About EquipmentFX
EquipmentFX accelerates top-line and bottom-line operational performance by discovering, applying, and building better processes for equipment OEMs, dealers, rental companies, and finance companies. We apply over 30 years of operational excellence to modern AI workflows — reducing time-to-complete from days to seconds.
Leadership
Founder & Principal
Finance, Sales, Marketing, Technology & Project Execution Expert. Leader of global, innovative change building outsource teams, projects and results. 20 years and 165+ projects delivering professional outsource, distributed workforce sales, technology & marketing solutions.
Areas of Expertise
38 Years
Industry & Dealer Experience
Lands a deckhand job to Mexico on CAT dealer-owned boat out of high school
Graduates college, reconnects with the CAT dealer owner, starts in parts department
Works most operations roles with success at every level, learning as he goes
Promoted to Hyster division dealer principal; started building the first digital dealership
Hires the “X” factor to refine the system — web, CRM, mobile leads to field rep flip phones
First CRM integration with leads to mobile workforce deployed; sales go up fast
NACCO Industries commences digital “what it’s like when it’s right” study & lead system
Recognized as Hyster “Dealer of Distinction” — largest metro territory to win award
5-year lead value study complete: 432 leads to 4,836 qualified leads + big sales increases
Founded EquipmentFX to explore and build better solutions for the equipment industry
EquipmentFX Experience
Hired by Hyster & John Deere dealerships to build sales, marketing, and lead systems
Development of CAT dealer OEM co-op programs; Hyster dealer lead systems
Built a custom inspection and remarketing system for client saving $50M in 4 years
Co-designed a mobile inspection application and report for large equipment finance company
Custom development of mobile, asset, and sales solutions in private environments
Launched and sold equipment marketplace to major online equipment sales platform
Designed online cloud-based billing system for major industrial battery supplier
Major OEM brand turnaround; developed sales blueprint that 10X’d sales in 5 years
Designed & developed first native AI/LLM “SHOP Application” built in AWS
Designed & developed native AI/LLM embedded lending experience, “GENIX Capital”
Strategic launch of FX AI/LLM website, ZPOS, ELOS, and Agent X² operating systems
Our Approach
The ZPOS runs it — seven AI agents handling content, outreach, appointment setting, SEO, community engagement, and analytics. Zero daily human intervention. The website is both the product demo and the proof of concept.
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