MTD Flashback: TANA President Wasn't Your Average Dealer

Editor's note: the article appeared in the November 1998 issue of MTD.

Painter. Wine connoisseur. Outdoorsman. Gourmet cook. World traveler. Voracious reader. Athlete. Jim Shook isn't your average tire dealer.

And he won't be your average Tire Association of North America (TANA) president when he takes over from Pam Fitzgerald at the TANA convention and trade show in Las Vegas, Nev., later this month.

Running two retail outlets in Las Cruces, N.M. - a small city approximately 50 miles northwest of El Paso, Texas - occupies a great deal of his time and energy. And his responsibilities as the new TANA president will be many and varied.

But he's up to the task. And one of the main reasons is that for Jim Shook, there is life beyond selling tires.

TANA's Renaissance man

"The retail business is always hectic," says Shook. But there's a time and place for everything, he explains. "You have to get away once in a while. You'd probably go nuts if you didn't."

Shooks gets away by indulging in a number of passions. Five days a week, year-round, he rises at the crack of dawn to run anywhere from two to four miles. Summers are devoted to multi-day white water rafting expeditions with his wife of 38 years, Elizabeth, and various friends.

"I enjoy challenges," says Shook. That's an understatement.

A self-taught cook, Shook specializes in Italian dishes. And when he's not in the kitchen whipping up a gourmet meal, he can be found in his library, rapidly devouring the latest spy novel or at his wine rack, selecting a vintage bottle from his large personal collection.

Interestingly, the Shooks have four TV sets in their house, but Shook never uses them "aside from the occasional football game," he concedes.

He'd much rather sharpen his intellect through pursuits like painting, which has brought him critical and commercial acclaim.

Fifteen years ago, Elizabeth organized a public showing of his work at a local gallery. "Thirty-two of his paintings were sold that night," she says proudly.

Shook downplays the event with characteristic modesty. "I don't sell my paintings anymore. I paint for myself."

He also gets around - literally. The Shooks have toured Europe, India and other parts of Asia and even spent a night living with a peasant family in Turkey last fall.

"I highly recommend traveling. There's so much to see and experience."

Extensive globehopping has primed Shook for the grueling travel schedule he'll undertake as new TANA president. And certainly his background as an independent tire dealer well-equips him for the many challenges he'll face in the coming year.

100% service

"I'm going to take a lot of my own business practices and apply them to TANA," says Shook.

Shook Tire Centers Inc. has survived more than 50 years in a competitive and rapidly changing market by providing quality service.

"I can't force people to come to my business. I have to give them service. I have to take care of them. TANA is the same way. We are a service organization. And that's how we're going to run it."

According to Shook, one way for TANA to provide better service is to work more closely with state tire dealer associations. "I think in a lot of ways we've been alieneted from them."

That's why fostering a sense of partnership with state groups will be key. "We can't try to run or control them. What we have to do is offer the services they want."

That includes improving existing member benefit programs like training, insurance and travel, as well as seeking out new programs. 

Shook also wants to increase the involvement of Canadian dealers during his term. "Really that's the major goal I want to accomplish," he says. "Many Canadian dealers are members of TANA right now, but have never been as active as I've though they should be."

Shook already has successfully invited Tire Dealers Association of Canada President Les Beatty to join the TANA board. "And we've discussed with them combining our trade shows after the year 2000."

What about Mexico?

"There are a lot of Mexican dealers who come to our meetings and I think it would be wonderful if we can work with them," says Shook. "If we're truly going to be the Tire Association of North America, we need to consider it."

Full speed ahead

Shook plans to continue Fitzgerald's work of improving relations between TANA and the International Tire & Rubber Association (ITRA).

"We'd love for the two groups to get together," he says. "Let's face it: most of their members are most of our members."

He vows to forge ahead despite resistance from counterparts in Louisville. (Editor's note: ITRA was headquartered in Louisville, Ky. ITRA and TANA eventually merged to form the Tire Industry Association.)

"The thing to do is maintain a positive attitude and hopefully come up with areas where we can work together."

Shook admits if unification eventually happens "it will have to be a mutual thing, obviously. We can't dominate ITRA or swallow them up."

Since TANA membership is now open to tire manufacturers, Shook plans to increase their involvement in the organization. "We want to keep them on the board just as we're keeping suppliers on the board. It helps to have them there because it lets us see how they operate, plus we get their direct input."

TANA executives are confident that Shook has what it takes to lead the organization through the end of the century.

Describing him as "very intelligent and decisive," Fitzgerald thinks he will be "a great leader. Jim's a quiet men, but I don't think he takes a lot of guff from people. If you want to play ball, he's ready to play."

"The thing that distinguishs Jim most is his level-headedness and willingness to sit down and listen," says TANA Executive Vice President David Poisson. "This is a guy who goes to great lengths to learn as much as he possibly can."

Poisson also believes that Shook's status as a smaller dealer will be a plus. "I think many of our members will identify with his perspective. He's intensely committed to the association and will be an excellent president."