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Gain Traction

Gain Traction

De: Mike Edge
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The Gain Traction Podcast features top tire and auto repair professionals, shop owners, industry executives, and thought leaders.© 2025, All Rights Reserved. Gain Traction Podcast. Economía Gestión Gestión y Liderazgo Liderazgo
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
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