The construction equipment rental industry has long been perceived as a male-dominated field, but that narrative is shifting. According to Bureau of Labor Statistics 2024 data, 11.2 percent of women are now employed in the construction industry, up from 10.3 percent in 2021. While this is not a meteoric gain, it represents meaningful progress that deserves recognition. Women are making their mark across general equipment and tool rental, from operations and account management to executive leadership and sales. In a recent roundtable discussion, four leaders in the rental industry shared their perspectives on navigating careers, overcoming bias, and building a more inclusive future. Their insights offer valuable lessons for rental businesses looking to attract diverse talent and for women considering a career in this dynamic field. For more on how the industry is evolving, read about strategies for building an equitable construction workforce that are reshaping the sector.
The Changing Landscape for Women in Rental
The rental industry in 2025 looks markedly different than it did even five years ago. More women are entering the field, and perhaps more importantly, they are finding pathways to advance into leadership roles. Alyssa Billings, Manager of Market Logistics Operations for the Pacific Northwest at Sunbelt Rentals, notes that today more women are in the industry and there are more opportunities to be promoted. Early in her career, it was harder to prove herself, but she worked hard to succeed. Now, resources like WISE (Women – Inspired. Supported. Empowered.) at Sunbelt Rentals provide networking opportunities and foster confidence.
Overcoming Persistent Bias
Despite progress, challenges remain. Kara Longmire, CMA, CSCA, Co-President and CEO of Alert Rental, shares a telling experience from 2025. While switching payroll providers, a man insisted on confirming her decision with her business partner, who is also a woman. As the CEO, she notes that she cannot imagine a man in her position being second-guessed like that. Even more striking, at a 2024 seminar on loss prevention, a speaker suggested that attendees should question why a woman would be renting equipment, implying she was likely to steal it.
These experiences underscore the biases that women in rental still face. However, they also highlight the resilience and determination of women who continue to push forward. Nicole Bourget, Manager of Key Accounts Service Team for the Western Region at Sunbelt Rentals, reflects that in the past it was more challenging to be taken seriously, but over time she has proven herself and now has customers who value her expertise.
What Is Driving More Women into the Rental Industry
Several factors are contributing to the growing participation of women in equipment rental. Companies are recognizing that to fill skilled labor positions, they must widen their talent net. The value of diverse candidates is becoming more apparent across the industry.
Visibility and Representation
One of the most powerful drivers is visibility. As more women see other women succeeding in the rental industry, they recognize it as a viable career path. Bourget emphasizes that many coworkers know they work in an inclusive workplace with opportunities for growth. It is not just a job, she explains, but a career that other women want to be part of.
Industry Initiatives and Outreach
Industry organizations are also playing a critical role. Jenny Smith Price, President of Sales and Operations at KATO Compact Excavator Sales, praises the American Rental Association’s “Born For This” campaign, which goes into high schools and colleges to spark conversations about careers in rental. Price herself participates in local outreach, conducting interviews with high school students about pursuing their dreams. She believes that local involvement makes a real difference.
Pipeline from Construction to Rental
Billings points out a natural pipeline effect: as more women enter the broader construction industry, more will discover opportunities in rental. The two industries feed each other. This interconnection means that efforts to increase diversity in construction have a multiplier effect on rental. Similarly, women in concrete and other construction specialties are paving the way for broader participation across all sectors.
Essential Advice for Women Building Careers in Rental
The four leaders offered candid, practical advice for women at every stage of their rental careers, from those just starting out to those already established in the field.
Core Principles for Career Growth
- Assume good intentions. Billings advises that even in situations that feel unfair, assuming good intentions gives you the confidence to address concerns constructively and learn where others are coming from.
- Know your strengths and learn the gear. Bourget recommends being genuine, knowing your skills, but also learning the equipment and the industry thoroughly. Make it your own and be unique in your approach.
- Trust your instincts and lead without permission. Longmire’s advice is direct: speak up and do not wait for permission to lead.
- Treat people the way you want to be treated. Price credits her father’s foundational advice for building strong relationships with employees and customers based on mutual respect.
Advice for Independent Rental Stores
For smaller rental businesses, the panel offered specific guidance:
- Diversify your team. Billings notes that diversifying your team allows you to diversify your customers and achieve greater success.
- Do not overlook half your market. Longmire points out that women make up half of potential customers and employees. Hosting weekend workshops on equipment is an easy way to engage more women in the industry.
- Build trust-based relationships. Price emphasizes creating an environment where customers trust you and do not want to go anywhere else. Hire people who represent your company consistently.
- Look for hunger, not just experience. When hiring salespeople, Price advises looking for candidates who are willing to push themselves, regardless of their background. Be willing to take a risk on good talent and mentor them.
A Message for Women Already in Rental
For women who are already building their careers in the rental industry, the leaders offered encouragement. Billings urges women to be themselves and not change for the industry. Bourget emphasizes confidence in wins and abilities. Longmire encourages persistence: showing up, supporting each other, and making space for the next generation. Price advises being sure of what you say and taking yourself seriously.
Building a More Inclusive Rental Industry: Key Actions for Employers
Employers who want to attract and retain women in their rental operations can take concrete steps based on the insights shared by these leaders. The table below summarizes actionable strategies.
| Strategy | Action | Impact |
|---|---|---|
| Create employee resource groups | Establish networks like WISE for mentorship and support | Builds confidence and cross-departmental connections |
| Widen recruitment pipelines | Partner with high schools, colleges, and trade programs | Increases diverse candidate pools |
| Offer hands-on workshops | Host weekend equipment training open to all | Engages new customer segments and potential employees |
| Address unconscious bias | Train staff to recognize and counter biased assumptions | Creates a fairer workplace and customer experience |
| Promote visible role models | Highlight women in leadership across company communications | Shows career pathways and attracts new talent |
These actions are not just about fairness, they are about business performance. Companies that embrace diversity are better positioned to understand and serve their full customer base. They also benefit from a wider range of perspectives in decision-making and problem-solving. The rental industry is at an inflection point where the businesses that actively build inclusive cultures will be the ones that thrive. As industry leaders highlighted during Women in Construction Week 2026, progress and challenges go hand in hand, and the road ahead requires sustained commitment from everyone in the industry.
The Business Case for Inclusion
Beyond the ethical imperative, there is a strong business case for inclusion in rental. Women represent a significant and growing customer segment for equipment rental. When rental businesses reflect the diversity of their customer base, they are better equipped to understand customer needs, identify market opportunities, and deliver service that resonates. Longmire’s observation that women make up half of potential customers is a reminder that ignoring this demographic means leaving revenue on the table.
Moreover, inclusive workplaces tend to have lower turnover and higher employee engagement. When employees feel valued and see clear pathways for advancement, they are more likely to stay and grow with the company. This is particularly important in an industry where skilled talent is in high demand. The rental businesses that invest in creating environments where everyone can succeed will have a competitive advantage in attracting and retaining the best people. The ways that tradeswomen are reshaping construction workwear and performance standards demonstrate how inclusion drives innovation across the entire construction ecosystem, and the rental industry is no different.
The voices of women in rental remind us that progress is happening, but there is still work to do. By sharing experiences, supporting one another, and taking deliberate action, the rental industry can become a field where everyone has the opportunity to build a rewarding career.