ARA Enhances Theft-Prevention Program With New Website and Tools
The American Rental Association is entering the second year of its Equipment Rental Guard (ERG) program with new developments aimed at strengthening theft prevention across the rental industry.
Introduced in 2025, ERG is a comprehensive theft-prevention program developed by the rental industry for the rental industry. It provides rental businesses with tools and resources to identify suspicious activity and reduce equipment loss.
Among the most significant updates is a fully revamped ERG website — equipmentrentalguard.org — designed to offer a more dynamic and user-friendly experience. The updated platform features streamlined navigation and expanded resources, making it easier for businesses to access tools that help prevent theft.
The update includes the new problematic renter database and dashboard. This real-time data source compiles ARA member-generated text alerts on flagged renters and stolen equipment into a centralized, searchable system accessible to both ARA members and law enforcement.
“Equipment theft is not just a financial issue,” said Ryan White, ARA director of theft prevention. “It disrupts operations, delays projects and impacts customers across the industry. With these new tools, we’re giving members greater visibility into potential risks and strengthening the industry’s ability to work together to prevent loss.”
ARA continues to encourage members to engage with ERG resources, including enrolling in text alerts, utilizing online trainings via RentalU and contributing to the growing database of shared intelligence. Each reported incident and alert helps strengthen the industry’s collective defense against theft.
Explore the new website and updated tools at equipmentrentalguard.org.
ARA will host a Lunch & Learn, “What’s New with Equipment Rental Guard,” on Thursday, April 16, at 12 p.m. CST highlighting ERG’s newest enhancements. Register for the Lunch & Learn here.
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.