The Rental Journal Podcast

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.

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.

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.

Recorded by Michael Larsen, this episode features Jeff Crotto, President of All About Events, whose journey from a 10 by 10 storage unit in Jacksonville, Florida to a 32,000 square foot operation with 45 team members is nothing short of remarkable.Jeff shares how a deep commitment to customer service, people first leadership, and a willingness to say yes to opportunity shaped both his business and his career. From scaling through adversity including navigating the challenges of COVID to building a culture of service excellence that sets All About Events apart in the Florida market, Jeff reflects on the lessons learned, the risks taken, and the mindset shifts required to grow sustainably.As current Chairman of the American Rental Association, Jeff also dives into his leadership journey within the association, from saying yes to his first volunteer role to helping lead major national decisions and mentoring the next generation of rental leaders. He shares how involvement in the ARA transformed not only his business but his life, creating lifelong friendships and opening doors that would never have existed otherwise.In this episode we explore:• The early days of entrepreneurship and taking the leap into business ownership • Building a strong internal culture with a zero bad apple policy • Why customer service remains the ultimate competitive advantage • Navigating hurricanes in Florida and managing capital intensive growth • Raising the bar in the wedding and corporate event market • How rising expectations and social media continue to shape the future of event rentals • The lessons Jeff would tell his 2010 self including buy nice or buy twiceWith humour, humility, and insight, Jeff offers an honest look at leadership, resilience, and what it truly means to build a business around people.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 Softwarehttps://www.latnersoftware.com/latner-demo

In this episode of The Rental Journal Podcast, Michael Larsen sits down with Robert Pedersen, President of A Tool Shed Equipment Rental — a fourth-generation, family-run business that’s been serving California’s Bay Area for over 80 years.Founded in 1945, A Tool Shed began as an Army surplus store called White Elephant Sales selling whatever they could pull from military storage containers. While most items sold, they couldn’t move the generators. So, they made a bold decision: instead of selling them, they’d start renting them. This innovative move set the foundation for the company to become a pioneer in the equipment rental industry.Robert shares insights on growing the business to eight locations, the lessons learned over decades of change, and his experience as the 63rd President of the American Rental Association. He also discusses the future of rental and how his company has adapted to an evolving market.This episode was recorded at the 2025 ARA Show in Las Vegas.

In this episode, we’re joined by Tim Doling, Director of Global Markets at POWR2, a global leader in clean energy storage solutions. Tim brings deep industry experience and a passion for sustainable innovation to the conversation, offering insights into how POWR2 is transforming the way the construction and rental industries approach power generation.POWR2 specializes in hybrid energy systems, particularly their flagship product—the Hybrid Power Unit which integrates battery storage with traditional generators to dramatically cut fuel usage, reduce emissions, and lower noise on job sites. Tim walks us through how these solutions not only align with global sustainability goals but also make strong commercial sense for equipment rental businesses looking to improve efficiency and meet ESG targets.This episode was recorded by Michael Larsen at the 2025 ARA Show in Las Vegas.Listen to the Leading the Charge podcast by Powr2https://powr2.com/leading-the-charge/

Tyler Carroll of United Rentals (previously Shore Hire) was awarded the Young Professional of the Year 2024 by the Hire & Rental Industry Association, and was recently completing his exchange program in the U.S with United Rentals.Michael Larsen caught up with Tyler at the ARA Show in the Las Vegas and chatted about his experiences in the HRIA's Young Professional Program, attending the United Rentals Supplier Show and reflected on Shore Hire winning Hire Company of the Year at the HIRE24 convention.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? Watch a personalised demo of Latner Software in the link below:https://play.goconsensus.com/ue0152739

Michael Larsen caught up with Tony Tye & Erin Blair at the ARA Show in Las Vegas to talk about how AI can help equipment rental businesses with their route planning, driver allocation, and reduce the spend on third party transport contractors. They dive into how InTempo & Wise Systems have partnered up to bring the latest logistics innovation to the equipment rental industry.Learn more about InTempo & Wisehttps://www.intemposoftware.com/blog/intempo-partnership-wise-systems-rental-industrys-first-connected-transport-solution

Tony Symons is the General Manager, Commercial at Kennards Hire with responsibility for the Major Projects Business and dotted line responsibility of the Kennards Hire business development teams. Tony Symons started in the equipment hire industry in 1993 with Crommelins Hire & Machinery in Western Australia. In 2001 Tony joined Kennards Hire during their early expansion into Western Australia, joining as a Business Development Manager and eventually working his way up to the General Manager for Western Australia & Northern Territory.Working in the equipment hire industry for the past 31 years, Tony is now planning his requirement from Kennards Hire in mid 2025 and moving back to Western Australia.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? Watch a personalised demo of Latner Software in the link below:https://play.goconsensus.com/ue0152739

Tim Helfers in the Managing Director at Globe Power. Globe Power is a long time provider of reliable generator and lighting solutions. Globe Power has recognized the global need to shift towards renewable energy sources as an important market evolution and environmental necessity.Designed and engineered by an Australian team, all Globe products are tried and tested in the most challenging conditions and remote locations – from the Middle East, to China, to the Australian outback and has undertaken work in Dubai, Saudi Arabia, USA, New Zealand, Fiji, Indonesia, Singapore, Hong Kong, Africa, India, Australia and Pakistan.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? Watch a personalised demo of Latner Software in the link below:https://play.goconsensus.com/ue0152739

Gab Robinson is the CEO of Harry the Hirer with over 20 years experience in the event hire industry.Harry the Hirer is a national supply company with offices in Melbourne, Sydney, Brisbane & Adelaide with a combined warehouse size of 135,000m².The Harry the Hirer warehouses are home to the latest and best products including, flooring, furniture, Audio Visual, lighting, power and rigging and also contain in house signage and custom fabrication departments.They provide solutions to music festivals, exhibitions & conferences and major events such as the the Australian Grand Prix, Spring Racing Carnival, Commonwealth games & Australian Open.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? Watch a personalised demo of Latner Software in the link below:https://play.goconsensus.com/ue0152739

John Bibbo is a past American Rental Association president and is the President at Event Source, a 40 year old event second generation event rental business based in based across Ohio, Michigan & Pennsylvania.This episode was recorded by Michael Larsen at the ARA Show in New Orleans.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? Watch a personalised demo of Latner Software in the link below:https://play.goconsensus.com/ue0152739

Every equipment rental business constantly faces a shortage of field and workshop mechanics. Brendan Ross recognized this challenge early in his career and saw an opportunity to offer a valuable service to equipment rental businesses.In 2010, Brendan entered the equipment rental industry as a hire coordinator at Botany Access, where he began his apprenticeship to become a mechanic. After completing his apprenticeship, he gained experience at Ahern Australia and Linde Material Handling. Eventually, he launched his own business, LNB Machinery Services.