Peter and Alexa Labrecque are the founders and owners of Action Tire in Barrie. Action Tire is a thriving tire sales, automotive service, automotive repair and wholesale tire business.

Peter and Alexa Labrecque are the founders and owners of Action Tire (Al’s Wholesale Tire), a thriving automotive commerce serving the tire and ride related mechanical needs of Barrie Ontario drivers. As with many entrepreneurial success stories, these two business operators began with a modest investment and a commitment to customer service. The sharing of their story isn’t so much a spotlight of their success but rather a declaration of the opportunity  available to all who “seize the moment” and make the most of their natural abilities.

Growing Opportunity and Partnerships in Central Ontario Tire Business

A move to Ontario in the 1980’s ushered in the commencement of Peter’s adult life with a renewed sense of drive and determination. His marriage to Alexa brought with it a new outlook for possibility and strength of purpose. That transformed viewpoint moved Peter from a management level employee, working with a company specializing in environmental manufacturing, to that of a sales representative selling tires for a Barrie Ontario tire distributor. Peter enjoyed building relationships with clients and soon found himself immersed in his role. He understood the value of trust and looked to instill it within each new opportunity presented to him. Within short order, Peter was presented with an opportunity to purchase the company, thus beginning his thirty plus year career in the tire business.

During this same time, Alexa, now a mother to her and Peter’s two children, was busy with her own career. She has acquired the Commercial and Life Insurance industry’s professional designation and enjoyed success with her role and responsibilities. Action Tire continued to grow and it became apparent to Peter that the company could benefit from the experience and expertise that Alexa had acquired during her nearly twenty years in the Insurance industry. Alexa joined the business with Peter and the second half of the executive management team was firmly in place. She was aware of Peter’s determination to ensure that all customers of Action Tire walked away with an experience that exceeded their expectations.

Central Ontario’s Authority in Tire Sales

The next decade would see Alexa participate in virtually every aspect of the operation. Each element of the business was analyzed to determine the appropriate placement of policies and procedures. Action Tire was committed to ensuring its customers would enjoy the best possible service available. Alexa knew from experience that if you could define what you do in terms of a process, then you could measure the outcome and look for opportunities for improvement. Step by step and department by department, strategies to standardize and capture the company’s “best practices” were developed. Over time, enhancements were made to advance day to day operations and customers became the benefactors of these efforts. Once employees embraced   the new corporate initiative, synergies began to emerge from within the ranks. Overall internal communication was heightened and workers rose to the occasion with continuous improvement ideas. Alexa was able to find the right mix between meeting the customer’s needs and ongoing corporate development.

Committed to Customers

As the business grew, Peter continued to rely on his instincts of what he knew was important to the customer. He was determined that success would only be built on the complete satisfaction of the patron. He adopted the philosophy “never to sacrifice the permanent on the altar of the temporary – it had to be a long term win for the customer and the company”. His humble beginning took flight as he began to visualize opportunities to enhance the customer relationship. A business plan was cultivated and a strategy developed for what would quickly become an enterprise in bloom.

Alexa continued to take on additional responsibilities within the corporation. Eventually, her focus would lead her to direct the Financial and Human Resource components of the business. Perpetual growth would require unfettered access to financial capital and she was all too aware of the fact that many businesses are poised for growth but held back due to lack of adequate funding. A growing business necessitated significant capital investment and Alexa ensured that monetary circumstances reflected economic requirements. Additionally, she met the needs of an ever increasing number of employees who were looking for a career and not just a job. Action Tire established a reputation of trust within its’ customer base and occupation opportunity among its employees. Alexa recognized the importance of both elements to the contribution of a growing business and took appropriate steps to meet the demand.

It quickly became apparent that the natural skill sets of Peter and Alexa complemented each other. What Peter was missing, Alexa had in abundance and what didn’t come to Alexa easily, in relation to product application, was instinctive to Peter. A true and effective partnership  evolved and customers and employees enjoyed a sense of comfort and security as the company’s  personality emerged.

As levels of success increased, so did the requirements of the business. There was a need to partner with the right manufacturer/supplier, a need to predict the type and size of tire that would be  in demand for the following year and a need to warehouse and manage the product so that it would be readily available. Additionally, and perhaps most importantly, there was a need to hire the best professional tire staff to assist in the growth process. Action Tire was well on the road to being recognized as Central Ontario’s authority in tires and stood proud in its new leadership role in the marketplace.

Two Locations to Provide the Best Service for Tires in Barrie

Peter and Alexa, supported by their professional and committed staff, continue to meet the challenges and expectations of an ever changing marketplace. As the company adopts new services and acquires new patrons, it has never lost sight of what ensured its original success: taking care of all customers by treating them with honesty and integrity. This philosophy has served Action Tire well, ushering in the opening of a second tire sales location on Bayview Drive in Barrie in late 2010. Customers have shown their  appreciation by recommending Action Tire to their neighbors, friends and family. Each new customer presents a new opportunity to showcase the company’s commitment to excellence. Their adoption of a leadership by example attitude has allowed Peter and Alexa to continue to “seize the moment” every day and to make the most of all their natural abilities.