A.S.A.P. Heavy Equipment Rentals

What A.S.A.P. Heavy Equipment Rentals does

A.S.A.P. Heavy Equipment Rentals (operating with brand presence also captured as Westrax Machinery) is a privately-held heavy equipment dealer and rental company headquartered in Rancho Dominguez, California, with a secondary location in Corona, CA. Founded in 1998, the company serves contractors and businesses in the greater Los Angeles region by selling and renting new and used heavy construction equipment including excavators (crawler and wheel), wheel loaders, skid steers, smooth drum compactors, light towers, skip loaders, and truck water equipment. The product portfolio spans multi-brand inventory from Caterpillar, John Deere, Hitachi, Kobelco, Volvo, Sakai, Freightliner, Genie, International, LiuGong, and Multiquip, supported by ancillary services such as parts, attachments (e.g., digger buckets), preventative maintenance programs, and equipment moving/transportation services.

The company operates a hybrid go-to-market combining two physical retail locations with a Shopify-based e-commerce website featuring a browsable catalog and shopping cart, complemented by a Machinery Trader marketplace listing and organic social media presence on Facebook, Instagram, and X. Revenue is generated across five streams: one-time equipment sales (new and used), recurring equipment rentals billed on daily/weekly/monthly cadence, parts and attachments sales, preventative maintenance service contracts, and equipment moving services. Public pricing indicates per-unit equipment prices (e.g., $29,000 for a 2024 Kobelco SK17SR-6E mini excavator) and tiered rental rates (e.g., $480/day, $1,600/week, $4,800/month for a 2023 Sakai SV544TB compactor), with most transactions requiring direct quotes. Telematics is available on select rental units for fleet tracking. Headcount is reported in the 11-50 range and ownership is led by President Michael Lalonde.

Name

A.S.A.P. Heavy Equipment Rentals

Legal name

Westrax Machinery

Website

https://asapequipment.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

A.S.A.P. Heavy Equipment Rentals is a privately-held heavy equipment dealer and rental company serving contractors and businesses in the greater Los Angeles region with new and used construction equipment, flexible rentals, parts, attachments, and maintenance services from two Southern California locations.

Ownership category

akta.pro rank

Product category

Heavy Equipment Rental

NAICS

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

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

akta.pro secondary industries

Surface Preparation & Compaction Equipment Rental/Leasing (Compactors, Rollers, Grinders) (TLABAFAJ), Roadbuilding & Paving Equipment Rental/Leasing (TLABAFAB)

Keywords

• Heavy equipment rentals
• Construction equipment sales
• Earthmoving equipment
• Heavy machinery dealers
• Equipment transport services

Headquarters

HQ city

Rancho Dominguez

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and used heavy construction equipment including excavators, wheel loaders, skid steers, and compactors.
2. Equipment Rentals: Daily, weekly, and monthly rental options for heavy construction equipment. Pricing varies by equipment type and rental duration.
3. Parts and Attachments: Sale of parts, attachments such as digger buckets, and related components for heavy equipment.
4. Preventative Maintenance Services: Maintenance programs offered to customers for equipment upkeep.
5. Equipment Moving Services: The company provides equipment transportation/moving services for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

A.S.A.P. Heavy Equipment Rentals engages in the rental of heavy earthmoving equipment. The company rents and sells heavy construction machinery — including crawler excavators, wheel loaders, skid steers, backhoes, and compactors — from manufacturers such as Caterpillar, John Deere, Hitachi, Komatsu, Bobcat, Kubota, Case, and Hyundai. Offerings include daily, weekly, and monthly rental options, equipment moving/transport services, parts and attachments, and preventative maintenance programs.

Product overview

Westrax Machinery is a heavy equipment dealer and rental company offering a unified portfolio of construction equipment sales, rentals, and supporting services. The core offerings include new and used heavy equipment for sale across multiple categories (excavators, wheel loaders, compactors) as well as flexible rental options with daily, weekly, and monthly rates. The product lineup spans equipment categories including crawler excavators, wheel excavators, light towers, skip loaders, smooth drum compactors, and truck water equipment. Supporting services include equipment moving/transports, parts supply, attachments (digger buckets), and preventative maintenance programs. Equipment features such as telematics are available on select units. The company operates as a dealer for multiple equipment manufacturers including Caterpillar, John Deere, Freightliner, Genie, Hitachi, International, Kobelco, LiuGong, Multiquip, Sakai, and Volvo.

Differentiator

Problem solved

Functional benefit

Products and services

• Heavy Equipment Rentals
• Heavy Equipment Sales
• Equipment Moving Services
• Heavy Equipment Parts
• Heavy Equipment Attachments
• Preventative Maintenance Programs

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor.

• CaterpillarminorOthersEquipment manufacturer brand sold at Westrax Machinery locations. Products include excavators and other Caterpillar heavy equipment.
• John DeereminorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• Hitachi Construction EquipmentminorOthersEquipment manufacturer brand sold at Westrax Machinery locations including front loaders.
• KobelcominorOthersEquipment manufacturer brand sold at Westrax Machinery locations including excavators.
• VolvominorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• SakaiminorOthersEquipment manufacturer brand specializing in compaction equipment sold at Westrax Machinery locations.
• FreightlinerminorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• Genie (Terex Brand)minorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• International (Navistar)minorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• LiuGongminorOthersEquipment manufacturer brand sold at Westrax Machinery locations.
• MultiquipminorOthersEquipment manufacturer brand sold at Westrax Machinery locations.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sunbelt Rentals: National full-service equipment rental provider with a significant presence in California. Competes head-to-head with Westrax on construction equipment rentals and sells a similar multi-category fleet including compactors, excavators, and aerial equipment.
• Ahern Rentals: Privately held national equipment rental company with significant California operations, focused on construction and industrial equipment — directly comparable to Westrax in scale, ownership structure, and product mix.
• H&E Equipment Services: Integrated equipment distributor and rental provider serving construction and industrial customers, with West Coast branches. Combines new/used sales with a rental fleet that directly overlaps Westrax's excavator, loader, and compactor categories.
• Herc Rentals: Full-line equipment rental operator with a meaningful West Coast footprint, including earthmoving, material handling, and aerial platforms. Targets the same contractor and industrial customer base as Westrax in California.
• United Rentals: The largest equipment rental company in North America, offering aerial, earthmoving, material handling, and power generation rentals — directly overlapping with Westrax's excavator, wheel loader, and compactor rental offering, but at vastly greater scale and with national fleet financing advantages.

Regional players

• Coastline Equipment: California-based construction equipment dealer representing major brands including John Deere. Competes with Westrax on heavy equipment sales, rentals, parts, and service to Southern California contractors.
• Road Machinery LLC: Heavy equipment dealer serving the Western U.S. with a presence in California. Carries competing brands such as Komatsu and competes with Westrax on excavator, loader, and compactor sales and rentals to regional construction customers.
• Nixon-Egli Equipment Co. Southern California-based construction equipment dealer and rental provider with a long regional history. Directly comparable to Westrax as a multi-OEM dealer serving the same SoCal contractor base, with a similar scale of operations.

Broad incumbents

• Caterpillar (Cat Rental Store network): OEM and the dominant construction equipment brand in Westrax's inventory. The Cat Rental Store dealer network competes on earthmoving rentals and could also disintermediate Westrax as a multi-brand dealer over time.
• Volvo Construction Equipment: Global construction equipment OEM and one of the brands Westrax carries. Volvo's own dealer network and direct customer programs overlap with Westrax on wheel loaders, excavators, and compact equipment sales and rentals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asapequipment
• Facebookfacebook.com/ASAP-Heavy-Equipment-Rentals-Inc-112712423307
• Instagraminstagram.com/westrax_california
• LinkedInlinkedin.com/company/a-s-a-p--heavy-equipment-rentals-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 A.S.A.P. Heavy Equipment Rentals