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Why Tire Business Became the Trusted Voice of an Entire Industry with Bruce Davis of Tire Business
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 career included 13 years in Germany as editor of the European Rubber Journal, where he gained a front-row seat to historic moments like the fall of the Berlin Wall, giving him a unique global perspective on the tire trade. In this episode… What does it take to turn a scrappy start-up into an industry institution? On this episode of Gain Traction, Mike Edge sits down with Bruce Davis to uncover the story behind Tire Business’s rise to prominence. Bruce shares how a chance phone call from a college friend led him into the world of trade journalism, how a sprained ankle almost delayed his entry into the field, and how just two years later he was handed the challenge of launching a bi-weekly publication for tire dealers. At 27 years old, Bruce rolled out the first issue, setting the stage for decades of tire industry insights that would influence manufacturers, distributors, and retailers worldwide. Bruce recounts the origins of the Global Tire Report in 1985, including the painstaking process of gathering international data before the digital era—shipping research in steamer trunks, sending telexes, and forging relationships with manufacturers across borders. He explains why Tire Business has maintained the rigor of a business journal, why the print edition and annual stats book still matter in a digital-first world, and how their data remains a trusted benchmark for the industry. Bruce also opens up about his life outside the newsroom, from witnessing the Berlin Wall come down to his retirement plans focused on travel and genealogy. If you’re curious about the history of the tire trade, the value of accurate industry data, or the mindset it takes to build a trusted media brand, this conversation is packed with perspective and personality. Here’s a glimpse of what you’ll learn: [02:34] How Bruce landed his first job in the industry right after college [04:51] The launch of Tire Business in 1983 and Bruce’s age at the time [05:24] Bruce’s original career goal to work for a major national newspaper [07:29] Meeting his future wife while working in Germany [08:26] Living in Germany during the fall of the Berlin Wall and its tense atmosphere [09:14] Bruce’s perspective on Reagan’s “Mr. Gorbachev, tear down this wall” speech [11:19] Writing for both Tire Business and Rubber News simultaneously [11:52] The origin story of the Global Tire Report [16:16] Why Bruce believes everyone in the industry should subscribe to Tire Business [22:22] The mantra that’s guided Bruce throughout his career [23:24] Bruce’s favorite movies and the story behind them [28:04] A Corvette road trip through Eastern Europe shortly after the Berlin Wall fell Resources mentioned in this episode: Tire Business https://www.tirebusiness.com/ Bruce Davis on LinkedIn https://www.linkedin.com/in/bruce-davis-aba02b21/ Tread Partners https://treadpartners.com/ Gain Traction Podcast https://gaintractionpodcast.com/ Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/ One last bow to industry legend Bruce Davis https://www.tirebusiness.com/opinion/one-last-bow-industry-legend-bruce-davis Quotable Moments: “Never be satisfied. Even if it’s just 1% better, keep improving.” “The Global Tire Report became the benchmark the entire industry looks to.” “We treat the tire business like a business journal; factual, rigorous, and rooted in context.” “Sometimes history unfolds right outside your office window, like the Berlin Wall coming down.” “Print still matters when your audience values trusted, tangible information.” Action Steps: Maintain the rigor of a business journal, even in a niche industry. Track and publish industry data consistently to become the go-to source. Build credibility by connecting with all segments of your industry; manufacturers, distributors, and retailers. Preserve historical context; it strengthens your authority over time. Adapt to digital trends without abandoning the formats your audience still values.
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Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire
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 the largest youth hockey programs in the country. In this episode… What does it take to deliver truly exceptional customer service in the tire industry for over 100 years? According to Don Barnes III, it starts with consistency, trust, and attention to detail. From offering free flat repairs to creating clean, welcoming stores, Belle Tire has built a people-first model that turns stressful tire and auto repair visits into moments of care and connection. Don explains how they’ve scaled that model across dozens of locations without losing the warmth and reliability their brand is known for. Don also unpacks how their core philosophy: “Retail is detail” shapes every touchpoint of the customer journey. In an industry where purchases are infrequent but high-stakes, Belle Tire focuses on eliminating friction, educating customers, and building long-term loyalty. It’s not just about the product, it’s about how people feel when they walk in and how much they trust the team when they leave. That kind of high-level customer service in the tire industry doesn’t happen by accident. It’s intentional and deeply embedded into company culture. On this episode of Gain Traction, Mike Edge sits down with Don Barnes III to discuss Belle Tire’s legacy, rapid expansion, and people-first approach to business. Don shares real-world insights on maintaining service quality at scale, building trust in new markets, and inspiring employees to lead with empathy and energy. If you’re looking to grow your shop or improve your customer experience, this conversation is packed with timeless lessons on delivering standout customer service in the tire industry. Here’s a glimpse of what you’ll learn: [01:29] Don reflects on Belle Tire’s 103-year history and what’s helped the company endure [01:59] What sets Belle Tire’s customer service apart from others in the industry [04:08] How Belle Tire’s widespread Midwest presence brings peace of mind to customers [05:12] Why Belle Tire expanded into windshield replacement services [06:30] The role of store appearance and attention to detail in building customer trust [10:04] Don shares the philosophy behind “retail is detail” and how it guides their team [12:29] Don talks about growing up in the business and why they prioritize company over family name [13:54] The origin and impact of Belle Tire’s youth hockey program [15:23] How Belle Tire became the largest youth hockey organization in the U.S. [20:19] Don outlines Belle Tire’s growth plans for the next 3–5 years Resources mentioned in this episode: Belle Tire https://www.belletire.com/ Tread Partners https://treadpartners.com/ Gain Traction Podcast https://gaintractionpodcast.com/ Don Barnes III on LinkedIn https://www.linkedin.com/in/don-barnes-4a671ba/ Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/ Gain Traction Podcast Episode #188: How a Farmer Turned a Small Tire Shop into a $26M Business https://gaintractionpodcast.com/how-a-farmer-turned-a-small-tire-shop-into-a-26m-business/ Quotable Moments: “Retail is detail, and every touchpoint matters.” “We’re in the tire business, but we’re really in the service business.” “You only get one chance to make someone feel good about a stressful situation.” “Growth is great, but not at the expense of trust.” “Our goal is to make someone’s day better, every single time.” Action Steps: Audit your customer journey: Identify pain points and friction that impact the service experience. Create a consistent brand presence: Make sure your stores and team reflect trust and professionalism. Empower your team: Train staff to act as trusted advisors, not just salespeople. Double down on local reputation: Be present in the community, people notice and remember. Apply the “surprise and delight” principle: Build loyalty by going beyond what’s expected.
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How a Farmer Turned a Small Tire Shop into a $26M Business
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 million in just seven years? According to Jesse Wickel, it starts with relationships; with your customers, your employees, and your community. On this episode of Gain Traction, Mike Edge sits down with Jesse to talk about how his background in farming helped shape his mindset around service, hard work, and leadership. Jesse explains why growing in a rural market requires more than just good pricing; it takes trust, reliability, and genuine connection. From opening day to serving 8,000 hot dogs at their expansion event, his story is packed with authenticity and grit. Jesse also shares his people-first philosophy: that success isn’t measured in number of locations or fleet trucks, but in whether employees are happy, families are thriving, and customers feel truly taken care of. Whether you’re running a farm or a tire shop, Jesse believes the formula for success is simple: work hard, stay humble, and build real relationships. Here’s a glimpse of what you’ll learn: [01:31] Jesse shares how he was drawn into farming after college out of necessity [03:26] How the opportunity to buy a small tire shop came unexpectedly [04:59] How Jesse's business grew from a $1.2M operation to 80 employees and multiple locations [07:09] What Jesse enjoys about working in the tire industry [10:15] Jesse opens up about his family life [13:13] Jesse’s goals for the business over the next few years [16:26] What guiding principle does Jesse live by and share with other shop owners? [17:54] How does Jesse find employees for his growing business? [23:17] Jesse talks about his strong relationship with Titan International Resources mentioned in this episode: Wickel Tire Pros https://wickeltirepros.com/ Titan International https://www.titan-intl.com/ Tread Partners https://treadpartners.com/ Gain Traction Podcast https://gaintractionpodcast.com/ Gain Traction Podcast Episode #187: The Council That’s Quietly Shaping the Future of the Auto Industry https://gaintractionpodcast.com/the-council-thats-quietly-shaping-the-future-of-the-auto-industry/ Quotable Moments: “Our customers aren’t buying tires, they’re buying from people they trust.” “If we take care of our employees and their families, the rest will follow.” “Success isn’t how many shops we have, it’s how well our team is doing.” “In a small town, everyone knows your name. You’ve got to earn that trust every day.” “We didn’t know we’d serve 8,000 hot dogs at our grand opening… but we did.” Action Steps: Invest in relationships: Treat every customer like a neighbor, not a transaction. Measure what matters: Focus on family, team morale, and service, not just revenue. Create workplace wins: Support your team in hitting personal and professional milestones. Involve your community: Make them part of your journey and growth. Hire early, hire right: Seek people who want to work and grow, not just fill a spot.
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26:25
The Council That’s Quietly Shaping the Future of the Auto Industry
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: Visit Gain Traction’s WTSBC Page to find the direct council link and learn more. Apply for membership via the SEMA Council Portal, it takes just a few clicks. Leverage your membership by downloading fitment guides, attending council meetings, and volunteering on task forces. Connect with other leaders like Mike Lusso and your regional reps to maximize industry relationships. Promote your involvement on your website, social media, and customer channels, it boosts credibility.
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Employee Ownership and Rural Market Success With Adrian Rodriguez of Commercial Tire
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: Create a culture of ownership: Encourage every team member to identify ways they can improve efficiency daily. Use visual tools for sales enablement: Leverage video cards or segmented brochures for tailored B2B outreach. Build wealth locally: Adopt models that allow profits to return to employees and the communities they serve. Embrace marketing playfulness: Use creative, localized campaigns to connect with new markets despite brand name challenges. 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.
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