Episode 11 - Detailing, Distribution & Dad Life – Paulo J. E. Assunção's Full Throttle Hustle

Episode 11 – Detailing, Distribution & Dad Life: Paulo J. E. Assunção’s Full-Throttle Hustle

Welcome back to another episode of the Suds to Success podcast – your go-to for all things detailing, business, and community in the car care world. Hosted by Andrew St-Pierre (flying solo while Ercan Hurmuzlu battles a bout of sickness), Episode 11 features one of our most-requested guests: Paulo J. E. Assunção.

If you’ve been around detailing for any length of time, Paulo’s name has probably come up. From product distribution to industry training to running a shop—he’s one of the hardest-working people in the game. He reps Owner’s Pride, Leather Repair Company, and the exciting new brand Apeax PPF & Tint. Basically, if it’s high-quality and available in Canada, chances are Paulo’s involved.

From Portugal to Canada: The Hustle That Built a Career

Paulo’s story starts in Portugal, managing a Jeep dealership and eventually launching a mobile detailing business serving high-end clients along the coast. It was a random suggestion from his wife and a very hairy CR-V that sparked the whole journey. With just one day of hands-on training and a serious drive to learn, Paulo went all in—and never looked back.

After the 2008 economic crash, he and his family relocated to Edmonton. His detailing passion followed him. What began as after-hours ceramic coatings in a double garage turned into a full-fledged training and distribution hub—serving shops all across Canada.

The Man of Many Shirts

Paulo wears a lot of “shirts”—his words. He’s a father, a husband, a detailer, a distributor, and a trainer. He's involved in:

• Owner’s Pride Canada – Coatings, chemicals, and full product support.

• Leather Repair Company (Canada & USA) – Training and distributing game-changing leather repair systems.

• Apeax PPF & Tint – A rapidly growing brand bringing high-quality PPF and tint with incredible training, marketing, and installer support.

He also runs a 4,000 sq ft shop with his business partner Gary in St. Albert, Alberta. Together, they focus on not just delivering quality work, but building systems and offering training to help others succeed.

It’s Not Just About the Products—It’s About People

Throughout the episode, Paulo emphasizes that good products are only part of the equation. It's about systems, training, community, and doing what works for your shop. Whether you're a solo detailer or running a team, Paulo’s approach is all about efficiency and profitability.

And when he says something is "easy," believe him. Whether it's leather repair, tinting in an open-bay shop, or adding PPF—he’s already done it, made the mistakes, and figured out how to help you do it better.

Building a Legacy

More than anything, Paulo’s motivation is family. He’s building something bigger than just a business—he’s creating a legacy that his kids are already part of. Whether they’re weeding film, detailing interiors, or helping with social media, the next generation is already involved.

This episode is filled with insights on building a lifestyle business, working with a partner, and staying excited about what you do—even while on vacation.

🎧 Listen Now

Episode 11: Detailing, Distribution & Dad Life – Paulo J. E. Assunção’s Full Throttle Hustle
Available on Spotify, Apple Podcasts, or at sudstosuccesspodcast.com.

📲 Follow @sudstosuccesspodcast on Instagram, Facebook, TikTok, and YouTube.
💬 Questions or looking to connect with Paulo? All his info is in the episode description.

And Ercan—we missed you, but don’t worry, we’re planning a follow-up episode with Paulo and Gary soon. Get well soon, buddy!