Join MAACA for TOOLS 2026—the premier training event for automotive professionals in the Mid-Atlantic region. Taking place April 29–May 3, 2026, at the Hershey Lodge in Hershey, Pennsylvania, this multi-day event brings together top instructors, hands-on learning, and the latest innovations in the automotive industry.

What to Expect

Expanded Training Tracks:

Covering advanced diagnostics, module programming, EV systems, ADAS calibration, shop management, and more—TOOLS 2026 offers in-depth, real-world instruction designed to help technicians and shop owners stay ahead of the curve.

Trade Show:

Discover cutting-edge tools, equipment, and services from industry-leading vendors, all in one place.

Networking Opportunities:

Connect with peers, trainers, and industry experts during receptions, meals, and special events throughout the week.

The Institute Speaker(s):

PLANNING FOR SUCCESS: MANAGE YOUR TIME BETTER

Cecil Bullard || Thursday || AM

Many owners, managers, and advisors have a difficult time making everything fit into their day and spend much of their time doing things that don't get them what they want. Learn the secrets to achieving extreme focus, organizing your time and getting more done in less time. Make your life better, improve the lives of those you work with and get more of what you want.

TURN REVIEWS INTO RAVING FANS: WIN THE GOOGLE GAME

Jimmy Lea || Thursday || EVENING

If Google is the new word of mouth, your reviews are shouting your story to the world—good and bad. In this high-energy session, Jimmy Lea shows you how to turn casual reviewers into raving, referring superfans and weaponizing your Google profile for growth. You’ll discover why you need every flavor of review—1, 2, 3, 4, and 5 stars—to look real, trustworthy, and irresistible. Then we’ll dive into exactly how to answer glowing praise, painful truths, and the dreaded “Mayor of Crazy Town” without losing your cool or your customers. You’ll also get a behind-the-scenes look at the three phases of removing toxic or fake reviews—and what to document, save, and screenshot so Google actually listens. Walk out with a plug-and-play review playbook you can hand to your team and start cashing in on tomorrow. Actionable Takeaways: 1. Make Every Star Work for You: Turn 1–5 star reviews into proof, personality, and powerful social proof that converts skeptical shoppers into buyers. 2. Steal Jimmy’s Response Scripts: Copy and customize battle-tested replies for 5-star love, fair criticism, and unhinged 1-stars from the “Mayor of Crazy Town.” 3. Use the 3-Phase Review Removal Plan: Follow a simple, repeatable process to flag, escalate, and remove fake or policy-breaking reviews. 4. Build Your “Review Intelligence” Vault: Learn how and why to archive reviews, profiles, and patterns so you can improve training, systems, and marketing. 5. Turn Happy Customers into a Hype Squad: Install easy, no-pressure habits that get more Google reviews, more often—so your next new customer feels like they already know you.

MANAGING YOURSELF

Kent Bullard || Friday || AM

In today's fast-paced world, managing time effectively is not just a skill but a necessity for achieving personal and professional success. "Managing Yourself: Personal Time Management Strategies for Ultimate Impact" is meticulously designed to empower ambitious individuals with the tools and techniques necessary to master the art of time management.

This transformative class offers a deep dive into the principles and practices that drive peak productivity and ensures that participants learn not just to manage their time but to master it through a blend of theoretical insights and practical exercises.

Participants leave equipped with essential skills for peak productivity and effective time management. In this class, you'll learn to prioritize tasks, plan strategically, overcome procrastination, and achieve a balanced work-life harmony. We offer insights into leveraging technology to streamline your routine and customize time management frameworks to fit your unique lifestyle. This course is designed to transform your approach to daily tasks and long-term goals, ensuring you lead a more organized, purposeful, and fulfilling life.

This class is not just about finding more hours in your day; it's about creating more value in the hours you have. Whether you're an aspiring entrepreneur, a seasoned executive, or someone looking to inject more purpose and balance into their daily routine, this course will equip you with the mindset and methods to achieve your objectives with efficiency and grace.

Join us to embark on a journey of self-discovery and transformation. Let's unlock your full potential and create a life that's not only productive but also meaningful and fulfilling.

• Prioritize Effectively: Learn to distinguish between what's urgent and what's important. Master the art of saying 'no' to distractions that do not align with your goals.

• Strategic Planning: Develop a foolproof personal and professional life plan that accommodates short-term tasks without losing sight of long-term objectives.

• Overcome Procrastination: Uncover the psychological barriers to productivity and learn strategies to overcome procrastination and decision fatigue.

• Leverage Technology: Integrate the latest apps and tools into your daily routine to streamline tasks, set reminders, and keep track of your commitments effortlessly.

• Customized Time Management Frameworks: Understand that one size does not fit all. Explore various time management frameworks and customize them to fit your unique lifestyle and work rhythm.

• Achieve Work-Life Harmony: Learn how to balance your professional aspirations with personal well-being, ensuring that success in one does not come at the expense of the other.

Don't just get more hours in your day, maximize the value and leverage of each moment.

This is focused on personal time management - not just tech time. This class offers crucial tools and tactics on leveraging the most valuable asset any one of us has… time.

TURNING PHONE SHOPPERS INTO BUYERS

Cecil Bullard || Saturday || AM

If you are at the counter of a shop you spend an awful lot of your time talking to phone shoppers. This class will help you to better handle phone shoppers, determine what they really want and get them into the shop. Learn how to use your Unique Selling Proposition to turn shoppers into buyers and how to get off the phone sooner with greater success. Dramatically increase your ability to get the shopper to tell you what they really want and book them in.

CHALLENGE TO CHAMPION: BUILDING A RESILIENT WORKFORCE

Kent Bullard || Saturday || AM

Transform your team into a powerhouse of resilience and leadership with this engaging and actionable workshop. Dive into the core strategies of building a strong company culture, creating an effective organizational structure, and developing clear job descriptions that drive accountability and clarity. Learn how to attract, hire, and train top talent while fostering their growth through goal setting and effective team meetings.

This class equips business owners and managers with the tools to:

• Define and communicate your company’s vision and values.

• Build a structured framework for roles, responsibilities, and growth.

• Implement hiring practices that bring in high-performing team members.

• Develop training programs that set your workforce up for success.

• Conduct impactful team meetings that align your goals and drive results.

• Discover how to nurture leadership at every level and create a workforce committed to excellence and long-term success.

Perfect for those seeking to foster a thriving and dedicated team in a competitive business landscape.

TEAMWORK, LEADERSHIP AND LEGACY

Jimmy Lea || Saturday || EVENING