ProColor Collision welcomes new location in West Edmonton

Owners Jeff Hicks and Cheryl West-Hicks are keen to expand their advanced collision repair services in their community and beyond.

CALGARY — March 29, 2022: The thriving city of Edmonton this week welcomed its latest ProColor Collision facility, as the iconic collision repair brand reinforces its market presence across Canada and beyond.

ProColor Collision West Edmonton, formerly called Shield Autobody, is a labour of love for its owners, husband-wife team of Jeff Hicks and Cheryl West-Hicks. The Hicks have always been passionate about their love for automobiles and always keen to take their 12-year-old independent business into the bigger league of collision repairers. Today, their shop is synonymous with excellent customer service and quality workmanship.

Jeff grew up watching the ¼ mile races with his dad Brian and their passion for cars, both classic and innovative, was a large part of their lives. It was therefore natural for him to turn his childhood passion into a fulltime business by establishing his own aftermarket venture. In 2020, the repair centre won the gold award as Edmonton’s best auto body shop in The Edmonton Journal Reader’s Choice awards in 2020, after receiving silver in 2019.

After running their shop successfully for 12 years, the Hicks explored the possibility of aligning their business with an established aftermarket network. “Automotive technology is becoming sophisticated, and we want to ensure that our teams and facility are prepared to handle the most technologically advanced vehicles,” explains Jeff. “It was therefore a unanimous decision to lean towards ProColor and remain on top of our game.”

“The association with ProColor Collision will allow us to maintain the personal touch with our customers while receiving access to processes and relationships that will improve our operations,” he elaborates. “We are also keen to benefit from ProColor Collision’s strong insurer and fleet relations, and their constant support to franchisees with creative national and local marketing initiatives.”

Spread over 3,000 square feet, ProColor Collision West Edmonton enjoys an impeccable reputation for providing high-quality collision repair services. The facility is equipped with industry-leading tools and meets OEM standards to restore vehicles to their original condition. The shop specializes in dent removal, glass repair and replacement and paint restoration, regardless of the extent of the damage.

Chris Peterson, Regional Vice President – Western Canada for Fix Network, says, “Jeff and Cheryl are keen to uphold their impeccable reputation as one of the most advanced repair centres in Edmonton, and we would like to support them with our technology, knowledge and support. They share our vision and core values, and this makes them a great addition to our network.”


ProColor Collision joined Fix Network, a global leader in the automotive aftermarket services sector, in 2019. Its mission is to be the collision repair leader in Canada by offering an outstanding customer experience across its vast network of state-of-the-art facilities. ProColor was launched in 2001 with the goal to offer quality repairs, meticulous customer service and a relationship of trust with insurance companies. With 180 locations in Canada and growing, ProColor Collision is a top contender for collision repair network of choice. For more information, visit


Wendi MacKay
Director of Global Communications and Digital Channels
Fix Network World

ProColor Collision West Edmonton enjoys an impeccable reputation for providing high-quality collision repair services.
ProColor Collision West Edmonton enjoys an impeccable reputation for providing high-quality collision repair services.
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