You probably remember the mutton chops. If you watched Season 7, Episode 12 of the CBS hit show, it’s hard to forget the transformation. Greg Adler, the guy who basically eats, sleeps, and breathes off-roading, traded his polished CEO look for a balding head, thick glasses, and some seriously questionable facial hair.
He wasn't just there for the cameras, though.
Greg Adler is the son of George Adler, the man who founded 4 Wheel Parts back in the 1960s. For Greg, this wasn't just a corporate gig; it was the family legacy. But by 2016, the company had grown into a global behemoth. When you’re sitting at the top of an $800 million empire, you start to lose touch with the guys actually mounting the 40-inch tires.
Why Greg Adler Went Undercover
Honestly, the timing was intense. 4 Wheel Parts was in the middle of a massive national expansion. Adler wanted to know if the "family feel" his dad started with was still alive or if it had been swallowed up by corporate spreadsheets.
He didn't just walk around with a clipboard. He got his hands dirty.
During the Greg Adler Undercover Boss episode, he took on several roles that are the literal backbone of the off-road industry. We're talking retail sales, warehouse distribution, and the grueling work of the service bays.
Mounting Tires is Harder Than It Looks
One of the most memorable scenes involved Greg trying to mount massive tires onto a Jeep. Now, Greg is a professional racer. He knows trucks. But doing the manual labor in a fast-paced shop is a totally different beast. He struggled. He felt the pressure. It was a humbling reminder that his employees aren't just "staff"—they’re skilled technicians working under high-stress conditions.
The Employees Who Stole the Show
Every Undercover Boss episode lives or dies by the people the CEO meets. For Greg, a few individuals really hammered home the reality of working for 4 Wheel Parts.
- The Dedicated Technician: Greg worked with a guy named Troy, a technician who was incredibly skilled but was working with outdated equipment. It’s one of those classic "boss" moments where you realize you're asking your team to win a race while giving them a car with three wheels.
- The Customer Service Star: He spent time with Sloan, a salesperson who had an incredible rapport with customers. Seeing the front-line passion reminded Greg that the brand isn't just about parts; it’s about the culture of off-roading.
- The Warehouse Grind: Working in distribution showed him the sheer physical toll of moving heavy inventory. It’s easy to order a lift kit online; it’s another thing to be the person lugging it across a concrete floor all day.
What Happened After the Cameras Stopped?
A lot of people think these shows are 100% scripted and nothing changes. With Greg Adler, that wasn't exactly the case. After the big "reveal" where he took off the wig and the glasses, he actually put some money where his mouth was.
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He didn't just give out "good job" stickers.
Adler ended up investing in new equipment for the shops to make the technicians' lives easier. He also provided personal rewards for the employees he met—things like covering travel expenses for family visits, funding hobbies, and even helping with significant personal debts.
But the biggest change was internal. Greg admitted that the experience "reinforced the importance of family." He realized that as the company got bigger, communication was breaking down. He started looking at ways to streamline the distribution process so the warehouse guys weren't breaking their backs for no reason.
The 2024 Plot Twist: Buying the Company Back
If you’re wondering what Greg Adler is up to now, it’s actually a pretty wild story. After the show aired, 4 Wheel Parts went through some corporate changes. It was owned by Polaris for a while.
Then, in October 2024, Greg did something most people didn't see coming.
He bought the company back.
He already owned Off Road Warehouse (ORW), and by acquiring 4 Wheel Parts again, he effectively brought the family business back home. It’s a rare full-circle moment in the business world. He’s now the owner of a massive network including around 50 stores between the two brands.
Why This Matters for the Industry
Greg isn't just a suit. He's a racer who competes in the Baja 1000 and the Lucas Oil Off Road Racing Series. When the guy running the company is the same guy getting mud in his teeth on the weekends, the products usually get better. The "Undercover Boss" experience seems to have stayed with him, fueling his desire to keep the business rooted in the enthusiast community rather than just chasing quarterly dividends.
Actionable Insights from the Greg Adler Story
Whether you're a business owner or just a fan of the show, there are a few real-world takeaways from Greg’s journey through the warehouse:
- Audit Your Tools: Like Greg found with Troy, your best people are often held back by bad equipment. Ask your team: "What’s the one tool that makes your job harder than it needs to be?"
- The "Family" Metric: Growth usually kills culture. If you’re expanding, you have to be intentional about maintaining the "small shop" feel that made you successful in the first place.
- Get Your Hands Dirty: You don't need a wig and mutton chops to go undercover. Spend a day doing the entry-level tasks in your own business. It’ll change how you write your next budget.
- Listen to the Front Line: The people talking to customers (the Sloans of the world) know more about your brand's reputation than any marketing agency ever will.
The Greg Adler episode of Undercover Boss remains a fan favorite because it felt authentic. It wasn't just a PR stunt; it was a guy trying to reconnect with his father's legacy. And looking at where he is today—owning the company once again—it looks like he never really let go of that connection.
Next Steps for Off-Road Enthusiasts:
- Check out the Off Road Warehouse or 4 Wheel Parts local listings to see the latest store updates under Greg's new ownership.
- Watch the full episode (Season 7, Episode 12) on streaming platforms like Paramount+ to see the tire-mounting struggle in person.
- Follow Greg Adler’s racing updates in the Trophy Truck Legends class to see the "Boss" in his natural element.