Coaching Support

ATI is the largest employer of experienced, certified coaches for auto repair and collision shop owners.

Our coaches have spent a remarkable 17,231+ hours on individual coaching support calls in the last year alone. This time does not include enrichment hours towards facilitating 20 Group discussions, providing onsite and virtual training, and face-to-face interactions with members.

ATI’s coaches are full-time employees, have 265+ years of combined coaching experience and are certified by the Center for Executive Coaching. They serve over 1600 members across the nation – many of which represent the top shops in the United States and Canada.

certified full-time coaches
combined years of coaching experience
annual coaching hours on the phone

Meet the Coaches

Kevin Allen

I love to watch clients grow and achieve their goals. When you get an opportunity to help someone work through some of the toughest challenges in life and flourish on the other side it is a very satisfying feeling. As a coach, you also have the opportunity not only make a positive impact on the client but also everyone that they interact with on a daily basis.

Mike Bennett

I became a coach for the challenge and opportunity to help elevate the independent Auto Repair shop owner and industry. We are an amazing group of highly motivated and talented entrepreneurs. In most cases though, we have had little to no formal business training. I am passionate about helping shop owners realize their fullest potential and reap the rewards for all the hard work and dedication.

Geoff Berman

Before joining ATI, I worked in my family business for 16 years and had realized that the changes I wanted to make in the business were never going to happen under the current leadership. I hit the lottery when I found ATI. Now I can influence many businesses, not just the one I work in. I found very quickly how much I loved helping shop owners and their staff change their lives.

Kevin Chzaszcz

I love being part of changing someone’s life for the better. Seeing someone take a vacation for the first time in 10 years, hire their first Service Writer, expand to a second location, build a new shop from the ground up, eliminate crushing debt or being involved in other great accomplishments.

Sam Ciadella

I enjoy the movement of a shop from low revenue and car count to improved revenue and car count. I like to see people enjoy how their hard work and time investment come to life, which then allows for vacations or more time with their loved ones.

Paul Colison

My approach to coaching is to analyze, evaluate, work up an appropriate game plan, execute, follow up, celebrate the victory, and move on to the next task.

Chuck Dailey

I decided to be a coach to share knowledge and experience with others, to change member’s belief systems when they are counter-productive, and to achieve measurable results.

Jackie Ferrier

My approach to coaching is data-driven and no excuses. The numbers don’t lie so let’s get to the root of the problem and solve it. Everyone can find problems. Let’s move on to finding the solutions.

Greg Finnerty

What I love most about coaching is hearing that someone got out of their comfort zone and succeeded when they fought so hard not to change. Changing perspectives to change their world.

Kevin Green

I love the “ah-ha moment” in coaching when an owner sees the opportunity in their business or management style, and when a 20 Group team pulls together to solve business problems.

Mike Haley

My approach to coaching is to find the passion everyone has and bring it back to the surface.

Kim Hickey

Watching my members make that transformation from someone who bought a job to someone who is a true business owner and leader is what I love most about coaching.

Brian Hunnicutt

Changing people’s lives is what I love most about coaching. The ripple effect of what we do is huge. The lives we touch and the lives they touch goes on and on. It is a great way to give back.

Rick Johnson

I love seeing a client reach their potential and many times that potential is far above what they ever dreamed of. And having a client tell me that, without ATI, they may not even be in business anymore is amazing. To hear a client tell me that they have taken their first vacation in 10 years or that they have finally cashed their first paycheck in 6 months…that is what I love the most.

John Leslie

My approach to coaching is to first drill down into the nuts and bolts of an automotive shop to see what is real or not real. From there, the Shop Owner and I can decide where they need help first and determine what their immediate- and long-term goals should be.

Keith Manich

My approach to coaching is consistent, repeatable and disciplined, just like all the processes we build for the members. You have to be able to measure it to manage it. So being sure that the process steps for measuring are clear, that expectations are clearly defined and communicated, and when opportunities are presented we develop proactive steps to ensure future compliance to avoid repeating the problem.

Paul Marsh

I love to see shop owners grow and win! From paying down debt, growing car count and thus growing sales and profits, improving their culture, and creating vested employees and raving fans out of customers.

John Meier

I believe a successful coach is one who can work with an individual(s) to identify their strengths and continue building on those while also identifying areas of opportunities and the best methods to develop in those areas. My approach is to be supportive and flexible yet fair and firm as needed. Relationship building is also a key component in my approach as a coach.

Kevin Myers

My passion has always been automotive since coming out of high school. Learning all the various job descriptions from Tech, Service Advisor, Service Manager, on to Operations Director has given me the skill sets to want to do more. Giving people hope and changing lives through their business so that they can find financial freedom has been an exciting and very rewarding career.

Ray O’Leary

My coaching style is super positive and straightforward, to drive change within clients so they can realize their goals, dreams, and desires. I have answers for clients when they need them and an ear to listen to help them through times of need and/or struggle. Balancing this can be tough, but if they are willing they will absolutely achieve anything they wish to.

Charlene Parlett

The thing I love the most about coaching is that I get to make a significant difference in the lives of others and help them achieve their highest personal and professional potential. Seeing their face when they realize not only is there hope for their situation but prosperity and success are within reach – they begin to fall in love with their business all over again – that’s the good stuff!

Bobby Poist

I decided to become a coach because I enjoy watching people learn and grow from their experiences. There’s a certain appeal to watching someone celebrate a win in their life and business! I’ve held many positions in the automotive world and have gained a lot of knowledge. Getting to share that knowledge has been a blessing. I am always trying to learn new things and expand on my knowledge as well.

Steve Privette

I decided to be a coach because everyone needs motivation, knowledge, and accountability to some degree in both their business and personal lives. Fortunately, with 30 years in our industry, I have likely experienced all of the ups and downs that our industry brings us and our members. I enjoy being both an ear and an advisor in guiding them through growth and success.

Tom Ringle

My coaching approach focuses on helping shop owners develop their own insights into the challenges facing them in running their business, and then showing them a pathway to get the results they desire.

Colter Shaffer

My approach to coaching is based on building the relationship with the member. I use forward thinking objectives with the mindset that anything is possible if they willing to outwork the competition. I emphasize how important failure is and I urge my clients to be comfortable with it. If they don’t hold onto the past, can visualize the future, and aren’t afraid of change, they will succeed.

Randy Somers

My approach to coaching is to listen, to understand and ask questions to get to the blockage that is preventing success or completion of a project.

Bryan Stasch

When I first met Chubby 20 years ago, I fell in love with the concept of helping shop owners improve their business and service advisors improve their skills. Being a long time service advisor myself, and a shop owner, there was nothing like it that I had ever heard of. I had to be part of it. I love the “thank you” from members when they get to do “whatever” for the first time. Family vacations, time with their spouse, new cars and homes, etc. — all count as “whatever.” Emotional Rewards.

Eric M. Twiggs

I came to ATI having managed over 60 different automotive repair facilities and having supervised over 500 employees at a given time. With all this experience, I learned what to do and more importantly, what NOT to do! Coaching gives me the opportunity to share my experience with shop owners who only have the perspective of working in a single location.

Donald Walter

I love it when I have a member who comes to ATI and tells us that they haven’t taken a paycheck in years and then, in just a couple months, they have taken a paycheck.

Mike Warren

I’m about people and relationships. Meeting people where they are and helping them navigate their journey of growth/change.

George Zeeks

My approach to coaching is to spend a lot of time discovering what the shop owner wants and why. The ability to connect the things they need to do to grow the shop with the emotions related to their wants and desires keeps them moving.

What Our Members Say...

“ATI has been a priceless resource in the knowledge that they have of our industry. Their integrity & dedication to the collision industry is relentless. We have gained an enormous benefit reconstructing our foundation based on ATI’s classes, teleseminars, our coach, Lawrence, & all of the other owners that we have met at class.”

Bruce & Julie Steinberg, North Iowa Collision Center

“ATI has helped us get our company where we want it to be. They are the Auto Shop Coaching experts. I’ve become a better person, leader, husband & father from what I’ve learned from ATI. The monthly price seems expensive for some. I’m ok with a premium price for a premium service. Thank you ATI for improving my life.”

Fred Gestwicki Jr., Fix It With Fred

“We enrolled in ATI’s program and six months later we’re banging out about 40-50% more production than what we were prior to that. ATI made me realize that the structure that I needed wasn’t there and they helped build a plan to get that structure.”

Chris Lanning, Lanning Automotive & Tire

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