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...

Erin and Ben Nielsen, Ben Nielsen's Skyline Automotive

“My husband, Ben, and I have been with ATI for over three years. Our business has grown tremendously and we are very happy with the support and education ATI has given us!”

Erin Nielsen Ben Neilsen's Skyline Automotive
Keith Greene, Old Town Tire & Service

“ATI is the vehicle needed to break bad habits and start new good habits. The successes aren’t magical. A shop owner is still the one to do the work and implement the changes. But if you follow the model and have the courage to change, I cannot fathom anything but an improvement to your business.”

Keith Greene Old Town Tire & Service
Cars Trucks -N- More | Sioux Falls, South Dakota

“Thank you, ATI, for hosting that shop owner’s event and providing much valuable information. It came at a time when we were very busy and working hard, but we weren’t making any money! You provided step-by-step guidance on how to increase profits, marketing and just plain management skills in general.  It has changed our whole outlook on the repair business and helped us become way more profitable.”

Harold Ahlers Cars Trucks -N- More

"I prepaid my 4-year tuition in 2 years as a result of things I got from ATI."

Andy Bizub | Midwest Performance Cars

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

Gary Fowler | Genuine Car Care

"In the first 6 months, I learned more...than I learned in my prior 20 years experience."

Mark Denton | Big O Tires

We've got great industry connections

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