What Automotive Training Institute does

Automotive Training Institute (ATI), founded in 1998 and headquartered in Linthicum, Maryland, is a private coaching and training organization serving owners of independently owned mechanical and collision repair shops across the United States. ATI sells a subscription-based coaching membership — branded "The ATI Way" — that combines an initial shop strategy session, structured curriculum (ATI Fundamentals, shop re-engineering), exclusive peer learning cohorts known as 20 Groups, and ongoing coaching support from coaches who simultaneously own and operate their own shops. Members access training content and resources through the Overdrive member portal and gain purchasing leverage through DrivenAdvantage.com and a tiered trusted-partner network spanning parts, software, payments, accounting and marketing vendors.

The company's underlying "platform" is a services-and-community stack rather than a SaaS product: proprietary methodology and curriculum (developed over 25+ years), an event-driven engagement model (SuperConference, Fall ShowCase), 80+ published member testimonials, and a network of Diamond, Gold and Silver commercial partners including NAPA, AutoZone, Imperial, TekMetric, Kukui, AutoVitals, 3M, ShopMonkey, Kaizen CPAs and Profit First Professionals. ATI reports that it has re-engineered 30,000+ shops since inception and attributes more than $3.5 billion in additional gross profit to its coached shops.

Revenue mechanics are subscription-based and quote-based (pricing is not publicly disclosed), monetized through monthly membership fees, coaching engagements, and add-on modules such as Automotive+ Reach (SEO) and Estimate Scrubber (collision short-pay recovery). Go-to-market is direct-sales-led: phone outreach, free strategy sessions, field engagement, and partner-driven referrals. Since approximately 2019, ATI has operated as a subsidiary of Driven Brands Holdings LLC, a diversified automotive services conglomerate; ATI continues to run as a dedicated coaching division within that portfolio.

Name

Automotive Training Institute

Legal name

Automotive Training Institute, Inc.

Website

https://autotraining.net

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Automotive Training Institute (ATI) is a private, Driven Brands-owned coaching and training organization that provides subscription-based business coaching, peer networking (20 Groups), and operational tools to independent mechanical and collision repair shop owners in the United States.

Ownership category

akta.pro rank

Product category

Automotive Business Coaching

NAICS

General Automotive Repair (811111)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Automotive (EDABALAB)

Keywords

• Automotive shop coaching
• Collision repair consulting
• Auto repair training
• Shop management consulting
• Business coaching services

Headquarters

HQ city

Linthicum Heights

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Coaching & Training Subscriptions: Recurring membership fees for access to coaching, training workshops, peer networking groups (20 Groups), online curriculum, member portal (Overdrive), and tools such as DrivenAdvantage.com and Estimate Scrubber. Multiple testimonials reference monthly pricing, indicating a subscription cadence. Revenue is recurring in nature with membership tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Automotive Training Institute (ATI) provides subscription-based coaching, training, and consulting services to independent mechanical and collision repair shop owners. Its core methodology, "The ATI Way," combines one-on-one coaching from active shop-owner coaches, structured curriculum (shop strategy sessions, ATI Fundamentals, shop re-engineering), peer networking groups (20 Groups), and member tools such as DrivenAdvantage for vendor rebates and the Overdrive portal. Services are segmented into Mechanical Shop Solutions and Collision Shop Solutions.

Product overview

Automotive Training Institute (ATI) is a coaching and training organization serving independent mechanical and collision repair shops. The core offering is The ATI Way, a comprehensive coaching methodology that combines shop strategy sessions, ATI Fundamentals training, shop re-engineering, and peer networking groups. ATI provides specialized solutions for both mechanical shops (with programs targeting 47% average gross profit margin, 55% parts margin, 63% labor margin, and $1027 average repair order) and collision shops. Members receive Coaching Support from owner-operators, access to DrivenAdvantage for vendor rebates, the Overdrive online portal, and can participate in 20 Groups for peer learning. The company hosts an annual SuperConference and has expanded to offer Automotive+ Reach for SEO/digital marketing training. ATI is part of Driven Brands and has served the industry for over 25 years, having re-engineered over 30,000 shops.

Differentiator

Problem solved

Functional benefit

Brands

• DrivenAdvantage: A vendor rebate and purchasing program offering ATI members access to discounted products from vendors like NAPA, AutoZone, and Imperial, including pricing access through DrivenAdvantage.com.
• Automotive+ Reach

Products and services

• The ATI Way Comprehensive coaching methodology for independent auto repair shop owners combining strategy sessions, foundational training, business re-engineering, and peer networking to maximize profit, free time, and control.
• Mechanical Shop Solutions

Quantifiable outcome

• 47% average gross profit margin for mechanical shops
• +6 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered diamond (flagship), diamond, gold, silver, minor and core.

• Driven Advantagediamond (flagship)GTM or Marketing PartnerDriven Advantage is a Diamond-tier partner providing ATI members with a purchasing portal for essential shop products, enabling discounted pricing and vendor rebates. It is co-branded by ATI and is a core member benefit.
• NAPA (National Automotive Parts Association)diamondGTM or Marketing PartnerNAPA is a Diamond-tier partner offering ATI members access to parts purchasing through NAPA's network, with vendor rebates and preferential pricing as a member benefit.
• AutoZonegoldGTM or Marketing PartnerAutoZone is a Gold-tier partner providing parts procurement and rebate benefits to ATI member shops.
• TekMetricdiamondTechnology or IntegrationTekMetric is a cloud-based shop management software platform and Diamond partner. ATI refers member shops to TekMetric for workflow, estimates, DVIs, inventory, and reporting. TekMetric offers ATI members discounted or preferred pricing.
• KukuidiamondTechnology or IntegrationKukui is a Diamond partner providing web presence and digital marketing tools for automotive shops. Kukui and ATI partnered on a free online conference and co-develop marketing resources.
• AutoVitalsgoldTechnology or IntegrationAutoVitals is a Gold partner offering digital vehicle inspections (DVI), workflow management, CRM, and marketing automation tools specifically designed for auto repair shops. ATI members receive preferential access.
• Imperial SuppliesdiamondGTM or Marketing PartnerImperial is a Diamond-tier partner providing shop supplies procurement and rebates to ATI member shops.
• US Auto ForcediamondGTM or Marketing PartnerUS Auto Force is a Diamond-tier partner in the ATI trusted partner program.
• 3MsilverStrategic or Co-development Partner3M partnered with ATI in a strategic alliance offering collision shop owners access to premium 3M products along with enhanced training opportunities developed by ATI.
• ShopMonkeysilverTechnology or IntegrationShopMonkey is a Preferred Supplier partner integrated with ATI's program, offering shop management software to ATI member shops.
• Kaizen CPAs + AdvisorsgoldImplementation/ SI/ Consulting PartnerKaizen CPAs + Advisors is a Gold partner providing financial planning, accounting, and tax advisory services tailored specifically for automotive repair shops, available to ATI members.
• Profit First ProfessionalsminorImplementation/ SI/ Consulting PartnerATI partnered with Profit First Professionals to provide certified Profit First model financial consulting to ATI members, helping shops implement the profit-first cash flow methodology.
• mikeroweWORKS FoundationminorOthersThe mikeroweWORKS Foundation has been selected multiple times as the ATI SuperConference charity (2020 and 2022), with conference attendees donating over $60,000 each year to support skilled trades training.
• Driven BrandscoreOthersDriven Brands Holdings LLC acquired Automotive Training Institute, making ATI part of the Driven Brands portfolio of automotive service brands. ATI operates as an independent coaching division under Driven Brands.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ATIautotraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Automotive Training Institute