A Global Force in Ethical Wheel Repair and Technology

Tom Morris is one of the original pioneers of the modern mobile wheel repair industry. He founded Alloy Wheel Repair Specialists (AWRS) in 2000 and served as its Chief Executive Officer through 2015. Beginning with the first company-owned operation in Atlanta, Tom developed mobile repair methods, equipment configurations, training systems, franchise infrastructure, and customer programs that helped define a new category within automotive reconditioning.

Under Tom’s leadership, AWRS grew into the largest mobile alloy wheel repair organization in the world, with more than 200 franchise territories operating across 18 countries. In the final year of his leadership, the network generated approximately $90 million in collective annual wheel repair sales. Tom built the organization around specialization, operating discipline, quality, integrity, training, and customer service—principles that remain central to Wheel Color It today.

In 2015, after approximately fifteen years of building and scaling AWRS, Tom sold the company to a private equity firm. That transaction provides direct evidence that he has already created enterprise value in this industry, built an international operating network, developed a scalable franchise model, and successfully completed an institutional exit. Wheel Color It represents the next evolution of that experience: a broader, technology-enabled platform designed to combine company-owned operations, licensing, equipment, coatings, AI-powered technology, training, claims solutions, and wheel-mobility products.

As Platform Architect, Tom leads the Company’s vision, strategic design, industry standards, operating philosophy, technology integration, and long-term development. The Wheel Color It model reflects lessons learned from millions of repairs and from building, managing, and selling the industry’s largest prior organization.

Steve Barrett is a recognized wheel-industry technologist, engineer, equipment manufacturer, and innovator with more than two decades of experience developing mobile wheel restoration systems. As founder and President of DCR Technologies in the United Kingdom, Steve has helped advance the equipment and processes used for modern wheel remanufacturing.

DCR introduced one of the world’s early mobile CNC machining solutions for diamond-cut wheel restoration and has continued to develop purpose-built mobile workshops, automated refinishing equipment, curing systems, specialized preparation and repair equipment, and AI-assisted CNC software. DCR has deployed more than 900 CNC lathes throughout Europe, Asia, and Australia, giving Steve extensive knowledge of equipment performance, technician workflow, production efficiency, and international wheel-repair practices.

Within Wheel Color It, Steve leads equipment engineering, manufacturing, technical standards, AI-enabled CNC machining, product development, and continuous innovation. His technology leadership is central to the Company’s ability to deliver consistent remanufacturing quality in mobile and neighborhood-service environments while reducing cycle time and improving technician productivity.

Burnell Guyton has worked in automotive sales, service, management, and ownership since 1982. He began his career in automobile sales and progressed through dealership management and executive leadership before becoming a dealer owner. Over the next 21 years, he purchased and operated three dealerships and earned multiple corporate and national awards.

After selling his dealerships, Burnell held senior automotive-services management positions, including serving as General Manager of the AWRS Atlanta and Indianapolis operations. In those roles, he helped build successful operating teams and developed first-hand expertise across wheel repair, customer service, sales, technician performance, financial accountability, and day-to-day field execution.

As Chief Operating Officer, Burnell is responsible for translating the WCI strategy into repeatable operating performance. He leads company-owned operations, regional execution, technician development, training, quality control, productivity, and management development. His ability to motivate teams and develop future managers is particularly important as the Company expands company-owned and licensed operations simultaneously.

Ginny Nye brings extensive experience in multi-state operations, enterprise sales, claims, strategic partnerships, and business development. Before entering the wheel-services industry, she served as Southeast Regional Vice President for USA Mobility, a publicly traded national telecommunications company, where she led approximately 255 operations, sales, and engineering employees across eight southeastern states and held full profit-and-loss responsibility for the region.

Tom Morris recruited Ginny to AWRS in 2009 to lead Business Development and the Claims Division. She helped professionalize the organization and built the claims division into an approximately $10 million annual business. She established relationships with third-party administrators and tire-and-wheel warranty providers and helped position AWRS as a preferred wheel repair vendor for multiple TPAs. Her commercial and organizational contributions also supported the company’s sale to private equity in 2015.

After remaining with AWRS for approximately two additional years, Ginny founded EZ Spare Wheel in 2019. She has since developed products, customer channels, distributor relationships, e-commerce capabilities, and strategic programs serving consumers, dealerships, tire retailers, collision organizations, OEM-related customers, and roadside-assistance providers. At Wheel Color It, she leads enterprise relationships, strategic partnerships, commercial development, cross-selling opportunities, and the long-term national-account strategy.