Small Business Snapshot: Line-X of Rome

Bill Irmscher, left and Steve Irmscher, the father and son team that runs Line-X at 20 Armuchee Connector. (Doug Walker, RN-T)

Steve Irmscher, owne of Line-X or Rome, answers the questions for today’s Small Business Snapshot.

What is the primary purpose of your business?

We specialize in spray-in bed liners for pickup trucks and protective coatings for vehicle interiors, exteriors and just about anything else you can think of. Additional services include installation of accessories such as bed covers, trailer hitches, step bars, bull bars and leveling kis for trucks, Jeeps and automobiles.

What is your business background?

26 years in healthcare construction, design and real estate consulting.

Why did you start this particular business?

Several years ago I purchased my first pickup truck and quickly realized that northwest Georgia was missing a business that could provide second-to-none and top-to-bottom vehicle protection and accessory installation. Owning and operating a business in my hometown was also a strong desire of mine.

What makes your business unique?

We are the only LINE-X franchise within a 45 -mile radius. The ongoing training and product development makes LINE-X unique to the spray-in bedliner industry.

What do you enjoy most about your chosen profession?

The people I’ve been fortunate enough to work with. Our customers are fantastic and we really enjoy working with them to outfit their vehicles. But more importantly, I’ve always had an admiration for our military and our veterans and have had the opportunity to team up with three American heroes who provide installation services in our shop. Our other employees are firefighters, our local heroes.

What has been the biggest challenge to overcome as a small business owner?

The additional expenses and requirements imposed by federal, state and local government when constructing a building. Almost one tenth of our start-up budget was spent on tap fees, bonds, water quality structures and sidewalks. That’s a lot of money leaving my operating budget before we generated one penny of revenue. It’s taken some time to recover from the impact of those expenses.

Is there anything else you’d like to share with our readers?

A lot of folks refer to the spray-in bedliner process as “line-xing” their truck. LINE-X is a brand name for a unique and specific product. LINE-X is only sprayed by authorized installers. If you don’t see the LINE-X logo, it’s not LINE-X.

Business Age: 6 months

Owners: Bill and Steve Irmscher


20 Armuchee Connector.

Employees: 8



Web Site:


Monday through Friday 8 a.m. - 5 p.m. and Saturday 9 a.m. - 4 p.m.

Recommended for you