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The Future of the Lubricants Industry - Insights from Rafe Britton
In a recent episode of Beyond the Blend, Rob Taylor sat down with Rafe Britton, lubrication
expert and creator of the successful YouTube channel Lubrication Explained. The
conversation was packed with insights about the evolution of knowledge-sharing, marketing
struggles in the industry, the digital revolution, and the future of lubrication expertise.
Here’s what we learned from Rafe’s unique perspective as well as getting to know so much
more about the man himself and his journey to becoming a leading voice in the sector!
Why not pop this episode on your favourite podcast player? You can find Beyond The Blend
on Spotify and Apple podcasts!
The Evolution of Knowledge Sharing in the Lubricants Industry
Once upon a time, learning about lubricants meant sitting through a dry PowerPoint
presentation or flipping through a lengthy technical manual. Not exactly riveting.
Rafe Britton, however, has changed the game. What started as a way to stop repeating the same training sessions during COVID turned into one of the industry's most trusted online education hubs. His YouTube channel, Lubrication Explained, simplifies complex lubrication concepts for engineers and industry professionals.
“I was just repeating myself over and over again. So I thought, why not record it once and
send people to the videos? Turns out, it took on a life of its own.”
This shift towards digital self-serve learning is transforming how technical expertise is
shared. Engineers no longer have to wait for in-person training; they can simply Google their problem, watch a video, and apply the solution immediately.
The takeaway? The way people learn about lubricants has changed. Companies that fail
to embrace digital education will be left behind.
How Marketing in the Lubricant Industry is Failing (and How to Fix It)
The lubricants industry isn’t just facing a technical challenge, it’s facing a marketing crisis.
According to Rafe, most lubricant companies have the same marketing strategy:
1. Overloaded, jargon-filled technical data sheets
2. Dull, corporate messaging that lacks engagement
3, A complete failure to showcase the real-world impact of their products
“Marketing should be fun! It should be engaging. But right now, it’s just walls of text and spreadsheets.”
The problem? No differentiation. If a customer can’t tell the difference between two products, what do they do?
They buy the cheapest one. Rafe’s solution is simple:
1. Tell better stories – Instead of listing product features, showcase real-world applications.
2. Make it visual – Show customers how lubricants work through engaging content.
3. Cut the jargon – Speak in plain language that your customers actually understand.
Until the industry starts marketing like it’s 2025 and not 1995, it will continue to struggle with customer engagement and brand loyalty.
The Impact of Digital & AI on Buying Behaviour
If COVID accelerated digital transformation, AI is about to revolutionise it. Social media, video content, and AI-driven research have fundamentally changed how people buy lubricants. Instead of calling a sales rep, today’s customers:
Watch YouTube videos explaining their problem
Research solutions via LinkedIn or online articles
Read reviews and compare products independently
“Most of my business now comes from YouTube and LinkedIn. The traditional sales approach just doesn’t work the same way anymore.”
And then there’s AI. Companies are already using AI-driven chatbots and knowledge bases
to assist with technical queries, but Rafe warns of a trust issue.
“AI is only as good as the information it’s trained on. If it gives you the wrong lubricant
recommendation, who’s responsible for that?”
AI is a powerful tool, but businesses must ensure accuracy and reliability, especially in technical fields where mistakes can have serious consequences.
The Next Generation of Lubrication Experts & Industry Talent Crisis
The lubricants industry is facing a major talent crisis. Many experienced professionals—some with 40+ years of knowledge—are retiring, and
there’s no formal process to pass their expertise down to the next generation.
“There’s a huge group of guys who are grinning because they’ve got 18 months left until
retirement. But who’s going to replace them?”
The challenge is twofold:
1. Lack of awareness – Young engineers don’t see lubricants as an exciting career path.
2. No structured knowledge transfer – Companies aren’t documenting or passing
down expertise effectively.
Rafe believes the industry needs to tell a better story about why lubrication is a great field
to work in. “If it moves, it has lubricant in it. That means you get to work on everything—from wind
turbines to roller coasters. How cool is that?”
To attract new talent, the industry must showcase the variety, challenge, and excitement of the job, not just the chemistry behind the products.
Where the Lubricants Industry is Heading (Challenges & Opportunities)
So, where is the lubricants industry going in the next three to five years? Rafe sees two major trends:
1. The industry will become younger and more digitally savvy.
- A new generation of engineers will bring fresh ideas and a digital-first
mindset. - Companies will invest more in video, online content, and AI-driven tools.
2. Knowledge preservation will be critical.
- With so many experts retiring, companies must document processes and
technical expertise before it’s too late. - AI tools and structured mentorship programs could help bridge the gap.
“We need to formalise how we pass knowledge down. Otherwise, we’ll lose decades of
expertise overnight.”
For businesses that embrace digital education, AI-powered efficiency, and smart marketing strategies, the future is bright.
For those that resist? They may struggle to stay relevant.
Final Thoughts: The Future is Digital (and Lubricated!)
The lubricants industry is changing—fast.
Companies that embrace digital learning, engage in smarter marketing, and harness AI
responsibly will lead the way. Those that ignore these shifts risk getting left behind in a
commoditised, price-driven race to the bottom.
And if there’s one key takeaway from Rafe Britton’s journey, it’s this:
Be curious. Keep learning. Tell better stories. After all, the best way to stand out in an industry as essential as lubrication is to make people care about it.
So, are you ready to future-proof your lubrication business?
