AED’s Fifth Annual Women in Equipment Conference Draws Record-Breaking Attendance
[Pictured above: The Breaking Barriers Panel - From left, moderator Alexis Gladstone, DeLene Martin Bane (president, Martin Equipment), Kelly Olson (president, Western States Equipment) and Talena Hooper (EVP, Wells Fargo)]
Associated Equipment Distributors (AED) successfully hosted its fifth annual Women in Equipment Conference, held from September 25-27 at the Limelight Hotel in Denver, with a record-breaking turnout of more than 125 attendees. The Women in Equipment Conference is designed to empower and equip women leaders in the equipment industry by focusing on leadership development, networking, and breaking down barriers in what is traditionally a male-dominated field.
The conference kicked off with a keynote address by Sarah Hurwitz, the former chief speechwriter for First Lady Michelle Obama. Hurwitz offered insights on how leaders can harness the power of language to inspire and influence, drawing from her rich experience in shaping impactful communication at the highest levels.
Participants engaged in impactful sessions, including Amy Parrish’s “From Chaos to Calm” workshop on achieving work-life balance, and the “Breaking Barriers” panel, where DeLene Martin Bane (president, Martin Equipment), Talena Hooper (executive vice president, Wells Fargo), and Kelly Olson (president, Western States Equipment) shared insights on overcoming challenges they have faced navigating the industry.
The conference also emphasized allyship with the “Partnering for Progress” panel, featuring Marshall Anderson (executive vice president, RDO Equipment Co.) and John Shearer (chairman of AED, CEO of 4Rivers Equipment), discussing the vital role men play in supporting women in the industry.
“Empowering women in the equipment industry is crucial for fostering innovation and driving success,” said Diane Benck, president of West Side Tractor Sales Co. and AED Foundation Chairwoman. “The AED Women in Equipment Conference not only highlights the immense talent of women in our field but also provides invaluable networking and mentorship opportunities. Together, we can cultivate the next generation of leaders who will shape the future of our industry."
Benck led an engaging fireside chat with keynote and former U.S. Representative Cheri Bustos. Attendees benefited from the candid discussion, gaining practical advice on career growth, stress management and resilience.
“The value in this event for me is support,” said first-time attendee Alexandra Norris, Specialty Equipment Insurance Services. “Truly being able to see so many women coming together to be a great support for each other and be vulnerable and to talk about things together, was just so empowering.”
With record-breaking attendance and dynamic lineup of speakers, the 2024 Women in Equipment Conference solidified itself as a transformative event, reinforcing AED’s commitment to fostering leadership, diversity, and inclusivity within the equipment industry. For more information about AED’s Women in Equipment Conference and future events, visit www.aednet.org.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.