The SEMA Show is where the entire tire and automotive aftermarket gathers under one roof and in this episode, we bring you straight to the center of that energy. Recorded live from the show floor, this conversation captures what happens when industry leaders, decision-makers, and long-time collaborators finally get to meet face-to-face at SEMA 2025. From market insights to growth strategies, our guests share what’s shaping the year ahead and why showing up at this event continues to matter.

In this episode…

SEMA has always been known as the place where new products, partnerships, and ideas come to life. But beyond the massive crowds and equipment displays, the real value comes from the people; the leaders who are driving change across the tire and automotive aftermarket.

In Part 1 of our SEMA 2025 Roundup, Mike Edge sits down with a lineup of guests representing buying groups, recruiting firms, manufacturers, and advocacy organizations. They discuss what brought them to the show, what trends they’re watching, and how SEMA helps them plan for the future. The conversations are honest and straightforward, offering a practical look at what’s happening in the market right now.

Whether you’re a dealer, vendor, or industry partner, these insights highlight why staying connected at events like SEMA can make all the difference heading into a new year.

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

[01:06] Joe Tomarchio Jr. on networking, new technology, and private equity interest in the automotive sector

[08:00] Jason Rook on ITDG’s fast-growing membership and dealer buying power

[14:01] Mike Cioffi’s insights on talent shortages and the realities of hiring Gen Z

[20:24] Melanie White on SEMA’s focus on advocacy, youth engagement, and innovation

[32:54] Norris Marshall on regulatory involvement and SEMA’s expanding work in D.C.

[43:19] Sonny McDonald on Toyo’s presence at SEMA and the importance of real-world product application

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• SEMA Website
• Joe Tomarchio Jr. LinkedIn
• Focus Investment Banking Website
• Jason Rook LinkedIn
• ITDG Website
• Mike Cioffi LinkedIn
• Tire Talent Website
• Tire Business Website
• Melanie White LinkedIn
• Hellwig Products Website
• Norris Marshall LinkedIn
• BluePrint Engines Website
• Sonny McDonald LinkedIn
• Toyo Tires Website

Meet the Leaders Featured in This Episode:

Joe Tomarchio Jr. built a one-store shop in West Baltimore into a 26-location, $100M business before selling to Monro. He went on to lead dozens of acquisitions during Monro’s expansion. Now, as Managing Director at FOCUS Investment Banking, he helps auto service owners grow and prepare for successful exits.

Jason Rook leads ITDG’s nationwide network, driving rapid membership growth and expanding dealer buying power across tires, parts, insurance, and marketing programs. He uses industry events like SEMA to strengthen vendor relationships and plan upcoming initiatives. His focus is helping independent dealers gain security, leverage, and long-term stability.

Mike Cioffi is the founder of Tire Talent, a recruitment firm specializing in leadership, engineering, and sales roles across the tire industry. With over a decade in specialized recruiting, he also writes a longtime column for Tire Business analyzing workforce trends, including Gen Z hiring and retention. His mission is helping companies find and keep high-performing talent.

Melanie White is the Chair of the SEMA Board and President of Hellwig Products, an 80-year-old family manufacturer of load and sway control systems. She champions SEMA’s priorities in advocacy, youth engagement, and technology innovation. Under her leadership, Hellwig continues to grow while keeping U.S. manufacturing at its core.

Norris Marshall is SEMA’s Chair Elect and the CEO of BluePrint Engines, building on more than four decades in engine manufacturing. He is deeply involved in SEMA’s expanding advocacy work in Washington, D.C., especially around aftermarket and regulatory issues. His leadership reflects his long-standing commitment to protecting the industry’s future.

Sonny McDonald leads national training efforts for Toyo Tires, supporting dealers through product education and hands-on engagement. He plays a key role in showcasing Toyo’s lineup at events like SEMA, connecting tires to real-world vehicle applications. His work highlights Toyo’s focus on quality, innovation, and strong dealer partnerships.

Quotable Moments:

• “You get to see a whole lot of folks you don’t normally get to see, that’s the power of SEMA.”
• “ITDG gives independent dealers leverage they couldn’t get alone.”
• “Having a mission and vision is more important than ever when attracting and retaining talent.”
• “Advocacy, youth, and technology are the pillars we need to strengthen.”
• “If you want to understand this industry, you’ve got to be here.”

Action Steps:

1. Stay plugged into industry events: Use SEMA and other gatherings to build relationships and stay ahead of market shifts.
2. Evaluate your business strategy for 2025: Consider technology, equipment upgrades, and operational efficiencies highlighted by our guests.
3. Reassess your workforce approach: Understand what today’s talent values and how that impacts hiring and retention.
4. Follow regulatory updates: Stay connected to advocacy efforts that affect tire dealers, aftermarket parts, and independent shops.
5. Watch the remaining SEMA 2025 episodes: Parts 2 and beyond will feature more leaders, insights, and practical takeaways.

Rob Williams is the President of Hankook Tire North America, one of the most respected names in the global tire industry. From his early days in Virginia to leading a multinational brand, Rob’s story is one of grit, curiosity, and relentless drive. With decades of experience spanning retail, commercial, and manufacturing, he has built a reputation for developing people, simplifying processes, and leading with purpose. At Hankook, Rob continues to champion innovation and partnership through what he calls the “Four P’s”: Product, Partner, Process, and People; a framework that defines the company’s culture and customer relationships.

In this episode…

What does it take to lead with heart in an industry built on grit and innovation? In this episode of Gain Traction, host Mike Edge welcomes Rob Williams for a conversation about leadership, teamwork, and building something that lasts. Rob reflects on his journey from a small-town kid bussing tables in Virginia to heading one of the tire industry’s top brands. He shares how lessons from Goodyear and Michelin shaped his leadership style and how Hankook’s Four P’s philosophy keeps the company relentlessly focused on excellence.

Rob also takes listeners inside Hankook’s state-of-the-art plant in Clarksville, Tennessee, a symbol of how technology and teamwork can transform an entire operation. From tackling workforce challenges to investing in innovation, Rob explains how Hankook is setting new standards for quality and growth. Whether you’re in the tire business, manufacturing, or leadership yourself, this episode delivers powerful takeaways about resilience, culture, and purpose.

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

[01:13] Who Rob Williams is and how he got his start in Virginia

[02:58] How a first job bussing tables taught early lessons in humility

[04:31] How Black Monday changed his career path and led him into tires

[05:46] Key takeaways from Goodyear and Michelin that shaped his leadership

[08:25] The “Four P’s”: Product, Partner, Process, and People and how they guide Hankook

[10:17] Why Rob moved to Nashville and his perspective on the city’s growth

[11:27] How Hankook supports its dealers and builds true partnerships

[15:00] Inside Hankook’s Clarksville plant: Expansion, innovation, and automation

[19:25] How Hankook is navigating workforce growth and new technology

[21:08] A funny travel story that proves even leaders have off days

[23:36] The books that inspired Rob’s leadership style and relentless mindset

[27:08] What “going from good to great to relentless” means in business and life

[33:55] When Rob turns the tables and asks Mike Edge a few personal questions

Resources mentioned in this episode:

• Rob Williams LinkedIn
• Hankook Tires Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “Don’t forget the people that brought you to the dance.”
• “Are you laying bricks, or are you building something special?”
• “We’re going from good to great… to relentless.”
• “Hankook, One Team.”
• “Innovation and teamwork can transform an entire operation.”

Action Steps:

1. Revisit your leadership framework: Identify your own “Four P’s” that guide your team or business.
2. Focus on people and partnerships: Build relationships that drive long-term results, not just transactions.
3. Invest in innovation: Explore automation and technology that streamline your operations.
4. Prioritize culture: Create an environment where every employee feels they’re building something special.
5. Adopt a relentless mindset: Never settle for “good enough”, keep improving every process and every product.

Eric Svedberg is the President and Owner of European Autowerks in Virginia Beach, Virginia, a premier independent shop specializing in high-end European vehicles. Starting his journey at just sixteen, pumping gas at a local Amoco station, Eric quickly rose to become the country's youngest Amoco dealer by age twenty-two. Over the years, he transformed his hands-on experience and entrepreneurial drive into a thriving $3.7 million business. Beyond running his shop, Eric is passionate about helping other entrepreneurs through his coaching venture, Fuel Coaching, where he shares his expertise on leadership, business systems, and how to scale an auto repair shop successfully.

In this episode…

What if the job you took as a teenager ended up defining your life’s work? That’s exactly what happened for Eric Svedberg. From long days at the gas pump to leading a thriving European repair business, Eric’s story is a testament to grit, curiosity, and reinvention.

He shares how years of hands-on experience and continuous learning helped him navigate multiple business transitions, from full-service stations to specialized auto repair. Eric also opens up about how he found balance after years of working seven days a week and why building systems, training people, and embracing technology were key to sustainable growth.

Eric’s insights provide a practical roadmap for anyone wondering how to scale an auto repair shop without losing sight of family, health, or purpose. His passion for leadership, adaptability, and giving back makes this episode a must-listen for entrepreneurs in the tire and auto industry.

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

[01:07] Who is Eric Svedberg?

[01:57] How a part-time job pumping gas at 16 sparked a lifelong career

[03:10] The early Amoco days and what full service really looked like

[07:08] Becoming the youngest Amoco dealer in the country at just 22

[09:22] Transitioning from Amoco to European Auto Works

[11:07] Rebranding, growth, and finally gaining work-life balance

[14:33] Where Eric sees European Auto Works in the next few years

[16:40] A customer’s parking-lot prayer and what it taught him

[18:33] How Google tools and video marketing improved visibility

[20:54] The game-changing shop software that streamlined operations

[22:38] The business books that changed Eric’s mindset

[29:07] Giving back through Fuel Coaching

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• Eric Svedberg LinkedIn
• European Autowerks Website
• Making Money Is Killing Your Business by Chuck Blakeman
• Freedom’s Forge by Arthur Herman
• Acres of Diamonds by Russell Conwell

Quotable Moments:

• “I became the youngest Amoco dealer in the country at age 22.”
• “I quickly learned that wherever I was, was the place that made money.”
• “I changed the name, rebranded, got my life back; five days a week, not seven, and grew and grew and grew.”
• “I’ve always been a sponge. I absorb information from anyone and everyone.”
• “Making money is killing your business.”

Action Steps:

1. Invest in learning: Absorb insights from others in your field and keep evolving with your business.
2. Systemize your operations: Build processes that allow you to step out of daily chaos and focus on growth.
3. Adopt modern tools: Embrace digital platforms like Google Business and TechMetric to improve efficiency.
4. Prioritize work-life balance: Growth doesn’t have to mean burnout; it can mean freedom when done right.
5. Pay it forward: Share your knowledge, mentor others, and help them discover how to scale an auto repair shop with clarity and purpose.

Mike Edge is the host of the Gain Traction Podcast, the official podcast for the tire and automotive industry, powered by Tread Partners. With a passion for spotlighting the people behind the business, Mike has spent over four years interviewing tire dealers, shop owners, industry executives, and innovators who keep the industry rolling forward.

Sonny McDonald, National Director of Training at Toyo Tire U.S.A. Corp., joins Mike for this milestone episode celebrating 200 recordings of the Gain Traction Podcast. Known for his leadership, mentorship, and decades of hands-on experience, Sonny has long been a supporter of the show and an advocate for collaboration, authenticity, and growth within the tire industry.

In this episode…

What does it take for a niche podcast to reach 200 episodes? A milestone that only 2.35% of shows ever achieve? In this special edition of the Gain Traction Podcast, host Mike Edge and guest Sonny McDonald take listeners behind the mic to reflect on the journey from a simple idea in 2021 to a global platform that celebrates the people of the tire and automotive industry.

Mike and Sonny revisit how the show began with a handful of conversations that turned into hundreds of interviews with shop owners, technicians, executives, and thought leaders. They talk about what makes the tire business unique; the people, the relationships, and the shared commitment to service and how teamwork and connection have been central to every story told.

The episode also captures the humor, authenticity, and real-world perspective that have defined the Gain Traction Podcast. From behind-the-scenes bloopers to memorable guest moments, Mike and Sonny look back at the highlights that shaped the show’s growth, the lessons learned along the way, and what’s ahead for the podcast at industry events like SEMA.

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

[00:32] How only 2.35% of podcasts make it to 200 episodes

[02:18] The core mission and purpose behind the Gain Traction Podcast

[06:12] The story of how the podcast first began in 2021

[08:26] How the show grew to thousands of monthly downloads

[10:15] Memorable interviews with industry leaders like Mike Spagnola and Mike Graber

[15:21] Funny behind-the-scenes moments from early episodes

[18:09] The teamwork behind the podcast’s success

[20:27] What to expect from the Gain Traction team at SEMA

[23:14] Toyo Tires’ Treadpass display and its one-of-a-kind builds

Resources mentioned in this episode:

• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn
• Sonny McDonald LinkedIn
• Toyo Tires USA Website
• Gain Traction Podcast Episode #1
• Gain Traction Podcast Episode #121
• Gain Traction Podcast Episode #136
• Gain Traction Podcast Episode #178

Quotable Moments:

• “We wanted to elevate the brands and people of this industry and have fun doing it.”
• “At the end of the day, we’re all in the people business.”
• “Only 2.35% of podcasts reach 200 episodes and that’s something worth celebrating.”
• “Teamwork makes everything possible, both in the shop and behind the mic.”
• “Great conversations create impact far beyond the microphone.”

Action Steps:

1. Celebrate your milestones; big or small, and reflect on how far you’ve come.
2. Keep your focus on people: customers, teams, and relationships that build your business.
3. Attend industry events like SEMA to network, collaborate, and stay inspired.
4. Support independent podcasts that share your industry’s stories and elevate its leaders.
5. Listen to more episodes of the Gain Traction Podcast to learn from voices shaping the tire and automotive world.

Mike Griffin is the Sales Manager at Dunlap & Kyle Tire Company in Birmingham, Alabama, that’s been serving the Southeast for decades. With years of experience behind the counter and in the field, Mike has seen firsthand how shifting markets, customer habits, and economic changes affect everyday operations. Known for his grounded leadership and people-first mindset, he brings a refreshing blend of humor, honesty, and insight into every tire business conversation.

In this episode…

Inflation has become more than a headline, it’s an everyday reality for dealers and customers alike. But what does it really look like when you’re the one managing inventory, serving customers, and trying to stay profitable?

In this episode of Gain Traction, Mike Edge sits down with longtime friend and industry veteran Mike Griffin to discuss what’s really happening behind the counter as inflation in the tire industry continues to reshape the way dealers do business in 2025. Their conversation is equal parts candid and relatable, covering how higher costs, cautious customers, and unpredictable supply have forced shop owners to adapt and think differently.

Mike shares how many dealers are leaning more heavily on service work to offset slower tire sales, finding creative ways to stay competitive while maintaining quality and trust. Beyond the business side, he also dives into mindset, discussing the importance of staying intentional, leading with empathy, and keeping perspective when things get tough. It’s a reminder that success isn’t just about numbers but about how you show up for your people and community.

If you’ve ever wondered how shop owners are coping with inflation in the tire industry in 2025, this episode gives you a clear look at the realities, the resilience, and the real humor that keep this industry moving forward.

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

[00:42] Mike Griffin’s background and his role at Dunlap & Kyle Tire Company

[05:48] Tariffs, pricing shifts, and market uncertainty in Alabama

[06:53] Why tier three and four tires are gaining more traction

[07:38] How domestic manufacturers are finding opportunity amid tariffs

[11:41] A local favorite: Mike’s go-to restaurant in Birmingham

[17:34] Favorite sports movies and what The Natural teaches about life

[18:24] The much-debated sequel to Happy Gilmore

[25:02] Mike’s personal mantras and lessons for leading with empathy

Resources mentioned in this episode:

• Mike Griffin LinkedIn
• D&K Tire Company LinkedIn
• D&K Tire Company Facebook
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “Treat everybody you meet like they’re hurting, because you won’t miss by much.” – Dr. Kevin Elko, shared by Mike Griffin
• “Even when tire sales are flat, service keeps the doors open.”
• “You can’t always control the economy, but you can control your attitude.”

Action Steps:

1. Keep a close eye on how inflation in the tire industry 2025 is influencing customer behavior and pricing strategy.
2. Focus on growing service work and value-based offerings to offset softer tire sales.
3. Lead with empathy: your people and customers feel economic pressure too.
4. Find ways to keep humor and perspective alive, even when times get tough.

Phillip Kane is the CEO of Turbo Wholesale Tires, home to brands like Lexani, Lionheart, and Rolling Big Power. With decades of experience at companies such as Snap-on, NAPA, Goodyear, and Pirelli, Phillip blends a lifetime in the automotive industry with a genuine passion for cars and tires. Today, he leads Turbo Wholesale Tires with a focus on helping independent dealers succeed through innovative tire industry growth strategies and strong distributor partnerships.

In this episode…

Growing a tire brand from Tier 4 to Tier 2 has historically taken 20–25 years. But what if that journey could be accelerated? In this conversation, Phillip Kane shares how Turbo Wholesale Tires challenges convention by applying tire industry growth strategies that shorten the path while giving dealers more opportunities to win.

Phillip’s career has shaped his unique perspective on brand positioning, dealer relationships, and market differentiation from his family roots in the automotive industry to leading roles at global tire companies. At Turbo Wholesale Tires, he emphasizes building semi-exclusive distributor partnerships that create value on both sides while keeping brand share, not distribution share, at the center of the company’s growth.

Beyond business, Phillip also shares his leadership philosophy. He talks about why “life is a choice,” why kindness should be part of every decision, and how personal values guide long-term success in the tire industry. It’s refreshing to see how character and strategy intersect in the journey to scale a tire brand.

On this episode of Gain Traction, Mike Edge welcomes Phillip Kane for a conversation about the fastest path from Tier 4 to Tier 2. They discuss what it takes to grow a tire brand, why distributor relationships matter, and how leadership rooted in values can shape the industry's future.

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

[01:26] Phillip Kane’s background and family roots in the automotive industry

[05:53] Early career lessons from Snap-on, NAPA, Goodyear, and Pirelli

[09:41] The story behind Turbo Wholesale Tires and its proprietary brands

[11:10] Why Phillip believes the Tier 4 to Tier 2 journey can be accelerated

[13:10] Distribution strategies that help dealers succeed

[14:23] The personal mantra that guides Phillip’s life and leadership

[16:25] Why To Kill a Mockingbird is his favorite book and its lesson of kindness

[19:01] How Turbo Wholesale Tires is focusing on brand share, not distribution share

Resources mentioned in this episode:

• Phillip Kane LinkedIn
• Turbo Wholesale Tires Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “Life is a beautiful, wonderful choice.”
• “Kindness shouldn’t stop at personal convenience. It’s something we should do all the time, regardless of cost.”
• “We’re not interested in distribution share, we’re focused on growing brand share.”
• “If you do nothing else throughout the day, at least you made your bed.”
• “Independent tire dealers win when we help them sell more tires to more people for more money.”

Action Steps:

1. Evaluate your brand growth timeline: Learn from companies that took decades and explore ways to accelerate.
2. Focus on brand share, not just distribution share: Build relationships that allow both you and your distributors to succeed.
3. Adopt a positive start to each day: The first few thoughts you have in the morning set the tone for success.
4. Make kindness a business strategy: Prioritize it even when it’s inconvenient, it builds trust that lasts.
5. Stay connected with your dealers: Prioritize partnerships, communication, and shared opportunities for growth.

Chris Cloutier is the owner of Golden Rule Auto Care in Dallas, Texas, and the founder of AutoFlow, a software solution built to improve auto repair customer communication. With a background in software engineering and firsthand experience as a shop owner, Chris recognized the communication gaps that left customers frustrated and shop teams overwhelmed. By combining his technical expertise with real-world shop operations, he developed AutoFlow to provide real-time text updates, digital inspections, and workflow tools that bring transparency and trust back to the repair process. Today, Chris helps shops across the country elevate their customer experience and efficiency by making communication as seamless as the Amazon experience.

In this episode…

Three out of four people say they’ve had a bad experience with an auto repair shop. Long waits, poor updates, and the feeling of being left in the dark have made auto repair customer communication one of the industry’s biggest frustrations. But what if repair shops could deliver updates and transparency the same way Amazon keeps customers informed about their orders?

That’s exactly the vision Chris Cloutier had when he built AutoFlow. After running his own shops, Chris knew that poor communication wasn’t about not caring, it was about being overwhelmed with tasks. Service advisors juggle scheduling, billing, and parts ordering, and communication often slips through the cracks. AutoFlow was designed to solve that by creating automated touchpoints that keep customers in the loop without adding more burden to the team.

In this episode, Chris explains how AutoFlow bridges the gap between anxious customers and busy shop teams. From digital inspections to instant text updates, he shows how technology can provide reassurance, reduce unnecessary phone calls, and ultimately build trust. Improving auto repair customer communication isn’t just about keeping customers happy, it’s also about improving workflow efficiency, reducing stress on employees, and creating long-term loyalty.

Whether you manage a single shop or a multi-location operation, this conversation will inspire you to rethink how you connect with your customers. By focusing on clarity, transparency, and consistency, Chris shows how better auto repair customer communication can transform the customer experience into something people now compare to the Amazon standard.

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

[00:58] Chris Cloutier’s background and introduction to the auto repair industry

[02:33] The mantra behind Golden Rule Auto Care and why affirmations matter

[06:14] From software engineer to shop owner: how the first repair shop started

[08:31] The communication struggles that led to creating AutoFlow

[10:27] Why touchpoints and customer emotions matter in repair shop communication

[13:04] What poor communication costs and why customers compare shops to Domino’s

[15:36] The story behind AutoTextMe and why it became AutoFlow

[18:20] How customers responded to AutoFlow’s transparency and updates

[22:25] Life outside the shop: family, soccer, and karaoke nights

[25:24] Unique hiring stories and unexpected employee encounters

[29:35] How key team members like Craig joined AutoFlow

[31:11] Trusting your gut and final reflections on entrepreneurship

Resources mentioned in this episode:

• Chris Cloutier on LinkedIn 
• Autoflow Website
• Golden Rule Auto Care Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “Three out of four people have had a bad experience with an auto repair shop, the statistics are stacked against us.”
• “No employee wakes up in the morning saying, ‘I’m going to suck today.’ Communication is the missing piece.”
• “AutoFlow was built because I lived the pain firsthand as a shop owner, I understood the problem I was solving.”
• “Transparency alone takes a huge burden off customers when they’re stressing over their car.”
• “Anything online today competes against Amazon. Shops have to measure up to that standard of communication.”

Action Steps:

1. Audit your shop’s communication touchpoints: Identify where customers may be left in the dark.
2. Implement consistent updates: Even short texts like “We’re working on your car” can relieve stress.
3. Leverage digital inspections: Build transparency with photos and reports customers can see.
4. Train staff on emotional communication: Teach advisors how to manage customer expectations proactively.
5. Explore workflow automation tools like AutoFlow to free up staff time while keeping customers informed.

Tom Gattuso is the Vice President of Events for SEMA, the Specialty Equipment Market Association. With more than three decades of experience in the automotive events industry, Tom has overseen the growth of the SEMA Show into one of the largest and most influential trade shows in the world, drawing more than 160,000 attendees from 145 countries. His career began in auto shows and consumer events before joining SEMA in 2011, where he has continued to build a global marketplace that connects manufacturers, distributors, dealers, and enthusiasts under one roof.

In this episode…

The SEMA Show has long been a bucket-list event in the automotive world… But what makes it so important for tire dealers today? With so many industry events competing for attention, why should dealers prioritize SEMA 2025?

According to Tom Gattuso, the answer lies in more than just product displays. He explains that SEMA is about conversations, connections, and opportunities that can transform a business. Tire dealers will find everything from tier 2 and tier 3 brands offering high-quality products, to the latest tools, equipment, and ADAS technologies that are driving revenue growth for shops across the country. Beyond that, SEMA provides education, training, and access to innovations that help shops stay competitive in an evolving market.

On this episode of Gain Traction, Mike Edge sits down with Tom Gattuso for a conversation about why tire dealers should attend SEMA 2025. They explore the value of networking at an event that draws attendees from around the globe, the ways SEMA is expanding beyond wheels and tires into service innovations and restyling opportunities, and how the show continues to evolve while staying true to its mission. Tom also shares his personal mantra about kindness, the role of art and design in shaping the event’s identity, and a book recommendation that emphasizes authentic fan experiences.

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

[01:02] Tom Gattuso’s background and how he entered the automotive event industry

[04:18] The career path that led him to join SEMA in 2011

[06:42] Why the tire industry’s engagement at SEMA has shifted in recent years

[09:09] What tire dealers can discover beyond wheels and tires at the show

[12:27] Opportunities in tools, equipment, and ADAS technology for shop owners

[15:15] Restyling, service innovations, and new revenue streams showcased at SEMA

[17:48] How registration works and who can attend the show in 2025

[20:24] Tom’s guiding mantra: being kind to yourself, others, and the process

[23:02] How artists like Chip Foose and Larry Chen shape SEMA’s creative identity

[25:20] A favorite book recommendation and lessons from the Savannah Bananas story

Resources mentioned in this episode:

• Tom Gattuso LinkedIn
• SEMA Registration and Event Details
• SEMA Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “As long as we can get people to connect and talk, we win.”
• “If you focus only on business, you’re focused on the wrong thing. The conversations are where it starts.”
• “Be kind to yourself, be kind to others, and be kind to the process.”
• “SEMA reflects the industry back onto itself; it’s about innovation, education, and connection.”

Action Steps:

1. Reconsider SEMA as more than just a trade show. It’s a global marketplace and education hub.
2. Explore revenue opportunities outside of tires, such as tools, ADAS, and restyling.
3. Focus on conversations first: authentic connections drive long-term business growth.
4. Register early for SEMA 2025 to secure access to the full range of events, demos, and learning sessions.
5. Take inspiration from Tom’s mantra and remember that how you make people feel is what drives lasting impact.

Josh Parnell is the founder of Limitless Leadership, LLC, and a former Director of Service Development at Christian Brothers Automotive. With a background that spans military service, leadership training, and years of building industry-leading programs, Josh brings a unique perspective on people-first leadership in the auto repair world. His mission today is simple: help shop owners create engaged, motivated teams that drive performance and growth.

In this episode…

77% of your employees are probably disengaged. That number is alarming, but it’s also the reality many shop owners face. So what can leaders do to turn burnout into buy-in? Mike Edge sits down with Josh Parnell to talk about how to motivate auto repair teams and reignite energy inside the shop.

Josh explains why so many employees feel unseen and undervalued, and how small but consistent actions from leaders can create lasting engagement. From one-on-one check-ins and daily huddles to simple recognition and feedback, he shares the practical tools that build safety, trust, and connection: the foundations of a team that buys in. He also highlights the cost of poor communication and why investing in your people ultimately leads to better sales, service, and shop performance.

This episode is about more than theory. It’s a roadmap for shop owners who want to stop losing money to disengagement and start building stronger, more resilient teams. If you’ve been wondering how to motivate auto repair teams and keep your staff inspired, this conversation is the wake-up call you’ve been waiting for.

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

[01:09] Josh Parnell’s background and how he entered the auto repair industry

[04:43] Life as military police in North Dakota and lessons learned from service

[07:28] What Josh considers the number one priority for shop teams

[08:52] Why focusing on relationships before transactions changes everything

[10:49] Creating safety and trust to unlock clarity and buy-in

[11:28] What “disengaged employees” really means inside the shop

[13:09] The power of one-on-ones, huddles, and toolbox talks

[16:11] How poor communication can cost shop owners thousands

[24:00] Josh’s passion project: building the Bearded Brotherhood brand

[26:57] Why growth and comfort can’t coexist for leaders and teams

Resources mentioned in this episode:

• Josh Parnell on LinkedIn
• Limitless Leadership Website
• The Bearded Brotherhood Website
• 2024 State of Business Communication Report
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “70% of employees are disengaged at work because they don’t feel seen, heard, or valued.”
• “People plus process equals profit, but people come first.”
• “Focus on the relationship before the transaction; sales are a byproduct of exceptional service.”
• “Growth and comfort can’t coexist, if you’re comfortable, you’re not growing.”
• “Knowledge without action is just information.”

Action Steps:

1. Make time for one-on-ones, huddles, and toolbox talks to strengthen team connection.
2. Focus on relationships first, performance follows engagement.
3. Recognize and value employees consistently to reduce disengagement.
4. Improve communication habits to avoid the high cost of misalignment.
5. Challenge comfort zones – growth only happens when you step beyond them.

Kamard Johnson is the President & CEO of GTT Commercial Tires, based in Richmond, Virginia. With a professional background rooted in sales and customer service, Kamard joined forces with his brother to build a company that started with seven used tires in a shed and grew into a multi-location operation recognized on the Inc. 5000 list three years in a row. His story highlights both the opportunities and the hard lessons that come with ambition, leadership, and scaling too quickly in the tire industry.

In this episode…

Success to outsiders can look like growing or scaling your business at a fast rate. But when is fast too fast? Does it take a toll on your business? In this conversation, Kamard Johnson explores the realities behind tire business growth challenges and what happens when ambition outruns preparation.

Kamard shares his candid journey of rapid expansion, earning national recognition while battling the hidden costs of fast growth. From strained operations to financial pressure and even selling into unprofitability, he reveals the lessons that reshaped his approach. These tire business growth challenges forced him to step out of sales and into a true leadership role, focusing on systems, processes, and long-term strategy.

What we loved about this conversation with Kamard is how real he was about the struggles behind the growth. He didn’t just talk about the wins but he also opened up about the mistakes, the financial pressure, and the lessons that forced him to grow as a leader. Hearing him explain how self-awareness and putting people first shaped his journey gave us a lot to think about, and we think it will hit home for anyone facing tire business growth challenges or pushing their business forward faster than it was ready for.

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

[02:09] The meaning behind GTT Commercial Tires

[02:18] Kamard’s upbringing and how his mother and brother shaped his path

[05:34] How his mother persuaded him to join the family business

[07:01] Working side by side with his brother and defining their roles

[11:46] Why Kamard sees himself as more of an architect than a builder

[16:42] Expanding to three locations and the strategy behind it

[17:27] Lessons learned from pursuing aggressive growth

[19:44] How Kamard adjusted his leadership style after growing too fast

[21:57] Discovering the risks of selling into unprofitability

[24:59] The mantra from his mother that guides Kamard’s leadership

Resources mentioned in this episode:

• Kamard Johnson’s Website
• GTT Commercial Tires Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “These hands have never changed a tire in my life.”
• “Growth magnifies not just the things you do well, but also the things you don’t do so well.”
• “You can actually sell yourself into being unprofitable.”
• “You take care of the people who take care of you.”
• “The truest foundation of success is self-awareness.”

Action Steps:

1. Evaluate whether growth is exposing weaknesses in your operations before expanding further.
2. Focus on systems and processes that support sustainable growth, not just sales volume.
3. Step back from short-term wins to look at long-term leadership and financial health.
4. Remember the importance of self-awareness in leadership, know what you do best and where to delegate.
5. Embrace the lessons of tire business growth challenges as opportunities for building resilience and sustainable success.