Client Spotlight: Stefanie Bruinsma, Founder of AutoCate

Stefanie Bruinsma’s journey into the automotive world began at age 15, working in a small garage. By 2007, she was a fully licensed mechanic—one of the few women in a field where fewer than five percent of technicians in Canada are women.

Her early experiences weren’t always easy. She was often dismissed, talked down to, or ignored entirely. It’s an experience she knows many women car owners still experience today.

After working in automotive research at the University of Waterloo, Bruinsma returned to her garage roots with AutoCate, a startup that offers hands-on automotive workshops, a membership program for car owners, and a fully outfitted studio space in Waterloo Region.

The recently opened space with bright lighting, custom-coloured walls, and even a disco ball reflects the company’s core values: education, empowerment, and accessibility.

The studio isn't just about aesthetics. It's a working space where women can bring their cars, ask questions, and learn. It’s also a home base for content creation, enabling AutoCate to expand its digital footprint and build new tools that make car care easier for everyone.

Opening the garage doors

The new studio marks a significant milestone in AutoCate’s journey from grassroots startup to a structured business. Over the past year, the startup has delivered dozens of workshops across Ontario, with funding support from the Ontario Centre of Innovation and partnerships with nonprofit organizations like Camino Wellbeing + Mental Health.

That work paid off in impact and revenue. That new revenue helped AutoCate secure additional funding through programs such as the DELIA loan fund, which supports women entrepreneurs, and Futurpreneur. That financing, combined with the decision to rent their own space, signaled a shift that AutoCate wasn’t just testing the waters anymore. They were all in.

“We’ve really levelled up our investment and risk,” Bruinsma says. “We’ve taken a giant leap of faith by opening this studio.”

Teaching car care, building confidence

AutoCate’s workshops are structured around three tiers—Drive Safe, Drive Confident, and Drive Savvy. Each tier is designed to help participants understand the basics of car care and become more informed drivers. Participants work directly with licensed mechanics in small groups, learning everything from how to check their fluids to what questions to ask at the garage.

“The goal at the end of the workshops is for car owners to feel incredibly informed,” says Bruinsma. “It’s very Thelma & Louise-style content. We’re really leaning into it.”

In addition to community workshops, AutoCate also delivers corporate programming and works directly with school boards and nonprofits to reach students, especially those from underserved or marginalized communities. In 2024, the team delivered sessions at schools that lacked shop facilities and visited communities where students were often excluded from automotive training altogether.

“We’ve worked with students who have never even touched a car before,” Bruinsma says. “And for many, especially girls and students with disabilities, that opportunity just isn’t available through their schools.”

From founder-led to founder-ready

AutoCate is currently part of the AC:Incubate+ program and previously participated in AC:Studio. Bruinsma says the Accelerator Centre has played a pivotal role in helping her transition from a side hustle to a scalable business.

“We came into this at a bit of a crisis point,” she says. “We had to move from being a friend-run startup to building a real company with processes, with structure. We needed that push.”

The program provided mentorship and operational guidance at a time when AutoCate was ready to grow but lacked the necessary systems to support that growth. From understanding business licensing to managing cash flow, AC:Incubate+ gave Bruinsma the space to ask questions, test ideas, and find clarity.

“You know, I took a master’s degree,” she says. “But they don’t teach you which business license you need or when to apply for an HST number. This program helped us get our act together.”

Built by women, for everyone

While AutoCate is designed for everyone, it was built with women in mind as its primary focus. That identity is woven into every part of the company’s design and philosophy. AutoCate’s approach stands in sharp contrast to the often dismissive or intimidating culture of traditional automotive spaces.

“This is a space designed so women don’t get talked down to or in many cases, ignored,” says Bruinsma.

AutoCate aims to shift that narrative. Whether it’s helping someone understand the difference between a tire rotation and a brake job or giving them the confidence to challenge a dismissive mechanic, the company’s mission is to offer support without judgment.

“I’m a woman running an automotive business in the middle of blue-collar land,” Bruinsma says. “There are a lot of people watching and expecting me to fail. Not because they want me to, but because they assume I will. That’s why mentorship matters. That’s why this Accelerator Centre community matters.”

What’s next: trust, transparency, and scaling smart

Looking ahead, Bruinsma sees AutoCate as more than just a local service. With a growing member base and new partnerships, including a discount program with tire retailer Blackcircles and a sponsorship with NAPA, AutoCate is laying the groundwork for a scalable, trusted brand.

“Our membership is like Siri for your car,” she says. “It’s that person you call when something goes wrong and you have no idea what it is. We’re building that trust with our members, and that trust is everything in this industry.”

The new studio also acts as a testing ground for product development and content creation. It’s a space for documenting issues, filming how-tos, and refining the experience before expanding.

“Right now, it’s a local sandbox,” says Bruinsma. “But there’s definitely potential to grow beyond that. We’re not just trying to fix cars. We’re trying to fix the relationship people have with car care.”