In central Alberta, Dan Atterbury has transformed small-town business Heartland Marine and Motorsports into a regional destination for outdoor enthusiasts.
"What makes our dealership different is that most of us here are friends who have grown up together," Atterbury explains. "When someone walks in the front door, you probably know their cousin, their sister, or their brother. It creates a comfortable feeling where you're not just talking about motorsports, but about life." That family feeling is an essential approach for Atterbury’s target demographic. Located about 30 minutes east of Red Deer, the dealership serves a unique rural market where every farmer relies on side-by-sides and quads for daily operations. With most local farmers running three to four units on their properties, Heartland Marine and Motorsports has become an integral part of the community's agricultural ecosystem.
Atterbury's passion extends beyond sales. An avid backcountry snowmobiler, he believes in truly understanding the products he sells. "I love taking customers out snowmobiling and spending time with them on weekends," he says. "It's nice to ride the same product with your customers."
The dealership's commitment to service goes far beyond traditional expectations. They've developed a unique training approach where sales staff are trained to install accessories, giving them deeper product knowledge and the ability to assist customers more comprehensively. Most workers on Jeff’s Service team are local highschoolers who he personally mentors, instilling technical skills and the importance of customer perspective.
One of Atterbury's most memorable moments illustrates the dealership's community-first approach. A part-time First Responder, Jeff found himself responding to a medical emergency when a customer's father was attacked by wasps while riding his new side-by-side. Using a personal vehicle, Atterbury helped transport the man to town, potentially saving his life—an experience that reinforced the deep connections built through their business.
The dealership's philosophy is perhaps best summed up by Atterbury's advice to aspiring entrepreneurs: "Want to try something? Go and try it. Don't worry about failing, because you're going to probably fail three to four times before you actually get it right." This approach has helped Heartland Marine and Motorsports navigate the volatile powersports market, adapting to changing customer expectations and technological advances.
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