The Rental Journal Podcast

The equipment rental industry has no shortage of demand, capital or equipment. Increasingly, the greatest constraint on growth is people.
In this episode, Michael is joined by Melissa Hanna, Vice President of Talent Management at United Rentals, to discuss how rental businesses can attract, develop and retain the workforce needed to support the industry’s continued growth.
Melissa reflects on her career across Hertz, Herc Rentals and United Rentals, sharing how mentors, advocates and hands-on experience shaped her approach to leadership and talent development. She explains why workforce development cannot be treated as a temporary challenge or simply an HR responsibility—it must be embedded into the broader business strategy.
The conversation explores the importance of introducing young people to rental careers earlier, hiring for curiosity and adaptability rather than relying solely on résumés, and creating visible career paths for employees across operations, sales, driving and technical roles.
Melissa also discusses United Rentals’ approach to development through the 70-20-10 model, where 70% of learning comes from on-the-job experience, 20% from mentoring and relationships, and 10% from formal training.
They also examine the role of culture in employee retention, the importance of strong onboarding, how smaller rental businesses can develop people without large training budgets, and how companies can preserve culture during acquisitions.
Melissa’s message is clear: the rental industry offers almost limitless career opportunities for people who are willing to learn, adapt, work hard and invest in relationships.
This episode is essential listening for rental leaders, HR professionals and anyone focused on building the next generation of talent within the industry.

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode brings together industry leaders Josh Nickel and Elliot Vigil for a high-level, no-holds-barred conversation on the future of equipment rental.
As the industry enters a new era defined by tighter margins, rising costs, and increasing competition, Josh and Elliot challenge operators to rethink what truly drives long-term success. From identifying the non-negotiable metrics that matter most like fleet utilization, contract length, and team engagement to navigating the balance between tradition and innovation, this episode is a masterclass in strategic thinking.
The conversation dives deep into the role of AI in rental where it creates efficiency, where it falls short, and why it should enhance, not replace, human judgment. They also explore the growing influence of customer expectations shaped by consumer platforms like Amazon and Netflix, and how rental businesses must evolve their experience to stay competitive.
At its core, this episode reinforces a powerful truth: technology may level the playing field, but people remain the ultimate differentiator. With practical insights, bold perspectives, and a focus on continuous learning, this discussion is essential listening for rental leaders ready to move beyond the boom and build resilient, future-proof businesses.

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode back industry icon Anthony Durante one of the most influential voices in equipment rental.
Fresh off the major announcement of his new venture The Owl partnering with Point of Rental, Anthony shares the vision behind what he calls a full-scale “data revolution” for the rental industry. Built on over 30 years of operational experience, The Owl brings predictive dashboards and advanced analytics into the hands of rental operators helping them finally see their business from a strategic, 20,000-foot view.
In this conversation, Anthony breaks down why traditional reporting falls short, how better dashboards can eliminate up to half of a company’s problems, and why data should empower not replace people. He also explains how this new partnership will scale his ideas globally, making sophisticated insights accessible to businesses of all sizes.
Blending passion, experience, and bold vision, this episode is a deep dive into the future of rental intelligence and a call for operators to embrace data, think strategically, and lead with clarity in a rapidly evolving industry.

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features Achille Ettorre the owner of GTA Equipment Rentals,  analytics leader, and author of The Digital Advantage.
Cutting through the noise, Achille reframes AI not as a shiny tool or silver bullet, but as a leadership capability—one that empowers better, faster decision-making across rental operations. He breaks down a practical 90-day roadmap for operators, emphasizing the critical order of people, process, and technology, and why rushing into AI without foundational clarity creates more problems than it solves.
The conversation explores real-world applications of AI in rental—from improving utilization and predictive maintenance to enhancing revenue through smarter customer insights and onboarding efficiency. Achille also tackles the biggest misconceptions around AI, the risks of outsourcing human judgment, and the importance of governance, ethics, and trust in adoption.
At its core, this episode is a reminder that AI doesn’t replace people—it amplifies them. For rental leaders seeking clarity, confidence, and a structured path forward, this is a grounded, actionable guide to building both a digital and human advantage in a rapidly evolving industry.

Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode features Dan Crowley the President of Peer Executive Groups. Dan is a facilitator, business strategist, and trusted advisor to rental leaders across the industry. With decades of experience spanning finance, operations, and over 20 business acquisitions, Dan unpacks what truly separates good rental businesses from great ones.
From his early days in high-pressure consulting to shaping peer groups that drive real accountability, Dan shares how leadership is less about spreadsheets and more about creating the right environment for growth. He dives into the power of shared experience, why most business problems are misdiagnosed, and how peer accountability, not just conversations drives lasting change.
The conversation explores common growth traps, the transition from operator to leader, and why many owners get stuck in strategy and financial control. Dan also reveals the critical role of systems, succession, and fleet management in scaling a rental business, along with practical insights on using benchmarking and AI to make smarter decisions.
Packed with actionable advice and grounded wisdom, this episode is a must-listen for independent rental owners looking to grow, lead with clarity, and build businesses that last.
This podcast episode was sponsored by SmartEquip.

SmartEquip helps equipment owners, dealers, and manufacturers slash downtime by connecting parts procurement, service data, and equipment lifecycle management into one seamless platform.

Test drive SmartEquip via the link below
https://www.smartequip.com/schedule-demo