What started as a modest introduction to SkillsUSA over a decade ago has evolved into a strong, lasting partnership that is helping shape the future of diesel and collision technicians nationwide. Among those leading the effort is Rick Labadie, director of staffing for Penske’s Technician Hiring Center.
Labadie recalls Penske’s initial involvement at the 2013 SkillsUSA National Leadership & Skills Conference in Kansas City. “We showed up with a pop-up tent, a toolbox giveaway and about 2,000 Penske-branded water bottles,” said Labadie. “It was over 100 degrees, and we were just trying to figure out what SkillsUSA was all about.”
That first experience offered an enlightening perspective, showing Labadie and the team the organization’s impact and opportunity. “It opened our eyes to the sheer number of skilled trades and the talent pipeline that exists.”
Earning a Seat at the Table
Getting more involved wasn’t immediate. In the early years, participation required persistence and relationship-building. “It wasn’t easy,” Labadie explained. “You had long-standing committees and networks already in place. We had to build trust and find our way in.”
Penske did that by partnering with technical schools and industry peers. A key milestone came through collaboration with Ohio Technical College, which helped the company gain involvement in SkillsUSA’s diesel competition. From there, Penske began supporting and eventually leading specific competition stations.
Penske’s presence within SkillsUSA expanded over time. In 2019, Penske became an official partner, further solidifying its commitment. That growth extends beyond events. When Penske first began engaging with SkillsUSA, it worked with roughly 40 to 50 technical schools. Today, that number has grown to over 400 nationwide.
“It takes a village,” Labadie noted. “And these relationships with instructors, schools and industry partners are what make everything possible.” Penske continues to maintain ongoing engagement with schools through visits, tours and partnerships that bring students directly into company facilities to experience the work firsthand.
Today, Penske is involved in multiple competition areas, including diesel technology and collision repair, with more than a dozen hands-on stations contributing to the national event.
Powering Workforce Success
Penske’s support of SkillsUSA reflects a broader industry challenge: an ongoing shortage of skilled technicians. “There’s a tremendous demand for talent,” Labadie emphasized. “We need to start earlier, engaging students in middle and high school and getting them excited about these careers.”
Programs like SkillsUSA are helping shift perceptions. Once overlooked, skilled trades are now increasingly seen as viable, rewarding career paths, often without the burden of significant student debt. “The narrative has changed,” Labadie said. “Students and families are recognizing that the trades offer real earning potential and growth.”
At national competitions, Penske engages with some of the most promising young talent in the country. “These students are the best of the best,” Labadie remarked. “If we could hire every one of them, we would.” The qualities that stand out, including attitude, aptitude and a willingness to learn, are the same traits Penske prioritizes across its workforce.
Equally important is adaptability. As the transportation industry evolves, so too does the skill set required of technicians. “It’s no longer just about turning wrenches,” Labadie explained. “Today’s technicians need to be tech-savvy, strong problem solvers and comfortable working with advanced diagnostics and evolving technology.”
Developing Future Leaders
Through SkillsUSA, Penske takes a strategic approach to strengthening its workforce pipeline. In 2026 alone, the company participated in 19 state-level competitions, with a focus on regions where school partnerships are still developing. “We look at where we need to grow and work with SkillsUSA to help build those connections,” Labadie said.
This targeted outreach not only enhances Penske’s recruiting efforts but also underscores its commitment to supporting and advancing the skilled trades industry.
For Labadie, one of the most rewarding parts of the journey is seeing the long-term results.
He points to moments when students, some already working at Penske, excel in SkillsUSA competitions, showcasing both their abilities and the strength of the company’s training programs. “It’s about building that next generation,” he added. “And making sure the knowledge from today’s experienced technicians gets passed down.”
Looking Ahead
Reflecting on this year’s SkillsUSA conference, Labadie and his team were energized by the exceptional talent on display and the meaningful connections made throughout the week. As Penske continues to invest in the next generation of technicians, that momentum carries forward well beyond the event itself. “We’re not just there to hire. We’re there to be partners and stewards of the industry. This is bigger than any one company,” Labadie concluded.
Built on strong relationships, innovation and a shared commitment to workforce development, Penske and leaders like Labadie are helping shape a strong future for the skilled trades.
By “Move Ahead” Staff
SkillsUSA Collision Competition
SkillsUSA
SkillsUSA Live Engine Competition
SkillsUSA Media Kit
