Club Assist

What Club Assist does

Club Assist is a privately-held automotive battery service company founded in 1991 in Dandenong, Australia by brothers Stuart and Brett Davies, following an 18-month study identifying dead batteries as the leading cause of roadside assistance calls. The company relocated its North American headquarters to Lake Mary, Florida and operates as the exclusive Preferred Supplier for the AAA and CAA Mobile Battery Service Programs, a position it has held for more than 20 years, serving more than 66 million motoring club members across the United States, Canada, Australia, and New Zealand.

Club Assist's product portfolio centers on premium flooded and AGM lead-acid automotive batteries marketed under the AAA, CAA, Evervolt, and GLBS brands, complemented by a proprietary technology stack: the MBC-1000 and MBC-1000SD roadside battery testers (designed exclusively for AAA and CAA Battery Service Providers), the Toolbox mobile application for technician fitment and training, the InstaQuote Plus e-commerce platform for direct-to-consumer battery purchase and installation scheduling, and an E-Invoicing system. Adjacent lines include the EZTow Assist vehicle product family (EZLift, EZForce, EZPower), a battery recycling program that processes approximately 1.5 million units annually, and ISO 9001/ISO 14001 certified operations.

The company monetizes through four streams: hardware sales of batteries, testers, and vehicle upfits; professional services including customizable training programs and a full marketing agency offering; licensing and sale of proprietary technology to Battery Service Providers; and direct-to-consumer e-commerce. Go-to-market is hybrid, with enterprise field sales and joint venture partnerships managing AAA and CAA club relationships at the executive and operational level, combined with a route-based Service Route Representative (SRR) distribution network and a growing direct e-commerce channel. Customer concentration is high, anchored on a small number of large motoring club accounts, and the company's wholly-owned EZTow Assist subsidiary and historically owned VCA Solutions joint venture (fully divested to Valvoline in 2022) round out the corporate structure.

Name

Club Assist

Legal name

Club Assist Pty Ltd

Website

https://clubassist.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Club Assist is the exclusive Preferred Supplier for the AAA and CAA Mobile Battery Service Programs, supplying premium lead-acid batteries, proprietary diagnostic testers, training, and marketing services to motoring clubs serving more than 66 million members across the US, Canada, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Automotive Battery Services

NAICS

Battery Manufacturing (33591), General Automotive Repair (811111)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Services-Automotive Repair, Services & Parking (7500), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)

akta.pro primary industry

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL)

Keywords

• Automotive battery services
• Roadside battery replacement
• Motoring club partnerships
• Fleet battery supply
• Battery distribution logistics

Headquarters

HQ city

Lake Mary

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Battery Product Sales: Sale of premium flooded and AGM lead-acid automotive batteries to motoring clubs, fleet services, and car care centers. Products meet ISO9001 quality systems and ISO14001 environment system accreditation.
2. Training Solutions: Customizable learning and development programs for Battery Service Technicians, Call Center Agents, and Battery Program Managers. Includes onsite workshops, online courses, webinars, video tutorials, and electronic performance support through the Toolbox mobile app and Learning Portal.
3. Marketing Services: Agency-caliber marketing services for battery service business including brand strategy, campaign development, digital content, social media strategies, SEO, lead generation, content marketing, multimedia video production, and graphic design.
4. Technology Solutions: Sale and licensing of proprietary technology including MBC-1000 battery testers, Toolbox application, and e-commerce platforms like InstaQuote Plus to Battery Service Providers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Club Assist provides turnkey battery service solutions to motoring clubs (AAA, CAA, RACV, NRMA, RAC WA, RAC NZ), battery service providers, fleet operators, and car care centers. The offering bundles premium flooded and AGM lead-acid automotive batteries under AAA, CAA, Evervolt, and GLBS brands with proprietary diagnostic technology (MBC-1000 testers, Toolbox app, InstaQuote Plus e-commerce), technician training, marketing services, nationwide distribution and logistics, and battery recycling.

Product overview

Club Assist provides a turnkey strategic partnership offering a comprehensive portfolio of products and services for the automotive battery service industry. The core product portfolio centers on premium flooded and AGM lead-acid automotive batteries (branded as AAA, CAA, Evervolt, and GLBS) paired with state-of-the-art technology solutions including the MBC-1000/MBC-1000SD battery testers, Toolbox mobile application, InstaQuote Plus e-commerce platform, and E-Invoicing system. The company delivers integrated services including training solutions (onsite workshops, online courses, Learning Portal), marketing services (brand strategy, campaign development, digital content, social media, SEO, video production), nationwide distribution and logistics through owned warehouses in Charlotte, NC and Lake Mary, FL, specialty EZTow Assist roadside vehicles, and battery recycling programs. The ecosystem connects Battery Service Technicians, Call Center Agents, motoring clubs (AAA, CAA), and car care centers (VCA Solutions with 1,300+ locations) through a unified service model supporting over 66 million members worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Toolbox: State-of-the-art battery fitment and installation app for Battery Service Technicians providing vehicle battery fitment information, training materials, video tutorials, and technical notifications.
• MBC-1000
• InstaQuote Plus
• The Battery Store
• EZLift
• EZForce
• EZPower

Products and services

• Flooded and AGM Lead Acid Batteries Premium flooded and AGM lead-acid automotive batteries sold to motoring clubs, battery service providers, fleet services, and car care centers across the US, Canada, Australia, and New Zealand under multiple brands (AAA, CAA, Evervolt, GLBS). ISO 9001/14001 certified.
• MBC-1000 Battery Tester Proprietary Mobile Battery Computer that delivers fast, accurate roadside battery testing decisions via a mobile app. Compact, lightweight, rugged design for automotive battery testing at the roadside, used exclusively by AAA/CAA Battery Service Providers.
• MBC-1000SD Self-Diagnosing Tester Upgraded roadside battery tester with improved cable leads that perform self-diagnostic checks, sensors that detect excessive cable resistance, and over-the-air firmware update capability for future battery technologies including lithium-ion. Designed for AAA/CAA Battery Service Providers.
• Toolbox Application State-of-the-art battery fitment and installation application for AAA/CAA Battery Service Technicians providing vehicle battery fitment information, training materials, video tutorials, technical notifications, VIN scanning/decoding, E-Invoicing, and multilingual (three-language) support.
• InstaQuote Plus (The Battery Store) E-commerce platform that enables end consumers to pre-purchase car batteries and schedule on-site installation; integrates with AAA/CAA partner club websites and supports efficient dispatch of battery service calls.
• Training Solutions Customizable learning and development programs for Battery Service Technicians, Call Center Agents, and Battery Program Managers, combining onsite workshops, online courses, webinars, video tutorials, a digital materials library, the Toolbox mobile app, and the Learning Portal.
• Battery Program Marketing Services Agency-caliber marketing services for battery service businesses including brand strategy, campaign development, digital content, social media strategies, SEO, lead generation, content marketing, multimedia video production, and graphic design, available as full-service engagements or à la carte offerings.
• Distribution and Logistics Services Nationwide battery distribution and logistics services delivered through a network of warehouses including Club Assist-owned facilities in Charlotte, NC and Lake Mary, FL, providing real-time inventory supply, flexible fulfillment, and invoicing for Battery Service Providers, fleet services, and car care centers across the US and Canada.
• Service Route Representative (SRR) Program Route-based battery delivery program where Service Route Representatives deliver batteries to Battery Service Providers and offer specialized expertise in battery warranties, product information, and battery business support.
• EZTow Assist Vehicles (EZLift, EZForce, EZPower) Specialty roadside service vehicles sold via the wholly-owned EZTow Assist subsidiary — the EZLift (Ford Ranger), EZForce (Ford Cargo Van), and EZPower (Ford F-250) — with upfitted suspension, copolymer utility bodies that carry up to 40 batteries, and a Rapid Deployment Trailer.
• Battery Recycling Program Closed-loop battery recycling program that recycles 99% of battery cores collected, processing approximately 1.5 million automotive batteries annually and diverting over 200 million pounds of lead and 20 million pounds of plastic from landfills.

Quantifiable outcome

• 99% battery core recycling rate
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• American Automobile Association (AAA)coreStrategic or Co-development Partner · 1 January 2001Club Assist is the Preferred Supplier for the AAA Mobile Battery Service Program for more than 20 years. The company provides premium batteries, technology solutions, training, and marketing services to AAA clubs across the United States. Supports AAA's 61+ million members through joint venture partnerships with multiple AAA clubs.
• Canadian Automobile Association (CAA)coreStrategic or Co-development Partner · 1 January 2001Club Assist is the Preferred Supplier for the CAA Mobile Battery Service Program. Serves CAA's 6.4+ million members across Canada through regional clubs including CAA Atlantic, CAA South Central Ontario, CAA Manitoba, and others.
• National Roads and Motorists Association (NRMA)coreStrategic or Co-development Partner · 1 January 2000Australian motoring club partnership established by 2000 as part of Club Assist's expansion across the Pacific region.
• Royal Automobile Club (RAC) Western AustraliacoreStrategic or Co-development Partner · 1 January 2000Australian motoring club partnership established by 2000 as part of Club Assist's regional expansion.
• RAC New ZealandcoreStrategic or Co-development Partner · 1 January 2000New Zealand motoring club partnership established by 2000 as part of Club Assist's international growth.
• Royal Automotive Club of Victoria (RACV)coreStrategic or Co-development Partner · 1 January 1991First partner of Club Assist. In 1991, the Davies brothers presented their research on dead batteries as the most common roadside assistance call to RACV, who agreed to become the first partner of Club Assist, enabling the revolutionary mobile battery replacement service.
• VCA SolutionscoreStrategic or Co-development PartnerClub Assist supplies automotive batteries to VCA Solutions, a joint venture with Valvoline, who serve more than 1,300 instant oil change and car care centers across the US.
• East Penn ManufacturingcoreTechnology or IntegrationPrimary battery supplier for AAA/CAA programs. One of three AAA-approved battery manufacturers. East Penn Manufacturing makes millions of AAA/CAA batteries each year. The company has been partnered with Club Assist for over 10 years.
• ClarioscoreTechnology or IntegrationOne of three AAA-approved battery manufacturers. Clarios provides supplemental battery stock and is a key supplier in Club Assist's Winter Inventory Plan alongside East Penn Manufacturing and Sebang Global Battery.
• Sebang Global BatterycoreTechnology or IntegrationOne of three AAA-approved battery manufacturers. Sebang Global Battery supplies additional product to Club Assist when demand exceeds what East Penn and Clarios can provide.
• DHC Specialty CorporationcoreTechnology or IntegrationManufacturer of the MBC-1000 battery tester. DHC Specialty Corp. is Club Assist's partner for battery testing technology. Also contributed to sponsorship of the AAA Automotive Conference Welcome Reception.
• CAA Battery Working GroupcoreStrategic or Co-development PartnerA collective that includes a representative from each CAA Club. Club Assist spearheaded a commercial initiative with this group filmed in Toronto, Ontario to highlight reliability and safety of the CAA battery service.
• Women in the Global Battery Industry (WGBI)minorStrategic or Co-development PartnerProfessional organization founded to promote and develop the growth of women in the battery industry. Club Assist's Executive Director of Product Development and Marketing Meredith Fordham serves as a mentor in their mentorship program.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Interstate Batteries: Interstate Batteries is the closest analog to Club Assist — a leading U.S. distributor of aftermarket automotive and specialty batteries sold through a routed service-provider network (Interstate All Battery Center), with its own proprietary Power Patrol and private-label brands. Both companies monetize batteries through technician/service-provider channels rather than direct retail.
• Batteries Plus: Batteries Plus is a U.S. specialty retailer of automotive, commercial, and consumer batteries plus on-site installation and recycling services. Directly comparable to Club Assist's e-commerce/installation and 99%-recycling model, although it operates through company-owned retail storefronts rather than motoring-club partnerships.
• Agero: Agero is a leading roadside assistance, claims management, and connected-vehicle services platform that serves major auto manufacturers, insurance carriers, and clubs — directly comparable to Club Assist's role as the operational backbone behind AAA/CAA Mobile Battery Service Programs (which are a subset of the broader roadside services stack).

Broad incumbents

• East Penn Manufacturing: East Penn Manufacturing is one of the largest lead-acid battery producers in North America and one of three AAA-approved battery manufacturers that supplies Club Assist. It is comparable as both a producer of the same underlying 12V/AGM product and a competing route-distribution battery brand (Deka) sold through service-provider networks.
• Clarios: Clarios (formerly Johnson Controls Power Solutions) is the world's largest automotive battery manufacturer, producing Varta, Optima, and other brands. It directly overlaps with Club Assist's core product category and is also one of its three AAA-approved suppliers — making it both a partner and a competitor at the OEM/aftermarket boundary.
• Exide Technologies: Exide Technologies is a global battery manufacturer producing automotive, industrial, and motive-power batteries under brands such as Exide, GNB, and Sonnenschein. Comparable as a broad incumbent competing in the same 12V aftermarket and motive-power battery categories that Club Assist distributes.
• Genuine Parts Company (NAPA Auto Parts): Genuine Parts Company (parent of NAPA Auto Parts) is one of the largest distributors of automotive replacement parts in North America with a vast installer network. Comparable as a broad incumbent in the wholesale- and installer-channel distribution of vehicle parts and batteries.
• AutoZone: AutoZone is the largest U.S. retailer of automotive replacement parts including a large battery assortment. Comparable as a broad aftermarket battery distributor/retailer serving both DIY and professional installer channels in the same 12V category.
• O'Reilly Auto Parts: O'Reilly Auto Parts is a major U.S. automotive aftermarket parts retailer with a strong professional installer base, including battery sales and in-store diagnostic services. Comparable as a broad incumbent in the same U.S. aftermarket automotive parts category including 12V batteries.

Others

• Valvoline: Valvoline is a major U.S. automotive services operator and oil-change franchisor. It is materially connected to Club Assist as the former JV partner in VCA Solutions, which Club Assist helped stand up in 2015 before Valvoline fully acquired it in 2022 — providing a benchmark for aftermarket-service economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ClubAssistNA
• YouTubeyoutube.com/channel/UCcau_ywL8Y77R3mWvLl4c6g
• Facebookfacebook.com/ClubAssistNA
• LinkedInlinkedin.com/company/club-assist-na

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

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 Club Assist