Why Guild21?

Guild 21 was created as a way to innovate the way information is shared throughout our industry. Our monthly 60-minute meetings feature speakers on a variety of timely, high-interest, and useful topics that members can put to work immediately in their shops.

Collision repair professionals are the future of Guild 21. Join us by pledging the oath by completing the information below, and invitations to our monthly meetings will be sent to you along with a Guild 21 Membership Certificate.


The Oath

We are repairers, insurers and vehicle manufacturers who hereby declare the possibility of aligning our industry to a common vision, which puts the consumer first. We stand for sweeping innovation. We commit to transparent customer focused solutions. We are accountable to invent a radical new future where safety, efficiency and a cost-effective process are our guiding principles.

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Meet the Hosts


George Avery


George has spent over 40 years in the Collison Repair industry. George started as a body and paint technician before joining State Farm Insurance. George was a Property and Casualty Claims Consultant for State Farm Insurance at their corporate office which included estimatics training, claim handling, and was the State Farm spokesperson to the collision industry from 2005 until he retired in 2016.

George is a Past President of the National Auto Body Council (NABC), has served on the Collision Industry Foundation (CIF) Board of Trustees, is a Past Chairman of the Collision Industry Conference (CIC), and a recipient of the Hall of Eagles award for his efforts in the auto body repair industry. George currently provides consulting services specializing in motivational speaking and conference emcee duties.


Holly Switzer-Pitts


Holly is an OEM Collision Repair Certification specialist. Over the last decade, Holly has worked directly with auto manufacturers, insurers, auto dealers, and collision centers to educate about the benefits of OEM Certification. Today, as part of the OEC Collision Repair Network with Certified Collision Care, Holly supports 13 Auto Manufacturers with the administration of their Collision Certification programs across Canada. Holly is passionate about the elevation of the collision repair industry and working to ensure every driver in North America has access to a safe and proper repair of their vehicles.


Micki Woods


Micki is a collision center marketing expert and owner of Micki Woods Marketing where she and her team assist collision centers across the US and Canada grow their businesses using proven, collision center specific, marketing techniques. She is a former auto body shop owner and has been in the collision industry for over 15 years.

Micki was recently honored as a winner of 2022’s “Most Influential Women” by WIN (Women’s Industry Network). She is the host of the “Body Bangin’ Podcast” where she and her guests talk about the hot topics happening today in the collision industry and discuss practical solutions for those issues. You may also find her in the pages of BodyShop Business as a regular contributor, hosting a meeting near you, or in your social media timeline!

You just never know where she will pop up next…

Join the Email List

Fill out the form to subscribe to the Guild21 email list. You will be the first to hear about new topics and upcoming events to will not only help your business grow but enhance consumer safety.