How WPS Transformed Dealer Engagement and Sales Associate Education with ENDVR

Western Power Sports (WPS) is been a driving force in the powersports industry, known for its expansive catalog of parts, accessories, and house brands like Fly Racing, Fire Power, Shinko, and HardDrive. With a deep understanding of the challenges faced on the dealership floor, WPS has built its reputation on empowering sales associates and dealers with the tools, training, and incentives needed to succeed. By leveraging ENDVR’s platform to scale training and incentives, WPS has redefined how dealers and sales associates engage with its brands. What began as a pilot quickly grew into a proven model for education and activation, turning associates into confident brand advocates and driving measurable sales results. More than just distributing products, WPS is setting a new standard for dealer engagement and frontline empowerment in the powersports industry.

The Core Challenge

Western Power Sports (WPS) is one of the largest powersports distributors in the U.S., representing multiple house brands like Fly Racing, as well as a vast catalog of aftermarket parts and accessories. With more than 8,000 potential dealer locations and 85 independent (1099) reps covering the country. Gary Sutherlin, Brand Manager for WPS knew they needed a scalable and repeatable way to educate staff quickly, keep them engaged, and strengthen brand preference at the point of sale. His personal experience as an parts associate, where he once felt like just an order taker, gave him unique insight into what the industry was missing.

WPS was also entering ENDVR as a brand-new category, with no existing dealers in the network. They pioneered powersports on the platform and proved it could deliver results where others will now benefit from joining a network already partially built.

The problem was clear: high turnover among parts associates and a lack of consistent product education meant many frontline staff were unprepared to confidently sell WPS products.

Gary, has lived the problem from both sides:

“I think back to when I was an associate — reps would come in, hand me a hat or stickers, which got me excited about their brand. It was fun at the moment, but it wasn’t teaching me about their products.”

In many dealerships, associates are seen as entry-level positions and have high churn rate. New staff often have minimal experience in the motorcycle or powersports industry, yet they’re expected to advise customers and make product recommendations.

Traditional spiffs and giveaways were not enough to address the challenge. WPS needed a scalable, repeatable way to:

Educate new and existing staff quickly

Provide ongoing incentives to keep them engaged

Strengthen brand preference at the point of sale, in multi-brand environments

Engaging the Reps

Rolling out a new platform to a large team of 85 independent reps, many of whom have long-established habits required a smart adoption plan.

Rather than rushing to go nationwide, Gary and the WPS team pushed to run the first campaign as a small beta in the Southwest.Their strategy paid off. Fifty-nine stores and 128 associates participated, giving WPS early proof the platform could scale.

Key engagement tactics:

Small-group training: Seven rep groups instead of one large session, making it more personal and allowing reps to share what would work best in their territories
Immediate feedback loops: Beta results gave reps early proof that ENDVR campaigns could drive sales and engagement.
Ease of use: ENDVR’s user-friendly interface worked across an 18–50+ age range, and its support team handled any issues quickly.

“At first, I wanted to go big right away — but starting small gave us data, a better strategy, and proof. Your support team made onboarding simple, and once we shared results with the reps and they saw it worked, buy-in became much easier. That instant satisfaction made all the difference.” – Gary Sutherlin

“Gary’s infectious energy and attention to detail have made him an incredible partner for ENDVR. As the driving force behind Western Power Sports campaigns, he’s been thorough, enthusiastic, and a true champion of the platform – helping to shape and elevate WPS’s distribution strategy. While we’ve seen real impact, we both know we’re only just scratching the surface with plenty more opportunity ahead.” – Jessica Locke, WPS’s Client Success Manager

This approach also helped overcome skepticism. Some reps initially saw ENDVR as “just another gimmick” — until they saw associates earning rewards and stores ordering new products as a direct result of campaigns (and realized they could earn rewards too).

Activating the Stores

Once reps were on board, the next step was activating stores and their frontline sales associates at scale.

Gary drove two bold strategies to activate stores quickly:

Rep Incentives

– A small cash bonus for each associate a rep signed up. While not life-changing money, it covered a tank of gas or a lunch — enough to motivate action. “With a little bit of bonus on them being able to make a little extra cash signing up new members, it really helped incentivize the reps to activate and interact more with the sales associates.” - Gary Sutherlin

Aggressive First Campaigns

– WPS launched with higher-than-usual spiffs to make participation irresistible. With aggressive campaigns and early adoption from dealerships, reps saw an instant return which only pushed them to drive the program harder resulting in more buy in and reorders from all their accounts. “When an associate makes their first sale through ENDVR and tells their coworkers, ‘I just made six bucks,’ it spreads like wildfire. Managers even started ordering products they didn’t previously carry just to get in on campaigns.” - Gary Sutherlin.

Activation & Engagement Metrics

Associate Earnings & Motivation

The combination of visible, immediate rewards and friendly competition inside dealerships drove organic momentum. Associates began selling more, parts managers stocked new SKUs, and even skeptical reps started championing the program.

Retail Partner Reaction

At first, some managers hesitated, concerned about the financial implications.

“Some of our retail partners were like, ‘Wait, is this money coming out of my budget?’ And I had to explain—no, this is 100% on us. This another value add WPS brings to the table to help you be more successful with WPS products. You don’t have to do anything other than let your sales associates sign up, start earning money, and make you more money by them being excited to sell our products.” – Gary Sutherlin

ENDVR’s education campaigns helped seal the deal. Associates could complete product training on their own time, in just a few minutes, and earn cash for doing so.

The Impact

ENDVR has become a competitive advantage for WPS. Gary’s decision to align marketing with sales through targeted campaigns and to champion tools like the newsfeed gave WPS a direct line to associates, something competitors lacked. Across their four brands: firepower, fly racing, shinko and hard drive they have seen:

Sales Impact:

Strategic benefits include:

Dealer loyalty:

Demonstrating ongoing investment in dealer success, even during challenging market conditions.

Targeted campaigns:

Coordinating marketing and sales to launch new products and move overstock.

Sustained sell-through:

Educated associates continue recommending WPS products long after campaigns end.

Direct-to-seller communication:

Using ENDVR’s newsfeed to share athlete wins and product highlights directly with associates.

“One impact that I don’t think I talk about enough or give enough credit to is ENDVR having the newsfeed section.

Now when we have success with our athletes… we can go on the newsfeed and post something about our athletes and news – It’s going directly to the people that are selling our product, right?

We’re able to actually show them, ‘Hey, look at this. This guy won a race. Make sure you’re selling his gear this week.’” – Gary Sutherlin

Looking Ahead

After only one campaign and three months of focused effort, about 1,000 of WPS’s 8,000 potential stores were already active on ENDVR. The goal now is to significantly increase that footprint.

Repeat Participation Potential:

Their top 5 top stores saw an increase of:

To get there, WPS is exploring rep competitions — using ENDVR’s data to track sign-ups and offer prizes to top-performing reps. The new rep app adds transparency and gives reps more visibility into campaign performance, further driving engagement.

Key Results to Date

Transformed sales associates from passive “sales staff” into confident product and brand advocates.

Drove new product sales and reorder velocity with associates who are better informed and more motivated.

Helped WPS stand out in a competitive distributor landscape by investing in dealer success.

Built a scalable model for activation and education that can be repeated and expanded.

Strengthened rep engagement by giving them tools, training, and incentives to activate their territories.

Expanded the network not only through campaigns but also by inviting and onboarding new dealers, fueling consistent growth across categories.

What started as a 59-store beta has grown into a connected, educated network of 837 engaged dealers. Through ENDVR, WPS has empowered 7,500+ associates to recommend their products with confidence — resulting in more than 17,000 units sold and measurable ROI across their key brands.

By combining network growth, active rep involvement, and dealer engagement, WPS has created momentum that continues to scale. And they’re just getting started.