Do you feel it is time to expand your shop but do not know where to start? Robbie Windham of Windham Body Shop has done it in a town of about 10,000 people. His shop in New Albany, Mississippi, recently doubled in size, added staff for the office, parts, blueprinting, and paint, hired new technicians, and built an ADAS calibration area.
In episode 109 of Maximum Octane, Robbie shares his growth blueprint. He discusses the challenges of adding ADAS, training employees on new systems, working with insurance companies, the power of upfront communication, the strategic reasons for expansion, and how to train and keep a young workforce.
What You Will Learn
- Robbie shares some details of Windham Body Shop’s expansion
- The challenges of implementing an ADAS section
- Training internal customers for new systems
- Robbie talks about how he deals with insurance companies
- The multiple benefits of upfront communication
- What are the strategic reasons for expanding your auto shop
- How to train and retain a young and motivated workforce
Inside Windham Body Shop’s Expansion
Robbie opens with details of the shop’s expansion. Doubling the size of a collision shop requires investment in space, equipment, and people. It also requires confidence that the market can support the growth, which can be a bigger question in a small town than in a large city.
Expansion in a small town carries different risks than in a metro area. The pool of customers, technicians, and office staff is smaller, and reputation travels quickly. That can work in a shop’s favor when it has built strong relationships, because word of mouth spreads fast. It also means mistakes are visible. Owners considering a similar move often study their local market carefully: how many vehicles are in the area, how many competitors exist, and how far customers are willing to drive for quality collision work.
Adding dedicated roles for the office, parts, blueprinting, and paint, as Windham Body Shop did, reflects a common pattern in growing collision shops. As volume increases, owners and lead technicians can no longer handle every task themselves, and specialization within the team keeps work moving.
The Challenges of Adding ADAS
Around the 3 minute mark, Robbie discusses the challenges of adding an ADAS section. Advanced driver assistance systems, such as lane keeping, adaptive cruise control, and automatic emergency braking, often require calibration after collision repairs. Bringing calibration in-house requires space, equipment, training, and careful adherence to OEM procedures.
Organizations like I-CAR provide training on ADAS and OEM repair procedures, and NHTSA explains how these systems work in its overview of driver assistance technologies.
An ADAS calibration area brings its own set of requirements. Many static calibrations need a level floor, controlled lighting, specific clearances around the vehicle, and targets placed at precise distances. Dynamic calibrations may require road testing under certain conditions. Each manufacturer has its own procedures, and those procedures change. Shops that bring this work in-house need a reliable way to access current OEM information for every job.
The business case matters as well. In-house calibration can shorten cycle time and keep revenue that would otherwise go to a sublet provider or dealer. It also means the shop takes on responsibility for getting it right, which makes documentation and trained staff essential from day one.
Training for New Systems
Robbie explains the importance of training employees on new systems. Every new tool or process, from estimating software to calibration equipment, needs a training plan. Without it, investments sit underused and mistakes increase.
A training plan for new systems works best when it starts before the equipment arrives. Identify who will use it, what they need to learn, and how competence will be confirmed. Manufacturer training, vendor onboarding, and industry courses each play a role. Pairing a trained lead with a second person avoids the risk of only one employee knowing how to run a critical process.
The same idea applies to software changes. Moving to a new estimating platform or production tracking system can disrupt the whole shop for weeks if people are left to figure it out on their own.
Working With Insurance Companies
Around the 7 minute mark, Robbie shares how he deals with insurance companies. Collision shops must balance insurer requirements, customer needs, and proper repair procedures. Clear documentation, professional communication, and knowing what you need to be paid for are essential. ATI’s How to Negotiate With Insurance Companies and 5 Strategies to Prevent Short Pays and Boost Profits offer guidance.
Insurer relationships work best when the shop is consistent and prepared. That means writing complete estimates from the start, documenting damage with clear photos, referencing OEM repair procedures for necessary operations, and keeping communication professional even during disagreements. A shop that knows its costs and the procedures behind each line item is in a stronger position to explain why an operation is needed.
It also helps to keep the customer informed throughout. When vehicle owners understand what is happening with their claim, they are less likely to feel caught in the middle, and they tend to trust the shop more.
The Benefits of Upfront Communication
Robbie describes how upfront communication has shaped a culture that supports growth. Being direct and transparent with employees about expectations, changes, and challenges builds trust. That trust makes it easier to bring new people on board and keep quality high during periods of change.
Upfront communication matters most during change. When a shop is expanding, employees may worry about new people, shifting responsibilities, or whether their role will change. Explaining the plan early, sharing the reasons behind it, and inviting questions reduces rumors and anxiety.
The same principle applies with customers. Telling a vehicle owner at drop-off what to expect, including the possibility of supplements or parts delays, prevents surprises later. People handle difficult news better when they were prepared for it.
Strategic Reasons to Expand
Around the 17 minute mark, Robbie explains the strategic reasons for expanding a shop. Growth should be driven by demand, capacity limits, new service opportunities, and long-term goals, not just ambition. Expanding for the right reasons, with a clear plan, reduces risk.
Signs that expansion may be justified include a consistently full schedule with customers waiting longer than they should, turning away work, losing technicians to competitors with better facilities, or seeing demand for services you cannot currently provide. On the other hand, expanding to fix internal problems such as poor workflow or weak leadership usually makes those problems bigger.
A sound expansion plan typically includes realistic revenue projections, a staffing plan, a timeline for construction or equipment, and a financial cushion for the slower months while the new capacity fills.
Training and Retaining a Young Team
Robbie closes with how he trains and retains a young, motivated workforce. Young employees often want clear growth paths, regular feedback, and a culture where they feel valued. Investing in their development builds loyalty and a pipeline of future leaders.
Younger technicians and staff often respond well to structured onboarding, mentorship from experienced employees, and visible milestones that show progress. A clear list of skills required to move from one level to the next helps people understand what they are working toward. Regular, informal feedback matters as much as formal reviews.
Recognition and responsibility also build loyalty. Giving a young technician ownership of a process, such as maintaining calibration equipment or training the next new hire, shows trust and develops leadership skills the shop will need as it grows.
Common Expansion Mistakes
Expansion can strain a shop in ways owners do not always anticipate. One of the most common mistakes is underestimating how long it takes for new capacity to become profitable. New bays, staff, and equipment create costs immediately, while revenue builds gradually. Shops without enough working capital can find themselves stretched thin at the exact moment they need to invest in training and marketing.
Other pitfalls include:
- Hiring quickly to fill new space without a proper onboarding process.
- Buying equipment before confirming the team and procedures to support it.
- Letting quality slip as volume increases.
- Expecting the owner to manage a larger team the same way as a small one.
- Failing to tell customers and insurers about new capabilities.
Building Your Expansion Plan
A practical expansion plan starts with data from the shop’s current operation. Review the past year of production, cycle time, and work that was turned away or sent out. That information shows where demand exceeds capacity and which new services are worth adding.
From there, outline the project in phases. The first phase might focus on facility and equipment, the second on hiring and training, and the third on marketing the new capacity. Assign an owner to each phase, set milestones, and review progress monthly. Bringing key employees into the planning gives them ownership of the result and surfaces practical concerns early. An outside coach or peer group can also review the plan and point out risks that are hard to see from inside the business.
Expansion Readiness Questions
- Is demand in your market strong enough to support more capacity?
- Do you have the leadership in place to manage a larger team?
- Which new services, like ADAS, would bring the most value?
- How will you train new and existing staff on new systems?
For more on collision growth, listen to Jeff Zalis in Total Gain: How to Take Your Collision Shop to the Next Level and Body Shops Don’t Market. Patrick Connell also shares a growth story in Turning Obstacles Into Opportunities.
Frequently Asked Questions
How do I know when it is time to expand my collision shop?
Common signs include a consistently full schedule, customers waiting longer than they should for repairs, regularly turning away work, and demand for services you cannot provide. Look at your production data and cycle times over the past year to confirm the trend is real, not seasonal. Also make sure your leadership, processes, and finances are solid, because expansion tends to magnify existing problems rather than fix them.
Should a body shop do ADAS calibrations in-house?
In-house calibration can shorten cycle time and keep revenue that would otherwise go to a sublet provider. It requires dedicated space with the right floor, lighting, and clearances, calibration equipment, access to current OEM procedures, and trained staff. Compare your calibration volume, the cost of setup, and the quality of local sublet options. Shops with enough volume and a commitment to training often find it worthwhile.
How can a collision shop work better with insurance companies?
Write complete, accurate estimates from the start, document damage thoroughly with photos and measurements, and reference OEM repair procedures for necessary operations. Know your true costs so you can explain why each operation is required. Stay professional and consistent even when you disagree. Keep the vehicle owner informed so they understand the process. Preparation and documentation tend to reduce disputes and support fair payment.
How do I retain young technicians at my shop?
Give younger employees a clear growth path with defined skills and milestones, pair them with experienced mentors, and provide regular feedback rather than waiting for annual reviews. Invest in their training and give them meaningful responsibility as they develop. A respectful culture with open communication matters too. Young technicians who see a future at your shop and feel valued are far more likely to stay.
Can a small-town body shop grow successfully?
Yes. Small-town shops often benefit from strong word of mouth and close community relationships. Growth depends on understanding local demand, how far customers will drive for quality work, and the available labor pool. Adding services such as ADAS calibration can attract customers who would otherwise go elsewhere. A careful plan, solid finances, and a strong reputation make small-town expansion realistic.
Resources and Links From This Episode
Connect With the Guests
- Robbie Windham: Windham Body Shop, Facebook
