Sunbelt Rentals officially launched its female employee-led employee resource group WISE (Women. Inspired. Supported. Empowered.) in November 2022. Providing members opportunities to network and collaborate, the group’s goal is to continue to create an inclusive workplace, increase employee retention, and form mentor/mentee relationships. Co-presidents of this group, Alyssa Billings, manager of market logistics operations – PNW, and Nicole Bourget, manager of key accounts service team – western region both represent the opportunities women have in the general equipment and tool rental industry.
Rental connected with Billings and Bourget over email in February 2025.
Q. What got you interested in the rental industry?
Bourget: I’ve been in the rental industry for 11 years now and learned about the industry through a friend. He spoke highly of the company that he worked for at the time, and I decided to give it a try. As soon as I started with that company, they put me through operator training on all the gear and immediately I was learning how to save people money and time, as well as understanding the industry. I was working with the customers and not just selling them a product; I was making their jobs and days better. I love the passion of the people in the rental industry. When I go to build sites, I see they are so proud of what they’re doing.
Q. What is it like being a woman in this industry? How is 2024/2025 different as compared to years past?
Billings: Today, more women are in the industry and there are more opportunities to be promoted. Women have a good career trajectory, and we need to keep heading in the right direction. Early in my career, it was a bit harder to prove myself but I worked hard to do it and succeed. Now that we have resources, like WISE (Women – Inspired. Supported. Empowered.) at Sunbelt Rentals, there is a real value that I’ve found in the networking opportunities, just meeting other people and growing together, and that inspires confidence.
Bourget: In the past, I think it was a bit more challenging to be taken seriously in my knowledge and experience. Over time, I’ve proven myself and have customers who think it’s fantastic that I know their business. And there are just more women in the industry and more diversity being seen out there. Sunbelt Rentals has always supported women in this industry, which is why I came here. The addition of WISE has also provided a support system for women at Sunbelt Rentals where we can connect, mentor each other and be a touchstone for women in the industry. That’s a welcome employee resource that we didn’t have in the past.
Q. What were the biggest challenges you’ve faced?
Nicole Bourget, Manager, Key Accounts Service Team – Western Region, Sunbelt RentalsSunbelt Rentals
Bourget: Speaking up for yourself and standing by what you want to see for yourself that’s one of the biggest challenges. It’s also one of the biggest gifts once you get to the point of having that confidence. Sunbelt Rentals is very encouraging and inclusive. They really support women in the industry and moving up into different positions, including executive leadership roles. In the past, at other companies, I feel like I didn’t have as many opportunities for advancement.
Q. What advantages do you feel a female perspective lends to your job performance and success?
Billings: I like to go the extra mile with my team members, especially if someone is good and I can see they just need some coaching. I’m not quick to move on from a team member who is having challenges. And I’ve seen that work in my favor because I’ve been able to build teams with lower attrition. I also have a string of people, including women who I have hired who have been promoted. I’m proud to have a track record of people that I’ve hired and coached who are still doing great things for Sunbelt Rentals.
Bourget: Empathy and the humanization of people are strengths I think I have as a woman in the rental industry. We can focus on the metrics, we can look at the black and white, but I have found more success with being empathetic towards people — whether it’s coworkers, customers or vendors. Be that person who shows you understand them.
Q. The industry is still experiencing skilled labor challenges, what’s happening right now that is getting more women involved in rental?
Billings: Companies are realizing that if they want to fill skilled labor positions or any position for that matter, they must widen their net. They’re understanding more the value of having a diversity of candidates. Also, the more women that we see enter the construction industry, the more we will see the opportunity in the rental industry, too. It’s a good pipeline from one industry to the next.
Bourget: I really believe that more women are seeing other women in the rental industry. A lot of our current coworkers know that we work in an inclusive workplace, that we do have the opportunity for growth and that you’re happy that you can create a career out of it. It’s not just a job and it’s not just a nine to five. Other women want to be involved in that, too.
Q. Where do you think women can find the most opportunity to break into equipment/tool rental? Why?
Billings: I don’t think there is a single starting point to break into the rental industry. I spent 12 years in the construction industry prior to coming to Sunbelt Rentals, and I was hired in directly as a branch manager, and I learned the industry in a leadership role. I think women need to take their relevant experience, good work ethic and positive attitude and transfer all that into a rental position that best suits them.
Bourget: I think the rental industry needs more women as outside sales reps. In my opinion, they’re very successful in that role. For the most part, it is still seen as diverse enough that it gives that little bit of extra interest or intrigue when you’re out there going to the sites. But the women in general, I find do very well. It’s challenging and they’re successful and they love the drive behind it.
Q. What was the best advice you received? In what ways did this advice help?
Billings: The best advice I’ve gotten is to assume good intentions on the part of others, even when you’re in a situation that may feel unfair. That gives me the confidence to call them in and have conversations about the situation in a way that’s not judgmental and learn where they’ve come from.
Bourget: The best advice I’ve received is to be genuine in what you do and know your strengths and your skills, but learn the gear, learn the industry and make it your own. Don’t fit into a box. Be unique. Be a little bit different in how you approach the situation. Broaden people’s horizons. Show them that diversity is out there and is a great thing. And be confident, not just in your employment, but also in your personal life.
Q. What advice do you have for independent rental stores?
Billings: I think any advice for larger rental businesses would also apply to independent rental stores. When you diversify your team, it allows you to also diversify your customers and be successful.
Q. What message do you have for the women already in rental?
Billings: My advice for women already in rental is to be yourself. Don’t change for the industry. You can be 100% yourself, 100% woman and thrive in what is perceived to be a man’s world.
Bourget: My advice for women in the rental industry is to be confident in yourself, your wins and your abilities. Any role you want, you can do it. Know that about yourself and other people will follow suit.
Q. What has innovation caught your interest recently? What impact do you think it will have?
Billings: We’ve been using Lytx video telematics on our Sunbelt Rentals delivery fleet. These are front-facing cameras with AI in the cab. It triggers alerts when certain driving behaviors are detected and provides the opportunity to coach driving habits. They are a phenomenal way to help foster safe driving while delivering our equipment to customers.
Bourget: I love our customer-facing account management program, “My Account”. Part of my day-to-day job is to work with the customer to help them save money, so this tool is invaluable. They can limit how much they’re spending on unutilized gear, budget out projects properly and get the service calls in quickly.
View the original article and our Inspiration here
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