Pro-Rep
Pro-Rep, Inc. is a manufacturer's representative firm connecting industrial equipment manufacturers with material handling dealers, providing product training, sales calls, layout/quoting, order entry, and shipping coordination across Ohio, Georgia, and Michigan.
- Company typePrivate
- Founded1990
- HeadquartersNew Philadelphia, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Pro-Rep does
Pro-Rep, Inc. is a manufacturer's representative firm founded by Michael Ross in the 1990s and headquartered in New Philadelphia, Ohio. The company operates as an intermediary between industrial equipment manufacturers and material handling dealers, representing a portfolio of brands that includes Rousseau Metal, Cogan Sears, Elevatek Systems, Econo-Lift, and Sentry Products. Its product surface spans racking systems, shelving, mezzanines, modular offices, ergonomic workstations, lockers, bins, carts, cabinets, wire partitioning, air curtains, mobile storage, and material transport equipment.
The firm earns commission-based revenue on sales facilitated through its dealer network, with all estimates provided on a free, quote-based pricing model. Pro-Rep is differentiated by being involved at every stage of a sale, including product training, sales calls, layout and quoting, order entry, and shipping coordination, allowing dealers to focus on customer-facing selling activities. The company is privately held and founder/family-owned, with team members including Lucas Ross, Sam Ross, Karissa Phillips, Katie Rodriguez, Grant Goodwin, and Eric Husa, plus field presence in Georgia and Michigan in addition to the Ohio headquarters.
The go-to-market motion is exclusively channel-based, relying on long-term dealer relationships rather than direct end-customer sales. The firm has launched an adjacent Install Services operation (prorepinstall.com) to extend downstream into installation. There is no proprietary technology platform, no disclosed revenue or funding data, and no AI or software component to the business; the competitive position rests on multi-decade personal relationships, real product knowledge, and full-cycle sales support.
Pro-Rep firmographics
Firmographics- Name
- Pro-Rep
- Legal name
- Pro-Rep, Inc.
- Website
- https://prorepinc.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pro-Rep, Inc. is a manufacturer's representative firm connecting industrial equipment manufacturers with material handling dealers, providing product training, sales calls, layout/quoting, order entry, and shipping coordination across Ohio, Georgia, and Michigan.
- Ownership category
- akta.pro rank
Where Pro-Rep is headquartered
LocationHeadquarters
- HQ city
- New Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Pro-Rep business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Manufacturer's Representative Commission: Pro-Rep operates as a manufacturer's representative earning commissions on sales facilitated through their dealer network. The company adds value at every stage of the sale from product training, sales calls, layout and quoting, order entry, and shipping coordination.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Pro-Rep product offering
Product offeringCore offering
Pro-Rep, Inc. is a manufacturer's representative firm that connects industrial equipment manufacturers with a base of industrial equipment dealers in the material handling industry. The company provides product training, joint sales calls, layout and quoting, order entry, and shipping coordination for a portfolio that includes racks, shelving, mezzanines, lockers, bins, carts, cabinets, modular offices, work benches, ergonomic workstations, anti-fatigue matting, transport equipment, wire partitioning, air curtains, and mobile storage solutions. Pro-Rep earns commissions on sales facilitated through its dealer network and does not sell directly to end customers.
Product overview
Pro-Rep, Inc. is a manufacturer's representative company serving as a distributor intermediary for industrial equipment. Rather than offering a unified software platform, the company represents a portfolio of complementary industrial product lines including racking systems (cantilever, pallet, and storage racks), shelving solutions (Cogan Sears, Rousseau), mezzanine systems, ergonomic workstations, and material handling equipment. The product range spans storage and organization (lockers, bins, cabinets, wire partitioning), workspace infrastructure (work benches, modular offices), and specialized equipment (air curtains, mobile storage, transport equipment). Pro-Rep provides sales representation, product training, layout design, quoting, and order entry services to its dealer network.
Differentiator
Problem solved
Functional benefit
Products and services
- Industrial Racks and Rack Repair Solutions Storage racking systems for warehouses and industrial facilities, including cantilever racking for long/bulky items, along with rack repair services and products to maintain and restore existing industrial storage racks. Represented to industrial equipment dealers for resale to end customers.
- Shelving Systems (Cogan Sears and others) Industrial and commercial shelving systems for storage and organization, including Cogan Sears shelving and mezzanine products. Represented to industrial equipment dealers for resale to end customers.
- Lockers, Bins, and Storage Cabinets Personal storage lockers, storage and organization bins, and storage cabinets for tools, equipment, and materials in industrial, commercial, and institutional settings. Represented to industrial equipment dealers for resale to end customers.
- Mezzanines and Modular Offices Intermediate mezzanine floor systems (including Cogan Sears mezzanines) that create additional storage or workspace levels within facilities, plus prefabricated modular office structures for industrial facilities. Represented to industrial equipment dealers for resale to end customers.
- Work Benches and Ergonomic Workstations Ergonomic work benches and ergonomic workstations designed to improve worker comfort and productivity in industrial workspaces, plus anti-fatigue matting to reduce worker fatigue in standing work environments. Represented to industrial equipment dealers for resale to end customers.
- Carts, Transport Equipment, and Material Handling Equipment Material handling carts for transporting goods within facilities and equipment for material transport within industrial facilities, including Econo-Lift material handling and lifting equipment. Represented to industrial equipment dealers for resale to end customers.
- Wire Partitioning and Sentry Security/Safety Products Wire mesh partitioning systems for security, storage separation, and safety enclosures, plus Sentry Products security and safety-related storage and partitioning. Represented to industrial equipment dealers for resale to end customers.
- Air Curtains and Mobile Storage Solutions Air curtain systems for temperature control and insect/dust barrier protection at doorways, plus mobile storage systems that maximize warehouse space utilization. Represented to industrial equipment dealers for resale to end customers.
- Rousseau Metal Products Rousseau metal garage, automotive, and storage products including Rousseau GT and drawer systems. Represented to industrial equipment dealers for resale to end customers.
- Elevatek Systems Elevatek elevation and storage systems represented to industrial equipment dealers for resale to end customers.
- Install Services Installation services for Pro-Rep's industrial equipment product lines, offered through a dedicated install services site (https://www.prorepinstall.com/). Intended for industrial equipment dealers and their end customers who need professional installation of represented products.
- Carton Flow Systems Flow racking systems for FIFO inventory management and carton handling. Represented to industrial equipment dealers for resale to end customers.
Companies that use Pro-Rep
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Pro-Rep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pro-Rep partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
Pro-Rep competitors and assessment
Company assessmentBroad incumbents
- W.W. Grainger: Largest industrial MRO distributor in North America with a broad catalog that includes material handling equipment. Pro-Rep serves similar industrial buyers but through a rep-firm model rather than catalog distribution; Grainger represents the scaled alternative channel.
- Cogan Wire & Metal Products: Shelving and mezzanine product manufacturer. One of Pro-Rep's represented brands selling into industrial/commercial channels through dealer rep networks.
- Interlake Mecalux: Global storage systems manufacturer (pallet racking, shelving, warehouse software) that uses distributor and rep channels to reach industrial dealers in North America, structurally similar to Pro-Rep's represented brands.
- Fastenal: Public industrial supply distributor with thousands of branches across the US, serving industrial customers with fasteners, tools, and MRO supplies that overlap Pro-Rep's industrial customer base.
- MSC Industrial Direct: Industrial MRO distributor focused on metalworking and maintenance supplies. A larger, scaled channel competing for similar industrial procurement budgets though with a catalog distribution model rather than rep representation.
- Hannibal Industries: US pallet racking and storage systems manufacturer that distributes through regional rep networks like Pro-Rep's. Comparable as a counterpart manufacturer that Pro-Rep could represent.
- Rousseau Metal: Canadian storage, garage, and modular cabinet products manufacturer. One of Pro-Rep's represented brands — directly comparable as a counterpart manufacturer in the storage products category.
- Applied Industrial Technologies: Public industrial distributor with bearings, power transmission, fluid power, and material handling product lines serving overlapping industrial end customers with a branch-based distribution model.
- Frazier Industrial Company: Storage racking manufacturer that uses manufacturer rep networks to reach industrial dealers. Directly comparable to vendors Pro-Rep represents in the racking category.
Others
- Material Handling Equipment Distributors Association: Industry trade association of MHE distributors and rep firms. Reflects the broader competitive ecosystem Pro-Rep serves and signals where industry peers convene.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Pro-Rep social profiles
Digital presencePro-Rep financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pro-Rep leadership team
Management profileNumber of profiles
Profiles7 records
Pro-Rep funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pro-Rep 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 Pro-Rep
What does Pro-Rep do?
Pro-Rep, Inc. is a manufacturer's representative firm that connects industrial equipment manufacturers with a base of industrial equipment dealers in the material handling industry. The company provides product training, joint sales calls, layout and quoting, order entry, and shipping coordination for a portfolio that includes racks, shelving, mezzanines, lockers, bins, carts, cabinets, modular offices, work benches, ergonomic workstations, anti-fatigue matting, transport equipment, wire partitioning, air curtains, and mobile storage solutions. Pro-Rep earns commissions on sales facilitated through its dealer network and does not sell directly to end customers.
Is Pro-Rep a public or private company?
Pro-Rep is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pro-Rep founded?
Pro-Rep was founded in 1990. It employs 1 to 10 people.
Where is Pro-Rep based?
Pro-Rep is headquartered in New Philadelphia, United States, in the North America region.
How does Pro-Rep make money?
One revenue line is on record: manufacturer's Representative Commission.
Who are Pro-Rep's main competitors?
Broad incumbents on record are W.W. Grainger, Cogan Wire & Metal Products, Interlake Mecalux, Fastenal, MSC Industrial Direct, Hannibal Industries, Rousseau Metal, Applied Industrial Technologies and Frazier Industrial Company. Material Handling Equipment Distributors Association is listed as an others.
Does Pro-Rep have an API?
No public API is recorded for Pro-Rep.