Legacy and Innovation With Dennis Feldman, Keleyah Miller and Justin Pursell of ITDG Next Gen

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.