Elite has announced that Gene Morrill has joined the company as its newest business development coach.
In his new role, Morrill will utilize his 32 years of experience as a successful shop owner to provide one-on-one business building guidance to current shop owners throughout the U.S.
Morrill’s shop, Certified Automotive, is an AAA AAR, ASCCA member, ASA member, ASE Blue Seal shop. In addition, Certified Automotive is a five-time AAA Quality Service Award winner.
Morrill also is an ASE Master Technician, the past president and current board member of the local Automotive Service Councils of California (ASCCA) chapter and one of the first 49 recipients of the AMI’s Accredited Master Automotive Manager degree (AMAM). Morrill also is involved in his community, having served as an automotive adviser, board member and adjunct professor for Citrus College, and is a past president and current board member of the Glendora Rotary Club. In addition, Morrill’s shop regularly collects food and clothes for local children’s homes.
Beyond being a bright shop owner, one of the greatest keys to Morrill’s success is his shop’s business philosophy: “Treat your customers like a king, take care of your employees and everything else will work out.”
“Gene was a member of Elite’s Pro Service Peer Group for many years, and from day one I was impressed with his abilities as a shop owner and with all that he does to give back to the industry and his community. I always dreamed that he’d one day coach with us, so am absolutely thrilled that he’ll be imparting his wisdom to Elite clients,” said Bob Cooper, president of Elite.
