Built on Iron, A Brilliant Harvest Podcast

Remi Schmaltz

Built on Iron dives into how machinery dealerships deliver exceptional service. Brilliant Harvest CEO Remi Schmaltz talks with dealership leaders about operations, technology, customer experience, and the stories that define this industry.

Episodes

  1. 6d ago

    From Microsoft to the Farm: Casey Niemann’s AgTech Bet

    As farm equipment becomes more complex, the pressure on dealership service teams keeps climbing. Customers expect faster answers, less downtime, and support that works as quickly as the machines they depend on. The challenge is that most dealerships are trying to meet those expectations with teams that are already stretched thin. Casey Niemann has spent the last decade working on that exact problem. Casey is the former CEO and co-founder of AgriSync, the communication platform built to help equipment dealerships support customers remotely through messaging, video, and connected service tools. After growing the company from a basement startup into a widely adopted dealership support platform, AgriSync was acquired by John Deere in 2021. Through his consulting company CatapultAg, Casey advises technology companies, agriculture equipment OEMs, and ag entrepreneurs — bringing firsthand experience from both worlds. In this conversation, Casey and Remi unpack what the industry learned during the rise of connected support and why the next phase will be shaped by AI, proactive diagnostics, and better knowledge distribution inside dealerships. During the episode, they discuss: Why dealership teams are burning out under reactive support modelsThe hidden cost of equipment downtime for both dealers and farmersWhat Casey learned while building AgriSync during the early days of smartphone adoptionWhy connected support became strategically important to OEMsThe tension between closed ecosystems and open integration modelsHow AI can help dealerships attract younger talent and improve work-life balanceWhy the future of dealership service is proactive instead of reactive The conversation also explores a broader shift happening across agriculture: dealerships are no longer competing only on iron. Increasingly, the differentiator is responsiveness, communication, and the ability to keep customers operating during critical windows like planting and harvest. For dealership leaders thinking about how AI and connected support fit into their organization, this episode offers a grounded look at where the industry is heading and what practical steps leaders can take today. Download The Equipment Dealer’s Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com. About Casey Niemann Casey Niemann is the former CEO and co-founder of AgriSync, a connected support platform built for agriculture equipment dealerships and agronomy teams. Raised on a farm in Kansas, Casey began his career in agriculture before spending more than a decade at Microsoft, where he worked during the early expansion of cloud computing and helped support emerging Azure initiatives. In 2014, Casey founded AgriSync to help dealerships improve communication and remote support for customers facing increasingly complex equipment and technology challenges. The platform grew into a widely adopted connected service tool across the agriculture industry before being acquired by John Deere in 2021. Casey continues to work with and advise agricultural technology companies focused on improving customer support, dealership operations, and the future of connected agriculture as the founder and principal of CatapultAg. Resources discussed in this episode: Brilliant HarvestMicrosoft AzureAutonomous Equipment TechnologyPrecision Agriculture Technology — Contact Remi Schmaltz | Brilliant Harvest:  BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYouTube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Casey Niemann: Founder & Principal, CatapultAg Learn more about AgriSync’s acquisition by John Deere LinkedIn: Casey Niemann

    51 min

  2. Jun 15

    Ryan Raguse on How Tech is Driving the Next Era of Dealership Support

    Technology is changing the way farms operate, but for Ryan Raguse, that change is not theoretical. He sees it from the tractor cab, the tech founder’s seat, and the family farm. Remi sits down with Ryan, who sees things from both sides of farming: sitting in the tractor and building the new tech that powers agriculture. Ryan brings a unique perspective as both a farmer and an ag tech leader, with deep experience in software, data, equipment, and the day-to-day realities of running a farm. Ryan shares what it was like to return to the family farm after the loss of his father, how he thinks about equipment decisions, and why dealership service and support are becoming more important than ever. He also talks about the value of “tribal knowledge” inside dealerships, the role AI can play in preserving and scaling that expertise, and why the best dealers may soon become true uptime advisors for their customers. The conversation also dives into autonomous equipment, AI on the farm, preventative maintenance, farmer data, and Ryan’s new platform, Acre Almanac, which helps farmers build a private, long-term knowledge base from their own operational history.For equipment dealers, this episode is a clear look at where farmer expectations are headed, and why the dealership-customer relationship is only going to become more strategic with new technology. Grab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below. The Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceAbout Ryan Raguse Ryan Raguse is a sixth-generation farmer, entrepreneur, and ag tech innovator working at the intersection of agriculture, data, and emerging technology. He is the CEO of Acre Almanac, an AI-powered farm analytics platform designed to help farmers better understand operational performance, yield variance, and long-term decision-making through their own historical data. Ryan is also the CEO of Gray Duck Acres, his family farm in west central Minnesota. Alongside farming, he serves as a Board Advisor to Brilliant Harvest and remains a Founder and Board Member at Bushel, one of North America’s leading ag tech platforms serving the grain industry. Previously, he served as Bushel’s President and later Chief Innovation Officer, helping shape one of the most influential technology platforms in modern agriculture. Known for blending deep technical knowledge with real-world farming experience, Ryan brings a practical perspective to conversations around AI, autonomous equipment, precision agriculture, and the future of dealership support. Whether he’s building software, analyzing farm data, or repairing equipment in the field, Ryan is passionate about solving meaningful problems and helping move agriculture forward. Ryan describes himself as someone dedicated to adding value to the people around him, living a “crazy entrepreneurial life,” and chasing unique experiences, a mindset that comes through clearly in both his work and his approach to farming. Resources discussed in this episode: BushelClaude AIChatGPTAutonomous Equipment TechnologyPrecision Agriculture Technology— Contact Remi Schmaltz | Brilliant Harvest:  BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYoutube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Ryan Raguse | Acre Almanac:  Website: BushelWebsite: Acre AlmanacLinkedIn: Ryan RaguseYouTube: Acre Almanac YouTube ChannelAbout Ryan Raguse: Future Farmer ProfileThe Unexpected Acre Series

    44 min

  3. Jun 15

    Leading a 100-Year Dealership into the AI Era with William M. Hoeft, President, Ziegler Companies

    What does it take to lead a 112-year-old equipment dealership into the future without losing what made it successful in the first place? In this episode, Remi sits down with William M. Hoeft, President of Ziegler Companies, one of North America’s largest Caterpillar and AGCO dealerships. With 30+ locations and over 2,000 employees, Ziegler is a third-generation family-led business navigating the realities of consolidation, rapid technological change, and rising customer expectations. William shares what it means to carry forward a legacy while continuing to evolve. From his early days mowing lawns at a branch to leading a complex, multi-division organization, he reflects on the moments that shaped his leadership philosophy, and why culture, not just strategy, determines long-term success. The conversation dives deep into Ziegler’s unwavering focus on uptime, how that mission aligns every role in the company, and why customer success remains the ultimate north star. William also offers a candid look at how AI, automation, and connected equipment are changing not just machines, but the expectations placed on dealerships and their people. They also explore: How to lead in a family business while building your own pathWhy high-performing teams are essentialThe evolving role of technicians in an AI-enabled service modelWhy the future dealership will rely on modern systems and data opennessHow technology is compressing experience and accelerating expertiseGrab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below. The Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceAbout William M. Hoeft William M. Hoeft is the President of Ziegler Companies, a leading Caterpillar and AGCO dealership group serving customers across the Midwest. A third-generation leader, William has spent his career inside the business, gaining hands-on experience across operations before stepping into executive leadership. Under his leadership, Ziegler continues to expand its capabilities across construction, agriculture, power systems, and more, while staying grounded in its core mission: maximizing uptime for customers and the communities they serve. Resources discussed in this episode: Microsoft D365CONEXPO-CON/AGGThe Knowledge Project podcast— Contact Remi Schmaltz | Brilliant Harvest:  BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYoutube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact William M. Hoeft | Ziegler AG Equipment:  WebsiteInstagramLinkedInFacebookYouTube

    48 min

  4. Jun 15

    Why the Best Dealerships Win on Service, Not Iron, with Shawn Skaggs

    Shawn Skaggs didn't set out to run one of the largest Agco dealerships in the southern Plains. He stumbled into the equipment business 25 years ago after a phone call from a friend and never left. Today, as CEO of Parallel Ag, he leads a 255-person organization spanning 17 locations across seven states, formed through the merger of Livingston Machinery and AG Solutions Group. What kept him wasn't the iron; it was the people. In this conversation, Remi and Shawn dig into what it actually takes to blend two dealership cultures into one. Shawn talks about the two-day facilitated meeting that brought both leadership teams into the same room, the moment they stopped sitting on opposite sides, and what happened when they realized they all wanted the same thing. He also shares his thinking on how to keep the small-town trust of a local dealership alive inside a multi-state organization: it comes down to who shows up to the Christmas parade. The conversation touches on technology, staffing, and the challenges that keep dealership leaders up at night, like what happens when your most experienced technicians retire and take 30 years of institutional knowledge with them. Shawn is candid about where Parallel Ag is on the AI journey, what tools he's personally building with, and why he draws a clear line between what he'll build himself and what demands a mission-critical partner. His answer to what separates the dealerships that will thrive? It's not the color of the iron; it's the customer experience. Grab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below. The Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceAbout Shawn Skaggs Shawn Skaggs is the CEO of Parallel Ag, one of the leading Agco dealerships in North America. Formed through the merger of Livingston Machinery and AG Solutions Group — with AC McCartney added shortly after — Parallel Ag now operates 17 locations across seven states in the southern Plains and Midwest, with approximately 255 employees. The dealership carries Agco brands alongside a broad portfolio of short-line equipment. Shawn has spent 25 years in the equipment industry, beginning as a walk-in sales associate at Livingston Machinery and working his way to CEO. A self-described farm kid with an animal science degree, he brings a people-first leadership philosophy to a business navigating dealership consolidation, a tightening equipment market, and rapid technology change. He is also a hands-on AI adopter, building internal tools for Parallel Ag while partnering with Brilliant Harvest on mission-critical customer experience technology. Resources discussed in this episode: ChatGPTPerplexityManusNotebookLMClaude / Claude CodeAcquired podcastCo-Intelligence by Ethan Mollick— Contact Remi Schmaltz | Brilliant Harvest:  BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYoutube: Brilliant HarvestThe Equipment Dealer's Guide to Creating an AI-Powered Customer ExperienceMake Your Equipment Experience Brilliant — Schedule a DemoContact Shawn Skaggs | Parallel Ag: Website: Parallel AgFacebook Instagram YouTubeX

    44 min

  5. Feb 6

    Trailer: Built on Iron, A Brilliant Harvest Podcast

    Built on Iron is a podcast hosted by Remi Schmaltz, CEO and Founder of Brilliant Harvest, diving into what it takes to lead and grow today’s heavy equipment dealerships. Through candid conversations with dealership executives and leaders, each episode explores what it really takes to run a modern equipment business, from dealership operations and technology to customer experience and the real stories that define the industry. Remi also explores how AI, automation, and emerging tech are reshaping the industry from the service bay to the boardroom. This is the perfect place to find engaging, practical insight for anyone who leads, supports, or sells heavy equipment. About Host Remi Schmaltz: Farm-born and raised, Remi Schmaltz is a serial Agtech entrepreneur who has successfully built and grown two previous agriculture companies (DynAgra & Decisive Farming). Honesty, integrity, and his focused can-do attitude are what he is known for. — Contact Remi Schmaltz | Brilliant Harvest:  BrilliantPowered.com LinkedIn: Remi SchmaltzLinkedIn: Brilliant HarvestYoutube: Brilliant HarvestMake Your Equipment Experience Brilliant — Schedule a Demo

    1 min

Trailer

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Built on Iron dives into how machinery dealerships deliver exceptional service. Brilliant Harvest CEO Remi Schmaltz talks with dealership leaders about operations, technology, customer experience, and the stories that define this industry.

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