Maximum Octane

Hosted by Kim Hickey

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136

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Jun 2026

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About the show

Maximum Octane is the high-performance podcast for automotive shop owners ready to accelerate their leadership, culture, and profitability. Hosted by industry veterans Kim Hickey and Jason Patel from Automotive Training Institute (ATI), each episode takes you under the hood of the nation's most successful auto repair shops to uncover the tools, tactics, and mindset shifts fueling next-level results. This season, Maximum Octane brings raw, real conversations from ATI SuperConference 2025 in Hawaii—featuring shop owners who are transforming their businesses by investing in what matters most: people, process, and purpose. From using Digital Vehicle Inspections (DVIs) to create superfans and elevate trust, to building training-first cultures that unlock loyalty, growth, and long-term success, these are the stories that inspire action. The season explores the shift from technician to technologist, the power of structure and team leadership, and the innovative thinking driving the automotive industry forward in a time of rapid change. If you're a shop owner looking to scale sustainably, retain top-tier talent, maximize your Average Repair Order (ARO), or future-proof your business against ever-advancing vehicle technology—this podcast delivers the mindset and methods to get you there. You’ll gain field-tested strategies from ATI’s top-performing members, with deep dives into DVIs, workflow efficiency, culture-building, team accountability, talent development, technician training, and actionable steps to grow your shop’s revenue, reputation, and resilience. Because in today’s market, it’s not just about fixing cars—it’s about building a business people believe in. Hosted on Acast. See acast.com/privacy for more information.

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June 16, 202654 min

Hiring Techs Is Broken. Here's How Promotive's AI Fixes It with Lisa Coyle and Sam Freeman

Most shop owners complain about finding technicians but do nothing to fix it. They ask, "Do you have ten fingers?" Get a yes, and hire them tomorrow. No interview, no vetting, no onboarding. Just panic. Lisa Coyle heard this enough times to build a solution. She created Promotive to bring a professional recruiting process to shops too busy fighting fires to build one themselves.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Lisa Coyle, founder of Promotive, and Sam Freeman to discuss why shop hiring is broken and how AI is fixing it. Lisa walks through her background building 360 Payments into a successful business and why she noticed that recruiting was always the hardest part. She explains the philosophy behind Promotive: hire people you'd trust to work on your own family's cars. Sam talks about why most shops lack a real recruiting process and how that costs them talent. They dive into how Promotive uses an AI agent to conduct interviews, screen candidates, and provide detailed summaries and ratings so shop owners can make smarter hiring decisions.The conversation reveals how the AI agent is surprisingly human-like, with candidates opening up to it and even thanking it for the conversation. Jason goes through a live interview demonstration with the AI agent, showing how natural and effective the process is. Lisa and Sam discuss the data insights shops can gather from properly structured interviews, future possibilities for building technician databases, and how they're already handling 300 to 400 dials per week. They emphasize that technicians are essential workers who keep families safe, and the vetting process matters. Both Lisa and Sam offer free consultation to any shop owner ready to take recruiting seriously.Tune in to episode 140 of Maximum Octane if you're still hiring on desperation or wondering if there's a better way to find quality technicians. Lisa and Sam prove that the problem isn't the labor pool. The problem is the process.Episode Takeaways:02:08 How Parkinson's Law applies to recruiting: shops complain more than they actually try to solve it03:11 Why fantasy hiring doesn't work: waiting for a great tech to just walk through the door04:16 The reality of most shop hiring: basic questions and hiring on the spot with zero structure05:20 Why shop owners don't recruit: the urgent always outweighs priorities in business06:09 What led Lisa Coyle to create Promotive after success with 360 Automotive20:34 How Promotive's AI agent conducts interviews and gathers data30:30 The interview process breakdown: realistic questions that actually matter for the role47:45 Why the AI bot approach works better than paper forms or text applications50:27 Why candidates open up to the AI agent like she's humanConnect with Lisa Coyle:LinkedinPromotiveConnect with Sam Freeman:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

June 2, 202638 min

90% of Third-Gen Businesses Fail. Here's How You Won't with Dan, Noah, and Luke Garlock

Ninety percent of third-generation businesses fail. It sounds like a doom-and-gloom stat, and it should. But Dan Garlock didn't treat it that way. When his dad said second-generation businesses fail at a super high rate, Dan heard it as a challenge. Now, as he prepares his two sons, Noah and Luke, to potentially take over Silver Lake Auto and Tire Centers, he's facing those same odds again. The difference is preparation. Not forcing kids into the business, not assuming they'll magically know what to do, and not waiting until you're ready to retire to start teaching them what you know. Dan is doing something most family business owners skip: he's exposing his kids to every angle of the operation while there's still time to learn.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Dan Garlock and his sons, Noah and Luke, to talk about multi-generational family business succession. Dan walks through his family's three-generation journey, starting with his dad, Wally, opening a Shell gas station in 1973, through the pivots and challenges, to Dan and his brother Darren buying the business in 2015. He explains the decision to let his sons choose whether they want to be part of the family business rather than forcing them into it. Noah and Luke share their experiences working different roles in the shop, what they've learned, and where they want more exposure to understand the business better.The conversation reveals why most families fail at succession and what Dan is doing differently. He emphasizes the importance of starting early, letting kids shadow different areas, and letting them work their way up instead of handing them the keys. Kim and Jason highlight the humility and willingness to learn that Noah and Luke bring to the table, which is the opposite of entitled kids who think the business owes them something. Dan talks about surrounding yourself with mentors who have successfully navigated multi-generational transitions. Tune in to episode 139 of Maximum Octane if you're thinking about family business succession or you have kids who might join your company someday. Dan, Noah, and Luke show what preparation and intentionality look like when the stakes are this high and the odds are against you.Episode Takeaways:01:24 How Dan's family went from gas stations to independent auto repair02:34 Why running a business "like a family" creates problems instead of solutions04:55 The full story of Silver Lake's evolution from his dad's startup to second-generation ownership05:30 Why Dan decided not to force his sons into the family business18:20 The importance of exposing kids to different roles and departments early30:36 What Noah learned from service advising and customer interaction30:54 Luke's perspective on wanting more exposure to the business and management side30:36 The gap in knowledge Noah identified and why that matters for succession33:30 Noah's perspective on acknowledging the head start the business gives him33:46 Luke's advice: start early and get deeper into different business sides33:59 Dan's recommendation: surround yourself with mentors who've done this successfullyConnect with Dan Garlock:LinkedInSilver Lake Auto & Tire CentersLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

May 19, 202643 min

Hit the Switch: Master Your Mood or It Masters Your Business with Sam Richter

Your team reads your body language before they hear your words. A bad morning, a lost deal, traffic on the way to work. It takes one thing to set the tone for the entire day, and suddenly your frustration becomes your team's problem. Sam Richter learned long ago that the moment you step on stage, none of that matters. You flip a switch. Most shop owners never figure out how to flip that switch, which means every bad day becomes a team crisis.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Sam Richter to explore how speakers, leaders, and entrepreneurs maintain consistent excellence regardless of circumstances. Sam walks through his 30-year journey from advertising and public relations to becoming a full-time speaker and consultant on generative AI. He explains why his non-verbal communication is just as important as his message, how he uses mastermind groups for accountability, and why he still learns four hours every single day despite decades of experience. He shares the mindset that separates people who get good from people who stay sharp.The conversation digs into why consistency is harder than excellence and how routine becomes your foundation when everything around you is chaotic. Sam reveals how successful people balance the grind with personal life, why continuous learning isn't optional in a fast-changing world, and how to coach yourself like Michael Jordan had a coach. He breaks down generative AI not as a threat but as a tool that frees you to do what only humans can do: build trust, show empathy, connect with people, and lead with wisdom. Sam explains the real transformation happening now and why anxiety about change is normal but not an excuse to stop growing.Tune in to episode 138 of Maximum Octane if you're letting your circumstances dictate your performance or your team's morale. Let Sam show you how to hit the switch, maintain your best self every single day, and position yourself for what's coming next in your industry.Episode Takeaways2:40 How to flip the switch between your personal state and your professional performance3:30 Why giving your best to every person is a leader's most important job3:50 How non-verbal communication shapes perception more than your words6:30 How 30 years of experience become irrelevant if you stop learning7:10 The routine that keeps you sharp even while traveling constantly8:10 How mastermind groups hold you accountable to what actually matters18:20 Why generative AI isn't about replacement, it's about efficiency32:20 Why your mindset shift determines whether you lead or get left behind38:50 The exponential acceleration of innovation in your lifetime42:00 AI as a tool for efficiency, so you can do what only humans can doConnect with Sam Richter:WebsiteLinkedInInstagramFacebookXYouTubeLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

May 5, 202635 min

Stop Marketing When Things Are Slow: Start 365 Days Ahead

Shop owners know Q1 is slow. So they wait until December to panic and throw money at ads, which is the exact opposite of what works. While most shops treat marketing like an emergency room visit, the ones pulling ahead are treating it like preventive care. They market 365 days a year, plan quarterly trends a year in advance, and understand that your customers' decision-making happens months before their wallet opens. The gap between shops that thrive and shops that scramble isn't opportunity. It's calendar management.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Doug Robinson from Optimize Digital Marketing to break down why marketing is a full-year responsibility, not a seasonal reaction. Doug walks through how to identify your slow seasons before they hit, why your tax return campaign in April is already too late, and how to speak to customers with planning and urgency in mind. He reveals why 66% of small businesses are increasing their marketing budgets right now, which means your competition is moving whether you are or not.The conversation covers local service ads as the closest thing to an acquisition magic button, why algorithm training time matters, and how shop owners sabotage themselves by waiting until they're desperate. Doug explains the real difference between being busy and being profitable, why you can't just turn up, spend one week, and expect results, and how to track trends that forecast your needs before your customers do. He shares the framework for smart planning, the tools that work year-round, and what to do if you haven't locked in your strategy yet.Tune in to episode 137 of Maximum Octane if you've been waiting for the right time to market or thinking you can catch up when business slows. Let Doug help you flip your calendar from reactive to proactive and understand why your neighbor's marketing plan is already locked in for next year.Episode Takeaways:2:50 Why you need to market 24/7, not just when business drops5:10 How unexpected expenses work and why budgeting matters to your message7:20 Why your staple marketing tactics should never change but always improve8:30 What local service ads actually do and why they're different from regular Google ads10:10 Why planning a full calendar in October for the next year beats quarterly planning12:30 How to speak to customers who owe taxes versus those getting refunds14:00 Why tax return campaigns in April are completely off timing17:10 How to help customers understand and plan for their vehicle maintenance23:10 How to know if a campaign actually moved the needle on your business27:40 The stat that should concern you: 66% of businesses are increasing marketing spend28:30 How to actually respond to negative reviews without taking them personally31:40 The truth about word of mouth in the digital ageConnect with Doug Robison:LinkedInOptimize Digital MarketingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

February 3, 202633 min

Why Auto Repair Shops Lose Customers by Ignoring LinkedIn with Harris Fanaroff

There are four core aspects of business development in auto repair: in-person, email, phone, and social selling. In-person relationships will always matter most, but they only scale so far. Harris Fanaroff, founder and CEO of Linked Revenue, explains that shops lean on email because it is easy, avoid cold calls because they are uncomfortable, and dismiss LinkedIn because it feels difficult to master. That blind spot is costing shops real opportunities to build trust and grow.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Harris Fanaroff to break down what he calls the fourth route to market. Harris explains why LinkedIn works differently from other platforms, why executives and ideal customers already live there, and why most shops completely ignore it. He shares a practical blueprint for using LinkedIn to stay top of mind, attract higher-quality customers, recruit better talent, and build genuine relationships without sending generic messages or relying on automation.The conversation delves into founder-led content, why authenticity matters more than volume, and how consistent thought leadership distinguishes shops that blend in from those that stand out. Harris also explains how to track real ROI from LinkedIn activity, why AI should support your voice instead of replacing it, and how a shop owner can dominate a local market simply by showing up where competitors refuse to spend time.Tune in to episode 136 of Maximum Octane if you are tired of crowded marketing channels and want a smarter way to reach the right customers. Let us help you change how you think about LinkedIn and your role as a shop owner.Episode Takeaways04:50 The four routes to business development and why LinkedIn is the most underused06:30 Why most sales teams over-rely on email and avoid harder but better channels07:20 How consistent LinkedIn content creates long-term separation from competitors08:15 Why your ideal auto repair customers already spend time on LinkedIn10:00 How LinkedIn supports both customer acquisition and technician recruiting11:05 A simple local LinkedIn strategy shop owners can implement immediately12:10 Why connecting with local executives beats mass marketing every time14:30 How LinkedIn replaces old school networking groups at scale17:05 Why founder-led content outperforms generic shop marketing19:10 How Harris creates content without ghostwriting or losing authenticity20:30 The three parts of a LinkedIn system that actually produce ROI22:30 Why tracking real people matters more than vanity metrics25:00 The right way to use AI without sounding fake27:15 Why most shops quit too early and never see results32:15 Why holiday posts do nothing and executive visibility changes everythingConnect with Harris Fanaroff:WebsiteLinkedInInstagramXLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

January 20, 202644 min

Why Your Hiring Ads Fail and How Data-Driven Marketing Attracts Better Techs

Most shop owners think their hiring problem is a technician shortage. According to Matthew Strom, founder of AutoShop Media, the real issue is visibility, messaging, and how shops present themselves in a crowded market.In this episode of Maximum Octane, Jason Patel sits down with Matthew to unpack what is actually working in automotive marketing and technician recruitment right now. Matthew shares how his company shifted from customer marketing to technician hiring in 2020, why most job ads blend into the noise, and how shops can stand out without massive budgets or polished production.The conversation digs into why proof matters more than promises, how video has become the most effective hiring tool, and why technicians respond to clarity over buzzwords. Matthew explains how data from thousands of ads reveals what technicians actually care about, from pay structure and growth paths to shop culture and leadership consistency.They also explore the hidden leaks in most hiring processes, including missed interviews, slow follow-ups, and unclear expectations that push good candidates away. Matthew outlines simple changes shops can make today to improve response rates, treat applicants like customers, and build a hiring system that works even in competitive or rural markets.Tune in to episode 135 of Maximum Octane If you are struggling to attract or retain technicians, or you feel like your marketing efforts are not converting.Episode Takeaways:04:30 Why desperation during COVID led to a smarter hiring strategy06:50 Why proof beats polished marketing in today’s attention economy09:50 What video ads communicate that job descriptions never can11:35 How to restructure job ads so technicians actually read them14:20 Why unclear pay plans kill motivation before day one18:55 The data behind why social media outperforms job boards for hiring22:25 How algorithm training impacts who actually sees your ads25:50 Why long interview processes cost shops their best candidates30:30 What shops in rural or competitive markets must do differently38:05 Three immediate changes every shop can make to improve hiring resultsConnect with Matt Strom:FacebookAuto Shop Media websitePhone: 760-990-1692Email: support@autoshopmedia.comLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

January 6, 202637 min

Stop Guessing at Marketing: Carrie-Lynn Rodenberg on Intent, Strategy, and Getting Real Results

Most shop owners do not fail at marketing because they lack effort. They fail because their efforts have no clear purpose behind them. According to Carrie-Lynn Rodenberg, CEO and founder of Turnkey Marketing, effective marketing is not about doing more. It is about doing the right things with intent, strategy, and a measurable goal.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Carrie-Lynn to break down how shop owners can move away from reactive marketing and build campaigns that are aligned with who they are, where they operate, and what they want to achieve. Carrie-Lynn explains why shops waste money on random tactics, why “just doing what your buddy does” never works, and how to define what you want before you spend a dollar.She also shares how Turnkey acts as a true director of marketing for shops, coordinating vendors, reviewing results, listening to calls, and helping owners stay focused on their strengths while the strategy gets handled. The conversation goes into real human psychology, why customers choose one shop over another, and how to attract the right people by understanding what they actually respond to.Tune in to episode 134 of Maximum Octane if you want to learn how to do marketing that brings in cars, builds trust, and supports the life you want outside the shop.Episode Takeaways:4:10 Why most marketing fails when it starts without a clear goal7:20 How Turnkey acts as a true director of marketing for shop owners9:45 Why location, personality, and community involvement change your strategy12:10 How to turn a difficult location into a destination14:40 How human psychology shapes every marketing decision17:00 Why cost, convenience, and clarity matter more than shop owners think20:30 Why discounts only work when they are intentional and trackable22:10 How high-end brands use specials without becoming discount shops25:40 Why marketing only works if your shop has the processes to back it up28:50 The real purpose of an irresistible offer and how to use it responsibly33:10 Why shops with strong systems should not fear a low-cost oil change34:25 How to bring in the right customers instead of more random customersConnect with Carrie-Lynn:LinkedInTurnkey MarketingFollow Turnkey Marketing on InstagramConnect with Turnkey Marketing on FacebookTurnkey Marketing on XLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

December 23, 202539 min

From Shop Owner to Business Owner: Brian Hammond on the Mindset That Changes Everything

Most shop owners open their doors because they want to fix what was broken in the last place they worked. But once the dust settles, many realize they built themselves a job, not a business. According to Brian Hammond, one of ATI’s newest coaches and a lifelong entrepreneur, real success begins when you stop thinking like a shop owner and start operating like a business owner.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Brian about the truth behind entrepreneurship, the sacrifices it demands, and the mindset shifts required to build something that lasts. Brian shares how losing his corporate job at Goodyear pushed him into business ownership, how his childhood paper route became the foundation for his work ethic, and why processes and profitability are the pillars of any stable company.The conversation dives deep into the realities most shop owners avoid such as setting aside true cash reserves, delaying gratification, refining standard operating procedures, and building a team so strong that the business can thrive whether you are there or not. Kim and Jason also tackle the common excuse of being “just a shop owner” and explain why that thinking traps talented people in survival mode.Tune in to episode 133 of Maximum Octane if you want a clear look at what it really takes to grow, protect, and sustain your business beyond day-to-day chaos.Episode Takeaways:4:10 The real meaning of entrepreneurship and why the market decides what succeeds6:55 Why most shop owners start strong but stall without a bigger mission9:58 How Brian’s job loss pushed him into his first business12:10 Why learning on the fly is not enough without the right mentors15:40 The mistake of building a job instead of building a business16:50 Why breaking even is not a business strategy18:00 Why processes and SOPs are the foundation of stability20:30 How cash reserves change decision-making and open opportunities23:40 Why sacrifice and delayed gratification are nonnegotiable for growth31:20 The mindset shift from shop owner to business ownerConnect with Brian Hammond:WebsiteLinkedInBLE TrainingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

December 9, 202537 min

Use Your Data or Miss the Truth: David Boyd on Revealing the Problems Shops Never Notice

Most shop owners think their biggest challenges are parts, staffing, or car count. According to David Boyd, CEO of Call Inbound, the real problems often hide in places you cannot see: dropped calls, unclear expectations, and communication gaps that quietly drain revenue every single day.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with David to unpack the communication failures that start at the front counter and ripple through the entire shop. David brings the perspective of a Six Sigma master black belt and a decade of experience working inside independent repair shops, helping owners refine their processes and eliminate the costly friction that arises from miscommunication.They delve into the real reasons customers become frustrated, the expectations advisors often overlook, and why shops lose business even when the phone is ringing. David also explains how modern communication tools, call recording, and smart data integration help advisors stay consistent, protect the customer experience, and earn trust at every touchpoint. If you want fewer dropped balls, fewer comebacks, and fewer disappointed customers, this episode lays out the blueprint.Tune in to episode 132 of Maximum Octane to learn how better communication can transform your shop's efficiency, reputation, and bottom line.Episode Takeaways:3:10 How David's Six Sigma background shaped his approach to communication5:30 The perception gap between what owners think customers want and what they actually expect9:40 Why voice communication is still the backbone of the shop experience11:10 The number one miscommunication that leads to customer frustration14:00 How digital tools give advisors instant context that builds trust17:20 Why every shop needs call recording as a diagnostic tool19:10 How to use recordings for training instead of confrontation24:40 The first 15 seconds of a call determine an entire relationship28:20 What shops must know about data security and vendor trust31:00 How AI reduces review time and improves advisor consistency33:40 Why training only works when you can measure progressConnect with David Boyd:LinkedInCall Inbound websiteFollow Call Inbound on InstagramLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

November 25, 202536 min

Close the Trust Gap: Travis Bickham on Winning Customers with Transparency and Tech

Most auto shops know they need marketing, but few understand what customers actually base their decisions on. According to Travis Bickham, Chief Commercial Officer at Shopmonkey, the biggest threat to a shop isn’t competition. It is the trust gap between what customers expect and what shops deliver.In this episode of Maximum Octane, Jason Patel and George Zeeks sit down with Travis Bickham to break down the reality of modern consumer behavior, why transparency is now the new currency, and how shops can use technology to elevate their customer experience instead of complicating it. They cover everything from Google reviews and digital inspections to branding, communication, and the emotional side of making customers feel safe when their vehicle breaks down.Travis also explains why automotive has an unprecedented opportunity to redefine its reputation, how technology is accelerating faster than ever, and why shops that fail to adapt will be left behind. He walks through practical steps shops can implement today to close the trust gap, improve communication, leverage digital tools, and build a brand that customers talk about long after they leave the shop.Tune in to episode 131 of Maximum Octane if you're after a roadmap to stop guessing at marketing and start creating experiences that customers rave about.Episode Takeaways:3:30 Why customers distrust automotive shops and how branding shapes first impressions5:30 Why transparency is becoming the new currency in auto repair7:10 How digital inspections help customers understand and trust repairs10:50 Why shops must protect long-term relationships, not short-term transactions13:50 How people, processes, and technology work together to elevate your brand15:30 Why authentic reviews outperform perfect review scores18:50 How turning transactions into relationships keeps customers returning21:40 Where AI can help and where human advisors still matter most26:20 What shops should look for in technology partners31:20 Why the automotive industry has a huge opportunity to rebrand itselfConnect with Travis Bickham:LinkedInShopmonkeyLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.