Rollins Machinery

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.

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

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

• Heavy equipment dealer
• Municipal equipment supply
• Agricultural machinery sales
• Refuse recycling equipment
• Sewer water equipment

Headquarters

HQ city

Langley

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Parts Sales: Sale of replacement parts for all equipment sold, supported by their Parts and Service Center with factory-trained staff.
3. Service and Repair: Factory and professionally trained service technicians providing equipment maintenance, repairs, and support to reduce downtime for customers.
4. Training Services: Authorized expert training services at company facilities or on-site, including Equipment Operational Training and Mechanical Training.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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)

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, major and minor.

• Labrie GroupcoreChannel Partner/ Reseller/ DistributorRollins 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 EquipmentcoreChannel Partner/ Reseller/ DistributorRollins 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 AgriculturecoreChannel Partner/ Reseller/ DistributorRollins 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 ConstructioncoreChannel Partner/ Reseller/ DistributorRollins Machinery distributes New Holland Construction equipment including mini track loaders (C314, C314), skid steers, and related construction equipment.
• Rapidview IBAK North AmericamajorChannel Partner/ Reseller/ DistributorRollins 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 AmericamajorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Sewer Equipment of America products including combination sewer cleaners (900 ECO), hydrovac trucks (Ramvac HX-15, HX-12), and Mongoose jetters.
• Bucher MunicipalmajorChannel Partner/ Reseller/ DistributorRollins 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.
• MultihogmajorChannel Partner/ Reseller/ DistributorRollins 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.
• LeeBoycoreChannel Partner/ Reseller/ DistributorRollins 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).
• BaronessmajorChannel Partner/ Reseller/ DistributorRollins 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 AgriculturecoreChannel Partner/ Reseller/ DistributorRollins Machinery distributes Yanmar agricultural equipment including SA223 and SA325 tractors suitable for various farming applications.
• PoettingermajorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Poettinger (Pöttinger) hay tools and agricultural equipment including tedders (HIT 6.80T) and ploughs (Servo 3000N) for farming operations.
• Bomford TurnermajorChannel Partner/ Reseller/ DistributorRollins Machinery is a dealer for Bomford Turner equipment including Flailbot flail mowers, ProCut flailheads, and debris blowers for roadside mowing and vegetation management.
• Leach CompanycoreChannel Partner/ Reseller/ DistributorRollins Machinery is a dealer for Leach rear loader refuse trucks. They sell Leach rear loaders including split rear units for dual stream collection.
• LoadmastermajorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Loadmaster rear loader refuse trucks including the Loadmaster Legacy model mounted on various chassis.
• GalbreathminorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Galbreath roll-off rails and related equipment for refuse and recycling operations.
• Tru-TurfminorChannel Partner/ Reseller/ DistributorRollins Machinery is a dealer for Tru-Turf greens rollers including RE50, RB70, and RB48 models for golf course maintenance.
• Pacific TekminorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Pacific Tek vacuum trailers including PV500 models for hydro-excavation and sewer cleaning applications.
• METECminorChannel Partner/ Reseller/ DistributorRollins Machinery distributes METEC equipment accessories including drop spreaders, dump box/sander extensions, and single auger box blowers for snow and ice management.
• Tiger MowersminorChannel Partner/ Reseller/ DistributorRollins Machinery distributes Tiger mower attachments for vegetation management and roadside maintenance applications.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Broad 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

• YouTubeyoutube.com/@RollinsMachinery
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Rollins Machinery