Our Team

Meet the People Behind Tire Geeks

The team behind Tire Geeks: three owners, two store managers, two Sacramento shops. The Tariq brothers built it, Azam Mirza co-owns it, and Erika and Victor run the day-to-day. No call centers, no scripts, no database-lookup recommendations — real people who know the work.

Ownership

The Owners

Owner, Tire Geeks

Moni Tariq

20 Years in the Industry

Moni Tariq owns Tire Geeks and runs both Sacramento shops — Florin Road in South Sac, Arden Way on the north end. Twenty years in the tire and wheel trade, most of those years managing multiple shops before he founded Tire Geeks with his brother Qassam. He sets the standard for how the business runs: honest fitment, no chain-shop database lookups, no upsells, real Acima approval for working drivers. If a customer walks out unsatisfied, Moni hears about it. Most don't. Walk in either store any day Mon–Sat and the shop runs the way it does because Moni built it that way.

Areas of Expertise

Tire and wheel retail operationsMulti-shop managementCustom buildsSuspension and lift workCustomer service standardsFitment expertise

Co-Owner, Tire Geeks

Qassam Tariq

20 Years in the Industry

Qassam Tariq is co-owner of Tire Geeks and Moni's brother. Twenty years in the tire and wheel trade, with most of those years spent helping run and open shops across multiple markets — California to El Paso, Texas. He's the operations and growth side of the business. While Moni runs the day-to-day at the Sacramento stores, Qassam is the one figuring out where to expand next, what new lines to bring in, and how to keep the customer experience the same as the brand grows. The Tariq brothers built Tire Geeks together and run it with the same standards the chain shops gave up on a long time ago.

Areas of Expertise

Multi-location shop operationsBusiness developmentMarket expansionCustom buildsRetail strategy

Co-Owner, Tire Geeks

Azam Mirza

Founder of Akorbi (exited)

Azam Mirza is the founder of Akorbi — a technology company he built, scaled, and successfully exited — and is now a co-owner of Tire Geeks. He's new to the tire industry on paper, but he isn't new to running operations. The same systems thinking that took Akorbi from an idea to an exit is what he's bringing to the way Tire Geeks handles inventory, customer experience, financing flow, and shop-to-shop consistency as the business grows. The reason a Tire Geeks customer can walk into Florin Road or Arden Way and get the same answer to the same question — that's the kind of thing Azam pays attention to.

Areas of Expertise

Business strategyTechnology operationsScaling operationsCustomer experience design

Store Management

Running the Floor

Store Manager

Erika

10 Years in the Industry

Erika is a Store Manager at Tire Geeks and the person most customers meet first. Ten years in the tire industry, and she runs the day-to-day at her store: walk-ins, scheduling, parts, and the customer experience from the moment you step in to the moment you drive off. She'll walk you through tire selection by vehicle and budget, run the fitment math on a custom wheel package without making you feel like a beginner, and get you through Acima approval in five minutes flat — soft pull only, $5,000 cap, 100 days no interest. No credit shame, no upsell, no judgment. If you walk in unsure, you walk out rolling. Ride now. Pay later.

Areas of Expertise

Tire selectionWheel fitmentCustomer financing (Acima)Store operationsCustomer service

Store Manager

Victor

Victor manages a Tire Geeks store day in and day out. He's the one running the floor when you walk in: greeting customers, sizing up what they actually need, getting jobs onto the schedule, and making sure nobody waits longer than they should. Tires, custom wheels, financing, fitment questions — Victor's been doing this work long enough to recognize the right answer fast and to flag the wrong one before a customer drives off. He'll talk you through your options without pressure and without the chain-shop runaround. The shop runs because of people like Victor at the counter every Mon–Sat. Walk in and find him.

Areas of Expertise

Store operationsCustomer serviceDaily shop managementTire and wheel sales

Walk In, Meet the Team

Two Sacramento locations, Mon–Sat 9AM–7PM. No appointment needed.

Find a Location Call (916) 800-8786