What’s Treading with Tire Review

Inside Big O Tires’ Push for Smart, Consistent Growth

At this year’s Big O Tires Convention & Trade Show in Louisville, Kentucky, Big O leadership and franchisees gathered to discuss the company’s growth, franchise strategy and long-term goals for the dealer network. The event featured more than 60 vendors and brought together franchisees from across Big O’s more than 470 locations. In this episode of What’s Treading, we speak with Big O Tires COO Gary Skidmore about balancing new store growth with same-store sales growth as the franchise network continues expanding. Growth and Franchise Alignment Big O added 14 stores in 2025, a record for the company. But, according to Skidmore, growth only works if franchisees and corporate leadership remain aligned on long-term goals and operational strategy. He explains that Big O’s focus is not simply on opening more locations, but finding franchisees that fit the company’s culture and structure as the network grows.

The Exact Moment to Open a Second Tire Shop

During the K&M Tire Dealer Conference, David Sickels moderates a roundtable with three independent operators answering a critical question dealers face: when to expand a tire shop. The panel features Austin Miller of Tire Star (4 locations), Dan Rhonda of Ronda Auto Centers (2 locations, previously scaled higher), and John Wood of Warren Tire Service Center (15 locations). When to expand a tire shop comes down to three factors: staffing, capacity, and financial readiness. Miller explains that early growth came from opportunity and long hours, but sustainable expansion requires a shop that can operate without the owner. Rhonda highlights how having trusted people in place makes scaling easier, especially in multi-store environments. Wood points to capacity as the trigger – when customers are being pushed out weeks, it’s time to grow. For independent tire dealers evaluating growth, this is a direct look at when to expand a tire shop and what it takes to make it work. Key takeaways for tire dealers: Expand when your shop is consistently at capacity Build leadership before adding a second location Expect some business to shift between stores Location, parking, and supplier proximity matter more than expected Strong systems and vendor relationships improve with scale

Inside Hankook’s TGL Marketing Strategy

The Hankook TGL partnership is about so much more than golf. At the TGL Finals inside the SoFi Center, designers center everything around performance. The simulator, the rotating green, the broadcast presentation – every part of the experience is structured to make performance visible and easy to understand. That’s exactly why Hankook wants its brand associated with this environment. What Makes TGL Different TGL (Tomorrow’s Golf League) blends live competition with real-time data and broadcast technology. Systems track, measure, and display every shot instantly. That turns the performance into something jaw-droppingly visual. That matters because it mirrors how people explain tire performance. Measurable attributes like grip, wear, rolling resistance, and traction define tires. Inside TGL, the system presents performance in a very similar way through data and immediate feedback. The Hankook TGL partnership places the brand inside an environment where those types of metrics are front and center. It’s a natural alignment between product and platform. Why Controlled Environments Matter for the Hankook TGL Partnership Inside the SoFi Center, lighting, camera angles, digital overlays, and crowd experience are all controlled. That helps Hankook’s brand appear the same way every time within a setting built around advanced technology. For the tire manufacturer, the partnership is measurable, explainable performance, and that is something tire dealers can use to build trust with their customers. Subscribe: tirereview.com/subscribe.

Will Mickey Thompson’s Baja Belted II Tire Change How Trucks Get Built?

Some tires follow trends, while others bring one back. Mickey Thompson's Baja Belted II is bringing back classic style and design while updating its features and constructions to match the expectations of today's driver. In this episode of What's Treading, Mickey Thompson’s Senior Product Manager of Light Truck and Off-Road, Ben Anderson, walks through the return of the Baja Belted, a name that dates back to off-road racing in the late '70s and a Baja 1000 win in 1982. The Baja Belted II keeps the look enthusiasts want while updating the construction, tread design, and sizing to match how these trucks are actually being built today. “You’re going to have people building the vehicle around this tire,” Anderson says. For dealers, Ben says this is a niche product with real pull for the right customer. The size range alone, stretching from 15-inch fitments all the way to 30-inch show builds, opens the door to conversations dealers likely aren't having with traditional A/T or M/T buyers. More importantly, Ben says, it gives dealers a reason to engage with customers who are chasing a specific look. The episode also digs into what has changed from the original. It adds a non-directional tread pattern for easier rotation and wear management. It updates pitch sequencing for a quieter ride. And, it tweaks the sidewall design and still delivers flotation and sand performance people know from the Baja Belted name.

Why Formula E Drivers Use Just One Tire for Both Wet and Dry

At the Formula E race in Miami, the Formula E EV tire plays a bigger role than most fans realize. Beneath the car, Hankook’s iON Race tire must handle extreme EV torque, heavy vehicle weight and changing track conditions – all with a single tire design. Unlike many racing series, Formula E teams don’t switch between slicks and rain tires. Engineers must design one tire that performs in both wet and dry conditions while maintaining durability and efficiency under the unique loads created by electric race cars. Inside the tire, the technology goes far beyond a typical TPMS sensor. Each iON Race tire includes a specialized monitoring system capable of measuring temperature in up to 15 positions inside the tire, giving teams and FIA officials real-time insight into tire performance and pressure compliance during the race. For Hankook engineers, Formula E serves as a proving ground for future EV tires. Data gathered on the track helps the company refine designs that can handle the instant torque, heavier weight and efficiency demands of modern electric vehicles. Subscribe to Tire Review for more behind-the-scenes coverage of tire technology and motorsport engineering: www.tirereview.com/subscribe