TIA Makes History with First Women’s-Only Certified CTS Instructor Class

The Tire Industry Association (TIA) recently took a significant step toward reshaping training in the commercial tire segment, hosting its first-ever Women’s Only Certified Commercial Tire Service (CTS) Instructor Level 400 class.

Held at Haltec Corp. in Leetonia, Ohio, the inaugural program brought together six women from across the United States and Canada for an immersive, hands-on training experience designed not only to teach safety, but to prepare the next generation of commercial tire service instructors.

Led by TIA Director of Tire Service Matthew White, the class is part of a broader initiative to expand women-led training across the tire industry.

“This was a success,” said White after the event.

The next generation of instructors

Unlike standard CTS courses, the level 400 class is designed to create trainers — professionals who can return to their organizations and lead their own TIA-certified programs.

“I do what we call ‘toolbox training,’” said White. “I cover everything. Then you apply that to what you're doing."

The curriculum includes 19 modules and goes beyond technical instruction. Participants are trained to teach every aspect of commercial tire service — from safety procedures and metrics to hands-on application — by watching White model CTS instruction in real time. 

“The worst you can do as a trainer is to judge,” he said. “Our job is to teach, not judge.” 

White emphasized that graduates won’t be on their own after completing the program. 

“The best thing really is that they know with me that it's not one and done,” he said. “They can call and say, ‘I want to do a class,’ and my whole team will help them set it up.” 

A long time coming

TIA’s first women-only training program dates back more than a decade, when White led an automotive tire service class in Denver, Colo., 11 years ago. But until now, the commercial segment — often seen as more physically demanding and male-dominated — had not offered a similar opportunity. 

“When I did the first one, I don't think that there were as many females in the workplace of the tire industry,” said White. “Now we have a lot.” 

He pointed to increasing female representation across the industry — from technicians to executives at major manufacturers — as a driving force behind the program. 

“We just see the industry evolving to do more training to put (women) into more positions, from tire technicians to sales to development to everything,” he said. 

Collaboration over competition

A defining theme of the class was collaboration — both among participants and across the industry. 

“When I bring them in for training, it's all about the tire technician,” said White. “We're not competitors. I think this is also powerful, where it's bringing people together.” 

That spirit extended beyond the classroom. Industry partners played a major role in supporting the program, including Rema Tip Top North America Inc., represented by participant Monica Hauss. 

“One thing that we did get was an extreme amount of sponsorship,” said White, noting that companies are already committing to future classes. “They are pledging to sponsor it even before I give them a date. ‘Just count me in.’ That’s what they said.” 

White added that he already has nearly a dozen sponsors lined up for 2027 programming. 

Hands-on, real-world learning

The class emphasized experiential learning, giving participants access to equipment and scenarios they wouldn’t typically encounter in a standard training environment. 

“Everybody's been glued (to the training),” said White. “Bringing a service truck in just for them to see it, how it works ... the risk, the cleaning. They wouldn't get that in a regular class.” 

Tom Formanek, Stellar Industries Inc. director of sales for tire service, brought a Stellar service truck to the session and walked participants through its features. 

“He didn't come to sell a truck,” said White. “He came in here to help and to help me educate.” 

Participants also completed a full tool bag review with White, which allowed them to identify gaps in their fleets’ and shops’ equipment. 

“When they go back to their organizations, they can see the tools that they're missing,” said White, who noted that the right tools can improve safety and decrease the physicality of commercial tire service for technicians. 

The class even included a collaborative truck tire change, reinforcing teamwork and practical application. 

Creating space for learning

White said the women-only format helped foster a more open learning environment. “I saw that in some cases, they didn't quite ask the questions that they might if it was an all-female crowd. I understand their challenges.” 

That environment resonated with participants like Catherine Donovan, an independent consultant from Quebec. “I want to teach people how to get home safe,” she said. 

For Kari Ruth, corporate director of operations for Steel City Tire, BC Tire and BC Field Services, the training reinforced the importance of accountability. 

“We have to ensure they (our technicians) have had the training (and) beyond a reasonable doubt that they knew what they were doing,” she said. 

Safety at the center

Throughout the class, White emphasized that the ultimate goal of training is safety, particularly in high-risk environments like roadside service. “Our goal is to — we always say — get technicians home at night,” he said. 

White noted that the majority of serious risks in commercial tire service come from two key areas. 

“Jacking and inflating are probably 80% to 90% of the dangers that are out there,” he said, adding that the highest number of casualties occur during roadside service. 

He shared best practices, including positioning service vehicles at least 30 feet behind a disabled truck and working while facing traffic to maintain visibility. 

Looking ahead

The recent class, which took place on March 11, was originally scheduled for October before being moved to coincide with Women’s History Month — a fitting backdrop for a program aimed at expanding opportunities in the industry. 

And it’s only the beginning. 

“(There are) great things to come,” said White. 

Next year, TIA hopes to expand programming by offering another CTS instructor class and potentially adding an earthmover tire-focused program, with more advanced technical content and additional equipment training. 

“We had some primary instructors here, but our goal is to increase it each time,” he said. 

Ultimately, White hopes the program will create a ripple effect across the industry. “I want them to really be able to go out there and train it the way that TIA builds it.” 

For White, the mission also extends beyond training. “I think the drive for people is to be able to say, ‘I was part of saving lives,’” he said. “I want to teach people how to get home safe.”

Photo gallery

Get a behind-the-scenes look at the hands-on experience participants gained during TIA's first-ever Women’s-Only Certified CTS Instructor Class by viewing MTD's photo gallery.