Tom Morris created the Mobile Wheel Repair Industry, a concept he launched in 2000 that transformed the wheel refinishing market. Over 16 years, he grew the business into a $100 million per year enterprise, servicing dealers, collision shops, tire stores, and auto auctions nationwide. By 2015, when the company was sold, it had expanded to over 400 operators, providing mobile repair and remanufacturing services. Now, as the Founder & CEO of Wheel Color It™, Tom is dedicated to helping franchisees secure top business locations and key accounts, ensuring long-term success in the growing wheel repair industry.

Dedicated to helping franchisees succeed, Rafael provides strategic guidance, develops new business accounts, and ensures operational efficiency across all locations. With 14 years of experience managing the required wheel repair services of Mercedes-Benz of Manhattan and BMW of Manhattan—the only U.S. retail operations owned by these two OEMs—Rafael played a pivotal role in establishing these dealerships as showcases for the company’s equipment, paints, and safe repair processes. His leadership and management expertise built trust with the OEM’s North American operations and benefited the network to provide service to hundreds of independent Mercedes-Benz and BMW dealers nationwide. Through his vision, the company successfully expanded into hundreds of accounts across the New York City and New Jersey markets.

A leading expert in mobile wheel repair van design and franchisee training, Ron brings over 15 years of industry experience in technical development of paints and equipment for both mobile and shop-based wheel repair. His expertise in coatings and refinishing technology has played a pivotal role in securing OEM contracts and partnerships with some of the nation’s largest auto dealer and collision groups. Ron and his operations team have successfully trained and deployed hundreds of operators in a previous company led by Tom Morris. Widely regarded as one of the industry’s top alloy wheel painters, his knowledge and innovations continue to elevate Wheel Color It™ technical excellence.

With over 24 years of industry experience, Mike has led strategic purchasing and supply chain management at a high level. He played a critical role in managing the procurement division of Tom’s former company, specializing in securing long-term contracts with DuPont and Axalta paint manufacturing divisions. Beyond procurement, Mike possesses extensive expertise in vehicle upfitting and deployment, having contributed to the development and rollout of 450 patented Mobile Units. His knowledge in supply chain management, strategic sourcing, and technical deployment continues to drive innovation and efficiency in Wheel Color It™ operations.

Provides training and sales expertise on the EZ Spare Wheel and EZ Roller Spinner product lines, which provide additional revenues for the franchisee. She continuously fosters strategic partnerships for Wheel Color It™ and its franchisees.

Responsible for assisting franchisees in establishing their businesses by providing guidance on appropriate software tools and accounting systems. Additionally, supports the setup of necessary information for accurate financial reporting to various government entities.

Responsible for ensuring proper accounting systems are in place for the corporate office to comply with all franchise requirements. Oversees monthly financial statement reviews for accuracy and manages annual franchise audits.

Ana ensures consistent branding across all platforms and helps drive the company’s growth through strategic marketing and design.

Kevin serves as the Warehouse Manager for EZ Spare Wheel, where his strong organizational skills and attention to detail keep operations running smoothly. He plays a vital role in coordinating shipments, managing stock levels, and ensuring timely distribution of essential materials to franchisees across various locations. His efficiency in warehouse management and logistics helps maintain a seamless supply chain for Wheel Color It™.