Reynolds Crane: Serving the Industry for 100+ Years
By Seth Skydel
Reynolds Equipment is hardly a newcomer to the market. While the equipment dealer was founded in 2018, its parent company, Reynolds Crane, traces its roots back more than 100 years.
“We’ve been continually building on the success of Reynolds Crane because we look at things as a team,” said Darren Reddekopp, vice president of sales. “Our unique approach includes involving sales and service as a unified team along with strong partnerships with manufacturers to deliver equipment and services that effectively and efficiently meet our customers’ needs.”
The focus at Reynolds Equipment includes coordination with other Reynolds Crane divisions. Included is Reynolds Rigging & Crane, the company’s 77-year-old full-service crane rental division that provides lift planning and rigging for its fleet of 25- to 550-USt crawler and mobile cranes. For the past 25 years, Reynolds Crane has also operated Reynolds Tower & Hoist, which provides turnkey support for both self-erecting and top-slewing crane rentals, in-house erection crews and factory-trained technicians.
Along with the ability to effectively meet customer needs for crane sales, rental and service, according to Reddekopp, the vast expertise and experience of the team at Reynolds Equipment is allowing the company to successfully address current and long-term industry challenges.
Spreading the Word
“There’s a lack of available labor when it comes to service technicians, and it’s a shame because the industry provides opportunities for a rewarding career,” Reddekopp said. “That is changing somewhat as we work to spread the word and more people learn they can make a good living in this business.”
For example, the service manager at Reynolds Equipment works with technical schools to support their programs and attract candidates for the company. Reynolds is also a sponsor of the Kids Building Wisconsin organization to invest in the next generation of construction workers.
With the help of crane manufacturers as well, the company supports its customers and its own service technicians to continually raise their level of expertise and knowledge by focusing on training. “Our manufacturers do a phenomenal job providing regular product updates and factory supplied classes, and we will continue to invest in our team with up-to-date training,” Reddekopp said.
Along with two company shops in Madison and Milwaukee, Wisconsin, and plans for a location in Minnesota, Reynolds dispatches mobile technicians to meet the needs of their Midwest and national customers. The technicians operate from fully equipped and outfitted service trucks, including tools and parts for all equipment that the company supports.
From preventive maintenance to major repairs and rebuilds, the fully certified technicians at Reynolds Equipment offer manufacturer recommended and custom programs. The company’s repair services include certified welding. All the service activity is backed by a fully stocked inventory and a highly experienced parts department in DeForest, Wisconsin.
“By attracting technicians and providing a stable job and career path we’re realizing very little turnover,” Reddekopp stated. “In fact, six of our top technicians have over 82 years in the business.”
Addressing Equipment Availability
Another industry-wide issue that Reynolds Equipment is facing and addressing successfully is the availability of equipment. “Crane production is steadily getting better but it’s still taking longer than in the past to get new machines,” Reddekopp related. “In some cases, it can be more than one year from the time a crane is ordered until it is delivered.
“We’re telling our customers that if you’re not thinking ahead and ordering cranes longer in advance than in the past, you may be waiting a long time to get the equipment you need,” Reddekopp continued. “But we’re not just sounding the alarm. We’re actively working with customers to identify their equipment needs and discuss options for ordering earlier than usual. We’re also working with manufacturers and other dealers to help each other find the right equipment.”
Keeping Costs in Check
Cost increases, and in particular high interest rates, are also concerns at Reynold Equipment and a topic of discussion with customers. “Rates are more than double in some cases,” Reddekopp said. “We work hand in hand with our customers to ensure we’re bringing the right equipment to the marketplace.”
Reddekopp related as well that Reynolds Equipment has not experienced many supply chain challenges when it comes to replacement parts, in large part because manufacturers have done a good job maintaining inventories. “If a customer has a machine down, we get with the OEMs and figure it out,” he said. “Our customers put their trust in us so it’s our job to find solutions.”
Serving a Range of Customers
Reynolds Equipment customers serve a range of industries. Included are core markets like wind, energy, road and bridge, and general construction, along with niche markets including tree care, landscaping and glass/glazing companies.
“What sets us apart is that, at Reynolds Equipment, we’re focused on providing the right crane, whether it’s for sale or rent, along with qualified support for the full life cycle of the equipment,” Reddekopp said. “The right size crane is crucial. Oversized cranes cause our customers to have to spend more than they need to, and an undersized machine can’t do the job. We focus on understanding our equipment and offering the best support for our customers.
“Our personnel and cranes provide the foundation for delivering service excellence,” Reddekopp continued. “When we deliver a machine rental or purchase, we offer thorough onboarding to ensure the operator and team are familiar with the equipment and we’re there to answer any questions. No job is too large or too small. In the end, we want to be the first and only call our customers have to make.”
Six Generations of Service
The Reynolds Crane story began in 1888 with a livery stable and dray line that was comprised of four horses and two wagons. The company’s first crane was purchased in 1946. Today, a fifth and sixth generation of the Reynolds family still owns and operates the business.
“From my great-great grandmother until today, with my sons involved, we have offered our customers the equipment to satisfy their job requirements,” said Mark Reynolds, president. “Through good and challenging times, we’ve worked very hard to maintain viability and feel strongly that diversification and focusing on our customers are the key components to our longevity.
“Along those lines, we’ve invested heavily in our fleet, our facilities and in experienced people,” Reynolds added. “We constantly have an eye on our future and legacy of commitment to service and adding value for our customers.”
About Reynolds Crane
A full-service crane provider headquartered in Madison, Wisconsin, Reynolds Crane operates three divisions: Reynolds Rigging & Crane, Reynolds Tower & Hoist, and Reynolds Equipment. The Equipment division offers sales and rentals of some of the industry’s leading equipment brands. A certified dealer, the company currently represents Tadano, Almac Crawlers, Jekko USA, Magni Telescopic Handlers, Skyjack, Snorkel, and Xtreme Manufacturing.
The Reynolds Rigging & Crane, along with the Reynolds Tower & Hoist, fleet includes:
- Crawler cranes from 175- to 550-USt
- All-Terrain cranes from 95- to 500-USt
- Rough-Terrain cranes from 55- to 160-USt
- Tele-crawler cranes from 70- to 200-USt
- Truck cranes from 25-USt boom trucks to conventional truck cranes up to 100 USt
- Top-Slewing and Self-Erecting Tower Cranes
- Skip Hoists
