About Educational Seminars Institute

Picture from an event of Educational Seminars Institute

Who is behind ESi?

ESi, Educational Seminars Institute, has been proudly working with independent auto shop owners since 1984 and is responsible for creating several innovative training programs targeting development strategies that fine-tune and produce professional skills within the industry. ESi, Educational Seminars Institute provides service advisor training, automotive coaching, auto repair management consulting, and now offers social media marketing assistance to help you put your name at the top of Google searches in your local community. When you are ready to take your business to the next level and are looking for honest, knowledgeable advice and support, ESi, Educational Seminars Institute provides independent solutions for your individual needs and is here to reconnect you with your why and your passion.

Picture from an event of ESI

The team at ESi, Educational Seminars Institute, will NEVER lock you in with a long-term contract. Our automotive management coaching staff is driven to help you increase your profits, have a better quality of life, and give you more freedom, all without requiring you to sign on the dotted line. Each member of the automotive coaching and social media marketing staff at ESi, Educational Seminars Institute, believes that if we do our job training and coaching you, there is no need to lock you in. You will stay because you are getting results.

Knowledge, integrity, honesty, and experience are what sets ESi, Educational Seminars Institute apart from the rest. We offer a vast selection of services for you to choose from. ESi’s service advisor training is accredited through the AMI, Automotive Management Institute, and is taught by the industry’s number one authority in sales and business management. ESi, Educational Seminars Institute’s automotive coaching, and auto repair management consulting team will work with you one-on-one to help you get the strategies in place that will drive your bottom line. ESi will help you make your numbers work for you to gain control of your business.

Check out this review from one of our clients:

“Everyone at ESI is there because they love what they do and are invested in helping their clients and the automotive industry. Everyday they are improving the experience for the customers and the people working in it.” - Tiffany S

Every member of Esi, Educational Seminars Institute, comes to you with an attitude of servitude and is your premier educational institute to turn to when you are ready to take your business to the next level. With a lifetime of hands-on, real-world auto repair shop experience of teaching and coaching in the business, each member of our team is here to serve you. If you are looking for social media marketing help or a business coach in the automotive industry that has the knowledge and experience to help you rekindle your passion, turn to the experts at ESi. We pride ourselves in helping you gain control of your business and require no contract for our services. Call us at 866-526-3039 or schedule an appointment today, and we will help reconnect you with your why, your passion, and help you turn a profit.




Meet the Team ESi Associates



Maylan Newton

CEO of ESi, Senior Instructor

MAYLAN NEWTON - CEO of ESi, Senior Instructor

Maylan brings his knowledge, expertise and experience to every seminar he produces and presents, as well as every business he coaches and consults with. This knowledge base is pulled from real world experiences as an ASE Master Technician, Service Writer, Service Manager, General Manager, Coach and Consultant, and as a Temp Service Writer in hundreds of Automotive Repair Facilities across the country. As a preferred Instructor for organizations like ASCCA, ASA, ATRA, BIMRS Group, CARS and the Show Power Training expo’s, he understands today’s issues within the Automotive Industry. And through his accomplishments and accolades, he has earned the reputation for being the #1 Authority in Professional Sales and Business Management with many industry professionals.

As Maylan shares his experiences, winning formulas and philosophies for business prosperity, his unique sense in approaching workplace attitudes and procedures further contributes to his success as an educator, coach and consultant to the industry. Maylan conducts trainings year-round, addressing common problems faced in daily business practices, while providing solutions designed to bring about positive change. He has the ability to stimulate and motivate his audience’s focus towards the drive and direction needed in meeting business goals, while achieving personal and financial success.

Preston Osborn

Automotive Coach

PRESTON OSBORN - Automotive Coach

Preston Osborn has over 10 years of management and business experience, with extensive knowledge from customer service and management roles in the hospitality and automotive industries. After growing up in California, he moved to Colorado to study Finance at the University of Colorado where he co- founded the Colorado University Sport Car Club with a group of friends. It has grown to host one of the largest charitable car shows in the state.

Preston’s automotive career began as a specialty and performance consultant in a Subaru shop. Revenue grew almost 100%, while he assisted in managing the business. His background spans large dealerships to small independent shops. With experience ranging from custom builds to general maintenance and repair, he has a comprehensive understanding of a variety of shop business models. His knowledge of data analytics specific to shop profitability combined with his management and business background give him a unique perspective on the industry.

Additionally, Preston is a decorated rally car co-driver, winning the American 2WD CO-Driver of the Year for 2015 and 2016. He currently competes in a 2015 Ford Fiesta ST, he helped design and build.

Bill Haas

Automotive Coach

BILL HAAS - Automotive Coach

Bill Haas brings 40 years of experience to ESi. He began his career in the automotive industry working part-time at a full service gasoline station in Appleton, Wisconsin. His career includes time as a mechanic/technician in a new car dealership and several independent shops, shop manager, parts counterman, shop owner, technical trainer and most recently on the staff of the automotive industry’s oldest and largest association representing automotive service and collision repair businesses.

While at the association Bill had the opportunity to work with numerous advisory committees, vehicle manufacturers, information providers, tool and equipment companies, insurance companies, parts suppliers and program groups, related industry organizations and most importantly shop owners and managers. Bill’s knowledge of the industry has been shared on many occasions as he has been invited to speak at numerous industry events as well as providing testimony at hearings of the U.S. Congress and several state legislatures on important and controversial industry issues.

ESi clients now have access to Bill’s solution based focus, expertise, and in- depth knowledge of the automotive service and repair community. He is available for business management seminar presentations, business consultation and performance coaching.

Bill received the Accredited Automotive Manager (AAM) credential from the Automotive Management Institute in 1996 and has been a member of the Automotive Management Institute’s faculty since 2002.

Jeff Nott

Automotive Coach

JEFF NOTT - Automotive Coach

Jeff Nott brings over 40 years of experience as a service station owner, automotive software specialist in both Mitchell and Alldata, as well as a long history as a successful business coach. He is a leader on multiple automotive and non-profit boards of directors.

He is a frequently requested speaker throughout the Unites States, known for his both informative and entertaining style of presentation. He has addressed many hundreds of conference and workshop participants. Attendees find keys to success in a format that allows them to address important business needs, one week at a time (outlined in his first business book 1 Week 1 Thing), while simultaneously running an increasingly successful business.

Jeff has been in well over 10,000 automotive shops of all types, sizes and services, which affords him a deep well of business operations perspective.

He also has extensive experience in payroll, HR and business insurance, from running his own businesses, as well as close relationships with professionals in those industries.

Jeff holds an AAM degree with the Automotive Management Institute, was an ASE Master Technician, Service Writer and Parts Specialist, is an IBCI Certified Business Coach and is a licensed agent in Life, Health, Property and Casualty insurance in California.

However, one of his proudest achievements was seeing his older daughter compete in two events in the 2008 Olympics in Beijing. There were many keys to success learned along the way that Jeff brings to his coaching and training.


Melissa "Birdie" Patterson

Social Media Marketing Specialist​

MELISSA "BIRDIE" PATTERSON - Social Media Marketing Specialist​

Melissa “Birdie” Patterson comes to ESi with a long history (over two decades!) of working in the automotive body repair industry. She started out detailing cars and eventually worked her way up to running the whole show. In more recent times, she has focused on the marketing side of the auto repair industry and loves working with shops to develop strong marketing plans as well as handling the actual marketing for those shops wanting
that level of service. 

Birdie loves to turn her own wrench when it comes to working on her myriad of vehicles that include multiple cars, a motorcycle, motorhome, and even a Bayliner 2655 Ciera Sunbridge. She’s not afraid to get her hands dirty and loves digging into finding solutions for your marketing needs. 

“I am thrilled to be part of the amazing team here at Educational Seminar Institute, ESi. My talents include excellent marketing and organizational abilities, outstanding communication and interpersonal skills, as well as a high level of technical competency.” 

ESi’s Social Media Marketing Specialist, Birdie, is here to help you share your unique story with the world through social media marketing and content development. From planning to creation and implementation, she works with each shop on an individual level to meet your specific needs all the while ensuring your branding is distinctly shared within your marketing reach.


Tiffany Sherado

Tiffany Sherado's photo

Tiffany Sherado's favorite part of working in the auto industry is working with the high schools and tech colleges in developing programs to assist with the tech shortage and networking and sharing knowledge and experiences with other passionate people in the industry. 

She looks forward to watching the family transmission business and her personal accomplishments flourish. In her free time, she has been a foster family respite provider and foster parent. 

She also loves spending time with her 60-pound fur baby, Sasha, the red vizsla, three nieces, two nephews, traveling, and trying new local restaurants and entertainment with friends. 

Tiffany's main objective as leader of Amazing Women in Automotive is to support the automotive industry. She is doing this by helping to provide resources and support for women currently in the industry and increase the number of females entering the field and ensuring we retain them.


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10 Dirty little secrets for shop owners - Educational Seminars Institute

The expert consultants at Educational Seminars Institute will share with you some of the methods they normally charge to reveal to clients.