Prolift Equipment

What Prolift Equipment does

ProLift Equipment Inc. is a privately held used industrial equipment dealership founded in 2006 and headquartered at 1616 Tantor Rd, Dallas, Texas. The company specializes in the sale, rental, and buyback of forklifts and complementary material handling equipment, including bucket/boom trucks, piggyback loaders, scissor lifts, skidsteers, and yard spotters. Inventory spans brands such as Toyota, Hyster, Yale, CAT, Clark, Hyundai, Mitsubishi, Doosan, and Komatsu, with unit capacities ranging from 3,000LBS to 60,000LBS and prices typically between $7,000 and $145,000. The business operates a second sales and service location in Houston and purchases used equipment across North America for refurbishment and resale, creating a self-replenishing supply pipeline. No proprietary technology, AI capabilities, or external funding are disclosed; the company is independently owned and supported by in-house mechanics who perform pre-sale inspections and post-sale repairs.

The company monetizes through four revenue streams: one-time used equipment sales, usage-based long-term rentals (daily, weekly, or long-term with delivery and pickup), transaction-fee buyback purchases from sellers across North America, and facilitation of third-party financing through a leasing partner. Go-to-market is sales-led via phone-based inside sales, a walk-in showroom, and a website built on the Machinio listings platform that serves as a searchable equipment catalog with detailed specifications and pricing. Customer acquisition is augmented by an active social media presence across Facebook, LinkedIn, YouTube, Instagram, Twitter, Pinterest, Yelp, Google Business, Nextdoor, and Tumblr. Free delivery within the Dallas area is a stated differentiator, with chargeable delivery outside that radius.

ProLift Equipment serves SMB and mid-market customers across industrial, warehouse, construction, outdoor freight, port, and production applications, with horizontal segmentation rather than vertical specialization. Named customer references are exclusively SMBs (D. Faris, C. Feuer, JVL Productions, M. Reiff), and the company emphasizes repeat-buyer relationships and long-term rental contracts as retention drivers. The operating model combines direct sales with post-sale service support, positioning the dealership as a relationship-based alternative to pure listing platforms in the used forklift market.

Name

Prolift Equipment

Legal name

PROLIFT EQUIPMENT INC.

Website

https://prolift-equipment.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

ProLift Equipment is a privately held Dallas-based dealership founded in 2006 that sells, rents, and buys back used forklifts and material handling equipment from multi-brand manufacturers, serving SMB and mid-market industrial, warehouse, construction, and freight customers across North America.

Ownership category

akta.pro rank

Product category

Used Industrial Equipment Retail

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Motor Vehicle Body and Trailer Manufacturing (33621)

SIC

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

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

Keywords

• Used forklift sales
• Material handling equipment
• Forklift rental services
• Industrial equipment dealer
• Heavy equipment resale

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Used Equipment Sales: One-time sales transactions of used forklifts, skidsteers, scissor lifts, boom trucks, piggyback trucks, and yard spotters. Equipment sourced from trade-ins, buyouts, and wholesale purchases. Wide price range from approximately $7,000 to $145,000 depending on equipment type, capacity, age, and condition.
2. Long-term Equipment Rentals: Flexible rental arrangements for forklifts and material handling equipment ranging from 3,000LBS to 15,000LBS capacity. Includes scissor lifts and telescopic forklifts. Rental terms available daily, weekly, or long-term. Delivery and pickup services offered.
3. Equipment Buyback: The company purchases used forklifts and equipment from customers across North America, then refurbishes and resells or rents the equipment.
4. Financing Services: Third-party financing/leasing arrangements through partner leasing company. The company facilitates equipment financing for customers but does not provide in-house financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Prolift Equipment is a Dallas-based dealership that sells, rents, and buys used forklifts and material handling equipment from manufacturers such as Toyota, Hyster, Yale, CAT, Clark, Hyundai, Mitsubishi, Doosan, and Komatsu. The company operates a physical showroom, provides flexible daily/weekly/long-term rentals, and runs a North America-wide buyback program for used equipment, supported by in-house mechanics for pre-sale inspection and post-sale service.

Product overview

Prolift Equipment operates as a used industrial equipment dealership specializing in forklifts and material handling equipment. The company offers a multi-brand portfolio of forklifts/lift trucks from manufacturers including Toyota, Hyster, Yale, Clark, CAT, Hyundai, Mitsubishi, Doosan, Komatsu, and others, alongside complementary equipment categories including Bucket/Boom Trucks, Piggyback, Scissor Lift, Skidsteer, and Yard Spotters. Their business model combines sales of used equipment with flexible rental programs (daily, weekly, long-term) and a buyback service for used forklifts across North America. The company also provides service and repair capabilities through in-house mechanics, with free delivery within the Dallas area.

Differentiator

Problem solved

Functional benefit

Products and services

• Forklifts / Lift Trucks Used forklifts and lift trucks sold to industrial and warehouse buyers, available in diesel, electric, and LPG fuel types with pneumatic or cushion tires across a wide capacity range.
• Bucket / Boom Trucks

Named customers4 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

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toyota Material Handling (dealer network): Toyota's U.S. dealer network sells new and used forklifts of the same class (3,000–60,000+ LBS) to the same industrial and warehouse customers as ProLift. As Toyota is one of ProLift's largest carried brands, the OEM's direct dealer footprint represents the closest direct competitive overlap.
• Hyster-Yale (dealer network): Hyster's authorized dealer network sells new and used Hyster/Yale forklifts across the same capacity ranges and customer segments as ProLift. Direct competition on inventory access, warranty, and financing for the same brand families ProLift resells.
• LiftOne: LiftOne is a multi-branch Hyster/Yale material handling dealer with a comparable sales-rent-service model across the Southeastern U.S. Closest direct model-comp peer: multi-location, multi-revenue-stream (sales/rentals/service), multi-brand forklift dealer.
• MH Equipment: MH Equipment is a multi-brand material handling dealer (Hyster, Yale, Toyota) with sales, rentals, and service across the Midwest. Directly comparable business model: independent dealer, multi-brand forklift portfolio, full lifecycle service offering.
• Equipment Depot: Equipment Depot operates a large multi-state network selling and renting forklifts and material handling equipment. Comparable on geographic breadth, multi-brand forklift portfolio, and integrated rental/service offering.
• Papé Material Handling: Papé's material handling division sells, rents, and services forklifts (Hyster, Toyota, etc.) across the Western U.S. Same customer base (warehousing, construction, logistics) and same multi-revenue model as ProLift.

Broad incumbents

• Crown Equipment: Crown is a major forklift OEM with its own direct dealer/service network in the U.S. Competes broadly in the same forklift category and customer base, but operates as a manufacturer-led incumbent rather than a multi-brand independent reseller.
• Sunbelt Rentals: Sunbelt Rentals is a national equipment rental provider with a forklift/aerial fleet. Overlaps directly with ProLift's rental stream and increasingly competes on used-equipment sales as fleet churn generates resale inventory.
• United Rentals: United Rentals is the largest equipment rental company in North America and offers aerial lifts and material handling equipment. While not forklift-specialized, it competes for the same rental customer and increasingly for used-equipment resale.

Emerging players

• BigRentz: BigRentz operates an online marketplace for equipment rentals including forklifts and aerial lifts. Adjacent disruptive channel that could divert SMB customers away from independent dealers like ProLift by aggregating inventory across multiple suppliers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/proliftequip
• YouTubeyoutube.com/@proliftequipmentforklifts
• Facebookfacebook.com/proliftequipmentinc
• LinkedInlinkedin.com/company/prolift-equipment
• Instagraminstagram.com/proliftequipmentinc
• Pinterestpinterest.com/proliftequipmentforklifts

Revenue estimate

Valuation estimate

Number of profiles

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 Prolift Equipment