What Gorbel does

Gorbel is a privately held industrial manufacturer founded in 1977 by Dave Reh in Western New York, currently headquartered in Fishers (Victor), NY and led by his son Brian Reh as CEO. The company designs and produces overhead material handling, ergonomic lifting, fall protection, and warehouse conveyor equipment through five manufacturing facilities across New York (two sites), Alabama, Arizona, and Canada, employing 800+ people. Its portfolio is organized into four product lines: Overhead Cranes (workstation, jib, gantry, monorail, and the acquired Cleveland Tramrail enclosed-track systems up to 40 ton), Ergonomic Lifting (G-Force servo-powered intelligent assist devices up to 1,320 lb and Easy Arm intelligent assist devices), Fall Protection (Tether Track overhead systems and Ranger mobile anchors), and Warehouse Solutions (Destuff-it and Restuff-it portable ergonomic conveyors). Core proprietary technology centers on the G-Force patented servo-drive platform using industrial processor-controlled motion, supplemented by the Cleveland Tramrail track design, CraneBrain configuration system, and Destuff-it 2.0 HMI-driven conveyor control.

The company monetizes primarily through hardware sales of capital equipment to manufacturing, warehousing/distribution, and select industrial verticals (aerospace, automotive, marine, medical rehabilitation), distributed through an authorized dealer network across North America and regional sales representatives covering Mexico, Central/South America, and Europe/UK. Revenue is supplemented by aftermarket parts and service contracts, a rental program for warehouse solutions, and direct sales for major accounts and OEM applications. Pricing is quote-based and confidential to authorized dealers, with standard Net 30 terms. Gorbel has grown organically without external venture or private equity funding, has appeared on the Rochester Chamber Top 100 list 22 times since 1991 (achieving its #4 ranking in 2025), and is currently executing a planned executive succession with a new President/COO and CFO transitioning into roles in late 2025 through April 2026.

Name

Gorbel

Legal name

Gorbel Inc.

Website

https://gorbel.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Gorbel manufactures overhead cranes, intelligent lifting devices (G-Force), fall protection systems (Tether Track), and warehouse conveyors (Destuff-it) for manufacturing, warehousing/distribution, and industrial customers, sold through an authorized dealer network across North America and internationally.

Ownership category

akta.pro rank

Product category

Industrial Material Handling Equipment

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Material Handling Equipment Manufacturing (33392), Conveyor and Conveying Equipment Manufacturing (333922), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), General Industrial Machinery & Equipment (3560), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)

akta.pro secondary industries

Hoists (Electric, Manual & Pneumatic) (IMAHAJAG), Crane & Hoist Safety & Monitoring Systems (Limiters, Anti-collision, Load Monitoring) (IMAHAJAL), Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI), Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers) (IMAHABAH)

Keywords

• Overhead crane systems
• Ergonomic lifting devices
• Fall protection systems
• Warehouse conveyor solutions
• Material handling equipment

Headquarters

HQ city

Fishers

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Overhead Crane Systems: Sale of workstation cranes, jib cranes, gantry cranes, and Cleveland Tramrail overhead crane systems. Products range from lifting 50 lbs to 40 ton capacities.
2. Ergonomic Lifting Devices: Sale of G-Force and Easy Arm intelligent lifting devices, electric chain hoists, and related accessories for ergonomic material handling.
3. Fall Protection Systems: Sale of Tether Track overhead fall protection systems, mobile anchors, and fall arrest equipment for workplace safety compliance.
4. Warehouse Solutions: Sale and rental of Destuff-it and Restuff-it portable ergonomic conveyor systems, cascading belt conveyors, and telescopic conveyors for warehouse loading/unloading operations.
5. Parts and Service: Aftermarket parts, service, and support for all product lines. Separate service contacts provided for overhead solutions and warehouse solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Gorbel manufactures and sells overhead material handling and ergonomic lifting equipment for industrial customers, including workstation cranes, jib cranes, gantry cranes, and Cleveland Tramrail heavy-duty enclosed track systems (up to 40 ton). Its signature G-Force servo-powered intelligent lifting devices enable single-operator precision handling of loads from 165 lbs to 1,320 lbs, complemented by electric chain hoists, Tether Track overhead fall protection systems, and Destuff-it/Restuff-it portable warehouse conveyor solutions. Products are sold through an authorized dealer network and direct sales representatives across North America, Europe, the UK, Mexico, and Central/South America.

Product overview

Gorbel is a material handling equipment manufacturer offering a comprehensive portfolio of overhead and warehouse solutions organized into four main product lines: Overhead Cranes (including Workstation Cranes and Monorails, Cleveland Tramrail heavy-duty enclosed track systems, I-Beam and Enclosed Track Jib Cranes, Articulating Jib Cranes, and Gantry Cranes), Ergonomic Lifting (featuring G-Force Servo Powered Intelligent Assist Devices and Easy Arm Intelligent Assist Devices, complemented by GS Series Electric Chain Hoists including new GS VFD and GSS 115VAC models), Fall Protection (Tether Track overhead fall protection systems and Ranger Mobile Anchors), and Warehouse Solutions (Destuff-it and Restuff-it portable ergonomic conveyor systems with the new Destuff-it 2.0, plus Cascading Belt, Flexible Roller, and Telescopic Conveyors). The portfolio also includes ShopCrane for non-industrial residential use. Founded in 1977, the company serves manufacturing, warehouse/distribution, and industrial sectors with products ranging from 50 lbs to 40 ton capacity, operating from manufacturing facilities in New York, Alabama, Arizona, and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Cleveland Tramrail: Patented track overhead crane product line offering material handling solutions in capacities to 40 ton. Acquired in 2002.
• G-Force
• Easy Arm
• Tether Track
• Destuff-it
• Restuff-it
• ShopCrane

Products and services

• Workstation Cranes and Monorails Overhead crane systems including Free Standing Bridge Cranes, Ceiling Mounted Bridge Cranes, Monorails, and Hybrid Work Station Cranes for lifting 50 lbs to 40 ton in various industrial applications.
• Cleveland Tramrail Overhead Cranes Heavy-duty enclosed track crane systems including Cleveland Tramrail Underhung Systems, Cleveland Tramrail Monorails, Free Standing Tarca Systems, and Ceiling Mounted Tarca Systems for capacities up to 40 ton. Features the CraneBrain system for simplified selection and configuration.
• I-Beam Jib Cranes Jib crane systems available in Free Standing, Wall Bracket, Wall Cantilever, and Mast Type configurations for various mounting and capacity requirements.
• Enclosed Track Jib Cranes Enclosed track work station jib cranes including Free Standing, Wall Mounted, Aluminum Tie Rod, Free Standing Tool Solution, and Wall Mounted Tool Solution variants.
• Articulating Jib Cranes Articulating jib cranes including Free Standing, Ceiling Mounted, Wall Mounted, Free Standing PIVOT PRO, and Wall Mounted PIVOT PRO configurations.
• Gantry Cranes Gantry crane systems available in Fixed Height, Adjustable Height, and Adjustable Height Aluminum configurations for mobile lifting applications.
• G-Force Servo Powered Intelligent Assist Device Patented servo-driven intelligent lifting device that fills the void between traditional lifting and robotic automation. Uses human guidance with industrial processor-controlled servo drive for precise, high-speed lifting. Capacities from 165 lbs to 1,320 lbs with speeds from 25-200 ft/min. Available in G-Force Q2, G-Force iQ2, G-Force Vi, and G-Force ViPlus models.
• Easy Arm Intelligent Assist Device Intelligent lifting device available in Under Hung Easy Arm and Free Standing Easy Arm configurations. Provides precision and speed for material handling applications.
• GS Series Electric Chain Hoist Electric chain hoists in capacities from 1/8 ton to 5 ton, complementing Gorbel or Cleveland Tramrail cranes. Includes 115VAC and VFD models.
• GS VFD Electric Chain Hoist Variable frequency drive electric chain hoist with field-adjustable acceleration and deceleration. Available in 1/2-ton, 1-ton, and 2-ton capacities with 230V and 460V power options. Features built-in thermal monitoring and enhanced braking for precise load positioning in demanding manufacturing environments.
• GSS 115VAC Hoist 115VAC electric chain hoist providing traditional lifting solution option for Gorbel crane systems.
• Tether Track Fall Protection Systems Overhead fall protection systems including Bridge Systems, Free Standing Monorail Systems, Ceiling Mounted Monorail Systems, Fold Away Systems, Swing Arm Systems, Single Pole Systems, Portable Gantry Systems, and Recover Trolleys. OSHA-compliant fall arrest systems for workers at elevations of four feet or more.
• Ranger Mobile Anchor Mobile fall protection anchor devices for fall arrest on the go, complementing fixed Tether Track overhead systems.
• Destuff-it 2.0 Next-generation portable ergonomic conveyor system for loading/unloading floor-loaded trailers. Features joystick drive control, HMI interface, three-belt pivoting conveyor with 165 lb capacity. Achieves over 1,200 cases per hour. Operates on 120V power. Available in DT200 (with operator platform) and DT100 (without) configurations.
• Destuff-it Portable Ergonomic Conveyor System Portable ergonomic conveyor system for loading and unloading floor-loaded containers. Enhances throughput while minimizing worker fatigue for boxes and unevenly shaped materials. Available via rental program as well as direct purchase.
• Restuff-it Portable Ergonomic Conveyor System Portable ergonomic conveyor system for warehouse solutions, complementing the Destuff-it for loading and unloading operations. Available via rental program.
• Cascading Belt Conveyor Conveyor system component for warehouse solutions, designed for efficient material handling.
• Flexible Roller Conveyor Flexible roller conveyor for warehouse solutions providing adaptable material transport.
• Telescopic Conveyor Telescopic conveyor for warehouse solutions enabling extended reach for loading and unloading operations.
• ShopCrane Non-industrial overhead bridge crane system for residential garages or workshops. Uses parallel steel tracks to guide a steel bridge over workspace with enclosed track non-binding trolley. Ideal for vehicle restoration, farm equipment maintenance, and motor vehicle preparation.
• SafeGait 360 Balance and Mobility Trainer Medical rehabilitation product applying G-Force Intelligent Lifting Technology to provide body-weight support for patient gait training. Used in medical facilities and rehabilitation centers for stroke, spinal cord injury, amputation, and traumatic brain injury recovery.

Quantifiable outcome

• 70% increase in manufacturing productivity speed and 51% increase in precision compared to other lifting methods when using G-Force technology
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves17 records

Expansion highlights6 records

Direct peers

• Columbus McKinnon: Columbus McKinnon is a leading global designer and manufacturer of hoists, cranes, rigging tools, and material handling products, directly competing with Gorbel in electric chain hoists (CM Lodestar vs Gorbel GS Series), workstation cranes, and intelligent lifting solutions.
• Konecranes: Konecranes is a global leader in overhead cranes, hoists, and material handling solutions, with a strong North American service footprint and direct overlap with Gorbel's Cleveland Tramrail and workstation crane product lines across industrial end markets.
• Terex (Material Handling / Demag): Terex's Material Handling segment (formerly Demag) produces overhead cranes, hoists, and industrial drives that compete directly with Gorbel's heavy-duty crane systems and G-Force intelligent lifting products in manufacturing and warehousing.
• KITO Group: KITO Group manufactures electric chain hoists, manual hoists, cranes, and intelligent lifting devices that overlap with Gorbel's ergonomic lifting and overhead crane portfolios, particularly in industrial and manufacturing customer segments.
• Spanco: Spanco is a US-based manufacturer of jib cranes, gantry cranes, bridge cranes, and workstation crane systems, directly competing with Gorbel's jib, gantry, and workstation crane lines for industrial material handling applications.
• Southworth Products: Southworth Products manufactures lifting equipment, ergonomic handling devices, and workstation cranes, with significant overlap to Gorbel's ergonomic lifting and overhead material handling portfolios in North American manufacturing.
• Harrington Hoists: Harrington Hoists is a manufacturer of electric and manual hoists, cranes, and material handling equipment, competing directly with Gorbel's GS Series chain hoists and supporting overhead crane product lines.
• Vestil Manufacturing: Vestil Manufacturing produces material handling, ergonomic lifting, and warehouse equipment including cranes, hoists, and conveyors, with meaningful overlap to Gorbel's warehouse solutions (Destuff-it) and ergonomic lifting product lines.

Broad incumbents

• Capital Safety (3M): 3M's Capital Safety division is a market-leading provider of fall protection systems, competing broadly with Gorbel's Tether Track overhead fall protection products but with a much wider portfolio of personal fall arrest equipment.
• Ingersoll Rand: Ingersoll Rand is a diversified industrial manufacturer with material handling and lifting equipment exposure, broadly competing with Gorbel in industrial and warehouse applications as part of a much larger portfolio across compression, flow, and vacuum technologies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Gorbelinc
• YouTubeyoutube.com/user/GORBELmarketing
• Facebookfacebook.com/Gorbelinc
• LinkedInlinkedin.com/company/gorbel
• Instagraminstagram.com/gorbelinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Gorbel