by Jim Hinshaw
I just got back from the Service Nation International Roundtable (IRT) in San Antonio—and it reminded me why smaller, more intimate events can deliver such a big impact.
IRT is a members-only event, which gives it a very different feel than our larger gatherings. The setting this year didn’t hurt either. We were right on the San Antonio River Walk—great location, and an atmosphere that made it easy to connect, learn, and recharge.
A Story That Stuck
One of the highlights was our keynote speaker, Timothy O’Donnell. If you’ve ever followed endurance sports, you know the name. Multiple Ironman World Championship wins. But that’s not what made his talk powerful.
A few years ago, he suffered a “windowmaker” heart attack during a race in Miami. Most people don’t come back from that—especially not to elite competition. He did. And he came back to win again.
It wasn’t just a comeback story. It was about resilience, discipline, and perspective. The kind of message that hits home whether you’re running a race—or running a business.
The Alamo Dinner Experience
Service Nation hosted a dinner at the The Alamo, right in the heart of the city. Great food, great setting—but what stood out was the history.
Even more interesting? Phil Collins (yes, that Phil Collins) has one of the most extensive collections of Alamo artifacts in the world, and it’s on display there. One piece in particular—a massive, detailed diorama of the Alamo—was incredible. The craftsmanship alone was worth the visit.
The Power of Coaching
We set up one-on-one sessions with our coaches. Thirty minutes, no charge, ask anything. What surprised me? People lined up. Sessions ran all the way to 8:30 at night.
Because of the demand, we added another coaching session later in the week—12 tables, 12 coaches. I had a couple of technicians sit down with me from Fixed Right & Guaranteed, and what was supposed to be a short conversation lasted over an hour.
Their question was a good one:
“How do you sell to an engineer? They’re so detail- and cost-focused.”
Customers (and engineers) today are looking for reasons to replace—not just repair.
Your job is to make that decision clear and easy.
- Offer options
- Show real benefits, not just features
- Make the buying process simple
And most importantly: Make it affordable.
Financing matters more than ever. When you can offer 10–15 year terms, the lowest out-of-pocket option often wins. It’s not just about price—it’s about payment.
Beyond the sessions, there was a lot happening:
- Meaningful conversations with reward partners
- A happy hour with the new management team—open dialogue on what’s working and what needs to improve
- A team-based scavenger hunt that forced people out of their comfort zones and into collaboration
And then there were the breakout sessions—14 in total—covering everything from operations to leadership to AI. Some led by members, some by vendors, and a few by outside experts. Real-world, practical insights you can actually take back and use.
Looking Ahead
Next up is the Service Nation Expo in Las Vegas. Bigger stage, bigger crowd, bigger opportunity. If you’re looking for ways to:
- Improve efficiency
- Grow revenue
- Implement AI
- Or just sharpen your business
This is where you want to be.
IRT reminded me of something simple: When you put the right people in the right room, good things happen.
Thanks for reading, we’ll talk later.