Robyn Cook

Twenty-seven years ago Robyn Cook moved from the east coast to the west coast of Australia to start a tyre business. Today, she is Managing Director of Peel Tyre Service, Mum to three children and a director of the Motor Trade Association of Western Australia WA (MTAWA). 

Fiercely passionate about females in the industry, developing her staff and giving back to her customers and the community, this hard-working star shares her career journey with WinA.

What was your first job and explain your current role

After high school I completed a two-year secretarial course that landed me my first job. I was secretary, receptionist, accountant, nurse and PA to a retired Surgeon, now in general practice. In country Victoria practices, you were required to be a jack of all trades. After ten years in the medical industry, I had learnt all the skills that I would need for my future career.  Automotive was not on my radar, but an opportunity was presented to my husband, a tyre technician at the time, to move to Mandurah WA and open our own tyre business.  Now, twenty-seven years later and still in the same business, relocating was the best decision ever. 

Currently I am Managing Director and in charge of eight staff and I still work six days per week. I am predominantly back-of-office completing all admin tasks but also, and not limited to, answering the telephones and helping customers when required. 

What’s the most important risk you have taken and why?

Selling the family home to relocate to Mandurah, Western Australia was undoubtedly the most important and significant risk. Driving across the Nullarbor in our Nissan Bluebird station wagon and leaving all family, friends and support in Mildura, Victoria for the hope of a dream. We bought a small selection of tools and equipment to begin the new tyre store in town. There were no guarantees, everything was put on the line, but I was determined to be successful from the get go. Survival was my driver and a better life for our three small children was the motivation. 

What are the most important traits to look for when hiring a new employee?

The tyre industry has evolved over the decades. Once it was for anyone who needed a job and was willing to learn and work hard. Today’s machinery is now all computerised and so are the vehicles we repair. The most important traits I look for now are employees willing to take on a traineeship. In an interview I look for a thinker, a problem solver, someone who aligns with our work ethics, values and beliefs. Safety and community are our focus, so I look for a person who would add value to the team, and not just a tyre fitter or receptionist. 

How do you handle difficult conversations with team members?

As a female leader I mostly work with men, especially in the workshop. Not all men like to take instructions from a woman and thankfully over the years this is slowly changing. I am approachable, understanding, and a good listener. There is always room for reasonable negotiation, however I am also a compliance nut and I like to stick to the rules. I hold regular staff meetings where every employee is heard, so I rarely need to hold those difficult conversations. 

How do you handle failure and setbacks?

Failure is not in my vocabulary, I will simply change my strategic direction. I will push myself until I am satisfied that I have achieved my goals. This could mean buying new specialised equipment, expanding customer services, stronger supplier relationships, new technologies, or even more training for myself. I am conscious of keeping ahead of the game and it is for this reason that my business is always growing and changing.  I do not dwell on setbacks; I am a positive proactive person who will always strive for a better outcome or solution. 

Did you ever suffer from imposter syndrome?

Yes. As a new Director of MTA WA, I was the first female in Australia to attend the national committee meeting of the Australia Tyre Dealers and Retread Association (ATDRA). It was held at VACC head office in Melbourne.... I was not nervous to attend or to contribute, but imposter syndrome kicked in when I was introduced to a round table of, long time serving, male industry leaders. I have also been the only female on the committees of WA- ATDRA and WA Auto Repair Division (ARD). Recently I was a member of Motor Vehicle Industry Advisory Committee (MVIAC) along with many automotive industry leaders.  I have worked hard on my own merit and there is no need for me to feel imposter syndrome, but I think it is normal for anyone to feel a little self-doubt on certain occasions.  

How do you develop others in your business?

Training and development are my number one.  Every employee has been offered the opportunity for an apprenticeship or traineeship.  I insist on professional training and for over twenty years MTA WA has been my registered trainers of choice.  Team events and group incentives keep staff motivated and I believe a good culture is the result of great workshop relationships. My staff are encouraged to work as a team and we all co-operate with each other. 

How do you go about attracting and retaining female talent in your workplace?

Female placements are not common because the women who work for us do not want to leave. Tyre fitting is extremely heavy hot hard work and not really an ideal role for most women, however in my business we all contribute to workshop duties as well. Females are respected, and included.  Several of our female front desk staff have worked for corporate businesses in the past - they tell me that working for a family business and feeling valued is much better as they do not feel like just another employee.   Our team appreciates that, as a business, we are committed to safety and that we are focused on our customers' needs.

How do you manage or maintain work life balance?

I must admit that I could do better. However, I am working towards a future where I will have plenty of time to enjoy the wonders of the world.  I have managed to work with three children under my counter and now they all finished private school, and all have attended university. My time is coming! As a female leader in the tyre industry, I still have a couple of goals to kick.  The future is exciting. Watch this space!!

As a female has your business enabled you to give back to the community?

Twenty years ago, I created my own cancer fundraising charity called Ladies Happy Hour. This involved my donation of one hour per trading day of my time to any female of any age to drive in for a seven-point tyre service and vehicle check. In return I asked for a donation of $5 towards the Cancer Council of WA. This is my innovative feminine touch to the tyre industry that has raised tens of thousands of dollars for other women.  Many community events keep me busy and a couple of favourites are the Christmas Pageant and Biggest Morning Tea. I have enjoyed endless talks to sporting clubs, community groups, business groups, and industry groups. Some have been to women’s groups only, others to larger industry groups like MTAWA, Capricorn Society, and RACWA. 

What is the best advice you have ever received?

The first year of the pandemic, due to a number of reasons, Peel Tyre Service was actually on the market for sale. It was always a decision I was not happy with but at the time could not see any other options. 

A very respected male friend of mine in the automotive industry happened to call in for a chat. When I explained my situation, we were standing in the drive-way and my business was so busy that there was hardly any parking. We had to jump into a side door to avoid being run over.  He just looked at me and said “what are you doing? You can do this.”  He then said “there are other women operating stores on their own.  If anyone can do this, you can!”   So, after six weeks on the market, I removed it from the market.  I then decluttered one third of my premises, added three extra new hoists, renovated the whole store and increased my turnover and profits by a third. I was given the best advice at my most vulnerable time and the business has jumped to the next level and is not looking back. 

What is your advice to females in the auto industry or considering a career in auto?

For women already in automotive, don’t be afraid of risks. For me it is better to have failed than to never to have tried at all. Even to this day I still take risks or try new ideas. Understand your customers, products and services, keep honest and professional - a fake can be spotted a mile away.   For women considering an automotive career find your niche idea or interest and run with it. If it is a new direction do your research and ask lots of questions -  forums and websites like WinA are a great start. Success is not immediate - start small and work on the wins. The automotive industry has never looked more exciting, and with more women taking on every role from entry level to board level, now is the time to get involved.