Why Frontline Teams Need You More Than Ever—And How ATD Intensive Helps You Step Up

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Frontline workers keep the world running, yet they’re still the most misunderstood and underserved part of the workforce. If you design training, create user manuals, manage onboarding, build leadership development, write SOPs, shape culture, support managers, or design career paths, your work directly affects whether frontline employees succeed— or struggle.

Frontline workers keep the world running, yet they’re still the most misunderstood and underserved part of the workforce. If you design training, create user manuals, manage onboarding, build leadership development, write SOPs, shape culture, support managers, or design career paths, your work directly affects whether frontline employees succeed— or struggle.

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The problem? Most organizations still support the frontline with systems built for a different reality: long training events, content that isn’t usable on the job, compliance that slows people down, and career paths that begin after the frontline instead of on it.

The problem? Most organizations still support the frontline with systems built for a different reality: long training events, content that isn’t usable on the job, compliance that slows people down, and career paths that begin after the frontline instead of on it.

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That’s why the focus of this year’s ATD Intensive program is on powering performance for the frontline. This three-day virtual experience will share highly practical and deeply human solutions to your frontline challenges. Built and created by 28+ contributors, this program is designed to help every L&D, OD, TD, enablement, or technical communications professional finally deliver what frontline workers truly need.

That’s why the focus of this year’s ATD Intensive program is on powering performance for the frontline. This three-day virtual experience will share highly practical and deeply human solutions to your frontline challenges. Built and created by 28+ contributors, this program is designed to help every L&D, OD, TD, enablement, or technical communications professional finally deliver what frontline workers truly need.

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When you boil it down, frontline teams need three things—and this year’s ATD Intensive gives you the mindset, tools, and strategies to provide all three.

When you boil it down, frontline teams need three things—and this year’s ATD Intensive gives you the mindset, tools, and strategies to provide all three.

1. Frontline Workers Need: A Supportive Culture That Understands Their Reality

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“74 percent of organizations cite high employee turnover as a challenge they face in providing training to frontline employees.” ( Frontline Employees: Addressing Training Needs for Critical Workers )

“74 percent of organizations cite high employee turnover as a challenge they face in providing training to frontline employees.” (Frontline Employees: Addressing Training Needs for Critical Workers)

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Even the best training can’t overcome a workplace culture that doesn’t value or understand frontline work. Frontline employees need leaders who get their world, systems that reduce friction, and a sense of belonging that keeps them engaged.

Even the best training can’t overcome a workplace culture that doesn’t value or understand frontline work. Frontline employees need leaders who get their world, systems that reduce friction, and a sense of belonging that keeps them engaged.

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At ATD Intensive, you’ll go straight to the source.

At ATD Intensive, you’ll go straight to the source.

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In the Lessons From the Frontline session, employees from industries such as construction, food manufacturing, and grocery share honest perspectives on what their jobs really require, what helps them succeed, and what gets in their way daily.

In the Lessons From the Frontline session, employees from industries such as construction, food manufacturing, and grocery share honest perspectives on what their jobs really require, what helps them succeed, and what gets in their way daily.

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This understanding of frontline workers is what drives ATD Intensive keynote Shannon Davis in her work at MAREK, as shared in the ATD Forum’s Fall Lab visit to MAREK’s headquarters in Houston this past October.

This understanding of frontline workers is what drives ATD Intensive keynote Shannon Davis in her work at MAREK, as shared in the ATD Forum’s Fall Lab visit to MAREK’s headquarters in Houston this past October.

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“High-performance organizations (HPOs) are often recognized for high customer satisfaction. While many factors contribute, the most important are connected to the people—how quickly and effectively they deliver products or services. This means employees are skilled, engaged, and have opportunities to develop. However, this doesn’t happen on its own. Building an environment that enhances performance and promotes career growth is crucial.” – MJ Hall on MAREK’s frontline strategy during the Forum Fall 2025 Lab.

“High-performance organizations (HPOs) are often recognized for high customer satisfaction. While many factors contribute, the most important are connected to the people—how quickly and effectively they deliver products or services. This means employees are skilled, engaged, and have opportunities to develop. However, this doesn’t happen on its own. Building an environment that enhances performance and promotes career growth is crucial.” –MJ Hall on MAREK’s frontline strategy during the Forum Fall 2025 Lab.

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Frontline work doesn’t always mean deskless, so it’s important to have a clear understanding of which employees your training is focusing on. Utilizing Shannon’s expertise, ATD Intensive will help you uncover the realities of your frontline teams.

Frontline work doesn’t always mean deskless, so it’s important to have a clear understanding of which employees your training is focusing on. Utilizing Shannon’s expertise, ATD Intensive will help you uncover the realities of your frontline teams.

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Other important ATD Intensive sessions on this topic include:

Other important ATD Intensive sessions on this topic include:

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  JD Dillon’s The (In)visible Workforce, a powerful look at the hidden demands of frontline roles and the cultural assumptions that often misguide organizational decisions

  JD Dillon’s The (In)visible Workforce, a powerful look at the hidden demands of frontline roles and the cultural assumptions that often misguide organizational decisions

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  Why People Stay, a session that reveals how human factors such as trust, connection, and belonging determine whether people remain engaged or walk out.

  Why People Stay, a session that reveals how human factors such as trust, connection, and belonging determine whether people remain engaged or walk out.

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This isn’t just storytelling; it’s a reset. A reframing. A realignment of how organizations see the frontline.

This isn’t just storytelling; it’s a reset. A reframing. A realignment of how organizations see the frontline.

2. Frontline Workers Need: Solutions That Work in Real World Conditions

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“84% of organizations do not currently use AI-enabled training. The most common reason is that they lack staff with the right knowledge to implement AI-enabled training.” ( Frontline Employees: Addressing Training Needs for Critical Workers )

“84% of organizations do not currently use AI-enabled training. The most common reason is that they lack staff with the right knowledge to implement AI-enabled training.” (Frontline Employees: Addressing Training Needs for Critical Workers)

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Frontline roles don’t operate in 90-minute chunks. They’re fast, interrupt-driven, device-dependent, and full of operational pressure. So frontline workers need support that fits their reality and not content built for an office.

Frontline roles don’t operate in 90-minute chunks. They’re fast, interrupt-driven, device-dependent, and full of operational pressure. So frontline workers need support that fits their reality and not content built for an office.

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Day 2 of ATD Intensive focuses entirely on that practical enablement of learning.

Day 2 of ATD Intensive focuses entirely on that practical enablement of learning.

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In one session, Designing for the Frontline, you’ll hear stories from leaders in retail, food service, and other frontline heavy industries about the design choices that enable usability—even when time is short, and tools are limited.

In one session, Designing for the Frontline, you’ll hear stories from leaders in retail, food service, and other frontline heavy industries about the design choices that enable usability—even when time is short, and tools are limited.

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You’ll examine what real frontline-ready onboarding looks like through a case study on preparing skilled labor new hires using a blend of digital learning and structured hands-on practice.

You’ll examine what real frontline-ready onboarding looks like through a case study on preparing skilled labor new hires using a blend of digital learning and structured hands-on practice.

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ATD Intensive also recognizes that for many training programs, time is of the essence. For a quick step-by-step guide to training frontline workers faster, JD Dillon suggests :

ATD Intensive also recognizes that for many training programs, time is of the essence. For a quick step-by-step guide to training frontline workers faster, JD Dillon suggests:

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  Make info easy to find.

  Make info easy to find.

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  Skip what they already know.

  Skip what they already know.

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  Cut the fluff.

  Cut the fluff.

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  Provide training guides.

  Provide training guides.

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  Earn time by proving value.

  Earn time by proving value.

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If this is a priority for you, then the session “From Devices to AI” is a can’t-miss as it pulls back the curtain on today’s frontline tech and shows which tool is best for each training environment.

If this is a priority for you, then the session “From Devices to AI” is a can’t-miss as it pulls back the curtain on today’s frontline tech and shows which tool is best for each training environment.

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This second day of ATD Intensive also tackles one of the frontline’s greatest pinch points: the frontline manager role. “Carrying the Load” is a candid, cross-industry panel on the emotional, operational, and performance pressures managers face—and what organizations must do to support them.

This second day of ATD Intensive also tackles one of the frontline’s greatest pinch points: the frontline manager role. “Carrying the Load” is a candid, cross-industry panel on the emotional, operational, and performance pressures managers face—and what organizations must do to support them.

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To get started on frontline manager upskilling, this article will provide the right guidance . Restructure your manager training into job-relevant phases:

To get started on frontline manager upskilling, this article will provide the right guidance. Restructure your manager training into job-relevant phases:

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  Manage a shift. Build core confidence in leading daily operations.

  Manage a shift. Build core confidence in leading daily operations.

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  Navigate disruption. Provide the knowledge and tools needed to handle the unexpected.

  Navigate disruption. Provide the knowledge and tools needed to handle the unexpected.

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  Lead a team. Focus on building trust, improving communication, and coaching for performance.

  Lead a team. Focus on building trust, improving communication, and coaching for performance.

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  Lead initiatives. Help them take ownership of projects and excel in stretch opportunities.

  Lead initiatives. Help them take ownership of projects and excel in stretch opportunities.

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  Pursue opportunities. Foster the skills that will get them to the next role.

  Pursue opportunities. Foster the skills that will get them to the next role.

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When reflecting on her experience managing frontline workers, Jessica Billiet poses this thought to other leaders :

When reflecting on her experience managing frontline workers, Jessica Billiet poses this thought to other leaders:

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“In our rush to meet specific training needs, how often do we underestimate the complexity of frontline enablement? How cognizant am I of the specifics of context, constraints, and culture? The reminder to design for moments resonates deeply with me. It is not about just asking frontline workers to carve out extra time for training but about embedding support in the flow of their work.”

“In our rush to meet specific training needs, how often do we underestimate the complexity of frontline enablement? How cognizant am I of the specifics of context, constraints, and culture? The reminder to design for moments resonates deeply with me. It is not about just asking frontline workers to carve out extra time for training but about embedding support in the flow of their work.”

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By the end of Day 2, you won’t just know how frontline work should be supported—you’ll understand what real-world support looks like in practice.

By the end of Day 2, you won’t just know how frontline work should be supported—you’ll understand what real-world support looks like in practice.

3. Frontline Workers Need: Opportunity, Mobility, and a Future

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“61% of organizations measure the impact of their training efforts for frontline employees on business goals.” ( Frontline Employees: Addressing Training Needs for Critical Workers )

“61% of organizations measure the impact of their training efforts for frontline employees on business goals.” (Frontline Employees: Addressing Training Needs for Critical Workers)

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Too often, frontline roles are treated as endpoints. Yet frontline workers want what every employee wants: growth, stability, dignity, and a future.

Too often, frontline roles are treated as endpoints. Yet frontline workers want what every employee wants: growth, stability, dignity, and a future.

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If enablement stops when the training program ends, real growth will never occur. JD Dillon writes that true frontline enablement is preparing a workforce with agility and readiness for the future.

If enablement stops when the training program ends, real growth will never occur. JD Dillon writes that true frontline enablement is preparing a workforce with agility and readiness for the future.

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“Readiness is a moving target. Every change reshapes how employees must approach the job—no matter how much experience they have or what training they’ve completed.”

“Readiness is a moving target. Every change reshapes how employees must approach the job—no matter how much experience they have or what training they’ve completed.”

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Actual readiness requires a blend of capability and mindset.

Actual readiness requires a blend of capability and mindset.

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   Capability: the knowledge and skills needed to serve customers, follow procedures, and solve problems on the spot

   Capability: the knowledge and skills needed to serve customers, follow procedures, and solve problems on the spot

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   Mindset: the confidence and motivation to apply these abilities when the line is long, the system is slow, or the guest is upset

   Mindset: the confidence and motivation to apply these abilities when the line is long, the system is slow, or the guest is upset

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“Without the right capability, people can’t do the job. Without the right mindset, they won’t."

“Without the right capability, people can’t do the job. Without the right mindset, they won’t."

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Frontline workers don’t want to feel like a number, and fostering the right mindset, skill capabilities, and support will not only improve output and efficiency but also reinforce a human-centered culture.

Frontline workers don’t want to feel like a number, and fostering the right mindset, skill capabilities, and support will not only improve output and efficiency but also reinforce a human-centered culture.

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That is why Day 3 of ATD Intensive focuses on long-term opportunities and organizational commitment. Here are some sessions to check out:

That is why Day 3 of ATD Intensive focuses on long-term opportunities and organizational commitment. Here are some sessions to check out:

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“Beyond Compliance” shows how regulation and performance can coexist through smarter, more human-centered design.

“Beyond Compliance” shows how regulation and performance can coexist through smarter, more human-centered design.

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In “Unlocking Opportunity,” you’ll explore the economic future of frontline work and emerging models for creating real upward mobility.

In “Unlocking Opportunity,” you’ll explore the economic future of frontline work and emerging models for creating real upward mobility.

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Then “Designing Career Paths That Start on the Frontline” presents stories from multiple organizations about building transparent, achievable career pathways—not generic templates, but real systems that help people grow from day one.

Then “Designing Career Paths That Start on the Frontline” presents stories from multiple organizations about building transparent, achievable career pathways—not generic templates, but real systems that help people grow from day one.

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Finally, “Making the Business Case for the Frontline” helps you translate everything into influence—how to speak the language of the business, gain executive buy-in, and sustain organizational support over time.

Finally, “Making the Business Case for the Frontline” helps you translate everything into influence—how to speak the language of the business, gain executive buy-in, and sustain organizational support over time.

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You’ll end the program by building your own Frontline Enablement Plan, supported by JD and Shannon, to carry forward after the event.

You’ll end the program by building your own Frontline Enablement Plan, supported by JD and Shannon, to carry forward after the event.

Frontline Enablement Needs You

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If you support the frontline in any way, this intensive was built for you.

If you support the frontline in any way, this intensive was built for you.

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Whether you’re:

Whether you’re:

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  A training designer

  A training designer

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  A technical writer

  A technical writer

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  An OD or talent strategist

  An OD or talent strategist

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  A learning leader

  A learning leader

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  A coach or leadership developer

  A coach or leadership developer

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  A communications or engagement specialist

  A communications or engagement specialist

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  Or simply someone who wants to better support the people who keep your organization running

  Or simply someone who wants to better support the people who keep your organization running

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…you’ll leave ATD Intensive with tools, frameworks, stories, strategies, and a customized plan you can put into practice immediately.

…you’ll leave ATD Intensive with tools, frameworks, stories, strategies, and a customized plan you can put into practice immediately.

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Frontline workers deserve systems that help them do their best work every day. And you deserve a community and playbook that helps you build those systems.

Frontline workers deserve systems that help them do their best work every day. And you deserve a community and playbook that helps you build those systems.

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This year’s ATD Intensive gives you both.

This year’s ATD Intensive gives you both.

Dive Deeper

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The Frontline Enablement Playbook: Equip Your Deskless Workforce to Power Organizational Performance

The Frontline Enablement Playbook: Equip Your Deskless Workforce to Power Organizational Performance

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by JD Dillon, ATD Intensive 2026 Keynote

by JD Dillon, ATD Intensive 2026 Keynote

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Are you struggling to improve day-to-day execution across frontline teams? Are location managers burning out under constant pressure? Are you trying to figure out how AI can help frontline teams hit daily targets?

Are you struggling to improve day-to-day execution across frontline teams? Are location managers burning out under constant pressure? Are you trying to figure out how AI can help frontline teams hit daily targets?

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Frontline employees turn strategy into action. From grocery clerks and delivery drivers to construction workers and restaurant servers, the frontline makes up 80 percent of the global workforce. But when they are overlooked and under-supported, execution suffers, turnover rises, and business performance declines.

Frontline employees turn strategy into action. From grocery clerks and delivery drivers to construction workers and restaurant servers, the frontline makes up 80 percent of the global workforce. But when they are overlooked and under-supported, execution suffers, turnover rises, and business performance declines.

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The Frontline Enablement Playbook is a comprehensive guide for L&D, HR, and operations teams focused on improving performance across the deskless workforce. Drawing on 25 years of hands-on experience and insights from more than 50 global contributors—including Matthew Daniel, Chad Udell, and Gina Jeneroux—JD Dillon outlines practical ways to improve onboarding, training, communication, compliance, recognition, career development, and everyday readiness.

The Frontline Enablement Playbook is a comprehensive guide for L&D, HR, and operations teams focused on improving performance across the deskless workforce. Drawing on 25 years of hands-on experience and insights from more than 50 global contributors—including Matthew Daniel, Chad Udell, and Gina Jeneroux—JD Dillon outlines practical ways to improve onboarding, training, communication, compliance, recognition, career development, and everyday readiness.

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Inside, you’ll dive deep into six parts that redefine frontline support:

Inside, you’ll dive deep into six parts that redefine frontline support:

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  Understanding who frontline workers really are—and what they need

  Understanding who frontline workers really are—and what they need

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  Architecting a modern enablement ecosystem

  Architecting a modern enablement ecosystem

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  Empowering frontline managers to empower their employees

  Empowering frontline managers to empower their employees

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  Helping frontline workers do a great job today

  Helping frontline workers do a great job today

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  Fostering future opportunities for development

  Fostering future opportunities for development

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  Evolving your entire strategy to get that all-important buy-in

  Evolving your entire strategy to get that all-important buy-in

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The Frontline Enablement Playbook will give you the tools to unlock employee potential by ensuring every team member has the capability, confidence, and support to do their best every shift.

The Frontline Enablement Playbook will give you the tools to unlock employee potential by ensuring every team member has the capability, confidence, and support to do their best every shift.