While the demographic remains a minority in the industry, women are a pivotal group throughout general equipment and tool rental on both the business and manufacturer side. According to the Bureau of Labor Statistics 2024 data, 11.2 percent of women are employed in the construction industry (up from 10.3% in 2021). While this isn’t a meteoric gain this increase is something to be recognized and celebrated. In recognition of this key minority of the general equipment and tool rental industry, Rental connected with a few women to share their insight:
- Alyssa Billings, manager of market logistics operations – PNW, of Sunbelt Rentals;
- Nicole Bourget, manager of key accounts service team – western region, of Sunbelt Rentals;
- Kara Longmire, CMA, CSCA, co-president and CEO of Alert Rental; and
- Jenny Smith Price, president of sales and operations at KATO Compact Excavator Sales.
Q. How is 2024/2025 different as compared to years past?
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.
Longmire: 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 is happening that is getting more women involved in rental?
Billings: Companies are realizing that if they want to fill skilled labor positions, or any position, 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 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. 
Nicole Bourget, Manager, Key Accounts Service Team – Western Region, Sunbelt RentalsSunbelt Rentals
Price: I think the American Rental Association is doing a fantastic job with its “Born For This” campaign. They are also going into high schools and colleges and having these conversations. I do think that’s making a difference, which I love. I try to do those things as well. We go to our local high school and do interviews with high school students and talk about who they need to be to make their dreams happen. I think it’s really important that we all get involved locally, whatever that looks like.
Q. What was the best advice you received?
Billings: 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: 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.
Longmire: Trust your instincts, speak up, and don’t wait for permission to lead.
Price: My dad said the best advice he ever received is that you treat people the way that you want to be treated. He founded our business on that and we have continued on that. I think it makes a difference. I treat my employees the way that they want to be treated. I treat my customers the way that I expect to be treated. It’s created relationships across the board that are strong because there is a mutual respect for everyone’s achievements, their questions, and their disagreements. If they disagree with me, I absolutely want to hear it and I want them to tell me why. 
Kara Longmire, CMA, CSCA, co-president and CEO of Alert RentalAlert Rental
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.
Longmire: 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.
Price: Create a relationship with your customer where they know that they can always trust you and what you say. If they trust you, they’re always going to come back to you. Create an environment where your customer doesn’t want to go anyplace else. Internally, create an environment where they respect you.
Hire people who are on the same page with you. People who are going to represent you and your company in the exact same fashion. They’re an extension of you. If your customer is talking one employee, they need to get the exact same answer and the exact same customer service from everyone. Valuing your employees so that they create an environment that your customers want to come back. 
Jenny Smith Price, President of Sales and Operations, KATO Compact Excavator SalesKATO-CES
Be open minded. The first thing you need to look for is a little bit of hunger. If they’re willing to get out there and push themselves no matter what, that’s a great salesman. You can cultivate that person any way that you want, but they’ve got to be willing to do that.
Look at their character, who they are, and what they’ve been doing before. Be willing to take the risk, put them under your wing, and mentor them. Don’t get yourself in a box of “he or she must have sold this, this and this,” or, that it had to be industry related. I don’t think that’s true. Be willing to pivot and surround yourself with good talent, no matter what that looks like.
Q. What message do you have for the women already in rental?
Billings: 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: 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.
Longmire: 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.
Price: Be sure of what you’re saying. You are the first person that’s going to take yourself seriously. Once you take yourself seriously, I think that that says a lot. You have to walk in the room and act like you’re somebody because you are—your opinion matters. Put your opinion out there and continue to do the right thing.
View the original article and our Inspiration here
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