Attention To Details

What Attention To Details does

Attention To Details, doing business as Detailing Success, is a privately held auto detailing training and education company founded by Renny Doyle and his wife Diane Doyle. Originally established as Attention to Detail in Sun Valley, Idaho in 1997, the company was reorganized in 2004 around a flagship training academy in Big Bear, California, and now operates a network of 10 certified training centers across the United States. Its core product is the Advanced 5-Day Training, an intensive week-long program capped at four students per session (selected from hundreds of applicants) delivered personally by Renny Doyle, covering paint correction, ceramic coatings, sanding, business planning, and sales/marketing, and culminating in seven professional certifications plus IDA testing (CD, SV, WC, MC). The company complements this flagship with Extreme 1-Day Classes held at partner centers, new Paint Protection Film (PPF) and Window Film training curricula across auto, residential, and commercial verticals, and a recurring Detail Mafia membership community of 180+ alumni at $75/month after a two-month free trial.

The business model combines premium one-time training tuition, recurring subscription revenue from the Detail Mafia, sponsorship income from partners such as Dynabrade, P&S Double Black, Buff and Shine, and IGL Coatings via the annual Gathering of Detailing Professionals at SEMA, and ancillary income from the co-branded P&S Double Black product line. Distribution runs through the Big Bear flagship for 5-Day programs and a channel-style network of 10 alumni-operated centers for shorter classes; marketing is anchored by the Renny Doyle Podcast (190+ episodes), blog content, social media, and event-driven community engagement. The company is bootstrapped and founder-owned with no external institutional capital disclosed, and its differentiators rest on Renny Doyle's personal brand ("The Detailer of Air Force One"), the long-term Boeing Museum of Flight preservation contract, IDA Hall of Fame credentials, and the gated alumni ecosystem that creates ongoing engagement well after graduation.

Name

Attention To Details

Legal name

Attention to Details

Website

https://detailingsuccess.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Detailing Success (dba of Attention To Details) is a founder-led auto detailing training company that delivers an exclusive Advanced 5-Day program with Renny Doyle in Big Bear, California, plus Extreme 1-Day Classes at 10 US centers, PPF and window film curricula, and a recurring Detail Mafia alumni subscription community serving aspiring and veteran detailers.

Ownership category

akta.pro rank

Product category

Professional Trade Training

NAICS

Technical and Trade Schools (6115), Other Technical and Trade Schools (611519), Technical and Trade Schools (61151)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Corporate Learning & Training Content Development (EDAGAKAC)

Keywords

• Auto detailing training
• Professional detailing education
• Paint correction training
• Ceramic coating certification
• Detail business coaching

Headquarters

HQ city

Big Bear

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advanced 5-Day Training Program: Revenue is generated through tuition fees for the intensive Advanced 5-Day Training program at the Big Bear, California facility. The program includes five days of hands-on training, accommodations at the Robinhood Resort, ten meals, and seven professional certifications. The exclusive model admits only four students per session from hundreds of applicants, indicating premium pricing.
2. Extreme 1-Day Class Training: Revenue generated from shorter, more accessible Extreme 1-Day Class sessions held at 10 training centers across the United States. These classes cover interior detailing efficiencies, paint correction, and ceramic coating installation, serving as both standalone offerings and entry points to the Advanced 5-Day program.
3. Detail Mafia Membership: The Detail Mafia operates on a subscription model: the first two months are free, followed by $75 per month. Membership provides access to private online forums, mentor programs, up to two weekly educational webinars, special vendor discounts, and exclusive events including the Air Force One Detailing Team and Motorlux Detailing Team.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Attention To Details, operating as Detailing Success, sells premium in-person auto detailing training and education programs led by founder Renny Doyle from its Big Bear, California facility. Its flagship Advanced 5-Day Training admits only four students per session and covers technical skills (paint correction, sanding, ceramic coatings) alongside business planning, sales, and marketing. Shorter Extreme 1-Day Classes are delivered through 10 certified regional training centers, and graduates can join the recurring Detail Mafia membership network for ongoing mentorship.

Product overview

Detailing Success is a training and education company offering auto detailing training programs. The core offerings include the Advanced 5-Day Training program (an intensive week-long hands-on course with Renny Doyle at the Big Bear, CA facility) and the Extreme 1-Day Class (a condensed entry-level training available at 10+ locations nationwide). Additional offerings include Ceramic Coating Certification, Window Tinting Training (Car, Residential, and Commercial), PPF Training, Business Plan Development, and Sales and Marketing training modules. The company also operates The Detail Mafia membership network and the Air Force One Detailing Team opportunity. Renny Doyle also co-created the P&S Double Black line of professional detailing products. The company has expanded to include 10 training centers nationwide with plans to add 3-Day PPF and Window Tint Classes.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Trained and mentored over 500 detailing entrepreneurs from around the globe
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and supporting.

• War Eagles Air MuseumcoreStrategic or Co-development Partner · 29 April 2024The War Eagles Air Museum in Santa Teresa, New Mexico partnered with The Detail Mafia for the Warbird Revival 2024 project, where 20 selected members donated their time to restore and preserve vintage aircraft and automobiles. The partnership continues annually, with the next visit planned for 2025.
• GritGuardsupportingGTM or Marketing Partner · 29 April 2024GritGuard is a sponsor of the Detail Mafia Warbird Revival 2024 project at the War Eagles Air Museum, supporting the volunteer restoration efforts.
• AutofibersupportingGTM or Marketing Partner · 29 April 2024Autofiber is a sponsor of the Detail Mafia Warbird Revival 2024 project.
• Ceramic Coatings Inc.supportingGTM or Marketing Partner · 29 April 2024Ceramic Coatings Inc. is a sponsor of the Detail Mafia Warbird Revival 2024 project.
• The Marketing HunterssupportingGTM or Marketing Partner · 29 April 2024The Marketing Hunters is a sponsor of the Detail Mafia Warbird Revival 2024 project at the War Eagles Air Museum.
• DynabradecoreGTM or Marketing Partner · 1 November 2023Dynabrade is a Title Sponsor of Renny Doyle's Annual Gathering of Detailing Professionals at SEMA. Dynabrade's Matt Denney participates in podcasts and training events, and the company collaborated on the DB8 Warthog polisher development with Renny Doyle. The relationship includes co-branded event participation and product co-development.
• Buff and Shine Mfg.supportingGTM or Marketing Partner · 1 November 2023Buff and Shine is a Presenting Sponsor of the 10th Annual Gathering of Detailing Professionals. Oscar Hernandez, a key team member of Detailing Success, serves as a sales representative for Buff and Shine, creating a natural GTM partnership.
• SEMA CarescoreStrategic or Co-development Partner · 1 November 2023Detailing Success partners with SEMA Cares for its Annual Gathering of Detailing Professionals event. Proceeds benefit three children's charities: Austin Hatcher Foundation for Pediatric Cancer, Childhelp, and Victory Junction. The 2023 event raised over $27,000.
• IGL CoatingssupportingGTM or Marketing Partner · 1 November 2023IGL Coatings is a Presenting Sponsor of the Annual Gathering of Detailing Professionals. Mike Karlen and Chris Seaton from IGL appeared as podcast guests discussing additional revenue streams for detailing businesses.
• CarCandysupportingGTM or Marketing Partner · 1 November 2023CarCandy is a Presenting Sponsor of the Annual Gathering of Detailing Professionals.
• P&S Double BlackcoreStrategic or Co-development PartnerRenny Doyle is the co-creator of the P&S Double Black line of professional auto detailing products. P&S Double Black is a Title Sponsor of the Annual Gathering of Detailing Professionals and a supporter of the Warbird Revival detailing projects.
• Museum of Flight (Seattle, WA) / BoeingcoreStrategic or Co-development PartnerRenny Doyle holds a long-term preservation contract with the Boeing Museum of Flight to maintain Air Force One-SAM 970 and other historic aircraft. This prestigious relationship established Renny's reputation as 'The Detailer of Air Force One' and opens Air Force One Detailing Team opportunities to Detail Mafia members.
• Gordon McCall / MotorluxsupportingStrategic or Co-development PartnerDetailing Success and The Detail Mafia serve as the Official exclusive detailing team for the Motorlux gala (Monterey Car Week kickoff event) and The Quail event, providing vehicle detailing services for 3,500+ attendees including celebrities and collectors.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Adam's Polishes: Detailing products company that runs its own training events and educational content for detailers. Comparable audience (aspiring and professional detailers) but training is secondary to product sales.
• Chemical Guys: Major consumer and professional detailing brand offering its own training content, videos, and education programs. Overlaps with Detailing Success on the educational/training axis but as part of a broader product portfolio rather than a training-first business.
• Turtle Wax: Mass-market consumer detailing brand that has expanded into professional training and education through its Pro line. Adjacent training content targeting similar aspirant detailers, but at lower price points and broader audience.
• Meguiar's: Iconic detailing brand offering training through distributor networks and certified detailer programs. Comparable audience and overlapping curriculum on detailing techniques, but at a different price point and delivery model.
• Griot's Garage: Established premium detailing brand with a dedicated training center (Griot's Garage Academy of Detail) and content library for professionals. Competes in the same training-for-detailers space as Detailing Success from a product-anchored angle.
• Dr. Beasley's: Premium detailing products company that produces extensive educational content and training resources for professional detailers, including in-person and online instruction. Competes for the same 'professionals seeking advanced skills' segment.
• Mothers Polish: Long-established detailing products brand with educational content and detailer training resources. Comparable audience overlap but training is a supporting element rather than core business.

Others

• Buff and Shine Manufacturing: Polishing pad and tool manufacturer that serves as a Presenting Sponsor of the Gathering of Detailing Professionals. Functions as a key supplier and ecosystem partner rather than direct training competitor.
• P&S Detail Products: Detailing Success's co-development partner for the P&S Double Black product line and a Title Sponsor of the Annual Gathering. Operates as a supplier rather than direct training competitor, but the deep commercial relationship and overlap on detailer audiences make it materially relevant.

Direct peers

• International Detailing Association (IDA): The IDA is the primary industry body for professional auto detailers, administering the CD, SV, WC, and MC certifications that Detailing Success's Advanced 5-Day program prepares students for. Direct overlap in credentialing and industry-standard setting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/detailingsuccess
• YouTubeyoutube.com/@rennydoyle
• Facebookfacebook.com/DetailingSuccess
• LinkedInlinkedin.com/company/attention-to-details

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Attention To Details