is dedicated to selling specialty products and services that solve your cooling challenges affordably. We are the home for your cooling solutions. If you are in need of a solution that we are not currently offering, please contact us.

Our Team

At the heart of is its enthusiastic and knowledgeable team, led by 54-year High-Performance Industry veteran Roger Rosebush. He leads a staff of fellow-minded team members that share his passion for solving cooling needs by providing the ultimate cooling solutions for many applications.

Fresh out of high school, Roger started drag racing with his brothers. They called their team Rosebush Racing. He has won numerous NHRA awards and has set a number of records. While building a 1969 Camaro Z/28, he realized how important cooling was to protect his Camaro’s valuable, numbers-matching original Z/28 engine. It was shortly after this that Roger founded Be Cool Incorporated. He grew Be Cool to be the pinnacle of cooling with Ethical, Dependable, and Successful as its core values to implement its mission statement.

After selling Be Cool and taking a few years off to regenerate, Roger discovered that cooling, like racing, was an integral part of his life. So much so, that he founded Wanting to fill a still-glaring need by providing a necessary line of highest-quality cooling products. embodies those same values from earlier in Roger’s career, Ethical, Dependable, and Successful.

For this new line of cooling products, started fresh using only modern components and the best resources and talent available. They then take these components and precision machine and fabricate them for a professional fit and finish.

To ensure that your customer experience is always exceptional, we guarantee every product to fit, perform, and look professional.

Our Promise

Here’s the bottom line. We are going to provide you with a part that works, that fits, and that has a professional appearance with great durability. To do that, we need accurate specifications about your intended use. We believe in partnering with our customers to achieve the ultimate cooling solution. We also believe in freely sharing our knowledge base for the good of everyone.

Our Solutions

All of our solutions are engineered on purpose for your vehicle so that you don’t have to think about keeping it cool. We offer technical assistance, troubleshooting, and can even customize a cooling solution to meet your current needs.


The base of our complete, coordinated cooling system solution is our radiator. They are available in a crossflow or a downflow configuration in two different finishes for both standard and automatic transmission applications.

Electric Fans

Our brushed electric fans include a high-torque motor and a high-flow, sculpted blade that reduces noise and maximizes air flow.


To round out your new cooling assembly we offer a full line of radiator caps, overflow tanks, and miscellaneous accessories for a professional installation.

If you have any questions about any of our products, please give us a call, 9:00 am - 4:00 pm, Eastern Time, Monday-Friday.

We're happy to discuss your system and vehicle with you!


310 Woodside Avenue
Essexville, MI 48732

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(989) 415-3140

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