KANSAS CITY, Mo. — October 5, 2026 — A new confidential peer community gives the people behind a dealership’s workforce a place to connect, sharpen their approach and lead with confidence.
Everyone turns to HR when something goes wrong. But who does HR turn to?
Dealer Institute, a division of the North American Equipment Dealers Association (NAEDA), has launched Iron HR, a new peer group created exclusively for human resources professionals in equipment dealerships.
In a business where people, culture and leadership can determine whether a dealership gains ground or falls behind, HR leaders are often carrying some of the most consequential responsibilities in the organization. They are recruiting talent, helping retain great employees, navigating sensitive issues and protecting the business—all while building the kind of workplace people want to be part of.
Iron HR gives those leaders something they rarely have: a trusted room full of peers who understand the dealership business.
“Everyone turns to HR when something goes wrong. But who does HR turn to?” said Tom Healy, Vice President of Manufacturer Relations and Dealer Institute. “Iron HR connects dealership HR professionals with peers who understand the unique challenges of their role—giving them a place to share ideas, solve problems, and support one another.”
Built for the realities of equipment dealerships, Iron HR brings together HR professionals facing the same pressures, opportunities and workforce challenges. It is a place for practical perspective—not generic HR theory—and for the honest conversations that help leaders make better decisions for their employees and their business.
“Iron HR is about building stronger HR leaders, stronger teams and, ultimately, stronger dealerships,” Healy said.
For more information about Iron HR or to express interest in joining a group, visit DealerInstitute.org or contact Dealer Institute at info@naeda.com, (800) 762-5616 in the United States or (800) 661-2452 in Canada.
