Beard Equipment Co.

What Beard Equipment Co. does

Beard Equipment Co. is a privately held, third-generation, family-owned John Deere dealership founded in 1970 and headquartered in Mobile, Alabama. The company supplies and rents new and used equipment, parts, and service across three operating divisions: Construction & Forestry, Golf & Sports Turf, and Agriculture & Turf. Through the 2023 acquisition of Greenville Turf & Tractor, Beard became the largest independent John Deere Golf & Sports Turf dealer in North America, serving more than 3,000 golf courses and 100+ professional and collegiate sports turf programs across 13 states.

The product portfolio extends well beyond John Deere to include Wirtgen Group road construction equipment, LeeBoy and Rosco paving products, Cemen Tech volumetric concrete mixers, Leica Geosystems machine-control and surveying technology (via Beard Technology Solutions), STIHL and Honda power equipment, Steiner turf tools, and 15+ allied golf/turf brands. Service operations span factory-trained technician support, field service trucks, JDLink Ultimate telematics-based remote diagnostics, a multi-thousand-SKU parts inventory with overnight delivery, and a 600+ machine rental fleet that is among the largest in the Southeast.

The business model combines one-time equipment sales (new and refurbished), recurring rental revenue, transactional parts sales, professional service contracts, and OEM-facilitated financing through John Deere Financial and the PowerPlan revolving credit program. Distribution is field-led through 15 owned locations across Alabama, Florida, South Carolina, Tennessee, Ohio, and Kentucky, supplemented by an online customer portal for 24/7 parts ordering. Customers span construction contractors, forestry operators, golf courses, sports venues, paving and road-building firms, and residential/commercial property owners.

Name

Beard Equipment Co.

Legal name

Beard Equipment Company, Inc.

Website

https://beardequipment.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Beard Equipment Co. is a third-generation, family-owned John Deere dealership operating 15 locations across the Southeast US, selling, renting, and servicing construction, forestry, golf, and turf equipment alongside complementary brands like Wirtgen, LeeBoy, and Cemen Tech.

Ownership category

akta.pro rank

Product category

Heavy Equipment Dealer

NAICS

Outdoor Power Equipment Retailers (444230), Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)

SIC

Construction Machinery & Equip (3531), Services-Miscellaneous Equipment Rental & Leasing (7350), Forestry (800)

akta.pro primary industry

Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)

akta.pro secondary industry

Forestry & Logging Equipment (IMAHACAK)

Keywords

• Construction equipment dealer
• Forestry equipment sales
• Golf turf equipment
• Heavy equipment rentals
• Compact construction equipment

Headquarters

HQ city

Mobile

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales (New and Used): Sales of new John Deere construction, forestry, compact construction, and golf/turf equipment along with complementary brands (Wirtgen Group, LeeBoy, Cemen Tech). Also sells pre-owned and refurbished equipment through dedicated refurbishment facility in Alabaster, Alabama.
2. Parts Sales: Thousands of parts stocked across 8 locations for John Deere and other represented manufacturers. Online parts ordering available 24/7 through dealer portal. All-makes parts business provides alternatives to high-cost OEM parts.
3. Equipment Service and Maintenance: Full-service repair and maintenance for construction and lawn/garden equipment. Shop service and field service trucks available. Remote diagnostics through JDLink telematics.
4. Equipment Rentals: One of the largest rental fleets in the Southeast with 600+ machines. Daily, weekly, or monthly rental terms. Rental purchase options available. Late model inventory maintained to highest standards.
5. Equipment Financing: Equipment financing through John Deere Financial and PowerPlan commercial credit program. Financing options for new and used John Deere construction equipment, Wirtgen Group products where available.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Beard Equipment Co. is a multi-location John Deere dealership that sells, rents, services, and finances new and used construction, forestry, golf/sports turf, and agriculture equipment, including allied brands such as Wirtgen, LeeBoy, Cemen Tech, BOMAG, Basic Equipment, STIHL, and Honda. The company also supplies OEM and aftermarket parts and offers customer support through factory-trained technicians, 24-hour parts delivery, and telematics-enabled fleet management.

Product overview

Beard Equipment Co. is a third-generation John Deere dealership offering a comprehensive equipment portfolio across three main divisions: Construction & Forestry (John Deere heavy equipment plus Wirtgen Group, LeeBoy, Cemen Tech, and Leica Geosystems technology solutions), Golf & Sports Turf (John Deere golf equipment plus 15+ allied brands), and Agriculture & Turf (John Deere residential/commercial lawn and agricultural equipment plus STIHL and Honda). The company operates 15 locations across the Southeast, providing new and used equipment sales, rentals, parts, and service support. A dedicated refurbishment facility restores pre-owned equipment, and Beard Technology Solutions provides Leica Geosystems machine control for construction automation.

Differentiator

Problem solved

Functional benefit

Brands

• Beard Equipment Golf & Sports Turf: Division serving golf courses and sports turf professionals with John Deere equipment across 13 states; recognized as largest independent John Deere Golf dealer in North America
• Beard Technology Solutions
• Beard Equipment Specials
• John Deere Specials

Products and services

• John Deere Construction & Forestry Equipment

Quantifiable outcome

• Supports over 3,000 golf courses across 13 states
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

30 partnerships are on record, tiered core and minor.

• Leica GeosystemscoreChannel Partner/ Reseller/ Distributor · 1 October 2023Beard Technology Solutions division named heavy construction-focused dealer for Leica Geosystems throughout the state of Alabama, effective October 1, 2023. Has been a Leica Geosystems distributor since 2015, providing products and services across Alabama and Florida. Includes 3D modeling, AGTEK training, and certified repair facility in Ocala, FL.
• Greenville Turf & TractorcoreStrategic or Co-development Partner · 20 January 2023Acquisition of Greenville Turf & Tractor, a John Deere Golf and Sports Turf dealer, including locations in Greenville SC, Ridgeland SC, Nashville TN, Cincinnati OH, and Nicholasville KY. Acquisition completed January 20, 2023. Expanded product and parts inventories and extended coverage to 11 states, making Beard Equipment the largest independent John Deere Golf & Turf dealer in North America.
• Cemen TechcoreChannel Partner/ Reseller/ Distributor · 3 August 2022Exclusive dealer for Cemen Tech volumetric concrete mixers in northern Florida. Partnership expands road building offerings to include concrete mixing technology. Cemen Tech is the world's largest manufacturer of volumetric technology used in over 70 countries.
• Wirtgen GroupcoreChannel Partner/ Reseller/ Distributor · 19 February 2022Official dealer for Wirtgen Group equipment across 6 North Florida locations (Jacksonville, Ocala, Tallahassee, Lake City, Perry, Palatka). Wirtgen Group covers entire road construction process chain including Wirtgen milling machines, Vögele pavers, Hamm rollers/compactors, and Kleemann crushers. John Deere acquired Wirtgen Group in 2018.
• SteinerminorChannel Partner/ Reseller/ Distributor · 21 July 2020Partnership with Steiner for turf management equipment. Steiner offers three tractor models and 30+ Quick-Hitch attachments including mowing decks, aerators, plow blades, and rotary sweepers. Designed for courses, playing fields, and areas requiring precision turf management with slope handling capabilities.
• LeeBoycoreChannel Partner/ Reseller/ Distributor · 1 July 2019Partnership with LeeBoy, leading manufacturer of commercial paving equipment, to serve customers in central and north Florida. LeeBoy territory covers 29 Florida counties from Tallahassee to Ocala. LeeBoy products include track and wheeled pavers, motor graders, distributor trucks, and brooms.
• John DeerecoreChannel Partner/ Reseller/ DistributorAuthorized John Deere dealer since 1970. Represents full John Deere Construction & Forestry, Compact Construction, Golf & Sports Turf, and Lawn & Garden equipment lines. Third-generation family-owned dealership with multiple Onyx Circle Awards and Dealer of the Year recognition.
• BOMAGminorChannel Partner/ Reseller/ DistributorAdditional equipment supplier for compaction equipment and related road building products sold and serviced at Beard Equipment locations.
• Basic EquipmentminorChannel Partner/ Reseller/ DistributorEquipment supplier for road building and compaction products sold and serviced at Beard Equipment locations.
• Eager Beaver TrailersminorChannel Partner/ Reseller/ DistributorEquipment supplier for trailers used in equipment transport, sold and serviced at Beard Equipment locations.
• Talbert ManufacturingminorChannel Partner/ Reseller/ DistributorEquipment supplier for specialized trailers, sold and serviced at Beard Equipment locations.
• NPK Construction EquipmentminorChannel Partner/ Reseller/ DistributorEquipment supplier for hydraulic hammers, crushers, and other attachments for construction equipment.
• Alamo IndustrialminorChannel Partner/ Reseller/ DistributorEquipment supplier for vegetation management and other specialized equipment sold and serviced at Beard Equipment locations.
• Gyro-TracminorChannel Partner/ Reseller/ DistributorEquipment supplier for specialized forestry and land clearing attachments sold and serviced at Beard Equipment locations.
• STIHLminorChannel Partner/ Reseller/ DistributorSTIHL handheld tools including trimmers, blowers, chain saws available at Ag & Turf locations for lawn care and property maintenance.
• Honda Power EquipmentminorChannel Partner/ Reseller/ DistributorHonda generators and power equipment available at Ag & Turf locations alongside John Deere products.
• WiedenmannminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• BernhardminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Progressive Turf EquipmentminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• AgriMetalminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Dakota PeatminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Buffalo TurbineminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• TurfcominorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Tru-TurfminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• LastecminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• 1st ProductsminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Ryan TurfminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Advanced Turf Technology (Infinicut)minorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• Simplex Ideal Peerless (SIP Grinder)minorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.
• GreensGroomerminorChannel Partner/ Reseller/ DistributorGolf equipment manufacturer whose products complement John Deere Golf equipment, sold and serviced through Beard Equipment Golf division.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Ring Power Corporation: Heavy equipment dealer headquartered in Florida, representing Caterpillar and other OEMs across construction, forestry, and material handling. Direct regional competitor to Beard in Florida with overlapping customer base and similar multi-division dealer model.
• Stribling Equipment: Authorized John Deere Construction & Forestry dealer serving the Southeast with comparable offerings in equipment sales, rentals, parts, and service. Closely matches Beard's C&F division scope and footprint.
• Ag-Pro Companies: Large John Deere Agriculture & Turf dealer operating across the Southeast U.S., directly comparable to Beard's Agriculture & Turf (Lawn & Garden) division in terms of OEM alignment, customer segments, and service offerings.
• GreenMark Equipment: John Deere agricultural and turf equipment dealer group serving the Midwest, with comparable product mix (tractors, mowers, Gators) and dealer service model to Beard's Ag & Turf division.
• RDO Equipment Co. One of the largest John Deere Construction & Forestry dealer networks in North America, operating across multiple states with a similar mix of equipment sales, rentals, parts, and service. Highly comparable in business model, scale, and OEM partnership structure.

Others

• Vermeer Southeast: Specialized dealer for Vermeer underground construction, forestry, and environmental equipment in the Southeast U.S. Comparable as a regional equipment dealer serving overlapping forestry and construction customers.

Broad incumbents

• Foley Equipment: Caterpillar dealer serving Kansas and Missouri with construction, agriculture, and turf equipment. Comparable dealer business model to Beard though representing a competing manufacturer in a different region.
• Sunbelt Rentals: Major North American equipment rental provider offering construction, industrial, and specialty equipment rentals. Adjacent competitor to Beard's rental business with broader geographic reach and fleet scale.
• Empire Southwest: Caterpillar dealer serving Arizona, California, Nevada, and parts of Mexico with construction and mining equipment. Comparable to Beard as a multi-line heavy equipment dealer but operates in a different geography and represents a competing OEM.
• United Rentals: Largest equipment rental company in the world with a fleet of 270,000+ machines. Operates broadly in the same construction/industrial equipment rental category where Beard competes with its 600+ machine Southeast fleet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BeardEquip
• LinkedInlinkedin.com/company/beard-equipment-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Beard Equipment Co.