The Rhino Group

What The Rhino Group does

The Rhino Group, Inc. is a privately held, family-owned regional distributor of capital medical equipment founded in 1997 by President Jeff Kloster and headquartered in Ralston, Nebraska, with a secondary office in North Liberty, Iowa. The company distributes and services surgical, sterile processing, patient care, and radiology equipment for over 1,400 healthcare facilities across seven Midwest and Great Plains states (Nebraska, South Dakota, North Dakota, Iowa, Kansas, Missouri, and Rock Island, IL), acting as an authorized channel partner for manufacturers including Skytron, Mubi Medical, Modular Services, HoverTech, Logiquip, MCM, and D.A. Surgical. Beyond pure distribution, The Rhino Group operates five distinct revenue streams: one-time capital equipment sales, recurring customer care/service agreements (preventative maintenance, repairs, biomedical technician training, equipment audits), Skytron-branded training programs, professional design and equipment planning services using CAD and 3D visualization tools, and replacement parts. The company also owns proprietary sub-brands (Rhino Radiology, Rhino Skinz, SURGILUX) and operates customer-facing software touchpoints including the SteriTrak login portal and Apron Hub garment tracking system.

Name

The Rhino Group

Legal name

The Rhino Group, Inc.

Website

https://rhinorx.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

The Rhino Group is a family-owned regional distributor of capital medical equipment and related services, serving over 1,400 healthcare facilities across seven Midwest and Great Plains states. The company distributes and services surgical, sterile processing, patient care, and radiology products on behalf of leading manufacturers.

Ownership category

akta.pro rank

Headquarters

HQ city

Ralston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Medical Equipment Sales: Distribution and resale of capital medical equipment including surgical tables, lighting, sterile processing equipment, patient care products, and radiology protection gear. Products are sourced from manufacturer partners including Skytron, Mubi Medical, Modular Services, HoverTech, D.A. Surgical, and others. Revenue is generated through one-time equipment sales and associated accessories.
2. Medical Equipment Services: Comprehensive service agreements including preventative maintenance, warranty support, biomedical technician certification training, equipment audits, repair programs, installation services, and refurbishment. Customer care agreements provide ongoing revenue through annual or multi-year contracts.
3. Skytron Training: Onsite and in-house training programs for Skytron equipment operators and technicians. Training covers equipment operation, preventative maintenance, and safety procedures.
4. Design and Equipment Planning: Professional design services for medical facility planning including CAD layouts, 3D design software visualization, and space/workflow optimization for healthcare environments including ORs, sterile processing, and patient rooms.
5. Parts Sales: Replacement parts ordering system for medical equipment maintenance and repairs, supporting the equipment services business.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Rhino Group distributes capital medical equipment used in surgery, sterile processing, patient care, emergency care, and radiology to healthcare facilities across the Midwest and Great Plains. The company resells products from manufacturer partners such as Skytron, Mubi Medical, Modular Services, HoverTech, D.A. Surgical, Logiquip, and MCM, alongside its own branded lines (SURGILUX surgical lighting, Rhino Radiology protective apparel, Rhino Skinz customization). It complements equipment sales with installation, preventative maintenance, repair, biomedical technician training, equipment audits, refurbishment, parts, design and equipment planning, and Skytron training services.

Product overview

The Rhino Group is a regional distributor of capital medical equipment, products, services, and solutions serving healthcare facilities in the Midwest and Great Plains. The company distributes and services equipment for surgery, central supply, sterile processing, emergency, diagnostic service areas, patient rooms, and care areas. The portfolio consists of distributed products from manufacturer brands (Skytron, Mubi Medical, D.A. Surgical, Modular Services, HoverTech, MCM, Logiquip) as well as proprietary product lines (SURGILUX surgical lighting, Rhino Radiology protective garments, Rhino Skinz customization), supported by professional services including design/equipment planning, medical equipment services, and Skytron training. The company operates as a family and locally owned business since 1997.

Differentiator

Problem solved

Functional benefit

Brands

• Rhino Radiology: USA-made radiology aprons, vests, collars, eyewear protection and shields with local representatives, free in-person fittings, and garment tracking software (Apron Hub).
• Rhino Skinz

Products and services

• Capital Medical Equipment (Distributed Brands) Resale and distribution of capital medical equipment for surgery/operating rooms, sterile processing, patient care, emergency care, and radiology departments of healthcare facilities.
• SURGILUX Surgical Lighting Proprietary surgical lighting attachment for Bovie Cautery Pencils that delivers deep cavity illumination for surgical procedures; distributed by The Rhino Group in partnership with SURGILUX.
• Rhino Radiology Protective Apparel with Apron Hub USA-made radiology protection apparel and accessories branded under Rhino Radiology, including complimentary garment tracking via Apron Hub software for quality and compliance assurance.
• Rhino Skinz Customization Service Customization service for radiology garments providing fabric and embroidery personalization for individual and departmental differentiation.
• Design and Equipment Planning Services Professional design and equipment planning services for medical facility new builds, renovations, and expansions, delivering CAD layouts, 3D visualization, and space/workflow optimization.
• Medical Equipment Services (Service Agreements) Ongoing service agreements covering preventative maintenance, warranty support, biomedical training, equipment audits, repairs, installation, refurbishment, and water treatment for sterile processing equipment.
• Skytron Training Programs Operator and technician training programs delivered onsite or in-house for Skytron surgical and sterile processing equipment, covering operation, preventative maintenance, and safety.
• Replacement Parts Sales Direct ordering of replacement parts for medical equipment maintenance and repair, supporting installed Skytron and other distributed equipment.

Quantifiable outcome

• Servicing over 1,400 healthcare facilities
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• SkytroncoreChannel Partner/ Reseller/ DistributorSkytron is a leading manufacturer of surgical equipment including OR tables, surgical lights, equipment booms, sterilization equipment, and architectural solutions. The Rhino Group serves as a distributor and service provider for Skytron products in the Midwest, offering sales, installation, training, and ongoing maintenance support.
• LogiquipminorChannel Partner/ Reseller/ DistributorLogiquip logo displayed among brand partners, indicating a distribution relationship for Logiquip medical equipment products.
• Modular Services CompanyminorChannel Partner/ Reseller/ DistributorModular Services Company provides headwalls, sinkwalls, and architectural components for healthcare facilities. The Rhino Group distributes their products in the Midwest region.
• HoverTech (Hovermatt)minorChannel Partner/ Reseller/ DistributorHoverTech produces patient handling equipment including air transfer devices, lateral transfer solutions, and fall management products. Distributed by The Rhino Group in their service territory.
• Mubi MedicalcoreChannel Partner/ Reseller/ DistributorMubi Medical (also appears as 'Mubi') provides patient care equipment including stretchers (TS-700), exam tables (ET-600), overbed tables, patient care recliners, and waiting room furniture. Newly added to The Rhino Group portfolio with full solution packages including the ASC (Ambulatory Surgery Center) Solution Package.
• MCM (Mid Central Medical)minorChannel Partner/ Reseller/ DistributorMid Central Medical (MCM) logo displayed among brand partners, indicating a distribution relationship for MCM medical equipment products.
• D.A. SurgicalminorChannel Partner/ Reseller/ DistributorD.A. Surgical produces the TrenGuard endobronchial tube positioning device and other surgical accessories. Distributed by The Rhino Group in their service territory.
• SURGILUXminorChannel Partner/ Reseller/ DistributorSURGILUX provides innovative lighting solutions for surgical procedures, including distal tip illumination for Bovie Cautery Pencils. Ideal for EP Lab, Pacemaker procedures, and other surgical applications requiring deep cavity illumination.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Medline Industries: The largest privately held medical supply manufacturer and distributor in the US; competes for hospital capital and consumable budgets alongside regional distributors like The Rhino Group, though at far greater scale and direct-manufacturer depth.
• STERIS: Global leader in sterilization, infection prevention, and surgical equipment with deep recurring-service revenue in OR and sterile processing — directly overlapping The Rhino Group's core categories but operating at vastly larger scale and including manufacturer-direct sales.
• Getinge: Global medical-technology vendor of surgical workflows, sterilization, and ICU equipment — competes with the Skytron and SteriTrak lines Rhino distributes and offers comparable bundled equipment-plus-service contracts to hospitals.
• Baxter (Hillrom Patient Care): Major player in hospital beds, stretchers, patient lifts, and surgical equipment following the Hillrom acquisition — overlaps with The Rhino Group's patient care and surgery product lines and competes for the same hospital procurement budgets.
• Dräger: Manufacturer of anesthesia delivery, patient monitoring, and OR equipment with global service networks — a parallel incumbent in the same hospital capital-equipment categories where The Rhino Group sells Skytron and Mubi equipment.
• Cardinal Health: Fortune-500 healthcare products distributor serving most US hospitals with both medical-surgical supplies and capital equipment solutions — a national-channel incumbent against which regional distributors like The Rhino Group must differentiate on service.

Direct peers

• Midmark Corporation: Manufacturer and channel-distributor of medical, dental, and animal-health capital equipment including exam tables, sterilizers, and procedural lighting — overlaps directly with Rhino's Mubi Medical exam tables, sterile processing, and patient care categories.
• Concordance Healthcare Solutions: Independent US medical-surgical distribution company serving hospitals, surgery centers, and post-acute customers with broad product portfolios and regional service coverage — directly comparable operating model to The Rhino Group.
• Mizuho OSI: Specialty manufacturer of surgical tables (including hybrid OR and trauma tables) sold to hospitals through regional sales relationships — overlaps directly with the Skytron OR table line The Rhino Group distributes and supports.

Others

• Skytron: Manufacturer-partner of The Rhino Group's OR tables, surgical lights, booms, and sterile processing equipment — included here because in some US regions Skytron sells direct or through competing distributors, making it a partial competitor as well as a principal supplier.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 The Rhino Group