General de Alquiler de Maquinaria - GAM

What General de Alquiler de Maquinaria - GAM does

General de Alquiler de Maquinaria, S.A. (GAM) is a Spanish-headquartered industrial machinery rental and services company founded in 2003 and publicly listed on BME under the ticker GALQ. The company operates a fleet of more than 40,000 machines spanning aerial work platforms, forklift trucks, telehandlers, power generation equipment, and industrial cleaning machinery, distributed through 75+ branches across eight countries including Spain, Portugal, Mexico, Chile, Peru, the Dominican Republic, Morocco, and Saudi Arabia. GAM is the exclusive distributor in Spain and Portugal for Hyster and Yale forklift lines and the official distributor of Tennant industrial cleaning equipment, supporting both rental and direct sales channels.

GAM monetizes through a multi-stream model: short- and long-term equipment rental (its largest stream), new and used machinery sales via its GAM Online e-commerce platform (including an auction portal with 14,000+ registered users and 5,000+ machines auctioned), preventive and corrective maintenance delivered by 600+ technicians and 300 mobile workshops, spare parts sales, professional training, and adjacent services such as modular construction, audiovisual event production, sustainable electric mobility, and Automated Guided Vehicles (AGVs) for warehouse automation. The 'Modo Sostenible' initiative and the Reviver circular economy sub-brand target ESG-conscious customers and create a second-life equipment vertical.

The company's go-to-market combines direct-to-consumer rental and sales through branch and digital channels, inside sales via a national toll-free number, and enterprise field sales via dedicated account managers for long-term fleet management contracts. Customers span industrial manufacturing, logistics and distribution, construction and infrastructure, facilities management, and the food industry, with an explicit vertical-segmentation approach. The company is led by founder Pedro Fernández as CEO and President.

Name

General de Alquiler de Maquinaria - GAM

Legal name

General de Alquiler de Maquinaria, S.A.

Website

https://gamrentals.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

General de Alquiler de Maquinaria (GAM) is a Spanish public company that rents, sells, and services industrial machinery — including aerial platforms, forklifts, and cleaning equipment — through 75+ branches across 8 countries serving manufacturing, logistics, construction, and facilities customers.

Ownership category

akta.pro rank

Product category

Industrial Equipment Rental Services

NAICS

Construction Machinery Manufacturing (333120), Commercial and Service Industry Machinery Manufacturing (333310)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Industrial Cleaning & Environmental Equipment Rental/Leasing (Vacuum Trucks, Dust Control, Dehumidifiers) (TLABAFAK)

Keywords

• Industrial machinery rental
• Equipment leasing services
• Material handling equipment
• Aerial work platforms
• Forklift rental

Headquarters

HQ city

Granda

HQ country

Spain

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental: Short-term and long-term rental of industrial equipment including aerial platforms, forklifts, material handling, energy equipment, and cleaning machinery. Over 40,000 machines available for rental.
2. New Machinery Sales: Sale of new industrial equipment through GAM Online platform. Products include aerial platforms, forklifts, cleaning machines, and material handling equipment from brands like Hyster, Yale, XCMG.
3. Used Machinery Sales: E-commerce portal for buying and selling second-hand machinery. Includes auctions of machinery. Over 5,000 machines auctioned, 30+ auctions conducted.
4. Maintenance Services: Preventive and corrective maintenance programs for machines and third-party fleets. 600 technicians and 300 mobile workshops provide specialized technical support.
5. Spare Parts Sales: Online sales of official replacement parts, other brands, and remanufactured parts including lights, wheels, hydraulics, electronics, and control components.
6. Training Services: Professional training school connecting business and educational worlds.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

General de Alquiler de Maquinaria (GAM) is a Spanish multinational that rents, sells, and maintains industrial machinery, including aerial work platforms, forklift trucks, telehandlers, power generation equipment, and industrial cleaning machines. The company operates a fleet of more than 40,000 machines across 75+ branches in Spain, Portugal, Mexico, Chile, Peru, Dominican Republic, Morocco, and Saudi Arabia, complemented by 600+ technicians and 300 mobile workshops for preventive and corrective maintenance.

Product overview

General de Alquiler de Maquinaria - GAM operates as a comprehensive industrial machinery and services company offering a multi-category portfolio centered on equipment rental, sales, and related services. The core offering includes aerial work platforms (plataformas elevadoras), forklift trucks (carretillas elevadoras), telehandlers, power generation equipment, and industrial cleaning machinery. GAM complements its equipment business with value-added services including AGVs (robotic mobile systems), maintenance (with 600 technicians and 300 mobile workshops), Reviver circular economy reconditioning, modular construction, sustainable mobility solutions, audiovisual services, and professional training. The company sells both new machinery from partner brands (Hyster, Yale, XCMG, CTE, Bravi, Logitrans, Ormig, Pramac, Tennant, Tecnacar, BTS, Blyyd, Packmat, First Green, Modula) and used/reconditioned equipment through its GAM Online ecommerce portal. Additional offerings include audiovisual event production and specialized solutions like portaféretros (coffin carriers) for cemetery operations.

Differentiator

Problem solved

Functional benefit

Brands

• Reviver: Reconditioned machinery division promoting circular economy in logistics and industrial machinery, giving machines a second life.

Products and services

• Plataformas elevadoras (Aerial Work Platforms)
• Carretillas elevadoras (Forklift Trucks)
• Manipuladores telescópicos (Telehandlers)
• Maquinaria de energía (Power Generation Equipment)
• Limpieza industrial (Industrial Cleaning Equipment)
• AGVs (Automated Guided Vehicles)
• Construcción Modular (Modular Construction)
• Movilidad Sostenible (Sustainable Mobility)
• Mantenimiento (Maintenance Services)
• Audiovisuales (Audiovisual Services)
• Formación (Training)
• Maquinaria de ocasión (Used/Second-hand Machinery Sales)
• Maquinaria nueva (New Machinery Sales)
• Portaféretros (Coffin Carriers)
• Vehículos eléctricos de carga (Electric Cargo Vehicles)
• Repuestos (Spare Parts)

Quantifiable outcome

• 40,000+ machines available for immediate deployment
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and major.

• HystercoreChannel Partner/ Reseller/ DistributorExclusive Hyster distributor in Spain and Portugal. GAM offers the largest catalog of Hyster rental equipment including forklifts, stackers, pallet trucks, order pickers, and tractors. Hyster products have received ergonomics awards.
• TennantcoreChannel Partner/ Reseller/ DistributorOfficial distributor of Tennant industrial cleaning equipment. GAM rents Tennant sweepers, scrubbers, and vacuum cleaners. Tennant has been in the market since 1870.
• YalecoreChannel Partner/ Reseller/ DistributorGAM is exclusive distributor of Yale forklift trucks in Spain and Portugal as part of their materials handling division.
• XCMGmajorChannel Partner/ Reseller/ DistributorChinese heavy machinery manufacturer represented in GAM's product portfolio for construction and industrial equipment.
• ModulamajorChannel Partner/ Reseller/ DistributorAutomated storage solutions provider for warehouse optimization included in GAM's product offerings.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Loxam: France-headquartered, Europe's largest equipment rental company offering aerial platforms, forklifts, and modular space. Direct competitor in core European rental categories and the most relevant benchmark for GAM's Iberian operations.
• Boels Rental: Netherlands-based pan-European equipment rental specialist with strength in aerial work platforms and tools. Direct peer to GAM given overlapping product mix and European footprint.
• Kiloutou: France-based equipment rental company with growing Iberian and pan-European presence. Direct peer competing for similar construction and industrial customers with overlapping fleets.
• Cramo: Nordic-origin equipment rental company now consolidated into Boels. Direct peer for fleet composition, customer segments, and operational benchmarks across European construction and industrial markets.
• Herc Holdings: US-based full-line equipment rental company (formerly Hertz Equipment Rental). Directly comparable business model with similar fleet composition and customer verticals.
• Riwal: Netherlands-headquartered specialist in aerial work platforms and telehandlers with operations across Europe, Middle East, and emerging markets. Closest comparable for GAM's aerial platform and telehandler categories.

Regional players

• HSS Hire: UK-focused equipment rental and tool hire company. Regional player with similar customer model but limited Iberian presence; useful comparable for service quality and digital benchmarks.

Broad incumbents

• United Rentals: Largest equipment rental company in the world, listed in the US. Broad incumbent whose scale, fleet density, and digital platform set the standard that GAM and other regional players must match.
• Ashtead Group (Sunbelt Rentals): UK-listed parent of Sunbelt Rentals, the second-largest equipment rental company globally with a North American focus. Broad incumbent that defines the industry's economics and competitive benchmarks.

Emerging players

• TVH (including Mateco): Belgian parts and equipment specialist that acquired Mateco, a European aerial platform rental operator. Emerging player with growing overlap in aerial platforms and material handling distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTmd5-4_yh4xOGwdIJemuCw
• Facebookfacebook.com/GAM.Maquinaria
• LinkedInes.linkedin.com/company/gam-soluciones
• Instagraminstagram.com/gam.soluciones
• Xx.com/GAM_Maquinaria

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about General de Alquiler de Maquinaria - GAM