The Year, Make, Model, Money! Podcast, Episode 2, Part 2

Expanding Turn 14’s Reach: A Deep Dive with Dan Ziegler

Summary of Episode 2, Part 2 –The Year, Make, Model, Money! Podcast: When it comes to logistics, fulfillment, and data integration, Turn 14 Distribution has set itself apart in the automotive and powersports industries. In the second part of our conversation with Dan Ziegler, Business Partner Integration Manager at Turn 14 Distribution, we explore their expanding distribution network, robust support structure, and the evolution of ecommerce. We also discuss the challenges of integrating powersports data into the existing ecosystem and how Turn 14 Distribution collaborates with Data Here-to-There (DH2T) to enhance API integration, ultimately improving the customer experience.

If you missed Part 1 of our conversation with Dan Ziegler, you can find it here. Or, check out the full episode.

Table of Contents

✅ A Nationwide Distribution Powerhouse

✅ Moving into Powersports

✅ How Turn 14 Distribution Ensures Data Accuracy & Dealer Experience

✅ API Integration with Ecommerce Platforms

✅ How Turn 14 Works with Data Here-to-There

✅ How Turn 14 Distribution Supports Both Brick-and-Mortar & Ecommerce Dealers

✅ What’s Next for Turn 14 Distribution?

A Nationwide Distribution Powerhouse

Dan starts by breaking down Turn 14’s distribution footprint:

“Most of our automotive team is based out of Pennsylvania and Michigan. We have one and a half million square feet of warehouse space, with four distribution centers: Pennsylvania, Texas, Indiana, and Nevada. This allows us to cover about 60% of the U.S. with one-day transit time and the rest in two days, assuming we’re shipping from the closest distribution center.”

But distribution isn’t just about warehouses—it’s about the support behind the operation. Turn 14 Distribution operates seven days a week, ensuring orders are fulfilled promptly. More impressively, their customer support team is always available:

“You can call or email our support team, and there’s a live human based in our Horber, Michigan office who will pick up the phone and answer your question, do the research, or help figure out the right solution to the problem you’re having.”

This dedication to fast shipping and strong customer support sets Turn 14 Distribution apart from competitors who operate on more limited schedules.

Moving into Powersports

In the first part of the interview, we discussed how Turn 14 Distribution’s expansion into powersports in 2023 marked a major strategic shift. The company made headlines by acquiring Tucker Rocky’s (Tucker Powersports) assets, adding a Fort Worth campus and expanding its offerings to include ATV, UTV, and motorcycle aftermarket parts and apparel. 

“We now have 12 brands under our umbrella focusing on apparel, ATV, UTV, and motorcycle aftermarket parts or clothing, so we can support those products and expand into that space.”

But, with this acquisition, Turn 14 didn’t just gain product lines—they also acquired a data challenge. Unlike the automotive world, which benefits from standardized ACES & PIES data formats, powersports lacks a similar system. Dan explains:

“In automotive, ACES & PIES is widely used among brands and distributors, allowing for structured product data. But in powersports, if you go to 10 different manufacturers, you’ll get 10 different answers on how they handle product data, and 10 different CSV or Excel files—each with varying quality.”

To tackle this, Turn 14 Distribution brought in Tucker’s data team to develop an internal PIM (Product Information Management) system, ensuring their powersports products integrate seamlessly with their existing automotive catalog.

“We’re working on taking all of that raw manufacturer data, putting it into a PIM, and ensuring that we have as much rich product data as possible, including fitment data. This ensures our API delivers a standardized format to dealers, just like we do for automotive.”

How Turn 14 Distribution Ensures Data Accuracy & Dealer Experience

In addition to their strategic expansion into powersports, Turn 14 Distribution also places a high-priority on ensuring data accuracy and enhancing the dealer experience. As part of their ongoing commitment to improving product data, the company recognizes the value of owning and managing the data directly.

“The nice thing about being able to own the data is that when a dealer submits an RMA through Turn14.com, they provide a reason for returning a product. If a dealer says, ‘Hey, I used the fitment data that was provided and this wasn’t accurate,’ the nice thing about having it in-house is that we can actually fix it,” explains Dan. 

This in-house data management allows Turn 14 Distribution to quickly address issues, providing an opportunity to correct inaccuracies and improve the overall dealer experience.

Also, Turn 14’s ability to collaborate closely with third-party brands is key to ensuring data accuracy: “We can work directly with the brand, say, ‘Hey, this is the data you gave us, this is the feedback we’re getting—help us figure out where the gap is so we can correct it.’ That communication will be key, but it also allows us to evolve quickly,” explains Dan.

API Integration with Ecommerce Platforms

Turn 14’s commitment to growth is also reflected in their technological advancements, such as their integration efforts with ecommerce platforms. Since November 2018, they’ve been collaborating with Data Here-to-There to enhance their API integration capabilities.

“We’ve worked a lot with them, like we do with all our integration partners, to build a successful integration,” Dan explains. Initially starting with Shopify, Turn 14 approached Data Here-to-There about developing an app for the platform. “Now, it’s an app on both Shopify and BigCommerce, and it’s one of the most heavily used integration options out there.” 

This API integration has proven invaluable in streamlining processes for dealers and expanding Turn 14’s reach within the ecommerce space.

How Turn 14 Works with Data Here-to-There

Turn 14’s longstanding partnership with Data Here-to-There has helped countless ecommerce businesses integrate their inventory into Shopify and BigCommerce:

“Jay reached out to us back in 2018, and we worked through the integration process. By the middle of the pandemic, we had launched the first Shopify app. It was the first time a company had approached us saying, ‘We want to build an app on a platform,’ and now it’s one of the most heavily used integration options available”, explains Dan.

The DH2T/Turn 14 Distribution App for Shopify and BigCommerce enables users to:

• Pull live shipping rates directly from Turn 14.
• Sync inventory, pricing, and product data with a few clicks.
• Filter products by niche, category, or brand to maintain a curated selection.
• Ensure compliance with MAP (Minimum Advertised Pricing) policies.

“The app has been critical for dealers. Instead of manually updating spreadsheets or trying to web scrape manufacturer websites, they get instant access to real-time data. It saves them hours or even days of work.”

Also, Dan highlights that the DH2T app is one of the most heavily used integration options on Shopify and BigCommerce. He also emphasizes Turn 14’s ongoing collaboration with DH2T to refine and improve the app, ensuring that future integrations align with their needs.

He also notes that while no single integration suits every dealer, the app effectively meets the needs of many customers. It offers a balance of functionality and ease of use, allowing dealers to integrate without needing technical expertise. Unlike more complex solutions that feel overwhelming, the DH2T app provides a streamlined user experience without excessive settings or confusing interfaces.

“I think the way that app operates… it meets a lot of needs of a lot of customers, and we get a lot of positive feedback on what they’re able to do with it“.

How Turn 14 Distribution Supports Both Brick-and-Mortar & Ecommerce Dealers

While ecommerce is a major focus, Turn 14 has deep roots in brick-and-mortar businesses:

“Absolutely, we still cater to repair shops, chain organizations, and physical storefronts. A lot of them have Turn 14 Distribution accounts and use us to get the parts they need.”

Even these brick-and-mortar stores are seeing the benefit of e-commerce integration. Many Turn 14 dealers run a hybrid model, where their online store is synced with their physical inventory:

“We’ve seen clients put a monitor right in their shop, turning it around to customers and saying, ‘Pick your part.’ It’s a live catalog right in their store.”

For ecommerce businesses, Turn 14’s API is a game changer. When they started offering API access in 2018, their catalog had 220,000 SKUs. Today, they support over 650,000 SKUs across 466 brands, including 120+ powersports-focused brands.

“Our API allows businesses to plug directly into our inventory, pricing, and fitment data. Whether they’re running a Shopify store, a BigCommerce store, or a custom platform, they get real-time access to product data and stock levels.”

What’s Next for Turn 14 Distribution?

Looking forward, Turn 14 is continuing to improve their data feeds and system integrations. Dan emphasizes the importance of real-time updates, faster shipping, and ensuring accuracy in product data.

“We’re constantly evolving. One of our biggest focuses is ensuring dealers have the most up-to-date information—whether that’s pricing, inventory, or new product releases. We know that when dealers have access to accurate, fast data, they sell more, and that benefits everyone.”

With Turn 14’s commitment to logistics excellence, robust e-commerce integrations, and expansion into powersports, they’re set to remain a powerhouse in the aftermarket industry for years to come.