In this episode of the Fleet Success Show, Josh Turley and Marc Canton break down the real reasons behind the fleet technician shortage. Spoiler: it's not just about pay, and it’s not just about competition with dealerships anymore. Today, fleets are fighting a war on two fronts—against white-collar careers and blue-collar trades that offer higher pay, lower complexity, and better mobility.

Josh and Marc explore:

• Why techs are avoiding the automotive space and opting for HVAC, electrical, and plumbing.
• The psychology of Gen Z (aka the Toolbelt Generation).
• How lack of exposure and outdated compensation models are killing technician pipelines.
• The missed recruiting opportunities fleets ignore at trade schools and even 4-year universities.

You’ll also learn how to rethink recruiting, reposition your fleet, and make technician roles more appealing—without waiting for "the industry" to save you.

Key Takeaways

• The technician shortage is not unique to fleet—dealerships and private shops are hurting, too.
• Gen Z is entering the trades, just not yours. Plumbers, HVAC techs, and electricians are winning the war for talent.
• Fleets struggle to recruit because they don't market themselves well and they lack a clear career path for techs.
• Dealerships have visibility and recruiting power. Fleets often hide behind HR processes and outdated comp studies.
• Competing requires intentional culture, real wage strategy, and recruiting at high schools and community colleges.
• Fleet managers must think like marketers—position your brand, tell a compelling story, and offer a growth path.

Speaker Bios

Josh Turley
CEO of RTA, Josh brings a practical, strategic mindset to modern fleet challenges. With deep industry experience and a passion for technician development, he champions data-driven fleet management and sustainable recruiting.

Marc Canton
Fleet consultant and workforce strategist, Marc works with fleets to improve operational efficiency and tackle workforce shortages head-on. A master storyteller, Marc connects cultural trends with actionable steps for fleet leaders.