Three’s Company: Powerhouse Trio Leads EZ Lube and Oil Change

The connections made in the auto service industry can be some of the most powerful relationships you make. Having a colleague to rely on can help you see both your weaknesses and your strengths, and even enable you to strive for career advancements you wouldn’t have otherwise considered.

Such a scenario sums up that of Opal and Anthony Roknipour, and David Anenberg—the latter of whom joined Anthony’s franchise location as a technician over a decade ago. He didn’t see himself doing much else, until working alongside Anthony and Opal showed him the diverse skills needed to run a shop.

After 15 years, the three decided to embark on a journey of opening their own independent brand in Southern California: EZ Lube and Oil Change. Having opened just this past January, the business has already grown to four locations. The rapid success is the natural result of the seamless synergy between Opal, Anthony, and David.

Channeling Untapped Potential

Anthony has been in the industry for decades, having opened his first quick lube in the mid-1990s. He eventually sold it and joined as a franchisee for a major quick lube brand. It was after that—around 15 years ago now—that he would meet David, a technician who came to work for the shop.

While David had always loved the mechanical aspect of the automotive industry, he became increasingly interested in the business side of operating a shop. He started to learn by watching both Anthony and Opal, the latter of whom was deeply involved with the shop’s marketing and communications efforts, in addition to handling payroll and other finances.

As the three of them became closer, they all began to learn from one another.

“We teach each other what our strengths are. We help one another understand and navigate that. So we stay within our niche, but at the same time, we want each one of us to collectively do what we do. So it works out really well,” says Opal.

The three became bonded, and as the years passed, David’s ambitions went beyond working on the shop floor to being in a decision-making leadership role. He realized he gained fulfillment from working with customers to meet their expectations.

“At some point on the mechanical side, you come to a halt. We're all thriving more in life— and I get joy out of helping people. Seeing smiles on their face,” explains David. “The customer side of it is amazing. You get more joy out of that than fixing a car.”

A New Venture

A huge change came at the beginning of 2025, when Anthony decided he wanted to move from being a franchisee to operating his own independent brand. Knowing that David was looking to advance his career and having over a decade of experience working with him, Anthony saw the perfect partner to go in with him on the new venture.

Between Anthony, Opal, and David, the three knew together they brought a recipe for success to the table.

“Being in the industry—seeing it evolve and then go through COVID—we saw a lot of opportunity. We saw the gaps in the market,” says Opal. “So when our chapter ended with what we had been doing for so many years, we decided to continue on. We wanted to take the facets that we learned and that made sense for us, but with the freedom to collectively go in there and add what we feel is missing to the industry. It’s a fresher take.”

It undoubtedly worked out for them. Since its first opening in January, EZ Lube and Oil Change has already expanded to a total of four stores across Palmdale and Lancaster, California, with car count numbers increasing by 15% nearly every month. However, growth has been anything but easy. It’s the result of hard work, backed by expertise. 

The team has worked diligently to ensure each customer receives stellar service, which has provided much word-of-mouth advertising for them. But the business has also seen great success from its social media efforts, with one of its Instagram reels having gone viral, being seen by several users outside of the shop’s typical reach. That kind of experience can only be achieved with transparent, independent brands like EZ Lube, argues Opal.

“We only regulate ourselves. And so when you see our social media, that's us—that's our personalities. That's our sense of humor,” she says. “It's a little tongue-in-cheek, and it's a different type of humor, but it's reflective of us. We're posting genuine content that's reflective of our brand. Everything from our logo to our marketing colors: Everything is handpicked, and near and dear.”

An Irreplicable Authenticity

Transparency and connection to the local community have been a defining trait for the shop. All three owners appreciate the flexibility of operating their own independent brand, which is crafted to represent the community it serves and the talent it employs. It’s an authenticity that most customers can’t find elsewhere, and it’s far from just an appearance; it’s a look into how the shop operates from within.

Between Opal, David, and Anthony, the three have always practiced healthy communication. The business partnership that’s blossomed as a result wouldn’t have been possible otherwise. They don’t lose sight of the fact that it’s the people that make a brand, not the other way around.

“I think the difference between us and other business partners is that we're very transparent and open. At no point is any job considered just my job, or just David's or just Tony's; there's overlap,” explains Opal. “There's no secrets, there's no ‘hey, that's my job, not your job,’ type of mentality. It's all collective. 

“And that also allows us, on a personal level, to cover one another. All of us have families, and all of us have personal hobbies and a life outside of work. And because of the way that we conduct business, we can each support one another to have those lives outside of work and to focus on what's important, because we can each cover one another.”