Documentary-style series spotlights community, entrepreneurship and Canadian business at forefront of national growth strategy
OK Tire Stores Inc. has confirmed the launch of ‘Behind the Bay Doors’, a new shop owner video series designed to spotlight the entrepreneurs, leaders and communities that power its network of independently owned and operated locations across Canada.
The initiative comes as it continues to expand its national footprint, with a goal of reaching 400 stores (from the current 325) nationwide by 2028. Behind the Bay Doors, meanwhile, is seen as playing a critical role in showcasing the strength of OK Tire’s locally owned model.
Under its “OK Tire 2.0” vision, the series brings to life what sets the brand apart: local ownership, deep community ties, and a people-first approach to business. Through authentic, documentary-style storytelling, Behind the Bay Doors captures the real experiences of shop owners who are not only running successful businesses, but actively shaping the communities they serve.
Highlighting real stories from real operators.
The series aims to inspire the next generation of dealers while reinforcing the brand’s commitment to long-term, community-driven growth.
The first episode, filmed in Elmira, Ontario, features store owners Eric Brubacher, Robert Bowman and Ryan Freeman offering an inside look at their journey, team, family, and longstanding connection to the community.
“This series is a reflection of who we are, the heart and soul behind what makes OK Tire so special, and where we’re going as a network,” said Brian Mielko, President and CEO of OK Tire Stores Inc.
He added: “OK Tire 2.0 is about strengthening our foundation while accelerating growth, and that starts with our people. Our shop owners are entrepreneurs, community leaders, and trusted experts. They are the inspiration behind everything we do. By telling their stories, we’re reinforcing what makes our model so powerful and why it continues to resonate across Canada.”
Shot in a documentary style, each episode highlights the pride and leadership that come with owning and operating a local business. It also serves as a platform for owners to share their experiences in their own words, bringing transparency and authenticity to the forefront.
“Being the first dealer featured in Behind the Bay Doors was a real honour for us,” said Eric Brubacher, Co-Owner of OK Tire Elmira. “For us, this was about more than showcasing our shop, it was a chance to tell the story of the people behind it and the community that has supported us and shaped who we are. We’re proud to be part of a network that celebrates local ownership, and we’re excited to help kick off a series that shines a light on the stories behind OK Tire dealers across Canada.”
Following a successful launch, Behind the Bay Doors has sparked interest across OK Tire’s dealer network, attracting many applications from dealers eager to tell their stories. The next two featured locations, OK Tire Cold Lake and OK Pneus Ville-Marie will be releasing this fall.
Key Takeaways
- OK Tire launched ‘Behind the Bay Doors’, a video series highlighting community and entrepreneurship within its network of stores.
- The series aligns with OK Tire’s goal to expand from 325 to 400 locations by 2028, emphasizing local ownership and community ties.
- Documentary-style storytelling showcases real shop owners, their journeys, and their connections to the community.
- The first episode features shop owners from Elmira, Ontario, reflecting on their entrepreneurial experiences.
- The series has generated interest among dealers, with more episodes planned for OK Tire Cold Lake and OK Pneus Ville-Marie this fall.
