Michael Birnholz

Michael Birnholz serves as the Director of Digital Transformation at The Pronto Network since January 2017, focusing on modernizing operations and enhancing customer and employee experiences through emerging technologies. Previously, Michael founded Sophio in 1999, which became the automotive aftermarket’s first SaaS-based eCommerce platform, and led the company until its acquisition by the Automotive Distribution Network in 2017. Prior to Sophio, Michael held the position of Regional President at WORLDPAC, where the most successful regional operation was managed, and served as President of Metrix Canada, leading national operations during significant industry changes. Michael's educational background includes studies at William Paterson University of New Jersey and ongoing education at Westwood College - Denver North.