"HE BOUGHT A LION."

The Gearheads sat down with Joe Yezzi of Squarebody Syndicate to talk truck builds, lifestyle branding, making a huge splash at the 2018 SEMA Show and hot-lapping at Indy.

If you're into the squarebody GM truck scene, then you know the Squarebody Syndicate brand. What began as a hobby has turned into a serious player in the lifestyle brand scene, and is one of the most recognizable brands in the C-10 community. Joe and Rob Yezzi set the pace, building a killer truck a couple of years back (SS01) that debuted in the Royal Purple booth. This past year, they stepped-up their game and went over the top with their 1976 GMC Indy Tribute, SS02.

THINGS COVERED IN THIS EPISODE:

• 
  
• Brian jumps right in like a teenager on Prom night
  
• The 1976 Indy Tribute truck
  – A brief history of the build
  – The road to SEMA Show 2018
  
• Building upon the success of Syndicate Series 01 from 2015
  
• A chance meeting with Doug Boles
  – The SEMA Indy 500 promise
  
• The Indy Truck reveal in the Royal Purple booth
  
• The t-shirt model car box
  – The Round Six connection to Squarebody Syndicate
  – Logos, renderings and promotional materials
  – Brian's squarebody therapy adventure
  
• Defining "Yezzi Clean"
  
• It all declines into a brief shmooze-fest
  
• Fusing 1970's hot rod influence with modern technology
  
• "What if you hear a gasp when the cover comes off?"
  
• Furthering the discussion of sidewall
  – Judicious use of the word "bulge"
  – The Gearheads nearly take the high road
  – It declines with a comparison of Scott Sullivan's bulge
  
• Experiments and gambles
  
• Joe and Brian research and explore wheels
  
• The "Keystone Klassic Convo-Pro" that may have been
  
• Covering beautiful custom-milled wheels with wrinkle finish
  
• The episode goes all Tarantino
  
• The road to Indy
  – Thirty hours on the road with no plan
  
• Hot laps at Indy
  
• The Indianapolis 500 VIP experience
  
• Genesis of the Squarebody Syndicate brand
  – Organically turning a hobby to a business
  – Brian crafts a logo or fifteen
  
• From apparel to parts
  – Dakota Digital gauges
  – Squarebody Syndicate-branded AccuAir controllers
  – The Syndicate Series Roadster Shop chassis
  
• What's on the horizon
  – The M2 Machines Squarebody Syndicate lineup
  
• – The creeper van
  – 4x4 market
  – The diesel market
  
• On staying relevant
  – The people are the Syndicate
  – It's not a club, it's a lifestyle
  
• Moving the brand into the future and the next generation
  
• The importance of making the lifestyle a family experience