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...

Kevin Edens, Sherwood Tire Pros

“My son, Chris, and I attended the ATI Eight Essentials event in Memphis, 2019. The information provided was genuine and not the typical hype of magical dust offered by some “companies” that claim to be able to make a business successful … I recommend ATI to anyone that is starting a new business venture or any business that is unsure how to make a profit.”

Kevin Edens, Sherwood Tire Pros
Eddy Wooten | TNT Automotive

“If you want to make a lot more money, sign up with ATI. Learn things you may have forgotten or never even knew! Have fun and work smarter! Do it, don’t wait, the money will come!”

Eddy Wooten, TNT Automotive
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!

Chris Pendl, Family Automotive Service Center

We've got great industry connections

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