A community-backed shopping destination for the automotive parts and services market.

Founded by technologists, scientists and true automotive enthusiasts, Wheelwell is a platform for automotive modification and enhancement. We bring together vehicle owners and automotive professionals in a uniquely visual community.


  • Peter J. NielsenPeter J. NielsenCEO

    Born into an automotive family, Peter has found success in everything from equities trading, a recording label, a business intelligence firm, a mobile payment solutions provider, and a Sonoma County winery. Prior to joining Wheelwell, Peter developed the automotive parts business for one of the most successful racing teams in North America, K-PAX Racing. He brings a unique perspective in leading Wheelwell on a path to commercial success. If Peter had any spare time, he would be on the racetrack honing one of his race cars or sailing to some remote destination.

  • Greg JamesGreg JamesCTO

    From finance and education to search and ad networks, Greg has spent 25 years under the hood in a wide range of industries. A passion for the power of community fueled Greg's success over the last 15 years building some of the internet's top networks, including eBay, Nextdoor and Twitter. Greg has always been a car guy. He loves chrome, heavy American classics, fast German cars, and he's stoked to be wrenching in the Wheelwell pit.

  • Andrew JohnsonAndrew JohnsonCo-Founder & COO

    In the decade Andrew spent at Apple he served in various product marketing roles with a focus on community development and learning how to sweat the details to build great things. Here at Wheelwell, Andrew leads operations and marketing and works along side the product team to drive user growth. He’s a weekend track rat who can be found flogging his Corvette at one of NorCal’s many road courses.

  • Michael B. Gonzales, Ph.DMichael B. Gonzales, Ph.DCo-Founder

    Much of Michael’s career has been in computational biology working to solve complex problems in human genomics. Along with making him a hoot at parties, his background in big data means he’s well suited to sort out the challenges of finding patterns in consumer automotive spending. Before Wheelwell, Michael worked at top computing centers including Apple and The Texas Advanced Computing Center. When he’s not splitting traffic on his Ducati 996, Michael can be found snubbing carbon frame cyclists as he passes them on his steel frame Richard Sachs.

  • Kit LauKit LauCreative Director

    Kit is passionate about crafting compelling, easy-to-use visual products. She’s been defining creative strategy and corporate identity for nearly a decade – working with clients in healthcare, ecommerce, and big data. When she’s not designing the perfect user experience, Kit provides carbon offsets for the Wheelwell team in her Prius by hypermiling down the mountains of I-80 with her four rescued Great Pyrenees and Pekingese dogs.

  • Jonathan MillJonathan MillDirector of Marketing

    Cutting his teeth in the industry as an award-winning product inventor, Jonathan has proven time and again that innovation is the key to thriving in the automotive aftermarket. He joins Wheelwell after running the largest aftermarket media brand in the world “Hot Rod”, where he guided the transition into a more digital landscape through the acquisition by Discovery. A true automotive renaissance man, he brings a myriad of skills and experience to an already diverse team of professionals. When he isn’t galavanting across racetracks and car shows promoting the brand – you can find Jonathan adventuring with his wife and two sons in a custom classic car.

  • Adam McMillanAdam McMillanCatalog Director

    Fulfilling roles both customer-facing and business-facing, Adam has spent the bulk of the last decade in automotive ecommerce. As a data analyst he strikes a balance between geek and gearhead developing better ways to translate and interpret data, always with the customer in mind. While currently between car projects, you'll usually find him on the weekends at his favorite fishing hole trying to land a trophy Bass.

  • Skylar SiegelSkylar SiegelSales Operations Manager

    From sitting behind a desk to crawling underneath a car, Skylar is a results-driven problem solver. Since joining Wheelwell in late 2017, he kicked off the Team Wheelwell sponsorship program, expanded the affiliate marketing program, and is currently managing the Sales Ops department. In his nonexistent free time, you'll find him wrenching on all diesels big and small, ripping an off-road trail in his 7.3, reliving the glory days on the rugby pitch, and trying hard to get out of cell service.

  • Robert LombardoRobert LombardoSoftware Engineer

    Robert is here to manipulate tiny magnetic fields by the billions in order to make shapes appear on your screen. With a background in indy games, Robert's dependents are all very excited that he has a real job now. He is recently back from about 8 years living in S. Korea, thinks & acts very strangely for an American, and still has very real kimchi withdrawals. We are all looking forward to Roberts' learning something about cars here & someday maybe ceasing to refer to us all as "car people."

  • Bry NguyenBry NguyenSoftware Engineer

    Bry is a problem solver and builder for both cars and programming. Having built and owned over 18 cars in the past half decade, she strongly believes that the Miata.Is.Always.The.Answer. Prior to Wheelwell, Bry worked on a couple medical softwares to help physicians communicate efficiently to patients and help several small businesses with their websites. When she's not on the computer making something, she's taking on some kind of other project something else like desiging 3D printing car parts, reupholstering her Miata or finding efficient solutions to everyday problems.


  • Hans Tung
    Hans TungManaging Partner, GGV Capital

    Hans Tung remains one of the top investors to cross over between Silicon Valley and China, with a portfolio that includes shopping startup Wish, valued at more than $3 billion, OfferUp and Poshmark. The self-described "humanist" VC joined GGV Capital in 2013 after looking to China for investments full-time in 2005. Across a career that spans several VC firms, Tung invested in big hits such as Xiaomi, eHi Car Rental, Forgame and Vancl.com, as well as wearable maker Misfit. His portfolio today includes Airbnb, Peloton, musical.ly and Slack, as well as Shanghai social and recommendation app Xiaohongshu.

  • James Currier
    James CurrierManaging Partner, NFX

    James is one of Silicon Valley’s foremost experts in growth and network effects. He's a four-time serial entrepreneur. He is also a pioneer of user-generated models, viral marketing, a/b testing, crowdsourcing, and myriad other growth techniques now followed by nearly all technology companies. Because of his expertise in these critical areas of company growth, he's been fortunate to invest in, advise, and mentor many of technology's definitive startups, and has revolutionized the trajectory of today’s leading internet companies.

  • Johannes van Overbeek
    Johannes van OverbeekProfessional Driver, ESM-Patron Tequila Racing

    Johannes turned his dream of being a professional race driver into reality by raising money from Intel, Flextronics, Bank of America, among others. He went on to co-found the championship-winning Porsche team, Flying Lizard Motorsports. Having won in every series in which he’s competed, he now drives a Honda Prototype for Tequila Patrón in the Tudor series. Johannes brings a wealth of experience as a spokesperson and marketing consultant for some of the world's largest car manufacturers.

  • Martin Lauber
    Martin LauberChairman, Swirl Inc.

    Martin's career began in 1989 as an in-house copywriter for Disney and has since gone on to found Swirl - a successful advertising, marketing, and brand agency. Throughout his career, Martin’s goal has been to create an environment where talent, experience and capability could mix more successfully than they had at traditional agencies. Martin’s marketing and entrepreneurial experience are rivaled only by his love of automotive racing. Martin brings this unique combination of branding and automotive market expertise to Wheelwell.

  • Steve Yankovich
    Steve YankovichVice President of Innovation & New Ventures, Ebay Inc.

    Steve is a product visionary and inventor with a portfolio of thirty six patents. At eBay, Steve leads a team focused on future-looking technologies and experiences that will drive innovative new approaches to connecting retailers, merchants and sellers with consumers around the world. Previously Steve served as Vice President of eBay Mobile, responsible for eBay's mobile business and product development worldwide.

  • John Couch
    John CouchVice President, Apple Inc.

    John has over thirty years experience as a computer scientist and business executive. Prior to Apple, he served as Executive in Residence for Mayfield Fund, where he provided strategic planning, management, and advice to high technology companies.

  • Matt McInnnis
    Matt McInnnisCo-Founder & CEO, Inkling Systems

    Matt is the Co-Founder and CEO of Inkling, recently named one of Fast Company’s Most Innovative Companies in the World, dedicated to reinventing the way knowledge is built, read, and shared in the mobile era. Before Inkling, he spent eight years at Apple where he managed education market development in the US and Asia.


  • GGV Capital
  • iAngels
  • NFX


  • AtticusAtticusHead of Security
  • PandaPandaVP of Wellness & Recreation
  • GeorgeGeorgeDirector of Food & Beverage
  • PandoraPandoraCorporate Interaction Orchestrator
  • PanamaPanamaChief Happiness Officer
  • PeteyPeteyDirector of First Impressions
About wheelwell card image

Built by enthusiasts,

for enthusiasts.

Wheelwell was founded by automotive gearheads and tech geeks working hard to improve the aftermarket performance buying experience. Some of us come from automotive backgrounds while others hail from tech companies like Apple, Twitter, and Nextdoor. But what we all have in common is our passion for cars and trucks. We are track-rats, show-queens, time-attack fiends, outlanders, rock-climbers and everything in between.

We’re building an entirely new shopping experience that’s driven by the enthusiast community. Wheelwell is the only platform where you can show off your own build, keep track of your installed mods, and find inspiration for your next project. Our Builds Page hosts the largest collection of enthusiast rides from all over the world sharing their experience, reviewing products, and working together to find the perfect parts for their projects. Join us in revolutionizing the aftermarket and living #forthebuild.

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