Thu, October 23rd, 2025

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Atlanta, GA

Rental & Used Conference

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Hours
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Event Overview

Why Attend

Join MHEDA and your industry peers for a one-day best practices conference designed to enhance your Rental and Used Equipment Management skills and department profitability.

Insight

Participate in interactive roundtable discussions about key rental and used department topics.

Expertise

The conference presenters are MHEDA Members who share their experiences, insights and best practices.

Knowledge

Discover new best practices to take back to your teams to improve your Rental and Used departments.

Network

Opportunity to engage with others within the industry and to gather new perspectives and expand your network.

WHO SHOULD ATTEND

This conference is ideal for dealership professionals involved in rental and used equipment operations, including branch managers, department leaders, and sales teams. Anyone looking to strengthen cross-department collaboration, improve inventory and fleet strategies, and gain insight into today’s evolving rental and used equipment markets will benefit from these expert-led sessions.

Get Experience

Join us in Atlanta, GA for this one-day best practices conference!

Join MHEDA for a one-day conference dedicated to optimizing Rental and Used equipment operations. Gain insights on aligning departments, improving fleet purchasing, inventory, and pricing strategies, and redefining what drives rental success. You’ll also explore how to navigate today’s shifting used equipment market with effective value management, warranties, and tiered sales approaches. The day includes expert presentations, peer roundtables, a facility tour, and valuable networking opportunities.

AGENDA

Featured Sessions

Thu, Oct 23
8:00 - 8:30 am
Transportation
Bus Transportation to Conference
We will provide transportation from the Courtyard Atlanta Lithia Springs to Toyota Material Handling Systems—just indicate your preference on the registration form. Driving yourself is also an option if you prefer to meet us there.
Thu, Oct 23
8:30 - 9:00 am
Registration
Registration & Continental Breakfast
Check in, grab your badge, and enjoy breakfast while networking.
Thu, Oct 23
9:00 - 9:15 am
Welcome
Welcome & Introductions
Conference Moderator John Gelsimino, President of All Lift Service Company and former MHEDA Chairman, will welcome attendees and kick off the day with introductions—a great opportunity to connect with fellow participants.
Thu, Oct 23
9:15 - 10:00 am
Presentation
A Revolutionary Partnership for the Used and Rental Department
Discover how Phase V of the Currie Model strengthens collaboration between Used Equipment and Rental Departments by breaking down internal silos and aligning operations. Robin P. Currie, President of Currie Management Consultants, will share strategies for smarter fleet purchasing, better inventory management, and unified pricing to help dealerships operate more strategically in a shifting market.
Thu, Oct 23
10:00 - 10:15 am
Break
Break
Take a short break to recharge, network with peers, and get ready for the next session.
Thu, Oct 23
10:15 - 11:00 am
Presentation
A Revolutionary Partnership for the Used and Rental Department - Continued
Presented by Robin P. Currie, President of Currie Management Consultants
Thu, Oct 23
11:00 - 11:15 am
Break
Break
Take a short break to recharge, network with peers, and get ready for the next session.
Thu, Oct 23
11:15 am - 12:00 pm
Roundtable Discussion
Morning Roundtable Discussions
Discuss what you’ve learned and share your knowledge, opinions, and experiences with industry peers.
Thu, Oct 23
12:00 - 1:00 pm
Lunch
Lunch
Enjoy lunch while continuing conversations with fellow attendees.
Thu, Oct 23
1:00 - 1:45 pm
Presentation
Rental: It's Not What You Think
In this session, Bruce DeFord of National Lift Truck will challenge conventional views of equipment rental, revealing how passion, strategic sales, and teamwork fuel success. Learn how a well-run rental operation not only drives revenue but also strengthens maintenance, safety, and equipment sales across the dealership.
Thu, Oct 23
1:45 - 2:00 pm
Break
Break
Take a short break to recharge, network with peers, and get ready for the next session.
Thu, Oct 23
2:00 - 2:45 pm
Presentation
The Used Equipment Landscape: Post Supply Chain Disruption
David Morrison, CEO of Morrison Industries, will explore how the used equipment market has evolved since the 2021 supply chain disruptions and what it means for dealers today. Learn strategies for navigating current market conditions, including tiered sales approaches, warranty practices, and managing equipment values.
Thu, Oct 23
2:45 - 3:00 pm
Break
Break
Take a short break to recharge, network with peers, and get ready for the next session.
Thu, Oct 23
3:00 - 3:45 pm
Roundtable Discussions
Afternoon Roundtable Discussions
Enjoy more time discussing the ideas presented in the afternoon.
Thu, Oct 23
3:45 - 4:00 pm
Wrap-Up
Program Wrap-Up
Join us for a brief wrap-up to reflect on key takeaways, share final thoughts, and close out the conference together.
Thu, Oct 23
4:00 - 5:00 pm
Tour
Tour of Toyota Material Handling Systems
Enjoy a guided tour of MHEDA Member Toyota Material Handling Systems.
Thu, Oct 23
5:00 - 6:00 pm
Happy Hour
Happy Hour & Networking
Unwind and reconnect with peers in a relaxed setting during Happy Hour!
Thu, Oct 23
6:00 - 6:30 pm
Transportation
Bus Transportation to Courtyard Atlanta Lithia Springs
MHEDA will provide transportation back to the hotel.

Pricing

Register to Attend

Included in the registration fee is admittance to the event, welcome refreshments, networking luncheon, and networking reception. Does not include travel or hotel accommodations.

Early Bird

$495

Per Person Rate Expires September 26, 2025

Member

$695

Per Person Rate After
September 26, 2025

Non-Member

$1,095

Per Person Rate For
Non-Members

Event Sponsor

We would like to extend a heartfelt thank you to our event sponsor for their generous support of this Conference. Their commitment helps make this event possible and ensures a valuable experience for all attendees. Please join us in recognizing their contributions.

WHAT PEOPLE ARE SAYING

“An absolutely fantastic event that is a must for any Used or Rental Associate! The information was relevant to today’s environment. I was able to connect and get great information from peers.”

Conference Location

Toyota Material Handling Systems

Toyota Material Handling Systems supports warehousing, logistics, manufacturing, distribution and supply chain operations. 

Address

6000 Plummer Rd SW
Atlanta, GA 30336

Courtyard Atlanta Lithia Springs

The Courtyard Atlanta Lithia Springs is located less than 15 minutes west of the Hartsfield-Jackson International Airport and offers easy access to the many attractions in downtown Atlanta. Guest rooms feature sleek décor and contemporary furnishings to make you feel at home.

MHEDA has a group rate for $149 per night through Oct. 1, 2025. Book your reservations online by clicking below.

Address

895 Bob Arnold Blvd
Lithia Springs, GA 30122

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Robin P. Currie

President and Owner of Currie Management Consultants
Robin P. Currie is President & Owner of Currie Management Consultants, a legacy firm serving industrial equipment distributors.
She leads Best Practices Groups, executive training, and The Currie Charitable Fund. A passionate anti-trafficking advocate, Robin founded the Central MA Freedom Coalition and directs Not For Sale Central Massachusetts.

Bruce DeFord

Branch Manager, National Lift Truck

Bruce DeFord brings 28+ years in material handling and leads operations at National Lift Truck, Inc. in Chicago. He manages a major rental fleet, drives efficiency and growth, and is known for data-driven leadership, team development, and operational excellence. He holds 10+ LinkedIn leadership certifications.

David Morrison

CEO of Morrison Industries

David Morrison, a third-generation dealer principal at Morrison Industrial Equipment, has held key roles across the company, including rental, branch management, and five years as used equipment manager. He now serves as CEO of Morrison Industries, continuing the family legacy of leadership and growth.

John Doe

Director of Awsome, ABC Corporation

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Gene Marks

CPA, National Business Columnist, Author & Speaker

Gene Marks is a past columnist for both The New York Times and The Washington Post. Gene now writes regularly for The Hill, The Philadelphia Inquirer, Forbes, Entrepreneur, The Washington Times, and The Guardian. Gene is a best-selling author and has written 5 books on business management. Gene appears on Fox Business, MSNBC, as well as CBS Eye on the World with John Batchelor and SiriusXM’s Wharton Business Channel where he talks about the financial, economic and technology issues that affect business leaders today. Gene helps business owners, executives and managers understand the political, economic and technological trends that will affect their companies and provides actionable insights.

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