Featured in Lift Line Summer 2025
When Richard Randall became general manager of ALL Crane Rental Corp., the Columbus branch of the ALL Family of Companies, he knew the kind of culture he wanted to create. He would build it on treating people as he'd want to be treated, creating an ecosystem in which everyone feels their voice can be heard, and giving people a chance to thrive in roles where they are best suited.
This leadership philosophy comes from a surprising place: Randall’s years serving in the U.S. Marine Corps. While military leadership is often stereotyped as consisting of a lot of red-faced yelling, the “Principles of Marine Corps Leadership" that Randall keeps on his desk tells a much different story. It speaks of integrity, open communication, tact, and leading by example, among many other traits.
Randall became GM in 2018 after years in operations at ALL’s Cleveland headquarters. He’d moved around across ALL’s footprint, helping branches improve efficiency and performance. With the Columbus branch, he finally found a home. There were still improvements to be made. The branch was down to about 40 employees and hadn’t turned a profit in a while (the employee rolls now exceed 140 and business is booming).
Man with a plan
“The most important thing in my life is family,” said Randall. “And my work is what enables me to take care of my family. When you look at it that way, a job becomes a vital part of what is most important to you. That’s the basis of our approach at our branch.”
Columbus is a unique city full of opportunity for a heavy-lift rental operation. Located in the Midwest, with bedrock values of humility and hard work, it is also home to diverse construction markets including education, healthcare, new energy, and Big Tech, along with the region’s stalwarts like industrial, utilities, and manufacturing. To fully capitalize on each, Randall has built a cohesive team. They trust in each other, care deeply about each project, and are willing to do whatever it takes to keep customers happy. Everyone is pulling in the same direction, as Randall likes to say.
All those markets make for a busy branch. “We do everything here,” said Chris Kirk, sales representative with ALL Crane Rental Corp. “From tower cranes to big crawlers and big hydros, from smaller cranes like Maedas to manlifts to Brodersons, we use our entire fleet. There isn’t anything we don’t rent.”
Trusting people to do their jobs
Kirk has been selling at the branch for 15 years. “What Rich has done is given us the autonomy to go out and bring in the work.”
Randall believes in letting people find their niche then letting them do their jobs with minimal interference. “I know I don’t have to worry about anyone; they’re going to do what needs to be done to keep us collectively moving forward. If they have a question, they’ll ask, but otherwise, I stay out of their way. I’m present, but not intrusive.”
"There’s no micromanagement here,” said Tyler Hittle, a crane operator for the branch. “We’re placed in our positions based on a confidence in our skill level.”
All in the family
The branch is known for its regular social gatherings, which occur almost monthly, usually built around a holiday or seasonal celebration. Sometimes Randall’s wife, Melissa, cooks for everyone. Other times he hosts a catered dinner or brings in food trucks. “And Rich is always taking someone to lunch,” said James Webster, the branch’s current parts manager (who will move into the service manager’s role early next year with the retirement of four-decade branch veteran Roger Berwanger).
"The branch really feels like a family,” said Webster. “We help each other move, some people take vacations together.”
“We’re a close-knit group,” said Hittle. “We just had a branch-wide night out at the Columbus Clippers game.”
Kirk believes the camaraderie has benefits for customers as well. “Because everyone gets along, we all take ownership of every project. No one thinks twice about having to stay late to get something done for a job. If a mechanic finishes a service call, instead of heading home, he’ll call someone at another job site and ask if they need a hand. It makes us more efficient.”
“Operators work closely with the sales team when they need to get into the nitty-gritty of what a specific crane can do for a customer,” said Hittle. “We all understand that creating a positive customer experience is why we’re here.”
"All the departments get together on Tuesdays to go over current and upcoming projects,” said Webster. “Sales, dispatch, service, me in the parts department. It helps us all to be on the same page and helps me know what parts we might be needing in the coming days and weeks. It all contributes to our branch’s efficiency.”
Sharing Knowledge
Another of Randall’s axioms is that knowledge is power. It is applied at the branch by mentors freely teaching what they know to those willing to learn.
For example, Webster becomes service manager next year, taking over for the retiring Roger Berwanger, who’s been with the branch for nearly four decades. “I call Roger ‘The Legend,’” said Webster. “I’ve mostly learned the ins and outs from him. I’m transferring out of the parts department in late summer to begin working alongside Roger in the service department so there’s a smooth transition when he retires in February. I’ll be learning all I can.”
"This is the best group of people we’ve ever had,” said Kirk. “They all truly care about the success of our branch. From the quality of our crews to the service that keeps our machines in top condition to HQ always making sure we have the newest cranes and technology. It makes it easy for me as a salesman because I can tell customers with confidence that we are the best in Columbus.”
Randall spreads the credit to his team – and to the whole of ALL Crane. “Our branch would not be where it is today without support of the other branches. ALL Erection & Crane Rental in Cleveland, Jeffers in Northwest Ohio, Central Rent-A-Crane in Indiana, Central Contractors Service in Chicago, our branches in Pennsylvania, West Virgina, and on and on. All the branches contributed to our success by supporting us when we needed them. That’s the beauty of the ALL Family.”