The Rental Journal Podcast

Michael Larsen speaks with with Phil Parker (CEO) and Andrew Winlow (Fleet Director) of Sunbelt Rentals UK & Ireland, two leaders shaping one of the most influential rental businesses in the world.
Following Sunbelt’s landmark New York Stock Exchange listing and continued global expansion, Phil and Andrew share insights into what it takes to lead at scale in an industry undergoing rapid transformation. From innovation and capital deployment to culture and customer expectations, this conversation explores how modern rental businesses must evolve beyond equipment providers into fully integrated solution partners.
The discussion dives into real-world challenges around fleet strategy, technology adoption, and the accelerating pace of innovation particularly in areas like sustainability, hybrid power, and telematics. They unpack the tension between staying ahead of technology while managing asset lifecycles, and why true innovation isn’t about new equipment alone, but delivering measurable value through safety, uptime, and productivity.
At its core, this episode highlights a powerful shift: the best rental companies of the future will be those that combine technical expertise, customer insight, and scalable solutions while maintaining simplicity and strong culture at their core. A must-listen for leaders navigating growth, complexity, and global ambition in the rental industry.

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 Linda Carter-Watts, Business Manager and Co Owner of Advanced Tent Technology, and one of the most respected and influential figures in the Australian event hire industry.
From her early days working alongside the Canadian Formula One Grand Prix in Montreal to building a life and business in Australia, Linda’s journey is one of courage, adaptability and relentless hard work. Together with her husband Jamie, known to many as Fox, she helped evolve Advanced Tent Technology from traditional tenting into one of Australia’s leading modular flooring and turf protection specialists, servicing iconic events including Adelaide Oval concerts, LIV Golf Adelaide and the Adelaide 500.
With more than 30 years of involvement in the Hire and Rental Industry Association, Linda has served as State President, Vice President, Events Chair and long time judge of the Australian Event Hire Company of the Year Award. She became the inaugural recipient of the Women in Hire Award, a moment that recognised decades of leadership, mentorship and contribution to the industry.
In this episode we explore:

• The leap from Formula One to building a business in Australia
 • Growing Advanced Tent Technology into a national flooring specialist
 • Innovation in modular flooring, turf protection and commercial cleaning
 • Judging excellence in the Event Hire Company of the Year Award
 • The evolution of women in the hire industry
 • Navigating COVID, labour shortages and industry change
 • The power of community, mentorship and long term relationships
Linda shares honest reflections on resilience, partnership, perseverance and what it truly means to serve both clients and community. With warmth, humility and a calm strength that has shaped generations of rental professionals, this conversation is a powerful reminder that legacy is built through people, contribution and consistency.

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 Software
https://www.latnersoftware.com/latner-demo

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 twice
With 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 Software
https://www.latnersoftware.com/latner-demo

In this episode, Michael Larsen sits down with Nathan Turner from Onsite Rental Group, whose career journey defies convention. From growing up in Papua New Guinea and working as a chef, television host, and security professional, to navigating landslides, remote communities, and high-pressure environments, Nathan brings a rare depth of lived experience into Australia’s mining and infrastructure sectors.
Nathan shares how adaptability, humour, and authenticity have shaped his leadership style and enabled him to support tier-one mining and infrastructure clients across some of Australia’s toughest terrain. We explore the evolving role of equipment rental in major projects and why collaboration between clients, OEMs, and rental partners is critical for the future.
Beyond business, the conversation dives deeply into men’s mental health, with Nathan speaking candidly about his advocacy as a Queensland ambassador for the Spoke to a Bloke initiative. He reflects on the power of community, mentorship, and simply starting conversations in industries where mental health has long been overlooked.
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 Software
https://www.latnersoftware.com/latner-demo