Uber services have only been available in Murfreesboro for less than a year now, but business-savvy drivers such as Daniel Meyer have already embraced the popularity of rideshare businesses.

Murfreesboro resident and entrepreneur Meyer and his “Ugly Jeep” drive for Uber every week in the Murfreesboro area, but the local driver is no stranger to the rideshare phenomenon. In 2013, Meyer first got involved with Lyft, Uber’s biggest competitor. Not one to blindly step into a business opportunity, Meyer had already been looking into the rideshare business for a while before committing to it.

“I followed the company and the anomaly of rideshare for years,” Meyer said. “It was a genius idea.”

Before he and his uniquely colored Wrangler hit the streets, Meyer first established what he wanted to get out of the experience. His goal was to put his daughter through private school by driving a maximum of 15 hours each week. With a wife and two children, a full-time job as an AT&T store manager and his own T-shirt company, Split Melon Tactical, Meyer had no intentions of becoming a full-time driver. After all, he says that wouldn’t even be possible in Murfreesboro.

“You couldn’t work full-time and make a full-time wage driving in Murfreesboro,” he said, explaining that the demand for Uber and Lyft simply wasn’t high enough yet. “You couldn’t do it effectively.”

Uber’s app works off a proximity-based selection process. The drivers closest to the potential rider are displayed, and a driver is selected. Not to be stumped by this, Meyer found a way to market himself and be everywhere at once through the use of social media. After amassing a following on Facebook and Twitter, he was able to have those in need of rides message him their location so he could drive close enough to appear on their app.

From this self-marketing, the name “Ugly Jeep” was coined to describe his ride: a 2013 Jeep Wrangler Unlimited Sahara. The yellowish color is one he says stands out among the typical car colors. It leaves an impression on his riders and keeps them coming back for more.

“Instead of having people remember me—which is fine—it’s a ride-based experience, so I want them to remember the car,” says Meyer.

Of course, driving is only part of the job when it comes to being a rideshare driver. Meyer recruits other drivers and shows them the ropes, then directs them to high-traffic locations such as the Nashville area. There’s a $100 incentive for each driver he brings in, and he already has 12 drivers under him.

Even though he chooses to drive only in Murfreesboro, his knowledge of the business extends far beyond the city. The banning of Uber in major cities, the desire of government agencies to regulate rideshare companies and the move toward the formation of unions by Uber drivers wasn’t news to him. To him, unions wouldn’t have much effect on the rideshare business, seeing how each Uber driver is considered independently contracted. He regards the unions as old-fashioned and unnecessary, and says it’s no wonder the industry is pushing out other outdated models such as black-car and taxi services.

“The taxi industry is dying,” he said. “Same thing as any other company: Someone has come along and come up with a better model than the one taxi drivers use.”

Meyer said that, for now, he’s going to stick with Uber, though he may switch back to Lyft, saying that Lyft offers a more personal and enjoyable experience. If working in the industry becomes too difficult and taxes start rolling out, he says he and others will find a new source for their income. Until then, expect to see Meyer and the Ugly Jeep rolling through Murfreesboro.

Check out the Ugly Jeep’s Facebook page at facebook.com/uglyjeep.