Charlie Zlatkos is the owner of Pleasant Car Care, a repair shop in Massachusetts. But before getting to where he is now, Zlatkos had to put in decades of hard work as a technician–often, handling the brunt of the labor solo.
It’s his dedication to offering others the same support he received that has earned him Ratchet+Wrench All-Star Award runner-up status this year.
Lifelong Passion
Zlatkos’ passion began when he was just a young boy in Greece.
“I always–from like a baby–just really loved cars. And I love the way mechanics work, basically,” tells Zlatkos. “I used to have–my mother still does today–we used to have trash bags full of those little matchbox cars.”
With Greece's narrow roadways, motorcycles were popular, and Zlatkos remembers he and his friends having an interest in them. His father–viewing motorcycles as too dangerous–began taking his son to the local auto shop, wanting to still nurture the ambition he saw blooming in his son.
Those visits led to Zlatkos gaining his first job there as a technician. As a teenager, he worked there while attending tech school at night before his family made the decision to move to Massachusetts.
Leaving behind his friends and the culture he knew was a difficult experience for someone so young, but Zlatkos didn’t lose sight of the path he was on. He continued to attend a tech school in the U.S. and gained another job as a technician with the help of his uncle.
One-Man Show
The day after Zlatkos and his family first arrived in Massachusetts, his uncle met with him and took him sightseeing around town.
Knowing Zlatkos' affinity for cars, he tried to see if there was anywhere his talents were needed, but many said no. It was the manager of a gas station and repair shop who ended up giving him a shot.
“He says, ‘Eh, I like the kid.’ That was on Friday, and then Monday morning, I was there working,” remembers Zlatkos.
After about seven years of building his skill set, Zlatkos felt stagnant. It became apparent the business would be handed down to one of the owner’s sons, leading Zlatkos to explore other opportunities. He got a van, supplied it with tools, and went around town to detail cars on the weekends.
After about a year of seeing little growth from his side business, Zlatkos met the owner of a recently opened repair shop. He was looking for a technician, and Zlatkos came on board, beginning what would effectively be a decade-long one-man show.
“I was really the only guy. I (would) diagnose the cars, check in the customers, make the estimates, order the parts, fix the vehicle, test drive it–the whole thing. I was the guy, there was nobody else,” tells Zlatkos.
This went on for over 10 years. Zlatkos got married, had a son, and became focused on his family. As he continued to work solo, he saw ways to improve the business and became inspired to open his own shop.
When he and his wife decided they were ready for a second child, Zlatkos knew now was the time. He approached his boss and told him he would soon be leaving–but he pleaded with Zlatkos to stay.
He offered to sell Zlatkos the business. It sounded like a perfect deal, and would unfortunately be too good to be true. He stayed on for another two years, as the shop owner kept saying he would sell him the business without initiating the sale.
After so much delay, Zlatkos had enough. His wife became pregnant, and he drew a clear line in the sand: when my daughter is born, I’m gone.
And that’s what happened. The day his daughter was born, he quit, and used what he had saved up to purchase a facility. He was more than ready to finally make his dream a reality.
Learning to Lead
As a shop owner, Zlatkos had a lot to learn. He received guidance on advertising and customer service from his vendors, which would eventually lead him to meeting an influential mentor: Todd Hayes of Autoshop Answers.
Over the years, Hayes would act as a coach for Zlatkos, offering him insight on the value of customers and employees. Through wins and losses alike, he never lost faith in Zlatkos, and it’s something he still expresses gratefulness for today.
“He would tell me, ‘Okay, you have to do this in order for business to be successful.’ And I was like, ‘Nah, that can’t work’ … So I wouldn't do it,” tells Zlatkos. “I was afraid, or I didn't have the guts, to be honest, certain times to do something. And then, thankfully, he stuck with me.”
Embracing what he didn’t know allowed Zlatkos to be more receptive to advice and has shown him the value coaches and teachers have for first-time shop owners.
He’s wasted no time in continuing that chain of positive change. Zlatkos can be found at Autoshop Answers meetings every month, taking the time to answer questions and exchange contact info with shop owners from across the United States, and even some in Canada.
It isn’t something he does just out of generosity, but because he sees the potential for him to continue a domino effect of mentorship.
“If I improve, and then the guy down the street improves, and the guy in another state–well, see now, our reputation as an industry becomes better,” tells Zlatkos. “You can’t change everybody in one day, but little by little you can. So one step at a time, one shop at a time.”
