

Torsion Talk - The Garage Door Industry Podcast
Garage Door U By Markinuity
The garage door industry podcast "Torsion Talk" is the number one listened-to podcast for garage door businesses. We strive to educate and challenge business owners and employees who want to develop into a better leader.
Ryan our host is the owner of his own garage door business Aaron Overhead Doors. They have three locations in Buford, Milton, and Buckhead GA. Ryan launched his marketing agency Markinuity in 2019 after trying multiple companies he felt over promised and under delivered. Ryan started Garage Door U in 2021 and does events often through GDU.
Ryan our host is the owner of his own garage door business Aaron Overhead Doors. They have three locations in Buford, Milton, and Buckhead GA. Ryan launched his marketing agency Markinuity in 2019 after trying multiple companies he felt over promised and under delivered. Ryan started Garage Door U in 2021 and does events often through GDU.
Episodes
Mentioned books

Jul 24, 2025 • 38min
Torsion Talk S8 Ep112: Escaping the Field – From Technician to Visionary in Your Home Service Business
In this thought-provoking episode, Ryan tackles one of the most overlooked transitions in the home service world: moving from the field to the office. After receiving a powerful listener question—"What should I do now that I’m finally working on my business instead of in it?"—Ryan unpacks the journey that many business owners face but few talk about.Drawing from his own path, including his infamous 10-hour first install and his management background, Ryan walks through what it takes to zoom out and lead your business strategically. He dives into setting a vision, building systems, investing in branding, and creating culture that extends beyond your company walls. You’ll hear why leadership development is non-negotiable if you want to scale and what “CEO Day” looks like when done right.This episode doesn’t shy away from hard truths—like how ego keeps you feeling “needed” but stuck, or how taking out the trash may be costing your business more than you realize. Ryan introduces the “bucket value” analogy to help business owners prioritize their time and delegate low-value tasks. He also shares real-life advice from HVAC legend Matthew Holtkamp, including how to ask, “Can someone else do this?” before taking action.Ryan breaks down why working ON the business means installing systems, not just garage doors, and how to avoid falling back into old habits by setting triggers and KPIs that expose where you're slipping. He also covers the guilt many business owners feel when stepping back—and why it’s time to stop apologizing for being a leader.The episode ends with a clear call to invest in your personal and business growth through coaching, masterminds, CRMs, automations, and smarter communication tools. Ryan even teases a new all-in-one messaging platform that could reshape how contractors manage customer interaction across channels.If you’re ready to stop wearing every hat and start leading with clarity, this is the episode that’ll nudge you forward. Whether you’re doing $200K or $20M, the challenges are the same—and the answers start here.Fort Lauderdale Intensive – 2 Seats Left! Join Ryan and the team for a 3-day business growth retreat: Luxury stay, private chef, whiteboard strategy sessions, and life-changing clarity. → garagedooru.com/intensiveFind Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Jul 16, 2025 • 25min
Torsion Talk S8 Ep111: Scale Smarter, Not Harder – AI, Clarity, and Chaos in Home Services
In this packed episode of the Torsion Talk podcast, Ryan opens up about life, loss, business, and the powerful breakthroughs he’s making through automation and AI. From recovering after heart surgery to navigating chaos at home and work, Ryan gets real about overcommitment, mental health, and the importance of building systems that scale without burnout.Ryan shares details about an exclusive financial deep-dive in Florida—designed for garage door business owners looking to get serious about their numbers and crush their growth goals. He highlights how understanding financials changed the game for him, and how the upcoming event features a garage door industry CFO to help attendees build custom growth and profitability plans in a luxury, relaxed setting.He also previews the December GDU Workshop in Atlanta and announces updates about GDU Shop Tours, with one already sold out. With heartfelt respect, Ryan pays tribute to Steve Sims, a former speaker and true industry icon who recently passed away, leaving a legacy of generosity, grit, and vision.For those curious about what’s next in automation, Ryan pulls back the curtain on how his company is leveraging AI for phones, account management, and sales follow-ups. He shares the lessons learned from testing AI tools—what works, what doesn’t, and how they're revolutionizing customer communication and operations at Aaron Overhead Doors.He dives into challenges like customer trust, bot response quality, and how AI—when customized thoughtfully—can cut labor costs and boost margins without sacrificing customer experience. Ryan also breaks down how to start implementing automation without getting overwhelmed, and why "just because you can doesn’t mean you should" is a motto worth living by.Toward the end, Ryan talks about using AI-generated video content, emphasizing that bad video can hurt your brand more than help it. He drops tips on prompt engineering, content creation, and why being proactive about your health and stress is critical for sustained success.If you’re a home service business owner, this episode will hit home—mixing vulnerability with value, clarity with chaos, and inspiration with insight. Tune in and learn how to move smarter, stay focused, and scale your operation the right way.Fort Lauderdale Intensive – 2 Seats Left! Join Ryan and the team for a 3-day business growth retreat: Luxury stay, private chef, whiteboard strategy sessions, and life-changing clarity. → garagedooru.com/intensiveFind Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Jul 10, 2025 • 22min
Torsion Talk S8 Ep110: Burnout, Overcommitment, and Building Margin Into Your Life and Business
In this raw and real episode of Torsion Talk, Ryan opens up about the chaos behind the scenes — from heart surgery to family emergencies to business overload — and what it all revealed about priorities, leadership, and mental health in the garage door industry. If you’ve ever felt the weight of juggling too many commitments at once, this one’s for you.Ryan kicks things off with a reminder about shoulder safety and productivity tools like SureWinder. He shares how ignoring small problems like shoulder pain can lead to big costs in lost labor and worker’s comp claims. Then things get personal as he walks us through his own medical scare, his wife's unexpected injury, and the mental rollercoaster that followed. This isn’t just another motivational podcast — it’s a wake-up call about hustle culture, overextending yourself, and the toll it takes on you, your family, and your business.You’ll hear how Ryan balances running multiple successful businesses (including a door company, marketing agency, GDU mastermind, and podcast) while navigating personal and professional chaos. He reflects on the danger of chasing wins and adrenaline over stability, and why just because you can do something doesn’t mean you should.You’ll also learn actionable insights on how to audit your commitments, rank your priorities, and protect time for rest and recovery. Ryan talks about how to create margin in your calendar, schedule around the unexpected, and set boundaries to protect your energy. He emphasizes the importance of church, family time, community, and self-care, sharing honest struggles about missing out and pushing too hard.This episode covers everything from margin leaks in business to mental margin in life. Ryan discusses how burnout is becoming more common among home service business owners, and how a lack of rest, poor health habits, and over-commitment can cripple leadership capacity. He challenges listeners to get their bloodwork done, check hormone levels, and stop neglecting the basics that keep you sharp and energized.If you’re a garage door business owner, home service entrepreneur, or leader who’s feeling overwhelmed or stretched thin, this episode will hit home. Ryan shares encouragement, practical advice, and tough love for anyone running on fumes and wondering how to keep it all together.And hey — if this episode resonates with you, or you just need someone to talk to, Ryan invites you to reach out. No pressure. No pitch. Just support from someone who gets it.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Jun 27, 2025 • 24min
Torsion Talk S8 Ep109: Margin Leaks, Measurement Mistakes & Profit Traps in Garage Door Businesses
In this value-packed episode of Torsion Talk, Ryan Luchia pulls back the curtain on one of the garage door industry’s biggest silent killers—bad margins. From quoting errors and labor miscalculations to underbidding installs and measurement slip-ups, Ryan walks through the real-world traps that drain profitability from even the busiest garage door companies. If your revenue looks healthy but your bank account doesn’t, this is the podcast you need.Ryan shares hard-won lessons from his own business at Aaron Overhead Doors, including how incorrect labor estimates, broken quoting systems, and missed upsells can eat away at profits one job at a time. You’ll hear about the impact of AI, leadership development through GDU (Garage Door U), and how to build a stronger quoting and install process that scales with precision.Get insider updates on the Fort Lauderdale intensive, a workshop-style mastermind limited to a few select garage door pros. Ryan also spotlights tools like Phil Pulse and SureWinder that are transforming daily operations. Whether you're looking to trim costs, build brand over leads, or fix inefficiencies in your quoting and labor practices, this episode delivers clarity.Some hot-button topics we dive into:-Profit margin leaks in labor and installs-Why job costing is your business’s financial lifeline-How to quote with confidence and avoid emotional discounting-Leveraging AI for phone answering and business automation-The cost of callbacks, warranty work, and missed add-on opportunities-Building a quoting SOP to scale with your business-Why revenue is vanity and profit is sanity-Tips for using GDU and masterminds to grow smarter, not just biggerPlus, Ryan reveals his “one-process challenge” to help tighten operations this week—and why sometimes all it takes is one solid improvement to protect your bottom line.If you’re a garage door business owner navigating economic headwinds, rising competition, and the daily chaos of running a service company—this episode is your roadmap to staying profitable and sane.Join our Garage Door Entrepreneurs Facebook Group to connect with other pros who are building smart, efficient businesses.Want in on the next intensive? Message Ryan on Facebook or DM him directly to apply. Spots are extremely limited.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Jun 10, 2025 • 21min
Torsion Talk S8 Ep108: Crushing Burnout, Beating Slow Seasons, and Winning with Brand + AI
Garage door pros and home service business owners—this one’s for you. In this episode, Ryan tackles the real problems affecting trades businesses in 2024: economic slowdowns, rising competition from new garage door startups, team burnout, bloated overhead, and ineffective lead generation strategies.Learn why SEO and PPC are no longer enough, and how brand-building is now the most powerful tool in your marketing arsenal. Ryan shares insights on optimizing Google Business Profiles, leveraging AI tools to boost efficiency, and developing internal leaders to reduce pressure on owners and managers.This episode covers garage door marketing, customer experience optimization, service sales strategy, AI in home services, profit margin analysis, leadership development, field service software shifts, and tactical tips to recession-proof your business.If you’re struggling with slow sales, customer price sensitivity, or feeling stretched too thin, Ryan delivers practical advice you can act on today. From auditing your install margins to launching testimonial campaigns and eliminating wasteful expenses—this is a masterclass for growing in hard times.Also featured: how Ryan's voice-cloned AI podcast blew minds, how video content is fueling Google AI search visibility, and why the shift from ServiceTitan to FieldPulse is happening now.Tune in, take notes, and take action.Want to scale your garage door business from 500K to $20M+? Check out Garage Door U and join the movement. 👉 [Visit www.GarageDoorU.com or DM Ryan to learn more]Be bold. Be better. See you next week on Torsion Talk.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Jun 3, 2025 • 6min
Torsion Talk S8 Ep107: AI Sidekicks, Time-Savers & Game-Changers for Home Service Hustlers
Welcome to a revolutionary episode of Torsion Talk, where artificial intelligence doesn’t just support the conversation — it runs the whole show. From the intro to the insights, every word you hear today was written and spoken by AI. And trust us, it might just be better than the real Ryan. 😏If you're in the garage door industry or run any home service business, this episode is an absolute must-listen. Why? Because we’re breaking down six cutting-edge AI tools that will automate your operations, boost efficiency, and keep your team focused on what matters: growth.🔧What You’ll Learn in This Episode:🤖The Future of Home Services Is Here-Why Ryan is testing AI-powered phone systems at Aaron Overhead Doors-How AI is cutting account manager workload by 50%-The launch of the Garage Door Startup Package — a full-stack growth system built for new companies-Why SEO isn’t just about Google anymore — it’s about AI search engines like ChatGPT and Perplexity💡6 Game-Changing AI Tools for Garage Door & Home Service Pros:1. Whisper Flow – Voice-to-action AI. Dictate tasks like “Remind me to order springs,” and it's done.2. Gamma – Create sales decks, SOPs, and websites in minutes. Perfect for growth-mode contractors.3. Kora – Your AI email assistant. Reads, replies, and manages your inbox with your tone of voice.4. Hoop.app – Automatically creates to-dos from emails, Slack messages, and texts. Never miss a follow-up.5. Gobble.bot – Upload all your SOPs, estimates, and invoices and ask it anything. “What’s our Q1 revenue by zip code?” Boom.6. Mind Pal – Generates follow-up systems, workflows, and service ideas on command. It’s your AI operations manager.🎯Key Takeaways:1. If you're not using AI, you're racing NASCAR on a tricycle2. Your team should be recording calls, storing knowledge, and using AI to mine insights3. The garage door industry is being reshaped by AI automation, voice tech, and smart scheduling tools4. Your SEO strategy must now include AI search visibility — not just traditional Google rankings 💼Industry Updates:📍Fort Lauderdale Intensive – 2 Seats Left! Join Ryan and the team for a 3-day business growth retreat: Luxury stay, private chef, whiteboard strategy sessions, and life-changing clarity. 👉garagedooru.com/intensive🎁The Startup Garage Door Package Is LIVE For companies under 1 year old: marketing, tools, training, and systems ready to roll. Contact Ryan for details.And the twist? AI “Chelsea” hosted this podcast. Ryan’s voice was synthetically generated. And yet… it was fire.Want more AI-powered content and strategies that actually move the needle in home services?👉 Subscribe. Share. And maybe ask yourself: Is Ryan replaceable?😉Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

May 20, 2025 • 27min
Torsion Talk S8 Ep106: Goodbye Service Titan, Hello Field Pulse + Game-Changing AI & SEO Updates
In this high-speed, insight-packed episode, Ryan shares his final decision on which field service management software he's moving to — and why Service Titan is out. He dives deep into what’s working (and what’s failing) in SEO, Google Business Profile issues, AI automation in home services, and the future of the garage door industry. Buckle up — this one’s dense with strategy, savings, and software smarts.🔧 This Episode Covers:🛠️ Field Service Management Showdown:Why Ryan ditched Service Titan after years of useWhy Field Pulse wins for cost-efficiency and developer accessWhy Acumatica could still be the long-term play once field features improve🤖 Home Services + AI = Game OverHow AI is being used today in home services (lead qual, call tracking, CRM follow-ups)Why your team should be recording meetings and feeding data to AI nowA sneak peek into Ryan’s AI phone system—automated booking at scale🔍 SEO & Google Business Profile Watch:Why SEO volume is up but clicks are downWhat Google’s AI overviews are doing to search resultsHow a misstep by a major agency may have caused dozens of GBP suspensionsThe must-have SEO elements your agency better be using (schema, localized content, etc.)🧠 Big Announcements from Markinuity:🚨 NEW: Google Business Profile Management🔹 Basic: Monitoring + fast recovery🔹 Plus: Growth, reviews, optimization🔹 Pro: Full-scale domination 👉 Learn more at marketuity.com📞 NEW: Communications & Smart Inbox Platform (Beta)All your messages (text, calls, FB, site) in ONE placeCall tracking, recordings, shared inboxVersion 2: Built-in AI replies, smart routing, phone automation✍️ Coming Soon: Proprietary AI SEO CopywriterPasses AI detection 100%Writes garage door content like a seasoned proSaves time, ranks fast — now entering test phase!🎯 “Good Enough” May Save You $70K+Ryan breaks down how Field Pulse checks enough of the right boxes — from UI to open API — to make it a smart bridge from Service Titan to Acumatica.If you're an early- or mid-stage service company, don’t fall for the big software hype. Invest in what works now — and build toward what’s next.🔥 Want in on all this growth strategy and planning clarity? 👉 Only TWO seats left for the October 3-day Business Intensive. 📍 Fort Lauderdale | CFO + 1:1 Sales/Marketing Strategy | Luxury Stay📌 Sign up now at garagedooru.com/intensive It’s your plan for 2026. You just haven’t built it yet.🎙️ If you're a garage door pro, home service business owner, or just a tech-savvy operator ready to evolve — this one’s essential.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

May 6, 2025 • 50min
Torsion Talk S8 Ep105: Tariffs, Steel, & Strategy — What Every Garage Door Pro Needs to Know
In this power-packed episode of Torsion Talk, Ryan sits down with Brian from Majestic Steel to unpack the tangled web of tariffs, steel pricing, and the ripple effects on the garage door industry. Whether you're a dealer, distributor, or manufacturer, this one’s a must-listen.💡 What You’ll Learn in This Episode:🚨 Tariff ShockwavesHow the latest steel tariffs are disrupting pricing and supply chainsWhy the rush to buy early caused a pricing surge—and what's nextWhat to expect in Q3 and Q4 depending on trade deals, inflation, and interest rates📈 Industry Insight from a 34-Year Steel VetWhy small businesses are feeling the pinch while larger brands thriveWhat “panic buying” looked like and how it may repeatWhy rural areas are slower while urban dealers hit record highs🏗️ Automation, Labor & the Future of U.S. ManufacturingHow U.S. steel mills are racing to catch up with Europe in automationWhat Big River Steel and Steel Dynamics are doing to reshape the landscapeThe robot revolution in warehousing and why your next door might start with a drone🔥 Dealer Strategy: How to Stay Profitable in a Changing Market💰 Two Actionable Takeaways:Ask your manufacturer for a cost model – Ryan and Brian explain how to demand transparency in pricing and margins.Plan your next fiscal year intentionally – Even if you don't join the Intensive, block time to review, reflect, and roadmap 2026.🎯 “Stop Guessing. Start Planning.”Only 2 spots left for Ryan’s 3-Day Intensive in Fort Lauderdale this October.📊 Day 1: Deep-dive financials with industry CFO Joseph Roberts🚀 Day 2: Sales & marketing strategy with Ryan himself✅ Day 3: Implementation + custom action plan🏖️ Bonus: Stay in a luxury intercoastal home, optional fishing, private chef, pool access. Spouses welcome. Clarity guaranteed.👉 Secure your seat → garagedooru.com/intensive This is the plan your business has been missing.🎙️ If you're still riding the pricing roller coaster or bracing for impact, this episode will help you get ahead of the curve. Strategy is survival. Hit play.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

May 1, 2025 • 27min
Torsion Talk S8 Ep104: Cracking the Google Business Profile Code – Fighting Spam, Building Trust
In this eye-opening episode, Ryan breaks down one of the most frustrating issues plaguing home service pros today—Google Business Profile (GBP) verification, suspensions, and spam manipulation. After watching a newly released interview with a Google product manager, he shares his take—the good, the bad, and the gaslight-y—and explains what’s really going on behind the scenes.🔍 What You’ll Learn in This Episode:✅ Inside the Google InterviewGoogle’s "must-know" tips for successful video verificationHow real businesses are being caught in the crossfire of anti-spam effortsWhy comments were turned off—and why that’s telling🚨 GBP Verification: A Broken System?Ryan’s firsthand experience navigating suspensions, reverifications, and denied support ticketsWhy small service businesses are being punished while lead-gen spam runs rampantThe massive disconnect between policy and practicality🧠 Educational Deep Dive: How to Investigate ScammersRyan’s 25-minute YouTube tutorial on how he tracks fake Google listings and review manipulationWhy this matters to every single legitimate garage door company📉 The Local SEO CrisisHow fake listings destroy organic maps rankings for real businessesWhy Google’s “seesaw” of keeping out bad actors vs. letting in good ones just isn’t balancedWhat Ryan thinks Google should actually do—and how the garage industry can step up🎯 "If You’re Verified, Reviewed, and Still Getting Suspended… It’s Not You."Google says they’re working on it. But Ryan shares his cautious optimism and calls out the need for real-world voices in the verification process—especially from niche industries like garage doors.🧠 Want a Crash Course in Automation, AI & Marketing Strategy for Your Business?🚤 Then join Ryan in sunny Florida this October for the next GDU Intensive—a private, 3-day mastermind with financial strategy, sales coaching, and real-world implementation plans for 2026. 🍽 Private chef. 🛥 Waterfront home. 🎯 Game plan to scale.👉 Secure your seat now – only 3 left! → garagedooru.com/intensive Come for the clarity. Leave with a custom growth roadmap.🎧 Whether you're struggling to get verified or fed up with spam tanking your visibility, this episode gives you the insights (and the receipts) you need to navigate the chaos of Google Business Profile.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/

Apr 23, 2025 • 26min
Torsion Talk S8 Ep103: Building Loyalty That Lasts – Why Repeat Business is Your Secret Weapon
In this high-impact (but short and sweet) episode, Ryan breaks down one of the most underrated strategies for growth in the garage door industry: loyalty building from the very beginning of the customer journey. If you're still chasing new leads while ignoring your existing customer base—you might be leaving more money on the table than you think.Key Takeaways from the Episode:🔁 Repeat Business | SEO?How repeat and referral customers recently surpassed SEO in monthly revenueWhy that’s a game-changer—and what it means for your marketing strategyReal-life examples of how small follow-ups made massive impacts📞 Customer Experience Starts at HelloWhy your front-line staff are your most important marketersThe 3 key attributes every tech should embody: clean, confident, communicativeTips to optimize booking, quoting, and post-job walkthroughs for lifetime loyalty📨 Automate the Follow-Up, Earn the RepeatRyan’s “3-Touch” follow-up strategy (thank you, review request, maintenance check-in)How to build automated drip campaigns that don’t feel roboticHow Ryan’s team follows up with every customer, every month—and why it works📸 Turn Customers Into AdvocatesThe power of a well-placed photo on your website or social mediaWhy customers want their doors featured—and how that builds true brand fansCreative video and drone content that elevates your brand’s image🛠️ Systems for Long-Term RetentionSecret shop your own company to uncover what your customer actually experiencesRun targeted ad campaigns to your existing customer baseLearn why your silence after the job says more than you think🔥 Also Inside This Episode:Updates on the upcoming October Intensive event with Ryan and CFO Joseph RobertsDetails on Markinuity’s new GBP product and startup package for early-stage dealersRyan’s no-pitch, all-value take on why loyalty is earned after the job—not during it🚀 Ready to get serious about 2026? Lock in your seat for the GDU Intensive in Florida—a three-day deep dive into your finances, marketing, sales, and leadership. Only a few spots remain! 👉 Save your seat now » garagedooru.com/intensive🎧 Whether you're just starting out or scaling past $1M, this episode gives you the mindset and tactical tools to create raving fans and repeat customers that fuel your business year after year. Listen in and take notes.Find Ryan at:https://garagedooru.comhttps://aaronoverheaddoors.comhttps://markinuity.com/Check out our sponsors!Sommer USA - http://sommer-usa.comSurewinder - https://surewinder.comStealth Hardware - https://quietmydoor.com/