In an interview with Autosphere, Brian Mielko, the new President and CEO of OK Tire, explains how the franchise network plans to strengthen and expand its presence across Canada.

Mielko opened the conversation by discussing the recently signed agreement with Groupe Touchette, which now manages tire distribution for OK Tire’s 325 stores across Canada. “The complexity of managing both the distribution and retail side of the business within one organization had become nearly impossible to manage,” he explains. “Rising customer demand and the growing number of tire sizes and applications made the process extremely complex. This new partnership with Groupe Touchette, a best in class distributor, allows us to focus solely on our expanding retail network  of dealers.”

Mielko says he has full confidence in Groupe Touchette, which now operates 48 warehouses and distribution centres across Canada, far more than the ten OK Tire previously managed. “Our goal is to work closely with Touchette to expand our network from 325 to 400 locations across the country,” Mielko announces.

Brian Mielko built his career in retail, supply and franchising before moving into the tire industry 13 years ago. He later held a leadership role at Sailun Tire, where he oversaw sales and marketing. “I fell in love with the tire industry,” says Mielko. “So for me, leading OK Tire feels like everything has come full circle, and starting this new chapter alongside our partnership with Groupe Touchette makes it even more exciting.”

Growth drivers

Mielko aims to grow the franchise network by building on its core strengths. Since a trusted partner now manages supply, the company can focus on delivering greater value to their dealers.

“Consumers place a great deal of trust in the advisors they meet at our counters. That’s one of our biggest strengths and a key growth driver,” Mielko explains. “We want to support that expertise by being a strong resource for our retailers. We truly believe in sharing knowledge and ongoing training.”

The new president also aims to build on his dealers’ expertise in mechanical maintenance and repair through partnerships with networks such as NAPA. Through this partnership, OK Tire stores have access to NAPA training programs. “To reach my goal of 400 locations, I want to strengthen our foundation, build on the pride our entrepreneurs have built and help them become even more profitable through the support we provide,” he adds. “That’s how we’ll attract new businesses to join our banner.” This conversion strategy also comes with a plan to open OK Tire shops in areas that are not currently well served. There are several such opportunities across Canada.

According to Mielko, franchise owners are best positioned to identify promising opportunities in their regions. To that end, store owners he calls “champions” now meet in advisory groups to share ideas and shape the network’s future growth. “We want to expand our reach,” he explains. “There is real potential in areas like commercial fleet services.” Since some OK Tire locations already specialize in industrial or agricultural tires, Mielko believes these strengths could inspire other dealers to tap into similar markets where demand exists.

“Our shops know their business,” says Mielko. “We simply want to bring fresh energy to the entire network, starting with our own support team.” OK Tire also wants to boost brand awareness among consumers through refreshed marketing campaigns. The key message is that OK Tire dealers do much more than sell tires, they also handle full mechanical maintenance for all types of vehicles. National and regional campaigns have been running since the fall, and the company also encourages and supports strong local involvement from its franchise members.

Founded in 1953, OK Tire is a proudly Canadian network that continues to grow thanks to the drive and dedication of local entrepreneurs deeply rooted in their communities.