Founded in 2012, Car Friend has grown from a modest start-up to a multi-award-winning independent garage based in Cannock, run by husband-and-wife team Gemma and Matt Friend.
Gemma, known as Director and Head of Customer Wow, brings a sharp business mind and a passion for customer service. Matt, Director and Technical Whizz, provides deep technical expertise, particularly in motorsport and performance vehicles. Together, they’ve built a thriving independent business with a loyal customer base and a reputation for excellence.
They joined the Servicesure network in 2021, gaining national support while retaining their distinct personality and values.
How did Car Friend begin?
Gemma: It all started when I was on maternity leave. I was in sales at the time, and I just thought, why am I working so hard to make money for someone else? At the same time, I hated the reputation garages had of people feeling ripped off and the lack of transparency. I wanted to change that.
We moved into our first unit when our daughter was six weeks old. Matt sold his Porsche to fund it. We had no ramps, no diagnostics, just a few tools from Halfords and a Facebook page. We even bought second-hand carpet squares and cleaned each one by hand.
Matt had already spent more than a decade building and maintaining championship-winning race cars under the TTR Motorsport banner, so the technical skill was there from day one. I’d come from a corporate background, which gave me a solid foundation for growing the business and delivering a top-tier customer experience.
We started by doing a bit of servicing, we outsourced MOTs and did the odd bit of brake repair. Gradually it started to work and we hired our first apprentice. In December 2022, we moved to a much larger premises, and I really focused on the business and the marketing. Since then, revenue and gross profit have soared, and we’ve taken it to the next level.
What sets Car Friend apart?
Not many garages are woman-owned, and that does make a difference. It builds trust and credibility—especially with female customers. We’ve won awards for customer service, and our reputation really matters to us.
Car Friend is part of TTR Garage Services, the parent company that also includes our specialist division, TTR Motorsport. This structure allows us to deliver exceptional care for everyday motorists through Car Friend, while also catering to performance and motorsport enthusiasts through TTR Motorsport.
TTR Motorsport attracts customers from across the UK—and even overseas—for suspension setups, track prep, and high-spec build work. It brings something exciting into the workshop, keeps the team engaged, and helps us attract top-tier technicians who are passionate about their craft.
What are the top benefits for your customers?
We’ve got a loyalty app where customers earn points for every pound they spend. The points are redeemable against perks like half-price MOTs or free diagnostics.
Servicesure’s Brakes4Life is a brilliant added bonus, now available through our loyalty app, offering free replacement brakes and pads for life.
The Servicesure National Warranty is another huge win, especially with our central location. We often get drivers who’ve broken down on the toll road, and the credibility of a nationwide guarantee really sets us apart.
I even used the Servicesure network to find a garage for my brother in Devon. I knew they’d been vetted, followed the Motor Ombudsman code, and used GSF parts. That peace of mind makes a difference.
Why did you join Servicesure?
Credibility. Simple as that. At the time, Servicesure offered the tools and support I needed to help grow the business. I particularly liked the OilSure offering and a lovely man visited us from Comma to set us up with all the right oils.
Servicesure gives us access to tools and support that reinforce the high standards we already set—it’s a quality seal we’re proud to be part of.
What’s next for Car Friend?
Right now, we’re focused on growing TTR Garage Services as a whole. There’s exciting development happening on the TTR Motorsport side—especially in the modified and performance space—but we’re equally committed to continuing to push boundaries with Car Friend, keeping it fresh, modern, and genuinely customer-first.
We’ve put a lot of energy into building strong foundations—streamlining our systems, strengthening the brand, and investing in marketing that reflects who we are. It’s helped fuel real, measurable growth. From 2023 to 2024, we saw a 106% increase in revenue, and our Q1 figures are already 18% up on last year. None of that growth would be possible without the incredible team around us. We’ve worked hard to build a culture where people take pride in their work, care about the customer, and genuinely want to be part of something special.
This business is our pension. It’s our children’s future.
Running a business is tough, and building a successful garage is even tougher—but you absolutely get out what you put in.
The goal? World domination… and a trip to the Maldives.
