Alex Noll is the founder and CEO of ABR Houston, a European automotive repair shop with two locations in Houston, Texas. With over 22 years of experience as a BMW Master Technician and ASE Master Technician, Alex brings industry expertise and a focus on leadership, culture, and performance. After spending 12 years in the dealership world, Alex struck out on his own—building ABR Houston from the ground up into an award-winning shop known for excellence, integrity, and an obsessive commitment to both client service and team development. Under his leadership, ABR has earned multiple “Best of the Best” awards from the Houston Chronicle, several Carfax Top Shop awards, and over 650 five-star reviews. An Eagle Scout, former BMW technical instructor, and member of the Klein School District’s automotive advisory board, Alex is passionate about investing in the next generation of technicians and elevating the standard for shop culture across the industry. Blunt, witty, and unapologetically direct, Alex is the guy who says what everyone’s thinking—but also gives you the tools to fix it. If you want actionable strategies, real talk, and a no-fluff approach to building a shop that wins, don’t miss his session.