Manitou Group Appoints Chris Genal Vice President of Sales, North America
Manitou Group, a worldwide manufacturer in the material handling, aerial work platform and earthmoving sectors, has appointed Chris Genal vice president of sales for North America, effective July 1, 2026.
Based at the North American subsidiary headquarters in West Bend, Wis., Genal will spearhead the North American sales function for all Manitou and Gehl products. In this pivotal role he will be responsible for driving topline P&L, expanding market share and ensuring all commercial operations align with Manitou Group’s global corporate structure. As a key member of the North American executive leadership team, Genal will report directly to the president Manitou North America president of Manitou Brad Boehler.
"Chris’ industry knowledge, extensive dealer network expertise and collaborative leadership style will be vital assets as we embark on our LIFT 2030 strategic journey," Boehler. "We are thrilled to welcome him to the team and look forward to his leadership in accelerating our growth across the region."
In his new position, Chris will develop and execute a comprehensive market penetration strategy across Manitou Group’s sales distribution networks, rental markets, and dealer management systems. His core focus will include optimizing dealer network effectiveness, cultivating relationships with strategic clients, and managing the North American sales organization. Additionally, he will monitor market trends and competitive dynamics to implement proactive pricing policies that safeguard margin and cash flow.
Genal is an accomplished commercial leader with more than 20 years of experience across the capital equipment, agriculture, and industrial markets. His proven career progression from territory manager, trainer, regional sales manager, and distribution manager to vice president of sales, reflects a robust foundation in field execution, dealer development, and building high-performing commercial organizations. Most recently, Genal successfully oversaw the Case IH Agriculture Equipment sales organization at CNH Industrial.
Source: Manitou Group
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Michael Roth
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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.