The equipment dealer landscape has changed permanently. Margin compression, inventory imbalance, rising labor costs, consolidation pressure, and succession risk are no longer temporary challenges; they are the new operating environment.

In response, the North American Equipment Dealers Association (NAEDA) and Dealer Institute are officially launching Iron Circle, a next-generation performance group designed for dealers who are done talking and ready to be held accountable.

Iron Circle is not a traditional 20 Group.

It was intentionally built to disrupt the complacency that has crept into peer groups across the industry, replacing conversation with consequence and opinion with performance.

“For too long, peer groups have allowed underperformance to hide behind storytelling and market excuses,” said NAEDA leadership. “Iron Circle exists for dealers who want the truth, want to be challenged, and want measurable improvement — not validation.”

Iron Circle is engineered around one principle: results matter!

Unlike conventional peer groups, Iron Circle operates under a disciplined performance framework that includes:

  • Standardized, comparable KPI benchmarking across all members
  • Mandatory hot-seat reviews driven by real financial and operational data
  • Enforced commitments with clear follow-through and accountability
  • Structured peer pressure that does not allow excuses or drift
  • Moderation by experienced Dealer Institute consultants with real dealership exposure

There are no passive seats in Iron Circle. Participation requires preparation, transparency, and ownership.

To ensure relevance and credibility, Iron Circle is structured into two distinct tracks:

  • Agricultural (Ag) Groups — Built for complex, multi-location dealerships where inventory exposure, departmental execution, and leadership discipline determine long-term enterprise value.
  • Outdoor Power Equipment (OPE) Groups — Built for fast-moving, margin-sensitive businesses where labor efficiency, inventory turns, and leadership decisions show up immediately on the bottom line.

Group sizes are intentionally small to maximize pressure and performance:

  • Ag Groups: 6–7 dealerships per group with department-level leadership involvement

  • OPE Groups: 10–12 dealerships per group with dealer principal and GM focus

Iron Circle is not for everyone, and it is not trying to be.

It is built for dealers who understand that the next five years will separate operators from survivors, and who are willing to be measured accordingly.

Enrollment for the inaugural Iron Circle groups is now open. Dealers interested in participating are encouraged to contact their NAEDA Dealer Development Manager or visit www.dealerinstitute.org/iron-circle-performance-groups.

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