When former NASCAR Xfinity Series driver Blake Koch decided to step away from racing following the 2017 season, he had an idea that he wanted to transform into a reality. Fellow racer Dale Earnhardt, Jr. listened to his idea and wanted to be a part of the success story.
Koch’s idea resulted in the creation of FilterTime, a subscription-based service for air filters. Koch and Earnhardt Jr. are now partners in the business that supplies air filters to homes throughout the country.
“Blake came to me and said, ‘Hey, I want to start this company.’ He was just getting out of the race car and trying to create a business,” Earnhardt Jr. said on his podcast, the Dale Jr. Download. “He said, ‘I was wondering if you’d help me promote it on social media.’ He told me a story about going to the store to buy air filters. He said ‘I ended up buying 150 dollars’ worth of stuff but not any air filters.’
As someone responsible for changing air filters in his own home, Earnhardt Jr. quickly recognized the need for a service like FilterTime.
“Being a bachelor for many years and being responsible for changing air filters in my house, I know what happens when you don’t – how nasty they get and how hard it is on your HVAC system. I said, ‘Man, that’s a great idea. Why isn’t there a subscription program out there or a company that can just ship them to your door?’”
Koch, a racer himself with 10 career top-10 finishes in the NASCAR Xfinity Series, has been the backbone of the company since its inception. From creating the product, to marketing the product, to dealing with FilterTime subscribers, Koch’s hands-on approach has spurred the company’s growth.
“Honestly, until we made a hire or two in the last several months, he’s been everything in this company, especially as it relates to customer service,” Earnhardt Jr. said. “He would be the one to email customers, he’d be the one to call customers. He calls customers just to say thanks.
“Blake is the kind of guy that always has a smile on his face. He works hard and has a ton of passion, so I knew this was going to work. I said, ‘I don’t just want to promote this; I want to be your partner.’ I knew this business was going to succeed.”
All FilterTime products are manufactured, boxed and shipped out of the company’s headquarters in Mt. Holly, North Carolina. When you receive your air filters in the mail, it serves as a reminder to change your filter(s), keep the air in your home clean and extend the lifetime of your HVAC system.
“As soon as the box shows up on the door, you just go change the filter. It takes two minutes,” Earnhardt Jr. said. “You put the dirty filter and the box in the trash, and you’re good to go. You don’t have to worry about your HVAC system having issues over the summertime trying to run through a dirty filter.”
A FilterTime subscription does not require a contract of any kind and allows you to cancel at any time. Shipping is free and there are no hidden fees. You simply pick how many air filters you need and how often you want them to arrive.
FilterTime is currently offering grassroots racing fans a 20% discount on their subscription if they visit www.filtertime.com/speed51. Take advantage of this offer today and never worry about air filters again.
-Text by Speed51