From houses to cars for service station owner

SIMON Bodle, 55, is the managing director of Whitehill Service Station on Remenham Hill. Whitehill provides car servicing, MOTs and fuel sales alongside customer service. He lives in Chalgrove with his wife Kate and three children. He enjoys walking his dog, his motorbikes and the great outdoors.

Describe your business:

We are a family-run garage offering workshop facilities including servicing, diagnostic work and MOTs alongside fuel sales. There has been a garage on the site at the top of Remenham Hill since the Thirties when the Squire motor car was designed and manufactured from our workshop. My father bought the site in 1978.

How many people does it employ?

Twelve people across the business with my wife helping out part time.

What did you do before you started this business?

I was an estate agent working in Reading, Oxford and Beaconsfield, although sales was not my forte.

When did you start your business?

My father, Paddy, started the business in 1978 and he completely redeveloped the site. I joined him about 26 years ago, initially to learn the ropes, with the aim of taking over the business day to day.

What was your objective?

The business had already been running successfully for many years but the opportunity to work alongside my father is not one everyone is lucky enough to have. I looked at how we could modernise and improve but, at the same time, retain the values he had set in place.

Who or what influenced you?

The opportunity to run a business and work for myself was a main draw for me. The responsibility of carrying on the running of an already successful business while looking at how we can keep up to date with the ever-evolving vehicle technology while retaining customer satisfaction as our main aim.

Do you have a role model?

My father. As a child, I could see how hard he worked to create a successful business. Even when I took over, he was always on hand for advice, to advise and for guidance.

What would you do differently if starting again?

I would have more confidence in myself and my decisions. But perhaps it is the experience over the years that builds that self-confidence.

How is your business doing?

We are about the same as last year. Business is good but on the forecourt side margins rise and fall. Pricing has to be competitive and is somewhat out of our hands. The workshop remains busy and, if your customer base trusts you, they will keep coming back. Our mechanics are excellent.

Do you compare on a regular basis? I compare on a monthly basis and annually. But, having been involved for so long, you also have a gut feeling as to how things are going.

How do you market your business?

We advertise in the Henley Standard as well as on online platforms. But word of mouth is still a very strong draw for us. We have very strong customer relationships on both sides of the business and it is this personal touch that does make a difference.

What’s the best thing about running your own business?

The ability to make decisions off your own back and not being answerable to anyone else. However, we have a strong team who have been here many years which does provide a great deal of support.

What’s the most challenging aspect?

Being the one ultimately responsible for keeping the business successful into the future. Since my father passed away three years ago, I lost the only person I could discuss some aspects of the business with so that was a great loss. Also, the uncertainty surrounding the future of the internal combustion engine and how this will affect fuel sales going forward. Not to mention the ever-increasing costs of running a business.

Where is your business headed?

If we offer good levels of trustworthy service alongside fair pricing there is no reason we cannot continue as we are for many years to come.

How important are online sales?

Not very important. We do offer online booking via our website. But we find most customers still prefer to pick up the phone to book in and to discuss the issue their vehicle has. You get a lot more information chatting to someone.

Are you using Generative AI?

Not really. It’s still a bit alien to me. My wife keeps saying I should embrace it, so perhaps that could be my New Year’s resolution.

Do you have a five-year plan?

Yes, to do what we are currently doing as it is working. I enjoy what I do and, if we continue as we are, then there is no real reason to deviate too much. Also to use technology to help me with the day to day as it can free up so much time when used correctly.

How do you have a work-life balance?

More so than I did. The use of technology within our accounts package is already saving me time. I do very little work now at weekends, which has definitely helped me get the life balance back.

Do you set any goals at the start of a new financial year?

To hopefully improve on the previous year. As long as I enjoy what I am doing and the company can make a decent return then that is a win for me.

What’s the most valuable thing you’ve learned?

That I should have more faith in myself and my decision-making and treat everyone with respect.

What advice would you offer to anybody starting a business?

Go for it! But take time to plan, have a goal in mind and don’t be afraid to adapt.

What’s the biggest mistake you’ve made?

I don’t think there is one “biggest” mistake that I have made but it would be taking things personally when it hasn’t gone as I thought.

How organised are you?

Very organised, With the help of iPhone reminders and Post-it notes.

What are you looking forward to in 2026?

Outside of work I am looking forward to getting away and my gun dog training with my working Cocker puppy. One of my three adult sons flying the nest would be a bonus.

How are you planning for retirement?

No real plans. I have got pensions and I’m sure it will come around one day but I am still young aren’t I? Seeing a pension advisor is on the to-do list for 2026.

What’s the secret of your success?

Work hard and have a trustworthy team around you — all pulling in the same direction.

What three qualities do you think are most important?

Believe in yourself, enjoy what you do and take advice if you’re not sure.

How do you dress for work each day?

Jeans and a smart shirt. I want to be presentable but it can be a dirty, oily environment.

What can’t you do without every day?

Coffee, my lovely new accounts package and a break from the desk walking the dog.

Lunch at your desk or going out?

Lunch at my desk — if I remember.

Do you continue to study?

Running a small business you are always researching new legislation and keeping on top of it.

What do you read?

Historical fiction and nature.

What change would you most like to see in 2026?

A reduction on the financial pressures of running a business, most notably the business rate increases coming in. Outside of work, an end to the world chaos currently going on.

Interview by Will Hamilton,
intermediary and global

marketing consultant, Hamilton Associates