Redhead Equipment
Redhead Equipment is a family-owned heavy equipment dealership operating 14 locations across Saskatchewan, selling and servicing 30+ brands of agriculture, construction, truck, trailer, and forestry equipment with 700+ employees and full parts, service, and financing support.
- Company typePrivate
- Founded1948
- HeadquartersRegina, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Redhead Equipment does
Redhead Equipment is a family-owned heavy equipment dealership founded in 1948 (originally as W.F. Fuller Machinery Limited) and headquartered in Emerald Park, Saskatchewan. The company sells and services new and used heavy equipment across four verticals: agriculture, construction, trucks and trailers, and forestry, representing more than 30 brands including Case IH, New Holland, Bourgault, MacDon, Volvo Construction, Mack Trucks, and Tigercat. It operates 14 physical dealership locations across Saskatchewan, employs over 700 people, and maintains 1,261 units of inventory and 370,000 square feet of service shop space.
The business generates revenue through three primary streams: equipment sales (one-time unit purchases across all makes and categories), parts and service operations (aftermarket support servicing all makes and models with 350+ dedicated employees), and equipment financing facilitated through partnerships with CNH Industrial Capital and Volvo Smart Commercial. The go-to-market is direct enterprise field sales from the 14 physical locations, supplemented by online equipment listings and after-hours emergency service. The customer base is primarily composed of Saskatchewan-based farmers, construction contractors, trucking companies, and forestry operators.
Redhead remains wholly owned by the Redhead family, with Gary Redhead serving as President and CEO since acquiring sole proprietorship in 1980. The company has expanded through organic growth and acquisitions, including the addition of four E. Bourassa & Sons locations and the launch of Redhead Powersports as a wholly-owned subsidiary. The company has operated continuously for over 75 years and was named the 2025 Mack Trucks Canadian Dealer of the Year.
Redhead Equipment firmographics
Firmographics- Name
- Redhead Equipment
- Legal name
- Redhead Equipment
- Website
- https://redheadequipment.ca
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Redhead Equipment is a family-owned heavy equipment dealership operating 14 locations across Saskatchewan, selling and servicing 30+ brands of agriculture, construction, truck, trailer, and forestry equipment with 700+ employees and full parts, service, and financing support.
- Ownership category
- akta.pro rank
Redhead Equipment industry classification
Industry- Product category
- Heavy Equipment Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Outdoor Power Equipment Retailers (444230)
- SIC
- Construction, Mining & Materials Handling Machinery & Equip (3530), Industrial Trucks, Tractors, Trailors & Stackers (3537)
- akta.pro primary industry
- Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides) (IMAHAIAG)
- akta.pro secondary industries
- Outdoor Power Equipment Parts & Service Retail (CRAIADAH), Outdoor Power Equipment Parts & Service Retail (CRAIAIAE)
Keywords
Where Redhead Equipment is headquartered
LocationHeadquarters
- HQ city
- Regina
- HQ country
- Canada
- HQ region
- North America
Offices14 records
Markets served
Redhead Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Inventory or Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Equipment Sales: Sale of new and used heavy equipment across agriculture, construction, trucking, and forestry categories. Equipment sales constitute the primary revenue stream, with over 1,261 units in inventory across 14 locations.
- Parts & Service: Aftermarket parts sales and service operations. The company operates with over 350 parts and service employees and 370,000 square feet of total service shop space, providing maintenance and repair services for all makes and models.
- Financing Services: Partnership with multiple lenders including CNH Industrial Capital and Volvo Smart Commercial to provide retail loans, leasing, insurance, and revolving credit accounts for equipment purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | Individual equipment unit pricing |
| Other | — | Financing solutions |
| Other | — | Service and parts pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Redhead Equipment product offering
Product offeringCore offering
Redhead Equipment is a Saskatchewan-based heavy equipment dealership that sells new and used agricultural, construction, trucking, and forestry equipment from brands such as Case IH, New Holland, Bourgault, MacDon, Vaderstad, Kubota, Case Construction, Volvo, Merlo, Dynapac, Tigercat, and Mack Trucks. It supports these sales with 14 branch locations, 370,000 sq ft of service shop space, 350+ parts and service employees, equipment financing, and a merchandise store.
Product overview
Redhead Equipment is a family-owned heavy equipment dealership operating as a single, unified business that sells and services equipment across four main divisions: Agriculture, Construction, Trucks & Trailers, and Small Equipment. The core offering is the equipment portfolio itself, organized by equipment category (not a modular software platform). The agriculture division features Case IH, New Holland, Bourgault, MacDon, Vaderstad (including Seed Hawk), and Kubota brands for tractors, harvesting, tillage, seeding, and spraying equipment. The construction division carries Case Construction, Volvo Construction, Merlo, Dynapac, and Tigercat (forestry) equipment. The trucks & trailers division represents Mack Trucks as exclusive Saskatchewan dealer, plus BWS, Platinum, Trail King, SiDump'r, and Canuck trailer brands. The small equipment division includes KIOTI tractors, Traeger grills, Husqvarna outdoor power equipment, and TORO products. Supporting services include Parts & Service (all makes and models), Equipment Financing (retail loans, leasing, insurance), and a Merchandise Store.
Differentiator
Problem solved
Functional benefit
Brands
- Redhead Powersports: Powersports equipment dealership operating as a separate brand under Redhead Equipment.
Products and services
- New Agricultural Equipment Sales Sale of new tractors, seeding, tillage, spraying, and harvesting equipment from brands such as Case IH, New Holland, Bourgault, MacDon, Vaderstad, and Kubota to Saskatchewan farmers and agricultural operations.
- New Construction Equipment Sales Sale of new earthmoving, roadbuilding, compaction, and material-handling equipment from Case Construction, Volvo Construction, Dynapac, and Merlo to Saskatchewan construction contractors.
- New Truck Sales Sale of new Mack Trucks Class 8 trucks and complementary trailer brands (Trail King, BWS, Platinum, SiDump'r, Canuck) to Saskatchewan trucking fleets and owner-operators.
- New Forestry Equipment Sales Sale of new Tigercat specialized forestry equipment (feller-bunchers, harvesters, and forwarders) to Saskatchewan forestry contractors and timber operators.
- Used Equipment Sales Sale of pre-owned agricultural, construction, trucking, and forestry equipment from Redhead's multi-line inventory, including trade-ins from across its Saskatchewan dealer network.
- Parts and Service OEM and aftermarket parts supply plus warranty and repair service for agricultural, construction, trucking, and forestry equipment, delivered through 14 branch service shops and parts counters across Saskatchewan.
- Equipment Financing Facilitation of equipment financing and leasing arrangements for buyers of new and used equipment, arranged through partner lenders in conjunction with Redhead's sales transactions.
- Merchandise Store Sale of branded workwear, parts accessories, attachments, and lifestyle merchandise at Redhead Equipment branch locations, serving both equipment owners and walk-in customers.
Quantifiable outcome
- Over 75 years in business with consistent operations
- +3 more outcomes
Companies that use Redhead Equipment
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Redhead Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Redhead Equipment partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- E. Bourassa & SonscoreFour acquired locations (Assiniboia, Carlyle, Radville, Weyburn) operating under the E. Bourassa & Sons brand as part of Redhead Equipment company.
- STARSminorSupported STARS helicopter ambulance service with $2 million in contributions (first hangar in Regina in 2012, $1 million in 2014, additional $1 million in 2017).
- Ronald McDonald House SaskatchewanminorOver $1 million in contributions since 2010, with over $500,000 raised through the Heavy Hitter Golf Classic for the Saskatoon location and family room in Prince Albert.
- Mission: ZerominorSafety partnership with Mission: Zero (WorkSafe Saskatchewan) to support workplace health and safety initiatives.
- ISNetworldminorPartnership with ISNetworld for safety compliance and contractor safety management system verification.
- Motor Safety AssociationminorPartnership with Motor Safety Association to further commitment to safety across operations.
Scale indicators11 records
Recent moves9 records
Expansion highlights8 records
Redhead Equipment competitors and assessment
Company assessmentBroad incumbents
- Finning International: World's largest Caterpillar dealer, serving Western Canada with heavy equipment sales, rental, and product support. Comparable in business model (equipment + parts/service + financing) and Western Canadian footprint, though significantly larger and publicly traded.
- Wajax Corporation: Canadian industrial equipment distributor covering forestry, construction, mining, and material handling. Comparable in equipment distribution plus parts/service model, though diversified across multiple non-overlapping industrial verticals.
- Toromont Industries: Canadian Caterpillar dealer and CIMCO refrigeration distributor, publicly traded. Comparable as a multi-branch heavy equipment dealer with a parts/service-heavy model and provincial-utility-grade service network, though broader and larger.
Direct peers
- Brandt Tractor Ltd. Canada's largest privately held John Deere construction and forestry equipment dealer with operations across Western Canada. Directly comparable as a multi-brand heavy equipment dealership serving agriculture, construction, and forestry end markets with parts, service, and financing.
- Cervus Equipment: Canadian equipment dealership group representing John Deere (agriculture), Bobcat, Clark, and Peterbilt across Western Canada. Closely comparable in vertical mix (agriculture + construction + trucks), parts/service model, and dealership-network structure.
- Nortrax Canada: John Deere construction and forestry equipment dealer in Canada (now part of Brandt). Directly comparable as a heavy construction/forestry dealer with parts and service operations and provincial coverage.
- Rocky Mountain Equipment (JTL Industries): Western Canadian Case IH agriculture equipment dealer network acquired by JTL Industries. Direct peer in Case IH representation, agriculture focus, and rural Saskatchewan/Alberta dealer footprint.
Regional players
- AgWest Equipment (Div of AgWest Holdings): Saskatchewan-based Case IH agriculture equipment dealer with locations across the province. Directly comparable in territory, brand representation, and agriculture-heavy mix; competes head-to-head with Redhead in SK.
- Pattison Industries: Western Canadian heavy equipment dealer for Volvo CE, Hitachi, and other brands with branches across Saskatchewan and Manitoba. Directly comparable in Volvo CE representation and construction-equipment focus, with overlapping SK territory.
Others
- IronPlanet / Ritchie Bros. (Ritchie Bros. Auctioneers): Used heavy equipment auction and marketplace platform serving Saskatchewan and broader Canadian buyers/sellers. Comparable as a used-equipment disposition channel and pricing benchmark for Redhead's used inventory; not a direct dealer competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Redhead Equipment social profiles
Digital presenceRedhead Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Redhead Equipment leadership team
Management profileNumber of profiles
Profiles1 record
Redhead Equipment subsidiaries and ownership
Company hierarchySubsidiaries2 records
Redhead Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Redhead Equipment 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 Redhead Equipment
What does Redhead Equipment do?
Redhead Equipment is a Saskatchewan-based heavy equipment dealership that sells new and used agricultural, construction, trucking, and forestry equipment from brands such as Case IH, New Holland, Bourgault, MacDon, Vaderstad, Kubota, Case Construction, Volvo, Merlo, Dynapac, Tigercat, and Mack Trucks. It supports these sales with 14 branch locations, 370,000 sq ft of service shop space, 350+ parts and service employees, equipment financing, and a merchandise store.
Is Redhead Equipment a public or private company?
Redhead Equipment is a private company. It is classified as family owned and is currently operating.
When was Redhead Equipment founded?
Redhead Equipment was founded in 1948. It employs 101 to 250 people.
Where is Redhead Equipment based?
Redhead Equipment is headquartered in Regina, Canada, in the North America region.
How does Redhead Equipment make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are parts & Service and financing Services.
Who are Redhead Equipment's main competitors?
Broad incumbents on record are Finning International, Wajax Corporation and Toromont Industries. Direct peers are Brandt Tractor Ltd., Cervus Equipment, Nortrax Canada and Rocky Mountain Equipment (JTL Industries). Regional players are AgWest Equipment (Div of AgWest Holdings) and Pattison Industries. IronPlanet / Ritchie Bros. (Ritchie Bros. Auctioneers) is listed as an others.
Does Redhead Equipment have an API?
No public API is recorded for Redhead Equipment.
What industry is Redhead Equipment in?
Redhead Equipment's product category is Heavy Equipment Dealership. Its primary akta.pro industry code is IMAHAIAG, Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides), with a secondary code of CRAIADAH, Outdoor Power Equipment Parts & Service Retail. Its NAICS code is 441227 and its SIC code is 3530.