Wayne Marshall is the Chief Executive Officer of The Institute for Automotive Business Excellence, a leading coaching and training organization serving independent automotive repair shops across North America. 

With decades of experience in the automotive service and repair industry, Wayne has held nearly every role in a shop and successfully built and sold multiple businesses. Today, he draws on that frontline perspective to help owners protect their livelihoods, grow profitably, and make better strategic decisions. 

Wayne’s career has been defined by work at the crossroads of marketing, branding, and business development. He has led major growth initiatives, crafted positioning strategies that elevate brands, and designed organizational structures that sustain long-term success rather than short-term spikes.

His leadership extends beyond the aftermarket. Wayne previously served as President of Flatout Branding & Design and was elected Chairman of the Board of Idealliance, a global standards and education body for the graphic communications industry.

Known for blending clear strategy with practical execution, Wayne is committed to the Institute’s mission of building better businesses, better lives, and ultimately a better industry—one shop at a time.