Gain Traction Neal Maier and Mike Edge

Chris Garman, Vice President of Business Development at Sun Auto Tire & Service, built up his family's auto service business from three to nine stores before selling to Sun Auto in 2019. He leads the company's mergers and acquisitions, significantly expanding its footprint.
Tommy Gaynor, Director of Mergers and Acquisitions at Sun Auto, joined the company after acquiring his family's successful auto repair shops. With a history in 20 groups and a deep understanding of the industry, Tommy works closely with Chris to grow Sun Auto across various markets. Together, they share a passion for auto service excellence and helping business owners transition smoothly through acquisition.
In this episode… Are you an auto service business owner mulling over an exit strategy but wondering if you're "big enough" for acquisition? Is there a strategy that guarantees the continuity of your legacy and provides growth opportunities for your team? Could you envision a future where your hard work pays off for everyone involved?
According to Tommy Gaynor and Chris Garman of Sun Auto Tire & Service, there are significant opportunities for owners of single stores and small chains to sell their businesses to larger companies like Sun Auto. They emphasize that while major acquisitions often make headlines, they are equally interested in purchasing individual stores or smaller groups, especially if they have strong teams. Chris and Tommy stress the importance of having an exit strategy and encourage owners to start thinking about preparing their businesses for sale well in advance, even if they're not ready to sell immediately. They also highlight the value of retaining existing teams during acquisitions, viewing the employees as a crucial asset.
On this episode of Gain Traction, Chris and Tommy join host Mike Edge to delve into the intriguing world of business acquisitions within the auto service industry. They discuss their journeys from running family-owned shops to becoming drivers of Sun Auto's dynamic expansion, helping owners navigate the exit process. With a people-first strategy and a track record of employee growth and retention, Chris and Tommy highlight the win-win scenarios they strive to create in every deal.
Here’s a glimpse of what you’ll learn:  [1:49] The origin stories of Chris Garman and Tommy Gaynor in the auto service industry [4:37] The process of selling an auto service business to Sun Auto [5:17] Chris Garman's transition from architecture management to leading a family auto business and beyond [8:13] The internal culture of Sun Auto and its approach to business acquisitions [10:48] Why showing gratitude and appreciation can pivot your business culture [19:22] How Sun Auto views the private equity sponsorship's role in company growth [22:45] The value of quality over quantity in acquisitions [29:00] An important experience that changed the way Tommy did business Resources mentioned in this episode: Chris Garman on LinkedIn Tommy Gaynor on LinkedIn Sun Auto Tire & Service Mike Edge on LinkedIn Tread Partners Websites: treadpartners.com tractionsummit.com Quotable Moments: "We're just trying to build a great company, and that's the bottom line." - Chris Garman "You can raise the attitude with gratitude." - Tommy Gaynor "All of our managers, all of our tenured service advisors, all the master technicians, all still work there." - Tommy Gaynor "The biggest thing they get is opportunity." - Chris Garman "The people that work for them are super valuable; they understand that they've put great people in great positions to be successful." - Chris Garman Action Steps: Develop Your Exit Strategy Early: Reflect on your current business and create a roadmap for future transitions. It's important to plan ahead; knowing your endgame ensures continuity and opens opportunities for your team. Create a Culture of Gratitude: Integrate genuine appreciation into your leadership style to foster a positive environment. Dem

Mike Graber is the President and CEO of Toyo Tires, a role he has embraced with vigor since joining the company in 2013. With a foundation in truck part sales and an eight-year tenure in various roles at Michelin, Mike's experience spans across the industry from sales to product development. In addition to a passionate commitment to product quality and customer engagement, Mike’s leadership reflects his belief in the significant role genuine relationships and people play in the success of the tire industry.  
In this episode… Have you ever considered how the leaders in the tire industry keep their wheels spinning in the right direction? The right blend of leadership, innovation, and community engagement can turn any company into an industry powerhouse. But how does one navigate the intricate paths that lead to success in such a competitive market?
Seasoned tire industry professional Mike Graber of Toyo Tires explores the heart of what makes a leader effective in the tire industry. Highlighting Toyo Tire's reputation for high-quality products, Mike shares key strategies for customer re-engagement, emphasizing the role of a passionate team in fostering a high-energy corporate environment. With a career encompassing various roles, his story is a blueprint for embracing change and leveraging partnerships to enhance brand visibility.
In this episode of Gain Traction, Mike Edge chats with Mike Graber, the President and CEO of Toyo Tires, about nurturing leadership and growing a quality-centric brand. Mike provides an insider's look into Toyo Tire’s approach to innovation, such as developing an EV tire and enhancing wet traction performance. He also delves into the value of humbly learning from industry role models, balancing a genuine management style, and the symbolic parallels between golfing and leadership.
Here’s a glimpse of what you’ll learn: [4:26] Mike Graber’s fascinating background and rise to leadership in the tire industry [7:53] The significance of people and sincerity in the tire industry's success and innovation [14:14] How Toyo Tires builds its high-energy environment and cultivates customer loyalty [17:40] Insight into Toyo Tires' passionate community culture and impactful social media strategies [21:30] How partnerships, like the one with UFC, enhance brand loyalty and showcase products [28:02] The importance of authenticity in leadership and the pursuit of personal interests for growth Resources mentioned in this episode: Mike Graber on LinkedIn  Toyo Tires   Mike Edge on LinkedIn Tread Partners Robert “Sonny” McDonald on LinkedIn Stan Chen on LinkedIn  Companies: Michelin Websites: SEMA Quotable Moments: "It's not just about the tires; it's the people behind them that drive our success." "Returning to Toyo was like coming back home — the industry's genuineness was always the draw for me." "We're not just selling tires; we're building a community, a brotherhood among our customers." "Innovation is key, but without a passionate team, the wheels don't turn as smoothly." "Golf has taught me life lessons that I apply to my leadership style — strategy over power, always." Action Steps: Engage with your customer base on a personal level: Mike's success with Toyo highlights how genuine customer interaction can improve brand loyalty. Innovate continuously to meet emerging market needs: Toyo's development of new products, like an EV tire, demonstrates the importance of staying ahead in technology trends. Encourage a company culture of passion and teamwork: Toyo's energetic environment at SEMA is a testament to the effectiveness of a collaborative and enthusiastic team. Build strategic partnerships to expand brand visibility: The partnership with UFC underscores the power of well-aligned collaborations for broader exposure. Cultivate both leadership abilities and personal interests: Mike's approach to authentic leadership and embracing hobbies, like golf, points to the need for a

Joe Inchiostro is the Owner and CEO of St. Louis Wholesale Tire. His cousin, John Inchiostro, is Operations Manager. The company is renowned for providing hard-to-find tires and other specialty products in the automotive industry. Their fathers founded St. Louis Wholesale Tire, which started in their living room and eventually grew into an enterprise serving a national customer base. Together, Joe and John have expanded the company's offerings, introducing their own AIRLOC brand inner tubes and positioning St. Louis Wholesale Tire as a silent partner to wholesalers needing unique tire solutions.
In this episode… The story of St. Louis Wholesale Tire is a true testament to the American dream; two brothers steered their business from brokering tires out of their father's living room to leading a tire industry empire. How did these two brothers manage to create a culture that prioritizes people over profits, fostering a sense of belonging that transcends the boundaries of a traditional workplace?
According to cousins Joe and John Inchiostro, the secret to St. Louis Wholesale Tire's success lies in the unbreakable bond between the founders and their commitment to treating employees like family. From the very beginning, their fathers — who are the founding brothers — instilled a philosophy of putting relationships first, understanding that money comes and goes, but the connections they forge are invaluable. This mindset permeates every aspect of the business, creating an environment where employees feel supported and valued. Whether it's accommodating family emergencies or celebrating personal milestones, the company's leadership recognizes that a happy and fulfilled workforce is the key to long-term prosperity. 
In this episode of Gain Traction, Joe and John talk with host Mike Edge about the evolution and modernization of the family tire business. They reveal how they managed to reinvent their business repeatedly to stay ahead of market trends. The cousins emphasize relationships over profits, exceptional service, and the unique products that set them apart. They discuss their approach to customer service, the significance of offering a broad product range, and strategic partnerships with geographic distributors.
Here’s a glimpse of what you’ll learn:   [01:52] How St. Louis Wholesale Tire began as a true American success story [10:28] The inception of the AIRLOC brand and how it became pivotal for business growth [13:27] Strategies St. Louis Wholesale Tire employed to navigate industry changes [15:45] The importance of responding to customer demands with innovative solutions [17:59] How the ATV Tire Bible came to be a testament to the company's market adaptability [23:20] The services and support offered by St. Louis Wholesale to other wholesalers [28:10] How Joe and John Inchiostro embody the philosophy of "time and pressure" in business growth Resources mentioned in this episode: Joe Inchiostro on LinkedIn John Inchiostro on LinkedIn St. Louis Wholesale Tire  Mike Edge on LinkedIn Tread Partners Companies: Goodyear Tires MOOG Automotive Tire Mart Websites: Traction Summit Quotable Moments: "I really feel like it's a true American success story of taking everything you’ve got, taking a shot at it, and you're all in." "Pressure and time. One small move a day, one good decision. Over the course of a year, you will move mountains." "We want the employees to feel like they're part of our family. Handle your own troubles; we'll handle ours. We're here for each other." "We try to go above and beyond just the sale of the tire and provide convenience, service, and quality. Really, value is what we're trying to provide." "If there's something wrong, we'll make it right. We're not worried about that tire. It's the relationship. We want to build trust." Action Steps: Adopt a "time and pressure" approach to business challenges. This patient and persistent approach is proven by the Inchiostro's success and

Steven Fafel, Co-founder of AutoOps, has innovatively shaped the automotive service industry through his online scheduling tool that integrates with most shop management systems. With a background in building software for rock climbing gyms with his brother, Steven pivoted to AutoOps to address a need for better customer engagement and streamlined scheduling in the auto repair space. Known for his commitment to excellence and deep understanding of customer behavior, Steven brings care and dedication to his field.
In this episode… Has the traditional way of scheduling and customer engagement been eclipsed by modern technology? What does it take to redefine the dynamics of auto shop operations in a customer-centric economy? Can a change in the approach, integrated with the right tools, elevate both service efficiency and customer satisfaction?
According to Steven Fafel of AutoOps, his company’s software presents a solution to a common problem — scheduling service appointments with ease. He emphasizes the necessity of connecting marketing efforts with scheduling tools to capture and retain customers effectively. With a strong focus on customer reengagement and making the user's journey seamless, Steven highlights the importance of IP targeting and using tools like AutoOps for online scheduling, which is crucial for optimizing a shop's performance.
On this episode of Gain Traction, Mike Edge chats with Steven about putting the customer first in automotive operations. The conversation reveals how paying close attention to client behavior and leveraging smart scheduling can transform the auto service experience. Steven not only shares his company's advances in scheduling innovation, but also delves into the importance of cultivating a customer-friendly environment, suggesting that shops can actually choose their clientele to foster better relationships.
Here’s a glimpse of what you’ll learn: [2:02] Why North Carolina is becoming an automotive hub [2:39] Steven Fafel shares his journey from Lancaster, Pa. to the forefront of automotive innovation [3:08] Why tire and auto repair shops are starting to choose their customers more carefully [7:53] How online scheduling with AutoOps can revolutionize a shop's efficiency [8:35] The continual enhancements to the scheduling software for the evolving needs of auto shops [19:05] Why integrating marketing efforts with scheduling tools is crucial for business growth [33:36] Steven explains AutoOps' customer-centric approach and focus on providing value Resources mentioned in this episode: Steven Fafel on LinkedIn AutoOps Traction Summit Mike Edge on LinkedIn Tread Partners Quotable Moments: "I keep trying to get my car into the shop, and I can never pick a time — that's where AutoOps comes in." - Steven Fafel "North Carolina is becoming the second automotive center of the world right now." - Steven Fafel "It's not just about getting customers to call, we can't get your service advisors to be nice; we need both." - Steven Fafel "All we do is online scheduling — that's all we focus on." - Steven Fafel "Whatever you do, be all there. It's about being present and focusing on the task at hand." - Steven Fafel Action Steps: Implement online scheduling: Consider leveraging an online scheduling system like AutoOps for efficiency and customer convenience. It directly fosters ease of access, as Steven explained by sharing anecdotes from his own family's experience. Customer reengagement programs: Utilize IP targeting or other tools to reengage lost customers, as described by Steven when discussing Tread Partners' approach. Attend industry summits: Networking and learning at automotive events can provide valuable insights into industry trends and practices. Filter your clientele: Be selective about your customers to create a more positive and productive service environment. Continual improvement: Always look for ways to enhance your business, be it through software upgrades

Neal Maier is Co-founder of Tread Partners, an agency that specializes in marketing for the tire and auto repair industry. With a history of running shops and an entrepreneurial spirit, Neal has developed a nuanced understanding of the challenges businesses face in customer acquisition and retention. His expertise is in creating tailored marketing strategies, particularly leveraging a unique framework named DRIVE, helping businesses engage with customers at every lifecycle stage. Neal offers a blend of practical experience and innovative solutions to foster growth and longevity in the automotive market. His insights have been transformative for many multi-location operations seeking to navigate the complex landscape of digital marketing.
In this episode… Imagine being able to pinpoint exactly why customers keep coming back to your business – or why they don't. What if there was a way to align every marketing dollar with a clear goal across your company's entire lifecycle?
According to Neal Maier of Tread Partners, the innovative DRIVE framework can revolutionize how tire and auto repair businesses approach customer engagement and marketing. DRIVE entails visually mapping all the different marketing tactics and activities a business engages in, and understanding where they fit in the customer lifecycle. It involves laying out all the marketing pieces on a board and identifying where there might be blind spots. The framework allows businesses to evaluate their marketing efforts every 90 days and make informed decisions about where to allocate their marketing budget. The DRIVE process is meant to be a quick 15-minute exercise, but it provides a comprehensive view of a business's marketing efforts and helps identify areas for improvement or new tactics to try.
On this episode of Gain Traction, Neal joins host Mike Edge to talk about a fine-tuned approach to marketing within the tire and auto repair industry. He shares how the DRIVE framework streamlines marketing efforts and ensures that no customer is left behind. Neal also discusses the importance of human connection in an increasingly automated world and provides a glimpse into the future of industry-specific marketing at the Traction Summit.
Here’s a glimpse of what you’ll learn:  [1:51] Why focusing solely on new or existing customers may be imbalanced and ineffective [6:11] How automated systems may fall short in maintaining customer attention [11:58] Why constant evaluation of marketing efforts is necessary [15:18] The complexities of measuring marketing ROI  [19:59] The value of scrutinizing marketing expenses [23:13] How to attend the Traction Summit of 2024 Resources mentioned in this episode: Neal Maier on LinkedIn Traction Summit Mike Edge on LinkedIn Tread Partners Special Mentions: Randy O'Connor Bobby Gillespie: 40 Under 40 Kayla Heiar interview Kyle Moore interview Related Episodes: Discussing Generational Tire Shops with Randy O'Connor, Bobby Gillespie, Kayla Heiar, and Kyle Moore Quotable Moments: "I miss the interactions, but I do not miss hearing my own voice."  "The customer lifecycle is certainly no different; there are so many complexities about this business."  "It's cheaper to retain a customer than it is to acquire a new one, depending on your business model."  "Why leave customer retention to chance when it can be so much more than just sending reminders?" "There's no one right way to market either; it comes down to that customer lifecycle every time."  Action Steps: Implement the "DRIVE" framework to align marketing efforts with your customer's lifecycle stages: This addresses the challenge of uncoordinated marketing and ensures every tactic supports progression from potential to loyal customers. Regularly evaluate marketing strategies every 90 days to adapt and improve efforts: Consistent evaluation helps in identifying what works and what doesn't, maximizing the effectiveness of your marketing spend. Focus on both acqui

Nick Fox is the Regional Manager of Gills Point S Tire & Auto, holding the role for over nine years. His dedication to continuous improvement, coupled with a strong work ethic and self-motivation, sets him apart. Nick's profound product knowledge and customer-centric approach foster unparalleled loyalty and satisfaction, reflecting his commitment to delivering exceptional experiences.
Vanessa Larson is the Marketing Manager of Gills Point S Tire & Auto. She has been with the company since 2020, initially starting as an office manager and bookkeeper before being promoted in 2022. Vanessa previously worked as a project manager with Iron Forge.
In this episode… The tire and auto repair industry is full of inspiring stories and innovative ideas. But how can shop owners build thriving businesses while staying connected to their local communities?
According to Nick Fox and Vanessa Larson of Gills Point S Tire & Auto, the ideal business strategy involves thinking outside the box and creating unique marketing campaigns that bring people together. Their annual soapbox derby in Helena, Montana is a prime example — it started as Nick's idea to do something different, but Vanessa's implementation skills turned it into a massive community event. With live music, food trucks, and creative car designs, the derby engages customers, attracts sponsors, and showcases the personalities behind their shops. It's this kind of authentic community involvement that helps Point S stand out and attract top talent who want to be part of something fun and impactful.
On this episode of Gain Traction, Mike Edge welcomes Nick and Vanessa to chat about their innovative soapbox derby event. They also discuss the recent merger between their company and Gills, finding an "implementer" to turn ideas into reality, and discuss key principles like focusing on your strengths.
Here’s a glimpse of what you’ll learn:  [5:23] The advantages of building a family business and growing through strategic acquisitions and mergers [9:12] How creative marketing campaigns can generate buzz and stand out from the competition [15:08] Merging with larger organizations to expand reach while maintaining a distinct identity [20:01] Seeking leadership roles to learn from mentors and guide new market growth [23:15] Chasing small, daily improvements to achieve long-term growth [26:03] The importance of maximizing strengths rather than worrying about weaknesses [28:10] Building a strong company culture by encouraging open communication, teamwork, and a shared sense of purpose Resources mentioned in this episode: Nick Fox on LinkedIn Vanessa Larson on LinkedIn  Gills Point S Tire & Auto  Mike Edge on LinkedIn Tread Partners 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.