Podcast
Beyond the Wrench
How can automotive and diesel shops run a better business and be more profitable? How can we make the aftermarket and dealerships more attractive to younger generations? Each week, Jay Goninen, VP of Industry Advancement at ASE, will sit down with shop owners, technicians, instructors, and professionals in the automotive and diesel industries to have them share their stories and insights. We’ll dive deep into what’s going on in shops and dealerships and what we can do to help drive the industry forward.
The Beyond the Wrench Podcast is powered by ASE.
- Automotive chart
- #187
- Episodes
- 340
- Releases
- Weekly
- Typical length
- 1 hr 2 min
- On air since
- 2020
- Latest episode
- 1 week ago
Episodes
340 episodes, newest first
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1 hr 4 min
Support the Industry & Reach Future Technicians on ASE Connects (Webinar Replay)
Show notes
Mark Wilson, COO of ASE, joins host Jay Goninen in this replay of last week’s webinar breaking down how ASE Connects helps shops and dealers build relationships with schools. In this episode, they cover how WrenchWay’s transition into ASE has gone in the first 100 days, how School Assist puts real instructor requests in front of local shops, the launch of student profiles, and how the Industry Data Exchange gives shops verified, anonymous pay and benefits data.
Watch the full webinar recording
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Mark Wilson, ASE, mwilson@ase.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Learn About the ASE Education Foundation Apprenticeship GrantJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr 2 min
Becoming ASE World Class & Paving the Way for Other Techs
Show notes
Noah Nelson, Technical Editor at Motor Age Magazine and ASE Master Automobile Technician, is on his way to earning ASE World Class certification and bringing other techs along for the ride. In this episode, he covers how he went from turning wrenches to writing technical articles, the growth mindset driving his pursuit, and how he’s documenting each test to help others prepare.
Watch the Video Recording on YouTube
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Noah Nelson, Motor Age Magazine, nnelson@endeavorb2b.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Episode Sponsor: Jasper Engines & Transmissions
• Watch Noah’s videos on the Vehicle Service and Repair Video NetworkJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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38 min
Christian Brothers Automotive: Building Better Techs & A Better Industry
Show notes
Live from the 2026 Christian Brothers Automotive (CBA) Mastering the Difference (MTD) Conference, host Jay Goninen is joined by special co-hosts Cameron Giddings of Christian Brothers Automotive and George Arrants of the ASE Education Foundation. Together they sit down with two guests who are shaping the future of the industry.
Brandon Steckler, industry trainer, founder of SWAT Training and Diagnostics, and 5th-year MTD instructor, explains how shop culture shapes success on flat rate and why he only teaches the basics.
Dan Aldrich, Director of Automotive Technical Training at Christian Brothers Automotive, recaps the biggest takeaways from the CBA series. He covers where he wants to see the industry go and why MTD is one of the most energizing events in the industry.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Co-Hosts: Cameron Giddings, Christian Brothers Automotive; George Arrants, ASE Education Foundation
• Guests: Brandon Steckler, SWAT Training and Diagnostics & Dan Aldrich, CBALinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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55 min
Christian Brothers Automotive: Mentorship, Management, & Training
Show notes
Live from the 2026 Christian Brothers Automotive (CBA) Mastering the Difference (MTD) Conference, host Jay Goninen is joined by special co-hosts Cameron Giddings of Christian Brothers Automotive and George Arrants of the ASE Education Foundation. Together they sit down with three guests who are shaping the future of the industry.
Greg Lee, Master Tech at CBA Mira Mesa, TX, is one of the first mentors in CBA's new Apprentice Career Tracks (ACT) program. He explains why he starts apprentices on big repairs and how he stays with them through every job.
Leah VanWinkle, Service Manager at CBA Knoxville, TN, brings hospitality into the shop. She covers how she manages big technician personalities and protects shop culture.
Andrew Fischer, an industry trainer and first-time MTD instructor, covers how he still wrenches full time and teaches from his own mistakes.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Co-Hosts: Cameron Giddings, Christian Brothers Automotive; George Arrants, ASE Education Foundation
• Guests: Greg Lee, Leah VanWinkle, and Andrew FischerLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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48 min
Christian Brothers Automotive: Growing the Next Generation of Technicians & Leaders
Show notes
Live from the 2026 Christian Brothers Automotive (CBA) Mastering the Difference (MTD) Conference, host Jay Goninen is joined by special co-hosts Cameron Giddings of Christian Brothers Automotive and George Arrants of the ASE Education Foundation. Together they sit down with three guests who are shaping the future of the industry.
Pete Candelaria, Master Technician at CBA and one of the brand's highest-producing techs, shares how he mentors the next generation of technicians while pushing himself to earn ASE World Class status.
Caleb DeGarmo, Service Manager at CBA in Gallatin, TN, and the youngest entrant ever into CBA's Future Franchise Leadership Academy (FFLA), explains how the program has fast-tracked his leadership growth.
Jerry "G" Truglia, Director of Dorman Training and longtime MTD instructor, reflects on 50+ years in the industry, how vehicle technology has evolved, and why techs must continue to learn every day.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Co-Hosts: Cameron Giddings, Christian Brothers Automotive; George Arrants, ASE Education Foundation
• Guests: Pete Candelaria & Caleb DeGarmo, Christian Brothers Automotive; Jerry "G" Truglia, Dorman TrainingLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr
IMSA, The Heartbeat of the Auto Industry
Show notes
John Doonan, President of International Motor Sports Association (IMSA), breaks down why they see themself as the "heartbeat of the auto industry." In this episode, he talks about what makes IMSA's staff and drivers feel like one big family, how IMSA is helping build the next generation of automotive talent through a new career program with ASE, and how strong partnerships with companies keep the series stable.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: John Doonan, IMSA, Connect with John on LinkedInLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr
How to Build Stronger School-Industry Partnerships with ASE Connects
Show notes
Lisa Joseph, Director of ASE Connects Schools at ASE, breaks down how ASE Connects (formerly WrenchWay) is helping schools tap into free industry support, and how completing one quick form now enters schools into the $11k Snap-on giveaway. In this episode, she walks through the online platform, how the back-to-school form connects schools with local shops, and gives a sneak peek at Student Profiles coming very soon.
Watch the Full Webinar on Demand
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Lisa Joseph, ASE, ljoseph@ase.comLinks & Resources
• Get notified of new episodes --> Join our email list
• About the Back-to-School GiveawayJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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47 min
Milwaukee Pipeline 2026: How Ty the Car Guy Built Almost a Million Followers
Show notes
Tyler Gallardo, known online as Ty the Car Guy with nearly 1 million followers, breaks down how he turned a mobile mechanic business into a full-time content career. In this episode, he covers his path into the trade, how he grew his business from the ground up, how his first videos unexpectedly took off, and how he handles negativity in the comments without letting it get to him.
Watch the video recording on YouTube
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Tyler Gallardo, Ty the Car Guy, ttime.businessinfo@gmail.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Milwaukee Pipeline
• Sponsor: Jasper Engines & TransmissionsJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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33 min
Milwaukee Pipeline 2026: Growth into Transportation & the Instinct to Build
Show notes
Cole Conrad, Senior Vice President of Product Management at Milwaukee Tool, breaks down how Milwaukee Tool's growth into transportation trades wasn't a step-by-step plan—it was patience and instinct, one tool at a time. In this episode, recorded live at Milwaukee Pipeline 2026, Cole covers the shift into automotive as an all-in focus, how the team decides what's worth building next, and why trusting instinct over data was key to bets like the Hammer Chisel tool.
Watch the video recording on YouTube
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Cole Conrad, Milwaukee Tool, Cole.Conrad@milwaukeetool.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Milwaukee PipelineJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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47 min
Milwaukee Pipeline 2026: Hammer Chisels, Grease Guns, & What's Next
Show notes
Live from the 2026 Milwaukee Pipeline event, Ryan Mack, Group Product Manager, and Tim Schneider, Assistant Product Manager at Milwaukee Tool, join us to unpack how user frustration drives every product they build. In this episode, they cover the design story behind the M18 FUEL STRIKER, how accessories are engineered around real field use, a new grease gun that solves three key frustrations, and their favorite things about the Pipeline event.
Watch the video recording on YouTube
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guests: Ryan Mack, Milwaukee Tool | Tim Schneider, Milwaukee ToolLinks & Resources
• Get notified of new episodes --> Join our email list
• Milwaukee PipelineJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr
Inside ASE's $25 Million Registered Apprenticeship Grant
Show notes
Michael Coley, President of ASE Education Foundation, breaks down the largest workforce grant the Department of Labor has ever awarded in the transportation service industry. In this episode, he covers what qualifies as a registered apprenticeship program, how the $25 million is expected to be allocated as final details are worked out with the DOL, and the goal of funding 6,000 new apprentice technicians over the next four years.
The total cost of the ASE Education Foundation Pay-for-Performance Apprenticeship Program is $25,000,000. $25,000,000 (100%) is funded through a U.S. Department of Labor – Employment and Training Administration grant.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Michael Coley, ASE Education Foundation, mcoley@ase.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Episode Sponsor: Jasper Engines & Transmissions
• Join ASE's Mailing List to Stay Informed on the GrantJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr 5 min
Turning Repair Orders Into Content With AI
Show notes
Joe Toscano, Founder & CEO of Service Stories, returns to show how his AI platform turns everyday repair orders into ready-to-publish content. In this episode, he covers why he built Service Stories after burning out on social media himself, why voice and AI search are changing how customers find shops, and the growing impact of your shop’s Google Business Profile.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Joe Toscano, Service Stories, joe@servicestories.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Episode Sponsor: Jasper Engines & TransmissionsJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers (Free trial for shops until 12/31/26)
• ASE Connects Memberships for Schools (Free for schools)Connect with us on social:
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1 hr 3 min
Communication Habits of Great Dealerships
Show notes
Stacy Balzer, Founder/CEO of Uplift+Ignite Coaching and Consulting and former Senior Director at Ford Motor Company, breaks down the communication habits that set the best dealerships apart. In this episode, she shares the tools and mindset shifts leaders need to actually connect with their teams and build a culture people want to stay in.
About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Stacy Balzer, Uplift+Ignite Coaching and Consulting, upliftplusignite@gmail.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Episode Sponsor: Jasper Engines & Transmissions
• 2026 Voice of Technician ReportJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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1 hr 4 min
The 3-Day Work Week Redefining Fixed Ops
Show notes
Brooke English Guy, General Manager of Coastal Chevrolet Cadillac and Coastal Nissan in Pawleys Island, SC, breaks down how a third-generation family dealership built a culture technicians actually want to stay in. In this episode, she covers how a compressed 3-day work week reshaped technician recruitment and retention, why she hires for humility, hunger, and people skills over experience, and how she grew past early imposter syndrome to thrive in the car business.
Watch the video recording
Quick note—you may notice some video lag in this episode due to technical difficulties. Thanks for bearing with us, and enjoy!About the Episode
• Host: Jay Goninen, ASE, jgoninen@ase.com
• Guest: Brooke English Guy, Coastal Chevrolet Cadillac and Coastal Nissan, brooke@coastalsaves.comLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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1 hr 2 min
ASE Acquires WrenchWay
Show notes
Dave Johnson, President and CEO of ASE, sits down with WrenchWay co-founders Jay Goninen and Mark Wilson to break down the news: WrenchWay is officially part of the ASE family. In this episode, they cover why the deal made sense for both sides, what's changing (and staying the same) with the brand and product, and answer some of the questions they've been getting recently—including whether Beyond the Wrench is sticking around.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guests: Dave Johnson, ASE, djohnson@ase.com; Mark Wilson, WrenchWay, mark@wrenchway.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Department of Labor & ASE Education Foundation Initiative: Apprenticeship ProgramJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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1 hr 5 min
The Parts Department Runs on Process
Show notes
Wayne Brozek, Founder and CEO of WB Global Services, breaks down why the parts department is only as strong as the process behind it. In this episode, he covers how parts and service personalities differ inside a dealership, how a simple audit he performs can expose inventory discrepancies in a shop, and how he applies fractional leadership to help guide dealership teams.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guest: Wayne Brozek, WB Global Services, wayne@wbglobalservices.comLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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1 hr 1 min
AI is Rewriting the Rules for Diesel Repair
Show notes
Trent Broberg, CEO of Fullbay, joins the show to talk about where AI is taking the repair industry. In this episode, Trent breaks down Fullbay's shift from an app to a platform, how AI is changing predictive maintenance and parts identification, and key insights from Fullbay's State of Heavy-Duty Repair Report you won't want to miss.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guest: Trent Broberg, Fullbay, trent.broberg@fullbay.comLinks & Resources
• Get notified of new episodes --> Join our email list
• Download The State of Heavy-Duty Repair Report
• Keep Up with What’s Next at Fullbay. Sign up for UpdatesJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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1 hr 10 min
Cool Shop Culture Is No Accident
Show notes
Gabe Christian, Owner of Import Performance Auto Repair in Bend, Oregon and seven-time winner of best shop in the city, returns to break down what shop culture actually looks like from the inside. He and Jay get into the daily habits, team dynamics, and small details that make technicians want to show up and stay.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guest: Gabe Christian, Import Performance Auto Repair, gabe@importperformanceusa.comLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
-
1 hr 7 min
Still on the Floor. Still Building the Industry.
Show notes
Anthony Calhoun is an ASE Master Technician with 25+ years in the industry, CEO of A.W.C. Consulting LLC, and author of “Why Techs Leave and How to Keep Them.” In this episode, Anthony walks through what each role has taught him about where the industry is falling short. He covers the mindset that helped him grow as a young tech, the advice he gives to those coming up now, and what pushed him to write a book and build Apex Tech Nation.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guest: Anthony Calhoun, A.W.C. Consulting LLC, awc@awcconsultingservices.comLinks & Resources
• Get notified of new episodes --> Join our email list
• APEX Tech Nation
• Why Technicians Are Leaving and How to Keep ThemJoin the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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59 min
The CARE Movement—Right People, Rare Experiences
Show notes
Joe Hamilton, President & CEO of Vortex Optics, helped build one of the outdoor industry's most recognized and fiercely loyal brands by treating service as a competitive weapon, not an afterthought. In this episode, Joe unpacks the CARE Movement (Create A Rare Experience), why hiring people who already share your values is the foundation of delivering it, and why being genuinely human is the rarest advantage a business can have in 2026.
About the Episode
• Host: Jay Goninen, WrenchWay, jayg@wrenchway.com
• Guest: Joe Hamilton, Vortex Optics, jhamilton@vortexoptics.comLinks & Resources
• Get notified of new episodes --> Join our email list
Join the ASE Connects Community
ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:
• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)Connect with us on social:
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