He’s the guest on the show: a race car driver who later started a driver’s ed company. The episode is about how his racing background shaped the way he teaches teens to drive safely.
They’re talking about how a local owner can make a business feel more personal and connected to the neighborhood. It’s about community ownership, not cars themselves.
This is the class or training people take to learn how to drive safely and pass their license test. It usually includes both lessons and practice behind the wheel.
It's a type of small open-wheel race car series that drivers use to move up toward bigger professional racing. The cars are built for learning speed and handling.
It's another beginner-to-intermediate race series with small open-wheel cars. He's comparing it to Formula Renault to explain the difference in the cars.
This was NASCAR’s second-level national series at the time, below the Cup Series. It’s where a lot of drivers develop before moving up to the top tier.
This means driving while your attention is on something else, like a phone. It’s dangerous because even a few seconds of looking away can cause a crash.
It's the official card or permit that says you're allowed to drive on public roads. Here, he's talking about learning how to drive safely as a new driver.
He’s a race driver and coach who wrote the Speed Secrets books about driving faster and smarter. Here, he’s being described as the person who taught and led the team.
He’s one of the people on the racing team the speaker is talking about. The episode doesn’t explain much more here, but he’s part of the group that helped with racing development.
It means he chose to build his racing career in sports cars instead of open-wheel cars like Formula One. That usually means racing on road courses in production-based or prototype-style cars.
This is the famous global racing series with the fastest single-seat cars and the biggest teams. The speaker is saying he once wanted to become an F1 driver.
This is an older name for NASCAR’s second-biggest series, now called Xfinity. It’s one of the main feeder series for drivers trying to reach the top level.
This is a lower-level stock-car racing series where drivers learn before moving up to bigger NASCAR races. Think of it as one of the stepping stones in stock-car racing.
He’s one of NASCAR’s biggest legends, a driver who won a lot and became a household name. The speaker grew up watching him and wanted to race against people like him.
He’s another major NASCAR driver, known for being one of the top names in the sport. The speaker is saying he looked up to him and got to be around him professionally.
Car
18 car
This is the race car with number 18 on it. In NASCAR, the number is how fans and teams identify a specific entry during the season.
It’s the title for the team or car owner, not just the driver. In NASCAR, different drivers can share one car and still help that car win the season title.
Kimberly-Clark is a big company that makes everyday products like Kleenex and Scott paper towels. The speaker is talking about them as a sponsor from his racing days.
This means getting so angry while driving that you start making bad decisions or acting aggressively. It’s a safety problem because anger can make people drive recklessly.
These are lessons you take on a computer or phone instead of in a classroom. Here, it means the driving school started teaching some of its material online.
They’re talking about how the business was made to look and feel more appealing to customers. It’s about presentation, image, and how the school was sold to people.
Car
Safeway branded NASCAR
This was a race car painted up with Safeway’s name on it. They used it to connect the driving school business with Brad Coleman’s NASCAR racing.
It’s a business setup where different locations are owned by different people but all use the same name and follow the same playbook. Think of it like a chain with local owners.
It means the business grows by letting other people run locations under the same name and rules. The tradeoff is faster expansion versus keeping standards consistent.
This is a government office that deals with road safety and driver rules. In Texas, it’s the agency that helps oversee things like licensing and driving standards.
A freeway is a big road where cars go fast and enter or exit using ramps instead of stoplights. The speaker is talking about teaching people how to drive there safely.
It means thinking ahead and making choices that pay off later, even if they don’t help right away. Here it’s about a career and business path that unfolded over time.
This means teaching people how to drive, usually in a formal school or training program. The guests are talking about how their school does it differently from the usual setup.
LIVE
Hello, everybody, and welcome back to this week's episode of the Be Differential podcast.
I'm your host, Ava Gregory, and this week we are joined by Brad Coleman, the owner and CEO of
Safeway Driving. Welcome. Hi, thanks for having me. I'm really looking forward to this conversation.
I think from what I've learned about Safeway Driving, this is going to be a really good one.
So before we dive in, is there anything that you want the listeners to know
just about you or maybe about Safeway Driving? Oh, man, it would take a whole podcast and
probably a whole series for me to tell everything that I would love for people to know. Long story
short, and we can dive into it. Race car driver, turned driver's ed school owner. Weird combo,
but it works, I promise. I think that actually makes so much sense, especially after other
conversations I've had. I feel like that tends to be a really common, you know, like aspiring
race car driver also has to support, you know, their path to racing. And so they end up driving
as an instructor. So I think this is great. Well, why don't you tell us, let's start at the beginning,
share with us kind of your first exposure to cars, maybe before you really got into racing.
What was that like for you? Yeah, before I dive into that, I will say a lot of my friends did
that where they were instructors to help fund their racing. But they were like speed instructors,
like here's how you go fast in your car. This is like 15 year old driver's ed, here's how you
go slow, stop at every stop sign. So it's fun. So how I got there, to answer your question,
was loved cars my whole life. I'm actually a graduate myself of Safeway Driving. When I was
15, I went through the school and I was already racing cars at the time. I got my racing license
at 14. I was racing open wheel cars. You will probably know them. They're a Formula Renault 1600s.
Had a lot of fun in those. And then ultimately went down the path of NASCAR and did that for,
jeez, like four or five years, raced with Jogub's Racing and what was then the Bush and Nationwide
Series. And then with Hall of Fame Racing and the Cup Series. And while I was doing all that,
Nationwide Insurance was a big sponsor, sponsored the whole Nationwide Series. And they had
different events that us drivers were required to go to, which of course we all love doing that.
But it's part of it. But what they would have us do was as we were traveling the country,
they would take a simulator to a high school in that local city. And then they would have
some drivers come out, talk about the dangers of distracted driving. I was 19 when I started
doing this. So I was fresh out of high school. The last thing I wanted to do was go back and talk
to high school kids, like awkward to me. And it still does sometimes, but even at 38 years old.
But I went and did it. And then of course, a lot of the kids were trying to be cool and do it. And
they're like, Oh, look what I could do. But there was this one kid where I could tell something
clicked. And it really impacted him. And I was like, Wow, I think I'm what we're doing might have
made a difference in this kid's life. And I had had my own scare with texting and driving,
you know, I was, I was pretty prideful. And I was like, Oh, man, I'm race car driver,
I could text and drive. I used to drive with my knees and while double texting,
which is ludicrous looking back. But I was going down I 77 and Charlotte, all of a sudden traffic
has stopped 20 feet in front of me. And I look up from my phone doing 70 miles an hour. And I
swerve off the road and I'm just off roading. I slide through the grass. And I was like,
Yeah, I'm never doing that again. So when I when I saw the impact that it had on this kid,
I was like, Wow, I might have helped save someone from a situation like that or even worse. And
that really sparked a passion inside of me for that that led me down this road where ended up
buying Safeway driving and becoming a full on driving school drive safe. Here's how you get
your license owner. So it's been it's been a fun path. Well, honestly, I definitely a rude
awakening and a startling moment, but something that should be talked about, you know, I think
we get like in school, those, you know, awareness and safe driving, and then you don't really hear
about it much else once you reach adulthood. And so not that it's good to have that reminder,
but it is good to, you know, have the reminder to kind of keep it going. So,
you know, you mentioned that you were the student in the Safeway school or Safeway driving, and
then now the owner, do you ever think you were going to be down that path at the time that you
were sitting as a student? No way, no way did I ever think this would this would be that I was,
I'm going to go through this, I'm going to get my driver's license and all I go with my life.
There were certain things that I learned at Safeway that really stuck with me that helped me,
like we have different strategies on how do you deal with the light that's been green for a long
time. Because, you know, that's just awkward. You're driving up to like, is it going to change?
Is it going to change? And there's, there's a strategy that they taught me that I absolutely
use that makes it way less stressful. And then simple stuff like check your mirror every time
before you slow down. So there were things that stuck with me that weren't obvious to me as a
driver that I was like, Oh yeah, that I get that makes sense. But never did I think I would own
that school and be running it one day is yeah, never. I know it's so funny. I'm sure to have
that full circle realization at that point in your life. Let's, let's talk about racing for a
minute because I think this audience will enjoy that. At what point did, yeah, at what point did
racing become, you know, a serious pursuit for you? Like what was that path and entry way into
you mentioned, I think when you started at the Safeway driving, they were already a racing driver
at that point. So what did that kind of introduction look like in that pathway?
Yeah, I was at year, I think I was starting year three of my racing journey when I went through
Safeway. I like a lot of people started in go karts started at the local level around Texas
and then learned that there's a national series and went and did that and got my butt kicked
and then towards the end of the year started figuring it out and getting top fives in these
national races, racing against people like James Hinchcliffe, Graham Ray Hall, you know,
Colin Braun, who ended up being a teammate of mine, like a lot of really good people
that are still really good race car drivers. So great learning experience and then went from
that to the Formula Renault cars, which people don't know what those are, just smaller formula cars
that look they've got wings. It's not like a Formula Ford without wings on it. So race those
and had a lot of fun doing that and then ended up after that racing in the 24 hours of Daytona.
And that's where I teamed up with Colin Braun, another driver, Adrian Cario and Ross Bentley
was really our team captain and taught us and he does the Speed Secrets book series. So
I loved racing cars. I wanted to race everything I could. I loved watching it my whole life. I
was like, I love road racing. I want to be a Formula One driver. Went down the sports car route.
And then at the time NASCAR was absolutely booming. I mean, it's still a big thing now,
of course, but it was early 2000s, mid 2000s, just peak, you know, sell out crowds everywhere
they went. And I wanted to do that. So transitioned from the sports car racing, what was grandam,
to late model stocks at the same time, and then ARCA and then ended up in the Bush series. And
I was a NASCAR driver at that point. Well, I mean, when you were competing in NASCAR,
did you think, were you thinking about what came next? Or was this like, no, I'm just going to be
fully locked in. You had talked about maybe this dream of F1. Is that just you were dead set on that
still? Or, you know, kind of what was that transition in your brain as you're starting to
think about your future at that point? Yeah, my, my, I was locked in, as you said to NASCAR.
Once I became a NASCAR driver, I was like, this is the world I want to be in. This is what I want
to do. It's very hard for Americans to make it in Formula One. And the fact that I didn't grow up
racing go-karts in Europe or doing Formula cars over there made it even more difficult in NASCAR.
When it, when it became an option, I was like, I love it. I loved watching Jeff Gordon growing up,
and I loved, I went to races. And so it's really cool being able to race against my idols and,
and do all that and be teammates with some of them, like Kyle Busch, Denny Hamlin, these guys that
I really looked up to. It was cool. In 2010, me and Kyle actually shared a car in the nationwide
series. We both drove the 18 car and we won the owner's championship that year. So that was really
cool getting to do that. It was just surreal. Like I'm sitting there, like, when Kyle couldn't be
there for practice when he was racing, I was setting up the car for him. And then he'd get in
and go win the race. And of course, with the way Kyle was, he drove two laps. He said, this is the
worst car I've ever driven. What did you do setting this thing up? And he drove from like last the
first while saying that. So it's cool being able to do that with him. But yeah, going off on a
Kyle tangent because of recent history, but I forget what you asked. No, that's okay. No, it
was really at that point though, you were just locked in on the racing career. So there wasn't
necessarily further thought, you know, what do you think during your time with NASCAR and other
series as a racing driver? What was one of the biggest takeaways that you had once you did exit
that part of your career? Oh my gosh, it's taken a really just process. And I think I will for the
rest of my life. I mean, now I've got kids, I got six and four year old boys who surprise, surprise
love racing, love cars, and they love telling people I was a race car driver and asking me
questions about it and asking me if they can race go carts. But oh man, I did that instead of college,
which absolutely glad I did it because the what you learn just being in that industry and
the people you connect with and the things you have to do like I one of my big sponsors was
Kimberly Clark who has the Kleenex brands, the Scott paper towels and all that stuff. And they
had me come to their headquarters meet all their like heads of each department and go through
media training with them. And just all these events I got to do and people I got to meet as
it's fun to look back on because when you're in it, you get used to it and you're like, oh,
here we go. Oh, sponsor obligation. Oh, you're walking out of the track signing autographs. And
then when you get out of it, you're like, man, that was really freaking cool. Yeah. I enjoyed it.
I wish I would have maybe soaked in the moment even more because I was disappointed of how my car
drove one race or yeah, I wish I would have enjoyed it more. No, I think that's totally fair.
It's even now, listen, I'm not a racing driver, but there are so many times where I'm so desensitized
to whatever it is that I'm doing at the track or just cool experiences that when I bring people who
have never been, you just get to relive through their eyes. And I wish I did that more. So I
totally understand, you know, you spent time traveling the country speaking to high school
students about driving safety while you were still a racer. What do you think you learned
from those conversations? Oh, man, I don't know. I kind of black out. Things you wish you didn't.
Yeah, it's fucking to the teens. It's where I started to learn how to interact with teenagers
a little bit, even though I still was one when I first started out doing it and kind of separating
myself from I'm one of them to okay, I have some experience that I can share with them and maybe
I can make a difference. Yeah, that's a big thing I learned doing that. But yeah, and then also
learned to put my pride aside and not want to be in there and be like, oh, I'm getting a simulator
next to them and like, you know, text and drive and like crash them and stuff. Yeah, that's how
you get humbled quick, you know, it can be surprising what teenagers can say and how they
could show up. But well, let's pivot to Safeway. So Safeway existed for years before you owned it,
as you mentioned, you were a student there. I believe it was 37 years in its existence before
you bought it. What made you the right person to kind of carry that legacy forward? Do you think?
Oh, well, I'm very passionate about driving. I love driving in every aspect of the word driving.
I loved racing cars on a racetrack going as fast as I can. People are disappointed to ride with me
on the street because I don't go fast on the street. They're like, all right, let's go,
let's see what you got. I'm like, no, I'll maybe go five over the speed limit, but that makes me
nervous as a rule follower. So I'm not going to do that. And I just want to be safe. Like,
that that's, that's what makes me a good fit for this. And I care about how other people drive,
especially even more now that I have two kids and my wife is out there driving with my kids. Like,
I don't want other people texting and driving or drinking tailgating people. Like,
when you get out on the road, we're making like a deal with each other. Like, hey,
I'll do my best to make sure I get where I need to go. You do that. Let's not interfere with each
other. But unfortunately, pride gets in the way of that too. But yeah, I think I'm a good fit.
No, it's so true. And I just want to make a comment about what you said just a second ago,
because it is you're right at this, you kind of get on the road and we have this deal of I need
to get where I'm going, you need to get where you're going. Maybe one of us is running late,
but we're still going to do this as safe as we can without putting the other person at risk. And
I saw something recently, and it was just like this commentary around so many accidents wouldn't
happen if people were just not rushing or we're just a little bit more patient. And it's just so
true because like, I feel, you know, when I get road rage or like, Oh, my gosh, let me just do
this. It's like, what are we all doing? You know, like, let's just get there. Anyway, talk to us.
But 95% of crashes that happen are avoidable. So I believe that. Yeah, 100%. Yeah, if we just
left a little more space to the car in front of us, and then when we were driving only focused on
driving, the difference we would see on those numbers would be incredible. So you're right.
No, absolutely. I completely agree. So I want to talk to you about how did the opportunity even
come up of you being the buyer for Safeway? I mean, what did that conversation look like?
Having been a student? Was it someone that did you just keep in touch with the family throughout
the years? Tell us about that. It is a cool story because the guy who started it and his wife,
Jean Walker and Jeannie Walker, loved how their names were so close. They started it in the 70s,
1973. But before that, coach Walker, call him coach because he was a football coach at Memorial
High School in Houston, teaching drivers at the high school. And he actually my grandfather was
the basketball coach at the same high school. So they knew each other. So we go way back to then.
So when it came time for my older brother, me, my younger sister to go through driver's ed,
my dad's like, you're going to coach Walker. He does a great job. He's very well known and
respected in our community. So when the time came, when I started doing these sponsor deals and
figuring out this passion I had for helping teams be safer drivers, I was like, hey, why don't I go
talk to coach Walker and just share this passion and see what if he's got any insight into it.
And it turns out that him and his wife were looking to retire and sell the business right at that time.
So it was just perfect timing. I went, well, why don't I help you with that? Okay, that's awesome.
Well, so I think from what I've learned and read kind of ahead of this conversation, you really
modernize the whole operation, which makes sense now. It having been around since the 70s,
you know, we're talking about online classes, new curriculum, new cars.
Well, might I mention to the listeners here, you were still actively racing.
How do you think you balance building a business with being a professional driver during that time?
I mean, I imagine that was that was a heavy lift.
Well, I wouldn't have been able to do without my family. My dad, who was my manager, and then
really took on this Safeway project when we he was part owner in it as well.
And he has a background in branding and marketing, like he is brilliant at customer
experiences and how to really follow through on what you're telling customers you're going to do
in the look of everything. So he immediately went to work on
gutting the schools because they looked like what you imagine a driving school looking like,
you know, like old carpet and desks and chairs and the walls wallpaper and cover stuff is just
what you would imagine. So he immediately gutted everything rebranded it. We redesigned the cars
with NASCAR inspiration because NASCAR cars look great. So we did big decals on it so that everyone
could see our cars and they looked good. And we just really revamped the experience. And
my dad and my and my mom really focused on that aspect. Well, I worked on instructor training
improving our curriculum, which I was able to do while still living in Charlotte,
still racing with Joke of Racing. And we even had a Safeway branded NASCAR for that year in 2010.
So it was not good when I would get in a wreck with the drivers. Yeah, really?
Some PR navigating there. It was fun because it said,
what did I say, student driver on the back. So, of course, I got made fun of by
all the competitors out there. But then I would say, well, if you could see it,
that means I'm beating you. So whatever. Okay, that's awesome. I love this. And I just a second
ago, you mentioned, you know, the school was exactly what you would have pictured. And
having been at Rode Atlanta previously, the old tower was from the 70s. And I was able to be a part
of the project to now the new Michelin Tower. And it is, I'm just picturing that of your driving
school of like the old green carpet that you know what I mean, like it's just so good. Anyway,
well, so I have a question because I think something really interesting happened as a part
of your journey, you actually ended up selling Safeway in 2013 and then bought it back in 2022.
So walk us through that decision. I mean, what was what was the driving reasons that, you know,
what made you want to go back to it? And then what did it feel like when it was back in your
ownership again? Well, yeah, so the we bought it in 2010 did so much work on it. And then for
three or four years, just revamped everything. And there's a local group of investors that
grew up in the area, their kids went through Safeway, they loved what we were doing. So they
wanted to be a part of it. And they actually ended up buying us out. And we're like, well, great,
we took Safeway, we revamped it. Now it's going to do its thing. And that's good. And I was like,
hey, I want to spend time with my family. I want to go do these other things. While I kept checking
in over the years, and it always had a special place in my heart. And then in 2022, I was like,
okay, I want to be back a part of this. So I went and talked to them. And it actually
worked out great where I ended up just buying it back and off we go. That's awesome. That's awesome.
I mean, what did that feel like when you were able to regain ownership and just, you know,
did you have a different vision and plan for it when you repurchased it?
No, same vision, same plan. We were still going after the franchise model, which I love because
instead of having corporate own stores everywhere, it's somebody local in the community that owns
it that has lived there that knows the people that cares about it, you get that local business feel.
So we're pursuing that just opened up in Dallas and San Antonio. We've been in Houston for 50 years,
53 years. So it's fun doing that. I'm having to, I'm turned more into a businessman. I still
get to do writing stuff from time to time, but I'm figuring out the whole business thing.
Well, this is perfect transition. I mean, as from a business perspective now,
what habits or disciplines from the track do you think translate directly into how you actually
lead companies now? This is one of those deals where as I learn more about business, I mean,
I've got great people to look up to in that. I mean, one of them, my older brother who's
been CEOs of different companies, he is right now, my dad. So there's people that I've watched
my whole life, but it's not till you really get into something yourself that you really,
the learning like truly happens where you figure it out. You make mistakes, you learn, you grow.
And I've actually learned stuff in business where I'm like, dang, I wish I would have known that
when I was racing and I could have gotten into place. But one of them is really consistency and
systems. It's just important to have stuff that you can measure, replicate,
that you can just look at actual data and just here's how this is going. Okay, let's do this.
We're going to do that. And just stuff like that. And then also figuring out how do you
lead people? Like there's a lot of people that rely on me making sure the business doesn't go
under. That's their job and their livelihood. And it's really fun leading people. And then
also figuring out what are some things in them that can be brought up to the surface and help
them grow. So I've really enjoyed that part of it. No, absolutely. As you just mentioned to a
moment ago, kind of growing this franchise perspective, I'm curious, Safeways founding
mission from what I understand was preventing the phone call that nobody wants. How do you
keep that emotional weight present in the day to day of running this growing franchise? I mean,
that's, these are real balancing items we're talking about. Yeah, that's a great question.
Because when you get into franchising, it's easy to get in the mindset of, okay, we're just going to
get as many franchisees as we can, we're going to grow as fast as we can, we're just going to get
all this money. And when you do that, you dilute your brand, mission, it's just
when you grow too fast. So that has been number one. I mean, our number one value is safety,
it always will be, it has to be, and preventing the phone call nobody wants. That's why we exist.
So I'm not going and trying to spread as fast as I can. I'm, you know, strategically finding
people and making sure they're a good fit. And then they're in markets where we'll be able to
help people out. So it's not sacrificing what we're about. It's making sure everyone's trained
correctly, and that they're doing what they say they're going to do. And we have review processes,
and we're just, we're really holding everyone up to that, that purpose of why we exist. And it's
cool because the franchisees we have, they live that purpose, and they love it. They understand
it and they care about their community. So yeah, it feels good to bring people into that purpose
and for them to be on board. Absolutely. You know, I think from like a motorsport perspective,
relationships have so much weight in your day to day operations. And it kind of sounds like one
from, you know, the previous owners to the investors that you purchased back from to the people that
you're now having as franchise leads. What has the relationship aspect meant to you in building
Safeway? Honestly, I think it's what it's all about. I mean, it's, it's, it's a relationship
with people. And that's all the way on the level of every time an instructor's in the car with a
student, there's relationship there, there's relationship, people at the front desk that
are talking to parents, you know, there's relationships I have with franchisees. And
it's everything. I mean, it's all about people. It's all about just creating the best environment
for people to thrive, whether that's the student, whether that's people that work for me, whether
that's franchisees, like I'm, like I said earlier, I'm a rule follower, which also means I contend
to people pleasing. So I just want everybody to be successful and happy. And that's, that's,
that's what I'm pushing for is for everybody involved to have a great experience and to love
what they're doing. Well, so speaking of experience, can you tell our listeners if they were to go
to Safeway Driving, what could they expect as a participant? Well, I would say it depends on
how old you are, because we teach everyone from 15 year olds to we've had people in their 90s
in the car. So what you can experience is people that are going to really care about how you do
in the car, they're going to give you a great experience you're going to learn. So what we'll
do, if you're a teenager, we have our set system that we're going to take you through you start
in the parking lot, then you move on to bigger streets, then bigger after that, like we're not
just going to throw you out there. We have a system and a structure that has proven to make
you a safer driver. It's cool because the local DP at the Department of Public Safety in Texas who
issues the licenses, they have statistics on all the driving schools and all the crash rates of
their graduates, which is heavy stuff, but it's good to know. And our graduates chances of getting
in a crash are 50%, almost 50% of your average driving school. So the system I'm talking about,
it works. We're going to take you through it and you will be a safer driver. If you're an adult and
you've never driven before, we'll take you through that same system. If you're an adult that's like,
Hey, I just need help driving on the freeway. Well, great. We'll get you out on the freeway.
We'll show you these techniques to make it less stressful for you. And you're going to get what
you came for when you come with us. Yeah. Absolutely. And what a feat and an accomplishment
it is that nearly half are statistically less likely to get in an accident. I mean, when you
see a number like that, what does that mean for you personally as the owner and someone that's
gone through similar experiences of the same program? I mean, it's why I'm still doing this.
Like if we weren't safer, I'd go, well, what's the point? Like we're not making safer drivers.
Why are we doing this? So it really fuels me. So every year when those reports come out,
I'm reading them, I'm studying them. And it's why we exist. That's all part of preventing
the phone call nobody wants. And we want to grow this thing across Texas. Eventually we'll see if
we go other states, but Texas is home right now. And I know that if we can grow and grow, we'll
start to see crash statistics in Texas come down because it's proven that our graduates are safer.
So that's that's what drives me. Absolutely. This is awesome. So I have to ask and I don't
know how much you can share, but I'm always curious, what is the next chapter of Safeway
look like to you? What's the longer term vision? Yeah, so our vision by 2030 is to train more
drivers in Texas than any other school. So that that's my big focus right now is just
finding more partners and franchisees to open up locations in their communities that they
want to make an impact. You know, it's people want to save lives and make money. It's a great
opportunity for them. So that's that's my big push in doing that. And then after 2030, we'll see.
Yeah. Well, as we're starting to close out here and learning this story and kind of what your
journey has been, I feel that you've lived this idea of the long game, you know, from student to
racer to owner twice now. What would you tell someone who's maybe in the middle of their path
and they just can't see how the dots connect yet? I feel like there's so many listeners who ask for
this, you know, what are the directions? What's the path I need to follow? And my answer is always
that it's not linear. But you know, what would you tell someone that just feels a little disconnected
right now? Ooh, I would tell that person, I've had my life planned out and figured out four or
five different times, and it has not at all gone that way. So don't feel bad about not having a
plan because you can lay it out masterfully. It'd be a beautiful, perfect plan. And then the next
day something happens and it's different route you go. And that's not a bad thing. I think it's
I think it's great. I think that's one of the fun things about life is you, you can plan all you
want. You don't really know what's going to happen. So enjoy it as much as you can. Yeah,
it's going to be stressful. It's going to be hard. There's going to be heartbreak.
Nobody gets through life without those things. But if you can let it, you know, help you grow
and not just take you down all the way, you know, it's, it's, it's fun. It can be fun.
Yeah, can be. No, it's cool to how you're saying, you know, four or five different times and it
didn't go the way that you thought. But also how cool that is that you've gotten to live four or
five different lives than you would have thought, you know what I mean? Like you get to keep waking
up and you can choose a different life any day. So I want to ask too, and I try to ask all of our
guests this, but what does it mean to you personally to be differential in this industry,
you know, whether that's motor sport or from the driver education perspective?
Oh yeah, I think so much of what we do is is differential in the driver's ed world because
most schools operate the way that I laid out, you know, what do you picture a driving school with
the carpet and all that. And they've got a bunch of rundown cars, like we have beautiful cars,
we spend a lot of money on our cars to make sure they look good, they're clean, they have the newest
technology every four years, we're going through cars. So we're being differential in that. And,
and just the whole experience for the customer, I start to finish, I wanted to feel premium.
And that premium and excuse me, premium and driving school are not really words that you hear
or think of. So that's definitely how we're being differential there.
That's an awesome response. And I think it's a really good call out and point, you know,
you don't typically hear those in the same sentence. So it's cool to have this, it doesn't need to be
an afterthought, it can be something that is a really cool experience. Brad, thank you so much
for taking time today. Are there any kind of closing statements or things that you would
like the listener to leave hearing today? Oh man, not really, you know, if you want to get
in touch, go to SafewayDriving.com, you can, you can reach out if you want to learn more. And then,
man, I'm watching races every weekend with you. If you're a race fan, so
is anybody going to stop Alex Palo? I don't know. This is awesome. Well, Brad, thank you so much
for sharing some of your insight and journey of kind of what this whole path has looked like for
you. I think a lot of people can resonate with pivoting and kind of adjusting and, and, you know,
kind of experiencing that change, being okay with it. But I think SafewayDriving and what I've learned
so far about it is really, really fascinating. And I'm so eager to see what you guys continue to do.
So thank you again for joining and listeners. Thanks for tuning in and we will see you next week. Bye.
About this episode
Brad Coleman—former NASCAR racer turned driver’s ed owner—maps a long, non-linear path from getting his racing license at 14 to building Safeway Driving. A texting-and-driving near-crash at 70 mph helped turn outreach into a mission: “our number one value is safety.” Safeway’s program starts “in the parking lot” and scales up, with franchise quality control, crash-data goals, and a premium, modern fleet. The business was rebranded with NASCAR-inspired visuals and aims to expand across Texas by 2030.
What does it take to build a business that literally saves lives? Brad Coleman started as a SafeWay Driving student. He went on to race in NASCAR. He traveled the country talking to high schoolers about driving safety while still actively competing. Then he bought the driving school he once attended, modernized it from the ground up, sold it — and a decade later, bought it back. In this episode of BeDifferential, Brad shares the full arc: from his first memories behind the wheel, to the disciplines of professional motorsport, to the business lessons that came from scaling a youth driver education franchise with a mission to prevent the phone call nobody wants to receive. We talk about what racing teaches you about decision-making, how to protect culture when you're handing the keys to franchise owners, and what it really means to play the long game when the dots don't connect until years later. If you're a parent of a teen driver, an entrepreneur building something that matters, or someone trying to find your own way through an unconventional path — this one's for you.
Learn more about Safeway Driving here: https://www.safewaydriving.com/
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