valve bodies, fluids, tools, and accessories, all serving both standard and performance applications,” Rodney explains. “However, we don’t just supply parts but rather provide solutions that keep shops moving. Beyond distribution, we operate specialized divisions including remanufacturing, torque converter rebuilding, core supply, printing services, and dedicated delivery solutions. Our goal is to streamline operations for our customers by providing quality, availability, and expertise in one place.”
WIT currently operates almost 50 locations across the US, supported by a strategically positioned distribution network designed for speed and efficiency. “Our growth strategy is centered on being where our customers need us, when they need us,” Rodney states. “Growth remains one of our priorities, with a focused plan to expand our footprint by opening new locations annually, targeting accessibility and proximity to our customers.”
Reflecting this agenda, WIT has invested in a new division, Iron Gate Freight, in Florence, Alabama, with a vision to provide customers with more flexibility when it comes to managing freight. Opening in August 2026, Iron Gate Freight will offer 116,000 square feet of warehouse space, 27 acres of truck and trailer parking, and secure freight holding, staging, and consolidation services. “The investment in our upcoming Iron Gate Freight division reflects our commitment to strengthening logistics and providing greater flexibility in how our customers manage inventory and freight,” Rodney says. “Whether our customers need temporary storage, pre-delivery preparation, or consolidation for outbound shipments, Iron Gate Freight is designed to help keep operations running smoothly. We’re excited about what’s ahead and look forward to bringing this new capability to our partners and customers.”
The launch of Iron Gate Freight is just one part of WIT’s continuous investment in infrastructure, partnerships, and innovation. “We are also expanding product lines through strategic vendor relationships and enhancing our remanufacturing operations,” Rodney reveals. “At the same time, we are exploring workforce development initiatives aimed at supporting the next generation of transmission professionals.
“Change is constant, and our investments must reflect that, but at WIT, our commitment to people and service has never wavered,” he adds. “Customer service is foundational at WIT; it’s not a department but rather a value embedded in our culture. As an employee-owned company, every team member operates with an ownership mindset, taking personal responsibility for delivering results. What differentiates us is the combination of accessibility, industry knowledge, and ongoing education. Our free technical seminars, for instance, bring hands-on training and real-world insights directly to builders and technicians across the country. Combined with responsive sales teams and strong vendor partnerships, we ensure our customers are supported at every stage of the process.”
Alongside customer service, WIT has taken steps to make the technical industry more accessible, most notably through the introduction of its company mascots. “Gus the Gearhead and Tommy TorqueFlight were designed to bring energy and personality to the industry,” Rodney states. “The goal was to create a relatable, recognizable extension of the WIT brand while still honoring the craftsmanship behind the work. Even in a technical industry, connection matters, and sometimes that starts with a little bit of personality and fun. The response has been overwhelmingly positive, and the mascots have become a key part of our marketing, helping us connect with customers in a more engaging and memorable way across social media, events, and campaigns.”
With mascots in place and continued commitment to people, service, and quality, WIT remains a leading player in the transmission industry. “Looking ahead, 2026 will focus on continued expansion, operational efficiency, and deeper customer engagement,” Rodney says. “We plan to grow our physical footprint, increase access to education through seminars and training, and further invest in technology and logistics. Our priority remains delivering consistent value, and ensuring our customers have the tools, knowledge, and support needed to succeed in an ever-evolving industry.”
Over the next five years, WIT aims to strengthen its position as a national leader in transmission parts distribution while continuing to scale responsibly. “We’ll continue to expand locations, advance our supply chain capabilities, and invest in both people and technology,” Rodney concludes. “Equally important is our commitment to workforce development, helping cultivate the next generation of builders and technicians who will carry the industry forward. Overall, our future growth is built on the same foundation as our past – people, partnerships, and purpose.”
