CEO DIARIES
Red Rooster Lifting is growing its offshore, marine and industrial customer base
through partnerships.
What are your expectations for the industry going forward? Any trends or challenges that you foresee? Going forward, I think the industry will continue to put even more focus on safety, reliability and making sure the right lifting solution is chosen from the outset. I also think there will be a greater need for better-informed decisions earlier in the process. More and more, customers need support not just with equipment supply, but with understanding whether the solution is actually right for the application, the space available and the practical demands of the job. That is becoming more important as projects become more complex and expectations around planning, visibility and performance continue to increase. That is why making technical information easier
to access is becoming more important as well. At Red Rooster Lifting, we are making CAD drawings available to help customers look at dimensions, headroom, clearance and suitability earlier in the planning stage. That helps give a clearer picture of whether a solution will work in practice, which can improve planning, reduce uncertainty and support better decisions before equipment reaches site. The wider point is that better decisions often start long before the lift itself, and giving project teams better technical visibility earlier on can make a big difference in helping avoid problems later. There will always be challenges, whether that’s changing market conditions, more complex projects or keeping up with new technology, but those challenges also create opportunities to improve and keep raising standards across the industry. For Red Rooster Lifting, our aim is to keep growing our presence globally, keep building strong partnerships and continue delivering high- quality powered lifting solutions our customers can rely on. I think the businesses that will do well are the ones that combine good equipment with strong technical
18 | July/August 2026 |
www.hoistmagazine.com
understanding and practical support, because customers increasingly need confidence not just in the equipment itself, but in whether it is genuinely right for the job.
Are there any projects or initiatives that your company is working on that you’re excited about? At Red Rooster Lifting, we are always looking at ways to improve our designs, make use of manufacturing advances and develop bespoke lifting solutions that better meet our clients’ requirements. Projects are becoming more specific, environments can be more demanding and there is often a greater need for lifting solutions that are not just available quickly but are also well matched to the actual application. One development I’m particularly excited about is our new partnership with GMC Lifting Solutions AS in Norway. It’s an important step for the business because it strengthens our ability to support offshore, marine and industrial customers in that market by combining Red Rooster Lifting’s specialist capability with GMC’s lifting and handling experience and market presence. What makes that especially valuable is that it gives
customers access not only to equipment, but also to local contact, practical technical support and manufacturer- backed product knowledge. The partnership is already active in Norway, including ongoing offshore work involving 50-tonne ATEX zone 2 air hoists and trolleys. The Norway case study shows how that kind of support is already being applied in practice through offshore lifting work delivered in partnership with GMC Lifting Solutions. For me, that is what makes the initiative exciting – it is not just a strategic announcement, it is something that is already helping strengthen how we support customers in a key market. It’s a great example of how we want to keep growing as a business – through trusted partnerships, practical support and making it easier for customers to access the right lifting solution for the job.
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