About Us

Applied Concepts is the leader in automotive sales training and dealership performance coaching. Since 1983, we’ve helped over 3,000 rooftops across the U.S. and Canada improve sales performance, customer experience, and team productivity.

We deliver tens of thousands of one-on-one training sessions each month, making us the only high-touch, high-ROI partner of our kind. Whether you're a single dealership or a large group, we tailor our approach to drive measurable results.

We’re passionate about what we do, and it shows in our people, our process, and the long-term success of our clients.

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Our Story

Founded in 1983, Applied Concepts has helped shape the future of automotive sales. In 2019, growth-minded investors infused new energy into the company, fueling innovation through the launch of our Digital Performance Center, Learning Lab, and Performance Management Team.

Today, with insights from thousands of dealerships, we bring unmatched knowledge and best practices to your showroom floor.

Why Dealerships Choose Us

• 40+ years of training excellence
• Trusted by 3,000+ rooftops
• One-on-one coaching at scale
• Proven ROI and measurable results
• Deep industry insight & innovation

Meet the Team

Leadership

Mark Mantovani

Chief Executive Officer and Board Chairman

Mark brings over four decades of leadership experience across law, marketing, and corporate strategy. Mark leads the company's mission to deliver innovative solutions that drive measurable results for automotive dealerships nationwide. His strategic vision and expertise continue to shape the company's role as a trusted partner in the automotive industry.

Mourad Bastowros

Vice President & CFO

Mourad joined Applied Concepts in 2022. With a strong background in financial leadership, Mourad oversees the company's financial strategy, ensuring fiscal health and supporting sustainable growth. His expertise in financial planning and analysis plays a pivotal role in driving operational efficiency and aligning financial objectives with the company's mission to enhance dealership performance through effective communication training.

Rey Akuffo

Vice President of Product

Rey joined Applied Concepts in 2021. He brings over 20 years of experience in various client engagement and leadership roles. Rey leads the creation of AI-powered tools designed to enhance team development and support for automotive dealerships as well as other industries. His work focuses on transforming traditional training methods into engaging, data-driven digital experiences, helping organizations adapt and thrive in rapidly evolving industries.

Oswin Ondarza

Director of Information Technology

Oswin has been a key contributor to Applied Concepts’ growth. He brings expertise in project management, database development, and systems deployment. With a strategic focus on scalable solutions, Oswin has advanced the technology platforms powering Applied Concepts’ training and operations. His leadership ensures clients and team members benefit from reliable, innovative, and efficient systems that drive performance and results.

Ronny Paniagua

Associate Director of Information Technology

Ronny joined Applied Concepts in 2003. Ronny has been a key contributor for over two decades. Since joining the company in 2003, He has been a leader in developing and maintaining the technology platforms that support the delivery of training programs and assist team members. His deep understanding of IT infrastructure and commitment to innovation have been instrumental in enhancing the company's digital capabilities and ensuring seamless operations.

Lynzy Taylor

Senior Operations Manager

Lynzy has played an essential role at Applied Concepts since joining in 2016. Lynzy plays a pivotal role in overseeing daily operations, ensuring the seamless delivery of training programs, and enhancing internal processes to support client success. Her commitment to operational excellence and team leadership contributes significantly to Applied Concepts' mission of empowering automotive dealerships through expert communication training and performance solutions.

Our Sales Team

Ryan Miller

Division Manager Cycle & Powersports

Ryan brings over a decade of experience in sales training and performance management. Since joining the company in 2012, Ryan has been instrumental in developing and leading specialized training programs tailored for the powersports and automotive industries.

Cheryl Westcott

Senior Performance Manager

Cheryl has played an integral role since joining Applied Concepts in 2019. Cheryl has a strong background in professional training and coaching, she plays a pivotal role in enhancing client performance and driving measurable outcomes.

Luis Ibarra

Performance Manager

Luis has contributed to Applied Concepts since joining the team in 2016. As a Performance Manager, he plays a pivotal role in enhancing client performance through strategic training and consulting.

Mark Krick

Performance Manager

Mark joined Applied Concepts in 2018. Mark leverages his extensive experience in sales training and performance coaching to help automotive dealerships enhance their operational efficiency and customer engagement.

Nick Cotignola

Performance Manager

Nick joined Applied Concepts in 2024. He is a seasoned professional in performance management and client success. With over 15 years of experience spanning professional training, financial services, and software industries, Nick has cultivated a robust skill set in sales, customer success, and team leadership