Equipment Depot Appoints Executives for Sales, South Texas Region and Northwest Region, as Company Breaks Records

October 26, 2023

HOUSTON, TX – Equipment Depot, America’s largest independently operated material handling and equipment rental source, continues to grow their core leadership team by announcing key executive and sales appointments, including Michael Norelli to Vice President of Sales, Jeremy Rock as Regional Vice President of the South Region, and Bryan Leslie to Regional Vice President of the Pacific Northwest Region, after acquiring Norlift of Oregon, Inc., in June 2022. The company continues its aggressive growth plan — to reach one billion in revenue by year-end of 2025.

“Equipment Depot has been on a strong revenue trajectory since it announced its plan to double revenue in three and a half years,” said Equipment Depot’s President Anthony Garcia. “We are a fast-growing company, and hiring exceptional leaders is critical to supporting the company’s aggressive growth goals.”

Norelli will work directly with the regional sales teams and National Accounts organization to achieve the company’s ambitious revenue and market share targets. He will also lead the overall business development efforts, focusing on new markets and customers across its 3000-mile footprint. Before Equipment Depot, Norelli was Vice President of Sales and Business Development at Northeast-Western Energy Systems, the largest distributor of Jenbacher onsite power generation equipment in North America. Prior to working at Northeast-Western Energy Systems, Michael worked at the Jenbacher factory, which at the time was owned by General Electric (GE). Michael also held multiple positions at GE, including sales, marketing, and strategic planning roles.

Rock will lead the South Texas, Louisiana, and Mississippi markets and has a proven success record throughout his 13-year career with Equipment Depot. Most recently, Rock led the South Region as Director of Sales where he handled the merger of a newly acquired material handling company and the implementation of a strategic account-based marketing and sales structure. These changes helped the South region increase market share from 4% to 10%. As General Manager of the Houston branch, he grew revenue by 162% within 3 years. Before working for Equipment Depot, Rock was a Sales Manager in the Power Generation division at Cummins Crosspoint in Nashville, TN, where he was responsible for project lifecycle, design, innovation, sales, and implementation. Prior, he served in the U.S. Air Force as a Civil Engineer.

As vice president of the company’s new Pacific Northwest region, Leslie is charged with driving overall business growth in both the Portland and Seattle markets while maintaining the excellence that customers expect and deserve. He grew up in the material handling business at Norlift of Oregon, Inc., a family business operated by his parents, Tom and Joan Leslie, since 1985. Bryan Leslie joined Norlift in 2015, rising to Operations Manager in 2018 and General Manager following the acquisition by Equipment Depot in 2022.

About Equipment Depot, Inc.
Serving local communities since 1939, Equipment Depot is America’s largest independently operated material handling and rental source. Through its 50+ nationwide locations, Equipment Depot helps its customers improve productivity and maximize uptime with full-service material handling solutions that include new and used forklifts, aerial lifts, service, parts, equipment rentals, leasing, and integrated warehouse and automation solutions. The company’s commitment to delivering the best service is backed by its Performance. Guaranteed.® pledge.


Contact: Carol.Tesarek@eqdepot.com | eqdepot.com

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