8:00 AM
Registration & Diesel Bay Open
8:00 - 8:45 AM
Breakfast with True North: What We're Building and How It Works
Pull up a chair and meet the team behind True North Fleet Services, one of the most active growth partners in the commercial diesel and fleet service space. This relaxed breakfast session is your chance to hear about what True North is building across the country, ask the questions you actually want answered, and understand what a partnership with them looks like in practice. No pitch deck, no pressure — just an honest conversation over breakfast for shop owners who are curious about what's possible. If you've ever wondered what it looks like to grow with the right partner beside you, this is the room to be in.
9:00 - 9:15 AM
Day 2 Kickoff
9:15 - 10:15 AM
FLEET & INDUSTRY
The State of the Industry: What the Data Says About Trucking, Technicians, and What's Coming Next
Dr. Alex Leslie
The commercial trucking industry is facing a convergence of pressures: softening freight markets, rising operational costs, and a technician shortage that shows no signs of reversing on its own. In this data-driven keynote, ATRI Senior Research Associate Dr. Alex Leslie translates the latest industry research into clear, actionable context for diesel shop owners and fleet managers. He'll unpack what's really driving the technician gap, what the economic outlook means for repair demand, and how shops that understand these trends will be better positioned to compete for talent and customers. Expect real numbers, honest analysis, and a clear-eyed look at the road ahead, delivered in plain language you can actually use.
10:30 - 11:30 AM
SHOP LEADERSHIP
The Profit Drain: How Rising Costs and Hidden Revenue Leaks Are Quietly Killing Your Shop
Jamie Irvine
Your parking lot is full and your techs are busy…but you're still wondering where the money went. In this session, Jamie Irvine breaks down the three profit leaks hiding in plain sight in most diesel shops — unbilled consumables, tech time lost to parts sourcing, and parts margin left on the table — and explains why the cost environment of 2026 makes fixing them more urgent than ever. With tariffs driving parts price volatility and labor costs climbing, the habits that were manageable when margins were fat are now genuinely dangerous. Jamie brings his weekly pulse on the industry straight to the stage, drawing on supplier conversations, freight market data, and real shop examples to show exactly where money is leaking and what to do about it. You'll leave with three concrete actions you can take Monday morning, and a much clearer picture of what your shop is actually worth per hour.
10:30 - 11:30 AM
SHOP LEADERSHIP
Should You Sell? What Every Shop Owner Needs to Know Before Making the Biggest Decision of Their Career
Gary Price, CEO, True North Fleet Services; Rick Jacobs, CDO, True North Fleet Services
At some point, every shop owner thinks about it — what would it look like to sell, partner, or step back from the business they built? In this candid panel discussion, True North Fleet Services Chief Executive Officer, Gary Price, and Chief Development Officer, Rick Jacobs, sit down with shop owners who have actually been through such a transaction to explore what the process looks like from the inside. The conversation covers how to know when the timing is right, what buyers and private equity groups actually look for, why not all capital or partnership structures are the same, and what founders wish they had known before they started the process. Whether you're actively exploring options or just want to understand what's possible, this session will give you a practical framework for thinking about the long-term future of your business — on your terms.
10:30 - 11:30 AM
OPERATIONS
Inventory Management Deep Dive: Stock the Right Parts, at the Right Levels, for Better Margins
Erica Terry
Stocking too much ties up cash. Stocking too little means convenience fees and angry customers. In this hands-on Fullbay training session, Erica Terry shows you how to use Fullbay’s reports to dial in your minimums and maximums so your inventory actually works for your shop instead of against it. You'll learn how to lean on auto-ordering to cut down on manual work, identify which parts are costing you the most in emergency buys, and build a stocking strategy that improves margin control over time. If you've ever paid a premium because you ran out of something you should have had on the shelf, this session will pay for itself before you leave the room.
11:30 AM - 12:45 PM
Networking Lunch
11:45 AM - 12:45 PM
FLEET & INDUSTRY
Your Shop Has Two Audiences -- Are You Marketing to Both?
Jay Goninen and Jacob Arrington
Most shop owners are only thinking about one side of their marketing equation. In this lunch and learn, Jay Goninen and Jacob Arrington make the case that diesel shops are simultaneously marketing to two distinct audiences — customers (to bring in repair work) and technicians (to attract and retain talent) — often using the exact same tools and channels. The problem: most shops are only optimizing for one. Jay and Jacob will walk through what it looks like to market to both audiences at once, which channels pull double duty, and how to build a simple strategy that grows your customer base and your team at the same time. Grab your lunch and leave with a framework that works harder than anything you're doing right now.
11:45 AM - 12:45 PM
OPERATIONS
Work Smarter, Not Harder: Using AI to Boost Shop Efficiency
Ryan Mangum
he heavy-duty repair industry is changing fast, and AI is one of the biggest reasons why. In this session, discover how forward-thinking shops are using artificial intelligence tools to simplify operations, reduce downtime, and get more done with the team they already have.
Rayn Mangum, Fullbay senior product manager, will walk through real-world AI tools you can start using right away. Whether you're running a fleet shop or independent repair operation this session will give you practical ideas to take back to your bay.
You'll walk away with a clear picture of where AI can make the biggest impact in your shop. Hands-on exposure to tools built for heavy-duty and simple steps to get started without overhauling your entire operation.
1:00 - 2:00 PM
SHOP LEADERSHIP
No Excuses Leadership: How to Build a Culture of Accountability That Actually Performs
Dave Anderson
Most shop owners don't have a business problem — they have a people problem. And most people problems trace back to a culture that accidentally tolerates excuses, inconsistency, and low standards. In this keynote, Dave Anderson delivers the straight talk that leaders in the trades need to hear: what real accountability looks like, why most managers confuse being liked with being effective, and how to build a team that holds itself to a high standard without you having to chase every result. Dave has worked with thousands of businesses across the trades and brings his trademark no-nonsense style to one of the most important conversations shop owners can have. You'll leave with a clearer picture of the leader your shop needs you to be and a concrete plan to start becoming that person.
2:15 - 3:15 PM
TEAM MANAGEMENT
The Industry Fix: What Happens When Shops Actually Work Together
Jay Goninen
Shops poaching techs from each other isn't a hiring strategy; it's a slow bleed for the entire industry. In this interactive workshop, Jay Goninen makes the case for a different approach: collective action that actually grows the technician pipeline instead of just redistributing it. He'll walk through what a healthy regional talent pipeline looks like, what it would take to build one, and how tools like ASE Connects create shared infrastructure that benefits every shop — yes, including your competitors. You'll leave with a printed commitment card and one concrete action you can take this quarter to start being part of the solution.
2:15 - 3:15 PM
FLEET & INDUSTRY
Get Ahead of the Breakdown: How Real-Time Fleet Inspection Data Turns Defects Into Repair Orders
Whip Around Team
The shops that win the best fleet accounts aren't waiting for the phone to ring; they're already in the loop before a breakdown happens. In this session, the Whip Around team walks through how digital driver inspection reports are changing the repair cycle, and how shops that capture defect data the moment it occurs can turn that visibility into service orders, faster diagnostics, and stronger long-term fleet relationships. You'll learn what it looks like to own the full inspection-to-repair workflow end to end, why fleets increasingly prefer vendors who can close that loop, and how to position your shop as the go-to partner by getting upstream in the process. No hard sell; -- just a practical look at how the most proactive shops are building a repeatable model for fleet retention.
2:15 - 3:15 PM
OPERATIONS
Preventive Maintenance Deep Dive: Build PM Programs That Create Predictable, Recurring Work
Erica Terry
Reactive repairs keep the lights on, but a well-run PM program is what actually builds a predictable, profitable shop. In this hands-on Fullbay training session, Erica Terry walks you through how to set up and manage preventive maintenance programs in Fullbay from the ground up, so your units stay compliant, your customers stay loyal, and your schedule stops feeling like a fire drill. You'll learn how to structure PM intervals, track upcoming service across your entire customer base, and use Fullbay to turn one-time repair customers into recurring accounts. If you're still relying on customers to remember when service is due, this session will change how you think about the work you're already leaving on the table.
3:15 - 3:45 PM
Refreshments, snacks & networking break
4:00 - 5:00 PM
OPERATIONS
The Numbers Don't Lie: How to Use Shop Reporting to Make Faster, Smarter Business Decisions
Bill Kerry
Most shop owners have more data than they know what to do with and not enough time to make sense of it. In this session, Bill Kerry breaks down how to cut through the noise and focus on the reports that actually tell you something useful about your business. He'll walk you through how to read your numbers with confidence, what the most common reporting blind spots cost shops in real dollars, and how to build a simple reporting rhythm that keeps you ahead of problems instead of reacting to them. Whether you're swimming in data or barely tracking anything right now, you'll leave with a clearer picture of which numbers deserve your attention every week — and how to use them to make better calls faster.
4:00 - 5:00 PM
OPERATIONS
Pitstop + Fullbay
Shiva Bhardwaj
AI isn’t just a buzzword — it’s changing how fleets and shops operate. In this session, Pitstop CEO Shiva Bhardwaj will showcase the company’s AI-powered maintenance platform (now part of Fullbay) and how it helps predict failures, reduce downtime, and drive smarter decisions. You’ll see how these insights improve diagnostics, prioritize the right work, and help shops run more efficiently, all while strengthening relationships with fleet customers.
4:00 - 5:00 PM
OPERATIONS
What the Best Shops Do Differently: An Inside Look at How Top Fullbay Customers Run Their Operations
Blake Bays, Leinei Keaunui & Amy Newman and moderated by Erica Terry
What separates the shops that get the most out of Fullbay from everyone else? In this candid panel session, three of Fullbay's most experienced team members — each with years spent working hands-on with our highest-performing customers — share what they've seen work, what they've seen fail, and what the best larger shops do consistently that others don't. From how they set up Fullbay from day one to the workflows and reports they rely on most, this is a behind-the-scenes look at enterprise shop success delivered through guided questions and live Q&A.
5:00 - 5:15 PM
Closing Remarks
6:00 - 9:30 PM
Electric Pickle
Joining us at the Electric Pickle for our Day 2 evening activity.