The key to building a successful tire dealership is by investing in both your business and your community, says Brian Adcock, owner of Fountain Tire Innisfail in Alberta, Canada. 

Adcock has been with Fountain Tire for more than 35 years and has held ownership at six Fountain Tire locations through the Edmonton, Alberta-based company’s 50/50 partnership model.

“At every new location, I immediately establish a sense of friendship among the team, which customers feel the moment they enter the store,” says Adcock. “I also invest generously in the community that supports us. Here in Innisfail, that includes sports, rodeo, farming, auctions and local business associations.” 

Adcock received Fountain Tire’s highest honor, Most Valuable Player, this past March during the company’s 70th anniversary celebration. Fountain Tire has around 170 locations across Canada.

During the event’s awards ceremony, the company recognized him for building “high-performing” teams, “exceeding financial targets” and creating a community atmosphere for customers.

“Hearing your name announced (at the awards ceremony) leaves you breathless,” he says. “It’s surreal to see your name among so many inspirational leaders on the trophy.” 

Adcock’s passion for the tire and automotive industry goes back to his interest in muscle cars as a teenager, when he fixed up old cars with his friends. Eventually, he landed his first job as a technician in his hometown of Ponoka, Alberta, where he worked on tires, mufflers and radiators.

In the 1980s, a friend began working at a Fountain Tire store in Calgary and recommended that Adcock join the team. After being hired, his job included repairing tires and operating the shop’s service truck. 

“While it was an opportunity to expand my experience, I was also drawn to the Fountain Tire culture, which, among other benefits, gives employees the chance to move between towns and cities throughout their careers,” said Adcock. “It was a lot of fun.”

A few years later, after gaining more experience, he became an assistant manager at the Fountain Tire store in Lacombe, Alberta. He says this allowed him to gain more office and customer service experience.

From there, an opportunity came up to buy into his own store in Vermilion, Alberta, in 1993. He jumped at the chance to expand his leadership skills. As time passed, he had the opportunity to oversee different teams and help grow the operations of several Fountain Tire dealerships. Adcock became a partner at Fountain Tire locations in Victoria, Ponoka, Sylvan Lake and Red Deer, Alberta.

Fountain Tire officials say the Innisfail store, which opened in 2025, has financially outperformed and earned two local Readers’ Choice awards from the community. 

The 9,500 square-foot dealership, located along Alberta’s busiest highway, offers retail and commercial tire and automotive services, specialty tires and ag tire sales and services, says Adcock. A team of 10 associates, including two technicians along with a manager, provides service out of 10 bays.

When Adcock and his team took over the store, which was owned by a competitor in town, they hired the existing store manager, which allowed them to quickly establish relationships with customers and the community. 

“All of this is backed by our customer-first approach to the work,” says Adcock. “We do everything we can to keep our customers happy, because that’s ultimately what keeps them coming back.” 

Throughout his career, Adcock says he’s gotten to experience all jobs in a tire and automotive shop, which allows him to relate to every member of his team. He also believes in giving his team the chance to grow their skills and move up from roles on the shop floor to more customer-facing roles and sales positions, allowing them to build their careers. 

“Mentorship has been a big element of my leadership approach, as well,” says Adcock. “Fountain Tire has formal mentorship programs that help qualified candidates grow into store managers and store partners. When I see an associate who has what it takes to lead, I try to give them every opportunity to get there.” 

While being a partner at a variety of Fountain Tire stores, Adcock says he’s always made it his mission to support local businesses and organizations in each town. Through advertising sponsorships with the local ice hockey rink, at the local rodeo grounds and inside an auction house in Innisfail, the store’s investments are going back toward community facilities and programs.

“My own business philosophy mirrors the Fountain Tire expression, ‘We’re on this road together.’ When it comes to community, that means supporting the people and businesses that support us. For our customers, it’s caring for their vehicles as if they’re our own. For associates, it’s about fostering collaboration instead of competition, encouraging a positive atmosphere and giving the team opportunities to succeed together.”

As he continues growing his Fountain Tire store while serving his community, Adcock says pushing ahead of industry challenges and treating everyone with dignity and kindness will remain his top priorities. 

“As a leader, I believe it’s my role to model this behavior and set the tone for the store every single day. That’s my advice to other dealers: Set the tone and lead the team by example.”