David Rogers, President
In 1997, David Rogers came to work for Keller Bros. Auto Repair as a service advisor. His experience in auto repair was minimal but he brought with him an extraordinary skill: a heart for service and a mind for perfecting systems.
What started as a job in educating customers about their car — helping them understand how maintenance could save them money and stress, patiently answering their questions — quickly grew into a managerial role.
By 1999, David had helped take Keller Bros. to the top of its field as it won the National Excellence Award for its focus on ethics, customer service, employees, management, and more. It surpassed 40,000 other nominated shops for the award.
Because of the influence he had accumulated in the community, David took to the airwaves with Terry Keller to host a weekly radio show on Clear Channel. The “Car Guys” radio show they created was built around helping consumers get the most miles out of every dollar.
David was soon invited to host his own television program. He created the Monday Morning Mechanic, a weekly (and the longest-running) segment on CW2′s morning news program that helped viewers spot issues with vehicles, understand the importance of preventive maintenance, avoid scams, and save money.
He later took the Monday Morning Mechanic segments online, where his videos and website have helped thousands of viewers and visitors get more miles for their dollars.
David and his team at Auto Profit Masters developed the RPM ToolKit – a tool to diagnose the problems in auto repair shops using real data and measurement to identify and fix broken processes, missed profits, and production bottlenecks. David has also spent hundreds of hours with shop owners each year, consulting with them on how to understand their numbers and apply their proven techniques and processes to help shops grow and plan their futures. David developed and taught nearly 70 unique training classes for shop owners and their employees – for everything from customer service and marketing, to management and productivity – to complete the skills needed for shops to become more profitable.
Automated Marketing Group was built after seeing how shop owners were being taken advantage of with poor marketing that was driving the wrong customers to independent auto repair shops. The foundation is based on using data-driven analytics and comprehensive measurement to drive the right customers to businesses that are focused on value and relationships rather than price and are ready to buy. David built powerful direct mail programs that achieved that goal, and developed the award-winning WebPresence™ Marketing to combine the best online marketing practices in paid search, social marketing, SEO, and designing websites that convert.
Since founding Auto Profit Masters, Keller Bros. continued to set an example for the community under David’s supervision. In 2009, the repair shop received the Ethics in Business Award from the Colorado Ethics in Business Alliance & Denver University, in 2009 and 2010 the shop was named a Top-3 Finalist for the Better Business Bureau Torch Award for Marketplace Ethics, and in 2009 and 2011 was a Motor Age Magazine Top-Ten Shop.
Noting the lack of shop management tools that worked synchronously to make the lives of shop owners and their employees more efficient, less chaotic, and more profitable led to his concept for Shop4D© – a true evolution of technology, processes, and innovation in the automotive industry. Applying ideas to solve day-to-day problems that shop owners face every day into a single shop management system has become his latest passion. Hearing the stories from his Shop4D© family of shop owners experiencing record sales and profits, a winning shop culture, and helping to fix the industry-wide technician shortage has become his joy.
Even as Keller Bros., Automated Marketing Group, Auto Profit Masters, and Shop4D® have become more successful, David’s heart of service kept pulling him in new directions. David has become involved with supporting the Rocky Mountain Food Bank, the Food Bank of the Rockies, the Gathering Place, every local high school, St. Joseph Indian School, Boystown, Denver Rescue Mission, and Denver Dachshund Rescue and Transport.
The story of David Rogers is one of a commitment to the community, to charity, to service, and to helping those who need it most.
Terry Keller, CEO
In 1970, Terry Keller began his career at Southglenn Texaco, serving customers as an apprentice mechanic at night and studying at Denver Automotive and Diesel College during the day. After graduating, he served in the US Marine Corps.
After active duty, in 1974, he became one of the first and youngest mechanics in the country to receive the Certified General Mechanic (Master Technician) Certification.
Later that year, at the age of 23, he purchased that Texaco station. Since then, he has developed a business which leads the community in service and quality.
Terry co-hosted the weekly radio show, “Car Guys”, on Clear Channel with David Rogers where he helped 250,000 listeners understand the need for diagnostic charges, quality parts, and expensive technical procedures, and how to help consumers get the most miles out of every dollar.
As one of the first ASE Master Technicians, a recipient of The National Excellence Award, the 2007 NAPA/ASE Colorado Tech of the Year, a Colorado Ethics in Business Award Winner, a graduate of the Automotive Management Institute (A.M.A.M.) and the creator of the RPM ToolKit, Terry is one of the foremost authorities on running a shop ethically, profitably, and successfully.
The RPM ToolKit – a tool to diagnose the problems in auto repair shops using real data and measurement to identify and fix broken processes, missed profits, and production bottlenecks – was dreamt up and designed by Terry and his team at Auto Profit Masters.
In recent years, Terry has been hard at work refining and developing new measurement tools and solutions within the RPM ToolKit® and his latest venture: Shop4D®.
Currently, Terry spends hundreds of hours each year counseling shop owners on how to understand their numbers and apply tested and proven techniques and processes to help their shops grow sustainably and how to plan their futures. This is performed both within individual, personalized sessions, as well as his very own “Shop4D® Insider’s Secrets” classes.
Terry also spends time creating win-win pay plans for shop owners and their technicians, as well as the detailed patenting of the ground-breaking innovations created within Shop4D®.
With Terry’s leadership, Keller Bros. continued to set an example for the community under David’s supervision. In 2009, the repair shop received the Ethics in Business Award from the Colorado Ethics in Business Alliance & Denver University, in 2009 and 2010 the shop was named a Top-3 Finalist for the Better Business Bureau Torch Award for Marketplace Ethics, and in 2009 and 2011 was a Motor Age Magazine Top-Ten Shop.
Terry is known as a genuine, trend-setting leader in many ways. Both in his shop and in his personal life, he has built a reputation of honesty and trustworthiness not only in the local community but also throughout the automotive industry.
In his “spare time,” Terry counsels and guides his employees as if they were his own family and spends time with his 15 grandchildren.