Professionals in Automotive Service Since 1940

Ray Kunz – Founder of The ACT Group



Q: Can you tell us a little bit about your journey into the automotive industry and how you ended up founding the ACT Group?

RK: The Automotive Coaching and Training (ACT) Group was conceived and developed by me, Ray Kunz of Ray Kunz Enterprises, LLC. I have professionally coached & trained automotive facility Owners, Managers and Service Advisors alike for over 25 years now! It is through this understanding of the automotive industry as well as my dedication to making the industry a better place to work and make a living, that the ACT Group was formed.

Q: What key experience(s) shaped your journey in the automotive industry?

RK: I started in the automotive world working on rebuilding an engine with my dad at probably 12 years old, and hearing that big piece of metal start up when we were finished hooked me. I got into working on cars full time out of high school and never looked back. About 18years into the technical side of the business I got stuck underneath a dash twice in one week and decided that Service Advising might be a better long-term solution and was fortunate enough to have the opportunity present itself, so I made that move. Then I meet this Trainer named Jim Hunt of Educational Seminars Institute (ESi) and started attending his seminars, I had found my calling. Through Jims training and eventual passing, Maylan Newton bought the business, and we started Coaching & Training together. That eventually lead me to 7 years ago, where I formed the ACT Group, and this is where I belong!

Q: How has the company evolved under your leadership since its founding?

RK: The evolution of The ACT Group has grown organically through the years based on my successes with many facilities and them talking to each other at events such as ASCCA meetings. The company’s growth created a need for more coaches, so I taught some of my clients to Train & Coach others, building the company further still and today we are once again looking for more coaches as The ACT Group grows.

Q: What sets ACT Group apart from other coaching companies in the automotive sector, especially when it comes to delivering real-world solutions?

RK: Because of not only my experiences, but my coaches’ experiences owning/running independent repair facilities, we are constantly evolving our style and direction of training to adhere to today’s trends in business as well as customer service. This gives myself and my team rare insight to “real world” experiences making our coaching more relevant than others who just coach.

Q: What is the philosophy behind ACT Group's decision to not use contracts, and how does it benefit your clients? 

RK: Contracts are for those who don’t believe clients will stick with them through the tough times, which they are probably in right now. My philosophy has always been, if you give us 90 days, we can show you enough value within that time frame to generally pay for a year’s worth of coaching. Is it easy, certainly not, but as long as we can provide value and the clients are willing to put forth the effort, everyone wins!

Q: What’s one thing that always surprises you about the automotive industry, no matter how many years you’ve been involved?

RK: “We need more cars!” is one thing that almost everyone says, and we have found that 90+% of the time, that is simply not true. There are a couple common issues that we all see, Parts & Labor G/P deficiencies and Tech Productivity issues. The key to our success is finding and correcting what is causing those. But by far, everyone says “I need more cars” even when most don’t.

Q: Is there anything else you would like to add or let the ASCCA members know?

RK: Coaching & Training is being used by top professionals and Teams throughout the world because it is almost impossible to get a large enough view of your business while working in it all the time. Whether it is the ACT Group or some other reputable coaching company, everyone needs “Outside Looking In” training. We are not the only Automotive Coaching & Training Group out there, but we can keep your business performing at its highest level while giving the owner(s) the option for more free time. WITHOUT Contracts or the “Cookie Cutter” experience at a more affordable price than any others out there!

Dave Kusa – Coach, Trainer, and Consultant at The ACT Group

Q: Can you tell us a little bit about your journey into the automotive industry and how you ended up coaching with the ACT Group?

DK: I started as a tech in 1984 after training at De Anza College Auto Tech. I progressed to lead tech and sometimes service advisor. I moved to Autotrend in 2000 and purchased the shop in 2001. On the advice of my fellow shop owners, I joined ASCCA. My new ASCCA friends said I needed to get training on how to run my shop, so I joined ATI to learn and understand how to be a business owner. That kept me going in the right direction for a while, but I realized I needed more coaching and training so I brought Ray Kunz in as my coach. After he created The ACT Group and the number of clients grew, he asked me to join him as a shop coach, trainer, and consultant.

Q: How long have you been involved with ACT Group, and what have been some of the most rewarding experiences you’ve had while working with automotive professionals?

DK: I started my coaching career with Ray in 2020. My clients at that time were all established, well run and profitable shops because they had been working with The ACT Group for some time. The most rewarding experience is starting to work with a new client that has never had any training. This is a group I can really help grow and develop their shops into well run and profitable businesses. 

Q: Has your involvement with ASCCA helped shape the way you approach coaching and mentoring automotive professionals with ACT? If so, can you elaborate?

DK: The many amazing professional shop owners and mentors I have met through ASCCA has shaped me into a shop owner working on my business. I can't imagine not having these great people and ASCCA in my life. I am able to bring this experience to my clients as well as continue to bring the latest information to my clients as I learn from so many sources through ASCCA.

Q: Can you share a success story where ACT coaching has made a significant impact on a business or individual?

DK: One of my clients bought a shop as an investment, he was never in the industry so had little knowledge of how an auto repair shop runs. By working with him and his team we were able to correct many issues in the business and create enough net profit that he was able to sell the business at a profit in about two years.

Q: In times of economic challenge, many businesses are hesitant to invest in coaching. What makes now the right time for automotive businesses to engage with ACT Group?

DK: When thing start to slow down in the economy and money get tighter, owners start to think more with emotion rather than logic. I have 25 years experience owning a shop as well as 40 years total industry experience. I have seen many ups and downs over that time. A coach can help guide the shop owner through the tough times because they don't have an emotional tie to the business. I can look at numbers and results to help make decisions without emotion. My coaching career started at the binging of the Covid 19 pandemic. While all of my clients did suffer at first, we were able to keep all employees at every shop and through strategic planning I was able to get them all back on track and rebound back to profitability before almost all other shops that I know of.

Q: What’s your go-to playlist or song that gets you pumped up for a big day of coaching or training? 

DK: No real favorite, but I am a classic rock and blues kind of guy, so that always works to brighten me up.

Q: Is there anything else you would like to add or let the ASCCA members know? 

DK: One of the unique things about The ACT Group is I am a shop owner, and Ray has been the general manager for a shop for since 2020, so we see and experience the day-to-day issues that all shop owners have. I also work with the Bureau of Automotive Repair Advisory Group. All of this brings a better and cutting edge perspective to our clients.