In 2005, Joey Sanchez joined 4wd Factory after spending more than five years as a master technician at General Motors. A lifelong fan of off-roading and vehicle suspension, Sanchez said he fell in love with working at the wholesale parts company.

"Off-roading and camping and outdoor lifestyles are something I've always been into," he said.

4wd Factory sells specialized parts including axle upgrades, tires, winches and other accessories to convert cars and trucks into four-wheel drive and all-terrain vehicles. While 90 percent of its sales are done online, the company also sells parts to local shops at wholesale prices and to individual customers who are looking to build or modify their vehicles themselves.

The company was founded in 2001. In January 4wd factory bought out Krawltex, a fabrication shop, and relocated the business to CR 123 in Round Rock. However, owning Krawltex sparked controversy among some of 4wd Factory's corporate clients, who now viewed 4wd Factory as a competing business. Sanchez decided to drop the custom fabrication part of the business and bought out all of 4wd Factory in May.

"We have customers, other four-wheel drive shops, and when we bought Krawltex, which was a service shop like them, some of those [shops] got a little upset and said, 'Now you're competing against us,'" Sanchez said. "It's just better for us to supply the parts and let [shops] do the work."

Working with his customers is a priority for Sanchez. He often takes trips with people he works with.

"Our customers don't just come and buy stuff and leave like a typical store; we know all of our customers, we hang out with them, we go off-roading with them," Sanchez said.

Sanchez has also put effort into marketing the company, including becoming the title sponsor for the Dirt Riot 4wd Factory National Rampage on Oct. 12 in Bridgeport, an event Sanchez said is like the "Super Bowl of off-road racing."

In the future, Sanchez hopes to continue growing his business, and upcoming project plans include the company manufacturing its own custom suspension kits. He also noted that the company will continue to build its strong online and local presence.

"Right now, we've been around for 12 years, and we already have a name established locally and online, but I'd like to take things even further," Sanchez said.

3742 CR 123, Round Rock, 512-368-5625, www.4wdfactory.com, Hours: Mon.–Fri. 9 a.m.–6 p.m.