How leading companies prepare for Equip Expo, and you should too

It is called the “Equipment” expo for a reason – it’s about the equipment. But you can investigate equipment online from the comfort of your home. So why attend Equip Expo? The October tradition in Louisville is the place to see the right combination of equipment and people. 

Each time I attend, I am surprised by the people who work the displays for the different manufacturers and service providers. It goes well beyond marketing people and hired event staff. Are you on the fence about attending this equipment show? Get off the fence, and go. Here’s why. 

I asked a variety of vendors who regularly attend Equip three questions.  

• 1. Who (as in job titles or roles) is available at your Equip Expo booth for conversations with attendees? 
• 2. What are your main goals for the event? 
• 3. How should attendees of Equip Expo prepare ahead of the show for a visit with your company? 

Altoz

Dealers and retail customers will have the opportunity to meet with the Altoz team at its indoor and outdoor booths throughout the Equip Exposition to talk about the latest products and to discuss business opportunities. Staff members available to answer questions include:

District and national sales managers, chief engineer, vice president of sales and revenue, CEO and owner.

“Our primary goals at Equip Expo are to connect with dealers and end users, gain insight into their needs and markets, and to show them the new products Altoz is launching, which make their jobs easier and their business more profitable,” said Karl Bjorkman, vice president of sales and revenue. “This is a key event for us to showcase our company’s commitment to innovation, grow dealer partnerships, and meet new customers.”

Contact Altoz at 218-782-5869 to connect with their local District Sales Manager and schedule a meeting. 

Bobcat

Bobcat will have a variety of subject matter experts, product specialists and product managers in its booth ready to meet with attendees and customers. Members of the team will be available to answer questions, assist in demonstrations and connect customers to the right machines based on their job site needs and applications.

A primary goal is to allow landscaping and hardscaping professionals to get hands-on experience with a wide range of the Bobcat product lineup. The manufacturer will showcase a comprehensive selection of equipment, including a variety of products like zero-turn mowers, compact track loaders, compact excavators, aerators, sod cutters, mini track loaders and more. 

The ever-popular ZT7000 mower giveaway attracts attendees to the booth. Equip Expo attendees are welcome to stop by the indoor and outdoor Bobcat booths anytime during show hours. 

Constellation Dealer Group / Ideal

This software service giant sends several senior managers to Equip Expo each year to visit with OPE dealers, develop relationships and to help with any issues dealers are facing. Ideal product managers also attend the show to discuss current and future products and to seek feedback on future features. Sales staff attends to connect new and current dealers with tools that help them communicate with customers, manage the shop, market inventory, and more. 

The company said its main goals are to spend time with existing dealers and industry partners (OEMs and distributors); to meet new dealers, OEMs, and distributors; and to establish Ideal as a leader in the industry and the clear choice for any power equipment dealer.

Attendees can schedule time – or just drop by – to tour the company’s new products like TargetPay credit card processing and TargetWeb, the new integrated dealer website program. 

Dealer Spike

Dealer Spike will bring a variety of team members to Equip Expo, including sales managers, digital marketing specialists, and people from sales, product and OEM teams. 

They will demonstrate new products and solutions designed to help OPE dealers sell more parts and wholesale units. A new product Dealer Spike will showcase is the Whole Goods eCommerce tool. This helps OPE dealers increase sales opportunities, compete with big-box stores, and meet shopper expectations for easy purchase options, while keeping it simple. Dealers can now sell whole goods directly on their website; previously they could sell only parts.

They will also feature the PartSmart eCatalog Solution recently upgraded with dealer-fueled feature enhancements, and will also be ready with training and support with OPE experts on-site to provide best practices and offer solutions to help dealers overcome the barriers to competing with big-box stores.

Attendees should schedule a personalized demonstration of new and upgraded solutions ahead of the show. Be sure to add Dealer Spike to your agenda.

Echo

Echo’s product management, sales, engineering and marketing teams, plus executive leadership (CEO, VP of marketing and product, VP of sales) all attend Equip Expo.

The company’s top priority is getting products into as many hands as possible; hands-on experience is one of the biggest drivers behind a pro’s decision to invest in equipment. Having Echo product management, engineering, and sales teams on-site gives attendees a unique opportunity to engage directly with the people behind products, from design and functionality to real-world application and where to buy. 

Follow Echo on social media (Facebook and Instagram) ahead of the show to get a first look at what it’s bringing to both indoor and outdoor booths. The manufacturer does not schedule formal appointments, but does provide opportunities to connect with staff, get hands-on with equipment, and explore the latest innovations. Plus, don’t miss the Social Media Patio, proudly sponsored by Echo, to recharge and network.

Exmark

A variety of Exmark associates, from upper management to customer service and regional sales partners. One notable attendee for Exmark will be the new general manager, Bryant Van Meeteren. Exmark uses this as its opportunity to connect with folks they may only get to see once a year. Regardless how much the green industry grows, it’s still built on long-standing relationships. 

From a product standpoint, Exmark’s primary goals at Equip Expo 2025 are to introduce new product innovations, and support recently launched products, including the autonomous Turf Tracer with XiQ and redesigned Lazer Z zero-turn mowers. Exmark is also taking time to remind customers of the value of genuine OEM parts to the reliability and longevity of their equipment. Now more than ever, Exmark says, durability is value for its customers.

Indoor and outdoor booths will be fully staffed, so attendees don’t need to worry about scheduling a meeting to get service. Follow Exmark’s social media channels for updates, as well as the “Exmark At a Glance” preview video coming the week prior to the show. 

Honda Power Sports & Products 

Guests attending Equip Expo can reach out to Honda ahead of time to schedule meetings. There is no set schedule or list of Honda attendees yet. Honda recognizes the importance of Equip Expo and is excited to support with a full team. The manufacturer’s typical approach is to have members from its sales, service and R&D attend alongside the experiential team.

Honda markets a complete range of outdoor power equipment, including generators, lawn mowers, pumps, snow blowers, tillers, string trimmers, outboard marine engines and general-purpose engines for residential, commercial and rental applications. 

Honda PS&P also is the sole distributor of Honda motorcycles, scooters, ATVs and side-by-sides in the United States, conducting the sales, marketing and operational activities for these products through independent, authorized Honda retail dealers. 

At the indoor booth, talk with Honda team members to explore the company’s newest lawn and garden power products and growing portfolio. At the show’s outdoor demonstration area, visitors can experience select Honda products in action for both residential and commercial turf applications.  

Ignite Attachments

Ignite looks forward to Equip Expo as an opportunity to connect directly with the people who use products daily. You’ll find a mix of sales specialists, product specialists and design engineers to talk about pricing and availability, dive into technical specs, or explore how certain attachments can solve specific jobsite challenges. It’s all about meaningful conversations and tailored support.

Ignite’s biggest goal is to connect with landscape pros. Equip Expo brings together an incredible mix of operators, business owners and industry leaders, and they’re excited to be in the middle of it. 

Among the newest additions Ignite brings this year: the soil conditioner, which levels, grades and preps the jobsite in one pass; its heavy-duty tree puller, designed to grip and uproot with ease; and its 60-inch compact tractor grapple, built to move brush and debris without overloading smaller machines. 

Attendees are welcome to stop by Ignite’s booth any time. For those who like to plan ahead, Ignite will set up meetings in advance. 

Kioti

The Kioti Tractor display areas will be staffed by its VP of sales operations, as well as product line managers for tractors, turf care, construction, and the implements and attachments group. 

Kioti will showcase its lineup of equipment solutions for professional landscape contractors including compact tractors, zero-turn mowers, utility vehicles, and compact construction equipment. It will feature recently launched products: the CS30 Sub-Compact Tractor; and the HX1302 and HX1402 Series Utility Tractors. 

The company’s priorities also include providing outstanding support and service and that includes the recently launched equipment management mobile app. Kioti Connect provides real-time insights, maintenance tracking, and remote diagnostics, customers can remotely monitor and manage their machines, helping to boost uptime and overall efficiency.

At Kioti’s indoor booth, see the equipment line up, connect with product experts, and meet with the sales team. Kioti also encourages attendees to venture outdoors to try equipment offerings, including tractors, compact construction equipment, and mowers. 

Kress

The Kress event team at Equip Expo will include executives, product development leaders, product managers, regional business development managers, and more. Kress is excited to share the newest groundbreaking innovation in autonomous mowing that supplements labor shortages and even promises to make the ZTR obsolete. 

Kress is looking forward to being face-to-face with current customers and helping them share their success stories with those who are considering experiencing the profit-boosting effect that Kress products offer. We are also thrilled to share space with prospective customers and like-minded individuals to learn more about the trends in the industry and what solutions they are looking for.

The Kress team will schedule appointments with customers, but overall we want people to come to its booth. Team members are happy to spend time with attendees, talking about solutions it offers lawn care and landscape professionals, as well as golf course superintendents. They can help set up free trials during the event for anyone seriously interested.

Mower Finance

Mower Finance looks forward to Equip Expo and the company’s attendees will include the CEO, plus leaders in sales and marketing, merchant onboarding and training, among others.

Its goals include extending its lender line-up to get more approvals for merchants, launching new small business product, building custom programs for manufacturers, and talking about how AI is influencing the world of finance. The company is launching a learning tool to help landscapers, dealers and manufacturers have tools to promote their products to customers and make better decisions on how to use financing to make their organizations healthier. 

You can set an appointment with Mower Finance; e-mail sales@terracefinance.com and it can prepare information in advance, and post on the company’s social media so they know you are attending. The company will be announcing AI solutions, a new abbreviated application, and new lenders in its line-up to get more financing approvals.

SiteOne Landscape Supply

Join SiteOne at the Equip show as the company showcases its latest equipment with live outdoor demonstrations and exclusive onsite promotions to encourage new and existing customers to use Direct Ship program. This year, SiteOne is also including the ability to make transactions at its indoor booth and invites current customers to stop by for account support from a dedicated customer service team. Don’t miss this opportunity to connect, explore, and experience what’s new. 

Reach out to your local sales representative once the show dates are closer for information on which products and coupons will be available at the show site.

Stanley Black & Decker

Stanley Black & Decker is still finalizing its list of attendees, but you can expect to see members of the leadership team, as well as representatives from marketing, product management, and professional sales teams at Equip Expo this year.

The manufacturer’s favorite part of Equip Expo is having the opportunity to connect with dedicated landscaping enthusiasts and professionals. It’s excited to unveil new products and innovations from iconic brands, but its primary goal during this event is to build and strengthen relationships within the landscaping industry. The team said it is looking forward to meeting attendees, answering their questions, and providing support however possible.

To help the company make the best use of time at the expo and to connect with as many people as possible, reach out to Senior PR Manager Rachel Russell (Rachel.russell@sbdinc.com) to schedule time with the team.

Stihl

Stihl will staff its display areas with teams from various departments including product management, commercial solutions, sales, and technical services, as well as field staff.

One of the company’s main goals for Equip Expo is to introduce attendees to new Stihl products and solutions, giving them a first look at innovations designed to support their work. Equally important is the opportunity for face-to-face engagement with end users and dealers. These conversations allow Stihl to hear their feedback, understand their needs and concerns firsthand, and deliver solutions that meet the demands of their jobs.

Stihl will also have a variety of activations and interactive experiences happening throughout the event at both booths.