ITDG Tire Dealer of The Year - Wilks Tire & Battery Service - Logan Wilks

Gain Traction

Logan Wilks is the Vice President of Wilks Tire & Battery Service, a family-owned company with a rich history originating from the post-World War II era. Under his leadership, the company has nearly doubled its locations, expanding their footprint throughout Alabama, Tennessee, and Georgia, including two retread plants and a distribution center. He is known for his forward-thinking approach, balancing aggressive growth with a strong emphasis on taking care of employees and customers. With a background triple-majoring at the University of Alabama and further education in Norway, Logan brings a global perspective fused with deeply rooted familial values into running the business.

In this episode…

Imagine surviving a World War II plane crash, starting a local service station, and then building a legacy that extends through generations and across state lines. How can one person's miraculous survival and entrepreneurial spirit ignite a family brand that prides itself on extraordinary service and integrity?

According to Logan Wilks of Wilks Tire & Battery Service, his grandfather Bill Wilks' survival during World War II and subsequent founding of the company laid the foundation for a thriving family business built on exceptional service and integrity. Bill’s success story has grown from a humble business to a thriving enterprise encompassing 12 locations across three states, two retread plants, and a distribution center. Logan attributes the company's success to a focus on taking care of people, working with integrity, and giving back to the community — values instilled by his grandfather and carried forward by subsequent generations.

On this episode of Gain Traction, Logan joins host Mike Edge to discuss the poignant history of a family business forged in the aftermath of World War II, chronicling its growth from a single man's vision to a thriving operation spanning multiple states. Logan shares insights into their expansion strategy, focusing on acquisitions and the intrinsic value of employees and customer service. He highlights the importance of personal growth and its impact on the company's development.

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

• [2:09] The riveting story of the company's founder's near-death experience in World War II
• [10:10] Why Wilks Tire & Battery Service prioritizes employees and customers
• [13:47] The strategy of choosing acquisitions over starting new businesses
• [16:14] Why the recent expansion into Georgia is significant for Wilks Tire & Battery Service
• [17:16] Logan Wilks shares his distinct perspective on setting achievable goals for company growth
• [20:59] The profound and inspirational life motto that guides Logan personally and professionally
• [23:58] Logan discusses his love for travel and some favorite destinations around the world

Resources mentioned in this episode:

• Logan Wilks on LinkedIn
• Martin Treptow
• Mike Edge on LinkedIn
• Wilks Tire & Battery Service
• Tread Partners
• Hester Battery Company
• Toyo Tires
• Sun Auto Tire and Service
• BI Norwegian Business School
• Independent Tire Dealer Group
• www.tractionsummit.com

Quotable Moments:

1. "You be happy. The world's out there. If you ever want to come back to the business, it's here."
2. "If I didn't come back to the business then, I may never do it."
3. "We take care of our people, we take care of our employees, and in return, we expect them to take care of our customers."
4. "The tire industry is just fun."
5. "I told myself, and told my father, I'll give it one year, and we'll see what happens."

Action Steps:

1. Embrace your history and use it as a foundation for growth, as Logan did by continuing the legacy of his family business. Effective because it leverages existing goodwill and experience while promoting a culture of integrity and service.
2. Foster strong relationships with both employees and customers to ensure the longevity of your business. Vital for creating a supportive working environment and ensuring quality customer service, as prioritized by Wilks Tire.
3. Consider acquisitions as a means of growth to capitalize on established customer bases and experienced staff. Helps quickly expand your business and mitigate the risks associated with starting from scratch, as demonstrated by Wilks Tire's strategy.
4. Set clear goals for expansion that are ambitious yet realistic, similar to Logan's aim for two to three acquisitions per year. Provides focus and direction for your business growth efforts without overextending resources.
5. Incorporate a personal life philosophy into your business practice, mirroring Logan's inspiration from Martin Treptow's wartime pledge. Encourages a sense of personal responsibility and dedication to the success of the broader endeavor.

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.

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Visit www.treadpartners.com or email [e-mail] to learn more.