What Chris Collins does

Chris Collins Inc. is a privately held U.S. automotive fixed operations coaching and training firm founded in 2004 and headquartered in Los Angeles, with a secondary office in Vancouver, BC. The company exclusively serves new car dealerships, targeting the underperforming service (fixed ops) side of the business rather than vehicle sales. Its customers span service managers, service advisors, technicians, general managers, fixed ops directors, and dealer principals across the U.S. and Canada, with named relationships at Penske Automotive Group, Lithia Motors, Morgan Automotive Group, and Checkered Flag Motor Car Company.

The core product is the Signature Coaching Group, an embedded coaching engagement in which dedicated coaches work on-site at dealerships to implement proprietary systems including the Circle of Trust (11-step customer relationship process), Pet the Dog customer service methodology, Technician Tree recruiting system, and Gamification framework. Layered on top is a self-serve ecosystem: the SDR LIVE Academy monthly membership ($249.95/mo) with 2 live sessions per month and a community, Service Drive Revolution On-Demand (200+ hours of training content), four published books (Irreplaceable Service Manager, Millionaire Service Advisor, Gamification, I AM LEADER 4-Book Set), physical logbooks, and a proprietary benchmarking platform called 'The Comp.' There is no software product per se; the technology is a codified methodology plus content library and a competition/benchmarking tool.

Revenue is generated through three principal streams: (1) enterprise coaching engagements with custom, undisclosed pricing and a 30-day money-back guarantee, (2) subscription-based self-serve memberships at $249.95/month or $2,749.45/year, and (3) book, logbook, and merchandise sales ranging from $16.95 to $249.99 plus keynote speaking fees. The company claims to have served 1,000+ dealerships since 2004 and reports a 99% year-over-year retention rate on the SDR LIVE Academy. The business is bootstrapped, founder-led by Chris Collins, and operates with 11-50 employees; no funding rounds, M&A, or institutional investors are disclosed.

Name

Chris Collins

Legal name

Chris Collins, Inc.

Website

https://chriscollinsinc.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Chris Collins Inc. is a U.S./Canada automotive fixed operations coaching firm that helps new car dealerships transform service department profitability through embedded coaching, a subscription training academy, on-demand content, and proprietary systems for service managers, advisors, and technicians.

Ownership category

akta.pro rank

Product category

Automotive Dealership Fixed Operations Coaching

NAICS

Professional and Management Development Training (611430), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Sales, Customer Service & Soft Skills Training (BPACANAD)

akta.pro secondary industries

Consultative Selling & Discovery (EDABABAC), Knowledge Management & Script/Playbook Development (EDABACAM)

Keywords

• Fixed operations coaching
• Automotive dealership training
• Service department consulting
• Service advisor training
• Dealership performance systems

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. SDR LIVE Academy Subscription: Monthly membership providing 2 live Fixed Ops Academy sessions per month, live Q&A, SDR On-Demand access (200+ hours of training), session vault, off-week leadership sessions, and community access. Billed monthly at $249.95 or annually at $2,749.45 (one month free). Cancellation allowed after 30 days with no long-term contract.
2. Signature Coaching Group (Private Coaching): In-person, dedicated expert coaching embedded in the dealership to solve specific challenges, find revenue leaks, train managers and advisors. Includes Service Manager University, Technician Tree Recruiting, Service Advisor Academy, Gamification, Pet the Dog, Super Admin access, Top Dog Underground competition, quarterly 2-day coaching meetings, and annual Top Dog Event tickets. Includes a 30-day money-back guarantee.
3. Book and Training Materials Sales: Sale of physical and digital books, logbooks, and training guides. Products include: Irreplaceable Service Manager book ($49.95), Millionaire Service Advisor book ($24.95), Gamification - Playing for Profits 2nd Edition ($24.95), Top Dog Service Advisor Logbook small ($16.95) and XXL ($18.95), and I AM LEADER 4-Book Set ($249.99).
4. Speaking and Keynote Engagements: Chris Collins is available for booking as a keynote speaker at automotive industry events, conferences, and dealership events. Revenue from speaking fees for motivational and business transformation presentations.
5. Service Drive Revolution OnDemand Training: On-demand training subscription for teams with Super Admin access to add service advisors, technicians, BDC, and support staff. Priced at $249.95/month with no long-term contracts and no hidden fees. Includes BDC Training, Pet the Dog Customer Service, Gamification, 17 Laws of Leadership, and more.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

Chris Collins Inc. provides fixed operations coaching, training, and business systems to automotive dealerships, primarily targeting service department performance improvement. Core offerings include the Signature Coaching Group (embedded dedicated coaching with on-site visits), SDR LIVE Academy (monthly subscription with live training and community), Service Drive Revolution On-Demand (self-paced training platform with 200+ hours of content), published books and logbooks, and speaking engagements. The methodology covers service advisor training, service manager coaching, BDC appointment process, leadership development, technician recruiting, profitability KPI coaching, and onsite training designed to improve net profit margins, CSI scores, effective labor rate, customer retention, and technician productivity.

Product overview

Chris Collins Inc. offers a comprehensive portfolio of fixed operations coaching and training products for automotive dealerships. The core offerings include the Signature Coaching Group (an embedding coaching program with dedicated coaches working alongside dealership staff), the SDR LIVE Academy monthly membership (providing live training sessions, Q&A, and on-demand content), and Service Drive Revolution On-Demand (200+ hours of self-paced training). Supporting these are published books including the Irreplaceable Service Manager, Millionaire Service Advisor, I AM LEADER 4-Book Set, and Gamification-Playing For Profits. Additional products include the Top Dog Service Advisor Logbooks, the Service Drive Revolution Podcast, and speaking engagements. The company targets service managers, advisors, technicians, and dealership owners across the United States and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Service Drive Revolution (SDR): The company's flagship podcast and training program providing fixed ops strategies, leadership insights, and service drive tactics for automotive dealership professionals.
• Signature Coaching Group
• SDR LIVE Academy
• Service Manager University
• Technician Tree Recruiting
• Pet The Dog Customer Service

Products and services

• Chris Collins Signature Coaching Group Comprehensive enterprise dealership coaching program with dedicated expert coaches who embed in dealerships to solve specific challenges, find revenue leaks, and train managers and service advisors. Includes Service Manager University, Technician Tree Recruiting, Service Advisor Academy, Gamification, Pet the Dog, Super Admin access to Top Dog Underground competition, quarterly 2-day coaching meetings, and annual Top Dog Event tickets. Sold with a 30-day money-back guarantee and custom pricing via discovery call.
• SDR LIVE Academy Monthly membership program providing 2 live Fixed Ops Academy sessions per month, live Q&A, access to session vault with all past trainings, SDR On-Demand training (200+ hours), off-week leadership sessions, and community access for service managers and dealership professionals. Priced at $249.95/month or $2,749.45/year with a 30-day money-back guarantee.
• Service Drive Revolution Live Monthly subscription service for ongoing automotive service department coaching and leadership training content at $249.95/month with no long-term contracts.
• Service Drive Revolution On-Demand On-demand training platform with 200+ hours of industry training content including courses on financial statements, recruiting, leadership, customer service, and technician management. Priced at $249.95/month with Super Admin access to add service advisors, technicians, BDC, and support staff. No long-term contracts.
• Chris Collins On Stage - Speaking Engagements Keynote speaking services where Chris Collins delivers sessions on fixing profit leaks, rebuilding culture, and eliminating operational chaos for automotive dealerships, industry conferences, and business audiences.
• I AM LEADER 4-Book Set Groundbreaking illustrated 4-book set on the alchemy of leadership, entrepreneurship, and success, sold for $249.99 with access to a private community of 2,500+ leaders.
• Irreplaceable Service Manager Book The 90-day roadmap for exponentially improving service department performance, covering fixed absorption, customer retention, time management, and labor rate optimization. Sold for $49.95.
• Millionaire Service Advisor Book Follow-up book focused on the caring and collecting of customers, including the 11-step Circle of Trust System for building trust, deeper relationships, and increasing customer retention. Sold for $24.95.
• Gamification - Playing for Profits (2nd Edition) Amazon best-seller teaching how to use games and motivational tools to inspire employees, increase sales, boost morale, and improve customer satisfaction through friendly competition. Sold for $24.95.
• Top Dog Service Advisor Logbook (8.5 x 11in) Time management logbook for service advisors to track their piggy bank and daily performance metrics in standard 8.5x11 letter size format. Sold for $16.95.
• Top Dog Service Advisor Logbook XXL (11 x 17in) Large format (11x17) time management logbook for service advisors to track performance metrics and daily goals in poster-sized format. Sold for $18.95.
• Service Drive Revolution Podcast Weekly automotive industry podcast covering fixed ops topics, service advisor training, customer retention, and dealership profitability strategies. Available on Spotify, Apple Podcasts, Google Podcasts, and YouTube.

Quantifiable outcome

• Hyundai dealership achieved 1066% net profit increase over 3 years, with total net profit increase of $166,787
• +16 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• ATA Technology & Maintenance CouncilminorStrategic or Co-development PartnerATA TMC (Technology & Maintenance Council) logo appears on the Chris Collins Inc. website as a trusted-by partner alongside major automotive dealership groups. The ATA TMC is an industry organization supporting professional automotive service training and standards. The relationship appears to be a mutual industry recognition/partnership rather than a formal commercial arrangement.

Scale indicators20 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NCM Associates: Long-established automotive dealership consulting and coaching firm specializing in operational improvement, including fixed operations (parts and service). Highly comparable because they serve the same dealership customers with a similar coaching-plus-consulting model, though broader in scope across sales and F&I as well.
• Joe Verde Group: Sales and management training company focused on automotive dealerships, with both training products and in-person coaching. Comparable because of the same target customer (dealer owners and managers) and overlapping curriculum on sales process, leadership, and accountability systems.
• Dave Anderson / LearnToLead: Automotive industry leadership and sales training provider serving dealerships and dealer groups. Comparable because it sells leadership and accountability training into the same dealer-manager personas that Chris Collins Inc. targets with Service Manager University and I AM LEADER.
• DealerPro Training Solutions: Automotive dealership training and consulting provider covering sales, service, and BDC. Comparable because it sells similar in-dealership training and BDC appointment-process training into the same service-department and BDC customer segments that Chris Collins Inc. serves.
• Tony Dupaul: Independent automotive sales trainer and consultant running workshops, keynotes, and coaching programs for dealerships. Comparable as a competing individual-expert sales trainer targeting the same dealer-manager buyer, though more sales-floor focused than fixed-ops.
• Steve Stauning: Automotive service department trainer and fixed-ops consultant with a long-running career in dealership fixed operations. Comparable because he directly competes for the same fixed-ops training budget and targets the same service manager / fixed ops director personas.

Broad incumbents

• Reynolds and Reynolds: Large, established provider of automotive dealer technology (DMS) and adjacent retail solutions for franchised dealerships. Comparable as a broad incumbent selling into the same dealer customers, but with technology/software as the core offering rather than coaching.
• Cox Automotive: Diversified automotive services conglomerate offering dealer software, marketing, and fixed-ops solutions (including Dealertrack and Xtime service scheduling). Comparable as a broad incumbent serving the same dealer customers, with overlapping fixed-ops solutions but a much wider portfolio.
• Dealer Tire: Major provider of tire and fixed-ops parts, merchandising, and consulting services to automotive dealerships. Comparable because it operates squarely in the fixed-ops space and serves the same dealer customer base, though its primary revenue is parts distribution rather than coaching.

Others

• CBT Automotive (CBT News): Automotive industry media, events, and training platform serving dealerships and vendor partners. Comparable as an adjacent enabler in the dealer training ecosystem — competing for the same training-budget dollars and audience attention through content and events rather than 1:1 coaching.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BulldogCollins
• YouTubeyoutube.com/channel/UCtK5rssLQRzkf-NLL0eosNw
• Facebookfacebook.com/ChrisBulldogCollins
• Instagraminstagram.com/chrisbulldogcollins

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Chris Collins