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 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

What our members say...

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!”

Jeff Gerlach Challenger Auto & Truck Service
David Nix, David's Automotive Repair | Colony, TX

“I just got done with a 5 1/2 week vacation… This vacation and all the long vacations I take are a direct result of ATI. I’ve been with ATI for almost ten years and, yes, at first I said that won’t work in my shop or my area and it took about four years before it got through my thick head that they are here to help and they do care very much. So thank you to ATI for everything you have done for me and continue to do. It has been an interesting ride and it continues to get better every day.”

David Nix David’s Automotive Repair
Caitlin Bethanis, Ryan's Servicenter | Lanoka Harbor, NJ

“As a manager in this business, I always approach the classes at ATI with an open mind… Not only have I applied the things I learned in these classes to my shop but also in my life in general… I highly recommend not only ATI and their coaches but every class they host! Never disappointed in any aspect of our visit!”

Caitlin Bethanis Ryan's Servicenter

We've got great industry connections

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