The annual American Rental Association (ARA) Show serves as a critical gathering point for equipment rental professionals from across the United States. For independent rental operators, attending this event is about more than browsing exhibitor booths. It is an opportunity to assess emerging equipment categories, evaluate battery-powered technology, network with manufacturers, and make strategic purchasing decisions that shape fleet composition for the year ahead. Rental professionals who attended the ARA Show in Anaheim, California shared valuable perspectives on equipment trends, market conditions, and business strategies that offer practical lessons for anyone in the construction equipment rental industry. For a broader overview of the event’s significance, refer to our coverage on Ara Show 2025 What Rental Industry Professionals Need.
Battery-Powered Equipment Emerges as a Dominant Theme at the ARA Show
One of the most consistent observations from rental professionals who attended the ARA Show was the significant increase in battery-powered and cordless equipment exhibitors. This shift reflects broader industry movement toward electrification, driven by evolving job site requirements and regulatory pressures.
Why Battery Power Matters for Rental Operations
Jaco Du Plessis, president of Talisman Rentals in Atlanta, Georgia, described how the ARA Show floor revealed a notable expansion in cordless power equipment options. Manufacturers such as Makita, Hilti, and Wacker showcased battery-powered solutions including chainsaws, rotary hammers, and compaction rammers. Du Plessis highlighted several operational advantages that make battery-powered equipment attractive for rental fleets:
- Indoor usability: Battery tools produce zero emissions, making them suitable for indoor construction and renovation projects where ventilation is limited.
- Reduced maintenance: Electric powertrains have fewer moving parts than gasoline engines, lowering long-term service costs.
- Ease of use: Push-button starting eliminates pull-cord frustration and reduces customer support calls.
- Customer convenience: Rental packages can include spare batteries, giving customers extended run time without fuel handling concerns.
Du Plessis noted that while the ARA Show did not feature the larger hybrid and battery-powered equipment seen at European rental exhibitions, that day may be approaching as compliance standards and noise regulations tighten in the United States. He drew a parallel to solar and wind power, which existed for decades before gaining mainstream adoption domestically. The same trajectory, he suggested, applies to battery-powered construction equipment.
The Tesla Effect on Construction Equipment
Robert Sloan, owner of Contractors Equipment Rentals Inc. in Elmhurst, Illinois, described what he called the Tesla effect influencing the construction equipment market. During his visit to the ARA Show, Sloan observed multiple battery and electric-powered equipment displays, some of which were market-ready while others remained in prototype stages.
He specifically noted Wacker’s electric compactor and Ditch Witch’s prototype electric trencher as notable examples. Sloan emphasized that while electric equipment remains expensive compared to conventional alternatives, its viability is steadily improving. His purchasing strategy at the show centered on maintaining a current fleet, guided by the principle of replacing approximately 20 percent of inventory annually. Among his acquisitions was a track concrete buggy that would serve his concrete contractor customer base.
| Equipment Category | Battery/Electric Options Seen at ARA Show | Key Advantage for Renters |
|---|---|---|
| Compact power tools | Battery chainsaws, rotary hammers | Indoor use, quiet operation |
| Compaction equipment | Electric rammers, compactors (Wacker) | Zero emissions, lower maintenance |
| Trenching equipment | Electric trencher prototype (Ditch Witch) | Reduced noise, cleaner job sites |
| Light towers | LED plug-in light towers | Portable, indoor/outdoor use, lower cost |
| Material handling | Battery stair climbers, power pushers | Easier operation, less physical strain |
Equipment Acquisition Strategies from the ARA Show Floor
Rental professionals approached the ARA Show with distinct purchasing strategies, ranging from checklist-driven replacement cycles to spontaneous discovery of new product categories. Their approaches provide useful models for operators building or updating their rental fleets.
Planned Purchasing and Relationship Development
The Cooke Brothers of North Carolina, who operate four rental locations across the state, described their systematic approach to the ARA Show. Chad, Ben, and Andy Cooke each cover different sections of the show floor and attend various seminars. Their method combines pre-planned purchasing with opportunistic discoveries. Ben Cooke purchased LED light towers at the event, drawn by their portability and ability to operate from standard power outlets or small generators. The brothers also acquired a battery-powered stair climber and power pusher after seeing demonstrations.
Key takeaways from their ARA Show approach include:
- Divide the show floor among team members to maximize coverage of different equipment categories.
- Maintain a running list of equipment needs throughout the year and bring it to the show for targeted purchasing.
- Set aside budget for unplanned discoveries that demonstrate clear value for your customer base.
- Use the show environment to strengthen supplier relationships, not just to transact purchases.
Replacement Cycle Management
Robert Sloan’s 20 percent annual replacement strategy represents a disciplined approach to fleet management. By rotating out older equipment on a predictable schedule, rental operators can maintain reliability, reduce downtime complaints, and keep their inventory aligned with current market preferences. The ARA Show serves as the ideal venue to execute this strategy because it brings together the widest range of manufacturers and equipment types under one roof.
Innovation Discovery for Niche Markets
Scott Allen of Paxton Hardware and Rental in central Illinois attended the ARA Show with an open mindset and came away with several additions to his inventory. He purchased a stump planer attachment compatible with his existing skid steer and mini skid steer augers. He also acquired a jackhammer attachment for his Bobcat equipment, a Kubota tractor with backhoe, and a sweeper with pickup capabilities. Allen noted that GPS tracking and equipment monitoring devices from providers such as Watcher Protection were gaining significant traction among attendees.
For deeper analysis of how ARA Show trends influence construction equipment rental markets, read our article on What the Ara Show Reveals About the Future.
Regional Market Conditions and Growth Patterns
The rental professionals interviewed at the ARA Show represented diverse geographic markets, yet several common themes emerged regarding local economic conditions and growth trajectories.
Southeast Market Dynamics
Talisman Rentals operates in the Atlanta metropolitan area, where rapid development continues to drive demand for telehandlers, mini excavators, skid-steer loaders, rollers, trenchers, and professional hand tools. Du Plessis described the Atlanta market as highly competitive but rewarding for rental businesses with the right equipment mix. Despite record-high winter rainfall that temporarily suppressed demand, he expressed optimism about pent-up demand driving a strong year.
Mid-Atlantic Market Expansion
Chess Hedrick of Iron Source in Georgetown, Delaware opted not to travel to the ARA Show in Anaheim due to the distance, but his business results demonstrate how regional growth can drive rental success independently of event attendance. Iron Source reported a record year with 22 percent growth over the previous year. Hedrick described Sussex County as one of the fastest-growing counties on the East Coast, fueled by beaches, tourism, low taxes, and sustained construction activity. His rental fleet of telehandlers, 45-to-85-foot booms, scissor lifts, and forklifts was operating near full capacity.
West Coast Service Models
Matt Zacher of Canby Rental Equipment in Oregon demonstrated how a one-stop-shop business model can thrive in a healthy local economy. Located 20 minutes south of Portland, his operation targets homeowners and landscape contractors rather than competing for large construction equipment rentals. Zacher reported annual growth between 10 and 12 percent, with 13 employees working nearly year-round. His primary challenge was floor and shop space constraints that limited his ability to expand services.
Midwest Stability
Paxton Hardware and Rental in rural central Illinois demonstrated how rental can complement a traditional hardware business. Rental accounted for approximately 20 percent of annual sales and was steadily growing. Allen’s strategy of stocking equipment suited for smaller contractors and DIY customers without requiring fifth-wheel trailers for transport showed a clear understanding of his local market’s limitations and opportunities.
For historical context on how this industry gathering has evolved, read about Ara Show 2021 in Las Vegas What Rental.
Practical Business Lessons from Rental Professionals
The collective insights from rental professionals at the ARA Show reveal several actionable strategies that any equipment rental business can apply, regardless of size or geographic location.
Fleet Diversification Without Overextension
Multiple rental professionals emphasized the importance of knowing your customer base and stocking equipment that directly serves their needs. Zacher specifically avoids competing with large rental chains, focusing instead on the equipment his landscape contractor and homeowner customers actually rent. The Cooke Brothers balance their inventory between construction equipment and party/event rentals, serving two distinct revenue streams from the same locations.
Embracing Technology Trends Early
The ARA Show provided clear signals about which technologies rental operators should prepare for. Battery-powered equipment is transitioning from novelty to necessity. GPS tracking and equipment monitoring systems are becoming standard expectations rather than premium add-ons. Rental businesses that begin incorporating these technologies now will be better positioned as customer demand shifts.
The Value of Industry Event Participation
Even rental professionals who did not attend the ARA Show benefited from the industry intelligence it generates. The conversations, product launches, and purchasing decisions that happen at the show ripple through the entire rental ecosystem. For those who do attend, the return on investment extends beyond immediate purchases. It includes manufacturer relationships, peer networking, and market intelligence that inform business strategy for the entire year.
Understanding the leadership and direction of the American Rental Association adds context to these industry developments. Read about Robert H Pedersen Installed As Ara Board Chair and how association leadership shapes the rental industry’s priorities.
Growth Planning Based on Regional Fundamentals
Each rental professional interviewed demonstrated a clear understanding of their local market fundamentals. Whether it was Sussex County’s population growth, Atlanta’s development boom, or Oregon’s landscaping market, successful operators align their equipment investments with the economic drivers in their specific geography. The ARA Show provided them with the equipment knowledge to execute those strategies effectively.
In summary, the ARA Show in Anaheim offered rental professionals a clear window into the industry’s trajectory. Battery-powered equipment is gaining real traction. Regional markets remain strong but require tailored approaches. And disciplined fleet management combined with smart event participation continues to separate successful rental operations from the rest. The professionals who shared their stories at this show demonstrated that whether you rent boom lifts in Delaware or mini excavators in Georgia, the principles of knowing your market, investing in the right equipment, and staying ahead of technology trends apply universally.