In this powerful episode of Wheel-End Wisdom, we’re hitting the shoulder of the highway to talk about one of the most dangerous — and essential — jobs in the trucking industry: roadside service.

Our guest, Roadside Ricky from Best One, opens up about what it’s really like to work inches from live traffic, the habits that keep him safe, and the day everything changed after a serious roadside accident. From the moment-by-moment decisions that save lives to the mental and physical recovery that followed, Ricky’s story is a raw reminder that safety isn’t just policy — it’s personal.

You might think a wheel’s finish is just about appearance — but what if it’s costing you customers, comebacks, and credibility? In this episode, we sit down with Mark from AkzoNobel to uncover how the right coating can completely change the game for commercial tire dealers.

For years, IMI and Akzo have worked side by side to engineer a powder coating built specifically for steel wheels — designed to stand up to corrosion, road salt, and the toughest fleet environments. It’s time to ask yourself: are you really offering your customers the best — or just what’s always been done?

👉 Contact us to evaluate your current powder coating process and see how it stacks up. https://www.imiproducts.com/contact-us-powder-evaluation/

In this episode, we unpack the video you’ll hear:

• Why preventative maintenance is more than a “nice to have” — it’s central to running a profitable and trusted tire shop.
• Real-world examples of how small proactive steps prevented big breakdowns and kept fleets rolling.
• Tips to measure ROI on service work, set up the right KPIs, and justify maintenance to skeptical customers.
• The role of shop culture and training in emphasizing consistency, quality, and safety.
• How tire dealers can turn maintenance from a cost center into a value-added differentiator, building long-term trust with fleet customers.

Whether you’re managing one location or a chain, this episode helps you shift from reactive repair to strategic maintenance — boosting uptime, margins, and customer loyalty.