Mike Veenstra of Veenstra’s Garage

Discover how Veenstra’s Garage went from rebuilding trust to running two thriving locations — all by pairing the right systems with the right coaching.

When Veenstra’s Garage in Grand Rapids, Michigan, marked its 100th anniversary this year, the milestone was more than a family legacy. It was the story of how one leader – known early on as “Too Nice Mike” – built a high-performing team and thriving business without ever becoming the kind of boss he never wanted to be.
“I specifically remember thinking I wasn’t ready to fill my father’s shoes,” says owner Mike Veenstra, who took over the business in his twenties. “Customers would ask, ‘Where’s Gil?’ – my dad – and even though I was there, we had to rebuild that trust almost from scratch.”
Four decades later, Veenstra has not only earned that trust but also built an elite shop team. His coach, David Rogers, describes him as “an inspiration for every good man who never wanted to ‘boss’ anyone and who isn’t a natural type A leader.”

The Legacy Heirloom
Mike’s journey began after high school when his father encouraged him to attend Ferris State University’s automotive program. Fresh out of the two-year associate’s program, Veenstra joined the family shop as a young, certified master technician – eager but green.
“The veteran technicians gave me no slack at all,” he recalls. “Even though I was the boss’s son, I had to earn every ounce of respect.”
When his father retired five years later, Mike and his brother took over. Within a few years, his brother moved on, leaving Mike as the sole owner. “I was still in my twenties, and the weight of leading our family’s legacy was heavy,” he says.
But that same legacy – stretching back to his grandfather – would become a source of strength. “It’s like a comforting blanket,” he reflects. “Even though my father passed away six years ago, I can still hear his voice. Now I see my son Jason carrying that same weight, but in a good way. It informs who we are and how we do business every day.”

From “Too Nice Mike” to Inclusive Leader
Growing up, Mike’s mother worried about his gentle nature. “She called me ‘Too Nice Mike’ and wondered if I’d be too soft to run a business,” he says with a smile. “That was both a compliment and a challenge. Could I be kind and still hold people accountable?”
He eventually found that balance by leaning into his natural style – an inclusive, relationship-driven approach. Instead of barking orders, he brought his team into decisions. Instead of leading with pressure, he led with questions and trust.
Over time, technicians who once dismissed him began seeking his advice. His leadership voice grew stronger – but always in his own tone. “Kindness without boundaries can be weakness,” he says. “But kindness with accountability is powerful.”

Coaching That Changes Leaders
A turning point came when Veenstra connected with Shop 4D, a shop management platform developed by Auto Profit Masters. For him, it wasn’t just the software – it was the coaching that changed everything.
“Can a shop management system make you a better leader? For me, it did,” he says. “I’m a different leader today because of David [Rogers’s] and Terry [Keller’s] coaching and guidance.”
That coaching helped him adopt new systems for compensation, goal-setting, and pay plans tied directly to performance metrics. Instead of pushing for sales, his team began focusing on educating customers, earning trust, and providing the right information to make smart repair decisions.

“My techs like that it’s not about how-can-I-push-you-harder-so-you’ll-sell-more,” Veenstra explains. “It’s about giving customers the knowledge to take care of their vehicles. The sales follow naturally.”
The results speak for themselves: employees buying their first homes, customers seeking out the shop because of its reputation for trust, and even the growth of a second location in Ada, Michigan, run by Mike’s son.
What he most values, though, is the perspective coaching brings. “One thing I wish I had said earlier,” he adds, “is the value of coaches who see the bigger picture, who know my tendencies, and who coach me into the best version of myself. That’s what I would tell another leader: don’t try to do it alone.”

Mike and Jason Veenstra

Accountability Without Fear
At Veenstra’s Garage, accountability doesn’t look like micromanagement. Instead, it looks like clarity, consistency, and celebration.
“It’s what you measure and what you pay attention to that changes,” he says. Daily check-ins with his team – “How are we doing today?” – helped create a rhythm where staff began volunteering the information he once had to ask for.
With Shop 4D’s platform, those numbers are transparent and tied to pay systems that reward performance fairly. “My team knows what we’re trying to accomplish, and they know they have my trust,” he explains. “We don’t lead with the sale. The sale follows when we educate and earn trust.”
That model has created what Rogers calls an “elite team” without fear or intimidation. It’s accountability grounded in respect.

Faith, Growth, and Succession
Faith remains central to Veenstra’s leadership. He begins each day with scripture and quiet reflection, bringing challenges before God and seeking wisdom. “If I’m dealing with something that needs change, I have to find an approach that’s uniquely me,” he says. “That often comes during my morning contemplative time.”
This perspective carried him through moments of doubt, like a pivotal retreat in the California redwoods two decades ago. “I broke down, crying out to the Lord, ‘I don’t know how to do this,’” he recalls. “What I sensed in return was a reminder of Christ’s meekness and humility – and the affirmation that who I was, as I was, was enough.”
That grounding now shapes his succession planning. His son Jason runs the Ada shop and is preparing to eventually lead both locations. “We took years to make sure it was his calling, not just my expectation,” Veenstra says. “Now we’re stepping him into the next level of leadership.”

Leadership Lessons for Gentle Leaders
For leaders who don’t see themselves as natural alphas, Veenstra offers encouragement:

• Know yourself. Be self-aware and proud of who you are. You don’t need to imitate others.
• Find coaches you trust. Outside perspective helps you see blind spots and grow.
• Measure what matters. Clarity creates accountability without anger.
• Value people. Celebrate their lives outside of work as much as their performance inside it.
• Lead from your values. Whether faith or personal principles, grounding makes you resilient.

“Leadership is a daily discovery,” he says. “The best thing you can do is walk out of the awareness of who you are, and constantly rediscover that. That’s what has carried me – and our shop – for 100 years.”

What Legacy Will You Build?