Precision, profit, and people: Lessons from CCIF Calgary
The second Canadian Collision Industry Forum (CCIF) of the year took place in Calgary last week, bringing together collision repair professionals, insurers, dealers, original equipment manufacturers (OEMs), educators, suppliers, and service providers to connect and explore the latest trends, challenges, and opportunities shaping the industry.
Calibration and collaboration: How Advanced driver assistance systems are shaping the industry
Kicking off CCIF Calgary was an enlightening and engaging panel discussion about how Advanced driver assistance systems (ADAS) transform the collision repair landscape and demand the utmost precision, expertise, and, most importantly, collaboration. Moderator Jeff Brown of Don-Mor Automotive Group was joined by panelists John Marlow from Level5 Drive, Chris Haberny of On Target Calibration, Ross Lacobellis of Hunter Engineering Company, and Trevor Jones from CARSTAR Canada.
Building a culture of continuous learning in collision repair
The second session of the day touched on how businesses can embrace continuous learning and use it as a competitive edge. Jeff Peevy, vice president of global industry relations at I-CAR, underscored that in today’s fast-changing collision repair landscape, learning is no longer optional, but the foundation of sustainable success.
His session explored how cultivating a shop-wide learning culture, supported by role-specific knowledge and skills protocols, leads to measurable performance gains. Attendees gained actionable strategies and research-driven insights to help repairers embed continuous learning into daily operations, giving their businesses a lasting competitive edge.
“There is a big distinction between a training culture and a learning culture. Learning is the only sustainable competitive advantage.” said Peevy.
Simultaneous sessions allowed attendees to customize their experience
Shortly after, attendees were able to choose from two different concurrent sessions. The first session, Hands-on with BETAG: Precision repair equipment in action, was led by Landon Thompson and Kelly Roberts of BETAG North America. Throughout, attendees were able to enjoy a live, hands-on, and interactive session showcasing BETAG’s advanced repair equipment that brings efficiency, accuracy, and profitability to modern collision repair.
“By reinforcing the value of non-intrusive repairs and deepening the understanding of the anatomy of each repair, the session highlighted the importance of using precise techniques and specialized equipment to achieve high-quality results while preserving the integrity of the vehicle.”
Profit-driven performance in collision repair
Christian Ruecker, vice president of Dekra North America, emphasized that true profitability goes beyond immediate margins—it is about building lasting operational strength.
This session highlighted how aligning certification standards, safety protocols, and sustainability practices can transform compliance into a competitive advantage. By integrating these elements into daily operations, businesses can boost current performance while laying the groundwork for long-term growth and success.
“How can you keep employees if they are not happy and how can you satisfy customers or insurers if you have not done your homework?” said Ruecker
Navigating short-term profitability and long-term operations
Moderated by Kari Barton, the panel brought together diverse voices from across the collision repair industry: Senad Mujcin of Haks Autobody, Kent Bodin of Simplicity Car Care Medicine Hat – Ted’s Autobody, Bennett Douglas of CSN Harolds, and Brad Green of Raydar Collisions. Each shared unique perspectives shaped by their roles as repairers, owners, and operations leaders.
The discussion centered on the challenge of balancing immediate profitability with long-term resilience. Panelists emphasized the importance of disciplined cost management and operational efficiency, pointing to innovation, technology adoption, and workforce development as critical investments for the future. By aligning short-term performance with forward-looking strategies, the group highlighted how businesses can remain competitive today while positioning themselves for sustainable success in a rapidly evolving marketplace.
Rev up your business: Thriving through industry transformation
Ending the day was a session by Dave Luehr, founder of Elite Body Shop Solutions, shared strategies to help shops stay profitable and competitive during a year of significant industry change.
He highlighted how leaders can boost referrals, build customer loyalty, and even increase productivity without adding staff or overhead. Attendees left with practical tools to grow their business, reclaim time, and create long-term success through consistent daily habits.
See you at CCIF Toronto
CCIF Calgary was an incredible day of networking and learning about industry trends, challenges, and innovations. These sessions and discussions were a prime example as to why CCIF conferences are a valued event for learning and networking with collision industry professionals.
Save the date—CCIF returns in Toronto on March 12, 2026.