Inside Turn 14 Distribution: How Dan Ziegler Went from Intern to API Evangelist
Summary: The Year, Make, Model, Money! podcast dives into the fast-moving world of auto parts e-commerce, exploring trends, challenges, and opportunities in the aftermarket parts industry. Hosted by Barry Alt of Motorhead Digital and Jay Funnell of Data Here-to-There, the show brings together industry leaders to discuss insights that help businesses stay ahead of the curve.
In this episode, Barry and Jay chat with Dan Ziegler, Business Partner Integration Manager at Turn 14 Distribution. Dan shares his journey from Drexel University intern to heading up T14’s integrations, the critical role of API-driven automation in e-commerce, and how Turn 14 Distribution is expanding into powersports with the same high standards that made them a top distributor in the automotive space.
Watch the full episode now!
Table of Contents
✅ From Intern to Integration Lead: Dan Ziegler’s Story
✅ Winning the SEMA Visionary Award: Recognition for Industry Innovation
✅ The Power of a Dedicated API Team
✅ What Exactly Is Turn 14 Distribution?
✅Expanding Into Powersports: What’s Different?
✅ Next Up: APIs, Automation, and the Future of E-Commerce
From Intern to Integration Lead: Dan Ziegler’s Story
When you hear Business Partner Integration Manager, you probably think of someone buried in code, writing technical documentation no one reads. But Dan Ziegler’s journey at Turn 14 Distribution started much differently—at a college career fair, where a chance encounter led to an internship that would shape his career.
“I was walking around the Drexel University career fair looking for my second co-op job, and I ran into the then-director of HR for Turn 14 Distribution. She pulled me aside and said, ‘Oh, you’re a computer science student? You should check us out!’” Dan recalls. At the time, T14 was located in Montgomeryville, PA—just six minutes from Dan’s house. “I was like, Montgomeryville? There’s nothing in Montgomeryville! But hey, shortest commute ever.”
That internship turned into two internships, which turned into a full-time job after he graduated in 2017. But Dan didn’t just land in his current role—he built it.
“I started out on the web development team, just writing code like any other developer. I worked on a mix of things—our API, our warehouse login system, even parts of our Vendor Portal,” Dan explains. “But I started asking critical questions. Like, okay, if we’re going to build an API, how do we actually get our dealers and their developers to use it? They’re not going to call their sales rep and ask how to code. That’s not gonna work.”
With that, Dan’s role evolved. He became not just a developer, but an API evangelist—someone who bridges the gap between hardcore tech and real-world business needs. Today, he leads the Integrations Department, helping dealers navigate T14’s robust API and making sure their businesses run smoothly.
Winning the SEMA Visionary Award: Recognition for Industry Innovation
In 2023, Dan was recognized with SEMA’s Visionary 8 award, an evolution of the 35 Under 35 recognition that Turn 14 Distribution’s CEO, Jon Pulli, also received in the past.
“It was a total surprise,” Dan says. “I mean, they made it harder this year, and somehow I still managed to get in,” he jokes. “But really, it’s not just about me—it’s about the support from Jon, Chris (our co-founders), and the team. We’ve done a lot of cool things with partners like Data Here-to-There, and I’m just grateful to be part of it.”
The Power of a Dedicated API Team
One thing that sets Turn 14 Distribution apart is its dedicated API and integrations team. Most companies lump all tech-related things under IT—fixing printers, managing networks, and oh yeah, handling the API. Not at Turn 14 Distribution.
“We actually separate it into three buckets,” Dan explains. “We have IT, which handles all the internal stuff. We have web development, which builds the customer-facing platforms like our website and API. And then we have our team, which is kind of the public-facing bridge between the tech and the dealers.”
This structure makes a huge difference for Turn 14 Distribution’s customers. Instead of a one-size-fits-all approach, they can tailor their support depending on the dealer.
“If a dealer has a full development team and wants to do everything themselves, great, we support that. If a dealer is brand new to e-commerce and just wants to figure out how the heck to get started, we guide them through that too. We make sure it all just works—even though behind the scenes, there’s a ton of moving pieces.”
What Exactly Is Turn 14 Distribution?
For those unfamiliar with Turn 14 Distribution, it’s a powerhouse in the automotive aftermarket industry. They distribute performance parts for everything from JDM and muscle cars to trucks, Jeeps, and now—powersports.
“We’re strictly B2B,” Dan clarifies. “We sell to shops, e-commerce businesses, and other platforms, but we don’t sell direct-to-consumer. You can walk into our building, but you won’t be walking out with parts.”
Another big thing? Turn 14 Distribution doesn’t sell on Amazon, eBay, or Walmart.
“We don’t compete with our customers,” Dan emphasizes. “Our job is to help our dealers sell, not undercut them. We stay in our lane and let our dealers own the retail side.”
Turn 14 Distribution has four distribution centers across the U.S.—in Pennsylvania, Texas, Indiana, and Nevada—allowing them to reach 60% of the country in just one day and the rest in two. They even operate seven days a week to keep orders moving.
“If you call customer support on a Sunday, a real human in our Michigan office will pick up. We don’t do bots,” Dan says. “Our dealers need support when they need it—not just during ‘business hours.’”
Expanding Into Powersports: What’s Different?
In 2023, T14 acquired the assets of Tucker Powersports, adding ATVs, UTVs, motorcycles, and related gear to its portfolio. But expanding into a new market brings unique challenges—especially when it comes to data.
“In the automotive world, we’re lucky to have Aces and PIES as a data standard. Most brands use it, which makes integrations pretty seamless,” Dan explains. “Powersports? Not so much. If you ask 10 different manufacturers for product data, you get 10 completely different formats—random CSVs, Excel sheets, even a folder of images with no labels.”
To tackle this, Turn 14 Distribution brought on Tucker’s data team and started standardizing everything internally.
“We’re basically taking a wild west data situation and putting some Turn 14 Distribution muscle behind it,” Dan says. “It’s a lot of work, but the end goal is for our dealers to get the same clean, usable data—whether they’re selling turbo kits for a WRX or helmets for a dirt bike.”
Next Up: APIs, Automation, and the Future of E-Commerce
In Part 2 of this interview breakdown, we’ll get into the nuts and bolts of T14’s API, how automation is reshaping e-commerce, and why proper data management is the real secret to success in the automotive aftermarket. Stay tuned!
