Founded on simple principles, years of knowledge, and experience propelling companies upwards for decades.
Lori Rice founded the company with a vision of delivering dependable equipment solutions while building lasting relationships with government and commercial customers. Through her leadership, the business established itself as a trusted woman-owned supplier committed to exceptional service and customer support.
After retiring, her husband Chris joined the team, bringing more than 30 years of experience operating a successful material handling business. His background also includes helping restructure and scale a struggling company for a venture capital group, guiding its transformation into a profitable and growth-focused organization.
Inspired by the impact of that turnaround, Chris developed a passion for helping companies overcome challenges and achieve long-term success. He now brings that expertise to businesses looking to strengthen operations, improve profitability, and position themselves for future growth.
National Equipment delivers more than guidance. We provide hands-on leadership and proven strategies that help businesses expand, optimize operations, and scale with confidence across North America.
We show up as more than consultants and equipment support — we invest in the success of every dealer and customer we work with, building relationships based on trust, transparency, and a genuine commitment to their growth.
We bring deep industry knowledge and real-world experience to every engagement, giving dealers the confidence that the guidance they receive is grounded in what actually works on the floor.
We measure our success by our dealers' success. Everything we do is focused on driving meaningful, measurable improvement — not just delivering recommendations, but seeing them through.