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

In this episode…

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

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

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

Here’s a glimpse of what you’ll learn: 

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

Resources mentioned in this episode:

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

Quotable Moments: 

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

Action Steps: 

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

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 [email protected] to learn more.