The first time a rabbi stopped into the newly opened Freehold Kia dealership, offering freshly baked challah and a chance for Jewish men to don the prayer boxes known as tefillin, no one was more surprised than owner Jay Brichke.

“No one has ever taken the time or effort to reach out to me like this,” says Brichke, 56. “For the first time in my life I put on tefillin, and I found myself really embracing it.”

Now, Brichke – whose Kia dealership is now the largest in its region and is opening a second location in Toms River, N.J. – is giving back to Rabbi Levi Wolosow and his Chabad-Lubavitch of Western Monmouth County. His “Kia Cash for Chabad” promotion offers a $100 donation to the Chabad House each time a new customer mentions “Chabad” or the “Friendship Circle,” a network of programs that pair teenagers with children with special needs.

Brichke, who studies every Friday with the rabbi, exploring such topics as Jewish mourning practices and business ethics, says his life has changed because of Wolosow and the team of rabbinical students who every week “go up and down Route 9” visiting Jewish business owners.

“We believe that Judaism is everywhere: in your personal life and your business life,” explains Wolosow. “My goal is to make Jewish education accessible to anyone,. If you don’t have the time to go learn, we come to your office.”