FABTECH Canada returns June 9–11 at the Toronto Congress Centre, opening Day 1 with a keynote from Ian “Big Tire” Johnson, Founder of Digital Lug and host of Discovery Channel’s Build For Off Road. His presentation, “Fabrication Meets Modern Media: What Owners Need to Know to Stay Competitive,” will focus on how fabrication and manufacturing companies can use modern media to drive growth, visibility, and long-term competitiveness.
Why Modern Media Matters to Fabrication Businesses
In today’s fabrication and manufacturing environment, brand awareness plays a direct role in business performance. Buyers, partners, and skilled workers increasingly evaluate companies through digital channels before making decisions.
Fabrication companies that rely only on traditional marketing risk losing ground to competitors who understand how digital platforms influence trust, sales conversations, and hiring. Ian Johnson’s keynote will explain why modern media is no longer optional and how it supports real business objectives.
Moving Beyond Traditional Marketing Channels
With decades of experience in fabrication and automotive media, Ian will share how companies can expand beyond magazines and traditional television. The session will focus on practical use of digital assets such as social media, streaming content, influencer partnerships, and owned media platforms.
Attendees will learn how these channels can help generate qualified leads, strengthen customer relationships, improve recruitment efforts, and increase brand visibility in competitive markets.
Practical Takeaways for Owners and Decision Makers
This keynote is designed for fabrication owners, executives, and leaders responsible for guiding business strategy. Ian will provide insight into aligning media efforts with business goals, allocating marketing resources more effectively, and measuring the business impact of brand awareness.
The session will help leaders make smarter decisions about where to invest time and budget in a digital-first landscape.
About Ian Johnson
Ian Johnson is a Canadian-born automotive builder, licensed mechanic, and television host from Smiths Falls, Ontario. He first gained national attention as a guest builder on Discovery Channel’s Monster Garage, which led to his role as co-host of Extreme 4x4. Alongside Jessi Combs, Ian helped define the show’s hands-on, technical approach to off-road vehicle fabrication. He proudly supports the Jessi Combs Foundation.
Behind the scenes, Ian has served as a technical producer and writer for Trucks!, Extreme 4x4, and several MotorTrend TV launches, including Car Craft TV and 4x4 Garage. He is the founder of Digital Lug, an automotive digital production company producing multiple Amazon Prime build series, and currently hosts Discovery Channel’s Build For Off Road.
A Strong Opening to FABTECH Canada
Ian Johnson’s Day 1 keynote sets the stage for FABTECH Canada, challenging fabrication leaders to rethink how media, branding, and storytelling support business growth. For companies focused on staying competitive in a changing manufacturing landscape, this session delivers practical insight backed by real-world experience.
Register today and join us at FABTECH Canada.