Titan University Elevates Tire Industry Training Standard

DES MOINES, Iowa <March 18, 2025> — Titan International, Inc. (Titan) recently concluded another year of Titan University, a dynamic sales training program tailored specifically for tire dealers. This year marked the ninth school year for the program, cementing its reputation as a premier educational platform in the tire industry. Every year the program is rebuilt and reinvented based on dealer feedback, product innovations and industry changes, bringing new sessions and class content to the Titan customers.

Students came from all over the North American continent — including 36 states and provinces, from California to Alberta — to learn from and network with industry leaders. The event, held January 14-16 at the FFA Enrichment Center in Ankeny, Iowa, included 25 classes and 12 hands-on sessions, covering a variety of topics to better equip dealers to grow their businesses, solve customer challenges, improve safety, and more. 

“I still make the trip from Idaho year after year because of the immense 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 sessions covered tire technician safety, OTR and agricultural tire fundamentals, sales strategies for LSW tires, service beyond the install, as well as tire compounding and chemistry. This year’s program also included the latest updates on high-speed trailer and ATV/UTV tire opportunities following Titan’s acquisition of the Carlstar Group in 2024. Attendees were also given an exclusive tour of the Titan tire facility in Des Moines. 

To kick off the second day of the summit, Mike Naig, Iowa’s Secretary of Agriculture, spoke on the importance of collaboration between the agricultural sector and tire industry. He also offered insights into the future of the agriculture industry while emphasizing the role of tire dealers in supporting agricultural sustainability. 

“We’re incredibly proud of the success Titan University has achieved over nine school years,” said Kim Boccardi, Vice President of Marketing at Titan. “Our mission is to ensure our dealers are equipped with the tools and knowledge to succeed through providing valuable, accessible resources. This training platform is just one of the many ways we support dealer growth.” 

Matt White, Director of Off-Road Tire Service at the Tire Industry Association (TIA), gave a keynote address that highlighted safety, technical service advancements, and the importance of tire and wheel technology in both agricultural and OTR applications. Expert partners including TIA, Stellar Industries, Fuller Brothers, and AME International, also participated in hands-on sessions, underscoring the shared commitment to elevating safety standards across the industry. 

Scott Sloan, Global Ag/LSW Product Manager at Titan, emphasized the importance of collaboration with industry partners to enhance safety: “The partnership with TIA and other experts is critical in reinforcing the importance of safety in our industry. Tire technicians' safety is our top priority, and ensuring they make it home every night after providing the best service for our shared customers is essential to everything we do at Titan.” 

Titan University is a vital resource for tire dealers and technicians, offering hands-on training and industry insights that help them address customer needs, further expand their businesses, and enhance safety. Attendees leave better equipped to adapt to new technologies, stay ahead of market trends, and provide top-tier service—strengthening their operations and advancing the tire industry as a whole. 

Titan University Summit was held January 14 - 16 at the FFA Enrichment Center in Ankeny, Iowa.

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