We are proud to share that Bruce DeFord, Branch Manager of National Lift Truck’s largest location and headquarters in Franklin Park, IL, will be presenting at the MHEDA Rental & Used Equipment Conference on October 23, 2025, in Atlanta, GA.
As a trusted provider of aerial lift and forklift rental, sales, and service in the Chicago area since 1956, National Lift Truck is committed to leading conversations that help material handling businesses grow. Bruce’s participation at the MHEDA conference is another example of our team’s dedication to sharing knowledge and best practices with the material handling industry.
This annual event, hosted by the Material Handling Equipment Distributors Association (MHEDA), brings together dealership professionals in material handling equipment to discuss trends, challenges, and strategies in the rental and used equipment markets. The conference is a must-attend gathering for professionals looking to sharpen their skills, share best practices, and stay ahead in today’s competitive environment.
Bruce’s Session: Rental: It’s Not What You Think
In his presentation, “Rental: It’s Not What You Think,” Bruce will challenge conventional views of equipment rental. Drawing on his 25+ years of experience in the material handling industry, including leading the Franklin Park, IL rental department and in his current position as Branch Manager, Bruce brings a unique perspective on how to unlock the hidden value of rental as a cornerstone of dealership success.
Bruce will reveal how passion, strategic sales, and teamwork not only drives revenue, but also strengthens maintenance programs, improves safety, and supports new and used forklift sales across the dealership.
Why It Matters for Material Handling Businesses
For companies looking to expand their forklift rental solutions, Bruce’s insights are directly relevant. A strong rental strategy helps businesses drive revenue, increase productivity, reduce downtime, and maximize equipment investments—key priorities for warehouses, data and distribution centers, and construction operations.
About the Conference
The MHEDA Rental & Used Equipment Conference is a one-day event designed exclusively for dealers, managers, and rental professionals in the material handling industry. Attendees will benefit from expert-led sessions, peer-to-peer learning, and actionable takeaways they can implement immediately within their organizations.
Learn more about the conference and register here: MHEDA Rental & Used Conference.
Join Us in Atlanta
We’re excited to see Bruce share his knowledge with other industry leaders and professionals at this year’s conference. If you’re attending, don’t miss the opportunity to hear Bruce’s insights and connect with him and the National Lift Truck team!