Women in Rental: Kara Longmire, co-president of Alert Rental

Kara Longmire, CMA, CSCA, is the co-president and CEO of Alert Rental, one of the leading rental management solutions to single-store and multi-store rental operations across North America. Rental connected with Longmire over email for a few questions. 

Rental’s The Bottom Line Podcast

Catch this episode of Rental’s The Bottom Line podcast where former Rental editor Alexis Brumm speaks with Kara Longmire, CMA, co-president, and CEO, and Mary Crosslin, co-president and COO, of Alert Rental about why companies should invest in rental software, what it’s like to be women in the rental industry, and the future of rental. 

Q. What got you interested in the rental industry? 

Kara Longmire, CMA, CSCA, co-president and CEO of Alert RentalAlert RentalTo be perfectly candid, I answered an ad! Alert was hiring an accountant, and I was one of about a hundred applicants. That was back in 2008. At first, I was a little concerned because rental felt like such a niche industry. But I quickly realized that while it may be niche, it’s anything but small.

Q. What is it like being a woman in this industry? How is 2024/2025 different as compared to years past?

Even in 2025, it’s still challenging to be a woman in a leadership position. Recently, while switching payroll providers, a man insisted on confirming my decision with my business partner—who is also a woman, though he didn’t know that. As the CEO, I can’t imagine a man in my position being second-guessed like that. Also in 2024, at a seminar on loss prevention, the speaker actually suggested that attendees should question why a woman would be renting equipment—implying she was likely to steal it. I was stunned. It was a stark reminder of the biases we still face.

Q. What were the biggest challenges you’ve faced? How had you overcome them?

Banking and funding have been my biggest challenges, both personally as an unmarried woman and professionally. I’ve had banks hesitate to work with me simply because of my gender. My solution? I take my business elsewhere. I’ve found that persistence and refusing to accept unfair treatment go a long way.

Q. How do you think these challenges are changing?

With decades of experience and professional credentials, I still find that people sometimes look to the man standing next to me for confirmation—even when I’m the expert in the room. To their credit, my male colleagues often redirect the question back to me, but it highlights a deeply ingrained bias that still exists.

Q. What advantages do you feel a female perspective lends to your job performance and success?

When Mary Crosslin and I bought the business in 2016, we focused on improving working conditions—more time off, better technology, and clearer communication. While I can’t say whether this approach is unique to female leadership, I do know that prioritizing employees has led to stronger performance, higher retention, and a better company culture.

The industry, as a whole, is still experiencing skilled labor challenges, what’s happening right now that are getting more women involved in rental? While DEI initiatives are facing challenges, it’s up to individuals and businesses in rental to continue prioritizing diverse hiring. My mentor used to suggest overlooking current skills and look for the correct personality fit for your organization. You can teach skills, but you can’t teach enthusiasm, drive, and loyalty.

Q. Where do you think women can find the most opportunity to break into equipment/tool rental? Why?

Women looking to break into equipment/tool rental should focus on showcasing their skills with confidence. A strong, professional resume and a willingness to learn will go a long way.

Q. What was the best advice you received? In what ways did this advice help?

I love this question! I wish I had thought to ask someone for advice. If I could go back, I’d tell my younger self: ‘Trust your instincts, speak up, and don’t wait for permission to lead.

Q. What advice do you have for independent rental stores?

Women make up half of your potential customers and employees—don’t overlook them. Offering weekend workshops on your inventory is an easy way to engage more women in the industry. Many of us want to learn, but we’ve been told for too long that this industry isn’t for us. Be the business that changes that.

Q. What message do you have for the women already in rental? 

Keep at it. We shouldn’t have to work twice as hard to prove ourselves—but until that changes, let’s continue showing up, supporting each other, and making space for the next generation of women in rental.

Q. What research, technology, or innovation has caught your interest recently? What impact do you think it will have?

Of course, I have to mention our latest innovations! We’ve just launched LoadHub, an outbound fulfillment feature for our Alert Rental Software, and WebSync, a companion to Alert Web Assistant for businesses that want a customizable website without breaking the bank. Our goal is to help small rental businesses compete with larger players by making cutting-edge technology accessible.