At the FJDynamics Global Dealer Conference 2026, the atmosphere is electric. Dealers from across the globe—from the rolling hills of Europe to the vast plains of South America—have gathered to talk shop, swap stories, and glimpse the future of farming.
But amidst the high-tech displays, real-field prouct demos, and forums, one story resonates with the soul of the industry. It’s the story of Joey Koebelen, the founder of Deep Sand Technology (DST) and winner of the 2025 Best Distributor Award.
Joey isn't just a businessman; he’s a fourth-generation farmer who speaks the language of the soil. We spoke with him to discuss his journey from hand-driving tractors in Oklahoma to leading the largest aftermarket precision ag dealership in the United States.
A Legacy on the Line
Joey’s background is as deep-rooted as the crops he tends. "I grew up on a farm and farmed since as long as I can remember," Joey shares. "My great-grandpa, my grandpa, and my dad all farmed the same land."
But the evolution from generation to generation hit a painful hurdle a few years ago. Joey’s father, his lifelong farming partner, was diagnosed with an autoimmune disease that made the physical demands of driving a tractor nearly impossible.
"One year, he looked sad in his eye," Joey recalls. "He said, 'Son, I just want to enjoy this, because I think it’s going to be my last year—unless we can get an autosteering system that makes it easier.'"
In the world of peanut farming, precision isn’t a luxury; it’s a requirement. High-precision RTK steering is the difference between a successful harvest and a wasted season. However, at the time, farming was tough and margins were razor-thin. Everywhere Joey looked, a reliable autosteering system cost over $20,000.
"Our farm really couldn't afford it," Joey says. "I kept researching, trying to make extra money, just hoping to find a used system so he could keep farming."
The Skeptic Who Found a Solution
Then came a tip from a neighbor: a link to FJDynamics. "I was skeptical," Joey admits with a laugh. "It was half the price of anything else, and at the time, there was nobody in the U.S. using it."
With his father’s blessing to "do what you think’s best," Joey took a leap of faith and sent the money. When the FJD autosteering system arrived, he was blown away. The system wasn't just affordable; it was high-quality, easy to install, and—most importantly—delivered one-inch accuracy. It allowed his father to stay in the driver's seat, keeping the family legacy alive.
But the story didn't end there. FJDynamics reached out to Joey with a unique proposition: How can we make this better for American farmers? Joey’s transition from customer to collaborator was fueled by his "boots-on-the-ground" perspective.
He began working with FJD’s engineering team as a Field Applications Engineer (FAE), helping to simplify features and ensure the tech worked as well on an old tractor as it did on a brand-new one.
Building Trust in a Digital Age
Today, DST is a powerhouse, but Joey hasn't forgotten the challenges of building a brand from scratch. In an industry where farmers traditionally only buy from local neighbors they can look in the eye, DST had to find a new way to build trust.
"Most of our customers—about 85%—we’ve never even met face-to-face," Joey explains. To bridge that gap, DST offers something unheard of: a one-year buy-back guarantee. That's how DST entered the precision agriculture market and built trust in the U.S.
The results speak for themselves. In 2025 alone, DST sold over 400 systems directly to farmers. "None of them were returned," Joey says proudly. "That tells me the product works. Now, guys are calling back to buy their second or third systems."
AI: Making "Easy" the New Standard
During the FJDynamics Global Dealer Conference 2026, Joey was particularly energized by the launch of the AT2 Ultra. While some farmers might be wary of the "Artificial Intelligence" buzzword, Joey sees it through a practical lens. "Farmers typically don't understand what AI is, but AI is basically a way to make things easier," he explains. "And that’s what farmers need: easy."
He notes that while big names like John Deere or Ag Leader have similar systems, FJDynamics is unique because they aren't afraid to innovate rapidly. Whether it’s the large, user-friendly screen of the AT2 Ultra or the new ATS spraying systems, the focus remains on filling the needs of all farmers—not just the ones with the deepest pockets.
"I can’t change the weather or crop prices," Joey says, "but I can save you money. Whether you're plowing, sowing, or even brush hogging, our systems eliminate overlap. We’re reaching out to older farmers who have never used this tech before, showing them they can upgrade their existing equipment rather than buying a new expensive tractor."
A Humbling Honor
As the interview wrapped up, Joey held his Best Distributor Award, a testament to the bridge he’s built between cutting-edge technology and the American heartland.
"It’s really humbling," he says. "I never expected to get here. I want to thank the farmers who trusted us and FJDynamics for helping us provide that support remotely. We’re helping farmers across the U.S. make every pass count."
For Joey and Deep Sand Technology, the mission is simple: keep the family farm viable for the next generation. By making precision technology reliable and affordable, they aren't just selling autosteer kits—they're selling time, comfort, and a future for the American farmer.
Ready to transform your operation? Whether you're running John Deere, Case IH, or an older classic, Deep Sand Technology offers FJD products across the United States and helps you move into the future of data-driven farming.
[Explore FJD Ag Rrange] | [Contact DST for Product Offers in America]
