New ARA leadership looks to drive rental initiatives
The American Rental Association (ARA) has appointed two industry leaders to help accelerate strategic initiatives on behalf of the membership.
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, the ARA welcomes James Auerbach to serve as the event segment leader. Auerbach 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.
“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.”
Following the hires, the ARA said that it plans to design and develop segment specific strategies that will result in programs and services uniquely built for each segment.
“I’m excited to welcome both Josh and James to the executive team,” Conant said. “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.
Based in Moline, Ill., the ARA 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. Membership includes more than 11,000 rental businesses and over 1,000 manufacturers and suppliers.