Material Handling Network

MHN Advertising & Marketing Solutions

ARA Adds Two Industry Leaders to Executive Team

The American Rental Association (ARA) continues to help shape the equipment and event rental industry by investing in two industry leaders to accelerate ARA’s strategic initiatives on behalf of the membership.

“This past year has driven home the need to address equipment and event rental as two distinct segments with different needs,” said Tony Conant, ARA CEO. “We are hyper-focused on driving value for our members and that only happens when we create products and services that are specific to their segment needs. To better support the rental industry’s primary segments — equipment and event — two industry leaders have been added to the executive team and will be responsible for increasing member engagement.”

Josh Nickell, a 20-year rental industry veteran, will be joining ARA to lead program development and member engagement for the equipment segment of ARA’s membership comprised of construction, industrial and general tool rental. Nickell has spent a good portion of his life in the rental industry. He worked with his grandfather at a Taylor Rental franchise at a young age and has run Nickell Rental, recognized four times by Inc. Magazine as one of the fastest growing companies in the country. He has worked at a national rental company and an equipment rental software provider and has served the industry in a consulting capacity. He has been actively involved in ARA volunteer boards and committees.

To support the event segment and lead member engagement and strategic program development, ARA welcomes James Auerbach to serve as the event segment leader. James has spent the past 25 years serving in executive roles in the special event, equipment rental, event production and hospitality industries. He most recently served as senior vice president, CE Rental.

“I’m excited to welcome both Josh and James to the executive team. The opportunity to add these industry thought leaders to the association will increase our intellectual horsepower and add additional industry experience to the ARA staff,” Conant said.

As a result of these hires, ARA plans to design and develop segment specific strategies that will result in programs and services uniquely built for each segment.

About ARA: ( The American Rental Association, Moline, Ill., is an international trade association for owners of equipment and event rental businesses and the manufacturers and suppliers of construction/industrial, general tool and party/event rental equipment. ARA members, which include more than 11,000 rental businesses and more than 1,000 manufacturers and suppliers, are located in every U.S. state, every Canadian province and more than 30 countries worldwide. Founded in 1955, ARA is the source for information, advocacy, education, networking and marketplace opportunities for the equipment and event rental industry throughout the world.

ARA Contact: Debby Schaller (; 800.334.2177, ext. 275

Subscribe to Material Handling Network

Monthly Magazine

Monthly Newsletter

Weekly Forklift International Hot Sheet

Directory & Recent Insert

Sponsored Content

The Yokohama Rubber Co., Ltd. has acquired Trelleborg Wheel Systems from the Trelleborg Group for 2,074 million euro Yokohama TWS will operate as a new company with no change to …

This Just In
Fork Lift