Meet the Team

The Institute for Automotive Business Excellence is a nationally respected company that guides business owners to achieve profitable, sustainable success in this industry through proven strategies and best practices. Our mission at the Institute is to improve the quality and accessibility of business education while reducing the cost. We do this by taking advantage of multiple tools, small seminars, phone consultation, concept classes and webinars just to name a few. Our unique business structure allows us to deliver quality education for much less than traditional models.

The consultants at The Institute provide comprehensive instruction needed to take your business forward. They know the landscape of the automotive industry today and are working every day towards paving new pathways for creating and maintaining customers. 

Cecil Bullard - Chief Executive Officer | Institute for Automotive Business Excellence


Chief Executive Officer

Cecil Bullard is a 32-year veteran of the Automotive Service Industry and has run some of the best independent shops in the United States. His extensive experience in the industry has given him invaluable insight into what makes an Automotive Service Business most successful.

Cecil is a trainer for the WorldPac Training Institute as well as his own business the Institute for Automotive Business Excellence. He has been a featured speaker at automotive events such as CARS in Las Vegas, VISION in Kansas City and ATE in Washington State and has given hundreds of seminars and webinars training tens of thousands of shop owners, Service Advisors and Managers throughout the United States. He is a leading industry writer and is currently the Management Writer for Motor Magazine. He has been featured in many industry publications, including: Parts and People, AutoInc, Shop Owner.

He is a Co-founder of QuickTrac Software. He obtained his Bachelors of Science degree from Weber State University where he graduated Summa Cum Laude.

BJ Lee - VP Client Development | Institute for Automotive Business Excellence


V.P. Client Development

Throughout the years, B.J. has managed, owned or partnered in several repair shops and has gained a wealth of experience in which he used to train others within his own organizations as well as abroad. Sales skills are a great strength for B.J. as he always delivers the benefits of the sale to his clients and settles for nothing less than high marks in customer satisfaction.

Whether working in a high-end store or a small rural community, B.J. can easily adapt to any challenges quickly. B.J.’s success and experience has given him the opportunity to partner with Cecil and the Team at The Institute and to be a Consultant to other shop owners and service advisors. Moving up quickly in the field of Business Consulting, B.J. is making a name for himself and loves to see the positive changes within the auto repair industry. B.J. also has written monthly Shop Smarts columns for Ratchet + Wrench Magazine.

Married to his wife Rachel for 30 years, they have son Bobby and daughter Jena and are enjoying their 1st grandchild, Willow Monroe. B.J. and his wife frequent Hawaii and plan to retire there.

Bill Greeno - Consultant | Institute for Automotive Business Excellence



Bill Greeno resides in Truckee, CA., a small mountain town just North of Lake Tahoe, with his wife Sheila and two daughters. He is a Consultant with The Institute as well as the owner of Quality Automotive and Smog (an all makes all models type shop).

Bill has been teaching in one capacity or another since he became a ski instructor at the age of 17. He has also been in management and leadership roles since the age of 20 as a trainer of ski instructors and ski school supervisor. In the summers Bill worked in the woods as a Hotshot for the Plumas National Forest then for a Timber Management company as the Operations Manager. Bill observed many titles that represented similar responsibilities. In the ski industry, there were directors, assistant directors, technical directors, and in the woods titles like Superintendent, Captain, Ramrod, and Side-rod.

It was about this time that he began looking at the specific roles of individuals within the chain of leadership and how they behaved. Always being fortunate to work with successful teams this became a study for Bill. Today Bill is excited to teach all aspects of the Automotive Industry from the business side to the operations side to the Leadership, and Management. But, his passion is definitely sharing his knowledge about Leadership and Management. Bill has been successful throughout his life at elevating those around him; to represent themselves well and to ultimately achieve leadership in their own rights.

Ryan Clo - Consultant | Institute for Automotive Business Excellence



Ryan Clo grew up in Cincinnati, OH and attended Ohio University where he just didn’t quite fit in. Having an intense desire to understand how things work combined with working at his own (fast) pace, the automotive service business was a natural place for him to find his calling.

There were, of course, great lessons along the way that could only be learned in the school of life experience. 16 years ago, Ryan founded Dubwerx, an independent Audi and Volkswagen specialty shop. In true entrepreneurial spirit, he solved a problem for Audi and VW owners in Cincinnati, OH. He became the one who would work on the cars no one else wanted to…

After close to 20 years in the automotive service industry, Ryan still owns Dubwerx. He has grown it into a highly profitable business with 8 staff members, 99% customer satisfaction, and automated systems and processes so that his presence is not required on site.

Ryan foolishly considered retirement at the age of 35 but found the lack of work-based purposea tad uncomfortable (read: anxiety producing). With the choice to start another automotive shop (the easier choice) or to begin teaching and consulting (the harder choice), Ryan chose the harder path as years of working on cars has made him impervious to suffering.

Ryan currently consults for the Institute of Automotive Business Excellence, providing guidance to automotive businesses including teaching classes and seminars, on-site evaluations, off-site coaching, business plan development, and one-on-one coaching with owners, staff, and anyone who will listen to him talk. He is known at The Institute as the “Systems and Processes guy” and also “The Ginger.” Ryan is also involved in the growing startup community in Cincinnati, OH meeting with other entrepreneurs regularly to discuss best practices, the future of business, and how to keep sane in this constantly changing professional landscape.

Kent Bullard - Administrative Assistant | Institute for Automotive Business Excellence


V.P. of Operations

Kent grew up in Ogden UT, graduated from Ogden high and attended The University of Utah and Weber State University before diving head first into the automotive industry. Ambitious and creative, Kent has a heart for helping others achieve great things, which is a perfect fit for him at The Institute. “Given the opportunity to help, not only my father but people who need it is incredibly rewarding,” Having been raised by Cecil, a keen eye for detail has been ingrained in him from a young age

In his downtime, Kent writes and performs music. Music has been an inspiration and form of expression for him; life wouldn’t be near as exciting without it. He also enjoys playing video games. The constant challenges and engagement along with an immersive storyline are better than any book in his opinion. Fitness has recently become a passion of his and he thrives for new challenges every day.