Mid-State Equipment
Mid-State Equipment is a family-owned, full-line John Deere equipment dealership operating 7 locations across Southern Wisconsin, selling, servicing, and renting agricultural, turf, and light construction equipment for farmers, contractors, landscapers, and homeowners.
- Company typePrivate
- Founded1974
- HeadquartersJanesville, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Mid-State Equipment does
Mid-State Equipment is a privately held, family-owned full-line equipment dealership founded in 1974 in Columbus, Wisconsin, by Curt and Linda Hanson and now operated by second-generation family owners Bryan and Erin Hanson alongside Chris and Scott Frodel. The company operates 7 dealership locations across Southern Wisconsin — two in Columbus, Jackson, two in Janesville, Prairie Du Sac, Salem, and Watertown — and also extends service into Northern Illinois. Each location is staffed for sales, parts, and service, with factory-trained technicians and mobile service vehicles supporting on-site repairs.
The company's core offering is the multi-brand equipment dealership platform, anchored by its full-line John Deere dealer relationship and complemented by Bobcat (compact construction), STIHL (outdoor power tools), Scag (commercial mowers), Ariens, Wacker Neuson, Kuhn, Kage, Brent/J&M grain carts, Brillion tillage, Haybuster, Meyer Manufacturing, Hagie, Frontier, UM Unverferth, Bear Track trailers, and Fast Manufacturing product lines. Underlying the sales operation is an inventory management platform, an online parts ordering system integrated with Shop.Deere.com, and the proprietary My Mid-State Customer Portal that enables customers to order parts, print invoices, review transaction history, request service, check repair status, view quotes, and manage equipment accounts. The company also operates an equipment rental fleet out of its Columbus Rental location.
Mid-State Equipment makes money through five revenue streams: new equipment sales, pre-owned equipment resale, parts sales (both in-person and via Shop.Deere.com), service and repair (including mobile on-site calls), and equipment rentals. Pricing is quote-based for capital equipment, supplemented by John Deere Financial financing (0% APR for 36-60 months on selected categories, cash discounts of $1,000-$6,800 on tractors, monthly payments starting at ~$140 on sub-compact tractors). Customer segments span four primary verticals: agricultural operations (row crop tractors, combines, sprayers, hay/forage equipment, precision ag), turf and property maintenance (homeowners, property managers, professional landscapers), light construction and landscaping contractors (skid steers, excavators, compact track loaders), and equipment rental customers. The go-to-market model is sales-led through physical dealerships, augmented by dealer website inventory listings, manufacturer promotions, and social presence across Instagram, Facebook, YouTube, X, and TikTok.
Mid-State Equipment firmographics
Firmographics- Name
- Mid-State Equipment
- Legal name
- Mid-State Equipment
- Website
- https://midstateequipment.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mid-State Equipment is a family-owned, full-line John Deere equipment dealership operating 7 locations across Southern Wisconsin, selling, servicing, and renting agricultural, turf, and light construction equipment for farmers, contractors, landscapers, and homeowners.
- Ownership category
- akta.pro rank
Mid-State Equipment industry classification
Industry- Product category
- Agricultural and Construction Equipment Dealership
- NAICS
- Agricultural Implement Manufacturing (33311), Construction Machinery Manufacturing (333120), All Other Miscellaneous General Purpose Machinery Manufacturing (333998), Commercial and Service Industry Machinery Manufacturing (33331)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
- akta.pro secondary industries
- Skid Steer & Compact Track Loaders (IMAHAAAE), Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides) (IMAHAIAG), Off-Highway Vehicle Cabs, Frames & Attachments Manufacturing (Cabs/Booms/Buckets/Implements) (IMACAFAL)
Keywords
Where Mid-State Equipment is headquartered
LocationHeadquarters
- HQ city
- Janesville
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Mid-State Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Equipment Sales: Sales of new agricultural equipment, turf equipment, and light construction machinery from John Deere and other complementary manufacturers.
- Pre-Owned Equipment Sales: Resale of used farm equipment, skid steers, excavators, and other previously owned machinery.
- Parts Sales: Extensive parts inventory for all equipment brands with online ordering capability through Shop.Deere.com integration and direct parts ordering at each location.
- Service and Repair: Factory-trained technicians providing equipment repairs, maintenance, and ongoing support. Includes mobile service vehicles for on-site repairs.
- Equipment Rentals: Rental services for construction and turf equipment including excavators, skid steers, and compact track loaders at Columbus Rental location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for equipment sales |
| Other | Multi-year contract | Manufacturer promotional financing offers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Mid-State Equipment product offering
Product offeringCore offering
Mid-State Equipment is a family-owned full-line equipment dealership that sells new and pre-owned agricultural, turf, and light construction equipment from John Deere and complementary manufacturers (Bobcat, Stihl, Scag, Wacker Neuson, Ariens, Kuhn, and others) through 7 physical locations across Southern Wisconsin. The company supports equipment sales with an extensive parts inventory, factory-trained service technicians with mobile service vehicles, an equipment rental division, trade-in valuation, and financing programs through John Deere Financial.
Product overview
Mid-State Equipment is a full-line equipment dealer offering a comprehensive portfolio of agricultural, turf, and light construction equipment through 7 locations in Southern Wisconsin. As a primary John Deere dealer, the company provides John Deere agricultural equipment (tractors, combines, sprayers, hay balers, tillage, precision ag technology), John Deere lawn and garden equipment (compact tractors, zero-turn mowers, Gator utility vehicles), and John Deere compact construction equipment. The portfolio also includes complementary brands: Bobcat compact construction equipment (skid steers, excavators, wheel loaders), Scag commercial mowers, STIHL outdoor power tools, Ariens snow equipment, Wacker Neuson equipment, Kuhn agricultural equipment, Kage snow systems, Brent and J&M grain carts, Brillion tillage, Haybuster mixers, Meyer Manufacturing, Hagie sprayers, Frontier attachments, UM Unverferth, Bear Track trailers, and Fast Manufacturing. The company supports its equipment sales with full-service capabilities including a My Mid-State Customer Portal for online parts ordering and service management, equipment rental services, factory-trained technicians, and mobile service vehicles. This multi-brand dealership model serves farmers, homeowners, landscapers, and contractors across Wisconsin.
Differentiator
Problem solved
Functional benefit
Products and services
- John Deere Agricultural Equipment Full lineup of John Deere agricultural equipment including row crop tractors, utility tractors, planting and seeding equipment, application equipment, tillage tools, hay and forage equipment, harvest equipment, grain carts, mixers, spreaders, and tractor attachments. Sold to farmers and agricultural operations across Southern Wisconsin.
- Bobcat Compact Construction Equipment Bobcat skid steers, compact track loaders, toolcats, excavators, wheel loaders, and commercial attachments for material handling and earthmoving applications. Sold to contractors and landscaping companies.
- John Deere Lawn & Garden Equipment Compact utility tractors, Gator utility vehicles, riding lawn tractors, zero-turn mowers, front mount mowers, lawn attachments, and snow equipment for homeowners, property managers, and turf professionals.
- STIHL Outdoor Power Tools STIHL power tools for mowing, sawing, cutting, and landscaping, plus a full range of outdoor power equipment. Sold to homeowners, landscapers, and property maintenance customers.
- Scag Power Equipment Commercial mowing equipment including zero-turn mowers, stand-on mowers, and walk-behind mowers for professional landscapers and turf professionals.
- Ariens Snow Equipment Ariens snow blowers for residential and commercial winter property maintenance applications.
- Wacker Neuson Equipment Wheel loaders and compact construction equipment for material handling and site work applications.
- Kuhn Agricultural Equipment Kuhn hay and forage equipment, Kuhn Knight mixers, and manure spreaders for livestock and agricultural operations. Includes complementary brand offerings such as Brent and J&M grain carts, Brillion tillage equipment, Haybuster mixers, Meyer Manufacturing spreaders, Hagie spraying equipment, Frontier attachments, UM Unverferth equipment, and Bear Track trailers.
- Precision AG Technology John Deere Precision AG technology including AMS (Agricultural Management Solutions), GPS guidance, field monitoring, and data management solutions to help farmers boost efficiency and productivity.
- Equipment Rental Services Rental services for a wide range of equipment including compact tractors, skid steers, excavators, compact track loaders, and outdoor power equipment, available at Columbus Rentals and Janesville Turf & Rental locations with flexible rental terms.
- Service & Repair Factory-trained technicians providing repairs, maintenance, and ongoing support for all equipment brands sold. Includes agriculture service inspections, lawn & garden service inspections, and mobile service vehicles for on-site repairs to minimize customer downtime.
- Parts Department Extensive parts inventory for all equipment brands sold, with online ordering through Shop.Deere.com integration, direct parts phone lines for each location, and in-person parts counters at each of 7 dealership locations.
- My Mid-State Customer Portal Online customer portal enabling customers to order parts, print invoices, review invoice history, request service, check repair status, view service history, view quotes, and manage equipment accounts.
- Pre-Owned Equipment Sales Resale of used farm equipment, skid steers, excavators, trailers, and other previously owned machinery from John Deere and other manufacturers. Includes trade-in valuation services for customer equipment.
Quantifiable outcome
- Equipment investment protection through first-class service and ongoing support long after the sale
Companies that use Mid-State Equipment
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Mid-State Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Mid-State Equipment partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and supporting.
- John DeerecoreFull-line John Deere dealer offering the complete John Deere agricultural equipment lineup including tractors, combines, sprayers, hay balers, tillage equipment, planting and seeding equipment, and precision ag technology. Also offers John Deere compact construction equipment, Gator utility vehicles, and turf equipment.
- BobcatmajorAuthorized Bobcat dealer offering skid steers, compact track loaders, toolcats, excavators, and wheel loaders along with attachments for material handling and earthmoving applications.
- StihlmajorAuthorized STIHL dealer for outdoor power equipment including chainsaws, trimmers, blowers, and handheld tools for landscaping and property maintenance.
- Wacker NeusonsupportingOffers Wacker Neuson wheel loaders and compact equipment for construction and material handling needs.
- Scag Power EquipmentsupportingCarries Scag commercial zero-turn mowers, stand-on mowers, and walk-behind mowers for professional landscaping applications.
- ArienssupportingOffers Ariens snow blowers and outdoor power equipment for year-round property care.
- KuhnsupportingAuthorized Kuhn dealer offering hay and forage equipment including mower-conditioners and round balers for livestock operations.
- Kuhn KnightsupportingMixing equipment and manure spreaders for livestock operations.
- Meyer ManufacturingsupportingMixing equipment and manure spreaders for agricultural operations.
- Brent and J&M Grain CartssupportingGrain handling equipment for efficient harvest operations.
- Brillion Tillage EquipmentsupportingTillage equipment for soil preparation in agricultural operations.
- HaybustersupportingMixers for livestock feeding operations.
- Kage Snow SystemssupportingSnow systems for year-round property care and winter equipment protection.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Mid-State Equipment competitors and assessment
Company assessmentDirect peers
- Greenway Equipment: John Deere agricultural and turf equipment dealer with multiple locations across Missouri and Arkansas. Similar multi-store dealership footprint with full-line John Deere authorization and complementary brand offerings.
- Riesterer & Schnell: John Deere agricultural, turf, and light construction equipment dealer with multiple locations throughout Wisconsin. Highly comparable regional peer with overlapping geography in parts of Southern Wisconsin and the same John Deere franchise.
- 21st Century Equipment: Multi-location John Deere agricultural equipment dealer serving Nebraska, Colorado, and Wyoming. Comparable dealer model with full-line John Deere offerings, parts, service, and precision agriculture technology integration.
- Altorfer Inc. Multi-line equipment dealer (Caterpillar construction, ag equipment) with multiple Midwestern locations. Comparable in scale, multi-brand strategy, and integrated parts/service/rentals model — a strong functional comparable even with different primary OEM.
- Stotz Equipment: Full-line John Deere dealer with locations across the western U.S. offering agricultural, turf, and light construction equipment alongside parts, service, and rental. Same multi-brand dealer model as Mid-State with a comparable revenue mix.
- RDO Equipment Co. One of the largest John Deere construction and agricultural equipment dealers in North America, operating dozens of locations across multiple states. Closely comparable business model: multi-brand dealer with full-line John Deere authorization, parts/service/rentals, and customer financing partnerships.
- Heritage Tractor: John Deere agricultural and turf equipment dealer with locations across Kansas and Missouri. Multi-location, full-line dealer offering sales, parts, service, and precision ag — directly comparable in model and scale to Mid-State.
Broad incumbents
- STIHL: Manufacturer of outdoor power equipment (chainsaws, trimmers, blowers) and a complementary brand Mid-State carries. Same broader outdoor equipment industry but functions as a supplier rather than direct competitor to the dealership.
- Deere & Company: Manufacturer of John Deere agricultural, construction, and turf equipment and Mid-State's principal OEM partner. Operates in the same broader ag/construction equipment space and has been expanding direct-to-customer digital channels that may eventually compete with dealers.
- Bobcat Company: Manufacturer of compact construction equipment (skid steers, track loaders, excavators) and Mid-State's key complementary line. Operates in the broader equipment space but supplies rather than competes with Mid-State.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mid-State Equipment social profiles
Digital presenceMid-State Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mid-State Equipment leadership team
Management profileNumber of profiles
Profiles12 records
Mid-State Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mid-State 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 Mid-State Equipment
What does Mid-State Equipment do?
Mid-State Equipment is a family-owned full-line equipment dealership that sells new and pre-owned agricultural, turf, and light construction equipment from John Deere and complementary manufacturers (Bobcat, Stihl, Scag, Wacker Neuson, Ariens, Kuhn, and others) through 7 physical locations across Southern Wisconsin. The company supports equipment sales with an extensive parts inventory, factory-trained service technicians with mobile service vehicles, an equipment rental division, trade-in valuation, and financing programs through John Deere Financial.
Is Mid-State Equipment a public or private company?
Mid-State Equipment is a private company. It is classified as family owned and is currently operating.
When was Mid-State Equipment founded?
Mid-State Equipment was founded in 1974. It employs 101 to 250 people.
Where is Mid-State Equipment based?
Mid-State Equipment is headquartered in Janesville, United States, in the North America region.
How does Mid-State Equipment make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are pre-Owned Equipment Sales, parts Sales, service and Repair and equipment Rentals.
Who are Mid-State Equipment's main competitors?
Direct peers on record are Greenway Equipment, Riesterer & Schnell, 21st Century Equipment, Altorfer Inc., Stotz Equipment, RDO Equipment Co. and Heritage Tractor. Broad incumbents are STIHL, Deere & Company and Bobcat Company.
Does Mid-State Equipment have an API?
No public API is recorded for Mid-State Equipment.
What industry is Mid-State Equipment in?
Mid-State Equipment's product category is Agricultural and Construction Equipment Dealership. Its primary akta.pro industry code is IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders), with a secondary code of IMAHAAAE, Skid Steer & Compact Track Loaders. Its NAICS code is 33311 and its SIC code is 3523.