OK Tire Stores recently launched Behind the Bay Doors, a new shop owner video series designed to spotlight the entrepreneurs, leaders and communities that power its network of independently owned and operated locations across Canada.
OK Tire is the largest independent tire and auto service retailer network in Canada. Part of the Canadian landscape since 1953, there are nearly 325 independently owned and operated OK Tire locations across the country offering a full range of both retail and commercial Services. OK Tire is 100% Canadian owned and operated.
At the heart of OK Tire’s evolution under its “OK Tire 2.0” vision, the series brings to life what sets the brand apart: local ownership, deep community ties, and a people-first approach to business. Through authentic, documentary-style storytelling, Behind the Bay Doors captures the real experiences of shop owners who are not only running successful businesses, but actively shaping the communities they serve, explained the company.
The first episode, filmed in Elmira, Ontario, features store owners Eric Brubacher, Robert Bowman and Ryan Freeman offering an inside look at their journey, team, family, and longstanding connection to the community.
“This series is a reflection of who we are, the heart and soul behind what makes OK Tire so special, and where we’re going as a network,” said Brian Mielko, President and CEO of OK Tire Stores Inc . “OK Tire 2.0 is about strengthening our foundation while accelerating growth, and that starts with our people. Our shop owners are entrepreneurs, community leaders, and trusted experts. They are the inspiration behind everything we do. By telling their stories, we’re reinforcing what makes our model so powerful and why it continues to resonate across Canada.”
Shot in a documentary style, each episode highlights the pride, and leadership that come with owning and operating a local business. It also serves as a platform for owners to share their experiences in their own words, bringing transparency and authenticity to the forefront, said the company.
“Being the first dealer featured in Behind the Bay Doors was a real honour for us,” said Eric Brubacher, Co-Owner of OK Tire Elmira. “For us, this was about more than showcasing our shop, it was a chance to tell the story of the people behind it and the community that has supported us and shaped who we are. We’re proud to be part of a network that celebrates local ownership, and we’re excited to help kick off a series that shines a light on the stories behind OK Tire dealers across Canada.”
The next two featured locations, OK Tire Cold Lake and OK Pneus Ville-Marie will be releasing this fall.
The company has a goal of reaching 400 stores nationwide by 2028.
In an interview with Retail Insider, Mielko discussed the initiative.
What prompted OK Tire to launch the Behind the Bay Doors video series, and what does the initiative tell customers about the company’s independently owned business model?
Behind the Bay Doors was created to shine a spotlight on the people behind the OK Tire brand.
While customers see a nationally recognized name, what many may not realize is that every OK Tire location is independently owned and operated by local entrepreneurs who are deeply invested in their communities.
The series gives customers a closer look at the individuals, families, and teams who run these businesses every day. It highlights the unique stories, values, and community connections that make each location distinct while reinforcing the strength of the national OK Tire network.
Ultimately, the initiative helps customers better understand that when they choose OK Tire, they’re supporting a local business backed by the resources and expertise of a trusted Canadian cooperative.
How important are local ownership and community relationships to OK Tire’s strategy as the company continues to expand its national network?
Local ownership is fundamental to who we are as an organization. For more than 70 years, OK Tire’s success has been built on independent business owners who understand the unique needs of their customers and communities.
As we continue to grow our network, maintaining that local connection remains a priority. Our owners live and work in the communities they serve, support local organizations and build long-term relationships with customers. That local knowledge and accountability create confidence,
which is a key differentiator in today’s marketplace. Growth is important, but preserving the entrepreneurial spirit and community focus that define OK Tire is just as critical to our long-term success.
What have you learned from the response from dealers to the series, including the number of applications from dealers who want to participate?
The response from our dealers has been very positive. The series gave many owners a platform to share their stories and recognize the people behind their success. Their enthusiasm reflects the pride our members have in their businesses and the passion they bring to their work. Across
the network, we see entrepreneurs who are deeply committed to serving their customers, putting customer needs first, and building lasting relationships within their communities.
What the series has reinforced is that every OK Tire location has a unique story to tell. Our owners are more than business operators; they’re local business leaders who make a meaningful difference in people’s lives, whether that’s helping families stay safely on the road, supporting local organizations, or creating jobs in their communities. The positive response to the series has validated the power of authentic storytelling and highlighted the values that make our network so strong.
How does storytelling about individual shop owners and their businesses support the broader “OK Tire 2.0” vision and the company’s growth strategy?
OK Tire 2.0 is focused on strengthening our network, elevating the customer experience, and positioning the organization for long-term growth. Storytelling plays an important role in that vision because it helps communicate what makes OK Tire different.
By highlighting the experiences and successes of individual owners, we’re able to showcase the entrepreneurial opportunities that exist within our cooperative model while building a stronger emotional connection with customers. These stories demonstrate that OK Tire is more than a
brand or a collection of stores; it’s a network of passionate business owners working together to serve their communities. That authenticity helps attract future members, strengthen customer loyalty, and reinforce the values that support our growth strategy.
With OK Tire targeting 400 stores nationwide by 2028, what role will independent entrepreneurs and local ownership play in achieving that goal?
Independent entrepreneurs will be at the heart of achieving our growth objectives. Our expansion strategy is not about creating corporate-owned locations; it’s about empowering local business owners to succeed through the strength of a national cooperative network.
Whether through succession opportunities, existing independent operators joining the OK Tire family, or entrepreneurs opening locations in underserved markets, local ownership will remain a defining characteristic of our organization. We believe our continued growth will come from individuals who want to combine the freedom of independent ownership with the benefits of shared purchasing power, operational support, marketing resources, and a trusted national brand.
As we work toward 400 locations, our focus will remain on attracting and supporting entrepreneurs who share our commitment to exceptional customer service, community involvement, and long-term business success.
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