Empower Rental Group

What Empower Rental Group does

Empower Rental Group is a private equipment rental company headquartered in Franklin, Tennessee (legal entity River City Equipment Rental & Sales, Inc., incorporated in Georgia), that rents heavy construction and industrial equipment to contractors, businesses, and individual customers across the Southeastern United States. The company operates over 35 physical branch locations spanning Florida, Georgia, Alabama, Tennessee, Mississippi, Kentucky, Indiana, South Carolina, Texas, and Oklahoma, organized as a network of acquired regional brands (Panhandle Rental, Blue Eagle Rentals, C&C Equipment Rental, Premier Platforms, Florida Rental Equipment, and others) that retain their local identities under the Empower umbrella.

The product portfolio centers on seven core equipment categories — mini excavators, boom lifts, scissor lifts, forklifts, skidsteers, telehandlers, and dozers — available via daily, weekly, or longer-term rentals coordinated through branches, a website reservation form, or phone. Supplementary offerings include used equipment sales through a dedicated e-commerce platform (equipment.renterg.com), equipment delivery and pickup logistics, and an SMS messaging program for customer communications. There is no proprietary software or technology platform; the operation runs on standard equipment rental industry tooling.

Revenue is generated primarily through transactional equipment rentals priced via customized quotes based on equipment type, duration, and delivery requirements, with a secondary revenue stream from one-time used equipment sales out of the rental fleet. The go-to-market is sales-led and direct-to-consumer at the local branch level, supplemented by centralized digital marketing, with a stated differentiation strategy of providing national-scale equipment availability combined with local customer service and rapid (hours-level) response times.

Name

Empower Rental Group

Legal name

River City Equipment Rental & Sales, DBA Empower Rental Group

Website

https://renterg.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Empower Rental Group is a private Southeastern US equipment rental operator with 35+ branches renting heavy construction equipment (excavators, lifts, forklifts, dozers) to contractors, SMBs, and DIY customers, supplemented by used equipment sales and delivery services.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental

NAICS

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

SIC

Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)

Keywords

• Equipment rental services
• Heavy construction equipment
• Aerial work platforms
• Material handling rental
• Used equipment sales

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices35 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental: Primary revenue stream from renting heavy construction and industrial equipment including mini excavators, boom lifts, scissor lifts, forklifts, skidsteers, telehandlers, and dozers. Rental periods can be daily, weekly, or longer with delivery and pickup coordination offered.
2. Used Equipment Sales: Secondary revenue stream from selling well-maintained used equipment from their rental fleet. Equipment is continuously reviewed and offered for sale throughout the year. Sales conducted through dedicated used equipment website (equipment.renterg.com) and at branch locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Empower Rental Group rents heavy construction and industrial equipment (mini excavators, boom lifts, scissor lifts, forklifts, skidsteers, telehandlers, and dozers) to contractors, businesses, and individual users across 34+ branches in the Southeastern United States. The company also sells well-maintained used equipment out of its rental fleet through equipment.renterg.com and provides coordinated delivery, pickup, and SMS-based customer communications in support of rentals.

Product overview

Empower Rental Group is a regional equipment rental company operating 34+ locations across the Southeastern United States, offering a unified rental platform combined with local service delivery. The product portfolio centers on heavy construction and industrial equipment rentals including mini excavators, boom lifts, scissor lifts, forklifts, skidsteers, telehandlers, and dozers, supplemented by used equipment sales. Additional services include equipment delivery/pickup coordination and SMS-based customer communications for appointment reminders and service updates. The company differentiates itself by combining national-scale equipment availability with local branch customer service.

Differentiator

Problem solved

Functional benefit

Products and services

• Mini Excavator Rental Rental of compact 1–6 metric ton excavators used for digging, trenching, and excavation in construction, landscaping, and utility work, with 360-degree rotation and hydraulic thumb options. Targeted at contractors and DIY users needing short- or longer-term access to excavators.
• Boom Lift Rental Rental of articulating and telescopic aerial work platforms (boom lifts / cherry pickers) that provide stable elevated platforms with extended vertical and horizontal reach for construction, painting, and utilities work.
• Scissor Lift Rental Rental of aerial work platforms that raise and lower vertically using crossed supports (scissor-like action), available in compact indoor models and rough-terrain outdoor variants for elevated work.
• Forklift Rental Rental of industrial counterbalance, reach truck, order picker, pallet jack, and rough terrain forklifts for raising and lowering heavy loads on standard pallets in warehouses and industrial sites.
• Skidsteer Rental Rental of compact, versatile construction vehicles (skidsteers/skid loaders) with hydraulic loader arms and interchangeable attachments including buckets, forks, and augers, available in wheeled and tracked versions.
• Telehandler Rental Rental of telescopic handlers (telehandlers / zoom-booms / reach forklifts) with extendable booms and interchangeable attachments such as forks, buckets, and platforms for lifting materials to elevated areas.
• Dozer Rental Rental of powerful tracked bulldozers with large front metal blades for earthmoving, grading, and pushing materials in construction, site preparation, and forestry applications.
• Used Equipment Sales Sale of well-maintained pre-owned equipment from the rental fleet, including earthmoving equipment, aerial lifts, and material handling machinery, offered throughout the year via a dedicated used equipment e-commerce storefront and branch locations.
• Equipment Delivery and Pickup Services Coordinated delivery and pickup of rented equipment to and from customer job sites, allowing customers to use heavy equipment without self-transportation.

Quantifiable outcome

• Service within hours vs days (industry standard)
• +1 more outcomes

Named customers11 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

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• H&E Equipment Services: Publicly traded (NASDAQ: HEES) integrated equipment rental and distributor with ~$1.6B revenue focused on aerial, earthmoving, and material handling equipment with significant Southeast US presence. Competes directly with ERG on core product lines and shares ERG's regional Southeast focus.
• Sunbelt Rentals: Second-largest North American equipment rental company (subsidiary of UK-based Ashtead Group, ~$11B revenue) with full product overlap including aerial equipment, forklifts, and earthmoving machinery. Has been aggressively expanding in the Southeast US, directly competing with ERG in Florida, Georgia, and adjacent states.
• Herc Rentals: Publicly traded (NYSE: HRI) equipment rental company with ~$3B revenue offering aerial, material handling, earthmoving, and industrial equipment across the US including the Southeast. Closely comparable product portfolio and customer mix to ERG, though at materially larger scale.
• United Rentals: The largest equipment rental company in North America (NYSE: URI, ~$15B revenue) with a nationwide branch network offering aerial, earthmoving, material handling, and industrial equipment. Directly competes with ERG across its full product portfolio and Southeast geographies, but at vastly greater scale and with public market balance sheet access.

Direct peers

• Ahern Rentals: Privately held, family-owned equipment rental company founded in 1953, headquartered in Las Vegas, operating across the Western and Southwestern US with comparable acquisitive regional growth strategy. Closely mirrors ERG's private, family-built, acquisition-led regional rental operating model.
• EquipmentShare: Privately held, venture-backed tech-enabled equipment rental platform founded in 2015 with national presence including strong Southeast US operations. Competes directly with ERG's product categories while differentiating through proprietary telematics and digital fleet management — relevant for understanding tech-enabled competitive dynamics.
• Yancey Rents: Privately held equipment rental company headquartered in Georgia with strong Southeastern US presence including GA, AL, and TN. Operates as a multi-line heavy equipment rental provider with overlapping aerial, earthmoving, and material handling inventory — the most directly comparable Southeast competitor to ERG.

Others

• WillScot Mobile Mini: Publicly traded (NASDAQ: WSC) modular space and portable storage rental company serving construction, commercial, and industrial customers with overlapping customer base in the Southeast. Thematically related to ERG through equipment leasing/rental in construction markets but a different equipment category.
• BrandSafway: Largest North American specialty services company providing scaffolding, aerial work platforms, insulation, and industrial coatings. Adjacent to ERG's aerial boom/scissor lift offerings, but specializes in access and industrial services rather than broad equipment rental.
• Caterpillar (Cat Rental): Largest construction equipment OEM globally (NYSE: CAT), supporting an extensive dealer-led rental network across the Southeast US (e.g., Stowers, Ring Power, Yancey) offering competitive equipment fleets. Cat dealers are major indirect competitors to ERG branches across Florida, Georgia, and Tennessee.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/61553844073048
• LinkedInlinkedin.com/company/empower-rental-group
• Xx.com/erg_media

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries16 records

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 Empower Rental Group