Most ADAS calibration businesses don't start in a corporate boardroom. They start in someone's shop, with a technician who sees the revenue their competitors are capturing and decides they want a piece of it.

Mark Mastellone’s path into ADAS followed this exact trajectory. After two decades as a paintless dent repair (PDR) and hail technician, he built Montana ADAS from scratch in 2021, ran it successfully for four years, then sold it to ADAS Safe where he now operates as a partner. His experience offers a real-world perspective on what it actually takes to launch and scale an ADAS business.

Why a Hail Technician Saw Opportunity in ADAS

Mastellone started with Dent Wizard before going independent in 2003, chasing hail storms full-time. "I was always looking for the next evolution of paintless dent repair in the automotive industry," he explains. After returning from a storm in Australia, he wanted something that would keep him closer to home while complementing his existing PDR retail operation.

ADAS caught his attention during initial research, but he didn't rush in. "I did a lot of research over a couple of years. My wife and I talked it through, and once we decided to do it, we were all in—all or nothing."

The business-to-business model appealed to him. Unlike retail PDR work, ADAS meant working directly with body shops and collision centers rather than individual vehicle owners. The operational fit made sense.

The Reality of Starting from Zero

Mastellone and his wife formed a separate LLC and put everything they had into the business, supplemented by a business loan. "It was very much a 'burn the bridges and go' situation," he says.

The transition happened gradually but definitively. Over time, he phased out of PDR and hail work entirely. "I'll still do some retail work here and there, maybe on weekends, but I'm no longer in that game full-time."

Customer Education: The Biggest Hurdle

When asked about his biggest challenge, Mastellone’s answer was immediate: customer education.

"At first, I thought this would be easy—everyone needs ADAS. But what you quickly realize is that many shops aren't educated on it. A lot of guys are stuck in the past and don't see the value yet."

Understanding your local market becomes critical. Not every shop owner recognizes ADAS calibration as a revenue opportunity or liability issue yet. The sales process requires educating potential clients on why they need to bring calibrations in-house rather than subcontracting them out.

Why He Sold After Four Years

In late 2024, Mastellone sold Montana ADAS and joined ADAS Safe as a partner. The decision came down to scalability.

"It really came down to the ability to scale and grow. Funding everything out of pocket limited how fast we could expand. With backing, we were able to grow much faster in an industry that's moving incredibly quickly."

A month into the new arrangement, he's still adjusting but appreciates the operational model. "ADAS Safe basically says, 'Go do what you do best—we're not here to micromanage.' For me, after being independent for 25 years, it was more about figuring out reporting lines and direction. But they trust you to execute."

The backing provides advantages that are difficult for independent operators to match: proper equipment, ongoing training, comprehensive insurance, and financial resources to expand quickly.

The Evolution Ahead

Mastellone sees the ADAS industry as barely scratched surface. "This is going to be a multi-billion-dollar industry. You'll eventually see calibration and inspection stations similar to emissions testing."

As for artificial intelligence impacting ADAS calibration work, he remains pragmatic: "Software is only as good as the technician using it. Every vehicle and every accident is different. Technicians have to truly understand what they're doing and do their research."

Advice for Anyone Considering ADAS

Mastellone’s guidance to prospective ADAS business owners is straightforward:

"No single piece of equipment does everything—there's no cure-all. Do your homework. Understand your market, logistics, and be prepared for customer education to be your biggest hurdle."

The ADAS opportunity is real, but it requires the same fundamentals as any business: market research, adequate capitalization, and the willingness to educate your customers on why they need what you're selling.

Getting Your ADAS Business Started

If you're evaluating equipment options or trying to determine what calibration package fits your shop's needs, ADAS Depot provides consultation and support beyond just selling equipment. We work with collision centers, glass shops, auto repair facilities, and mobile technicians to configure the right setup for your specific operation.

Call us at (925) 566-8545 or email sales@adasdepot.com to discuss your ADAS equipment needs.