Snorkel

What Snorkel does

Snorkel is a private U.S.-based manufacturer of aerial work platforms and material handling equipment, founded in 1959 by Art Moore originally as a firefighting equipment company before pivoting into the construction and industrial markets in 1977. The company designs, manufactures, and sells self-propelled scissor lifts, articulating and telescopic boom lifts, towable boom lifts, personnel carriers, and burden carriers spanning working heights from 13 ft to 216 ft. Core technology centers on diesel, electric (lithium-ion and AGM battery), and hydraulic systems, with proprietary differentiators including the Snorkel Guard secondary guarding system, common spare parts architecture across product families, and a circular manufacturing philosophy that prioritizes steel-based durability and remanufacturability. The flagship 2100SJ Mega Boom holds the distinction of being the world's largest self-propelled boom lift at 216 ft.

Snorkel operates six manufacturing facilities totaling 953,715 sq ft across the United States (Elwood, Kansas; St. Joseph, Missouri), the United Kingdom (Washington, Tyne & Wear — ISO 9001/14001/50001 certified), New Zealand (Levin, acquired 1989), and China (Jintan, Jiangsu). The company runs more than 200 distribution branches across 50+ countries, comprising over 100 directly owned distributorships in North America, South America, Europe, Asia, and Australia plus more than 100 independent dealer locations. Direct sales are supported through the snorkellifts.com website with online parts ordering via The Platform portal, BIM library tools for architects, and a financing program.

The business model is hardware-led with multi-pronged monetization: new equipment sales through the global dealer network, financing services to support customer acquisition, factory-installed accessory packages (cold weather, extreme environment, glazier, aircraft, generator, etc.), and an aftermarket stream comprising parts, accessories, certified used equipment, and the Factory Rebuild Program that extends product life under the circular manufacturing philosophy. Customers span construction companies, industrial and facilities maintenance operators, equipment rental fleets, and aviation/airport operations, served through a vertical segmentation approach. Snorkel is majority-owned by Don Ahern via Xtreme Manufacturing LLC (which acquired a 51% stake in 2013), with Matthew Elvin serving as CEO and headquarters located in Henderson, Nevada.

Name

Snorkel

Legal name

Snorkel Lifts

Website

https://snorkellifts.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

251–500 employees

Short description

Snorkel is a private, Henderson, Nevada-based manufacturer of aerial work platforms — including scissor lifts, articulating and telescopic boom lifts, towable lifts, and personnel and burden carriers — sold through 200+ distribution branches in 50+ countries to construction, industrial maintenance, rental fleet, and aviation end-customers.

Ownership category

akta.pro rank

Product category

Aerial Work Platforms

NAICS

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

SIC

Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Lifting Platforms & Aerial Work Platforms (MEWPs) (IMAHAJAJ)

Keywords

• Aerial work platforms
• Scissor lifts
• Boom lifts
• Towable boom lifts
• Material handling equipment

Headquarters

HQ city

Nevada

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aerial Work Platform Sales: Direct sales of new aerial work platforms including scissor lifts, boom lifts, towables, personnel carriers, and burden carriers. Products sold through global distribution network in more than 50 countries.
2. Financing Services: Provides financing options for equipment purchases to support customer acquisition
3. Parts and Accessories: Online parts ordering through The Platform portal, accessory packages (cold weather, extreme environment, glazier, aircraft, generator packages, etc.)
4. Used Equipment: Factory Rebuild Program and certified used equipment sales

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Snorkel designs, manufactures, and sells aerial work platforms for the construction, industrial, and aviation industries. The product line includes scissor lifts (electric and rough terrain, 13–76 ft working heights), articulating and telescopic boom lifts (38–216 ft), towable boom lifts, personnel carriers, and burden carriers. Equipment is sold new and rebuilt, supported by accessory packages, parts, financing, and the ONSITE telematics platform, and distributed across more than 50 countries.

Product overview

Snorkel is a manufacturer of aerial work platforms and material handling equipment, founded in 1959. The product portfolio centers on scissor lifts and boom lifts (both articulating and telescopic) as the core offerings, supplemented by towable boom lifts, personnel carriers, and burden carriers. The company also offers accessory packages (safety, environmental, and utility-focused), used equipment, a factory rebuild program, ONSITE telematics, and a BIM library. The product line spans working heights from 13 ft to 216 ft and includes both electric/battery-powered (indoor) and diesel-powered rough terrain (outdoor) variants. The flagship 2100SJ Mega Boom holds the distinction of being the world's largest self-propelled boom lift at 216 ft working height.

Differentiator

Problem solved

Functional benefit

Brands

• ONSITE: Telematics system mentioned as OnSite for equipment tracking and management.

Products and services

• Scissor Lifts Self-propelled aerial work platforms with scissor-style vertical lifting mechanism, available in electric (indoor) and rough terrain (outdoor) variants, with working heights from 13 ft to 76 ft and platform capacities from 500 lbs to 4,000 lbs. Sold to construction companies, rental fleets, and industrial maintenance operators.
• Boom Lifts Articulating and telescopic boom lifts providing vertical reach and horizontal outreach. Includes electric articulating booms (A-series), rough terrain articulating booms (A-JRT/JRTE series), telescopic booms (S-series, TB-series), and compact/electric boom lifts. Working heights from 38 ft to 216 ft. Designed for construction, industrial maintenance, and aviation operations.
• Towable Boom Lifts Trailer-mounted boom lifts designed for easy transportation between job sites by standard tow vehicles. Targeted at rental fleets and contractors moving equipment frequently.
• Personnel Carriers Compact electric vehicles for transporting workers across job sites, powered by lithium-ion batteries for quiet, emissions-free operation. Used by industrial facilities, warehouses, and construction sites.
• Burden Carriers Versatile utility vehicles for transporting materials, tools, and equipment across job sites, available with electric power options and built for indoor and outdoor use.
• 2100SJ Mega Boom Flagship self-propelled telescopic boom lift and the world's largest in its class, with maximum working height of 216 ft (66m), reaching farther than any other boom lift. Targeted at construction, infrastructure, and industrial maintenance applications requiring extreme reach.
• Accessory Packages Factory-installed accessory packages including Cold Weather Package, Extreme Cold Weather Package, Extreme Environment Package, Glazier Package, Pipe Rack, Pressure Washer Package, Tow Kit, Utility Package, Tunnel Package, Generator Package, Lights Package, Aircraft Package, Deluxe Aircraft Package, Aircraft Bumpguard System, Friction Drive Assist Package, and Snorkel Guard Secondary Guarding System. Sold alongside new equipment to tailor lifts for specialized applications including aviation, cold climates, extreme environments, glazier, utility, and tunnel work.
• Used Equipment Pre-owned certified Snorkel aerial work platforms sold as budget-friendly options for fleet expansion, supported by the circular manufacturing philosophy. Targeted at rental companies, contractors, and industrial buyers seeking cost-effective equipment.
• Factory Rebuild Program Factory rebuild and remanufacturing services that restore used Snorkel equipment to like-new condition as part of the company's circular manufacturing philosophy. Offered to fleet operators and rental companies to extend equipment life.
• Equipment Financing Financing options provided to support customer acquisition for Snorkel equipment purchases, available to qualified business buyers acquiring new and used lifts.
• ONSITE Telematics Telematics system for remote monitoring and fleet management of Snorkel equipment, providing equipment tracking, utilization, and management data to fleet operators and rental companies.

Quantifiable outcome

• Maximum working height of 216 ft (66m) on 2100SJ boom lift - industry leading reach
• +1 more outcomes

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

Four partnerships are on record, tiered major and minor.

• Levin Manufacturing (New Zealand)majorStrategic or Co-development Partner · 1 January 1989Acquired manufacturing facilities in Levin, New Zealand, and established sales and service offices in Sydney and Melbourne, Australia. This expanded Snorkel's offerings to include trailer mounted machines and broadened its product line in Australia, New Zealand and Asia.
• Economy EngineeringmajorStrategic or Co-development Partner · 1 January 1988Acquired Economy Engineering, a leading manufacturer of self-propelled scissor lifts and ground entry vertical lift work platforms, to complement the boom range. This acquisition expanded Snorkel's product portfolio to include scissor lifts.
• European Rental AssociationminorStrategic or Co-development PartnerSnorkel adheres to the European Rental Association (ERA) Sustainable Supplier framework, demonstrating commitment to sustainability standards.
• Industry AssociationsminorStrategic or Co-development PartnerActive member of ARA (American Rental Association), AEM (Association of Equipment Manufacturers), IPAF (International Powered Access Federation), ERA (European Rental Association), MHI (Material Handling Institute), and regional rental associations including California, Michigan, Minnesota, Texas Rental Associations.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• JLG Industries: JLG is the global market leader in aerial work platforms, manufacturing boom lifts, scissor lifts, and telehandlers across the same product categories as Snorkel. Direct head-to-head competitor across most rental and construction end-markets globally.
• Skyjack: Skyjack, part of Linamar Corporation, manufactures scissor lifts, boom lifts, and telehandlers sold primarily to the equipment rental industry. Comparable product range and customer base, with strong rental-channel focus paralleling Snorkel's go-to-market.
• Nifty Lift: Nifty Lift is a UK-based manufacturer of self-propelled and towable boom lifts and tracked platforms. Directly comparable product portfolio focusing on aerial work platforms with similar geographic coverage in Europe, the Middle East, and Australia.
• Haulotte: Haulotte is a France-based global MEWP manufacturer offering electric and diesel boom lifts, scissor lifts, and telehandlers. Closely comparable product portfolio, manufacturer-direct and distributor go-to-market model, and similar mid-sized scale.
• Genie (Terex): Genie, part of Terex's Aerial Work Platforms segment, is one of the largest MEWP manufacturers in the world, with overlapping scissor lifts, articulating booms, telescopic booms, and material lifts. Direct competitor in nearly every geography and rental channel where Snorkel operates.
• Aichi Corporation: Aichi is a Japan-based manufacturer of aerial work platforms including truck-mounted and self-propelled boom lifts, with strong presence across Asia. Directly comparable product offering and overlapping customer segments in utilities, construction, and industrial maintenance.

Broad incumbents

• Manitou Group: Manitou is a publicly listed global manufacturer of material handling and aerial work platform equipment, including telehandlers and rough-terrain lifts serving construction, agriculture, and industrial customers. Overlaps with Snorkel in aerial platforms but operates at broader scope and larger scale.

Emerging players

• Sinoboom: Sinoboom is a China-based MEWP manufacturer producing articulating and telescopic boom lifts, scissor lifts, and spider lifts for global markets. A direct competitor gaining share in mid-tier product categories; relevant as a Chinese source of pricing and capacity competition for Snorkel.
• MEC (California): MEC is a U.S. manufacturer of slab scissor lifts, narrow rough-terrain scissor lifts, and boom lifts. Smaller scale than Snorkel but with overlapping product categories and North American distribution focus.
• Dingli: Dingli is a Chinese aerial work platform manufacturer specializing in scissor lifts, boom lifts, and vertical mast lifts with growing international distribution. Directly comparable product categories and a relevant emerging force in global MEWP supply.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Snorkel