Jimmy Atencio “Found a Family” at 4Rivers Equipment

The “Jimmy Teaching Style”

As a Certified Dealer Instructor (CDI) for 4Rivers Equipment, Jimmy Atencio has seen a little of everything. Recently he hit a major milestone in his three-and-a-half-year career with the company, teaching his 100th class to a group of eager attendees at the Frederick store, this particular one focusing on A/C repair. If you’re lucky enough to find yourself as a fly on the wall in one of his classes, what’s abundantly clear early and often is that he’s a passionate teacher, and that the skill and care with which he passes on his knowledge is well received by his students.

“I’m going to describe it as a Jimmy teaching style,” said Chesney Doan, a Service Tech I from the Colorado Springs store who attended his 100th class. “He has a good time, he tells stories, he makes you relate, and I feel like Jimmy likes to have more of a personal connection with his students.”

Maddie Stephenson, another Service Tech I based out of the Frederick store, put it even more simply.

“He’s very helpful,” she said. “I love, I love, I love taking his classes.”

Jimmy’s dedication to his craft, and to making his students feel empowered after the training they receive, is a huge reason why 4Rivers Equipment has had such great success at attracting and retaining top technician talent from the industry. His goal has always been to make the training program a recruitment tool that puts people’s minds at ease.

“I want this training to be a way to get rid of the anxiety or hesitation that ‘I’ll never be able to work on that.’ You really could,” he said. The comprehensive training he presides over and provides ensures that technicians are well-prepared and supported throughout their careers.

“He explains everything on a very basic level to where you can understand it,” said Mike Koen, Service Tech III from Pueblo West. “Jimmy’s a great teacher, and these classes are awesome.”

The impact of Jimmy’s work on the way to his 100th class is also reflected in the success of his former students. “I’ve lost track of how many guys I trained in college who are now working for 4Rivers, and they say they love it,” he said. This sense of fulfillment drives Jimmy to continue his work and inspire the next generation of technicians.

Reflecting on the training program’s beginnings, Joe Muldoon, Service Manager for Frederick, recalled, “I was actually at the Longmont store when they brought Jimmy on as a CDI. So, I got to see him build this from nothing all the way up to what he’s doing now.” The program has grown significantly, with Joe adding, “We’re at a hundred classes so far, and I can’t even estimate how many hundreds of students that is.”

Joe also mentions that the feedback from the students has been overwhelmingly positive. Joe shared, “I can’t honestly think I’ve ever heard anything negative about Jimmy. He always calls and follows up with me after the students go through the classwork.” The engaging nature of Jimmy’s classes is a highlight, with Joe noting, “Everybody loves Jimmy’s stories. He keeps the class engaged. It’s always entertaining, and everyone actually comes back learning something.”

“If I Can Do It, They Can Do It”

Jimmy also points out Director of Customer Support Brad Reid, who has been another integral part of the program.

“The training program got started by Brad,” Jimmy said. “He looked up certified readiness by our instructors, and we were only at 46%. I could see clearly that we needed to get our technicians certified and abreast of all the latest technology and equipment. Brad just wanted someone who could present themselves as an instructor and teach. He thought I was the guy, and so he hired me.”

Jimmy and Brad are also both humble when it comes to telling students about their own backgrounds regarding the potential of their future with 4Rivers. Jimmy mentioned never dreaming of doing what he’s able to do now, let alone for a 100th class, originally jumping into being a technician right out of college and later owning a diesel shop for several years before getting into teaching. He also talked about how Brad started as a technician before leaping into sales.

“I think the best salesmen are guys that used to be technicians on our equipment,” he said. “If Brad can do it, if I can do it, they can do it. There are so many opportunities here.”

The Next 100 Classes…and Beyond

One of the upcoming advancements Jimmy is looking forward to is a green screen studio for virtual classes. “We’re so close to getting a studio, similar to what you’d see a weatherman standing by. I can start teaching all the virtual classes that John Deere is teaching for engines,” he explained. This new technology will enhance his ability to present classes and reach even more technicians. “I’m looking forward to that technology, both in the equipment and in how I present my classes.”

Jimmy Atencio’s excitement for the future is palpable. “I used to be afraid of technology. Now, I’m really excited about it. I’m part of some stuff that’s not even developed yet, and I find that really an honor.”

Looking ahead, Jimmy hopes to inspire others to join the industry. “I want this training to entice people to drive by our dealerships and see the big equipment and think, ‘I would love to work on that,'” he said. He emphasized that with the right character and work ethic, anyone can succeed. “It’s very hard for a tech school to give you a turnkey-ready type of technician, but we can take it over from there.”

Jimmy sees nothing but growth for 4Rivers. “I see all this construction going on and our people providing excellent customer support. It’s all about customers,” he emphasized. Maintaining a good reputation is crucial. “It takes forever to build a reputation but very little to ruin it. As long as we keep our reputation good, I think we’re just going to get bigger and bigger.”

The upcoming 100th anniversary of 4Rivers Equipment also holds special significance for Jimmy. “To work for a company that’s lasted for a century and not just survived but thrived is incredible,” he remarked.

Celebrate Good Times

The celebration of Jimmy’s 100th class was a memorable event, planned as a surprise by his colleagues on the second day of the A/C class. “Tess [Tyndell, Sales Coordinator for Frederick,] was a sneaky little… I had no idea,” Jimmy laughed. The surprise included a cake (complete with a backhoe on it), custom-made whiskey glasses, and heartfelt congratulations from his peers. “It was really humbling to see the people congratulating me. They have just as much credit in this because they helped me do it.”

Jimmy’s appreciation for his colleagues and the family atmosphere at 4Rivers Equipment is evident. “I did find a family in 4Rivers. That’s what I really like,” he said. The support from everyone, from salespeople to parts staff, has been crucial to his success. “They all help me put things together and get it going. It’s overwhelming and very humbling.”

Jimmy also speaks highly about the down-to-earth nature of the company’s leadership. “Roy Romer walks in and remembers your name. He knows what I do and asks what the technicians need,” he said. This personal touch and commitment to training are what Jimmy hopes will keep 4Rivers thriving for another 100 years. “If we do, we’re going to be so big, yet continue to feel small.”

The path for Jimmy at 4Rivers to his 100th class has been one of growth, dedication, and a deep commitment to his students and colleagues. His passion for teaching and this belief in the company’s values have made him an irreplaceable part of the 4Rivers family. As he continues to look toward the future, Jimmy remains dedicated to inspiring the next generation of technicians and ensuring the continued success of the company.

“I’m where I want to be,” Jimmy said. “With any luck, this is my final journey in life, and someday I’ll be able to train another technician to fill my shoes and be just like me.”