From figuring out customer profiles to marketing techniques to AI, all that and more were shared at last week’s annual Tirecraft Conference in Blue Mountain, Ontario.
With about 100 shops from across Ontario represented at the conference, In Motion Brands co-founder James Channer welcomed guests while fellow co-founder Todd Richardson gave a state-of-the-industry-style talk, highlighting what shops will need to find success going forward.
Attendees also go to talk amongst themselves about issues they’re facing in their shops before sharing them with the rest of the room. They shared ideas around best practices, such as how to properly implement key performance indicators, enhance customer experience and properly utilize technology to grow their business.
The first day featured Emily Chung, who until last month owned a shop in Markham, Ont.. Drawing on her pre-automotive background as a psychometrist, she walked attendees through different personality characteristics. She not only helped attendees figure out where they stand but also the other areas in which customers may land, highlighting different personalities of customers and better recognize and understand them.
Attendees also learned about the latest marketing strategies from the company’s marketing team. Taylor Vandermeer and Eartha Vanmeurs shared how Millennials and Gen Zers are expecting shops to market to them.
The second day featured a chat with Duffy Girls racing sisters Chelsie and Charlie about their careers before breakout sessions were held where attendees were able to get financial management insights, ideas for growth through the glass industry and how artificial intelligence can help shops.
It all wrapped up with a trade show, where the Duffy girls fired up their drag racer. See more in our highlight reel and photo gallery below.
Photo Gallery: Tirecraft 2025 Conference
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