Hot Shot’s Secret launches influencer group The Secret Society

By AI, Created 10:02 AM UTC, May 20, 2026, /AGP/ – Hot Shot’s Secret has launched The Secret Society, a new seven-member influencer program built around drag racing, fabrication, diesel repair and storytelling. The company says the group will get uncommon access to its R&D lab in Mt. Gilead, Ohio, to help explain its products to a wider range of vehicle owners and enthusiasts.

Why it matters: - Hot Shot’s Secret is using creators with hands-on credibility to reach customers who care about performance, repair and product science. - The program is designed to translate lubricant and additive technology for audiences that include custom builders, motorsports fans, daily drivers, agriculture users and semi drivers. - The initiative could deepen trust by pairing product education with voices already respected in the shop and at the track.

What happened: - Hot Shot’s Secret announced The Secret Society, a new influencer program based in Mt. Gilead, Ohio. - The first group includes seven official ambassadors: Don Abenante, Devin Henry, Mickayla VanBuren, Jake Hopkins, Jimmy Dale, Emily Reeves and Morgan Evans. - Hot Shot’s Secret says the program is a first for the brand. - Matt Ryce, Hot Shot’s Secret influencer marketing manager, said the company wanted builders and racers who are actively doing the work. - Ryce said the “Founding Seven” were selected for grit as well as reach. - The creators were chosen by Ryce, director of field marketing and partnerships Kyle Fischer, and social media coordinator Lindsey Corcoran.

The details: - Don Abenante is framed as “The Engineer,” focused on how and why systems work. - Devin Henry, also known as Super Dwarf, is “The Wildcard” and represents a high-energy racing style. - Mickayla VanBuren is “The Field Op” and works as a diesel mechanic on roadside calls and shop floors. - Jake Hopkins is “The Catalyst,” with a focus on fuel systems and high-cetane energy. - Jimmy Dale is “The Enforcer” and a drag racer centered on competition. - Emily Reeves is “The Visionary” and is tied to custom build creativity. - Morgan Evans is “The Rising Star” and is described as a back-to-back Woodward Avenue champion. - Hot Shot’s Secret says Morgan Evans also represents the restoration-to-racing cycle, from rescuing rusty trucks to drag-strip competition. - The initial Secret Society will get access to Hot Shot’s Secret’s R&D lab in Mt. Gilead. - Josh Steinmetz, Hot Shot’s Secret brand manager, said the company wants the creators to understand the science behind the products and explain it in ways their audiences connect with.

Between the lines: - The launch signals a shift from generic sponsorships to a tighter creator network built around technical credibility. - The mix of racers, mechanics and builders suggests Hot Shot’s Secret wants both entertainment and product education. - The R&D access gives the company a way to turn brand messaging into hands-on content.

What’s next: - Hot Shot’s Secret plans to use The Secret Society as an ongoing ambassador program. - The company is directing consumers to its products at HotShotSecret.com and through its social channels. - Hot Shot’s Secret also asked followers to track the program with the hashtag #TheSecretSociety.

The bottom line: - Hot Shot’s Secret is betting that trusted creators with real mechanical experience can explain performance products better than traditional marketing alone.