The Institute for Automotive Business Excellence Announces Wayne Marshall as New CEO

Salt Lake City, UT – September 16th – The Institute for Automotive Business Excellence proudly announces the appointment of Wayne Marshall as its new Chief Executive Officer. Marshall brings with him decades of leadership experience in the automotive industry, specializing in marketing, branding, and business development. His appointment marks a pivotal moment for the Institute as it continues to expand its impact and provide the highest level of training, coaching, and strategic support to automotive businesses across North America.

A Proven Leader for a Transformative Era

Wayne Marshall has spent his career at the intersection of innovation and growth within the automotive aftermarket. His deep understanding of the industry landscape—paired with a proven record in marketing, branding, and business development—positions him uniquely to guide the Institute into its next chapter of growth and relevance.

Throughout his career, Marshall has helped businesses not only grow revenues but also build strong, enduring brands that resonate with both customers and employees. He has led large-scale business development initiatives, designed marketing strategies that positioned companies as leaders in their space, and built organizational structures that sustain long-term success.

“The Institute has always been about raising the industry one shop at a time,” said Marshall. “What excites me most about joining this incredible organization is the opportunity to build on its strong foundation and expand its reach—helping more shop owners, advisors, and managers succeed in their businesses and their lives. This isn’t just about profitability; it’s about creating businesses that support meaningful and fulfilling lives for the people who make this industry great.”

While the leadership transition marks a new chapter, Cecil Bullard, founder and long-time CEO of The Institute, will remain deeply involved in the organization by stepping into the role of Chairman of the Board. In this position, Cecil will continue to guide the Institute’s vision and strategy, ensuring that its core mission and values remain at the heart of everything the organization does. His decades of experience, industry knowledge, and unwavering commitment to raising the automotive aftermarket will remain an essential part of the Institute’s growth and future direction.

Aligning Expertise with Vision

The Institute for Automotive Business Excellence is known for pioneering some of the most effective training and coaching programs in the aftermarket, including its Gear Performance Groups (GPG), Manager Performance Groups (MPG), Advisor Performance Groups (APG), High Performance Groups (HPG), and its one-on-one coaching initiatives.

Marshall’s expertise directly complements this mission. With his background in marketing and branding, he will strengthen how the Institute communicates its value to shop owners and partners across the country. His business development acumen will help expand strategic partnerships and open new opportunities to serve the industry at scale.

“Wayne is not only a leader with tremendous vision, but also someone who deeply understands the challenges our clients face,” said Michael Smith. “His ability to merge strategy with execution, and to inspire confidence while driving results, makes him the right leader for where we are now and where we are going.”

Looking Ahead: Building Better Businesses, Better Lives, and a Better Industry

Under Marshall’s leadership, the Institute will continue to innovate its programs and resources, focusing on the evolving needs of today’s independent automotive shops. From adapting to technological changes to preparing businesses for future succession and growth opportunities, the Institute is committed to equipping shop owners with the tools and strategies they need to thrive.

Marshall has expressed a strong commitment to the Institute’s core values of impact, relevance, integrity, and enjoyment—ensuring that every initiative remains centered on the mission to build better businesses, better lives, and ultimately, a better industry.

About The Institute for Automotive Business Excellence

The Institute for Automotive Business Excellence is the premier coaching and training organization in the automotive aftermarket industry. With decades of combined expertise, the Institute helps shop owners, managers, and service advisors achieve higher performance through group training, one-on-one coaching, and specialized intensives. Its mission is simple yet powerful: to build better businesses, better lives, and a better industry.

Media Contact:

Stu Heywood, MBA

Marketing Manager

The Institute for Automotive Business Excellence

385-238-4534

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