How a Davidson-based automotive tech company grew from three team members to serving 350+ dealerships nationwide
If you’re a regular at the Hurt Hub@Davidson, you may have noticed some recent changes in our coworking space. Our largest office, previously occupied by Everblue (who outgrew our facility), has a new tenant. Sweet Relish, one of our longest-standing members, has moved from an internal medium-sized office to the prime corner space near our patio area. This move represents years of steady growth and dedication, making it the perfect time to celebrate their remarkable journey.
From Day One to 350+ Dealerships
Sweet Relish wasn’t just an early Hurt Hub member; they were opening day members. On July 1, 2018, when the Hurt Hub@Davidson first opened its doors, Sweet Relish walked in with a team of three and a vision to revolutionize how businesses communicate with their customers.
“We were looking for coworking space in the Lake Norman area when we started,” recalls William “Bill” May, President and CEO of Sweet Relish. “The beauty of the Hurt Hub was its flexibility. We didn’t know how fast we’d grow or what kind of office space we’d ultimately need, and the Hurt Hub could adapt with us.”
Founded in early 2017, Sweet Relish set out to solve a growing problem: retail companies were struggling to keep up with customer expectations across emerging communication channels like text messaging, social media, and chat. The company initially tested their platform across five different industries: fundraising, education, home services, auto dealerships, and insurance.
After a year of experimentation, Sweet Relish made a pivotal decision. On January 1, 2019, they committed exclusively to automotive dealerships, recognizing an enormous opportunity. Every dealership in North America operates a small call center in their back office, yet very few were using omni-channel communication software at the time.
That focus paid off. Today, over 350 dealerships across North America use Sweet Relish’s platform, and the company leads the automotive space in omni-channel call center software.
Growing Up at the Hurt Hub
By the end of 2019, Sweet Relish had doubled their team at the Hurt Hub to six people, with an additional three team members working from their Vancouver, Canada office. The growth hasn’t stopped since.
“Having our entire team in one room enhances collaboration and accelerates learning,” the team explains about their move to the larger space. “It’s a natural step as we continue scaling toward our goal of serving 1,000 dealerships.”
The new office isn’t just about more square footage. It represents Sweet Relish’s evolution as a company and their commitment to the Davidson community. The team has already planned improvements: a larger area for putting practice, a foosball table, and a mini basketball hoop to keep the competitive spirit alive throughout the workday.
Why the Hurt Hub Works for Tech Startups
When asked what keeps Sweet Relish at the Hurt Hub after more than six years, the answers reflect what makes the Hurt Hub@Davidson’s coworking space special for growing companies:
The Amenities: Private offices and phone booths for focused work, well-equipped meeting rooms with whiteboard space, and comfortable open areas for quick team huddles perfectly suit a growing tech company’s needs.
The Location: Being close to Davidson College and downtown Davidson means the team can walk to lunch, take afternoon strolls around campus, and tap into the energy of the college community.
The Community: Perhaps most importantly, the connections made at the Hurt Hub have directly impacted Sweet Relish’s bottom line. A former Hurt Hub staff member introduced the team to the owner of a large car dealership. This connection resulted in one of their largest accounts, still a customer since 2019.
“Having professional relationships with people outside our company provides fresh perspectives and keeps us connected to the broader community,” the team notes.
Building a Tech Company in Davidson
Sweet Relish’s success story offers valuable lessons for entrepreneurs considering the Lake Norman area or coworking spaces like the Hurt Hub. When asked for advice for new founders, their answer is direct: “Figure out your revenue model quickly. A strong, proven revenue model gives you tremendous leverage, whether you’re bootstrapping or planning to raise capital. Revenue solves most problems.”
The company has tackled typical startup challenges (finding talented people, building a repeatable sales model, and staying cash flow positive) by focusing on organic growth and investing heavily in team development. They’ve achieved profitability while self-funding their growth, a rare accomplishment in the tech startup world.
“We’re a software company at our core, which means we’re constantly building and solving problems for our clients,” the team explains. “Every day brings new challenges. Our clients push us to find solutions to complex operational problems. When a new client starts using our platform, they can handle twice the workload immediately. With our AI features, that efficiency multiplies even further.”
Part of the Davidson Community
Beyond the office walls, Sweet Relish has become an integral part of the Davidson and Lake Norman community. The team describes themselves as an “all hockey crew.” They entered their first three-on-three hockey tournament last year and came out victorious. Team members also stay active through pickleball, ultimate frisbee, the Davidson Farmers Market, and attending Davidson College sporting events.
Even small details matter: “The keg has genuinely impacted our company culture,” Customer Support Lead, Rick Hennighausen shares with a smile. “It’s something everyone looks forward to: a way to finish the week on a positive note while knocking out those last few tasks together.”
What’s Next
With new AI-embedded features that can increase operational efficiency three-fold compared to traditional methods, Sweet Relish is on a mission to reach 1,000 car dealerships using their communication platform. The larger office space at the Hurt Hub positions them perfectly for this next phase of growth.
For the Hurt Hub, Sweet Relish represents exactly what a coworking space should foster: a company that arrives with a vision, finds the support and flexibility to grow, becomes part of the community, and scales successfully while staying rooted in Davidson.
As they settle into their new office (the one they’ve had their eye on for years), Sweet Relish continues to prove that you don’t need to be in Silicon Valley to build a successful tech company. Sometimes, all you need is great people, a solid revenue model, flexible workspace, and a community that believes in your vision.
Interested in learning more about the Hurt Hub@Davidson or Sweet Relish? Visit us at the Hurt Hub website or check out Sweet Relish’s automotive communication solutions at their website.
About Sweet Relish: Founded in 2017 and based in Davidson, North Carolina, Sweet Relish provides omni-channel communication software for automotive dealerships across North America. Led by President and CEO William “Bill” May, Business Intelligence Lead Sam Farson, and Customer Support Lead Rick Hennighausen, the company serves more than 350 dealerships and sets the standard for communication platforms in the automotive industry.
