DealerPRO
DealerPRO Training delivers fixed operations training programs for automotive dealerships' service and parts departments. Based in Columbus, Ohio, the firm offers advisor, manager, BDC, and technician training via in-dealership, workshop, and virtual formats across the U.S. and Canada.
- Company typePrivate
- Founded2000
- HeadquartersOhio, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What DealerPRO does
DealerPRO Training is a privately held professional services firm founded in 2000 and headquartered in Columbus, Ohio, that delivers fixed operations training programs to automotive dealerships across the United States and Canada. The company's core offerings are training programs for service advisors, service managers, BDC (Business Development Center) staff, parts personnel, and technicians, focused on improving customer retention and service gross profits in dealership service and parts departments.
DealerPRO delivers its training through four modalities: in-dealership face-to-face sessions, multi-store workshops for auto groups, 2–3 day in-person workshops at the company's Ohio Fixed Ops Training Center, and the DealerPRO Virtual Training Network — an online 24/7 platform with over 80 chapters of fixed ops content. Supporting products include a free Profit Improvement Analysis (used as a lead generation tool), the $200K Club membership program for high-performing dealerships, and SMART Menus for Safety and Reliability — a structured menu system for service departments. Pricing is custom-quoted based on format, scope, and dealership size, with multi-year contracts as the standard billing cadence.
The company operates on a sales-led go-to-market motion targeting enterprise and mid-market dealerships directly, complemented by content marketing, webinars, white papers, and the "Service Drive with Don Reed" podcast hosted by CEO and founder Don Reed. DealerPRO was acquired by APCO Holdings LLC, joining the APCO family of companies, and currently operates with 11–50 employees. Its competitive positioning is built on trainer credibility (former fixed ops managers), industry recognition as the #1 dealer training company in Dealers' Choice Awards, and a multi-format delivery model few competitors replicate.
DealerPRO firmographics
Firmographics- Name
- DealerPRO
- Legal name
- DealerPRO Training
- Website
- https://dealerprotraining.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DealerPRO Training delivers fixed operations training programs for automotive dealerships' service and parts departments. Based in Columbus, Ohio, the firm offers advisor, manager, BDC, and technician training via in-dealership, workshop, and virtual formats across the U.S. and Canada.
- Ownership category
- akta.pro rank
DealerPRO industry classification
Industry- Product category
- Automotive Dealership Training
- NAICS
- Professional and Management Development Training (611430), Technical and Trade Schools (6115)
- akta.pro primary industry
- Sales, Customer Service & Soft Skills Training (BPACANAD)
- akta.pro secondary industry
- Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device) (EDABABAL)
Keywords
Where DealerPRO is headquartered
LocationHeadquarters
- HQ city
- Ohio
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DealerPRO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Dealership Training Programs: DealerPRO generates revenue through professional training services delivered to automotive dealerships. Training is offered in multiple formats: in-dealership training, multi-store workshops, Ohio training center sessions, and virtual training network. Pricing appears to be customized based on dealership size and training needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom training programs with pricing based on format and scope |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
DealerPRO product offering
Product offeringCore offering
DealerPRO Training delivers fixed operations training programs for automotive dealerships, training service advisors, service managers, BDC personnel, technicians, and parts counter staff to improve customer retention and grow service gross profits. Training is delivered in four formats—in-dealership on-site training, multi-store workshops for auto groups, 2-3 day workshops at the Ohio Fixed Ops Training Center in Columbus, OH, and online 24/7 virtual training with 80+ chapters of content. The company complements its training with a free Profit Improvement Analysis, the $200K Club membership for top-performing clients, and SMART Menus for Safety and Reliability.
Product overview
DealerPRO Training is a fixed operations training company offering a comprehensive portfolio of training programs for automotive dealerships. The company provides service advisor training, service manager training, and BDC (Business Development Center) training as its core offerings. Training is delivered through multiple formats: in-dealership face-to-face sessions, multi-store workshops for auto groups, in-person programs at the Ohio Training Center in Columbus, and virtual online 24/7 training with over 80 chapters of content. Additional offerings include a Profit Improvement Analysis service, the $200K Club membership program for high-performing clients, and SMART Menus for Safety and Reliability. The company recently joined the APCO Holdings family.
Differentiator
Problem solved
Functional benefit
Products and services
- Service Advisor Training Training programs designed to develop automotive dealership service advisors into customer retention specialists, teaching effective communication, repair terminology, and customer service skills for the service department.
- Service Manager Training Training programs for service managers to develop leadership skills, profit management capabilities, and accountability standards for holding service and parts teams to higher performance levels at automotive dealerships.
- BDC Training Business Development Center training for auto dealerships focused on customer acquisition, lead management, and driving service traffic through effective communication strategies.
- In-Dealership Training Face-to-face training delivered by DealerPRO experts at the dealership location, accelerating profits through improved service sales, CSI scores, and customer retention.
- Multi-Store Workshops Advisor and Manager Training designed for auto groups with multiple dealerships wanting higher-performing advisors and professionally trained leaders who hold their teams accountable to higher standards.
- Ohio Training Center 2-and 3-day in-person dealership training workshops at the Fixed Ops Training Center in Columbus, Ohio, designed to take fixed ops personnel off the drive for focused professional training.
- DealerPRO Virtual Training Network Over 80 chapters of dynamic fixed ops training content available remotely for Advisors, Managers and GMs, offering flexible self-paced learning through the DealerPRO Virtual Training Network.
- Profit Improvement Analysis Free analysis identifying opportunities to improve customer retention and grow service gross profits by 30% or more, providing dealerships with a thorough overview of their strengths and weaknesses.
- $200K Club Exclusive membership program for dealerships that have increased their gross profit by over $200,000 through DealerPRO training, providing ongoing one-on-one training support.
- SMART Menus for Safety and Reliability Structured menu system for automotive service departments designed to enhance safety standards and service reliability consistency.
Quantifiable outcome
- Dealerships can grow service gross profits by 30% or more
- +3 more outcomes
Companies that use DealerPRO
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
DealerPRO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
DealerPRO partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
DealerPRO competitors and assessment
Company assessmentBroad incumbents
- CDK Global: CDK Global is a major dealership management system (DMS) provider with adjacent training and consulting services, comparable as a broad incumbent operating across the dealer ecosystem.
- Cox Automotive: Cox Automotive (Dealertrack, Autotrader, Manheim) is a large incumbent dealer services platform that offers training and consulting as part of a much broader dealer technology and marketplace portfolio.
- Reynolds and Reynolds: Reynolds and Reynolds is a large DMS and dealer services incumbent that bundles training and consulting into its enterprise offering to franchise dealer groups, competing for the same training wallet.
Direct peers
- David Lewis & Associates: David Lewis & Associates specializes in BDC, phone handling, and inbound lead training for auto dealers, directly comparable to DealerPRO's BDC and customer-retention training tracks.
- Jim Ziegler Automotive: Jim Ziegler is a well-known automotive sales, BDC, and leadership trainer who sells training programs, workshops, and coaching to dealerships—directly overlapping with DealerPRO's BDC and service advisor training offerings.
- DealerKnows Consulting: DealerKnows is a fixed ops and internet sales training/consulting firm serving automotive dealers, directly comparable to DealerPRO's fixed operations advisory and training practice.
- Todd Capps: Todd Capps is an automotive sales and F&I trainer offering workshops and content for dealerships, partially overlapping with DealerPRO's service advisor and sales training offerings.
- NCM Associates: NCM Associates is one of the longest-standing automotive dealership 20 Group and management training providers in the U.S., directly competing with DealerPRO in fixed ops and dealership management training for franchise dealers.
Emerging players
- Dealer Tire: Dealer Tire provides tire and fixed ops management services to dealerships and is increasingly expanding into fixed ops performance consulting—an emerging adjacent competitor to DealerPRO's service/parts training focus.
- Podium: Podium is a customer communication and review platform for auto dealers with light training/educational content; it's an emerging player in dealer enablement that intersects with DealerPRO's customer-retention and BDC themes.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
DealerPRO social profiles
Digital presenceDealerPRO financial estimates
Financial estimateRevenue estimate
Valuation estimate
DealerPRO leadership team
Management profileNumber of profiles
Profiles1 record
DealerPRO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DealerPRO 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 DealerPRO
What does DealerPRO do?
DealerPRO Training delivers fixed operations training programs for automotive dealerships, training service advisors, service managers, BDC personnel, technicians, and parts counter staff to improve customer retention and grow service gross profits. Training is delivered in four formats—in-dealership on-site training, multi-store workshops for auto groups, 2-3 day workshops at the Ohio Fixed Ops Training Center in Columbus, OH, and online 24/7 virtual training with 80+ chapters of content. The company complements its training with a free Profit Improvement Analysis, the $200K Club membership for top-performing clients, and SMART Menus for Safety and Reliability.
Is DealerPRO a public or private company?
DealerPRO is a private company. It is classified as corporate owned and is currently operating.
When was DealerPRO founded?
DealerPRO was founded in 2000. It employs 11 to 50 people.
Where is DealerPRO based?
DealerPRO is headquartered in Ohio, United States, in the North America region.
How does DealerPRO make money?
One revenue line is on record: dealership Training Programs.
Who are DealerPRO's main competitors?
Broad incumbents on record are CDK Global, Cox Automotive and Reynolds and Reynolds. Direct peers are David Lewis & Associates, Jim Ziegler Automotive, DealerKnows Consulting, Todd Capps and NCM Associates. Emerging players are Dealer Tire and Podium.
Does DealerPRO have an API?
No public API is recorded for DealerPRO.
What industry is DealerPRO in?
DealerPRO's product category is Automotive Dealership Training. Its primary akta.pro industry code is BPACANAD, Sales, Customer Service & Soft Skills Training, with a secondary code of EDABABAL, Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device). Its NAICS code is 611430.