Shop View: GreenTech Automotive
Going Green
In 2009, Nate Boemler opened GreenTech Automotive, a shop that was painted bright green as a way to promise its customers a “green shop” experience. The problem was, at the time, he wasn’t quite sure what it meant to be “green,” Boemler says with a laugh. Once he decided his business model, he came up with a plan that included green initiatives.
“When we opened, there wasn’t a good outline of how to be a good green shop,” Boemler says. “We had to do research and look to see where we could make the biggest impact.”
Words to Live By
“It’s great to be a green shop, but it would be [even better] if everyone just did it,” Boemler says of the processes that GreenTech Automotive uses that are reflected in its motto, “A Clean Approach to a Dirty Shop.”
“It will be a lifelong journey for us to try to change how people think of auto shops and how techs do processes in the shop,” Boemler says.
One example of how GreenTech does this is its shop floor cleaning procedures, which is outlined by the State of California’s Green Station program. Rather than using a ton of mop water, the shop wipes everything—oil, antifreeze and other fluids—off the floor before it’s washed to ensure the least amount of oily and hazardous fluids get mixed in with the mop water. Boemler refers to this as the “dry mop” process.
Constant Reminders
From the green exterior to the logo, everything about the shop screams “green,” so it only makes sense that its waiting area—as well as the shop floor—has plants.
“I’m a green thumb kind of guy,” Boemler says.
Boemler loves the plants so much, he even takes care of them, despite the fact that he’s the boss.
The plants, as well as the dedication of the staff to environmentally safe practices, serve as a way to reverse the negative stereotype that has been created of the industry.
“We want them [customers] to see we’re different,” Boemler says.
SHOP STATS: GreenTech Automotive Location: Santa Rosa, Calif. Operator: Nate Boemler Average Monthly Car Count: 180 Staff Size: 6 (owner, service advisor, 2 techs, 2 office staff) Shop Size: 4,000 sq. ft. Annual Revenue: $1 million
