Sounding Off

"Sound level, just like beauty, is in the eye of the beholder," says Paul Clark, owner of Clark's Extreme Motorsports in Muskegon, Mich.

Clark has made his way in aftermarket performance with expertise in his craft, integrity in his business practices and knowing how to give his customers what they need.

"I treat them well, every customer that comes in. I listen to what they have to say and I don't try to sell them my exhaust system that's in stock. They have a big choice with me, and I take the time to listen and find out exactly what they want, instead of trying to sell them the one system that I know fits on their vehicle.

A CHANGE OF COURSE

"When I decided to start my own business, I'd been let go from a job I thought I'd retire from," Clark says. "I was working in semi truck manufacturing, but I had been a mechanic since high school."

That surprising turn of events lead him to reevaluate his career, and return to his roots. Clark has been a certified mechanic for more than 30 years.

"Even during the years I worked in manufacturing, I did exhaust work out of my house," he says.

"When they let me go, it was like a big kick in the gut. I wanted to work as a mechanic, but I couldn't sell myself as a loyal employee, knowing they could pull the rug out from under me at any time.

"So I got a building on a land contract, basic hand tools, a MIG welder, a used pipe bender, and a Sawzall. Most of it was pretty inexpensive to purchase," Clark says.

The most high-priced items needed to open his own shop were hoists, and he was able to secure those through a leasing company.

The company was named Clark's Custom Exhaust for the first four years of its nine years. Its name was then changed to Clark's Extreme Motorsports after investors from New York became involved with the business. They made Clark an offer he couldn't refuse. The shop's name, location and lineup all saw changes.

"I have a showroom now, and I've added other services," Clark says. "I didn't think the 'exhaust' name would reflect everything we do here now."

The shop is also in a much more visible location.

"The previous building was in an older part of town," he says. "People who grew up here didn't know where that street was, it was off the beaten path. Now I'm on the main drag, and the building was three years old when I bought it."

The current location includes 1,000 square feet of showroom, allowing display of a diverse offering of products.

"We have MSD Ignition, K&N and Rancho on the showroom floor, and we have a small exhaust display and group of intakes out here for sale," Clark says.

There's also 5,000 square feet of shop space at the new location. With three full-time shop employees, and one part-timer at the counter, Clark's Extreme Motorsports has increased its staff as well as its space and equipment.

"Now, there's enough machinery to go around for all of the hoists when we're all working," Clark says. "I've also added two brake lathes, presses, extra grinders and chop saws."

INCREASING TRAFFIC

With added parts and services, Clark's Extreme Motorsports has opened its doors to a wider variety of clients.

"I would say 50 percent own trucks," Clark says. "And we see a lot of street performance — everything from the young guy with his first truck who wants to deck it out, to the guy who's 70 years old, has had his truck a long time, and puts on running boards and exhaust."

That's not to say they don't see the gamut of customers including sport compact tuners.

"It's been like a phase here in Michigan, although with one of the big manufacturers (APC) going out of business, it has affected the market here," Clark says. "They were the number one tuner car parts supplier for us. I still do a lot of exhaust systems for those customers, though."

As an exhaust specialist, Clark knows his way around the different systems available.

"The sound depends entirely on the mufflers we use. I really have to know my stuff to sell exhaust systems. I'll have people ask me if it's going to be loud, and I'll usually have to start a vehicle in the parking lot to gauge what they like."

The shop's biggest sellers are Flowmaster systems, but they also install Dynomax, Magnaflow and Gibson. Magnaflow is a very popular seller among the hot rod crowd.

"They all have very different sounds," says Clark. "With Dynomax, you can get a pretty quiet sounding exhaust system, but still get good flow, and the Flowmaster is pretty aggressive. Their sense of mild is still pretty strong for most people."

Exhaust systems, however, are the tip of the iceberg when it comes to Clark's abilities as an aftermarket parts and service source.

"I've installed three roll bars and roll cages in trucks this week," he says. "We usually do those for racecars, but we've installed some in street trucks.

"I'm actually surprised no one is really manufacturing roll bars today. It's a great place for off-road enthusiasts to mount lights to their trucks, and I can't bend bars above 3 inches and make them look pretty, they need to be mandrel bent. I think they would be a pretty good seller."

Clark also does work for racers, and his shop has sponsored many of them over the years, from circle trackers to professional dragsters.

"Racing is pretty competitive here," Clark says.

It's definitely good for business, too. Overall, the biggest sellers at Clark's Extreme Motorsports are custom exhaust systems and replacement filters (fuel injection performance kits).

"That's where you get the best bang for your buck in performance and fuel mileage. Typically, a person can see one to four extra miles per gallon, and 10 extra horsepower from an air filter and free-flowing exhaust system," he says. "After that, you have to pay a little more for programmers."

Exhaust and intake offer the shop's best profit margin, too.

"After that, I'd say it's brake work — older vehicle disk brake upgrades and newer vehicle caliper and rotor upgrades. They may not add power, but they are necessary to help slow the vehicle better and with lift kits and bigger wheels and tires they are a necessity."

Clark's also offers its customers wheel and tire packages.

"We really are a one-stop shop for parts and service," Clark says. "My son and I are currently putting an engine and transmission in a 1978 Corvette."

A CHALLENGING ECONOMY

While every business owner faces unique challenges, a common struggle today seems to be facing an uncertain economy.

"Unfortunately, the last three years have been slow. Michigan has the highest unemployment rate in the country right now," Clark says. "We're a manufacturing state, and a lot of our jobs, because of NAFTA, are leaving. Around here, I've seen Toughies, Meineke and Muffler Man go out of business. And I saw a bump in gas prices the other day from $3.62 to $3.89."

Of course, it all has an effect on the local business climate.

"In our local area, when businesses have closed or moved out, it seems like people have moved out as well; traffic is lighter. Shops that do the same type of work all compete for the same dollars.

"Gas prices are one thing, but when the number of people driving down the road is less, that just makes it harder," Clark says. "I've been trying to sell tonneau covers to help offset things, but the camper shops get most of those installations. That seems to be the first place people think of when they want a topper."

Advertising is one way Clark is constantly trying to educate his public on what products and services his shop does offer. In the last couple of years he's focused on print advertising, including the local newspaper, the Muskegon Chronicle, and the local Buyer's Guide with ads every week.

"When the holidays come up, I'll have a special like free chrome tips with a chrome exhaust," he says.

"And I always ask people where they heard of us. I've also done some TV and radio advertising, but word of mouth and the Buyers Guide have had the best results."

He also advertises during local races.

"I advertise the exhaust systems and the services we have available more than the accessory products," Clark says. "I make more money on services because the profit margin is pretty tight on parts. We've got plenty of big box stores."

In fact, Clark has formed alliances with some of them.

"I have very good working relationships with a few, and they give me good pricing," he adds. "They aren't service-oriented, so they will actually send customers to me, and in turn, I buy parts from them."

Integrity has been the driving force at Clark's Extreme Motorsports.

"Being honest and giving people a good, fair price is key," Clark says. "You don't have to make enough to retire on every job. Some places are just terrible about that. They think that one job is going to put them over the hump. My customers know that if they don't really need it or want it, I'm not going to charge them for it. They remember that, and they come back."

Clark enjoys seeing his clients come back again — as well as their friends.

"I like to see new people come in and say, 'my friend told me you are the only place to go for an exhaust system.'"

Clark's brand of honest performance produces genuine loyalty. That's a recipe for success in any market.