Pace Cranes
Pace Cranes is an Australian, family-owned authorized dealer of construction cranes, lifters, and crawlers (Maeda, Sennebogen, Valla, Aconda, Almac, Uplifter), serving construction, industrial, and glass installation customers across Australia, New Zealand, and the Pacific with equipment sales, service, and OEM spare parts.
- Company typePrivate
- Founded1987
- HeadquartersPeakhurst, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Pace Cranes does
Pace Cranes (legally P.A. Construction Equipment Pty Ltd) is an Australian, family-owned distributor of construction cranes, lifters, crawlers, and materials handling equipment, founded in 1987 and headquartered in Peakhurst, New South Wales, with a second branch in Wacol, Queensland. The company operates as the authorized Australian and Pacific dealer for six international brands — Maeda (mini crawler cranes), Sennebogen (duty cycle, crawler, telescopic, and port cranes up to 630T), Valla (pick and carry cranes), Aconda (industrial carriers), Almac (multi loaders and mini cranes with self-levelling technology), and Uplifter (glass lifters and vacuum handling equipment). The product range spans 750kg industrial carriers to 630T port cranes, including electric and battery-powered variants for indoor or environmentally sensitive applications.
The business model combines one-time capital equipment sales (new and used), ongoing service and repair contracts (maintenance, complex repairs, full rebuilds, and major inspection certification under Australian Standard AS2550), and recurring OEM spare parts revenue. Distribution is sales-led via direct field sales teams in NSW and QLD, complemented by an authorized service agent network covering Victoria, Western Australia, South Australia/Northern Territory, and both New Zealand islands. A 24/7 field service division supports customers across NSW and QLD, with international field service reach into Papua New Guinea, Samoa, Solomon Islands, Vanuatu, American Samoa, and Indonesia. Pricing is quote-based and not publicly disclosed, consistent with bespoke capital equipment sales to construction, industrial, and specialty lifting customers.
The company has been continuously operated and family-controlled since inception, currently under Paul Heeks (Chairman, Pace Group), Anthony Heeks (Managing Director), and Jodie Heeks (Commercial Manager). Pace Cranes is a member of CICA (Crane Industry Council of Australia), Piling Federation, and Cranes NZ, and has been featured in industry publications including Cranes and Lifting, In Focus, Cranesy, and Crane World since the 1990s. Revenue is not publicly disclosed, and no external institutional investment or private equity ownership has been identified.
Pace Cranes firmographics
Firmographics- Name
- Pace Cranes
- Legal name
- P.A. Construction Equipment Pty Ltd
- Website
- https://pacecranes.com.au
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pace Cranes is an Australian, family-owned authorized dealer of construction cranes, lifters, and crawlers (Maeda, Sennebogen, Valla, Aconda, Almac, Uplifter), serving construction, industrial, and glass installation customers across Australia, New Zealand, and the Pacific with equipment sales, service, and OEM spare parts.
- Ownership category
- akta.pro rank
Pace Cranes industry classification
Industry- Product category
- Construction Equipment Distribution
- NAICS
- Construction Machinery Manufacturing (33312), Material Handling Equipment Manufacturing (33392), Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923)
- SIC
- Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530)
- akta.pro primary industry
- Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)
- akta.pro secondary industry
- Cranes, Hoists & Rigging Equipment MRO (Mobile/Tower Cranes, Winches) (TLAKAHAE)
Keywords
Where Pace Cranes is headquartered
LocationHeadquarters
- HQ city
- Peakhurst
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Pace Cranes business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- New Crane Sales: Sales of new construction equipment including mini crawler cranes, duty cycle cranes, telescopic cranes, port cranes, pick and carry cranes, industrial carriers, glass lifters, and materials handling equipment from authorized brands.
- Used Crane Sales: Resale of pre-owned construction equipment including used mini crawler cranes and multi loaders.
- Crane Service and Repairs: Comprehensive maintenance, repair, and inspection services including routine servicing, complex repairs, complete rebuilds, and major inspection certifications under Australian Standards AS2550.
- Crane Spare Parts: Sales of genuine OEM spare parts for all represented brands including hydraulic, electrical, and mechanical components.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New construction equipment sales - quote-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Pace Cranes product offering
Product offeringCore offering
Pace Cranes is an authorized Australian/Pacific dealer distributing new construction cranes, mini crawlers, pick and carry cranes, industrial carriers, and glass lifters from brands including Maeda, Sennebogen, Valla, Aconda, Almac, and Uplifter. The company also resells used construction equipment, supplies genuine OEM spare parts, and delivers scheduled maintenance, complex repairs, full rebuilds, and major inspection certification under Australian Standard AS2550. Service is supported by in-house workshops in Sydney and Brisbane and 24/7 field service coverage across NSW and QLD.
Product overview
Pace Cranes operates as an authorized Australian/Pacific dealer for a portfolio of construction equipment brands. The core offering consists of new crane sales across multiple sub-brands: Maeda Mini Crawler Cranes (compact spider-style crawlers including electric variants), Sennebogen Cranes (duty cycle, crawler, telescopic, and port cranes), Valla Pick and Carry Cranes (electric and diesel mobile cranes), Aconda Industrial Carriers (tracked materials handlers), Uplifter Glass Lifters (vacuum and suction-based glass handling equipment), and Almac Crawlers (multi-loader carriers and mini cranes). In addition to new equipment sales, the company offers used construction equipment, comprehensive crane service and repairs with 24/7 field support, and a dedicated crane spare parts department. The business model combines distribution of these multiple product lines with service, repair, and parts support across Australian and Pacific markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Maeda Mini Crawler Cranes
Quantifiable outcome
- 24/7 emergency field service availability across NSW and QLD
- +1 more outcomes
Companies that use Pace Cranes
Customer profileSegments3 records
Ideal customer profiles3 records
Pace Cranes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pace Cranes partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Maeda Mini Crawler CranescoreAuthorized Australian/Pacific dealer for Maeda mini crawler cranes, representing the complete product line including electric and diesel-powered models ranging from 1.5T to 14T capacity.
- Sennebogen CranescoreAuthorized Australian/Pacific dealer for Sennebogen cranes including duty cycle cranes, crawler cranes, telescopic cranes, and port cranes with models ranging from 13T to 630T capacity.
- Valla Pick and Carry CranescoreAuthorized Australian/Pacific dealer for Valla pick and carry cranes with capacities ranging from 2T to 250T.
- Aconda Industrial CarrierscoreAuthorized Australian/Pacific dealer for Aconda industrial carriers and materials handling equipment with capacities from 750kg to 4000kg.
- Almac CrawlerscoreAuthorized Australian/Pacific dealer for Almac crawlers including multi loaders and M-crane/t-crane models with remote control and self-levelling technology.
- Uplifter Glass LifterscoreAuthorized dealer for Uplifter glass lifters and panel handling equipment including vacuum lifters, suction discs, and transport equipment.
- CICA (Crane Industry Council of Australia)minorIndustry association membership providing industry representation and networking within the Australian crane sector.
- Piling FederationminorIndustry federation membership supporting the piling and deep foundation construction sector.
- Cranes NZminorNew Zealand crane industry association membership supporting cross-border industry connections.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pace Cranes competitors and assessment
Company assessmentBroad incumbents
- Hitachi Construction Machinery Australia: Australian subsidiary distributing excavators, mining, and construction equipment. Larger incumbent with national service network that competes for similar Australian construction and infrastructure customers as Pace Cranes.
- Komatsu Australia: Australian subsidiary of Komatsu distributing excavators, dump trucks, and construction equipment with national service support. Comparable in serving Australian construction customers with new equipment, service, and parts but operates at significantly larger scale and broader product scope.
- Westrac (Caterpillar dealer): Authorized Caterpillar dealer in Australia and New Zealand with a broad construction equipment portfolio that includes lifting and material handling. Larger and broader than Pace Cranes but competes for the same construction customer wallet and OEM channel relationships.
- JCB CEA (Construction Equipment Australia): JCB's Australian distributor selling telehandlers, excavators, and access platforms through a national dealer network. Comparable as a multi-brand-equivalent construction equipment distributor but operates at materially larger scale with broader OEM backing than Pace Cranes.
Direct peers
- Tutt Bryant Equipment: One of Australia's largest construction equipment distributors with a multi-brand portfolio including cranes, earthmoving, and lifting equipment. Highly comparable to Pace Cranes as an Australian multi-brand authorized dealer serving construction and industrial customers with sales, service, and parts.
- CJD Equipment: Major Australian national dealer representing SANY, Volvo CE, and other OEMs across cranes, trucks, and construction equipment. Comparable to Pace Cranes as a multi-brand authorized distributor with national service and parts coverage of the construction sector.
- Onetrak: Australian distributor specializing in mini excavators, skid steers, and compact construction equipment from Yanmar, Manitou, and similar principals. Comparable niche focus on compact and specialized construction equipment overlapping with Pace's Maeda mini crawler and Almac multi-loader lines.
- Manitou Australia: Australian arm of Manitou Group distributing telehandlers, rough-terrain forklifts, and access platforms. Comparable in distributing compact material handling and lifting equipment to construction and industrial customers in the Australian market.
- Australian Dynamic Engineering Company (ADECO): Australian equipment distributor focused on lifting, rigging, and construction equipment. Comparable as an Australian specialty lifting equipment dealer serving similar construction and industrial customer segments as Pace Cranes.
Others
- Kennards Hire: Australia's largest equipment rental company serving construction and DIY customers. Adjacent rather than direct competitor — competes for the same end-user equipment budget but through rental rather than outright sale, and increasingly relevant as customers weigh rent-vs-buy decisions.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pace Cranes social profiles
Digital presencePace Cranes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pace Cranes leadership team
Management profileNumber of profiles
Profiles8 records
Pace Cranes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pace Cranes 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 Pace Cranes
What does Pace Cranes do?
Pace Cranes is an authorized Australian/Pacific dealer distributing new construction cranes, mini crawlers, pick and carry cranes, industrial carriers, and glass lifters from brands including Maeda, Sennebogen, Valla, Aconda, Almac, and Uplifter. The company also resells used construction equipment, supplies genuine OEM spare parts, and delivers scheduled maintenance, complex repairs, full rebuilds, and major inspection certification under Australian Standard AS2550. Service is supported by in-house workshops in Sydney and Brisbane and 24/7 field service coverage across NSW and QLD.
Is Pace Cranes a public or private company?
Pace Cranes is a private company. It is classified as family owned and is currently operating.
When was Pace Cranes founded?
Pace Cranes was founded in 1987. It employs 11 to 50 people.
Where is Pace Cranes based?
Pace Cranes is headquartered in Peakhurst, Australia, in the Oceania region.
How does Pace Cranes make money?
Four revenue lines are on record. New Crane Sales are the primary driver. The others are used Crane Sales, crane Service and Repairs and crane Spare Parts.
Who are Pace Cranes's main competitors?
Broad incumbents on record are Hitachi Construction Machinery Australia, Komatsu Australia, Westrac (Caterpillar dealer) and JCB CEA (Construction Equipment Australia). Direct peers are Tutt Bryant Equipment, CJD Equipment, Onetrak, Manitou Australia and Australian Dynamic Engineering Company (ADECO). Kennards Hire is listed as an others.
Does Pace Cranes have an API?
No public API is recorded for Pace Cranes.
What industry is Pace Cranes in?
Pace Cranes's product category is Construction Equipment Distribution. Its primary akta.pro industry code is IMAHABAE, Cranes, Hoists & Overhead Material Handling (Industrial), with a secondary code of TLAKAHAE, Cranes, Hoists & Rigging Equipment MRO (Mobile/Tower Cranes, Winches). Its NAICS code is 33312 and its SIC code is 3531.