The Business
What We Do
We only do wheels, we’re true specialists. Our franchisees work from fixed premises, (of 1,500 sq ft +) and this is a key differentiator from mobile repairers. We only fully refurbish and repair wheels, we don't do touch ups, all wheels go through our intensive 15-stage process, ensuring that the quality of our work is second to none. Our sites handle powder coated and diamond cut finishes, complemented by a number of other services (including wheel straightening) and products, (including everything from replacement tyres through to wheel care products). We service trade / corporate (local and national) clients and retail customers, the mix of these two customer bases is key to our collective success.
Inside the Wheel Business:
A Franchisee's Story and Insights
The Wheel Specialist offers a unique franchise opportunity for individuals passionate about success and interested in the fast-paced world of cars. Combine your drive to succeed with an appreciation for all things automotive, and learn how to build a highly profitable wheel refurbishment business with us.
Meet Dave (below), a successful franchise owner who will share his experience and insights.
Ready to turn your ambition into a reality? Watch now!
Want to see what a day in the life of your future Wheel Specialist franchise could look like?
Caroline and Eddie McVay, a passionate husband-and-wife team, talk about their typical day as Wheel Specialist franchisees. From Caroline overseeing the business to Eddie working his magic on wheels, this video showcases the flexibility you'll have as you grow your business! The proven Wheel Specialist model provides a strong foundation, allowing you to tailor your focus to customer service, workshop operations, or overall management, based on your strengths.
Remember, you're not buying a job; you're building your very own business. Why settle for anything less than focusing on what you're best at and enjoy most? The Wheel Specialist franchise allows you to do just that!
Structure, Role and Staffing
As a franchisee, you'll embark on a rewarding journey of building your own successful business. Begin with a supportive team, and strategically expand your operation as it flourishes.
We've seen this model work beautifully with franchisees from all sorts of backgrounds. The key is having clear and defined roles. This allows you to tailor your involvement to your strengths and preferences.
Management-oriented individuals can enjoy the flexibility of understanding all areas and getting involved in both operations and customer service.
Technically-minded individuals can focus on the workshop side and hire someone to handle the office administration.
Investors can bring in a team to manage each area, ensuring a clear division of responsibilities.
Office-based individuals can leave the technical aspects to competent staff while still setting and driving standards, which often involves getting hands-on when needed.
Regardless of your background, you'll always be the heart and soul of the business, setting standards, managing your team, enjoying customer interactions, building local partnerships, and ensuring exceptional service that upholds our industry-leading reputation.
However you structure your business, powder coating will be one of your popular services. And when Cars Insider wanted to showcase exactly what powder coating is, they arranged a visit to see Eddie, franchisee of The Wheel Specialist Ribble Valley with his wife Caroline, to talk them through the process:
Market & demand
The Wheel Specialist is proven to thrive in all economic conditions: in tougher times with declining car sales, the level of public enquiries rockets; when the economy is booming, trade custom flourishes.
The latest evidence? In the face of economic uncertainty and the challenging Cost of Living Crisis, more than 50% of our franchise partners have achieved their best-ever monthly results, with the majority experiencing their most successful trading year to date. This includes many of our franchises, which have thrived for over a decade.
The brand’s professional image and approach attract a wide range of customers to your showroom; sexy cars and celebrity owners will soon become standard for you. The franchise network quoted over £28 million of work in 2023, and we have hundreds of customer enquiries every month that we can’t service because there’s no franchisee nearby.
We hope you can help change that.
Territory & premises
You will be given a large and exclusive ‘territory’ (trading area where no other franchisee operates) which has been professionally mapped out to the right demographics. That ensures there are more than enough privately-owned vehicles and auto trade-related business in that territory to sustain a franchise indefinitely, even when operating at full capacity.
Because we’ve helped dozens of people successfully start their own Wheel Specialist franchise, we know how to help you find the best premises in your territory. We’ll work with you to draw up a shortlist of potential locations that work, and help you choose and negotiate the right one.
Operating from a showroom drives quality (see below), credibility and visibility. It also provides a welcoming atmosphere for all customers, which isn’t always the case in the auto industry.
Standing out from the crowd
The clue is in the name: The Wheel Specialist is the first and only national chain of premises that specialise 100% in the refurbishment and customisation of alloy wheels. You’ll stand above local independents or mobile operators with ease:
Quality: a full, professional refurbishment service, especially compared to the cosmetic ‘quick-fix’ from a mobile service – but our cost is often similar. What you’ll provide simply can’t be done from a van and won’t be matched by an independent.
Premises: your customers bring their wheels to you so your earning potential is not limited by how many jobs you can get to (time spent in traffic jams is time not earning!); you work indoors, unaffected by the weather; your business can’t be driven away (literally) overnight.
Guarantee: all paint and powder finishes are guaranteed for 12 months or 6 months if diamond cut.
Range: cater for every need with a wide selection of finishes in thousands of colours, with a varied pricing tariff offering value for money through the entire range.
"I built and sold my first centre, enjoyed a few years doing up a property and then came back to buy another territory to grow another one. It really is a great business model."
Colin Smith (pictured with The Wheel Specialist CEO Ginny Murphy)- Glasgow South franchisee