Today we’d like to introduce you to Victor Cruz II
Hi Victor, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hello, my name is Victor Cruz II, and I’m honored to share my journey with you today.
I was born and raised in Houston, and from an early age, I was captivated by entrepreneurship. My father, a hardworking man, always had side hustles to support our family. We used to joke that the only thing he hadn’t sold yet was coffins! His entrepreneurial spirit lit a fire in me. I loved the idea of building something from the ground up to care for my family all while selling what customers need. To me, that makes business a win-win that also creates a positive ripple effect in the community.
As a kid, I started small—selling pencils in elementary school and mowing lawns in the neighborhood, saving every dollar. By the time I finished middle school, I was determined to launch my own business. I tried everything: making ties, making candles, drop shipping products online, & even designing wrought iron doors, all of which failed. It was tough to lose the money I had worked so hard to save, along with the time and effort I invested.
Despite the setbacks, I kept pushing. One of my aunts took me to a liquidation warehouse, and that changed everything. I spent my savings to buy one pallet of random electronics and ended up making more than 10 times that investment.
In 2020, an unexpected opportunity arose to open a truck tire shop with my father. I didn’t know anything about the industry or running a shop, and I naively thought it would be easy—just open the doors, get inventory on credit, and expand. We officially opened on July 1, 2020, in a 3,200-square-foot warehouse as TireTex And Truck Service LLC (Now TireTex Heavy Duty Parts And Service)
Reality hit quick, starting a business is hard and opening one at the beginning of the COVID-19 pandemic made it even more difficult. All odds were against the success of the business, but I was determined to see the company succeed. Every year we change the business strategy as the market rapidly changed. We outgrew out warehouse in less than 2 years. One day, a customer mentioned he was selling his property and suggested we check it out. We did, and it turned out to be the perfect location, just down the road. A few months later, we moved into the 26,000-square-foot facility. That expansion allowed us to transform the company into a service center.
Looking back, I’m proud of how far we’ve come. I often find myself wondering, “How did I get here?”. I never thought I would be in the truck service industry, but it’s rewarding to serve this industry that is so essential to our economy.
My journey thus far has taught me these important lessons:
– Perseverance. Regardless of how many fails you have; you need to keep going until you succeed.
– Pivoting. As market conditions change, you have to pivot fast to be able to keep going.
– Cease opportunities. Some of the greatest opportunities may arise when or where least expected. When those arise, cease them.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all. This journey has been anything but smooth.
When we first opened for business, banks had just placed a freeze on all new lending. They wouldn’t even let us open a credit card, so I had to get creative. We made it work, but that was just the beginning.
Some competitors engage in unethical business practices, and it made our business not as competitive price-wise. It was frustrating, but I learned to focus on what we could control and ensure that we maintained integrity, no matter the circumstances.
Learning how to navigate compliance with tax fillings was another major hurdle. I sought help from CPAS but instead of helping they created many more problems and charged hefty fees.
However, the biggest challenge was the sacrifices I had to make to grow the business. I worked nonstop every day and I missed out on so much of life. It’s so easy to let business consume you, but I truly believe that business should work around your personal goals and aspirations—not the other way around.
As you know, we’re big fans of TireTex Heavy Duty Parts And Service. For our readers who might not be as familiar what can you tell them about the brand?
At TireTex Heavy Duty Parts And Service we specialize in commercial truck and trailer services, with a focus on suspension repair. We help fleets run safely and efficiently. We’ve built a reputation for being a trusted partner in the trucking industry, delivering quality service that keeps our customers on the road and their businesses moving.
What sets us apart? It’s our relentless commitment to doing things right, treating our customers like family, & our turnaround times. We’re not just about fixing trucks; we’re about building relationships. We understand that downtime is costly for our customers, that is why we work hard to turnaround trucks within the same day all while not compromising on quality.
I’m proud of the brand we’ve built. From starting as a tire shop to now being a service center, the journey has been challenging but rewarding. Our growth isn’t just in square footage or sales—it’s in the trust we’ve earned from our customers. Seeing clients return and refer others because they believe in what we do and how we do it—that’s what I’m most proud of.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
I feel truly blessed to have been supported by so many amazing people along the way. In all honesty, there’s no way I could have gotten to where I am today without their belief in me—even before I fully believed in myself. There are many people who’ve played a role, but here are just a few I want to highlight:
• My father. He took many risks to help me start the business and has always had my back. He supported me in making bold decisions and taking the necessary risks to grow the company. He’s one of the hardest-working men I know, and I’m eternally grateful for his unwavering support and for being such an incredible father.
• Kytzyha Duarte joined our team a few months after we opened for business. She’s been instrumental in helping me manage day-to-day operations so I can focus on growing the company. Her dedication and support have been tremendous, customers love her and I’m grateful to have her on the team.
• Priscilla Picasso—the best banker in the world! She was the first person to walk into my office and ask, “What can I do to help you take your business where you want it to go?” Priscilla helped us secure the funding we needed to expand, but she’s so much more than a banker to me. She’s a friend and an incredible connector. I’ve met some of the most amazing people who’ve helped our business, all thanks to Priscilla’s introductions. I honestly don’t know how she does it all, but I love her for it.
• Goldman Sachs 10KSB Program, Cohort 39 was an experience I will never forget. Being part of Cohort 39 has helped me take my business to the next level. I learned so much in the classroom, but the wisdom shared by my fellow classmates was just as valuable. I’m thankful for all the faculty, my advisor Ernest Davis, and every classmate who shared their wealth of experience.
Contact Info:
- Website: https://www.tiretex.net
- Facebook: https://www.facebook.com/TireTexATS/
