Monday, November 17th
12:00 p.m. - 5:00 p.m.
Partner & Sponsor Booth Set Up
Booths will be located in International Ballroom I & II Vendor Area
12:00 p.m. - 5:00 p.m.
Conference Registration
Registration desk located in International Foyer
5:30 p.m. - 7:00 p.m.
Opening Cocktail Reception with Appetizers - International Ballroom I & II Vendor Area
Heavy hors d'oeuvres and cocktails, bring your drink ticket
Sponsored By: Federated Insurance U.S., Farm Credit Canada, Federated Insurance Canada, & Ritchie Bros. Auctioneers.
Tuesday, November 18th
7:00 a.m. - 8:00 a.m.
Breakfast - International Ballroom III
Sponsored By: Sheffield Financial
7:00 a.m. - 5:00 p.m.
Registration & Information Desk - International Foyer
8:00 a.m. - 8:10 a.m.
Opening Remarks - International Ballroom I & II
8:10 a.m. - 9:00 a.m.
Opening Keynote: Policy, Progress, and the Road Ahead in Agriculture - International Ballroom I & II
Speaker: Mike Pearson - Broadcast Director, Farm Progress & Anchor on “This Week in Agribusiness”
Sponsored By: SatisfYd & Montage Enterprises
Agriculture is being reshaped by forces far beyond the fencerows. From the changing face of global trade and the unraveling of the Free Trade Era, to domestic policy shifts, regulatory hurdles, and cutting-edge innovations in equipment and data analytics—producers and ag professionals must navigate it all while keeping operations profitable.
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Mike Pearson, host of This Week in Agribusiness and one of the most sought-after voices in ag media, brings insights from conversations with over 1,000 experts each year—from commodity analysts to D.C. insiders and global trade specialists. In this dynamic session, Mike connects the dots across ag policy, trade developments, and megatrends like robotics, biotechnology, and structural industry shifts. Whether it’s the uncertain future of the Farm Bill, the evolving tariff landscape, or how big data will drive ROI decisions on the farm, Mike distills it all into a clear, fast-paced, and engaging keynote tailored for today’s ag leaders.
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This session is ideal for anyone who wants to understand not just what’s happening in agriculture—but why it matters and what comes next.
9:00 a.m. - 10:00 a.m.
Breakout Session: Pressure Makes Diamonds: Growing Sales in a Declining Market - International Ballroom I & II
Speaker: Arthur Ward, Dealer Institute Instructor (Sales & Wholegoods Expert)
Sponsored By: Dealer Institute & Equipment Dealer Consulting, LLC
When the market tightens, the margin for error disappears. To not just survive, but thrive, your dealership needs to move fast, think smart, and act decisively. This session is for sales leaders ready to break through the noise and grow sales in a down market.
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In this session you will learn how to assess whether you have the right people on your sales team—or just dead weight. Challenge assumptions by truly knowing your market and identifying opportunities others miss. Rethink your inventory strategy: buy used to sell, not just to stock the lot. Refine your product mix to focus on what actually moves, not what pleases everyone. Discover how parts and service can drive wholegoods sales, and why growing machine population matters more than chasing market share. Leave with practical strategies to drive sales, boost cash flow, and stay ahead—no matter the market conditions.
9:00 a.m. - 10:00 a.m.
Breakout Session: AI Adoption at Equipment Dealerships: Not If, But When - Royal Dublin A & B
Speaker: Remi Schmaltz, CEO of Brilliant Harvest (AI Expert)
Sponsored By: Brilliant Harvest
Join Remi Schmaltz, CEO of Brilliant Harvest, and Tom Healy from NAEDA’s Dealer Institute for an engaging fireside chat on how artificial intelligence is reshaping the equipment dealership landscape. Discover the real-world advantages dealers are already experiencing, learn about common missteps to avoid, and walk away with actionable insights on how to effectively integrate AI into your business strategy—so you can stay ahead of the curve in this rapidly evolving space.
10:00 a.m. - 3:30 p.m.
Optional Guest/Spouse Program (Registration Required) Shop, Eat, Explore at Disney Springs
**Meet in Omni hotel lobby at 10:00am.** Organizer - Jennifer Orr
Guests/Spouses can enjoy a magical day at Disney Springs with this exclusive program! Relax and explore with round-trip transportation, a Disney Springs gift card, and access to an incredible selection of shopping, dining, and entertainment. Stroll through world-class shops, savor delicious cuisine, and experience live entertainment and unique activities throughout the day. It’s the perfect opportunity to unwind, indulge, and create unforgettable memories while soaking in the magic of Disney Springs!
10:00 a.m. - 10:30 a.m.
Morning Break - International Ballroom I & II Vendor Area
Sponsored By: Big Iron & KPA
10:30 a.m. - 11:45 a.m.
Manufacturer Panel on the State of New and Used Equipment - International Ballroom I & II
Moderator: Curt Blades, AEM
Panelists: Eric Raby, Claas; Todd Stucke, Kubota; Ruchir Patel, AGCO; Kurt Coffey, Case IH; Jason Tucker, John Deere and Ryan Schaefer, New Holland. Sponsored By: CLAAS & Kubota Tractor Corporation
A panel of manufacturers will discuss the current landscape of both new and used equipment sales, sharing insights into the challenges they face in moving equipment during market fluctuations and the strategies they are employing to help dealers manage their inventories.
12:00 p.m. - 1:00p.m.
Lunch - International Ballroom III
Sponsored By: Seigfried Bingham & TSSI Recruit
1:00 p.m. - 2:00 p.m.
Used Equipment Market Outlook: Trends, Forecasts, and Strategic Insights - International Ballroom I & II
Speaker: Jon Wommack, Product Manager, IronGuides - Iron Solutions & EDA by Fusable
Sponsored By: Fusable
Join industry leaders from Iron Solutions and EDA by Fusable for a data-rich exploration of today’s used equipment market. This session will uncover the latest trends impacting used equipment sales, providing attendees with a clear understanding of current market saturation levels and pricing shifts across key equipment categories. The forecasts will highlight where demand is rising—or falling—and what that means for inventory planning and valuation. Attendees will also gain strategic guidance on how to maximize the value of used equipment in an unpredictable market. Whether you're navigating excess inventory or looking to capitalize on new opportunities, this session offers the insights you need to stay ahead.
2:00 p.m. - 3:00 p.m.
Breakout Session: Inventory CPR – Reviving Your Margins in a Stalled Market - Royal Dublin A & B
Speaker: Trent Hummel, Dealer Institute Instructor (Wholegoods Expert)
Sponsored By: TractorHouse
With used equipment values softening and market conditions tightening, maintaining healthy inventory is more critical than ever. In this session, you’ll learn how to assess the true health of your wholegoods inventory, manage costly surpluses, and avoid the pitfalls of overvalued used stock. We’ll break down turnover, washout, and new-to-used ratios, providing actionable insights to help you protect your margins and regain control of your balance sheet.
2:00 p.m. - 3:00 p.m.
Breakout Session: The Future of the OPE Industry: Dealer-Manufacturer Alignment in a Changing Market (OPE Manufacturer Panel) - International Ballroom I & II
Moderator: Michael Piercy, VP of Manufacturer & Dealer Relations, NAEDA
Panelists: Thomas Rossman, Stanley, Black & Decker; Randy Ballard, Briggs & Stratton; Ross Hawley, The Toro Company; Kim Stamper, Ferris. Sponsored By: Stanley, Black & Decker & Sphere 1
The OPE industry is entering a new era marked by rapid dealer consolidation, increased involvement from private equity, and shifting expectations for how dealerships operate and grow. In this moderated panel, executives from leading OPE manufacturers will share their perspectives on how the dealer landscape is evolving—and what they’re doing to help their networks adapt. The discussion will cover what manufacturers expect the dealer of the future to look like, how they’re supporting development, and where they see the greatest opportunities (and risks) ahead.
3:00 p.m. - 3:30 p.m.
Afternoon Break - International Ballroom I & II Vendor Area
Sponsored By: DIS, Ideal & Aspen Software
3:30 p.m. - 4:45 p.m.
Maximizing Returns with Smarter Auction Strategies Panel - International Ballroom I & II
Panelists: Luke Fritshaw, Sales Director - Canada Prairies; Ritchie Brothers Auctioneers, Trent Hummel, Dealer Expert, and Andrew Dillard, Strategic Accounts Manager; Purple Wave Auction
Sponsored By: Ritchie Bros Auctioneers and Purple Wave Auction
Auctions continue to be a powerful channel for turning used equipment into cash—but success depends on more than just putting iron on the block. This session will guide dealers through developing effective auction strategies that maximize return on investment while minimizing aged inventory. Attendees will learn how to recognize when it's time to send equipment to auction, choose the right auction format or platform (online vs. in-person), and prepare equipment to boost appeal and value through smart repairs, detailing, and marketing. The session will also cover how to align auction timing with current market conditions to achieve the best possible results. Whether you're a seasoned auction seller or exploring this tool for the first time, you’ll walk away with actionable insights to drive smarter decisions and better outcomes.​
5:30 p.m. - 8:00 p.m.
Reception & Industry Awards Banquet Dinner - International Ballroom I & II
Sponsored By: Federated Insurance Canada, Farm Credit Canada, Federated U.S.& Ritchie bros, Vi by visorPRO, Texada Software, Purple Wave Auction, Sphere 1, Basic Software
​Join us for a vibrant networking reception and delicious dinner as we award our industries successes including Dealer of the Year, Advocacy Award and more. Don’t miss the opportunity to bid during our live auction to raise funds for the foundations that support technician and industry education scholarships. This is an evening to support your industry!
Wednesday, November 19th
7:00 a.m. - 4:00 p.m.
Registration & Information Desk - International Foyer
7:00 a.m. - 8:00 a.m.
Breakfast - International III
Sponsored By: QLine Trucking & MacDon
8:00 a.m. - 9:00 a.m.
The Great Trade Reset: the Tariff Endgame or are we entering Trade Multiverse - International Ballroom I & II
Special Guest Speaker: Dan Ujczo, Associate General Council at Cenovus Energy
Sponsored By: Texada Software & Vi by VisorPRO
Join us this special session examining the critical challenges and opportunities facing North American trade as USMCA (U.S.-Mexico-Canada Agreement) approaches its 2026 review, outlining the renewal timeline and expectations under the Trump administration's emphasis on country-of-origin requirements. For agricultural equipment dealers, this creates a dual vulnerability: on the supply side, their dependence on U.S. manufacturers exposes them to potential tariff barriers and tightened rules-of-origin that could increase costs, while on the demand side, border-region dealers serving cross-border customers face market contraction if new tariffs make Canadian-sourced equipment less competitive. We stand at a crossroads between preserving integrated continental markets or fracturing into a "trade multiverse" of bilateral complications that could fundamentally reshape cross-border business.
9:00 a.m. - 10:00 a.m.
Breakout Session: Who's In Charge Here? - International Ballroom I & II
Speaker: Arthur Ward, Dealer Institute Instructor (Leadership, Sales & Wholegoods Expert)
Sponsored By: RIMSS
In turbulent times, it’s easy to feel like your business is being controlled by outside forces—manufacturers, lenders, or unpredictable market trends. But true leadership means cutting through the noise, taking back control, and positioning your dealership for long-term success. This session will explore how to push back against manufacturer pressure to protect your margins and set your own strategic course. We’ll shift the focus from chasing market share to pursuing real profitability, digging into what truly drives your bottom line. You’ll learn how to master inventory and cash flow by eliminating dead weight, freeing up capital, and avoiding costly crunches. We’ll also look at how to streamline your operations now—getting lean and efficient—so you’re ready to outmaneuver the competition when the market turns. Leave this session with a clearer vision, renewed confidence, and practical strategies to turn market chaos into opportunity.
9:00 a.m. - 10:00 a.m.
Breakout Session: Operational Excellence in a Shifting Landscape: What Top Dealers Are Doing Differently (OPE) - Royal Dublin A & B
Speaker: Trent Hummel, Dealer Institute Instructor
Sponsored By: Basic Software
In today’s unpredictable OPE market, very few dealers are truly running a disciplined and data-driven operation. This session will examine the uncommon yet powerful habits of high performers—specifically in their after-sales departments and financial oversight. Attendees will learn where the real profit opportunities lie and how even the best in the business still have untapped potential. We’ll also introduce the Dealer Institute’s new chart of accounts for OPE dealerships and why structured financial tracking is more essential than ever.
10:00 a.m. - 10:30 a.m.
Morning Break - International Ballroom I & II Vendor Area
Sponsored By: Tax Favored Benefits
10:30 a.m. - 11:45 a.m.
A Conversation with Ted McKinney - International Ballroom I & II
Chief Executive Officer, National Association of State Departments of Agriculture
Sponsored By: UniFirst & Panasonic Toughbook
​Drawing on his experience at USDA, Mr. McKinney will examine the history of agricultural foreign market development and the origins of the Market Facilitation Program, exploring how a renewed MFP might be structured under current trade policies, the potential role of the States’ Departments of Agriculture, and the opportunities to create more predictable support mechanisms that complement rather than replace market-driven farm income. The discussion will address the importance of balancing trade policy with robust Farm Bill safety net programs, recognizing that while MFP can provide valuable short-term relief during market disruptions, sustainable agricultural prosperity depends on maintaining strong export relationships and stable customer demand. For equipment dealers, Mr. McKinney will offer insights on navigating the current environment where manufacturers are adapting their global strategies while dealers work to serve customers facing cost pressures and shifting market dynamics, with discussion of how the industry can position itself to capitalize on eventual market stabilization and the ongoing need for modern, efficient equipment to maintain agricultural productivity and competitiveness.
12:00 p.m. - 1:00p.m.
Lunch - International Ballroom III
Sponsored By: OPOC.us
1:00 p.m. - 2:00 p.m.
​Iron Sharpens Iron: Smarter Tech for Stronger Dealership Outcomes - International Ballroom I & II
Speaker: Andy Campbell, TractorZoom
Sponsored By: TractorZoom
Iron sharpens iron—and in today’s dealership landscape, that means sharpening your operations with the right tools, systems, and structure to turn data into action. Having insights isn’t enough; strength comes from knowing which signals to trust, when to move, and how to align your team to evolve with changing markets and technologies. This session explores how innovative dealers are building momentum and taking action to move equipment—not through just more data or reports, but through embedded processes, shared visibility, and fast, confident decision-making. Learn what it takes to move beyond static data and into a culture of continuous refinement, where smarter technology sharpens every part of the dealership.
2:00 p.m. - 3:00 p.m.
Breakout Session: How to Use UCC Data to Move Equipment - International Ballroom I & II
Speaker: Jeff Cull Director of Sales, Industrial - EDA by Fusable
Sponsored By: AgDirect
In a competitive market, smart data use can give your dealership the edge. This session explores how to leverage UCC (Uniform Commercial Code) filings to identify potential buyers ready to upgrade or replace equipment. You'll learn how to interpret UCC data for actionable insights, uncover financing and lien details, and apply this information to drive targeted sales strategies.
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Featuring real-world examples and tools, this session will show how dealerships can effectively use UCC data to move both new and used equipment and boost results with greater precision.
2:00 p.m. - 3:00 p.m.
Breakout Session: Loss Challenges for Dealers and Best Practices to Reduce Risk - Royal Dublin A & B
Speaker: Jerry Leemkuil, Federated Mutual Insurance
Sponsored By: Federated Insurance U.S.
Insurance claims are an inevitable part of operating an equipment dealership due to the inherent risks involved. While these risks can’t be completely eliminated, many preventable losses can be minimized through effective risk management strategies. This session will cover proven best practices that dealers can implement to reduce preventable claims and gain greater control over their insurance and risk management programs.
3:00 p.m. - 3:30 p.m.
Afternoon Break - International I & II Vendor Area
Sponsored By: Flyntlok
3:30 p.m. - 4:45 p.m.
Keynote: The Performance Pathway: How Leaders Shape Culture to Drive Behavior and Deliver Results | Keynote Brian Kight - International Ballroom I & II
Sponsored By: Farm Credit Canada & Federated Insurance Canada
Internationally recognized for his practical, high-performance leadership systems, Brian Kight brings clarity, energy, and precision to the most pressing challenge facing dealers today: building a culture that fuels consistent execution, attracts top talent, and drives measurable results.
In this high-impact session, Kight will unveil The Performance Pathway—a framework trusted by elite organizations to turn cultural clarity into competitive advantage. You’ll learn how to define and deploy culture as a strategic asset, create alignment across teams, and instill the high-discipline behaviors that separate top performers from the rest.
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You’ll also gain access to The Culture Playbook—a practical tool to help you:
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Fill leadership gaps with intention and accountability
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Attract and retain high-talent individuals
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Align people and performance with your organization’s highest standards—even in the toughest environments
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This isn’t just about preparing for the future. It’s about building it—deliberately, decisively, and together.
6:00 p.m. - 10:00 p.m.
Party on the Fairway at Eagles Edge
Sponsored By: Federated Canada, Farm Credit Canada, Federated U.S.& Ritchie bros, Vi by visorPRO, Texada Software, Purple Wave Auction, Sphere 1, Basic Software
Join us for an exclusive event at ChampionsGate Eagles Edge, an immersive experience with 16 state-of-the-art hitting bays featuring Toptracer technology. You can compete against friends, play virtual courses, see your shot trace, and receive instant stats. Enjoy food, drinks, networking, and other engaging games including, pool, cornhole, beer pong, and more. Dress to impress in your best golf attire and give us your best shot and win great prizes.