Training takes center stage at the 2026 Mac Tools Tool Fair

On February 12-14, Mac Tools distributors traveled to San Diego, California, to attend the 2026 Mac Tools Tool Fair. Hosted at the Gaylord Pacific, the event drew 937 registered attendees representing approximately 1,030 routes, marking one of the strongest levels of participation in recent years.

While new products and vendor time are always part of the draw, this year’s show made one thing especially clear. Training is no longer just a supporting element of the Tool Fair. It has become a primary reason distributors continue to show up year after year.

A new approach to how the event is branded

Instead of centering the event around a single creative theme, Mac Tools introduced a new badge-based identity designed to give the Tool Fair a consistent look and feel moving forward.

“In the past, the creative staff worked with leadership to brainstorm an energetic theme, but it made it difficult to be creative across all aspects of the event,” says Trevor Lorton, director of event marketing and customer communication for Mac Tools. “This year, we got rid of an overall theme and went with a badge. It becomes an event brand.”

That shift also allows the company to tailor its messaging based on business priorities and location, then carry that message through the kickoff presentation and onto the show floor.

Racing ties into pride, momentum, and morale

This year’s Tool Fair leaned into racing, driven by two milestones: NHRA driver Doug Kalitta’s recent championship and the 25th anniversary of the partnership.

“Those two things made it incredibly easy,” Lorton says. “We were able to build a stage that reflects racing, our heritage, and such an important relationship, then extend that onto the floor so it all feels connected.”

For Lorton, the racing relationship plays a deeper role than visibility alone.

“There’s an emotional temperature of the field,” he explains. “My job is to keep it exactly where it needs to be so distributors feel good about their business, feel good about our brand, and go out and perform.”

Training demand continues to grow

Training has always been a core component of the Tool Fair, but Lorton says demand has increased significantly over the past several years.

“I got a phone call that said we can’t fit any more people into this room,” he says. “That’s with registration limits in place. We were full, and people were still coming.”

While product education remains important, many sessions focused on business fundamentals, including sales planning, operational habits, and long-term profitability.

“Sales is obviously a big part of what a distributor does, but they also need to know how to run a business,” Lorton says. “The better they understand that, the better they’ll sell, the more profitable they’ll be, and the longer they’ll stay in the business.”

That emphasis on education was reinforced during the event’s morning kickoff, where Mac Tools leadership outlined how training supports distributor growth throughout the year.

“Continuous training is what ties everything together,” Mac Tools leadership said during the opening kickoff. “It starts here at Tool Fair, but the goal is to help distributors turn new products, programs, and promotions into consistent growth once they’re back on their routes.”

Classes built around real-world challenges

Among the training offerings were the long-running 5K daily sales challenge, diagnostics and product education, Student Tech Program sessions, and a class focused on identifying habits that may be limiting growth.

One course in particular stood out for both its blunt framing and the response it received: Five things you’re doing that’s probably hurting your business.

“It takes a little humility to walk into that room,” Lorton says, noting the strong turnout and engagement.

The class was led by trainer Jason Long and Regional Development Manager Scott Roach, a role Mac Tools introduced to provide more hands-on business coaching through ride-alongs and direct feedback. According to Lorton, regions supported through this approach have seen measurable improvements in growth, retention, and headcount.

Product announcements still draw attention

Even with training as a major focus, product news remained an important part of the week. One of the most talked-about announcements was the return of four-sided, red-handled screwdrivers manufactured in the United States.

“When those were taken away, distributors were not happy at all,” Lorton says. “We could have brought them back another way, but we wanted to stay committed to what the tool was.”

Production is underway, with shipments expected later this year.

Distributors also responded positively to the energy of the show floor, including increased use of digital signage and a refreshed, cleaner visual presentation.

Looking ahead to 2027

With strong attendance and engagement throughout the week, the 2026 Tool Fair reinforced Mac Tools’ emphasis on education, connection, and distributor success.

Mac Tools has already announced that next year’s Tool Fair will return to Dallas, Texas, at the Gaylord Texan.

“It can’t be the same,” Lorton says. “You’ve got to find a way to take it up, even if it’s just a half step.”