Dirt Talk by BuildWitt — Episode Summary

Episode: Data Centers, Ariat, and Momentum (BuildWitt Update #16) – DT 369
Host: Aaron Witt (BuildWitt)
Date: September 1, 2025

Overview

This episode of Dirt Talk provides a weekly inside look at recent developments within BuildWitt and the broader heavy civil and construction industry. Host Aaron Witt discusses visits to key job sites—including a massive data center in Louisiana—strategic partnerships with brands like Ariat, ongoing growth in BuildWitt's training and software products, and reflections on sales momentum and industry events. The tone, as always, is candid, energetic, and practical.

Key Topics and Discussion Points

1. Inside BuildWitt: Business Structure and Focus

• BuildWitt’s Function: Now a 50-person company primarily focused on software as its economic engine and future.
• No Outside Marketing: The company has moved away from outside marketing work to prioritize its own offerings.
• Dirt World Summit Events: Signature annual event for the industry, with upcoming locations announced through 2027 (details under wraps for that year).

2. Data Center Site Visit with Mortensen (Louisiana)

• Massive Scale: Mortensen (general contractor out of Minnesota) is overseeing one of the world's largest data center builds.
• Scope: ~500 heavy equipment machines in use, moving about 75,000 cubic yards of dirt daily—even with 90 rain days in nine months.
• Industry Partnerships: Working alongside companies like CJ Moyna and Mobile Track Solutions.
• Reflections on Data Centers: Scale and scope have increased significantly, with major projects across the U.S.—in Nevada, Idaho, Texas, and more.
• A Gritty Reality: Despite challenges like poor weather and tough soils (muddy or sandy), Mortensen's professionalism impressed Aaron.

  "They made it look easy. So it was a great visit." (12:14)

3. Ariat Partnership Deep Dive (Oakland Visit)

• Ariat as Title Sponsor: Multi-year partnership for the Dirt World Summit and podcast.
• Authenticity in Endorsement: Aaron has worn Ariat boots since his own early construction days—a rare sponsorship chosen for genuine alignment.

  "The only sponsorship dollars I've ever taken is with Ariat. And I've partnered with them because they've just been so great." (18:03)

• Ariat Product Feedback: Measured for new boots, checked out latest workwear, collaborating on marketing, and providing field insights to Ariat's team.
• Respect for the Trade: Witt is clear he is not a frontline worker but strives to be a voice for the industry, passing along authentic field feedback.

  "Every time somebody comments, acting like I’m playing construction worker, like, yeah, I know that, dude. But what else am I supposed to wear on a job site when I’m visiting?" (22:12)

4. Promoting the Ariat Dirt World Summit 2025

• Event Details: November 5–7, Dallas, Texas; ~1,500 industry leaders from 500 companies expected.
• Keynote Speaker Lineup: Jesse Cole (Savannah Bananas), James Clear (Atomic Habits), Kim Scott (Radical Candor), Mark Miller (Chick-fil-A Leadership), Tim Grover (Michael Jordan’s trainer).
• Discount: Code AARON10 for 10% off at dirtworld.com.

  "If you're looking for another industry event that's a snooze fest, this is definitely not for you." (25:45)

5. Training Video Production and Platform Growth

• Custom Videos: BuildWitt shooting 24 tailored videos for a Texas client—an offer now available to others with long-term software agreements.
• Efficiency and Expertise: BuildWitt claims unmatched quantity and quality of training content in the construction sector.
• Spanish Dubbing Initiative: Full-scale rollout following verification on first batch; commitment to serving Spanish-speaking workforce nationwide.

  "We're trying to offer everything in not just English, but also Spanish." (33:20)

• Adoption Metrics: 14,000 lessons completed on BuildWitt Improve this past week (up from 9,000 average).
• Improved Implementation: Significant upgrades over previous training platform, both in content and support for customers.

  "14,000 lessons in a week is fantastic, but the goal is much, much bigger than that future state." (36:08)

6. Accelerating Sales Momentum

• Uptick in July: Sales strengthened, with five new business development reps ramping up.
• Event Ticket Surge: 43 tickets for the Dallas Summit sold in the last week—hotels filling up, ticket supply tight.
• Challenges: Contractor availability is low in summer; some internal sales challenges now being addressed.
• Process Improvement: Focused on what they can control—sales structure, strategy, outreach, and team training.

  "So effort does pay off, which is really cool to see." (40:40)

Memorable Quotes & Moments

• On Mortensen’s Site and the Dirt World:

  "This data center stuff is bananas. I hadn't really experienced it until this year...but the past year, the scale has really been ratcheted up." (07:30)

• On Partnering with Ariat:

  "I've been careful with sponsorships. I never want it to come off like I’m a working man. I’m not, I’m fully aware of that...But I view myself as a representative, a conduit of what’s happening out in the field." (21:15)

• On BuildWitt’s Market Niche:

  "There's a lot more to training videos, go figure, than just shooting them. And that’s taken us years and millions of dollars to figure out." (31:14)

• On Adoption Growth:

  "We've averaged about 9,000 lessons completed weekly on BuildWitt Improve. But this week there was an increase to about 14,000, which is an exciting change given how busy the field still is." (34:01)

• On Overcoming Sales Challenges:

  "Sales has been a challenge, a substantial challenge for us...Part of that is summer. Contractors get really busy in the summer. They're just not answering their phones." (38:40)

Timestamps for Major Segments

• [00:00] – Show intro and BuildWitt company background
• [02:14] – Visit to Mortensen and data center project in Louisiana
• [12:24] – Observations about the scale of data center work nationwide
• [16:50] – Partnership with Ariat, brand philosophy, and product feedback
• [25:45] – Details and speaker lineup for the 2025 Dirt World Summit
• [28:40] – Custom training video production for contractors
• [32:20] – Spanish dubbing progress and importance
• [34:01] – Spike in BuildWitt Improve usage
• [36:08] – Improving platform and customer adoption
• [38:40] – Sales landscape, strategies, and challenges
• [40:40] – Reflections on momentum and progress

Conclusion

In this candid update, Aaron Witt offers insight into BuildWitt’s expanding role as both industry storyteller and tech innovator. Listeners get a behind-the-scenes look at mega construction projects, the power of authentic brand partnerships, the surge in industry-specific training tools (and their Spanish accessibility), as well as the real challenges and wins of driving sales and event attendance. As always, the episode delivers practical takeaways for industry leaders and enthusiasts alike.

Contact:
For follow-ups or feedback, Aaron shared his direct email — aaron@buildwitt.com — and encourages listeners to reach out.