How a Farmer Turned a Small Tire Shop into a $26M Business | Ep. 188 with Jesse Wickel

What does it really take to grow a tire shop from $1.2 million in sales to $26 million? In this episode, we have a chat with Jesse Wickel; former farmer, now tire shop owner, who shares how he made the jump from running tractors to running a multi-location tire business. If you’re trying to figure out how to grow a tire shop, especially in a rural market, this one’s for you. Jesse’s story is just flat-out impressive. He didn’t come from the industry. He didn’t have a roadmap. But what he did have was a strong work ethic, deep ties in the community, and a serious commitment to customer service. We talk about how his 'ag' background helped shape his approach, how relationships are at the core of everything they do, and why his goal isn’t just more locations, it’s happier employees and better service. One of my favorite parts? Hearing about their grand opening and how they ended up serving 8,000 hot dogs. That kind of local support doesn’t happen by accident. Jesse gets into the nitty-gritty of what it’s like to lead a team, take care of people, and stay true to your values while figuring out how to grow a tire shop in today’s world. This episode is packed with real-life lessons on building a business from the ground up; no fluff, no shortcuts, just honest work, strong relationships, and a whole lot of heart. If you’re serious about learning how to grow a tire shop, this conversation delivers. Episode Highlights: 00:00 - Introduction 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 About Our Guest: ➣ Jesse Wickel is the owner of Wickel Tire Pros in Burley, Idaho, and a former farmer who made an unexpected but highly successful leap into the tire industry. After years of working the land alongside his father, Jesse bought a small tire shop that had never broken $1.2 million in sales and in just seven years, grew it into a $26 million business with multiple locations and over 80 employees. Known for his hands-on leadership, deep community ties, and commitment to serving both customers and employees with integrity, Jesse has become a standout example of what’s possible when hard work meets purpose. Connect with Jesse Wickel: ➣ Website https://wickeltirepros.com/ Resources mentioned in this episode: ➣ Gain Traction Podcast Episode #187: The Council That’s Quietly Shaping the Future of the Auto Industry https://gaintractionpodcast.com/the-c... Resources: ➣ Visit our website https://treadpartners.com/ ➣ Find more podcast episodes here https://gaintractionpodcast.com/ ➣ Follow us on Facebook   / treadpartners   ➣ Work with Tread Partners https://treadpartners.com/contact/ Enjoyed this episode? Subscribe to Gain Traction for more insights from top automotive leaders. ➣ Subscribe on YouTube:    / @gaintraction   ➣ Subscribe on Spotify: https://open.spotify.com/show/1kuJgyq... ➣ Subscribe on Apple Podcasts: https://podcasts.apple.com/us/podcast...