ShopTrak® is your trusted source for affordable, high-quality specialty printed paper products made exclusively for the automotive service industry. With roots reaching back to the 1960s, our story began with Norm Lee, a longtime Ford dealership advisor from St. Paul, Minnesota. After more than twenty years serving and consulting with small dealerships across the Midwest, Norm recognized a growing need for tools that helped service advisors run their shops more efficiently. Drawing from firsthand feedback from service departments, Norm began developing practical paper forms — appointment pads, repair estimate sheets, daily time tickets, and parts order forms — all tailored to real shop needs. He also published The Auto-Trak Service Management System Manual, a book compiled from his popular monthly newsletter that guided service managers and aspiring shop owners nationwide.
Operating first as Automotive Publishers, Inc., then Auto-Trak, and finally ShopTrak, the company expanded through the 1990s to include after-hours drop-off systems, key tags, oil change stickers, and other workflow essentials that continue to define modern shop operations. What started in Norm’s basement has grown into a multigenerational, family-run business still rooted in St. Paul, MN. In 2001, Norm retired and passed the company to his son Bud and daughter-in-law Kathy, who continued to serve repair shops and dealerships for the next two decades, always keeping customer feedback and product quality at the core of what we do.
Today, ShopTrak® remains a small, family-operated business led by Kathy Lee and her daughters Shannon and Madelyn, along with Fred in Sales and Fidelis in Marketing. We proudly support independent repair shops, service departments using CAATS®, and other dealer management systems across the United States. Every ShopTrak® signature form and envelope is printed locally in St. Paul, Minnesota, and all our products are made in the USA. We continue Norm’s legacy by designing innovative, dependable paper products that help service departments and repair garages run smarter, faster, and more efficiently.