James O'Reilly, the Vice President of Trail Tire, is a second-generation tire industry professional with 23 years of experience. With much of his career spent in wholesale, James has navigated the industry waters, inheriting his passion for the business from his father, who clocked in 43 years. He played competitive golf with dreams of turning pro but found his true calling in the tire industry. James has been instrumental in Trail Tire's growth, overseeing the expansion to 63 stores and the addition of a digital e-commerce division. His leadership style emphasizes relationships, strategic partnerships, and adapting to change, which have been integral to Trail Tire's success in Western Canada.

In this episode…

The tire industry in Western Canada is a dynamic and evolving market. How does one company navigate growth and expansion in this competitive landscape?

According to James O'Reilly of Trail Tires, the company has experienced significant growth since its inception in 2019, expanding from six corporate stores to 63 stores across Western Canada. This growth has been achieved through a combination of strategies: acquiring existing businesses, partnerships with existing dealers, forming relationships with established dealers, and organic expansion.

On this episode of Gain Traction, James joins Mike Edge to chat about his journey in the tire industry, Trail Tire's growth strategy, the importance of relationships in business, and the company's approach to balancing corporate and associate stores. They also discuss Trail Tire's brand portfolio, their commitment to supporting their dealers, and James' personal insights on leadership and self-improvement.

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

• [1:47] James O’Reilly's transition from the golf pro dream to tire industry leader
• [3:47] Why effective sales techniques are vital in the tire business
• [6:40] The expansion strategy that aligns Trail Tire's growth with market demands
• [10:34] The role of a balanced product portfolio in Trail Tire's success
• [16:08] How Trail Tire cultivates trust and community among its dealers
• [20:07] Books James has found valuable for self-improvement
• [23:00] James’ movie recommendation for all entrepreneurs

Resources mentioned in this episode:

• James O’Reilly on LinkedIn 
• Trail Tire
• Mike Graber on LinkedIn
• Green Lights by Matthew McConaughey
• Ray Kroc
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments:

• "I liked the people — I had a ton of guys I looked up to in the business that were a little bit older than me, that had successful careers."
• "When you look back on the relationships, they're the biggest thing."
• "We grow as the business allows us to grow, ensuring it makes sense with our strategy and supports our dealers."
• "The last thing you want to do is sign somebody on board and then suddenly, you buy a store within their area."
• "It's all tied into the partnership, we're really lucky with the dealers we have."

Action Steps:

1. Focus on building strong relationships within your industry. Relationships can become the backbone of business sustainability and opportunities for growth.
2. Be open to change and diversification within your business strategy. Flexibility in business practices allows for adaptation to market changes and can lead to profitability.
3. Develop a carefully curated product portfolio that aligns with your business's strategic goals. A focused selection can streamline operations and enhance brand strength.
4. Cultivate long-term partnerships by prioritizing trust and clear communication. Building lasting connections with associates can bring stability and foster a community-driven business model.
5. Invest in continuous learning and self-improvement, both personally and professionally. Embracing knowledge and new perspectives can fuel innovation and personal growth, ultimately benefiting leadership and business development.

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.