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-market
• SEMA 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 trends
• Networking with top leaders from SEMA, MIMA, and major aftermarket players
• Tools that improve service accuracy like fitment charts and torque spec guidelines
• Exclusive access to Detroit Garage and SEMA Data resources
• Brand 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:

1. Visit Gain Traction’s WTSBC Page to find the direct council link and learn more.
2. Apply for membership via the SEMA Council Portal, it takes just a few clicks.
3. Leverage your membership by downloading fitment guides, attending council meetings, and volunteering on task forces.
4. Connect with other leaders like Mike Lusso and your regional reps to maximize industry relationships.
5. Promote your involvement on your website, social media, and customer channels, it boosts credibility.

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 LinkedIn
• Kahn Media 
• Mike Edge on LinkedIn
• Tread 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: 

1. Create a culture of ownership: Encourage every team member to identify ways they can improve efficiency daily.
2. Use visual tools for sales enablement: Leverage video cards or segmented brochures for tailored B2B outreach.
3. Build wealth locally: Adopt models that allow profits to return to employees and the communities they serve.
4. Embrace marketing playfulness: Use creative, localized campaigns to connect with new markets despite brand name challenges.
5. 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 [email protected] to learn more.

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 Partners
• BAIC Global
• TJ White on LinkedIn
• Tire Source
• Mike 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

1. Rethink how you measure marketing ROI: Focus on car count and specific service conversions, not just traffic or impressions.
2. Run local Facebook ads to test promotions: Try low-cost campaigns targeting service-specific offers to boost visibility and appointments.
3. Invest in transparency with your marketing team: Share performance data both ways — ad results and in-shop execution.
4. Use digital tools to track campaign effectiveness: Leverage reporting that ties ads to phone calls, form fills, and actual sales.
5. 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 [email protected] to learn more.

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 | LinkedIn
• Kahn Media
• The New Rules of the Road by Dan Kahn 
• Mike Spagnola on LinkedIn
• SEMA
• Mike Edge on LinkedIn
• Tread 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: 

1. Adopt a transparency-first mindset: Build trust with customers by openly sharing your process, costs, and updates.
2. Stop selling, start educating: Empower your audience with knowledge rather than pressure them with sales pitches.
3. Commit to consistent business development: Avoid complacency by always nurturing your pipeline, no matter how busy you are.
4. Engage in community marketing: Sponsor local events and be present — authenticity creates brand resilience.
5. 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 [email protected] to learn more.

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 LinkedIn
• Performance Plus Tire
• Mainstreet Tire USA
• Bergey’s Tire & Auto Service Centers
• Independent Tire Dealers Group
• Mike Edge on LinkedIn
• Tread 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

1. Evaluate your leadership transition plan: Identify next-gen leaders in your organization and outline how to involve them in long-term strategy.
2. Join a collaborative group: Gain access to networking, vendor partnerships, and growth opportunities without losing your brand identity.
3. Modernize your systems: Consider upgrading legacy point-of-sale or e-commerce platforms to stay competitive and efficient.
4. Foster legacy and connection: Build a company culture where both family members and long-term employees feel deeply valued.
5. 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 [email protected] to learn more.

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 LinkedIn
• FOCUS Investment Banking 
• Richard Balan on LinkedIn
• Raven Truck Accessories
• Robert Gross obituary 
• Mike Edge on LinkedIn
• Tread 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: 

1. Raise your labor rates now: Don’t wait for inventory to turn — adjust pricing as soon as costs increase.
2. Invest in your team: Pay above market rate to attract and retain top technicians and managers.
3. Screen for character, not just skill: Use the four pillars — attitude, enthusiasm, work ethic, and moral compass — as your hiring filter.
4. Empower store managers: Give them financial autonomy to resolve customer issues quickly and effectively.
5. 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 [email protected] to learn more.

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
• [20:45] The personal sacrifices and teamwork that fueled early growth
• [26:48] Why growing from one to two locations is the hardest jump

Resources mentioned in this episode:

• Steven Moss on LinkedIn
• Susan Moss on LinkedIn 
• Wilson Tire Pros and Automotive 
• Tire Pros
• 20 Groups
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• "It’s not rocket science — just treat people the way you want to be treated."
• "Every car should be treated like it belongs to Grandma Moss: everything it needs, nothing it doesn't."
• "Our biggest asset is knowing every job in the shop — our worst asset is also knowing every job in the shop."
• "The jump from one to two locations is the scariest, but it’s also the most important step."
• "We couldn’t have grown this business without each other’s full support, both at home and at work."

Action Steps: 

1. Leverage your network for support: Cultivate relationships in the industry for guidance and encouragement.
2. Transition out of technician mode: Focus on leadership and growth by training and trusting your team to take on responsibilities.
3. Use business metrics to guide decisions: Learn your KPIs, understand your numbers, and manage your shop with data, not guesswork.
4. Join a business peer group: Consider a 20 Group or similar cohort to share best practices and gain accountability from like-minded shop owners.
5. Balance family and business intentionally: Create routines and backup systems at home and at work to support long-term sustainability.

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.

Rob Howden is the Director of Business Development and Series Announcer for USF Pro Championship Racing. Known as “The Voice of the Series,” he has been a fixture in motorsports media for over 30 years. He’s also the founder of Howden Media Group and eKarting News, where he continues to cover karting events across North America. Rob’s passion for racing started in go-karts and has evolved into mentoring and following drivers from childhood through to professional careers in IndyCar and beyond.

In this episode…

Motorsports is not just about speed — it's about precision, development, and community, from grassroots karting to elite IndyCar races. Many young drivers begin their journey as early as age five and ascend through a structured ladder system that prepares them for pro racing. What makes a winning driver in such a competitive and mentally demanding environment?

According to Rob Howden, who directs business development and announces races for USF Pro Championships, success comes from more than just talent and equipment. Confidence and momentum are intangible but crucial elements that often separate the good from the great. Through decades of experience, Rob has witnessed countless young racers transform their skills and mindsets en route to top-tier success.

On this episode of Gain Traction, Mike Edge welcomes Rob for a conversation about the business and culture of USF Pro Racing, how tire dealers and shop owners can get involved, and what it takes for young racers to reach the IndyCar level. Rob also shares personal insights into his career, favorite race tracks, and where to find the best pizza on the road.

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

• [02:20] The role of karting as the foundation of professional racing careers
• [03:18] How USF Pro Championships serve as a development ladder to IndyCar
• [05:26] Why tire dealers are naturally drawn to motorsports sponsorship
• [08:05] What sets top-tier racers apart: confidence and momentum
• [10:24] The mental side of racing and the importance of coaching
• [11:42] Rob Howden’s love for race announcing and staying active in karting
• [13:05] Opportunities for young racers to shine at high-profile IndyCar events
• [15:37] How businesses can get involved with USF Pro through sponsorship and hospitality

Resources mentioned in this episode:

• Rob Howden on Instagram | X 
• eKarting News
• USF Pro Championships
• USF Juniors
• USF 2000
• USF Pro 2000 
• Logan Leslie on Linkedin
• Main Street Auto
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• “You can buy more tires, but you can’t buy confidence or momentum — that’s what really separates great drivers.”
• “I get to see a driver go from age seven in karting to winning at IndyCar — it’s the most rewarding part of my job.”
• “Every driver’s journey is different, but those who win usually believe they can — and that belief changes everything.”
• “Race announcing is just active spectating — I’d be talking through the race even if I wasn’t getting paid.”
• “Hospitality in racing is like being a VIP at the Super Bowl, but with way more horsepower.”

Action Steps: 

1. Explore USF Pro Championships opportunities: Visit USFProChampionships.info to learn how to attend events, sponsor drivers, or host customers at races.
2. Support local karting initiatives: Connect with youth karting leagues to support upcoming racers from your area.
3. Integrate racing with business marketing: Use motorsports partnerships to build brand visibility and entertain high-value clients.
4. Invest in personal growth through sport: Reflect on how confidence and momentum play roles in your own professional success.
5. Follow the full ladder of racing talent: Track future IndyCar stars by starting with USF Juniors and watching their rise through the ranks.

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.

Logan Leslie is the Founder and CEO of Main Street Auto, a fast-growing network of tire and auto repair shops across the United States. After serving over eight years in the military, Logan pursued a joint law and business degree, which laid the foundation for his entrepreneurial ventures. He launched Main Street Auto in 2021, starting with a single location and scaling to nearly 100 shops in under four years. Logan is also a passionate advocate for hiring veterans, building culture, and redefining leadership in the blue-collar business world.

In this episode…

The tire and auto repair industry is evolving rapidly as new players apply business and acquisition strategies once reserved for tech startups. Yet, scaling in this space demands deep respect for shop culture, community ties, and the legacy of independent owners. How can business leaders grow without losing the heart of what makes local shops special?

According to Logan Leslie of Main Street Auto, it starts with humility, intentional leadership, and honoring the legacy of every shop acquired. By targeting well-run businesses just outside of urban cores and retaining what's already working, Main Street Auto has managed to grow without compromising quality or community connections. Logan also emphasizes the importance of hiring veterans and trusting your instincts when it comes to leadership and talent.

On this episode of Gain Traction, Mike Edge welcomes Logan for a conversation about entrepreneurship, buying and scaling auto shops, hiring veterans, and leading with culture. Logan shares the lessons he's learned from the military, past business failures, and how he grew his company from one location to nearly 100 in under four years. He also discusses the unique challenges of maintaining operational excellence during rapid expansion and building a mission-driven team from the ground up.

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

• [02:28] How military service influenced Logan Leslie’s entrepreneurial mindset
• [05:15] Why Logan built his own company instead of joining someone else’s
• [07:44] Avoiding culture loss while growing rapidly
• [10:01] The strategy behind selecting shop locations for acquisition
• [11:57] What should shop owners prepare if they’re considering selling?
• [13:46] Why shop owner involvement can hurt valuations and how to fix it
• [18:15] How Logan evaluates non-traditional candidates for corporate roles
• [25:35] The role of failure in entrepreneurial success

Resources mentioned in this episode:

• Logan Leslie on LinkedIn 
• Main Street Auto 
• Veteran’s Trust 
• The E-Myth Revisited: Why Most Small Businesses Don't Work And What To Do About It by Michael Gerber
• SEMA
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• “Entrepreneurship is never easy, but building something from scratch lets you shape the culture.”
• “Veterans often leave the service with incredible leadership skills that don’t show up on a resumé.”
• “Our goal isn’t to change what works — it’s to support and scale it.”
• “Failure is a great teacher; if you’re not failing, you’re not moving fast enough.”
• “Every vehicle on the road could be one of our customers — that’s a sacred responsibility.”

Action Steps: 

1. Preserve shop culture post-acquisition: Retain what makes each auto shop special when integrating into a larger company.
2. Hire veterans into leadership roles: Don’t just look at resumes — look for character, responsibility, and service-driven leadership.
3. Vet potential buyers as partners: Shop owners should develop general managers and build independence before selling.
4. Use SBA loans for smart growth: Leverage government financing to acquire your first or next business.
5. Define your failure threshold: Accept and quantify risk as a natural part of scaling and entrepreneurship.

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.

Mike Spagnola is President and CEO of SEMA (Specialty Equipment Market Association), a leading trade organization in the automotive aftermarket industry. With over 50 years of hands-on experience in the automotive world, Mike has been deeply involved in everything from car builds to legislative advocacy. Before leading SEMA, he built a career rooted in entrepreneurship and industry innovation, helping small businesses navigate evolving regulations. Today, he champions the interests of automotive enthusiasts and businesses, ensuring that the industry continues to thrive.

In this episode…

Joy and innovation in the automotive aftermarket industry often go unnoticed, yet they drive the growth of businesses and the preservation of car culture. As regulations increase and consumer habits evolve, organizations must advocate fiercely and innovate continuously to survive and thrive. How can automotive businesses, especially tire dealers, leverage industry organizations like SEMA to grow and protect their businesses?

According to Mike Spagnola, who serves as President and CEO for SEMA, advocacy and innovation are at the heart of SEMA’s mission to support its members year-round. Beyond hosting the popular SEMA Show, the organization provides vital services such as emissions testing support, legislative advocacy, product development assistance, and industry education. Mike explains how tire dealers, auto shops, and aftermarket businesses can tap into SEMA’s extensive resources, ensuring they stay ahead of regulatory threats and market shifts while building strong networks that fuel long-term success.

On this episode of Gain Traction, Mike Edge welcomes Mike for an insightful conversation about SEMA’s mission to support small businesses, tire dealers, and the broader automotive aftermarket. Mike discusses how SEMA helps companies year-round through emissions testing, advocacy, education, and the world-famous SEMA Show. He also highlights opportunities for tire dealers to expand their businesses, stay compliant, and connect with like-minded entrepreneurs across the industry.

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

• [01:20] Mike Spagnola’s early passion for cars growing up around muscle cars
• [04:46] How the SEMA garages help members with emissions compliance and product development
• [07:46] Why SEMA’s work in legislative advocacy is critical for the industry’s survival
• [13:03] Misconceptions tire dealers have about attending the SEMA show
• [14:35] Networking and business growth opportunities available at the SEMA show
• [17:01] Why small business owners are the backbone of the SEMA community
• [18:36] The importance of vehicle recalibration training for modern auto shops

Resources mentioned in this episode:

• Mike Spagnola on LinkedIn
• SEMA Official Website
• SEMA Show Registration
• Gain Traction Podcast
• Mike Edge on LinkedIn
• Tread Partners
• Golden Steer Steakhouse, Las Vegas
• Piero’s Italian Cuisine, Las Vegas
• St. Elmo Steak House, Indianapolis

Quotable Moments: 

• "There are a lot of smart people in the world, but very few willing to work hard and put in the effort."
• "SEMA’s advocacy work ensures our industry’s survival against legislation that could easily go unnoticed."
• "Small businesses are the backbone of the automotive aftermarket — and the heart of SEMA."
• "Pushing through the hard middle part of success is what separates winners from quitters."
• "Relationships and personal touch are what keep customers coming back — it's as true in restaurants as in business."

Action Steps: 

1. Join SEMA for industry advocacy and resources: Protect your business from restrictive legislation and access valuable tools and training.
2. Attend the SEMA Show: Buy a $50 buyer’s badge to access the world’s largest automotive aftermarket exhibition and network with manufacturers.
3. Utilize SEMA’s Emissions Labs: Ensure your aftermarket products comply with environmental regulations before going to market.
4. Promote right to modify and right to repair: Stay informed and involved in advocacy efforts that protect your ability to service and customize vehicles.
5. Invest in continuous learning: Attend SEMA seminars, follow industry trends, and network with other professionals to stay competitive.

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.