WrenchWay
WrenchWay is a workforce platform connecting automotive, diesel, and collision schools, shops, dealerships, and technicians to address the technician shortage, with ASE Connects as its flagship product and ASE as its parent company following a June 2026 acquisition.
- Company typePrivate
- Founded2017
- HeadquartersMount Horeb, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What WrenchWay does
WrenchWay is a workforce platform serving the automotive, diesel, and collision service industries, founded in 2017 and headquartered in Mount Horeb, Wisconsin. The company's core proposition is addressing the chronic technician shortage by connecting three constituencies on a single platform: high school and post-secondary training programs, paying shop and dealership members, and individual technicians. Its flagship product, ASE Connects, was co-developed with the National Institute for Automotive Service Excellence (ASE) and bundles a School Assist module for school-industry collaboration, an Industry Data Exchange for verified, anonymized compensation and labor-rate benchmarking, Top Shop profile pages for employer branding, a Reverse Job Post feature for technician recruiting, and a Shop Talk online community. The platform is delivered as a web application with native iOS and Android mobile apps, integrated with Google OAuth2 for authentication, Stripe and other third-party processors for billing, Sendgrid for email, and HubSpot for marketing automation.
The business model is a two-sided freemium: schools and individual technicians access the platform at no cost, while shops, dealerships, and related businesses pay monthly subscription fees outlined on individual Order Forms. A secondary revenue stream comes from Featured Partner sponsorships — currently Milwaukee Tool, TruVideo, and Mentor Mentee — which provide sponsorship, marketing visibility, and tooling resources in exchange for prominence within the ASE Connects community. GTM is sales-led, combining direct enterprise field sales for large multi-location dealership groups (Lithia Motors operates 211 locations, VIP Tires & Service enrolled all 77, Cavender Auto Family all 16, Schomp all 8) with self-serve signup for SMB shops and individual users. Marketing is content-driven, anchored by the weekly Beyond the Wrench podcast, a blog, on-demand webinars, industry event participation, an annual Voice of Technician survey of 5,500+ professionals, and an active social media presence.
On June 30, 2026, ASE acquired WrenchWay, bringing its co-founders (Mark Wilson, CEO, and Jay Goninen, President) and all employees into the ASE organization. The transaction integrates WrenchWay's technology and operations into ASE's broader certification and workforce ecosystem, positioning ASE Connects as the connective tissue between ASE-certified technicians, the schools that train them, and the employers that hire them. Financial terms were not disclosed; WrenchWay is now a wholly-owned subsidiary of ASE.
WrenchWay firmographics
Firmographics- Name
- WrenchWay
- Legal name
- WrenchWay, LLC
- Website
- https://wrenchway.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- WrenchWay is a workforce platform connecting automotive, diesel, and collision schools, shops, dealerships, and technicians to address the technician shortage, with ASE Connects as its flagship product and ASE as its parent company following a June 2026 acquisition.
- Ownership category
- akta.pro rank
WrenchWay industry classification
Industry- Product category
- Automotive Workforce Development Platform
- NAICS
- Apprenticeship Training (611513)
- SIC
- Services-Employment Agencies (7361)
- akta.pro primary industry
- Skilled Trades (Electricians/Plumbers/HVAC/Carpenters) Staffing (BPACAEAB)
Keywords
Where WrenchWay is headquartered
LocationHeadquarters
- HQ city
- Mount Horeb
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WrenchWay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Shop/Dealership Memberships: Paid subscription accounts for automotive, diesel, and collision repair shops and dealerships. Shops pay fees as outlined in their Order Form, with payment processing through third-party providers (Stripe, Wind River Financial, Intuit). Schools and individual technicians access the platform for free.
- Featured Partner Sponsorships: Companies like Milwaukee Tool, TruVideo, and Mentor Mentee join as Featured Partners of ASE Connects, providing sponsorship and marketing support in exchange for visibility within the technician workforce community.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free tier for Schools and Technicians |
| Subscription | Monthly | Paid Shop Membership for Dealerships and Independent Shops |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
WrenchWay product offering
Product offeringCore offering
WrenchWay operates ASE Connects, a workforce platform that connects automotive, diesel, and collision schools, shops, and dealerships to address the technician shortage. Shops and dealerships pay for membership to access recruiting tools, industry benchmarking data, school engagement features (School Assist), and an online community (Shop Talk). Schools, technicians, and individual users access the platform free of charge. The platform includes web and mobile applications, Top Shop profile pages, reverse job posts, and an Industry Data Exchange for pay and labor rate benchmarking.
Product overview
WrenchWay is a workforce platform serving the automotive, diesel, and collision industries. The core offering is ASE Connects, a joint initiative with the National Institute for Automotive Service Excellence (ASE) that connects schools, shops, and dealerships to address the technician shortage. The platform includes School Assist for school-industry collaboration, Industry Data Exchange for market intelligence, Shop Talk as an online community forum, Top Shop Pages for employer branding, and Reverse Job Posts for technician recruiting. Additional services include student resume features, a job board, salary benchmarking, the Beyond the Wrench podcast, on-demand webinars, and the annual Voice of Technician Report. The platform operates as a web application and mobile app, with free accounts for technicians and schools and paid premium memberships for shops.
Differentiator
Problem solved
Functional benefit
Brands
- ASE Connects: A workforce platform developed in partnership with ASE to connect schools, shops, and dealerships across the automotive, diesel, and collision industries to strengthen the technician pipeline.
Products and services
- ASE Connects (Shop & Dealership Membership) A nationwide workforce platform developed by ASE and WrenchWay that connects automotive, diesel, and collision schools, dealerships, and shops into one community to strengthen the technician pipeline. Shops and dealerships pay for membership to access recruiting tools (Top Shop pages, Reverse Job Posts, jobs board), the Industry Data Exchange, School Assist school-engagement tools, and the Shop Talk community. Schools, technicians, and individual users access the platform free of charge.
- Industry Data Exchange Benchmarking service that aggregates anonymized technician pay, benefits, and customer labor rate data from verified shops and delivers localized and national analysis to help shops make informed compensation and pricing decisions.
- Shop Talk Community Online community forum for automotive and diesel professionals where users can like and comment on posts, message shops, answer poll questions, and earn entries for monthly $1,000 giveaways.
- Top Shop Pages & Recruiting Tools Premium shop profile pages and recruiting features that showcase shop culture, job openings, technician testimonials, photos, and videos, plus Reverse Job Posts that allow technicians to be discovered by shops based on skills and experience.
- Featured Partner Program Sponsorship program within ASE Connects where industry partners such as TruVideo, Milwaukee Tool, and Mentor Mentee provide tools, scholarships, and resources to support technician development in exchange for visibility within the technician workforce community.
- School Assist School-to-shop connection tool that lets schools post requests for resources, equipment, guest speakers, and shop tours, and lets shops fulfill those requests and build relationships with future technicians through classroom visits, tool donations, and advisory board participation.
- Technician Pay Benchmarking Tool Salary benchmarking tool providing localized and national analysis of technician compensation to help shops make informed pay decisions.
Quantifiable outcome
- Lithia Motors uses WrenchWay across 60 locations for technician recruiting with 'Zillow for technicians' positioning
- +2 more outcomes
Companies that use WrenchWay
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles4 records
WrenchWay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature6 records
WrenchWay partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, regional, featured, founding and minor.
- ASE (National Institute for Automotive Service Excellence)coreASE acquired WrenchWay on June 30, 2026, bringing WrenchWay's co-founders and employees into the ASE organization. The acquisition integrates WrenchWay's technology and expertise into ASE's existing ecosystem, including ASE Connects platform. The deal strengthens ASE's connections between schools, employers, and industry partners while expanding support for the automotive, diesel, and collision technician workforce.
- I-CARcoreI-CAR partnered with ASE, CREF, and WrenchWay to address the critical need for automotive service professionals. Collaboration focuses on recruiting, training, and supporting new technicians through marketing campaigns, educational programs, scholarships, and certifications including the DOL Registered Apprenticeship Program.
- CREF (Collision Repair Education Foundation)coreCREF partnered with ASE, I-CAR, and WrenchWay to promote education, recruiting students, and supporting career development in collision repair. Joint initiatives include advertising campaigns, educational resources, scholarships, and structured training programs.
- Washington State Auto Dealers Association (WSADA)regionalWSADA and ASE Connects partnered to strengthen connections between dealerships and schools across Washington State. WSADA member dealerships receive discounted access to ASE Connects—a growing network of schools, instructors, students, and workforce development tools. WSADA also awards nine $3,000 Bright Future Scholarships to aspiring automotive technicians.
- Milwaukee ToolfeaturedMilwaukee Tool joined ASE Connects as a Featured Partner. Known for commitment to skilled trades and the professionals who build them, Milwaukee Tool supports the technician pipeline initiative and schools preparing the next generation of technicians.
- TruVideofeaturedTruVideo became a Featured Partner of ASE Connects as the leader in communication technology for the transportation industry, providing AI-powered video and messaging solutions.
- Mentor MenteefeaturedMentor Mentee joined as a Featured Partner of ASE Connects. The company helps service teams bring structure and consistency to technician development with tools for shops to manage mentorship programs.
- Northwest Auto Care Alliance (NWACA)regionalNWACA partnered with ASE Connects to strengthen the technician pipeline across the Northwest. As a network of independent repair shops and industry professionals prioritizing workforce development, NWACA connects members to the national ASE Connects network.
- VIP Tires & ServicefoundingVIP Tires & Service joined ASE Connects as a Founding Member, enrolling all 77 of their locations across the Northeastern United States. Demonstrates company-wide commitment to supporting a stronger, more connected approach to developing the technician workforce.
- Cavender Auto FamilyfoundingCavender Auto Family joined ASE Connects, enrolling all 16 of its locations across Texas and Oklahoma to help strengthen connections between local schools and the automotive industry.
- Schomp Automotive GroupfoundingSchomp Automotive Group joined ASE Connects as a Founding Member, enrolling all eight Colorado locations to support local schools and strengthen the future technician pipeline.
- U.S. Secret ServiceminorThe U.S. Secret Service and ASE collaborated at AAPEX 2025 to promote awareness of career opportunities for auto technicians and address the ongoing shortage of qualified auto techs. Highlights importance of ASE certified technicians in maintaining specialized vehicles.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
WrenchWay competitors and assessment
Company assessmentEmerging players
- Workable: SMB-focused applicant tracking and recruiting platform. Comparable as technology-enabled recruiting infrastructure for mid-market employers, though not automotive-specialized.
- Apprenticeship.com: Job board focused on apprenticeship and skilled-trades careers. Comparable as a destination connecting apprentices and trade-school graduates to employer opportunities, overlapping WrenchWay's school-to-shop pipeline mission.
Broad incumbents
- Greenhouse: Enterprise applicant tracking system with structured hiring workflows. Comparable as recruiting technology for larger employers, including dealership groups, though it is broader and not vertical-focused on technicians.
- LinkedIn (Talent Solutions): Global professional network with recruiting and talent solutions used by large dealership groups. Comparable as an incumbent recruiting channel, though it lacks WrenchWay's school-to-shop pipeline and automotive-specific community.
- Indeed: Largest generalist job board, widely used by automotive service shops to post technician roles. Comparable because it competes for the same recruiting budget as WrenchWay's Top Shop pages and Reverse Job Posts, but it is a horizontal incumbent rather than an automotive-vertical specialist.
Direct peers
- ZipRecruiter: Subscription-based job marketplace targeting SMB employers, including service shops. Closely comparable business model with recurring employer fees and AI-driven matching, and overlapping mid-market customer segment.
- Snagajob: Job board specializing in hourly and skilled-trade workers. Comparable because its target candidate pool (trades and hourly) overlaps with WrenchWay's technician audience and employer customers.
- iHire: Vertical-specific job boards spanning many industries including automotive and skilled trades. Comparable because it follows the same niche-vertical marketplace strategy as WrenchWay, targeting employers in specialized fields.
- iATN (International Automotive Technicians Network): Long-standing online community and forum for working automotive technicians. Comparable as a community platform for the same technician audience, providing peer discussion and shop referrals that overlap with WrenchWay's Shop Talk.
Others
- Tekmetric: Cloud-based shop management software for independent auto repair shops. Comparable because it sells software to the same shop customer base and is an adjacent technology stack that could integrate or compete for shop wallet share.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
WrenchWay social profiles
Digital presenceWrenchWay financial estimates
Financial estimateRevenue estimate
Valuation estimate
WrenchWay leadership team
Management profileNumber of profiles
Profiles2 records
WrenchWay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WrenchWay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WrenchWay
What does WrenchWay do?
WrenchWay operates ASE Connects, a workforce platform that connects automotive, diesel, and collision schools, shops, and dealerships to address the technician shortage. Shops and dealerships pay for membership to access recruiting tools, industry benchmarking data, school engagement features (School Assist), and an online community (Shop Talk). Schools, technicians, and individual users access the platform free of charge. The platform includes web and mobile applications, Top Shop profile pages, reverse job posts, and an Industry Data Exchange for pay and labor rate benchmarking.
Is WrenchWay a public or private company?
WrenchWay is a private company. It is classified as corporate owned and is currently acquired.
When was WrenchWay founded?
WrenchWay was founded in 2017. It employs 11 to 50 people.
Where is WrenchWay based?
WrenchWay is headquartered in Mount Horeb, United States, in the North America region.
How does WrenchWay make money?
Two revenue lines are on record. Shop/Dealership Memberships are the primary driver. The others are featured Partner Sponsorships.
Who are WrenchWay's main competitors?
Emerging players on record are Workable and Apprenticeship.com. Broad incumbents are Greenhouse, LinkedIn (Talent Solutions) and Indeed. Direct peers are ZipRecruiter, Snagajob, iHire and iATN (International Automotive Technicians Network). Tekmetric is listed as an others.
Does WrenchWay have an API?
No public API is recorded for WrenchWay.
What industry is WrenchWay in?
WrenchWay's product category is Automotive Workforce Development Platform. Its primary akta.pro industry code is BPACAEAB, Skilled Trades (Electricians/Plumbers/HVAC/Carpenters) Staffing. Its NAICS code is 611513 and its SIC code is 7361.