Battlefield Equipment Rentals

What Battlefield Equipment Rentals does

Battlefield Equipment Rentals is a Canadian equipment rental company headquartered in Stoney Creek, Ontario, operating 70+ branch locations across Ontario, Quebec, New Brunswick, Nova Scotia, Prince Edward Island, Newfoundland & Labrador, and Manitoba. Founded in 1977, the company is a wholly-owned subsidiary of Toromont Industries Ltd. (TSX: TIH), a publicly traded diversified industrial conglomerate that also operates the authorized Caterpillar dealership for Eastern Canada (Toromont Cat). Battlefield serves construction companies, landscaping and tree-care operators, industrial facilities, and municipal customers, renting equipment across 20 categories including earth moving, aerial platforms, climate control, compaction, concrete and masonry, material handling, pumps, power and lighting, trench safety, and sustainable products.

The company's core product surface is its rental fleet — spanning Cat-branded heavy equipment, STIHL small equipment, Patron generators, and specialty items like the Energy Boss hybrid power system (for which Battlefield holds exclusive Canadian distribution rights). Its principal proprietary technology is InsideTRAC, a web and mobile (iOS/Android) platform that allows commercial accounts to manage equipment profiles, view rate calendars, request service, download safety inspections, and access invoicing. Internal fleet management is supported by the TRAC Fleet Management tool for paperless inspection and second-life fleet decisions. Telematics and GPS integration into InsideTRAC is flagged as coming soon.

Revenue is generated primarily through recurring equipment rental (quote-based, pay-as-you-go billing tied to rental duration), supplemented by parts and service revenue, used-equipment sales from retired fleet units, safety training programs, and specialty solution rentals (pump, trench safety, climate). The go-to-market is direct-to-consumer via physical branches with inside sales support and digital self-service through the InsideTRAC portal and online multi-quote system. The company also operates regional online payment portals across Ontario, Manitoba, Newfoundland, and Quebec/Maritimes. Customer engagement is supported by a multi-channel marketing approach spanning the company website, social media (Facebook, X, LinkedIn, Instagram, YouTube), and email newsletters.

Name

Battlefield Equipment Rentals

Legal name

Battlefield Equipment Rentals

Website

https://battlefieldequipment.ca

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Battlefield Equipment Rentals is a Canadian equipment rental company operating 70+ branches across Eastern Canada, serving construction, landscaping, and industrial customers with 20 equipment categories, managed through its proprietary InsideTRAC digital platform and backed by Caterpillar dealer affiliation.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental Services

NAICS

Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Commercial and Industrial Machinery and Equipment Rental and Leasing (5324)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531), Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

akta.pro secondary industries

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Surface Preparation & Compaction Equipment Rental/Leasing (Compactors, Rollers, Grinders) (TLABAFAJ), Concrete & Masonry Equipment Rental/Leasing (TLABAFAC), Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH), Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Construction equipment rental
• Aerial work platforms
• Climate control rentals
• Specialty equipment rental
• Used equipment sales

Headquarters

HQ city

Stoney Creek

HQ country

Canada

HQ region

North America

Offices68 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental: Core revenue stream from renting construction equipment including earth moving, aerial platforms, power generation, climate control, and specialty solutions. Revenue is recurring based on rental duration.
2. Parts and Service: Sale of replacement parts and maintenance/repair services for equipment, including Cat Hydraulic Hose services.
3. Used Equipment Sales: Sale of retired rental fleet equipment, display units, and demo units through the used equipment marketplace.
4. Safety Training Services: Training programs for customer staff to ensure compliance with safety regulations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Battlefield Equipment Rentals rents construction, industrial, and specialty equipment across more than 20 categories—including aerial work platforms, earth moving, compaction, climate control, pumps, trench safety, and power generation—through 70+ branch locations across Canada. Complementing rentals, the company sells used equipment, provides parts and service, delivers safety training, and operates the proprietary InsideTRAC platform for online fleet access, quoting, and account management.

Product overview

Battlefield Equipment Rentals operates as a diversified equipment rental company offering a core InsideTRAC digital platform for managing equipment rentals, supplemented by a comprehensive portfolio of 20 equipment rental categories spanning construction, industrial, and specialized applications. The company provides rental services through 70+ locations across Canada, supported by add-on offerings including used equipment sales, parts and service, specialty solutions (climate, pump, trench safety), safety training programs, and online payment systems. InsideTRAC serves as the central customer-facing digital interface for rental management, while the company maintains physical branch locations for equipment distribution and service delivery.

Differentiator

Problem solved

Functional benefit

Brands

• InsideTRAC: A single-source solution for managing equipment rentals, including equipment profiles, on-rent reports, safety inspections, rate calendars, and invoice views.
• Complete Pump Solutions
• Trench Safety
• Climate Solutions (HVAC)

Products and services

• Construction and Industrial Equipment Rental Fleet Rental of construction and industrial equipment across more than 20 categories—including aerial work platforms, earth moving, compaction, material handling, lighting, concrete and masonry, and trailers—for contractors, industrial operators, and government customers across Canada.
• InsideTRAC Digital Platform Proprietary digital platform (web and mobile iOS/Android apps) enabling customers to browse the rental fleet, request single or multi-equipment quotes, order parts, request service, and manage accounts online 24/7.
• Climate Solutions / Climate Control Equipment Rental Rental of Carrier-brand cooling and refrigeration units, air handlers, dehumidifiers, and other climate control equipment, with Battlefield holding exclusive Canadian distribution rights for Carrier. Targeted at industrial, construction, and event use cases.
• Power Generation and Energy Boss Power Systems Rental of mobile and standby power generation systems, with Energy Boss supplied exclusively in Canada by Battlefield for prime, standby, and temporary power needs on construction, industrial, and emergency-response sites.
• Pump Solutions Rental of dewatering pumps, trash pumps, submersible pumps, and specialty pumping equipment for construction, mining, and industrial applications.
• Trench Safety Equipment Rental Rental of trench shoring, shoring shields, confined-space equipment, and related safety gear for excavation and confined-space work, including engineered trench solutions for contractors.
• Used Equipment Sales Sales of used construction and industrial equipment released from Battlefield's rental fleet, providing buyers with refurbished or inspected units at below-new prices.
• Parts and Service Sale of OEM and aftermarket parts (including Caterpillar hydraulic hoses and other components) and repair/maintenance service for customers' construction and industrial equipment.
• Safety Training Programs (Caterpillar Safety Services and Battlefield Safety Training) Instructor-led operator and jobsite safety training including Caterpillar Safety Services programs and Battlefield safety training, plus confined-space and trench safety courses, for contractors and industrial operators needing certified operator compliance.
• Cat Card Commercial Account Commercial credit account enabling business customers to charge rental, parts, service, and other purchases, with consolidated billing tied to Caterpillar Financial Services.
• Specialty Solutions Bundle (Construction Fence, Complete Winter Solutions, Small Equipment & Tool Sell-Off) Bundle offerings for site access and seasonal needs including construction fence rental, complete winter solutions for cold-weather construction, and small equipment and tool sell-off for budget buyers.

Quantifiable outcome

• Sustainable equipment options reduce environmental impact and meet green building requirements

Named customers8 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

Integration2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Toromont CatcoreStrategic or Co-development PartnerToromont Cat is the Authorized Cat Dealer for Eastern Canada. Battlefield Equipment Rentals is part of the Toromont family of companies, providing synergy with Caterpillar equipment distribution, service support, and shared infrastructure across multiple brands including Toromont Cat, CIMCO Refrigeration, and Toromont Energy.
• Caterpillar Inc.coreChannel Partner/ Reseller/ DistributorBattlefield Equipment Rentals, as part of the Toromont family, is an authorized Caterpillar equipment dealer providing rental, sales, parts, and service for Cat machines and attachments across Eastern Canada.
• STIHLminorChannel Partner/ Reseller/ DistributorBattlefield Equipment Rentals offers STIHL equipment and promotions for small equipment needs in the construction and landscaping market.
• PatronminorChannel Partner/ Reseller/ DistributorBattlefield Equipment Rentals offers Patron portable generators, including various wattage models from 2800W to 12500W with dual and triple fuel options.
• United WayminorOthersCommunity charity partner receiving donations and support from Battlefield Equipment Rentals as part of their social responsibility initiatives.
• Rare BirdminorOthersCommunity charity partner supporting local initiatives in the communities where Battlefield operates.
• Rotary ClubminorOthersCommunity organization receiving equipment donations and sponsorship support for charitable projects and community events.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cooper Equipment Rentals: Canadian equipment rental company operating across multiple provinces with a similar general-construction fleet mix and direct-to-contractor distribution model. Closest direct domestic comparable to Battlefield by service profile and customer base.
• SMS Equipment: Canadian equipment dealer and rental provider with Komatsu ties; comparable to Battlefield as a competing OEM-aligned rental network across Canada, including Western provinces Battlefield does not serve.
• Brandt Tractor: Canada's largest privately held equipment dealer group with rental operations across the country. Closely comparable business model to Battlefield with similar OEM-aligned rental, parts, and service offering.
• Ahern Rentals: Privately held equipment rental company with a comparable mix of aerial, earthmoving, and specialty equipment. Similar in scale and customer orientation to Battlefield, primarily operating in the US but representative of the mid-market rental model.

Broad incumbents

• United Rentals: Largest equipment rental company in North America, with significant Canadian operations. Competes head-to-head with Battlefield on aerial, earthmoving, and specialty rentals but at vastly greater scale and with broader geographic reach.
• Sunbelt Rentals: Major North American equipment rental provider with growing Canadian presence. Overlaps directly with Battlefield's aerial, compaction, and general construction rental categories and offers an industry-leading digital rental platform.
• Herc Holdings: North American full-line equipment rental company serving industrial, infrastructure, and commercial customers. Competes with Battlefield in heavy and specialty rentals and has been expanding its Canadian footprint.

Emerging players

• EquipmentShare: Tech-enabled equipment rental company with proprietary telematics and rental management platform (similar in spirit to InsideTRAC) that is expanding into Canada. Represents both a competitive threat and a validation of digital rental models.
• DOZR: Canadian-founded online marketplace for construction equipment rental connecting suppliers and contractors. Comparable as a Canadian-anchored equipment rental intermediary that could either complement or disintermediate traditional rental operators like Battlefield.

Others

• Toromont Cat: Sister company within the Toromont family and authorized Cat dealer for Eastern Canada. Directly comparable in customer base and Cat-aligned offerings but focused on sales rather than rentals; relevant as both an internal partner and a cross-sell channel for Battlefield.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BattlefieldCat
• YouTubeyoutube.com/channel/UCoBuBlaWU7p3IMWZw9RU_hQ
• Facebookfacebook.com/BattlefieldEquipment
• LinkedInlinkedin.com/company/battlefield-equipment
• Instagraminstagram.com/battlefieldequipmentrentals

Compliance1 record

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 Battlefield Equipment Rentals