Mitch Bruneel serves as President of Retail Operations at Gill’s Point S Tire, where he focuses on employee development, customer experience, and operational growth within a family business rooted in the tire industry for generations. His leadership reflects a commitment to collaborative learning and the shared culture that defines the Point S dealer community.

Walter Lybeck is CEO of Point S Tire USA, helping lead the cooperative’s national growth strategy, dealer branding initiatives, and member support programs. His leadership emphasizes collaboration, family-driven culture, and leveraging collective scale to strengthen independent tire dealers across the U.S.

Patrick Lavoie oversees the retail network for Point S Tire Canada, supporting more than a thousand stores through operational programs, performance initiatives, and cross-market collaboration. Known for his competitive drive and focus on sales performance, he helps shape retail standards and growth strategies across the Canadian network.

David Priddy owns David’s Discount Tire in Oklahoma and has been an active Point S member for nearly a decade. With deep roots in the tire business, he emphasizes buying power, industry collaboration, and customer trust as key drivers behind sustained business growth and community reputation.

Mickie Hall owns Point S American Tire in Gallup, New Mexico, stepping into leadership after inheriting the business unexpectedly. Through operational guidance, coaching programs, and strong team culture, she successfully expanded performance and profitability while honoring her family’s legacy in the tire industry.

Polo Rodriguez Jr. co-owns Rodriguez Point S Tire & Service in Texas and serves as Vice Chair of Point S Tire USA. He focuses on growth strategy, operational excellence, and industry leadership while advocating for customer-first values and collaborative dealer success across the network.

Ron Preston owns Tredz Central Point S in Nebraska and brings decades of tire industry experience, including leadership in cooperative business models. His operations have seen consistent annual growth, supported by strong dealer relationships, shared best practices, and cooperative buying advantages.

Nico De Rouwe is Managing Director of Point S South Africa, overseeing a large network of locations and championing collaborative business models that help independent dealers compete with major corporate chains. His leadership stresses international cooperation, long-term stability, and family-oriented business continuity.

In this episode…

Independent tire dealers face rising consolidation, aggressive national branding, and shifting customer expectations that demand consistency across locations. Standing alone limits leverage in purchasing, marketing, and operational benchmarking. Cooperative alignment continues reshaping how multi-location operators scale without sacrificing local identity.

Recognition from Consumer Reports placing the network among the top tire retail experiences in the United States reinforces the impact of collaboration, operational standards, and shared brand equity. The Point S tire dealer network illustrates how collective strategy strengthens profitability, credibility, and long-term sustainability in a rapidly evolving automotive aftermarket.

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

[01:27] Mitch Bruneel on operations, culture, and dealer collaboration

[05:50] Walter Lybeck on cooperative growth and brand credibility

[10:50] Patrick Lavoie on network scale and performance alignment

[14:49] David Priddy on buying power and independent competitiveness

[19:08] Mickie Hall on leadership transition and profitability growth

[25:02] Polo Rodriguez Jr. on expansion goals and organizational direction

[29:33] Ron Preston on annual business growth through cooperation

[33:22] Nico De Rouwe on international dealer collaboration

Resources mentioned in this episode:

• Mitch Bruneel LinkedIn
• Walter Lybeck LinkedIn
• Patrick Lavoie LinkedIn
• David’s Discount Tires Website
• Point S American Tire Gallup Website
• Rodriguez Point S Tire & Service Website
• Tredz Central Point S Website
• Nico De Rouwe LinkedIn
• Point S Tires Website
• Tread Partners
• Gain Traction Podcast on YouTube
• Gain Traction Podcast Website
• Mike Edge on LinkedIn

Quotable Moments:

• “Even though we’re, you know, hundreds of miles apart, we all have the, you know, same goals, the same ideas.
• “My goal is to finish one, number one, for sure. So I will do anything to accomplish that goal.”
• “So to me, joining a company like Point S gave me the assurance that my sons will be all right, even if something happens to me.”
• “Buying power is probably the best part of being cooperative.”
• “Our business has grown about 30% a year.”

Action Steps:

1. Assess cooperative affiliations such as the Point S tire dealer network to increase buying leverage, operational support, and national brand credibility.
2. Standardize customer experience processes across all locations to strengthen trust, improve retention, and elevate brand perception.
3. Leverage peer networks for benchmarking, shared insights, and leadership development to accelerate performance improvements.
4. Invest in operational coaching and financial performance reviews to identify profit leakage and drive measurable growth.

• David Priddy
• Gain Traction Podcast
• Independent Tire Dealers USA
• Mickie Hall
• Mike Edge
• Mitch Bruneel
• Nico De Rouwe
• Patrick Lavoie
• Point S Tire
• Polo Rodriguez Jr.
• Ron Preston
• Tire Dealership Network
• Tire Shop Business Growth
• Tread Partners
• Walter Lybeck

Transcript

00:00
Even though we’re, you know, hundreds of miles apart, we all have the, you know, the same goals, the same ideas. 

00:05
We have a store that was losing $200,000 a year and suddenly was breaking even after working with Tony. 

00:11
My goal is to finish one, number one for sure. So I will do anything to accomplish that goal. 

00:17
Buying power is probably the best. We’re cooperative and we’ve got a lot of stuff that goes with the group. 

00:23
We doubled my dad’s sales in four years the last full year he was in charge. 

00:28
We come to the annual meeting and other events. It feels like we are going to be on top of everything. 

00:35
Our business has grown about 30% a year. 

00:38
So to me, joining a company like Puentes gave me the assurance that my sons will be all right even if something happens to me. 

00:46
Welcome to the Gain Traction Podcast, the official podcast for tire business. I am Mike Edge, your host, and I have the privilege of interviewing the tire dealers, shop owners, counter sales reps, technicians, industry executives, and other thought leaders of our industry. This episode is brought to you by Tread Partners. Tread Partners is the leading digital marketing agency that specializes in digital marketing for multi location tire and auto repair shops. Tread Partners works with clients that have hundreds of locations, down to five locations. Get a professional, unbiased opinion and let Tread Partners review what you’re doing. It starts with a simple conversation. To contact TREAD partners, visit treadpartners.com so let’s get started. 

01:27
All right. 

01:28
Hey, we’re here today with Mitch Brunel, who is president of retail with Gills. Point S. Mitch, glad to finally meet you. 

01:36
Yeah, glad to meet you too. 

01:37
I’ve. 

01:38
I think I’ve had my father on the podcast before and so excited for. 

01:42
The opportunity to chat. He was quite the personality too. 

01:45
Yeah, I’m his kid, so I, I get that all the time. 

01:49
Talk to me a little bit about your position with Gills and why you guys come to Point S. Yeah, so. 

01:54
My position currently is president of operations retail stores and so heavily focused on not only our employees that are in the organization, but also the customer experience that we provide to all the customers that come into our store. And so one of the great things about being here at the Point s annual meeting is we get to interact with all the other owners. And I feel like not only do I have a good sense of pride in our stores and how we take care of the customer, but also as you interact with all these other owners, you get a feeling of what truly is special about Point S and kind of that brotherhood that we Have. And part of that is, you know, coming together in person and chatting with these guys. Because we got a lot of great people in this organization. 

02:36
You really do. And the. There’s a jail in the room all the time with you guys. I mean, it’s. It’s like you really do become best friends. I know you don’t live in the same communities, but you’re all willing to help each other out and you all benefit off of the power of one group. 

02:50
Yeah, yeah. And I happened to have the opportunity. Last night I was chatting with a owner in Oregon, and even though we’re, you know, hundreds of miles apart, we all have the, you know, the same goals, the same ideas, and we could carry on an hour conversation talking about tires, customers, family, whatever it is. It just comes natural. 

03:08
So you were born and raised in the business, right? Did you know that you wanted to do this the whole time? 

03:15
That’s funny, because my dad. So this is. Long story short, our. My grandpa started the business in the 60s and my dad later took it over. And all growing up, I was like, man, I don’t want to be in the tire industry. I want to go do something that, you know, is. 

03:30
Well, you’re just independent minded. I want to go do my thing. 

03:32
Yeah, I want to go do my thing. My thing. And ended up going to college. And right after that, I was looking at some opportunities. And it’s something about the tire industry. You’ll. You probably hear this from all the people you chat with. It just sucks you in. 

03:45
It does. 

03:46
So I ended up coming back and working for the family business, and it’s been great. 

03:49
How about point s getting ranked third as a retailer nationwide from Consumer Reports? I mean, that’s an achievement. 

03:58
Yeah, it was definitely something that we tried to promote when we got that ranking. It’s definitely something that your employees should be proud of. It’s definitely something that you should let your customers know. And I think that goes all the way back to not only, you know, the organization we built, the, you know, products and everything, but it really comes down to the people and those owners and everyone that’s really a part of that. That company. 

04:21
Well, I mean, I’m just thinking you guys have some, you know, they’re not as old as members as you guys, but the some in South Carolina, for instance. But having that name and being able to say we’re ranked in Consumer Reports, it’s a big deal. I mean, that’s a. You know, first of all, I mean, our industry gets a bad rap in some ways. Just because, you know, one. One apple can stain the bushel and in a lot of ways and contaminate it. And you know, and then people have a bad experience and they’re always, they’ll say, you know, somebody’s always trying to rip me off or whatever it is. But we know that’s not the case. 

04:51
I think genuinely most of the people in this industry are always trying to help the customer, but that validates it a little bit with the brand even more. 

04:59
Yeah. 

04:59
And I think, as you know, I don’t remember the exact order of the companies, but when you look at, you know, the companies on the list, they’re well known companies across the US and it’s being ranked third, I think. Really sets home and talks a lot about the point S curve. 

05:13
Where do you see things in the next couple years with coin S and in particular, gills. 

05:18
Yeah, I think, you know, we’re continuing to grow. You know, last night I would say Walter and Clint talked about the growth that we’ve had over the past couple years. Not only the last year, there’s been a lot of growth. And I think as we continue to grow, not only does it provide opportunities for our people, but just the brand in general as we grow. It’s, it’s a win, win situation. 

05:41
Well, Mitch, I appreciate you being on the Gang Traction podcast. It’s a pleasure having you and maybe we’ll get you on for a full time program with them. 

05:47
Yeah, sounds awesome. Thank you. 

05:49
Thank you. All right, folks, I’m back with Walter labek. He’s the CEO of Point a Tire. Walter, welcome back to the Gain Traction podcast. 

05:56
I can’t believe I’m back. I thought you were going to scare. 

05:58
Me away for sure. Hey, well, the last time, you know, we, it was. Was just all audio. 

06:03
Oh. 

06:04
So, you know, they didn’t get to see our mugs. 

06:06
Yeah, it’s probably better for the audience. 

06:08
That way they could be entertained right now, you know? 

06:12
Yeah, we’re sure entertained. 

06:14
Listen, you guys have been blowing it up lately. Consumer Reports. 

06:17
Yeah, Consumer Reports article came out. We discovered it at sema. Had no clue it was coming out. 

06:22
That’s even better. Yep. 

06:24
Yeah, I’m sitting there right before, like my half. My vendors that we’d met with had another half to go and I get this email pops up that says, what is this? I look at it, I’m like, that can’t be real. Started looking through again and again. 

06:37
Who’s pranking me? I know, right? 

06:39
I’M like, what in the heck? This totally fake. No, it’s real. We were totally ranked top three Consumer Reports best tire. Best consumer tire experience or something like that. 

06:50
Point is by having the national name. What’s awesome is that, you know that smaller dealer just wherever he benefits off Consumer Reports now. No kidding, right? Because he wouldn’t have gotten that rating. No. 

07:05
Well, they did the work. Yeah, they, they were recommended by their customers by the things they did. This is their. Yes, this is their price. But they would have been in a big category of everybody else and they wouldn’t have gotten any recognition. But for the fact that they’re part of a group now. They’re rec together. And that’s kind of a cool extra little piece of being part of a group that brands and works together in a way that we didn’t expect even. I mean, we knew there was the pieces of that. But to get that kind of recognition is just fantastic. 

07:41
For the dealers that watch this podcast that don’t know coin s and they’re looking for that next step of growth or, you know, an association or whatever. What. Give me the definition of point s. It’s a co op. Correct. 

07:57
It’s a cooperative. Yes. 

07:58
Yes. And so. But you brand together, so you mo. 

08:03
For the most part, we have a little flexibility in that. We have a couple options. I believe our best option is the fully branded option. Fully branded means you’re co branded between their name and our name. 

08:13
Yeah. 

08:13
And you look and act and feel like a point s store. There’s certain things we ask for. You have some support warranties and agree to treat customers the same everywhere. And, and you adopt essentially a family of other. Other f stores as your brother. 

08:29
But all of a sudden you get. It’s like you just get this power and leverage that you didn’t have. 

08:33
Yep. 

08:33
And then you make a. You. You immediately get a. Like a brotherhood here. Exactly. I mean, because everybody here can. I mean, I know they don’t see each other that often, but they get to see each other a couple times a year maybe, but they get. They got somebody to call all the time. 

08:47
So it’s real. It’s natural. It’s also intentional. Family is the word a lot of them will use if you interview them. And I don’t know if they’ll say that here on the podcast when you talk to them, but they have. Family is an attention for me. About 10 years ago, I started running the annual meetings and my switch was to invite children. I wanted events and Places where children and families could come. I want the spouses, the male, female spouses, whatever, and their kids to come because I think those kids are the next generation. They’re going to run the store. So we put family forward in everything we do because at our heart, we have always been a family run organization. These folks come into the group and I don’t know if they’ve ever experienced a group that’s quite as deep as ours. 

09:34
But there’s something about when you agree to brand like the other group now you’re part of a community that’s different than just on your own. Right. You can do it on your own. You could be very successful on your art. But being part of a group just gives you a little bit extra support if you need it. Right. It helps you get out of the linear thinking that you might have as an independent or that you might be tempted to follow because it’s easy. 

09:58
Yeah. 

09:58
And you start challenging yourself, especially like, you know, you’ve interviewed Tony, our master shot coach, who’s irreplaceable. The guy is amazing. 

10:06
Think about if you’re listening and you’re, you know, you’re a prospective point as dealer, you’re thinking about it or whatever. You literally just that. And I heard it before, but I had forgotten it. It’s a big one. On average, $170,000 income. 

10:23
Income after one year of working with Tony. 

10:27
I mean, I mean, signing up today. 

10:30
So we have. We have a store that was losing $200,000 a year and suddenly was breaking even after working Latony. Small score. 

10:37
It’s amazing. Listen, thanks for coming back on the podcast. 

10:41
I love being here and what a pleasure. 

10:43
Yeah. 

10:44
Thank you so much for the opportunity. 

10:45
You’re welcome. 

10:46
Thanks for joining us in the show. 

10:47
Absolutely. All right, great. See you. 

10:49
Take care. 

10:49
All right. 

10:50
Thank you. 

10:50
Okay, folks, I’m here with Patrick Lavaux. 

10:53
Yes. 

10:53
Did I do it right? 

10:54
Yeah. 

10:55
All right, perfect. Patrick is the vice president of retail for in Canada for Point S Tire. 

11:01
Yes. 

11:01
Unimax. For the sake of the people watching, how’s its relationship with Point S? 

11:08
So Unimax is the corporate identity. So they have Point S Canada that own like four retail brand. Like we have point S V1 autobox and local tire. We have 1100 stores in Canada. So it’s kind of a lot of stores. 

11:31
Yeah. 

11:31
But the biggest one on the retail. 

11:32
Retail side in Canada. 

11:36
Also we have a branch of distribution. This is our biggest asset in a group. We have distribution stocks in eastern Canada, in western Canada, we have north Country Tires that are doing the four provinces and we have it. We bought last year rssw, a wheel company. So at a wheel company it’s a very great wheels that we could ship. 

12:03
Everywhere in the world. So. 

12:06
But yeah, it’s Canadian basis. 

12:08
So coming from your background, what. What do you like about the tire business? 

12:15
The competition. 

12:17
Competition? 

12:17
Oh yeah, the competition. I like. 

12:20
I’m. 

12:22
I’m like a more or less sales driven person. 

12:27
I’m. 

12:27
I’m very much motivated by the sales and the competition. So my goal is to finish one number one for sure. So I will do anything to accomplish that. That goal. 

12:40
So. 

12:40
So your goal, I mean you. I mean when you come. When you come to the United States and you come to this conference, what do you gain from it? Like from a learning about the tire business. 

12:50
So I’m learning another culture also, but is very close to Canada by the way. 

12:54
So. 

12:55
But it’s still another culture and we do a lot of program together that we can build. Like for example, they are taking some program from us and sometime we take program from them. For example, we took the Master Shop program from us and we. 

13:17
The one that Tony does. 

13:18
Yeah. 

13:19
What. 

13:19
What. 

13:19
We just modify a little bit for Canada but it’s. It’s pretty similar. Yeah. So we did that last year and. And now our. Our store are beneficiary from. From that. So it’s a real benefit from them to get the Master shop portion. So I. Tony was a great asset for us. Yeah, great guy. And I also went to France in point S France. They got like 650 story also over there and it took the best. And I create a program that called Master Shop 1.0 in Canada. We’re building right now the 2.0 for next year. It will be more sophisticated, more. More about ratio, about performance, about the store. The first one it was just to put everyone on the same level. 

14:21
Yeah. 

14:21
And be sure that the second one will just build. 

14:24
Create a basis. Yeah, yeah. 

14:26
Basic. 

14:27
Well, I gotta tell you, it’s. It’s a real honor to have you on here. I’m glad you’re willing to do it. Was this your first podcast? 

14:35
First podcast. But I did the with tire business. I did the like a virtual one with Walter years ago. Like maybe five years ago. 

14:44
I gotcha. All right, well thank you for being on the game tracks. Thank you very much. Appreciate having me. All right, welcome back. We’re here at the point S. Aom, right? Yes, sir. Annual owner meeting. 

14:55
That’s correct. 

14:56
With David Priddy. 

14:57
Yes sir. 

14:58
Who is the owner of two retail stores in Haskell, Oklahoma. 

15:01
Correct. 

15:02
And a wholesale operation. You busy? 

15:05
Busy man. Too busy. 

15:07
Yeah, but you like it, though, don’t you? 

15:09
I love it. 

15:09
Or I’ll quit. Yeah, I need to quit, but I can’t help it. 

15:12
It’s in your blood. 

15:13
It is in my blood. 

15:14
You are an enthusiastic guy, and I can tell you love what you do. 

15:17
I do love what I do, but it’s been a long time. 

15:20
Tell me about the tire business. How’s it going? 

15:22
You know, it’s. It’s winter in Oklahoma, so it always slows down about November, December, January, February kind of picks up. Days are getting longer. 

15:31
Yeah. 

15:32
But in all, we’ve done pretty good this winter. Kind of coasted through our slow time. Fixing a peak out March 1st, so. Yeah, it’s not bad. Not bad. 

15:41
Well, let’s talk about Point S. You’ve been a member for how long, man? 

15:46
It’s been nine years, actually. 

15:47
Coming to. 

15:48
Yeah. 

15:48
That’s awesome. 

15:49
It’s been a great deal. 

15:50
Good. 

15:50
Nine years. Sure has. 

15:51
You know, so now that you. You’re not one of the oldest, but you’re not a newbie anymore, how does it feel being in this? Because everybody refers to as like a family. 

16:00
I was just fixing to say that’s a key word. I feel like everybody in this group is family. Even the new guys, they come in and it’s just. Everybody makes them feel welcome. Just like a family. Yeah, we, you know, we have our problems, but we always work it out. Yeah. And it’s just a warm. You can look around here tonight and just see everybody’s interacting, Everybody’s having a good time, and it’s just a good feeling. 

16:25
It’s a cool atmosphere. But you being a member for nine years, how does that benefit you directly at your stores, Even without the brotherhood? 

16:36
So buying power is probably the best, number one. That’s probably, for me, the buying power. You know, Point S has got a lot of stuff to offer other than buying power. More cooperative and that. We’ve got a lot of stuff that goes with the group, but my biggest is buying power. 

16:52
Yeah. 

16:52
You’re no longer one store, two stores. 

16:54
That’s exactly right. 

16:55
Now you can play a bigger game. 

16:56
Exactly. 

16:56
For sure. I think it’s really cool. And I’ve said this with a lot of the guys on the interview right now because they announced it last night when were here. That consumer report deal was big. 

17:06
It was big. Really big. There’s a lot of good things happening with coin as right now I mean. 

17:11
I think they interviewed 24,000 point ass customers or something. It raised a lot. 

17:15
Yeah. 

17:15
I mean, big numbers. 

17:16
More than I can count. 

17:17
In other words, Consumer Report really did their job of pulling enough people to know that it wasn’t just one or two people or a handful of people hand picked. I mean, they went through a ton of customers. They did do us. And what I liked we had. Walter was on here and he said, and we didn’t even know her. Like, I get a text. 

17:34
Well, you don’t really know if. When it’s that big, it’s. It is shocking number when you see that kind of number. 

17:39
He goes. But when we found out, it was like. He goes, I thought somebody was pulling. 

17:42
My leg at first, you know? 

17:43
And we said, thank you. Thank you. But how cool is that? Because now David’s Discount Tire in Oklahoma is point S. But you are ranked in Consumer Reports, correct? Yeah. 

17:59
No, it’s a big deal for all the members, especially me, too. Like I said, it just does a lot of things. Each year we accomplish other things, new things and exciting things. So there’s a lot going on right now. 

18:12
Y’ all got a good leadership team? 

18:13
We got one of the best. I said that today in a. In our team meeting, our membership meeting. We probably got the best leadership there is. I mean, the guys are great. They work hard, doing great. 

18:24
They work hard, they’re strategic. They try to think about ways to win all the time. And they really do have fun. 

18:31
They think outside the box. And that’s what you got to do in now the end time. You know, we’re all old school or. Or some of us are old school. But you still got to think outside the box. You still got to get that down the trenches and fight. But there’s a lot of new stuff out there. Technology, as you know, that we have to do. We have to execute it. They do a great job at that. 

18:50
Well, David, I am honored that you came back on the Game Traction podcast. Thank you. 

18:55
I am too, man. It’s good to meet you. Or good to know you, I’d say. 

19:00
I’ll see you in Oklahoma. 

19:01
Yo, guys. Heard that. He said it in this year, too. 

19:05
Let’s make sure that we’re gonna make it happen. All right, thanks again. 

19:07
All right, buddy. 

19:08
Hey, folks, I am here with Mickey Hall. She is the owner of Point S American Tire in New Mexico. 

19:15
Yes, in Gallup, New Mexico. 

19:17
Awesome. Well, welcome back to the Gains Reaction podcast. 

19:19
Thank you. Nice to be back. 

19:21
I’m really glad you’re back because I think your story is a story that resonates about why people are members at Point S. And Tony uses your story all the time. 

19:30
He does. 

19:31
And he did it in the year end podcast with me. But let’s just back up a little bit because just on the surface, I think it’s good to refresh people’s memory. But one of the things I think is important is the things about you is that your father passed away and you basically inherited a store that you didn’t know you were going to be running that soon in your life or at all. 

19:53
I never planned. It was my first job when I was 12. I worked there, you know, through school and then went on with my life. I didn’t even live in Gallup. 

20:03
Yeah. 

20:04
And he. He found out he had cancer and he was gone in two weeks. 

20:09
Wow. 

20:09
And I inherited a well oiled machine and thank God I did. 

20:15
And you were also part of Point S, right? 

20:17
Yes, were part of Point S at the time. And my dad had actually the store sold because my mother wasn’t well and she died the day before he was supposed to close the sale of the store. So he pulled the sale and then he died five months later. And so he called the guys to the house a week before he passed away and he let them know that he was terminal and he wasn’t going to make it. And he told them, I’m giving the store to my daughter and don’t worry about it, you guys are in good hands. And were all scared. I’m sure no one was more scared than me. And then he passed away. And I met the general manager the day after he died. And Kevin told me, I’ve got your back. And I said, I’ve got yours. 

21:06
And we started fresh on April 1st in 2021, we doubled my dad’s sales in four years. The last full year he was in charge, we doubled in four years. 

21:17
What he had done well with Walter and a few other people that have been on the podcast. Just throughout the conference right now, we bragged on Tony. But his master shop really does matter, doesn’t it? 

21:28
You know, I am as big a fan of Tony’s as he is of mine, apparently. I met Tony at the new dealer orientation that they called and invited me to after I’d been doing it for a year. And I went into that meeting, there were 20 people, all new dealers. A lot of them were second and third generation. And we toured stores. It was a two day thing. We toured stores. The second day were doing a roundtable and you had. And you had to introduce yourself, tell people who you were from, you know, that kind of thing. I was the last one to go and kind of nervous talking to a crowd. But I had like this epiphany out of nowhere that my dad wasn’t coming back and that store was mine and it was time to stop keeping the chair warm, basically. 

22:21
And like I. Like I told you a minute ago, I ugly cried all over the place and made a fool of myself. And that room full of people really embraced me and surrounded me with. With all kinds of love and basically told me, you’re going to be okay. And Tony was one of the biggest one that I kind of leaned on because he reminds me a lot of my dad. Yeah, they have a lot of similarities. And he was starting out with master shop. And I thought, you know, the guys at the store do everything dad’s way. And I’m not saying that’s wrong. I’m not saying it’s right. I’m saying I don’t know what I don’t know. And I’m sure that everybody that works for me has forgotten more about the tire business than I knew at the time. 

23:08
Yeah. 

23:09
And. And I wanted some fresh eyes. And so I went back to the store and I told my general manager, Kevin, I, you know, they’re doing this master shop thing. And he really kind of fought me on it because it was a loyalty thing, I think. 

23:23
Yeah. 

23:24
And so I said, I don’t care. We’re doing it. And we brought Tony in and he came in for a week, and they were not huge changes. It was just, you know, why don’t you think about this? Why didn’t you think about that? And with his program, you know, he talks to you weekly. He teaches you things that you’re like, oh, huh. I hadn’t thought of that. You know, really dug into our p. L’s every month, and he showed us what to look for, red flags and that kind of thing. And after the. After we completed with a year with Tony, I talked to him about it today, and I’d kind of forgotten the numbers, I guess. But our bottom line, our net profit increased by $175,000 that year. But, you know, it. It’s easy to say that it was us. 

24:12
Did you just kind of scratch your head? Like, how did that happen? Yeah, because like you said, it was small changes, but you. 

24:17
Very small, very small. Nothing. Huge nothing, you know, I didn’t have. 

24:21
And it almost makes you mad that you had that I would call it. Like a leakage feel. 

24:25
Yeah. 

24:25
Like, did we. Do we miss this all the time? 

24:27
Yeah. And. And it was the smallest things. It was like, oh, now that you look back at it, you’re like, well, duh. Why didn’t I think of that? You know? 

24:34
But. 

24:34
But like I said, you don’t know what you don’t know. And Tony is. He is the most supportive individual I’ve ever met in my life. And. And I consider him a friend now for sure. And. And we’re doing Master Shop 2.0 with him now. And, you know it. The sky’s the limit now. 

24:53
I really appreciate you being on here. It’s been, It’s. I love your story. I love the fact that Tony’s been a big impact on you. And thanks for sharing it. Polo Rodriguez is now our guest on the Gain Traction podcast. He is the owner with his brother, Rodriguez, Point S Tire and Service in San Antonio, Texas. 

25:13
San Antonio or stores. 

25:15
And you’re also the vice chair of. 

25:17
Point S usa, relatively new, inducted as vice chairman this past fall. 

25:24
Congratulations. 

25:25
Thank you very much. 

25:26
Yeah, that’s a big honor. I mean, and I say that sincerely because I think this is a great organization. 

25:33
Absolutely. All we see is promise and growth for our company. We have so many things to look forward to. We come to this meeting, we come to the annual meeting and other events. It just. It feels like we are going to be on top of everything. 

25:52
Yeah. 

25:52
And we get to take that energy home every year. 

25:54
That’s awesome. First of all, how long have you been a member of Point S? 

25:58
2019. So it’ll be seven years this summer. 

26:02
Congratulations. 

26:03
Thank you. 

26:04
Over the seven years, you guys have really seen the. Probably the most amount of change in this organization from what I understand. 

26:10
Absolutely. 

26:11
I. Growth is obviously number one. 

26:13
Yeah. 

26:14
Yeah. 

26:14
As for Point S, I think that’s about the time we set our goal to 500 stores and we’re closing in on that fast. But we recognize the need and that’s why we set the goal. So we have really taken on that challenge. Our stores, we’ve grown from one to four now, so we recognize the need as well in our small group back home. 

26:40
Going back to your experience, seven years in Point S, how about this award that you guys got from Consumer Reports? 

26:50
We’re so excited about that. I told my group, hey, we. We do quite a bit in. In our city and don’t think were in a part. A big part of this. 

27:01
Yeah. 

27:01
Obviously the organizations as a foe needs to be. Needs to be representing the top three Award or top three representation. But so don’t think we didn’t play a small part of this. And they were my team, my staff was super excited. High fiving, just, hey, guys, we made this happen as well. 

27:20
Yeah, absolutely. Yeah. 

27:22
Where do you see, as vice chair of the organization, where do you see the organization going in a year, three years from now? 

27:31
Yeah. 

27:33
You know what? That’s something I’ve had to ask myself is because we set the goal for 500 and realistically, I believe we’re going to be there in a few months. 

27:43
No. 

27:45
So what? We know what’s the next project, and I think we need to reflect on that a little bit more because I don’t know the answer. 

27:53
That’s good, though. But I do think it’s. Once you get there, it’s good to say, okay, we did it. We set this. Go. And now we’re here. Now let’s collectively figure out what’s our next step. 

28:06
Yeah, yeah. But it’s coming quick. So we do have to figure out what’s next. Obviously we want to, you know, we want to keep growing, but I think we set the. So the goal to grow, and now we have to figure out how we make everything work perfectly or. 

28:22
Yeah. 

28:23
In harmony because we’re in some hard to reach places. Myself, I’m in San Antonio. I am. I don’t know, don’t quote me on the miles from San Antonio to Memphis, but that’s the nearest warehouse to me. So we got some challenges that we have to overcome, and I think that’s. 

28:39
Going to help us. 

28:40
Once we, once we’re able to figure out how to reach all of our stores conveniently efficiently, then we can figure out where we’re. Where we can reach next on the map. Our biggest thing is always being honest and, you know, doing what’s right for the customer. And that’s what we preach to our employees every day. 

29:00
It’s a mantra. I mean, it really is. It’s simple, too. 

29:03
Yeah. 

29:04
You know, you don’t ever have to worry about anything you’ve ever said if. 

29:07
You don’t tell lies. 

29:08
No, I don’t have to remember the lie I told. 

29:11
No, it’s the thing I tell people all the time. You don’t have to worry about me. I don’t tell lies because I can’t remember anything. Yeah, I mean, you know, you got to have a good memory. 

29:19
Absolutely, absolutely. 

29:20
Anyway, it’s one of our core values. 

29:22
And we really practice that and we make sure if I Made a mistake. I’m going to own it, and that’s going to be the end of it. 

29:27
I love it. Well, Polo, I can’t tell you enough. Thank you for being on the Game Traction podcast. 

29:32
Thank you for having me. 

29:33
Okay, folks, I’m here with Ron Preston. He is the owner of Tread Central Point S in Cortland, Nebraska, which is real close to Lincoln. Yep. 

29:41
We’re about 20 miles south of Lincoln, Nebraska. 

29:44
Well, welcome to the Games Reaction podcast. 

29:45
Thank you. 

29:46
Yeah. 

29:47
Well, tell me a little bit about yourself. Did you grow up in the tire business? 

29:52
So I’ve been in the business for about 40 years. My past, I was a CEO of a local agribusiness cooperative which had a tire business that we built into a very significant business. 

30:04
Nice. 

30:05
We started our family business in 2008, built a new facility about eight years ago now, and then we added an additional facility this fiscal year and have plans to continue to expand. 

30:20
How long have you been in point s? 

30:22
We’ve been in point S. We’re a little over five years or six year. 

30:26
And what’s your vibe about each year? How do you feel about it? 

30:31
It’s been fantastic. Our relationship continues to grow. Been fortunate enough to be involved in. In the board on both the real estate and the. The, you know, tire factory board. 

30:44
Both. 

30:45
And so we’ve gotten to know a lot of great people as part of the. The whole family and, you know, just a really good camaraderie that everybody is. Cares about each other and try to help each other out. 

30:57
Have you noticed a significant difference in your tire business since you became a point s member? 

31:03
Yeah, our business has grown. Typically, we grow about 30% a year, so. 

31:09
No kidding. 

31:09
Yeah. So we’ve been extremely fortunate. 

31:11
Yeah. 

31:12
To see that kind of growth every year. You’re like, I don’t know if we’re. 

31:16
Going to be able to do it. 

31:16
Again next year or not. 

31:18
That’s fantastic. Well, congratulations on that. Thank you. Well, I’ve been asking everybody briefly, how big a deal is this consumer report ranking? 

31:28
It’s amazing. It’s unbelievable, to be honest. 

31:31
And you get to take it home to Nebraska with you, in a sense. I mean, you know, you get to carry that to your customers. 

31:36
Yeah. You know how hard those type of things are to make happen for us to be able to say that reality is incredible. 

31:45
Yeah. And what a brand booster. I mean, it’s, you know, it’s one of those awards that goes with you. Yeah. Obviously you want to climb that ladder. And if you can go from three to two or three to one within the next couple years, that’d be great. But even if you don’t, that carrying that award for the time being, it’s got a shelf life to it because, I mean, it’s a big accomplishment. 

32:08
There’s a lot of really good businesses that can never say they’ve accomplished that. So. Yeah, it’s incredible. 

32:14
Well, I, I’ve said this to multiple people I’ve interviewed, but it. The fact that they, the pool that they questioned was 24,000. That’s a big audience. 

32:23
Yes. 

32:23
To make sure that it was a real legit award. 

32:26
Yeah. I mean, we have to be very proud of it. I know we don’t tell our own story well enough, but that’s a great. 

32:34
Story, you know, and I think that’s just the way we all are. I mean, it’s hard to especially. I mean, I think this is a, a good organization with great leaders. I mean, I think it’s a great organization with great leaders. And I think it’s a challenge sometimes to look introspective and really realize how good you are at something because sometimes just hard to make an assessment on yourself. But you guys, really, everybody we talk to around here, everybody calls it a family. 

33:00
Yeah. 

33:01
And it really is. It’s very cool. You know, it’s my second year here and y’ all treat me like family. 

33:07
Yeah. You know, the whole management staff, every employee is very easy to get a hold of. And if you get their voicemail, they’re going to call you back. And there’s not many companies that are that way. 

33:18
No. Ron, thanks for being part of the podcast. 

33:21
Thank you. 

33:22
Okay, folks, I’ve got a special guest from South Africa, but he is the managing director for 120 locations for Point S South Africa. His name is Nico Durari. Say pretty good. Okay. And English is your second language, but you’re pretty good at it. I got to give you credit. I’m excited about having you on here. But you are the managing director of 120 locations. How did, have you. Did you grow up in the tire business? Yes. 

33:53
My grandfather came from the Netherlands with my father. It was 10 years. They came to South Africa to build ships. The contracts didn’t go through, so he started selling tires. 

34:05
Well, that’s a big switch going from the sea to the tires on land. Right. 

34:10
You got to do what you got to do. 

34:12
That’s awesome. 

34:13
So how did you find your way to Point S? 

34:16
We’ve always seen Pointez As a family. And, I mean, one of the big things I saw that in our market, the big corporate companies were getting very strong, and family businesses were starting to really struggle to compete. And So I got 12 guys together, and we just said, we don’t know what to do. We’ll figure it out as we go along. And we started having monthly meetings, and we started being quite successful in supporting each other, helping each other. And about three years in, they said, let’s take it further. Let’s expand it beyond the 12. I said, well, with 12 friends working together, how do you sell that as a concept? We started doing research. That’s when we came across pointers. They come out to visit our stores. 

35:04
We went out to see England, where they just rolled out at that time, and then visit France, which is the oldest country, with Puentes. And after that, we signed the license agreement and we brought Puentes to South Africa. So to me, joining a company like Puentes, getting involved, getting a lot of people together, kind of like gave me the assurance that my sons will be all right. Even if something happens to me, the bus drives me over and I’m gone, they’ll be okay. 

35:35
Well, it definitely gives you the feeling that there’s a support system for them, for sure. Yeah, yeah. And then they got something to fall back on or somebody to go to ask, how do I handle this? 

35:45
Yeah. And. And then the international connection. Of course, sometimes in your own country, you get very stuck on the way you do things and what’s happening and just being able to be part of a bigger group, a bigger network. You know, with Cointez, we meet once a year, all the country managers from all over the world, and where Cointex Development gives us their vision, the future and what they’re busy with, their projects, and where we give feedback. So it’s a whole process. Back home, we do the same. We have shareholders meetings, so we have our IGM in April, and then again there we discuss the topics of the day. I get the mandate from the members and they tell me, focus on this, do this. 

36:32
And that’s where I focus, because otherwise I can be busy with things I think is important to them, and it’s not important to them that. 

36:40
Well. 

36:40
And that’s what makes this organization special, because it is member. It’s member driven, for sure. Yeah. And everybody has a say. Yeah. 

36:48
Or. 

36:48
And at least they feel like they can at least move the cart. 

36:52
Yes, for sure. 

36:53
Well, Nico, it’s been a pleasure having you on the podcast. 

36:55
Thank you very much. Appreciate it. 

36:57
To all our listeners, thank you for being part of the Game Traction Podcast. 

37:01
We are grateful for you. 

37:02
If you’d like to find more podcasts like this, please visit Gain Traction Podcast. If you’d like to make a guest recommendation, please email [email protected] this episode has been powered by TREAD partners, the leader in digital marketing for multi location tire and auto repair shops. To learn more about tread partners, visit treadpartners.com.