Welch Equipment Company

What Welch Equipment Company does

Welch Equipment Company, founded in 1985 and headquartered in Denver, Colorado, is a privately-held, full-service material handling equipment dealer and integrator serving industrial operators across the Rocky Mountain region (Colorado, Utah, New Mexico, and Montana). The company functions as an authorized exclusive dealer for Toyota Material Handling and Raymond Corporation in its territory, with additional authorized relationships with Taylor Machine Works, Genie, JLG, Combilift, Aisle Master, Tennant, and Nilfisk. Operating from five physical branches plus a mobile service fleet, Welch distributes new and used forklifts, aerial lifts, automated guided vehicles, industrial batteries (via its wholly-owned Mountain Power division with Hawker chargers), engineered racking and mezzanines (via Dematic, Interlake Mecalux), and dock equipment (via Blue Giant, Damotech) to manufacturing plants, distribution centers, logistics facilities, heavy industry, and warehouse operations.

Name

Welch Equipment Company

Legal name

Welch Equipment Company

Website

https://welchequipment.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

Welch Equipment Company is a privately-held material handling equipment dealer and integrator, founded in 1985 and headquartered in Denver, Colorado, serving industrial operators across Colorado, Utah, New Mexico, and Montana with forklifts, aerial lifts, automated guided vehicles, batteries, and warehouse automation as an authorized Toyota and Raymond dealer.

Ownership category

akta.pro rank

Product category

Material Handling Equipment Dealership

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)

akta.pro secondary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Material handling equipment
• Forklift dealer services
• Warehouse automation solutions
• Industrial battery systems
• Fleet telematics platforms

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new forklifts, aerial lifts, warehouse equipment, and automated guided vehicles from manufacturer partners including Toyota, Raymond, Taylor, Genie, JLG, Combilift, and others. Revenue recognized at point of sale.
2. Used Equipment Sales: Sale of pre-owned/reconditioned material handling equipment inspected for reliable performance and long-term value.
3. Equipment Rentals: Flexible short-term equipment rentals (daily, weekly, monthly, long-term) for forklifts, batteries, and other warehouse equipment. Revenue recognized per rental period with options for same-day/next-day delivery.
4. Service, Repairs & Maintenance: Mobile and in-shop service for forklifts and material handling equipment including emergency repairs, planned preventive maintenance, tire service, and on-site battery maintenance. Revenue generated per service event or via subscription to maintenance programs.
5. Maintenance Programs: Three-tiered preventive maintenance programs (Basic, Extra/Comprehensive, Complete) offering scheduled inspections, oil changes, breakdown service, fleet reporting, telematics, and business reviews on 60 or 90 day intervals.
6. Industrial Batteries & Chargers (Mountain Power Division): Sale of industrial batteries (lead-acid and lithium-ion), compatible chargers, and full battery lifecycle services including inspection, maintenance, repair, refurbishment, and recycling. Battery/charger rental also available.
7. Forklift Safety Training & Certification: OSHA-compliant forklift safety training and certification programs for operators, technicians, and warehouse staff. Programs include basic operator training (Classes 1-5, 7) and train-the-trainer programs.
8. Forklift Financing & Leasing: Financing and leasing options facilitated through Toyota Commercial Finance and Raymond, enabling customers to acquire equipment via loans, leases, or custom payment plans.
9. Warehouse Automation & Storage Solutions: Consulting, design, engineering, and installation of automated storage systems, racking, mezzanines, and modular buildings. Revenue generated through project-based professional services and equipment/system sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Welch Equipment Company is a full-service authorized material handling equipment dealer that sells, rents, and services forklifts, aerial lifts, automated guided vehicles, industrial batteries and chargers, and warehouse storage/racking solutions from brands such as Toyota, Raymond, Taylor, Genie, JLG, Combilift, Aisle Master, and Tennant across the Rocky Mountain region. The company bundles these equipment offerings with lifecycle service modules including mobile repair, preventive maintenance programs, tire service, OSHA-compliant operator training, telematics (iWAREHOUSE Evolution), and financing facilitation through Toyota Commercial Finance and Raymond. Its Mountain Power division provides industrial battery and charger solutions as a complementary product and service line.

Product overview

Welch Equipment Company is a full-service material handling equipment dealer operating since 1985, serving Colorado, Utah, New Mexico, and Montana. The company operates a platform-plus-services model built around equipment sales (new, used, and rental) from manufacturer partners including Toyota, Raymond, Taylor, Genie, JLG, Combilift, and Tennant. Its portfolio spans forklifts, automated guided vehicles, aerial lifts, industrial batteries (via Mountain Power division), warehouse automation, telematics (iWAREHOUSE Evolution Suite), and storage solutions. These offerings are augmented by service modules including forklift repair, tire service, preventative maintenance programs, battery maintenance and recycling, safety training and certification, and flexible financing options. The company functions as an authorized dealer and service provider integrating multiple equipment brands with value-added operational solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Mountain Power: Industrial battery and charger division of Welch Equipment Company offering comprehensive lead-acid and lithium battery solutions, battery maintenance, recycling, and charging systems across the Rocky Mountain region.

Products and services

• Forklifts & Material Handling Equipment Sales Sale of new forklifts and material handling equipment including electric, internal combustion, pneumatic, diesel, and heavy-duty models from manufacturers such as Toyota, Raymond, and Taylor, targeted at industrial and warehousing operations.
• Used Equipment Sales Sale of pre-owned material handling equipment including forklifts and warehouse solutions, inspected for dependable performance and long-term value.
• Equipment Rentals Flexible rental of forklifts, batteries, and other warehouse equipment with daily, weekly, monthly, or long-term terms and same-day/next-day delivery in most service areas.
• Automated Guided Vehicles (AGV & AGC) Automated warehouse vehicles including Toyota AGVs, entry-level AGC options, and Raymond laser-guided AGV platforms for towing, pallet movement, and very narrow aisle handling.
• iWAREHOUSE Evolution Telematics Suite Scalable telematics platform unifying fleet, operator, and facility insights, including iTRACK for asset lifecycle management, iW Essential for operator and fleet management, and iW Enterprise for facility-wide performance dashboards, with cloud-based remote access via the iWAREHOUSE Gateway.
• W.FieldSense Proximity Notification System Pedestrian/truck proximity notification system that warns operators and pedestrians when approaching within predefined distances of equipped trucks and pedestrians, using sensor technology in warehouse environments.
• Pick2Pallet LED Light System Pick-to-light system using LED technology to visually reinforce product placement for order fulfillment in batch picking applications, reducing picking errors.
• In-Aisle Detection System Safety system for narrow wire-guided aisles that detects objects in the truck path, triggers visible alerts, sounds alarms, and decelerates/stops the truck automatically to prevent collisions.
• Zoning and Positioning (ZaP) Automatic control of key truck functions ensuring repeatable, reliable operation in warehouse environments, improving safety and efficiency through precision positioning.
• Mountain Power Industrial Battery Solutions Comprehensive industrial battery portfolio offering lead-acid and lithium battery solutions (Fast Trak, Energy-Plus, FLEX Li3, FLEX TPPL, Powerline LM, FLEXPAK) with battery/charger rental options across the Rocky Mountain region.
• Industrial Battery Chargers (Hawker) Industrial battery chargers including Hawker LifePlus, Hawker LifeSpeed Mod3, Hawker PTO MOD3, and Hawker LifeTech Mod1C, designed for demanding industrial environments.
• Forklift Service & Repair Mobile and in-shop service for forklifts and material handling equipment including emergency repairs, planned preventive maintenance, tire service, and on-site battery maintenance to minimize downtime.
• Forklift Maintenance Programs Three-tiered preventive maintenance programs (Basic, Extra/Comprehensive, Complete) offering scheduled inspections, oil changes, breakdown service, fleet reporting, telematics, and business reviews on 60 or 90 day intervals to reduce unplanned downtime.
• Battery Service & Maintenance (Mountain Power) End-to-end industrial battery maintenance including on-site washing, preventative maintenance programs, battery room design and installation, repair, refurbishment, rebuilds, and sustainable recycling.
• Forklift Safety Training & Certification OSHA-compliant forklift safety training and certification programs for operators, technicians, and warehouse staff including basic operator training (Classes 1-5, 7) and train-the-trainer programs.
• Forklift Financing & Leasing Flexible financing and leasing solutions facilitated through Toyota Commercial Finance and Raymond, including customizable payment plans, credit applications, and billing portal management.
• Forklift Tire Service & Replacement On-site tire service and replacement for cushion tires, air-filled pneumatic tires, solid pneumatic tires, polyurethane tires, non-marking tires, foam-filled tires, and specialty tires.
• Warehouse Storage Solutions Engineered storage solutions including structural pallet racking, cantilever racking, pallet flow racking, push-back racking, mezzanines, and modular buildings, with consulting, design, engineering, and installation services.

Quantifiable outcome

• Increased productivity and reduced product damage through OSHA-compliant safety training programs.
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

18 partnerships are on record, tiered core, standard and minor.

• Toyota Material HandlingcoreChannel Partner/ Reseller/ DistributorAuthorized forklift dealer for Toyota, providing new and used forklifts, automated guided vehicles, reach trucks, stackers, container handlers, and specialized equipment including paper roll forklifts, mid IC pneumatic forklifts, and mid tow tractors.
• Raymond CorporationcoreChannel Partner/ Reseller/ DistributorExclusive authorized Raymond dealer in the Rocky Mountain region, providing warehouse solutions, automated guided vehicles, and forklift equipment. Also partner for Raymond Red Program battery solutions.
• Taylor Machine WorkscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Taylor heavy-duty forklifts including the Taylor X-650S with Cummins diesel engine for demanding industrial applications.
• GeniestandardChannel Partner/ Reseller/ DistributorAuthorized dealer for Genie aerial lifts providing access equipment for industrial and warehouse applications.
• JLG IndustriesstandardChannel Partner/ Reseller/ DistributorAuthorized dealer for JLG aerial lifts and mobile elevated work platforms for industrial access applications.
• CombiliftstandardChannel Partner/ Reseller/ DistributorAuthorized dealer for Combilift multidirectional forklifts designed for narrow aisle and long-load handling applications.
• Aisle MasterstandardChannel Partner/ Reseller/ DistributorAuthorized dealer for Aisle Master narrow aisle forklifts complementing Combilift products.
• Tennant CompanystandardChannel Partner/ Reseller/ DistributorAuthorized dealer for Tennant industrial scrubbers and sweepers for warehouse and facility cleaning applications.
• NilfiskstandardChannel Partner/ Reseller/ DistributorAuthorized dealer for Nilfisk industrial cleaning equipment, providing complementary cleaning solutions alongside Tennant products.
• Bastian SolutionsstandardStrategic or Co-development PartnerPartner for automated guided vehicle (AGV) solutions, combining Bastian Solutions automation expertise with Welch Equipment's equipment distribution and service capabilities.
• Hawker PowersourcecoreTechnology or IntegrationHawker is a trusted supplier of industrial batteries and chargers to the Mountain Power division. Products include Hawker LifePlus, Hawker LifeSpeed Mod3, Hawker PTO Mod3, Hawker LifeTech Mod1C, and advanced high-frequency charging systems.
• DematicstandardStrategic or Co-development PartnerPartner for warehouse automation and storage solutions including automated storage and retrieval systems, conveying, and sortation technologies.
• Interlake MecaluxstandardChannel Partner/ Reseller/ DistributorPartner for engineered racking and storage systems including structural pallet racking, cantilever racking, pallet flow racking, and push-back racking solutions.
• Blue Giant EquipmentminorChannel Partner/ Reseller/ DistributorPartner for dock equipment and material handling solutions including dock levelers, dock doors, and related warehouse loading dock equipment.
• PettiboneminorChannel Partner/ Reseller/ DistributorPartner for specialized material handling equipment products.
• Princeton TractorminorChannel Partner/ Reseller/ DistributorPartner for specialized industrial tractor and material handling equipment.
• LiftKingminorChannel Partner/ Reseller/ DistributorPartner for specialized industrial lifting equipment.
• Hannibal RackminorChannel Partner/ Reseller/ DistributorPartner for Hannibal rack storage solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hyster-Yale Group: Global manufacturer of Hyster and Yale lift trucks sold through a dealer network. Competes with Welch in core forklift categories and adjacent warehouse equipment.
• Crown Equipment: Major material handling equipment manufacturer with its own direct dealer/service network, competing with Welch's portfolio in forklifts, warehouse equipment, and telematics.
• KION Group (Linde Material Handling): Largest European material handling OEM; competes globally with Toyota and Raymond in forklifts and intralogistics through direct sales and dealer networks.
• Raymond Corporation: OEM of forklifts, telematics (iWAREHOUSE), and warehouse solutions; Welch's other anchor brand partner. Larger incumbent whose dealer relationships and direct sales could affect Welch's positioning.
• Toyota Material Handling USA: OEM of forklifts and warehouse equipment; the parent manufacturer of one of Welch's core product lines. Operates a nationwide dealer network that Welch competes within.

Emerging players

• Bastian Solutions: Warehouse automation integrator specializing in AGVs, conveyors, and robotic solutions. A partner of Welch for AGV deployments, and a comparable player in the automation segment of the same market.

Direct peers

• MH Equipment: Large multi-brand material handling equipment dealer with a similar full-service sales, rental, service, and warehouse solutions model. Closely comparable business model and product breadth to Welch.
• Papé Material Handling: West-coast regional material handling dealer carrying Hyster and other major brands, with comparable full-service sales, service, and parts operations across multiple U.S. western states.
• Atlas Companies: West-region multi-brand material handling and warehouse solutions dealer offering new/used equipment, rentals, service, and automation—directly comparable to Welch's dealer model.
• Briggs Equipment: National multi-brand material handling dealer providing forklifts, parts, service, and warehouse solutions across the U.S. Comparable in service breadth and dealer business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/welchequipment
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• LinkedInlinkedin.com/company/welch-equipment-company
• Instagraminstagram.com/welchequipment

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Welch Equipment Company