Welcome to Powertrain EXPO 2025, and what better place to kick it off than beautiful San Antonio, Texas!
This year represents more than just a new event — it’s a defining moment for ATRA. 2025 marks our first full year operating from our new IBO headquarters without having to deal with construction, and it already feels like home. After years of planning and transition, we now have the stable foundation we need to build something truly transformative — for our members, our industry, and the future workforce.
From day one, we committed to growing smarter, faster, and with more impact. I’m proud to say we’re delivering on that promise.
A Stronger Foundation, A Bolder Vision
We’ve significantly expanded the office space at the IBO to support a growing team and deliver faster, more specialized support to our members. This is more than just an internal shift — it reflects a broader investment in quality, responsiveness, and professional excellence.
At the heart of our mission is technician training, and we’ve made major strides in the past year. Our Friday training sessions — added by popular demand — have been a huge hit, drawing strong attendance and enthusiastic feedback. It’s clear: the industry is hungry for education, and ATRA is committed to feeding that need.
The Launch of TTAC: Shaping the Future, Together
One of the most exciting developments at EXPO 2025 is the launch of the Technician Training Advisory Council (TTAC). This council brings together a powerhouse group of shop owners, rebuilders, educators, and transmission pros — all working toward a common goal: building a real-world, industry-aligned training curriculum that prepares the next generation of techs for long-term success.
At a recent seminar, I asked the audience how many were actively trying to hire technicians. Nearly every hand in the room went up. That response was powerful — and a clear reminder of the challenges we’re facing. But it was also energizing. Because it means we’re not alone, and it means we have momentum. With TTAC’s guidance, we’re turning challenges into opportunities — building the programs and pipelines this industry needs to thrive.
Growth Beyond the Shop
We’ve also taken bold steps to support personal and professional development beyond technical training. By merging VTS Training with Fuel, we’ve created an even more expansive library of management, leadership, and self-development courses.
Because we believe success doesn’t start with tools or technology — it starts with people. With confident shop owners. With focused team leaders. With individuals who believe in themselves and in the mission, they serve. ATRA is about helping people unlock that potential — so they can turn a good shop into a great one.
On the Road — and at Home
Looking forward, ATRA is already deep into planning our 2026 seminar schedule, with an expanded lineup of two- and three-day regional events to bring expert training closer to home for more members across North America.
And for the first time, we’ll be offering multiple on-site training courses at our own facility — a long-standing dream finally realized. Having a dedicated training space gives us the flexibility to customize content, welcome technicians from across the country, and scale our programs like never before. It’s a game changer — and just one more sign of the direction we’re heading.
Join Us Sunday — Shop Talk Live
Before we wrap up this incredible weekend, I want to personally invite you to join us for our special Sunday event — a chance to come together one last time to reflect, connect, and chart the road ahead. Whether you’re a veteran shop owner, a new member, or a first-time EXPO attendee, we want your voice at the table.
This event will feature roundtable discussions, early access insights into 2026 initiatives, and an opportunity to collaborate directly with ATRA leadership and fellow members. It’s about shaping the future together — and we’d be honored to have you there.
To our members, vendors, and friends across the industry: thank you. Your support, feedback, and passion for what we do continues to inspire our team every single day. We are not just adapting to change — we’re leading it.
Here’s to building stronger shops, smarter teams, and a brighter future — together. See you at Sunday’s event — and let’s keep driving forward.
