Brianna Isenberg of Riekes Equipment shares her journey from childhood curiosity to industry expertise, fueled by excitement for the future.
By Nicole Needles
When Brianna Isenberg was making her pretend sales to customers while tagging along with her father to his office on Sundays, she didn’t realize that would one day be her reality. From selling hand pallet jacks and imagining forklifts as “race cars” for her make believe customers, she would go on to make this industry her professional home, driven by a passion for people and problem solving.
After studying mass communications and gaining experience in human resources in the healthcare sector, Isenberg found her calling at Riekes Equipment.
“I quickly realized that although I wanted to continue in a career that allowed me to work with people day to day, healthcare wasn’t the industry for me,” she explained. “The opportunity at Riekes presented itself, and I’ve never looked back.”
Starting as a parts and service representative, she swiftly transitioned into sales and now serves as a sales and service consultant. Her role involves navigating diverse customer needs, finding warehouse solutions and marveling at the intricacies of industrial production firsthand.
“What I enjoy the most are the different types of customers and facilities I get to visit and tour,” she said. “There are so many products out there that you never think about how they are made until you are watching it being done right before your eyes.”
Isenberg attributes much of her success to mentors like her father, Pete Womack, who instilled a daily pursuit of knowledge and resilience in her. She also credits a longtime customer, Don Richwine, whose guidance broadened her industry insights significantly. Despite early challenges of age and gender stereotypes, Isenberg’s dedication and expertise gradually earned her customers’ trust and respect, transforming initial skepticism into lasting partnerships.
Being a young woman in a traditionally male-dominated industry hasn’t always been easy.
“One of the biggest challenges I saw early on wasn’t only because I was a woman – it also was a result of my age,” Isenberg shared. “When I first started at Riekes, I helped with operator training for our customers, and I can’t tell you how many times I heard, ‘You’re our trainer? I’ve been driving forklifts longer than you’ve been alive!’”
She admits it took hard work and persistence to build trust with some customers.
“The confidence I have in myself to do my job has to outweigh the frustration I felt when I’m faced with people whose first impression was a stereotype.”
That perseverance paid off. In 2023, Isenberg was honored with the Walter J. Bublitz Founder’s Award at Riekes Equipment. This was an accolade recognizing her embodiment of company values and commitment to excellence. Reflecting on this achievement, she feels honored to follow in the footsteps of industry trailblazers and hopes to inspire future generations of women in material handling.
To young women considering a career in this field, Isenberg offers straightforward advice: “Dive in headfirst! Don’t let yourself be intimidated by stereotypes – be excited about the future and how this industry continues to evolve.”
Isenberg’s journey exemplifies resilience, passion and a steadfast commitment to making a difference in the material handling industry. Her story serves as an inspiration to all aspiring professionals, proving that with determination and a supportive network, barriers can be overcome and dreams can be realized in any field.
Isenberg will continue turning those childhood imaginary happy customers into real ones and paving her way in the industry. She hopes more women see the value and opportunity in material handling.
“The material handling industry is so much more than meets the eye. There is something for anyone and everyone who wants to find a home with this family – and that’s really what this industry is, one big family.”
