About Us

The definitive source for automotive performance coaching.

Get to know the team of industry veterans who can help you stay competitive in an evolving industry.

Founded 1983.
Reignited 2019.

Founded in 1983, Applied Concepts was acquired in 2019 by growth investors who reignited the company with investments in a Digital Performance Center, Learning Lab, and Performance Management Team.

We provide sales & performance training, and one-on-one coaching for groups and dealership teams. Our programs are developed to improve communication with customers, resulting in quality connections. With more than 3,000 dealerships across United States & Canada, so far we’ve conducted over 2 million training sessions.

A wide range of topics are offered through live one-on-one remote coaching sessions, and an e-learning platform. Our programs are based on learning science backed by specialized data. They are user friendly, adaptive, accessible from anywhere, engaging, and most importantly proven to deliver a strong ROI.

We’re a company that fearlessly thinks and acts BIG. In fact, we’re the only company of our kind delivering tens of thousands of one-on-one training sessions per month. So whether you’re a single point rooftop or one of the largest auto groups, you can take advantage of our acclaimed, high-touch, high-ROI performance coaching.

Meet our team of experts

Lee Howell

Chief Executive Officer
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Jose Morales

Senior Director of Dealer Performance
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Melissa Boyer

Senior Director of Learning and Development
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Anthony Sudon

Senior Director of Strategy
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Mourad Bastowros

Director of Accounting
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Jeff Wheeler

Director of People & Culture
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Oswin Ondarza

Director of Technology
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Ronny Paniagua

Associate Director of Technology
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Join the Applied Concepts team.

We’re committed to growth. Not only do we strive for company growth, but we also care deeply about the growth of our employees. Applied Concepts is an industry leader with a 35-year history, but we’re also a fun, forward-looking company that’s ever-evolving.

We’re seeking self-starters with a love of learning to join our expanding team. And if that’s not enough to convince you, our company golden retriever, Molly, will greet you at the door and visit your desk throughout the day for belly scratches.

Join Our Team

We Are Hiring


Interested in working with us?

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