Hi, I’m Jason McCrindle.

I was born in Manitoba and grew up on a small family farm, where I learned the value of hard work early on. My passion for cars led me into the automotive industry, a career that’s taken me across Western Canada.

For the past 20 years, the automotive industry has been my career, my passion, and in many ways, my second home. I didn’t start at the top — far from it. My journey began sweeping floors and cleaning tools, and from there, I worked my way through just about every role you can imagine in a dealership.

Over the years, I’ve been a Service Advisor, Service Manager, Body Shop Manager, Salesperson, Sales Manager, and General Manager. I even built and ran my own automotive customization and detailing company, which gave me a strong appreciation for how much pride, skill, and attention to detail it takes to make a vehicle truly stand out. That hands-on experience shaped the way I see the business today — every role matters, and when each person performs at their best, the whole dealership thrives.

I’ve also had the opportunity to work with multiple major brands, including Stellantis, General Motors, and Ford. Each brand taught me something different — from the way they approach customers, to how they structure operations, to what it really takes to keep people coming back. Having lived both the fixed and variable operations side of the business, I’ve developed a full-circle understanding of how dealerships operate — and more importantly, how customers experience them.

Today, I’ve teamed up with AutoStart and Fortified Credit to bring dealerships a complete suite of training, support, and sales solutions. Together, we help teams sharpen their skills, improve their processes, and deliver the kind of experience that turns shoppers into lifelong customers. Whether it’s training, sales development, or mystery shopping services, my focus is always the same: give dealerships real, practical tools they can use every day to succeed.

At the heart of it all, my mission is simple: to help people and dealerships reach their full potential. I’ve walked in the shoes of almost everyone at the store — from detailers to managers — and I know the challenges that come with each role. That’s why the work I do today is rooted in real-world experience, not theory. I love seeing teams grow, processes improve, and results speak for themselves.

When I’m not working with dealerships, you’ll usually find me spending time with my family, wrenching on another rust bucket in my garage, connecting with my community here in Edmonton, Ab, or finding ways to stay hands-on with the industry I’ve always loved.