Chris Genal Joins Manitou Group as North America Sales Leader

Manitou Group has named Chris Genal as vice president of sales for North America, effective July 1, 2026.

Genal will be based at the company's North American headquarters in West Bend, Wisconsin, where he will lead sales efforts for the Manitou and GEHL product lines throughout the region.

In his new role, Genal will be responsible for driving top-line performance, increasing market share and ensuring that commercial operations align with Manitou Group's global corporate structure.

"Chris' industry knowledge, extensive dealer network expertise and collaborative leadership style will be vital assets as we embark on our LIFT 2030 strategic journey," said Brad Boehler, president of Manitou North America. "We are thrilled to welcome him to the team and look forward to his leadership in accelerating our growth across the region."

According to the company, Genal will develop and execute market penetration strategies across Manitou Group's distribution networks, rental markets and dealer management systems. His responsibilities will include supporting dealer performance, building relationships with strategic customers and evaluating market conditions and competitive trends.

Genal has more than two decades of experience in the capital equipment, agriculture and industrial markets. His career has included leadership roles in sales, dealer development and distribution management.

Prior to joining Manitou Group, Genal oversaw the Case IH agriculture equipment sales organization at CNH Industrial.

Manitou Group designs and manufactures equipment for material handling, people lifting and earthmoving applications and serves customers through a global dealer network under the Manitou and GEHL brands.