Doug Strom, a veteran manufacturers’ rep and long-time dedicated supporter of the California Rental Association, died recently at the age of 89.
“Doug’s impact on our association and the industry as a whole cannot be overstated,” wrote CRA president Jeff Roberts in a statement to members. “Over the years, he gave generously of his time, knowledge, and leadership, helping to strengthen the rental community. His unwavering commitment to the CRA exemplified the very best of what our association stands for.
“Doug was honored with both the James Gartland Award [presented annually as a rental person of the year award] and the Spirit of the Industry Award, recognitions reserved for those who leave a lasting mark through integrity, service, and passion. These honors reflect not only his professional achievements but also the respect and admiration he earned from peers throughout the industry.
Doug Strom will be remembered as a rental legend, a trusted colleague, and a friend to many. His legacy will continue to inspire future generations within the rental industry.”
In an obituary provided by his daughter, it stated that Strom, born in 1936 in Madelia, Minn., was the oldest of seven children who grew up with an early sense of responsibility, faith and care for others.
“During his school years, Douglas demonstrated leadership and a natural ability to connect with others, often entertaining younger cousins and forming friendships that would last a lifetime.” the obituary said. “As he moved on to public high school, Douglas became active in athletics, particularly football, where his determination and resilience were evident both on and off the field.”
While in high school, Strom worked for a neighboring farmer, driving a tractor in the field, the obituary said. He shared his earnings with his younger brother Bruce who was working at home without pay. In June of 1954, Strom enlisted in the United States Marine Corps, serving his country during the Korean War.
After the war, Strom attended Mankato State University where he met Shirley Helgeson, who he married and lived with for 65 years. In the fall of 1960, they relocated to Inglewood, Calif. The family moved to East Whittier in 1964 and later settled in La Mirada in 1973, where they became longtime residents.
A trusted rental salesman
Strom enjoyed a long and successful career in sales, starting with the Canada Dry Beverage Company as a district manager before discovering his true calling in the equipment rental industry where he began Doug Strom Sales and worked in sales for 50 years before retiring at the age of 80. Strom was successful because of his work ethic and the trust and friendship he inspired in his customers.
Strom was an active and devoted member of St. Paul Lutheran Church in Fullerton, Calif., for more than 45 years.
Strom is survived by his wife Shirley, his three children Peter, Kathryn and John, seven grandchildren and 10 great-grandchildren. He is also survived by his brother Phil, and sisters Barbara, Joan, and Jane.
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.