A new full-service auto repair business has opened its doors along Yellowstone Highway in Idaho Falls, founded by a local family with a vision for building something that can be passed down for generations.
Shane Ricks and his son-in-law Caleb Woolley recently launched a Milex Complete Auto Care — Mr. Transmission franchise at 4294 North Yellowstone Highway, bringing a comprehensive repair option to the east Idaho market. Ricks serves as owner, while Woolley handles day-to-day business operations.
A Career Pivot Rooted in Family and Entrepreneurship
For Ricks, the shop represents a significant life change. He grew up in the Lyman and Thornton area before leaving the region to pursue a long career in healthcare, spending roughly two decades working in outpatient surgery. After earning an executive MBA from Boise State University in 2023, he returned to eastern Idaho with an entrepreneurial goal in mind.
“My goal was to create a business that could be a legacy business that we could hand down to the family and do something special,” Ricks said. He added that the Milex brand stood out during his search because of its emphasis on community involvement.
The family dimension deepened when Woolley married Ricks’ daughter last year. Rather than simply joining the workforce elsewhere, Woolley stepped in as a business partner, and the venture took shape from there.
“Being together as a family and growing that business is a good opportunity to help your kids launch themselves, especially into the entrepreneurial space,” Ricks said.
Automotive Passion Meets Business Training
While Ricks brings the business strategy and leadership, Woolley supplies the hands-on mechanical knowledge. He described himself as someone who grew up working on engines and anything involving machinery — calling himself something of an “adrenaline junkie.” He studied automotive coursework in high school and continued that interest at Brigham Young University-Idaho, where he recently completed a bachelor’s degree in business management operations.
The combination of technical skill and formal business training gives the partnership a well-rounded foundation. Ricks acknowledged he does not have deep personal experience in the automotive field, which is precisely why Woolley’s role is essential to the shop’s success.
“We know car problems can always be frustrating,” Woolley said. “Our job is to help alleviate that frustration and get you back on the road.”
The Milex franchise model allows the Idaho Falls location to offer a wide range of services, positioning it as a one-stop shop for most repair needs. The only services currently outside their scope are tire installation and alignment work. The business is also actively pursuing fleet management contracts with local companies, giving area businesses an option for maintaining commercial vehicles.
Quick Turnaround and Opening Specials
As a newly established shop, the owners say customers won’t face the lengthy wait times that can be common at busier repair facilities. To attract new customers and build a local client base, the shop is currently offering five oil changes for the price of three.
The ribbon-cutting ceremony marking the shop’s official opening was held on a Friday, drawing family members and supporters to mark the milestone. The business can be reached by phone at 208-679-8444.
The opening is another sign of continued small business activity along the Yellowstone Highway corridor, one of Idaho Falls’ primary commercial arteries. Idaho Falls has seen steady economic activity in recent months, reflecting broader growth trends across a community whose residents take pride in supporting local institutions and entrepreneurs.
What Comes Next
Ricks and Woolley say their long-term ambition goes beyond simply running a successful repair shop. The goal is to establish a business model durable enough to be handed down within the family for years to come. As the shop builds its reputation in the Idaho Falls market, the pair plans to expand their corporate fleet accounts and grow their customer base through consistent, community-focused service. Those interested in supporting the new business can visit the shop at 4294 North Yellowstone Highway or call 208-679-8444 to schedule an appointment. For more on east Idaho’s economic and development activity, check back with Bonneville County News.