Power Suppliers

Michael Traub will become the new Chairman of the Executive Board of Stihl AG on February 1, 2022. He succeeds Dr. Bertram Kandziora, who is retiring shortly before his 66th birthday when his current Executive Board contract expires. Traub will join Stihl’s Executive Board as of November 1, 2021. Following a brief transition period, he will take over the position of Chairman of the Executive Board from Dr. Kandziora on February 1, 2022.

“We are very happy that we were able to win over Mr. Traub for our family-owned company, someone we know will be bringing all his experience and competence to the position of Chairman of the Executive Board. Mr. Traub not only has extensive experience in the management of large business units on various continents, but also brings with him in-depth knowledge of product and sales topics, IT, smart solutions and the start-up world,” says Dr. Nikolas Stihl, Chairman of the Stihl Advisory and Supervisory Board.

Born in Ehingen an der Donau, Germany, Traub, a 52-year-old economist spent two decades with the Bosch Group, working at locations in Germany and Asia as well as South and North America. After six years as CEO and President of Bosch Siemens Home Appliances North America, he took over the management of Serta Simmons Bedding, LLC in the U.S. in 2014 and later became CEO of Plum, Inc.

“The Stihl family as well as the Advisory and Supervisory Boards would like to extend our deepest thanks to our departing Chairman, Dr. Kandziora, for his outstanding work in sustainably growing the Stihl Group over the past 20 years. Under the stewardship of Dr. Kandziora, Stihl was able to significantly expand its product portfolio and triple its revenue from 1.5 billion euros to 4.6 billion euros in the end of last year, as well as increase its workforce from 6,950 employees to 18,200. His efforts and the success of his approach were decisive factors in establishing the company’s current position as global leader,” says Dr. Nikolas Stihl.

Dr. Kandziora joined the company on February 2, 2002 as the Executive Board Member for Manufacturing and Materials. He was appointed as Spokesman of the Executive Board on March 27, 2003 and subsequently as Chairman on July 1, 2005.

Rotary Corp. has expanded its sales division with the appointment of four new territory managers, according to an announcement by Mark Smith, Chief Sales Officer.

Brian Horstmann is Rotary’s new territory manager for South Car- From left, Rotary’s new territory sales managers Donny Thompolina. Horstmann has son, David Sanders, Brian Horstmann and Robert Rayon over 25 years of experience in outside sales with 19 consecutive years of revenue growth.

Robert Rayon, who has been involved in power equipment sales and service for the past 35 years, will be territory manager for Arkansas and Oklahoma. Rayon is a fourth-generation power equipment industry member.

David Sanders is the new territory manager for Illinois and southeast Missouri. Altogether, Sanders has spent 36 years in parts and equipment sales in the lawn and garden industry.

Donny Thompson will be the territory manager for southern Alabama and the Florida panhandle. Thompson owned and operated a power equipment dealership for 10 years and has worked at Rotary’s world headquarters in technical services for the past eight. He is a third-generation power equipment industry member.

“Our new territory managers have significant sales experience, but just as important, they have been closely involved with power equipment sales and service for most of their careers,” comments Smith.

Mi-T-M Corp., a privately held company founded by A.J. Spiegel in 1971, has announced plans to share ownership with employees by becoming owned by a 100% Employee Stock Ownership Plan (ESOP). As an employee-owned company, Mi-T-M Corp. will continue to operate under the same business model and management structure as it has for the past 50 years.

The Equipment Dealers Assn. (EDA) has announced the launch of its newest workforce development resource, the EDA Women in Industry Mentoring Program. This novel mentoring program is an offshoot of the EDA Women in Industry initiative that was created last year. Similar programs have been extremely successful all-over North America.

The mission of the EDA Women in Industry initiative is to encourage and attract women to the equipment dealer industry by offering a network that nurtures professional success while furthering the mission of the EDA. The EDA Women in Industry Founders Group, a group of women in c-level, general manager, and dealer principal positions from EDA membership, have been meeting monthly since September and will act as mentors to interested women at other levels of dealership organizations. There is no additional charge for members to participate.

Anne Salemo is the facilitator for the EDA Women in Industry initiative as well as the mentoring program. “The mentoring program is for professional development in the construction and agricultural equipment dealers’ industry. This type of program can attract more women and help women move up the corporate ladder. With everything going on in the world right now, this initiative will provide a positive impact for the equipment dealership industry,” she comments.

Adding, “We’re seeing more women in dealerships and in leadership positions and we want to make sure those women feel welcome and empowered in their roles. This mentoring program will offer the participants career and professional development as well as growth opportunities in the future.”

If you are interested in joining the Women in Industry Founders Group or would like information on becoming a mentor, please contact Anne Salemo, asalemo@equipmentdealer.org.

The TurfMutt Foundation, the environmental stewardship and education arm of the Outdoor Power Equipment Institute (OPEI), is pleased to announce that 15 rescue dogs from the Kentucky Humane Society (KHS) found permanent homes during Lucky’s Mutt Madness. This annual national dog adoption event is held in conjunction with trade show, Equip Exposition, formerly called GIE+EXPO, and gives rescued dogs a chance to meet hundreds of trade show attendees.

“For the dogs, the event was all about finding a permanent home,” says Kris Kiser, President of the TurfMutt Foundation, OPEI and Equip Exposition, “… and for the show’s attendees who create the green spaces America loves. Bringing home a new pet underscores the importance of what they do every day— get outside, work in it, and enjoy it.”

Ace, an American bulldog mix, caught the eye of Jacqui Hubacek, who wanted to adopt a dog that could play with her two boys, Greyson and Ayden. She was able to meet a number of puppies at the event and chose Ace to take home to Illinois because he was so gentle. She reports Ace has already mastered sitting and her youngest son tells her every day, “You picked the perfect one!”

“We lovingly call the dogs up for adoption during Mutt Madness as ‘show dogs.’ It isn’t Westminster but we have helped place many dogs in need in their forever homes,” says Kiser.

“It’s so gratifying to see our rescue

Ace, an American bulldog, with his human brothers Greyson and Ayden after being adopted during GIE+EXPO’s “Mutt Madness” event.

dogs find new homes. Some of them have been through a lot of hardship,” says Alisa Gray, Vice President of Outreach at the KHS. “We’re thrilled to once again partner with the TurfMutt Foundation, and really looking forward to the 2022 event as well as the new 5K run through Louisville benefiting animal rescue rehabilitation and adoption.”

At the 2019 Lucky’s Mutt Madness the current TurfMutt spokesdog, Mulligan, found her home with Kiser. She resides in Virginia and now continues to “paw it forward” by inspiring kids and their families to care for and spend time in backyards, parks and other green spaces.

During the event, the TurfMutt Foundation donated a $10,000 check to the KHS to support their good work in animal rehabilitation, rescue and adoption. “The work the Kentucky Humane Society does is incredible and we should all appreciate what animal rescue organizations do every day,” says Kiser.

With the announcement of the GIE+EXPO trade show’s rebranding as Equip Exposition and a new office in Louisville, plans are also underway to expand the TurfMutt Foundation’s activities. The October 19-21, 2022 trade show will include a fundraising 5K race to benefit the KHS, Mulligan’s Fun Run, to be held in downtown Louisville. The Ariens Co. will sponsor the run.

Excel, MTD Acquired By Black & Decker

Stanley Black & Decker announced that it has successfully completed purchasing the remaining 80% ownership stake in MTD Holdings and the acquisition of Excel Industries. These transactions establish Stanley Black & Decker as a U.S. based global leader in outdoor products and complement the company’s position as the fastest growing provider of cordless electric power equipment. The purchase price for the two transactions totaled $1.9 billion inclusive of standard purchase price adjustments. MTD was founded in 1932 and is headquartered in Valley City, Oh. The MTD family of brands includes Cub Cadet, Troy-Bilt, Robomow, Rover, and WOLF-Garten—sold in mass retailers and independent retail channels, including home improvement and hardware stores, independent dealers, and farm supply stores. MTD has state-of-the-art manufacturing facilities in North America and Europe, and a global distribu-YOUTUBE LOGO SPECS tion network. Founded and based in Hesston, Kan., Excel is a designer and manufacturer of PRINT premium commercial and residential main red turf equipment under the distinct brands gradient bottom PMS 1795C C0 M96 Y90 K2 of Hustler Turf Equipment (Hustler) PMS 1815C C13 M96 Y81 K54 and BigDog Mower Co. (BigDog). In 1964, Excel introduced The Hustler, creating an entirely new product category now known as the zero-turn mower. Excel serves 1,400 active independent equipment dealer outlets that stock, sell and service Hustler and BigDog products in the U.S. and Canada.

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BY JENNA RIMENSNYDER

ELGIN, Ill.

The year 2020 marked Russo Power’s half-century anniversary for the family-owned and operated retailer. Since 1970, Russo has evolved from a hardware heritage to a multi-location company specializing in landscaping power equipment and industry supplies.

Russo’s extensive power equipment collection bolstering the fi ve full-service dealerships stationed throughout Illinois culminated from long-standing relationships with vendors including Bobcat, Echo, Honda, Kawasaki, Kubota, Stihl, Toro and Wright.

While the company has seen much success over the last 52 years, Russo has also had to make necessary pivots throughout rough patches, including the COVID-19 pandemic, as well as consistently evolving to meet the needs of consumer demand. To remain a prominent fi gure in the Midwest power equipment market, Russo continues to keep its eye on the future while keeping a fi nger on the pulse of consumer needs.

Power Equipment Trade connects with Russo Power’s Director of Sales and Marketing Peter Liakouras to discuss the company’s investment in electric, e-commerce and the return of in-person events.

Over the last decade the power equipment industry has been able to bolster online ordering for customer conve-

Russo Power has constantly evolved to better serve customers, including relying more and more on technology.

nience. The pandemic, however, has taken e-commerce to the next level.

For instance, prior to the pandemic and mandated store closures, Russo Power team had been wanting to launch a text messaging platform. Wanting to keep in touch with their residential clients, Russo dialed up their communication efforts by forming a COVID response team—which has since disbanded—as well as pulled the trigger on launching the text platform earlier than anticipated.

“We were looking at a text message platform and when COVID came around we accelerated that so our customers can communicate with all of our facilities at any time day or night. [Customers] can text in an order, we process it and we send out a notification for pickup.”

This is a new tool that Russo plans on continuing to utilize in 2022, even with all five stores back up and running at full strength.

Speaking of convenience and around the clock access, Russo is also setting its sights on enhancing the e-commerce process catering specifically to the B2B customers.

“More importantly, in 2022 we’re making significant investments in resources in what our B2B customers want from our website. How do we navigate that to fit all of our customers from homeowners to commercial business? How is that B2B experience going to happen at russopower.com? Checking in with customers on their needs to better tailor the site. We’re starting to understand what those needs are.”

Before the company can begin thinking about shopping nationally, they want to start small, focusing on the regional base. This revamped site will allow customers to log in and access their virtual garage to manage their fleet whether that be for new orders, maintenance on current equipment or scoping out the latest models.

When discussing the post-COVID consumer landscape, Liakouras says Russo Power is, “Business as usual with masks on the customer side, but management is a different story because of uncertainty [with supply].”

Due to the pandemic, there have been supply chain issues throughout the industry and Russo Power hopes to combat that hurdle by planning ahead. To do so, more touch points within the booking order process have been folded into the process.

Liakouras says that the Russo sales team is refusing to sit back on their heels when it comes to keeping up with their vendors on large customer orders.

“Some manufacturers are six months out on a unit, we don’t want to wait until that fifth month before we put in an order.”

Other than a slew of scheduled phone calls, the Russo crew also is sure to order equipment in batches, maintain close relationships with customers and order products ahead of time. This is possible by understanding customers’ needs in the weeks and even months ahead.

“What has changed [over the last year] is the supply crunch and understanding what that is going to look like for 2022. Working closely with vendors and even closer with customers as we understand what their purchases will look like for 2022. ‘Are you going to purchase 20 motors at one time or gradually?’ Booking orders won’t get filled all the way. We’re not a one location business, we have to stay ahead of that.”

Sales representative checking in on fleet management is vital to ensure that customers have what they need for their business. Over the last year, the Russo team saw a lot of negotiating happening, which since has been dialed down.

But the hurdles don’t stop there, inflation has also been a hot topic— with an increase in shipping costs and raw materials has also proved to be a challenge for a multi-location dealer. Thankfully, Liakouras says that an open

Locations stock Bobcat, Echo, Honda, Kawasaki, Kubota, Stihl, Toro and Wright.

The Elgin location was opened in 2016, and the Russo Power team says they aren’t stopping at just five locations, with the hope that 2022 means a realization of the potential for another location.

line of communication with both vendors and customers has been key during these times.

“There have been instances with sales representatives quoting customers and those prices have expired—and everything was happening so fast with price increases. I think we’re past all of that and we have stabilized for 2022. Hopefully that isn’t going to happen.”

Russo Power carries professional, zero-emission, battery powered products from: Husqvarna, Stihl, Greenworks, Mean Green Mowers and Echo Robotics. The company takes its commitment to the environment one step further by being dedicated to recycling over 18,000 lbs. of metal, 15,000 lbs. of paper, 7,000 lbs. of plastic and 7,000 lbs. of mixed materials every year.

On top of that, Liakouras says that the multi-location dealer has invested heavily into battery-operated equipment.

“Hand-held and commercial mowing equipment is starting to come out with a battery rather than gas powered. We jumped onboard with Mean Green, the first commercial mowing company offering battery-powered machines, and now we also carry Toro’s Grandstand Revolution.”

This has been a long-term investment, as the Russo team began stocking the showroom floor with equipment nearly five years ago, and its beginning to pay off.

“We’ve been on this bandwagon and it was an investment, because we knew we weren’t going to sell a bunch five years ago, but the manufacturer said we need to put two machines at each location. No return on investment yet, but over the last three years you’re seeing more landscape contractors jumping in saying, ‘We’re an early adopter, get me into electrical.’”

Now it seems that landscapers and residential owners alike will need to take a harder look at battery electric equipment; specifically within the Chicagoan market. Liakouras explains that on the federal level the company has been hearing whispers from the municipalities wanting to launch initiatives to transition from gasoline powered equipment to battery operated to help with emissions.

“The city of Evanston is hoping that by the year 2023 they can pass a ban on all gasoline blowers—similar to California and other municipalities across the country that are trying not to use transitional gasoline power.”

Russo estimates a whopping 200 permitted landscapers in the city of Evanston, who will at some point need the right equipment that is battery powered, and the know-how to use it. That’s where Russo comes in.

“If your end users, and your workers, go out with a piece of hand-held because it wasn’t charged the night before, then they won’t trust the tech. Once you get them trained on how to use it, you’ll start to see the benefits. For instance, you don’t have to pull a cord and it’s quieter. So far, we’ve seen successful transitions for those who have been trained.”

The squad also plans to enlist in the expertise of the manufacturers, and work hand-in-hand with vendors on the nuances of new machinery like electric fuel injected engines. Russo is looking to host training seminars throughout 2022 on how to successfully transition to battery. There is a different learning curve there, but the team now has five years of experience under its belt to share with its consumer base.

Peter Liakouras

Liakouras shares his high hopes of the Russo team reuniting with its customer base at in-person events which have been few and far in between in the last two years due to the pandemic.

First on the agenda is the 9th Annual iLandscape trade show in Schaumburg, Ill. Midwestern landscape professionals are set to flock to the event scheduled for February 2-4, 2022. Liakouras hopes that this is the first of many.

“Pre-COVID we contracted and attended over 40 events in 2019, we are hoping that live in-person events are back in 2022. We’re hoping to attend whether it is to exhibit or just walk the show with customers.”

From golf outings to trade shows to municipal events, even the possibility of relaunching open houses at the dealership, the Russo team hopes to reunite with customers on all fronts.

“Currently everything is on the table but we want to make sure everyone feels comfortable returning to an open house setting in 2022.”

Until then, you can visit one of their five full-service dealerships throughout the greater Chicagoland area: Schiller Park, Naperville, Hainesville, Frankfort and Elgin. But it might not be long before the company spreads its reach.

“Expansion is always on our mind. While we were opening our latest location in Elgin in 2016, we were in the area of opening more facilities. We are hoping that in 2022 we can fully realize that potential for a new location.” PET