Fountain Tire

Fountain Tire is a Canadian tire dealer and automotive service provider headquartered in Edmonton, Alberta. The company began in 1956 when Bill Fountain established a small double-bay garage in Wainwright, Alberta. Its original business included servicing farmers in the field, an early indication of the practical, service-oriented model that continues to shape the brand. Fountain Tire expanded from that rural starting point into a network serving consumer motorists, commercial fleets, and customers operating agricultural, oil and gas, mining, and construction equipment. A defining feature of the company is its partnership structure. Fountain Tire has traditionally provided local store managers with the opportunity to own an equity stake in their stores, commonly described as a 50/50 partnership model. The arrangement was introduced by Bill Fountain as the business grew and was intended to connect local management with the performance and reputation of each outlet. This model distinguishes Fountain Tire from a wholly centralized tire retail chain and gives individual locations a stronger local-operator identity. Bill Fountain died in a car accident in 1976, when the business had grown to 19 stores and a network of partners. During the 1980s, the company moved its head office to Edmonton and revised its expansion strategy. On September 24, 1987, Fountain Tire sold a 49 percent interest in its business to Goodyear Canada. The relationship formed part of the company’s later development, although the available reference material does not establish the current ownership structure. By the end of the 1990s, Fountain Tire had added 100 stores across Western Canada. The company’s retail activities include passenger-vehicle tires, tire-related services, and automotive maintenance and repair. Its commercial operations extend beyond standard consumer tire sales to fleet and off-road applications. Fountain Tire serves sectors in which uptime, load capacity, durability, and field support are important, including agriculture, energy, mining, and construction. The network also includes distribution infrastructure supporting its store and commercial activities. Fountain Tire relocated its corporate headquarters to Fountain Tire Place in South Edmonton in 2014. In 2023, the company was reported to operate 164 consumer locations and eight distribution centres across Canada. Its public brand positioning has emphasized expertise, local trust, and shared responsibility on the road. Slogans used over time have included “Home of the Tire Experts,” “Winning the West,” “Your Alberta Tire Store,” “Trust. Fountain Tire.” and, from 2018, “We’re on this road together.” Marketing has been an important part of Fountain Tire’s identity. Actor and comedian Thom Sharp became a spokesperson in 1994 and was associated with the character known as “The Fountain Tire Guy” for more than two decades. The company has also used community and experiential marketing, including a drive-in movie tour marking its 60th anniversary in 2016. Its “Fan Bods” campaign received multiple awards at the 2019 Clio Sports awards and additional recognition in Canadian marketing awards. Fountain Tire has reported community involvement through contributions to organizations including United Way and Junior Achievement. The company has also been recognized by Deloitte as one of Canada’s Best Managed Companies since 1994, according to the cited reference material. Fountain Tire remains an active Canadian automotive service and tire business, with a regional footprint, a local-partner operating model, and a customer base spanning private motorists and demanding commercial industries.

Fountain Tire was founded in 1956 by Bill Fountain in Wainwright, Alberta. The original operation was a small double-bay garage, supplemented by in-the-field service for farmers. This beginning gave the company an early connection to rural customers and work vehicles, markets in which reliable tires and prompt service were operational necessities. As the business expanded, Bill Fountain developed a partnership approach for local store management. Managers could receive a 50 percent equity interest in their individual locations, creating a structure in which store operators shared responsibility for local performance and customer relationships. This model became a continuing characteristic of Fountain Tire’s business rather than a temporary growth arrangement. Bill Fountain was killed in a car accident in 1976. At that time, the company had grown to 19 stores and had established a network of partners. During the 1980s, Fountain Tire moved its head office to Edmonton and adjusted its expansion strategy. On September 24, 1987, the company sold 49 percent of its business to Goodyear Canada. The reference material does not provide enough information to determine whether that ownership position remains unchanged. Expansion accelerated during the late twentieth century. By the end of the 1990s, 100 new Fountain Tire stores had been added across Western Canada. The chain’s geographic emphasis remained concentrated in Central and Western Canada, while its services broadened beyond consumer tire retail. In addition to passenger vehicles, Fountain Tire developed offerings for commercial fleets and off-road applications in agriculture, oil and gas, mining, and construction. In 2014, the company moved its corporate headquarters to Fountain Tire Place in South Edmonton. The new location consolidated the company’s corporate presence in the Edmonton area. Fountain Tire celebrated its 60th anniversary in 2016 with a drive-in movie tour, using the milestone as a platform for community-facing marketing. The brand’s advertising history includes several slogans centered on tire expertise, regional identity, trust, and shared journeys. These have included “Home of the Tire Experts,” “Winning the West,” “Your Alberta Tire Store,” “Trust. Fountain Tire.” and, beginning in 2018, “We’re on this road together.” Thom Sharp became a Fountain Tire spokesperson in 1994 and was associated with the “Fountain Tire Guy” character for more than 20 years. Fountain Tire has also pursued community and corporate-recognition activities. The company has contributed to organizations including United Way and Junior Achievement. It has been recognized by Deloitte as one of Canada’s Best Managed Companies since 1994, according to the cited reference. In 2019, CEO Brent Hesje received a Northern Lights Award of Distinction from the Edmonton Chamber of Commerce. That year, the company’s “Fan Bods” campaign won multiple Clio Sports awards and additional Canadian marketing recognition. By 2023, Fountain Tire was reported to have 164 consumer locations and eight distribution centres across Canada. Its business therefore combines a regional consumer retail network with commercial and industrial tire capabilities. The available material identifies Fountain Tire as an active Canadian company, but does not establish a current ownership breakdown, a complete executive roster, or detailed financial results.

1. 2023Network reported at 164 consumer locations

   Fountain Tire is reported to operate 164 consumer locations and eight distribution centres across Canada.

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2. 2016Sixtieth anniversary

   The company marks its 60th anniversary with a drive-in movie tour.

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3. 2014Head office moves to Fountain Tire Place

   Fountain Tire relocates its corporate headquarters to Fountain Tire Place in South Edmonton.

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4. 1990Western Canadian expansion reaches 100 additional stores

   By the end of the 1990s, the company has added 100 new Fountain Tire stores across Western Canada.

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5. 1987Goodyear Canada acquires a minority interest

   On September 24, Fountain Tire sells 49 percent of its business to Goodyear Canada.

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6. 1976Bill Fountain dies

   The founder dies in a car accident while the business has 19 stores and a network of local partners.

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7. 1956Fountain Tire is founded in Wainwright

   Bill Fountain establishes Fountain Tire as a small double-bay garage and provides field service to farmers.

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A Canadian tire and automotive service network combining local-store partnerships with consumer, commercial, fleet, and off-road expertise. The brand emphasizes tire knowledge, dependable service, community presence, and practical support for customers whose vehicles and equipment are essential to their work.

• Consumer tiresPassenger-vehicle tires

  Fountain Tire’s consumer business sells tires for passenger vehicles and provides related services through its retail network. The offering is positioned around tire expertise, local service, and ongoing support for motorists. The available reference material does not identify specific tire brands, models, or private-label product names.

• Commercial and fleet tire servicesCommercial tires and fleet support

  The company supplies tires and tire-related services for commercial fleets. This area extends Fountain Tire beyond individual motorists and is oriented toward customers that depend on vehicle availability and operational continuity. Detailed service specifications and fleet-program names are not provided in the reference material.

• Off-road and industrial tiresAgricultural, energy, mining, and construction tires

  Fountain Tire serves off-road vehicle and equipment users in agriculture, oil and gas, mining, and construction. These applications require products and support suited to demanding operating environments. The reference material establishes the sectors served but does not specify individual tire ranges or technical product lines.

• Automotive serviceVehicle maintenance and repair

  In addition to tire retail, Fountain Tire operates as an automotive service provider. Its stores offer tire-related work and automotive maintenance or repair services. The supplied sources do not provide a complete list of repair categories, service packages, or warranty terms.

• 2019Fan Bods

  Canada

  The “Fan Bods” campaign used sports-oriented marketing and received recognition in industry award programs.

  Outcome. The campaign won three Gold and two Silver Clio Sports awards and also received Silver and Merit recognition in Canadian marketing awards.

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• 2018We’re on this road together

  Canada

  Fountain Tire introduced the “We’re on this road together” tagline to communicate a cooperative, relationship-focused approach to customers.

  Outcome. The tagline became part of the company’s stated brand messaging; further campaign performance data is unavailable.

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• 201660th Anniversary Drive-In Movie Tour

  Canada

  Fountain Tire marked its 60th anniversary with a drive-in movie tour, connecting the corporate milestone with a public-facing entertainment experience.

  Outcome. The campaign served as an anniversary brand-marketing initiative; detailed attendance or commercial results are not reported.

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• 1994The Fountain Tire Guy

  Canada

  Actor and comedian Thom Sharp became a Fountain Tire spokesperson and was associated with the “Fountain Tire Guy” character for more than 20 years.

  Outcome. The character became a long-running part of Fountain Tire’s public advertising identity.

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• 2018Introduction of a new brand taglineStrategy

  Fountain Tire’s previous public messaging had emphasized expertise, regional service, and trust.

  What changed. The company introduced “We’re on this road together” as a new tagline.

  Aftermath. The message reinforced the brand’s relationship-oriented positioning, although no quantitative results are reported.

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• 2014Relocation of corporate headquartersStrategy

  Fountain Tire maintained a growing Canadian store and distribution network concentrated in Central and Western Canada.

  What changed. The company moved its corporate headquarters to Fountain Tire Place in South Edmonton.

  Aftermath. The relocation established the company’s corporate office at its South Edmonton headquarters.

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• 1987Sale of a 49 percent interest to Goodyear CanadaM&A

  Fountain Tire was expanding after moving its head office to Edmonton and adjusting its growth strategy during the 1980s.

  What changed. On September 24, 1987, Fountain Tire sold 49 percent of its business to Goodyear Canada.

  Aftermath. The transaction became part of Fountain Tire’s subsequent corporate history. The available material does not establish the duration or current status of the ownership interest.

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• 2023Fountain Tire operates 164 consumer locations and eight distribution centres

  Reference material reported that Fountain Tire operated 164 consumer locations and eight distribution centres across Canada.

  Other
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• 2019Brent Hesje receives Edmonton Chamber of Commerce Northern Lights Award of Distinction

  Fountain Tire CEO Brent Hesje was recognized with a Northern Lights Award of Distinction by the Edmonton Chamber of Commerce.

  Leadership change
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• 2019Fountain Tire’s “Fan Bods” campaign receives marketing awards

  The “Fan Bods” campaign won three Gold and two Silver awards at the Clio Sports awards, as well as recognition in Canadian marketing awards.

  Campaign
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• 2018Fountain Tire introduces “We’re on this road together” tagline

  The company introduced a tagline intended to reinforce its relationship-oriented and service-focused brand positioning.

  Campaign
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• 2016Fountain Tire reaches its 60th anniversary

  Fountain Tire marked six decades in business with a drive-in movie tour marketing campaign.

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1. Fountain Tire