Elite has announced that Chris Monroe has joined the company as its newest business development coach.
In his new role, Monroe will utilize his 30 years of experience as a successful shop owner to provide one-on-one business building guidance to current shop owners throughout the U.S.
Chris Monroe started out in the industry at the early age of 10, when his father started Monroe Tire in 1974. He took over as the owner of the shop in 1987, and has been able to increase Monroe Tire’s sales for 30 consecutive years despite a high volume of competition and a flat population of less than 25,000 in his community. Monroe’s success in business hasn’t gone unnoticed. He was recognized as a Tire Review Magazine Platinum Performer in 2014, a DemandForce Top 20 Rated Repair Shop in 2015, the Chamber of Commerce Small Business of the Year in 2015 and a Tire Review Top Shop Finalist in 2017.
One reason for Monroe’s success is his commitment to training and self-improvement. He has received multiple manufacturer training certifications, has taken multiple management courses and training seminars, and is an ASE service adviser. All of the training he’s completed isn’t solely for his own benefit, as he’s committed to sharing his knowledge and expertise with others to elevate the industry. He’s written several articles for the North Carolina Tire Dealers Association, and has been featured in Ratchet & Wrench, Modern Tire Dealer and Tire Review Magazine.
Monroe not only dedicates his time to improving the industry, but to making a difference in his community as well. He serves on the Chamber of Commerce Board, Community College Small Business Advisory Council, and speaks regularly at high school and college classes about small business ownership. His shop has contributed to a drug abuse prevention council, to children’s homes, to churches and to countless other causes. In addition, on the shop’s 40th anniversary, they celebrated by donating a completely refurbished vehicle to a person in need that the community selected.
“While all of Chris’s accomplishments and accolades speak for themselves, his shop’s philosophy of transparency, honesty and integrity is what makes us most proud to call him a member of the Elite family. Chris has so much knowledge and experience to offer that I have no doubt he’s going to change the lives of a lot of shop owners out there,” said Bob Cooper, president of Elite.
