ARA Adds Two Industry Leaders to Executive Team

The American Rental Association has added two industry leaders to accelerate ARA’s strategic initiatives on behalf of its members.

The organization’s two newest executives are Josh Nickell and James Auerbach.

“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,” Conant, added. 

Josh Nickell, a 20-year rental industry veteran, joins ARA to lead program development and member engagement for the equipment segment of ARA’s membership. That group comprises the construction, industrial, and general tool rental segments.

Nickell has spent a good portion of his life 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, an equipment rental software provider, and as a consultant. Also, he has been active in ARA volunteer boards and committees.

James Auerbach has joined ARA as the event segment leader, responsible for member engagement and strategic program development.

Auerbach has spent the past 25 years serving in executive roles in the special event, equipment rental, event production, and hospitality industries. He most recently was senior vice president of CE Rental.

“I’m excited to welcome both Josh and James to the executive team,” said Conant. “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.”

As a result of these hires, ARA plans to design and develop unique programs and services for each segment.