Chad Kooiman: Building a Car Shop People Actually Love
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Chad Kooiman: Building a Car Shop People Actually Love
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In this episode, I sit down with Chad Kooiman, founder of Ultimate Automotive, to trace his journey from a small franchise shop to a thriving two-location business built on culture, trust, and community.
Chad shares how he started in 2000 under the All Tune and Lube franchise while still in college, hustling for customers through coupons before eventually breaking out on his own. We dig into his people-first philosophy — how he takes care of his team, runs the business alongside his wife, and has evolved from technician to CEO. He also walks me through what makes Ultimate Automotive different: a free ride service for customers, an unconventional pay structure, and a culture of curiosity that's getting his team ready for EVs and self-driving vehicles.
If you're building something that lasts, this one's for you.