About ATI

We Care About Your Success

The Automotive Training Institute (ATI) has grown into the leading coaching and consulting automotive management company in the nation, with more than 1,600 active members who represent the best shops in the US and Canada.

Since 1980, we’ve been helping independent auto repair and collision repair shop owners improve their businesses and their lives, with proven, measurable and field-tested strategies and practices. Our performance coaches are direct employees of ATI and are certified by the Center for Executive Coaching. Our motto, Driving Profits and Dreams Home, represents the desire we have for our members to be happy and achieve their goals. Dreams are usually different for each person and at ATI we understand those differences. No matter what type of shop owner you are at this point in your life, we understand you. Join us at one of our shop owner events held each year all over North America and we’ll help you get what you want out of your business.

Our Mission

Driving profits and dreams home for members and associates through honest coaching and integrity.

Re-engineering misguided belief systems by focusing on successes and learning from mistakes.

A Message From Our Founder

“For more than 40 years we’ve been helping thousands of automotive repair and collision repair shop owners just like you increase profits, reduce stress, and grow their businesses into the companies of their dreams. Whether you need training, coaching, or a state-of-the-art business model, we’ve got systems to help make the changes you want, right away.

I want you to know that ATI doesn’t sell silver bullets and we are NOT a do-it-for-you program. We’re all about helping you become a better businessperson and leader. Your shop can only reach its true potential when all areas perform successfully in concert. That’s not nearly as hard as it sounds, but it does take focus, experience and ongoing mentoring. Simple online videos and part-time coaches can only take you so far. If you’re looking for free tips our website is loaded with them. But, if you’re really looking to take your shop to the next level, our one-day shop owner events and our Re-Engineering program will expose you to a complete solution to your long-term success.”

Christopher “Chubby” Frederick, ATI Founder and CEO

ATI Founder and CEO, Chris 'Chubby' Frederick

What our members say...

Jason Wood, Jay's Automotive

“Since joining ATI’s program a year ago, my shop has exploded. Sales have more than doubled but, more importantly, profits are unbelievable! This year, my family and I went on the first vacation we’ve taken since I opened my shop in 2008!”

Chris Pendl, Family Automotive Service Center

“Very happy that I joined ATI-have made leaps and bounds improvements in the one year since I signed up. My coach is… always there with help, solutions, and great ideas that have really improved my business… If anyone is reading this that is on the fence and worried about the commitment or money only thing I can say is it’s worth it and I even sent an email that I wished I signed up sooner!”

Jeff Gerlack, Challenger Auto & Truck Service

“The day we decided to own our own automotive service and repair facility, I was a Technician, not a business owner. ATI taught us how to own a business and what is needed to own a successful business. Percentages, numbers, production etc. We are very grateful for that training and yes, it was an investment…in ourselves. If the greatest athletes, etc. need a coach, then so do we!”

"I get more and more out of it every year."

Gary Fowler | Genuine Car Care

"Things are going great and can only get better."

Onna Keaney | South Side Tire & Auto

"We definitely needed help in getting ourselves to the next level."

Kelly Weatherby | Accurate Automotive

We've got great industry connections

  • Automotive Management Institute Logo
  • Auto Care Association Logo
  • Women's Industry Network Logo
  • Automotive Service Association Logo
  • Society of Collision Repair Specialists Logo