Heavy Hitters - Built to Last: Strategic Insights from the Trenches of Big Industry

About Heavy Hitters - Built to Last: Strategic Insights from the Trenches of Big Industry

Heavy Hitters is hosted by Jay Lucas, a 30-year executive recruiter and business owner with deep expertise in the heavy equipment sector. Each episode features candid conversations with top business leaders, unpacking the mindsets, traits, and strategies that lead to individual and organizational success. Jay’s unique blend of executive search experience and hands-on business ownership gives him a rare vantage point to help leaders level up.

Publisher

Jay Lucas

Category

business

Language

en

Explicit

No

First episode

22 Oct 2025

Latest episode

22 Sept 2026

Latest episodes

14 episodes in the feed.

1. 

   22 Sept 2026

   The Hidden Data Problem Costing Equipment Dealers Millions

   How can the heavy equipment industry close the gap between what sales reps learn in the field and what actually makes it into dealership systems? In this episode of Heavy Hitters, host Jay Lucas sits down with Martin Roth, co-founder of Fillmore, to explore how AI agents are helping solve that “air gap” in equipment sales. Martin shares his journey from building and scaling B2B software companies to helping grow Level Set into a half-billion-dollar acquisition, then returning to his roots in the construction equipment industry. He explains why sales reps are still underserved by technology and why driving more revenue isn’t necessarily about adding another dashboard. It’s about taking the administrative work off their plates so they can spend more time selling and building relationships in the field. The conversation also digs into what the “air gap” really looks like. Martin explains how Fillmore combines public data, including permits and UCC filings, with a dealer’s internal data to help identify who is likely to need equipment, rentals, or service. Jay and Martin also talk about the reality of messy data, why relationships will always matter in this industry, and why dealers should judge new technology by the return it delivers, not the hype surrounding it. Listen to the full episode to hear Martin’s take on where AI, data, and field sales are taking the heavy equipment industry, and how dealers can turn better intelligence into real revenue. In This Episode: [00:00] Welcome to Heavy Hitters [03:00] Martin's journey from Level Set to heavy equipment [05:41] Using data to predict equipment demand [07:52] Why sales reps need better technology [14:26] Finding missed equipment opportunities [16:03] Relationships, competition, and market transparency [22:07] Building Fillmore around data and outcomes [23:11] What makes dealer data "messy" [27:37] From data to insights to action [33:15] Understanding the "air gap" [35:22] Capturing lost knowledge from sales teams [38:34] Sales enablement and onboarding [41:12] The data that doesn't exist [45:29] Reducing administrative work for sales reps [48:51] Why UCC data alone misses the market [52:40] How Fillmore works without another CRM [57:41] Connecting rental activity to equipment sales [01:03:49] The future of voice and AI in the field [01:07:50] Who Fillmore serves [01:12:09] Three opportunities for dealers and rental companies Notable Quotes [07:50] "It's not really about automation. It's about making sure that you as a salesperson are spending time doing what you do best." — Martin Roth [09:47] "Every dealer and equipment company is looking to grow... And the sales and marketing professionals in this industry, I think, are underserved by the technology that they have, and more importantly, by the data that they use day to day." — Martin Roth [34:57] "Your reps are already using Claude and ChatGPT all day long." — Martin Roth [45:16] "We can solve this problem of pulling this together to make the humans who have the relationships more valuable to their customers because they're equipped with more knowledge and more context in their conversations." — Martin Roth Our Guest Martin Roth is the co-founder of Fillmore, a company building AI agents to close the gap between field intelligence and dealer systems in the heavy equipment industry. A seasoned go-to-market leader, Martin was the Chief Revenue Officer at Level Set, where he built the sales and marketing organization from the early days through its acquisition by Procore. Prior to Fillmore, he spent over 15 years building and scaling sales teams in B2B software. He is a New Orleans native with deep family ties to the construction equipment business. Resources and Links Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Martin Roth Fillmore (https://www.fillmore.ai/) LinkedIn (https://www.linkedin.com/in/martinrothsaas) Email: martin@fillmore.ai (mailto:martin@fillmore.ai)

2. 

   25 Aug 2026

   The Information Gap Holding Equipment Dealers Back

   What if the amount and quality of industry information you consume could become a competitive advantage? In this episode of Heavy Hitters, host Jay Lucas sits down with Jon Rossi, founder of Digital Iron Group, to explore the growing power of media, data, and industry intelligence in heavy equipment. Jon shares his journey from dealership IT to entrepreneurship, including how he built a SaaS company that solved a practical communication problem for equipment dealers before eventually being acquired. After the acquisition, he returned to the industry with a new mission: make heavy equipment information easier to find, consume, and understand. The conversation explores why industry information remains fragmented and why Jon believes a centralized, searchable platform can help dealers, OEMs, investors, and technology companies make better decisions. They also discuss looking beyond your own brand, building reach through LinkedIn, and understanding buying decisions. The episode closes with AI. Jon explains why companies should not adopt AI simply because it is available, but should first understand the problem, build a business case, define ROI, and establish what success looks like. Key Takeaways Why media and data consumption can become a competitive differentiator How Jon's dealership IT experience shaped his entrepreneurial journey The customer problem that inspired his first SaaS company What founders can experience after a successful acquisition Why heavy equipment remains relationship-driven Why industry information is still fragmented How Digital Iron Group brings media and data together Why dealers and OEMs should look beyond their own brands How better information supports investors and technology companies Why AI should be evaluated through business cases and ROI In This Episode: [00:00] Welcome to Heavy Hitters [01:42] Jon's path into heavy equipment [02:31] From dealership IT to entrepreneurship [06:06] Building a successful SaaS company [14:02] The impact of an acquisition [21:18] The industry's information gap [22:50] The case for centralized intelligence [34:04] Media vs. data [36:40] Helping investors and startups [44:31] Building an audience on LinkedIn [54:00] Understanding customers and decision-makers [01:02:52] The right conversation about AI Notable Quotes [11:21] "The average service call took 8 minutes... that's 80 minutes in just phone time. That's really, it's a loss of productivity." — Jon Rossi [21:16] "Your word is your bond, so to speak." — Jon Rossi [26:19] "Every other industry that there's consolidation happening, people want a single channel. They don't want to go to all these different websites to try and figure out what's going on." — Jon Rossi [28:13] "I do believe that there is a need for a central solution to get your data from." — Jon Rossi [01:03:09] "You can't hold AI accountable. You hold people accountable." — Jon Rossi [01:04:19] "You're a bit of an industry lubricant. What you're providing should make the ease of transacting business in heavy equipment easier, with less friction, with less headwind." — Jay Lucas Our Guest Jon Rossi is the founder of Digital Iron Group, a new media and data platform on a mission to become the definitive source of information for the heavy equipment industry. Jon is a serial entrepreneur with deep experience at the intersection of equipment and technology. He spent a decade at a Komatsu dealership, where he rose from IT admin to Director of IT & Operations. He then founded a SaaS company designed to improve dealership-customer communication which was later acquired by a Fortune 100 OEM. Now, Jon is building Dig to aggregate industry news, data, and insights, providing a "Bloomberg-like" resource for dealers, OEMs, investors, and entrepreneurs. Resources and Links: Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Jon Rossi Digital Iron Group (https://digitalirongroup.com/) LinkedIn (https://www.linkedin.com/in/jonrrossi/)

3. 

   11 Aug 2026

   Why US Manufacturers Are Falling Behind China’s Automated Mega factories

   What separates the companies that survive from the ones that dominate their markets? According to Andrew Ryan, it isn't bigger budgets or bigger brands. It's the willingness to see opportunities that everyone else overlooks. In this episode of Heavy Hitters, host Jay Lucas sits down with Andrew Ryan, President of LiuGong North America and a veteran leader whose career has taken him from nearly 25 years at Caterpillar to executive leadership across Asia, South America, and North America. Having worked in more than 70 countries and lived on three continents, Andrew brings a truly global perspective to an industry that often assumes North America has all the answers. Andrew explains why emerging markets frequently produce some of the industry's most innovative business practices, how dealers overseas build stronger partnerships with OEMs, and why customer-focused organizations consistently outperform companies that organize themselves around internal processes. Drawing on decades of leadership experience, he shares lessons from transforming dealer networks, designing customer-first sales models, and helping organizations embrace continuous improvement instead of becoming comfortable with past success. The conversation also tackles one of the industry's most talked-about topics: China's rise as a global manufacturing powerhouse. Andrew discusses how Chinese OEMs have evolved from low-cost competitors into world-class innovators, why electrification is advancing faster than many realize, and what North American dealers should understand as global competition continues to reshape the construction equipment market. Beyond strategy, Andrew offers a deeply personal look at leadership. From the books that shaped his management philosophy to the importance of self-awareness, feedback, and empowering people, this episode is packed with practical wisdom for anyone leading teams, building organizations, or preparing for the future of heavy equipment. If you're interested in dealer strategy, leadership, innovation, customer experience, or the future of construction equipment, this is an episode you won't want to miss. Let's dive in. In This Episode: [00:00:19] Welcome to Heavy Hitters [00:00:36] Meet Andrew Ryan [00:02:20] Building a global career across three continents [00:04:42] What emerging markets teach about efficiency and capital deployment [00:13:45] How international experience changes your perspective on business [00:17:29] What North American dealers can learn from overseas organizations [00:19:56] Continuous improvement and dealer-OEM collaboration [00:25:20] What separates average dealerships from exceptional ones [00:27:14] Why customer-focused organizations outperform internally focused businesses [00:31:03] Lessons from David and Goliath [00:33:42] Building LiuGong North America differently [00:39:10] Customer-first sales models and organizational design [00:59:19] The evolution of Chinese manufacturing [01:03:10] Innovation, electrification, and the future of equipment [01:11:07] Advice for dealers considering Chinese equipment brands Our Guest Andrew Ryan is the President of LiuGong North America and a globally respected executive with more than three decades of leadership experience in the heavy equipment industry. Before joining LiuGong, Andrew spent nearly 25 years with Caterpillar, serving in leadership roles across North America, Asia, and South America. Having worked in more than 70 countries and lived on three continents, Andrew brings a rare global perspective to dealer development, customer experience, product strategy, and organizational leadership. Today he leads LiuGong's growth across North America while helping redefine how a global challenger brand competes through innovation, customer support, and long-term partnerships. Resources and Links Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Andrew Ryan LiuGong North America Website (https://www.liugongna.com/) LinkedIn (https://www.linkedin.com/in/andrew-ryan-39837a8/)

4. 

   23 Jul 2026

   Inside the Secret Strategy to Rebrand a Global Machinery Giant

   How do you rebrand one of the most respected names in heavy equipment without losing the trust of a generation of customers? For Simon Wilson and the Hitachi team, the answer wasn't a quick fix. It was a two-year journey, a new philosophy, and a whole lot of honest conversations In this episode, host Jay Lucas sits down with Simon Wilson, Chief Operations Officer of Hitachi Construction Machinery Americas, to get the inside story on the company’s historic transition to Land Cross. Simon takes us behind the curtain of a rebrand that has been years in the making. He shares what it felt like to build a team from scratch after the amicable “divorce” from the John Deere joint venture, why the new name “Land Cross” was chosen, and how the company is navigating the emotional weight of changing a brand that customers have trusted for generations. But this isn’t just a story about a new decal. Simon explains how this rebrand is a reflection of a much bigger philosophical shift, moving from being a hardware company to a solutions provider that embraces technology, data, and partnerships. They discuss the challenges of growing a team from 40 to over 200 people in just a few years, the importance of giving dealers and customers time to process the change, and the surprising reception the rebrand has received from the industry. Simon also offers a masterclass in leadership, sharing the lessons he’s learned about empowering people, keeping the team’s eyes on a horizon that’s “just out of sight,” and why the heavy equipment industry is more exciting now than ever before. If you’re interested in brand strategy, organizational transformation, or what it takes to lead through massive change, this episode is for you. Let’s dive in! In This Episode: [00:00:00] Introduction and show welcome [00:00:46] Meet Simon Wilson [00:01:26] Land Cross rebrand and why it matters [00:04:31] Simon Wilson’s career journey in heavy equipment [00:11:32] How he joined the Hitachi rebuild effort [00:15:58] Building the business from a small team [00:22:06] The history of the John Deere and Hitachi partnership [00:24:48] Itochu’s role in the company’s future [00:30:18] The emotional side of a brand change [00:45:33] Shift from machinery company to solutions provider [00:54:05] What “Land Cross” stands for [01:02:09] What the rebrand means for customers and dealers [01:10:56] Land Cross Connect and fleet management [01:15:20] Intelligent machines and automation [01:20:16] Leadership lessons from building the company [01:23:38] What excites Simon about the industry’s future Our Guest Simon Wilson is the Chief Operations Officer of Hitachi Construction Machinery Americas. With nearly 30 years in the heavy equipment industry, Simon has held leadership roles across OEMs (CNH) and major dealer groups (Titan Machinery), giving him a unique, 360-degree perspective on the business. He now leads the charge in transforming Hitachi’s North American operations and guiding the organization through its historic rebrand to Land Cross Resources and Links Heavy Hitters Podcast https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas Website: https://reputablerecruiting.com/ Linkedin: https://www.linkedin.com/in/jaylucas/ Simon Wilson Linkedin: https://www.linkedin.com/in/simon-wilson-45339820/

5. 

   3 Jun 2026

   Why Your Best Employees Aren’t Leaving for More Money

   Money matters. Everyone knows that. But after a certain point, it's not what keeps good people around. In this episode, host Jay Lucas talks with his partner Wade Massey, a recruiter who has interviewed thousands of candidates across the heavy equipment industry. Together, they walk through what really drives job satisfaction and why most hiring managers are looking in the wrong places. Wade shares stories you don't usually hear. Candidates who turned down higher pay for a better fit. People who left great jobs not because of money, but because they were bored, or burned out, or working for a boss who never asked how they were doing. One candidate took a job for less money, then watched his earnings grow over time because he landed somewhere that actually invested in him. The conversation gets into the practical stuff too. Why do so many managers talk 90 percent of the time in an interview and then wonder why the hire didn't work out? What does it signal to a top performer when a company takes three weeks to get back to them? And how does a disorganized hiring process end up costing you more than just the open role? Wade also tells a memorable story about a CEO who walked the plant floor and knew every employee by name, their spouse, their kids, what sports their family was into. That kind of leadership doesn't show up on a balance sheet, but it's exactly what keeps people from leaving. They talk about toxic culture too. Micromanagement. Sacred cows who get promoted past their ability. Leaders who have no idea what their own people think because they never ask. And they offer a simple diagnostic: ask someone to rate their job satisfaction on a scale of one to ten. Most people will say six. That's a D. And most people don't leave over a six. They leave when they realize it's never going to get better. If you are hiring, managing, or leading in heavy equipment or any industry where relationships actually matter, this episode gives you a straightforward look at what works, what doesn't, and why getting this right pays off in ways that go way beyond a paycheck. Let’s dive in! In This Episode: [00:00:00] Introduction [00:00:28] Meet  Wade Massey [00:00:56] Opening prayer and topic introduction [00:01:26] Discussion on job satisfaction and compensation [00:02:24] Early career experiences and job satisfaction [00:04:45] Non-monetary compensation and work-life balance [00:06:12] Challenges in rapidly growing companies [00:07:38] Importance of leadership and culture [00:08:08] Identifying top-tier candidates [00:10:06] Importance of storytelling in resumes [00:12:27] What makes a company attractive to top performers [00:13:52] Personal connections in leadership [00:15:12] Communication between management and employees [00:16:41] What candidates don't tell hiring managers [00:19:29] Advice for HR and CEOs on hiring [00:25:46] Aligning organizational strategy with talent strategy [00:29:27] Power shift in candidate evaluation [00:34:42] Cost of vacancy and its impact [00:37:06] Employment brand and interview experience [00:38:58] Questions to ask when a position is hard to fill [00:43:43] Developing vs. deploying people [00:46:01] Determining real motivators for candidates [00:57:45] Toxic workplace culture and its effects [01:02:06] Mission and purpose in the industry [01:11:10] Advice for companies wanting to retain employees [01:12:38] Closing remarks and resources Our Guest Wade Massey is a veteran recruiter and partner at Jay Lucas & Associates, specializing in heavy equipment dealerships and dealer groups. With thousands of candidate interviews under his belt, Wade brings an insider’s perspective on what actually drives job satisfaction, retention, and high-performance hiring. He works alongside Jay Lucas daily, helping organizations align talent strategy with business strategy. Resources and Links Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Wade Massey LinkedIn: ⁠Wade Massey (https://www.linkedin.com/in/wade-massey-66133347)

6. 

   6 May 2026

   How a Marine Veteran Turned Wrenches into a Multi-Million Dollar Support Empire

   What if your service department became your most profitable asset? How much revenue is lost to non-billable work? And what if 210% growth came down to tracking every hour? In this episode of Heavy Hitters, host Jay Lucas sits down with John Dowling, Marine Corps veteran, former director of product support, and founder of Service by the Boxes. John shares his remarkable journey from turning wrenches in the Corps to helping a dealer group with 10 stores explode from $44 million to $127 million in just six years, with product support revenue soaring over 200 percent. The conversation dives deep into the hard lessons of leadership: why promoting a technician to service manager often fails without proper off site mentoring, how treating technician hours as your most valuable asset changes everything, and why most service managers have no idea how to read a profit and loss statement. John pulls no punches on the critical need for clean data, departmentalized financials, and daily accountability systems. He also reveals why owners must cast a long term vision, and why what you celebrate and tolerate is your culture. Packed with actionable insights on work in progress reports, parts management, and avoiding the insanity of doing the same thing and expecting different results, this episode is a powerful guide for any dealer ready to stop chasing sales and start building a profitable, scalable service operation. If you are looking to tighten up operations, improve profitability, and build a service department that actually drives growth, this episode offers a straightforward look at what works and what does not. Key Takeaways Why service and parts, not equipment sales, drive long-term profitability How inaccurate data makes effective decision-making impossible The importance of structuring your P&L as a true management tool Why every technician hour must be tracked and accounted for How poor parts management creates ripple effects across the business Why customers care more about uptime than brand, price, or features The danger of solving problems at the surface instead of the root cause How process discipline outperforms talent in the long run Why technician time is the most valuable asset in a dealership The leadership mindset required to scale operations effectively In This Episode: [00:00] Introduction to John Dowling and his journey [02:36] From Marine Corps to product support leadership [05:25] The importance of mentorship and coaching [15:20] Building structure in a dysfunctional environment [30:43] Achieving remarkable growth at Washington County Tractor [34:47] The importance of leadership and long-term vision [39:09] Creating effective scorecards for visibility [44:44] Understanding P&L and its impact on business [49:04] Financial acumen in service management [54:46] The role of accurate data in profitability [01:07:00] Cultivating a culture of continuous improvement [01:09:55] Understanding profitability in service departments [01:12:50] Mission and vision of service by the boxes [01:14:46] The importance of accountability in business [01:22:47] Maximizing technician hours for profit [01:27:04] Cultural shifts in service departments [01:36:51] How to connect with John Dowling and Service by the Boxes Our Guest John Dowling is a Marine Corps veteran, product support leader, and founder of Service by the Boxes. With over two decades of experience across heavy equipment dealerships and OEMs, he has built and led high-performing service and parts operations that drive real profitability. Today, he works with organizations to bring clarity, discipline, and structure to their operations—helping them move from reactive problem-solving to scalable, repeatable success. Resources and Links Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) John Dowling Phone: +1 979-337-4339 Email: john@servicebytheboxes.com (mailto:john@servicebytheboxes.com) Website: servicebytheboxes.com (http://servicebytheboxes.com) LinkedIn: John Dowling (https://www.linkedin.com/in/john-dowling1775) YouTube: Service by the Boxes channel (https://www.youtube.com/@servicebytheboxes)

7. 

   22 Apr 2026

   The Hitachi-Deere Divorce: A Once-in-a-Generation Transition

   What does it take to untangle a decades-long joint venture, build a dealer network from scratch, and re-establish a global brand’s independent presence in North America, all in under two years? In this episode of Heavy Hitters, host Jay Lucas sits down with Alan Quinn, a senior executive who was at the center of one of the most complex business transitions the heavy equipment industry has ever seen: the dissolution of the Deere-Hitachi joint venture and Hitachi’s bold move to go independent. Alan’s career spans leadership roles at Timberjack, John Deere, Nortrax, Volvo, and finally Hitachi Construction Machinery Americas. He brings a rare combination of engineering precision, field-level experience, and strategic patience, qualities that proved essential when Hitachi decided to reclaim its excavator business in North America. Alan and Jay discuss the intense operational challenges of that transition: setting up a 300,000-square-foot warehouse, stocking $100 million in parts in six months, and scaling from 50 to 250 employees in a matter of years. But beyond the logistics, Alan shares hard-won lessons on leadership, the importance of simplifying before automating, and why the best leaders are the ones who listen, steal good ideas, and are not afraid to admit they do not know everything. The conversation also explores the deeper principles that guided Alan through the chaos: the power of long-term thinking, the danger of chasing short-term results, and the importance of staying true to your values when the pressure is on. Whether you are navigating a major transition or simply looking to lead with more humility and effectiveness, Alan’s insights offer a masterclass in strategic patience and operational excellence. Ready to hear how Hitachi pulled off one of the industry’s most ambitious resets? Let’s dive in. In This Episode: [[00:00] Introduction to Heavy Hitters [00:30] Meet Alan Quinn [02:27] Alan’s beginnings [05:58] Finding the areas nobody else wants to focus on [06:50] Mentors who shaped Alan’s career [09:18] What keeps Alan in the heavy equipment industry [10:20] A brief history of the Deere-Hitachi joint venture [14:10] The recruiter call that changed everything [16:04] Working with Japanese culture and the shift to non-exclusive distribution [20:05] The day the announcement came [23:00] Building a team: From 50 to 250 people in two years [25:32] Challenges for Deere vs. challenges for Hitachi [28:50] Simplifying before automating: A lesson from HP [33:50] Listening to dealers and building relationships [41:12] Leadership lessons: When to dictate and when to let go [43:32] The biggest mistake leaders make in major transitions [46:14] The power of listening, even when you disagree [47:34] “I don’t know what’s wrong, but make it better.” [59:12] What Alan would tell his 30-year-old self [01:01:35] How to connect with Alan Quinn Our Guest Alan Quinn is the CEO of Hitachi Construction Machinery Americas, a 30-plus-year veteran of the heavy equipment industry with leadership experience spanning manufacturing, distribution, and dealer operations. His career includes senior roles at Timberjack, John Deere, Nortrax, Volvo, Kawasaki, and Hitachi Construction Machinery Americas. As a key executive at Hitachi, Alan played a central role in the dissolution of the decades-long Deere-Hitachi joint venture and the reestablishment of Hitachi’s independent dealer network across North America. Trained as a mechanical engineer and a student of leadership by practice, he is known for his focus on simplification, listening, and building teams that execute under pressure. Resources and LinksHeavy Hitters Podcast⁠https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas ⁠Website⁠: http://www.reputablerecruiting.com/⁠ Linkedin⁠: https://www.linkedin.com/in/jaylucas/ Alan Quinn Website: https://www.hitachicm.com/us/en/ Linkedin: https://www.linkedin.com/in/alan-quinn-344a1b14/

8. 

   8 Apr 2026

   How Michael Coffey Turned Manitex Around 400% EBITDA in a Crisis

   Taking over as CEO is never easy. But imagine walking into a public company that’s been struggling in a tough global market for years. The backlog is massive, supply chains are a mess, and the team hasn’t seen a bonus in over a decade. Where do you even start? In this episode of Heavy Hitters, host Jay Lucas sits down with Michael Coffey, former CEO of Manitex, board member, advisor, and author of the upcoming book Gale Force: Navigating Strategy, Culture, and Value Creation in Modern M&A. Michael shares what it was like stepping into the CEO role at Manitex during a turbulent period marked by post COVID supply chain disruptions, an unhealthy backlog, and a business that had been operating in what he describes as “survival mode.” He explains how the acquisition of Rayburn Rentals fit into the company’s broader strategy and why he used the diligence process as a “long interview format” to understand the organization before fully stepping into leadership. Throughout the conversation, Michael breaks down the leadership principles that guided the turnaround. He discusses why strategy is the one thing he centralizes as a CEO while execution must remain decentralized, how transparency builds trust across global teams, and why honoring a company’s past is essential before driving change. In an industry known for tight margins and tough conditions, Michael’s message is clear. Companies succeed because of their people. Curious how great leaders turn struggling companies into thriving ones? Listen to the episode and discover the strategies that made it happen. In This Episode: [00:00:00] Introduction to Heavy Hitters [00:00:21] Meet Michael Coffey [00:02:27] How the Manitex and Rayburn acquisition came together [00:06:23] Why OEMs rarely operate rental businesses [00:08:13] Walking into Manitex: backlog, supply chain chaos, and opportunity [00:11:53] Strategy vs execution: where leaders must focus [00:12:02] Honouring a company’s past before changing its future [00:15:04] From survival mode to a plan for thriving [00:22:03] The “Elevating Excellence” strategy framework [00:24:45] Turning around margins and production capacity [00:26:57] Breaking down silos across global operations [00:28:17] Product rationalization and manufacturing efficiency [00:29:47] Why focusing on the right markets matters [00:32:32] The role of dealers and why manufacturers shouldn’t compete with them [00:49:19] Leadership lessons from Rayburn founder Steve Berner [00:53:26] Why transparency builds trust in leadership [00:54:58] The most important skill for modern CEOs [00:58:38] The story behind Michael’s book Gale Force [01:04:07] Career advice for future leaders in heavy equipment [01:08:19] How to connect with Michael Coffey Our Guest Michael Coffey is a seasoned executive, advisor, and former CEO of Manitex International. Over the course of his career, he has led global industrial organizations through complex transformations, mergers, and operational turnarounds. Previously, he helped grow HE Parts from a startup into a global enterprise generating hundreds of millions in revenue. As CEO of Manitex, he drove significant operational improvements and revenue growth before the company’s acquisition by Tadano. Michael now advises companies across the heavy equipment and industrial sectors through his firm, Resurgence Advisory, helping leaders navigate strategy, culture, and value creation in mergers and acquisitions. He is also the author of the upcoming book Gale Force: Navigating Strategy, Culture, and Value Creation in Modern M&A. Resources and Links Heavy Hitters Podcast https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Michael Coffey Website: (https://jmichaelcoffey.com/)resurgenceadvisory.com (https://www.linkedin.com/safety/go/?url=www%2Eresurgenceadvisory%2Ecom&urlhash=xMVm&isSdui=true) Resurgence Advisory (https://www.resurgenceadvisory.com/) Linkedin: http://linkedin.com/in/jmichaelcoffey/ Upcoming BooK: Gale Force (https://www.simonandschuster.com/books/G-A-L-E-Force/J-Michael-Coffey/9798897010691) Jay Lucas Website:⁠reputablerecruiting.com⁠ (https://www.linkedin.com/safety/go/?url=http%3A%2F%2Fwww%2Ereputablerecruiting%2Ecom&urlhash=Jkf6&isSdui=true) Linkedin: ⁠linkedin.com/in/jaylucas (https://www.linkedin.com/in/jaylucas/)

9. 

   25 Mar 2026

   Why Most Dealers Miss the Real Profit in Parts and Service

   Heavy Hitters - Ep. 5Why do nearly 50 percent of equipment dealerships disappear every 20 years? And what separates the ones that survive from those that struggle to keep up? In this episode of Heavy Hitters, host Jay Lucas sits down with Ron Slee, a globally recognized consultant, educator, and industry pioneer with more than five decades of experience in dealer operations, training, and business development. From his early days as a data processing manager at a Caterpillar dealership to advising dealers around the world, Ron has spent his career studying what makes equipment businesses succeed or fail. Ron shares lessons from more than 50 years in the industry and reflects on how things have changed. He talks about the shift from instinct-driven decisions to today’s data-heavy environment, while pointing out that many dealerships still struggle to turn data into better decisions. He also discusses the decline of mentorship in dealerships, the leadership gap created by delayed generational transitions, and why employees are often told what to do but rarely encouraged to ask why. The conversation also takes a closer look at some of the “sacred cows” that still shape the industry. Ron explains why outdated sales habits, weak operational training, and confusion around parts and service profitability continue to hold many dealerships back. He also talks about Learning Without Scars, the training platform he founded to help equipment professionals strengthen their skills in parts, service, sales, marketing, and customer support while building a culture that encourages critical thinking. More than a conversation about dealerships, this episode explores leadership, curiosity, and the importance of questioning the status quo. Ron’s message is simple. People often have far more potential than they realize if organizations give them the chance to grow. Ready to hear Ron’s insights? Let’s dive in. In This Episode: [00:00] Introduction to Heavy Hitters [00:30] Meet Ron Slee [08:47] How the industry has changed since 1969 [10:08] Why dealer software often misses operational reality [14:00] The “What, How, Why” leadership test [17:01] The transition delay [18:27] The role of AI and change [22:10] The education gap and its impact on the workforce [24:33] The lost art of critical thinking and learning from mistakes [27:05] Sacred cows in dealership operations [30:50] The art of handling objections [35:56] Why parts and service drive dealership profits [37:11] Mentorship and the leaders who shaped Ron’s career [52:54] Ron’s daily routine connecting with dealers [56:43] The story behind Learning Without Scars [01:03:17] Why employees misunderstand their real job [01:06:41] Competing with aftermarket parts [01:15:19] The importance of communication in leadership [01:18:07] The three signs of a miserable job [01:22:55] How to connect with Ron Slee Our Guest Ron Slee is a 56-year veteran of the capital goods industry and the founder of Learning Without Scars, an internationally accredited online school dedicated to the professional development of equipment dealership personnel. Starting in 1969 at a Caterpillar dealer in Montreal, Ron has served as a consultant, trainer, and thought leader for dealers and manufacturers around the globe. He is a pioneer in product support sales, dealer management metrics, and the application of critical thinking to the heavy equipment industry. His work focuses on anyone who "touches customers, leads people, or manages assets." Ron is a prolific writer, speaker, and the curator of a vast library of resources dedicated to lifting the performance of the industry he loves. Resources and Links Heavy Hitters Podcast https://podcasts.apple.com/us/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas Website:reputablerecruiting.com (https://www.linkedin.com/safety/go/?url=http%3A%2F%2Fwww%2Ereputablerecruiting%2Ecom&urlhash=Jkf6&isSdui=true) Linkedin: linkedin.com/in/jaylucas (https://www.linkedin.com/in/jaylucas/) Ron Slee Website learningwithoutscars.com (https://www.linkedin.com/safety/go/?url=http%3A%2F%2Flearningwithoutscars%2Ecom&urlhash=7PI0&isSdui=true) Linkedin: https://www.linkedin.com/in/ronsleedesertgroup/ (https://www.linkedin.com/in/ronsleedesertgroup/)

10. 

    11 Mar 2026

    How One Technician Grew a Customer Account from $0 to $850,000

    What if your dealership’s biggest hidden opportunity isn’t new software or marketing, but the technician already on your team who wants more than just the next repair order? In a tight labor market, shops keep hiring but forget to mentor, which slows profitability, burns out good techs, and leaves customers underserved. In this episode of Heavy Hitters, Jay Lucas sits down with Marshall Sheldon, a 18-year veteran diesel technician with approximately 90 Cummins certifications and a track record that redefines what's possible in service operations. Marshall's journey from washing trucks at Dixon Brothers to becoming a master technician, mentor, and business builder is anything but conventional. Drawing from his Marine Corps discipline, the mentorship of a Snap-on rep who cosigned his first tool box, and a relentless hunger to understand not just how things break but how businesses work, Marshall reveals the system he's perfected: getting apprentices profitable in 90 days, growing a single customer account from $0 to $850,000 in 12 months, and driving over 300% departmental growth in just 3 years. With raw honesty, battlefield stories from the shop floor, and contrarian takes on everything from service writers to embedded technician models, Marshall and Jay explore what it really takes to build a culture where technicians own their outcomes, customers become partners, and work becomes worship. The conversation ties back to self-reflection, intentional relationship-building, and the power of surrounding yourself with people who stretch you, whether that's a "Sweaty Leaders" mastermind group or the random Snap-on rep who saw potential in a kid with no credit. In This Episode: [00:00] Introduction to Heavy Hitters [00:28] Meet Marshall Sheldon [04:22] Washing trucks at Dixon Brothers and a foreman who believed [11:47] From wash bay to on-call technician in under a year [14:28] Ted Wren: The WyoTech instructor who knew everything [17:34] Why 90 certifications matter and why most techs stop [20:46] The carrot approach: How continuous learning drives income [22:06] Becoming the Yoda of technicians: Training the next generation [23:12] Why techs need to understand financials [25:55] The "why" behind business decisions [33:27] The 90-day apprentice program revealed [39:41] What "profitable in 90 days" actually means [42:59] Self-managed teams and treating technicians like adults [44:41] The 3 summers philosophy: Why independence matters [46:36] Scope creep and bottleneck detection [50:37] Lean thinking without the certification [54:45] Growing an account from $0 to $850K: The conquest method [01:00:28] The sales switch: Can every tech flip it? [01:03:45] The embedded technician model explained [01:09:47] Leveraging OEM relationships to train client mechanics [01:11:25] From staffing to partnership: Creating value beyond repairs [01:18:42] Advice to his younger self: Retirement and the Nissan GT-R [01:21:55] How to connect with Marshall Our Guest Marshall Sheldon is a master diesel technician with 18 years of experience and over 90 Cummins engine certifications. A Marine Corps veteran, Marshall began his career washing trucks at a Wyoming fleet and rose to become one of the most certified and respected technicians in the industry. He has developed a revolutionary 90-day apprenticeship program that produces profitable technicians in record time, grown customer accounts from zero to nearly a million dollars, and helped drive over 300% departmental growth. Marshall is a passionate advocate for technician development, financial literacy in the trades, and the power of self-managed teams. He is active on LinkedIn, where he shares insights on mentorship, leadership, and the future of the diesel industry. Resources and Links Heavy Hitters Podcast Link (https://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Marshall Sheldon LinkedIn (https://www.linkedin.com/in/marshall-sheldon-981349176/)

11. 

    25 Feb 2026

    The Real Work Behind Scaling from $200M to $750M+

    What does it really take to scale a dealership organization without breaking the people, culture, or customer trust that made it successful in the first place? In this episode of Heavy Hitters, Jay Lucas sits down with Eric Driscoll, former CEO of United Ag & Turf, to explore the leadership disciplines required to grow responsibly through mergers and acquisitions. Eric shares lessons from leading more than 20 acquisitions across 56 John Deere locations, growing revenue from $223 million to nearly $750 million in just four years. Drawing from his upbringing in a multi-entity family ag business, Eric explains why work ethic, humility, and consistency matter more than speed, and why “slow is smooth and smooth is fast” is one of the most misunderstood principles in growth. With candid stories from the trenches, Eric breaks down why people, not systems or capital, are the true drivers of M&A success, how trust must be earned through transparency, and why culture ultimately determines whether growth is sustainable or short-lived. Key Takeaways Why "slow is smooth and smooth is fast" Why people, not deals, determine M&A success The dangers of growing too fast without trust and alignment How discipline, routines, and consistency drive long-term performance Why humility and low-ego leadership scale better The importance of culture as a leading indicator of results How systems and standardization create freedom, not friction Why the most loyal customers are often those you once disappointed How transparency builds credibility during periods of change The difference between short-term wins and sustainable growth Why leadership success is never final and growth requires continual effort In This Episode: [00:00] Introduction to Heavy Hitters [00:39] Meet Eric Driscoll [02:18] Growing up in a family business [04:45] Challenges in mergers and acquisitions [13:15] Key metrics for business success [16:56] Recommended books and learning resources [21:07] Morning routines and personal discipline [23:16] Acquisition strategies and integration [32:47] The importance of systems and processes [35:40] Standardization vs. autonomy in management [38:12] Navigating industry differences: Ag vs. construction [39:56] Addressing cultural misalignment [44:13] Improving customer trust and net promoter scores [50:00] Celebrating success and employee recognition [56:09] Hiring and maintaining executive alignment [00:59:52] Introduction to senior level roles [01:00:46] The importance of culture in leadership [01:02:46] Teaching kids about business [01:05:11] The value of consistency and integrity [01:07:03] Final thoughts and gratitude [01:07:51] Closing remarks Notable Quotes [05:42] “The slow is smooth and smooth is fast. It’s about being intentional. When you slow down and build those relationships of trust, that’s what’s missed a lot of the time.” – Eric Driscoll [52:23] “Your most loyal customer will not be the customer you never failed. It’ll actually be the customer you failed and how you fixed it.” – Eric Driscoll [31:44] “ Once that trust is there and they know they can trust you, they will do anything..” – Eric Driscoll Our Guest Eric Driscoll is a seasoned executive in the agricultural and equipment dealership industry and former CEO of United Ag & Turf. Over his career, Eric has led large, multi-location organizations through aggressive growth and more than 20 acquisitions while maintaining a strong focus on culture, people development, and customer trust. Grounded in faith, discipline, and service, Eric is known for building scalable organizations that prioritize long-term sustainability over short-term gains. Heavy Hitters Podcast https://podcasts.apple.com/nz/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 Jay Lucas Website⁠: http://www.reputablerecruiting.com/ Linkedin⁠: https://www.linkedin.com/in/jaylucas/ Eric Driscoll  (https://www.linkedin.com/in/eric-driscoll-88848b34/) https://www.linkedin.com/in/eric-driscoll-88848b34/

12. 

    11 Feb 2026

    The 80/20 Rule in Heavy Equipment: Why Your Best Customers Are Hiding in Plain Sight

    Heavy Hitters - Ep. 2 What if the biggest barrier to sustainable growth in heavy equipment isn't market conditions, tariffs, or competition, but ignoring the 10–20% of customers who drive 80%+ of your business? Too many organizations spread resources thin across the long tail of low-value accounts, while top performers quietly capture disproportionate share through focused, data-backed plans. In this episode of Heavy Hitters, Jay Lucas sits down with Nick Mavrick, CEO and Founder of BiltData. Nick shares his journey from Intel to startup roles at Nations Rent and Volvo Rents/Construction Equipment, to launching BiltData, a provider of predictive buyer intelligence for OEMs, dealers, and rental companies. Drawing from decades in the trenches, Nick explains how the Pareto Principle (80/20 rule) applies intensely in heavy equipment, why gut instinct often kills profitability, and how de-risking revenue through name-by-name targeting creates resilience in cycles. With honest stories, contrarian insights, and real client examples, they explore misaligned incentives, the dangers of reactive strategies like forced rentals, capital allocation that supports the field, and why listening, including to silence and inaction, is the hardest leadership lesson. The conversation ties back to faith, gratitude, service, and building cultures where work becomes worship. Key Takeaways Why a small percentage of customers drive the majority of revenue How gut instinct and tradition undermine profitability The law of small numbers and its impact on focus and execution Why most companies overspend to support unprofitable customers How misaligned incentives quietly sabotage performance The difference between transactional data and actionable customer insight Why technology fails without clear strategy and accountability The role of listening, including what isn’t being said, in leadership How focus strengthens culture, retention, and long-term growth In This Episode: [00:00] Introduction to Heavy Hitters [00:40] Meet Nick Mavrick: CEO and founder of BiltData [02:10] A prayer for guidance [03:22] The importance of gratitude in business [04:14] Challenges of self-employment [05:17] Contrarian Marketing: Insights from Nick's book [07:05] Understanding customer concentration [14:37] Aligning marketing and sales strategies [17:13] The role of data in business success [21:39] Case study: Learning from a big brand dealer [30:39] The importance of strategic planning [31:53] Unlocking potential through incentives [32:21] Trust and creative problem solving [33:04] Transforming sales with data insights [37:54] Skepticism to belief in data [44:13] Private equity and market dynamics [50:54] Supporting veterans through charity [58:24] Faith and business: A reflection Notable Quotes [07:30] “At Nation's Rent and at Volvo Rents, 3% of the customers did 62% of the business.” — Nick Mavrick [13:07] “So it's the 17% that accounts for 77% of the outcomes.” — Nick Mavrick [39:49] “It's disrespectful to hire an employee and not give them the tools to succeed.” — Nick Mavrick Our Guest Nick Mavrick is the CEO and founder of BiltData and a veteran of the heavy equipment industry with decades of experience across private equity-backed organizations, Fortune 500 companies, and entrepreneurial ventures. Formerly with NationsRent and Volvo Construction Equipment, Nick specializes in helping OEMs and dealers use predictive buyer intelligence to focus on the customers and strategies that matter most. Guided by a philosophy of service, focus, and stewardship, Nick helps organizations align data, culture, and execution to drive sustainable growth. Resources and Links Heavy Hitters Podcast https://podcasts.apple.com/nz/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841 (Podcast) Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Nick Mavrick Website (https://biltdata.ai/) LinkedIn (https://www.linkedin.com/in/nickmavrick) Book: Contrarian Marketing (https://www.amazon.com/Contrarian-Marketing-Nick-Mavrick/dp/1463722141)

13. 

    28 Jan 2026

    The Power of Aligning Talent & Organizational Strategy

    What if the real reason companies struggle to grow isn’t their product, their market, or even their strategy, but how they think about people? Too often, organizations chase revenue and results without stopping to ask a harder question: do we actually have the right talent, in the right roles, aligned with where we say we’re going? In this debut  episode of Heavy Hitters, Jay Lucas sits down with Wade Massey, VP of Dealer and Rental Accounts, for a conversation about leadership, talent, and organizational alignment. Wade shares how early life experiences, competitiveness, and repetition shape professional behavior, along with what it really feels like to move from being an individual contributor to becoming a leader. Together, Jay and Wade explore why talent strategy and organizational strategy so often drift apart, and how that misalignment quietly shows up as frustration, turnover, and stalled performance. They dig into what leaders frequently get wrong about hiring, why core values matter as much as skills, and how development and performance management play a critical role long after someone is hired. With real-world examples and honest insights, this episode challenges leaders to rethink how they invest in people and shows what it takes to build sustainable organizations where strategy, culture, and talent are truly aligned. Key Takeaways How early life experiences and sports shape leadership and competitiveness The transition from being the best performer to leading others effectively Why most recruiting careers start “by accident” and what that reveals The hidden costs of misaligned talent and organizational strategy Core values hiring versus skill-only hiring Why performance management should be continuous, not annual The role of learning and development in retaining top talent Warning signs that a company’s talent strategy has drifted Whether strategy should drive talent or talent should drive strategy How investing in people creates long-term competitive advantage In This Episode: [00:00] Introduction to Heavy Hitters [00:42] Wade’s background and early influences [03:10] Career surprises and becoming a “people person” [05:13] Falling into recruiting and discovering strengths [07:33] Faith, purpose, and making work meaningful [08:52] Childhood, sports, and professional competitiveness [13:07] The hardest truth leaders must accept [15:14] Professional inflection points and learning curves [18:00] Fulfillment, nonprofit work, and helping others [20:00] Respect vs. being liked as a leader [20:51] Advice for new managers and leaders [22:37] Personal growth, insecurity, and self-awareness [24:17] Organizational strategy vs. talent strategy [27:01] Core competencies, culture fit, and hiring mistakes [31:11] Why most companies get talent alignment wrong [33:31] Performance management that actually works [36:49] The real cost of misalignment [40:50] Does strategy drive talent or vice versa? [47:52] Warning signs of talent strategy drift [49:57] Closing remarks Our Guest Wade Massey is the VP of Dealer & Rental Accounts and a 14-year veteran of the executive search and talent industry. A natural "people person" from South Texas, Wade fell into recruiting after realizing his passion lay in building teams and helping others succeed. With experience conducting thousands of interviews, he specializes in aligning talent strategy with organizational vision, emphasizing core-values hiring and internal development. A former competitive soccer player and avid golfer, Wade brings a mindset of continuous improvement and teamwork to helping businesses build the cultures and teams they need to win. Resources and Links: Jay Lucas Website (https://reputablerecruiting.com/) Linkedin (https://www.linkedin.com/in/jaylucas/) Wade Massey Website (https://jordansitter.com/) LinkedIn (https://www.linkedin.com/in/wade-massey-66133347)

14. 

    22 Oct 2025

    Heavy Hitters Trailer

    Heavy Hitters is hosted by Jay Lucas, a 30-year executive recruiter and business owner with deep expertise in the heavy equipment sector. Each episode features candid conversations with top business leaders, unpacking the mindsets, traits, and strategies that lead to individual and organizational success. Jay’s unique blend of executive search experience and hands-on business ownership gives him a rare vantage point to help leaders level up.

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Apple Podcasts (US)

5.0 / 5

2 ratings

Spotify

5.0 / 5

1 ratings

Contact Heavy Hitters - Built to Last: Strategic Insights from the Trenches of Big Industry

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.