The ROI of Online Training: An Apex Tool Group Case Study

Challenge

Apex Tool Group utilized the BlueVolt LMS for training, but wanted to grow engagement and increase ROI. They needed a strategy to boost course participation, deepen buying group relationships, and convert training into measurable business impact.

Solution

By rebranding and expanding their course selection, Apex Tool Group revitalized their BlueVolt University, strengthening relationships with buying groups and partners.

The Story

Apex Tool Group is one of the largest manufacturers of professional hand and power tools in the world, serving the industrial, vehicle service and assembly, aerospace, electronics, construction and serious DIY markets. Its portfolio of innovative powerhouse brands includes SATA®, GEARWRENCH®, Crescent®, Cleco®, Weller®, and APEX®.

Dan Farley, the Senior Manager for Product Training, explained that product training is key to their business. It’s a three-part approach: hands-on product demonstrations, global synchronous virtual trainings, and on-demand training through the BlueVolt platform.

According to Kaylee Barton, Digital Learning Specialist, the company has used BlueVolt since 2018, but it wasn’t until 2023 that she was asked to revitalize their University.

Total enrollments grew 374% in 2024, peaking after the rebrand and stabilizing at a higher baseline. Completion rates improved from 83% to 95% and have remained steady. Among buying groups, learner participation increased by 67% following the rebrand.

The rebrand included a new name (ATG Academy instead of Apex University), forty new courses, updating courses with more interaction, and sharing to partners on the platform.

“They can go out into the field and sell our products, talking about the features and benefits,” Barton said. “That’s really taken off with our buying groups, and we’ve gotten a lot of engagement now that we’ve updated these courses and rebranded the page.”

How Apex Measures ROI with Online Training

With these higher enrollment rates, Apex experienced a higher ROI from BlueVolt.

• More efficient in-person training: By requiring introductory online courses, they’re able to cover more material in-person: “They come into the training already talking about what they learned in the courses,” Barton said.
• More confident salespeople: Apex Tool Group drops new courses with new product launches. “We are seeing positive trends from a sales perspective in the areas that we’re focusing on BlueVolt,” Farley said.
• Increased member adoption: With the increased effort into the University, more members are engaging with their courses.

The increased exposure of their brand through their courses is one of the biggest returns on their BlueVolt investment. Over 94% of active learners come from partner companies, and each external learner takes an average of 10 courses per year.

“For somebody who’s spending 10 minutes on a course and the average number of courses they take is 10 through the course of the year, we have their time for 100 minutes that they’re working on our brand,” Farley explained. “It’s obviously worth the investment.”

He added that it’s crucial to be in the BlueVolt network to stay competitive: “It’s a bit conspicuous by your absence if you’re not part of it, because so many of our competitors are.”

Barton explained they continue to release new courses regularly to maintain customer interest.

“The buying groups can expect something, and it keeps our engagement up,” Barton said. “We stay top of mind.”

Conclusion

By investing more resources into their training program, Apex Tool Group saw a higher return: increased engagement and strengthened relationships. With continued effort and regular releases, they continue to see growth and new partnership opportunities.

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