Thanks to our Partner, AppFueled

Alaska may be known for its breathtaking scenery and extreme conditions, but running a successful auto repair shop there comes with challenges that most shop owners in the Lower 48 never have to consider. In this conversation, Brian and Kim sit down with Robert Wright of 1023 Diesel & Fleet in Palmer, Alaska, to explore what it's really like to own and grow a shop in one of the most unique automotive markets in the country. From marketing in remote communities and building a strong shop culture to navigating harsh winters, seasonal demand, staffing, and expanding from a diesel specialty shop into general automotive repair, Robert shares practical insights that apply no matter where your shop is located. If you're looking for fresh perspectives on leadership, marketing, and growing a thriving repair business, you won't want to miss this episode. Listen now and discover what every shop owner can learn from doing business in the Last Frontier.

Show Notes with Timestamps

• Introduction to the Podcast and Guest (00:00:09) Host Brian Walker introduces co-host Kim and guest Robert Wright, owner of 1023 Diesel in Palmer, Alaska.
• Misconceptions and Realities of Alaska (00:01:03) The hosts and guest discuss common stereotypes about Alaska from TV shows versus the reality of living there.
• Life in Palmer, Alaska (00:02:17) Robert describes the Palmer area, its proximity to Anchorage, its history as a farming colony, and its Midwest feel.
• Remote Alaskan Living (00:04:04) Discussion about the "road system" and how people access remote locations like Robert's cabin via plane, boat, or snowmachine.
• The Shop's Origins and Evolution (00:04:51) Robert explains how 1023 Diesel started in his garage and evolved from a diesel-only specialty shop to general automotive repair.
• Defining "Rural" in Alaska (00:06:21) The hosts and guest discuss the perception of "rural" and how Palmer is considered part of Alaska's main population center.
• Marketing to Remote Customers (00:07:04) Robert explains that customers travel hundreds of miles for service and how word-of-mouth is crucial for reaching off-grid communities.
• Community Involvement in Marketing (00:08:46) The importance of "boots on the ground" community marketing is discussed as an effective, old-fashioned approach in Alaska.
• Sponsor Message: AppFueled (00:09:59) A commercial break for the podcast sponsor, AppFueled, which creates custom loyalty apps for auto repair shops.
• Climate and Seasonality in Business (00:10:55) Discussion about Palmer's unique weather, including extreme winds, and how it creates seasonality in the auto repair business.
• Alaska's "Break Up" Season (00:12:21) Robert explains the spring "break up" season, when thawing ground leads to road weight restrictions, causing a business slowdown.
• Studded Tires and Winter Business (00:14:15) The group discusses state-mandated studded tires for winter traction and how tire changeovers create a busy season for shops.
• Corrosion and Winterizing Vehicles (00:15:00) The conversation covers the extreme rust on off-highway vehicles and the specifics of winterizing vehicles for the Alaskan climate.
• Staffing and Recruitment in Alaska (00:19:22) Robert discusses the challenges and strategies for finding technicians, noting that Alaska is a destination state for many.
• Building an Attractive Shop Culture (00:20:05) The importance of having a great facility, reputation, and culture, including a four-day workweek, to attract top talent.
• Customer Loyalty in Alaskan Communities (00:24:22) The hosts and guest talk about the strong sense of community loyalty in Alaska and the importance of reputation.
• Using a Rewards Program for Community Good (00:25:03) Robert shares how he used his shop's customer rewards program to raise funds for an injured community member.
• Closing Remarks and Invitation to Visit (00:26:12) Robert invites listeners to visit Alaska and offers to give them advice or show them around.

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Lagniappe (Books, Links, Other Podcasts, etc)

1023 Diesel & Fleet

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

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