Pete Ratke

Why this persona fits the audience

He co-owns a two-person shop in Dallas that rewraps and custom-builds steering wheels for classic cars and track-day builds. He sketches options with customers, then tracks materials, measurements, and approvals in spreadsheets and WhatsApp photos before handing jobs to the workshop.

• Age: 42
• Location: Dallas, Texas, US
• Occupation: Shop owner
• Income: $78k
• Education: Some college
• Company size: 2
• Years in role: 15

“You can tell a lot about a car, and the person who drives it, by the way the steering wheel feels in your hands.”

Pete Ratke has spent the better part of two decades immersed in the world of automotive interiors. Growing up in a suburb of Dallas, he was always drawn to the tactile nature of materials and the precision of mechanical objects. He spent a few semesters at community college studying industrial design but found the academic environment too detached from the hands-on work he craved. At 27, he pooled his savings and a small loan to open Dallas Auto Trim & Wheels with a partner, who eventually moved on, leaving Pete to run the two-person operation. He's poured his heart and soul into building a reputation for meticulous craftsmanship, particularly with classic car restoration and modern performance builds. His income of $78k reflects a life of dedicated labor, reinvesting most profits back into the business for better tools and materials. He lives in a modest home in a stable Dallas neighborhood with his wife and two children, prioritizing their comfort and future over personal extravagance. Pete is a 'maker' through and through; he finds deep satisfaction in transforming raw materials into functional art. He recently invested in a new CAD software for pattern design, a significant decision that required extensive research and consultation with Marco to ensure it integrated smoothly with their existing workflow, aiming to improve accuracy and reduce material waste on intricate projects. Time is a constant negotiation for Pete, always trying to fit more quality work and family moments into the same 24 hours.

Background & daily life

A day in their life

A typical weekday starts with Pete arriving at the shop by 8:00 AM, brewing a pot of coffee while reviewing overnight emails and project notes. The morning is dedicated to client consultations, either in person or via video call, discussing custom steering wheel designs, sketching ideas, and confirming material choices. He’ll spend an hour updating spreadsheets, meticulously logging measurements, and sending progress photos to customers. After a quick lunch, often a sandwich at his workbench, he’ll check in with Marco, review the day’s workflow, and potentially tackle a smaller custom detail himself before heading home around 6:00 PM.

Lifestyle

Pete wakes up around 6:30 AM, prioritizing a quick coffee and checking shop emails before his family is fully awake. Weekends are a mix of shop work catching up or attending local car meets, and family time, often involving Little League games for his son. He's careful with money, preferring to save for larger shop upgrades or family vacations rather than impulsive purchases. He enjoys the camaraderie of other shop owners he knows through local business groups. Health-wise, he tries to stay active but admits long hours often lead to relying on takeout.

Work life

Running 'Dallas Auto Trim & Wheels' is Pete's passion and his livelihood. He and his sole employee, Marco, handle everything from sourcing premium Italian leather to the final stitch. The biggest challenge is balancing high-demand custom jobs with consistent, repeatable quality. He spends a good chunk of his day communicating with clients, sketching designs, and meticulously tracking project progress via spreadsheets and photo messages to ensure no detail is missed before Marco starts cutting and sewing. The pressure is on to deliver flawless results for discerning car enthusiasts.

Relationships

Pete is married to Sarah, a nurse, who provides steady support and manages household finances. They have two children, Emily (10) and Jack (7), who are the center of his weekend activities. His closest professional relationships are with Marco, his employee, and a handful of trusted suppliers and fellow classic car enthusiasts he’s met over the years.

How they decide

Pete is a methodical decision-maker. He weighs pros and cons carefully, often sketching out options or creating simple flowcharts in his head. He values practicality and proven results, preferring to make changes incrementally rather than adopting entirely new, unproven methods. He'll consult with Marco on shop-related decisions and discuss significant purchases with Sarah.

How they sound

Speaks with a measured, slightly gravelly Texas drawl. Uses practical, down-to-earth language, avoiding jargon or overly technical terms unless speaking with fellow car enthusiasts. He tends to use phrases like 'you know,' 'I reckon,' and 'makes sense.' He avoids hyperbole and focuses on the tangible aspects of a job. His tone is generally calm and reassuring, but can become more intense when discussing a particularly challenging project.