Rock Machinery
Rock Machinery is a privately-held Midwestern US distributor and service provider of crushing, screening, conveying, and wash equipment for aggregate, mining, and recycling operators, representing 27+ manufacturer brands through territory-based field sales and three branches.
- Company typePrivate
- Founded2004
- HeadquartersAllenton, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Rock Machinery does
Rock Machinery Co., LLC is a regional industrial equipment distributor and service provider headquartered in Allenton, Wisconsin, founded in 2004 by Larry Hetzel. The company operates as an authorized distributor for 27+ equipment manufacturers serving the aggregate, mining, and recycling industries across seven Midwestern US states (Illinois, Indiana, Minnesota, North Dakota, South Dakota, Michigan, and Wisconsin), with additional sales coverage extending into Kentucky and Ohio. Its product portfolio spans new and used crushing, screening, conveying, washing, feeding, pumping, and metal-separation equipment under brands such as Superior, Terex/Cedarapids, Masaba, Lippmann, Weir, McLanahan, Hazemag, and FLSmidth/Krebs, alongside wear parts, screen media, conveyor components, and rubber/urethane products.
The business generates revenue through three integrated streams: equipment sales (one-time transaction pricing, with both fixed-price used listings and quote-based new equipment sales), parts distribution (one-time consumable purchases), and recurring service work (complete crusher rebuilds, pump rebuilds, full-service electrical design/build/commissioning, and field service). Pricing is unit-based or quote-driven, with no subscription or recurring SaaS-style offering. Distribution is delivered through a territory-based outside sales force and three physical branches (Allenton WI headquarters, Osseo WI, and Woodburn IN), with a 125+ year combined-experience technical and service staff supporting in-house rebuild and electrical capabilities.
Rock Machinery is a privately held, family-controlled LLC (Hetzel family ownership) with no external institutional investors, no parent company, no subsidiaries, and no M&A activity on record. Its competitive position rests on multi-brand authorized distribution rights, in-house technical service, and deep regional customer relationships rather than technology, IP, or scale advantages.
Rock Machinery firmographics
Firmographics- Name
- Rock Machinery
- Legal name
- Rock Machinery Co., LLC
- Website
- https://rockmachinery.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rock Machinery is a privately-held Midwestern US distributor and service provider of crushing, screening, conveying, and wash equipment for aggregate, mining, and recycling operators, representing 27+ manufacturer brands through territory-based field sales and three branches.
- Ownership category
- akta.pro rank
Rock Machinery industry classification
Industry- Product category
- Aggregate Processing Equipment Distribution
- NAICS
- Mining Machinery and Equipment Manufacturing (333131), Agriculture, Construction, and Mining Machinery Manufacturing (3331), Mining and Oil and Gas Field Machinery Manufacturing (33313)
- SIC
- Mining Machinery & Equip (No Oil & Gas Field Mach & Equip) (3532), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Construction, Mining & Materials Handling Machinery & Equip (3530)
- akta.pro primary industry
- Crushing, Screening & Mineral Sizing Equipment (IMAKANAD)
- akta.pro secondary industries
- Conveying, Hoisting & Materials Handling Systems (Conveyors, Stackers/Reclaimers, Winches) (IMAKANAE), Feeding & Conveying Equipment (Aprons, Belts, Stackers) (IMAHAMAH)
Keywords
Where Rock Machinery is headquartered
LocationHeadquarters
- HQ city
- Allenton
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Rock Machinery business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Equipment Sales: Sale of new and used aggregate processing equipment including crushers, screens, conveyors, wash plants, and related machinery. Acts as authorized distributor for multiple equipment manufacturers.
- Parts Sales: Sale of replacement parts for crushing and screening equipment including screen media, crusher wear parts, conveyor parts, and drive components.
- Equipment Service & Rebuilds: Complete crusher rebuild services including cone crusher rebuilds, jaw crusher rebuilds, vibrating unit rebuilds, gyratory rebuilds, pump rebuilds, and conversion services.
- Electrical Services: Full-service electrical services including electric motors, components, design, engineering, panel construction, commissioning, troubleshooting, automation, and refurbishing for all makes and models of equipment.
- Equipment Rentals: Rental services for aggregate processing equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | New equipment - pricing by quote |
| Unit Pricing | Pay-as-you-go | Used equipment - varied pricing |
| Unit Pricing | Pay-as-you-go | Parts - rebuild pricing available |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Rock Machinery product offering
Product offeringCore offering
Rock Machinery is an authorized sales representative and distributor of process equipment (crushers, screens, conveyors, wash plants, feeders, hammers/pulverizers, pumps/valves/hoses, and metal detection/magnetic separation equipment) for the aggregate, mining, and recycling industries. The company also distributes replacement parts from multiple OEM lines and provides in-house field service including complete crusher rebuilds, pump and vibrating unit rebuilds, truck bed liner installation, modular screen deck conversions, and full-service electrical capabilities (design, engineering, panel construction, automation, commissioning, troubleshooting). Equipment rentals of aggregate processing machinery round out the offering.
Product overview
Rock Machinery is a distributor and dealer of process equipment for the aggregate, recycling, and mining industries, founded in 2004 and headquartered in Allenton, Wisconsin. The company offers a comprehensive portfolio organized into three main areas: equipment sales (including crushers, screens, conveyors, wash equipment, plants, feeders, hammers & pulverizers, pumps/valves/hoses, and metal detectors & magnets), parts distribution (covering screen media, crusher wear parts, replacement parts, conveyor parts, rubber/urethane/ceramic components, and drive components), and field services (encompassing cone/jaw/vibrating unit/gyratory/pump rebuilds, truck bed liner installation, and modular screen deck conversion). The company also provides full-service electrical capabilities including design, engineering, panel construction, commissioning, troubleshooting, automation, and equipment testing. Rock Machinery operates multiple branch locations in Wisconsin and Indiana, serving customers throughout the Midwestern United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Process Equipment Distribution (Crushers, Screens, Conveyors, Wash Equipment, Plants, Feeders, Hammers & Pulverizers, Pumps/Valves/Hoses, Metal Detectors & Magnets) Authorized sales of new aggregate-processing equipment across multiple categories—crushers (cone, jaw, VSI, HSI, track), screens (incline, horizontal, track, dewatering), conveyor systems, wash equipment, plants, feeders, hydraulic hammers and pulverizers, pumps/valves/hoses, and metal detection/magnetic separation—sourced from manufacturers including Superior, Terex (Cedarapids, Finlay, Canica, Simplicity), Masaba, Lippmann, McLanahan, Hazemag, FLSmidth Krebs, Weir/Trio, and CEMCO for aggregate, mining, and recycling operators in the Midwest.
- Parts Distribution (Screen Media, Crusher Wear Parts, Replacement Parts, Conveyor Parts, Rubber/Urethane/Ceramic, Drive Components) Multi-line parts distribution supplying screen media, crusher wear parts (liners, jaw dies supporting Allis-Chalmers/Svedala Hydrocone, Nordberg/Metso GP/HP/MP/Omnicone, Sandvik Hydrocone/Superior, and Symons/Gyradisc models), replacement parts for crushers and screens, conveyor parts (belts, rollers), rubber/urethane/ceramic wear materials, and drive components for aggregate processing operations.
- Equipment Rebuild & Field Service (Cone, Jaw, Vibrating Unit, Gyratory, and Pump Rebuilds; Truck Bed Liner Installation; Modular Screen Deck Conversion) In-house complete rebuild and reconditioning services for cone crushers, jaw crushers, vibrating units, gyratory crushers, and slurry/centrifugal pumps, plus truck bed liner installation and retrofit conversion services for screening equipment to modular deck configurations—performed at the Allenton, Wisconsin repair facility and through field service across the Midwest.
- Full-Service Electrical (Motors, Components, Design, Engineering, Panel Construction, Commissioning, Troubleshooting, Automation, Refurbishing) Full-service electrical capabilities including electric motors and generators, components (relay logic, VFD, soft start, sensors), design and engineering, panel construction, commissioning, troubleshooting, automation, refurbishing, and test running of new and used equipment for all makes and models.
- Equipment Rentals Rental services for aggregate processing equipment provided to customers across the Midwestern United States on a usage-basis billing cadence.
- Used Equipment Sales Sale of used aggregate processing equipment with listed unit pricing (e.g., 2005 CEC Screen It at $95,000; Lippmann 22x48 at $150,000; Rock Systems conveyor at $3,750; Lippmann 30x62 jaw plant at $510,000).
Companies that use Rock Machinery
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Rock Machinery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rock Machinery partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core, major and supporting.
- SuperiorcoreAuthorized distributor for Superior equipment including portable plants, conveyors, and screens. One of the primary equipment lines carried by Rock Machinery.
- Terex (Cedarapids, Finlay, Canica)coreAuthorized distributor for multiple Terex brands including Cedarapids crushing and screening equipment, Terex Finlay tracked crushers and screens, and Canica VSI crushers.
- MasabacoreAuthorized distributor for Masaba equipment including portable conveying and crushing solutions.
- LippmannmajorAuthorized distributor for Lippmann jaw crushers and conveying equipment.
- WeirmajorDistributor for Weir pumps, valves, and minerals processing equipment including centrifugal pumps, slurry pumps, and pinch valves.
- FlexcomajorDistributor for Flexco conveyor components and belt cleaning solutions.
- McLanahanmajorAuthorized distributor for McLanahan aggregate processing equipment including wash equipment and material handling solutions.
- HazemagmajorDistributor for Hazemag impact crushers (HSI) used in aggregate processing.
- FLSmidth (Krebs)majorDistributor for FLSmidth Krebs slurry pumps and mineral processing equipment.
- Rim-Tec CastingssupportingDistributor for Rim-Tec crusher wear parts including jaw dies and mantles with 18% manganese content.
- CEMCOsupportingDistributor for CEMCO VSI crushers used in sand and gravel processing.
- Simplicity (Terex)supportingDistributor for Simplicity incline screens as part of the Terex product family.
- Trio (Weir)supportingDistributor for Trio crushing and screening equipment under the Weir brands.
- DingssupportingDistributor for Dings magnetic separators and metal detection equipment.
- Belt-Way ScalessupportingDistributor for Belt-Way conveyor belt scales for aggregate weighing applications.
- Advanced Detection SystemssupportingDistributor for ADS metal detection equipment used in aggregate processing.
- Spokane IndustriessupportingDistributor for Spokane Industries wear parts and impact crushers.
- SurestrikesupportingDistributor for Surestrike hydraulic breakers and pulverizers.
- Breaker Technology (BTI)supportingDistributor for BTI hydraulic breakers and material handling attachments.
- BandosupportingDistributor for Bando conveyor belts and industrial rubber products.
- Continental ConveyorsupportingDistributor for Continental conveyor equipment and components.
- Durex ProductssupportingDistributor for Durex screen media and urethane products.
- Eagle FoundrysupportingDistributor for Eagle Foundry cast iron products for aggregate equipment.
- CMS AmericassupportingDistributor for CMS Americas crusher parts and equipment.
- Fab TecsupportingDistributor for Fab Tec portable crushing and screening plants.
- PPIsupportingDistributor for PPI conveyor components and pulleys.
- ROSTAsupportingDistributor for ROSTA vibratory equipment components and screen mounts.
- SyntronsupportingDistributor for Syntron material handling equipment including feeders and screeners.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Rock Machinery competitors and assessment
Company assessmentDirect peers
- Goodfellow Corporation: Distributor of aggregate processing equipment (crushing, screening, conveying, washing) serving the Western U.S. Same authorized-distributor business model targeting aggregate producers and recycling operations, with similar parts and service offerings.
- Stoltz Mfg: Aggregate equipment distributor and service provider in the Eastern/Mid-Atlantic U.S. distributing crushing, screening, and conveying equipment from multiple OEMs and offering parts and rebuild services comparable to Rock Machinery.
- Kemper Equipment: Distributor of crushing, screening, and material handling equipment for aggregate, mining, and recycling industries with parts and service support. Closely comparable business model, customer base, and product portfolio to Rock Machinery.
- Frontline Construction Equipment: Regional distributor of aggregate processing equipment (crushers, screens, conveyors, wash plants) serving aggregate producers with parts, service, and application support — directly comparable to Rock Machinery's territory-based distribution model.
- McCourt Equipment: Aggregate equipment distributor supplying crushers, screens, conveyors, and wash plants to aggregate producers with parts and field service support across a multi-state territory, mirroring Rock Machinery's distribution-plus-service business model.
- Powerscreen Mid-Atlantic: Authorized Powerscreen distributor covering the Mid-Atlantic region, supplying tracked crushers, screens, and conveying equipment to aggregate and recycling operators with parts and service — same authorized-OEM distribution model as Rock Machinery.
- General Aggregates: Distributor of aggregate processing equipment and parts serving quarry and recycling operators across a multi-state U.S. footprint, directly comparable to Rock Machinery in customer profile and equipment portfolio.
Broad incumbents
- Terex Corporation: Global manufacturer of materials processing machinery (Cedarapids, Finlay, Canica, Simplicity) and aerial work platforms. As one of Rock Machinery's largest OEM partners, Terex defines the product line Rock Machinery distributes, while also competing indirectly via direct national accounts.
- Metso: Global manufacturer of crushing, screening, and mineral processing equipment (Nordberg, Lokotrack). Operates both direct and distributor channels and competes with Rock Machinery's OEM portfolio at the equipment level while also being a potential distribution partner.
- Komatsu: Global manufacturer of construction, mining, and material handling equipment with broad North American distribution. Competes with Rock Machinery's OEM partners for mining and aggregate customers while also representing an adjacent category of equipment Rock Machinery does not directly distribute.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rock Machinery social profiles
Digital presenceRock Machinery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rock Machinery leadership team
Management profileNumber of profiles
Profiles11 records
Rock Machinery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rock Machinery 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 Rock Machinery
What does Rock Machinery do?
Rock Machinery is an authorized sales representative and distributor of process equipment (crushers, screens, conveyors, wash plants, feeders, hammers/pulverizers, pumps/valves/hoses, and metal detection/magnetic separation equipment) for the aggregate, mining, and recycling industries. The company also distributes replacement parts from multiple OEM lines and provides in-house field service including complete crusher rebuilds, pump and vibrating unit rebuilds, truck bed liner installation, modular screen deck conversions, and full-service electrical capabilities (design, engineering, panel construction, automation, commissioning, troubleshooting). Equipment rentals of aggregate processing machinery round out the offering.
Is Rock Machinery a public or private company?
Rock Machinery is a private company. It is classified as family owned and is currently operating.
When was Rock Machinery founded?
Rock Machinery was founded in 2004. It employs 11 to 50 people.
Where is Rock Machinery based?
Rock Machinery is headquartered in Allenton, United States, in the North America region.
How does Rock Machinery make money?
Five revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, equipment Service & Rebuilds, electrical Services and equipment Rentals.
Who are Rock Machinery's main competitors?
Direct peers on record are Goodfellow Corporation, Stoltz Mfg, Kemper Equipment, Frontline Construction Equipment, McCourt Equipment, Powerscreen Mid-Atlantic and General Aggregates. Broad incumbents are Terex Corporation, Metso and Komatsu.
Does Rock Machinery have an API?
No public API is recorded for Rock Machinery.
What industry is Rock Machinery in?
Rock Machinery's product category is Aggregate Processing Equipment Distribution. Its primary akta.pro industry code is IMAKANAD, Crushing, Screening & Mineral Sizing Equipment, with a secondary code of IMAKANAE, Conveying, Hoisting & Materials Handling Systems (Conveyors, Stackers/Reclaimers, Winches). Its NAICS code is 333131 and its SIC code is 3532.