ARA makes executive team appointments

By Lindsey Anderson08 December 2020


Josh Nickell, left, and James Auerbach.

The American Rental Association (ARA) has appointed Josh Nickell and James Auerbach to its executive team in an effort to grow the association’s strategic initiatives. 

“This past year has driven home the need to address equipment and event rental as two distinct segments with different needs,” said Tony Conant, ARA CEO. “We are hyper-focused on driving value for our members and that only happens when we create products and services that are specific to their segment needs. To better support the rental industry’s primary segments — equipment and event — two industry leaders have been added to the executive team and will be responsible for increasing member engagement.”

 Nickell, a 20-year rental industry veteran, will be joining ARA to lead program development and member engagement for the equipment segment of ARA’s membership comprised of construction, industrial and general tool rental. Nickell has spent a good portion of his career in the rental industry. He worked with his grandfather at a Taylor Rental franchise at a young age and has run Nickell Rental, recognized four times by Inc. Magazine as one of the fastest growing companies in the country. He has worked at a national rental company and an equipment rental software provider and has served the industry in a consulting capacity. He has been actively involved in ARA volunteer boards and committees.

Auerbach, who has spent 25 years serving in executive roles for the special event, equipment rental, event production and hospitality industries, will support the ARA’s event segment by leading member engagement and strategic program development. He most recently served as senior vice presidentt of CE Rental.

“I’m excited to welcome both Josh and James to the executive team. The opportunity to add these industry thought leaders to the association will increase our intellectual horsepower and add additional industry experience to the ARA staff,” Conant said.

As a result of these hires, ARA plans to design and develop segment specific strategies that will result in programs and services uniquely built for each segment, it said.

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