River Falls Tire Company has been owned and operated since 1998 by Jeff Conwell. The company began in 1976 when Ron Cowley purchased the business from Bergstrom Tire Co. As an independent Firestone dealer, the company sold automotive tires and truck tires and had an on-the-farm service truck. The station also sold gas, first under the Shell Gas logo and then as a Union 76 station until the gas pumps were taken out in 1983. Ron installed the first hoist in the garage in the late 1970s and began to offer automotive services in addition to the extensive tire inventory. John Schultz was hired in 1978, working first as a tire technician and later as farm and truck tire salesman before coming back to work in the office as a service writer for the five service bays that operate today. In 1989 Ron hired Jeff Conwell, who had co-owned and operated the Falls '66 service station, which was located in the building that is Subway today. Jeff's background expanded the automotive services to include complete auto and light truck repair. In 1998 Jeff and John purchased the business from Ron Cowley and continued to operate under the company name River Falls Tire Company. John retired in 2016 leaving Jeff as the sole owner of the company,
The company is a NAPA AutoCare location, a Better Business Bureau accredited business, and an approved AAA Auto Repair facility.
