TMCP #639: Jason Noel – Fat Fender Garage, The 20-Year Overnight Success
Jason Noel, founder of Fat Fender Garage in Gilbert, Arizona, joins us this week with a story that’s less about horsepower at the beginning — and more about perseverance. Jason didn’t grow up chasing race cars. He was a finish carpenter by trade, building doors and crown molding before the 2008 housing collapse wiped out his business and forced a complete reset. What came next wasn’t a hobby gone wild — it was a deliberate rebuild. One old truck led to another, then to customer builds, then to something much bigger than he ever planned.
Today, Fat Fender Garage is a full-scale restoration shop specializing in classic Ford and Chevy trucks, known especially for early Ford F-100s and modern Coyote swaps. Along the way, Jason learned that if he wanted the quality and timelines his customers expected, he’d have to take control of the process. That meant bringing paint, upholstery, parts manufacturing, and now even chassis production in-house. What started as flipping a few trucks for fun has grown into a 75-person operation building high-end custom vehicles and engineered components designed to compete at the top of the industry.
In this episode, Jason shares the hard lessons from early customer builds, the philosophy behind vertical integration, why he chose to compete directly with established chassis manufacturers, and how telling the real story — wins and failures alike — became the backbone of Fat Fender’s marketing success. If you’re into classic trucks, modern restomods, or the realities of scaling a business in the automotive aftermarket, this is a conversation you won’t want to miss.
