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Bruce Davis is a veteran journalist and editor who spent 45 years shaping how the tire industry receives its news, data, and insights. As a founding staff member of Tire Business, he helped launch the publication in 1983, transforming it from an ambitious idea into one of the most trusted voices in the global tire market. Over the years, Bruce pioneered cornerstone features like the Global Tire Report, chronicled the industry’s evolution through import/export statistics and dealership rankings, and built a reputation for delivering business-focused journalism with credibility and depth. His career included 13 years in Germany as editor of the European Rubber Journal, where he gained a front-row seat to historic moments like the fall of the Berlin Wall, giving him a unique global perspective on the tire trade.

What does it take to turn a scrappy start-up into an industry institution? On this episode of Gain Traction, Mike Edge sits down with Bruce Davis to uncover the story behind Tire Business’s rise to prominence. Bruce shares how a chance phone call from a college friend led him into the world of trade journalism, how a sprained ankle almost delayed his entry into the field, and how just two years later he was handed the challenge of launching a bi-weekly publication for tire dealers. At 27 years old, Bruce rolled out the first issue, setting the stage for decades of tire industry insights that would influence manufacturers, distributors, and retailers worldwide.

Bruce recounts the origins of the Global Tire Report in 1985, including the painstaking process of gathering international data before the digital era—shipping research in steamer trunks, sending telexes, and forging relationships with manufacturers across borders. He explains why Tire Business has maintained the rigor of a business journal, why the print edition and annual stats book still matter in a digital-first world, and how their data remains a trusted benchmark for the industry. Bruce also opens up about his life outside the newsroom, from witnessing the Berlin Wall come down to his retirement plans focused on travel and genealogy.

If you’re curious about the history of the tire trade, the value of accurate industry data, or the mindset it takes to build a trusted media brand, this conversation is packed with perspective and personality.

[02:34] How Bruce landed his first job in the industry right after college

[04:51] The launch of Tire Business in 1983 and Bruce’s age at the time

[05:24] Bruce’s original career goal to work for a major national newspaper

[07:29] Meeting his future wife while working in Germany

[08:26] Living in Germany during the fall of the Berlin Wall and its tense atmosphere

[09:14] Bruce’s perspective on Reagan’s “Mr. Gorbachev, tear down this wall” speech

[11:19] Writing for both Tire Business and Rubber News simultaneously

[11:52] The origin story of the Global Tire Report

[16:16] Why Bruce believes everyone in the industry should subscribe to Tire Business

[22:22] The mantra that’s guided Bruce throughout his career

[23:24] Bruce’s favorite movies and the story behind them

[28:04] A Corvette road trip through Eastern Europe shortly after the Berlin Wall fell

Tire Business https://www.tirebusiness.com/

Bruce Davis on LinkedIn https://www.linkedin.com/in/bruce-davis-aba02b21/

Tread Partners https://treadpartners.com/

Gain Traction Podcast https://gaintractionpodcast.com/

Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/

One last bow to industry legend Bruce Davis https://www.tirebusiness.com/opinion/one-last-bow-industry-legend-bruce-davis

• “Never be satisfied. Even if it’s just 1% better, keep improving.”

• “The Global Tire Report became the benchmark the entire industry looks to.”

• “We treat the tire business like a business journal; factual, rigorous, and rooted in context.”

• “Sometimes history unfolds right outside your office window, like the Berlin Wall coming down.”

• “Print still matters when your audience values trusted, tangible information.”

1. Maintain the rigor of a business journal, even in a niche industry.

2. Track and publish industry data consistently to become the go-to source.

3. Build credibility by connecting with all segments of your industry; manufacturers, distributors, and retailers.

4. Preserve historical context; it strengthens your authority over time.

5. Adapt to digital trends without abandoning the formats your audience still values.

Don Barnes III is the Chief Tire Guy at Belle Tire, a third-generation leader helping steer one of the oldest and most respected tire retailers in the U.S. Founded in 1922, Belle Tire has grown from a local shop into a powerhouse with over 180 locations across the Midwest. Under Don’s leadership, the company has maintained its century-long reputation by focusing on operational excellence, local relationships, and above all, outstanding customer service in the tire industry. Don is also passionate about youth development and community engagement, leading Belle Tire’s involvement in one of the largest youth hockey programs in the country.

What does it take to deliver truly exceptional customer service in the tire industry for over 100 years? According to Don Barnes III, it starts with consistency, trust, and attention to detail. From offering free flat repairs to creating clean, welcoming stores, Belle Tire has built a people-first model that turns stressful tire and auto repair visits into moments of care and connection. Don explains how they’ve scaled that model across dozens of locations without losing the warmth and reliability their brand is known for.

Don also unpacks how their core philosophy: “Retail is detail” shapes every touchpoint of the customer journey. In an industry where purchases are infrequent but high-stakes, Belle Tire focuses on eliminating friction, educating customers, and building long-term loyalty. It’s not just about the product, it’s about how people feel when they walk in and how much they trust the team when they leave. That kind of high-level customer service in the tire industry doesn’t happen by accident. It’s intentional and deeply embedded into company culture.

On this episode of Gain Traction, Mike Edge sits down with Don Barnes III to discuss Belle Tire’s legacy, rapid expansion, and people-first approach to business. Don shares real-world insights on maintaining service quality at scale, building trust in new markets, and inspiring employees to lead with empathy and energy. If you’re looking to grow your shop or improve your customer experience, this conversation is packed with timeless lessons on delivering standout customer service in the tire industry.

[01:29] Don reflects on Belle Tire’s 103-year history and what’s helped the company endure

[01:59] What sets Belle Tire’s customer service apart from others in the industry

[04:08] How Belle Tire’s widespread Midwest presence brings peace of mind to customers

[05:12] Why Belle Tire expanded into windshield replacement services

[06:30] The role of store appearance and attention to detail in building customer trust

[10:04] Don shares the philosophy behind “retail is detail” and how it guides their team

[12:29] Don talks about growing up in the business and why they prioritize company over family name

[13:54] The origin and impact of Belle Tire’s youth hockey program

[15:23] How Belle Tire became the largest youth hockey organization in the U.S.

[20:19] Don outlines Belle Tire’s growth plans for the next 3–5 years

Belle Tire https://www.belletire.com/

Tread Partners https://treadpartners.com/

Gain Traction Podcast https://gaintractionpodcast.com/

Don Barnes III on LinkedIn https://www.linkedin.com/in/don-barnes-4a671ba/

Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/

Gain Traction Podcast Episode #188: How a Farmer Turned a Small Tire Shop into a $26M Business https://gaintractionpodcast.com/how-a-farmer-turned-a-small-tire-shop-into-a-26m-business/

• “Retail is detail, and every touchpoint matters.”

• “We’re in the tire business, but we’re really in the service business.”

• “You only get one chance to make someone feel good about a stressful situation.”

• “Growth is great, but not at the expense of trust.”

• “Our goal is to make someone’s day better, every single time.”

1. Audit your customer journey: Identify pain points and friction that impact the service experience.

2. Create a consistent brand presence: Make sure your stores and team reflect trust and professionalism.

3. Empower your team: Train staff to act as trusted advisors, not just salespeople.

4. Double down on local reputation: Be present in the community, people notice and remember.

5. Apply the “surprise and delight” principle: Build loyalty by going beyond what’s expected.

Jesse Wickel is the owner of Wickel Tire Pros in Burley, Idaho. A former farmer with deep roots in agriculture, Jesse built his business from a single tire shop into a multi-location operation generating over $26 million in annual sales. With a hands-on approach, a strong community presence, and a commitment to relationship-driven service, Jesse has grown his team from just a few employees to over 80 across multiple locations, all while maintaining his small-town values.

How do you take a rural tire shop doing $1.2 million in annual sales and scale it to over $26 million in just seven years? According to Jesse Wickel, it starts with relationships; with your customers, your employees, and your community.

On this episode of Gain Traction, Mike Edge sits down with Jesse to talk about how his background in farming helped shape his mindset around service, hard work, and leadership. Jesse explains why growing in a rural market requires more than just good pricing; it takes trust, reliability, and genuine connection. From opening day to serving 8,000 hot dogs at their expansion event, his story is packed with authenticity and grit.

Jesse also shares his people-first philosophy: that success isn’t measured in number of locations or fleet trucks, but in whether employees are happy, families are thriving, and customers feel truly taken care of. Whether you’re running a farm or a tire shop, Jesse believes the formula for success is simple: work hard, stay humble, and build real relationships.

• [01:31] Jesse shares how he was drawn into farming after college out of necessity
• [03:26] How the opportunity to buy a small tire shop came unexpectedly
• [04:59] How Jesse's business grew from a $1.2M operation to 80 employees and multiple locations
• [07:09] What Jesse enjoys about working in the tire industry
• [10:15] Jesse opens up about his family life
• [13:13] Jesse’s goals for the business over the next few years
• [16:26] What guiding principle does Jesse live by and share with other shop owners?
• [17:54] How does Jesse find employees for his growing business?
• [23:17] Jesse talks about his strong relationship with Titan International

• Wickel Tire Pros https://wickeltirepros.com/
• Titan International https://www.titan-intl.com/
• Tread Partners https://treadpartners.com/
• Gain Traction Podcast https://gaintractionpodcast.com/
• Gain Traction Podcast Episode #187: The Council That’s Quietly Shaping the Future of the Auto Industry https://gaintractionpodcast.com/the-council-thats-quietly-shaping-the-future-of-the-auto-industry/

• “Our customers aren’t buying tires, they’re buying from people they trust.”
• “If we take care of our employees and their families, the rest will follow.”
• “Success isn’t how many shops we have, it’s how well our team is doing.”
• “In a small town, everyone knows your name. You’ve got to earn that trust every day.”
• “We didn’t know we’d serve 8,000 hot dogs at our grand opening… but we did.”

1. Invest in relationships: Treat every customer like a neighbor, not a transaction.
2. Measure what matters: Focus on family, team morale, and service, not just revenue.
3. Create workplace wins: Support your team in hitting personal and professional milestones.
4. Involve your community: Make them part of your journey and growth.
5. Hire early, hire right: Seek people who want to work and grow, not just fill a spot.

Mike Lusso is a seasoned engineer at Coats Company in Nashville, Tennessee, specializing in tire changers, wheel balancers, lifts, and alignment machines. A lifelong gearhead with a passion for modifying cars, Mike channels his love for the automotive space into leadership roles, most notably as Chair of the WTSBC, a leading automotive industry council under SEMA. Through his volunteer work, Mike helps shape best practices and raise industry standards across the wheel, tire, suspension, and brake sectors.

If you’ve ever wondered what real influence looks like behind the scenes of the automotive aftermarket, look no further than the automotive industry council known as WTSBC (Wheels, Tires, Suspension, Brakes Council) under SEMA.

In this episode of the Gain Traction Podcast, host Mike Edge sits down with WTSBC Chair Mike Lusso to unpack the vital; yet often overlooked role that industry councils play in shaping the future of auto repair and tire service. From data access to networking, from fitment guides to leadership opportunities, this is where real progress happens.

Mike explains how he first got involved (spoiler: it starts with a free lunch ticket), and why shop owners, engineers, and suppliers alike should consider participating. It’s not just a resume booster, it’s a direct line to decision-makers, early tech adopters, and industry-shaping initiatives.

Whether you’re running a five-bay shop or managing dozens of locations, joining an automotive industry council gives you the insider edge you can’t Google.

• [01:37] How Mike was recruited into the WTSBC at a trade show
• [03:29] Why every shop owner and tire dealer should consider joining a SEMA council
• [05:51] Examples of the educational resources the council provides (fitment posters, torque specs, bolt pattern data)
• [06:40] Mike’s leadership timeline: From co-chair to chair
• [07:30] Strategic goals for the WTSBC in the next 1, 3, and 5 years
• [10:15] How to sign up for the council through SEMA or Gain Traction
• [13:07] Mike’s background in engineering and the automotive aftermarket

• Mike Lusso LinkedIn https://www.linkedin.com/in/michael-lusso-engprofile/
• SEMA Website https://www.sema.org/
• SEMA Garage Detroit https://www.sema.org/get-involved/councils-networks/ettn/sema-garage-detroit-benefits-get-your-product-market
• SEMA Data https://www.semadata.org/
• Gain Traction Podcast Episode #179: How To Build a Culture While Scaling Fast with Logan Leslie https://gaintractionpodcast.com/how-to-build-a-culture-while-scaling-fast-with-logan-leslie/
• Tread Partners https://treadpartners.com/
• Gain Traction Podcast https://gaintractionpodcast.com/

Joining an automotive industry council like WTSBC isn’t just about “giving back”, it’s a competitive advantage.

Members gain:

• Early access to emerging tech like ADAS calibration trends
• Networking with top leaders from SEMA, MIMA, and major aftermarket players
• Tools that improve service accuracy like fitment charts and torque spec guidelines
• Exclusive access to Detroit Garage and SEMA Data resources
• Brand visibility through leadership opportunities and public representation

And the best part? Membership typically costs less than $100/year and offers a return on investment many times over.

• “You’re not just getting information — you’re getting access.”
• “We’re not just supporting SEMA — we’re shaping what comes next.”
• “Smaller shops have just as much to gain — the value is tenfold.”
• “If you want to grow, you’ve got to plug into where progress is happening.”

1. Visit Gain Traction’s WTSBC Page to find the direct council link and learn more.
2. Apply for membership via the SEMA Council Portal, it takes just a few clicks.
3. Leverage your membership by downloading fitment guides, attending council meetings, and volunteering on task forces.
4. Connect with other leaders like Mike Lusso and your regional reps to maximize industry relationships.
5. Promote your involvement on your website, social media, and customer channels, it boosts credibility.

Adrian Rodriguez is the Vice President of Marketing and Retail Sales at Commercial Tire, a leading tire and auto service provider with over 45 locations across Idaho, Washington, Oregon, and Utah. Before joining Commercial Tire, he spent a decade with John Deere, sharpening his expertise in marketing and retail strategy. Adrian helped lead Commercial Tire’s transition to 100% employee ownership in 2019, fostering a culture rooted in accountability and local investment. Outside of work, he’s an avid skier and downhill mountain biker, embracing extreme sports with the same energy he brings to business.

Tire and automotive services often operate behind the scenes, yet they serve as foundational pillars of local economies. As some businesses evolve toward more employee-centric models, the conversation around ownership, community impact, and internal culture is gaining momentum. What does it look like when a tire company becomes 100% employee-owned — and how does that change everything?

According to Adrian Rodriguez, who leads marketing and retail sales for Commercial Tire, becoming employee-owned was both a strategic and cultural transformation. The shift not only enhanced operational efficiency through collective accountability but also redirected profits into local communities where employees live and work. By fostering a deep sense of ownership at every level, the company unlocked new opportunities for innovation, loyalty, and long-term sustainability.

On this episode of Gain Traction, Mike Edge welcomes Adrian Rodriguez for a deep dive into Commercial Tire’s evolution as a 100% employee-owned company. Adrian shares how this ownership model impacts culture, accountability, and profitability. He also discusses B2B and consumer marketing challenges, the importance of community engagement, and how internal values drive lasting success.

• [01:45] How Adrian Rodriguez’s career started with free pizza and an internship at John Deere
• [02:41] How a decade at John Deere built Adrian’s marketing foundation
• [04:09] The bold move to 100% employee ownership at Commercial Tire
• [05:35] The culture shift that employee ownership created across the company
• [09:59] Navigating the COVID-19 transition as a newly employee-owned business
• [12:18] Why employee ownership accelerates community investment
• [17:00] How Adrian’s team markets to fleet and HVAC companies
• [19:19] Challenges of marketing consumer services with a “commercial” brand name

• Adrian Rodriguez on LinkedIn 
• Commercial Tire 
• Dan Kahn on LinkedIn
• Kahn Media 
• Mike Edge on LinkedIn
• Tread Partners

• “If every employee saves just 15 minutes a day, that’s real money and real efficiency across hundreds of people.”
• “Ownership isn’t just a title — it’s a mindset that drives innovation from the tire tech to the C-suite.”
• “We’re not teammates — we’re employee-owners. And that changes how we think about the whole business.”
• “Do epic sh*t. Whether it’s leading, marketing, or community building — go all in.”
• “Tires may not seem glamorous, but they touch every aspect of how society moves.”

1. Create a culture of ownership: Encourage every team member to identify ways they can improve efficiency daily.
2. Use visual tools for sales enablement: Leverage video cards or segmented brochures for tailored B2B outreach.
3. Build wealth locally: Adopt models that allow profits to return to employees and the communities they serve.
4. Embrace marketing playfulness: Use creative, localized campaigns to connect with new markets despite brand name challenges.
5. Lead with mantras: Choose a powerful phrase that reflects your culture and let it guide decision-making.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Joe Schafranek is an Account Manager at Tread Partners, a marketing agency focused on the tire and auto repair industry. With roots in Detroit and hands-on shop experience at Firestone and Big O, Joe brings a unique perspective to digital marketing through his understanding of both operations and data. Prior to Tread Partners, he helped grow BAIC and explored data-centric roles in the auto aftermarket. Today, Joe leverages that diverse background to help multi-location shops increase car count through performance-driven strategies.

Marketing in the auto repair industry often feels confusing and inconsistent, especially for multi-location shop owners. With so many digital channels and buzzwords, it’s hard to know what’s actually driving car count and boosting business. How can tire dealers make smarter marketing decisions based on data and results, not guesswork?

According to Joe Schafranek of Tread Partners, it starts by focusing on transparency and measurable results. Joe leverages his real-world shop experience and data expertise to help clients improve performance using tailored PPC campaigns, SEO strategy, and localized promotions. He emphasizes the importance of tying marketing activity directly to car count and revenue growth — not just impressions or traffic.

On this episode of Gain Traction, Mike Edge welcomes Joe Schafranek for a conversation about data-driven marketing in the tire and auto repair space. Joe explains how to tie marketing efforts directly to car count and revenue, why transparency matters, and how shop owners can avoid wasting budget on ineffective campaigns. He also shares a case study on how a $250 Facebook ad led to $22K Saturdays.

• [03:48] How hockey and family life shaped Joe Schafranek's community involvement
• [06:34] Lessons Joe learned from managing Big O franchise stores in Arizona
• [07:43] Joe’s transition into digital marketing and data roles
• [10:37] Why revenue isn’t always the best indicator of marketing success
• [12:23] The importance of new customer acquisition for long-term growth
• [18:52] How experience helps Joe prevent clients from wasting ad spend
• [19:58] What excites Joe most about working in marketing for tire dealers?

• Joe Schafranek on LinkedIn 
• Tread Partners
• BAIC Global
• TJ White on LinkedIn
• Tire Source
• Mike Edge on LinkedIn

• "You don't know what you don't know — there's a whole world of discovery out there every day."
• "The best campaigns are the ones that fill your bays, not just your inbox."
• "Marketing success should be tied to car count and revenue, not just clicks and impressions."
• "Transparency works both ways — clients should know what’s working, and we need to know how it’s executed."
• "Even small campaigns, like a $250 Facebook ad, can have huge returns if done right."

1. Rethink how you measure marketing ROI: Focus on car count and specific service conversions, not just traffic or impressions.
2. Run local Facebook ads to test promotions: Try low-cost campaigns targeting service-specific offers to boost visibility and appointments.
3. Invest in transparency with your marketing team: Share performance data both ways — ad results and in-shop execution.
4. Use digital tools to track campaign effectiveness: Leverage reporting that ties ads to phone calls, form fills, and actual sales.
5. Target new customer acquisition regularly: Offset the average 15% annual shrinkage by always growing your base strategically.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Dan Kahn is the Founder and CEO of Kahn Media, a public relations and marketing agency based in Los Angeles specializing in the automotive aftermarket. A lifelong car enthusiast, Dan began his career at age 16 by pitching and landing magazine features on a Mustang he restored with his father. Before founding Kahn Media in 2008, he worked as an automotive journalist and launched digital content platforms. His latest book, The New Rules of the Road, outlines his philosophy on transparency, digital strategy, and authority marketing in a fast-evolving business world.

Trust and transparency are reshaping the way brands connect with customers. In industries like automotive repair and aftermarket services, reputation is everything. How can leaders and marketers build lasting customer relationships without relying on old-school sales tactics?

According to Dan Kahn of Kahn Media, authentic engagement starts with openness and education. Drawing from decades of experience in automotive journalism and agency leadership, Dan explains how businesses can thrive by prioritizing customer empowerment and honesty. He highlights the power of authority marketing and the need to communicate value without overpromising.

On this episode of Gain Traction, Mike Edge chats with Dan about keys to brand authenticity, customer trust, and business resilience. Dan shares personal stories of success and failure, insights from his book, and actionable tips for both local tire shops and national brands.

• [01:53] The Mustang project that launched Dan Kahn's media career at 16
• [05:32] The significance of converging PR and marketing in modern business
• [07:09] Why Dan founded Kahn Media to serve a gap in the auto industry
• [8:38] The concept of "open, honest, and transparent" brand storytelling
• [11:36] How education trumps selling in building customer loyalty
• [12:46] Flat-rate pricing and transparency in auto repair shops
• [13:52] Owning mistakes and regaining trust with clients
• [25:49] How a small-town tire shop survived national competition through community ties

• Dan Kahn Website | LinkedIn
• Kahn Media
• The New Rules of the Road by Dan Kahn 
• Mike Spagnola on LinkedIn
• SEMA
• Mike Edge on LinkedIn
• Tread Partners

• "Don’t sell — just educate. If people don’t get it, they’re not your customer."
• "Transparency makes me feel like I’m part of the process — and I’m happy to pay more for that."
• "Our biggest hurdle with new clients is fixing the damage done by other agencies."
• "When you own your mistakes, people respect you more and keep coming back."
• "Marketing is like falconry — you need to stay just hungry enough to stay sharp."

1. Adopt a transparency-first mindset: Build trust with customers by openly sharing your process, costs, and updates.
2. Stop selling, start educating: Empower your audience with knowledge rather than pressure them with sales pitches.
3. Commit to consistent business development: Avoid complacency by always nurturing your pipeline, no matter how busy you are.
4. Engage in community marketing: Sponsor local events and be present — authenticity creates brand resilience.
5. Turn mistakes into loyalty builders: Admit errors quickly, provide solutions, and use failures to deepen relationships.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Dennis Feldman is the Chair of the ITDG Next Gen Committee and a third-generation operator at Performance Plus Tire, a family-owned business in Long Beach, California which specializes in classic car tires and aftermarket wheels.

Keleyah Miller is the Vice Chair of the ITDG Next Gen Committee and part of the third generation at Main Street Tire in Colorado Springs, Colorado, where she and her siblings are leading a company that is now 80% wholesale.

Justin Pursell serves as Secretary of the ITDG Next Gen Committee and oversees commercial, wholesale, and retread operations at Bergey’s Commercial Tire, a fifth-generation company in Pennsylvania with a century-long legacy in transportation.

The tire industry continues to evolve as family-run operations face digital transformation, shifting market pressures, and generational handoffs. As new leaders step into roles shaped by legacy and innovation, balancing tradition with forward-thinking becomes crucial. How can young leaders modernize operations while honoring decades of family heritage?

According to Dennis Feldman, who chairs the Next Gen Committee for Performance Plus Tire, the key lies in strategic upgrades, relationship building, and community collaboration. Along with Keleyah Miller and Justin Pursell, he emphasizes the role of ITDG’s Next Gen group in preparing young leaders for succession and growth through networking, mentorship, and shared learning. Together, they reflect on how family ties, vendor partnerships, and conferences strengthen both culture and business outcomes.

On this episode of Gain Traction, Mike Edge welcomes Dennis, Keleyah, and Justin for a conversation about generational leadership, the mission of the ITDG Next Gen Committee, and the practical steps they’re taking to future-proof their tire businesses. They dive into the emotional dynamics of working with family, the challenges of modernizing legacy systems, and the strategies that keep independent operations competitive in a shifting market. Dennis, Keleyah, and Justin provide insights into the importance of community, the power of long-term vision, and how peer support within ITDG fuels innovation across the board.

• [01:48] Dennis Feldman shares his role at Performance Plus Tire and his niche in classic car tires
• [02:36] Justin Pursell explains his leadership at Bergey’s and the scope of their operations
• [03:28] Keleyah Miller describes Main Street Tire’s wholesale focus and family involvement
• [04:52] The goals of the ITDG Next Gen Committee and how it nurtures leadership
• [06:38] Challenges and advantages of working within multigenerational family businesses
• [17:26] Keleyah’s family mantra: “Prepare for your grandkids, and your kids will fall into line”
• [18:32] Justin’s wildlife photography hobby and connection to nature outside of work
• [19:57] Dennis reflects on modernizing his family business while preserving legacy

• Justin Pursell on LinkedIn
• Performance Plus Tire
• Mainstreet Tire USA
• Bergey’s Tire & Auto Service Centers
• Independent Tire Dealers Group
• Mike Edge on LinkedIn
• Tread Partners

• “Prepare for your grandkids, and your kids will fall into line.” – Keleyah Miller
• “What other career lets you see your dad every day while building something meaningful?” – Dennis Feldman
• “We're going to get up in the morning and sell tires — no matter what.” – Justin Pursell quoting Jason Rook
• “Next Gen is here to educate, connect, and guide young leaders into broader roles.” – Dennis Feldman
• “You can gain a lot of success when you make the right relationships.” – Keleyah Miller

1. Evaluate your leadership transition plan: Identify next-gen leaders in your organization and outline how to involve them in long-term strategy.
2. Join a collaborative group: Gain access to networking, vendor partnerships, and growth opportunities without losing your brand identity.
3. Modernize your systems: Consider upgrading legacy point-of-sale or e-commerce platforms to stay competitive and efficient.
4. Foster legacy and connection: Build a company culture where both family members and long-term employees feel deeply valued.
5. Attend industry conferences: Engage with peers, vendors, and leaders through events like ITDG’s annual conference to stay informed and inspired.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Joe Tomarchio Jr. is a Managing Director at FOCUS Investment Banking, where he specializes in helping auto service businesses scale and prepare for acquisition. Before joining FOCUS, Joe co-founded and scaled a 26-location tire and auto service chain, generating over $50M in revenue before selling it to Monro. With over 65 major acquisitions under his belt, he is one of the most seasoned professionals in the industry. Joe now consults for private equity firms and dealers seeking exponential growth or strategic exits.

Auto service businesses often undervalue their labor, hurting both profitability and employee retention. Many operators struggle with hiring because they don’t charge enough to offer competitive wages or create appealing work environments. How can owners realign their pricing and culture to build a more sustainable and attractive operation?

According to Joe Tomarchio Jr., who leads strategic growth initiatives for FOCUS Investment Banking, the key lies in charging what you're worth and investing that revenue back into your team. By adjusting labor rates and responding rapidly to cost increases, Joe helped transform underperforming stores into profitable ones. His four-pillar hiring approach focused on attitude, enthusiasm, work ethic, and moral compass fosters loyalty, high standards, and accountability.

On this episode of Gain Traction, Mike Edge welcomes Joe for a discussion about strategic pricing, acquisitions, and creating a workplace where technicians and staff want to stay. Joe shares his leadership principles, anecdotes from his time at Monro, and actionable advice for shop owners looking to grow, sell, or simply survive in today’s competitive market.

• [02:04] The journey from one store in Baltimore to a $50M tire and auto service empire
• [06:22] Why Joe Tomarchio Jr. focused solely on acquisitions for the last 8 years at Monro
• [08:05] The link between low labor rates and hiring challenges in auto shops
• [09:15] Why paying employees well is essential for customer satisfaction and retention
• [15:06] Joe’s customer service philosophy: empower frontline staff with $500 autonomy
• [16:50] Why allowing employees to make mistakes is crucial for growth
• [18:01] The four pillars Joe used for hiring: enthusiasm, attitude, work ethic, and moral compass
• [29:26] Joe’s current work at FOCUS Investment Banking helping dealers grow or exit

• Joe Tomarchio Jr. on LinkedIn
• FOCUS Investment Banking 
• Richard Balan on LinkedIn
• Raven Truck Accessories
• Robert Gross obituary 
• Mike Edge on LinkedIn
• Tread Partners

• “If you can’t charge enough, you can’t pay enough — and then you can’t retain the right people.”
• “Pay more, but demand more. I strive for perfection and settle for excellence.”
• “To beat me, you have to eat me. If I haven’t won, the war isn’t over.”
• “You pay peanuts, you get monkeys — and monkeys don’t deliver superior service.”
• “I know the top 10% and the bottom 10% of my team. Guess which one you don’t want to be?”

1. Raise your labor rates now: Don’t wait for inventory to turn — adjust pricing as soon as costs increase.
2. Invest in your team: Pay above market rate to attract and retain top technicians and managers.
3. Screen for character, not just skill: Use the four pillars — attitude, enthusiasm, work ethic, and moral compass — as your hiring filter.
4. Empower store managers: Give them financial autonomy to resolve customer issues quickly and effectively.
5. Lead from the field: Spend time in your stores to connect with employees and understand operational challenges firsthand.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Steven and Susan Moss are the owners of Wilson Tire Pros and Automotive, a three-location tire and automotive repair business in Burlington, North Carolina. Steven, who took over the business from his father in 2009, brings a hands-on background in automotive repair and business operations. Susan, after managing military contracts in her family's hosiery business, joined Steven full-time, catalyzing the company's growth and operational evolution. Together, they’ve become prominent leaders in the Tire Pros network, with Susan now serving as the first female Chair of the National Dealer Council.

Family-run businesses are the heartbeat of many industries, including automotive service and repair. Growing from one location to three while balancing family, legacy, and leadership challenges requires grit, planning, and deep support systems. What lessons can other shop owners learn from a husband-and-wife team who grew their business through heart and hustle?

According to Susan and Steven Moss, who own and operate Wilson Tire Pros and Automotive, success comes from building community, embracing mentorship, and working through the numbers. From joining Tire Pros to implementing lessons from a 20 Group, they transformed their family business by leaning into smart processes and strategic relationships. Their journey offers a blueprint for growth-minded entrepreneurs.

On this episode of Gain Traction, host Mike Edge welcomes Steven and Susan for a conversation about growing a multi-location tire business, the transition from technician to leader, and the power of industry networking. They share the sacrifices behind their success, how joining Tire Pros and a 20 Group transformed their business, and why trusting your team is essential for growth.

• [01:39] The origin of Wilson Tire Pros 
• [04:11] Why Susan Moss’ full-time involvement helped accelerate business expansion
• [08:18] How joining Tire Pros supported early growth through marketing and discounts
• [09:44] The impact of working with a dedicated Tire Pros marketing manager
• [13:38] Steven Moss’ unorthodox but successful journey to ASE certification
• [20:45] The personal sacrifices and teamwork that fueled early growth
• [26:48] Why growing from one to two locations is the hardest jump

• Steven Moss on LinkedIn
• Susan Moss on LinkedIn 
• Wilson Tire Pros and Automotive 
• Tire Pros
• 20 Groups
• Mike Edge on LinkedIn
• Tread Partners

• "It’s not rocket science — just treat people the way you want to be treated."
• "Every car should be treated like it belongs to Grandma Moss: everything it needs, nothing it doesn't."
• "Our biggest asset is knowing every job in the shop — our worst asset is also knowing every job in the shop."
• "The jump from one to two locations is the scariest, but it’s also the most important step."
• "We couldn’t have grown this business without each other’s full support, both at home and at work."

1. Leverage your network for support: Cultivate relationships in the industry for guidance and encouragement.
2. Transition out of technician mode: Focus on leadership and growth by training and trusting your team to take on responsibilities.
3. Use business metrics to guide decisions: Learn your KPIs, understand your numbers, and manage your shop with data, not guesswork.
4. Join a business peer group: Consider a 20 Group or similar cohort to share best practices and gain accountability from like-minded shop owners.
5. Balance family and business intentionally: Create routines and backup systems at home and at work to support long-term sustainability.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Rob Howden is the Director of Business Development and Series Announcer for USF Pro Championship Racing. Known as “The Voice of the Series,” he has been a fixture in motorsports media for over 30 years. He’s also the founder of Howden Media Group and eKarting News, where he continues to cover karting events across North America. Rob’s passion for racing started in go-karts and has evolved into mentoring and following drivers from childhood through to professional careers in IndyCar and beyond.

Motorsports is not just about speed — it's about precision, development, and community, from grassroots karting to elite IndyCar races. Many young drivers begin their journey as early as age five and ascend through a structured ladder system that prepares them for pro racing. What makes a winning driver in such a competitive and mentally demanding environment?

According to Rob Howden, who directs business development and announces races for USF Pro Championships, success comes from more than just talent and equipment. Confidence and momentum are intangible but crucial elements that often separate the good from the great. Through decades of experience, Rob has witnessed countless young racers transform their skills and mindsets en route to top-tier success.

On this episode of Gain Traction, Mike Edge welcomes Rob for a conversation about the business and culture of USF Pro Racing, how tire dealers and shop owners can get involved, and what it takes for young racers to reach the IndyCar level. Rob also shares personal insights into his career, favorite race tracks, and where to find the best pizza on the road.

• [02:20] The role of karting as the foundation of professional racing careers
• [03:18] How USF Pro Championships serve as a development ladder to IndyCar
• [05:26] Why tire dealers are naturally drawn to motorsports sponsorship
• [08:05] What sets top-tier racers apart: confidence and momentum
• [10:24] The mental side of racing and the importance of coaching
• [11:42] Rob Howden’s love for race announcing and staying active in karting
• [13:05] Opportunities for young racers to shine at high-profile IndyCar events
• [15:37] How businesses can get involved with USF Pro through sponsorship and hospitality

• Rob Howden on Instagram | X 
• eKarting News
• USF Pro Championships
• USF Juniors
• USF 2000
• USF Pro 2000 
• Logan Leslie on Linkedin
• Main Street Auto
• Mike Edge on LinkedIn
• Tread Partners

• “You can buy more tires, but you can’t buy confidence or momentum — that’s what really separates great drivers.”
• “I get to see a driver go from age seven in karting to winning at IndyCar — it’s the most rewarding part of my job.”
• “Every driver’s journey is different, but those who win usually believe they can — and that belief changes everything.”
• “Race announcing is just active spectating — I’d be talking through the race even if I wasn’t getting paid.”
• “Hospitality in racing is like being a VIP at the Super Bowl, but with way more horsepower.”

1. Explore USF Pro Championships opportunities: Visit USFProChampionships.info to learn how to attend events, sponsor drivers, or host customers at races.
2. Support local karting initiatives: Connect with youth karting leagues to support upcoming racers from your area.
3. Integrate racing with business marketing: Use motorsports partnerships to build brand visibility and entertain high-value clients.
4. Invest in personal growth through sport: Reflect on how confidence and momentum play roles in your own professional success.
5. Follow the full ladder of racing talent: Track future IndyCar stars by starting with USF Juniors and watching their rise through the ranks.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Logan Leslie is the Founder and CEO of Main Street Auto, a fast-growing network of tire and auto repair shops across the United States. After serving over eight years in the military, Logan pursued a joint law and business degree, which laid the foundation for his entrepreneurial ventures. He launched Main Street Auto in 2021, starting with a single location and scaling to nearly 100 shops in under four years. Logan is also a passionate advocate for hiring veterans, building culture, and redefining leadership in the blue-collar business world.

The tire and auto repair industry is evolving rapidly as new players apply business and acquisition strategies once reserved for tech startups. Yet, scaling in this space demands deep respect for shop culture, community ties, and the legacy of independent owners. How can business leaders grow without losing the heart of what makes local shops special?

According to Logan Leslie of Main Street Auto, it starts with humility, intentional leadership, and honoring the legacy of every shop acquired. By targeting well-run businesses just outside of urban cores and retaining what's already working, Main Street Auto has managed to grow without compromising quality or community connections. Logan also emphasizes the importance of hiring veterans and trusting your instincts when it comes to leadership and talent.

On this episode of Gain Traction, Mike Edge welcomes Logan for a conversation about entrepreneurship, buying and scaling auto shops, hiring veterans, and leading with culture. Logan shares the lessons he's learned from the military, past business failures, and how he grew his company from one location to nearly 100 in under four years. He also discusses the unique challenges of maintaining operational excellence during rapid expansion and building a mission-driven team from the ground up.

• [02:28] How military service influenced Logan Leslie’s entrepreneurial mindset
• [05:15] Why Logan built his own company instead of joining someone else’s
• [07:44] Avoiding culture loss while growing rapidly
• [10:01] The strategy behind selecting shop locations for acquisition
• [11:57] What should shop owners prepare if they’re considering selling?
• [13:46] Why shop owner involvement can hurt valuations and how to fix it
• [18:15] How Logan evaluates non-traditional candidates for corporate roles
• [25:35] The role of failure in entrepreneurial success

• Logan Leslie on LinkedIn 
• Main Street Auto 
• Veteran’s Trust 
• The E-Myth Revisited: Why Most Small Businesses Don't Work And What To Do About It by Michael Gerber
• SEMA
• Mike Edge on LinkedIn
• Tread Partners

• “Entrepreneurship is never easy, but building something from scratch lets you shape the culture.”
• “Veterans often leave the service with incredible leadership skills that don’t show up on a resumé.”
• “Our goal isn’t to change what works — it’s to support and scale it.”
• “Failure is a great teacher; if you’re not failing, you’re not moving fast enough.”
• “Every vehicle on the road could be one of our customers — that’s a sacred responsibility.”

1. Preserve shop culture post-acquisition: Retain what makes each auto shop special when integrating into a larger company.
2. Hire veterans into leadership roles: Don’t just look at resumes — look for character, responsibility, and service-driven leadership.
3. Vet potential buyers as partners: Shop owners should develop general managers and build independence before selling.
4. Use SBA loans for smart growth: Leverage government financing to acquire your first or next business.
5. Define your failure threshold: Accept and quantify risk as a natural part of scaling and entrepreneurship.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Mike Spagnola is President and CEO of SEMA (Specialty Equipment Market Association), a leading trade organization in the automotive aftermarket industry. With over 50 years of hands-on experience in the automotive world, Mike has been deeply involved in everything from car builds to legislative advocacy. Before leading SEMA, he built a career rooted in entrepreneurship and industry innovation, helping small businesses navigate evolving regulations. Today, he champions the interests of automotive enthusiasts and businesses, ensuring that the industry continues to thrive.

Joy and innovation in the automotive aftermarket industry often go unnoticed, yet they drive the growth of businesses and the preservation of car culture. As regulations increase and consumer habits evolve, organizations must advocate fiercely and innovate continuously to survive and thrive. How can automotive businesses, especially tire dealers, leverage industry organizations like SEMA to grow and protect their businesses?

According to Mike Spagnola, who serves as President and CEO for SEMA, advocacy and innovation are at the heart of SEMA’s mission to support its members year-round. Beyond hosting the popular SEMA Show, the organization provides vital services such as emissions testing support, legislative advocacy, product development assistance, and industry education. Mike explains how tire dealers, auto shops, and aftermarket businesses can tap into SEMA’s extensive resources, ensuring they stay ahead of regulatory threats and market shifts while building strong networks that fuel long-term success.

On this episode of Gain Traction, Mike Edge welcomes Mike for an insightful conversation about SEMA’s mission to support small businesses, tire dealers, and the broader automotive aftermarket. Mike discusses how SEMA helps companies year-round through emissions testing, advocacy, education, and the world-famous SEMA Show. He also highlights opportunities for tire dealers to expand their businesses, stay compliant, and connect with like-minded entrepreneurs across the industry.

• [01:20] Mike Spagnola’s early passion for cars growing up around muscle cars
• [04:46] How the SEMA garages help members with emissions compliance and product development
• [07:46] Why SEMA’s work in legislative advocacy is critical for the industry’s survival
• [13:03] Misconceptions tire dealers have about attending the SEMA show
• [14:35] Networking and business growth opportunities available at the SEMA show
• [17:01] Why small business owners are the backbone of the SEMA community
• [18:36] The importance of vehicle recalibration training for modern auto shops

• Mike Spagnola on LinkedIn
• SEMA Official Website
• SEMA Show Registration
• Gain Traction Podcast
• Mike Edge on LinkedIn
• Tread Partners
• Golden Steer Steakhouse, Las Vegas
• Piero’s Italian Cuisine, Las Vegas
• St. Elmo Steak House, Indianapolis

• "There are a lot of smart people in the world, but very few willing to work hard and put in the effort."
• "SEMA’s advocacy work ensures our industry’s survival against legislation that could easily go unnoticed."
• "Small businesses are the backbone of the automotive aftermarket — and the heart of SEMA."
• "Pushing through the hard middle part of success is what separates winners from quitters."
• "Relationships and personal touch are what keep customers coming back — it's as true in restaurants as in business."

1. Join SEMA for industry advocacy and resources: Protect your business from restrictive legislation and access valuable tools and training.
2. Attend the SEMA Show: Buy a $50 buyer’s badge to access the world’s largest automotive aftermarket exhibition and network with manufacturers.
3. Utilize SEMA’s Emissions Labs: Ensure your aftermarket products comply with environmental regulations before going to market.
4. Promote right to modify and right to repair: Stay informed and involved in advocacy efforts that protect your ability to service and customize vehicles.
5. Invest in continuous learning: Attend SEMA seminars, follow industry trends, and network with other professionals to stay competitive.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Nathan Rhodes is the Owner of Total Automotive, an independent auto repair shop based in Chattanooga, Tennessee. With a background in machining and welding, Nathan’s passion for cars began as a teenager maintaining his own vehicle. After working his way up from an installer at Pep Boys to a skilled technician, he eventually opened his own shop in 2019. Today, he leads a tight-knit team focused on quality service, honesty, and building long-term customer relationships.

The auto repair industry has evolved dramatically with the complexities of late-model engines and rapid urban growth. Independent shop owners must navigate changing customer expectations, technical advancements, and increasing competition. How can small auto repair businesses stand out and thrive in fast-paced environments?

According to Nathan Rhodes of Total Automotive in Chattanooga, Tennessee, it all comes down to integrity, skilled craftsmanship, and strong customer relationships. By focusing on quality over quantity and hiring technicians who share his values, Nathan has built a trusted local brand known for doing the right thing — without relying heavily on advertising.

On this episode of Gain Traction, Mike Edge welcomes Nathan for a conversation about starting an auto shop from scratch, the role of vocational training, how to manage oil consumption issues, and why personal connection is at the heart of lasting success. Nathan also reflects on the challenges of hiring the right people and his vision for expanding into tire and alignment services.

• [01:42] How Chattanooga's rapid growth impacts traffic and boosts local auto repair business
• [06:05] Why learning to fix his first car sparked a passion for auto mechanics
• [07:06] Nathan Rhodes’ early days: from Taco Bell to Pep Boys and hands-on training
• [08:55] Total Automotive’s layout, culture, and commitment to cleanliness
• [10:13] The importance of educating customers and building trust in auto repair
• [13:29] How shops are addressing the oil consumption issues plaguing modern vehicles 
• [16:56] Why hiring the right people matters more than just filling roles
• [23:53] The quote that inspires Nathan's entrepreneurial drive

• Nathan Rhodes on LinkedIn 
• Total Automotive
• Mike Edge on LinkedIn
• Tread Partners

• “We’re well-known for doing the right thing — even when it’s not the easiest route.”
• “If you can get up at 7 a.m. to build someone else's dream, you can get up at 5 a.m. to build your own.”
• “Most people come in here and they want to talk to me — that personal connection is huge.”
• “Nobody checks their oil anymore, and that’s causing major engine problems we see every day.”
• “I’d rather take my time and hire the right person than fill a spot just to get someone in the door.”

1. Prioritize hiring quality technicians: Take time to find people who align with your shop’s values and craftsmanship standards.
2. Educate customers consistently: Build trust by explaining vehicle issues clearly and honestly, especially with complex systems.
3. Maintain a clean and organized shop: A professional workspace sets the tone for both employee pride and customer confidence.
4. Prepare to invest in essential equipment: Don’t delay upgrades like alignment systems that support core services like tires.
5. Build a business on word-of-mouth: Focus on doing the right thing consistently — loyal customers will spread the word.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Roy Littlefield IV is the Vice President of Government Affairs for the Tire Industry Association. In his role, Roy leads advocacy efforts across state and federal levels to support independent tire and auto repair shops. With deep roots in the industry — his father also served in TIA leadership — Roy has been involved in policy from a young age. He now champions initiatives like the Right to Repair Act, helping protect consumer choice and shop independence nationwide.

The modern vehicle repair landscape is becoming more exclusive, locking out independent repair shops and consumers from essential data. As cloud-based systems and EV technology evolve, traditional tools like OBD2 ports are being phased out, creating barriers to access. How can the industry and lawmakers ensure fair repair rights for everyone?

According to Roy Littlefield IV of the Tire Industry Association, the key lies in mobilizing grassroots support and pushing for bipartisan legislation. Roy explains how right to repair laws, such as those in Maine and Massachusetts, are being held up in court despite overwhelming public support. He also reveals the strategic moves being made to pass a federal Repair Act that would secure nationwide access to vehicle repair data.

On this episode of Gain Traction, Mike Edge welcomes Roy for a conversation about the right to repair movement, legislative hurdles, and how independent shop owners can take action. Roy shares insights on consumer rights, industry trends, and the importance of grassroots advocacy.

• [02:10] Why Right to Repair is the most urgent issue facing the auto industry
• [03:25] How EVs and new tech give OEMs the upper hand in the repair market
• [05:08] The challenge of cloud-based systems replacing traditional OBD2 ports
• [10:44] Roy Littlefield IV and Mike Edge share personal stories of inflated dealership repair estimates
• [11:33] How VIP Tire and Auto led a Right to Repair victory in Maine
• [12:45] Why automakers claim they "can't comply" with basic consumer access laws
• [15:44] How bipartisan support is building for national legislation
• [16:25] Grassroots advocacy and how shop owners can make an impact

• Roy Littlefield IV on LinkedIn
• Tire Industry Association
• Report a Right to Repair Issue
• Brian Bates on LinkedIn
• EAS Tire and Auto
• Mike Edge on LinkedIn
• Tread Partners

• “Right to repair is the biggest issue right now facing the industry, and it’s going to hit us like an avalanche.”
• “Consumers should have the right to decide who works on their vehicle — and own that information.”
• “Even something as simple as an oil change is becoming a problem because of data lockouts.”
• “Despite 80% of voters supporting it, one lawsuit can hold up progress for years.”
• “Every person matters — whether you're an intern or a CEO, everyone deserves respect and recognition.”

1. Report blocked repair access: Submit your issue via the TIA advocacy page so it can be used in legal and legislative efforts.
2. Contact your lawmakers: Speak to your local, state, and federal representatives about how Right to Repair affects your business.
3. Educate consumers: Let customers know they have a choice — and a right — to get their vehicle serviced outside the dealership.
4. Display QR codes in your shop: Use TIA’s printable posters with QR codes to make it easy for your team to report issues.
5. Support the federal Repair Act: Encourage your trade networks to back bipartisan legislation ensuring nationwide repair access.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Brian Bates is the President and Founder of EAS Tire & Auto, a growing chain of auto repair shops with 21 locations in the Denver metro area. After serving in the military, Brian entered the automotive industry, eventually opening his first shop in 2004. His company has expanded rapidly through strategic acquisitions and a partnership with Straightaway, a group that empowers shop owners to scale while retaining operational control. With a passion for people development and leadership, Brian is focused on building a company culture rooted in growth, excellence, and support.

The auto repair industry is undergoing rapid consolidation, leaving many independent shop owners wondering how to grow or exit successfully. As lending tightens and operational demands rise, new partnership models offer a path forward for owners who aren’t ready to walk away. How can independent shop owners grow strategically while protecting their financial futures?

According to Brian Bates of EAS Tire & Auto, the key lies in building partnerships that provide resources without stripping autonomy. Through his collaboration with Straightaway, Brian has scaled his operations significantly while maintaining influence over day-to-day decisions. This hybrid approach allows owners to retain equity, reduce risk, and gain access to shared expertise and better buying power.

On this episode of Gain Traction, Mike Edge welcomes Brian for a conversation about military discipline, business growth, partnering with Straightaway, and the art of betting on yourself. Brian shares how his team evaluates acquisitions, why leadership development matters, and how he uses subtle cues such as paint quality to decide which cars are worth working on.

• [01:37] Brian Bates’ military background and how it set the foundation for his career
• [05:46] Transitioning from the military to auto repair and dealership work
• [07:50] Growing from one shop to 21 stores in under 20 years
• [08:13] How Straightaway helps shop owners stay active in their businesses
• [13:09] Why strength in numbers matters in the tire and auto repair industry
• [16:45] Options for shop owners to take chips off the table without fully exiting
• [24:17] Brian’s favorite hobbies and lifestyle in Colorado
• [34:00] Using paint quality as a success indicator for filtering out unprofitable repairs

• Brian Bates on LinkedIn
• EAS Tire & Auto
• Straightaway Tire & Auto
• Mike Edge on LinkedIn
• Tread Partners

• “Success is never owned, it’s rented — and the rent is due daily.”
• “The best tenant I ever had was me — I always paid the rent and fixed things on time.”
• “Straightaway isn’t about pushing owners out — it’s about giving them more support to grow.”
• “Sometimes you win and sometimes you learn, but both are part of the fun.”
• “The bus really has an unlimited amount of seats, especially if I do my job right.”

1. Explore partnership models: Shop owners should investigate opportunities that allow for shared growth and retained control.
2. Reevaluate your lending strategy: Understand your borrowing limits with banks and SBA and consider private capital alternatives.
3. Create a system to identify unprofitable work: Use simple heuristics such as paint quality and vehicle condition to avoid jobs that drain resources.
4. Develop internal leadership pipelines: Invest in training and growth opportunities for younger team members to future-proof your business.
5. Bet on yourself: When making big decisions, trust your instincts and experience to drive your next phase of growth.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Gus Herlong is the CEO and Co-owner of Palmetto Garage Works, a multi-location auto service franchise group based in South Carolina. Starting with five distressed Midas stores in Columbia, he has grown the company to 34 locations across multiple states. His leadership has earned him recognition including the Tire Business Humanitarian of the Year Award, the IFA Franchisor of the Year Award, and the Midas Franchisee of the Year Award. Gus is also a key voice in the Midas dealer network, having served on the IMDA Board and as an advisor to Midas Corporate.

The automotive service industry is evolving rapidly, with franchise owners navigating shifting markets, NIL marketing trends, and workforce development. Many operators are finding success not just through expansion, but by creating deeper community ties and developing leadership within their teams. How can shop owners grow their businesses while staying grounded in their values and mission?

According to Gus Herlong of Palmetto Garage Works, success comes from embracing hands-on leadership, learning from early failures, and staying deeply involved with both the community and team. From starting as an oil change tech to leading a 34-location franchise group, Gus has turned setbacks into stepping stones while investing in staff growth and community partnerships. He also uses NIL marketing with local college athletes to stand out in a competitive industry.

On this episode of Gain Traction, Mike Edge welcomes Gus Herlong for a conversation about grassroots leadership, overcoming early business failures, and building a company culture that values authenticity and service. Gus shares insights on NIL marketing, expansion strategies, and the power of giving back.

• [01:45] The team effort behind winning multiple industry awards
• [02:40] How Palmetto Garage Works grew to 34 franchise locations
• [04:18] How Gus Herlong and his father started the business in 2008
• [06:28] NIL marketing and its impact on college athletics and local businesses
• [13:06] Gus’ career path from oil change tech to CEO
• [16:21] Early financial struggles and near-collapse of the business
• [19:01] Expanding into Charleston, Greenville, Florida, and Washington, D.C.
• [32:45] "Failing forward" and mentoring a new generation of leaders

• Gus Herlong
• Palmetto Garage Works 
• Brian Beers on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

• “You’re not a Midas employee — you’re a Palmetto Garage teammate. That’s what you tell people.”
• “Failure is just a First Attempt In Learning. I’ve got a PhD in stupid ideas.”
• “If the community trusts me with their cars, I need to be reinvesting in them too.”
• “Most people don’t wish they were where I was — they wish they were where I am.”
• “My wife’s been a saint — half our anniversary trips have been disguised store visits!”

1. Embrace hands-on leadership: Don’t be afraid to work shoulder-to-shoulder with your team to understand ground-level needs.
2. Use NIL marketing creatively: Collaborate with local college athletes to differentiate your brand in a crowded market.
3. Give back to your community: Implement ongoing charitable initiatives like food drives or car giveaways to build local trust.
4. Fail forward and mentor others: Encourage your team to learn from mistakes and create space for growth within your organization.
5. Stay grounded during growth: Remember your early struggles and use them to guide authentic, value-driven business decisions.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

David Schardt is the President and CEO of Forgeline Motorsports, a premier manufacturer of custom, lightweight forged wheels for high-performance and racing applications. In 1994, David co-founded Forgeline in Dayton, Ohio alongside his twin brother, Steve Schardt — their passion rooted in the family’s long-standing involvement in the wheel business. With decades of hands-on experience in both distribution and manufacturing, David has helped grow Forgeline into a respected name in motorsports and automotive customization. Beyond business, he’s a fan of muscle cars, racing, and the movie Tommy Boy.

Innovation in automotive wheels has evolved from basic functionality to bespoke design and racing performance. With customer expectations rising and technology advancing, companies must deliver both aesthetics and durability. How do you create a product that meets the intense demands of professional racers and car enthusiasts alike?

According to David Schardt of Forgeline Motorsports, the key lies in customization, precision, and relentless quality control. By developing fully forged wheels made-to-order for specific applications, Forgeline has filled a crucial niche in the racing and high-performance vehicle market. David also emphasizes the importance of staying hands-on and leveraging strong partnerships, such as the company’s majority-stake acquisition by Lacks Enterprises, to scale responsibly.

On this episode of Gain Traction, Mike Edge welcomes David for a conversation about the origins of Forgeline, lessons from the wheel distribution business, overcoming anxiety in leadership, and what’s next for the brand. David also shares a behind-the-scenes story of a near-disaster with a high-end show car — and how his team saved the day just in time.

• [03:13] The Schardt family's multi-generational roots in the wheel industry
• [09:50] Why Forgeline was created to meet the needs of grassroots racers
• [10:29] How David and Steve found complementary strengths as co-founders
• [11:19] Why Forgeline sold a majority stake to Lacks Enterprises
• [12:24] Future goals: Forgeline wheels on OEM limited edition vehicles
• [12:48] The power of the Forgeline website gallery as a sales tool
• [14:18] How Tommy Boy resonates with anyone in sales
• [16:45] The unforgettable story of a $300k custom Camaro getting rear-ended

• David Schardt
• Forgeline Forged Alloy Wheels
• Tire Discounters
• American Racing
• Dayton Wire Wheel
• Feel the Fear and Do It Anyway
• Mike Edge on LinkedIn
• Tread Partners

• "Feel the Fear and Do It Anyway — that book changed my life and how I approach business decisions."
• "We started with one wheel style and one finish. Now we have nearly 200 and countless options."
• "My brother Steve is the sales guy, I'm the guy who runs the business — it just works for us."
• "We’re aiming to have Forgeline wheels featured on limited edition OEM vehicles within five years."
• "The gallery on our website is our best sales tool — it shows people exactly what our wheels look like on their car."

1. Embrace discomfort in leadership: Use the “feel the fear and do it anyway” mindset to push through hesitation.
2. Identify and complement team strengths: Build a business where co-founders and team members focus on their best-fit roles.
3. Leverage product customization for growth: Offer personalized options to meet unique customer demands and increase value.
4. Use digital galleries as a sales tool: Showcase real-world product applications to build credibility and drive conversions.
5. Plan for strategic partnerships: Consider acquisitions or alliances that bring new resources and fuel business expansion.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Richard Balan is the President of RTA Holdings, a company specializing in aftermarket vehicle outfitting, particularly commercial vehicles and off-road accessories. Notably, Raven Truck Accessories, under Richard's leadership, has successfully integrated with Trail Tire to create one-stop locations for customers, leveraging Trail Tire's extensive network and RTA's accessory expertise. Originally from Winnipeg, Manitoba, Richard has a diverse background, having worked in the communications industry before joining the family business over 20 years ago. 

How do two distinct industries, like tire retail and automotive accessories, combine to create a comprehensive customer experience? What happens when a company decides to expand its horizons by merging complementary services?

According to Richard Balan of RTA Holdings, he integrated his family's business with Trail Tire to solve the challenges of providing a one-stop shop for customers seeking both tire services and automotive accessories. By recognizing the synergy between Raven Truck Accessories' expertise in aftermarket vehicle outfitting and Trail Tire's established tire service network, Richard illustrates how they aimed to fill a market gap. This collaboration not only streamlines customer experience, but also enhances service efficiency by combining tire and accessory needs under one roof. 

On this episode of Gain Traction, Mike Edge talks with Richard about the integration of tire services and aftermarket accessories — unpacking the detailed journey of merging RTA Holdings with Trail Tire. Richard discusses the importance of understanding market needs and how their collaboration aims to revolutionize customer service in the automotive industry by providing comprehensive solutions. The conversation touches on leadership philosophies and strategies for maintaining long-term staff relationships.

• [02:23] Richard Balan's journey from Winnipeg to industry leader
• [04:58] The strategic vision behind the Trail Tire and Raven Truck Accessories merger
• [06:05] Why a one-stop shop for accessories is beneficial
• [13:27] Trail Tire's community-focused business model
• [14:36] How Trail Tire plans to expand its market presence
• [19:07] The selection process for becoming a Trail Tire dealer
• [27:00] Richard recalls humorous tales from his hockey- and bourbon-fueled adventures

• Richard Balan on LinkedIn
• Raven Truck Accessories
• Trail Tire
• Wayne Gretzky Fantasy Camp
• Mike Edge on LinkedIn
• Tread Partners

• "Hearts and minds connected forever; if you earn them, you've got loyalty beyond measure."
• "This too shall pass; sometimes you need the rain to see the growth."
• "When customers are on-site, they can get those other things we sell that complement tires."
• "With the locations that Trail has, our goal will be to ship the products to those locations so the consumer can pick it up."
• "The great thing about working with the Trail team is they recognize the importance of community and team members."

1. Leverage complementary business opportunities: By integrating different services, businesses can provide a one-stop shop for customers.
2. Focus on customer relationship building: Establishing deep connections with customers helps overcome the challenge of customer churn and creates opportunities for sustained growth through trust and relationship-building.
3. Embrace geographical and market-specific needs: Understanding the unique needs of a particular market addresses the opportunity of meeting local demands and ensures a competitive edge.
4. Prioritize staff appreciation and support: Creating an environment where staff feel valued and supported leads to high employee retention and better service delivery.
5. Seek strategic partnerships for growth: Collaborating with complementary businesses effectively addresses the challenge of market expansion and maximizes growth opportunities.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

John Teddy is the Chief Executive Officer of Straightaway Tire & Auto, bringing over 15 years of leadership experience in consumer retail and services. Before joining Straightaway, he served as Vice President of Take 5 Oil Change and held senior roles at Driven Brands, including Chief Commercial Officer. His career also includes strategic positions at The Home Depot and Lowe's, where he focused on corporate strategy and performance improvement. John earned his degree from Vanderbilt University and currently resides in Charlotte, North Carolina, with his wife and their four children. 

The auto repair and tire industry is rapidly evolving, with shop owners facing consolidation trends, customer service challenges, and the need for sustainable growth. How can independent operators scale their businesses while maintaining control and preserving their brand identity?

According to John Teddy of Straightaway Tire & Auto, the key lies in a partnership-driven approach that allows shop owners to grow without handing over full control. By joining a larger network while keeping their local brand and leadership, operators can access resources, financial security, and strategic support. This model fosters collaboration, helping businesses expand while maintaining the personalized service and trust that customers value.

On this episode of Gain Traction, Mike Edge welcomes John for a conversation about leadership, industry consolidation, and the importance of frontline employees. John shares insights on building strong customer relationships, creating sustainable expansion strategies, and why supporting shop owners through partnership-driven models benefits the industry.

• [01:58] How John Teddy's unexpected journey began in strategy consulting
• [02:29] Why John transitioned from consulting to consumer retail
• [07:06] The importance of thick skin in customer service roles
• [15:21] Straightaway Tire & Auto's growth strategy through local brand expansion
• [18:34] The long-term market potential for tire and auto repair
• [21:54] How servant leadership shapes Straightaway's company culture
• [26:42] Leadership lessons from historical and military tales

• John Teddy on LinkedIn 
• Straightaway Tire & Auto 
• Band of Brothers
• Patton
• Mike Edge on LinkedIn
• Tread Partners

• "The tire and auto repair business isn’t just about fixing cars — it’s about solving problems and building long-term relationships with customers."
• "We partner with shop owners who want to grow without losing control, preserving their brand while gaining the resources to scale."
• "Great businesses are built on frontline employees — our job as leaders is to support them, not dictate from the top."
• "Customers don’t come to us on their best day, so it’s our job to turn frustration into trust and loyalty."
• "Straightaway isn’t just about acquisitions — it’s about building a network of passionate operators who want to grow together."

1. Engage directly with frontline employees: Spending time in shops and talking with service advisors and technicians helps leaders stay connected to daily challenges and operations.
2. Preserve brand identity during expansion: When growing a business, maintain the local brand’s reputation and customer relationships rather than replacing it with a corporate identity.
3. Adopt a partnership-driven growth strategy: Instead of forcing full buyouts, create opportunities for shop owners to take financial chips off the table while retaining leadership roles.
4. Prioritize customer service and problem-solving: Train employees to turn customer frustrations into trust by offering clear solutions and a positive service experience.
5. Leverage industry relationships for growth: Build partnerships with other operators in the market to acquire new locations and expand the business while maintaining quality service.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Tim Szabo is the Owner of Trail Tire Edmonton Groat Road, with over three decades of experience in the automotive industry. Alongside Fixed Operations Manager Kasey Wood, Tim is dedicated to ensuring every customer departs fully satisfied with their experience. 

Ian McDonald is Manager at Kirks Trail Tire Auto Centers Northern Edge. He is a valued member of the Trail Tire family, known for his entrepreneurial spirit and commitment to customer service. His journey into the tire industry began in a unique way, leading him to become an integral part of the Trail Tire network.

Matt Vanderhorst is Manager at Trail Tire Auto Centers Vernon Commercial. He has been with Trail Tire since its early expansion, transitioning from a longstanding relationship with another company to join the Trail Tire family. His alignment with Trail Tire's vision and values has contributed significantly to the company's growth and success.

Dave Antoniuk is Owner of Trail Tire Spruce Grove. He joined Trail Tire in 2021, drawn by the company's philosophy and family-oriented culture. His appreciation for the support and accessibility within the organization highlights the strong sense of community that Trail Tire fosters among its members.

Graham Tanner is Manager at Trail Tire Auto Centers North West. He became part of Trail Tire through a company acquisition, finding alignment with their customer-driven approach and shared values. His dedication to customer care and honesty reflects the core principles that Trail Tire upholds.

Ryan Lien is Manager at Trail Tire Auto Centers Drayton Valley. He  joined Trail Tire in December, bringing with him a strong commitment to community involvement and local business values. His transition to Trail Tire reflects his dedication to aligning with organizations that prioritize local engagement and customer satisfaction.

Joe Paranich is Retail Operations Manager at Trail Tire. He brings a wealth of experience from his long-standing career in the Canadian tire distribution industry. His role focuses on optimizing retail programs and ensuring that locations maximize the benefits available to them.

James O'Reilly is Vice President of Trail Tire Group, with over 23 years of experience in the tire industry. A second-generation tire professional, James has been instrumental in Trail Tire's growth, overseeing its expansion to 63 stores and the addition of a digital e-commerce division. His leadership emphasizes relationships, strategic partnerships, and adapting to change, which have been integral to Trail Tire's success in Western Canada.

Tire and auto repair businesses thrive when built on strong relationships, quality service, and a commitment to innovation. As the industry evolves, independent shop owners must navigate challenges like digital marketing, customer engagement, and network expansion to stay competitive. How can tire dealers and repair shops align with a trusted organization to drive growth while maintaining their core values?

According to Tim Szabo, Ian McDonald, Matt Vanderhorst, Dave Antoniuk, Graham Tanner, Ryan Lien, Joe Paranich, and James O’Reilly, who participated in the Trail Tire Annual General Meeting 2025, success in the tire and auto repair industry comes from being part of a supportive and visionary network. Trail Tire’s leadership and members emphasize the importance of collaboration, transparency, and customer-first values, offering independent dealers the tools and resources they need to compete. Through shared expertise, managed growth, and new business opportunities — such as expanding into truck accessories — Trail Tire provides an ideal framework for business owners looking to scale while retaining their local, community-driven identity.

On this episode of Gain Traction, Mike Edge welcomes Tim, Ian, Matt, Dave, Graham, Ryan, Joe, and James to discuss the culture of Trail Tire, the benefits of joining a strong network, and how the company is shaping the future of independent tire dealers. They explore leadership philosophies, business expansion strategies, and the role of innovation in customer service. Whether you're a tire dealer or an industry professional, this episode offers insights into building a thriving, resilient business.

• [02:37] Why Tim Szabo values Trail Tire's honest, hard-working culture and personal customer interactions
• [04:22] Ian McDonald's unique entry into the tire business and his entrepreneurial journey
• [09:05] Why Matt Vanderhorst believes in Trail Tire's vision and the quality of its people
• [12:46] Dave Antoniuk's reasons for joining Trail Tire in 2021 and his appreciation for the company's support
• [14:49] How Graham Tanner aligns with Trail Tire's customer-driven approach and shared values
• [17:35] Why Ryan Lien transitioned to Trail Tire in December, emphasizing community involvement
• [20:20] James O'Reilly's reflections on the AGM, Trail Tire's growth, and the company's future plans

• Tim Szabo on LinkedIn
• Matt Vanderhorst on LinkedIn
• Graham Tanner on LinkedIn
• Joe Paranich on LinkedIn
• James O’Reilly on LinkedIn
• Trail Tire Auto Centers
• Allen Ambrosie on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

• "You can't make more family, you know. You can't make people better." - Tim Szabo
• "I always was entrepreneurial and wanted to do my own thing." - Ian McDonald
• "Alan had his corporate stores in Edmonton, and I was the first three associate stores outside of his group." - Matt Vanderhorst
• "It's not like they want to grow to have 500 stores; they want to look after and be small and not get too large, too fast." - Dave Antoniuk
• "They have your back for any situation that you need." - Graham Tanner

1. Prioritize strong customer relationships: Building and maintaining personal connections with customers is crucial, leading to repeat business and positive word-of-mouth referrals. 
2. Embrace a family-oriented culture: Fostering a supportive, family-like environment within your organization can lead to higher employee satisfaction and retention.
3. Stay connected within your industry network: Being part of a strong network helps overcome the isolation that can come with independent business ownership and opens up opportunities for collaboration and growth.
4. Leverage available resources and programs: Address the challenge of resource management by maximizing the benefits of membership and ensure you're not missing out on valuable opportunities.
5. Maintain a forward-thinking mindset: Continuously seeking new opportunities for growth, like expanding into new product lines or services, keeps your business competitive and adaptable in a changing market. 

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Giorgio Andonian is the Managing Director at FOCUS Investment Banking, where he specializes in mergers and acquisitions within the Consumer and Automotive Aftermarket industries. He joined FOCUS in 2019, bringing over 15 years of operational experience, including his role as Vice President of a regional tire chain in Southern California, where he oversaw sales, marketing, finance, and human resources, ultimately preparing the business for a successful exit to a private equity platform. Giorgio holds a MBA with an emphasis in finance from Pepperdine University's Graziadio School of Business and Management and maintains several professional licenses, including Series 79, Series 82, Series 63, and a California Real Estate License.

The tire and auto repair industry is experiencing a wave of consolidation as shop owners consider mergers, acquisitions, and succession planning. What steps should business owners take to maximize the value of their business, whether they plan to sell or grow?

According to Giorgio Andonian, Managing Director at FOCUS Investment Banking, preparation is key to achieving the best outcome. Business owners should start by evaluating their financial structure, understanding fair market rent, and optimizing operations well before considering a sale. Giorgio emphasizes that having a clear succession plan, even if an immediate sale isn't in the works, can significantly impact long-term profitability and stability. Additionally, for those looking to expand rather than exit, securing the right capital and investment partners can help fuel growth while maintaining control over their business.

On this episode of Gain Traction, Mike Edge chats with Giorgio about market trends in the tire industry, how to prepare for an acquisition, and the role of private equity in fueling business growth. They also discuss why many shop owners overlook key financial details, such as fair market rent, and how proper planning can prevent costly mistakes.

• [01:52] Giorgio Andonian discusses his background in the tire industry and his role at FOCUS Investment Banking
• [04:13] The value of having a second set of eyes on a business for operational improvements
• [05:52] The importance of exit strategies and succession planning for tire shop owners
• [07:27] How FOCUS helps business owners prepare for a sale years in advance
• [17:00] Key factors buyers evaluate in a tire shop, including cleanliness and efficiency
• [17:41] The most-overlooked factor in selling a business: fair market rent
• [19:20] Buyer preference in purchasing both the business and the real estate or just one
• [20:22] How long-term lease agreements with national tenants can increase property value

• Giorgio Andonian on LinkedIn 
• FOCUS Investment Banking 
• Les Schwab Tires
• Mike Edge on LinkedIn
• Tread Partners

• "Preparation is key; start planning your exit strategy years in advance to maximize your business's value."
• "Understanding your corporate structure, like C Corp versus S Corp, can significantly impact the taxes you pay upon selling."
• "Charging yourself fair market rent is crucial; many owners overlook this, affecting their business valuation."
• "It's not just about the sale price; the right buyer ensures your company's legacy and employees are in good hands."
• "Our industry experience allows us to identify operational improvements that can enhance profitability before a sale."

1. Assess your financials: Conduct a thorough evaluation of your tire shop's financial performance, including profit margins and detailed financial statements, to present an attractive profile to potential buyers.
2. Enhance curb appeal: Improve your shop's exterior by cleaning surfaces, updating signage and lighting, and organizing display areas to create a positive first impression.
3. Streamline operations: Optimize inventory management and invest in employee training to increase efficiency and customer satisfaction, making your business more appealing to buyers.
4. Gather legal documents: Compile all necessary legal paperwork, such as business licenses, tax filings, employee contracts, and insurance policies, to ensure compliance and facilitate a smooth transaction. 
5. Set a realistic price: Determine a fair market value for your tire shop based on thorough market analysis to attract serious buyers and facilitate a successful sale.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Scott Bishop is the Vice President of Passenger and Light Truck Tire Sales for the independent channel at Sailun Tire Americas, which specializes in offering a diverse range of tire brands. He has a wealth of experience in the tire industry, having worked his way up through other reputable companies like Bridgestone and Falken Tire over the years. Scott developed a passion for cars early on building motors and drag racing with his father.

Scaling an automotive business requires open communication and a focus on value. What is the key to success in the tire industry?

According to Scott Bishop, Vice President of Passenger and Light Truck Tire Sales for the independent channel at Salem Tire Americas, success comes from building relationships, providing value, and focusing on existing customers more than pursuing new ones. He emphasizes the importance of understanding customer needs and offering data-driven solutions to grow your business. Scott also notes the importance of open communication, even when addressing difficult issues.

On this episode of Gain Traction, Mike Edge welcomes Scott to discuss his career in the tire industry, which started with his love of cars and has led him through sales, retail, and management positions. They talk about the value segment of the tire market, as well as building relationships with customers.

• [02:15] Scott Bishop details his unforgettable first encounter with Mike Edge
• [05:10] The challenges and joys of running a tire store
• [06:14] Why relationships are vital in the tire industry
• [15:58] The growth potential within your existing customer base
• [19:17] Memorable stories from Scott's adventurous tire career
• [25:59] Scott's favorite travel destinations and culinary experiences

• Scott Bishop on LinkedIn
• Sailun Tire Americas
• Bridgestone
• Falken Tires
• SEMA
• Mike Edge on LinkedIn
• Tread Partners

• "The quality of our product is really, really good. I would compare it to a tier two all day long."
• "Relationships are everything. That's why I enjoy this part of the business; there's so many people I communicate with daily that I really like."
• "We're not looking to sign new independent dealers. We're just looking to grow with what we have."
• "If you want good food, go to Louisiana. It makes my mouth water just saying the name."
• "People want the straight story. They don't want to go around the situation to get to it."

1. Build and maintain strong relationships: By fostering genuine relationships with clients and colleagues, you can create a supportive network that helps navigate challenges and enhances your professional life.
2.  Embrace continuous learning and adaptability: Staying curious and adaptable allows you to seize new opportunities and remain competitive in a constantly evolving market.
3. Leverage data to identify growth opportunities: Using granular data can uncover potential growth areas for existing customers, ensuring you’re meeting the needs of your clients more accurately.
4. Approach challenges with transparency and directness: Addressing issues head-on builds trust and credibility with clients, establishing a reputation for honesty and integrity.
5. Diversify your interests and experiences: Having diverse experiences can make you more versatile and resourceful, allowing you to tackle challenges from different angles and adapt to new situations more effectively.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Johnathon Bemis is the Lead Master Technician at VIP Tires & Service, known for its comprehensive tire and auto repair services in the New England area. Notably, Johnathon is the recipient of the prestigious 2024 AAPEX Technician of the Year Award, recognizing his exceptional skills and dedication in the industry. Johnathon's automotive journey highlights the importance of perseverance and continuous learning in adapting to the fast-evolving automotive industry.

The automotive industry is experiencing rapid technological advancements, requiring technicians to continually learn and adapt. What does it take to become a world-class technician in this field?

According to Johnathon Bemis of VIP Tires & Service, becoming a world-class technician requires a supportive employer who provides a platform for success, continuing education, and a positive work culture. VIP encourages its technicians to pursue certifications, pays for training, and fosters a collaborative environment where technicians can network and share ideas. Johnathon also emphasizes the importance of using all resources available for diagnostics, including online searches, and the need to stay up-to-date on the latest technologies and techniques. 

On this episode of Gain Traction, Mike Edge chats with Johnathon about his career path, the importance of certifications, and rapid changes in automotive technology. They also discuss the importance of a positive work culture and what it takes to be a successful technician in the modern automotive industry.

• [03:07] Why Johnathon Bemis made an unexpected career switch at the age of 32
• [04:27] How Johnathon achieved 29 ASE certifications in record time
• [05:54] The rapid changes in the automotive industry since 2010
• [08:59] Tips on leveraging Google for faster vehicle diagnostics
• [13:09] How an economic downturn led Johnathon to automotive success
• [18:46] The supportive culture fueling VIP's employee success

• Johnathon Bemis 
• VIP Tires & Service 
• Tire Business
• TJ White on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

• "I'm not really one to seek out the limelight and be the center of attention."
• "This industry changes so fast. If you're not learning, you're staying behind."
• "Cars don't talk back."
• "I enjoyed working on cars in my yard, so I figured, what the hell?"
• "Use everything at your disposal — you're that much further ahead."

1. Keep pursuing certifications and continuing education: Continuous learning is vital in the fast-evolving automotive industry, helping you stay relevant and efficient in your role. 
2. Leverage technology and online resources: Utilizing tools like Google and technician forums can save time and improve diagnostic accuracy, allowing you to address customer issues more effectively. 
3. Build a supportive network: A strong network provides knowledge sharing and emotional and professional support crucial for long-term success.
4. Embrace change in the industry: The automotive sector is rapidly advancing with technologies like EVs and cloud integration, requiring technicians to adapt quickly to stay competitive.
5. Nurture a positive work culture: A healthy culture leads to enhanced job satisfaction, increased productivity, lower turnover, and a more cohesive team.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

TJ White is the General Manager of Tire Source Neighborhood Car Care, a company with six locations in the Canton and Akron, Ohio area that specializes in tire and auto repair services. Under TJ's leadership, Tire Source has maintained strong community relationships and a reputation for customer loyalty, stemming from its innovative and efficient service practices. TJ grew up in Akron and has been part of the family business since he was 16, having worked his way up from changing oil and tires to his current managerial role.

Operating a tire and auto repair business with multiple locations presents an abundance of challenges and opportunities. What are some key strategies that contribute to success and growth?

According to TJ White of Tire Source Neighborhood Car Care, the company has several key strategies. Tire Source focuses on being innovative and efficient, staying up-to-date with technology, and investing in training and equipment. It takes a step-by-step approach to implementing new technologies, testing them at one location before rolling them out to all locations. Transparency with employees is a priority, leading to a low turnover rate.

On this episode of Gain Traction, Mike Edge welcomes TJ for a conversation about Tire Source, family history with Goodyear, business growth and strategy, and a memorable story about finding drugs in a spare tire. They also discuss the importance of efficiency and process, as well as the value of transparency and a positive work environment.

• [02:24] TJ White discusses his deep-rooted community connections and customer relationships
• [03:08] The White family's unwavering loyalty to Goodyear tires
• [08:07] Tire Source's innovative approach to staying tech-savvy
• [09:37] The strategic, step-by-step business improvement process used by Tire Source
• [11:29] How Tire Source's employee turnover stays low
• [13:24] TJ's philosophy: Efficiency and action drive success in business

• TJ White on LinkedIn
• Tire Source Neighborhood Car Care
• Logan Wilks on LinkedIn
• Wilks Tire & Battery Service
• Mike Edge on LinkedIn
• Tread Partners

• "I've never entertained anything else. I grew up wanting to go to work with my dad every day."
• "Efficiency is something that drives me to become efficient in every way that I do anything."
• "We try and make it very clear what we can offer to you, what you can offer to us."
• "Everything can be fine-tuned, and then once you fine-tune it, you can fine-tune it again."
• "I like to think of us as innovative, efficient, and always trying to stay up with the times."

1. Focus on building strong community relationships: Engaging with the community and fostering trust can lead to long-term loyalty and customer retention, helping to stand out in a competitive market.
2. Embrace technological advancements: Investing in technology improves efficiency and service quality, providing a competitive edge and meeting modern customer expectations.
3. Implement a phased approach to new investments: This minimizes risk and allows for adjustments based on real-world feedback, managing resources and reducing potential waste.
4. Prioritize transparency in employment practices: By clearly communicating expectations and company values, businesses can foster a positive work environment and improve employee satisfaction.
5. Commit to continuous improvement: Address inefficiencies and seize opportunities for growth and development.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Cory Brown is the Owner of Cory's Point S Tire in Rapid City, South Dakota. Under Cory's leadership, the business has expanded to two locations, employing 35-40 staff members. Outside of business hours, Cory characterizes himself as an adrenaline junkie who enjoys car racing, snowboarding, motocross, and mountain climbing.

As any industry veteran can attest, the automotive field is an immensely competitive one. What makes a business thrive in a competitive sector, and how do leaders overcome the challenges posed by rapid growth and changing market dynamics? 

Cory Brown of Cory’s Point S Tire shares how he tackled these challenges head-on through a combination of grit, dedication, and strategic alliances. Raised in South Dakota, Cory took an unconventional path to success by embracing opportunities to learn and lead from a young age. His story unfolds with trials, triumphs, and the pivotal moment he joined Point S, a cooperative network that transformed his business landscape. Cory’s passion for cars and commitment to excellence, coupled with the support of a like-minded community, helped him build a business that stands out. Cory reveals how the Point S network not only provided tangible business benefits, but fostered a sense of camaraderie and shared purpose.

In this episode of Gain Traction, Mike Edge welcomes Cory Brown to chat about the journey from an independent tire shop owner to a respected member of the Point S network. They delve into the intricacies of growing a family business in the tire industry and provide valuable insights into the power of building relationships, relentless work ethic, and leveraging the support of a cooperative network to achieve business goals.

• [02:00] How Cory Brown's three sons keep him on his toes
• [02:29] Family dynamics and their role in toughness
• [03:14] Why Cory never backs down in arm wrestling
• [08:20] The benefits of attending Point S Tire Conference
• [09:08] Cory discusses his leap from sales to store management
• [10:38] The secrets behind Cory's successful store leadership
• [11:27] What made Cory skeptical about joining Point S?
• [19:08] How Cory balances family and adrenaline-fueled hobbies

• Cory Brown
• Cory's Point S Tire
• Custer State Park
• Crazy Horse
• Mount Rushmore
• Mike Edge on LinkedIn
• Tread Partners

• "Even though it's home, the Black Hills is one of my favorite places."
• "I have one button, and it's on. I don't really know how to play very well."
• "I was the youngest guy in the shop, which was so weird."
• "You gotta maintain that mental top position."
• "I think my favorite part is seeing the inter-family relationships."

1. Foster open communication within the team: Building a culture of open communication encourages sharing of ideas and concerns, which can lead to innovative solutions.
2. Embrace a collaborative environment: Fostering camaraderie within the workplace allows individuals to learn from one another and share different perspectives.
3. Inspire a strong work ethic: Demonstrating commitment and diligence can motivate the rest of the team to follow suit.
4. Leverage mentorship opportunities: Seeking guidance from more experienced individuals can provide valuable insights and help avoid common pitfalls.
5. Prioritize work-life balance: Engaging in fulfilling activities outside of work can improve overall well-being and job satisfaction.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Ryan Thueson is the Owner of Clair and Dee's Tire, a family-owned business in Rexburg, Idaho, specializing in tire services and auto repair as part of the Point S network. Clair and Dee's Tire has expanded from a single store to five locations in the past three years, showcasing its growth and dedication to customer service. Ryan, representing the third generation of ownership during the store’s 61-year history, continues to uphold the family legacy while embracing modern business strategies and multi-store ownership.

What does it take to maintain a successful family business for over six decades? Is it sheer determination, adaptability to changing markets, or perhaps the power of seizing unexpected opportunities? 

Ryan Thueson, of Clair and Dee's Tire, shares how his family, through adaptability and seizing the right opportunities, has maintained Clair and Dee's Tire for 61 years in Rexburg, Idaho. Originating from a humble potato farming background, Ryan's father, Clair, pivoted to the tire business after recognizing an entrepreneurial opportunity. This decision led to a family legacy that now spans five locations and three generations. Ryan discusses the importance of family involvement from a young age, the value of multi-store ownership, and how the family business has evolved and expanded significantly in recent years.

In this episode of Gain Traction, Mike Edge chats with Ryan about the enduring success of a family business. They explore the dynamics of maintaining and growing a multi-generational enterprise, and discuss strategic decisions and the integration of the Point S brand, which allowed Ryan and his family to expand their market reach without sacrificing their local identity. Ryan delves into the nuances of balancing tradition with modernization and the significance of family ties in business operations.

• [01:06] The enduring legacy of a 61-year family business
• [02:28] How Idaho farming shaped a tire industry leader
• [03:01] The entrepreneurial leap that changed the Thueson family
• [09:20] What are the benefits of Point S membership?
• [12:17] How brand identity elevates independent tire dealers
• [16:05] Why joining Point S enhances buying power
• [21:25] Wise real-world customer relationship mottos

• Ryan Thueson on LinkedIn 
• Clair and Dee’s Point S Tire
• Mike Edge on LinkedIn
• Tread Partners

• "Opportunities come your way, and you’d better take advantage of them."
• "If you're buying tires in southeast Idaho, you're buying from one of my family members."
• "Join something. Give us a name, a presence."
• "You can be a single store owner and buy someone who has 500 stores."
• "The ground is fertile in the owner's shadow."

1. Diversify your skills and roles: Learning to adapt to different roles within a business is crucial in a family-owned setting. 
2. Embrace growth and expansion opportunities: Ensure business longevity and accommodate family members who may want to join the business.
3. Leverage co-op memberships: Joining a co-op like Point S can provide buying power and a national brand presence while maintaining local identity.
4. Foster a culture of learning and mentorship: Starting from a young age and involving family members in various roles can foster a deep understanding of the business.
5. Build strong industry relationships: Attending annual conferences and engaging with other members creates a supportive network within the industry.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Jim Richards is the National Co-op Recruitment Manager at Point S, travelling extensively throughout the US to meet with independent tire dealers with the goal of educating them on the benefits of joining Point S — increased buying power and support from a national network.

Mickie Segotta is the Owner of Point S American Tire in Gallup, New Mexico. Mickie took over the business from her stepfather, who passed away in 2021 — honoring her stepfather’s legacy by running the business with the same dedication and commitment to her employees.

Kolby and Tia Clay are the Co-owners of Junction City Point S Tire and Auto Service in Junction City, Oregon. Although Kolby is a first-generation tire store owner, he purchased the facility from a family friend who had operated a tire store for 50 years, leading him to feel like a fourth-generation owner.

Brandon Haltiwanger is the Owner of Forrest’s Tire Service and Point S in Johnston, South Carolina. Brandon has a diversified background in the construction industry, including expertise in project management, budgeting, and contract negotiation.

Ed Tuck is the Owner of TNT Tire Point S Auto Service in Tacoma, Washington. Ed's father joined Point S in 1984, making their family one of the earliest members of the cooperative. He has been involved in the tire industry since he was 12 years old. 

Tony O’Billovich leads in-house consulting for the Master Shop Program at Point S, where he coaches independent Point S members. Tony believes in a “win together” mentality and stresses the importance of employee growth to achieve success for everyone.

Jeremy Smith is a second-generation business owner and operator of two Wasatch Tire and Service Point S locations in Utah, as well as six Steve’s Automotive Specialist shops. Jeremy believes in the value of local businesses and building relationships with customers.

David Priddy owns David's Discount Tire in Haskell, Oklahoma and has been a member of Point S for almost ten years. He values the buying power, marketing, and family-like relationships that the Point S organization offers.

Jeff Tucker is the Chairman of Point S and CEO of Triple T Tire in Western Tennessee. He hopes to grow the Point S revenue base to 500 stores in all 50 states, building value for independent dealers looking for a franchise.

Joe Moore is the Vice President of Purchasing for Point S. He manages the relationships with vendor partners, working to bring good buying prices and programs to the members. Joe also works to create avenues for members to promote their products through the organization.

The tire industry can be a challenging landscape for independent dealers, with many facing the pressures of larger corporations and acquisitions. What benefits can a co-op organization like Point S provide to these independent businesses?

According to Jim Richards, Mickie Segotta, Kolby and Tia Clay, Brandon Haltiwanger, Ed Tuck, Tony O'Billovich, Jeremy Smith, David Priddy, Jeff Tucker, and Joe Moore — attendees of this year’s Point S Tire Conference — Point S offers independent tire and service dealers the opportunity to join a group that provides them with the buying power of a large organization while still maintaining their independence. Members benefit from networking opportunities with like-minded people, access to marketing and point-of-sale materials, better warranties for customers, and a supportive family-like environment. The organization also provides in-house coaching and vendor relationships, fostering a sense of community and shared success.

On this episode of Gain Traction, join host Mike Edge at the Point S Tire Conference, where he speaks with Jim, Mickie, Kolby, Tia, Brandon, Ed, Tony, Jeremy, David, Jeff, and Joe about how Point S provides a family environment, purchasing power, and coaching for independent tire dealers — all while fostering a sense of community and shared success among members.

• [02:19] The power of numbers for independent tire dealers
• [03:21] Why joining a tire cooperative network is beneficial
• [12:28] How Point S helps independent tire dealers thrive
• [17:08] Insights from in-house consulting for tire shops
• [19:14] How Point S supports growth and success for members
• [23:12] Why Point S feels like a family to members

• Jim Richards on LinkedIn 
• Brandon Haltiwanger on LinkedIn
• Ed Tuck on LinkedIn
• Jeff Tucker on LinkedIn
• Joe Moore on LinkedIn
• Point S Tire
• Triple T Tire
• Forrest’s Tire Service
• Mike Edge on LinkedIn
• Tread Partners

• "There's power in numbers. When we come in, we're basically telling them, ‘you're not alone, join the group’." - Jim Richards
• "I promised to take care of them and I promised to keep it going. Those guys — they are the reason I can sleep at night." - Mickie Segotta
• “You cannot do it on your own unless you have some kind of help.” - Kolby Clay
•  "It helps the independent tire dealer not be so much alone anymore." - Brandon Haltiwanger
• "We're like one big family that really looks after each other and wants to help each other out." - Ed Tuck

1. Expand your network: Engage with industry conferences and events to connect with peers and thought leaders. 
2. Leverage cooperative buying power: Consider joining a cooperative or buying group to increase your purchasing power without losing your independence. 
3. Foster a family-oriented workplace: Cultivate a supportive, family-like environment within your team to enhance job satisfaction and loyalty. 
4. Utilize in-house consulting services: Take advantage of in-house consulting programs to improve your business operations. 
5. Build long-term vendor relationships: Invest in building long-term relationships with vendors to ensure reliability and consistency in your supply chain.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Dustin Dobbs is the President of Dobbs Tire & Auto Centers, a family-owned business headquartered in St. Louis. Under his leadership, Dobbs Tire & Auto Centers has expanded to over 50 locations across Missouri, Illinois, and Texas. Dustin was immersed in the family business from a young age, instilling in him a strong work ethic and commitment to the company’s culture and values. He believes in empowering employees rather than micromanaging them.

Hunt Demarest is a Senior Accountant at Paar, Melis & Associates, an accounting and tax firm specializing in automotive repair shops. He believes that accounting should always be made easy to understand for business owners. Hunt also hosts the Business by the Numbers podcast, where he shares financial advice and accounting insights.

Walter Lybeck is the CEO of Point S Tire and Auto Service, a member-owned cooperative with hundreds of independent tire dealers across the country. He believes in building relationships and camaraderie among employees. Walter stresses the importance of saying "yes" to opportunities, even when hesitant, and turning those opportunities into successes.

Steven Fafel is co-founder of AutoOps, an online scheduling tool that integrates with most shop management systems. Steven believes that all marketing efforts in a shop should include the option for online scheduling. He also believes that good customer service is key to customer retention, even more than online scheduling.

Ron Dolan is the President of Sailun Tire North America. He believes the key to success in sales is connecting with people, telling the truth, and treating them the way you want to be treated. Ron worked his way up in the industry by proving himself as a salesman, earning the trust of his customers with honesty — even turning down sales if he didn't believe in a product.

The tire and auto repair industry is a competitive market where businesses are constantly looking for ways to stand out and attract customers. How can shops build a loyal customer base and achieve long-term success in such a demanding industry?

According to Dustin Dobbs of Dobbs Tire & Auto Centers, Hunt Demarest of Paar, Melis & Associates, Walter Lybeck of Point S Tire, Steven Fafel of AutoOps, and Ron Dolan of Sailun Tire North America, the keys to success in the tire and auto repair industry include exceptional customer service, employee empowerment, transparent and honest sales practices, and a focus on building long-term relationships rather than just chasing quick profits.

On this episode of Gain Traction, Mike Edge looks back at conversations from past episodes that featured Dustin, Hunt, Walter, Steven, and Ron. Listeners will learn how these industry leaders have achieved remarkable success in the tire and auto repair industry by focusing on company culture, customer retention strategies, the importance of online scheduling, analyzing gross profit per hour, and the power of building strong relationships with both customers and employees.

• [02:05] How employee appreciation impacts long-term business success
• [04:28] Effective pricing strategies based on convenience over competition
• [06:02] The benefits of relationship-oriented business purchases over price-focused ones
• [07:33] How deep customer relationships can be created from going above and beyond
• [09:46] The role of after-hours touchpoints in converting and retaining customers
• [10:36] How offering scheduling flexibility enhances customer experience and loyalty
• [11:58] The power of transparency and honesty in B2B sales for lasting partnerships
• [14:28] Why nurturing B2B relationships provides enduring sales success

• Dustin Dobbs
• Dobbs Tire & Auto Centers
• Hunt Demarest on LinkedIn
• Paar, Melis & Associates
• Walter Lybeck on LinkedIn
• Point S Tire
• Steven Fafel on LinkedIn
• AutoOps
• Ron Dolan on LinkedIn
• Sailun Tire North America
• Mike Edge on LinkedIn
• Tread Partners

• “You have to empower your people. You have to let them know that you were supporting them.” - Dustin Dobbs
• “Margins are back up because they'll be upfront with the customer. Hey, you know what? It's here. It needs tires. We can put it on there. No, I'm not going to kill you on the price, but you also aren't looking for cut-rate prices.” - Hunt Demarest
• “When everyone's in it for the group, and they're not in it for the self, then it creates a much deeper fabric.” - Walter Lybeck
• “Every single piece of marketing that you do should at least provide the option for a customer to schedule online.” - Steven Fafel
• “When you're in B2B sales — I've always been in long-term relationships. I've had relationships with people for 20 years. So it's a long game, where other types of sales, it's about closing very quickly.” - Ron Dolan

1. Empower your employees: Encouraging employee autonomy fosters a culture of innovation and professional growth.
2. Maintain core company traditions: Maintaining traditions boosts employee morale and strengthens corporate culture.
3. Prioritize relationship building over price: Building strong customer relationships leads to loyalty and repeat business, overshadowing the lure of competitive pricing.
4. Leverage online tools for customer convenience: Offering online scheduling and other convenient digital interactions meets modern customer expectations.
5. Practice honest and transparent salesmanship: Honesty plays a key role in long-term partnerships and trust-building within B2B relationships.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Linda Gray is Co-founder of Mastertech.ai, an innovative company that is leveraging the power of artificial intelligence to transform the auto repair industry. Linda brings a wealth of experience from her time at Microsoft, where she was a principal engineer and led teams on major products like Outlook, Teams, and Xbox Live. Now, Linda is applying her expertise to create cutting-edge solutions that empower auto repair shops and technicians.

The auto repair industry is facing a growing challenge with the ever-increasing complexity of modern vehicles. How can shops keep up with the latest technology and ensure their technicians have the knowledge and tools to effectively diagnose and repair these sophisticated machines?

According to Linda Gray of Mastertech.ai, artificial intelligence could play a crucial role in addressing these challenges. Mastertech.ai's innovative software analyzes a shop's historical repair orders, leveraging AI to identify patterns and trends. This data-driven approach empowers technicians to quickly pinpoint the most likely causes of vehicle issues, streamlining the diagnostic process and reducing repair times.

On this episode of Gain Traction, Mike Edge welcomes Linda to discuss the revolutionary impact of AI on the auto repair industry. Linda highlights how MasterTech.ai empowers shops to enhance efficiency, accuracy, and profitability by harnessing the power of shop-specific data and AI-driven insights. The conversation delves into the software's capability to enhance shop productivity, reduce repair times, and improve accuracy — ultimately increasing profit margins.

• [08:05] Why the increasing complexity of vehicles demands new solutions for technicians
• [08:55] The impact of AI on the future of auto repair
• [11:25] How Mastertech.ai helps technicians work faster and more accurately, potentially increasing their earnings
• [11:52] How Mastertech.ai can help shops improve their margins
• [13:00] The benefits of using shop-specific data to improve diagnostic accuracy and efficiency
• [13:55] Why Mastertech.ai is a valuable tool for both experienced and newer technicians
• [14:44] How Mastertech.ai creates a centralized knowledge base for shops, capturing the expertise of their best technicians
• [17:07] The potential for AI to empower auto repair shops to thrive in a rapidly evolving industry

• Linda Gray on LinkedIn
• Mastertech.ai
• GeoCities
• Mike Edge on LinkedIn
• Tread Partners

• "The more you chase success, the more you might miss it. Focus on creating value and success comes as a side effect."
• "AI doesn't just expand a technician's memory; it equips them with a collective experience that levels the playing field."
• "You're essentially immortalizing your best master technician's knowledge within your shop through AI."
• "When vehicles are becoming increasingly more complex, AI steps in to make repairs simpler and more efficient."
•  "Success comes as a side effect when you do something you truly love and believe in."

1. Leverage AI tools for efficiency: AI-driven solutions help technicians access a vast database of vehicle information and previous repair records, overcoming the challenge of increasing vehicle complexity.
2. Utilize historical data for improved decision-making: Regularly analyze your shop's historical repair data to identify recurring issues and effective solutions. 
3. Invest in continuous learning: Encourage technicians to stay updated with the latest automotive technologies and repair techniques through workshops and training sessions.
4. Foster a collaborative environment: Promote a culture of knowledge sharing among technicians to pool collective expertise and solve complex repair issues.
5. Focus on customer value and satisfaction: Prioritize creating value for customers by delivering high-quality, efficient service that meets or exceeds their expectations.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Jack Limbaugh is President of Jack's OK Tire Service, a family-owned tire service business based in Algona, Iowa. Under his leadership, the company has expanded significantly, now operating multiple locations and providing exceptional customer service to agricultural and commercial customers. Jack is passionate about college football, with a rich family history of involvement in the sport, including his sons and grandsons playing at the university level.

What does it take to transform a small-town tire service into a flourishing multi-location business? How can a commitment to community and a strong family legacy guide success over decades?

According to Jack Limbaugh of Jack's OK Tire Service, his family's business, founded in 1952, expanded through strategic growth and strong community ties. Jack describes how his father's entrepreneurial spirit and innovative approach set the foundation for their success. His father empowered employees to take ownership of new locations, fostering a culture of opportunity and loyalty. Jack highlights how the business has adapted over the years, embracing technology and expanding service offerings to meet the evolving needs of their agricultural and commercial clients.

On this episode of Gain Traction, Mike Edge chats with Jack about the evolution and legacy of a family-owned tire service. He offers insights into navigating growth in a small-town business. Jack shares personal anecdotes, such as his father’s participation in key historical events and strategies for expanding the business while maintaining a family-oriented approach. He discusses the challenges and rewards of running a multi-generational enterprise and the role of faith and community in driving success.

• [01:44] How a chance meeting sparked this podcast episode
• [02:34] The college football legacy within Jack Limbaugh’s family
• [06:02] Jack discusses his father's entrepreneurial spirit post-World War II
• [11:59] The risk Jack's father took to start his business
• [20:25] How Jack's family-oriented approach impacts the business
• [22:25] The mantra guiding Jack's company ethos every day
• [26:44] Why Jack was a perfect fit for the podcast

• Jack Limbaugh on LinkedIn
• Jack’s OK Tire Service 
• Eric Crouch
• Tom Osborne
• Mike Edge on LinkedIn
• Tread Partners

• "My dad's first sales job was selling the guy into selling him the business."
• "After you've been through World War 2, that's nothing, right?"
• "Jack's Tire and Service: Our family cares for your family's tires."
• "We've been here. God's blessed us, and we just try to be good stewards of His blessing."
• "Whatever we do in word or deed, do all to the glory of God."

1. Foster a family-oriented work environment:  Emphasizing a family culture within your business can enhance employee loyalty and satisfaction. 
2. Adapt and evolve with industry changes: Ensure that your business remains competitive and relevant, addressing challenges like changing technology and market demands.
3. Invest in employee growth and opportunities: Providing opportunities for employees to take ownership or grow within the company can foster a motivated and driven team.
4. Engage actively in community and networks: Being involved in community organizations and maintaining a strong local presence can enhance your leadership presence and business credibility.
5. Maintain resilience and optimism in leadership: This attitude helps leaders navigate difficult times and seize opportunities, fostering a forward-thinking and resilient mindset in their teams.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Joseph Pehanick is the Co-owner and incoming CEO of East Bay Tire, a family-owned independent tire distributor and commercial service provider for over 75 years. Under his leadership, East Bay Tire has expanded its reach with multiple locations in California, Arizona, and Hawaii and has been recognized for its low employee turnover rates and robust community culture. With a background in agriculture and experience working internationally in Uruguay, Joseph brings a unique perspective to the tire industry. As he prepares to take on the CEO role in January 2025, Joseph is focused on growing East Bay Tire's presence in the mining and agricultural sectors through both organic growth and acquisitions.

What does it take to sustain and grow a multi-generational family business? How does a company manage to thrive across different markets and withstand the test of time while continually expanding its operations? A tire industry veteran delves into the fascinating journey of a tire business that has achieved just that.

Joseph Pehanick shares insights on how East Bay Tire has not only survived, but flourished in the competitive tire industry. He recounts his experiences growing up in the business, from working in the warehouse in his early teens to his travels and work experience in South America. Joseph delves into the company’s strategy for successfully managing its operations across various locations, including California, Hawaii, and Arizona. By focusing on niche markets like agriculture, mining, and fleet solutions, East Bay Tire’s growth demonstrates how heritage, adaptability, and strategic vision can propel a business to new heights.

In this episode of Gain Traction, Mike Edge chats with Joseph Pehanick, Co-owner and incoming CEO of East Bay Tire, about sustaining and evolving a family business in the tire industry. Joseph discusses the company’s ambitious growth plans, his approach to managing employee retention, and how East Bay Tire’s innovative strategies have kept them at the forefront of the industry. Tune in for insights on entrepreneurship, the impact of family legacy, and the creation of lasting memories for employees.

• [00:18] Joseph Pehanick’s evolving role in East Bay Tire's leadership team
• [01:47] Joseph's early entry into the family tire business and his hands-on experience
• [03:31] A unique international perspective stemming from Joseph's time working in South America's tire industry
• [07:05] The historical ties of East Bay Tire to the Hawaiian market and Bridgestone’s origins
• [08:20] An interesting backstory of East Bay Tire's expansion into Hawaii and the challenge of remote market support
• [11:30] East Bay Tire's future under Joseph's leadership, with a focus on mining and agricultural tire distribution
• [13:33] Employee appreciation and retention efforts in building a successful company culture
• [19:13] How Joseph's personal mantra of "progress over perfection" drives continuous improvement within the business

• Joseph Pehanick on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners
• East Bay Tire Co.
• “Revolutionizing Tire Service With Derek Naidoo, CEO of USA GoMobile” on the Gain Traction podcast

• "Progress over perfection. If we just make incremental progress, we're going to get to where we want to go."
•  "Our retention numbers and low turnover numbers are easily our proudest numbers that we would present over the last five years."
• "It's about effort, how much you care, and how much you put in every single day."
• "Giving a memory is what really matters, like when we send our team and their families to sports events."
• "In South America, I learned numerous life lessons that I now apply in our family business."

1. Foster a culture of employee retention programs: Implementing initiatives like team outings and personalized appreciation can significantly reduce employee turnover, building a sense of community and loyalty.
2. Encourage entrepreneurial thinking: Fostering entrepreneurial spirit in your team can lead to innovative solutions and market expansions, helping find new opportunities in competitive markets.
3. Prioritize incremental progress: Adopting the motto "progress over perfection" can help teams focus on achievable goals and reduce burnout.
4. Leverage historical strengths for modern growth: Businesses can identify and leverage their historical strengths to explore new growth opportunities.
5. Enhance cultural competency through international experience: Encouraging or facilitating international experiences for team members can enhance cultural competency and open up new market opportunities.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Dave Christopher is Co-founder and Co-owner of Tread Partners, a leading digital marketing agency specializing in tire and auto repair operations with locations spanning from five to hundreds. Under his leadership, Tread Partners’ success and reputation has flourished over the past 14 years. Dave grew up immersed in the automotive industry, as his father owned a repair shop — where Dave himself became a passionate advocate for the industry’s growth and development.

The automotive repair and tire service industry faces unique challenges in fostering company culture. What role do core values play in shaping a business that thrives in this competitive space?

According to Dave Christopher, who co-founded Tread Partners in 2010, core values are the foundation of a thriving company culture. He emphasizes the importance of aligning these values with daily operations, from hiring to customer interactions. By living out principles like excellence, humility, and growth, companies can create a cohesive team environment and make impactful decisions, even amid challenges.

On this episode of Gain Traction, Mike Edge welcomes Dave to discuss how core values shape company culture, empower teams, and foster success in the tire and auto repair industry. Dave shares his experiences as a shop owner, insights into building strong partnerships, and the transformative power of community involvement. Mike and Dave highlight actionable steps for businesses aiming to build a culture rooted in integrity and growth.

• [02:00] How growing up in auto repair shapes careers
• [02:42] Why genuine industry stories resonate with listeners
• [05:10] The key role core values play in success
• [07:05] How regrets indicate personal and professional growth
• [08:15] Why making mistakes is crucial for learning
• [20:04] The importance of evolving core values with growth
• [22:40] How community involvement impacts business success

• Dave Christopher on LinkedIn
• Tread Partners
• Dustin Dobbs
• Dobbs Tire & Auto Centers
• Mike Edge on LinkedIn

• "Core values are crucial; they guide decisions, especially when you can't always be there to make the call."
• "Mistakes are beneficial. Make a mistake but learn from it, right? Don't make the same mistake twice."
• "Culture is as big as anything. People who get it right, get it. It's simple, but not easy."
• "Company values should evolve over time, just like personal values evolve as life changes."
• "If core values aren't genuinely followed, they crumble, and the culture becomes fake."

1. Establish core values: Begin by defining the core values of your organization or personal life, such as being an excellent partner or staying humble.
2. Live by your values daily: Ensure that core values are not just words on a wall, but are actively practiced and reflected in everyday actions.
3. Embrace mistakes as learning opportunities: Encourage a culture where mistakes are seen as a chance to learn, not something to fear.
4. Community involvement: Actively participate in community activities and encourage team members to do the same, whether through sponsorships or volunteering.
5. Regularly review and adapt values: Schedule annual reviews of your core values to ensure they still align with the organization's goals and growth.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Derek Naidoo is the Founder and Owner of USA GoMobile, a company that offers convenient mobile tire, oil change, and battery services to customers at their preferred locations. Since its inception in 2018, GoMobile has expanded to 48 franchises, overcoming challenges such as the COVID-19 pandemic and supply chain issues, and establishing a significant presence in the automotive service industry. Originally from South Africa, Derek has spent over 35 years in the automotive field, specializing in engine management systems and diagnostic tools before turning to entrepreneurship.

The automotive industry is rapidly evolving to meet changing consumer demands for convenience and efficiency. How are mobile tire services transforming the way people maintain their vehicles?

According to Derek Naidoo, CEO of USA GoMobile, mobile tire services are revolutionizing vehicle maintenance by bringing convenience directly to customers. The company offers on-site tire replacements, oil changes, and battery services at locations convenient for the customer, including homes, offices, golf courses, and even hotel parking lots. This approach not only saves time for individual consumers, but also caters to the growing last-mile delivery sector by servicing fleet vehicles that provide these convenient delivery services.

On this episode of Gain Traction, Mike Edge welcomes Derek for a conversation about the rise of mobile tire services, the challenges of growing a franchise during the COVID-19 pandemic, and the logistics of operating a mobile tire business. They discuss the types of customers served, the design of specialized service vehicles, and the various challenges faced in different weather conditions. Derek also shares insights on franchisee profiles and the future of automotive maintenance.

• [01:41] Derek Naidoo details his 35-year journey in the automotive industry
• [02:47] How USA GoMobile thrived through COVID-19 challenges
• [04:08] The diverse demographics of GoMobile’s customer base
• [06:29] GoMobile's unique franchise model and operational insights
• [12:44] Three types of GoMobile franchisee profiles
• [14:31] How GoMobile partners with non-tire shops for mutual referrals
• [21:53] Derek explains his mantra: “Measure to manage for business success”

• Derek Naidoo on LinkedIn
• USA GoMobile 
• Ryan Ragan on Linkedin 
• Automotive Service and Tire Alliance
• Mike Edge on LinkedIn
• Tread Partners

• "I've been involved in the automotive industry pretty much my whole life, almost 35 years, focused in engine management systems design and development."
• "COVID was both ways. People didn't want to go to tire shops, but we couldn't get vehicles. Huge demand, yet challenging."
• "We're selling convenience. Society's moving towards services delivered to their homes instead of performing mundane tasks."
• "We need to be able to measure what we do. If you can't measure, you can't manage. What we know, we can manage."
• "We have three types of franchisees: tire shops, industry entrepreneurs, and investors looking to expand their reach."

1. Embrace convenience as a core offering: Address the growing demand for convenience in society, making your business more appealing to customers who prefer not to spend time traveling to a shop.
2. Develop strategic partnerships: Create beneficial partnerships with mechanical shops and non-tire-selling auto services to offer a complete customer solution. 
3. Adapt to market challenges with flexible solutions: Plan for and implement logistical strategies to overcome challenges like inventory management and technician availability.
4. Utilize technology for operational efficiency: Implement technology solutions such as e-commerce platforms and mobile apps for scheduling and operations management. 
5. Focus on measuring and managing performance: Adopt a data-driven approach to track performance metrics and make informed decisions.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Ryan Ragan is the Executive Director of the Automotive Service & Tire Alliance, where he focuses on enhancing value to members through innovative programs and training in the tech and tire sectors. Under his leadership, ASTA aims to expand its reach with events and educational initiatives, fostering greater involvement from the tire industry in addition to its strong mechanical service foundation. Ryan's background is rich with experience in international trade associations and nonprofits, and he brings a unique blend of business acumen and passion to his role at ASTA.

The automotive industry is undergoing significant transformations, with emerging trends and challenges shaping its future. How can industry leaders adapt to these changes to ensure continued growth and success?

According to Ryan Ragan, Executive Director of Automotive Service & Tire Alliance, adapting to changes in the automotive industry requires a focus on innovation and collaboration. He emphasizes the importance of creating opportunities for networking and deal-making, particularly through events that bring together decision-makers and vendors. By facilitating interactions between key players, the industry can foster partnerships that drive growth and address common challenges.

On this episode of Gain Traction, Mike Edge welcomes Ryan to discuss the future of the automotive service industry. They explore topics such as the expansion of industry events, strategies for increasing vendor engagement, and efforts to integrate tire services more comprehensively. Ryan shares his vision for enhancing member benefits through educational programs and networking opportunities, aiming to strengthen community ties and support business growth within the sector.

• [01:55] The Wild West origins of Ryan Ragan's hometown
• [02:45] How wrestling shaped Ryan's discipline and resilience
• [04:36] The future of Automotive Service & Tire Alliance’s big events
• [05:49] Why networking with decision-makers is game-changing
• [06:07] How ASTA enhances business deal opportunities
• [11:55] The innovative educational tools ASTA provides for members
• [22:32] How ASTA raised $100,000 for hurricane relief efforts

• Ryan Ragan on LinkedIn 
• Automotive Service & Tire Alliance 
• Dustin Dobbs
• Dobbs Tire & Auto Centers
• Mike Edge on LinkedIn
• Tread Partners

• "Your ego is the most expensive thing you own. If you want to go broke, just keep following that ego."
• "I want you to be able to come there and do business. I want you to be able to close deals."
• "It's always the older generation, the next generation, how they view things and how they see things."
• "We're not going to lose our southern charm. It's still going to be very accessible, very down home."
• "I've seen a lot of good, I've seen a lot of bad."

1. Engage in industry networking events: Attend industry-specific trade shows and networking events to meet decision-makers and potential partners.
2. Utilize educational resources: Leverage member-exclusive educational programs and webinars to stay updated on industry best practices and innovations.
3. Implement digital visual inspections: Adopt DVI technology to increase transparency with customers, fostering trust and enhancing customer satisfaction.
4. Participate in community support initiatives: Get involved in industry charity events or local support efforts to strengthen community ties and improve public perception. 
5. Seek feedback and adapt to market needs: Regularly conduct surveys and hold town hall-style meetings with industry peers to understand the challenges and needs within the market.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Seth Glauberman is the President of Malco Automotive. A fourth-generation member of the family company specializing in automotive detailing products, Seth has been with Malco Automotive for 20 years. The company focuses on professional-grade products, while also venturing into products for discerning do-it-yourselfers.

Jim Ring is the Owner and Partner at Ringbrothers, a company known for creating custom car parts and restoring and modifying cars. Jim and his brother began their company because they had difficulty finding high-quality, unique car parts. Their passion for cars led them from restoring cars to modifying them and eventually to creating the parts they needed.

Justin Rae is the CEO and Co-founder of Cinch, a company that provides data science and automation tools for the automotive service and repair industry. Cinch's software helps shops send service reminders, predict needed services, and understand customer value. Justin has attended SEMA five times, and believes it is an important show for anyone in the automotive space.

Brock Swentzel is the President of Wholesale at S&S Tire, a company celebrating its 50th anniversary. Brock comes from a family with a long history in the industry, as his grandfather started the company in 1974. S&S Tire is aiming to expand its business in the Southeast region of the United States.

Mike Graber is the President and CEO of Toyo Tires. His experience spans across the industry from sales to product development. In addition to a passionate commitment to product quality and customer engagement, Mike believes genuine relationships and people play a significant role in the success of the tire industry.

Sonny McDonald is Sr. National Training Manager at Toyo Tires Corp USA. He has held that position for over 22 years, after working for a decade as a sales representative for The Tire Rack.

The automotive industry is a dynamic landscape where innovation and collaboration are essential for success. How can industry leaders leverage their experiences to foster growth and adaptability in this competitive environment?

According to Seth Glauberman from Malco Automotive, Jim Ring from Ringbrothers, Justin Rae from Cinch, Brock Swentzel from S&S Tire, and Mike Graber and Sonny McDonald from Toyo Tire, building strong relationships and embracing innovation are critical to thriving in the automotive sector. They emphasize the importance of networking at events like SEMA, where connections with customers, partners, and suppliers can lead to new opportunities. Additionally, they note the value of adapting to market changes through innovative products and data-driven strategies that enhance customer engagement and service.

On this episode of Gain Traction, join host Mike Edge at SEMA, where he talks to Seth, Jim, Justin, Brock, Mike, and Sonny about the significance of networking and collaboration in the automotive industry. The guests share insights on innovative products, custom parts manufacturing, data-driven customer service tools, and strategies for distributor growth. Their conversations highlight how fostering relationships and embracing change can drive success in a rapidly evolving marketplace.

• [03:24] How Malco Automotive is reaching new customers
• [05:00] The unique innovations Ringbrothers uses to reinvent car parts
• [09:24] How Cinch uses data science
• [08:29] Why SEMA is crucial for automotive networking 
• [15:20] The way S&S Tire celebrated its 50th anniversary
• [21:32] Why Toyo Tire partners with the LA Dodgers 
• [24:07] The new products Toyo Tire is launching

• Seth Glauberman on LinkedIn 
• Malco Automotive
• Jim Ring 
• Ringbrothers 
• Justin Rae on LinkedIn
• Cinch
• Brock Swentzel in Modern Tire Dealer
• S&S Tire
• Mike Graber on LinkedIn
• Sonny McDonald on LinkedIn
• Toyo Tires
• SEMA
• Mike Edge on LinkedIn
• Tread Partners

• "For us, the thing about SEMA is we can meet our customers, future customers, and really, it's about building relationships." - Seth Glauberman
• "SEMA is by far the best place to show off your products and vehicles; it's always been really good to us out here." - Jim Ring
• "Cinch is a data science and automation tool specifically designed for the automotive service repair space to help with service reminders." - Justin Rae
• "We're a growing company looking to continue to expand across the southeast as a distributor." - Brock Swentzel
• “It's an homage to all the builders that are out there that want to feature Toyo and that's what we're all about.” - Mike Graber

1. Build strong relationships in the industry: Networking with current and potential customers is crucial for growth. 
2. Innovate and diversify product offerings: By continuously innovating and diversifying offerings, companies can cater to niche markets and adapt to changing consumer preferences.
3. Leverage data and automation: Businesses can provide personalized customer experiences, improve retention, and optimize operations.
4. Explore new opportunities for expansion: Companies can increase their market presence and capitalize on emerging trends in the industry by actively seeking expansion. 
5. Showcase products at key industry events: Engage with enthusiasts, highlight products, and strengthen brand recognition, capturing the attention of potential clients and partners.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Roy Littlefield IV currently serves as Vice President of Government Affairs for the Tire Industry Association. He currently works on both state and federal legislation and has testified and submitted testimony on a variety of issues impacting the industry. Roy also helps to publish a variety of legislative newsletters for the Tire Industry Association.

Sam Felberbaum is the President of Prinx and Fortune brand tires. He has over 20 years of experience helping companies grow and improve customer retention and revenue. He has spent the last two years in his role at Prinx Chengshan Tire and previously worked for eight years at Toyo Tires.

Lance Bullock is the President of OE Wheels, 4PLAY Wheels, and Defiant Wheels. Lance has contributed to the modernization, direction, and growth of OE Wheels for over two decades. The company’s Defiant Wheel recently won a SEMA design award.

Norris Marshall is Co-founder of Blueprint Engines and serves on the board for SEMA. His company manufactures crate engines for a variety of makes and models and strives to make it easier for enthusiasts to modify their vehicles.

Michael Mathis is the President of Atturo Tires. Atturo had a record-breaking year, increasing brand awareness through sports sponsorships and a national TV campaign. The company is launching the Trailblade HT, a new all-weather tire, and adding 20 new sizes to their A810 performance tire.

The automotive aftermarket industry is facing challenges and opportunities as technology evolves and consumer preferences shift. How are industry leaders addressing issues like right to repair, product innovation, and market expansion?

According to Roy Littlefield IV, Sam Felberbaum, Lance Bullock, Norris Marshall, and Michael Mathis, the industry is actively working on several fronts. They emphasize the importance of right to repair legislation, with efforts being made at both state and federal levels to ensure independent repair shops can access vehicle repair information. Product innovation is also a key focus, with companies developing new tire designs, wheel styles, and engine solutions to meet changing consumer demands. Additionally, these leaders highlight the significance of trade shows like SEMA for networking, showcasing new products, and building relationships with customers and partners.

On this episode of Gain Traction, join host Mike Edge at SEMA, where he talks to Roy, Sam, Lance, Norris, and Michael about right to repair legislation, new product launches, the importance of face-to-face interactions at trade shows, sports marketing strategies, and the value of industry associations like SEMA. They also discuss market trends, product innovations, and strategies for growth in the automotive aftermarket industry.

• [02:20] How TIA advocates for the tire industry at SEMA
• [04:02] The progress of the Right to Repair Act
• [06:01] Prinx and Fortune's innovative strategies at SEMA
• [08:53] The evolution of aftermarket wheels with OE and 4Play
• [11:16] How BluePrint Engines easily enhances car performance
• [12:10] SEMA's impact on building industry relationships
• [14:27] Ayturo Tires' new releases and sports marketing success

• Roy Littlefield IV on LinkedIn 
• Tire Industry Association
• Sam Felberbaum on LinkedIn
• Prinx Chengshan Tire
• Fortune Tires
• Lance Bullock on LinkedIn
• OE Wheels 
• 4PLAY Wheels
• Defiant Wheels
• Norris Marshall on LinkedIn
• BluePrint Engines
• Michael Mathis on LinkedIn
• Atturo Tires
• SEMA Show
• Mike Edge on LinkedIn
• Tread Partners

• "We got as far as we ever have with a federal bill. The Repair Act had 56 bipartisan co-sponsors split right down the middle and for the first time we got it passed out of the subcommittee unanimously." - Roy Littlefield IV
• “We will have a new Prinx and Fortune AT2 product that will be launched in the second quarter of 2025 — we're very excited about that.” - Sam Felberbaum
• “We're very proud of our aftermarket line, 4PLAY Wheels, for trucks, Jeeps, and SUVs. That's our industry-defining patented products.” - Lance Bullock
• “We are a crate engine manufacturer and we manufacture engines that will go in GM cars, Ford cars, Chrysler cars. These are 100% new engines and most of the content is our own." - Norris Marshall
• "We were on some 200 different broadcasts for Major League Baseball games this year. We're getting into the NHL. We've got NBA courtside signage going right now. And then our national TV campaign has really done a lot to raise our brand awareness."- Michael Mathis

1. Attend industry trade shows: Engaging in events like SEMA provides a unique opportunity to meet industry leaders and potential collaborators in one place.
2. Enhance networking skills: Networking effectively is crucial for building relationships with customers and partners. 
3. Stay informed on legislative issues: Awareness and participation in advocacy can ensure that your business supports favorable legislation and adapts to potential regulatory changes.
4. Leverage marketing opportunities: By exploring diverse promotional platforms, you can reach broader audiences and solidify your brand’s presence in the market.
5. Invest in product innovation: Continuously develop and introduce new products to meet evolving market demands.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Don Detore, Editor at Tire Business, oversees the daily editorial operations of Tire Business, the leading trade magazine for the tire industry published by Crain Communications. Don also has experience as a managing editor, adjunct professor, and executive editor.

Clint Young, President and Chief Operating Officer at Point S Tire and Auto Service, has been with the company for almost 10 years. Clint's role focuses on creating growth and improving the member experience at Point S Tire, which has more than 350 points of sale across the US.

Doug Kershaw is Head of Operations at Ferentino Tire USA, with a proven history of developing and executing strategic initiatives. He previously served as Executive Vice President of KAL Group and as President - USA of BKT Tires, where he generated over $700K in sales in the first 2 months. 

Melanie White, CEO at Hellwig Suspension Products, is the fourth generation leader of the family-owned business. She also serves on industry committees, demonstrating her leadership and dedication to the automotive aftermarket sector.

Scott Bishop, Vice President of Independent Channel Sales at Sailun Tire Americas, has over 20 years of experience in the tire industry. Scott joined Sailun in August 2024 after spending five years at Falken Tire in various sales roles.

The automotive industry thrives on relationships, innovation, and timely information. How do industry leaders leverage events like SEMA to strengthen their businesses and stay ahead in a rapidly evolving market?

Don Detore from Tire Business, Clint Young from Point S Tire and Auto Service, Doug Kershaw from Ferentino Tire USA, Melanie White from Hellwig Suspension Products, and Scott Bishop from Sailun Tire Americas all agree that SEMA serves as a crucial hub for networking, showcasing products, and staying informed about the latest trends. They emphasize the importance of face-to-face interactions with partners, customers, and peers from around the world. This annual event provides a unique opportunity to establish new connections, reinforce existing relationships, and gain insights into emerging technologies and market demands, all of which are vital for business growth and adaptation in the automotive sector.

On this episode of Gain Traction, join Mike Edge at SEMA, where he chats with Don, Clint, Doug, Melanie and Scott about the importance of industry relationships, the global reach of tire organizations, the role of trade shows in product showcasing, and the value of timely industry news. They discuss how SEMA facilitates networking, product launches, and staying updated on automotive trends.

• [03:48] How Tire Business breaks and expands on industry news
• [05:48] The value of SEMA as a relationship-building platform
• [07:25] The scale of Point S Tire’s operations and impact on the tire and auto industry globally 
• [09:25] How SEMA inspires with new technology and lifelong friendships
• [13:31] SEMA's role in showcasing products and building connections
• [16:13] SEMA: A week for networking and impactful meetings

• Don Detore on LinkedIn
• Tire Business
• Clint Young on LinkedIn 
• Point S Tire and Auto Service 
• Doug Kershaw on LinkedIn
• Ferentino Tire USA
• Melanie White on LinkedIn
• Hellwig Suspension Products
• Scott Bishop on LinkedIn
• Sailun Tire Americas
• SEMA Show 2024
• Mike Edge on LinkedIn
• Tread Partners

• "SEMA is important to us because we like to establish, maintain, and promote our relationships with everybody in the industry." - Don Detore
• "The owner gets to keep their name, they keep doing business as they normally would. They just get all the benefits of a much larger organization." - Clint Young
• “I just saw one guy I hadn't seen in five years. Really, really good to be back here, and I really do like the show.” - Doug Kershaw
• "SEMA is this great place that we get to show off our products. We get to connect with our customers." - Melanie White
• "Things are still bought and sold with relationships. This is a great week to be here." - Scott Bishop

1. Partner with leading industry publications: Elevate your platform by aligning with established authorities in your industry.
2. Develop a unique series of informational content: Provide your audience with specialized knowledge and keep them engaged over time.
3. Focus on relationships and networking at industry events: Facilitate new partnerships and strengthen existing connections.
4. Emphasize prompt and in-depth news reporting: Keep your audience informed and position your platform as a go-to resource.
5. Encourage innovation and showcase new products at industry shows: Highlight your progressive approach and commitment to industry advancements.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Mike Burns is the Sales Director at Independent Tire Dealers Group, a company that supports independent tire dealers across the US by providing competitive buying power and networking opportunities. Under Mike's leadership, ITDG has achieved a 40% increase in locations over the past four years, expanding to 1,174 points of sale. Originally from New Jersey, Mike's career in the tire industry began at a Pep Boys store. He now resides in Houston, Texas with his wife and four daughters.

In an industry where competition is fierce, how does one independent tire dealer stand out and thrive? What strategies can turn a set of challenges into stepping stones for growth? Is there a way to leverage collective experience and resources while maintaining one's independence?

Mike Burns, the Sales Director for the Independent Tire Dealer Group, offers insights into these questions by sharing his own journey from dishwashing at Boston Market to a leadership role in the tire industry. Through his career progression — from working at Pep Boys and Bridgestone Firestone to eventually joining ITDG — Mike underlines the importance of real-world experience, networking, and continuous learning. He emphasizes how ITDG helps independent dealers by providing a platform for growth, offering competitive programs, and fostering a network of like-minded professionals to share knowledge and support. The discussion also delves into the importance of balancing professional demands with personal growth, highlighting how skills learned in retail environments can translate to executive management.

On this episode of Gain Traction, Mike Edge talks to Mike Burns about empowering independent tire dealers. They discuss ITDG's growth strategy, the significance of next-gen initiatives, and how Mike advises and supports ITDG members. The conversation paints a vivid picture of the tire industry, emphasizing the importance of relationships, adaptability, and strategic growth. With anecdotes from his personal and professional life, Mike highlights the value of community and collaboration in a competitive market.

• [01:34] Meet Mike Burns: a voice made for radio
• [04:21] Mike’s unlikely journey from New Jersey to Texas
• [05:57] How Bridgestone shaped Mike’s future
• [17:05] Preparing future leaders in the tire industry
• [19:26] ITDG membership: listening and offering the right solutions
• [29:06] Mike’s golden rule for success: treating people right

• Mike Burns on LinkedIn
• Independent Tire Dealers Group
• Pep Boys 
• Robert Everett on LinkedIn
• Bridgestone Americas 
• Mike Edge on LinkedIn
• Tread Partners

• "You learn how to manage people. You learn how to manage your expenses. You learn how to handle customers."
• "Our mission is about enabling them to make the best possible decisions for their business."
• "Buy like you have 1,100 stores. We're like an equalizer."
• "Our story for as long as ITDG has been around is really one of growth."
• "Treat people the way that you would want to be treated, because it all comes back to you in the end."

1. Build strong industry relationships: Networking with peers and industry leaders can provide valuable insights and opportunities for growth.
2. Seek continuous education and training: Pursuing further education, such as a MBA, or engaging in industry-specific training programs can enhance leadership and business management skills.
3. Utilize technology for efficiency: Implementing technology and digital tools can streamline operations and improve customer service.
4. Embrace a customer-centric approach: Focusing on customer satisfaction and service quality can lead to business success.
5. Engage in next-generation leadership programs: Preparing the next generation to take on leadership roles ensures the continuity and success of the business.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Dustin Dobbs is the President of Dobbs Tire & Auto Centers, a family-owned business headquartered in Saint Louis, Missouri, specializing in tire and auto repair services. Under his leadership, Dobbs Tire & Auto Centers has expanded to over 50 locations across Missouri, Illinois, and Texas, continuing the legacy started by his grandfather in 1976. Dustin was immersed in the family business from a young age, instilling in him a strong work ethic and commitment to the company's culture and values. 

The automotive industry is built on a foundation of family businesses and strong work ethics. How do successful multi-generational companies maintain their culture while expanding?

According to Dustin Dobbs of Dobbs Tire & Auto Centers, the key to maintaining a strong company culture during expansion is employee empowerment. He emphasizes the importance of supporting staff, providing training, and offering opportunities for career growth. Dustin highlights unique initiatives like hand-delivering Thanksgiving turkeys, hosting company-wide events, and taking managers and their spouses on annual trips to Mexico. He maintains that these practices set them apart from larger competitors and are crucial to their success.

On this episode of Gain Traction, Mike Edge welcomes Dustin to chat about his family's business history, work ethic, and recent expansion into Texas. They discuss how to approach maintaining company culture during growth, the importance of community involvement, and strategies for empowering employees. Dustin also shares insights on partnering with private equity while preserving core values.

• [01:18] Dustin Dobbs discusses his journey in the tire industry from childhood
• [04:45] How early lessons in work ethic shaped Dustin's career
• [08:20] Dobbs Tire & Auto Centers’ expansion into Texas and future plans
• [10:35] The secret to Dobbs Tire's long standing community reputation
• [09:25] Empowering employees: The key to Dobbs Tire's success
• [13:30] The importance of maintaining company culture amidst growth
• [19:20] Insights on balancing effort and attitude for success
• [25:30] Inspiring lessons in resilience and perseverance from sports

• Dustin Dobbs 
• Dobbs Tire & Auto Centers
• Reid Parman on LinkedIn
• Big Chief Tire
• Mike Edge on LinkedIn
• Tread Partners

• "Hard work beats talent when talent doesn't work hard."
• "Dobbs isn't really a brand; it's more of a people, a culture."
• "You can control two things: your effort and your attitude."
• "Empower your people. Micromanaging hinders natural growth."
• "If you can tell me on every play I hustled and did the best I could, then you can walk off that field and feel certain."

1. Foster a strong work ethic: Cultivating a strong work ethic can lead to personal and organizational success. 
2. Empower and support your team: Allow team members to take charge and make decisions to facilitate natural growth and innovation. 
3. Maintain meaningful traditions and practices: Continuing traditions like company-wide events can strengthen team culture and loyalty.
4. Focus on training and development: Ensuring your team reaches its full potential addresses skill gaps and positions your team for long-term success and adaptability.
5. Balance tradition with growth: While pursuing expansion, maintain core cultural values and practices to maintain the essence of your organization.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Reed Parman is the President and Owner of Big Chief Tire, a company specializing in tire sales and auto services with five locations in Jacksonville, Florida. Big Chief Tire was founded in 1961, and Reed’s leadership has helped maintain its reputation for excellent customer service and long-term employee retention. Reed grew up in the tire business, starting by changing tires as a teenager, and has been instrumental in modernizing the company by implementing a digital inspection process to enhance customer transparency.

The automotive industry can be challenging for consumers to navigate, especially with the growth of large chain stores. How can a smaller business stand out and build customer loyalty?

According to Reed Parman of Big Chief Tire, transparency is key to building trust with customers. This includes using digital inspections to provide visual evidence of necessary repairs and clearly communicate the overall health of the customer's vehicle. Building relationships with customers is another important factor, which can be achieved by having tenured employees who provide consistent and reliable service.

On this episode of Gain Traction, Mike Edge talks with Reed about the history of Big Chief Tire, a family-owned business founded in 1961. He shares how his family has shaped the company's culture and values, emphasizing the importance of empowering employees and creating a family-like atmosphere. Reed discusses the challenges and rewards of running a multi-generational business and highlights Big Chief Tire's commitment to transparency and customer relationships as key differentiators in a competitive market.

• [01:55] How Reed Parman got his start in the tire business as a teenager
• [03:08] Why having the right people in the right seats is important
• [05:16] The origin of Big Chief Tire through a handshake deal
• [06:38] Reed reveals how his great-grandmother saved the family business
• [12:31] How empowerment impacts Reed's leadership style
• [15:41] Differentiating Big Chief Tire from competitors with transparency and trust
• [20:07] Transitioning from handwritten orders to a digital system
• [26:55] Reed shares a touching story of family and business resilience

• Reed Parman on LinkedIn
• Big Chief Tire 
• Jared Kugel on LinkedIn
• Tire Agent 
• Mike Edge on LinkedIn
• Tread Partners

• "It's a huge undertaking to make sure that you have the right people in the right seats."
• "When there's trust in the automotive customer relationship, it changes everything."
• "If he supports me this much, it's got to be a good idea."
• "Our goal is to develop relationships and customers for life."
• "Our people are our story."

1. Focus on talent placement: Placing the right people in the right seats can boost morale and productivity, addressing the challenge of inefficiency in operations.
2. Empower and trust employees: Empowering team members fosters innovation and confidence, which can lead to better decision-making and a strong organizational culture.
3. Prioritize transparency with customers: Implementing practices such as digital inspections can build trust with customers by differentiating from less personable competitors.
4. Recognize and retain long-serving employees: Maintaining a stable and experienced workforce can be crucial for sustaining business success and continuity.
5. Adapt and innovate tech: Streamline operations and improve accuracy, meeting the challenge of keeping up with industry advancements.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Jared Kugel is the CEO and Founder of Tire Agent, an innovative e-commerce platform revolutionizing how consumers purchase and install tires across the US. Tire Agent has been recognized as one of the fastest-growing companies, ranking #936 on the Inc. 5000 list, with Jared himself being a 2024 finalist in the New York area's Ernst & Young Entrepreneur of the Year. An expert in automotive, e-commerce, and fintech, Jared is dedicated to providing exceptional customer service and fostering strong partnerships within the tire and automotive industry.

The automotive industry is known for its tight-knit community and loyal professionals who often spend their entire careers in the field. How did one entrepreneur leverage this industry culture to build a successful e-commerce tire business from scratch?

According to Jared Kugel, Tire Agent started with a simple LinkedIn message and evolved through multiple iterations before finding its footing as an online tire retailer. Jared faced numerous challenges, including financial hardships and countless rejections from investors, but persevered through sheer determination and the support of industry connections. His journey highlights the importance of adaptability, resilience, and building solid relationships within the automotive sector.

On this episode of Gain Traction, Mike Edge welcomes Jared to discuss his entrepreneurial journey in the tire industry. They discuss Jared's background, the inception of Tire Agent, early challenges in fundraising and business development, and the company's growth into a successful e-commerce platform. Jared also shares personal anecdotes that illustrate the dedication required to launch a startup in the competitive automotive market.

• [01:54] Jared Kugel's first job and early challenges
• [02:56] Managing 15 kids versus managing 100 adults: Jared's perspective
• [03:35] The journey from family tire business to founding Tire Agent
• [07:39] Jared's LinkedIn message that led to a $750,000 investment
• [11:17] How Tire Agent pivoted multiple times before finding success
• [17:32] Crazy customer service stories
• [21:25] The comprehensive structure of Tire Agent's customer service
• [23:24] How Tire Agent partners with dealers for mutual growth

• Jared Kugel on LinkedIn 
• Tire Agent 
• Eric Gill on LinkedIn
• Gills Point S Tire & Auto Service 
• Mike Edge on LinkedIn
• Tread Partners

• "I was answering the calls on holidays, weekends, and the middle of the night. I did not celebrate a holiday or birthday; I was all in."
• "If it no longer is fun or you don't enjoy it anymore, you shouldn't be doing it — because this is something you'll do half your day."
• "You can never be happy if you never experience sadness — you appreciate the highs that much more."
• "We want to create a foundation of friendship and family when you're building a business because that's what helps grow."
• "Without customers, there is no business; if you take care of your customers, they will take care of you."

1. Personalize customer interactions: This builds a deeper connection with customers and ensures they feel valued.
2. Invest in comprehensive staff training. This will ensure that staff is knowledgeable and prepared to offer the best customer service, reduce errors, and enhance customer satisfaction.
3. Implement a dedicated post-sale support team: Creating specialized teams for post-sale support, such as warranty handling and package tracking, ensures that customers have a seamless experience even after the purchase. 
4. Leverage multi-channel customer acquisition: By partnering with platforms like Tire Agent, dealers can gain additional customers without extra marketing expenditure, thus diversifying their customer acquisition channels.
5. Regularly review and update customer service protocols:  Adapting to changing market conditions ensures the business stays responsive to customer needs.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Kermit Pridemore is Co-owner of Smoky Hill Auto Service in Aurora, Colorado, bringing years of family business experience into his own venture. Kermit's approach to business is heavily influenced by his father's lessons on identifying important priorities, championing impeccable customer service and trust-building in the automotive industry. With a keen interest in multi-store operations and staff training, he aims to expand his business while maintaining high service standards. He is also a coach, involved in peer groups and provides SWOT analyses nationwide. Kermit is dedicated to improving the reputation of auto services by focusing on genuine customer care.

The automotive service industry thrives on trust and relationships between businesses and their customers. How can auto service shops build and maintain this trust while providing exceptional service?

According to Kermit Pridemore of Smoky Hill Auto Service, building trust with customers is paramount. He emphasizes the importance of being honest, taking care of people, and offering advice without pressuring them to make immediate repairs. Kermit believes in creating a relational experience for the customer rather than a transactional one, focusing on community trust and delivering the highest level of service in the industry.

On this episode of Gain Traction, Mike Edge chats with Kermit about his family's history in the auto service industry, the story of how he met his wife, and his approach to running Smoky Hill Auto Service. They discuss the importance of soft skills in customer service, learning from successful businesses outside the automotive industry, and Kermit's plans for future expansion.

• [01:29] How Kermit Pridemore's family business legacy shapes his approach to auto service
• [02:25] Kermit's daring story about how he met his wife
• [03:36] The importance of creating lasting relationships with customers for multi-generational business success
• [04:16] Why Kermit believes community trust is the cornerstone of a successful auto service business
• [11:19] How personalizing service based on customer needs leads to business growth
• [21:12] “One more,” Kermit’s favorite motivational tactic
• [28:06] Expansion plans and the road ahead for Smoky Hill Auto Service

• Kermit Pridemore on LinkedIn 
• Smoky Hill Auto Service 
• Chris Barry on LinkedIn
• Independent Tire Dealer Group
• Mike Edge on LinkedIn
• Tread Partners

• “You start at the bottom; you work every single position in this company if you want to get to the top."
• "It's all about people. Why can't we look at what Walmart does, or what Chick-fil-A does?"
• "I'd say it is even more valuable, now that service is so much harder to find anywhere."
• "I left an outfit that had changed after it was sold because it turned into almost transactional versus relational."
• "The terminology my father uses quite often is, 'Hey guys, let's go do this. We can't screw it up any more than the people we've worked for.'"

1. Identify what is the most important task at the moment: Prioritizing tasks helps maintain focus and prevents being overwhelmed.
2. Establish trustworthiness in your business operations: Trust is the backbone of customer retention.
3. Embrace and maintain high standards across all business locations: Consistency ensures customer satisfaction and sets the stage for expansion.
4. Personalize services based on customer needs and expectations: Adapting services based on customer profiles can lead to business growth.
5. Adopt the 'one more' philosophy in daily tasks: The idea of doing 'just one more' can result in significant incremental growth over time.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Chris Barry is Vice President of Sales at Independent Tire Dealer Group. Since 1998, Chris has significantly contributed to the company's growth. He started his career selling incense door-to-door and later managed an athletic shop frequented by celebrities in Southern California. Chris transitioned into the tire industry with AKH Discount Tires, gaining comprehensive knowledge. At ITDG, he’s played a pivotal role in expanding the group from regional to nationwide, overseeing the introduction of new programs and partnerships. Chris' deep commitment to customer relationships is evident as he continues to drive sales and promote dealer success.

The automotive industry is constantly evolving, with new challenges and opportunities emerging for independent tire dealers. How can these dealers stay competitive and profitable in today's market?

According to Chris Barry of Independent Tire Dealer Group, joining a buying group can provide significant advantages. By pooling resources and purchasing power, independent dealers can access container-level pricing, exclusive manufacturer programs, and increased profit margins. Chris emphasizes the importance of market protection, collaborative relationships among members, and the "band of brothers and sisters" mentality that fosters a family-like atmosphere within the group.

On this episode of Gain Traction, Mike Edge welcomes Chris to discuss his career journey, the growth of Independent Tire Dealer Group, and the benefits of membership. They explore ITDG's expansion plans, the importance of personal relationships in business, and Chris' approach to customer service.

• [01:20] How Chris Barry got started in sales by selling incense in his neighborhood
• [03:35] Chris discusses his unique experiences, including his first job parking cars for celebrities
• [04:46] How Chris transitioned from retail management to the tire industry
• [09:57] Independent Tire Dealer Group’s beginnings and growth from $16 million to hundreds of millions
• [11:11] The regional opportunities and market protection ITDG provides its members
• [13:13] Why the strength of ITDG lies in the collaborative power of its members
• [17:44] Chris outlines the one-, three-, and five-year outlooks for ITDG's expansion
• [19:36] How ITDG focuses on member education to maximize their success
• [22:52] Chris shares a surprising personal connection to Wayne Gretzky and the NHL

• Chris Barry on LinkedIn
• Independent Tire Dealer Group 
• Darren McLea on LinkedIn 
• Logan Wilks on LinkedIn
• Mike Burns on LinkedIn
• Jason Rook on LinkedIn
• Hercules Tires
• Wayne Gretzky
• Mike Edge on LinkedIn
• Tread Partners

•  "When you’re out there selling hoops and meeting people, just kill them with kindness."
• "Treat people the way that you expect to be treated."
• "My father owned an incense company, and we didn't have a lot of money — he’d give me packs of incense and say, ‘Go sell these if you want money for baseball cards.’"
• "We knew it was Thursday nights, and me and the guys would always bring a football, playing catch, and Jim Plunkett would tell us to run routes."
• "If you work together, you accomplish a lot."

1. Embrace the “kill them with kindness” approach: Emphasizing positivity and kindness in interactions can lead to better relationships and unexpected opportunities.
2. Collaborate and share resources: Leveraging collective resources enables smaller businesses to compete more effectively via cost-saving and value creation.
3. Prioritize market protection for stability: Implementing a strategy that respects territorial boundaries establishes a fair and predictable competition field.
4. Develop versatility and deeper industry knowledge: Expanding one’s understanding of products and services enhances the ability to serve diverse customer needs effectively.
5. Cultivate a family-oriented culture in business: Building a business environment that values camaraderie and mutual support leads to a more engaged and committed team.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

David Brandenstein is the Key Account Manager at Prism Worldwide. Originally from Evansville, Indiana, David boasts a rich background in the chemical materials industry. He retired a few years ago before being lured back into the workforce by Prism. His career has been dedicated to supplying raw materials for daily-use products, leading him to pursue impactful recycling technology projects.

Mark Kinkelaar is the Chief Commercial Officer at Prism Worldwide. An Ohio native and Ohio State alumnus, Mark has had a long career in the chemical industry, with a focus on designing materials for automotive applications and green technology. Currently, he operates at the intersection of commercial and technical operations at Prism, where he is instrumental in leading the company's efforts to repurpose end-of-life tires into valuable new products.

The automotive industry is increasingly focused on sustainability efforts, including finding innovative solutions for end-of-life products. What happens to worn-down tires when they are no longer usable on vehicles, and how can they be repurposed?

According to David Brandenstein and Mark Kinkelaar of Prism Worldwide, approximately 300 million tires are disposed of annually in the US alone, equating to about 10 billion pounds of material. While many of these tires are burned or chopped up in landfills, Prism is working to reverse the vulcanization process and transform this waste into valuable raw materials. They are developing technologies to incorporate recycled tire content into new products, such as car mats, thermoplastic elastomers, and even back into new tires — effectively creating a circular economy for tire materials.

On this episode of Gain Traction, Mike Edge welcomes David and Mark to discuss tire recycling and sustainability. They explore the challenges of repurposing tire materials, innovative technologies for reversing vulcanization, and potential applications for recycled tire content in various industries, including automotive, construction, and consumer goods.

• [02:27] David Brandenstein's journey from materials supplier to tire recycling innovator
• [03:36] Mark Kinkelaar’s transition from automotive seating materials to leading the charge in tire sustainability
• [04:29] The unique process Prism Worldwide uses to repurpose end-of-life tires into new products
• [05:17] Challenges faced with recycling tires due to the vulcanization process
• [06:28] How a single used tire can be turned into multiple useful products
• [12:18] Opportunities for dealers to brand and sell sustainable car mats
• [18:29] How Prism stays committed to the "green without the green premium" philosophy
• [25:51] The importance and personal significance of contributing to a sustainable future

• David Brandenstein on LinkedIn 
• Mark Kinkelaar on LinkedIn 
• Prism Worldwide
• Bob Abramowitz on LinkedIn
• WeatherTech
• US Tire Manufacturers Association
• Mike Edge on LinkedIn
• Tread Partners

• "The secret to doing it is you have to reverse the polymerization, and that's something that's over 100 years in the making." - Mark Kinkelaar.
• "There are two kinds of people — those who are takers and those who try to make the world a better place." - David Brandenstein.
• "It's green without the green premium; that's the key." - David Brandenstein.
• "We're solving some pretty big problems in a lot of different ways." - Mark Kinkelaar.

1. Support sustainable products: this encourages manufacturers to follow green practices, reducing environmental impact.
2. Encourage transparency. This will pressure companies to improve their sustainability efforts and can boost the demand for recycled materials in new products.
3. Collaborate for sustainability: Collaboration can scale the use of sustainable materials, significantly reducing waste.
4. Educate on what’s possible: education helps build consumer confidence in recycled products, driving market demand and inspiring further innovation.
5. Practice daily sustainability. Individual action can inspire others, creating a collective effort that can have a significant positive environmental impact.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Eric Gill is the President and CEO of Gills Point S Tire & Auto Service. A seasoned entrepreneur, Eric masterminded the expansion of Gills Point S Tire & Auto Service from a solitary tire store to 71 locations across 24 years. His background includes a marketing and accounting degree, state tax return filing for Weyerhaeuser’s corporate department and an impactful tenure as a manager for Target stores. At a young age, Eric pivoted to the tire industry through a merger that set the stage for his current success.

The tire and auto industry constantly evolves, with businesses needing to adapt and grow to remain competitive. How do some companies manage to expand from a single location to a large chain in this dynamic environment?

According to Eric Gill of Gills Point S Tire & Auto Service, the secret to his business’s growth lies in focusing on people and seizing opportunities. He emphasizes the importance of recognizing and nurturing talent from within, which allows for organic expansion by promoting capable individuals to managerial positions. Additionally, strategic partnerships and acquisitions, such as purchasing stores from retiring owners, have expanded the business while maintaining a strong team culture. This approach has enabled Eric to grow his business from a single store to a network of 71 locations over 24 years.

On this episode of Gain Traction, Mike Edge welcomes Eric to discuss his journey from managing a single tire store to overseeing a network of 71 locations. The conversation touches on Eric’s initial steps in the industry and his strategic approach to growth. They also explore the importance of company culture, mentorship, and the challenges of managing a rapidly expanding business. Eric shares how collaboration and shared values have been instrumental in his success in the tire industry.

• [00:03] Eric Gill details his transition from filing tax returns to steering a multi-location tire business
• [02:32] How Eric’s early family ties to the tire industry influenced his career
• [03:03] The valuable management and retail skills Eric honed working at Target
• [05:12] Eric’s strategic approach to business growth and acquisition
• [10:43] The importance of creating opportunities for employees within an expanding organization
• [16:47] How Point S Tire’s co-op model benefits independent tire dealers
• [23:34] The unconventional path to corporate growth and the down-to-earth moments that keep the tire business real

• Eric Gill on LinkedIn
• Gills Point S Tire & Auto Service
• Craig Bruneel on LinkedIn
• Phil Wick 
• Les Schwab 
• Nick Fox on LinkedIn 
• Northwest Retreaders
• Weyerhaeuser
• Nokian Tyres
• Mike Edge on LinkedIn
• Tread Partners

• “If you look back at the end of the day, week, or year, it’s amazing how much stuff we do right.”
• “The door is always open, but I want everyone to find their own path.”
• “Enjoy all of it — enjoy that journey and create fun memories for everyone that’s around you.”
• “Our focus is just making it fun and enjoying what we’re doing.”
• “Once you take that leap of faith, the next steps aren’t so scary.”

1. Seek out seasoned professionals who can serve as mentors to learn from their wisdom and experience: This exposes you to invaluable insights and shortcuts which can help you avoid common pitfalls and achieve your goals more efficiently.
2. Embrace a people-first approach to business, investing in relationships with both employees and customers: Strong relationships build loyalty and create a collaborative environment that can drive sustainable growth.
3. Cultivate adaptability and a willingness to step outside your comfort zone, just as Eric transitioned from the corporate retail world to the tire industry: Being open to change can present unexpected opportunities that spark significant development in your career or business.
4. Leverage your experience from other industries, applying those principles to build a successful model in a new field: Eric’s retail expertise from Target enabled him to create an effective business and growth strategy for his tire stores.
5. Identify and focus on your strengths while delegating tasks that are outside your expertise: Recognizing your strong suits and trusting others with tasks they are skilled at can improve your business efficiency and performance.

Brandon Tracey is the President and Co-owner of Bay Area Point S Tire & Auto Service, which he started working for at the age of 16, initially sweeping floors at Yingling Tire Service before it was acquired by Bay Area. Under his leadership, Bay Area Point S grew and became part of the Point S network, significantly expanding its buying power and industry influence. Brandon's success is built on a foundation of customer care and employee respect, values instilled in him from early mentors in the industry. He leads with a vision that prioritizes quality customer interactions over mere pricing competition. Brandon’s motivational leadership style mirrors the proactive spirit he's fostered throughout his career.

The tire and auto repair industry faces a significant challenge with the low expectations customers have regarding service quality. How can businesses in this sector elevate their customer service to exceed these expectations and foster lasting relationships?

According to Brandon Tracey of Bay Area Point S Tire & Auto Service, the key to addressing this issue lies in adopting a customer-centric approach that emphasizes hospitality and consistent communication. He suggests that businesses should focus on treating customers with respect and gratitude, ensuring they feel valued for choosing their services. By prioritizing customer satisfaction, maintaining open lines of communication, and leveraging tools like Google reviews to gauge and improve service quality, businesses can effectively raise the bar in an industry where customer service expectations are traditionally low.

On this episode of Gain Traction, Brandon joins Mike Edge to discuss his journey from sweeping floors at Yingling Tire Service to becoming the co-owning Bay Area Point S Tire & Auto Service. They explore the importance of mentorship, the value of trade schools, and strategies for finding and nurturing talent within the industry. Brandon shares insights on transforming customer service expectations and emphasizes the significance of a hospitality-driven approach in tire and auto repair.

• [1:29] How Retread, a program by Tread Partners, contributes positively to customer returns and business relationships
• [3:43] Brandon Tracey shares his journey from a floor sweeper to General Manager to Co-owner and President
• [6:35] The value of treating employees and customers well and how it impacts on business growth
• [7:56] How Brian's hands-on experience in various roles contributes to his understanding and leadership of the business
• [19:14] Why Bay Area joined Point S and how the network has provided an advantage to compete in the market
• [23:49] How Brandon’s personal taste in movies reflects his interest in history and leadership
• [24:43] The importance of customer service and the principle of setting fair prices in the auto service industry
• [26:35] Why employee autonomy and creativity contributes to better business outcomes

• Brandon Tracey on LinkedIn 
• Bay Area Point S Tire & Auto Service 
• Craig Bruneel on LinkedIn
• Bruneel Point S Tire & Auto Service
• Seth Sands on LinkedIn
• Goodturn Tire & Auto 
• Mike Edge on LinkedIn
• Tread Partners

1. "I think a lot of people sometimes don't take that chance — that opportunity to learn from people, to take everything in.”
2. "You can teach people tires, you can teach people everything about them, but you can't teach that work ethic."
3. "We can be seven locations in Maryland, but we have the power of over 350 Point S dealers in the US."
4. "Customers today are definitely different. They're all worried about, 'Are they going to call me when it's done? Are they going to keep me informed'?"
5. "If they write me a big fat check, the least I can do is try to make them laugh today and walk them to their car."

1. Prioritize customer service: Improving interactions and communication with customers can set your business apart, as satisfaction often outranks pricing concerns.
2. Learn from industry veterans: Aspiring leaders can seek mentorship and absorb wisdom from established business figures for long-term career advancement.
3. Embrace strategic partnerships: Joining networks like Point S can amplify your market presence and fortify your operational capabilities.
4. Nurture employee autonomy: Granting team members the freedom to innovate can yield superior strategies and forge a stronger, more adaptable organization.
5. Reinforce the value of work ethic: Recognize that beyond skills, cultivating a strong work ethic in employees is fundamental to delivering the exemplary service your customers deserve.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Seth Sands is the Co-CEO of Good Turn Tire & Auto, a company with a portfolio of 14 brands and 35 locations across four states, including Florida, North Carolina, Virginia, and Michigan. With an early career in finance, investment banking, and private equity, Seth shifted gears to focus on family- and founder-owned businesses. He and his partner leveraged their financial expertise to fill a gap in the tire and auto space by utilizing technology and customer-centricity to grow Good Turn Tire & Auto into a substantial platform.

The tire and auto repair industry is undergoing significant changes as businesses adapt to new technologies and customer expectations. How can companies in this sector enhance their growth by focusing on technology and customer experience?

According to Seth Sands from Good Turn Tire & Auto, the key to success in the tire and auto repair industry is leveraging technology to provide a superior customer experience while maintaining a strong focus on both employees and customers. Seth notes that the industry has traditionally been fragmented and has suffered from a lack of scalable technology solutions, which has contributed to a negative reputation. By addressing these challenges, his company has been able to expand from three to 35 locations across four states. Their strategy involves preserving the local brand identity of acquired shops while offering essential support in areas like financial management, marketing, and recruitment, thus enabling these businesses to thrive.

On this episode of Gain Traction, Mike Edge welcomes Seth to discuss the intricacies of the tire and auto repair industry. They explore maintaining local brand identities, managing front and back shop operations, and the importance of customer service. Seth shares his journey from finance to the auto industry, emphasizing empathy and honesty in customer interactions. The conversation also covers market expansion strategies and the importance of succession planning for business owners.

• [1:44] How Seth Sands' journey took him from finance to the fragmented tire and auto industry
• [3:46] The “platform” approach that allows local auto brands to thrive under Good Turn's umbrella
• [5:25] Why preserving local brand names can be key to retaining customer loyalty
• [7:40] Good Turn's strategy for geographic expansion and market density
• [9:28] The importance of differentiating the front shop from the back shop to optimize customer experience
• [12:07] How a consumerization focus is changing auto shop customer service expectations
• [18:15] Insights into employee empowerment and open communication with management
• [20:47] Seth discusses his hobbies, including fishing and flying airplanes

• Seth Sands on LinkedIn
• Good Turn Tire & Auto
• James O'Reilly on LinkedIn
• Trail Tire
• Mavis Tires & Brakes
• Tire Choice
• Mike Edge on LinkedIn
• Tread Partners

1. "It's not price, at the end of the day, that people generally care about; it's the experience and how they are treated."
2. "The hardest thing we can do, or we try to avoid, is to enter a market and get stuck with one or two locations."
3. "If there's some reason I need to understand something technical, we've got a lot of people that can dumb it down to a way that I can understand."
4. "The only thing you have is your name and your word — make sure you approach business from doing the right thing."
5. "Ultimately, it's going to work out. As long as everyone knows that there's this, we're all playing by the same rules of the road."

1. Focus on customer experience in every aspect of your business: It creates loyalty and differentiates your offerings.
2. Prioritize honesty and integrity in all internal and external dealings: This creates trust and builds a solid reputation.
3. Optimize the alignment between front-end and back-end operations of your business: Strengthening communication between customer-facing employees and technical staff is essential for seamless service delivery.
4. Develop a clear succession plan or exit strategy long before it's needed: Proactive planning prevents haste and helps maximize value.
5. Embrace technology and innovative practices to stay competitive: Adopting new technologies enhances customer engagement and business efficiency.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

James O'Reilly, the Vice President of Trail Tire, is a second-generation tire industry professional with 23 years of experience. With much of his career spent in wholesale, James has navigated the industry waters, inheriting his passion for the business from his father, who clocked in 43 years. He played competitive golf with dreams of turning pro but found his true calling in the tire industry. James has been instrumental in Trail Tire's growth, overseeing the expansion to 63 stores and the addition of a digital e-commerce division. His leadership style emphasizes relationships, strategic partnerships, and adapting to change, which have been integral to Trail Tire's success in Western Canada.

The tire industry in Western Canada is a dynamic and evolving market. How does one company navigate growth and expansion in this competitive landscape?

According to James O'Reilly of Trail Tires, the company has experienced significant growth since its inception in 2019, expanding from six corporate stores to 63 stores across Western Canada. This growth has been achieved through a combination of strategies: acquiring existing businesses, partnerships with existing dealers, forming relationships with established dealers, and organic expansion.

On this episode of Gain Traction, James joins Mike Edge to chat about his journey in the tire industry, Trail Tire's growth strategy, the importance of relationships in business, and the company's approach to balancing corporate and associate stores. They also discuss Trail Tire's brand portfolio, their commitment to supporting their dealers, and James' personal insights on leadership and self-improvement.

• [1:47] James O’Reilly's transition from the golf pro dream to tire industry leader
• [3:47] Why effective sales techniques are vital in the tire business
• [6:40] The expansion strategy that aligns Trail Tire's growth with market demands
• [10:34] The role of a balanced product portfolio in Trail Tire's success
• [16:08] How Trail Tire cultivates trust and community among its dealers
• [20:07] Books James has found valuable for self-improvement
• [23:00] James’ movie recommendation for all entrepreneurs

• James O’Reilly on LinkedIn 
• Trail Tire
• Mike Graber on LinkedIn
• Green Lights by Matthew McConaughey
• Ray Kroc
• Mike Edge on LinkedIn
• Tread Partners

• "I liked the people — I had a ton of guys I looked up to in the business that were a little bit older than me, that had successful careers."
• "When you look back on the relationships, they're the biggest thing."
• "We grow as the business allows us to grow, ensuring it makes sense with our strategy and supports our dealers."
• "The last thing you want to do is sign somebody on board and then suddenly, you buy a store within their area."
• "It's all tied into the partnership, we're really lucky with the dealers we have."

1. Focus on building strong relationships within your industry. Relationships can become the backbone of business sustainability and opportunities for growth.
2. Be open to change and diversification within your business strategy. Flexibility in business practices allows for adaptation to market changes and can lead to profitability.
3. Develop a carefully curated product portfolio that aligns with your business's strategic goals. A focused selection can streamline operations and enhance brand strength.
4. Cultivate long-term partnerships by prioritizing trust and clear communication. Building lasting connections with associates can bring stability and foster a community-driven business model.
5. Invest in continuous learning and self-improvement, both personally and professionally. Embracing knowledge and new perspectives can fuel innovation and personal growth, ultimately benefiting leadership and business development.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Craig Bruneel is the Owner of Bruneel Point S Tire & Service, which operates 13 shops across Idaho, and holds the position of Chairman of the Board of Point S Tire & Service. Craig's tenure in the tire and auto service industry began in childhood, where his early exposure to the family business instilled a passion for entrepreneurship and service. His experience encompasses every aspect of the tire business, from creating swim tubes for sale as a young entrepreneur to expanding his family's legacy through the adoption of the Point S co-op model. Craig's leadership has propelled not only his own shops, but also the growth of Point S across the nation.

The tire industry has a rich history of entrepreneurship and family-owned businesses. How can a family-owned tire business thrive across multiple generations?

According to Craig Bruneel of Bruneel Point S Tire & Service, the key to their success lies in hard work, innovative business practices, and a willingness to adapt and take risks. Craig shares how his father started in the tire industry and grew the business despite numerous challenges, emphasizing the importance of resilience and entrepreneurial spirit. He also discusses the value of learning from every experience, whether it's dealing with partnerships, navigating non-compete agreements, or managing a unionized workforce.

On this episode of Gain Traction, Craig joins Mike Edge to chat about the importance of customer service, the evolution of the tire industry, and the role of family in business. Craig discusses maintaining a competitive edge, the significance of community involvement, and the benefits of continuous learning and adaptation in a rapidly changing market. Whether you're an aspiring entrepreneur or a seasoned business owner, Craig offers advice and inspiration for achieving long-term success.

• [2:27] Craig Bruneel shares the story of his great-grandfather's immigration from Belgium to Idaho during World War I
• [10:23] How Craig’s father resolved a business partnership dispute by flipping a coin
• [10:30] How Craig's father managed to start his own tire business while facing a 250-mile non-compete clause
• [14:31] Why Craig decided to pursue a college degree despite planning to take over the family business right away
• [18:37] The similarities between running a landscaping business and a tire business
• [20:10] The impact of Craig’s father’s involvement in the Idaho legislature on his own role in the family business
• [20:29] The importance of competition, efficiencies, and industry changes in running a successful business
• [21:06] Future plans for Point S, including national expansion

• Craig Bruneel on LinkedIn
• Mike Edge on LinkedIn
• Bruneel Point S Tire & Service
• Tread Partners

1. "My dad was kind of a farm boy, and he decided he wanted to be in his own tire business."
2. "An owner of a business has partners if they either don't have any money or don't have any guts."
3. "Business is business — the same principles apply to us in our little landscaping business."
4. "Never make a deal that you wouldn't want to be on the other side of."
5. "If everybody's goal is to solve a problem, to sell a product, to buy a product, those goals stay congruent."

1. Embrace your background to inform your business approach: understanding your roots can provide unique perspectives and strengths.
2. Execute fair business practices by ensuring mutually beneficial transactions: integrity in deals fosters long-term relationships and respect in the industry.
3. Consider the benefits of cooperative models to bolster your independent business: joining a co-op can provide the support and competitive edge needed for market success.
4. Continuously learn and adapt, allowing personal growth to impact professional progression: education can broaden your skill set and increase your effectiveness as a leader.
5. Balance professional drive with personal fulfillment: cultivating hobbies and spending time with family enhances overall well-being.

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email info@treadpartners.com to learn more.