Book a 15-Minute Discovery Call Today +1 (800) 230-5165 Book a Call

Our Coaches

Goals of the Training

Service managers that become certified in this course will experience the following:

The dealership service department will have an increase in:

Our Coaches

James B.


James is a trainer, coach, and has a passion for the auto industry.

James has been in the automotive industry for over 37 years. He started out as a Service Advisor and moved up to be a Service Manager. James worked within a BMW dealership that was ranked #1 in CSI and profitability for years within the Southern California Industry.

Within Jemas’ time at rhe dealerships he spent 21 years working and mastering the Chris Collins program. For multiple years James has been a member of our Elite Program. James has assisted in providing advise for growth within members. 

James has been awarded numerous awards from BMW, MINI, Acura, Jaguar, Porsche, Rolls Royce, Land Rover, and many others. He has won dozens of awards for being the Service Manager Top Dog each month. James was awarded Top Dog of the year for 2019. 

James has graduated top of his class from Starfleet Academy.

Chris W.


Chris is a trainer and a coach who has a passion for the automotive industry. Watts has over 15 years of experience within the automotive industry. Watts has grown from Sales, to Finance Manager, to Sales Manager, to Service Advisor into a Service Manager. Watts has worked to develop profitable, customer-focused Fixed Operations Teams. 

Watts has work experience through in-person, hands-on, and distance coaching to help grow customer retention, bring profitability, and culture within the Service Department. He has developed struggling service teams into teams that have been nationally recognized multiple times for Customer Service and profitability. Watts has been awarded the Ford of Canada Peak and Summit award as a Service Advisor and Service Manager.

Watts attended Mount Allison University receiving a Bachelors Degree in Psychology with a minor in Sociology.

Chris H.


Chris Hogland is a Service Performance Coach, Trainer and Instructor who works with Service Advisors and Managers with hands on coaching visits, in person training and as a group course instructor.

Chris has over 17 years of fixed operations experience with progressive growth from Master Technician to Parts and Service Director of a multimillion-dollar luxury automotive dealership. His passion for the industry has been proven through leadership, management, director positions and setting dealership history records. He shares his knowledge and challenges with clients to develop a lifetime of confidence and loyalty within customers and increase profits.

Chris has been awarded the BMW Group Europe Incentive Trip for Top Fixed Operations Sales Growth. Also, he was recruited by Tesla Motors as a Field Service Technician during start-up.

Chris is an ASE Master Technician (Certifications A1-A8), ASE Advanced Level Engine Specialist (Certification L1), BMW Master Technician (Certification L1), and BMW Group Profiles in Achievement Parts and Service Director.

Chris holds a Master Technician status from BMW STEP and studied Automotive Technology at the Universal Technical Institute.

Christian L.


Christian is a Service Coach and Instructor who works with Service Advisors, Managers, and Dealer Owners. He guides them with his passion and knowledge through hands on training during dealership visits to build a lifetime of change.

Initially, Christian worked at a dealership that signed a contract with Chris Collins. He had unlimited access to people and resources who knew more about the automotive industry then he was ever aware existed. This experience changed his philosophy on all aspects of life. As a result of this relationship, his service sales were up over 50%, and his net profit rose by 300%.

Christian has over 19 years of experience in the Automotive Industry. He has worked in Service Management, as an Automotive Sales Consultant, and as a Service Advisor. He was also a Chris Collins’ Coaching Group Elite Coaching Member from 2015-2016.

Christian has received the Infiniti Award of Excellence for Service Advisors and Infiniti Award of Excellence for Service Managers. He also received the Chris Collins’ Top Dog Service Manager Award five times.

Christian holds a Bachelor’s Degree in Marketing from Aurora University.

Vicki J.


Vicki is a Coach who works with Service Advisors and Managers by person to person coaching and in person training. She shows passion to her clients and passes on the knowledge she has received.

Vicki was born and raised with the auto industry in her blood as both of her parents were in the business. She started in the automotive industry in 1985, found her passion in fixed operations had has 32 years of progressive experience.

Vicki received the Chris Collins’ Top Dog Service Manager of the year in 2011, 2012, and 2013. She also received the Chris Collins’ Top Dog Manager Award 27 out of 36 months and won the Chris Collins’ $25k Service Manager Challenge.

Vicki has one year experience as a Service Advisor, 11 years experience as a Warranty Manager and 20 years as a Service Manager. She also has been a CSI/BDC Manager for one year and a Service Director for one year.

Vicki holds an Associate Degree in Criminal Justice and an Associate Degree in Law Enforcement.

Get 2 FREE Training Videos

Are you working in the business or on the business? ​ It is possible to stop ‘spinning your wheels’ and get back into the black.


Join me as I tell the stories from my best-selling book.

1: Contact Information

2. Payment Information

Claim Yours Before We
Run Out Of Stock!

$74.95 $39.95

This Step By Step Guide Will Teach You How To…

  • Create a workplace you and your employees love!
  • Drive traffic and increase your RO count!
  • Significantly increase your CSI count!
  • Create lifetime customer loyalty!
  • And so much more!

Get Free Access to Our M.O.R.E Technician Recruiting Workbook!

First enter your best email address below so we know where to send it!
We respect your privacy. Your email will never be shared