SmartEquip, an RB Global company, has named founder Alex Schuessler president president, effective January 1, 2026. His appointment marks a strategic step to accelerate the company’s next phase of expansion and technology leadership across the global equipment industry.
Recognized as the industry standard for equipment lifecycle management, service support, and parts procurement, SmartEquip provides an electronic platform that connects fleets, dealers and suppliers to drive purchasing efficiency, reduce equipment downtime and streamline service operations.
Schuessler founded SmartEquip in 2000, and led its expansion across Europe, Japan and the broader Asia-Pacific region, most recently by leading its International Group. His appointment as president signals a sharpened focus on scaling the SmartEquip Network, deepening industry engagement, and unlocking new market opportunities.
“This is an exciting period for SmartEquip,” Schuessler said. “Our technology is proven and demand for our integrated lifecycle solutions is growing rapidly in all markets. We are focused on expanding our global footprint, advancing our AI capabilities, and extending our platform into adjacent sectors where maintenance and asset productivity are mission critical.”
“Alex has been the visionary force behind SmartEquip since his founding of the company,” said Jim Kessler, CEO, RB Global. “His industry relationships and vision make him uniquely qualified to guide the business into its next chapter of innovation, growth and market impact.”
SmartEquip today supports hundreds of fleet owners and suppliers, powering parts procurement, service workflows and lifecycle management for more than 800 OEM brands, reaching more than 100,000 users across 75,000+ locations worldwide, and supporting more than $2 billion in annual parts transactions. Under Schuessler’s leadership, the company will prioritize global scaling, deeper systems integration and expanded use of AI to increase accuracy, efficiency and equipment uptime.
Learn more at smartequip.com
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.