Alright – so today we’ve got the honor of introducing you to Justin Pate. We think you’ll enjoy our conversation, we’ve shared it below.

Justin, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

What we do is actually create the standard for the industry. Since the wrap industry is new, one of our primary goals is to educate people on how to wrap like a professional. This means giving them a clear structure that is founded on quality and durability that also has a primary focus on efficiency. The efficiency is achieved by focusing on product knowledge, problem solving creatively and having a repeatable system that can adapt.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I began my wrapping career in New York City in 1996. I worked as a freelance installer wrapping everything from the windows at FAO Schwartz, barricades at Rockefeller Center, entire buildings in Time Square and especially vehicles which he specializes in. From 1996 to 2007 I wrapped over 2000 vehicles with install times drastically lower than the industry average which earned me a reputation as one of the fastest installers in the world.

In 2007, I moved to Amsterdam where I continued wrapping as a freelance installer and, more importantly, started my career as a trainer. In 2008, I launched a 3 part DVD set, a first in the industry, that was very popular worldwide. I also started teaching workshops for 3M Europe. In 2010, I started the hands-on training program for Avery Dennison North America. This program has become extremely successful and is the most popular hands-on workshop in United States and Canada. I continue to head this program today and has created the Avery Dennison CWI certification program as well.

On January 1, 2014, I launched a streaming video platform – The Wrap Institute. TWI now has over 3000 videos at over 600 hours. The video library covers all aspects of installation techniques: cars, walls, windows, tinting, floors, electronics and much more. The Wrap Institute has become the standard training platform across the world for the industry. In addition, TWI works with leading sign shows across the world – ISA Sign Expo and FESPA.

The Wrap Institute is unique in that it is a neutral platform so the techniques and advice come with no hidden agenda. The slogan of the company is Never Stop Learning and this attitude is instilled in every aspect of the company.

Can you tell us about a time you’ve had to pivot?

The Wrap Institute was originally founded in Texas with my first partner. We grew the company from 2014 to 2020. At the beginning of 2020 I decided to expand TWI with a location in Germany as we were brining on a new partner there who could run the new center. In May of 2020, my original partner died from Covid suddenly which came out of no where. This meant the location in Texas would shut down which was our primary location for filming. In addition, it created a wide range of complications that were enhanced by Covid shutdowns worldwide. Through determination of my team, creativity and focus we pivoted during the following years to grow the company and make it better.

What’s a lesson you had to unlearn and what’s the backstory?

Our slogan is Never Stop Learning which, especially for our industry, is key for growth. One common thread in our industry is people take pride in what they do and can tend to stop learning once they hit a certain level. This creates friction and strong opinions which can inhibit growth. One time, I was teaching a workshop at 3M headquarters in Europe in 2012. I had been wrapping for 16 years at that point. A student came up to me who had only been wrapping for 2 months and asked if he could show me how he wraps corners on a car. I said of course and what he showed me was better than my current technique. It was a great technique and I use it to this day. The big lesson is being open and having that Never Stop Learning attitude. A person can learn something great from an expert just as much as novice. Being open to new techniques and tools from any angle is key for true success and growth.

Contact Info:

• Website: wrapinsitute.com
• Instagram: https://www.instagram.com/wrapinstitute/
• Facebook: https://www.facebook.com/wrapinstitute
• Linkedin: https://www.linkedin.com/company/5388559/admin/feed/posts/
• Youtube: https://www.youtube.com/channel/UCqmlGiG4fImelGtgZnHtPoQ