CraneWorks of Alabama, Inc.

What CraneWorks of Alabama, Inc. does

CraneWorks of Alabama, Inc. is a privately held, family-owned heavy equipment rental company headquartered in Birmingham, Alabama. Founded in 1987 by David Upton as Reliable Rentals and rebranded to its current name in 1998, the company operates through two complementary divisions: CraneWorks, which delivers expert-operated crane services with a fleet ranging from 2 to 500 tons, and RentalWorks, which provides dry rental of general tools and heavy equipment with optional qualified operators. It serves construction contractors, industrial and manufacturing facilities, commercial businesses, and DIY homeowners across Alabama and Tennessee through four branch locations (Birmingham, Mobile, Nashville/La Vergne, Decatur) operating 24/7, supported by a toll-free line, request-a-quote intake, and delivery services.

Revenue is generated primarily through usage-based rental streams (daily, weekly, monthly terms) on cranes, aerial work platforms, telehandlers, forklifts, earthmoving equipment, and support equipment; one-time sales of new equipment (as authorized dealer for 15+ OEMs including Tadano, Magni, Manitou, JLG, Genie, SkyJack, CMC, and Maeda) and used fleet equipment; professional services such as rigging, computerized lift planning, certified operator provision, and equipment storage; and managed services through the WasteWorks roll-off dumpster subsidiary (launched October 2021 from the rebranding of Magic City Dumpsters). The company's distribution model blends direct field sales at branch locations, inside sales, authorized dealership channels, and the self-serve CW Access customer portal for account management and online invoice payment. CraneWorks is recognized as a top-50 company on the American Crane and Transport ACT100 Index of North America.

The business has historically been founder/family-controlled (David and Steve Upton and family members in branch management roles), but in August 2025 received its first disclosed institutional capital event — an investment led by Carousel Capital — which is likely to fund continued fleet expansion, geographic build-out, and potential add-on acquisitions across the Southeast.

Name

CraneWorks of Alabama, Inc.

Legal name

CraneWorks, Inc.

Website

https://craneworks.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

CraneWorks of Alabama is a privately held, family-owned heavy equipment rental company serving construction, industrial, and commercial customers across Alabama and Tennessee through four branches, offering operated cranes (2–500 tons), dry equipment rentals, rigging, lift planning, and complementary services.

Ownership category

akta.pro rank

Product category

Heavy Equipment Rental

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)

akta.pro secondary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

Keywords

• Operated crane rental
• Heavy equipment rental
• Construction equipment sales
• Rigging services
• Lift planning services

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Crane Rental (Operated): Expert-operated crane rental services where certified crane operators are provided with the equipment. CraneWorks division provides cranes ranging from 2 to 500-ton capacity. Rental terms available daily, weekly, and monthly.
2. Equipment Rental (Dry): RentalWorks division provides dry rental of general tools and heavy equipment including aerial work platforms, boom lifts, forklifts, excavators, dozers, and more. Operators available for all rental equipment.
3. New Equipment Sales: Sale of new heavy equipment as authorized dealer for Magni Telehandlers, Mustang by Manitou, Tadano, Manitou, CMC, JLG, Genie, SkyJack, ShuttleLift, Heli, Ammann, Polaris, AlmaCrawler, GEM, and Maeda. Flexible financing, lease terms, and rental purchase plans available.
4. Used Equipment Sales: Sale of used equipment from the rental fleet, constantly updated and maintained.
5. Rigging Services: Professional rigging services including machinery moving, specialized rigging equipment (forklifts, carry decks, mini crawler cranes, A-frames), and turn-key solutions for complex lifts.
6. Operator Provision: Provision of trained and certified operators (crane operators, forklift operators, excavator operators, riggers, spotters, oilers) for rental equipment and crane operations.
7. Equipment Storage: Secure heavy equipment storage services including offloading, storage, and hauling to job site when ready for lift.
8. Lift Planning: Expert lift planning consultation using onsite consultation and computerized modeling to ensure safe and efficient execution.
9. WasteWorks (Roll-off Dumpsters): Roll-off dumpster rental for commercial or residential use, offered through WasteWorks subsidiary (formerly Magic City Dumpsters, rebranded October 2021).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

CraneWorks of Alabama provides expert-operated crane rental (2 to 500-ton capacity) through its CraneWorks division and dry rental of general heavy equipment through its RentalWorks division, with optional certified operator staffing. The company complements equipment access with rigging services, computerized lift planning, equipment storage, safety training, and new/used heavy equipment sales as an authorized dealer for more than 15 manufacturers.

Product overview

CraneWorks of Alabama, Inc. is a heavy equipment rental company with two main divisions: the CraneWorks division provides expert-operated crane services with a diverse fleet ranging from 2 to 500-ton capacity (including crawler cranes, RT cranes, all terrain cranes, boom trucks, and carry deck cranes), while the RentalWorks division offers a comprehensive fleet of rental equipment for sale or rent with optional qualified operators. The company operates as an authorized dealer for multiple equipment manufacturers including Magni Telescopic Handlers, Mustang Skid Loaders, Tadano Cranes, JLG, Genie, SkyJack, Manitou, Heli, Ammann, Polaris, AlmaCrawler, GEM, Maeda, CMC Lifts, ShuttleLift, and Avant. Beyond equipment rental and sales, CraneWorks provides complementary services including rigging, lift planning (using computerized modeling), equipment storage, certified operators, and safety training. The company also operates WasteWorks (dumpster rental) as a sub-brand and offers CW Access, an internal customer portal for account management. Equipment categories span aerial work platforms (boom lifts, scissor lifts, tracked lifts), material handling (telehandlers, forklifts), earthmoving (excavators, dozers, skid steers), and support equipment (air compressors, lighting, trailers, utility carts).

Differentiator

Problem solved

Functional benefit

Brands

• WasteWorks: Roll-off dumpster rental services for commercial or residential use, formerly Magic City Dumpsters.

Products and services

• Operated Crane Rental (CraneWorks Division) Expert-operated crane rental services with certified crane operators provided with the equipment. Fleet spans crawler, rough terrain, all terrain, city, truck, boom truck, carry deck, pick-and-carry, and mini cranes with capacities from 2 to 500 tons. Available on daily, weekly, and monthly rental terms. Targeted at construction contractors, industrial facilities, and commercial projects.
• Heavy Equipment Rental (RentalWorks Division) Dry rental of general tools and heavy equipment including aerial work platforms, boom lifts, scissor lifts, telehandlers, forklifts, excavators, dozers, skid steers, air compressors, lighting, trailers, utility carts, and trucks. Qualified operators are available for all rental equipment. Flexible daily, weekly, and monthly terms.
• New Heavy Equipment Sales Sale of new heavy equipment as authorized dealer for Magni Telehandlers, Mustang by Manitou, Tadano, Manitou, CMC, JLG, Genie, SkyJack, ShuttleLift, Heli, Ammann, Polaris, AlmaCrawler, GEM, and Maeda. Flexible financing, lease terms, and rental purchase plans available.
• Used Equipment Sales Sale of used equipment from the CraneWorks rental fleet, constantly updated and maintained for resale to construction and industrial buyers.
• Rigging Services Professional rigging services including machinery moving and turn-key solutions for complex lifts, performed by certified rigging specialists using specialized equipment such as forklifts, carry decks, mini crawler cranes, and A-frames. Targeted at industrial facilities and complex construction lifts.
• Lift Planning Expert lift planning consultation using onsite consultation and computerized modeling to design and simulate crane lifts before execution, ensuring safe and efficient lift solutions tailored to project requirements.
• Equipment Storage Services Secure heavy equipment storage services including receiving, offloading, storing, and hauling equipment to the job site when ready for lift, eliminating logistics hassles for customers.
• Certified Operator Provision Provision of trained and certified equipment operators and riggers for cranes, forklifts, excavators, dump trucks, skid steers, dozers, and other rental equipment. Available as an add-on to rentals or as part of operated crane services.
• Safety Training Safety training courses including heavy equipment operator training for telehandlers, forklifts, and Mobile Elevated Work Platform (MEWP), delivered as 3-hour classroom sessions plus hands-on practical training.
• WasteWorks Roll-Off Dumpster Rental Roll-off dumpster rental services for commercial or residential use, offered through the WasteWorks subsidiary (rebranded from Magic City Dumpsters in October 2021).

Quantifiable outcome

• Crane fleet capacity range: 2 to 500 tons
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Tadano AmericacoreChannel Partner/ Reseller/ Distributor · 1 January 2023RentalWorks is an authorized distributor of Tadano all terrain, rough terrain, and telescopic-boom crawler cranes in the state of Alabama. RentalWorks has over 36 years of experience in lifting equipment rental, sales, and service. Three Alabama locations (Birmingham, Decatur, Mobile) serve the entire state. Several new Tadano cranes are in stock and on order including GR-350XL, GR-550XL, GR-800XL, GR-1000XL, GR-1200XL, and AC-4.110-1 models.
• Magic City Dumpsters (now WasteWorks)coreStrategic or Co-development Partner · 1 October 2021In October 2021, CraneWorks entered into a partnership with locally owned dumpster rental company Magic City Dumpsters, rebranded as WasteWorks. WasteWorks offers residential and commercial roll-off dumpster rentals, expanding CraneWorks' service offerings.
• Magni TelehandlerscoreChannel Partner/ Reseller/ DistributorRentalWorks is an authorized dealer for award-winning Magni Telescopic Handlers, known for superior performance and engineering excellence in rotating telehandlers and heavy lift telehandlers.
• Mustang by ManitoucoreChannel Partner/ Reseller/ DistributorRentalWorks is an authorized dealer for Mustang skid loaders, providing new equipment sales alongside the rental fleet.
• JLG IndustriescoreChannel Partner/ Reseller/ DistributorAuthorized dealer for JLG mobile elevating work platforms and telehandlers. JLG is a leading global designer, manufacturer, and marketer of access equipment.
• GeniecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Genie aerial lifts and material handling equipment, a leader in the industry for decades.
• ManitoucoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Manitou material moving machines including aerial work platforms, telehandlers, loaders, and forklifts.
• SkyJackcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for SkyJack quality engineered, simple, and reliable access and material handling equipment designed to be easy to service and maintain.
• ShuttleLift (Manitowoc)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for ShuttleLift Carry Deck Cranes offering durable and versatile cranes in compact design, ideal for indoor and outdoor projects with excellent pick-and-carry capabilities.
• CMC LiftscoreChannel Partner/ Reseller/ DistributorOfficial dealer for CMC Aerial Lifts, specialist in Spider Aerial Platforms and tracked lifts for difficult access challenges.
• Heli ForkliftminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Heli Forklift, one of the largest manufacturers of material handling equipment with a large range of forklifts.
• AmmannminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Ammann machines known for productivity, technology, and versatility across jobsites of all shapes and sizes.
• PolarisminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Polaris, known for ingenuity and product breakthroughs in outdoor vehicles and equipment.
• AlmaCrawlerminorChannel Partner/ Reseller/ DistributorAuthorized dealer for AlmaCrawler innovative high-performance tracked scissor lifts, telescopic boom lifts, and tracked carriers.
• GEM Electric VehiclesminorChannel Partner/ Reseller/ DistributorAuthorized dealer for GEM electric vehicles, a leader in low-speed EV revolution for 25 years with safe, sustainable, and cost-efficient vehicles.
• Maeda Mini CranescoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Maeda Mini Cranes, the pinnacle of precision and versatility in compact lifting solutions. Maeda has been engineering excellence since 1962.
• AvantminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Avant articulated loaders, the most versatile loader in the market with over 200 machines and over 200 attachments.
• Garrison SteelminorGTM or Marketing PartnerAnnual Steel Dog Clay Shoot event co-hosted with Garrison Steel. The event has raised over $15,000 for Crime Stoppers of Metro Alabama (2022) and over $10,000 for Alabama School for the Deaf (2021).

Scale indicators4 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Maxim Crane Works: Maxim Crane Works is the largest operated-crane rental company in North America, with a fleet spanning crawler, all-terrain, rough-terrain, and tower cranes. It directly competes with CraneWorks' operated-crane services and shares the same target customer (industrial, commercial, and infrastructure contractors).
• Bigge Crane and Rigging Co. Bigge is a US crane sales, rental, and rigging company operating across multiple states with a heavy-lift fleet. It matches CraneWorks across operated crane rental, crane sales, and rigging services for commercial and industrial customers.
• Barnhart Crane & Rigging Co. Barnhart is a nationwide crane rental and rigging operator with heavy-lift capabilities and engineered lifting solutions. Comparable to CraneWorks in operated crane rental plus specialized rigging services for industrial customers.
• ALL Erection & Crane Rental Corp. ALL Erection is one of the largest privately held crane rental companies in the US, operating mobile, tower, and crawler cranes nationally. It is directly comparable to CraneWorks' operated-crane rental business and shares the same industrial contractor base.
• Stewart-Amos Equipment Co. Stewart-Amos is a regionally focused crane and heavy equipment rental company providing operated cranes and rigging services primarily across the Mid-Atlantic and Southeast US. Closely comparable regional peer to CraneWorks.
• TNT Crane & Rigging Inc. TNT Crane & Rigging provides crane rental and rigging services across the Gulf Coast and Southern US, with a fleet of mobile and crawler cranes. Comparable to CraneWorks in crane capacity range, operated-service model, and Southeast/mid-South customer base.
• H&E Equipment Services Inc. H&E is one of the largest rental equipment companies in the US, operating aerial, earthmoving, material handling, and crane fleets with branches across the Sunbelt and Southeast. Comparable to CraneWorks' dual crane + general equipment rental business model.

Regional players

• HOLT Crane & Equipment: HOLT Crane is a Texas-based crane and heavy equipment rental subsidiary of HOLT Group, serving Texas and the surrounding region. Comparable to CraneWorks in operated crane rental but with a different core geographic footprint in the Southwest.

Broad incumbents

• Sunbelt Rentals: Sunbelt Rentals is one of the largest equipment rental companies in North America, with broad aerial, heavy, and crane offerings across thousands of locations. Overlaps with CraneWorks' crane and general equipment rental categories, but at much larger scale and broader portfolio.
• United Rentals Inc. United Rentals is the world's largest equipment rental company, offering aerial, heavy, crane, and industrial equipment across thousands of branches. Indirect competitive overlap with CraneWorks in the Southeast US crane and aerial markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/craneworks1987
• YouTubeyoutube.com/channel/UC_SoPstPPLY9dPvxn111L6A
• Facebookfacebook.com/craneworks-117117951682042
• Instagraminstagram.com/craneworks1987
• LinkedInlinkedin.com/company/1121760

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CraneWorks of Alabama, Inc.