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June 9, 2025
WISCONSIN RAPIDS – R & R Transmission in Wisconsin Rapids is under new ownership and a new name – changes that were officially celebrated at a ribbon cutting and grand opening ceremony at the end of last month.
Adam and Michelle Rogus said they purchased the long-time family owned auto repair shop specializing in transmission rebuilds from Adam’s uncle, Ray Rogus, who owned it for 30 years – renaming it Rapids Transmission.
“When Ray decided to retire, my husband – who has always loved cars – wanted to make a change, we both did, so it worked out great,” Michelle said.
Though the couple lives in the Adams-Friendship area, Michelle said their daughters attend school in Wisconsin Rapids.
“So, we were looking for a business or something (in Wisconsin Rapids) we could do – instead of driving back and forth each day, which is about 40 minutes each way,” she said.
A little rework
The shop, Michelle said, got its start as R & R Transmission in Nekoosa – operating for 20 years before relocating to Wisconsin Rapids and 821 Chestnut St. roughly 10 years ago.
When the Roguses took over ownership earlier this year, Michelle said, it made sense to upgrade the name, as well as a few other things, including the shop’s invoicing system.
The couple said they both work at the shop with Michelle handling front office duties, and Adam – who has a background in IT – overseeing operations, updating the shop’s systems and managing programming.
“We have added in-house programming, so we now have the capability to work on programming issues with the newer vehicles,” Michelle said. “We upgraded our business software, adding an appointment system and updating the invoicing system.”
Michelle said Rapids Transmission also now offers financing options for those who qualify.
“Other changes make communicating with customers easier,” she said. “We can (now) send them a message via text versus having to rely so much on a phone call. Our customers have really appreciated the updates.”
Bumper to bumper
Though the shop’s name dons transmission in its name, Michelle said its services go beyond just transmissions.
“We do pretty much everything bumper to bumper on a car, so we can do brakes, oil changes, wheel bearings, ball joints, tune-ups – anything under the hood and under the car,” she said.
Though the shop’s list of services is vast, per rapidstransmission.com, Rapids Transmission specializes in:
- Transmission diagnostics
- Transmission remove, rebuild and replace
- Transmission TECHM programming
- Transmission fluid flush and filter change
- Transfer case diagnostics
- Transfer case remove, rebuild and replace
- Oil changes
- Brake pads, rotors and calipers
- Advanced automotive computer diagnostics
- Automotive computer module programming
- Power steering maintenance and repair
- Mufflers and exhaust systems
‘Same great customer service’
Michelle said some of the “same reliable staff” who worked for Adam’s Uncle Ray have stayed on to provide “the same great customer service.”
Demand for shop services, she said, is growing – prompting the hiring of additional technicians.
Michelle said they are also looking to expand Rapid Transmission’s front-office staff.
Future plans for the shop, she said, include purchasing an alignment machine, so technicians can also do tires.
Longer-term, the couple said they see the possibility of expanding the shop or adding a second location.
For now, Adam and Michelle said they are prioritizing getting the word out to build business.
“On Facebook, we do monthly promotions, monthly specials,” she said. “We also just started (printing) coupons for specials or a free transmission inspection in the local Money Saver.”
With a few months under their belt as the shop’s new owners, the couple said they are enjoying their new venture with Rapids Transmission, appreciating the community’s reception to the business.
“We’re always looking for ways to give back,” she said. “We offer discounts to veterans, senior citizens, active military and first responders.”
Rapids Transmission is located at 731 8th St. S. in Wisconsin Rapids and is open from 9 a.m. to 5 p.m. Monday through Friday.
