Hub Equipment
Founded in 1946, Hub Equipment operates as a specialty division of Cooper Equipment Rentals, renting and selling heavy construction equipment — including excavators, pipelayers, dozers, and off-road trucks — to construction and pipeline firms across Canada from branches in Toronto and Edmonton.
- Company typePrivate
- Founded1946
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hub Equipment does
Hub Equipment, founded in 1946 in Moncton, New Brunswick by T.H. Stevenson, is a Canadian specialty provider of heavy construction equipment for rental, used-equipment sales, and consignment services. The company relocated to Brockville, Ontario and subsequently Toronto in the 1950s under Verne Stevenson's leadership, and has maintained continuous operation for roughly 80 years. In February 2023 it was acquired by Cooper Equipment Rentals, a Canadian full-line rental operator headquartered in Mississauga, Ontario; Hub now operates as Hub Heavy Equipment, a Specialty Division of Cooper, with two physical branches in Toronto and Edmonton serving Ontario, Alberta, and broader Canadian markets. The equipment portfolio is concentrated in heavy civil and pipeline categories — excavators, articulated off-road trucks, off-highway trucks, pipelayers, dozers, wheel loaders, and shuttle buggy MTVs — sourced from CAT, Hitachi, Volvo, Deere, Komatsu, and Roadtec.
The business model rests on three revenue streams: (1) recurring equipment rental as the primary line, priced on a custom quote basis tied to equipment type, duration, and project requirements; (2) one-time used-equipment sales either through direct purchase from customers or via a secondary-market storefront (used.cooperequipment.ca); and (3) consignment arrangements in which the equipment owner sets the price and Hub markets and brokers the sale through its network for a transaction fee. Customers reach Hub through Cooper's digital channels — website quote requests, phone (1-800-315-COOP), and email — and pricing is not publicly disclosed; the relationship model explicitly prioritizes long-term partnerships over transactional volume. Primary customer segments are construction firms (vertical) and pipeline construction contractors (use case), with no named enterprise anchors disclosed.
Hub's competitive posture rests on three pillars: a long-tenured brand reputation built on integrity and reliability, a capital-intensive fleet with dedicated maintenance programs that newer entrants cannot easily replicate, and the distribution reach of Cooper Equipment Rentals' national branch network following the 2023 acquisition. There are no disclosures regarding proprietary software, AI/ML capabilities, patents, certifications, or third-party technology integrations; the operating model is fundamentally physical-asset-driven rather than technology-led, with digital channels limited to website, social media (Facebook, LinkedIn, Instagram, YouTube), and online resource materials such as equipment catalogues and a BTUH calculator.
Hub Equipment firmographics
Firmographics- Name
- Hub Equipment
- Legal name
- Hub Equipment
- Website
- https://hubequipment.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Founded in 1946, Hub Equipment operates as a specialty division of Cooper Equipment Rentals, renting and selling heavy construction equipment — including excavators, pipelayers, dozers, and off-road trucks — to construction and pipeline firms across Canada from branches in Toronto and Edmonton.
- Ownership category
- akta.pro rank
Hub Equipment industry classification
Industry- Product category
- Heavy Equipment Rental
- NAICS
- Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)
- akta.pro secondary industry
- Lifting & Hoisting Rental & Leasing (IMAHAJAN)
Keywords
Where Hub Equipment is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Hub Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Equipment Rental: Hub Equipment generates revenue primarily through renting heavy equipment to construction, pipeline, and industrial customers. The rental fleet includes excavators, articulated off-road trucks, pipelayers, dozers, off-highway trucks, wheel loaders, and shuttle buggy MTVs from brands like CAT, Hitachi, Volvo, Deere, Komatsu, and Roadtec.
- Used Equipment Sales: Sale of used construction equipment either through outright purchase from customers or consignment arrangements where Hub handles marketing and sales through its network while the owner sets the price.
- Consignment Sales: Consignment service where equipment owners set the price and Hub Equipment leverages its extensive network and advertising capabilities to find buyers, taking a commission for the service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quote-based pricing for all equipment rentals and sales |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Hub Equipment product offering
Product offeringCore offering
Hub Equipment rents heavy construction machinery including excavators, articulated off-road trucks, pipelayers, dozers, wheel loaders, off-highway trucks, and shuttle buggy MTVs from leading brands such as CAT, Hitachi, Volvo, John Deere, Komatsu, and Roadtec. Operating as a Specialty Division of Cooper Equipment Rentals, the company also sells used heavy equipment and brokers consignment transactions from branch locations in Toronto, Ontario and Edmonton, Alberta.
Product overview
Hub Equipment operates as a specialty division of Cooper Equipment Rentals, offering a unified heavy equipment rental platform with diverse machinery. The core portfolio includes excavators, articulated off-road trucks, pipelayers, dozers, wheel loaders, off-highway trucks, and shuttle buggy MTVs. These equipment categories work together to serve construction, pipeline, and material transport projects. The company also offers complementary used equipment sales and consignment services. Equipment brands featured include CAT, Hitachi, Volvo, John Deere, Komatsu, and Roadtec.
Differentiator
Problem solved
Functional benefit
Products and services
- Excavator Rental Excavators for larger construction jobs that require digging or moving dirt, rocks, sand, gravel, and rubble, with optional hydraulic hammer, bucket, mat grapple, and hydraulic thumb attachments. Targeted at construction, infrastructure, and earthmoving contractors.
- Articulated Off-Road Truck Rental Rugged articulated trucks designed for navigating rough terrains and efficiently transporting heavy loads across challenging jobsites, serving construction and industrial customers.
- Pipelayer Rental Specialized machines for pipeline construction and installation featuring powerful hydraulic systems and optional boom lengths to ensure accurate alignment and placement of pipes, reducing labour and streamlining pipeline projects. Targeted at pipeline construction and installation contractors.
- Dozer Rental Bulldozers and crawler dozers available for heavy earthmoving and site preparation tasks across construction projects.
- Wheel Loader Rental Wheel loaders for material handling and loading operations on construction and industrial jobsites.
- Off-Highway Truck Rental Heavy-duty trucks designed for off-road material transport in construction and mining applications.
- Shuttle Buggy MTV Rental Material transfer vehicles for moving asphalt and other construction materials between jobsite locations.
- Used Heavy Equipment Sales Sale of high-quality used construction equipment including CAT, Hitachi, Volvo, and other major brands either purchased outright from owners or made available through the Cooper Equipment Rentals used equipment inventory. Targeted at construction firms and contractors needing reliable used machinery.
- Equipment Consignment Services Consignment arrangement where equipment owners set the price and Hub Equipment leverages its extensive network and advertising capabilities to find buyers, taking a commission for the service. Targeted at owners of used heavy construction equipment seeking buyer matching services.
Companies that use Hub Equipment
Customer profileSegments2 records
Ideal customer profiles3 records
Hub Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hub Equipment partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Cooper Equipment RentalscoreIn February 2023, Hub Equipment was acquired by Cooper Equipment Rentals and now operates as a Specialty Division. The acquisition combined two companies with aligned values of integrity and reliability. The Hub Equipment name continues under the Cooper umbrella, maintaining its 80-year legacy while benefiting from Cooper's national presence and resources. Cooper Equipment Rentals is headquartered in Mississauga, Ontario and offers a full line of compact, aerial, and heavy construction equipment across Canada.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Hub Equipment competitors and assessment
Company assessmentDirect peers
- SMS Equipment: Canadian Komatsu dealer with heavy equipment rental fleet serving construction and mining customers across Canada. Competes with Hub on heavy machinery rentals.
- Finning International: Canadian Caterpillar dealer operating equipment rental solutions for heavy construction and mining customers. Competes in the same Canadian heavy equipment rental segment as Hub.
- Brandt Tractor: Canadian Caterpillar dealer with significant rental fleet of heavy construction equipment including dozers, excavators, and pipelayers. Direct competitor in Canadian heavy equipment rental market.
- Toromont Industries: Canadian Caterpillar dealer with heavy equipment rental operations serving construction and industrial customers. Direct competitor in Canadian heavy equipment market.
- Cooper Equipment Rentals: Hub Equipment's parent company and direct Canadian equipment rental competitor offering compact, aerial, and heavy construction equipment across Canada. Operates the same business model and overlapping fleet categories as Hub.
Emerging players
- EquipmentShare: Fast-growing equipment rental company with expanding heavy construction fleet and technology-enabled platform. Emerging competitor in heavy equipment rental space.
Broad incumbents
- Herc Rentals: Major North American equipment rental company (formerly Hertz Equipment) with heavy construction fleet. Overlaps with Hub on heavy equipment rentals, though geographic focus differs.
- Sunbelt Rentals: Major North American equipment rental provider with a growing heavy equipment division serving construction and industrial customers. Overlaps with Hub's rental offerings for heavy machinery.
- United Rentals: North America's largest equipment rental company with extensive heavy construction fleet including excavators, dozers, and off-highway trucks. Competes directly with Hub on heavy equipment rentals across Canada and beyond.
Regional players
- Ahern Rentals: Privately held equipment rental company with significant heavy construction fleet in North America. Competes in heavy equipment rental segment with similar specialty focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Hub Equipment social profiles
Digital presenceHub Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hub Equipment leadership team
Management profileNumber of profiles
Hub Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hub 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 Hub Equipment
What does Hub Equipment do?
Hub Equipment rents heavy construction machinery including excavators, articulated off-road trucks, pipelayers, dozers, wheel loaders, off-highway trucks, and shuttle buggy MTVs from leading brands such as CAT, Hitachi, Volvo, John Deere, Komatsu, and Roadtec. Operating as a Specialty Division of Cooper Equipment Rentals, the company also sells used heavy equipment and brokers consignment transactions from branch locations in Toronto, Ontario and Edmonton, Alberta.
Is Hub Equipment a public or private company?
Hub Equipment is a private company. It is classified as corporate owned and is currently operating.
When was Hub Equipment founded?
Hub Equipment was founded in 1946. It employs 1 to 10 people.
Where is Hub Equipment based?
Hub Equipment is headquartered in Toronto, Canada, in the North America region.
How does Hub Equipment make money?
Three revenue lines are on record. Equipment Rental is the primary driver. The others are used Equipment Sales and consignment Sales.
Who are Hub Equipment's main competitors?
Direct peers on record are SMS Equipment, Finning International, Brandt Tractor, Toromont Industries and Cooper Equipment Rentals. EquipmentShare is listed as an emerging player. Broad incumbents are Herc Rentals, Sunbelt Rentals and United Rentals. Ahern Rentals is listed as a regional player.
Does Hub Equipment have an API?
No public API is recorded for Hub Equipment.
What industry is Hub Equipment in?
Hub Equipment's product category is Heavy Equipment Rental. Its primary akta.pro industry code is TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks), with a secondary code of IMAHAJAN, Lifting & Hoisting Rental & Leasing. Its NAICS code is 53241 and its SIC code is 7350.