About Elite

People. Principles. Results.

Wherever you see the Elite logo, you’ll see these words beneath it. Why? It’s what we’ve been about since the company was founded by Bob Cooper in 1990, and what separates us from the rest.

Elite’s mission is to use our team of the top experts in America to help automotive professionals reach their goals and live happier lives, while elevating the industry that we love so much.

This mission will be accomplished without ever compromising our ethics, or the trust that is placed in us.

Advisors talking
Pro Service event


When getting help with your business, one of the most important questions you should ask yourself is:  What are the qualifications of the person delivering the coaching and training?

  • Every one of our sales trainers is a nationally recognized superstar.
  • Every one of our coaches is (or was) one of the most successful shop owners in the entire industry.
  • Every Elite expert has been in your shoes, and can guide you through your challenges based on their first-hand experience.



We use a rigorous interview process to hire the best coaches and trainers with impressive track records of success, and who also have a strong commitment to our principles and culture.

We’re governed by the principle that we will never put money ahead of people. We’ll help you reach your goals in a way that has a positive impact on your employees, customers and community. Click below to learn more about Elite’s Guiding Principles.

Pro Service event
Brian and Chris


Because we hire the industry’s top experts, we have the best reputation of any coaching and training company in the industry, and are able to deliver extraordinary results:

  • Clients of our Top Shop 360 coaching average more than a 4 to 1 return on investment after just 90 days in the program.
  • After attending our Masters Service Advisor Training, students see their sales increase by an average of over $10,750 per month.
  • Members of our Pro Service peer group average over $1.7 million in annual sales, and the group has an average tenure of over 7 years.

When you put people first, and do the right things for the right reasons, the results will follow.


Leadership and Team

Darrin Barney

Joe Marconi

Kevin Vaught

Jim Murphy

Sherri Murphy

Michele Cooper

Adrian Balcazar

Tom Amero

Hannah Kennedy

Sarah Cherry

Sabrina Wilkerson

Are you ready to build a more profitable business?

Let's Do This.

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