Mike Upchurch in Jeep Death Valley

Welcome to an in-depth conversation with Mike Upchurch, Metalcloak's dynamic Authorized Installer Program Manager and Brand Manager for Adventure Rack Systems a leading name in overlanding-focused rack solutions. Hosted by Matson of ModernJeeper, this interview delves into Mike’s fascinating personal history, his unique journey to joining Metalcloak, and the exciting future of ARS in the world of Jeeping, overlanding, and adventure.

Getting to Know Mike Upchurch: From Sailboats to the Navy and Beyond

Matson: Mike, it’s great to have you here. To kick things off, can you tell us a bit about your background and how your early life shaped who you are today?

Mike: Thanks, Matson. It’s a pleasure to be here. Well, my childhood was a bit unconventional. My dad, who was Navy himself, always had a dream of building boats. So, when I was around five or six, he and my uncle built two 50-foot steel sailboats side by side in Carmichael, California. It took them about eight years to complete, and we launched the boats around 1980. From that point on, I actually lived aboard a sailboat throughout high school, which made me the cool kid in school, living on the water every day.

That lifestyle instilled in me a deep love for the outdoors, adventure, and a hands-on approach to life. After high school, I worked as a delivery driver but had quite a few speeding tickets, so I was on the verge of losing my license. That’s when I decided to talk to a Navy recruiter, and the rest is history.

Matson: So, the Navy became your next big chapter. What was your role there, and how did it influence your career path?

Mike: I enlisted in the Navy in 1988 and served for four years, including during the Gulf War. I was a radar operator, also known as an operations specialist. My work involved intelligence, and later, I did about eight years as an intelligence specialist and four more as a personnel specialist, mostly in reserve units. The intelligence units I was part of were production units, so even when we were on weekends, we were actively supporting fleet operations.

Those experiences gave me discipline, a strong work ethic, and a passion for serving the community. They also introduced me to leadership and strategic thinking, skills that have been invaluable in my marketing and brand development roles.

Transitioning from Military Life to Outdoor Adventures and Business

Matson: After your military service, how did you transition into the outdoor and overlanding world?

Mike: After I got out in 1992, I went back to school and earned a degree in commercial recreation. I’ve always been drawn to the outdoors—hiking, biking, skiing, anything with an “-ing” on the end. Over the years, I ran a bike shop for about eight years, then moved back into maritime work, running tugboats in Alaska and eventually operating a floating bar and party boat in Sacramento.

During all this time, I stayed connected to my love of adventure and vehicles. I was active in the Jeep community, had a TJ Rubicon, and later got into Volkswagen Westfalias. So, while my career path wasn’t linear, it was always tied to adventure, vehicles, and serving people.

Matson: Speaking of VW Westfalias, you have quite the collection and story there, right?

Mike: Absolutely. My passion for VW buses started during my last year in the Navy. I saved up to buy a 1967 21-window bus right after I got out. It was a beautiful rig, but as I got into mountain biking and hiking, I realized I needed something more rugged, so I moved into Land Cruisers for a bit. Years later, I returned to Westfalias, restoring and driving them extensively. My current one is a 1982 diesel model that I swapped with a Subaru engine for better power. It’s my overlanding rig, fully outfitted with solar power, diesel heater, sink, stove, and more. It’s a two-wheel-drive, but it takes me way off the beaten path, which is exactly what I love.

Joining Metalcloak and Adventure Rack Systems

Matson: How did you come to join Metalcloak and Adventure Rack Systems?

Mike: It was a bit serendipitous. In 2020, due to COVID-19, I was laid off from Hornblower, the floating bar operation I was running. I started looking around and reached out to Kamprite, a local company known for their tents and camping gear. I got hired as their senior product manager and helped improve their product lines, especially the tech cot tents.

But I still felt drawn to the Jeep and overlanding world. I had known Matson and Metalcloak through the community, and when the opportunity came up to join Adventure Rack Systems, it just made sense. The brand was evolving from KMS to ARS, focusing on American-made, high-quality racks. It was a perfect fit for my background and passion.

Matson: You mentioned Kamprite and tech cots. What’s your take on those, especially compared to rooftop tents?

Mike: Tech cots are a fantastic option for Jeepers who want a quick, lightweight, and affordable camping solution. My Kamprite tech cot sets up in about 90 seconds, offers a comfortable off-the-ground sleeping platform, and is much lighter than rooftop tents. Rooftop tents are great, but climbing up and down a ladder multiple times a night isn’t for everyone, especially as we get older. The tech cot is simple, effective, and perfect for weekend warriors or long trips.

Adventure Rack Systems: Innovation and Market Position

Matson: Tell us about Adventure Rack Systems and how it fits into the Jeep and overlanding market.

Mike: ARS is all about providing strong, American-made rack systems designed for the rigors of overlanding and Jeeping. We started by acquiring KMS in 2019 but quickly realized we wanted to improve and focus more on the American-made pro line. COVID slowed things down in 2020, but we doubled down on quality and innovation.

Our JL rack system, for example, uses two-inch tubing and mounts with incredible strength, boasting an 800-pound static capacity. That’s a game-changer compared to some competitors who use thinner tubing or less robust mounting methods. We’ve also developed a bed rack system for the JT Gladiator that’s fully customizable with aluminum extrusions and accessory mounts, allowing Jeepers to tailor their setup to their needs.

Matson: There’s been some discussion about competitors like Gobi racks. What’s your perspective on that?

Mike: Gobi is a well-known brand and has a lot of followers, but from a design and engineering standpoint, some of their systems use standoffs and thinner tubing that don’t provide the rigidity or strength we believe is necessary. We’ve seen rigs with dents and damage caused by weak mounting points. Our systems are designed to be rock solid, with strong mounting plates and heavy-duty tubing, ensuring they don’t flex or damage the vehicle even under heavy loads.

Matson: What new products or innovations can Jeepers expect from ARS in the near future?

Mike: We’re excited about several new products rolling out. One is the cab-over rack system for the Gladiator, which allows Jeepers to mount rooftop tents or the new Boardwalk system over the cab, keeping the bed free for other gear like ATVs. The Boardwalk system is a modular plank platform with L-track cargo systems, perfect for creating a deck, watching sunsets, or lashing down gear securely.

We’re also developing new lighting brackets, accessories, and even reimagining the classic roll bar look with modern materials and finishes. The mid and high rack systems are customizable, letting users build up or strip down their setup as they need. ARS is focused on durability, versatility, and giving Jeepers the tools to create their ultimate adventure rig.

The Jeeping and Overlanding Lifestyle

Matson: You’re a seasoned Jeeper yourself. How does your personal Jeep experience influence your work at ARS?

Mike: I’ve been a Jeeper for years, starting with YJs and Cherokees, then moving to TJs and now the JL and Gladiator. My TJ is fully cloaked with suspension, gearing, tires, wheels, fenders, and armor. I’m hands-on and understand firsthand what Jeepers want and need. That personal experience helps me communicate authentically with our community and design products that meet real-world demands.

My son is also getting into wheeling, which adds a family dimension to my experience. We’ve done Skills Day together, and I’m excited to see younger generations embracing the lifestyle, which is why ARS also focuses on making gear practical and accessible.

Matson: What about the broader overlanding community? How does ARS engage with that?

Mike: Overlanding is about exploration, self-reliance, and community. ARS supports that by creating racks and gear that enable Jeepers and overlanders to carry their essentials safely and efficiently. We’re expanding beyond just racks to include smaller accessories that make camping and off-roading more enjoyable.

We also attend events like Jeepers Jamboree, Smoky Mountain Jeep Invasion, and International Sportsman's Expo to connect with customers and get feedback. We’re actively building relationships with shops and influencers in the overlanding space and even expanding into cross-platform compatibility, like with Toyota Tacoma trucks.

Supporting Veterans and Giving Back

Matson: This interview is airing on Veterans Day. How does that day and supporting veterans tie into ARS and Metalcloak?

Mike: Veterans Day is very special to me, as I’m a Navy veteran myself. Metalcloak and ARS have always prioritized supporting veterans. On Veterans Day, a portion of all sales from Metalcloak and ARS goes to Four Wheel 2 Heal, an incredible organization that helps veterans, especially amputees, get out on the trails and back into the outdoors.

These veterans have sacrificed so much for our freedoms, and organizations like Four Wheel 2 Heal provide not only equipment but also community and hope. It’s an honor to support them, and I encourage everyone to learn more and get involved.

Expanding Roles: From Brand Strategist to Program Leader

Matson: Mike, your journey within Metalcloak and ARS has been anything but static. You’ve worn a lot of hats over the last few years. Can you walk us through your evolving roles inside the company?

Mike: Absolutely. When I first joined the team, my focus was solely on ARS—developing the brand, building awareness, and engaging with the overlanding community. That quickly grew as I got more involved in internal operations and the engineering pipeline. I ended up taking on the role of Program Manager for our R&D department, where I helped streamline project timelines, prioritize development tasks, and ensure our engineering goals aligned with what our customers needed most.

Matson: That’s a big pivot—from outward-facing brand work to managing the nuts and bolts of engineering. What was that transition like?

Mike: It was a great challenge, and honestly, I loved it. I’ve always had a technical mind, and being able to help bridge the gap between marketing and engineering was really fulfilling. It allowed me to advocate for the customer directly inside the product development process. We improved communication between departments, which helped accelerate how quickly we could bring ideas to life—whether that was a new bracket design or a whole new rack system.

Matson: And then you shifted again into a broader role as Brand and Social Media Strategist for Metalcloak?

Mike: That’s right. In 2023, I officially took on the additional role of Brand and Social Media Strategist for Metalcloak. That role meant thinking big picture—not just about racks or specific products, but about how the Metalcloak brand communicates across the entire Jeep and off-road lifestyle. I dove deep into storytelling, community engagement, content development, and social media campaigns. And I kept wearing my ARS hat, so it was a dual role that gave me a lot of perspective.

Matson: That brings us to 2024 and your latest role—heading up the Authorized Installer Program. What’s that all about?

Mike: Mid-2024, I took the lead on our Authorized Installer Program. It’s an initiative we’ve wanted to build for years, and now it’s finally coming together. The goal is to create a vetted network of shops across the country that not only sell our products but are also trained and trusted to install them the right way. We’re talking about hands-on support, in-depth training, and giving customers peace of mind when they choose an installer.

It’s also about community. These shops become ambassadors of the Metalcloak brand, representing our values—quality, innovation, and customer service—on a local level. I’m building the program from the ground up, selecting shops, developing installer resources, and creating standards that ensure consistency and quality across the board.

Matson: Sounds like a full plate—but it also seems like a natural evolution of everything you’ve done so far.

Mike: Exactly. Every role I’ve had—brand development, product management, social media strategy, and now program leadership—has built on the last. It’s all connected. I get to bring my passion for the off-road lifestyle into every conversation, whether it’s with a customer, an engineer, or a shop owner. And I’m still learning every day. That’s what keeps it exciting.

Connect with Mike

Thank you for reading this interview with Mike Upchurch. We hope it inspires you to embrace adventure, support veterans, and build the ultimate rig for your journeys.