Craig Bruneel — Chairman of the Board of Point S Dealers and Owner of Bruneel Point S Tire & Auto

Gain Traction

Craig Bruneel is the Owner of Bruneel Point S Tire & Service, which operates 13 shops across Idaho, and holds the position of Chairman of the Board of Point S Tire & Service. Craig's tenure in the tire and auto service industry began in childhood, where his early exposure to the family business instilled a passion for entrepreneurship and service. His experience encompasses every aspect of the tire business, from creating swim tubes for sale as a young entrepreneur to expanding his family's legacy through the adoption of the Point S co-op model. Craig's leadership has propelled not only his own shops, but also the growth of Point S across the nation.

In this episode…

The tire industry has a rich history of entrepreneurship and family-owned businesses. How can a family-owned tire business thrive across multiple generations?

According to Craig Bruneel of Bruneel Point S Tire & Service, the key to their success lies in hard work, innovative business practices, and a willingness to adapt and take risks. Craig shares how his father started in the tire industry and grew the business despite numerous challenges, emphasizing the importance of resilience and entrepreneurial spirit. He also discusses the value of learning from every experience, whether it's dealing with partnerships, navigating non-compete agreements, or managing a unionized workforce.

On this episode of Gain Traction, Craig joins Mike Edge to chat about the importance of customer service, the evolution of the tire industry, and the role of family in business. Craig discusses maintaining a competitive edge, the significance of community involvement, and the benefits of continuous learning and adaptation in a rapidly changing market. Whether you're an aspiring entrepreneur or a seasoned business owner, Craig offers advice and inspiration for achieving long-term success.

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

• [2:27] Craig Bruneel shares the story of his great-grandfather's immigration from Belgium to Idaho during World War I
• [10:23] How Craig’s father resolved a business partnership dispute by flipping a coin
• [10:30] How Craig's father managed to start his own tire business while facing a 250-mile non-compete clause
• [14:31] Why Craig decided to pursue a college degree despite planning to take over the family business right away
• [18:37] The similarities between running a landscaping business and a tire business
• [20:10] The impact of Craig’s father’s involvement in the Idaho legislature on his own role in the family business
• [20:29] The importance of competition, efficiencies, and industry changes in running a successful business
• [21:06] Future plans for Point S, including national expansion

Resources mentioned in this episode:

• Craig Bruneel on LinkedIn
• Mike Edge on LinkedIn
• Bruneel Point S Tire & Service
• Tread Partners

Quotable Moments:

1. "My dad was kind of a farm boy, and he decided he wanted to be in his own tire business."
2. "An owner of a business has partners if they either don't have any money or don't have any guts."
3. "Business is business — the same principles apply to us in our little landscaping business."
4. "Never make a deal that you wouldn't want to be on the other side of."
5. "If everybody's goal is to solve a problem, to sell a product, to buy a product, those goals stay congruent."

Action Steps:

1. Embrace your background to inform your business approach: understanding your roots can provide unique perspectives and strengths.
2. Execute fair business practices by ensuring mutually beneficial transactions: integrity in deals fosters long-term relationships and respect in the industry.
3. Consider the benefits of cooperative models to bolster your independent business: joining a co-op can provide the support and competitive edge needed for market success.
4. Continuously learn and adapt, allowing personal growth to impact professional progression: education can broaden your skill set and increase your effectiveness as a leader.
5. Balance professional drive with personal fulfillment: cultivating hobbies and spending time with family enhances overall well-being.

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 [e-mail] to learn more.