Modern Crane Service

What Modern Crane Service does

Modern Crane Service, Inc. is a privately held, woman-owned crane services company headquartered in Onalaska, Wisconsin, operating continuously since 1971. The company provides two core service lines: crane and heavy equipment rental (with certified journeymen operators) and precast/steel erection (with journeymen ironworkers). Its equipment portfolio spans All-Terrain cranes up to 245 tons, Crawler cranes up to 110 tons, Rough Terrain cranes up to 90 tons, and Truck cranes up to 100 tons, supplemented by forklifts, boom lifts, scissors lifts, and a full rigging accessory inventory. All cranes undergo third-party annual inspections, and the company maintains OSHA, MSHA, PCI, and NCCCO accreditations alongside DBE, MBE, WBE, and WSOB certifications.

The business serves both small and large customers across multiple industries, with stated special expertise in industrial manufacturing, and operates a regional direct-sales go-to-market targeting the Midwest. Revenue is generated through usage-based crane/equipment rentals bundled with mandatory certified operators, professional-service steel erection contracts, and ancillary rigging hardware sales. Pricing is entirely quote-based with no public rate disclosure; customers engage via phone, email, or website contact form. The company employs between 11 and 50 people, with ironworkers and operators averaging 16 years of tenure, and is led by President Anna Prinsen.

The operating model is capital-intensive, relationship-driven, and tightly bound to Midwest industrial capex cycles. No external funding, M&A activity, or public financial disclosures are present, and the company does not pursue technology-platform or AI-enabled service differentiation. Strategic positioning leans on certification-driven access to set-aside contracts, workforce stability, and 55+ years of regional reputation rather than scale or geographic breadth.

Name

Modern Crane Service

Legal name

Modern Crane Service, Inc.

Website

https://moderncraneservice.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Modern Crane Service is a woman-owned, Wisconsin-based crane and equipment rental plus precast/steel erection company, serving Midwest industrial manufacturing and construction customers since 1971 with certified operators and journeymen ironworkers.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental & Erection Services

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Other Building Equipment Contractors (23829)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531), Heavy Construction Other Than Bldg Const - Contractors (1600)

akta.pro primary industry

Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)

akta.pro secondary industries

Mobile & Crawler Cranes (IMAHAJAA), Truck-Mounted & Loader Cranes (IMAHAJAF), Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Crane rental services
• Heavy lifting equipment
• Steel erection services
• Industrial crane operations
• Construction equipment rental

Headquarters

HQ city

Wisconsin Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Crane & Equipment Rental: All crane rentals are dispatched with certified journeymen crane operators. Equipment includes All-Terrain cranes up to 245 ton, Crawler cranes up to 110 ton, Rough Terrain cranes up to 90 ton, and Truck cranes up to 100 ton. Fork lifts, boom lifts, and scissors lifts are also available for rental. Lift rentals require an operator.
2. Precast & Steel Erection Services: Full-service precast and steel erection with a staff of journeymen ironworkers ready to partner with construction teams. Services include consistent, high quality steel erection on time and within budget.
3. Rigging Accessories: Wide variety of rigging accessories including belts, chokers, shackles, softeners, and spreader bars available as add-on rental items with crane equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Modern Crane Service rents cranes and heavy lift equipment with certified journeymen crane operators and provides precast and steel erection services with journeymen ironworkers. The fleet includes All-Terrain, Crawler, Rough Terrain, and Truck cranes ranging from 8.5 to 245 tons, plus forklifts, boom lifts, and scissors lifts. All rentals include rigging accessories and are dispatched with certified operators; steel erection projects are staffed by experienced journeymen ironworkers.

Product overview

Modern Crane Service offers two core service lines: Crane & Equipment Rental (with certified operators) and Precast & Steel Erection (with journeymen ironworkers). The equipment rental portfolio spans four crane types—All-Terrain, Crawler, Rough Terrain, and Truck cranes—plus lift equipment (forklifts, boom lifts, scissors lifts), all accompanied by rigging accessories. The company provides a state-of-the-art fleet with lifting capacities from 8.5 to 245 tons, third-party inspected annually.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• On-time and on-budget project delivery for precast and steel erection services

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• ALL Erection & Crane Rental: One of the largest privately held crane rental specialists in North America, operating a multi-type crane fleet with operators across the Midwest, Mid-Atlantic, and Southeast. Directly comparable on business model: crane and aerial rental with operator dispatch, focused on industrial and infrastructure customers.
• TNT Crane & Rigging: Crane rental and rigging services company with a heavy-lift fleet serving industrial, energy, and infrastructure customers across the central and southern US. Closely comparable business model — equipment rental with operators and rigging labor — and overlapping industrial customer base.
• Barnhart Crane & Rigging: Heavy lift and rigging specialist with national reach serving industrial, energy, and construction customers. Highly comparable on services (crane rental, rigging, heavy transport) and on specialized, skilled-labor-heavy business model.
• Bigge Crane and Rigging Co. Crane sales, rental, and service company operating a heavy-lift fleet across the western and central US. Comparable as a multi-type crane rental specialist serving industrial facilities, with operator-included dispatch similar to Modern Crane Service's model.
• Maxim Crane Works: Nationwide crane rental specialist operating a fleet that includes lattice-boom crawlers and all-terrain units, with focus on industrial and infrastructure projects. Same rental-with-operator business model and similar fleet composition, including high-capacity crawler cranes.
• STRIKE LLC: Construction services firm combining crane rental, heavy rigging, and steel erection under one roof, primarily serving the Gulf Coast and Midwest industrial market. Particularly comparable because of the dual crane-rental-plus-erection service lines that mirror Modern Crane Service's structure.
• Lampson International: Specialty heavy-lift and crane rental company focused on large-tonnage crawlers for industrial and power projects. Comparable on the heavy-lift end of the fleet mix and on operator-dispatched, project-based rental model.

Broad incumbents

• H&E Equipment Services: National equipment rental and sales company with a crane and aerial division competing on the same industrial customers as Modern Crane Service. Broad incumbent overlap rather than head-to-head specialist: a much wider product portfolio (earthmoving, aerial, forklifts) but overlapping use cases.
• Sunbelt Rentals: Largest equipment rental company in North America with a growing crane and aerial platform footprint, including industrial-lift segments adjacent to Modern Crane Service's offering. Broad incumbent rather than direct specialist; competes on fleet depth and digital booking rather than niche expertise.
• United Rentals: Largest equipment rental company in the world, operating aerial, crane, and material-handling fleets with national branch coverage. Overlaps with Modern Crane Service on industrial heavy-lift rental but operates as a broad incumbent across many equipment categories rather than a crane specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Modern-Crane-Service-135030096546808/?fref=mentions
• LinkedInlinkedin.com/in/anna-prinsen-4150717a

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Modern Crane Service