Shining a light on women franchisees with our Employee Resource Group
To start off the year, Driven’s Women Employee Resource Group hosted a panel discussion with two successful female franchisees.
In late January, Driven’s Women Employee Resource Group (ERG) hosted its first event of 2025 – a panel discussion highlighting the voices of female franchise owners.
Laura Kottschade joined from Mankato, Minnesota, where she owns and operates an ABRA Auto Body & Glass that was originally started by her parents more than 50 years ago. Her father, Jerry, retired in 2023, but her mother continues to work alongside Laura at the shop.
Wendy Murray, who owns two CARSTAR locations and four Fix Auto USA shops in Washington state, joined the panel, as well. Like Laura, Wendy’s introduction to the automotive industry began with her family. Her parents began their own shop in the basement of a church before joining CARSTAR in the 1990s.
Laura and Wendy, who are each at different points in their careers, brought unique perspectives to the conversation focused on how to engage more women in the industry, the benefits of being involved in professional groups, and why it’s important to have confidence in your capabilities.
How to encourage more women to join the industry
For Laura, the work to do this starts early.
“We need to educate career counselors at the high school or even middle school level to let them know that this is a valid option for girls,” she explained.
Laura recalled an experience in school when a counselor told her mother that the auto industry wasn’t a good choice for a woman. Laura’s mom, Geralynn "Geri" Kottschade, is a testament to how false that is. Geri has been involved in the family business and the industry since the 1970s, and she is one of the founding members of the Women Industry Network (WIN), whose mission is to attract, develop, and promote women into collision repair.
Wendy agreed and emphasized the importance of helping women understand that it’s not a “man’s world” anymore.
“Old school owners have finally seen the light that, as women, we know what we’re doing. We’re strong, and we’re not going to be run over anymore,” Wendy said.
The benefits of being active in the industry
Both Laura and Wendy are active participants in various industry groups and boards. Laura has been involved with WIN for six years and currently serves as vice chair and scholarship vice chair. From that experience, she’s learned multiple professional and personal lessons.
“Being on a board has taught me a lot about management,” she explained. “It’s taught me how to deal with different personalities and how sometimes you have to sit back and look at the bigger picture.”
On a personal level, Laura found a community with the women of WIN, which has encouraged her to be confident in herself and to step out on her own.
Confidence is something that Wendy has gleaned from industry involvement, as well: “Joining these groups gave me the confidence to do things that had previously intimidated me, like going to the corporate people at Driven for help or with an idea. Ultimately, that relationship has allowed us to grow our business to what it is today.”
Wendy served as the first woman CARSTAR Advisory Board member, and she was also recognized with the Driven Collision Community Champion award at the 2024 conference for her community support efforts.
Working with family
For her entire career, Wendy has worked alongside family. This includes her husband, all of her children, her brother-in-law, nieces, and nephews.
In the panel discussion, she offered insight into navigating the potential challenges of working so closely with a spouse: “You have to learn to find that work and home separation. My husband and I tried our hardest not to bring work home.”
Wendy admits it’s easier to keep that balance now since her husband retired in 2024. However, at the end of the day, she remembers that, “it’s family first, business second.”
Advice for the future
Laura and Wendy each offered wisdom for the next generation of female franchise owners.
“Don't expect anything out of your employees that you’re not willing to do yourself,” said Laura. “That’s something my mom told me early on. It’s a mentality that goes a long way in retaining the best team possible.”
With a little over a year of shop ownership under her belt, Laura’s career is just beginning. She’s looking forward to the future filled with growth and expansion – something Wendy has a lot of experience with.
Wendy encouraged Laura and anyone interested in becoming a franchisee to “be prepared to learn. Be prepared to fail. Owning a franchise and being a woman in the automotive industry is challenging, but it is also well worth it.”