At Gear Hugger, we believe that sustainability should extend beyond our kitchens and gardens to every corner of our homes—including the garage. Our founder, Checo Diaz, is on a mission to change the way people think about petroleum-based products. “I’m here to tell you that we’re in a toxic relationship with petroleum,” Checo declared during his pitch at the prestigious Natural Products Expo East Pitch Slam Contest.
Checo’s passionate vision and our eco-friendly, plant-based Multi-Purpose Lubricant won over the judges, earning Gear Hugger the top prize at the Pitch Slam on Wednesday at the Pennsylvania Convention Center. The competition featured ten standout brands from Naturally Network’s regional affiliates.
Checo shared, “We're eating more sustainably, driving electric cars, and composting at home, but nobody's wondering what's lurking in our garage.” His drive to remove petroleum from everyday maintenance products stems from his love for the outdoors and concern for the environment. After years of using toxic, petroleum-based chemicals to maintain his gear, Checo sought a better, cleaner solution.
A Plant-Based Alternative to WD-40
Gear Hugger's award-winning Multi-Purpose Lubricant is designed to be the natural alternative to WD-40—but without the harmful chemicals. With 3x the lubricating power, no petroleum, no PTFEs, and 96% bio-based ingredients, it is safe for use around kids and pets. Checo envisions Gear Hugger as the "Method for the garage" with eco-friendly innovation at its core.
From Family Tradition to Industry Revolution
With 70 years of family experience in industrial lubricants, Checo and his father combined their knowledge to develop Gear Hugger's plant-based formula. In January, they launched direct-to-consumer sales, and soon after, Family Handymanrecognized the Multi-Purpose Lubricant as one of the Top 10 New Outdoor-Living Products for 2022.
Perfect for Outdoor Living, Adventure, and DIY Enthusiasts
Checo highlighted the product’s versatility during his pitch, noting its use for van life, home maintenance, and outdoor sports like biking and climbing. He added with a smile, "It has three times the lubricating power of WD-40 without the horrible smell."
A Milestone Moment at Natural Products Expo East
The Pitch Slam competition, presented by New Hope Network and Naturally Network, brought together the best of the natural products industry. Regional winners included:
- Ryan Armistead, Happy Moose Juice (Naturally Bay Area)
- Alexa Daniels, KeJoym (Naturally Boulder)
- Erica Bethe Levin, GloBowl (Naturally Chicago)
- Danny Schwarz, Chuza (Naturally San Diego)
- Juan Giraldo, Waku (Naturally New York)
- Morgan Lerner, GoNanas (Naturally Chicago)
- Stephen Caldwell, ÜRösti (Naturally New York)
Join the Movement for a Cleaner, Greener Garage
At Gear Hugger, we are proud to lead the charge in sustainable garage care. Checo’s pitch at the Natural Products Expo East is more than a win—it’s a call to action. Ready to break up with petroleum? Discover the power of plant-based solutions with Gear Hugger.
Shop now and experience a cleaner, greener garage with Gear Hugger’s Multi-Purpose Lubricant!