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Program Overview

The COACH program is coaching tailored to your shop and your position. Our coaches and instructors will pinpoint specific issues in your business that are holding you back. Then, they'll help you build an action plan and implement it, offering feedback and strategy aid along the way. 

When you're a COACH client, we'll help you: 

  • Outline your shop's potential 

  • Identify the biggest roadblocks

  • Create strategies for your goals

How do our coaches make this happen? By working off four pillars essential to any automotive consulting: 

  • Education

  • Accountability

  • Support

  • Leadership

For Shop Owners, Managers, and Advisors

Who are ready to thrive in their automotive business and take that next step. 

craig team




"The writing had been on the wall for years and I knew there was a better way... After some meetings and online discussions along with a brand-new business plan from Cecil, I felt we had a real plan that would work. 

Now, we work on less cars...still sell $25-30K a week...have a happy well-paid team and a net profit of at least 20%."
- Craig Zale, Owner of Craig's Car Care
& an absolutely great part of our industry.
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Program Features

Performance and Financial Reviews

Monthly online reviews of business and financial performance. Coaches will assess performance and review action plans.  and gain valuable support for achieving higher performance. 

Access to The Institute Summit & Workshops

Members are permitted 1 seat per workshop for any member of their staff to Institute Workshops. This includes The Institute Summit, a client celebration and training scheduled every other year. 

Individual Coaching Sessions

Meet with your coach every month to address the challenges and needs unique to your business. This is the perfect time to get support on the issues that matter most! 

Performance Management Dashboard

Access to the GEAR for Shops Dashboard, an API integration that tracks KPIs and business management metrics for in-depth shop performance reporting and training. 

Specialized Online Curriculum

Specific courses and resources will be assigned to you based on your role and responsibilities. Available via our course library, this curriculum can be accessed whenever and wherever. 

And so much more! 

Our COACH program is the first step for automotive professionals looking to grow their business. Talk with our expert to find out how coaching can take you to the top. 

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Find out for yourself how coaching can help your business grow. 

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Why not reach out and set up a complimentary business analysis from one of our consultants?

Additional Benefits

Coaching clients get special offers on the items below.


Save over $250 a month on expert-level sales training and peer performance community.


Save over $250 a month on operations management training for Multi-Shop Growth.


We include attendance to clients in the program at no additional charge. 1 seat per workshop for any of your staff. Find a list of workshops on our events page.


Save over $200 per seat at any Institute Conference outside our annual summit!


Save up to $2,000 on a 2-day, on-site evaluation of your business from top to bottom.
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Schedule a call with our team and find the coach for you 

Book an interview with our business expert to determine whether coaching is the right fit for your needs. 

Once your application is accepted, our head coach will schedule a meeting to place you with the right coach. 

You'll meet your coach and start your path towards success!

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  • How much time does this program require from me?
    In-Person Meetings This program requires a minimum of 3 group meetings per year. Attendance is mandatory unless otherwise determined by the facilitator. Each group meeting will be partially on-location at a member’s shop, with the rest of the time being spent at a high-quality venue. Meetings are 3 days long, typically held on Wednesday-Friday to give you the opportunity to adventure in the local city. Online Meetings Online financial performance reviews are 1.5-2 hours long and happen during months where there are no in-person meetings (8 per year). Coaching sessions can be utilized whenever necessary, but an hour a month with your facilitator is preferred. Workshops & The Institute Summit Attendance at The Institute Summit and workshops are not required. However, members do have a seat included in their membership and we encourage attendance to foster community and further support your education. The Summit is typically 4-5 days in length, held Tuesday-Saturday. Workshops are typically 2 days, held Thursday-Sunday. Remember that the GPG isn’t just a feel-good program – what you get out of it depends on the time and effort you put into it.
  • How much does this program cost?
    Members are billed $1,400 each month on either the 1st or 15th. Special rates may apply to participating alumni. Have questions about the details of our comprehensive program? Set up a meeting with one of our consultants and get more information. The $1,400 includes everything listed below Business Financial Reviews Monthly online review of business financial performance with peers. Individual Coaching One-on-one coaching as requested not to exceed 1 hr each month. Peer Masterminds Monthly online group peer meeting of requested topic discussions. Group Meetings, Shop Visits 3 group meeting/shop evaluations per year, 3-day in-person, facilitator lead. Institute Workshops Member is permitted 1 seat per workshop for any member of their staff. Annual Institute Summit When you purchase a ticket to the summit get a plus one (1+) for free! Financial & Performance Tracking Dashboard Access to Shop Dashboard, API integration for shop performance reporting. Financial Compositing Tool Access to financial compositing tool for full-performance review & analysis. Resource LibraryAccess Access to a library of document resources created by successful shops. Course LibraryAccess Access to a library of online courses, user access for entire shop. Business Evaluation and Assessment Business evaluation, assessment & action plan provided by group facilitator. Marketing & Business Strategy Planning Regular marketing and business strategy sessions with peers and facilitator. 10%-20% Discounts on Other Institute Products Discounted rates for other Institute programs/products not included here. Private Group NetworkApp Private group networking application to share resources, events, tools, etc.
  • Is there a contract?
    Heck-no! The GEAR Performance Groups are no-contract. That means you may attend and participate as long as you’d like without a long-term commitment. We know that once you experience what it’s like to be a part of the GPG, you’ll never want to go anywhere else.
  • How do I join a group?
    Joining the GEAR Performance Groups follows a simple 1-2-3 structure: 1 – You’ll book an interview and speak with our Group expert to determine if the program is right for you. We want to make sure you have the most relevant solution to your situation. 2 – Once it’s determined the GPG is the best solution for you, you’ll submit an application form to be reviewed by our Head Facilitator. You’ll meet with the Head Facilitator to identify your strengths, weaknesses, personality, experience, and a variety of other criteria to make a determination as to which group would best suit you. 3 – Current members of the chosen group will also deliberate on your application and ensure a proper fit for everyone. Once accepted, you’ll be introduced to your new facilitator and group members to begin your journey. To get started, click here to schedule a meeting with one of our consultants, or call us at 1-385-238-4534.
  • Why do I need an interview to join?
    We want to make sure you have the most relevant solution to your situation, and that’s not always our Group program. The interview helps our team get a better idea of where your business is currently and where you want to be. That way we can place you in the program or Group that will get you the most results! You can also get a complimentary business analysis! Schedule a meeting with one of our consultants here.
  • What tools do I have access to as a member?
    As a GPG member, you’ll have access to a wide range of tools developed by The Institute. And since we believe in having the most comprehensive program in the industry, any new tools or resources developed will be included within your membership in the future. Currently, these tools include: GEAR Course Library – Videos on marketing, finances, management, and more that you can watch anywhere and anytime! GEAR Resource Library – Resources like financial documents, hiring templates, and more available when you need them. GEAR for Shops Dashboard – A KPI and business management tracking dashboard that integrates directly with your point-of-sale system. GEAR Financial Composite – Financial tracking tool for your monthly performance reviews. GEARheads Network – A private group on the Network for GPG members to share your wins, ask questions, and get help when you need it. And more... We like to make sure our members have access to our entire GEAR Platform building a community of automotive professionals supported by Great Education And Resources.
  • Who are the facilitators and coaches?
    Coaches include Cecil Bullard, Jennifer Hulbert, Aaron Woods, Kent Bullard, Fred Hules, Mark Seawell, Mike Pasman, Kevin Clark and Bj Lee from The Institute. Any other coaches or facilitators that present or attend the meetings will be hand-picked by our team to ensure they’re only providing the best education for our members.
  • What events can I attend as a member?
    We strive to create an all-access comprehensive program, so GPG membership includes access to nearly every event held by The Institute! We have resources that can help you, so why not include them. Events Include: Group Meetings Institute Workshops (2-day only, special rates apply for alternate workshops) Webinars & Online Training The Institute Summit Members receive 1 ticket for each of these events at no cost, with additional tickets available at a 20% discount. Special pricing will be given for any additional conferences (the ITTC, Marketing For Auto Repair Shops, etc.) 1 free seat with the purchase of a ticket. Free Plus 1+
  • What if I have more questions?
    Great! We know that your business is important to you and would be surprised if you didn’t have more questions. You can email our team at or book a call with our team. Click here to schedule a call or call our office at 1-385-238-4534.
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