What Alliance Medical does

Alliance Medical Corporation is a privately held, family-owned medical equipment sales agency and service provider founded in 1996 by Joe Garstecki in Mequon, Wisconsin and currently headquartered in a 9,300 sq. ft. facility in Cedarburg, WI. The company operates as an exclusive manufacturer's representative for multiple healthcare equipment brands — including Skytron (surgical tables, lights, booms, sterilizers, UVC disinfection, modular walls), Umano Medical (hospital beds), Metro/InterMetro (shelving, carts, storage), SLD Technology (modular ceilings, airflow systems), David Scott Company (gel pads, positioners), Mubi Medical (stretchers), and Pedigo (stainless steel products) — across Wisconsin, northern Illinois, and the Upper Peninsula of Michigan.

The company generates revenue through three primary streams: (1) hardware sales commissions and margins on represented manufacturer equipment sold to hospitals, ambulatory surgery centers, clinics, and care facilities; (2) fee-for-service equipment maintenance, repair, preventative maintenance programs, and stirrup repair delivered by certified in-house technicians; and (3) premium White Glove Solutions encompassing warehousing, assembly, quality control, delivery, and inside installation of equipment at healthcare facilities. Beyond agency representation, Alliance Medical has developed two proprietary product lines — the Alliance Medical Gel Division (USA-manufactured gel pads and positioners) and the Alliance Medical Radiology Division (radiation protection products including aprons, eyewear, and lead barriers).

Alliance Medical sells and services exclusively through a direct field sales model with sales representatives and local in-house service technicians, offering same-day response, a parts warehouse for immediate service, and full project planning including room design and layout consultation. In January 2023, ownership transitioned from founder Joe Garstecki to his children, with Nick Garstecki becoming President & CEO and Heather Garstecki as Vice President & COO. The company maintains 11-50 employees and operates without external private equity or public-market involvement.

Name

Alliance Medical

Legal name

Alliance Medical Corporation

Website

https://alliancemedicalcorp.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance Medical Corporation is a family-owned regional medical equipment sales agency and service provider, exclusively representing brands like Skytron, Umano Medical, and Metro across Wisconsin, northern Illinois, and Michigan's Upper Peninsula, serving hospitals, ambulatory surgery centers, and clinics.

Ownership category

akta.pro rank

Headquarters

HQ city

Cedarburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Medical Equipment Sales: Alliance Medical operates as a manufacturer's representative for multiple medical equipment brands, earning commissions or margins on equipment sold to healthcare facilities. The company represents exclusive brands including Skytron (surgical products in Wisconsin & Upper Peninsula of Michigan), Umano Medical and InterMetro (Wisconsin, Upper Peninsula of Michigan, and northern Illinois).
2. Equipment Service and Maintenance: The company provides fee-for-service maintenance, repair, preventative maintenance programs, emergency repair services, stirrup repairs, and loaner/rental equipment. Service is delivered by certified in-house technicians across Wisconsin, the Upper Peninsula of Michigan, and northern Illinois.
3. White Glove Solutions: Premium delivery, assembly, and installation service for medical equipment orders. Services include warehousing, unboxing, quality control, parts ordering, assembly, cleaning, inside delivery, and installation at healthcare facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Alliance Medical Corporation is a regionally focused medical equipment sales agency and service provider that represents exclusive manufacturer brands (Skytron, SLD Technology, Umano Medical, Metro, Pedigo, David Scott Company, and Mubi Medical) to healthcare facilities across Wisconsin, northern Illinois, and the Upper Peninsula of Michigan. The company combines multi-brand equipment sales, in-house certified maintenance and repair, white glove delivery and installation, and its own Alliance Medical Gel Division and Radiology Division product lines to serve hospitals, ambulatory surgery centers, and clinics.

Product overview

Alliance Medical Corporation is a medical equipment sales agency representing multiple manufacturers, not a unified platform product. The company operates through specialized divisions: Clinical Equipment/Design/Project Management (representing Skytron, SLD Technology, David Scott, and Alliance Medical Gel), Patient Care (Umano Medical and Mubi Medical), Stainless Steel and Storage (Metro and Pedigo), Radiology Division (proprietary radiation protection products), and a Service Division. Their core offering combines equipment sales from manufacturer partners with value-added services including preventative maintenance, equipment repair, stirrup repair, and White Glove delivery/installation solutions. The portfolio includes surgical tables, lights, booms, sterilizers, UV disinfection systems, modular walls, asset tracking systems, ceiling/airflow systems, gel pads and positioners, hospital beds, stretchers, shelving, carts, storage solutions, and radiology protection products.

Differentiator

Problem solved

Functional benefit

Brands

• Alliance Medical Radiology Division: Radiation protection products, accessories, and support services for healthcare professionals including radiation protection aprons, eyewear, lead barriers, and gel pads.

Products and services

• Skytron Surgical and Sterile Processing Equipment

Quantifiable outcome

• Same-day response to all sales and service inquiries
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Umano MedicalcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Alliance Medical has exclusively represented Umano Medical in the northern half of Illinois, Wisconsin, and the Upper Peninsula of Michigan since 2021. Umano Medical provides high-performance hospital bed solutions (ook snow, oneNEST, Max-Secure) and support surfaces for multiple care environments. Alliance Medical also provides factory-certified service maintenance on Umano Medical patient beds.
• Metro (InterMetro)coreChannel Partner/ Reseller/ Distributor · 1 January 2016Alliance Medical Corporation has been the exclusive sales agency for Metro in Wisconsin (including Milwaukee, Madison, and Green Bay), the northern half of Illinois outside of Chicagoland (including Rockford), and the Upper Peninsula of Michigan since 2016. Metro provides wire shelving, polymer shelving, medical carts (nimbl, Lifeline, Flexline, CaseVue), storage cabinets, high-density shelving, wall storage systems, and stainless fabricated products for healthcare environments.
• SkytroncoreChannel Partner/ Reseller/ Distributor · 1 January 2008Alliance Medical has exclusively represented Skytron since 2008 in Wisconsin and the Upper Peninsula of Michigan. Skytron is the Healthcare Efficiency Specialist providing full-room solutions of capital equipment, architectural systems, and real-time information systems for Medical, Surgical, Sterile Processing, and Infection Prevention. Products include surgical tables, lights, booms, UVC disinfection devices, sterilizers, washers, displays, video integration, and modular walls. Alliance Medical provides both sales and local factory-trained service for Skytron products.
• SLD TechnologycoreChannel Partner/ Reseller/ DistributorAlliance Medical is the exclusive manufacturer's representative for SLD Technologies in Wisconsin & the Upper Peninsula of Michigan. SLD Technology designs and manufactures systems and components that simplify the design and execution of critical environments in hospitals, including modular ceiling systems (AirFRAME), LEDiffuser, uLED, AirTUNNEL, AirLIFT, Indigo-Clean, and WallWASH for operating rooms, procedure rooms, exam rooms, and pharmacies requiring unidirectional, low-turbulence airflow.
• David Scott CompanycoreChannel Partner/ Reseller/ DistributorAlliance Medical provides David Scott Corporation gel pads, positioners, and OR accessories. Since 1972, David Scott Company has been a leading manufacturer and distributor of surgical bean bags, replacement OR table pads, patient positioners, and surgical positioning products. Alliance Medical also operates its own Gel Division manufacturing gel pads and positioning products in the USA.
• Mubi MedicalminorChannel Partner/ Reseller/ DistributorAlliance Medical provides Mubi Medical products including the TS-700 stretcher (for patient care, transport, examination, and recovery in Ambulatory Surgery Centers, emergency departments, and trauma units) and the IRIS stretcher (for ocular procedures).
• PedigocoreChannel Partner/ Reseller/ DistributorAlliance Medical represents Pedigo products — high-quality stainless steel and chrome products for the healthcare industry with nearly 200 items. Pedigo products include stools, instrument tables, I.V. stands, surgical case carts, exchange and distribution carts, bassinets, warmers, basin stands, footstools, hampers, mayo stands, stretchers, cabinets, and shelving. All Pedigo products are manufactured in the USA.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SourceOne Healthcare Technologies: A medical equipment sales, service, and integration company serving hospitals and surgery centers across multiple U.S. regions. Directly comparable to Alliance Medical in its combination of capital equipment representation, in-house service, and project management.
• Surgical Direct: Specializes in surgical equipment, devices, and sterilization products for hospitals and ASCs, with bundled sales and service offerings. Closely mirrors Alliance Medical's Skytron-focused surgical suite and sterile processing portfolio.
• Med One Group: Provides medical equipment sales, leasing, and service to hospitals and health systems across the U.S. Comparable in bundling capital equipment with lifecycle service, though at larger scale and broader geographic reach.
• MFI Medical Equipment: Sells and services new and refurbished medical equipment — including surgical tables, sterilizers, and patient care equipment — to healthcare providers. Overlaps with Alliance Medical's mid-market hospital and ASC customer base.
• DirectMed Parts & Service: Independent service organization and parts distributor for medical imaging and surgical equipment. Comparable to Alliance Medical's service division in technician-led maintenance, repair, and parts inventory business.

Broad incumbents

• TRIMEDX: A national provider of medical equipment service, maintenance, and clinical engineering programs for hospitals and health systems. Operates at significantly larger scale than Alliance Medical's service division but competes for the same preventative maintenance and repair contracts.
• Medline Industries: One of the largest manufacturers and distributors of medical supplies and equipment in the U.S., serving hospitals, surgery centers, and clinics. Competes with Alliance Medical across multiple product categories but with a vastly broader portfolio and direct sales force.
• McKesson Medical-Surgical: A division of McKesson distributing medical-surgical supplies and equipment to healthcare providers nationwide. Competes with Alliance Medical on broad-line medical equipment distribution but lacks Alliance's local technician-driven service model.
• Henry Schein: Distributes medical, dental, and animal health products to office-based practitioners and institutions. Comparable in distributor role and customer overlap but operates at much larger scale and is not regionally focused.

Others

• Skytron: A primary manufacturer partner (since 2008) whose surgical tables, lights, booms, sterilizers, and UVC systems Alliance Medical resells and services. Listed as an ecosystem partner rather than competitor given the channel relationship, but a key principal whose strategic decisions directly affect Alliance Medical's revenue.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AllianceMedicalCorp
• LinkedInlinkedin.com/company/alliance-medical-corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors7 records

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 Alliance Medical