About Gear Group Holdings

Industry Veterans. Industry Solutions.

We didn’t build Gear Group Holdings to look good on paper. We built it because the automotive industry deserved better — and we knew how to build it.

Our Story

We Came From
the Industry

Gear Group Holdings didn’t start in a boardroom. It started on the shop floor, in the service drive, and in the training room — with people who built careers in automotive and saw firsthand what was missing.

Our founders have spent decades inside dealerships, independent shops, and training organizations. When they started building solutions, they built them from that lived experience — not from market research decks and investor slide templates.

Today, Gear Group Holdings is the parent company behind a growing portfolio of automotive brands. Each one was created to solve a specific problem in the industry we love — and each one is run by people who’ve had that problem themselves.

What Drives Us

The Principles
We Run By

Industry First

Every decision we make starts with a simple question: does this actually help the automotive professional? We don’t build for optics — we build for outcomes.

Built to Last

We’re not a venture-backed sprint toward an exit. We’re building durable brands that the industry can rely on for the long haul — not just until the next funding round.

Operator Mentality

We think like the shop owners and operators we serve. Practical, resourceful, and allergic to waste. If we can’t explain why something exists, it probably shouldn’t.

Earn It Every Day

The brands under our roof earn their reputation through results. We don’t rest on case studies from 5 years ago — we’re accountable to what we’re delivering right now.

The People

Meet the
Leadership Team

The group is led by a small, focused team of automotive industry veterans.

CECIL BULLARD

FOUNDER & CHAIRMAN OF THE BOARD

Cecil has spent most of his life in the automotive service and repair industry, holding every shop position and operating multiple successful shops before becoming a consultant, trainer, and teacher. He believes there’s unlimited opportunity in today’s shops, and that your business should give you the life you want.

WAYNE MARSHALL

CEO & EXECUTIVE COACH

Wayne built his career in communications and marketing, rising from sales into senior leadership and entrepreneurship, launching successful companies that worked with Fortune 500 clients. He now focuses on strategic operational planning, drawing on decades of public speaking, mentoring, and industry board experience.

Michael Smith

Chief Strategy Officer

Michael started in corporate financial services sales before rising to regional leadership in the Fortune 100, then moved into strategic management consulting as a practice leader at a Big 4 firm. As a private equity entrepreneur, he’s co-founded four companies spanning financial services, international trading, consulting, and fine art.

Kent Bullard

Chief Content Officer

Kent has spent a decade in the automotive industry helping shops succeed, with a focus on operations, process, and time management. He believes businesses should enable a fulfilling life — and outside of work he’s a self-described minimalist, family man, speaker, musician, and gamer.

Chris Brower

VP of Sales

Russell Baker

CFO

Work With Us

Interested in What
We're Building?

Whether you’re a potential partner, vendor, or just curious — we’d love to hear from you.

Industry Veterans. Industry Solutions.

We Came From
the Industry