Tirecraft talks customer, business trends

It was all about taking care of the customer and reinforcing your business at the Tirecraft 2026 Conference in Blue Mountain, Ontario, last week.

Members, including corporate and associate stores, took in training that explored business insights, strategy pain points, customer experience and more.

After an opening welcome from In Motion Brands co-founder James Channer, Todd Richardson, In Motion Brands and Atrium Solutions president and CEO, gave an update on the company’s AI assistant and the advances it’s made over the last year since it was launched at the conference in 2025.

Alysa Beech, a customer experience strategist with Beech Consulting and co-owner of Upper James Autopro, talked about the customer experience to attendees. She highlighted processes and procedures to ensure strong satisfaction, enhancing front counter staff and finding ways to delight customers.

Troy Treleaven from the Dale Carnegie Institute gave attendees tips on how to better connect with people, including the conversation stack that helps break the ice and start conversations with new people.

Other sessions included a look at mental health in the workplace, enhancing business processes and automation and bettering shop performance. AIA Canada’s new president and CEO, Emily Chung, also spoke to introduce herself.

A tradeshow was also held, with a closing party to wrap up the event.

Check out our highlight reel and photo gallery for more.

Tirecraft 2026 Conference