In the heart of Billings, Montana where the Beartooth Mountains beckon outdoor enthusiasts, JD Burton has found his calling at Basecamp Billings Powersports. As General Manager of what was formerly Yellowstone Polaris, Burton represents a new generation of dealership leadership that prioritizes genuine relationships over pure volume.
Burton's path to powersports wasn't traditional. After working for Bish’s RV, he was recruited by Basecamp Billings Powersports to help with their brief venture into RVs. When that didn't work out, he found himself back on the sales floor–and that's where everything clicked.
"I started talking to all these sled guys and farmers and ranchers, and those are my people," Burton explains. "I grew up in Shelley, Idaho with farmers, and it reminded me of my childhood and my teen years... I was reinvigorated through the sales floor."
That connection to his roots sparked something deeper. Burton had raced dirt bikes and motocross in his younger years, but it was hearing customers' stories that reminded him why powersports matter.
At 40 years old and an empty nester, Burton has found the perfect alignment between his personal passions and professional purpose. His motivation is simple but powerful: "seeing these people's faces with a big smile... whether it's a tool for the ranch or a recreational machine that someone has saved for, or if it's a young couple that's teaching their kids how to ride."
This customer-first philosophy extends throughout the dealership's operations. Basecamp Billings Powersports, now exclusively focused on Polaris and Indian Motorcycles (with their Bozeman location also carrying Yamaha and Beta), has built its reputation on what Burton calls "that good, genuine Mom and Pop feel."
Burton's approach to dealership management also sets Basecamp Billings apart: processes should be streamlined and mindless so employees can focus on the concerns of the customer. Good processes enable strong customer relationships.
"I'd argue that some dealers are all about volume and just putting the pedal to the metal and trying to milk every last penny out of every customer," Burton says. "I think there's a happy medium that's more towards the mom-and-pop mentality that can be more successful... because it's all about that repeat and referral business and those long, long lasting relationships."
This philosophy is reinforced daily through Burton's leadership style. He makes it a point to connect with every team member: "I make a point to go through and talk to everybody every day, see how their weekends were, make sure they have popsicles when it's 100 degrees out in the shop." This attitude carries through to the customer experience.
Central to Basecamp Billing's culture is what Burton calls "relentless positivity." A poster in their breakroom reminds staff how important it is to control how they react to the things that they can't control. As Burton explains, "We can only control so many things, so what determines our attitude is how we react to those things. We have a lot of control over our attitudes. That's kind of our mantra around here."
One of Burton's key pieces of advice reflects his commitment to building strong teams: "Follow your hunches when it comes to talent, and always be recruiting." He's learned to trust his instincts about people, whether it's a waitress or a guy at the parts counter in a generic auto shop. This approach has helped Basecamp Billings build a team capable of handling everything from routine maintenance to extraordinary situations - like the customer who put $15,000 worth of repairs on his Ranger through extreme use, or the couple who bought matching Indian Motorcycles as their first street bikes.
"Powersports is a community," Burton says. "These are people that are trying to hang out with their families and create all these memories. So it's more than just trying to milk every penny out of everybody."
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