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PODCAST

Maximum Octane

Maximum Octane is the high-performance podcast for automotive shop owners ready to accelerate their leadership, culture, and profitability. Hosted by industry veterans Kim Hickey and Jason Patel from Automotive Training Institute (ATI), each episode takes you under the hood of the nation"s most successful auto repair shops to uncover the tools, tactics, and mindset shifts fueling next-level results.This season, Maximum Octane brings raw, real conversations from ATI SuperConference 2025 in

business self-improvement

All Episodes

35:16

Build Trust Before You Build Dollars And Money Will...

Maximum Octane ·

2023/07/04

Although it might sound contradictory, business owners who only worry about making money are likelier to fail at it. Every internal customer, from A-techs to newcomers, clients, managers, and team leaders, are people before anything else. As such, they need to be treated with respect and be appreciated. Many auto repair owners forget that, even when it sounds so elemental.In this episode, I'm joined by the inspiring Roy Niemi, an automotive industry veteran with over 21 years in the space and the

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33:37

Run Your Auto Repair Shop As Effectively As A Big...

Maximum Octane ·

2023/06/27

Training, onboarding, SOPs, and even "org. charts" sound like big corporation words. Yet, they are crucial parts of any business, including small auto repair shops and any company from the automotive aftermarket.This week, I'm joined by Drew Bryant, Owner and Operator of db Orlando Collision Center, to talk about the big corporation things you can implement in your auto repair shop to have big corporation results.Throughout our conversation, Drew shared his thoughts on the importance of spending

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32:40

Why Every Auto Repair Shop Should Think Of Getting A...

Maximum Octane ·

2023/06/20

Getting in trouble with taxes is easier than most auto repair shop owners think, and although everything can be fixed, preventing your business from getting to that point is even easier.In today's episode, I'm joined by Eric Joern, that'll help us understand everything we need to know about the financials, tax returns, and payments of our auto shops. Eric is a Partner at Kaizen CPAs + Advisors and a CPA that specializes in serving the automotive aftermarket.Throughout this episode, Eric talks about

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24:03

Using Culture And Reputation To Build A Bench For...

Maximum Octane ·

2023/06/13

It is known that "the tool guys" talk to each other about their jobs and the auto shops they work for. Word-of-mouth recommendations work not only for getting new customers; it also works for attracting top-tier internal customers. Attracting top talent and retaining them depends on your auto shop's culture, reputation, how clearly you set expectations, and focusing more on personality traits than technical skills when hiring.In today's episode, I'm joined by Roy Keiser to talk about culture,

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36:30

Turning Auto Shop Customers' Data Into Revenue with...

Maximum Octane ·

2023/06/06

When entering a client's data into your system, a typo costs your auto repair shop a lot more than an irritable waste of time; it also means you are leaving money on the table. It means marketing campaigns heading in the wrong direction or to the wrong person, and, needless to say, your client will feel they're not that important to you.In today's episode, I'm joined by Justin Rae, Founder and CEO at Cinch, a multi-channel marketing platform driven by customer data. Justin is a customer retention

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34:11

What Makes A Perfect Auto Repair 2nd In Command with...

Maximum Octane ·

2023/05/30

For some auto repair shop owners, finding the right second in command is easy; the challenging part is giving them the freedom they need to do their job.In today's episode, I'm joined by Andrew and Rachel White, Owners of A&R Complete Auto Care, and Will Olges, A&R's General Manager, to talk about barbecues, culture, delegating, and healthily transitioning from shop owner to CEO. Andrew and Rachel started A&R in 2009, and since 2015, they have created the A&R Q, their competitive BBQ

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33:54

Helping Auto Repair's Internal Customers Make The...

Maximum Octane ·

2023/05/23

Welcoming new team members shouldn't feel like every time a Targaryen is born: "Every time a new internal customer is hired, the Gods flip a coin." We can do many things to ensure we make the right pick during the hiring process, and there are plenty more we can do once they join us to help them adjust to our culture, work rhythm, and philosophy.In this episode, I'm joined by a dear friend and Automotive Industry veteran, Al Sutherland. Al is the Owner of Al's Certified Auto Repair, which opened its

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27:40

Create More Than A Great Environment In Your Auto...

Maximum Octane ·

2023/05/16

People will have dozens of great experiences every day, yet guess which ones will stick and spin in their heads until they go to sleep? Extra points if you replied: the bad ones. If anything, you don't want your auto repair shop to be the one that provides that unforgettable subpar experience.In this episode, I'm excited to talk with Bianca Gosser, Senior Manager of Brand Partnership at Atmosphere, an Austin-based streaming service specializing in out-of-home TV. At Atmosphere, they believe what's

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37:32

Thinking Big On Small Auto Repair Shops' Marketing...

Maximum Octane ·

2023/05/09

What makes your auto repair shop different from Joe's down the street?In this episode, I'm thrilled to be talking with Phil Jackson, Business Development Manager at Pit Crew Marketing. Phil helps small business owners streamline their marketing efforts, increase customer retention, and prevent "one-and-done" clients by providing tools, reports, and education.We had a fantastic conversation about unproductive habits, how to eradicate them from our lives without being too harsh on ourselves, and why

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37:09

How To Make Workers' Comp Work Both Ways with Paige...

Maximum Octane ·

2023/05/02

Workers' comp is a delicate matter for most auto repair shop owners, a thorny issue they wish they didn't have to deal with. Truth of the matter is, as long as internal customers and employers contemplate the law before taking any action, they'll be just fine.In this episode, I'm joined by Paige Hazeltine, Esq, Head of Florida Workers Compensation Department at the Law Firm of Alex Dell. The pragmatic, determined, innovative, resourceful, well-dressed, dog person and outspoken professional took a

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34:06

A Peep Into The Self-Driving Automotive Industry with...

Maximum Octane ·

2023/04/25

Less than 4% of the car park in America is electrified, yet if specialists' projections are accurate, by 2030, over 8% of the cars rolling on American soil will be electric cars. Should the average auto repair shop be worried? Our guest, Chris Chesney thinks they shouldn't be worried; they should be prepared.In this episode, I'm joined by Chris Chesney, Vice President of Training & Organizational Development for Repairify. In his over 50 years of experience in the automotive industry, Chris

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31:10

Put People First And Think About What They Want with...

Maximum Octane ·

2023/04/18

Creating a people-centric culture is easier said than done; many companies brag about having it, yet just a few are telling the truth.In today's episode, the Co-Founders of 360 Payments, Lisa Coyle and Jesse Meddaugh join us to share their views on the need and benefits of people-centric cultures and their experiences incorporating technology into payment processes in the automotive industry. 360 Payments incorporates technology, integrates payments to software providers, and creates seamless

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34:33

Why You Should Train Your Trainers with Jim Bennett

Maximum Octane ·

2023/04/11

Phrases like "Never let that technician talk to the customer" are more common than we think in the automotive industry. Still, there are simpler, more efficient, and profitable ways of dealing with the issue without locking a technician in a basement whenever a customer needs guidance or advice.In today's episode, I'm joined by Jim Bennett, Owner and Operator of CarMasters Automotive since 1998, President of the Hampton Roads NAPA Business Development Group, Board Member of the Virginia Automotive

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34:00

Take Your Auto Repair Shop Further Faster with George...

Maximum Octane ·

2023/04/04

Being endlessly unsatisfied with how far you've taken your auto repair shop is not a bad thing; it is what you need to avoid hitting a plateau, promote constant growth among your internal customers, and feel fulfilled.This week, I'm joined by George Zeeks, Certified Life Coach and ICF Executive Coach, to talk about how to go further faster with your auto repair shop.Throughout our conversation, George explains why establishing ambitious goals is crucial to avoid hitting plateaus and feeling

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31:24

Is Your Auto Repair Shop Undercharging For Its...

Maximum Octane ·

2023/03/28

How much should you charge for a 15-minute accurate diagnosis made by an A Tech? What about the same diagnosis made in four hours by your best B Tech?This week, Brian Hunnicutt visits us to discuss one of auto repair shop owners' most common struggles: setting rates that adequately represent the value they provide. As an Executive Coach and Certified Profit First Professional, Brian shares his thoughts on why most automobile repair shop owners rarely charge diagnostics properly, why they have the

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30:32

Hire The Right Service Advisor And Level Up Your Auto...

Maximum Octane ·

2023/03/21

Service advisors are a vital part of every auto repair shop. Making the right choice when hiring them can be the difference between boosting your automotive business, slowing it down, or drowning it.Ask yourself a simple question, would you rather bridle a racehorse or saddle a donkey? Because you'll work as hard for both of them.In today's episode, I'm joined by Jodi and Darren Knepper, Franchise Owners of Lee Myles Auto Care & Transmissions, in two separate locations, Birdsboro and Reading,

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35:46

Build An All-Star Bench For Your Auto Repair Shop...

Maximum Octane ·

2023/03/14

Even when games feel under control and coaches can taste victory, they must be prepared for the unexpected. What if their star player injures or gets ejected? In that case, only an eager and capable bench can save them.With automobile repair shops is the same. Your internal customers might be doing great, yet you must have a few replacements lined up, just in case, ready to jump on the field when needed.In today's episode, I'm joined by the extraordinary Geoff Berman, an innovative thinker and

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32:06

Hope For The Warriors with Leslie Hunt

Maximum Octane ·

2023/03/07

PTSD and severe wounds don't really care about political views, party affiliations, or opinions on sensitive topics. They exist, they are real, and they affect thousands of real American people. On the bright side, providing massive help to them is pretty simple; anyone can do it, and it doesn't require communing with any particular political view.In today's episode, I'm joined by the inspiring Leslie Hunt and her infectious energy. She is the Director of Donor Partnerships at Hope For The

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22:44

Throwback To Ep# 32 | Don't Be Cheap! Pay Your...

Maximum Octane ·

2023/02/28

Creating a healthy relationship with your business and internal customers requires little more than transparency, respect, creating time and space to rest, and developing healthy habits.This week, we revisit the second part of my conversation with the great Bruce Spencer, Owner of Walt Eger's Service Center in Maryland, President of BJS Consulting, and an experienced strategic leader of high-performing teams.We discuss the importance of creating time and space to recharge, the importance for

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37:52

Set Your Business In Front Of The 2023 Automotive...

Maximum Octane ·

2023/02/21

Specialists forecast consumers will spend between $26 to $30 billion in the automotive industry in the next two to three years. What are you doing today to ensure your business is ready to secure a piece of that?In today's episode, I'm joined by Mike Bennett to talk about the tendencies and trends of 2023 in the automotive industry and how shop owners can be more proactive and take their businesses in front of them. Mike is an Automotive Management Coach at ATI, Executive Coach, Certified Profit

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128 results

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