Meet Riley Royer of Mesa

Today we’d like to introduce you to Riley Royer.

Hi Riley, please kick things off for us with an introduction to yourself and your story.
Throughout my college years at MCC and ASU, I worked at Lesueur Car Company in Tempe, which is a used VW/Audi car dealership, and that is where I got hooked by the timeless, beautiful styles and designs of German cars and wheels like those of Audi, VW, Mercedes, and BMW. While working at the dealer, I began a side hustle of collecting abused and neglected wheels, which I would refinish and sell. I learned to fix simple curb rash, prep them, give them a fresh coat of paint, and sell them for a profit. Eventually, this path led me to refinish wheels through powder coating rather than traditional wet paint. I started in my parent’s garage with a small home oven, refinishing one wheel at a time. I did this for 6-8 months. I graduated from ASU with my Bachelor’s in Environmental Design in December of 2019 BC. (Before Covid, I’ve found that a funny way to explain my timeline since Covid really changed everything for me.) Because of COVID’s adverse effects, in April 2020, I was laid off from my first post-college job at Ewing Irrigation, where I worked on their website team. My wife and I had just recently bought a house, and neither of us had a job due to COVID, so I decided to turn my side gig into my main source of income. And to this date, I have not regretted that decision one bit. I can’t ever see myself going back to work for someone else. I registered my business as RÄD Coatings, derived from the German word “Räd,” meaning “wheel.” This is a clever name that illustrates my story and past with German/Euro Cars.

Would it have been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Initially, it was tough. It was 2020; who had it easy in 2020? I had just graduated from ASU, and then the world shut down. By the time things opened back up and design, jobs started hiring again, there was already another full wave of fresh graduates that were more appealing to hire. I was swept under the rug in the job market, so I had to chart my path. Money was tight because my shop always needed another tool or upgraded to get more jobs done. Also, I was still learning basic techniques and skills to provide the service I wanted for my customers. Another big struggle for me was to believe in myself and my business while those around me in my immediate circle thought I was being stupid or naive. My parents, “friends,” and older siblings all told me what I should do in my own life.

As you know, we’re big fans of you and your work. What can you tell our readers who might need to be more familiar with what you do?
Powder coating is a process of applying dry powder over metal which is later cured in an oven. The color options are endless, and the durability is far superior to traditional wet paint. My focus and specialty are in refinishing wheels. Wheels are my thing! Big shops do not want to take the time needed to focus on a set of wheels and make them absolutely perfect. They are time-consuming and have few important details that require patience and an acute eye for detail to get them right. I only let products leave my shop once the customer is delighted.

I strive to be hyper-communicative with my customer and their needs. Another reason I was interested in powder coating in the first place was due to the terrible communication skills of other shops near me that had 10-15 years in the industry. I had found one of my absolute favorite styles of BBS Motorsport wheels, and as I called around to get quotes and help, all I ran into were grumpy, non-communicative shop owners that would need more time to help me understand the process. So I decided to buy all the necessary tools and learn all the skills required to refinish my wheels. And I did. And three years later, I am, being hired to refinish wheels off cars like a 2022 Porsche 911 or a 2021 Audi Etron GT. Funny how life sometimes works, huh?

Can you talk to us about the role of luck?
Luckily mostly only comes after hard work. And I have not worked harder than now, ever in my life during these past few years, and so yeah, I have had my fair share of luck. I have been blessed (or lucky, if you want to word it like that), so countless things have fallen into place. I have been lucky to work with the most awesome and grateful customers who recognize my hustling spirit and appreciate my good work for them. Yes, I see luck as a critical component for the success of a business, but it should not be taken advantage of. Instead, we should be grateful when it graces us with its presence.

Pricing:

• Pricing is job-based
• No two jobs are alike
• Reach out to me to price your project

Contact Info:

• Website: radcoatingsaz.com
• Instagram: https://www.instagram.com/radcoatingsaz
• Facebook: https://www.facebook.com/RADCoatingsAZ
• Youtube: https://www.youtube.com/channel/UCI-CqQGPx15IVOs2fLMNyBw