Introduction
There is a long-standing debate in the business world regarding how owners should present themselves: should they remain humble and behind the scenes, or should they actively build a personal brand that turns heads? For Kurt Hintz of Max Moving and Storage and Chris Knowles of True Friends Moving, the answer is clear: hyper-visible personal branding—specifically through the use of McLaren supercars—is a legitimate, high-ROI business strategy.
In this episode of Movified Wednesdays, host Mark Hirschi and co-host Steven Reed sit down with Kurt and Chris to discuss how owning a supercar is not just a hobby, but a calculated networking tool. They break down how these vehicles attract their ideal customer demographic, how they justify the massive expense through marketing write-offs, and why getting uncomfortable on social media is a mandatory step for modern CEOs.
Key Takeaways
What You'll Learn:
- Why parking a $400,000 McLaren next to your moving truck is the ultimate local recruiting and branding tool.
- How supercar rallies grant owners exclusive access to high-net-worth individuals, real estate developers, and local bankers.
- The “gray area” strategy of utilizing open-ended commercial leasing to write off supercar payments as a marketing expense.
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Why the most effective way to scale your leadership is by finding an accountability coach who forces you out of your comfort zone.
Table of Contents
- The Uncomfortable Reality of Personal Branding
- The Supercar Networking Strategy
- Tax Write-Offs and Creative Leasing
- The Box of Truth: Avoiding Comfort
- Why Movified Preserves These Industry Stories
- Conclusion
The Uncomfortable Reality of Personal Branding
Historically, moving company owners have preferred to hide behind their logos, operating completely behind the scenes. Chris Knowles argues that this is a massive mistake.
Chris actively builds his personal brand on social media—specifically in local Facebook groups like “Hip Nashville”—because customers are naturally drawn to a face they can know, like, and trust over a faceless corporate logo. While many owners fear the judgment of stepping in front of a camera, Chris emphasizes that “the fear of what other people may think is fake.” By embracing vulnerability (even posting a video of himself wiping out on an icy driveway), Chris makes his massive company feel relatable and accessible. In smaller markets like Lake Geneva, Wisconsin, Kurt Hintz takes a similar approach, focusing less on daily video content and more on being the undeniable, trusted face of his local community.
The Supercar Networking Strategy
While most people view a McLaren as an extravagant toy, Chris and Kurt view their supercars as magnets for their Ideal Customer Profile (ICP).
A moving company’s ideal customer is typically a homeowner with a $500,000+ house and disposable income who refuses to endure the stress of a cheap franchise move. Supercar owners and enthusiasts perfectly fit this demographic. By participating in local rallies, Kurt and Chris gain immediate access to a network of high-net-worth individuals, business owners, and real estate developers. Furthermore, Chris frequently drives his signature blue McLaren to community events and parks it directly next to his True Friends moving trucks. When thousands of attendees stop to photograph the exotic car, they inadvertently photograph his moving brand, resulting in endless free marketing and a massive influx of employment applications from locals who want to work for a highly successful owner.
Tax Write-Offs and Creative Leasing
Owning a supercar requires navigating massive monthly payments. During the podcast, Kurt and Chris shared their strategies for justifying these vehicles as business expenses, acknowledging that their methods fall into a “gray area” that requires consultation with a CPA.
Kurt utilizes creative financing companies, such as Putnam Leasing or Dream Lease, to secure an open-ended commercial lease. These companies structure the lease with a massive balloon payment at the end, drastically reducing the monthly cost. Because the vehicle is wrapped in company branding and explicitly used for networking rallies and car shows, Kurt claims the lease entirely under his business’s marketing line item. Chris takes a slightly different approach, financing his McLaren personally but writing off exactly 50% of the payment as a business marketing expense, as his CPA determined the vehicle is used equally for pleasure and professional brand awareness.
The Box of Truth: Avoiding Comfort
During the “Dolly Dash” segment, Kurt revealed that the most uncomfortable thing he ever did professionally was hiring an accountability coach.
Many business owners stagnate because they refuse to seek correction. By hiring a coach specifically designed to be direct and push him out of his comfort zone, Kurt completely changed his approach to business. He became so addicted to the resulting growth that he now views “comfort” as a dangerous trap. If his daily operations feel too easy, he immediately assumes something is wrong and actively seeks out new, uncomfortable challenges—such as learning to effectively delegate control to his operations manager so that he can continue building new leaders.
Why Movified Preserves These Industry Stories
Movified exists to document the knowledge that standard business textbooks miss.
Hosted by Mark Hirschi, the show dives deep into the tools, technologies, and realities of running a modern moving business. Movified’s value lies in:
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Honest conversations about the perceived stigma of owning luxury assets, and why driving a supercar can actually be a massive asset rather than an employee deterrent.
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Proven, highly tactical strategies from operators like Kurt Hintz and Chris Knowles, who break down exactly how to structure an open-ended lease to utilize a high-end vehicle for marketing.
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Lessons earned through real-world execution, ensuring the next generation of movers understands the absolute necessity of building a visible, authentic personal brand.
Conclusion
Building a highly visible personal brand requires you to step out from behind the desk and get comfortable with being uncomfortable. Whether you are dominating a massive market like Nashville by aggressively posting on social media, or quietly owning a small town like Lake Geneva by networking at exclusive car rallies, intentional alignment is key. When you understand exactly who your ideal customer is, you can utilize tools—even tools as extravagant as a supercar—to get into the right rooms, spark conversations, and ensure your moving company is undeniably top-of-mind.
