by Mike Edge
The Gain Traction Podcast features top tire and auto repair professionals, shop owners, industry executives, and thought leaders.
Language
🇺🇲
Publishing Since
1/2/2018
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1 available
Phone Numbers
0 available
April 30, 2025
<p>Gus Herlong is the CEO and Co-owner of Palmetto Garage Works, a multi-location auto service franchise group based in South Carolina. Starting with five distressed Midas stores in Columbia, he has grown the company to 34 locations across multiple states. His leadership has earned him recognition including the Tire Business Humanitarian of the Year Award, the IFA Franchisor of the Year Award, and the Midas Franchisee of the Year Award. Gus is also a key voice in the Midas dealer network, having served on the IMDA Board and as an advisor to Midas Corporate.</p> <h2>In this episode…</h2> <p>The automotive service industry is evolving rapidly, with franchise owners navigating shifting markets, NIL marketing trends, and workforce development. Many operators are finding success not just through expansion, but by creating deeper community ties and developing leadership within their teams. How can shop owners grow their businesses while staying grounded in their values and mission?</p> <p>According to Gus Herlong of Palmetto Garage Works, success comes from embracing hands-on leadership, learning from early failures, and staying deeply involved with both the community and team. From starting as an oil change tech to leading a 34-location franchise group, Gus has turned setbacks into stepping stones while investing in staff growth and community partnerships. He also uses NIL marketing with local college athletes to stand out in a competitive industry.</p> <p>On this episode of Gain Traction, Mike Edge welcomes Gus Herlong for a conversation about grassroots leadership, overcoming early business failures, and building a company culture that values authenticity and service. Gus shares insights on NIL marketing, expansion strategies, and the power of giving back.</p> <h2>Here’s a glimpse of what you’ll learn: </h2> <ul> <li>[01:45] The team effort behind winning multiple industry awards</li> <li>[02:40] How Palmetto Garage Works grew to 34 franchise locations</li> <li>[04:18] How Gus Herlong and his father started the business in 2008</li> <li>[06:28] NIL marketing and its impact on college athletics and local businesses</li> <li>[13:06] Gus’ career path from oil change tech to CEO</li> <li>[16:21] Early financial struggles and near-collapse of the business</li> <li>[19:01] Expanding into Charleston, Greenville, Florida, and Washington, D.C.</li> <li>[32:45] "Failing forward" and mentoring a new generation of leaders</li> </ul> <h2>Resources mentioned in this episode:</h2> <ul> <li><a href= "https://www.tbccorp.com/news/midas-franchise-owner-gus-herlong-named-ifa-franchisee-of-the-year/" target="_blank" rel="noopener">Gus Herlong</a></li> <li><a href="https://palmettogarageworks.com/" target="_blank" rel= "noopener">Palmetto Garage Works</a> </li> <li><a href="https://www.linkedin.com/in/brian-t-beers/" target= "_blank" rel="noopener">Brian Beers on LinkedIn</a></li> <li><a href="https://www.linkedin.com/in/edgemike/" target="_blank" rel="noopener">Mike Edge on LinkedIn</a></li> <li><a href="https://treadpartners.com/" target="_blank" rel= "noopener">Tread Partners</a></li> </ul> <h3>Quotable Moments: </h3> <ul> <li>“You’re not a Midas employee — you’re a Palmetto Garage teammate. That’s what you tell people.”</li> <li>“Failure is just a First Attempt In Learning. I’ve got a PhD in stupid ideas.”</li> <li>“If the community trusts me with their cars, I need to be reinvesting in them too.”</li> <li>“Most people don’t wish they were where I was — they wish they were where I am.”</li> <li>“My wife’s been a saint — half our anniversary trips have been disguised store visits!”</li> </ul> <h3>Action Steps: </h3> <ol> <li>Embrace hands-on leadership: Don’t be afraid to work shoulder-to-shoulder with your team to understand ground-level needs.</li> <li>Use NIL marketing creatively: Collaborate with local college athletes to differentiate your brand in a crowded market.</li> <li>Give back to your community: Implement ongoing charitable initiatives like food drives or car giveaways to build local trust.</li> <li>Fail forward and mentor others: Encourage your team to learn from mistakes and create space for growth within your organization.</li> <li>Stay grounded during growth: Remember your early struggles and use them to guide authentic, value-driven business decisions.</li> </ol> <h2>Sponsor for this episode...</h2> <p>This episode is brought to you by <a href= "https://treadpartners.com/" target="_blank" rel="noopener">Tread Partners</a>. </p> <p>At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. </p> <p>By using our <a href="https://treadpartners.com/services/" target="_blank" rel="noopener">strategy, branding, and marketing services</a>, we help shops sell more tires and put more cars in bays.</p> <p>We’ve helped companies like <a href= "https://treadpartners.com/downloads/case-study-action-gator-tire.pdf" target="_blank" rel="noopener">Action Gator Tire</a>, <a href= "https://treadpartners.com/downloads/case-study-colony-tire.pdf" target="_blank" rel="noopener">Colony Tire and Service</a>, and <a href= "https://treadpartners.com/downloads/case-study-ulmers-auto-care.pdf" target="_blank" rel="noopener">Ulmer’s Auto Care Center</a> bring extreme growth in paid leads, ROI, and searches. </p> <p>So, what are you waiting for?</p> <p>Visit <a href="http://www.treadpartners.com/" target="_blank" rel="noopener">www.treadpartners.com</a> or email <a href= "mailto:[email protected]" target="_blank" rel= "noopener">[email protected]</a> to learn more.</p>
April 23, 2025
<p>David Schardt is the President and CEO of Forgeline Motorsports, a premier manufacturer of custom, lightweight forged wheels for high-performance and racing applications. In 1994, David co-founded Forgeline in Dayton, Ohio alongside his twin brother, Steve Schardt — their passion rooted in the family’s long-standing involvement in the wheel business. With decades of hands-on experience in both distribution and manufacturing, David has helped grow Forgeline into a respected name in motorsports and automotive customization. Beyond business, he’s a fan of muscle cars, racing, and the movie Tommy Boy.</p> <h2>In this episode…</h2> <p>Innovation in automotive wheels has evolved from basic functionality to bespoke design and racing performance. With customer expectations rising and technology advancing, companies must deliver both aesthetics and durability. How do you create a product that meets the intense demands of professional racers and car enthusiasts alike?</p> <p>According to David Schardt of Forgeline Motorsports, the key lies in customization, precision, and relentless quality control. By developing fully forged wheels made-to-order for specific applications, Forgeline has filled a crucial niche in the racing and high-performance vehicle market. David also emphasizes the importance of staying hands-on and leveraging strong partnerships, such as the company’s majority-stake acquisition by Lacks Enterprises, to scale responsibly.</p> <p>On this episode of Gain Traction, Mike Edge welcomes David for a conversation about the origins of Forgeline, lessons from the wheel distribution business, overcoming anxiety in leadership, and what’s next for the brand. David also shares a behind-the-scenes story of a near-disaster with a high-end show car — and how his team saved the day just in time.</p> <h2>Here’s a glimpse of what you’ll learn: </h2> <ul> <li>[03:13] The Schardt family's multi-generational roots in the wheel industry</li> <li>[09:50] Why Forgeline was created to meet the needs of grassroots racers</li> <li>[10:29] How David and Steve found complementary strengths as co-founders</li> <li>[11:19] Why Forgeline sold a majority stake to Lacks Enterprises</li> <li>[12:24] Future goals: Forgeline wheels on OEM limited edition vehicles</li> <li>[12:48] The power of the Forgeline website gallery as a sales tool</li> <li>[14:18] How Tommy Boy resonates with anyone in sales</li> <li>[16:45] The unforgettable story of a $300k custom Camaro getting rear-ended</li> </ul> <h2>Resources mentioned in this episode:</h2> <ul> <li><a href= "https://www.jcgrestorationandcustoms.com/behind-machine-forgeline-motorsports-david-schardt/" target="_blank" rel="noopener">David Schardt</a></li> <li><a href="https://www.forgeline.com/" target="_blank" rel= "noopener">Forgeline Forged Alloy Wheels</a></li> <li><a href="https://www.tirediscounters.com/" target="_blank" rel= "noopener">Tire Discounters</a></li> <li><a href="https://www.americanracing.com/" target="_blank" rel= "noopener">American Racing</a></li> <li><a href="https://daytonwirewheels.com/" target="_blank" rel= "noopener">Dayton Wire Wheel</a></li> <li><a href= "https://susanjeffers.com/books/feel-the-fear-and-do-it-anyway-revised-and-updated/" target="_blank" rel="noopener">Feel the Fear and Do It Anyway</a></li> <li><a href="https://www.linkedin.com/in/edgemike/" target="_blank" rel="noopener">Mike Edge on LinkedIn</a></li> <li><a href="https://treadpartners.com/" target="_blank" rel= "noopener">Tread Partners</a></li> </ul> <h3>Quotable Moments: </h3> <ul> <li>"Feel the Fear and Do It Anyway — that book changed my life and how I approach business decisions."</li> <li>"We started with one wheel style and one finish. Now we have nearly 200 and countless options."</li> <li>"My brother Steve is the sales guy, I'm the guy who runs the business — it just works for us."</li> <li>"We’re aiming to have Forgeline wheels featured on limited edition OEM vehicles within five years."</li> <li>"The gallery on our website is our best sales tool — it shows people exactly what our wheels look like on their car."</li> </ul> <h3>Action Steps: </h3> <ol> <li>Embrace discomfort in leadership: Use the “feel the fear and do it anyway” mindset to push through hesitation.</li> <li>Identify and complement team strengths: Build a business where co-founders and team members focus on their best-fit roles.</li> <li>Leverage product customization for growth: Offer personalized options to meet unique customer demands and increase value.</li> <li>Use digital galleries as a sales tool: Showcase real-world product applications to build credibility and drive conversions.</li> <li>Plan for strategic partnerships: Consider acquisitions or alliances that bring new resources and fuel business expansion.</li> </ol> <h2>Sponsor for this episode...</h2> <p>This episode is brought to you by <a href= "https://treadpartners.com/" target="_blank" rel="noopener">Tread Partners</a>. </p> <p>At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. </p> <p>By using our <a href="https://treadpartners.com/services/" target="_blank" rel="noopener">strategy, branding, and marketing services</a>, we help shops sell more tires and put more cars in bays.</p> <p>We’ve helped companies like <a href= "https://treadpartners.com/downloads/case-study-action-gator-tire.pdf" target="_blank" rel="noopener">Action Gator Tire</a>, <a href= "https://treadpartners.com/downloads/case-study-colony-tire.pdf" target="_blank" rel="noopener">Colony Tire and Service</a>, and <a href= "https://treadpartners.com/downloads/case-study-ulmers-auto-care.pdf" target="_blank" rel="noopener">Ulmer’s Auto Care Center</a> bring extreme growth in paid leads, ROI, and searches. </p> <p>So, what are you waiting for?</p> <p>Visit <a href="http://www.treadpartners.com/" target="_blank" rel="noopener">www.treadpartners.com</a> or email <a href= "mailto:[email protected]" target="_blank" rel= "noopener">[email protected]</a> to learn more.</p>
April 16, 2025
<p>Richard Balan is the President of RTA Holdings, a company specializing in aftermarket vehicle outfitting, particularly commercial vehicles and off-road accessories. Notably, Raven Truck Accessories, under Richard's leadership, has successfully integrated with Trail Tire to create one-stop locations for customers, leveraging Trail Tire's extensive network and RTA's accessory expertise. Originally from Winnipeg, Manitoba, Richard has a diverse background, having worked in the communications industry before joining the family business over 20 years ago. </p> <h2>In this episode…</h2> <p>How do two distinct industries, like tire retail and automotive accessories, combine to create a comprehensive customer experience? What happens when a company decides to expand its horizons by merging complementary services?</p> <p>According to Richard Balan of RTA Holdings, he integrated his family's business with Trail Tire to solve the challenges of providing a one-stop shop for customers seeking both tire services and automotive accessories. By recognizing the synergy between Raven Truck Accessories' expertise in aftermarket vehicle outfitting and Trail Tire's established tire service network, Richard illustrates how they aimed to fill a market gap. This collaboration not only streamlines customer experience, but also enhances service efficiency by combining tire and accessory needs under one roof. </p> <p>On this episode of Gain Traction, Mike Edge talks with Richard about the integration of tire services and aftermarket accessories — unpacking the detailed journey of merging RTA Holdings with Trail Tire. Richard discusses the importance of understanding market needs and how their collaboration aims to revolutionize customer service in the automotive industry by providing comprehensive solutions. The conversation touches on leadership philosophies and strategies for maintaining long-term staff relationships.</p> <h2>Here’s a glimpse of what you’ll learn: </h2> <ul> <li>[02:23] Richard Balan's journey from Winnipeg to industry leader</li> <li>[04:58] The strategic vision behind the Trail Tire and Raven Truck Accessories merger</li> <li>[06:05] Why a one-stop shop for accessories is beneficial</li> <li>[13:27] Trail Tire's community-focused business model</li> <li>[14:36] How Trail Tire plans to expand its market presence</li> <li>[19:07] The selection process for becoming a Trail Tire dealer</li> <li>[27:00] Richard recalls humorous tales from his hockey- and bourbon-fueled adventures</li> </ul> <h2>Resources mentioned in this episode:</h2> <ul> <li><a href="https://www.linkedin.com/in/richard-balan-84686918/" target="_blank" rel="noopener">Richard Balan on LinkedIn</a></li> <li><a href="https://raventruck.com/" target="_blank" rel= "noopener">Raven Truck Accessories</a></li> <li><a href="https://trailtire.com/" target="_blank" rel= "noopener">Trail Tire</a></li> <li><a href="https://www.gretzky.com/camp.php" target="_blank" rel= "noopener">Wayne Gretzky Fantasy Camp</a></li> <li><a href="https://www.linkedin.com/in/edgemike/" target="_blank" rel="noopener">Mike Edge on LinkedIn</a></li> <li><a href="https://treadpartners.com/" target="_blank" rel= "noopener">Tread Partners</a></li> </ul> <h3>Quotable Moments: </h3> <ul> <li>"Hearts and minds connected forever; if you earn them, you've got loyalty beyond measure."</li> <li>"This too shall pass; sometimes you need the rain to see the growth."</li> <li>"When customers are on-site, they can get those other things we sell that complement tires."</li> <li>"With the locations that Trail has, our goal will be to ship the products to those locations so the consumer can pick it up."</li> <li>"The great thing about working with the Trail team is they recognize the importance of community and team members."</li> </ul> <h3>Action Steps: </h3> <ol> <li>Leverage complementary business opportunities: By integrating different services, businesses can provide a one-stop shop for customers.</li> <li>Focus on customer relationship building: Establishing deep connections with customers helps overcome the challenge of customer churn and creates opportunities for sustained growth through trust and relationship-building.</li> <li>Embrace geographical and market-specific needs: Understanding the unique needs of a particular market addresses the opportunity of meeting local demands and ensures a competitive edge.</li> <li>Prioritize staff appreciation and support: Creating an environment where staff feel valued and supported leads to high employee retention and better service delivery.</li> <li>Seek strategic partnerships for growth: Collaborating with complementary businesses effectively addresses the challenge of market expansion and maximizes growth opportunities.</li> </ol> <h2>Sponsor for this episode...</h2> <p>This episode is brought to you by <a href= "https://treadpartners.com/" target="_blank" rel="noopener">Tread Partners</a>. </p> <p>At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. </p> <p>By using our <a href="https://treadpartners.com/services/" target="_blank" rel="noopener">strategy, branding, and marketing services</a>, we help shops sell more tires and put more cars in bays.</p> <p>We’ve helped companies like <a href= "https://treadpartners.com/downloads/case-study-action-gator-tire.pdf" target="_blank" rel="noopener">Action Gator Tire</a>, <a href= "https://treadpartners.com/downloads/case-study-colony-tire.pdf" target="_blank" rel="noopener">Colony Tire and Service</a>, and <a href= "https://treadpartners.com/downloads/case-study-ulmers-auto-care.pdf" target="_blank" rel="noopener">Ulmer’s Auto Care Center</a> bring extreme growth in paid leads, ROI, and searches. </p> <p>So, what are you waiting for?</p> <p>Visit <a href="http://www.treadpartners.com/" target="_blank" rel="noopener">www.treadpartners.com</a> or email <a href= "mailto:[email protected]" target="_blank" rel= "noopener">[email protected]</a> to learn more.</p>
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