United Wheel’s major competitive advantage is the vast industry experience and solid reputation of its owner, Bruce Nichols. Bruce is assisted by his dedicated sales team. Combined with 17 years of operational and sales experience in used automotive parts remanufacturing and distribution, Bruce was born into the metals industry and his keen insight is what evolved United from strictly a recyler into a wheel rermanufacturing company. Bruce has his watchful eye on both aspects of United, both the wheel remanufacturing and aluminum recycling, yet prides his company's success on his valuable staff from top to bottom.