The Rental Journal Podcast

Hosted by Mark Simonsen

Business ManagementInterviews guests

Website RSS feed

Episodes

176

Latest episode

Aug 2026

Language

About the show

The Rental Journal’s podcast weekly interviews with equipment rental industry experts offers unparalleled insights into business successes and challenges, career progression, new technologies and industry-provoking topics from around the world. The Rental Journal Podcast aims to increase awareness of the hire and rental industry while also providing a platform for listeners to learn about the experiences from others in the industry.

Listen to episodes

60 recent

August 23, 202633 min

#176 - Norty Turner: People, Process and the Pursuit of Operational Excellence

What separates a well-run rental business from an average one? In this episode, recorded live at the American Rental Association Show in Orlando, Michael Larsen is joined by Norty Turner, President and CEO of Sunstate Equipment, for a wide-ranging conversation about leadership, culture, operational excellence and building a business that can scale without losing its identity. Norty reflects on his 30-year rental career, which began behind the counter at Hertz Equipment Rental and later took him into leadership roles across the United States, Europe, the Middle East and India. He shares how those experiences shaped his leadership style and taught him the importance of listening, cultural awareness and creating an environment where people feel safe to challenge ideas. The conversation explores what Norty looks for when visiting a rental branch, from the condition of the ready line to the urgency and purpose with which employees move through the rental cycle. He explains why the fundamentals of rental remain remarkably consistent and how Sunstate is improving its most important operational processes using lean principles. Norty also discusses why most operational improvement programs fail when they are imposed from the top down. Rather than telling branch teams how to work, Sunstate involves the people performing each process in designing the solution, creating genuine ownership and a culture of continuous improvement. They examine the customer expectations every rental company must consistently deliver: safety, availability, on-time delivery and pickup, equipment uptime, accurate invoicing and technology that improves productivity. Throughout the episode, Norty returns to Sunstate’s people-first foundation, inspired by founder Mike Watts’ belief that employees should be treated with care and respect. He shares his ambition to preserve that legacy while also developing a high-performing culture where people achieve more than they believed possible. The conversation concludes with lessons from Norty’s climb of Mount Kilimanjaro, including the Swahili principle of pole pole —moving steadily, one step at a time, supporting those around you and enjoying the journey along the way. This episode is essential listening for rental leaders seeking to strengthen their culture, improve branch performance and turn a long-term vision into consistent daily execution.

August 2, 202634 min

#175 - Melissa Hanna: Building the Rental Industry’s Next Generation of Leaders

The equipment rental industry has no shortage of demand, capital or equipment. Increasingly, the greatest constraint on growth is people. In this episode, Michael is joined by Melissa Hanna, Vice President of Talent Management at United Rentals, to discuss how rental businesses can attract, develop and retain the workforce needed to support the industry’s continued growth. Melissa reflects on her career across Hertz, Herc Rentals and United Rentals, sharing how mentors, advocates and hands-on experience shaped her approach to leadership and talent development. She explains why workforce development cannot be treated as a temporary challenge or simply an HR responsibility—it must be embedded into the broader business strategy. The conversation explores the importance of introducing young people to rental careers earlier, hiring for curiosity and adaptability rather than relying solely on résumés, and creating visible career paths for employees across operations, sales, driving and technical roles. Melissa also discusses United Rentals’ approach to development through the 70-20-10 model, where 70% of learning comes from on-the-job experience, 20% from mentoring and relationships, and 10% from formal training. They also examine the role of culture in employee retention, the importance of strong onboarding, how smaller rental businesses can develop people without large training budgets, and how companies can preserve culture during acquisitions. Melissa’s message is clear: the rental industry offers almost limitless career opportunities for people who are willing to learn, adapt, work hard and invest in relationships. This episode is essential listening for rental leaders, HR professionals and anyone focused on building the next generation of talent within the industry.

July 12, 202626 min

#174 - Josh Nickell & Elliot Vigil: Innovate or Die - Metrics, AI & the Future of Rental

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode brings together industry leaders Josh Nickel and Elliot Vigil for a high-level, no-holds-barred conversation on the future of equipment rental. As the industry enters a new era defined by tighter margins, rising costs, and increasing competition, Josh and Elliot challenge operators to rethink what truly drives long-term success. From identifying the non-negotiable metrics that matter most like fleet utilization, contract length, and team engagement to navigating the balance between tradition and innovation, this episode is a masterclass in strategic thinking. The conversation dives deep into the role of AI in rental where it creates efficiency, where it falls short, and why it should enhance, not replace, human judgment. They also explore the growing influence of customer expectations shaped by consumer platforms like Amazon and Netflix, and how rental businesses must evolve their experience to stay competitive. At its core, this episode reinforces a powerful truth: technology may level the playing field, but people remain the ultimate differentiator. With practical insights, bold perspectives, and a focus on continuous learning, this discussion is essential listening for rental leaders ready to move beyond the boom and build resilient, future-proof businesses.

July 5, 202615 min

#173 - Anthony Durante: The Data Revolution and Reinventing Rental Intelligence

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode back industry icon Anthony Durante one of the most influential voices in equipment rental. Fresh off the major announcement of his new venture The Owl partnering with Point of Rental, Anthony shares the vision behind what he calls a full-scale “data revolution” for the rental industry. Built on over 30 years of operational experience, The Owl brings predictive dashboards and advanced analytics into the hands of rental operators helping them finally see their business from a strategic, 20,000-foot view. In this conversation, Anthony breaks down why traditional reporting falls short, how better dashboards can eliminate up to half of a company’s problems, and why data should empower not replace people. He also explains how this new partnership will scale his ideas globally, making sophisticated insights accessible to businesses of all sizes. Blending passion, experience, and bold vision, this episode is a deep dive into the future of rental intelligence and a call for operators to embrace data, think strategically, and lead with clarity in a rapidly evolving industry.

June 21, 202634 min

#172 - Achille Ettorre: AI Without the Hype - A Practical Roadmap for Business Leaders

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features Achille Ettorre the owner of GTA Equipment Rentals, analytics leader, and author of The Digital Advantage . Cutting through the noise, Achille reframes AI not as a shiny tool or silver bullet, but as a leadership capability—one that empowers better, faster decision-making across rental operations. He breaks down a practical 90-day roadmap for operators, emphasizing the critical order of people, process, and technology, and why rushing into AI without foundational clarity creates more problems than it solves. The conversation explores real-world applications of AI in rental—from improving utilization and predictive maintenance to enhancing revenue through smarter customer insights and onboarding efficiency. Achille also tackles the biggest misconceptions around AI, the risks of outsourcing human judgment, and the importance of governance, ethics, and trust in adoption. At its core, this episode is a reminder that AI doesn’t replace people—it amplifies them. For rental leaders seeking clarity, confidence, and a structured path forward, this is a grounded, actionable guide to building both a digital and human advantage in a rapidly evolving industry.

May 31, 202642 min

#171 - Dan Crowley: Shared Experience, Real Results and Building Better Rental Leaders

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features Dan Crowley the President of Peer Executive Groups. Dan is a facilitator, business strategist, and trusted advisor to rental leaders across the industry. With decades of experience spanning finance, operations, and over 20 business acquisitions, Dan unpacks what truly separates good rental businesses from great ones. From his early days in high-pressure consulting to shaping peer groups that drive real accountability, Dan shares how leadership is less about spreadsheets and more about creating the right environment for growth. He dives into the power of shared experience, why most business problems are misdiagnosed, and how peer accountability, not just conversations drives lasting change. The conversation explores common growth traps, the transition from operator to leader, and why many owners get stuck in strategy and financial control. Dan also reveals the critical role of systems, succession, and fleet management in scaling a rental business, along with practical insights on using benchmarking and AI to make smarter decisions. Packed with actionable advice and grounded wisdom, this episode is a must-listen for independent rental owners looking to grow, lead with clarity, and build businesses that last. This podcast episode was sponsored by SmartEquip . SmartEquip helps equipment owners, dealers, and manufacturers slash downtime by connecting parts procurement, service data, and equipment lifecycle management into one seamless platform. Test drive SmartEquip via the link below https://www.smartequip.com/schedule-demo

May 20, 202654 min

#170 - SmartEquip, Texada & RP Rents: Rethinking Equipment Rental Workflows in the Digital Age

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features three industry leaders spanning software, operations, and asset intelligence come together to challenge one of rental’s biggest assumptions. Is downtime really a labor problem, or is it a workflow problem? With perspectives from SmartEquip (Alexander Schuessler), Texada Software (Adam Kropf), and real world operator experience at RP Rents (Jay Jude), this conversation explores what truly separates high performing rental businesses from the rest. From technician enablement and digital workflows to parts intelligence and system integration, the group breaks down how modern rental companies are unlocking more uptime not by adding headcount, but by removing friction. They dive into the hidden cost of downtime, why ERP systems alone are no longer enough in 2026, and how layered technology from mobile tools to AI driven insights is transforming everything from dispatching to parts ordering. The discussion also highlights the growing importance of technician experience, the shift toward proactive operations, and how customer expectations shaped by consumer technology are reshaping rental interactions. At its core, this episode makes one thing clear. The future of rental is not about working harder. It is about working smarter. For operators looking to improve utilization, empower their teams, and deliver a seamless customer experience, this is a must listen on building truly agile rental businesses.

May 4, 202631 min

#169 - Phil Parker & Andrew Winlow: Inside Sunbelt Rentals’ Strategy for Innovation & Growth

Michael Larsen speaks with with Phil Parker (CEO) and Andrew Winlow (Fleet Director) of Sunbelt Rentals UK & Ireland, two leaders shaping one of the most influential rental businesses in the world. Following Sunbelt’s landmark New York Stock Exchange listing and continued global expansion, Phil and Andrew share insights into what it takes to lead at scale in an industry undergoing rapid transformation. From innovation and capital deployment to culture and customer expectations, this conversation explores how modern rental businesses must evolve beyond equipment providers into fully integrated solution partners. The discussion dives into real-world challenges around fleet strategy, technology adoption, and the accelerating pace of innovation particularly in areas like sustainability, hybrid power, and telematics. They unpack the tension between staying ahead of technology while managing asset lifecycles, and why true innovation isn’t about new equipment alone, but delivering measurable value through safety, uptime, and productivity. At its core, this episode highlights a powerful shift: the best rental companies of the future will be those that combine technical expertise, customer insight, and scalable solutions while maintaining simplicity and strong culture at their core. A must-listen for leaders navigating growth, complexity, and global ambition in the rental industry.

April 27, 202629 min

#168 - Brian Richardson: Leadership, Legacy & the Future of Event Rentals

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features Brian Richardson, President-Elect of the American Rental Association and owner of L & A Tent & Event Rentals. With over four decades in the industry, Brian shares hard-earned lessons on leadership, resilience, and what it truly means to operate in an environment where “there is no tomorrow.” From building a people-first culture to navigating succession and letting go of micromanagement, Brian opens up about the evolution from operator to leader. He dives into the realities of running a labor-intensive rental business, the importance of investing in teams and safety, and why the industry must professionalize to keep pace with growing demands. The conversation also explores innovation, multi-generational customer relationships, and the urgent push for safe tenting standards across the industry. Packed with insight, humour, and practical advice, this episode is a must-listen for rental professionals looking to future-proof their business while staying grounded in strong values and relationships.

February 26, 202645 min

#167 - Linda Carter-Watts: 30 Years of Leadership, Legacy and Industry Impact

Recorded by Michael Larsen, this episode features Linda Carter-Watts, Business Manager and Co Owner of Advanced Tent Technology , and one of the most respected and influential figures in the Australian event hire industry. From her early days working alongside the Canadian Formula One Grand Prix in Montreal to building a life and business in Australia, Linda’s journey is one of courage, adaptability and relentless hard work. Together with her husband Jamie, known to many as Fox, she helped evolve Advanced Tent Technology from traditional tenting into one of Australia’s leading modular flooring and turf protection specialists, servicing iconic events including Adelaide Oval concerts, LIV Golf Adelaide and the Adelaide 500. With more than 30 years of involvement in the Hire and Rental Industry Association, Linda has served as State President, Vice President, Events Chair and long time judge of the Australian Event Hire Company of the Year Award. She became the inaugural recipient of the Women in Hire Award, a moment that recognised decades of leadership, mentorship and contribution to the industry. In this episode we explore: • The leap from Formula One to building a business in Australia • Growing Advanced Tent Technology into a national flooring specialist • Innovation in modular flooring, turf protection and commercial cleaning • Judging excellence in the Event Hire Company of the Year Award • The evolution of women in the hire industry • Navigating COVID, labour shortages and industry change • The power of community, mentorship and long term relationships Linda shares honest reflections on resilience, partnership, perseverance and what it truly means to serve both clients and community. With warmth, humility and a calm strength that has shaped generations of rental professionals, this conversation is a powerful reminder that legacy is built through people, contribution and consistency. This podcast episode was sponsored by Latner Software . Have you been searching for a modern equipment rental software that is web based, helps streamline your processes and aids decision making with in-built reporting? Learn about Latner Software https://www.latnersoftware.com/latner-demo