Genesis Equipment Pty Ltd

What Genesis Equipment Pty Ltd does

Genesis Equipment Pty Ltd is a privately held Australian distributor of premium automotive and heavy-vehicle workshop equipment, headquartered in Yatala, Queensland. Founded in 2017, the company holds exclusive Australian distribution rights for eight or more global brands — including BendPak, Stertil Koni, QuickJack, Beissbarth, Nussbaum, MaxJax, Autostacker, Cool Boss, Apex, and Ranger — covering car lifts (2-post, 4-post, portable, parking, scissor), heavy-vehicle lifts (mobile columns, platform lifts, in-ground systems up to 54 tonnes), wheel service equipment (3D aligners, tyre changers, balancers), general workshop tools, and evaporative coolers. The product portfolio spans capacities from portable home-garage jacks to commercial truck lifts, with patented technologies such as BendPak's Automatic Swing Arm Restraint System (ASARS), Bi-Metric arms, Low-Pro triple-telescoping arms, Stertil Koni's wireless mobile column lifts, and Nussbaum's HyperFlow hydraulic synchronization.

The company operates a B2B distribution model with three revenue streams: hardware sales (one-time/perpetual pricing, mostly quote-based), installation and ongoing servicing through a 55-partner service-provider network across Australia, and parts and accessories. Pricing ranges from approximately A$3,998 pre-order for the consumer-oriented Apex AL10CS hoist to A$10,000+ for premium BendPak and Nussbaum commercial units, with manufacturer warranties of up to 36 months. The go-to-market combines an e-commerce website, phone enquiries, and direct field sales targeting seven defined verticals: automotive dealerships and workshops, heavy vehicle dealerships, crash repair and body shops, local government and utilities, mining and industry, logistics and freight carriers, and the residential home garage segment. Marketing leverages motorsport sponsorships (Blanchard Racing Team in Supercars and Dunlop Super2) and TV partnerships (Rides Down Under, Workshop Wars, Aussie Truckers) for top-of-funnel brand building, supported by an active social media presence and educational blog content.

Name

Genesis Equipment Pty Ltd

Legal name

Genesis Equipment Pty Ltd

Website

https://www.genesisequipment.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Genesis Equipment Pty Ltd is an Australian distributor of premium vehicle lifts, wheel service tools, and workshop equipment, holding exclusive Australian rights for brands including BendPak, Stertil Koni, Beissbarth, Nussbaum, and QuickJack, and serving automotive, heavy-vehicle, mining, logistics, and residential customers via direct sales and a 55-partner service network.

Ownership category

akta.pro rank

Product category

Vehicle Lifts and Workshop Equipment

NAICS

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

SIC

Special Industry Machinery (No Metalworking Machinery) (3550), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)

akta.pro secondary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Automotive workshop equipment
• Vehicle lift distributors
• Wheel service equipment
• Heavy-duty lifting solutions
• Evaporative cooling systems

Headquarters

HQ city

Yatala

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Genesis Equipment generates revenue through the sale of workshop equipment including car hoists, truck lifts, wheel service equipment, and workshop accessories. They act as exclusive Australian distributors for multiple international brands.
2. Installation and Servicing: Revenue generated through a network of 55 trusted service providers across Australia who provide installation, servicing, and ongoing support for workshop equipment.
3. Parts and Accessories: Sale of equipment accessories, adapters, and replacement parts for the distributed brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Genesis Equipment Pty Ltd is an Australian distributor of vehicle lifts, wheel-service equipment, workshop tools, and evaporative coolers sourced from eleven international brands including BendPak, Stertil Koni, QuickJack, Beissbarth, Nussbaum, Autostacker, MaxJax, Ranger, Cool Boss, Apex, and LiftMotive. The company supplies two-post and four-post car hoists, mobile column and heavy-duty truck lifts, parking stackers, portable car lifts, wheel alignment and tyre-changing equipment, workshop tooling, and portable evaporative coolers to automotive dealerships, workshops, mining, logistics, councils, and residential customers. It supports equipment sales with installation, training, and ongoing maintenance through a network of 55 service providers across Australia.

Product overview

Genesis Equipment is a premium workshop equipment distributor offering a comprehensive portfolio of automotive lifting solutions, wheel service equipment, and workshop tools. The product ecosystem is organized around exclusive distribution partnerships with world-class brands: BendPak (premium 2-post and 4-post hoists, parking lifts, scissor lifts), Stertil Koni (heavy vehicle lifts, mobile column lifts, in-ground DIAMONDLIFT systems), QuickJack (portable/storable car lifts), Beissbarth (precision wheel aligners and tyre changers), Nussbaum (German-engineered 2-post lifts and scissor lifts), Autostacker (collapsible parking lifts), MaxJax (portable 2-post lifts), Ranger (workshop equipment), Cool Boss (evaporative coolers), Apex (commercial-grade 2-post hoists by BendPak), and LiftMotive (extension ramps). Products span five core categories: Car Lifts (2-post, 4-post, portable, parking), Heavy Vehicle Lifts (mobile columns, scissor lifts, platform lifts to 54+ tonnes), Wheel and Tyre Equipment (aligners, tyre changers, balancers), Workshop Equipment (jacks, presses, cranes, diagnostic tools), and Evaporative Coolers. Genesis Equipment provides tailored fitouts, nationwide delivery, installation guidance, and ongoing parts support across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Apex AL10CS 2-Post Hoist Commercial-grade two-post vehicle hoist from the Apex brand, designed for Australian workshop lifting requirements.
• Stertil Koni HDLT 20 Heavy-Duty Lifting Table Heavy-duty lifting table from Stertil Koni for heavy-vehicle maintenance, suitable for mining, logistics, and fleet workshop environments.
• BendPak 2-Post Hoist Range (10AP, 10APX, 10APX-181, 12APX-192, 12APX, XPR-9S) BendPak two-post vehicle hoists including asymmetric and symmetrical models such as the 10AP, 10APX, XPR-9S, and 12APX variants. Features include ASARS Automatic Arm-Restraint, Bi-Metric arms, Low-Pro Triple-Telescoping Arms, and Single-Point Safety Release for automotive workshops and dealerships.
• BendPak 4-Post and Parking Lifts (4-Post Lift, Power Lift HF 3S, Smart Lift 2.40) BendPak four-post lifts and parking solutions including the 4-Post Lift, Power Lift HF 3S, and Smart Lift 2.40 for storage, parking, and service applications.
• Stertil Koni Mobile Column Lifts and PL-6000DC Stertil Koni mobile column lifting system including the PL-6000DC model, used for heavy vehicles in fleet, mining, and logistics workshops.
• Stertil Koni SK 2070 Workshop Press Stertil Koni SK 2070 workshop press for heavy-duty pressing tasks in commercial workshops.
• QuickJack Portable Car Lifts QuickJack portable frame-style car lift for automotive enthusiasts, home garages, and small workshops needing a movable lifting solution.
• MaxJax Portable 2-Post Lift MaxJax portable two-post lift designed for home garage and small workshop use, providing full vehicle access in confined spaces.
• Autostacker Parking Lifts Autostacker parking lift solutions for residential and commercial vehicle storage, including space-saving stacker systems.
• Beissbarth Wheel Alignment, Tyre Changers and Wheel Balancers Beissbarth precision wheel alignment systems, tyre changers, and wheel balancing equipment for dealerships, tyre shops, and crash-repair workshops.
• Nussbaum Workshop Equipment Nussbaum workshop equipment including lifts and service tooling distributed for Australian automotive workshops.
• Ranger Workshop Equipment Ranger-branded workshop equipment including jacks, stands, and service tooling for automotive workshops.
• Cool Boss Evaporative Coolers Cool Boss portable evaporative coolers designed for personal, workshop, and industrial cooling applications.
• LiftMotive Extension Ramps LiftMotive extension ramp accessories for use with low-profile vehicle lifting setups.

Quantifiable outcome

• 111+ years combined industry experience
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and major.

• BendPakcoreTechnology or IntegrationGenesis Equipment is the exclusive Australian distributor for BendPak - a renowned manufacturer of car hoists, truck lifts, and workshop equipment with over 50 years of engineering excellence. Products include 2-post lifts, 4-post lifts, scissor lifts, and parking lifts.
• Stertil KonicoreTechnology or IntegrationExclusively supplied in Australia by Genesis Equipment, Stertil-Koni is a global leader in heavy-duty vehicle lifts featuring patented wireless mobile column lifts, EARTHLIFT energy retrieval system, and microprocessor-controlled lifting systems.
• QuickJackcoreTechnology or IntegrationGenesis Equipment is the exclusive Australian distributor for QuickJack - portable car lifts developed by BendPak featuring lightweight design, automatic safety locks, and convenient storage for home garages and mobile mechanics.
• BeissbarthcoreTechnology or IntegrationGenesis Equipment distributes Beissbarth products - precision testing equipment with over 120 years of workshop innovation for wheel alignment, ADAS calibration, brake testing, and tyre diagnostics. Trusted by OEMs and independent professionals.
• NussbaumcoreTechnology or IntegrationGenesis Equipment is the exclusive Australian distributor for Nussbaum - German-made workshop equipment with 40+ years of manufacturing quality and reliable lifts. Products include scissor lifts, in-ground pistons, and OEM-approved equipment for BMW and Mercedes.
• MaxJaxcoreTechnology or IntegrationExclusively distributed by Genesis Equipment in Australia, MaxJax is a revolutionary portable two-post car lift with global patents that redefined the automotive service industry since 2008.
• AutostackermajorTechnology or IntegrationEngineered by BendPak, Autostacker is the world's leading fully collapsible parking lift. Genesis Equipment provides Australian customers direct access with local support.
• RangermajorTechnology or IntegrationGenesis Equipment is the exclusive distributor for Ranger products since 1997 - tyre changers, wheel balancers, jacks, and shop equipment trusted by automotive professionals from local mechanics to high-throughput service centres.
• Cool BossmajorTechnology or IntegrationGenesis Equipment distributes Cool Boss evaporative coolers - portable cooling solutions with lower electricity usage than A/C, single-phase power, and remote control for indoor and undercover outdoor use.
• ApexcoreTechnology or IntegrationGenesis Equipment is the exclusive Australian distributor for Apex - commercial-grade 2-post hoists engineered by the BendPak team, offering professional workshop equipment at accessible prices for independent shops and serious home mechanics.
• Blanchard Racing TeamcoreGTM or Marketing PartnerGenesis Equipment sponsors Blanchard Racing Team drivers James Golding (#7 Supercars) and Bailey Sweeney (#33 Super2) in the Repco Supercars Championship and Dunlop Super2 Series.
• Rides Down UndermajorGTM or Marketing PartnerGenesis Equipment is a proud partner of Rides Down Under - the home-grown TV series showcasing Australian workshops. Includes Workshop Wars and Aussie Truckers programs demonstrating products in action.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BendPak: US-based manufacturer of vehicle lifts, tyre changers, and wheel service equipment; Genesis Equipment's primary supplier and the most directly comparable manufacturer of the products Genesis distributes.
• Stertil Koni: Netherlands-based global manufacturer of heavy-duty vehicle lifts with patented mobile column and in-ground systems; key Genesis supplier and a benchmark peer in the heavy vehicle lifting category.
• Nussbaum Hebetechnik: German manufacturer of workshop lifts including POWER LIFT and SMART LIFT series with HyperFlow technology; Genesis distributes Nussbaum products exclusively in Australia.
• Beissbarth: German manufacturer of precision wheel alignment, ADAS calibration, and tyre service equipment with over 120 years of heritage; a Genesis supplier and direct peer in the wheel service equipment category.
• MAHA Maschinenbau Haldenwang: German manufacturer of vehicle lifts, brake testers, and workshop equipment used in automotive service centres worldwide; comparable product category and premium positioning to Genesis's distributed portfolio.
• Rotary Lift: US-based manufacturer of vehicle lifts (part of Vehicle Service Group/Dover); one of the largest global competitors in the light-duty and heavy-duty lift category Genesis serves.
• Challenger Lifts: US manufacturer of 2-post, 4-post, and specialty vehicle lifts; competes in the same product categories Genesis distributes and sells through its own distribution channels globally.
• Hunter Engineering Company: US-based manufacturer of wheel alignment systems, tyre changers, and balancers; competes with Beissbarth and Ranger products in the wheel service category Genesis serves.

Broad incumbents

• Snap-on Incorporated: Large US-listed tool and equipment conglomerate whose Hofmann brand manufactures workshop lifting and alignment equipment; operates at much greater scale and broader portfolio than Genesis.

Regional players

• Total Tools: Australian retailer and distributor of professional tools and workshop equipment including lifting products; competes with Genesis in the Australian market across workshop supply categories.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@genesisequipmentaustralia
• Facebookfacebook.com/GenesisEquipmentPtyLtd
• LinkedInlinkedin.com/company/genesis-equipment-pty-ltd
• Instagraminstagram.com/genesis_equipment

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Genesis Equipment Pty Ltd