When you meet Jared Burt, his roots in Idaho and the dealership world quickly come to the forefront. His career centers around family, business, and his community. Born and raised in Idaho, Burt spent 28 years growing a powersports dealership, with his wife Nicole and their four children deeply involved in daily operations. For Burt, the dealership was a way of life that shaped both family and business values.
Starting with a handful of employees and wearing “a ton of hats,” Jared Burt immersed himself in all aspects of dealership life—from parts lookup and scheduling to direct sales and service. As the business expanded—eventually occupying a facility five times the original size and acquiring several other dealerships—he learned that growth brings complexity. Managing a larger team, broadening product lines, and maintaining customer relationships became more challenging.
Central to Burt’s philosophy was the belief that, no matter the dealership’s size, winning customer loyalty depends on building genuine relationships and delivering value beyond competitive pricing. His innovative approach included organizing premiere industry events and fostering a “fun dealership” identity that set his business apart. Yet, even with this customer focus, Burt candidly shares the frustrations of department silos, inefficient systems, and the lack of integrated software solutions.
Recognizing gaps in employee training and customer management, Jared Burt’s entrepreneurial journey turned toward finding scalable solutions for dealership owners and operators. The major problem? Most training solutions were outdated, overly generic, and lacked integration, leaving dealerships to juggle (and pay for) 15–20 disconnected systems. Employee turnover remained a costly challenge, with in-depth training often leading only to a rapid promotion and renewed hiring cycles.
Enter Herohub, founded to honor dealership professionals and bring next-generation solutions to the industry. Its headline products, the Virtual Sales Coach powered by DealerAI and DealerHero Bootcamps, are rewriting the playbook for dealership growth, employee training, and staff development.
The Virtual Sales Coach leverages conversational AI, enabling employees to practice sales and service scenarios through customized simulations. These simulations offer immediate, focused coaching without the awkwardness of traditional in-person feedback. The results are striking: staff improve their proficiency and customer interactions with just five minutes of practice a day, while managers and owners gain back time and reduce burnout. As Burt puts it, “AI coaching delivers rapid learning at a dramatically lower cost, and you can practice in a way that’s efficient, scalable, and less intimidating.”
DealerHero Bootcamps complement the Herohub Virtual Sales Coach by replacing long, passive seminars with virtual, actionable training delivered by live coaches. These bootcamps blend practical assignments with immediate practical improvements, so employees and managers don’t just learn new principles—they implement them in real time between live sessions. This format drives accountability, higher performance, and profitability without disrupting a dealership’s day-to-day operations.
More than software, Jared Burt’s vision is to elevate dealerships through Herohub—helping owners rediscover the joy of the business and enabling employees to grow their careers and contributions. Herohub offers free resources, including monthly webinars, an educational podcast, and for a limited time, New Employee Fundamentals Courses and a free mini Bootcamp.
As Jared Burt looks to the future, he celebrates the power of “analog” customer experience while selectively embracing technology and automation. “The biggest differentiator in the future is human-to-human interaction," he says. With Herohub, Jared Burt’s vision is simple: help dealers find more satisfaction, stronger results, and a renewed connection with the communities they serve.
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