NAEDA
NAEDA is a North American non-profit trade association representing over 3,500 equipment dealers across agriculture, construction, industrial, forestry, and outdoor power sectors, providing advocacy, training, consulting, and industry benchmarking services via membership dues and preferred partner programs.
- Company typePrivate
- Founded1909
- HeadquartersKansas City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What NAEDA does
NAEDA (North American Equipment Dealers Association) is a non-profit trade association founded in 1909 and headquartered in Kansas City, Missouri, with a second office in Calgary, Alberta. It serves over 3,500 equipment dealers across the agriculture, construction, industrial, forestry, and outdoor power sectors in the United States and Canada, functioning as the largest equipment dealers association in North America. Its core mission is advocacy and collective representation on legislative, regulatory, and manufacturer-relations issues affecting its members, including the maintenance of dealer protection statutes, contract review, and direct engagement with OEMs through the Industry Relations Task Force (IRTF).
The association operates a portfolio of interconnected services rather than a single technology product. Core offerings include the Member Hotline for legal, HR, manufacturer relations, and business inquiries; the Dealer Institute for training, consulting, and a learning management system; Equipment Dealer Consulting LLC for accounting, audits, valuations, and M&A advisory; the NAEDA Community mobile app for member networking; and specialized programs such as the Service Technician Test, apprenticeship programs, Repair Done Right brand-specific training, and Iron Circle Performance Groups. It also produces annual benchmark products including the Dealer-Manufacturer Relations Survey, Cost of Doing Business Study, and Compensation & Benefits Report, and operates three regional farm shows (Western Farm Show, New York Farm Show, Midwest Ag Expo) plus the NAEDA D.C. Fly-In advocacy event.
NAEDA's revenue is generated primarily through annual membership dues stratified by tier (US dealer members pay $400-$600 per location; Canada dealers $400-$690 per location; associate members pay $900-$5,000 annually), supplemented by preferred partner program referral economics, training/consulting fees, sponsored events, and accounting services through Equipment Dealer Consulting. The association is member-owned and governed by a Board of Directors, with no parent company or external investors, and operates through affiliated 501(c)(3) foundations (Equipment Dealers Foundation, Canada Equipment Dealers Foundation) and a shared services entity (NAEDA Services Inc.).
NAEDA firmographics
Firmographics- Name
- NAEDA
- Legal name
- North American Equipment Dealers Association
- Website
- https://naeda.com
- Company type
- Private
- Founded year
- 1909
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NAEDA is a North American non-profit trade association representing over 3,500 equipment dealers across agriculture, construction, industrial, forestry, and outdoor power sectors, providing advocacy, training, consulting, and industry benchmarking services via membership dues and preferred partner programs.
- Ownership category
- akta.pro rank
Where NAEDA is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NAEDA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership Dues: NAEDA generates revenue primarily through annual membership dues paid by equipment dealers, manufacturers, and industry providers. Membership fees are structured per location for dealers and annually for associate members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | U.S. Equipment Dealer - Agricultural, Construction, and Industrial Sales |
| Subscription | Annual | U.S. Outdoor Power Equipment Dealer |
| Subscription | Annual | U.S. Direct Affiliate Member |
| Subscription | Annual | Canada Equipment & OPE Dealer |
| Subscription | Annual | Tractor Manufacturer Associate Member |
| Subscription | Annual | Shortline Associate Member |
| Subscription | Annual | National Associate Member |
| Subscription | Annual | U.S. Regional Associate Member |
| Subscription | Annual | Canada Regional Associate Member |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
NAEDA product offering
Product offeringCore offering
NAEDA is a membership-based trade association that represents over 3,500 equipment dealers across agriculture, construction, industrial, forestry, and outdoor power sectors in the United States and Canada. The association delivers industry advocacy, legislative and regulatory affairs, manufacturer relations support, member hotlines, training and consulting through Dealer Institute, accounting services through Equipment Dealer Consulting LLC, industry surveys and benchmarking reports, and networking events including regional farm shows.
Product overview
NAEDA is a membership-based trade association serving equipment dealers across North America, not a technology product company. The organization provides advocacy, training, consulting, and industry resources through a portfolio of interconnected services. The core offerings include the Dealer Institute for training and education, Equipment Dealer Consulting for accounting services, and the NAEDA Community mobile app. Supporting services include the Member Hotline for business support, manufacturer relations services, industry surveys (Dealer-Manufacturer Relations Survey, Cost of Doing Business Study, Compensation & Benefits Report), performance groups (Iron Circle), technician testing and apprenticeship programs, and recognition programs (Dealer of the Year, Dealer Choice Award). NAEDA also operates regional farm shows and advocacy events that connect members with industry stakeholders.
Differentiator
Problem solved
Functional benefit
Brands
- Dealer Institute: Industry-specific training and consulting services for equipment dealers including leadership development, financial management, sales optimization, and service excellence.
- NAEDA Community App
- Dealer-Manufacturer Relations Survey
- Cost of Doing Business Study
- Compensation & Benefits Report
Products and services
- Dealer Institute Premier training and consulting for the equipment industry, offering leadership development, financial management, sales optimization, service excellence, and a Learning Management System with bite-size training videos. Targeted at equipment dealers across North America.
- Iron Circle Performance Groups A no-excuses performance group for equipment dealers addressing margin compression and inventory imbalance through peer accountability and performance coaching.
- Manufacturer Relations Services Contract review, IRTF meetings with manufacturers, Industry Relations Fund financing for legal reviews, and OEM agreement negotiation support for equipment dealers.
- Member Hotline Immediate support hotline for legal, manufacturer relations, government affairs, HR, and general business inquiries for equipment dealer members with expert response within 24-48 hours.
- Service Technician Test Knowledge and skills evaluation for service technicians covering nine topics in agricultural and construction equipment, used for hiring and training needs assessment.
- Apprenticeship Program Flexible, skill-focused apprenticeship and pre-apprenticeship programs for agricultural technicians providing a structured career path for equipment dealer workforce development.
- Repair Done Right Training Industry training customized for major brands including John Deere, CaseIH, New Holland, and Case Construction with downloadable marketing package for service departments.
- Dealer-Manufacturer Relations Survey Annual survey rating manufacturers on 12 operational categories including product quality, technical support, parts, warranty, and marketing for third-party analysis by equipment dealers.
- Cost of Doing Business Study Annual comprehensive study analyzing financial and operational data across equipment dealerships for benchmarking, trend analysis, and advocacy support.
- Compensation & Benefits Report Annual comprehensive collection of wage, compensation, incentive, and benefits data in the equipment industry collected by third-party research firm.
- NAEDA Community App Private social community mobile application for equipment dealers to receive important information and network with other dealer members, available on iOS and Android.
- Equipment Dealer Consulting, LLC Accounting services including certified audits, 401K audits, business valuations, estate and succession planning, M&A services, and tax preparation for equipment dealers.
- Farm Shows (Western Farm Show, New York Farm Show, Midwest Ag Expo) Major regional farm shows featuring hundreds of exhibitors displaying farming equipment, technology, and services with educational seminars and demonstrations for equipment dealers and the farming community.
Quantifiable outcome
- Over 3,500 equipment dealers represented across North America
- +2 more outcomes
Companies that use NAEDA
Customer profileSegments3 records
Ideal customer profiles4 records
NAEDA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
NAEDA partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- IDEA (Industry Data Exchange Association)coreNAED co-invested with IDEA and Pull Logic to develop 'Where's My Stuff?' supply-chain visibility middleware solution called ProjectNexus, aiming to replace manual tracking methods with system-to-system information sharing across the electrical distribution channel.
- Pull LogiccoreNAED co-invested with IDEA and Pull Logic for ProjectNexus, leveraging Pull Logic's technical expertise from Georgia Tech's Supply Chain & Logistics Institute.
- NEMAminorSupporting organization for the ProjectNexus initiative providing industry expertise.
- NECAminorSupporting organization for the ProjectNexus initiative providing industry expertise.
- NEMRAminorSupporting organization for the ProjectNexus initiative providing industry expertise.
- Associated Equipment Distributors (AED)coreNAEDA and AED signed a Memorandum of Understanding (MOU) to formalize collaboration and create a unified voice for equipment dealers across North America. Partnership addresses tariff volatility, declining sales, and tight margins affecting dealers in Canada, US, and Mexico.
- CFIB (Canadian Federation of Independent Business)coreNAEDA members automatically receive CFIB membership providing HR support, legal advice, business advisors, and savings programs for Canadian dealers.
- OPOC (One Point of Care)coreOPOC provides HR solutions and healthcare program services to U.S. NAEDA members through comprehensive HR consulting, payroll services, and compliance support.
- KPAminorKPA provides environment, health & safety (EHS), HR management, and compliance software and services to NAEDA members.
- Federated InsurancecoreProvides liability and risk management insurance for U.S. and Canadian dealers through preferred partner program.
- AgDirectminorLending options for dealers and customers (US Only) through preferred partner program.
- Farm Credit Canada (FCC)minorFinancing options for dealers and customers in Canada through preferred partner program.
- Equipment Dealer Consulting, LLCcoreProvides full accounting services to equipment dealers including certified audits, valuations, and business consulting services.
- Dealer InstitutecoreIndustry-specific training and consulting from virtual and in-person to custom onsite options for equipment dealers.
- CorpayminorCurrency and payment exchange services for NAEDA members.
- KenectminorSMS text messaging platform for incoming and outgoing communications for dealers.
- Iron SolutionsminorProvides IronGuides, IronHQ, and other industry data including the Serial Number Handbook through preferred partner program.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
NAEDA competitors and assessment
Company assessmentOthers
- Canadian Federation of Independent Business (CFIB): Canadian association of small and medium-sized businesses. NAEDA Canadian members automatically receive CFIB membership for HR, legal, and business advisory services, making CFIB a strategic implementation partner serving overlapping Canadian small business members through a formal alliance.
- Equipment Leasing and Finance Association (ELFA): Trade association representing equipment leasing and finance companies in the U.S. Serves as a financial intermediary to equipment dealers that NAEDA members rely on for customer financing, with overlapping interests in equipment distribution economics and dealer-floor planning.
Direct peers
- Associated Equipment Distributors (AED): Trade association representing equipment distributors in construction and industrial sectors across North America. NAEDA signed an MOU with AED in October 2025 to create a unified voice for equipment dealers, making it the most directly comparable peer organization in scope and mission.
- Equipment & Engine Training Council (EETC): Industry organization focused on technician training and certification for outdoor power equipment, agricultural, and compact construction equipment. Directly overlaps with NAEDA's Service Technician Test and Repair Done Right Training programs serving the same technician workforce audience.
- Farm Equipment Manufacturers Association (FEMA): Trade association of shortline and specialty farm equipment manufacturers. Operates an analogous association model with member services and government affairs functions, addressing overlapping agricultural equipment segments with complementary manufacturer-side advocacy.
- American Rental Association (ARA): Trade association for the equipment rental industry serving construction, industrial, and party/event rental businesses. Operates a parallel association model with member services, advocacy, training, and industry data serving overlapping equipment industry verticals.
- National Truck Equipment Association (NTEA): Trade association serving companies that manufacture, distribute, install, and sell work trucks and truck equipment. Operates a similar association model with member training, industry data, and government affairs functions for an adjacent commercial vehicle equipment channel.
Broad incumbents
- National Association of Manufacturers (NAM): Largest manufacturing trade association in the United States advocating for manufacturers across all sectors. Provides a broader industry advocacy model and policy expertise that NAEDA leverages for cross-industry manufacturing policy positions including tariffs and trade.
- Association of Equipment Manufacturers (AEM): North American trade association representing equipment manufacturers across agriculture, construction, mining, and utility sectors. Represents the manufacturer side of the dealer-manufacturer relationship NAEDA engages with, operating parallel advocacy, trade show (CONEXPO), and industry data functions.
- Outdoor Power Equipment Institute (OPEI): International trade association representing manufacturers of outdoor power equipment including lawn mowers, garden tractors, and snow throwers. Serves the same outdoor power equipment vertical as NAEDA but represents manufacturers rather than dealers, providing complementary advocacy on product regulations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks4 records
Key highlights6 records
Customer concentration
NAEDA social profiles
Digital presenceNAEDA financial estimates
Financial estimateRevenue estimate
Valuation estimate
NAEDA leadership team
Management profileNumber of profiles
Profiles14 records
NAEDA subsidiaries and ownership
Company hierarchySubsidiaries4 records
NAEDA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NAEDA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NAEDA
What does NAEDA do?
NAEDA is a membership-based trade association that represents over 3,500 equipment dealers across agriculture, construction, industrial, forestry, and outdoor power sectors in the United States and Canada. The association delivers industry advocacy, legislative and regulatory affairs, manufacturer relations support, member hotlines, training and consulting through Dealer Institute, accounting services through Equipment Dealer Consulting LLC, industry surveys and benchmarking reports, and networking events including regional farm shows.
Is NAEDA a public or private company?
NAEDA is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was NAEDA founded?
NAEDA was founded in 1909. It employs 11 to 50 people.
Where is NAEDA based?
NAEDA is headquartered in Kansas City, United States, in the North America region.
How does NAEDA make money?
One revenue line is on record: membership Dues.
Who are NAEDA's main competitors?
Others on record are Canadian Federation of Independent Business (CFIB) and Equipment Leasing and Finance Association (ELFA). Direct peers are Associated Equipment Distributors (AED), Equipment & Engine Training Council (EETC), Farm Equipment Manufacturers Association (FEMA), American Rental Association (ARA) and National Truck Equipment Association (NTEA). Broad incumbents are National Association of Manufacturers (NAM), Association of Equipment Manufacturers (AEM) and Outdoor Power Equipment Institute (OPEI).
Does NAEDA have an API?
No public API is recorded for NAEDA.