Rollins Machinery
Rollins Machinery is a family-owned Canadian mobile equipment dealer (founded 1946) representing 20+ OEMs across agriculture, refuse/recycling, sewer/water, paving, street sweeping, snow/ice, and golf/turf verticals, serving municipalities, farms, contractors, and golf courses across BC, Alberta, and Saskatchewan.
- Company typePrivate
- Founded1946
- HeadquartersLangley, Canada
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Rollins Machinery does
Rollins Machinery Ltd is a Canadian, family-owned mobile equipment dealer and distributor headquartered in Langley, British Columbia, operating since 1946. The company represents more than 20 manufacturers across seven industry verticals: agriculture, refuse and recycling, sewer and water, paving and light construction, street sweeping and roadside mowing, snow and ice, and golf and sports turf. It holds exclusive or core dealer agreements for several major brands, including Labrie and Haul-All (bear-resistant containers) in BC, New Holland Agriculture in the Okanagan, and LeeBoy paving equipment across BC. Rollins serves municipalities, agricultural operations, golf courses, refuse and recycling companies, sewer and water utilities, and paving/construction contractors, with five physical branch locations spanning Langley, Chilliwack, Chemainus, and Kelowna in BC, plus a Calgary branch extending operations into Alberta and Saskatchewan.
The company's product offering is third-party OEM equipment rather than proprietary technology; its value-added layer is a factory-trained parts and service operation, an authorized training program (operational and mechanical), and a multi-line distribution model that allows municipal and contractor customers to procure diverse equipment categories from a single supplier. Revenue is generated through four streams: one-time equipment sales (new and used), parts sales, service and repair (professional services), and training. Pricing is predominantly quote-based on capital equipment, with parts and service billed on time and materials. Distribution is direct-to-customer through branch showrooms, on-site visits by sales representatives, phone-based inside sales, and website-driven equipment inquiry forms. Marketing combines a vertical-organized website, YouTube equipment demonstration videos, email newsletter segmentation, Google Ads/Analytics, and social channels (Twitter/X, Facebook, LinkedIn).
Rollins Machinery is wholly family-controlled, with Victor Rollins as owner, Jeff Rollins as Vice-President of Sales, and Rod Graham as President. The company maintains a wholly-owned subsidiary, Farmco Sales (acquired 2014), which operates as the New Holland farm equipment dealership for the Okanagan region. Headcount is reported at 51-100 employees. The company has never raised external capital and operates as a private limited company under British Columbia jurisdiction. No technology patents, AI capabilities, or public awards are disclosed.
Rollins Machinery firmographics
Firmographics- Name
- Rollins Machinery
- Legal name
- Rollins Machinery Ltd
- Website
- https://rollinsmachinery.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rollins Machinery is a family-owned Canadian mobile equipment dealer (founded 1946) representing 20+ OEMs across agriculture, refuse/recycling, sewer/water, paving, street sweeping, snow/ice, and golf/turf verticals, serving municipalities, farms, contractors, and golf courses across BC, Alberta, and Saskatchewan.
- Ownership category
- akta.pro rank
Rollins Machinery industry classification
Industry- Product category
- Heavy Equipment Distribution
- NAICS
- Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810)
- SIC
- Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Golf Equipment & Accessories Distribution (CRAOAJAK), Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers) (IMAHABAH)
Keywords
Where Rollins Machinery is headquartered
LocationHeadquarters
- HQ city
- Langley
- HQ country
- Canada
- HQ region
- North America
Offices5 records
Markets served
Rollins Machinery business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales: Sale of new and used mobile equipment including refuse trucks, agricultural tractors, construction equipment, street sweepers, sewer cleaners, and related machinery from multiple manufacturers.
- Parts Sales: Sale of replacement parts for all equipment sold, supported by their Parts and Service Center with factory-trained staff.
- Service and Repair: Factory and professionally trained service technicians providing equipment maintenance, repairs, and support to reduce downtime for customers.
- Training Services: Authorized expert training services at company facilities or on-site, including Equipment Operational Training and Mechanical Training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Equipment sales with pricing varies by item |
| Other | Monthly | Service technician compensation |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Rollins Machinery product offering
Product offeringCore offering
Rollins Machinery is a multi-line heavy equipment dealer and distributor selling new and used equipment from multiple manufacturers across agriculture, refuse & recycling, sewer & water, paving, street sweeping, snow & ice, and golf & turf verticals. The company backs its equipment sales with a Parts and Service Center staffed by factory-trained technicians, and offers authorized operator and mechanical training programs at customer sites or Rollins facilities.
Product overview
Rollins Machinery is a multi-line equipment dealer offering a comprehensive portfolio of heavy equipment across multiple industry verticals. The company serves as a distributor for numerous equipment manufacturers rather than operating as a single unified product platform. Their core offering spans seven industry segments: Agriculture (New Holland tractors, Yanmar compact tractors, Poettinger hay tools), Refuse & Recycling (Labrie, Leach, Loadmaster, Haul-All trucks and containers), Sewer & Water (Sewer Equipment hydrovacs and combination cleaners, Rapidview IBAK inspection cameras, Pacific Tek trailers), Paving & Light Construction (LeeBoy pavers, rollers, sweepers), Street Sweeping & Roadside Mowing (Bucher Municipal sweepers, Multihog multipurpose vehicles, Bomford Turner mowers), Snow & Ice (METEC and RASCO spreaders/plows), and Golf & Turf (Baroness mowers, Tru-Turf rollers). The company backs its equipment sales with factory-trained parts and service operations, plus authorized training programs. This is a distribution/resale model rather than a software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Agricultural Equipment New and used agricultural tractors, hay tools, and specialty vineyard equipment distributed under franchises including New Holland Agriculture, Yanmar Agriculture, and Poettinger, supplied to farms and agricultural operations in British Columbia.
- Refuse and Recycling Equipment Refuse and recycling collection vehicles, front and rear loaders, roll-off systems, and bear-resistant containers distributed under franchises including Labrie, Haul-All, Leach, Loadmaster, and Galbreath for municipalities and private waste haulers.
- Sewer and Water Equipment Combination sewer cleaners, hydrovac trucks, jetter trucks, vacuum trailers, and sewer/pipeline/manhole inspection camera systems distributed under franchises including Sewer Equipment of America, Rapidview IBAK, and Pacific Tek for municipal and private utilities.
- Paving and Light Construction Equipment Asphalt pavers, motor graders, rollers, sweepers, hot boxes, tack tanks, and compact construction equipment distributed under franchises including LeeBoy and New Holland Construction for paving and construction contractors.
- Street Sweeping and Roadside Mowing Equipment Street sweepers, multipurpose vehicles with multi-attachment capability, and roadside mowers distributed under franchises including Bucher Municipal, Multihog, and Bomford Turner for municipalities and contractors.
- Snow and Ice Equipment
- Golf and Turf Equipment Golf course mowers, fairway mowers, greens mowers, rotary mowers, trim mowers, and greens rollers distributed under franchises including Baroness and Tru-Turf for golf courses and sports turf facilities.
- Bear-Resistant Containers IGBC certified bear-resistant waste containers including Hid-A-Cart, Hid-A-Bag, and Sentinel models, distributed exclusively by Rollins in British Columbia.
- Parts and Service Center Factory- and professionally-trained service department supplying replacement parts and maintenance for all equipment Rollins sells, with the goal of reducing customer downtime.
- Training Services Authorized expert training programs including equipment operational training and mechanical training, delivered at Rollins facilities or on customer sites.
Quantifiable outcome
- Multiple equipment attachment capabilities (e.g., Multihog vehicles with brushes, snow plows, salt spreaders, floor cleaners)
Companies that use Rollins Machinery
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles6 records
Rollins Machinery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rollins Machinery partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, major and minor.
- Labrie GroupcoreRollins Machinery is a dealer for Labrie refuse and recycling equipment including Automizer side loaders, Alleygator models, and Witke front loaders. They sell, service, and provide parts for Labrie products across their BC branch locations.
- Haul-All EquipmentcoreRollins Machinery is the exclusive distributor for Haul-All in British Columbia. Haul-All provides bear-resistant containers and refuse trucks including the M-Class refuse truck and various bear-resistant bins (Hid-A-Cart, Hid-A-Bag, Sentinel containers).
- New Holland AgriculturecoreRollins Machinery is a dealer for New Holland agricultural equipment including tractors (T3, T6, T7 series, Boomer 50), compact tractors, and related attachments. They have the New Holland contract for the Okanagan region.
- New Holland ConstructioncoreRollins Machinery distributes New Holland Construction equipment including mini track loaders (C314, C314), skid steers, and related construction equipment.
- Rapidview IBAK North AmericamajorRollins Machinery is a dealer for Rapidview IBAK sewer inspection equipment including camera vans and inspection systems for sewer, pipeline, and manhole inspection.
- Sewer Equipment of AmericamajorRollins Machinery distributes Sewer Equipment of America products including combination sewer cleaners (900 ECO), hydrovac trucks (Ramvac HX-15, HX-12), and Mongoose jetters.
- Bucher MunicipalmajorRollins Machinery is a dealer for Bucher Municipal street sweepers including the E35M sweeper and CityCat 5006 street sweeper with complete sales, parts, and service support.
- MultihogmajorRollins Machinery is a dealer for Multihog multi-purpose vehicles and attachments including CX75, Combi brush/snow plow units. Multihog vehicles feature multiple attachment capabilities for different seasons and industries.
- LeeBoycoreRollins Machinery is now the LeeBoy dealer for BC. They distribute paving equipment including 8608A and 8520C asphalt pavers, motor graders (685D), rollers (BR48), sweepers (RB50, NB25, NV55), hot boxes (HB4T), and tack tanks (L600).
- BaronessmajorRollins Machinery is a dealer for Baroness golf and turf equipment including fairway mowers (LM531, LM551B), greens mowers (LM311, LM101), rotary mowers (GM2810), and surround/trim mowers (LM331).
- Yanmar AgriculturecoreRollins Machinery distributes Yanmar agricultural equipment including SA223 and SA325 tractors suitable for various farming applications.
- PoettingermajorRollins Machinery distributes Poettinger (Pöttinger) hay tools and agricultural equipment including tedders (HIT 6.80T) and ploughs (Servo 3000N) for farming operations.
- Bomford TurnermajorRollins Machinery is a dealer for Bomford Turner equipment including Flailbot flail mowers, ProCut flailheads, and debris blowers for roadside mowing and vegetation management.
- Leach CompanycoreRollins Machinery is a dealer for Leach rear loader refuse trucks. They sell Leach rear loaders including split rear units for dual stream collection.
- LoadmastermajorRollins Machinery distributes Loadmaster rear loader refuse trucks including the Loadmaster Legacy model mounted on various chassis.
- GalbreathminorRollins Machinery distributes Galbreath roll-off rails and related equipment for refuse and recycling operations.
- Tru-TurfminorRollins Machinery is a dealer for Tru-Turf greens rollers including RE50, RB70, and RB48 models for golf course maintenance.
- Pacific TekminorRollins Machinery distributes Pacific Tek vacuum trailers including PV500 models for hydro-excavation and sewer cleaning applications.
- METECminorRollins Machinery distributes METEC equipment accessories including drop spreaders, dump box/sander extensions, and single auger box blowers for snow and ice management.
- Tiger MowersminorRollins Machinery distributes Tiger mower attachments for vegetation management and roadside maintenance applications.
Scale indicators4 records
Recent moves10 records
Expansion highlights5 records
Rollins Machinery competitors and assessment
Company assessmentBroad incumbents
- Finning International: The world's largest Caterpillar dealer, operating across Western Canada with full equipment, parts, and service capabilities. A broader incumbent in the same heavy equipment distribution space that Rollins competes in for municipal and contractor customers.
- Wajax: Canadian multi-line industrial equipment distributor offering construction, forestry, mining, and material handling equipment plus parts and service. A broader incumbent with comparable business model and customer overlap across Canada.
Others
- New Holland Agriculture: One of Rollins's key OEM partners (with exclusive Okanagan contract). Not a competitor but an ecosystem participant whose commercial decisions directly drive Rollins's agricultural equipment revenue and partnership economics.
Direct peers
- Cervus Equipment: John Deere dealer (agriculture, turf, transportation, industrial) across Western Canada, now part of Brandt. A direct peer in agricultural and turf equipment distribution with similar municipal and farm customer focus.
- Great West Equipment: Volvo Construction Equipment dealer with branches across BC, Alberta, and Saskatchewan. A direct regional peer operating the same dealership model serving municipalities and contractors in overlapping Western Canadian territory.
- SMS Equipment: Komatsu's principal dealer across Western Canada with branches in BC, Alberta, and Saskatchewan. Directly comparable multi-line heavy equipment dealer serving construction, mining, and forestry customers in overlapping geographies.
- Brandt Tractor: Western Canada's largest multi-line equipment dealer (agriculture, construction, forestry, material handling) with a national footprint. Directly comparable to Rollins in serving municipalities and contractors with diversified OEM portfolios across similar verticals.
- Westerra Equipment: Western Canadian equipment dealer (Volvo CE, Sennebogen, Hitachi) serving municipalities, contractors, and resource industries. Directly comparable regional dealer with similar multi-line distribution and service model in overlapping geographies.
- Nors Group (Strongco): Multi-line heavy equipment dealer across Canada (Volvo CE, Manitowoc, others) serving construction, infrastructure, and resource customers. A direct peer with overlapping municipal and contractor customer base and similar OEM distribution model.
Regional players
- Toromont Industries: Caterpillar dealer primarily serving Eastern Canada (Ontario, Quebec, Atlantic provinces) with similar equipment distribution and power systems business. Comparable dealer model but geographically non-overlapping with Rollins.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Rollins Machinery social profiles
Digital presenceRollins Machinery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rollins Machinery leadership team
Management profileNumber of profiles
Profiles3 records
Rollins Machinery subsidiaries and ownership
Company hierarchySubsidiaries1 record
Rollins Machinery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rollins Machinery 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 Rollins Machinery
What does Rollins Machinery do?
Rollins Machinery is a multi-line heavy equipment dealer and distributor selling new and used equipment from multiple manufacturers across agriculture, refuse & recycling, sewer & water, paving, street sweeping, snow & ice, and golf & turf verticals. The company backs its equipment sales with a Parts and Service Center staffed by factory-trained technicians, and offers authorized operator and mechanical training programs at customer sites or Rollins facilities.
Is Rollins Machinery a public or private company?
Rollins Machinery is a private company. It is classified as family owned and is currently operating.
When was Rollins Machinery founded?
Rollins Machinery was founded in 1946. It employs 51 to 100 people.
Where is Rollins Machinery based?
Rollins Machinery is headquartered in Langley, Canada, in the North America region.
How does Rollins Machinery make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, service and Repair and training Services.
Who are Rollins Machinery's main competitors?
Broad incumbents on record are Finning International and Wajax. New Holland Agriculture is listed as an others. Direct peers are Cervus Equipment, Great West Equipment, SMS Equipment, Brandt Tractor, Westerra Equipment and Nors Group (Strongco). Toromont Industries is listed as a regional player.
Does Rollins Machinery have an API?
No public API is recorded for Rollins Machinery.
What industry is Rollins Machinery in?
Rollins Machinery's product category is Heavy Equipment Distribution. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of CRAOAJAK, Golf Equipment & Accessories Distribution. Its NAICS code is 423810 and its SIC code is 5084.