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Garage Grit Podcast

Garage Grit Podcast

Written by: Brad Hurlock
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About this listen

 Welcome to the Garage Grit Podcast, hosted by Brad Hurlock from AA Shop Marketing. Join us as we tackle common stress points in the auto repair shop space, uniting owners for insightful conversations. Our mission is to guide your shop towards success. Tune in, be part of the conversation, and propel your business forward. Explore strategies, insights, and camaraderie needed to thrive in the competitive auto repair industry. Welcome to Garage Grit, where we shift your business into high gear, one episode at a time!Brad Hurlock Economics Management Management & Leadership
Episodes
  • "I like it to be a comfortable place that they can enjoy being in." - Kelly Michel | GGP #068

    "I like it to be a comfortable place that they can enjoy being in." - Kelly Michel | GGP #068
    Jan 22 2026

    Most shops do not lose customers because of the repair. They lose them because the experience feels unclear, impersonal, or salesy. In this Origin & Impact episode, Kelly Michel breaks down how trust is built through what customers see, hear, and feel the moment they walk in.


    Kelly opened Kelly's Auto Repair & Service Inc. in Dunnellon, Florida after years of hands on experience, and learned early that visibility is not just ads or reviews. It is the environment, the conversations, and the way the shop presents professionalism without pressure.


    The conflict is one every shop owner recognizes. Customers walk in guarded, expecting upsells, and the wrong signals make it worse. Posters, pamphlets, and generic “proof” on the wall can actually feel like a pitch instead of reassurance.


    The resolution is simple but hard to execute. Kelly rebuilt the customer facing experience around comfort, personal connection, and clear communication. He explains why digital inspections, photos, and upfront framing protect trust and reduce pushback before it starts.


    If you want a stronger 2026, this episode gives you practical ways to build confidence fast, increase approvals, and turn your front counter into a trust engine without sounding like a sales shop.


    Guests:

    Kelly Michel - Kelly's Auto Repair & Service Inc. (Dunnellon, FL)


    What you’ll learn:

    How a non salesy shop experience increases trust

    Why comfort and clarity convert better than pressure

    How to frame inspections so customers do not feel sold

    What digital photos do for credibility and approvals

    Why generic proof signals can feel impersonal

    How technician behavior impacts customer confidence

    How consistent communication reduces price pushback

    What to change this week to improve first impressions


    Timestamps

    00:00 – Building trust from day one

    03:22 – Early growth and visibility shifts

    10:59 – Learning the trade and credibility

    12:06 – Why the shop needed a real story

    12:58 – Facility choices that shape perception

    17:24 – Customer fear and uncertainty moments

    19:33 – How bad weeks damage reputation

    23:13 – Money pressure and trust decisions

    27:54 – Why fleets can change perception

    29:29 – Waiting room experience signals trust

    31:10 – Removing the “sales shop” vibe

    32:23 – Why posters and banners feel wrong

    33:47 – Tech to customer moments that matter

    38:39 – Inspections as a trust system

    40:18 – Digital inspections and customer clarity

    01:06:41 – Photos, transparency, and approvals


    Call-to-Actions

    Got questions? Comment or post in the FB group—guests will chime in.

    Subscribe for more Origin & Impact shop owner stories.

    Want to be a guest? Share your story in the group.


    Links

    Start Here: https://addi.me/2026


    Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx


    Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx


    Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx


    Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx


    Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx


    Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners


    YouTube: https://www.youtube.com/@aashopmarketing


    Podcast: https://creators.spotify.com/pod/profile/garagegrit


    Keywords

    auto repair marketing, shop trust signals, customer communication, customer experience strategy, auto repair branding, local shop visibility, reputation management, digital vehicle inspection, inspection photos trust, front counter credibility, non salesy service advising, customer confidence, transparent estimates, first impression marketing, service advisor process, shop professionalism, auto repair customer retention, trust based selling, repair shop positioning


    Episode Metadata

    Episode: GGP #068

    Guest: Kelly Michel

    Shop: Kelly's Auto Repair & Service Inc.

    Location: Dunnellon, FL
    Show More Show Less
    1 hr and 17 mins
  • "I Look For The Person First, The Resume Second." Matt Bozarth | GGP #067

    "I Look For The Person First, The Resume Second." Matt Bozarth | GGP #067
    Jan 20 2026

    If your shop is doing the work but still feels stuck, this episode hits the real problem: customers do not buy repairs, they buy trust. Matt Bozarth breaks down what changed when he took over Advanced Auto Care and started treating visibility, communication, and team alignment like revenue drivers.


    Matt did not grow up as a master tech owner. He came from the parts side, watched hundreds of shops up close, then bought Advanced Auto Care in Bloomington, Indiana and began upgrading the shop’s customer facing presence and professionalism without losing the old school honesty it was built on.


    The tension shows up fast: hiring, turnover, and leadership style can quietly destroy customer confidence long before it shows up on a P and L. Matt shares how losing key people forced him to rethink how to build a team where employees talk with you, not around you, and where the customer experience stays stable even when staffing changes.


    Then the second location reality check: he bought a shop in Columbus, Indiana that looked like a slam dunk from the outside, but the front office walked out before closing. He had to rebuild culture, rebuild the brand, and rebuild belief inside the shop before the market would believe it again.


    Big takeaway for shop owners: you cannot “set and forget” trust. Marketing, communication, and leadership are like a consistent diet, not a one time fix. If you want 2026 to be a breakout year, your customers need clearer proof, better explanations, and a more consistent experience than the shop down the street.


    Guests:

    Matt Bozarth - Advanced Auto Care (Bloomington, IN)


    What you’ll learn:


    Why culture problems become marketing problems


    How to hire for trust, not just skill


    How to reduce customer price pushback


    What “employee freedom” does for consistency


    Why stopping marketing can quietly tank demand


    How to explain value without sounding defensive


    How to rebuild reputation after staff turnover


    How to lead without micromanaging


    Timestamps

    00:00 – The mountain and marketing lesson

    01:55 – Two locations and shop context

    02:29 – Matt’s path from parts to owner

    04:34 – Adding marketing to old school trust

    08:35 – Turning a garage into a business

    09:31 – Empowering staff without chaos

    11:01 – Replacing key talent fast

    14:05 – Why “adjacent to ownership” matters

    16:38 – COVID shock and rebuilding the team

    18:22 – Turnover without bitterness

    21:14 – Getting feedback before they quit

    22:59 – Micromanagement kills buy in

    26:18 – Hiring for integrity over fear

    30:21 – Why training green techs is hard

    39:57 – Buying the second shop reality check

    42:15 – Staff walkout and culture reset

    47:59 – The hire that changed everything

    55:08 – Columbus vs Bloomington expectations

    01:02:30 – Marketing spend, fear, and patience

    01:13:05 – Turning off marketing and paying for it

    01:19:50 – Why a coach matters for blind spots


    Call-to-Actions

    Got questions? Comment or post in the FB group- guests will chime in.

    Subscribe for more Origin & Impact shop owner stories.

    Want to be a guest? Share your story in the group.


    Links

    Start Here: https://addi.me/2026


    Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx


    Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx


    Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx


    Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx


    Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx


    Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners


    YouTube: https://www.youtube.com/@aashopmarketing


    Podcast: https://creators.spotify.com/pod/profile/garagegrit


    Episode Metadata

    Episode: GGP #067

    Guest: Matt Bozarth

    Shop: Advanced Auto Care

    Location: Bloomington, IN
    Show More Show Less
    1 hr and 26 mins
  • "If You Want Trust, You Have to Ask Better Questions" | Julio De Brigard | GGP #066

    "If You Want Trust, You Have to Ask Better Questions" | Julio De Brigard | GGP #066
    Jan 15 2026
    Most shops do not lose trust in the bay. They lose it at the counter. In this Origin & Impact episode, Julio De Brigard explains how customer perception, communication quality, and front desk discipline directly shape outcomes, trust, and long term growth.Julio’s story starts outside the U.S., landing in Florida and stepping behind the front counter of a shop he had never worked in before. Early on, the biggest challenge was not fixing cars. It was how customers experienced the shop, how concerns were documented, and how confidence was built during the first conversation.The inflection point came when growth exposed cracks in communication. Vague symptom intake, unchallenged customer assumptions, and inconsistent messaging created friction, wasted time, and capped momentum. More marketing did not fix the problem. Better communication did.By tightening intake conversations, reframing how advisors ask questions, and building leadership that understands perception, Julio shifted how customers experienced the shop. The result was higher trust, cleaner diagnostics, stronger conversion, and the ability to scale to multiple locations without chaos.This episode breaks down practical lessons any independent shop owner can apply immediately to improve trust, reduce friction, and strengthen customer confidence at the front of the shop.Guests:Julio De Brigard — Toonrite Auto (Davie, FL)What you’ll learn:Why customer guesses damage trustHow better questions reduce diagnostic frictionFront counter habits that build confidenceWhen communication saves time and moneyHow perception affects conversionWhy growth exposes messaging gapsWhat customers actually need to hearTimestamps00:00 – Why front counter trust matters01:19 – Returning with lessons from growth03:47 – Starting with no industry background07:31 – First days behind the counter10:58 – Why symptom intake drives outcomes12:25 – Asking better questions builds trust17:28 – Stop documenting customer guesses19:34 – Symptoms vs assumptions21:58 – Growth reveals communication cracks25:01 – Coaching that missed the mark27:40 – Leadership starts with example29:56 – Getting buy in through clarity35:39 – When managers fail perception tests36:30 – Culture customers can feel43:17 – Training confidence at the counter47:53 – Refining instead of chasing growth49:41 – Audits that protect reputation55:09 – Setting a clear future vision57:27 – Why marketing must be contextual01:03:41 – 2026 marketing frameworkCall-to-ActionsGot questions? Comment or post in the FB group—guests will chime in.Subscribe for more Origin & Impact shop owner stories.Want to be a guest? Share your story in the group.LinksStart Here: https://addi.me/2026Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspxGrid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspxRequest a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspxJoin the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspxPartnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspxGarage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopownersYouTube: https://www.youtube.com/@aashopmarketingPodcast: https://creators.spotify.com/pod/profile/garagegritKeywordsauto repair marketing, shop trust signals, customer communication, front counter strategy, reputation management, auto repair branding, local shop visibility, customer experience strategy, diagnostic communication, advisor intake process, marketing management for shops, perception driven growth, service advisor training, customer confidence, auto shop credibilityEpisode MetadataEpisode: GGP #066Guest: Julio De BrigardShop: Toonrite AutoLocation: Davie, FL
    Show More Show Less
    1 hr and 5 mins
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