Building a Franchise Empire With Gus Herlong of Palmetto Garage Works

Gus Herlong is the CEO and Co-owner of Palmetto Garage Works, a multi-location auto service franchise group based in South Carolina. Starting with five distressed Midas stores in Columbia, he has grown the company to 34 locations across multiple states. His leadership has earned him recognition including the Tire Business Humanitarian of the Year Award, the IFA Franchisor of the Year Award, and the Midas Franchisee of the Year Award. Gus is also a key voice in the Midas dealer network, having served on the IMDA Board and as an advisor to Midas Corporate.

In this episode…

The automotive service industry is evolving rapidly, with franchise owners navigating shifting markets, NIL marketing trends, and workforce development. Many operators are finding success not just through expansion, but by creating deeper community ties and developing leadership within their teams. How can shop owners grow their businesses while staying grounded in their values and mission?

According to Gus Herlong of Palmetto Garage Works, success comes from embracing hands-on leadership, learning from early failures, and staying deeply involved with both the community and team. From starting as an oil change tech to leading a 34-location franchise group, Gus has turned setbacks into stepping stones while investing in staff growth and community partnerships. He also uses NIL marketing with local college athletes to stand out in a competitive industry.

On this episode of Gain Traction, Mike Edge welcomes Gus Herlong for a conversation about grassroots leadership, overcoming early business failures, and building a company culture that values authenticity and service. Gus shares insights on NIL marketing, expansion strategies, and the power of giving back.

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

• [01:45] The team effort behind winning multiple industry awards
• [02:40] How Palmetto Garage Works grew to 34 franchise locations
• [04:18] How Gus Herlong and his father started the business in 2008
• [06:28] NIL marketing and its impact on college athletics and local businesses
• [13:06] Gus’ career path from oil change tech to CEO
• [16:21] Early financial struggles and near-collapse of the business
• [19:01] Expanding into Charleston, Greenville, Florida, and Washington, D.C.
• [32:45] "Failing forward" and mentoring a new generation of leaders

Resources mentioned in this episode:

• Gus Herlong
• Palmetto Garage Works
• Brian Beers on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments:

• “You’re not a Midas employee — you’re a Palmetto Garage teammate. That’s what you tell people.”
• “Failure is just a First Attempt In Learning. I’ve got a PhD in stupid ideas.”
• “If the community trusts me with their cars, I need to be reinvesting in them too.”
• “Most people don’t wish they were where I was — they wish they were where I am.”
• “My wife’s been a saint — half our anniversary trips have been disguised store visits!”

Action Steps:

1. Embrace hands-on leadership: Don’t be afraid to work shoulder-to-shoulder with your team to understand ground-level needs.
2. Use NIL marketing creatively: Collaborate with local college athletes to differentiate your brand in a crowded market.
3. Give back to your community: Implement ongoing charitable initiatives like food drives or car giveaways to build local trust.
4. Fail forward and mentor others: Encourage your team to learn from mistakes and create space for growth within your organization.
5. Stay grounded during growth: Remember your early struggles and use them to guide authentic, value-driven business decisions.

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 info@treadpartners.com to learn more.