Episodios

  • Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire

    Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire
    Aug 13 2025
    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: [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 Resources mentioned in this episode: 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/ Quotable Moments: “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.” Action Steps: Audit your customer journey: Identify pain points and friction that impact the service experience. Create a consistent brand presence: Make sure your stores and team reflect trust and professionalism. Empower your team: Train staff to act as trusted advisors, not just salespeople. Double down on local reputation: Be present in the community, people notice and remember. Apply the “surprise and delight” principle: Build loyalty by going beyond what’s expected.
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    26 m
  • How a Farmer Turned a Small Tire Shop into a $26M Business

    How a Farmer Turned a Small Tire Shop into a $26M Business
    Aug 6 2025

    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
    • [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

    Resources mentioned in this episode:

    • 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/

    Quotable Moments:

    • “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.”

    Action Steps:

    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.
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    26 m
  • The Council That’s Quietly Shaping the Future of the Auto Industry

    The Council That’s Quietly Shaping the Future of the Auto Industry
    Jul 30 2025
    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: 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-marketSEMA 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/ Why Join an Automotive Industry Council? 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 trendsNetworking with top leaders from SEMA, MIMA, and major aftermarket playersTools that improve service accuracy like fitment charts and torque spec guidelinesExclusive access to Detroit Garage and SEMA Data resourcesBrand 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. Quotable Moments “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.” Action Steps: Visit Gain Traction’s WTSBC Page to find the direct council link and learn more.Apply for membership via the SEMA Council Portal, it takes just a few clicks.Leverage your membership by downloading fitment guides, attending council meetings, and volunteering on task forces.Connect with other leaders like Mike Lusso and your regional reps to maximize industry relationships.Promote your involvement on your website, social media, and customer channels, it boosts credibility.
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    18 m
  • Employee Ownership and Rural Market Success With Adrian Rodriguez of Commercial Tire

    Employee Ownership and Rural Market Success With Adrian Rodriguez of Commercial Tire
    Jul 23 2025
    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[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 Resources mentioned in this episode: Adrian Rodriguez on LinkedIn Commercial Tire Dan Kahn on LinkedInKahn Media Mike Edge on LinkedInTread Partners Quotable Moments: “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.” Action Steps: Create a culture of ownership: Encourage every team member to identify ways they can improve efficiency daily.Use visual tools for sales enablement: Leverage video cards or segmented brochures for tailored B2B outreach.Build wealth locally: Adopt models that allow profits to return to employees and the communities they serve.Embrace marketing playfulness: Use creative, localized campaigns to connect with new markets despite brand name challenges.Lead with mantras: Choose a powerful phrase that reflects your culture and let it guide decision-making. Sponsor for this episode... 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.
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    28 m
  • Marketing Strategies To Boost Bay Traffic With Joe Schafranek of Tread Partners

    Marketing Strategies To Boost Bay Traffic With Joe Schafranek of Tread Partners
    Jul 16 2025
    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[19:58] What excites Joe most about working in marketing for tire dealers? Resources mentioned in this episode: Joe Schafranek on LinkedIn Tread PartnersBAIC GlobalTJ White on LinkedInTire SourceMike Edge on LinkedIn Quotable Moments "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." Action Steps Rethink how you measure marketing ROI: Focus on car count and specific service conversions, not just traffic or impressions.Run local Facebook ads to test promotions: Try low-cost campaigns targeting service-specific offers to boost visibility and appointments.Invest in transparency with your marketing team: Share performance data both ways — ad results and in-shop execution.Use digital tools to track campaign effectiveness: Leverage reporting that ties ads to phone calls, form fills, and actual sales.Target new customer acquisition regularly: Offset the average 15% annual shrinkage by always growing your base strategically. Sponsor for this episode... 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.
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    24 m
  • An Open and Honest Approach to Marketing With Dan Kahn of Kahn Media

    An Open and Honest Approach to Marketing With Dan Kahn of Kahn Media
    Jul 9 2025
    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: Dan Kahn Website | LinkedInKahn MediaThe New Rules of the Road by Dan Kahn Mike Spagnola on LinkedInSEMAMike Edge on LinkedInTread Partners Quotable Moments: "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." Action Steps: Adopt a transparency-first mindset: Build trust with customers by openly sharing your process, costs, and updates.Stop selling, start educating: Empower your audience with knowledge rather than pressure them with sales pitches.Commit to consistent business development: Avoid complacency by always nurturing your pipeline, no matter how busy you are.Engage in community marketing: Sponsor local events and be present — authenticity creates brand resilience.Turn mistakes into loyalty builders: Admit errors quickly, provide solutions, and use failures to deepen relationships. Sponsor for this episode... 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.
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    33 m
  • Legacy and Innovation With Dennis Feldman, Keleyah Miller and Justin Pursell of ITDG Next Gen

    Legacy and Innovation With Dennis Feldman, Keleyah Miller and Justin Pursell of ITDG Next Gen
    Jul 2 2025
    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: [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 Resources mentioned in this episode: Justin Pursell on LinkedInPerformance Plus TireMainstreet Tire USABergey’s Tire & Auto Service CentersIndependent Tire Dealers GroupMike Edge on LinkedInTread Partners Quotable Moments “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 Action Steps Evaluate your leadership transition plan: Identify next-gen leaders in your organization and outline how to involve them in long-term strategy.Join a collaborative group: Gain access to networking, vendor partnerships, and growth opportunities without losing your brand identity.Modernize your systems: Consider upgrading legacy point-of-sale or e-commerce platforms to stay competitive and efficient.Foster legacy and connection: Build a company culture where both family members and long-term employees feel deeply valued.Attend industry conferences: Engage with peers, vendors, and leaders through events like ITDG’s annual conference to stay informed and inspired. Sponsor for this episode... 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.
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    24 m
  • Secrets to Scaling Your Auto Service Business With Joe Tomarchio Jr. of FOCUS Investment Banking

    Secrets to Scaling Your Auto Service Business With Joe Tomarchio Jr. of FOCUS Investment Banking
    Jun 25 2025
    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[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 Resources mentioned in this episode: Joe Tomarchio Jr. on LinkedInFOCUS Investment Banking Richard Balan on LinkedInRaven Truck AccessoriesRobert Gross obituary Mike Edge on LinkedInTread Partners Quotable Moments: “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?” Action Steps: Raise your labor rates now: Don’t wait for inventory to turn — adjust pricing as soon as costs increase.Invest in your team: Pay above market rate to attract and retain top technicians and managers.Screen for character, not just skill: Use the four pillars — attitude, enthusiasm, work ethic, and moral compass — as your hiring filter.Empower store managers: Give them financial autonomy to resolve customer issues quickly and effectively.Lead from the field: Spend time in your stores to connect with employees and understand operational challenges firsthand. Sponsor for this episode... 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.
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    32 m