Closing the Gap OptimizeU Streamlines Dealer Education

Now available to dealers, Superior’s new learning platform contains interactive courses to better prepare personnel for the field and sharpen skills of industry veterans.

PUBLISHED: MARCH 2025

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Belt Tech Industrial, an Eastern Midwest U.S. dealer, is currently constructing a learning academy for employees. Late last year, CEO Jordan Russell got wind of Superior’s new OptimizeU learning platform made up of courses on crushing, screening, washing and conveying. Now, Belt Tech aims to incorporate Superior's online training platform into its own academy.

“Training is a very high priority for us and our business right now,” says Russell, whose company operates branches in Illinois, Indiana and Tennessee. “We’re probably a little behind the curve, but we really need to get more in-depth and shrink the window of time from hiring someone to when they’re ready to go out and do their job.

Ideally, Russell would like to reduce that timeframe from eight to 12 months to three or four. “What Superior has with OptimizeU is going to be helpful for sure,” he says.

Access to Continuous Learning

Superior is familiar with the pain Russell describes regarding dealer training. It’s one reason the company hired Kristen Randall as its first official training and development coordinator 17 months ago.

Now, OptimizeU is here as a 24/7 training tool. Superior intends to bridge the knowledge gap for dealers and producers with it.

“We launched it to our dealers earlier this year,” says Randall, who spent two decades with Haver & Boecker Niagara before joining Superior. “We’ve got several on board already.”

The complete OptimizeU catalog contains 60 courses – each of which required roughly 40 hours to build out.

Superior, of course, already offers training in a variety of forms, which will continue. OptimizeU is a supplement.

“First and foremost, our goal was to fill a void that dealers have with so many new products and models, as well as information on applications,” says Mary Erholtz, vice president of marketing at Superior. “Instead of dealers waiting on a presentation from a single territory manager (TM), we wanted a more consistent option that can also fill the gaps between the TM visits."

Bridging the Knowledge Gap

“There’s a gap in our industry related to relevant training for our products,” Erholtz says. “So we needed to build a tool that covers aggregates processing and applications, because it doesn't really exist."

Hosted on an online platform, OptimizeU is Superior’s on-demand, interactive approach to educating dealers.

“The platform offers interactive features, including games that test users’ ability,” Randall says. “It also includes clickable graphics and embedded videos that let users explore and learn about the components of a machine, for example.”

While product overviews are available on the platform, Erholtz says OptimizeU is not designed to be a commercial for Superior equipment, parts or services.

“Where there are product overviews, the intent is to inform about models, features, advantages and best practices for application,” she says.

Take, for instance, OptimizeU's content that’s available on cone crushing.

“Whether it's a Superior cone or another brand, the lessons in basic and advanced machine application and operation apply universally.,” Erholtz says.

Additionally, courses are geared toward different experience levels of dealer personnel. Some are meant to be engaged by new hires, while others are ideal for those with more history around aggregate equipment.

Quick Learns, Major Gains

Russell, for one, intends to comb through OptimizeU further to enhance the training Belt Tech offers employees.

“Depending on what position we’re hiring for, we’ll be cherry picking some of the modules from OptimizeU for specific positions,” he says. “Whether that's something for service or sales, I see a variety of options that we can pull from."

According to Superior, it plans to expand OptimizeU with roughly 50 new courses each year. Dealers interested in exploring further can visit Superior at AGG1 for an in-booth demo or contact your TM or Kristen for a virtual demo.

Russell believes any dealer will find the platform beneficial for training. "They've condensed the lessons into concise, quick sessions," he says. "Just a little time each week can significantly advance employee development."

Closing the Gap OptimizeU Streamlines Dealer Education

PUBLISHED: MARCH 2025

Access to Continuous Learning

Bridging the Knowledge Gap

Quick Learns, Major Gains

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