Why Tire Business Became the Trusted Voice of an Entire Industry with Bruce Davis of Tire Business
Episode 190
Wednesday, August 20, 2025 • Duration 31:06
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
“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.”
Action Steps:
Maintain the rigor of a business journal, even in a niche industry.
Track and publish industry data consistently to become the go-to source.
Build credibility by connecting with all segments of your industry; manufacturers, distributors, and retailers.
Preserve historical context; it strengthens your authority over time.
Adapt to digital trends without abandoning the formats your audience still values.
Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire
Episode 189
Wednesday, August 13, 2025 • Duration 25:38
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn: Resources mentioned in this episode: Quotable Moments: Action Steps:
How a Farmer Turned a Small Tire Shop into a $26M Business
Episode 188
Wednesday, August 6, 2025 • Duration 26:25
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
The Council That’s Quietly Shaping the Future of the Auto Industry
Episode 187
Wednesday, July 30, 2025 • Duration 17:47
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.
In this episode…
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.
What You’ll Learn in This Episode
[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
Resources mentioned in this episode: Why Join an Automotive Industry Council? Quotable Moments Action Steps:
Employee Ownership and Rural Market Success With Adrian Rodriguez of Commercial Tire
Episode 186
Wednesday, July 23, 2025 • Duration 27:42
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
Resources mentioned in this episode: Quotable Moments: Action Steps: Sponsor for this episode...
Marketing Strategies To Boost Bay Traffic With Joe Schafranek of Tread Partners
Episode 185
Wednesday, July 16, 2025 • Duration 24:08
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
Resources mentioned in this episode: Quotable Moments Action Steps Sponsor for this episode...
An Open and Honest Approach to Marketing With Dan Kahn of Kahn Media
Episode 184
Wednesday, July 9, 2025 • Duration 33:16
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
Resources mentioned in this episode: Quotable Moments: Action Steps: Sponsor for this episode...
Legacy and Innovation With Dennis Feldman, Keleyah Miller and Justin Pursell of ITDG Next Gen
Episode 183
Wednesday, July 2, 2025 • Duration 24:17
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn: Resources mentioned in this episode: Quotable Moments Action Steps Sponsor for this episode...
Secrets to Scaling Your Auto Service Business With Joe Tomarchio Jr. of FOCUS Investment Banking
Episode 182
Wednesday, June 25, 2025 • Duration 31:59
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
Resources mentioned in this episode: Quotable Moments: Action Steps: Sponsor for this episode...
Driving Success as a Family Business With Steven and Susan Moss of Wilson Tire Pros and Automotive
Episode 181
Wednesday, June 18, 2025 • Duration 36:57
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.
In this episode…
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.
Here’s a glimpse of what you’ll learn:
[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
Resources mentioned in this episode: Quotable Moments: Action Steps: Sponsor for this episode...
[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
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