Lessons in Customer Service from a Century-Old Tire Company with Don Barnes III of Belle Tire

Don Barnes III is the Chief Tire Guy at Belle Tire, a third-generation leader helping steer one of the oldest and most respected tire retailers in the U.S. Founded in 1922, Belle Tire has grown from a local shop into a powerhouse with over 180 locations across the Midwest. Under Don’s leadership, the company has maintained its century-long reputation by focusing on operational excellence, local relationships, and above all, outstanding customer service in the tire industry. Don is also passionate about youth development and community engagement, leading Belle Tire’s involvement in one of the largest youth hockey programs in the country.

In this episode…

What does it take to deliver truly exceptional customer service in the tire industry for over 100 years? According to Don Barnes III, it starts with consistency, trust, and attention to detail. From offering free flat repairs to creating clean, welcoming stores, Belle Tire has built a people-first model that turns stressful tire and auto repair visits into moments of care and connection. Don explains how they’ve scaled that model across dozens of locations without losing the warmth and reliability their brand is known for.

Don also unpacks how their core philosophy: “Retail is detail” shapes every touchpoint of the customer journey. In an industry where purchases are infrequent but high-stakes, Belle Tire focuses on eliminating friction, educating customers, and building long-term loyalty. It’s not just about the product, it’s about how people feel when they walk in and how much they trust the team when they leave. That kind of high-level customer service in the tire industry doesn’t happen by accident. It’s intentional and deeply embedded into company culture.

On this episode of Gain Traction, Mike Edge sits down with Don Barnes III to discuss Belle Tire’s legacy, rapid expansion, and people-first approach to business. Don shares real-world insights on maintaining service quality at scale, building trust in new markets, and inspiring employees to lead with empathy and energy. If you’re looking to grow your shop or improve your customer experience, this conversation is packed with timeless lessons on delivering standout customer service in the tire industry.

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

[01:29] Don reflects on Belle Tire’s 103-year history and what’s helped the company endure

[01:59] What sets Belle Tire’s customer service apart from others in the industry

[04:08] How Belle Tire’s widespread Midwest presence brings peace of mind to customers

[05:12] Why Belle Tire expanded into windshield replacement services

[06:30] The role of store appearance and attention to detail in building customer trust

[10:04] Don shares the philosophy behind “retail is detail” and how it guides their team

[12:29] Don talks about growing up in the business and why they prioritize company over family name

[13:54] The origin and impact of Belle Tire’s youth hockey program

[15:23] How Belle Tire became the largest youth hockey organization in the U.S.

[20:19] Don outlines Belle Tire’s growth plans for the next 3–5 years

Resources mentioned in this episode:

Belle Tire https://www.belletire.com/

Tread Partners https://treadpartners.com/

Gain Traction Podcast https://gaintractionpodcast.com/

Don Barnes III on LinkedIn https://www.linkedin.com/in/don-barnes-4a671ba/

Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/

Gain Traction Podcast Episode #188: How a Farmer Turned a Small Tire Shop into a $26M Business https://gaintractionpodcast.com/how-a-farmer-turned-a-small-tire-shop-into-a-26m-business/

Quotable Moments:

• “Retail is detail, and every touchpoint matters.”

• “We’re in the tire business, but we’re really in the service business.”

• “You only get one chance to make someone feel good about a stressful situation.”

• “Growth is great, but not at the expense of trust.”

• “Our goal is to make someone’s day better, every single time.”

Action Steps:

1. Audit your customer journey: Identify pain points and friction that impact the service experience.

2. Create a consistent brand presence: Make sure your stores and team reflect trust and professionalism.

3. Empower your team: Train staff to act as trusted advisors, not just salespeople.

4. Double down on local reputation: Be present in the community, people notice and remember.

5. Apply the “surprise and delight” principle: Build loyalty by going beyond what’s expected.