Posted October 19, 2020

Welcome: Business metamorphosis

It’s difficult to find businesses that makes it through two generations, so it was a great surprise when I learned of Reynolds Equipment, which is in its fifth and sixth generation of family ownership.

Clair Urbain
Clair Ubbain, Editor, Publisher, Pro Contractor Rentals

What started out as a livery stable and dray operation in Madison, Wisconsin has grown over the years into a company that offered for-hire crane services. In its last metamorphosis, it’s changed to more of an equipment dealer and lifting rental center that operates throughout the central United States.

It wasn’t a change overnight; instead the most recent metamorphosis was a thought-out transformation brought on changing customer requests. While for-hire cranes is still a very important part of the Reynolds Equipment portfolio, it decided to focus on equipment sales, service and rental as customers were increasingly requesting units that were small and could be operated by their staff. So, in 2017, The Reynolds’ operation was renamed Rentals Equipment to more fully reflect its new market direction.

The Reynolds attribute their long-term success to more than just the love of equipment; it’s the care and interest they have in their customers, employees and each other. That attention to the evolving market has served the family well over the years as it transformed from horses and buggies to smart telehandlers and MEWPs.

As 2020 comes to a close, take a look back and then a look forward and think about how you can help your business morph to meet the customer needs coming in 2021 and beyond.

This article originally appeared inthe November-December 2020 issue of Pro Contractor Rentals magazine. © 2020 Urbain Communications LLC. All rights reserved.