From Food Service to Repair Shop Ownership With Nathan Rhodes of Total Automotive
Release Date: 05/21/2025
Why This COO Believes Scaling Starts With People, Not Profit with Tyler Paparello of AMG
Gain Traction
Tyler Paparello is the Chief Operating Officer at AMG, overseeing 28 Midas locations across New England. With a background rooted in sales, Tyler learned early on that while selling can solve short-term problems, it takes leadership, people, and process to scale a business sustainably. Today, he focuses on building systems that empower employees, earn customer trust, and create long-term growth opportunities across the organization. In this episode… What happens when a company grows faster than one person can manage? For Tyler Paparello, it meant learning a lesson every leader eventually...
info_outline
How to Scale a Tire Brand Without Losing Community Trust with Christian Seem of Goodturn Tire & Auto
Gain Traction
Christian Seem is the President & CEO of Good Turn Tire & Auto, a rapidly growing tire and auto repair company with 55 locations and 16 brands across five states. With nearly 20 years of experience in the automotive industry, Christian has worked in big box retail, commercial parts distribution, and tire retail, including leadership roles at TBC Corporation. Since joining Good Turn in 2023, he has led aggressive expansion while preserving the local brand names, cultures, and community trust that give each store its value. His leadership philosophy focuses on building strong teams,...
info_outline
Why Tire Business Became the Trusted Voice of an Entire Industry with Bruce Davis of Tire Business
Gain Traction
Bruce Davis is a veteran journalist and editor who spent 45 years shaping how the tire industry receives its news, data, and insights. As a founding staff member of Tire Business, he helped launch the publication in 1983, transforming it from an ambitious idea into one of the most trusted voices in the global tire market. Over the years, Bruce pioneered cornerstone features like the Global Tire Report, chronicled the industry’s evolution through import/export statistics and dealership rankings, and built a reputation for delivering business-focused journalism with credibility and depth. His...
info_outline
Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire
Gain Traction
Don Barnes III is the Chief Tire Guy at Belle Tire, a third-generation leader helping steer one of the oldest and most respected tire retailers in the U.S. Founded in 1922, Belle Tire has grown from a local shop into a powerhouse with over 180 locations across the Midwest. Under Don’s leadership, the company has maintained its century-long reputation by focusing on operational excellence, local relationships, and above all, outstanding customer service in the tire industry. Don is also passionate about youth development and community engagement, leading Belle Tire’s involvement in one of...
info_outline
How a Farmer Turned a Small Tire Shop into a $26M Business
Gain Traction
Jesse Wickel is the owner of Wickel Tire Pros in Burley, Idaho. A former farmer with deep roots in agriculture, Jesse built his business from a single tire shop into a multi-location operation generating over $26 million in annual sales. With a hands-on approach, a strong community presence, and a commitment to relationship-driven service, Jesse has grown his team from just a few employees to over 80 across multiple locations, all while maintaining his small-town values. In this episode… How do you take a rural tire shop doing $1.2 million in annual sales and scale it to over $26...
info_outline
The Council That’s Quietly Shaping the Future of the Auto Industry
Gain Traction
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...
info_outline
Employee Ownership and Rural Market Success With Adrian Rodriguez of Commercial Tire
Gain Traction
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...
info_outline
Marketing Strategies To Boost Bay Traffic With Joe Schafranek of Tread Partners
Gain Traction
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...
info_outline
An Open and Honest Approach to Marketing With Dan Kahn of Kahn Media
Gain Traction
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...
info_outline
Legacy and Innovation With Dennis Feldman, Keleyah Miller and Justin Pursell of ITDG Next Gen
Gain Traction
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...
info_outlineNathan 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:
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:
- Prioritize hiring quality technicians: Take time to find people who align with your shop’s values and craftsmanship standards.
- Educate customers consistently: Build trust by explaining vehicle issues clearly and honestly, especially with complex systems.
- Maintain a clean and organized shop: A professional workspace sets the tone for both employee pride and customer confidence.
- Prepare to invest in essential equipment: Don’t delay upgrades like alignment systems that support core services like tires.
- 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 info@treadpartners.com to learn more.