Sure-Lift

What Sure-Lift does

Sure-Lift Inc. is a family-owned, authorized ATF Forklift dealership headquartered at 84 Copernicus Boulevard in Brantford, Ontario, operating since 2006. The company sells new and used ATF-branded lift trucks and provides a vertically integrated suite of material-handling services to local and regional businesses across Brantford and surrounding Ontario, including 24/7 preventative maintenance and emergency breakdown repair, short- and long-term equipment rentals, competitive equipment financing and leasing, parts supply for all makes and models, in-house freight and forklift transportation, and monthly certified forklift operator training courses.\n\nThe core product is the ATF lift truck line, supported by an owned delivery truck fleet that enables immediate rental deployment and forklift moving services within and beyond Brantford. The business is not a technology company: there are no proprietary software platforms, APIs, AI features, or patents, and the digital presence consists of a basic e-commerce shop (surelift.ca/shop) plus phone-based direct sales. Customer segments are horizontally distributed across manufacturing, warehouse, construction, production, and freight operators in the local SMB market.\n\nThe revenue model combines one-time equipment sales (new and used trucks, parts), usage-based rental contracts, subscription-style multi-year equipment leases, professional service fees for maintenance/repair and operator training, and transactional freight charges. Pricing is not publicly disclosed across any stream and requires direct contact. The company has no institutional investors, no parent company, no subsidiaries, and no documented funding rounds, M&A activity, or leadership changes in the source material — consistent with a stable, founder/family-controlled operating business.

Name

Sure-Lift

Legal name

Sure Lift Inc.

Website

https://surelift.ca

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Sure-Lift Inc. is a family-owned authorized ATF Forklift dealership in Brantford, Ontario, selling new and used lift trucks and providing rental, 24/7 service, parts, financing, freight, and operator training to local SMBs since 2006.

Ownership category

akta.pro rank

Product category

Material Handling Equipment Dealership

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industry

Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)

Keywords

• Forklift dealership
• Material handling equipment
• Forklift rental services
• Equipment leasing financing
• Forklift maintenance repair

Headquarters

HQ city

Brantford

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Truck Sales: Sale of new ATF lift trucks to businesses. Quality units at competitive prices.
2. Service and Maintenance: Preventative maintenance and emergency breakdown service available 24/7 for all makes and models of forklifts.
3. Rental Equipment: Short-term and long-term forklift rental contracts to help customers maintain production schedules. Includes immediate delivery of rental units.
4. Financing/Leasing: Competitive lease rates offered on new and used equipment for both new businesses and established companies.
5. Parts Sales: Quality parts for all makes and models of forklifts, available via email or phone with quotation service.
6. Freight Services: In-town and out-of-town forklift moving services. Having their own truck allows immediate delivery of rental units.
7. Forklift Operator Training: Monthly operator courses for individuals and small groups. Large group training available at customer facilities by appointment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Sure-Lift Inc. is an authorized ATF Forklift dealer in Brantford, Ontario, selling new and used forklifts, renting short- and long-term equipment, providing 24/7 preventative maintenance and emergency repair for all makes and models, offering competitive lease financing, supplying replacement parts, performing in-town and out-of-town forklift moving with its own truck fleet, and running monthly certified forklift operator training courses.

Product overview

Sure-Lift is a family-owned forklift dealership in Brantford, Ontario serving local businesses since 2006. The company operates as an authorized ATF Forklift dealer, offering a comprehensive portfolio of products and services including new and used ATF lift truck sales, rental equipment (short and long-term contracts), 24/7 maintenance and emergency repair services, competitive equipment financing, freight/transportation with their own fleet, parts for all makes and models, and monthly forklift operator training courses. The core offering centers on ATF brand forklifts with supporting services enabling customers to acquire, operate, and maintain material handling equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• New ATF Lift Truck Sales Sale of new ATF-branded forklifts to local businesses in Brantford and surrounding Ontario, offered as quality units at competitive prices for material handling needs.
• Used Equipment Sales Sale of pre-owned forklift equipment with financing options available for new and established businesses.
• Forklift Rental Equipment Short-term and long-term forklift rental contracts to help customers maintain production schedules, with immediate availability delivered via Sure-Lift's own truck fleet.
• Forklift Service and Maintenance 24/7 preventative maintenance and emergency breakdown service for all makes and models of forklifts, supporting both Sure-Lift-sold and third-party equipment.
• Equipment Financing and Leasing Competitive lease rates arranged on new and used forklift equipment for both new businesses and established companies.
• Freight and Forklift Transportation In-town and out-of-town forklift moving services using Sure-Lift's own truck fleet, which also enables immediate delivery of rental units.
• Forklift Parts Supply Supply of replacement parts for all forklift makes and models, with quotations provided via email or phone based on make and model number.
• Forklift Operator Training Monthly certified forklift operator training courses for individuals and small groups, with large-group sessions available at customer facilities by appointment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ATF (Advanced Technology Forklift)coreChannel Partner/ Reseller/ DistributorSure-Lift Inc. is an authorized dealer of ATF Forklift products in the Brantford area. They sell a full line of new ATF lift trucks and are recognized as Brantford's authorized ATF Forklift dealer.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• KION Group (Linde Material Handling): European-headquartered industrial truck OEM (Linde, STILL) with North American dealer coverage offering sales, service and rental competing for the same end-customer spend Sure-Lift pursues.
• Wajax: Canada-wide industrial equipment dealer distributing forklifts and material handling alongside engines, components and other lines, representing a scaled alternative Sure-Lift's customers may also evaluate.
• Toyota Material Handling: North American OEM for industrial trucks whose authorized-dealer model (including Liftow) competes head-to-head with Sure-Lift's ATF dealership for the same pool of local forklift buyers.
• Hyster-Yale Group: Global OEM of Hyster and Yale forklifts with an independent dealer network that overlaps Sure-Lift's product and service categories across North America.
• Crown Equipment: Major U.S.-headquartered forklift OEM with a direct- and dealer-based sales model and a services/replacement parts offering that overlaps Sure-Lift's full-stack approach.
• Toromont: Diversified Canadian industrial dealer (Caterpillar lift-truck channel among other lines) with national coverage and service infrastructure comparable in breadth to Sure-Lift's local offering.
• Brandt: Canada's largest privately-held equipment dealer, with material handling lines and a multi-branch service footprint that competes regionally for the same local-business customer.

Direct peers

• Eastern Lift Truck: Regional U.S. material handling dealer offering forklift sales, rental, service and operator training with a comparable full-stack dealer proposition to Sure-Lift.
• Liftow: Authorized Toyota forklift dealer with multiple Ontario locations, offering the same sales/rental/service/parts/training stack as Sure-Lift and competing directly in the same Ontario regional footprint.
• MH Equipment: U.S. multi-branch forklift dealer providing new equipment, rental, service, parts and operator training under a similar one-stop dealer model as Sure-Lift.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/SureLift.Inc
• LinkedInlinkedin.com/company/sure-lift-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Sure-Lift