Name

Whitmore Inc.

Legal name

Whitmore Sales Inc.

Website

https://whitmoreinc.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

SIC

Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Construction, Mining & Materials Handling Machinery & Equip (3530), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)

Keywords

• Heavy equipment technology
• Onboard weighing systems
• Automatic lubrication systems
• Machine control systems
• Industrial rubber products

Headquarters

HQ city

Minneapolis, Minnesota

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. LOADRITE Products and Scales: Sale and servicing of LOADRITE weighing products including loader scales, excavator scales, belt scales, truck monitors, printers, and communication interfaces. Revenue from both new equipment sales and ongoing support contracts.
2. Groeneveld-Beka Auto-Lubrication Systems: Distribution of Groeneveld-Beka automatic lubrication products including Twin, Twin XL, SingleLine, single point lubricators, and multi-line systems. Revenue from product sales, installation, and service.
3. Unicontrol Machine Control Systems: Distribution of Unicontrol 2D and 3D machine control systems for excavators, wheel loaders, dozers, and skid steers. Includes OnDemand rental model (pay-as-you-go 3D upgrade).
4. BMair Protective Ventilation Products: Distribution of BMair protective ventilation and filtration systems for heavy equipment operator cabins.
5. Industrial Rubber Products: Sale of sheet rubber, sponge rubber, and silicone rubber products stocked locally in Owatonna, MN. Products include EPDM, Viton, Neoprene, Nitrile, SBR, Natural Gum, and silicone in various grades.
6. Service, Support, and Annual Maintenance: Field service (onsite repair, calibration, training), software support (InsightHQ, Unicontrol Cloud), annual maintenance plans (2-4 site visits/year), in-house repair, and parts supply from MN and IA warehouses. Service number: (855) 593-4688.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Whitmore Inc. is an authorized stocking and servicing distributor that sells and supports four heavy equipment technology brands—LOADRITE onboard weighing systems, Groeneveld-Beka automatic lubrication systems, Unicontrol 2D/3D GPS machine control, and BMair protective cabin ventilation—together with industrial rubber products (sheet, sponge, and silicone rubber). The company delivers these products alongside field service, calibration, operator training, in-house repair, annual maintenance plans, and parts supply across roughly 8.5 Upper Midwest states from warehouses in Owatonna, MN and Ankeny, IA.

Product overview

Whitmore Inc. is a second-generation family-run heavy equipment technology distributor headquartered in Minneapolis, MN, offering a multi-brand portfolio of industrial products and solutions. The company operates as a value-added distributor and service provider rather than a software platform. The core offerings include four main product lines: (1) LOADRITE weighing solutions covering loader scales (L5000), excavator scales (X2350), belt scales (C2850, C2880), compact machine scales (S1100), and haul truck monitors (H2250), supported by InsightHQ cloud reporting software and thermal printers (LP930, LP950); (2) Groeneveld-BEKA automatic lubrication systems including single-point lubricators, single-line (SingleLine), dual-line (Twin, Twin XL), multi-line, and progressive lubrication systems; (3) Industrial Rubber Products encompassing sheet rubber, sponge rubber, and silicone rubber materials; and (4) Unicontrol 2D & 3D GPS machine control systems for excavators, dozers, wheel loaders, and skid steers; plus (5) BMair protective ventilation/cabin air filtration systems. These products serve aggregate, construction, mining, and industrial equipment operators primarily in the Upper Midwest (MN, WI, IA, ND, SD, NE, IL, MO, MI). The company provides field service, software support, annual maintenance, parts supply, and in-house repair across its product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• LOADRITE Onboard Weighing Systems

Quantifiable outcome

• 30% earthmoving efficiency improvement with Unicontrol 3D machine control
• +6 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Groeneveld-BekacoreChannel Partner/ Reseller/ Distributor · 1 January 2019Whitmore Inc. is the fully authorized stocking and servicing distributor for Groeneveld-Beka auto-lubrication products in MN, ND, SD, IA & NE. Products include Twin, Twin XL, SingleLine, single point lubricators, multi-line systems, and progressive lubrication. The partnership was announced in 2019.
• LOADRITE (Trimble)coreChannel Partner/ Reseller/ Distributor · 1 January 2000Whitmore Inc. is an authorized servicing distributor for LOADRITE products (Trimble) covering 8.5 states (MN, WI, IA, ND, SD, NE, IL, MI). The partnership began in 2000 initially covering 2.5 states and has grown over 24 years. Products include loader scales, excavator scales, belt scales, truck monitors, and the InsightHQ cloud reporting platform.
• UnicontrolcoreChannel Partner/ Reseller/ DistributorWhitmore Inc. distributes Unicontrol 2D and 3D machine control systems for excavators, wheel loaders, dozers, and skid steers. Products include Unicontrol Cloud software and the OnDemand pay-as-you-go rental model for 2D to 3D upgrades.
• BMaircoreChannel Partner/ Reseller/ DistributorWhitmore Inc. distributes BMair protective ventilation systems for heavy equipment operator cabins. Products include the Protector, Protector Plus X, and MAO-3C Cab Guard with HEPA filtration for dust and gas protection in mining, demolition, composting, and remediation environments.
• GCP Industrial ProductsminorStrategic or Co-development PartnerGCP Industrial Products is referenced as a strategic partner with whom Scott Whitmore appeared on the CGC Podcast, discussing family business growth and leadership. GCP Industrial Products' support has been noted as invaluable.
• Trimble (LOADRITE OEM)coreChannel Partner/ Reseller/ DistributorTrimble is the OEM manufacturer behind the LOADRITE brand of onboard weighing systems. LOADRITE is a Trimble brand and Whitmore Inc. distributes LOADRITE products as an authorized distributor.

Scale indicators6 records

Recent moves1 record

Broad incumbents

• Caterpillar: Caterpillar is the largest heavy equipment OEM and offers the Cat Connect technology suite (payload monitoring, grade control, fleet management) integrated on its machines. It is comparable to Whitmore because Cat Connect competes directly with the LOADRITE weighing and Unicontrol machine control products Whitmore distributes, particularly on the aggregates, construction, and mining operators that form Whitmore's customer base.
• John Deere Construction & Forestry: John Deere is a heavy equipment OEM offering SmartGrade factory-integrated machine control on dozers and motor graders, plus JDLink telematics. It is comparable to Whitmore because SmartGrade competes directly with the Unicontrol aftermarket machine control Whitmore distributes, particularly on Deere-equipped fleets in construction and aggregates.
• Topcon Positioning: Topcon is a major OEM of GPS positioning, machine guidance, and 2D/3D machine control systems for excavators, dozers, and graders. It is comparable to Whitmore because the Unicontrol and LOADRITE products Whitmore distributes compete head-to-head with Topcon's construction technology portfolio, making Topcon a key incumbent competing for the same retrofit and machine-control dollars.
• Volvo Construction Equipment: Volvo CE is a major heavy equipment OEM offering Co-Pilot machine control, Dig Assist, and integrated telematics on excavators, wheel loaders, and haulers. It is comparable to Whitmore because Volvo's factory-installed technology competes with Whitmore's LOADRITE payload and Unicontrol machine control products for the same fleet operator budgets.
• Trimble Inc. Trimble is the parent of the LOADRITE brand and a major OEM of construction technology including machine control, surveying, and weighing systems. It is comparable to Whitmore because Trimble is both Whitmore's primary supplier (via LOADRITE) and the largest potential channel conflict, as Trimble could at any time choose to go direct via SITECH or restructure its dealer network.
• Komatsu: Komatsu is a global heavy equipment OEM offering the Smart Construction suite, including KOMTRAX telematics, Smart Construction Drone, integrated payload monitoring, and intelligent machine control. It is comparable to Whitmore because Komatsu's factory-integrated technology competes with Whitmore's distributed aftermarket LOADRITE, Unicontrol, Groeneveld, and BMair offerings on the same heavy equipment fleets.

Direct peers

• Fabick Cat: Fabick Cat is a full-line Caterpillar dealer operating across multiple states, offering equipment sales, rentals, parts, service, and technology solutions to construction, aggregates, and mining customers. It is comparable to Whitmore because Fabick combines the same heavy equipment dealer-plus-technology distribution model Whitmore uses, with field service and territory coverage.
• RDO Equipment Co. RDO Equipment Co. is a multi-brand heavy equipment dealer with construction, agriculture, and technology solutions across the Upper Midwest and other U.S. regions. It is comparable to Whitmore because it combines equipment sales with construction technology offerings (machine control, telematics) and supports customers through field service — the same combined distribution-and-service model Whitmore uses.
• SITECH: SITECH is Trimble's authorized construction technology distribution network, operating across defined territories to sell, install, and support machine control, site positioning, and connected site solutions. SITECH is the most directly comparable peer because Whitmore is itself an authorized Trimble-aligned distributor (LOADRITE) for the Upper Midwest, with an analogous territory-based field sales and service model.
• Gregory Poole Equipment Company: Gregory Poole is a full-line Caterpillar dealer with equipment sales, service, parts, and technology offerings across multiple U.S. states. It is comparable to Whitmore because it operates the same multi-brand heavy equipment dealer-plus-technology model serving construction and aggregates customers with both OEM products and add-on technology solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/whitmore-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 Whitmore Inc.