AWDA Announces 2025 Industry Award Winners

LAS VEGAS – November 3, 2025 – The Aftermarket Warehouse Distributors Association (AWDA), a community of the Auto Care Association, celebrated the recipients of its 2025 AWDA Industry Awards during the AWDA General Session on Nov. 2 in Las Vegas, Nevada. Each year, these prestigious awards recognize individuals and companies that exemplify excellence in leadership, innovation, education and service to the automotive aftermarket. Over time, the roster of honorees has grown into a distinguished lineup of industry trailblazers and visionaries.

The four AWDA Industry Awards presented this year include the Outstanding Leadership Award in Honor of Jack Creamer, the Pursuit of Excellence Award, the Art Fisher Award for Excellence in Education, and the Lifetime Achievement Award in Honor of Martin Fromm. The 2025 AWDA Industry Award winners are:

• Outstanding Leadership Award: Don Bickle Jr., Warehouse, Inc.
• Pursuit of Excellence Award: Fletcher Lord III, Parts Warehouse Inc.
• Art Fisher Award for Excellence in Education Award: Babcox Media
• Lifetime Achievement Award: Bill Long, MEMA

(From left to right: Bill Babcox, Bill Long, Don Bickle Jr., and Fletcher Lord III.)

Outstanding Leadership Award in Honor of Jack Creamer

Recipient: Don Bickle Jr., Warehouse, Inc.

Each year, AWDA bestows this prestigious award, formerly known as the “Leader of the Year,” on an aftermarket professional who has contributed to the industry in a unique and significant way. The award is named in honor of former AWDA President Jack Creamer. 

Presenting the award this year was 2024 recipient Cliff Hovis, President Hovis Auto & Truck Supply.

Don Bickle Jr. exemplifies the purpose and prestige of the Outstanding Leadership Award in Honor of Jack Creamer. Through decades of service to the automotive aftermarket industry, he has demonstrated a level of leadership, dedication, and influence that goes well beyond day-to-day responsibilities. His career reflects a rare and enduring commitment to the advancement of the industry and its associations—making him a fitting candidate for this distinguished honor.

Don Bickle Jr. is the third generation to lead S&W Supply and Warehouse Inc., a family-owned company rooted in values of resilience, service, and innovation since its founding in the midst of the Dust Bowl and Great Depression. Under Don’s leadership, the company has grown significantly while remaining true to its Kansas roots, serving a wide range of markets—from automotive to industrial, agricultural, and oilfield sectors.

Throughout his career, Don has demonstrated an unwavering commitment to the industry—not only through operational excellence at S&W Supply but through active leadership in key national organizations. He has served multiple terms on the Automotive Warehouse Distributors Association (AWDA) board of directors, including from 1998–2001 and 2008–2011, and held the office of AWDA Secretary during the 2015–2016 term. His long-standing involvement has helped shape and guide the industry during periods of both challenge and growth.

In addition to his AWDA leadership, Don plays a critical role within Federated Auto Parts, serving on both its executive and audit committees. His insight, stewardship, and collaborative approach have helped Federated remain one of North America's largest and most respected auto parts distribution and marketing organizations.

In 2013, Don was honored with the Federated Industry Advocacy Award, a testament to his dedication to advancing the voice and visibility of the aftermarket industry. Whether representing distributors in national forums or mentoring the next generation of leaders, Don has consistently gone above and beyond—demonstrating not just commitment, but a personal investment in the future of the industry.

Don's leadership is not measured by title or tenure alone. It is seen in the way he fosters long-term relationships, champions integrity, and ensures that the values of service and community remain at the forefront of business. His approach reflects the kind of leadership that moves industries forward—not through noise or flash, but through quiet determination, consistent excellence, and a lifelong devotion to doing what’s right.

The Outstanding Leadership Award in Honor of Jack Creamer is intended to recognize those whose contributions stand far above the routine, who set a standard for commitment that few can match. Don Bickle Jr. embodies that spirit—not just in the legacy of his company, but in the legacy he is actively building within the aftermarket industry.

Pursuit of Excellence Award

Recipient: Fletcher Lord III, Parts Warehouse Inc.

Established in 1983, the Pursuit of Excellence Award is presented exclusively to an AWDA member for special achievement and for the setting of high standards as an example for others to follow, in business and in volunteer or advocacy efforts.

AWDA’s Secretary, Cliff Hovis, presented the award.

Fletcher Lord III demonstrates the high standards of leadership, innovation, and business performance that define the Pursuit of Excellence Award. Through his strategic direction, industry engagement, and unwavering commitment to workforce development, he has significantly advanced both his organization and the broader automotive aftermarket. His approach reflects the very essence of this award — exemplary achievement that sets a powerful example for others in the industry to follow.

As a fourth-generation leader of the Crow-Burlingame legacy, Fletcher has continued to build upon a strong foundation while steering PWI into a new era of innovation and growth. Since assuming the role of President in 2019, he has elevated the organization through a people-centric, education-first approach that has set a new standard in the industry.

Under his leadership, PWI has become widely recognized for its exceptional commitment to training and workforce development. Fletcher has ensured that continuous learning is embedded into the fabric of the organization, expanding the use of platforms like the Group Training Academy and developing tailored programs in sales, leadership, and customer engagement. Notably, his team built a custom curriculum to demonstrate the value and functionality of the MyPlace4Parts B2B eCommerce platform, improving both internal adoption and customer experience—an innovative strategy that reflects Fletcher’s forward-thinking leadership.

Fletcher’s impact is not limited to his company. As Vice Chair of AWDA and a Board Member of the Alliance, he has played an instrumental role in guiding strategic initiatives that advance the entire industry. His work with the University of the Aftermarket Foundation (UAF)—where he serves as a trustee—further underscores his commitment to building a robust future for the aftermarket workforce. Under his leadership, PWI doesn’t just support UAF—they actively promote it as a powerful development tool for both their employees and customers. By encouraging scholarship participation and engagement with UAF’s educational programs, Fletcher has made it a cornerstone of PWI’s people-first culture. This approach not only strengthens internal teams but also builds deeper, trust-based relationships with customers and industry partners who benefit from shared learning and growth. It’s a strategic investment in people that echoes throughout the organization and the broader aftermarket community.

These efforts have not gone unnoticed. In 2019, Crow-Burlingame was honored with the Auto Care Association’s Career and Education (ACE) Award, and PWI received the inaugural AASA Channel Excellence Award in partnership with Tenneco—both acknowledgments of Fletcher’s focus on collaboration, education, and operational excellence.

Fletcher leads with integrity, humility, and a genuine passion for people. His emphasis on relationships, community involvement, and lifelong learning has cultivated a culture of excellence that extends beyond PWI and into the broader aftermarket landscape.

In every respect, Fletcher Lord III embodies the spirit of the Pursuit of Excellence Award. His visionary leadership, innovative practices, and steadfast dedication to industry progress make him a highly deserving award winner.

Art Fisher Award for Excellence in Education

Recipient: Babcox Media

AWDA’s Art Fisher Award for Excellence in Education is presented annually to an aftermarket company or individual that demonstrates outstanding commitment to education and training, either within their organization or throughout the industry. Given in memory of former AWDA Chairman Art Fisher, the award grants scholarships in the name of the award winner to two students enrolled in the automotive aftermarket management program at Northwood University.

The award was presented by AWDA Vice-Chair Fletcher Lord III.

For over 100 years, Babcox Media has remained the leading source in providing education, training, and information on the automotive aftermarket as well as the people who are involved.

The evolution of Babcox Media from strictly a trade publication company to a full service multimedia empire focused on sharing training, news, and events with the industry was monumental.  That transformation was guided under the premise to make information and education more accessible to everyone.  They fill a need that the broadest of aftermarket audiences can gain valued insights from experts across the industry.

Bill Babcox is the third-generation owner and Chief Executive Officer of Babcox Media Inc., was on hand to accept the award. He has led the business since 1990, guiding its growth and evolution in the aftermarket industry.

A Denison University graduate, Bill began his career at Goodyear Tire & Rubber Company in 1984 as a retail sales manager and joined Babcox in 1985. He is active in the community and industry, having served on boards including Stan Hywet Hall and Gardens Foundation, Akron General Medical Center, the Rock & Roll Hall of Fame, the Health Network Foundation, and the University of the Aftermarket Foundation.

Lifetime Achievement Award

Recipient: Bill Long, MEMA

AWDA’s Lifetime Achievement Award recognizes individuals who have, over the course of many years, distinguished themselves through their unselfish commitment to, and high level of performance within, the motor vehicle aftermarket industry. The award is named in honor of former AWDA President Martin Fromm.

AWDA Chairperson Ashlee Arnold presented the award.

Few individuals in the motor vehicle aftermarket have left a mark as deep, enduring, and far-reaching as Bill Long. Over the course of a career spanning more than 40 years, Bill has not only led respected organizations and industry initiatives—he has helped shape the direction, reputation, and long-term health of the aftermarket itself. From his earliest days delivering parts in high school to his current role as President and CEO of MEMA, Bill Long has exemplified what this award was created to honor: a life’s work defined by integrity, leadership, service, and impact.

Bill’s leadership journey began with a foundational understanding of the aftermarket’s front lines and evolved into senior executive roles across every corner of the supply chain. At Echlin/DANA, where he spent over two decades, Bill built his reputation as a principled leader with an operational mindset and a strategic vision. He would go on to lead North American Operations at Proliance International and later serve as a consultant and advisor through Long Strategies LLC—always staying close to the people and companies that define this industry.

In 2012, Bill joined MEMA, where he first led the Automotive Aftermarket Suppliers Association (AASA) division before rising to lead the entire organization. Today, MEMA represents one of the most critical sectors of the American economy—vehicle suppliers—through four divisions: AASA, the Heavy-Duty Manufacturers Association (HDMA), the Association for Sustainable Manufacturing (MERA), and the Original Equipment Suppliers Association (OESA). Under Bill’s leadership, MEMA has strengthened its voice in Washington, D.C., expanded its impact across all vehicle segments, and become a more unified force for progress across the supply base.

A hallmark of Bill’s career has been his deep commitment to advocacy. He has helped elevate the aftermarket in national conversations, building strong relationships with lawmakers and regulators to ensure industry perspectives are heard on issues ranging from vehicle data access and diagnostics to sustainability and workforce development. He has played a visible and consistent role in advancing Right to Repair, including vocal support for the REPAIR Act. He also served on the U.S. Chamber of Commerce’s Association Committee of 100, offering guidance and strategic insight on behalf of one of the largest manufacturing sectors in the nation.

Bill’s belief in people and education has also been a defining thread. He has supported professional development across every level of the industry, and his leadership helped bring about “Leadership 3.0: The Global Aftermarket,” a pioneering education program developed in partnership with Northwood University and the University of the Aftermarket. His efforts have helped build future leaders, prepare companies for change, and ensure that learning and mentorship remain central to the aftermarket’s success. For these contributions, he has been recognized with both the MEMA Triangle Award—bestowed only when an individual’s service is deemed truly extraordinary—and Northwood’s Automotive Aftermarket Management Education Award.

Outside of the boardroom, Bill’s passion for motorsports has mirrored his professional values: community, innovation, and a love of the industry. He has held executive positions with NASCAR, the IndyCar Series, and Indianapolis Motor Speedway, and continues to support grassroots racing today. His work in this space earned him the Jack Arute Sr. Excellence in Motorsports Award.

Bill Long is, in every sense of the word, a backbone of the motor vehicle aftermarket. He has built organizations, led people, driven advocacy, and left an indelible legacy. He has done so with humility, consistency, and a tireless commitment to making the industry stronger, smarter, and more united.

For his decades of distinguished service, his contributions to business, education, and advocacy, and his enduring impact on the people and progress of our industry, Bill Long is a truly deserving recipient of the Lifetime Achievement Award in Honor of Martin Fromm.

To learn more about the AWDA Industry Awards and to view previous winners, visit autocare.org/awda.