Why Jesse Love is the perfect partner for Samsara Coach

When we set out to introduce Samsara Coach to the world, we wanted to do it in a way that reflected the idea behind it: even the best never stop improving. 

For too long, driver coaching has meant reviewing incidents that have already happened. But what really helps drivers improve is consistent, timely feedback. We’ve seen proof of that. Fleets using our complete AI safety solution, including our coaching tools, have reduced crash rates by nearly 75%. We built Samsara Coach to bring that kind of impact to more organizations, regardless of team size. 

Samsara is entering our third season of partnership with NASCAR champion Jesse Love, and we’ve seen firsthand how he brings that mindset to everything he does. This week, Jesse helped us introduce Samsara Coach to millions of viewers, starring in our Super Bowl campaign. He’s the 2025 O’Reilly Auto Parts Series Champion, the youngest champion in NASCAR history, and now, the first coaching avatar for Samsara Coach. 

I’ve gotten to know Jesse over the past year, spending time at several of his races and seeing that commitment to improvement up close. He treats every race, every debrief, and every opportunity as a chance to get better. It’s exactly what we see in the best fleet and operations leaders we work with. 

Here’s why Jesse was the perfect person to help us introduce Samsara Coach. 

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1. High-stakes decisions happen in the moment

On the track, a fraction of a second changes everything. Jesse operates in an environment where decisions happen in real time and feedback can’t wait. That’s exactly the reality our customers face every day. Drivers make critical calls on the road that require focus and precision. 

Samsara Coach was built to support drivers in those scenarios. During high-risk moments like drowsiness or speeding, Samsara Coach initiates a live, two-way AI voice check-in through the dash cam to verify responsiveness and prevent accidents. Drivers get guidance and support when they need it, not after the fact. 

2. Improvement never stops 

Even after becoming the youngest NASCAR champion in history, Jesse treats every race as a chance to learn. That mindset was instilled early by Jesse’s dad, who believes every lap should teach you something. Jesse’s still chasing that edge today, reviewing data, seeking feedback, and working with his coaches to find ways to improve. As Jesse said about the Super Bowl campaign, “I love that this focuses on the grind, not just the finish line.” 

That same commitment to continuous improvement is how we’ve built Samsara — alongside our customers, solving problems they’ve actually shared with us. Samsara Coach came from those conversations. Our customers told us that seeing risks on the road wasn’t their only problem. They needed a better way to act on those risks consistently, at scale. Samsara Coach does both: real-time intervention when it matters most and weekly, personalized coaching summaries directly to drivers, grounded in their real history and the conditions they were operating in. Consistent coaching and continual improvement is now possible for fleets of all sizes. 

3. Coaching is what separates good from great

Every professional athlete has someone in their corner who watches, guides, and helps them improve. Jesse has relied on that his entire career. He sees coaching as an advantage rather than a critique. 

That’s the philosophy behind Samsara Coach. Drivers receive feedback from a familiar, trusted avatar that explains the risk, connects it to real-world experiences, and offers clear guidance on how to improve. When coaching feels credible and fair, drivers engage with it. 

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4. Context makes coaching credible

Jesse doesn’t review a single lap in isolation. His team looks at conditions, timing, vehicle data, and what led up to each moment. They’re constantly adjusting the vehicle’s setup to improve speed and performance. That full picture is what makes feedback useful. 

Samsara works the same way. Trained on 20 trillion data points and combining over 40 detections, video evidence, and driver data, it understands what happened and why it mattered. Coaching is grounded in road conditions, vehicle information, driving history, and risk factors like inclement weather. When drivers see that context reflected back to them, feedback feels fair. 

5. Champions and commercial drivers want the same thing

Jesse understands that the drivers who deliver our goods, transport materials, and keep the world running deserve the same support that athletes get. As he put it: “In racing, you don’t just show up and win — you’re constantly looking at data and getting coached to find an edge. It’s the same for the people in the real world who deliver our goods and services. We all want to be our best every time we’re behind the wheel, and Samsara shows what it takes to get there.” 

That connection is at the heart of this partnership, and it’s why Jesse is now one of the avatars drivers can choose in Samsara coach. 

Even champions need a coach

Our Super Bowl campaign is built on the idea that even champions need a coach. We’re incredibly proud to partner with Jesse, and we want to share that excitement with you. We’re giving you a chance to win a VIP race day experience for two in Talladega, Alabama, complete with exclusive access and a meet-and-greet with Jesse himself. Here’s to the road ahead.