Second-generation owner Lou Cannata shares how saying no to distractions (towing, gas, used cars) unlocked the time to build people, processes, and profit. This episode leans into the shop-owner reality: you can’t grow sustainably if you’re still doing everything yourself.
Lou’s origin story starts in a three-bay gas station and evolves into a 27–28k sq-ft operation with service and collision under one roof. His early years were hands-on in every profit center—until a mentor’s hard question shifted his focus from “more things” to “the right things.”
The conflict: strong top-line, weak alignment. SOPs existed but weren’t lived. Culture didn’t match the vision. Lou faced tough exits (even top producers) to protect values and rebuild around vision-mission-values and SL2 leadership. Meanwhile, COVID forced clarity, sped up the exit from used cars, and pushed him to pour into the team.
The resolution: document the why, then the how. Lead with SL2, reinforce behaviors, recognize wins, and coach the person—not just the role. Marketing, fleet development, and ADAS partnerships created capacity for profitable service growth while Lou launched L5 Leadership Coaching & Consulting.
Impact: if you want durable growth, stop being the hero and build heroes. Define the why, operationalize it, then measure, reward, and recruit to it. Owners who lead with clarity, authentic care, and consistent processes see lower turnover, higher margins, and a business that runs without them.
Guests:
Lou Cannata — Lou’s Car Care & Fleet Services — Baldwinsville, NY
What you’ll learn (shop-owner takeaways):
Define vision, mission, values before writing SOPs
Use SL2 to match leadership style to skill level
Cut profit centers that dilute focus and culture
Replace “top talent” that breaks your values
Reward visible behaviors, not just results
Build ADAS/fleet partnerships to grow B2B revenue
Document processes where your team actually works
Coach individuals: gremlins, assumptions, limiting beliefs
Call-to-Actions
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Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair marketing, shop SOPs, SL2 leadership, shop culture, technician retention, ADAS partnerships, fleet sales, service advisor training, vision mission values, shop growth, coaching for shop owners, profitability, process documentation, Way We Do, AI SOPs, hiring and onboarding, customer experience, pricing and margins, shop leadership
EPISODE METADATA
Episode number: 49
Guests: Lou Cannata
Shop name: Lou’s Car Care & Fleet Services
City/State: Baldwinsville, NY
Tim Schaefer grew up in his family’s shop, Dale’s Service Center, in Davenport, Iowa—starting as a tire kid before becoming owner. After years of doing it all himself, he hit a wall and realized that true growth meant stepping out of the day-to-day and building a business that could run without him.
His story begins with a second-generation shop transition that could’ve easily gone sideways. Taking over from his father meant navigating family expectations, evolving technology, and the pressure of proving that a repair shop could thrive without selling fuel—something few believed in during the late ’70s and ’80s.
The turning point came when Tim embraced coaching, implemented clear processes, and learned to view his shop like a business rather than a job. He faced down resistance to technology, adopted digital systems, and built a sustainable workflow that supported both his family legacy and modern industry demands.
Through that experience, he developed a new mission—helping other shop owners bridge the same gap through his company, Level 6 Auto Shop Consulting. Now, Tim guides owners through generational transitions, financial alignment, and operational clarity so they can stop working in their business and start leading it.
If you’re a shop owner balancing legacy, leadership, and growth, this conversation offers a blueprint. Learn how to create sustainable success, document your processes, and build the next generation of leadership in your business.
Guests:
Tim Schaefer — Dale’s Service Center & Level 6 — Davenport, IA
What you’ll learn (shop-owner takeaways):
How to successfully transition a family-run shop
The mindset shift from technician to business owner
Building loaner car programs that actually make sense
How to handle generational disagreements in leadership
Steps to start documenting your shop’s core processes
Avoiding valuation mistakes during succession planning
When and how to raise your labor rate with confidence
The role of coaching in scaling your shop operations
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair shop succession, family business transition, shop management, automotive coaching, process documentation, leadership in auto repair, digital vehicle inspections, auto repair marketing, service advisor training, loaner car program, shop profitability, business automation, owner mindset shift, Level 6 Consulting, Dale’s Service Center, Davenport Iowa, shop growth strategies, AA Shop Marketing, GGP Origin & Impact
EPISODE METADATA
Episode number: 047
Guests: Tim Schaefer
Shop name: Dale’s Service Center & Level 6
City/State: Davenport, IA
A third-generation tire shop turns the corner by adding mechanical service—and learns the hard way that customer experience, workflow, and messaging must evolve together. In this episode, we dig into how clear communication and simple process changes lifted ARO while keeping trust high.
Alex grew up in his family’s shop (founded in 1969), took over in 2021, and inherited a high-volume tire operation with extreme seasonality. Moving from “tires only” to a fuller service model forced new habits: inspections, advisement, and slower, more thorough service—without losing the speed that kept customers loyal.
The transition exposed blind spots: unannounced DVIs that annoyed longtime customers, seven advisors double-booking fifteen bays, and a Q1 cash crunch from payroll during slow months. Instead of guessing, Alex joined a dealer 20-group, got roasted (constructively), and prioritized two fixes: explain DVIs up front and appoint an expediter to control bay flow.
Results followed. Announcing a “free, non-invasive multi-point check” set expectations and reduced pushback while still surfacing safety issues. A single expediter (air-traffic control) stopped advisors from tripping over each other. Lightweight tools—AutoFlow for DVI/status and a shared calendar (TimeTree) for road-service—kept the mixed workload moving.
Now Alex is documenting SOPs (consistent offers from every advisor), planning a cleaner, simpler six-bay second location, and time-boxing winter for cleanup projects rather than layoffs. Shop owners will walk away with a playbook for communicating DVIs, fixing scheduling chaos, and aligning marketing with operations so new calls actually convert.
Guests:
Alex Skander — Skander Tire
What you’ll learn (shop-owner takeaways):
Clarify DVIs as “free, non-invasive” before any work
Use an expediter to stop advisor double-booking
Match inspection depth to job scope and consent
Track car status (temporal) and bay location (spatial)
Smooth seasonality without layoffs via Q1 projects
Document SOPs so every advisor sells consistently
Market–ops alignment: calls only matter if you convert
Prioritize two fixes before tackling a long improvement list
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair marketing, shop owner coaching, digital vehicle inspection, DVI scripting, expediter role, bay scheduling, AutoFlow, SOPs for advisors, ARO growth, hiring technicians, tire shop to mechanical, seasonality planning, road service scheduling, customer experience, operations and marketing alignment, shop workflows, small business leadership, second location planning, reviews as feedback, process improvement
EPISODE METADATA
Episode number: 47
Guests: Alex Skander
Shop name: Skander Tire & Auto Service
City/State: Butler County, PA
Roger Kaufman went from dealership team lead to shop owner, learning how to step out of the bay and run the business. In this episode, he breaks down how he stabilized car count, rebuilt a fractured team, and created a hiring “bench” so staffing never blindsides him again.
Starting from a three-lift unit in 2009, Roger grew Kaufman’s Auto Repair to 7 lifts plus an alignment rack, processing ~40–45 cars a week. He invested in office space and systems so he could shift from technician to owner—while front-of-house pros like Sabrina (service writer) and Dwayne (CSR) became the daily “face” of the shop.
The hardest chapter: dropping from four techs to one after hurricanes and fit issues. Roger responded with continuous recruiting (BetterTeam), culture-first screenings, and even bringing back a retired “substitute tech” for coverage during vacancies and vacations. He also leans on ATI coaching and a 20-group to pressure-test KPIs and processes.
Operationally, the shop wins techs with an air-conditioned shop and no Saturdays. On parts, Roger’s loyalty is to the customer—mixing NAPA AutoCare, dealer OE when reliability matters (certain sensors), and name brands for starters/alternators and timing systems, backed by warranty and rebates.
Shop owners will walk away with a blueprint: speak goals out loud, build a bench before you need it, let advisors be the face, and manage quality and warranties with vendors while protecting margin and trust.
Guests:
Roger Kaufman — Kaufman’s Auto Repair — Sarasota, FL
What you’ll learn (shop-owner takeaways):
Hire for culture; keep an always-on pipeline
Use a “substitute tech” bench for coverage
Let advisors be the face; owners lead
Air-conditioning + no Saturdays attract techs
Balance OE/aftermarket; warranty for trust
Shift from in-bay to management with space
Track efficiency, comebacks, profitability
Speak goals; use peers/coaches for accountability
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair marketing, shop owner leadership, ATI coaching, hire technicians, service advisor training, DVIs and communication, technician efficiency, comeback rate, parts warranty strategy, NAPA AutoCare, dealer OE parts, Google Business Profile, four-day work week, recruiting pipeline, BetterTeam hiring, air-conditioned shop, no Saturdays policy, succession planning, shop growth strategies, customer trust
EPISODE METADATA
Episode number: 46
Guests: Roger Kaufman
Shop name: Kaufman’s Auto Repair
City/State: Sarasota, FL
Mobile can be your growth lever when bays are capped. In this Origin & Impact, Scott Blair shows how 2U Tire and Wheel built a concierge model that wins fleet work, protects margins, and feeds the shop with higher-trust customers.
Scott started in operations—not as a line tech—and co-founded a Phoenix/Mesa mobile unit with an aviation-mechanic partner. The first van launched around Barrett-Jackson, and the team learned fast: fleets first, then retail. That playbook now spans Arizona and Alabama.
The real friction? Technicians, processes, and local politics. Municipalities block expansion, shops feel “full,” and owners try to bolt mobile onto messy operations. Scott argues mobile fails without consistent SOPs, customer-experience standards, and the right brand ambassador in the driver’s seat.
His fix: tighten in-shop systems first, then deploy a fully equipped van (precision balancing, digital inflators, power systems) with a coachable C-level tech or service-savvy team member. Focus on fleets, inspections that drive upsells back to the shop, and social proof from niche communities (equestrian, field services). No coupons—sell convenience, precision, and trust.
Impact for shop owners: add capacity without new bays, stabilize workflow with fleet contracts, and create a brand that commands price. If you’ve hit a facility ceiling—or you’re mapping succession—this episode gives you a blueprint to scale on service, not square footage.
Guests:
Scott Blair — 2U Tire and Wheel — Mesa, AZ & Mobile, AL
What you’ll learn (shop-owner takeaways):
• Add capacity without construction using a mobile unit
• Why fleets beat retail for predictable revenue
• The right person to staff a mobile van
• Tools that cut labor time and comebacks
• How mobile feeds shop diagnostics and A-tech work
• Pricing mindset for concierge, no-coupon service
• Using niche communities to drive referrals
• Start with SOPs before adding mobile operations
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair marketing, mobile auto service, fleet maintenance contracts, SOPs for shops, customer experience DVIs, technician hiring, service advisor training, precision wheel balancing, TPMS process, local service ads, shop succession planning, operations management, concierge auto repair, pricing strategy, shop capacity planning, municipal zoning challenges, niche community referrals, equipment ROI
EPISODE METADATA
Episode number: 045
Guests: Scott Blair
Shop name: 2U Tire and Wheel
City/State: Mesa, AZ & Mobile, AL
In this episode of the Garage Grit Podcast, host Brad Hurlock and a panel of auto shop owners share powerful stories about the hurdles they face dealing with local municipalities and regulations. Greg discusses his shocking battle with local authorities over improvements to his property, leading to felony charges for cutting down dangerous trees. Tom and Corey provide insights from their own experiences, highlighting the importance of community relations and strategic planning when expanding auto repair businesses. The panel emphasizes the critical impact of local elections on small businesses and encourages listeners to be informed voters. Practical tips include making a Google search for candidates before voting and the value of forming local business associations for advocacy and mutual support. This episode underscores the complex interplay between government regulations, community engagement, and business expansion.
00:00 The Stop Work Order Nightmare
00:24 The Signage Struggle
00:55 Welcome to the Garage Grit Podcast
01:09 The Importance of Local Elections
02:28 Meet the Shop Owners
04:34 Greg's Legal Battle
18:35 Corey's Signage Victory
32:12 Tom's Expansion Challenges
40:01 Navigating Building Maintenance Challenges
40:33 Relocating to Philadelphia: A Smooth Transition
42:23 Dealing with Inspections and Regulations
49:09 Expanding Business Operations
51:50 The Importance of Community and Local Politics
01:07:43 Creating a Professional and Welcoming Shop Environment
01:16:17 The Role of Voting and Civic Engagement
01:22:30 Final Thoughts and Encouragement
Kathleen Callahan built Xpertech Auto Repair from four bays to six over 21 years—but not by chasing volume. In this episode of the Origin & Impact series, she reveals how prioritizing quality over quantity transformed her profitability, culture, and sustainability.
When she became sole owner in 2009, Kathleen learned operations on the fly. With coaching, process development, and team alignment, she evolved from a hands-on leader into a strategic architect of her business.
The real challenge hit when a key technician walked out mid-job. Kathleen used it as a pivot point—restructuring roles, onboarding assessments like DISC and driving forces, and reinforcing clear workflows so that the shop could survive without her in the trenches.
Today, Xpertech runs under a “smarter, not bigger” philosophy. Kathleen tracks success through hours per ticket, customer experience, and team empowerment—not just car counts. Her story is proof that disciplined systems and culture beat unchecked expansion.
For shop owners and marketers: this episode is a playbook for leading with clarity, building with intention, and growing without burnout.
Guests:
Kathleen Callahan — Xpertech Auto Repair — Englewood, FL
What You’ll Learn (Shop-Owner Takeaways):
• How to boost hours per ticket without adding bays
• What to do when a top tech walks out
• Integrating DISC & driving forces into hiring
• Shifting from doer to architect
• Structuring advisor, tech & production roles
• Using coaching to drive real change
• Why quality-focused growth outlasts volume growth
• Protecting your shop’s legacy through data control
Timestamps
00:00 – Intro
00:45 – Kathleen’s Shop Story & Core Values
02:30 – Quality Over Quantity Philosophy
04:10 – Defining Hours Per Ticket
06:00 – Advisor / Tech / Production Roles
08:15 – Solving Advisor Role Overload
10:00 – Tech-Led Estimating & DVI Work
12:00 – Communication Flow & Process
13:30 – Presenting Work to Customers
15:00 – Market Trends & Autonomy
17:20 – Zoning & Expansion Hurdles
19:10 – Policy’s Influence on Repair Shops
21:00 – The Right to Repair & Access
23:00 – DISC & Driving Forces for Culture
25:30 – Crafting a Balanced Team
27:10 – Handling a Technician Walkout
29:00 – Rebuilding Structure On The Fly
31:00 – Coaching’s Mindset Shift
33:20 – Selecting a Coach That Fits
35:00 – Scaling Without Chaos
37:00 – Marketing, Data & Legacy
38:45 – Final Advice for Shop Owners
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair growth, shop marketing, leadership, hours per ticket, SOPs, DVI estimating, coaching, shop culture, independent repair, technician hiring, Right to Repair, DISC assessment, business structure, team alignment, shop owner mindset, data control, sustainable growth
EPISODE METADATA
Episode Number: 043
Guests: Kathleen Callahan
Shop Name: Xpertech Auto Repair
City/State: Englewood, FL
When three coaches and twenty business owners told him not to open a detail shop, Kyle Davis proved them wrong. This episode dives into how Davis turned doubt into determination, growing his Virginia Beach shop beyond expectations and building a business that now fuels two thriving ventures.
After years in the Navy and bouncing between shops, Kyle discovered his passion for leadership through hard lessons in culture, management, and faith. His journey from technician to multi-shop owner started with a single decision to take control of his future—despite setbacks, skepticism, and a few hard knocks along the way.
Faced with the pressures of rapid growth and competing coaching advice, Kyle battled fear and doubt to expand Davis Car Care & Tire Center into a second operation, Davis Details. While others called it risky, Kyle trusted his instincts and market understanding to carve a new niche in high-end detailing, tinting, and ceramic coating services.
By leaning into strong coaching relationships, refining his management style, and using digital tools like TechMetric, AutoVitals, and AutoOps, Kyle scaled his business sustainably. His story offers a playbook on how to blend strategy, faith, and people-first leadership to create consistent success in the repair and detail industries.
For shop owners, this is a masterclass in building resilience, trusting your gut, and turning criticism into momentum. Kyle’s story shows what happens when you lead with faith, charge your worth, and create a shop culture technicians want to be part of.
Guests:
Kyle Davis — Davis Car Care and Tire Center — Virginia Beach, VA
What you’ll learn (shop-owner takeaways):
Why closing Saturdays can improve morale and profit
How to balance faith and business leadership
The secret to retaining top technicians long-term
How to overcome fear when launching a new venture
Using TechMetric, AutoVitals, and AutoOps together effectively
When to invest in detailing, tint, and PPF services
How to use coaching without losing your independence
What “knowing your value” really means in pricing strategy
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Keywords
auto repair marketing, shop owner leadership, Kyle Davis, Davis Car Care, Virginia Beach, shop coaching, AutoVitals, TechMetric, AutoOps, business growth, detailing shop, PPF, ceramic coating, window tinting, hiring technicians, shop management, overcoming fear, auto shop culture, pricing strategy, AA Shop Marketing
EPISODE METADATA
Episode number: 042
Guests: Kyle Davis
Shop name: Davis Car Care and Tire Center
City/State: Virginia Beach, VA
What happens when the family business stops evolving—and you have to be the one to save it? In this episode of GGP, Erik Scheidt of Norwood Auto Service in Chicago, IL, shares how he bought out his father, overhauled operations, and turned a struggling legacy shop into a modern, data-driven business. His story is a blueprint for shop owners who want to build sustainable growth while reducing the daily pressure of running the shop.
Erik didn’t grow up planning to run an auto repair shop. He learned the business from the ground up—starting on Saturdays changing tires—and eventually became the one holding it all together. When his father resisted new systems, digital processes, and coaching programs, Erik had to make a hard call: buy the business or walk away. That decision led to lawyers, appraisals, loans, and a complete shift in ownership mentality.
In this conversation, Brad and Erik break down the numbers side of a buyout—why appraisals matter more than “sweat equity,” and how to separate emotion from valuation. Erik walks through how he cleaned up debt, implemented transparent pay structures, and used ATI coaching to strengthen his financial foundation. The transition wasn’t smooth, but the outcome proves that strong leadership and a willingness to change can reshape a shop’s future.
They also dive into shop management strategy—using tools like Steer and AutoOps to improve customer communication and workflow, and how Erik’s team uses color-coded DVIs with AI-written captions to boost approval rates without upselling. His move to eliminate Saturday hours became a turning point, helping attract better technicians while improving morale and profitability.
For shop owners looking to modernize without losing their identity, Erik’s story hits home. From process documentation with ChatGPT to honest customer communication and long-term coaching accountability, this episode shows what real operational transformation looks like when marketing, leadership, and mindset finally align.
Guests:
Erik Scheidt — Norwood Auto Service — Chicago, IL
What you’ll learn (shop-owner takeaways):
How to structure a family buyout without guesswork
Why appraisals beat “sweat equity” in valuations
Setting hourly plus efficiency bonuses that work
Dropping Saturdays to attract better technicians
Build DVIs that sell themselves with photo captions
Color-coding overdue maintenance to increase approvals
Using Steer + AutoOps for texting and scheduling
Documenting SOPs fast with screen capture and AI
Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit
Mercedes specialist Tyson Fisher breaks down how a 42-year family shop in Gainesville, FL thrives by niching hard, running in-house systems, and obsessing over quality and retention. Shop owners will hear practical ways to tighten invoicing, plan tools/training, and win profitable fleet and Sprinter work.
Guests:
Tyson Fisher — Star Import Service — Gainesville, FL
What you’ll learn (shop-owner takeaways):
Niche deep: Mercedes & Sprinter focus wins
Classic vs. modern: how Tyson splits workflow
Why in-house shop software beats cloud risk
Invoice design customers actually understand
Fleet playbook: schedule, pre-approve, deliver fast
SEO targeting by slang + geography filters
Quality control using the 4 C’s framework
When to outsource ADAS calibration profitably
Timestamps
00:00 – Classic vs modern Mercedes cutoff
00:47 – Welcome to Origin & Impact
01:45 – Star Import Service since 1984
03:05 – Smart cars under the Mercedes umbrella
04:10 – Classics vs modern mix of work
05:40 – Paper manuals that still earn their keep
07:35 – Why older info dries up online
09:06 – Rare 1971 case: book on the fender
10:10 – How far customers travel for niche work
11:15 – South Georgia and Jacksonville pipeline
12:35 – Fleet vs RV Sprinter customers
14:10 – From DOS to modern in-house software
16:05 – CDK outage lesson: avoid cloud dependency
17:45 – Make invoices simple, readable, complete
20:05 – Recommendations, estimates, fast approvals
21:42 – WinWorks setup and backup approach
23:00 – Minimal CRM; audits for anomalies
24:55 – Tying bonuses to comebacks
26:35 – Seven-year paper record discipline
27:28 – How customers actually find them (SEO)
29:50 – Geo-targeting and keyword strategy
31:35 – Google Ads that reinforce organic
32:58 – Revenue beyond repairs: what’s worth it
34:30 – EV pullback; invest in ICE tools
36:25 – ADAS: when to keep or sublet
38:02 – 2020 shock and cash decisions
41:00 – Shop environment and tech comfort
43:00 – From near-bankrupt to rebuilt systems
49:06 – PPP timing and hard choices
52:07 – Tools, training, and shifting plans
54:22 – Floor plan for future vehicle sales
55:38 – Reading the cycle and unit economics
57:54 – Programming modules and TRP reality
59:33 – Retention above 98% and why
1:00:42 – Meeting cadence and what matters
1:02:20 – The 4 C’s: Concern, Condition, Correction, Confirm
1:05:42 – Wrap and future panel invites
Call-to-Actions
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Links
Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
Join the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/
Learn more: https://aashopmarketing.com
A family-run collision & mechanical shop shares a trust-first playbook: transparent inspections, pushing back on insurers, and SOPs that keep quality high and customers loyal. Real tactics you can use tomorrow—without upselling games.
Guests:
Alan Austin — Austin Spencer Collision — Henrietta, NY
Shanley Austin — Austin Spencer Collision — Henrietta, NY
What you’ll learn (shop-owner takeaways):
Build trust by fixing only what’s essential
How to advocate for customers vs insurers
Handling total-loss offers and salvage titles
Turn $21 inspections into lifetime customers
Train service writers to read each customer
Write SOPs your team will actually follow
Use CCC + ALLDATA together effectively
Recruit techs through local trade pipelines
Timestamps
00:00 – Intro and episode setup
01:30 – Alan’s origin story and first shop
03:30 – Expanding bays and multiple locations
05:00 – Rochester market and competition
07:00 – Family experience vs big DRP shops
10:30 – Fighting for customers on insurance
12:20 – Totaled? Research value and negotiate
17:20 – Trust over upsells on repairs
19:10 – NYS inspection pricing and strategy
23:00 – Red, yellow, green philosophy on work
24:20 – Who talks to customers day to day
27:30 – Hire for personality, train the rest
32:00 – Ditching paper: notes and workflows
36:40 – CCC + ALLDATA and estimate accuracy
41:00 – Salarying a body tech and accountability
44:20 – SOPs that save time (3M book, Notion)
49:10 – Video vs PDF for training retention
55:00 – Recruiting: WEMOCO, Alfred State, LinkedIn
59:50 – Word of mouth and social media plans
01:04:10 – AI predefined notes for estimates
01:08:40 – Growth mindset vs maintaining
01:13:40 – Wrap
Call-to-Actions
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Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
Credit card fees are eating into shop profits, but how you pass them on makes all the difference. In this episode, Rob Davis and David Nacion explain the rules, risks, and real-world options for surcharging, dual pricing, and cash discounting in auto repair shops.
Guests:
Rob Davis — CardConnect / Fiserv — Philadelphia, PA
David Nacion — CardConnect / Fiserv — Philadelphia, PA
What you’ll learn (shop-owner takeaways):
Difference between surcharging and dual pricing
Why dual pricing covers debit cards too
Legal limits on surcharges and compliance risks
How cash discounting works in practice
Best way to present pricing to customers
Options for ACH, Zelle, and alternative payments
Chargeback risks with cards vs. ACH vs. cash
How customer age and ARO affect pushback
Timestamps
00:00 – Intro: Credit card fees in shops
02:21 – Surcharging vs dual pricing
03:41 – State rules and compliance
05:56 – How to analyze your fees
07:07 – When surcharging becomes risky
08:48 – Debit cards, rewards cards, compliance
10:14 – Can rates flex by card type?
12:18 – Defining true cash discounting
13:43 – ACH, Zelle, and new payment options
16:48 – Checks, ACH, and instant clearance
18:09 – Zelle adoption across banks
19:14 – Rob & David’s teamwork approach
22:33 – Surcharging rules and caps explained
24:34 – What dual pricing really means
26:18 – Why Visa dislikes added fees
29:57 – How software presents dual pricing
33:17 – Effective rate vs processor markup
35:06 – Fluctuating interchange rates
36:45 – Customer experience and fairness
39:15 – Pandemic shift in payment habits
42:21 – Zelle, QR codes, and easy options
43:49 – Generational differences on fees
47:16 – Customer age and ARO insights
49:05 – Post-COVID normalization of fees
50:55 – 67% adoption across industries
52:04 – Why fees keep climbing
54:48 – State restrictions and compliance
55:11 – Customer complaints and adoption rates
57:04 – Transparency in invoicing
59:40 – Cash vs ACH vs Zelle chargebacks
01:02:10 – Wrapping up and next steps
Call-to-Actions
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Links
Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
Join the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/
Learn more: https://aashopmarketing.com
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Credit card fees are eating into shop profits, but how you handle them can make or break customer trust. In this panel, three operators compare dual pricing, bundling fees, and simply raising rates. They dig into state-by-state rules, POS limitations, and where transparency matters most. You’ll hear what actually triggers pushback and what keeps customers happy.
Lou Cannata explains why he’s tracking card costs to the penny before changing policy. His shop averages roughly $15.26 per card transaction and about 2.2% in processing fees, which reframes the problem at the RO level. He’s watching dealers and collision centers in his market adopt 3% while weighing timing and perception. The goal is simple: protect margin without damaging first and last impressions.
Kevin Millevoi lays out the customer-experience case against tacking on a fee at the end. He folds hazmat and supplies into upfront pricing so the total never “surprises” a customer at pickup. To him, adding a surcharge can feel like insult after an unexpected repair. He’d rather quote the real number once and deliver fast, clean communication throughout.
From Denver, Mitchell Sapuppo shares why his shop includes processing in a “total fees” line instead of a separate surcharge. He sees a clear age split: older customers bring cash more often, younger customers just want the car fixed and don’t fuss over fees when they’ve approved the estimate. The thread across all three shops is communication before authorization, not a surprise fee after the work. The right framing reduces friction and keeps approvals moving.
If you’re deciding whether to implement dual pricing, start with your numbers. Know true card costs per RO, your ARO, and your competitive labor rate band. Consider fee caps, shop-fee structure, and parts/labor mix before flipping a surcharge switch. And check your state’s invoicing rules—line items vs. bundled fees—so your POS matches what’s legal and clear.
Guests:Lou Cannata — Lou’s Car Care and Fleet ServicesKevin Millevoi — Millevoi’s Tire and Automotive — Bensalem, PennsylvaniaMitchell Sapuppo — Maple Garage — Denver, Colorado
What you’ll learn (shop-owner takeaways):Calculate true processing cost per ROFrame fees up front to avoid surprisesBundle vs line-item: pros and consState rules that affect surchargingSet shop fees with clear capsAdjust labor/parts to offset feesWhen dual pricing helps or hurtsKnow your market, ARO, and crowd
Call-to-ActionsGot questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
Want to be a guest? Share your story in the group.
LinksListen on Spotify: https://creators.spotify.com/pod/profile/garagegritJoin the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/Learn more: https://aashopmarketing.com
Disclaimer
The views and practices discussed in this episode are shared experiences from independent shop owners. Credit card surcharges, dual pricing, and shop fee structures are subject to state and federal regulations that vary by location. This conversation is not legal or financial advice. Before implementing any fee strategy in your shop, consult with your merchant processor, point-of-sale provider, accountant, or legal counsel to ensure compliance with all applicable laws.
Fourth-generation owner Max Blatt of Blatt Tire and Automotive shares how he took over the family shop in Center City Philadelphia, modernized operations, and is plotting new ventures like mobile tire service—all while balancing customer trust, employee loyalty, and his dad’s legacy.
Guests:
Max Blatt — Blatt Tire and Automotive — Philadelphia, PA
What you’ll learn (shop-owner takeaways):
Balancing tires vs. repair revenue streams
Why speed + inventory win in the city
Mobile tire service business model and margins
Managing legacy employees and loyalty
Transitioning from paper to AutoLeap software
How reviews build (or erode) trust
Using murals and history in marketing
Cash vs. card fee debates in 2025
Timestamps
00:00 – Intro & Philly roots
01:10 – Shop history & 4th generation story
02:30 – Dad retires but still calls daily
04:00 – Tire vs. repair split explained
05:20 – Why mobile tire service is next
07:00 – Customer conflict story in Philly
09:00 – “Blackmobile” idea for mobile tires
11:15 – Parallels with Netflix’s Tires show
15:00 – Transitioning from paper to digital
16:30 – Struggles with DVIs and AutoLeap
19:00 – Managing techs: results vs micromanage
21:00 – 50+ year employee loyalty stories
22:20 – Building customer trust over decades
23:30 – Review battles & fake 1-stars
27:30 – Vetting coaches by calling shops
30:00 – ROI fears: coaching vs marketing
32:00 – Fixing outdated websites & SEO
34:00 – Philly mural as hero image
38:00 – Coffee shop side hustle idea
40:30 – Taking over after medical emergency
42:00 – Learning by doing: tires, counter, delivery
43:30 – Plans for DVIs & customer education
44:30 – Competitors in Center City footprint
46:00 – Customer logistics: Uber, waiting, rides
48:00 – Could concierge Uber service work?
49:30 – Shop pride, murals, and trust
53:00 – How GGP episodes help shop owners
56:00 – Credit card fee debate
58:00 – Cashless vs cash discounts
1:00:00 – Wrap & sponsor message
Call-to-Actions
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Links
Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
Join the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/
Learn more: https://aashopmarketing.com
Keywords
auto repair shop growth, Philadelphia tire shop, mobile tire service, hiring technicians, employee loyalty, DVI best practices, AutoLeap software, customer trust, online reviews for shops, shop marketing, shop murals, family succession, cash vs card fees, credit card surcharges, Google reviews management, fleet tire accounts, shop operations Philadelphia, small business marketing auto repair, fourth generation shop owner, customer concierge ideas
From service stations with gas pumps to today’s DVIs, Mike Scaglione of Kempsville Auto Care Center shares 45 years of lessons on running a shop, leading in Virginia, and why he believes inspections and charging what you’re worth matter more than ever.
Guests:
Mike Scaglione — Kempsville Auto Care Center — Virginia Beach, VA
What you’ll learn (shop-owner takeaways):
How service stations evolved into modern shops
Why DVIs boost sales and protect your shop
State inspections: burden or business builder?
Balancing customer trust with photo/video evidence
Local zoning battles and expansion challenges
VAA membership benefits for shop owners
Passing credit card fees vs. absorbing costs
Work-life balance and importance of date night
Timestamps
00:00 – Mike’s shop intro
01:07 – From service stations to food shops
02:55 – Early manuals and time guides
05:30 – Internet replaces phone books
07:39 – Math errors cost real money
09:36 – Why DVIs matter
12:39 – Handling customers with photos/videos
14:01 – Trust vs. oversharing inspections
15:00 – Cars visit shops less often now
16:45 – Work-life balance in the early years
19:14 – Using DVIs for comebacks
20:49 – State inspections in VA and PA
23:54 – Should more states require inspections?
25:52 – Inspection costs and politics
28:03 – Is it worth keeping inspections?
29:57 – Safety and liability on the road
32:00 – Rising ownership costs with ADAS
32:48 – Autonomous cars in the future
35:39 – Freedom, rural vs metro pushback
40:07 – Why service stations still exist
41:36 – Local zoning and shop expansion
44:05 – Elections and zoning impact
47:11 – Environmental rules: runoff ponds
48:06 – Recycling water and gray water use
49:55 – Virginia Automotive Association (VAA)
52:12 – $350 membership pays for itself
54:37 – Today’s time crunch for shop owners
56:40 – Relying on your team
58:02 – DoorDash now delivers parts
01:01:08 – Family life vs. shop chaos
01:05:36 – Charging credit card fees
01:08:50 – Marketing cash discounts
01:12:54 – Fishing after hurricanes
01:15:50 – Offshore windmill farms debate
01:20:00 – Final lessons on saving and balance
01:23:52 – Upcoming VAA meet and greets
01:24:36 – Ongoing training and events
01:26:32 – Closing reflections
01:28:40 – Wrap
Call-to-Actions
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Links
Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
Join the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/
Learn more: https://aashopmarketing.com
Loaner cars aren’t a “nice-to-have”—they’re a sales tool that closes RO’s, reduces chaos at the counter, and lets independents compete with dealerships. Laura Tierney from Shop Loaner breaks down how to do it safely and profitably.
Guests:
Laura Tierney — Shop Loaner
What you’ll learn (shop-owner takeaways):
Why loaners close higher-dollar repair orders
How to structure a separate rental LLC
Insurance basics and driver-first liability
What your legal agreement must include
When to lease vs. repurpose lot vehicles
Fleet sizing math: 2 cars per active bay
Tablet/text workflows that speed handoffs
Policies that prevent horror-story abuse
Timestamps:
00:00 – Why loaners matter now
02:05 – Laura’s origin story
03:44 – From dealerships to independents
05:18 – COVID shift to virtual forms
07:10 – Two brands, same core tools
08:32 – Software + service explained
09:06 – State rules and liability basics
10:40 – GPS language and terms
12:18 – Separate LLC to protect assets
14:05 – Vehicle condition and expectations
15:42 – Repurpose customer turn-ins
17:22 – Courtesy vs. paid rental standards
18:58 – The #1 reason shops add loaners
20:06 – Compete with “dealership alternative”
21:22 – Insurance set-up the right way
22:56 – What every agreement must capture
25:05 – Photos, walkarounds, credit cards
26:32 – Real-world horror stories
29:02 – Do-Not-Rent list controls
31:20 – Cost mindset vs. growth mindset
33:18 – How many cars to start with
35:28 – Revenue lift example (Euro shop)
39:36 – Shuttle risk vs. clean process
42:10 – Valet pickup/delivery workflow
44:12 – Clear next steps and contact
45:40 – Where to reach Laura
46:30 – Wrap
Call-to-Actions:
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Links
Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
Join the Facebook group: https://www.facebook.com/groups/forautorepairshopowners/
Learn more: https://aashopmarketing.com
How do you scale a six-bay shop without burning out your team—or your customers? Elite Automotive Center’s co-owners share how they’re growing the right way: fill capacity first, lock in systems, and win with relationships (not transactions).
Guests:
Philip Korbel & Brian Teberg — Co-owners, Elite Automotive Center — Fargo, North Dakota
What you’ll learn (shop-owner takeaways):
Why an owner shortage (culture/leadership) beats a “tech shortage” narrative
Car-count math: 260–280/month now, ~360 before adding bays
Building a high-school pipeline (career academies, toolbox help, real training)
Relationship selling: remembering pets & trips > being “transactional”
DVIs with transparency + ride-alongs for “can’t duplicate” noises
Customer experience that lowers anxiety (hotel-lobby vibes, kid-friendly perks)
Training cadence (NAPA/O’Reilly + TechFix) and paying techs to attend
Hiring/firing: 2-stage interviews, red flags, acting faster
Tech stack realities: Mitchell pros/cons, online scheduling, OctoRocket, texting
Fleet growth via speed, quality, fair pricing—and referrals
Coaching, tribes, and how local politics/zoning impact expansion
00:00 – Intro, FB group, Aug ’25 panel
01:29 – Fargo market & rural pull
02:25 – State line rules (ND/MN)
03:45 – Shop size (6 bays)
04:43 – Grow after capacity
06:21 – Car count goals
07:32 – High-school hire
08:13 – “Owner shortage” quote
11:11 – Career Academy pipeline
13:11 – Student tech training
14:34 – Meet Andrea (advisor)
16:02 – Relationships > transactions
18:14 – Pre-trip DVIs
19:13 – Comm preferences
19:58 – Calming waiting room
20:30 – Comfort touches
21:57 – Family-friendly perks
23:31 – DVIs + ride-alongs
24:17 – Ongoing training
25:45 – Reviews & paid training
27:17 – Origin story (2013)
29:32 – Forced move
30:57 – New building → COVID
31:34 – Why Philip co-owner
35:39 – Division of labor
36:56 – Hiring funnel
37:27 – Firing lessons
43:49 – Competitors nearby
45:12 – Grow the pie
46:27 – DVI video tradeoffs
50:11 – Parts matrix wishlist
51:31 – ShopGenie & Kikui
52:49 – Online requests
54:07 – Phones & OctoRocket
55:52 – Digital Concierge option
56:12 – Fleet growth drivers
57:40 – Brian’s path
59:30 – Coaching & conferences
1:01:14 – Shop tours cadence
1:02:07 – Tribe accountability
1:06:23 – Local politics & permits
1:09:24 – Future panel topics
1:11:10 – Rides vs. loaners
1:11:49 – Wrap-up
Questions for Philip & Brian? Comment below or post in the FB group—they’ll jump in.
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Listen on Spotify: https://creators.spotify.com/pod/profile/garagegrit
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Learn more: https://aashopmarketing.com
auto repair shop growth, auto repair business management, hiring technicians, technician shortage solutions, shop owner culture, DVI best practices, customer experience auto repair, service advisor training, fleet accounts strategy, parts matrix pricing, Mitchell shop management, online scheduler auto repair, ShopFix coaching, car count goals, ride-along diagnostics, small business hiring and firing, recruiting from high schools, Fargo Moorhead auto repair, North Dakota auto repair, auto repair marketing
In this episode of the Garage Grit Podcast, host Brad Hurlock of AA Shop Marketing is joined by Mike from Grinnell Firestone, Steve Finzel of Finzels Master Tech, and Kelly and Lee Weatherby from Mesa, Arizona to discuss succession planning for automotive repair shops. The panel shares insights into transitioning business ownership, dealing with unexpected changes, and the importance of written procedures and systems. They delve into the challenges and strategies around training, customer service, managing employee expectations, and setting up a business for sale. Additionally, the podcast highlights the key elements to focus on when preparing for succession, such as creating operational procedures, understanding your role, and making the business attractive to buyers. The conversation is a blend of personal anecdotes, professional advice, and practical steps for shop owners looking to plan for the future.
00:00 Introduction and Passion for the Job
00:33 Customer Service and Business Philosophy
00:58 Welcome to the Garage Grit Podcast
01:40 Introducing the Guests
01:49 Mike's Journey and Business Evolution
03:24 Steve's Business Transformation
04:03 Kelly and Lee's Retirement Transition
05:11 Challenges and Strategies in Succession Planning
10:51 Private Equity and Business Valuation
15:11 Employee Involvement and Ownership
18:10 Reflections on Family Business and Future Plans
30:51 Advice for Skeptics and Final Thoughts
33:53 Key Player Involvement and Ownership Phases
34:07 Dealing with Skepticism and Plan B
34:34 Creating a Detailed Succession Plan
35:15 Preparing Your Business for Sale
36:24 The Importance of Organizational Structure
37:41 Adapting and Evolving Business Plans
41:14 Training and Documentation Strategies
44:41 The Role of a Utility Player
47:55 Customer Service and Business Continuity
52:22 Steps to Effective Succession Planning
01:00:16 The Value of Peer Review and Coaching
01:03:44 Addressing Technician Shortages and Leadership
01:04:59 Future Podcast Topics and Closing Remarks
"The Three Jobs of a Shop Owner Are Marketing, Hiring, and Training" – Kevin Bird of JM Auto Service | Trust, Team Culture & Coaching
Kevin Bird of JM Auto Service in Eveleth, Minnesota, breaks down the three jobs every shop owner must master—marketing, hiring, and training—while sharing how he built customer trust, shaped team culture, and embraced coaching to grow his shop.
I’m Brad Hurlock, host of the Garage Grit Podcast and founder of AA Shop Marketing. In this Origin & Impact episode, I sit down with Kevin Bird of JM Auto Service in Eveleth, Minnesota.
Kevin shares the story of taking over a long-standing repair shop, the lessons he learned from corporate life, and how he’s applied them to running a 12-bay operation in a small northern town. He talks about the realities of earning customer trust, creating a culture where his team thrives, and why investing in coaching groups has helped him level up as an owner.
At the heart of this conversation, Kevin lays out a simple but powerful truth: the three jobs of a shop owner are marketing, hiring, and training. If you’re an independent shop owner, this episode will challenge you to refocus on what really drives growth and long-term success.
Listen anywhere: https://creators.spotify.com/pod/profile/garagegrit
Watch on YouTube: https://www.youtube.com/@aashopmarketing
Learn more: https://www.aashopmarketing.com/
Join the Facebook Group: https://www.facebook.com/groups/196102239998551
👉 Subscribe today and join the Garage Grit community for more stories, insights, and straight talk from shop owners like you.
Timestamps:
00:00 – Introduction and Kevin’s background
01:35 – Overview of JM Auto Service and serving a rural community
06:30 – Balancing longtime customers with new ones
12:00 – Shop management, TechMetric, and building trust with customers
17:00 – Transitioning from previous ownership and shop culture changes
23:00 – Team dynamics, daily meetings, and culture outside of work
28:40 – Kevin’s path into shop ownership and lessons from corporate life
32:30 – Hiring strategies and building the right team
38:40 – The three jobs of a shop owner: marketing, hiring, training
44:40 – Marketing lessons, mailers, reviews, and Google visibility
52:00 – Training processes for techs and service advisors
57:30 – Moving from growth to consistency
1:01:00 – Loaner car program and liability setup
1:08:00 – Coaching groups, ShopFix, and the value of a tribe
1:12:30 – Closing thoughts and invitation to the Garage Grit community
Join Brad Hurlock on the Garage Grit Podcast for an inspiring Origin & Impact episode with Bill Vallely, owner of Tru-Fix AutoWorks in New York. Bill shares his 25-year journey from a mechanic’s son in Queens to opening Tru-Fix AutoWorks on January 9, 2025, driven by a “truth always” philosophy. Learn how he transformed his collision-focused shop into a full-service auto repair hub, boosting revenue through cross-selling strategies like 10% off oil changes for collision customers and building trusted vendor alliances for services like glass repair. Bill also discusses training inexperienced staff, embracing digital vehicle inspections (DVIs) with CCC Pathways, and planning for succession to protect his team. Perfect for shop owners looking to grow their business and build customer loyalty! 🚗💡 Join the Garage Grit Facebook Group to continue the conversation: facebook.com/groups/forautorepairshopowners. Subscribe for more insights at aashopmarketing.com.
Links:
Spotify: creators.spotify.com/pod/profile/garagegrit
YouTube: youtube.com/@aashopmarketing
Website: aashopmarketing.com
Facebook Group: facebook.com/groups/forautorepairshopowners
Chapters:
00:00 - Introduction
00:56 - Tru-Fix AutoWorks Overview
03:05 - Building Customer Trust
05:50 - Tru-Fix Name and Vision
07:25 - Vendor Alliances
13:11 - Bill’s Origin Story
18:16 - Collision Training Institute (CTI)
27:00 - Cross-Selling Strategies
29:52 - Hiring and Training
39:32 - Team Culture and Kaizen
48:26 - Cross-Selling Challenges
59:44 - Revenue Buckets
01:04:13 - Transparency with Vendors
01:12:43 - Future Vision
01:14:37 - Technology and DVIs
01:23:11 - Succession Planning
01:24:40 - Closing and CTAs