Speakers

Lance has been in the automotive industry serving as a technician, Technical Adviser, Technical Director, Executive Director and now CEO for ATRA. As a lifelong athlete Lance found his other passion in coaching. For over 25 years Lance shared two offices, one at ATRA and the other on the football or baseball field. As a coach, Lance spent decades learning exactly what it takes to build a cohesive unit, call the right plays, and adjust strategies under the intense pressure of a ticking clock from some of the top coaches in both the NCAA and the NFL.

Today, as the CEO of the Automatic Transmission Rebuilders Association (ATRA), the goal remains exactly the same: putting the team in the best possible position to win. Since 1954, ATRA has been the backbone of the transmission repair industry. We support over 2,000 members—shop owners, technicians, educators, and suppliers—by providing the research, standards, and community needed to thrive. But if you want to see exactly what this industry is capable of when we all come together, there is only one place you need to be: The ATRA Powertrain Expo.
Think of the Powertrain Expo as our industry’s ultimate training camp and championship game rolled into one. It is the single largest gathering dedicated exclusively to the transmission repair community, and if you are serious about the future of your shop, you cannot afford to stay on the sidelines.

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. Rodger has also been the voice of the Atascadero Greyhound football for over 30 years and his team building knowledge integrates perfectly with the game plan.

Jim Cathcart, CSP, CPAE, is the author of 28 books on business and personal success. He has been part of the ATRA family for almost 20 years.  He has been hired by the US White House to train speakers, has spoken at the United Nations, has given a 5-year lecture tour of China, has presented a TEDx talk with almost 3 million views, and has trained many of the world’s leading success gurus and professional speakers. He also plays guitar and sings in nightclubs, rides his Triumph Bonneville 1200 motorcycle all over the county, and conducts classes for MBA schools and the University of Texas. Contact him at Cathcart.com.

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.

Melissa “Birdie” Patterson has spent nearly 30 years in the automotive industry, working her way from hands-on shop work to managing repair shops and guiding owners through growth and transition. As a former shop manager and I-CAR certified collision estimator, she understands firsthand the real-world challenges shop owners face – building trust, leading teams, and keeping culture strong while running a business that lasts.

Birdie’s approach to training is grounded in lived shop experience and clear communication. She teaches in classroom settings, blending practical insight and storytelling to make complex topics usable in real shops, not just inspiring in the moment.
Today, Birdie works with shop owners, managers, and service advisors both in the classroom and beyond, helping them strengthen culture, clarify communication, and align their marketing with how their shops actually operate. Through her company, Bird’s iSocial, she supports visibility, messaging, and customer trust so the story a shop tells online matches the experience customers get in the bays.

She is a trusted voice in automotive training classrooms at expos nationwide, including AAPEX, VISION Hi-Tech, ASTA Expo, TOOLS Pennsylvania, ATRA, and local ASCCA chapters.

Carl Borsani is a seasoned marketing professional with 37 years of experience helping businesses improve visibility, credibility, and customer conversion—particularly within the automotive and technical service industries. He is the founder and owner of Graphic Home, LLC, a marketing and design firm based in Dayton Ohio, which he launched in 1998. Through Graphic Home, Carl has helped hundreds of businesses modernize their brands, websites, and digital marketing strategies.

For more than 15 years, Carl has worked closely with members of the Automatic Transmission Rebuilders Association (ATRA), providing targeted marketing strategy, website development, and digital advertising solutions tailored specifically to automotive repair shops. He has also been a featured speaker at past ATRA Powertrain Expo events, presenting on website effectiveness, customer trust, and how shop owners can stop losing customers before they make contact.

Carl specializes in aligning digital strategy with how customers actually make decisions. His expertise includes website strategy, SEO, Google Ads marketing, brand positioning, and end-to-end customer experience optimization. His approach emphasizes trust-building, professional presentation, and removing friction at every stage of the customer journey—from first online impression to long-term loyalty.

With deep roots in automotive education and professional certification, Carl brings a rare combination of marketing expertise and industry understanding. He continues to serve as a speaker, consultant, and strategic partner to shop owners and industry organizations who want marketing that delivers measurable results—not just traffic.

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.”

Jay Gubrud is a high-octane catalyst for performance, leadership, and joy-driven success.
As a dynamic keynote speaker, seasoned trainer, author, and trusted consultant, Jay has spent over two decades helping individuals and organizations break through barriers and thrive. His presentations are more than just insightful—they’re a spark that ignites real transformation, encouraging people to lead with authenticity and tap into what truly energizes them.

Jay believes that when people find and follow their joy, performance takes care of itself. His work inspires audiences to reconnect with what makes them come alive and use that energy to fuel collaboration, innovation, and results.

A few fun facts about Jay:

• He’s been riding motorcycles since the age of 7.
• He once made an appearance on The Oprah Winfrey Show.
• He’s taken a ride in a rare Ferrari F40—valued at over $3 million.
• He’s never missed a speaking engagement in over 20 years.
• He doesn’t like mushrooms (yet), but he’s still giving them a chance.

Discover more at www.jaygubrud.com

His gift is making complex ideas relatable!

Marketing Coach Thom Tschetter fixes marketing mistakes.

Thom Tschetter is a seasoned business leader, writer, and a speaker who makes complex topics easy to understand and simple to implement.

Thom retired as the CEO of an award-winning, multi-unit transmission business in Washington State. In 1996 his company was honored as the number 1 small business in the state and ranked in the top 10, nationally.

Thom says, “It takes a top-down, front-to-back Winning Culture. A Winning Culture isn’t just posters on the wall; it’s understanding that the shop only wins when the customer wins.”

Thom also traveled throughout North America as a motivational speaker and management trainer with ATRA. Since 1992, he has published hundreds of business management articles in various trade magazines, and he continues to write a monthly column called “Up Your Business” for GEARS Magazine. ATRA presented Thom with a Lifetime Achievement Award for Training in 2022.