Alta Equipment Company
Alta Equipment Company is a multi-brand construction equipment dealer providing new and used equipment sales, rentals, parts, and service to contractors and government buyers across the Midwest, Northeast, and Florida through six regional branch networks.
- Company typePrivate
- Founded1984
- HeadquartersLivonia, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Alta Equipment Company does
Alta Equipment Company is a U.S. construction equipment sales, rental, parts, and service dealer, founded in 1984 and headquartered in Livonia, Michigan, operating branch networks across Michigan, Illinois, Florida, New York, New England, and Ohio. It functions as an authorized multi-brand dealer for more than 30 equipment manufacturers, including Volvo, JCB, Bobcat, Kubota, Yanmar, Toro, LeeBoy, Dynapac, and Link-Belt, with category coverage spanning aerial lifts and telehandlers, aggregate equipment, earth moving, forklifts, agriculture, electric equipment, landscape and hardscape, winter snow and ice management, asphalt and paving, power systems, and demolition. Customer segments are anchored in general construction contractors and government (municipal and state) buyers, supported by a commercial credit-application workflow for enterprise accounts.
Alta's offering is organized as a platform-plus-modules architecture across four functional pillars: new equipment sales (Alta CE), used equipment sales (Alta Used, via altaused.com), rental (Alta Rents, via a dedicated storefront), and parts and service. Go-to-market is enterprise field sales through physical branches, augmented by online equipment catalogs, regional social media presence, and a parent-company content site (altg.com). The business operates a dedicated equipment-rental utilization model alongside one-time equipment and parts transactions, with services revenue from maintenance and repair booked as professional services.
The company sits within the Alta Equipment Group family, which includes Alta Material Handling (an adjacent material-handling equipment subsidiary), PeakLogix (acquired warehouse and intralogistics solutions brand), and ScottTech (acquired industrial technology solutions brand). Strategic ownership and control sit with the parent group, which has an investor relations presence at investors.altg.com; consolidated funding, revenue, and ownership detail are not disclosed in the source material. Leadership consists of CEO Ryan Greenawalt, President Jonathan Hesener, and CFO Tony Colucci. The 2021 Top Places to Work recognition is the principal public accolade cited.
Alta Equipment Company firmographics
Firmographics- Name
- Alta Equipment Company
- Legal name
- Alta Equipment Company
- Website
- https://construction.altaequipment.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Alta Equipment Company is a multi-brand construction equipment dealer providing new and used equipment sales, rentals, parts, and service to contractors and government buyers across the Midwest, Northeast, and Florida through six regional branch networks.
- Ownership category
- akta.pro rank
Alta Equipment Company industry classification
Industry- Product category
- Construction Equipment Sales, Rental & Service
- NAICS
- Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490)
- SIC
- Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), Industrial Trucks, Tractors, Trailors & Stackers (3537), Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)
- akta.pro secondary industries
- Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD), Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Industrial Power & Energy Equipment Rental/Leasing (Generators, Light Towers, Compressors) (TLABAFAG)
Keywords
Where Alta Equipment Company is headquartered
LocationHeadquarters
- HQ city
- Livonia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alta Equipment Company business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Equipment Sales: Sales of new construction equipment from manufacturer partners including aerial lifts, telehandlers, aggregate equipment, earth moving, forklifts, agricultural equipment, electric equipment, landscape equipment, winter snow management, asphalt/paving equipment, power systems, and demolition equipment.
- Used Equipment Sales: Resale of pre-owned construction equipment through dedicated used equipment platform.
- Equipment Rentals: Short and long-term rental of construction equipment with the same categories as new equipment sales.
- Parts Sales: Sale of replacement parts and accessories for construction equipment.
- Services: Maintenance, repair, and service offerings for construction equipment.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Alta Equipment Company product offering
Product offeringCore offering
Alta Equipment Company is an authorized multi-brand dealer for new construction equipment, a reseller of pre-owned construction equipment, and a provider of short- and long-term equipment rentals, replacement parts, and repair/maintenance services. Equipment categories span aerial lifts, telehandlers, aggregate equipment, earth-moving equipment, forklifts, agricultural equipment, electric equipment, landscape/hardscape equipment, winter snow and ice management equipment, asphalt/paving/road equipment, power systems, and demolition equipment.
Product overview
Alta Equipment Company operates as a multi-brand construction equipment dealer offering a comprehensive portfolio of products and services through a platform-plus-modules architecture. The core offering consists of four main pillars: New Equipment sales (Alta CE), Used Equipment sales (Alta Used), Rental Equipment (Alta Rents), and Parts & Services. These services cover equipment categories including aerial lifts/telehandlers, aggregate equipment, earth moving, forklifts, agriculture, electric equipment, landscape/hardscape, winter snow & ice management, asphalt/paving/roads/highways, power systems, and demolition. The company also operates two specialized divisions: Alta Material Handling (material handling and warehouse equipment) and PeakLogix/ScottTech (acquired brands for logistics and technology solutions). Alta Equipment Company serves customers across the Midwest, Northeast, and Florida regions through multiple manufacturer partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- PeakLogix: Warehouse and logistics solutions brand under Alta Equipment Group
- ScottTech
- Alta Rents
- Alta Used
Products and services
- Alta CE (New Equipment Sales)
Companies that use Alta Equipment Company
Customer profileSegments2 records
Ideal customer profiles2 records
Alta Equipment Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alta Equipment Company partnerships and signals
Strategic signalPartnerships
34 partnerships are on record, tiered core.
- TorocoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- VibroscreencoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- LeeBoycoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- DynapaccoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- ABI ForcecoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- ArticcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- CimlinecoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Road WidenercoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- RoadteccoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- AvantcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Miller CurbercoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Ray Tech InfraredcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- SalscocoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- JCBcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- VolvocoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Globe TrailercoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- GradallcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- BobcatcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- TerramaccoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- ASVcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- TakeuchicoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- YanmarcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Curry WatercoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- K-TEC EarthmovingcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- BergmanncoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- SennebogencoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- EcoversecoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- GenesiscoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- IndecocoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- FinncoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- KubotacoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Tadano/Mantis CranescoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- New HollandcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
- Link-BeltcoreEquipment manufacturer whose products are sold, rented, and serviced through Alta Equipment's distribution network.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Alta Equipment Company competitors and assessment
Company assessmentDirect peers
- H&E Equipment Services: H&E Equipment Services is one of the largest integrated equipment distributors in the U.S., offering new and used equipment sales, rentals, parts, and service across aerial, earthmoving, material handling, and crane categories — directly comparable to Alta's dealer-plus-rental model.
- RDO Equipment Co. RDO Equipment is a multi-brand authorized dealer and rental provider for John Deere and other construction/agriculture OEMs across the Midwest, Southwest, and West. Similar dealer-plus-rental model with broad equipment portfolio, overlapping materially with Alta's Midwest presence and product mix.
- Ring Power Corporation: Ring Power is a Caterpillar dealer serving Florida, Georgia, and parts of the Southeast, offering new/used equipment, rentals, parts, and service. Direct overlap with Alta's Florida operations and similar multi-line dealer business model.
- Stowers Machinery: Stowers Machinery is an authorized Caterpillar dealer in Tennessee and surrounding states, offering sales, rentals, parts, and service. Comparable mid-market multi-line construction equipment dealer with similar regional geographic profile and product categories.
Broad incumbents
- United Rentals: United Rentals is the largest equipment rental company in the world, with extensive fleet of aerial, earthmoving, and material handling equipment. While its core business is rental, it competes directly with Alta Rents and increasingly overlaps in sales and service offerings in shared geographies.
- Sunbelt Rentals (Ashtead Group): Sunbelt Rentals, subsidiary of Ashtead Group, is the second-largest equipment rental provider in North America and competes with Alta's rental division across construction and industrial equipment categories. Sunbelt has rapidly expanded its branch footprint into Alta's core markets.
- Herc Rentals: Herc Rentals is a major North American equipment rental company offering aerial, earthmoving, material handling, and industrial equipment. As a large national rental operator, it directly competes with Alta Rents across multiple equipment categories.
- Caterpillar Inc. Caterpillar is the world's largest construction and mining equipment OEM and the dominant supplier in many of Alta's product categories. As an OEM, it is upstream but its dealer economics, financing programs, and direct-customer pilots directly shape Alta's competitive environment.
- Volvo Construction Equipment: Volvo CE is a major OEM whose earthmoving and compact equipment brands are sold through Alta's network. As an OEM, Volvo CE's dealer strategy, direct-to-customer initiatives, and pricing decisions directly affect Alta's economics.
- Komatsu America: Komatsu is a global construction and mining equipment OEM with a North American dealer network overlapping Alta's Midwest and Northeast territory. As an OEM partner competitor to Alta's other brands, Komatsu's dealer terms and product roadmap influence Alta's positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alta Equipment Company social profiles
Digital presenceAlta Equipment Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alta Equipment Company leadership team
Management profileNumber of profiles
Profiles3 records
Alta Equipment Company subsidiaries and ownership
Company hierarchySubsidiaries3 records
Alta Equipment Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alta Equipment Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alta Equipment Company
What does Alta Equipment Company do?
Alta Equipment Company is an authorized multi-brand dealer for new construction equipment, a reseller of pre-owned construction equipment, and a provider of short- and long-term equipment rentals, replacement parts, and repair/maintenance services. Equipment categories span aerial lifts, telehandlers, aggregate equipment, earth-moving equipment, forklifts, agricultural equipment, electric equipment, landscape/hardscape equipment, winter snow and ice management equipment, asphalt/paving/road equipment, power systems, and demolition equipment.
Is Alta Equipment Company a public or private company?
Alta Equipment Company is a private company. It is classified as unknown and is currently operating.
When was Alta Equipment Company founded?
Alta Equipment Company was founded in 1984. It employs 1,001 to 5,000 people.
Where is Alta Equipment Company based?
Alta Equipment Company is headquartered in Livonia, United States, in the North America region.
How does Alta Equipment Company make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, equipment Rentals, parts Sales and services.
Who are Alta Equipment Company's main competitors?
Direct peers on record are H&E Equipment Services, RDO Equipment Co., Ring Power Corporation and Stowers Machinery. Broad incumbents are United Rentals, Sunbelt Rentals (Ashtead Group), Herc Rentals, Caterpillar Inc., Volvo Construction Equipment and Komatsu America.
Does Alta Equipment Company have an API?
No public API is recorded for Alta Equipment Company.
What industry is Alta Equipment Company in?
Alta Equipment Company's product category is Construction Equipment Sales, Rental & Service. Its primary akta.pro industry code is TLABAFAA, Earthmoving & Excavation Equipment Rental/Leasing, with a secondary code of TLABAFAD, Cranes & Heavy Lifting Equipment Rental/Leasing. Its NAICS code is 53241 and its SIC code is 3530.