Mid Country 2022 by Construction Equipment Guide

Bud PeCoy, president of Mid Country Machinery

Lucas Peed, co-founder of Mid Country Machinery.

The machinery is the lifeblood of the business and the brand names on engine hoods are familiar wherever heavy machinery is used — 20 different lines in the two states.

Tempus Fugit:

Mid Country Machinery Marks 25 Years in Business By Giles Lambertson

tions that we would be broke in the first year of business, but that just motivated me. I never looked back.” PeCoy credits his business partners — co-founder Lucas Starting a heavy equipment company means overcom- Peed and longtime partners Mark Swedlund and Bob ing a unique set of challenges. Maintaining a company’s Conaway — with helping to grow the company from a viability year after year after year may be an even greater used equipment outlet in Ft. Dodge, Iowa, in 1997 to a achievement. After 25 years, it is safe to say Mid Country five-location dealership today. The dealership’s first three offices stretch in an east-west Machinery has been successful at all of the above. “When we started, we never looked back,” said Mid row along U.S. Hwy. 20 in upper Iowa. In 2020, Mid Country President Bud PeCoy, speaking on behalf of the Country dropped farther south to the Des Moines area to company’s founding executive team. “There were prediccontinued on page 8

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HIT TA ACHI CO ONGRATULATES AT AT T MID COUNT TR RY Y MACHIN NER RY Y Hitachi congratulates s Mid Country Machinery on its 25 years in the e construction equipment business and as a va aluable member of our nationwide team of dealers d dedicated to the sales machinery machinery. They are committed to you, you our customerr.. Stop by and talk to their experienced sales and service professionals, and see the new w Hitachi equipment today! We W e’rre e building something far larger than construction equipment; your re reputation.

Mid Country Machinery 1-800-206-5936 midcountrymachinery.com

Waterloo, IA A, (319) 234-8710 Sioux City, IA, (712) 943-4470 Fort Dodge, IA, (515) 574 574-2302 2302

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The newest company location is in Bondurant, Iowa, which is part of the Des Moines-West Des Moines metropolitan area. The bright red 30,000-sq.-ft. facility is just two years old and is managed by Cole Ruge.

from page 3

back and coasting.” open a fourth Iowa branch. In fact, he said, the earlier Prior to that, an out-of-state “When recessionary was “one of we started, we the best timesperiod location was opened in for the company. Syracuse, N.Y., in 2014. Each never looked back.” We were presented with some location is thriving. unique opportunities, and we In the first quarter-century took advantage of them.” Bud PeCoy of Mid Country’s existence, The way the company hanthe U.S. economy has been up dled the pandemic panic is illusand down and sideways, too. trative. PeCoy acknowledged it Disruptions following al-Qaeda attacks on the East Coast in was a “very scary moment because we didn’t know what 2001 were followed by the deep recession in 2007-08 after to expect. None of us had ever experienced anything like the housing industry collapsed. Covid lockdowns and ensu- that before. But after about 30 days with that mindset, we ing economic disruptions in 2020, including supply-line realized we had to go forward with or without Covid.” interruptions, were a peculiar challenge. Now, inflation and Some of the success that Mid Country subsequently high gas prices are bedeviling decision makers in every experienced during the pandemic PeCoy attributed to “a executive suite. governor who didn’t want to slow down the economy.” PeCoy seems remarkably blasé in looking back at this While the New York state experience was a little different economic turmoil. than Iowa’s, PeCoy commended Mid Country’s committed “We were so busy, we didn’t put a whole lot of thought employees and partners at all locations for pulling together into things,” he said. “We didn’t have the luxury of lying to get through the ordeal.

The Bondurant, Iowa, team (L-R) are Bob Conaway, owner/sales; Tim Kramer, rental manager; Tim Sieleman, parts manager; Jeff Smith, service advisor; Cole Ruge, branch manager; Chris Nelson, salesman; Steve Grell, service manager; Jacob Conaway, salesman; Shane Bruse, rental/sales; Chad Vander Ley, rental advisor; Virgil Stewart, trucking/fabricator; Evan Bailey, technician; Michael Greene, technician; Andy Hartman, technician; Andy Sowden, trucking; and Garrett Cook, head technician. Not pictured: Donny Roberts, parts advisor.

The Fort Dodge, Iowa, team: (L-R, back row) are Amanda Albright, Tammy O’Brien, Trent Cook, Brandon Kinseth, Lucas Peed, Kyle Eide, Michael Bleich, Keith Anderson, Landon Peed and Kara Lunn. (L-R, front row) are Rob Lowery, Dave Clagett, Steve Tracy, Zach Landreth, Davion Goodell, Loren Painter and Lexi McLeod. Not pictured: Kyle Ruge, Jeff Kicklighter, Joe Schott, Chris Nelson, Dan Gascho, Rick Wagner, Terry Brown and Roy Allison.

While all 90 people in the organization are important, so are the machines parked in sales lots, being rented out in large numbers.

credits Peed’s father Joe The current economy still with critical mentoring of is volatile, of course — “We are in a good position him and his son. “trying times,” is how “Joe was very instruPeCoy described it. because we were very proactive mental in helping us get “But we are in a good position because we were in getting equipment on order.” the company started,” said PeCoy. “He gave us good very proactive in getting advice on building a sucequipment on order,” he Bud PeCoy cessful team, how to negosaid. “That has worked in tiate with the banking our favor. We’ve had outindustry, how to work with state and local regulators.” standing growth in the last couple of years.” Key team members included Swedlund and Conaway, While the company’s overall business activity is up 15 percent, year-to-year, equipment rentals are up 47 percent, both of whom came on as partners not long after the comPeCoy said. “And we have the equipment we need to grow pany was formed. Swedlund since has retired. Conaway is a vice president and has developed a broad and vital netthat rental.” The rental wing of the company operates under the name work of contacts within the United States’ concrete paving MCM Rents, though each rental store is situated in a Mid industry. Kyle Ruge joined the company in 2003 and today is chief financial officer of the firm. Country Machinery facility. Aaron Reicherts is Mid Country’s overall sales manager, ** Co-founder and company vice president Lucas Peed man- a position he has held for a decade after 10 years as ages the store at the original location in Ft. Dodge, which is Kawasaki regional sales manager. “Aaron has been one of the driving forces in keeping the Mid Country’s busiest store in both sales and rentals. Besides the skills that Peed brought to the enterprise, PeCoy continued on page 22

The Waterloo, Iowa, team (L-R) are Levi Becker, service technician; Cole McClain, parts manager; Tim Plagge, branch manager/sales and rentals; Jeff Furman, service manager/MCM product support manager; Tylar Spece, service technician; Bob Edwards, sales/rentals; Sharon McClain, office manager; Aaron Reicherts, sales manager; Kyle Youngton, service technician; and Brett Johannsen, rental manager. Not pictured: Randy Reiners, sales/rentals.

The Syracuse, N.Y., team (L-R) are Bob Malson, service; Jeff Polniaszek, service manager; Rory Serwinowski, parts manager; Mike Oakes, mechanic/heavy equipment transporter; Joe Panebianco, general manager; Joe Mero, scrap and demo specialist; Ashley Hamlin, inside sales/marketing; Drew Dunham, technology specialist/outside rental sales representative; Tom Blasczienski, rental manger; Peter Dowling, wash bay technician/equipment detailer; Bill Barry, outside sales; Jake Betts, shop mechanic; and Chris Wallenbeck, shop mechanic.

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from page 11

sales team on course and contributes a great deal to the ongoing success of Mid Country and MCM rents,” PeCoy said. The first Mid Country employee way back when was Rob Lowrey, who today is parts manager of the Ft. Dodge facility. Other key people at Ft. Dodge are Trent Cook, who is company-wide rental manager; Brandon Kinseth, who manages the rental counter at Ft. Dodge; and service manager Joe Schott At the Waterloo location, Tim Plagge manages day-to-day operations. He was an early employee of the company and still has a sales territory. Now, Plagge also is overseeing the construction of a modern facility to replace the original Waterloo store. Other principal employees in Waterloo include Jeff Furman, who is service manager and director of MCM product support; rental manager Brett Johannsen;

Lucas Peed (L) and Bob Conaway celebrate Mid Country’s 20th anniversary in 2017.

The Sergeant Bluff, Iowa, team (L-R) are Jason Curry, sales/rentals; Taylor Lambert, service technician; Doug Miller, branch manager, sales/rentals; Chad Brown, sales/rentals; DeAnna Brunson, office manager; Andy Smith, sales/rentals; Russ Ruhde, parts manager; Dave Krantz, service technician; and Kyle Groves, service technician.

Brewerton, a northern suburb office manager Sharon of Syracuse, the facility began McClain; and parts manager in 2011 as a machinery repair Cole McClain. “We are known as having and maintenance business as Doug Miller manages the the best service department envisioned by partners Joe Sergeant Bluff facility near Panebianco and Jeff Sioux City and works a sales in the area...” Polniaszek. territory. Other managers in Bud PeCoy They subsequently affiliated Sergeant Bluff are Jason Curry with Mid Country in 2014 “and (rental), Russ Ruhde (parts) have made it into a very sucand Taylor Lambert, who is acting service manager and instrumental to day-to-day cessful location,” PeCoy said. “We are known as having the best service department in operations. The newest company location is in Bondurant, which is the area. With Jeff’s service knowledge and Joe’s product part of the Des Moines-West Des Moines metropolitan area. and business skills, the store has been a very good fit,” he The bright-red, 30,000-sq-ft facility is just two years old and said. Rory Serwinowski is parts manager and Tom Blaczienski is managed by Cole Ruge. Steve Grell is service manager manages rentals. and Tim Kramer manages rentals. ** Reicherts has a sales office there, as well, in overseeing While all 90 people in the organization are important, so the work of 10 salespeople in Iowa and three in New York. The New York state location is somewhat unique besides are the machines parked in sales lots, being rented out in being the only non-Iowa Mid Country store. Located in large numbers, or being pored over by techs in service bays.

Servicing of equipment at all of the facilities remains a priority of Mid Country Machinery.

and more expected by cusThe machinery is the lifeblood tomers,” PeCoy said. of the business and the brand “We have highly trained Mid Country is the Leica names on engine hoods are distributor for Iowa, New York familiar wherever heavy guys who know the and New Jersey. machinery is used — 20 differ- technology like no one “We have highly trained ent lines in the two states. else and customers who guys who know the technology Full-sized machine products like no one else and customers are from Kobelco, Bomag, lean on us for technical who lean on us for technical SANY, Hitachi, JLG, Sakai, assistance,” he said. Fuchs and, in New York, Link- assistance,” Bud PeCoy Mid Country Machinery Belt. Compact equipment started in 1997 as an outlet for brands include Gehl/Manitou and ASV. Haulers are Bell America and Bergmann. Other used machinery. It still is. According to PeCoy, second-hand manufacturers include Etnyre, Revolver and several attach- equipment always has been a high focus. The value of quality used machinery has never been higher, partly because of ment lines. All that equipment — typically, $50-60 million in new the supply chain issues. Each location offers the equipment. Kobelco was the company’s anchor brand beginning in machinery parked on company lots — is augmented by Leica Geosystems machine control systems. Incorporation 1999 and remains popular, particularly since it has introof the control technology in machinery “is becoming more duced more environmentally friendly engines.

Mid Country Machinery is an authorized dealer of EvoQuip, manufacturer of this Cobra 230R mobile impact crusher.

Mid Country Machinery started in 1997 as an outlet for used machinery.

Mid Country Machinery services its equipment with its mobile unit, saving customers time on the job.

PeCoy called the manufacturer “a great partner. It has grown with us. We attribute a lot of success to Kobelco.” JLG and Skytrak also are mainstay lines. The company has represented SANY equipment for nine years now, with its equipment lines filling some voids in equipment types. More recently, LinkBelt has come aboard, and Mid Country is broadening its representation of Hitachi. Already carrying the company’s wheel loaders, it will offer Hitachi excavators beginning in 2023. ** Even after 25 successful years, companies need good management. This is especially true at a time of high inflation and instability in the supply

The rental wing of the company operates under the name MCM Rents, though each rental store is situated in a Mid County Machinery facility.

process. At the midpoint of 2022, PeCoy sees positives and negatives in the near future. “Right now, the dollar is strong, so we have good buying power. How long that will last is anybody’s guess,” he said. “Energy prices are a concern, but we have products that are very fuel efficient, including equipment lines with the Isuzu engine. We see that as a shot in the arm for us.” He acknowledges that the price of new equipment is a concern, with price tags “a little crazy with manufacturers cranking up the pricing. In their defense, the manufacturers’ costs are much higher now. We don’t know where the end is. Some say 2023 will be worse than 2022. That poses a threat going forward.”

Mid Country’s compact equipment brands include Gehl, ASV, Manitou, Skytrak, Bergmann and Yanmar.

JLG and Skytrak are Mid Country’s mainstay lines. While Mid Country’s overall business activity is up 15 percent, year-to-year, equipment rentals are up 47 percent.

Some U.S government policies puzzle him. “We would love to see some of this pipeline stuff free up again. Canceling of the Keystone pipeline was a really big blow for us. I don’t see why we can’t do that project in an environmentally friendly way,” he said. Such concerns are out of dealers’ hands, of course, so Mid Country is working on what it can control. The company broke ground very recently for a new facility in Waterloo that will mirror the new building erected in Bondurant two years ago. Servicing of equipment at all the facilities remains a priority, PeCoy said. “Some people don’t understand how difficult it is to keep a fleet up and running every day. We understand that.” How about expansion of service and sales outlets across the market area? PeCoy sees opening of stores in Omaha, Neb., and down towards Kansas City, Mo., as the next logical steps. Product lines are well-established, but there always are new products out there. For example, he sees growth in autonomous equipment as machine controls continue to become popular. “Machine controls on dozers is a very big thing, and excavator digging controls, too, but now controls are getting into skid steer loaders and other lines,” PeCoy said. “New technology is coming into attachments, things you wouldn’t have thought possible five years ago.” Attachments in general will be a growth area, he said, including forestry. “You might ask, who needs forestry attachments in Iowa? But it definitely is a void we intend to fill, and we want to get more into the aggregate industry with crushers. There are a lot of niche things we want to have for our customers,” said PeCoy. To everyone at Mid Country, customer service is key. “One thing that we as a team have in agreement is to not slow down and to make sure we remain focused on our customers first, to try to give them the best and easiest experience possible. We truly value our relationship and without them we have nothing. We fully intend on taking Mid Country Machinery to a much higher level,” said PeCoy. With one partner (Mark Swedlund) in retirement in Florida, the 64-year-old PeCoy was asked when he might do the same. “I’m not broke in yet,” he quipped. After all, the company’s 30th anniversary is coming in 2027. Time flies. CEG

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“One thing that we as a team have in agreement is to not slow down and to make sure we remain focused on our customers first, to try to give them the best and easiest experience possible. We truly value our relationship and without them we have nothing. We fully intend on taking Mid Country Machinery to a much higher level.”

Bud PeCoy

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