I’ve talked to a lot of business owners on this show. And every once in a while, I sit down with someone and walk away thinking, that’s exactly what building a loved business looks like.

Chad Kooiman is one of those people.

Chad is the founder of Ultimate Automotive, a two-location auto repair shop that he’s been building since 2000. That’s 25 years. And when you hear his story, you start to understand why it’s still standing — and still growing.

It Started Scrappy

Chad started the business in college under a franchise called All Tune and Lube. He and his dad worked the shop together in those early days, doing whatever it took to get customers in the door — coupons, promotions, any deal they could offer. If you’ve ever started a business, you know exactly what that phase feels like. You’ll take anyone who can afford to pay you.

But here’s what I loved about Chad’s story: he didn’t stay there. He made a deliberate shift. He moved away from discounting and toward TV advertising, and that changed everything. Instead of attracting people hunting for the cheapest deal, he started attracting people who wanted quality. That shift changed the kind of business he was building.

Eventually, he left the franchise model altogether and built Ultimate Automotive from the ground up on his own terms.

Culture Isn’t a Poster on the Wall

When I asked Chad about culture, he didn’t give me a generic answer. He talked about specifics — the way he takes care of his people, the benefits he offers, the way he thinks about his team long-term. That’s what separates businesses that say they have great culture from ones that actually do.

He’s also built the business alongside his wife, which brings its own set of dynamics. They’ve figured out how to make it work — and I think that kind of partnership, done well, is one of the most powerful things you can have in a growing business.

Chad’s own role has changed a lot over the years too. He started as the guy in the shop. Now he runs the business. And he’s had to grow into that — learning, getting into peer groups, being intentional about his own development as a leader. That’s not an accident. That’s a choice.

The Customer Experience Is Simple — and Smart

Here’s something Chad does that I think is underrated: instead of investing heavily in fancy waiting rooms and shop amenities, Ultimate Automotive gives customers a free ride to wherever they need to be. Drop your car off, get taken to work or home, get picked up when it’s done.

It sounds simple. But think about what that does. It removes the pressure of the customer sitting in the waiting room, watching the clock, wondering how long it’s going to take. And Chad pointed out something I hadn’t thought about — it takes the pressure off his technicians too. Nobody’s rushing because someone’s sitting out front.

That kind of thinking — where the customer experience and the employee experience reinforce each other — that’s the mark of someone who’s really thought through their business model.

The Road Ahead

Cars are changing fast. EVs. Self-driving technology. Vehicles that are more computer than machine. I asked Chad how he’s preparing for that, and his answer was simple: curiosity. He hires curious people. He builds a culture where learning is expected. And he’s honest that he’s figuring it out alongside everyone else.

For now, he’s staying at two locations. Not every great business needs to be a hundred locations. Sometimes the goal is to do the thing you do really well, take care of your people, serve your community, and build something that lasts.

That’s what Chad is doing. And after 25 years, I’d say it’s working.