In 1939, Morley Rogers moved to Fort Dodge after working at Firestone in Omaha, Nebraska. He opened Rogers Tire Service with the help of his wife Florence and two employees. His son Bruce Rogers started part time when he was thirteen and later became full time, followed by his brother Lee. In 1978, Bruce's son Marty started and, in 1980, Bruce Jr. did also. In 1990, Bruce's youngest son Miles joined. 1990 was also the first year for their Bandag franchise. In 2003, Bruce's grandson, JD, joined, making it a fourth generation family business.