Under the leadership of newly appointed CEO Brian Mielko, the company is entering a transformative phase he calls “OK Tire 2.0,” a strategic evolution designed to strengthen its dealer network, modernize operations, and position the brand for long-term growth.
Guiding OK Tire into the next chapter
Bringing together corporate expertise and entrepreneurial drive, Mielko is redefining what it means to lead a legacy franchise brand in a fast-changing industry. He began his career in marketing with global giants such as Coca-Cola, Procter & Gamble, and Unilever before transitioning into the tire sector more than a decade ago, where he honed his experience in international sales, brand development, and market strategy.
Now, at the helm of OK Tire, Mielko is applying those lessons to strengthen the company’s foundation while accelerating its evolution.
“Head office isn’t a castle — it’s a mine,” he says. “We’re here to dig up insights and tools that dealers can use to create value for their customers.” That approach reflects a leadership philosophy grounded in empowerment, supporting independent franchisees with data, training, and marketing tools, while maintaining the collaborative culture that has defined OK Tire for generations.
Reinventing to a shifting market
As the automotive landscape continues to evolve, OK Tire is reshaping its model for the future. The automotive aftermarket is undergoing a major transformation. As vehicles stay on the road longer, up from eight to twelve years on average, manufacturers have been forced to diversify. From legacy sizes to electric vehicle tires, today, the average tire brand now produces 350 passenger tire sizes, compared to 100 a decade ago.
To keep pace, OK Tire is reengineering its operations for agility and scale. The company recently entered a strategic distribution partnership with Groupe Touchette, which now exclusively manages tire logistics across the OK Tire network. This shift replaces the company’s former 13-warehouse model and enables OK Tire to refocus on its franchise mission, supporting dealers through innovation, marketing, education, and performance insights.
Empowering dealers with tools and training
OK Tire 2.0 places data-driven decision-making at the heart of the business. The company is investing in analytics dashboards and performance tracking tools to help franchisees benchmark results, identify growth opportunities, and forecast trends.
Enhanced training programs, covering both tire and mechanical services, are being relaunched to strengthen expertise and ensure consistency across the network.
Meanwhile, a new peer-learning initiative called “Performance Groups” brings together 20 dealers quarterly to share wins, challenges, ideas and best practices. Already active in Alberta and British Columbia, the program will soon expand into Ontario, fostering collaboration and shared accountability across the country and among franchisees.
Building a stronger franchise network
Mielko emphasizes that growth begins with strengthening existing dealers. “I believe the key is to make our existing dealers even more successful and proud to be part of OK Tire. When you build a strong, profitable, and well-supported foundation, others want to join,” he says. This focus supports the company’s goal of expanding from 325 to 400 stores.
OK Tire offers independent dealers access to comprehensive business support, from legal guidance and HR support to marketing, training and digital tools. “It’s a family of entrepreneurs, and being part of something larger gives them the tools to succeed while maintaining local ownership and autonomy,” Mielko adds.
Family-run shops with long-standing community recognition can preserve their name while co-branding with OK Tire, maintaining local trust, while benefiting from the company’s national recognition and marketing muscle. National partnerships with organizations like the CFL and Hockey Canada further amplify OK Tire’s brand presence, while regionally tailored campaigns help dealers stay connected to their communities.
Why become an OK Tire owner
Joining OK Tire means becoming part of a network of like-minded, independent business owners who believe profits should stay where they belong — in their own pockets. As an OK Tire owner, you’re not only joining a coast-to-coast community of automotive experts, you’re becoming a shareholder with a real voice in shaping the company’s future.
“Our strength comes from uniting independent Canadian business owners through our cooperative model,” explains Mielko. “Unlike traditional franchisors that charge royalties and franchise fees, OK Tire empowers owners to build stronger buying power together. Our corporate mission is simple: to create opportunities that drive sales and share profits with our shareholders, the OK Tire shop owners.”
The road ahead
The next chapter of OK Tire is about creating a stronger franchise network, empowering dealers, deepening collaboration, and embracing innovation.
“OK Tire is building on its legacy as a trusted full-service automotive partner for Canadian families, providing independent franchisees the resources, guidance, and collaboration they need to thrive in a changing market,” Mielko concludes.
For a brand that has been part of Canadian roads for more than 70 years, OK Tire’s journey continues to pick up momentum. Under Mielko’s leadership, it’s not just keeping pace with the industry — it’s redefining what franchise success looks like in the modern era.
