Learn how this bathroom remodeling company coaches sales reps across five Mountain West states with virtual ride-alongs and AI-powered insights.
$200K saved annually on regional management costs
50% reduction in rep onboarding time
20 hours saved weekly on coaching administration
“Before Siro, coaching meant driving for hours to do a few ride‑alongs. Now I can coach 30 reps from Utah to Minnesota without leaving my office.”
Rick Vanden Boomen
Owner, Bath Fitter Utah
About
Bath Fitter Utah is the regional office of Bath Fitter, a 41-year leader in one-day bathroom remodeling across North America. After remodeling more than 10,000 bathrooms across Utah, Idaho, Montana, North Dakota, and Minnesota, the company has earned a Best of HomeAdvisor Award and a 4.8-star Google rating across 500+ reviews.
Traditional Coaching Couldn't Scale Across Remote Mountain West Markets
Challenge
Rick Vanden Boomen, owner of Bath Fitter Utah, manages sales consultants spread out across five states. In this region, population centers are small and separated by hours of highway. To serve customers effectively, Rick hired local sales reps who lived in and understood each market. But coaching a team this geographically distributed presented what seemed like an impossible problem.
For years, Rick relied on in-person ride-alongs. A sales manager would travel to each territory, shadow reps during customer appointments, and provide on-the-spot feedback. "We would literally just have to travel to our different markets," Rick explained.
This worked when the team was smaller and stayed close to home. But as Bath Fitter Utah expanded into more remote markets, the limitations became obvious. Travel consumed days at a time, and coaching frequency dropped as distance increased. Rick needed consistent visibility into every appointment along with a way to provide consistent feedback that reps could revisit later.
The obvious solution—hiring additional sales managers for each region—would be prohibitively expensive. Depending on the market, a full-time sales manager represents $150,000 to $200,000 in annual salary and benefits, and even with multiple managers, some of Bath Fitter Utah's smaller markets wouldn't justify the investment. The alternative was inconsistent coaching and hoping reps in remote areas could figure things out on their own.
Meanwhile, new hires in remote markets like Bismarck or Idaho Falls had no access to Bath Fitter's best reps in Salt Lake City. They needed to hear real appointments to see how veterans handled pricing, financing, and objections, but distance made that almost impossible.
Rick initially tried other conversation intelligence solutions, including Rilla, before switching to Siro. The difference came down to usability and support: he needed an app simple enough for his distributed team to adopt and a support team responsive enough to keep them on track. Siro was the only platform that fit how his team works.
“Being in the Mountain West, we always had a spread-out sales staff. We needed sales reps in these local communities, but having a sales manager in all these different places would be impossible.”
Rick Vanden Boomen
Owner, Bath Fitter Utah
Virtual Ride-Alongs and Shared Recordings Turned One Manager Into a Scalable Coaching Operation
Solution
Implementation was straightforward. Reps simply pressed one button to record appointments, which let them focus on selling rather than learning new technology.
Instead of spending days on the road observing a handful of appointments, Siro's management dashboard gives Bath Fitter Utah complete visibility into the field. The sales manager reviews recordings, leaves timestamped feedback, tracks coaching themes over time, and maintains close contact with sales consultants. Virtual ride-alongs have become standard practice, transforming what had been an expensive, infrequent activity into a scalable coaching system. This eliminated the need to hire additional sales managers across the territory.
Siro created a library of recorded appointments that the entire team could access. A new hire in Montana could listen to a 10-year veteran in Salt Lake City handle pricing objections, or a consultant in Minnesota could hear how a top performer presents financing. With Siro’s playlists, reps tag colleagues and highlight strong examples, turning isolated sales calls into shared learning resources.
The impact on new hire development was clear: the management dashboard showed Rick exactly which reps were actively learning. "It's really exciting when you hire someone new at Bath Fitter," Rick said. "You can see: Wow, this person's listening to three hours of appointments every day in between their appointments. They're really taking it seriously."
Siro’s AI-powered features further streamline Rick's coaching workflow. With Ask Siro, the sales manager queries specific behaviors across appointments without manually listening to every recording. The feature also provides summaries of which appointments were realistically winnable and why, giving Rick’s team a clear picture of where to improve.
Re-Engage takes this intelligence a step further by scanning each conversation to identify customers who nearly closed but didn't get over the line. Because Siro flags these opportunities immediately after an appointment, Bath Fitter Utah can follow up while the conversation is still fresh, closing more business without relying on rep memory or manual CRM reviews.
Together, these AI capabilities have transformed coaching from a time-intensive manual process into a data-driven practice. Rick's sales manager can quickly identify patterns, spot coaching opportunities across the team, focus listening time on the moments that matter most, and unlock revenue that would have otherwise been missed.
“You can listen to a Siro recording of a new hire and think: ‘Wow, that sounded a lot like one of our more experienced reps.’ You can tell they listened to a veteran and adopted what they heard.”
Rick Vanden Boomen
Owner, Bath Fitter Utah
20 Hours Saved Weekly on Coaching Administration While Accelerating Rep Development
Results
Bath Fitter Utah turned in-person ride-alongs into a scalable coaching system. With Siro, their single sales manager supports a multi‑state team without sacrificing coaching quality or rep performance.
The impact:
$200K saved annually on regional management costs
50% reduction in rep onboarding time
20 hours saved weekly on coaching administration
With coaching and knowledge transfer solved, Bath Fitter Utah can now expand into remote markets without adding management overhead. The platform that solved their five-state challenge is built to scale alongside them—whether that's 10 states or 20.
