Speakers

Technical Speakers

About Brian
Brian Bay, a technical trainer at ZF Group specializing in automotive product installation and diagnostics, draws on over 20 years of mechanical expertise gained in various automotive dealerships. Formerly a product manager at Walker Products, he managed diverse product lines for both commercial and personal vehicles. Brian, an ASE Certified and Ford Senior Master Technician, holds a BS in Finance from Saint Louis University and an AOS in Automotive Technology. Originally from St. Louis, he pursues hobbies such as collecting Star Wars memorabilia and spending quality time with his cat, Ember.

About Reese
Technical Director, AAMCO University ATRA Member for 30+ Years With over three decades in the transmission repair industry, Reese Blalock brings a unique blend of hands-on experience, diagnostic insight, and a passion for technician development. A long-time ATRA member and former technical support specialist, Reese has built a career supporting shops and techs across the country — from the bench to the classroom. As Technical Director for AAMCO University, he now leads training initiatives focused on practical diagnostics, modern drivability challenges, and technician growth. Reese remains committed to sharing knowledge across the industry and honoring the craft shared by all who turn wrenches.

About Sean
Sean Boyle teaches Automotive Drivetrains, Automatic Transmissions, Vehicle Stability and NVH, Electric Vehicles, and Comprehensive Diagnostics courses at Southern Illinois University.  He has taught for SIU since 1997 and enjoys the challenges of learning, researching, and teaching new vehicle technology.  He is Master ASE certified with advanced certifications in L1, L2, L3, and L4.  His studies are often published in automotive service trade journals, such as Gears Magazine.

About Jim
Jim has been in the transmission industry for over 40 years. He is currently a technical specialist at Sonnax working on research and development, assisting with design of transmission valve kits, developing hydro-electric tests for remanufactured valve bodies and solenoids and aiding in technical support of our products for customers. Prior to his nine years at Sonnax, Jim was a shop owner, transmission builder and worked for ATSG for 20 years, writing repair manuals, hydraulic circuit manuals and speaking at seminars.

About Maria
Ingeniera Mecánica, Máster en Negocios Internacionales, emprendedora y formadora con más de 27 años de experiencia en transmisiones automáticas y 21 en gestión técnico – mecánica y empresarial. Primera Seminarista Femenina Técnica de Transmisiones Automáticas de habla hispana. Su labor en la industria por el empoderamiento femenino y espacios de igualdad en el sector automotriz, a través de su marca Talleres Caja Rosa, ha sido significativa. Ha impartido asesorías, charlas, talleres, workshops y clases académicas acerca de fallas puntuales y reparación de transmisiones automáticas multi marca a nivel nacional e internacional: Ecuador, Colombia, Chile, México, Venezuela, Argentina, Guatemala, Uruguay.

About Steve
Steve Garrett has worked in the automotive and transmission industry for 40-plus years. He is currently a technical seminar presenter for Automatic Transmission Rebuilders Association (ATRA) and a contributing writer for GEARS Magazine. As a former service engineer and instructor for General Motors (GM), Steve is well-known in the automotive industry. He has authored industry books for GM, ATRA, and college textbook companies and has been a technical writer for multiple magazines.

About Dan

Dan Marinucci has been reporting on the auto repair industry since 1976.

For 31 years, Dan wrote a monthly foreign car repair column in Hearst’s MOTOR MAGAZINE as well as various tech features.  Since 1989, he has written a regular automotive management column in Crain’s TIRE BUSINESS.  Dan also contributes tech articles to ATRA’s GEARS MAGAZINE.

Dan has been presenting tech seminars nationwide and across Canada since 1993.  These include classes on troubleshooting electrical systems, starting/charging systems and driveability problems.

This year marks Dan’s 30^th consecutive appearance at ATRA’s Powertrain Expo.

About Francisco
Francisco holds the position of N.A. Powertrain & E-Mobility Category Manager Lead with ZF Aftermarket. His position supports the development of products for the IAM and as a trainer, supports the growth and training of technicians in the independent aftermarket. Francisco has over 15 years of experience at ZF on the remanufacturing production lines in both passenger car and commercial vehicle. Moreno is able to use his previous knowledge and experience of working on the remanufacturing production line to educate those technicians in the field. A priority of Moreno is to engage and educate technicians in the growing IAM automotive markets. ZF is proud to be able to bring our guidance and technical expertise to a larger technician population. Remanufacturing at ZF is a finely tuned process to ensure the transmissions run like-new after proper diagnosis and overhaul of the product. Francisco‘s background includes a heavy focus on the ZF 6, 8 and 9-speed transmissions, as well as ZF Commercial Vehicle transmissions and axles.

About John
John Parmenter is a rebuilder and shop owner on Long Island, New York. John is an ASE certified master technician. His shop handles a large volume of dealer warranty work. He is a technical advisor for Precision International and handles technical service calls as well as answering questions on Precision International’s website, www.transmissonkits.com. John’s seminars are in demand worldwide as they are based on real world problems encountered in today’s transmission shops.

About Pepe

Pepe Torres is a professional in Automatic Transmission Systems, he has vast hands-on experience on improving performance, software and cooling for transmission systems, he has focused and developed an interest for light diesel truck transmission systems. His techniques have caught attention and have been followed by other transmission rebuilders in the industry. He presents seminars at ATRA and Workpac expos. He continues to share his knowledge and technique with other techs in the industry. Owner and transmission rebuilder of AUS-TEX Transmission since 2005.

About Jimmy

Hi, my name is Jimmy Taylor. I am a technical advisor on the ATRA technical hotline. My career in the transmission industry started 44 years ago at the age 13 working in my dad’s shop. From sweeping floors, R&R, rebuilding, diagnostics and customer interaction. I grew up in Alaska, having moved there as a kid, and lived there until moving to Texas after coming to work for ATRA. My hobbies are photography, fishing, travel and since moving to Texas BBQ’ing, and eating BBQ!

About Bob
Bob has been delivering presentations to the industry since 1991. He is currently a consultant at Sonnax and has worked with those colleagues over his 26 years with the company to develop many unique solutions. Prior, Bob was in volume remanufacturing, education and a shop rebuilder/owner. Bob got his start at GM in the days of THM 200 and 125. Bob is also dedicated to his non-profit 501c3 organization Haven on Rice Creek (https://www.havenonricecreek.org/), a retreat center dedicated to the support of grieving individuals, youth mentoring programs and sabbaticals for ministry teams and leaders.

About Mark
Mark, an ASE Master Tech, brings nearly 30 years of experience to the transmission industry with a passion for education. Mark progressed from R&R, to builder, to manager, to the Transmission & Electrical Diagnostics Instructor at the NASCAR Technical Institute. Mark then opened his own transmission shop before joining WIT as the HP Tuner & Lead Warranty Tech.

About Rodger Bland

With over 40 years in the automotive industry, including more than 30 years with the Automatic Transmission Rebuilders Association (ATRA) and GEARS Magazine, Rodger Bland has dedicated his career to advancing the field of transmission repair and personal development. As Managing Editor of GEARS Magazine, the official publication of ATRA, Rodger has been instrumental in delivering insightful content that addresses both technical and managerial aspects of the industry. In 2006, he co-founded ATRA’s “What’s Working” management training program, which integrates industry trends, consumer studies, and successful shop practices to provide actionable strategies for business growth.

Rodger’s extensive experience has afforded him the opportunity to engage with thousands of shop owners, conduct numerous industry-wide surveys, and present on topics ranging from best-practices within the industry to business development strategies. His deep understanding of the industry’s challenges and opportunities informs his presentations, making them both relatable and impactful. In his upcoming talk, Rodger will explore the profound influence of emotional states on decision-making, performance, and overall success in the automotive repair industry. Drawing from his vast experience and research, he will provide insights into how professionals can harness emotional awareness to enhance their personal and professional lives.

About Jim Cathcart

Jim Cathcart is one of the Top 30 Global Sales Gurus, has been inducted into the Sales & Marketing Hall of Fame in London, and is designated as a Leading Consultant for 2025 by Selling Power Magazine.

About Coyte

Dr. Coyte Cooper is a bestselling author, international speaker and executive coach who is one of the premier experts in the area of  personal leadership and maximizing performance.  A former NCAA Division I All-American, TEDx Speaker, college professor and the CEO of Flip the Script, Dr. Cooper has worked closely with thousands of proactive professionals the past few years to develop a unique transformational system that helps audience members radically enhance their clarity, focus, ENERGY, motivation, passion and results on a consistent daily basis.

Maryann Croce is a 25-year automotive transmission shop owner and founder of Small Biz Vantage (www.smallbizvantage.com). She helps auto shop owners stop working 24/7 and create businesses that are profitable, sustainable, and enjoyable.

Having personally experienced the demands of running her own transmission shop, Maryann built a team-driven operation that freed her from day-to-day responsibilities. Today, she coaches, speaks, and writes for industry publications on performance, operations, and effective delegation. Her mission is simple: helping shop owners build thriving businesses and lives that they truly enjoy. Making it a win for their customers, teams, and families. Rewarding Biz. Rewarding Life.

About Sara Fraser

Sara Fraser, a millennial with a passion for connecting people, helps shop owners find and keep the right talent for their business. As Vice President of Auto Ignite Management, she guides shops in hiring, leadership, and team development.

A sought-after speaker at automotive conferences, Sara covers strategic hiring, communication, leadership, and generational insights.

Outside of work, she enjoys theater, music festivals, and craft breweries with her husband, Ryan, and their three dogs in Madison, WI.

About Bill Haas:

As a trusted business coach, Bill Haas helps automotive shop owners improve operations, increase profitability, and build stronger teams. A sought-after speaker, he has delivered keynote addresses and led training sessions at industry events nationwide.

With a career spanning technician, shop owner, and industry advocate, Bill has worked with all segments of the automotive industry. He has even testified before the U.S. Congress and state legislatures on key industry issues.

When he’s not coaching, Bill enjoys woodworking, reading nonfiction, and spending time with his wife, Robbie, and their two dogs in East Texas

About Dennis:

Dennis Madden’s impactful career in the Transmission repair industry began in 1977 as a rebuilder. After a decade, he transitioned to technical training and research, and in 2001, he brought his expertise and leadership to the role of ATRA’s CEO, a position he held for 21 years.

Beyond his technical achievements, Dennis authored several books, including Hi-Rev For Small Business – A Faster Way to Profits, co-written with Jim Cathcart, a renowned figure in sales and training. A Black Belt in Six Sigma, Dennis’s focus on data-driven processes underscores his belief that success stems from how one interprets and applies numbers. Additionally, his contributions to educational initiatives, like ATRA University, have left a lasting legacy in the transmission repair Industry.

About Melissa “Birdie” Patterson

Melissa “Birdie” Patterson isn’t just another speaker—she’s lived this industry from the ground up. From sanding bumpers and prepping cars to running the front office, she’s done the work and understands the challenges shop owners face.
With nearly 30 years in the automotive industry, Birdie has worked in collision repair, managed shops, and teamed up with Maylan, transitioning into helping business owners navigate growth, marketing, and succession planning. She brings practical, real-world strategies that shops can apply immediately to build relationships, increase sales, and create long-term success.

Mission Accomplished – Special Forces Leadership Tactics Can Boost Your Shop’s Performance

About Jon

Jon Tschetter is a decorated leader who has served as an Airborne Ranger, Green Beret, ODA (A-Team) Commander, and Special Forces Company Commander. He conducted more than 85 combat operations behind enemy lines during his career and spent 2 years with Black Water as a Detail Leader and Program Manager protecting U.S. Diplomats in Iraq.

Jon will explain how to apply “Special Forces” leadership tactics in your shop. You’ll be amazed at the similarities between running a shop and leading a military operation. He’ll also lace in some astonishing stories of actual missions demonstrating the importance of teamwork centered on mission success.

Jon says, “The team leadership process is the same, but the risks and rewards are dramatically different, and in your shops, hopefully nobody is shooting at you.”

About Thom

Marketing Coach Thom Tschetter fixes marketing mistakes.

Thom describes how sales and marketing helped solve an early-life challenge with this light-hearted reflection. “After two years of playing college football, my lack of size, speed, and skills ended my playing days. No football meant no scholarship. Various sales and marketing jobs provided the money and flexibility I needed to complete my degree in Economics and Marketing.”

In 1981, Thom opened The Transmission Factory in Marysville, Washington, and grew it to a statewide brand. Thom quipped, “This was an unlikely career choice because I had no mechanical knowledge or skills. I didn’t know which end of a screwdriver to hold on to, but I knew how to sell and market. I just needed to learn how to speak car.”

In 1992, the Automatic Transmission Rebuilders Association (ATRA) asked Thom to teach Sales, Marketing, and Management Seminars that mirrored his company’s practices and to write a business column in GEARS Magazine. While still the CEO of The Transmission Factory, Thom presented seminars throughout North America and still writes his GEARS Magazine column called Up Your Business.

Today, Thom enjoys his encore career, helping thousands of repair shops achieve greater success. ATRA presented Thom with a Lifetime Achievement Award for Training in 2022. 

With over 40 years of field testing and experimentation, Thom has developed and copyrighted the FIMS – Fully Integrated Marketing System (c) to address the auto repair industry’s ongoing marketing challenge, “How do we market something people don’t want, even when they need it?”

About Aaron

Aaron Stokes has been in the automotive industry since 1999 and owns 9 shops (and growing) in the Middle Tennessee area.

Aaron started Shop Fix Academy after he and his repair shops faced an unexpected and extremely challenging obstacle. He almost lost everything. Soon after, other shop owners began seeking his advice. It was clear he was operating his shops with a level of expertise that matched what they needed. Eventually, Aaron created a course teaching what he had learned, and thus Shop Fix Academy was born. Little did he know at the time what it would eventually become and how many lives it would impact.

Aaron still owns his shops and is the founder and lead teacher for Shop Fix Academy. Clients of Shop Fix Academy have expressed that the courses, conferences, 1-on-1 coaching, speeches, and other content is so effective because they combine a level of depth that any shop size can deploy while also being simple to understand – no boring lectures or time-wasting coaching calls.

Aaron’s aim through Shop Fix Academy is to provide more value tot the industry than anyone else and to transform the industry.